Marketing Automation
Pardot is a marketing automation software platform that helped Paragon, as well as Bretford, to automate marketing and sales engagement to generate more leads, close more deals, and better measure marketing success. Leveraging marketing automation, allows sales and marketing teams to work together and automate and optimize lead interaction. Below are the phases I completed to allow Paragon to communicate with the customer database digitally and provide lifecycle reporting for prospects.
Phase One
Salesforce.com Integration
o Built the organizational and data infrastructure for marketing and sales campaigns and gained intelligence about the state of the marketing database.
o Completed the bi-directional Salesforce.com integration.
Cleansed Database
o Cleansed database and removed bounces, etc. Mailable prospects went from 2,523 to 1,365 (February 2017); on average seeing 99%-100% delivery rate on-going.
o Assigned lead source to prospects for campaign ROI calculations.
Deployed Communications
o Automated a weekly welcome campaign for new leads entered into Salesforce.com that addressed email legal requirements, captured all contact information with form completion for IP address prospect tracking.
o Deployed weekly email marketing campaign.
o Increased marketing database from 1,365 (2/17/17) to 3,704 (08/03/18).
Next
o Phase two: Deploy automation, by segmentation of database, to improve efficiencies and productivity for campaign management, nurture (or “drip”) campaigns, constant data cleansing, and contact activity management. Integrate lifecycle reporting and outline new processes and procedures for sales team to follow when adding accounts, contacts and opportunities to Salesforce.com. By providing a process for all representatives to follow, it would ensure contact roles and lead sources were tied to email addresses for reporting. As of August 3rd, this step was 80% complete.
o Phase three: Align the sales team and enable them to quickly identify target leads and provide tools to effectively manage through the stages of the buyer’s journey.
o Phase four: Measure marketing and sales efforts and easily identify how to get the most out of marketing programs.