ThoughtSpot is using Pardot to power their marketing automation efforts, and was excited about folding Conversational Marketing into their marketing strategy to engage with prospects in real time and generate even more pipeline for their sales team.
Here’s how ThoughtSpot uses Pardot and Conversational Marketing to connect with their hottest prospects and convert more leads.
THOUGHTSPOT WANTED TO GET MORE PROSPECTS INTO THEIR SALES CYCLE
ThoughtSpot was using a chat solution to engage in sales conversations with website visitors. After they struggled to setup the tool, they encountered some additional speed bumps.
The tool quickly became “noisy”. Their inside sales team was chatting with everyone who visited the website and therefore had low conversion rates. There was no way to prioritize conversations with website visitors who displayed intent to buy. Sales reps quickly dismissed the tool and retreated to their old way of selling.
Additionally, conversation data was siloed from Salesforce and Pardot, making it impossible to track conversations through to leads, opportunities, and pipeline.
CONVERSATIONAL MARKETING + PARDOT POWERS REAL-TIME ENGAGEMENT
ThoughtSpot selected Qualified as their new Conversational Marketing solution because of the ability to identify their hottest prospects as well as its strong integration with Salesforce and Pardot. Before diving into the application, ThoughtSpot outlined their conversational marketing goals:
- Provide an exceptional sales experience when top-tier, diamond accounts land on the website
- Uncover new selling opportunities by connecting with website visitors who display buying intent but haven’t actually filled out a form
- Speed up the sales cycle for qualified visitors who did submit a form
Throughout the entire program, they had to deliver ThoughtSpot’s brand promise of a seamless website experience. ThoughtSpot first identified the subset of website visitors that they consider “qualified”, or sales-ready. This is the group of visitors they prioritize for real-time sales conversations:
- Visitors who engage with “diamond” or ABM account campaigns, powered by Pardot
- Visitors exploring webpages that convert well, like their product and pricing pages
- Visitors who submitted forms and match a specific job title criteria
Once their qualification rules were outlined and their experiences were built, the ThoughtSpot team was off to the races.
The inside sales team watched LiveView like a hawk—a feature that gives sales reps a view into exactly how visitors are browsing their site. When the moment was right, sales reps could engage with website visitors using a full suite of meeting tools, including chat, screen-share, and voice-calls.
The best part? The ThoughtSpot team can leverage Pardot prospect data to make their qualification engine even smarter and give sales reps a 360-degree view of the visitors that they’re talking to, fueling high-quality, contextual sales conversations. Sales reps can then create Pardot prospects or Salesforce leads with one click, and move on to the next qualified visitor.
We asked Haley Romstad, ThoughtSpot Sales Development Rep, why she values using Conversational Marketing to engage with qualified prospects: