Marketing is no longer a campaign, but a commitment,” says a prominent marketing guru. At Prudent, we believe that there’s more to marketing than just being committed to your campaign goals. This is where multiple factors and elements of marketing automation come into the picture.
Having said that, marketing automation is the need of the hour to attain a competitive edge in the process of reaching your B2B and B2C goals. Speaking of which Salesforce CRM comes with a revolutionary marketing automation application - Salesforce Pardot - that anchors your marketing efforts across brands and sub-brands together.
Pardot is a Software-as-a-Service (SaaS) application that comes with an array of features covering multiple marketing campaigns, ranging from lead generation, email automation, targeted campaign management and much more! For instance, there are a variety of marketing efforts for prospect engagement such as Email Marketing, Social Media Marketing, Inbound Marketing, Lead Generation, Digital Marketing and more!
Pardot vs. Marketing Cloud
Quickly referring back to the company history, Pardot was founded in 2007 and was later acquired by Salesforce in 2013 post which Pardot has quickly evolved as a sister software for Salesforce Marketing Cloud.
For starters, a simple difference between Salesforce Marketing Cloud and Salesforce Pardot is that the former is a B2C tool whereas the latter is a B2B software. So, whether you are targeting a direct one-on-one engagement with the end-customer or would like to partake in a long-term campaign targeting a business objective, is where the choice of the application comes into the picture.
Pardot aligns Sales and Marketing Teams!
In a practical business environment, there will be multiple scenarios where the sales & marketing teams need to work in close coordination in order to meet the overall business objectives.
Consider a scenario where the sales team is working towards landing a buyer for your product. Your sales rep has reached out to the same via email requesting a suitable time for a quick demo. The sales team receives a response from the buyer asking for the product’s most updated brochure.
This is where you could choose between:
Sales team emailing a 100-page product PDF to the buyer which he/she would never find time to go through. This is followed by multiple follow-ups from the sales teams, thereby complicating the entire process.
Marketing team developing an interactive landing page with a Call-To-Action (CTA) for the buyer to book a demo through a web form. If the Sales team sends the landing page URL to the buyer, the process of lead nurturing is a smoother sail.
Salesforce Pardot aligns your Sales and Marketing teams, working towards achieving common objectives, to collaborate with the right customer at the right time through the right channel.
Pardot, besides a ton of other features, offers the development of dynamic landing pages that track & measure the buyer’s behavior; in addition to pin-point lead scoring and nurturing through targeted engagement paths. We will discuss the features of Pardot application in the later sections of this article.
How to make the most of Salesforce Pardot?
Salesforce Pardot, although is a standalone marketing automation tool, delivers great value when integrated with the Salesforce CRM. Linking your marketing automation tool with a CRM software enables a 360-degree view of the prospects when working in close coordination with the Sales & Marketing teams.
Here’s a quick glance at ways to make the most of Salesforce Pardot.
- Lead Scoring - Identify and Prioritize Leads
- Lead Management - Gather and Nurture Leads
- Lead Engagement - Educate and Engage Leads
- Lead Conversion - Campaign and Convert Leads
Choosing Salesforce Pardot for your Marketing Automation
Having discussed the various ways Pardot could contribute to boosting ROIs in marketing, here’s a list of reasons why you need to choose Salesforce Pardot for your marketing automation.
Pardot integrates with Salesforce Einstein AI
Salesforce Einstein AI, undoubtedly one of the most intelligent AI solutions, offers predictive insights based on historical data, thus allowing for informed decision-making. Imagine the expertise Einstein AI could deliver when combined with the marketing automation partner, Pardot, to help create targeted campaigns with higher success rates.
Pardot syncs with Salesforce CRM data
Pardot, when coupled with Salesforce Engage, offers real-time alerts to the admins or prospect owners on user behaviors and most-active users. Pardot’s intelligent analytics also analyzes user behavior, records user journeys and predicts user interest levels through lead grading, scoring, and segmentation functionalities.
Pardot aligns with your Development Teams
Pardot plays a key role in delivering ultimate user experience (UX) to your website visitors with the design of landing pages, web forms, mobile-friendly web pages, responsive email templates, dynamic & relevant content, branded emails and much more. Pardot’s out-of-the-box reporting configurations enable deeper insights into customer engagement paths.
A recent study from the Data & Marketing Association and Demand Metric reported that email marketing exhibits a median ROI of 122%, showing the re-emergence of email marketing amidst the social media buzz that’s been dominating the market over the past decade.
Prudent Pardot Implementation Experts are a call away from helping your organization make the most of Salesforce Pardot and Marketing Cloud. Whether you are migrating from another email marketing system or starting your marketing automation journey with Pardot, get in touch with a Prudent expert at email@example.com to schedule a consultation.
Published by Rajesh Cherukupalli – Managing Director, Salesforce
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