Last Updated on January 21, 2022
All About Salesforce Pardot
Pardot, B2B marketing automation by Salesforce, offers a marketing automation solution supporting the needs of B2B organizations of every size.
There is an opportunity within the organization to really blur the lines between marketing and sales. Pardot is absolutely helping us do that.
What is Salesforce Pardot?
At its core, Pardot is a lead generation and nurturing system. A Salesforce product (it’s part of the Marketing Cloud), Pardot enables organizations to track and measure the effectiveness of their communications, gain insight on user behavior, and personalize content across campaigns based on any number of specific criteria. You have heard the axiom, Right Place, Right Time. With Pardot, you can be confident that you are speaking to the right person at the right time with the right language.
Why Choose Salesforce Pardot for Business
Pardot is a smarter marketing automation built on the world’s #1 CRM platform. How smart are we? Pardot customers have seen sales revenue increase by 34% and marketing effectiveness increase by 37%, on average. Learn how Pardot can power your business.
Pardot is a great fit when you want to
- Generate more leads and move them quickly through the pipeline
- Engage buyers on their terms with dynamic, personalized campaigns
- Understand each step from click to close, capturing true marketing ROI
- Remove silos across organizations that lead to disjointed customer experiences
- Make data-driven decisions
- Strengthen or build your account-based marketing (ABM) strategy
Pardot helps move your visitors and prospects through a sales funnel. The funnel begins when you create marketing materials to generate interest in your products and ends when qualified prospects are assigned to a sales rep.
What is Marketing Automation and How It Helps in Engaging Prospects
Marketing automation is a technology that helps businesses grow by automating marketing processes, tracking customer engagement, and delivering personalized experiences to each customer across marketing, sales, and service.
With marketing automation, connected to a CRM, businesses can track and action on customer data to deliver automated engagements across the web, email, social, and sales channels based on who the customer is and what they care about. This enables marketing teams to set up robust campaigns to deliver the right message to the right person at the right time.
According to the State of the Connected Customer, “69% of buyers expect personalized, ‘Amazon-like’ customer experiences.” Marketing automation makes this possible by giving companies the tools to personalize interactions, align around an ideal customer experience, and help customers find exactly what matters to them.
Marketing automation helps B2B companies reach and engage prospects in many ways, including
- Email marketing
- Social media marketing
- Lead nurturing and inbound marketing
- Digital advertising
- Landing pages and forms
The Key Benefits of Marketing Automation are
- Generate more leads and move them quickly through the pipeline.
- Engage buyers on their terms with dynamic, personalized campaigns.
- Understand each step of the marketing journey from click to close, capturing true marketing ROI.
Regardless of industry, channel, or use case, marketing automation platforms help B2B companies build personalized, seamless journeys for leads, and customers at scale.
What Does Marketing Automation Actually Do?
Marketing automation platforms primarily helps companies do one or more of the following:
Lead generation is the process of collecting information about prospects — those who may be interested in buying your company’s products or services — and engaging them with relevant, useful marketing content, such as a step-by-step guide.
Generating leads is just the beginning; managing them is a crucial step to drive interested leads through the marketing funnel until they’re ready to be passed off to sales teams. This step includes audience segmentation, lead qualification, and lead nurturing.
Build and Manage Email Marketing Campaigns
In B2B marketing, an effective email program can be the difference between closing more deals and letting hot leads slip through the cracks. You can build dynamic emails, use A/B testing to see which content works best, and set up triggers to automate email delivery at the right time.
Align Sales and Marketing Teams
Marketing automation can bring sales and marketing teams together to make their efforts more efficient and effective. Sales teams can deliver marketing-approved drip campaigns to leads, for instance, while marketing teams can see how their tactics contribute to increased sales via integration with CRM.
Report on ROI
Key stakeholders, such as CMOs, want to see marketing’s impact on revenue. Marketing automation platforms can help you check on the status of your funnel at a glance, report on campaign performance easily, and more.
Why Use Marketing Automation?
Primarily, companies should use marketing automation to find and nurture leads, close more deals, and maximize ROI. But automated marketing is important for a number of other related reasons as well.
By using it, you can do all of the following
- Get a 360-degree view of prospect activity by linking data from your CRM to campaigns, which can help align sales and marketing teams.
- Easily identify and prioritize the hottest leads.
- Nurture cooler leads until they’re sales-ready so you never miss an opportunity.
- Fill your pipeline with quality leads to directly impact revenue.
- Deliver personalized customer experiences across all channels and audiences.
- Target buyers at every stage of the buying cycle.
- Make data-driven decisions and identify new opportunities for growth.
Why Organization in Pardot is Important?
We all know how many assets, custom redirects, and other Pardot items start to pile up for any given marketing activity.
While it may seem quicker to not have some standard operating procedures around Pardot, in the long run, requiring everyone using Pardot to follow basic organizational rules will become extremely important.
It all starts with using Folders in Pardot. Your folders should be broken into project folders that line up with every marketing initiative your team does. Then every asset, list, custom redirect, automation rule, etc. that’s part of that project will be in one place.
Read on to learn why this will become life-changing for your marketing team.
Assign Work to Team Members
Let’s say you are doing a webinar, and need to generate registrations via email, a landing page to inform people about the webinar with a form to collect the registrations, as well as follow up emails.
Pardot’s folder structure has a cool feature that allows you when in your project folder, to use a drop-down menu and create new assets (lists, emails, landing pages, etc).
Easily Review and Check Work
Now that you’ve assigned work for the webinar out to team members, you can easily go into your project folder and check the work, ensure everything is attached to the proper campaign, check on your completion actions, and make sure you’re not missing anything.
What’s also nice about using project folders in Pardot is you always have a way to look back at a particular marketing initiative and get a full view of what you actually did.
When you generate reports for your marketing initiatives, whether it’s through custom reports in Salesforce or B2BMA, it becomes very important for your assets to be tied together and for there to be campaign alignment across the initiative.
In the end, starting with an organized structure in Pardot is always going to make everything that follows much easier.