Salesforce Pardot Overview | Marketing Automation |

What is Marketing Automation?

Marketing Automation is a method of automating repetitive tasks related to marketing. This could be setting up automated email blasts, “drip sequences” or Nurture campaigns. This also could involve tracking link clicks inside an email, website visits and lead interactions. You can even setup automatic “Lead Scoring” with certain platforms to track which of your leads are most qualified for Sales to reach out to them.

What is Salesforce Pardot?

Salesforce Pardot is a B2B Marketing Automation platform, generally used by Enterprise customers. This can be thought of as a “best in class” software with the most advanced features, similar to Adobe’s Marketo. Pardot was originally a separate company acquired by Salesforce in 2013, for a staggering $2.8 billion.

Fun Fact: The word “Pardot” means to “Sell” or “Market” in Latvian.

Watch the Full Pardot Overview Video Below:

Salesforce Pardot Explained, Timestamps 👇

• 0:00 – Intro
• 00:34 – What is Salesforce Pardot?
• 01:00 – What is Salesforce Cloud?
• 01:42 – How much does Pardot Cost?
• 02:36 – Overview of Salesforce Sales Cloud
• 03:08 – Salesforce Pardot Overview
• 05:09 – Pardot Leads
• 06:02 – Pardot Engagement Studio Automations
• 06:40 – Pardot Lead Scoring
• 08:20 – Pardot Segmentation
• 08:54 – Pardot Email Templates
• 10:20 – Pardot Content Forms
• 10:58 – Progressive Profiling
• 11:40 – Dynamic Content
• 13:14 – Pardot Explained Einstein

Pardot Overview

1. Grow Faster with Smarter Engagement 

 Identify your best leads, track engagement with campaigns, improve follow-up speed. You can setup “Automation Rules”, Dynamic content and redirects without the need for web developers

2. Create Marketing Content

Emails, Landing Pages, Personalized Email campaigns. 

3. Calculate Marketing ROI 

Pardot can be used to route leads to sales, create and track automated marketing campaigns, analyse prospect activity and engagement, and guide prospects through the buying journey.

Marketing Dashboard

Dashboards are a way to display multiple reports in one place.

• Pipeline Generated

• New Leads Created

• Contacts Touched by Campaigns

• Remaining Marketing Budget

• Revenue by Marketing Channel

• ROI by Marketing Channel

Lead Scoring and Lead Grades

Lead Score:

• How Interested are they in us?

How often do they visit website, social media profile, Download eBook’s, Interact with Demo’s etc)

• Lead Lifecycle. (When did they first signup)

Lead Grade:

• How interested are we in them?
• How good of a fit is the prospect? (Income, Job Title/Decision Maker etc) 

Pardot Einstein:

• Artificial Intelligence (AI) tool

• Lead scoring, Behavior Scoring, Campaign Insights. 

Marketing Cloud Vs Pardot?

Salesforce Marketing Cloud is an automation platform generally aimed at those businesses with a B2C business model. Whereas Pardot is generally aimed at the B2B market.

Engagement Studio

Build personalized customer journeys based upon prospects engagement. Automation Rules – If X Happens do Y. Could be an Email Open, Website Visit etc. 

Ex. Send Email to C Suite Executives

Test if they opened the Email. If they did adjust lead score up, if they didn’t open the email in three days then adjust lead score down. If they opened the email and they have more than 300 employees at company then setup a task for salesperson to call.

Pro Tip.  “Connected Campaigns”

• To Connect, Salesforce Campaigns and Pardot Campaigns, use Connectors. 
• Salesforce Campaigns – Track every marketing engagement.

What are Pardot Tags?

Tags are a useful feature of Pardot that allow you to quickly stick a label on any asset, for organization, segmentation, identification and filtering. For example, you could create the tag based on a specific content type “Whitepapers”, which will make it easier to categorize files in Pardot.

The Power of Dynamic Content 

Allow your landing page or email to personalize to the user based on a predefined characteristic. Examples include; Location/Address by City,  Job Title, Industry etc. 

Form Handlers

Use Form Handlers , if you wish to Submit a forms content from a third party website which isn’t your own. Post their form fields to endpoint URL. Use a form handler instead of a Pardot form when you want to:

• Completely control the look and feel of your forms
• Post form submission data to more than one database
• Integrate Pardot with your existing forms
• Use a third-party form tool

Engage Alerts:

So Salespeople can have the right conversations, with the right people at the right time. Real Time Alerts enable a Salesperson to call as soon as the person watches a demo or reaches a certain lead score. You can then send others into a Nurture Campaign, until they are ready to be contacted. 

Redirects

Pro Tip. You can add a redirect after a form has been filled out. Best to send them to the next logical piece of content, Video, Demo etc.

 

Salesforce Sales Cloud

The Salesforce Sales Cloud, often referred to as just “Salesforce” is used by Sales team to manage Leads, view pipeline activity and get alerts when a prospect has engaged. This can be connected directly to Pardot via “Connectors” and the data can be synced between the two. The idea is to align the Sales and Marketing Teams together.

• Goal: Fill your Funnel with High Quality Leads, driving Pipeline.
• Goal: Deliver the right marketing message to the right lead at the right time. (Pardot) 

Salesforce leads vs. contacts

•  A lead is the name of a person or company who may be interested in the products or services you sell. Usually captured when the fill out a web form with their details to access a piece of gated content. 
•  A contact is an individual with whom one of your reps has established a relationship and is a potential customer.

Sales Pipeline?

A sales pipeline is a visual representation of sales prospects and where they are in the purchasing process. Pipelines also provide an overview of a sales rep’s account forecast and how close the rep is to making quota.

Sales Cloud High Velocity Sales

A  streamlined solution tailored to virtual sales teams (including sales development and business development reps) and designed to speed up and scale up the sales process.

Final Thoughts

This is a quick overview of the Salesforce Pardot Platform for B2B Marketing Automation and we hope you found this valuable.

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