Gabriel Sales Launches Multiple Awareness and Lead Nurturing Campaigns and then Transitions in 150 Days

Situation

Post a merger this mid-market software company needed to integrate and align the new company’s lead list, sales funnel and marketing programs into one inclusive system and process. A decision was made to move from HubSpot and Mailchimp into Salesforce and Account Engagement (Pardot) to support the more complex sales environment the new company would need to address.

The new entity had strategic marketing experts, great content marketers, , inbound marketers and a seasoned Salesforce Administrator with no expertise in Account Engagement. The company had a ton of content ready to be leveraged in both demand generation and lead nurturing campaigns with an opt in database that represented close to 70% of the market.

Challenge

Marketing team was skilled in brand, creative, strategy and inbound marketing. The CRO and Salesforce Administrator were tasked with taking two different sales processes and multiple inbound and outbound marketing processes into one consistent sales and marketing operations process.

Company had developed their new go-to-market strategy and defined their new sales process. They needed help launching their new technology stack and then wanted their new combined sales and marketing operations team to take over the day-to-day management of the system.

Solution

Company hired Gabriel Sales to implement Salesforce Account Engagement (Pardot), integrate the best tool’s practice features with Salesforce and integrate several additional 3rd Party technologies. Company then wanted GS to stand-up several initial Marketing Automation Campaigns and Content Management Tools before training and transitioning the entire tech stack to their existing team for ongoing day to day management and execution.

Month 1

The engagement started meeting with the Company’s CRO, Salesforce Administrator and Marketing Director to understand:

• Who Using?
• How Using?
• Success Criteria for Sales
• Success Criteria for Marketing
• Sales Process
• Campaign Strategy
• What They Wanted to Measure/Track
• Reporting and Insight Needs

Gabriel Sales then crafted a final plan for a basic implementation, and systematic 90 day roll out of campaigns with final timelines and critical dependencies.

Then Gabriel Sales quickly launched into the Technical Set Up of Account Engagement (Pardot) including all Salesforce.com integrations and 3rd Party Integrations.

Month 2 and 3

Gabriel Sales worked with the marketing with the Company’s marketing team to launch the systems, with:

• Initial campaigns
• Initial database segmentations
• Continued quality checks and testing continued testing
• Continued best practice workflows
• Conversion reports and insight dashboards

Gabriel Sales worked with the CRO to refine:

• Lead scoring
• Prioritized lead lists
• Weekly engagement reports

Simultaneously, Salesforce Administrator and Marketing team started their basic training in Salesforce Account Engagement using Gabriel Sales online subscription training course on Salesforce Account Engagement (Pardot): Build Your Basic Skills on Udemy.

Month 4 and 5

Worked with Salesforce Administrator, Marketing Team and Sales Team to ensure they understood how to leverage and maximize the effectiveness on the new sales and marketing technology. Training and transition included:

• Email Templates and List Emails
• Engagement Studio – Marketing workflows and best practices
• Dynamic Lists
• Triggered Automation
• Custom Re-directs
• Page Actions
• Segmentation Rules
• Automation Rules
• Lead Scoring and Grading
• Forms and Form Handlers
• Landing Pages and Templates
• Lead Views
• Prioritizing Leads
• Campaign Tracking and Reporting

Results

Within 3 Months

The Company’s Account Engagement fully implemented and launched with best practices including multiple initial marketing campaigns up and running producing scored leads prioritized in their CRM.

Gabriel Sales’ Certified Salesforce Administrator and Certified Account Engagement Specialists were able to train the company’s marketing team and Salesforce Administrator with all they needed to know to take over the systems and campaigns on a day-to-day basis.

Company contracted Gabriel Sales for an ongoing 8 hour/month of additional best practice training and support for an additional 6 months.