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How Salesforce Pardot can help your B2B business

If you are exploring new marketing automation software you may have come across many B2B software products such as Salesforce, Eloqua, Marketo and Hubspot. So, how do you ascertain the software that best suits your business? Which parameters should you consider while making this decision? In this article, we are taking a closer look at Salesforce Pardot and the benefits it can provide to support your marketing goals.



What is Salesforce Pardot?

Credit: Pardot


Pardot is a software as a service (SaaS) marketing automation platform by Salesforce offering email automation, targeted email campaigns, and lead management for B2B sales and marketing organizations.


It has a comprehensive list of features such as sending email campaigns, drip campaigns, lead nurturing and analytics. With Pardot you can manage all your leads in one place, whether from your website or landing page, events, social media, etc. and allocate them to different journeys for further nurturing. Leads can be automatically scored and graded to indicate how interested they are in your product or service..


It also features fully-branded templates, landing pages, form builders, and search connectors. The intuitive what you see is what you get (WYSIWYG) interface for landing page design is useful and Pardot can help you connect all your search campaigns in a single platform while also offering lead scoring, grading, and nurturing tools.


Pardot also supports a segmentation wizard, ROI reporting, real-time sales alerts and CRM integration, as well as enabling robust, multi-channel social marketing, starting at $1,000 a month for the standard version, and up to $3,000 a month for the ultimate edition. A/B testing as well as advanced analytics are part of the ultimate package.



The intuitive email marketing system


Often, a drawback of buying or incorporating new technology or tools is the time taken to learn how to leverage all that it has to offer optimally. This is not so with Pardot. Pardot offers Implementation Consulting services, and with it, any new customer could start up their email campaigns in no time, allowing you to focus purely on your marketing goals, and leaving the rest to the professionals. If you plan on scaling your marketing and migrating from your existing email marketing service/software, you’ll have a lot of reusable content and journey material that can be leveraged, making the job of getting started even easier for you.



In-Depth prospect tracking


Pardot offers powerful tracking abilities for you to follow visitors to your website before they even become registered prospects or customers. Not only that, Pardot also offers social media, webinar, Google AdWords and other forms of prospect tracking.


Through this tracking, Pardot lets you learn about your prospects through new profiling methods, and as such allows you to avoid bombarding potential new customers/clients with huge lists of questions. All of this allows Pardot to present to you useful insights into your potential customers’ interests and needs.


Combine this with the other features Pardot offers like its capabilities for personalisation and dynamic content, as well as the list building automations, and you have an incredibly powerful sales-oriented marketing machine on hand - capable of tracking any prospect that comes across you.



Prospect grading and scoring

credit: Aritic


Pardot also helps you with lead scoring, which when used in tandem with lead grading, can ensure that only the most qualified leads get passed from marketing to sales. Pardot will help you to distinguish which prospects are most interesting to you (lead grading) and which prospects are most interested in your products/services (lead scoring). This provides you with increased sales efficiency as well as more actionable data.



Lead nurturing


When a visitor to your website shares enough information about themselves to no longer be anonymous, they become a qualified lead, it means they’re interested in your brand. Pardot is a software perfect for boosting your lead nurturing campaigns and helping your marketers to build strong relationships with prospects, from their first interaction to the time they finally become a frequent return customer. Pardot provides the most convenient platform for lead nurturing. All existing custom content paths can be seamlessly integrated with your existing database and tools. Salesforce Pardot can help you turn curious visitors into paying customers.



Roi analysis

credits: Evolytics


Pardot allows you to analyse and evaluate which marketing efforts are paying off and bringing in the sales, as well as which ones need to be done away with. Through detailed data analysis, Pardot helps your marketing managers distinguish between the campaigns (and A/B tested emails within them) that work best, and those that don’t perform through metrics such as cost per lead. This allows for you to optimise your marketing strategies, ensuring that the resources spent on them are justified.



Scalability


Pardot can help you adapt and scale up as your business grows. Whether the product line is changing, or sales and go-to-market strategies realign, the best marketing teams have to be agile and have the tools to scale and quickly grow. With Pardot, marketing teams benefit from easy to use and helpful features, enabling your teams to become more flexible.


In conclusion,


Salesforce Pardot has a host of benefits aimed at enhancing results from your marketing efforts by enabling you to track, interact, and nurture your prospects and leads more effectively. If you want to find out more about Salesforce Pardot, you can reach out to the team at cmoCre8 offering Salesforce consulting and implementation services.