Pardot (also known as Marketing Cloud Account Engagement) is a marketing automation and lead generation tool from Salesforce. It helps marketers identify prospective customers and convert them into actual customers. Pardot can be used to route leads to sales, create automated marketing campaigns, analyze prospect activity, and guide prospects through the buying journey.
If your organization uses Salesforce as its customer relationship management (CRM) system, is building its presence online, and wants to strengthen customer relationships, Pardot can be a powerful tool. Since Pardot is fully integrated into Salesforce, you can track online marketing campaign performance and prospect engagement within your CRM. It is one platform that can converge many marketing and sales functions.
What Is Pardot & Its Benefits?
Pardot is primarily a business-to-business (B2B) marketing tool. At its roots, Pardot is a lead generation tool that branches into a lead nurturing system.
With Pardot, you get:
- Lead generation: Use Pardot’s marketing tools like lead capture forms, form handlers, and landing pages to automate the process of capturing and entering prospective customer data into Salesforce
- Email marketing: Create, schedule, and send personalized emails to your prospects
- Prospect segmentation: Segment your prospects with lead grading (prospects who are of interest to your organization) and lead scoring (prospects who are interested in your products or services)
- Prospect management: Discover who’s engaging with your content most and connect with them on a personalized level
- Marketing and sales alignment: Sync with Salesforce CRM to help strengthen the sales funnel, improve future marketing efforts, and calculate marketing return on investment (ROI)
Let’s Take a Deeper Look
Lead Generation
Lead generation is the process of attracting prospects to your organization. With Pardot’s forms and landing pages, you can add interested/warm leads to your sales funnel.
From creating landing pages and forms to running highly targeted email campaigns that personalize the buyer journey from beginning to end, marketers can use Pardot to streamline the lead generation process.
Pardot can help you “hit the mark” with customized and targeted content geared toward your prospects’ interests.
Further, dynamic content allows Pardot users to automatically personalize Pardot forms, landing pages, and emails uniquely for each prospect.
Email Marketing
Pardot’s email builder helps you build professional-looking emails with a user-friendly editor and ready-to-use templates.
It comes as a responsive, out-of-the-box product with custom design capabilities, various formatting options, and hosted content for users.
Moreover, you can send personalized messages at ideal times to your target audiences.
Prospect Segmentation
Pardot lets users take the manual labor out of list building. You can automate your lead qualification and nurturing processes to focus on specific attributes and interests. This gives marketers more time to create relevant content and build personalized relationships with prospective customers.
Meanwhile, your existing customers also can be served content aimed to meet their needs.
Prospect Management
Automation rules in Pardot allow you to perform specific marketing and sales actions based on pre-defined criteria that you specify.
Pardot users can automatically assign prospects to sales team members when applicable. For example, if you have a lead capture form dedicated to automotive content, you can assign those prospects to your automotive sales leader. This can help accelerate the sales cycle and convert marketing-qualified leads to sales-qualified leads—while boosting customer intelligence internally.
Marketing & Sales Alignment
With Salesforce Pardot, you can track and display campaign data in customizable dashboards. This allows your team to quickly see which campaigns are performing best along with areas where testing new options may make sense.
Pardot offers a number of reporting tools to help you measure marketing and communication performance and campaign ROI efficiently.
These are only some of Pardot’s benefits.
So, whether you’re just getting started, in a new project phase, or fall somewhere in between, we’re here to assist with your marketing and CRM needs.
To learn more about Salesforce Pardot and how it may benefit your organization, connect with the Business Technology Solutions team at FORVIS using the Contact Us form below.