5 Steps to Double Your Web Marketing Value

5 Steps to Double
Your Web Marketing
Value
without increasing your spend
www.pardot.com © 2008 Pardot, LLC. All rights reserved worldwide 5 Steps to Double Your Web Marketing Value
Executive Summary
As B2B sales organizations increasingly shift their marketing spend to the Internet, more and more avenues for online lead generation open up, leading to a much greater number of leads being passed to sales. While producing more leads certainly meets a key performance indicator of many marketing directors, it may not necessarily be as valuable, or accommodating to the sales department, as producing more qualified leads. Fortunately there is a solution. Using off-the-shelf technology, touch points with a prospect can be unified into one cohesive platform, where interactive marketing tools were formerly disparate. By aggregating all prospect interaction data into one system, B2B sales organizations gain significant marketing and sales efficiencies, effectively increasing their sales pipelines without having to increase spending on lead generation. The five tactical steps are as follows: . Automate lead scoring to optimize sales reps' time . Nurture leads through drip marketing emails . Understand prospect interest level and desires through micro-web analytics . Identify companies before pre-conversion with website caller id . Continually refine the process using automation rules In the five steps that follow, you will see how implementing a marketing automation solution will maximize your on-going investment in lead generation, facilitate turning your existing "suspects" into prospects, and double the value of your web marketing.
www.pardot.com | © 2008 Pardot, LLC. All rights reserved worldwide 2 5 Steps to Double Your Web Marketing Value
Five Steps to Triple Your Lead Quality
Lead Scoring Optimize your sales reps' time. Imagine that your sales rep has 50 leads with whom she is supposed to follow up. She knows that 10 are "hot" leads based on his meaningful conversations or correspondence and gives them consistent attention. That leaves her with 40 others about whom she knows very little. She can try to pick and choose where to spend her time based on their profile fields but this involves considerable guess work and is analogous to determining sales strategy by throwing darts at a board. Automatically scoring leads based on their activity on your website provides hard, objective data in an otherwise subjective sales process. At a glance, your sales rep can look at her list of leads, quickly prioritize them based on score, and follow up with those that are mostly likely to become opportunities. You can also ensure that leads that do not pass a certain scoring threshold are put onto a nurturing track before being assigned to sales reps. Once these leads begin to respond to nurturing efforts, and their scores increase, they can be automatically assigned to sales reps for follow up. Marketing automation can also help with forgotten or abandoned leads. When a lead who has been dormant for weeks or months eventually "raises her hand" by visiting your website or clicking a tracked link in an email, their scores will increase, and your sales reps will be proactively notified by the system.
www.pardot.com | © 2008 Pardot, LLC. All rights reserved worldwide 3 5 Steps to Double Your Web Marketing Value Automated Lead Nurturing Turn your leads from lukewarm to red hot. It is often said that 80% of leads passed on to sales never have a meaningful conversation with a rep. Sales reps often attempt to make contact several times but ultimately put the lead aside if they are unable get in touch or the prospect is not immediately ready to buy. Although the lead may eventually show interest by visiting the website again or clicking on links in an email newsletter, there is no way for the sales rep to be notified and the prospect that is "raising her hand" goes unnoticed. Marketing automation solutions allow you to place your non-sales ready leads into nurturing tracks. You can then ensure that your marketing efforts periodically "touch" them via automated, timed, one-to-one advertising such as email or direct mail. All links and calls to action in your marketing collateral are tracked individually to prospects and your sales reps will be notified as soon as a lead responds. B... [download for more]