Pardot is a SaaS based Salesforce marketing automation platform which aims to automate your marketing processes smoothly and efficiently. It is targeted towards B2B segment and gives you the power to align your sales and marketing team accordingly. According to Salesforce, post Pardot adoption, its customers have seen on an average, sales revenue growth of 34% and marketing effectiveness growth of 37%.
Power of Pardot
Apart from the several cutting-edge features, Pardot provides a strong factor of TRUST, because it is built on top of the world’s #1 CRM platform (Salesforce). It Enables you the power of: –
- Salesforce Integration
- Website Tracking
- Single platform for marketing campaigns
- Lead Nurturing
- Landing Pages
- Social Media Marketing
- Prospect Engagement
- Lead Scoring and Grading
- Calculate Marketing ROI
- And Many more….
How to refine B2B Marketing Strategy Using Pardot
Every lead is a prospect or a suspect and nobody wants to lose these without putting in enough due-diligence. Pardot gives you some of the most exciting features to refine or boost your marketing efforts. Let’s discuss few of them:
Tracking your Prospect Activities
Do you want to monitor what your prospects are doing on your website? Pardot gives you a capability to track the prospect activity at every step. This helps sales reps to decide what to pitch for.
Nurturing your leads will give you an immense power to generate more interest into your product. You can set up various drip campaigns for this. What are “Drip Campaigns”? One analogy to explain drip campaigns is like irrigating the seeds you have sown and fruits from these you can enjoy later. Here you are nurturing your prospects to make the leads to be sales ready. One should ensure that the precious time of the sales reps is not wasted by providing them non-ready leads.
Lead Scoring and Grading
Easiest way to relate to this is with the grades in the college. In Pardot, one can give a score to a lead based on prospect activity (clicking on an email) or prospect profile (prospect having title of VP of marketing). This helps you to qualify your leads and you can send the nurtured leads to your sales reps for follow-up.
Sending relevant emails to the prospect will help them to understand more about your product and services being offered. In Pardot you can test your email content by doing A/B testing and identifying your winning audience, target audience, and spam filters.
When to send emails to prospects?
As per the general rule, people are most responsive in either early morning or later in the evening. Sending emails during these times will help you to get the more replies and higher open ratio for your email marketing campaigns. However, all heuristics should be tested internally and Pardot enables you to come up with a hypothesis most relevant to you.
Social Media Marketing
Do you publish your articles or blogs through social media platform? Pardot gives you this feature by posting your stuff on Facebook, LinkedIn, or Twitter. This integration will help you to schedule your posts and allows you to save your time.
What Salesforce Pardot gives to your Company?
Pardot gives you the capability to sync data from/to Salesforce so that you know your customer more closely. It provides you with the prospect intent information i.e. interest in your product and services that will help your sales team to convert the prospect into the customer. It enables you to know the prospect behavior on your website. If you want to track your pipeline, optimize your lead management business processes, manage lead generation and marketing campaigns, then Pardot is the perfect fit for your requirements.
To know more about how you could leverage Salesforce Pardot in your organization, reach out to us at email@example.com