MARDREAMIN’ SUMMIT 2025
MAY 7-8, 2025 IN ATLANTA - GA
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Hours
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View the session live or catch the replay here. You’ll find the recording and all related resources on this page once available.
Our live discussions are happening over in Slack. That’s where you can connect with speakers, join session threads, and chat with other attendees in real time.
Today’s buyers have high expectations for real-time, personalized experiences, thanks to companies like Netflix, Lyft, and Amazon. So why does it still take B2B companies an average of 42 hours to respond to a lead after they’ve filled out a form?
What if you could meet with high-intent visitors the moment they’re on your website and immediately engage them in a sales cycle? With the latest Conversational Marketing technology, having instant conversations with your buyers is easier than ever before.
Session attendees will learn how to leverage their existing Salesforce Pardot platform alongside the power of Conversational Marketing to:
Identify and engage with high-value leads the moment they land on your website
Convert more website visitors into buyers by starting a real-time conversation via chat, phone call, or screen share
Personalize engagement using Pardot prospect and campaign data to deliver compelling website experiences
Let’s talk about how the world has changed, how your buyers have different expectations, and how you need to evolve your demand gen and sales processes to adapt to this new world.
This session, led by Qualified founder Sean Whiteley, argues that traditional lead generation methods relying on static forms are failing to meet modern buyer expectations. The solution is conversational marketing, a data-driven, real-time approach that connects qualified prospects directly to sales, integrating deeply with Pardot and Salesforce.
The Form Problem: Only about 5% of website visitors fill out a form, and the process behind it is slow (4.3 days average follow-up) and results in missed opportunities.
Conversational is the New Standard: Modern buyers expect fast, personalized, 24/7 engagement, similar to B2C experiences on sites like Amazon or Netflix.
Focus on the Qualified: The goal is not to talk to everyone, but to prioritize and instantly engage the qualified prospects who are actively engaged on the website.
Salesforce Awareness is Paramount: A successful conversational platform must be deeply integrated with Salesforce and Pardot to personalize the experience and automate routing based on CRM data.
Conversational marketing solves the “last mile problem” (getting interested prospects across the finish line) by offering:
Speed and Automation: Instant answers and automated qualification 24/7.
Personalization: Interfaces are connected to existing data (lead score, grade, account tier, customer status) to tailor the conversation.
Contextual Selling: The website becomes a selling platform where sales can engage prospects in context of the specific content they are currently viewing.
The approach is entirely driven by data from a company’s go-to-market systems (Pardot, Salesforce, ABM systems, data enrichment tools).
You must define your most important segments based on fit and intent.
Firmographic Data: Targeting companies over a certain revenue/size, or in a specific geography/industry.
Technographic Data: Targeting customers of competitors (e.g., “Operation Zoom Swap”).
Intent Data: Using Pardot score and grade, or external intent signals.
The core of the system is real-time visualization and awareness.
Visitor Categorization: Visitors are categorized into three buckets: “Know Nothing,” “Know Something,” and “Know a Lot.”
Real-Time Data Integration: When a visitor lands on the site, the conversational platform instantly pulls all relevant data from Salesforce and Pardot (Contact/Lead record, Account Tier, Owner, BDR, Customer Health Score, Open Opportunities).
Personalized Greeting: If a visitor is a known, high-value prospect (e.g., an A+ prospect in Pardot, or a Diamond Account), they receive a personalized “magic door” experience and are instantly routed to the correct sales rep.
The platform facilitates instant connection and contextual selling.
Alerts for Alignment: Sends notifications (e.g., a Slack alert) to the Account Executive and BDR when a target account is on the site, ensuring alignment and prioritization.
Contextual Selling: Sales reps (viewing the prospect’s real-time web activity) can initiate a conversation with shared context (“I see you are looking at the Mercy case study…”).
Telephony: The rep can move the conversation instantly from chat to a voice call (powered by Twilio) directly within the platform.
Post-Interaction Sync: After the engagement, the entire conversation transcript and resulting action (e.g., meeting booked, contacted status) are synced back to Salesforce and Pardot.
For visitors who are not immediately identified, automation is used for real-time qualification.
Automated Routing: The bot asks qualification questions (e.g., product interest, company size).
Segmentation: Based on the answers, the bot routes the visitor to the right team (e.g., Mid-Market team) or offers to book a meeting instantly.
Privacy Compliance: The platform is GDPR and CCPA compliant. Personalization only occurs when the visitor is known (by reading the Pardot cookie) or when they actively volunteer their email address.
Live View Safeguards: Any PII (Personally Identifiable Information) typed into a field on the website is automatically blocked out from the sales rep’s live view.
Analytics: Conversational marketing must be continually tuned and calibrated. Pipeline and revenue reporting should be built out in Salesforce (or B2BMA) to measure engagement against targets, opportunities, and pipeline generated.
