The Marketing Automation Value Guide. Transforming Your Business with Pardot, B2B Marketing Automation by Salesforce

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1 The Marketing Automation Value Guide Transforming Your Business with Pardot, B2B Marketing Automation by Salesforce

2 Building a Business Case for Marketing Automation A quarter of all B2B Fortune 500 companies are already using marketing automation, along with 76% of the world s largest SaaS companies. - Pardot If you re a marketer entrenched in today s crowded digital landscape, you ve probably heard at least a little bit about the benefits of marketing automation: how it can shorten sales cycles, align sales and marketing efforts, and help businesses get the most value out of their CRM. There comes a point in any technology evaluation process when you are interested in a solution, but you need to understand the full scope of how it can benefit your business and decide if it s the right investment. Plus, you need to bring all of the relevant parties up to speed, which might include not only marketing and sales leadership, but also a COO, an IT partner, and other outside stakeholders. This guide helps you examine some crucial questions, including: How will Pardot marketing automation and Salesforce Engage impact my business bottom line? How will these solutions impact productivity across all departments? What results can I expect to see and when? How does the Salesforce Pardot technology work? Let s dive in. On average, 5.4 people now have to formally sign off on each B2B purchase. - CEB Marketing 2 / Pardot

3 Executive Overview 78% of successful marketers cite marketing automation systems as most responsible for improving revenue contribution. - The Lenskold and Pedowitz Groups The numbers speak for themselves; according to independent reports from several prominent analyst firms, marketing automation is the fastest-growing technology segment in MarTech. As a marketer in the trenches, it s easy to understand how marketing automation can change the way you work. Better communication between sales and marketing, more connected tools, and an easy-to-use platform all have the power to transform marketing s impact on your organization. Experts and analysts agree on the positive impact of this technology on business performance, but your boss (and other stakeholders) are unlikely to sign the contract unless they are able to clearly understand the value of the investment. Don t worry, we can help with that. Let s take a look at what every executive needs to know and how to effectively approach this conversation. Marketing automation benefits marketers in many ways. A day-to-day user may be excited about ease of use, while stakeholders responsible for the strategic operations of your organization are likely focused on growing top-line revenue, increasing productivity, and maximizing performance while minimizing costs. Marketing automation is an enabling partner in achieving all of these goals because it helps to align your objectives with those of your executives. The following sections will break each of these three topics down and provide talking points on how a marketing automation solution can help. 3 / Pardot

4 On average, Pardot customers report: +48 % +41 % increase in marketing productivity increase in marketing analytics and reporting +39 % +34 % +37 % increase in campaign spend optimization increase in sales revenue increase in marketing campaign effectiveness 4 / Pardot

5 Growing Top-Line Revenue CMOs at top-performing companies indicate that their most compelling reason for implementing marketing automation is to increase revenue (79%). - Gleanster Respected industry analyst firms acknowledge that marketing automation is proven to grow revenue. Marketing automation also closes the loop on campaign ROI by connecting marketing spend with the revenue generated by each campaign. B2B marketers now have objective data to help advance from we know half of our marketing is working, we just don t know which half to we should invest heavily in paid search because it has a 150% ROI. Marketing automation helps marketers objectively identify initiatives that are contributing to revenue growth based upon revenue generated, rather than outdated measures like the volume of responses. Expert tip: Report on the metrics that really matter. Learn how: 5 Marketing KPIs the C-Suite Actually Cares About & How to Calculate Them 5 / Pardot

6 Intelligent Marketing Marketing automation creates more meaningful customer relationships by addressing the unique needs of each individual buyer. Technology empowers marketers to focus on the strategic initiatives rather than tactical ones, and aligns sales and marketing efforts towards accomplishing common goals. All of this adds up to decreased costs and soaring revenue. Connect Earlier campaign deployment, frees up resources to focus on more strategic and impactful efforts. It also means you can respond faster and more efficiently. 68% of successful marketers cite lead scoring based on content and engagement as most responsible for improving revenue contribution. - The Lenskold and Pedowitz Groups Experts at Gartner tell us that by 2020 buyers will complete 85% of the sales cycle before they even speak with a sales representative. That means that companies will have to invest in intelligent marketing strategies that allow them to deliver a personalized experience on the customer s terms. Marketing automation facilitates targeted marketing at scale. Campaigns can adapt and change based on how your customers interact, keeping them engaged by ensuring you re delivering the right message at the right time. Focus on Strategic Initiatives Automating repetitive but important tasks such as lead qualification, audience segmentation, and multi-step Deploy The Right Campaigns, Faster Marketing automation gives companies in-depth insight into campaign effectiveness, allowing marketers to abandon less lucrative initiatives and focus on more successful campaigns. Today many marketers are forced to work in a number of siloed tools to create campaign assets like forms, landing pages, s, and nurturing campaigns. Marketing automation allows marketers to leverage a single interface to develop, deploy, and measure the success of campaigns, providing a 360-degree view of all prospect touchpoints. 6 / Pardot

7 Empowered Selling High-performing sales teams use 3x more sales technology than underperforming teams. - Salesforce Tensions between marketing and sales seem to be consistent across industries: sales reps believe that marketing isn t providing a sufficient number of high-quality leads, while marketers feel that many of their hard-earned leads are going to waste. To diffuse these tensions, you need to ensure that your sales reps are free to focus on the the hottest, most salesready leads, and that marketing leads are saved until they re ready to speak with a sales rep about making a purchase. 45% of companies report that their sales reps need help figuring out which accounts to prioritize. - Lattice Engines/CSO Insights Industry analysts agree that the addition of marketing automation will lower costs, improve conversion rates, and drive revenue all by aligning goals and processes across sales and marketing. Let s take a look at how. Stop Lead Loss Statistics indicate that a large number of leads that convert on your website never have a meaningful conversation with a sales representative. Lead qualification and lead management tools, as part of a holistic marketing automation strategy, can help identify the best leads and advance them to sales while automatically nurturing leads who are still in the research phase. This means sales can respond instantly when a lead is hot, and avoid wasting time on tire kickers or early-stage leads. The use of sales prospecting tools will grow 75% in the next 18 months - Salesforce Have the Right Conversations Pardot serves as an always-on personal assistant for your sales and marketing teams on a scalable level. The combination of lead tracking and qualification have been found to improve close rates by objectively focusing sales efforts on the most engaged prospects without overwhelming sales with earlystage suspects. Pardot also works in tandem with Salesforce Engage, an exclusive set of sales features that help reps connect more effectively. With a combination of Pardot and Salesforce Engage, reps have instant access to marketing data and content, and can use these resources to target conversations more effectively and close deals faster. 7 / Pardot

8 Lower the Cost-Per-Opportunity (CPO) Shifting the focus within the organization from cost-per-lead to cost-per-opportunity allows the marketing department to focus on lead quality over quantity. Since leads are tracked from initial touch through sale, marketing automation decreases CPO and increases ROI as marketing optimizes the lead generation strategy and moves leads more quickly through the funnel. Re-engage Dormant Leads We know today s customers want to buy on their terms.when leads are advanced to sales prematurely, many won t respond positively to a sales call. Sales is focused on quota, so these leads end up tossed into what we like to call the lead cemetery. But they aren t dead yet! They may be a great fit for your offering, they just need to be warmed up. Rather than discarding these hard-earned leads, automatically nurture them with helpful, educational resources to keep your name top of mind. When it s time for a sales rep to reach out again, they ll already have the foundation for a strong relationship. Increase Opportunity Size 67% of B2B marketers say lead nurturing increases sales opportunities throughout the funnel by at least 10%, with 15% seeing opportunities increase by 30% or more. - DemandGen Report Analysts agree that an effective lead nurturing strategy has been found to increase opportunity values. This is because leads that have been nurtured have reviewed a steady stream of buyer-focused content, which reinforces the need for your solution. Lead nurturing also helps to establish your company as a trusted resource, allowing prospects to feel more comfortable with making a larger purchase. 8 / Pardot

9 Marketing Automation Quick Facts What Your CEO Needs to Know What Your CTO Needs to Know What Your CFO Needs to Know What is the return on investment (ROI) for this type of solution? Marketing automation will drive revenue by increasing efficiency and shortening the sales cycle. Pardot shows your marketing and sales teams where to focus their efforts to maximize ROI. On average, Pardot customers report: 48% increase in marketing productivity, 41% increase in marketing analytics and reporting, 39% increase in campaign spend optimization, 37% increase in marketing campaign effectiveness, and 34% increase in sales revenue. (Pardot) Describe the solution architecture. Pardot is a cloud-based, multi-tenant SaaS platform that seamlessly integrates with cloud-based and on-premises CRM solutions. Pardot is a part of Salesforce. Does this benefit me? As a part of the Salesforce family, Pardot has exclusive access to cost-saving benefits for our customers. For example, we are the only solution to provide unlimited data syncing across systems at no additional cost. We also have the inside advantage on new innovations to the Salesforce platform, keeping you one step ahead. We can work with you to customize your complete Salesforce package. How will I know the tool is showing value? Identifying ROI is the key to proving the value of marketing automation and to proving the overall value of marketing to the organization. Luckily, marketing automation is all about ROI. The tool itself includes the reports you need to reinforce the effectiveness of your marketing campaigns and justify additional investment in enabling technologies. You can feel confident that the metrics being reported are delivered without bias and are representative of the impact marketing has on the organization. Clients will also see efficiencies in their sales cycle, which is often most clearly reflected by a faster sales cycle and higher rep productivity. How can they ensure the system is highly available? In order to ensure high availability, Pardot leverages two geographically separate data centers. The data centers are run in an active standby configuration allowing for fast failover in the event of a failure at the data center that is currently primary. What can we expect in terms of setup? New Pardot clients get up to speed with the help of a Quick Start Onboarding Package delivered by an implementation specialist or Certified Pardot Consultant. During this time, your representative will help you build account assets, map out key processes, and develop your first few campaigns. After implementation onboarding there are no ongoing service fees. You will have access to a select team of client advocates who provide exclusive office hours, keep you up to date on new features, conduct strategy sessions, handle any account questions, and make sure that you re never on your own. Pardot also provides unlimited on-demand and live training. 9 / Pardot

10 What Your CEO Needs to Know What Your CTO Needs to Know What Your CFO Needs to Know How soon can I expect to see results? Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research) You don t have to wait long to start seeing the impact of marketing automation. In fact, small business with 1-2 early-stage nurturing campaigns configured in marketing automation estimate the volume of quarterly qualified leads increased an average of 120% because of marketing automation outreach. (Gleanster) So, even if you don t have the time or resources to ramp up all the features of the platform right away, even implementing some basic functionality can yield significant results. How will our data be secured? Application and data security are a primary focus when storing sensitive customer data. To ensure maximum data security, Pardot s hosting providers are independently certified as exceeding the requirements of SOC-2 and SSAE-16 the level of security required for financial data. To ensure application security, Pardot requires activation for any unrecognized IP address from which you access the application. Additional Trust & Compliance information can be accessed here. How does your pricing work? Pardot offers three standard pricing tiers with custom configurations available. Our packages are based on the features you want to access and how many contacts are in your database. Pardot allows marketers to send an unlimited number of s, so you are not charged for engaging with your prospects. During the purchasing process, your account manager will review your complete Salesforce configuration and help you find a package that is right for your organization. Will we need to add headcount to employ this solution? 90% of top-performing small businesses that use marketing automation report they did not increase headcount after investing in marketing automation. (Gleanster) Implementing marketing automation isn t about adding (or subtracting) head count, it s about shifting marketing priorities and workload towards building a more efficient and effective sales cycle. And with Pardot s ease of use, you won t need to add headcount for a specialized employee with IT experience or existing knowledge of the Pardot platform. So I have another tool to manage? Since Pardot is a hosted solution and provides product support, valuable IT time is freed up to focus on critical infrastructure management efforts. How much IT effort is required to implement marketing automation? Will I have to manage this tool as well? Pardot has a very low impact on IT resources and requires less than two hours of IT time to complete all of the technical requirements of the solution, including: Defining a vanity CNAME record Implementing authentication in the DNS record Placing JavaScript in the footer file within the Content Management System (CMS) Connecting Pardot with the CRM (optional) There should be no need for IT to manage the solution post-implementation. Since Pardot is a hosted solution and provides product support, valuable IT time is freed up to focus on critical infrastructure management efforts. 10 / Pardot

11 How Marketing Automation is Transforming Business B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%. - Forrester Research 58% of top-performing companies (companies in which marketing contributes more than half of the sales pipeline), have adopted marketing automation. - Forrester Research CMOs at top-performing companies indicate that their most compelling reason for implementing marketing automation is to increase revenue (79%) and get higher-quality leads (76%). - Gleanster 78% of successful marketers cite marketing automation systems as most responsible for improving revenue contribution. - The Lenskold and Pedowitz Groups Among B2B marketers, the #1 benefit of marketing automation is generating more and better leads. Additionally, 75% of the companies using marketing automation implemented their platform in less than 6 months. - Pepper Global 80% of B2B marketers rate generating quality leads as the technique with the highest profit potential. Second was improving sales conversion at 71%. - BtoB magazine 68% of successful marketers cite lead scoring based on content and engagement as most responsible for improving revenue contribution. - The Lenskold and Pedowitz Groups Triggered messages average 70.5% higher open rates and 152% higher click-through rates than business as usual marketing messages. - Epsilon Institute Over 75% of revenue is generated by alternatives to generic one-size-fits-all campaigns. For example, trigger campaigns account for 21% of marketing revenue. - DMA UK B2B marketers who have successfully deployed lead nurturing programs average a 20% increase in sales opportunities from nurtured leads versus non-nurtured leads. - DemandGen Personalized s generate up to 6 times higher revenue per than do non-personalized s. - Experian Marketing Services 87% of top-performing marketers say targeting campaigns to audience segments and individual consumers is the largest value driver, with 78% listing segmentation as the #1 marketingautomation capability they can t live without. - Gleanster 64% of customers agree Pardot has substantially improved the efficiency of their organization. - Pardot 60% of users agree Pardot has improved the effectiveness of their organization. - Pardot 56% of Pardot customers have already recommended Pardot. - Pardot A quarter of all B2B Fortune 500 companies are already using marketing automation, along with 76% of the world s largest SaaS companies. - Pardot 11 / Pardot

12 WANT MORE INFORMATION? Pardot is B2B marketing automation by Salesforce. Your customers are smarter, more capable, and betterinformed than ever before. This new breed of consumer demands a better breed of marketing, and the Pardot platform has the capabilities to get you there. LEARN MORE f 12 / Pardot