For any B2B business, finding the next big customer is a huge challenge. Even when the leads keep flooding in, sales executives do not always get to connect with the most relevant lead to land the deal.
This is where marketing automation platforms can help. Marketing automation empowers marketers to win more leads which can be converted into deals by sales reps. The various marketing tool kits that marketing automation offers help in eliminating overheads spent on unnecessary routine tasks. The end results? Better lead sourcing, accurate lead scoring, higher conversions, positive RoI, and above all, happy stakeholders.
Pardot – A Marketing Automation Tool To Grow Your RoI
Pardot offers its users a 30,000 feet view of their marketing activities with narrowed down view of the campaign performance, leads generated, conversion rates and much more on a single dashboard. The bird’s eye view with granular level information enables marketers to target the most relevant prospects that can be easily converted.
The specific lead information from marketing team helps sales executives to create personalized customer journeys that ensure a longer customer lifetime value (CLTV). Pardot also comes pre-equipped with drag-and-drop email templates that can be used instantly with zero-coding. These templates are also mobile-responsive, meaning your emails reach customers in perfect shape in whatever device they might be using.
Here are some heavy-weight features of Pardot that make it an effective tool to grow your marketing ROI.
Although Pardot comes from the Salesforce’s suite of products, it does not sync with Salesforce automatically. A Salesforce Connector makes it possible to integrate Salesforce with Pardot. You can enable the Salesforce Connector by installing the Pardot app from Salesforce AppExchange. Set up and verify the Connector to integrate Salesforce.
By integrating Salesforce with Pardot users, several critical objects like leads, contacts, accounts, campaigns, new opportunities or even other custom objects can be brought into the marketing automation tool. Pardot queries Salesforce near real-time ensuring that all lead details are accurate and updated.
For example, Pardot helps the marketing team automate the lead scoring processing using several rules. When the lead performs an action that deems it to be sales-ready as per the rules set by marketing, the sales team is alerted. The sales team would be able to view the entire customer journey from the beginning until the sales-ready stage. Then creating a personalized offer and converting the lead into a paying customer becomes easier.
Account-Based marketing (ABM)
Account-based marketing helps to map the right lead to the right account. Depending on who is ready to buy and what is on offer, ABM earns higher ROI than traditional marketing models.
To help users capitalize on the benefits of ABM, Salesforce introduced Einstein Account-Based Marketing in June 2017 (Source: Salesforce blog). The end-to-end ABM solution is powered by AI that would enable marketers as well as salespersons to personalize customer journey down to the last detail.
Pardot ABM carries the capabilities of Salesforce Einstein ABM which would automate a large chunk of tasks like interlinking marketing databases with sales database and executing email drip campaigns based on the last action performed by the lead.
The Einstein ABM in Pardot would also help marketers compile data from diverse sources under one roof, enabling them to isolate top-performing accounts, campaign responses and similar insights from large chunks of data.
Reporting & Analytics
Pardot offers out-of-the-box and customizable dashboards that can help you put a finger on how much ROI your marketing spend is achieving. If required, you can also integrate third-party tools into Pardot for monitoring customer interaction and lead generation.
For instance, you can integrate your Google AdWords (now Google Ads), Google Analytics, Facebook Ads, Full Contact, and any others to your Pardot account for monitoring campaign performance.
Also, Pardot offers a real-time view of campaign life cycle indicating which campaigns bring in maximum conversions and sales, and which ones need further optimization. There are options to see revenue, sales pipeline, and ROI.
Pardot helps blur that disconnect between the sales and marketing teams by automating most of the routine tasks. It gives a complete picture of the customer journey from discovery until delivery, thus amplifying the productivity of both the sales and marketing teams. Ultimately, it also pushes the ROI way above previous standards.