Dream. Dare. Do – that is Suyati’s work principle in a nutshell.
Technology has the power to make marketing more effective than ever before. However, the flip side is marketing becoming increasingly complex, with a plethora of dashboards, databases, email editors, analytics, and other applications confounding the marketer. The real value of technology lies in not just using such myriad tools and applications, but in integration, or combining such tools and applications to develop platforms that offer value greater than the mere sum of their parts. The integration of customer relationship management (CRM) with marketing automation, such as the integration between Salesforce CRM and Pardot is an excellent example of such synergy at work.
Salesforce, among the most widely used CRM suites, and Pardot, an extremely popular marketing automation platform, are powerful tools on their own. However, their optimal value realizes when integrated. The combination of these tools enhances sales and marketing alignment, offers greater insights into campaign performance, gives a fillip to lead generation efforts, and impacts ROI in a positive way.
Salesforce CRM helps marketers track sales activities through the pipeline, collect information and data on customers, manage tasks and organize sales opportunities across every single touch point and stage of the buyer lifecycle. Marketers who use Salesforce get an overview of in-progress deals, track individual sales rep performance, and determine the ROI of individual sales campaign easily, among other things.
Pardot allow sales and marketing teams to create, deploy and manage all campaigns, and manage all interactions with prospects through a single centralized platform. It automates much of these tasks to improve efficiency and increase sales greatly.
Why Integrate the Two?
Integrating Salesforce and Pardot brings in synergy in many ways.
All these take productivity to a whole new level, and simplify things considerably for companies with complex sales cycles.
Integration works. A case study by Achieveit on the effectiveness of Salesforce and Pardot integration by reveals that integrating the two resulted in 824% increase in qualified leads within six months, 394% increase in sales opportunities, 44% increase in web traffic and 94% increase in email open rates.
How to Integrate Salesforce and Pardot?
Pardot offers excellent integration with Salesforce leads, contacts and campaigns.
Many a times, pure vanilla integration is easy, but the task flounders when customization comes into the mix. This is when most companies using CRM over the years would have customized it highly to suit their needs. With Salesforce, it is still possible to integrate Pardot easily with the support of some minor code. With integration, any new contact created in Salesforce automatically goes to Pardot, as does any other specific existing account or contract, as desired.
The process is relatively simple and straightforward.
A successful integration is only the start of the journey rather than an end in itself. Make sure that users understand the full capability of the integrated system and how to use it.