Boost Your Efficiency with Sales Document Automation

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hey hi everybody welcome good morning good evening good afternoon wherever anybody is tuning in from today um Pete nice to see you thank you so much for for joining me during this this uh brief but fun you know chit chat on document automation I appreciate it thanks for the invite Bethany great to see you again great to see you too um okay I'm gonna let some people um trickle in a little bit see uh give some some folks some some time to to join our live um if anybody um wants to just kind of drop in the chat where they're tuning in from maybe what they're watching on Netflix uh any kind of favorite shows they're they're watching I always love watch like asking that question and seeing what kind of heated debates we could get into on on favorite shows and and all sorts of things so um it's always a good one um okay we'll give people a couple more minutes um let's see I'm gonna also um yeah good morning Dean um I'm also going to go since it's just me and Peach at chatting today um it's going to be difficult for us to share like a slide deck or anything super formal we're going to keep it super casual but I am going to drop in um some links that uh of resources that Pete and I are going to cover today that will be really great for everybody to check out as we're kind of talking um and um yeah of course if there's any kind of questions or if anybody needs any help I'm going to do the best I can to multitask and monitor the chat but also kind of talk about our subject today um so uh I think since we're two minutes past I want to get into it right Pete I think we have a 30-ish minutes to kind of cover our subject today um so what we're gonna discuss is um to keep it super simple document Automation and marketing and sales sales and marketing um so uh for those who don't know who I am I'm Bethany Fagan I am our head of content marketing at Panda doc um I've been with the company uh I celebrated my seventh anniversary this year which is really really great I'm I'm super happy and excited to be here um and my team covers all things content marketing so we're responsible for creating LinkedIn lives like this where we have a podcast we do a lot of video content as most of our followers are probably aware um and we are um you know creating new gated assets every single day um with me I have Pete Nichols he is from uh Hub do one of our fantastic uh panadoc Partners so Pete I'll let you introduce yourself and say a few words great thanks Bethany yeah so Pete here from from Hub do I'm sitting in a very nice sunny Copenhagen as it happens at the moment and that's where I run hadu from a hubby who's been a strategic partner with panda docs since 2017 and we have hundreds of businesses that we support on Pandora in combination with other CRM systems uh including HubSpot which is where the Hub comes from so yeah looking forward to sharing some of that today uh top of funnel middle of funnel bottom of funnel uh we use Panda dot for everything yes yes yes thanks again Pete for um joining us we appreciate appreciate it um okay so um I think a good place to start for the two of USP is to kind of cover just the why behind you know document Automation and marketing and and you know especially marketing teams supporting sales and why it's important and why it's relevant I mean for me I think about just the Simplicity of it you know document Automation and Automation in general right is is a really simple easy way to streamline a process streamline a workflow um you know the benefits there are of course saving time um saving frustration and headaches um but what what do you say to your clients Pete that you know when they're kind of looking to condense a process or automate some workflows or some things you know what are kind of the biggest benefits that you you teach your customers that's a great question because I think it usually starts with a focus on saving time and just taking this pain away why do we have to do all this manually I want our systems to send things out to customers 24 7. but as you then move closer into it you realize well you could easily start spamming your customers if you're not careful people can tell the difference between what's being sent to them and what's being fired at them so I think the personalization doesn't tend to be in the first ask it's automation but that then turns into personalization at scale which to me is what automation's all about keep it human yeah absolutely I think more and more of us are looking for that one-to-one you know relationship and interaction and human connection especially now that we're in a very remote World post pandemic into things so I think that's a really great key to hit on is it's just the the personalization of it all um so we're going to cover the full uh sales and marketing funnel today um so we'll start right at the top right so what we're really going to try to focus on here is um some of the obviously the benefit of panadoc is document Automation and automating a process but specifically we're going to get into um specific documents assets things that you can create um with pandadoc um to just make your process a little bit better and more personalized um so I Pete I think it'd be great to start with you at the top here um you know you guys have a really great process um around creating panadoc forms and kind of going through an intake process when you guys are looking to work with prospects and customers so um I'd love for you to kind of start with the discriminatrix and while you're starting to talk about that and kind of the benefits there I'm going to try to share my screen and see if we can pull it up live um and of course I'll drop the link in the chat here but I'd love for you to dive into the discriminatrix and how this works for for hug do yeah well let me touch on the the name discriminatries because it's a really odd word for something um discriminators where this comes from is uh my role and a part of this it comes from just how many panda dot customers we look after quite often we get involved in what makes a good proposal what makes a good document and what I see is often lacking is the the the focus on the customer and their needs quite often companies are really good at talking about themselves and what they do but they can't articulate that in what the customer actually wants and when you're responding to uh an RFP you have a professional response going in then a proposal team will quite often be looking for if they're skilled at this identifying what are our positive discriminators here how are we discriminating this sales this potentially multi-million dollar opportunity in our favor and uh so it led to them talking about discriminators a lot positive discriminators that lead the customer in our Direction and uh and I'll put it into a matrix and then just had a weird idea that that should probably be a discriminatrix and it turned into a panda dot tool now I could send this out as a PDF but that would feel almost like posting a letter this is a top of funnel mechanism it allows me to engage with somebody usually they've heard heard me speak or I've joined a meeting with them and I send them this tool and they can trigger a marketing automation here where they fill out the form and get their own discriminatrix and start filling it out so uh it's really just the start of a relationship build yeah yeah excellent yeah I think the the key here is it's it's a great way for you to collect information right and kind of prepare for a call so then again it's kind of starting off that relationship on a really positive note a really positive foot because you and your customer are kind of getting to know each other and of course you're automating a process right you're not having to send them some clunky PDF or a you know 12 questionnaire and a long email for them to to respond back with an answer um I think this is a really great way to save a ton of time and again kind of set the tone for uh the sales process um and helping to get that off on the right foot so yeah yeah um it's interesting you mentioned um uh Bethany that uh this might lead to a meeting because it's top of funnel it might lead to a meeting or might not because we're a marketing team using this in marketing automation it's uh it's for marketing it's more about a lead qualification in a way so let's say somebody who's listening to the musician today thinks oh okay well actually that's a problem that I potentially struggle with I'm really good at saying what our company does but I find it hard to talk purely from what the customer cares about so if they filled out this form then it would automatically engage them with a panda doc but that's really where the journey just begins I've got a timer on this where they've got up to six weeks to fill this out and uh and so either they'll have a look and think yeah not for me and move away or they say how well this could really help me and I then engage with them because they can message through Pandora to say Pete could you give me a hand with us and we may build a bit of a relationship there now that might turn into a meeting but it's top of funnel so we don't really we don't want to engage A salesperson at this point this is really just the beginning of that relationship that might turn into a meeting and it's all done inside a panda doc document a PDF can't come anywhere near that title of experience yeah can you talk to us a little bit more Pete about than how those are routed like is there is do you typically whoever I guess the sender is then you know sending out the the document and then communicating with the prospector customer in right in Panda doc or what's that process look like once the form is completed and then sent yeah that's a great question so uh here we're we're using our panda dog document template as opposed to a document form I've got a form example as well in mind that we could talk about this starts with a painted off document but what you're looking at is a landing page which is on my HubSpot talks a little bit about what this is and they fill out the form now if they fill out this form it goes straight into my HubSpot CRM so if I didn't know that person before or I've got some basic details about and and automatically we send them uh discriminatrix but we we personalize it the s automatically put their name their company name all through this document so if they shared it with somebody else it's actually got their company written all over it and uh and then that sits in their inbox now I know because of panda doc whether they open the document I get the alert if they open it I can see how many times they open it Panda doc has an inbuilt reminder automation so while this document is live it's messaging them it also attaches me as a participant but we can attach any member at hubdo as the person who's connected with them and then we rely on Panda doc automation engine to remind them hey this is a six weeks uh timer on this so it encourages them to come back in and complete it when it's completed the routing is that it automatically goes to both them and me and that kicks off would you like to have a call because by that stage they've put as much effort into this uh they're probably ready to have a chat if they haven't spoken to me already yeah that's great I appreciate all the the great because I think it's important for people to understand how the automation works right like how simple and how easy and how beautiful the process is right because it's it's the kind of the connectivity that we're talking about again is is again streamlining that process connecting the dots and keeping things moving right which I think is really important to highlight so I I know it's it's easy for us to kind of get into the fluff but in the thought leadership and very top of uh you know conversations but I think it's good for people also just want to know how this thing works like how how does how does this make it so easy and simple so thanks for for explaining that um I want to touch on a couple of other ideas um for top of funnel um uh assets that you could use through Panda Doc and create um you know for us we do a lot of one pagers a lot of um really kind of you know our our point is to not send a PDF attachment right so I know a lot of our reps work hard to um you know send our our one pagers and when people are starting to learn about panadoc through panadoc because again my favorite feature of the tool is allows um you know recipients and senders to see when the document was open how much time they spent on a particular page or particular section of a document which again can really kind of help um you know document senders understand maybe where prospects are a little hung up on on a subject or might have more questions um uh et cetera et cetera so it's a great way to kind of send you know a very kind of top of funnel piece of content to um a prospect so um I wanted to touch on a couple other ideas too um okay let's move on to middle of funnel assets and kind of what that looks like um this is going to be more my kind of forte um so me as a Content marketer um my early days of Canada I really focused on supporting the sales team with content assets collateral to just make their documents and their sales proposals more engaging and more beautiful right that was the whole point so um a lot of uh and now we have um now my role has kind of transitioned to creating you know very top of funnel thought leadership content of course and we have a very fabulous Rocky on the sales team he is our sales uh collateral content creator now shout out to Rocky um and he works really closely with the sales team too um basically duplicate a lot of our customer testimonials um you know he pulls a lot of G2 reviews he pulls a lot of customer stories he creates a lot of Content Library assets so for the those who don't know panadoc does offer a Content Library feature within the tool which allows you to store reusable assets that you can drop into Panda doc templates so Rocky is creating a lot of again customer testimonials he's creating those as blocks but then you can drag and drop right into your proposal template um he's also repurposing a lot of our video content so we obviously have a lot of um you know electronic signature stuff legalities around electronic signatures we have a lot of competitor content kind of kind of you know telling the differences between us and some of our competitors and kind of the key areas of of where we shine um he's also doing a lot around um branding I think which is another really key thing that I think a lot of folks forget about right you know when you're sending out documents you want to put your best foot forward and of course make your documents look really beautiful but they should also match the brand that you're putting on your website right so we do a lot of matching of colors a lot of um making sure the logos are in there there's really great things that you can do around cover pages and backgrounds and panabak as well to really make documents look super polished and super super professional um so the other great benefits of a Content Library um the Content Library feature at panadok 2 is you can lock a lot of this content from editing too which is really great because I think when you're dealing with multiple sales reps across a very large team people are probably sending out different kinds of proposals there might be versions that should not exist and should have been deleted ages ago so it's really allowing folks to make sure that they have the most up-to-date version that they can you know prevent kind of any kind of unnecessary edits to certain pieces of content and again just making sure the right terms and conditions and the right the right branding and things are polish and and in proposals I think um yeah I think the Content Library for the sales team because what sales people just do not want to waste time looking up that thing they want to put their hands on it and then it's really a challenge to marketing how do I make sure that what sells go and use is properly branded and and really looks the part and that's where I think the the Content Library fully stocked with the case studies is another really useful thing for sales people is that they can think about the industry that this particular client is in and then slot a case study straight from the Content Library that's sitting in panda dog and goes out as part of the the document that makes a salesperson's job just so much easier where's that case study about that medical facility oh this one it's they're in the library yeah I think you had another really great Point Pete which is the customization right which makes it you know obviously if you're speaking to a construction company you're not going to want to send them something about a marketing agency right like it's a really great easy way to kind of put in all of your your customer testimonials and again really tweak and and make that that proposal super customizable and super relatable to to the prospect that you're sending it to so so yeah I will um drop a link to our website which kind of tells everyone a little bit more about the content library and how it works um for those who are a little smaller I would say um a lot of people kind of seem overwhelmed and it might seem daunting to kind of take the time to create really pretty content we do offer an integration with canva canva is really a great partner of ours that can really help people you know who don't have a ton of um design resources or aren't don't feel like they're graphic designers make it super simple to kind of design that content and put it into Camp into Panda doc so I'll leave some information in the chat for for those who are interested so yeah okay bottom of the funnel kind of the the Special Sauce of pant attack where we really shine is um I'm really excited to talk about just again dive into sales proposals a little bit more um so again um I think a couple of the things that we wanted to to mention here were around um we've kind of already covered them right we've kind of talked about again capturing Prospect information we've talked about creating Content Library items into proposals um so I think some other things around um you know uh bulk sending of one pagers we can do um you know there's a lot of more automations around um you know pulling in uh once you kind of have the proposal set up you have your assets in there you can also turn on other Integrations because it's not just about sending the document and getting the the electronic signature is also thinking about post you know agreement as well so there's a lot of Integrations around payments and some other things that you can make it super easy for your customers um um P anything you want to cover here for bottom of funnel I think you had a couple of things that you wanted to touch on yeah I think this is where the the thing that most folks know Panda DOC for is put a template together and use it to put together a proposal and send that whether it's from your CRM like HubSpot pipedrive Salesforce but the panda doc forms I find there's confusion generally about what are these forms where what would I use that for and that's a really good middle of funnel and bottom of the funnel tool I'll give you an example uh there's a a large food manufacturer that we support in the US who has a reseller program that's actually related to pet food for the reseller program and so they use a panda dot form so anyone who wants to join that program we don't know whether they're a good fit because actually most of them don't qualify but they start by going to a URL which is a panda doc form and filling that out and that starts an engagement process where the company that's receiving that form is also engaged on that form and can Mark directly on the form whether they're approved or not as a reseller or declined on the screen you've got an example of where I'm using a form at the moment we've written a piece of software which is the pricer tool there's due pricer it goes into people's crms and fixes up the pricing based on company pricing agreements and so forth that's a great tool for the people who need it so we're using this as a middle of funnel qualifier for people to apply to go on the beta and then through this document I can let them know yes you're on the beta or I can ask some questions and I can approve it so the whole agreement is done but it started by them that's what a form is for the automation is actually started by them not by me initiating it it's this I think is an underused tool within panda dog this forms capability but I think it's tough for people to know situations where you might use that this is a perfect fit here with an application well yeah yeah I know I'm sure our product team is loving that we're talking about forms I feel like it's a it's a um definitely a a labor of love but it is hard to kind of get people to kind of think about the ways that they can use form so I I love that food example the food distributor example that you kind of went over Pete like that's a really cool way for them to kind of take a panadop forms and kind of use it to automate a lot of their their process around you know collecting information so that was a really great example um you know I think the other things or you mentioned stuff about um quoting and kind of pricing and all sorts of things you know we do we do have a lot of new features around Advanced quotes and kind of making it a little bit easier to make sure that your prospects can pick and choose the right kind of pricing that's right for them that's a really great fit it makes it a super easy for folks to pick quantities or you know uh select discounts and and all sorts of things so there's there's a lot of things in addition to forms that I think make make the customer experience within a document super special and super interesting um that people can can use that automation actually given we're talking automation uh again is uh some very cool features that Panda doc has added in recent months around that pricing piece and what we see really popular as a use case is that people start in their CRM so with pipe drive or HubSpot and put the line items which then go into the panda dog but they're allowing the customer to choose what quantity they want to actually order and so with the panda doc automation when that document is closed the quantities that the customer chose comes back across into the CRM to update the deal so you know what did the customer actually buy now if that was done manually that's quite labor intensive and quite often wrong and unreliable so you kind of got to automate that if you want to be able to trust the numbers that's another good bottom of the funnel example I'm glad you mentioned that Pete I had it in my notes here to cover you know uh automations and CRM connections right you know I think that's probably the biggest benefit too is we work with a lot of CRM Partners Salesforce HubSpot as you know too and it's it makes it super easy for reps to to you know have that that two-way sync if you will right it's it's panadok talking to the CRM and the CRM talking back to Panda doc um I think it's also great for um that next handoff process as well right you know for us we have a really incredible onboarding team so when we have systems talking together it again allows the handoff process from one team to another Super seamless which again makes the customers really happy too right so we know what what they exactly purchased how onboarding needs to happen what are kind of the next steps in um converting kind of existing documents that they have into beautiful Panda doc templates so you know yeah we are talking about kind of the sales and marketing teams too but we've really made it easy too for our friends and finance and our friends and customer success and yes you even if you're a small team and doing it all you might be the same person doing five different roles right so again it's still making your job super easy because your systems are talking to each other and you can find all the information in a single source of Truth which I think is which is really important yeah I think bringing the the sales and marketing teams uh sometimes can be a little oil and water as far as how well they work together some if something has gone well everyone claims it if it's not going so well it's the other team's fault but the marketing and sales engagement what's really nice with the automation I think is where we saw uh early in last year where the the smart content features came in so the marketing team can populate the case study and reference type material into the library ready the sales team are using Pander doc but now you can automate that if the customer is a manufacturer for example that it automatically pulls in the manufacturing case study if it's medical it automatically pulls in the medical one so you're not making the sales person get and search for it you're now marketing is just feeding that straight through I think there's a lot of automation there that both the sales and the marketing teams need to understand enough of that becomes the glue between the two yes absolutely um I I mean I couldn't agree more there's our product team has made incredible strides to make automations and make everybody's lives as simple as possible of course we have we always have a product release usually about once a quarter these days so keep stay tuned to our blog and the product updates page for for new things um I know we're we're constantly working to improve even though the features that we released recently around Advanced quotes and we just made an update to that to make it a little bit better too so there's there's lots of things coming up for that um Pete we have five minutes left um I will share a couple of other things and a couple of other resources in the chat here um Pete and I have some really great examples of if those folks who are looking for um any kind of Pentagon templates um again we have I think over 450 plus templates in our template library on our website um there's those are great places to start if you're looking for new ways to make your proposals more beautiful and more engaging and more eye-catching there's a lot of great examples there we also have a really great Community gallery of a lot of folks like including you know Pete at hubdu who have submitted their kind of proposal examples and their template examples so we have a great um you know resource Library there of of Partners and customers of ours who have submitted their beautiful proposals that people can download and and use in their own processes um P any any lasting thoughts you want to leave our audience with today um you mentioned like maybe for smaller organizations it might seem a little bit overwhelming of how do I get my arms around this what I like with panda dog is it's really easy to get started you don't have to know about the content library and all these other pieces on day one but you can you can get up and running and then you mentioned the template Library so a nice little cheats for people who who don't already have a full style branded guide set up is to just go through the templates and spot something that you really like the the look of bring that template in it might be a template for a quote or an invoice or something and you're not planning to use that template as it is but the cheat is add the style to your own styling and in Panda dot so that everything that you create actually looks like the document that you really like the look of that's a really easy way for a small outfit to have professionally looking branding on everything that they do just steal still a design guide from one of the templates yeah and like I mentioned I just I dropped all of our um The Proposal template examples and of course those will go to the community gallery and they will go to our template Library I Pete I think that's a really great tip it's it's hey it's we do offer a 14-day trial right so you can go in sign up um play around with the the um template Builder and again I think it's a really good uh tip is to kind of have something like hey it might not be your exact colors or your exact design but you can mimic it um and it's really easy to do that um we also have a lot of great um onboarding and training resources as well again our onboarding team our complete rock stars um they offer a lot of different classes and different kind of tips and tricks and video tutorials uh once you sign up for a trial that if you're having trouble with the um document editor and Builder you know there's always a resource there um to help as well and of course our support team is there 24 7 365 if you if anybody needs anything so um import it's awesome yeah absolutely um Pete where can folks find you if they want to learn more about hubdo uh well just uh Pete at hudu I'm pretty easy to find so on on LinkedIn Pete Nichols uh or come to hubdo.com we have a chat button there or you shared the discriminatrix earlier I'm happy if people just want to take a look at that don't worry you're not going to be hassled by me it's a top of the funnel thing so you're actually you're going to be hassled by Panda dot because the document is going to say hey don't forget me you need to fill me out but it'll give you an idea of maybe the sort of thing that you could do top of funnel I'd encourage people to give that a try yeah appreciate that um and again if anybody wants to get in touch with me or has any other questions about panadoc feel free to again I'm Bethany Fagan Bethany Fagan on LinkedIn um feel free to shoot me a direct message um send my email is also super simple I love that Pete and I have I have an OG panadoc email address Bethany pantadoc.com it's super easy um and if anybody needs anything or has any other questions then again feel free to reach out to Pete and I um Pete again thank you so much for taking the time to to join me today I really appreciate your information wisdom knowledge and uh again thank you thank you for your time and thank you everybody for tuning in thank you very much Bethany thanks for the invite and uh I can see we've got a few comments on LinkedIn as well so I'll jump online and just see if I can help answer uh some of those as well and that's great thank you for the invite yeah yeah apologies seem like it's hard for us to to answer right in our restream chat so yeah I'll be sure to jump on LinkedIn and YouTube and Facebook as well to answer any kind of questions that we might have we might have missed that we didn't get a chance to cover live it's I also appreciate some customers who who jumped in and answered some questions for us today too so thank you to everyone who in the audience who kind of Blended a helping hand today so we appreciate that so yeah 100 um a great have a great day everyone thank you so much we'll see you soon thanks Bethany