Digital Marketing Practices

D&B Hoovers

D&B Hoovers is a business intelligence solution created by Dun and Bradstreet to accelerate sales, identify the best prospects, and use data to better engage with customers.

The solution uses sophisticated analytics combined with a large commercial database to deliver quality business intelligence.

It also integrates with both Salesforce to help save time and improve records for your company.

Lead Nurture Program Framework

Campaign Influence and Campaign Hierarchies determine if grouping campaigns in hierarchies is beneficial. Track Campaign ROI in Salesforce.

Campaigns

FAQs about Campaigns (Article)
Adding Influential Campaigns to an Opportunity (Article)
Set-Up Campaign Hierarchies (Article)

Pardot

Knowledge Base (Site)
Drive Traffic (Playbook)
Pardot Client Resources Hub (Site)
Pardot Certification Track (Site)
Pardot B2B Marketing Automation (Community)

Journeys

Lead stages

A lead can be in one of four stages, ideally progressing through each stage until they become an opportunity.

At the open stage, the lead has shown some sort of interest in the product. No personal involvement has happened at this point, but the lead may have gone to your website or viewed an ad for your product that was aimed at them.

The next stage of a lead involves having made personal contact with them. This can be through an e-mail, a phone call, a meeting, etc. Using data collected about open leads can help determine which leads to connecting with first.

Throughout contact with a lead, the end ideal stage is a sales-ready opportunity. This is the stage at which the lead is ready to be passed to the sales. A qualified lead should have a budget and the decision making power to make a purchase from your company.

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Pardot

Business process automation

Automation should be evaluated on how to reinforce business processes and data quality. Look to implement Salesforce automation to send alerts and notifications to managers and users for corrective action, data clean up, etc.

Automation best practices

Business process automation

Automation (Community Chatter Group)

Transform your Business through Automation (Circle of Success)

Best Practices for Salesforce Process Automation (Slide Deck)

Automate Business Processes (Journey)

Overview

Create a process

Visual Flow (Article)

Salesforce Process Builder (Article)

Workflow and Approvals for Articles (Articles)

Create a process

Process Automation (Trailhead)

Create a New Process (Trailhead)

Add Process Criteria (Trailhead)

Add Process Action (Trailhead)

Test Process (Trailhead)

Lead scoring and grading

Once marketing has developed leads, it is important to score and grade them so that sales can attempt to convert the most valuable leads first. Hard data can be used to score leads, such as their name, location, or contact information. The more that is known about the lead the better.

Other data can be derived from behavior activities such as trade show visits, website visits or the lead’s downloads. This data can all be combined to score a lead in order to ensure sales follows up with the best leads first.

Find out more

Digital Marketing Practices

D&B Hoovers

Lead Nurture Program Framework

Campaigns

Pardot

Journeys

Lead stages

Pardot

Business process automation

Business process automation

Business process automation

Automation best practices

Business process automation

Business process automation

Overview

Create a process

Create a process

Create a process

Create a process

Create a process

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Lead scoring and grading

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