Platforms for marketing automation have helped companies succeed globally and have expanded significantly over time. To begin with, marketing automation is effective. Your business can systematize the actions of marketing campaigns, such as emails, social media posts, blog posts, and web pages, by using marketing automation. For B2B engagements, which are frequently long-term and include significant financial outlays on the part of the potential client. Therefore, a business must persuade potential customers of the value they offer well in advance of a transaction. Businesses may stay current and competitive by using marketing automation to stay in touch with the needs of their constantly shifting customer base.
An analysis of the data reveals striking statistics for small businesses: Companies who use marketing automation to nurture prospects saw a 451% boost in qualified leads, according to a report by the Annuitas Group. As a result, those nurtured leads make purchases that are 47% greater than those of their unnurtured peers.
Although there are many clever marketing automation platforms available, Salesforce Pardot, dubbed “Marketing Automation with the World’s #1 CRM (Customer Relationship Management),” is at the top of its game.
Integrating Pardot marketing automation software (MAS) may help you grow your business by boosting leads, sales, productivity, and profitability. The days of laborious marketing and sales chores are over thanks to Pardot, which has accurate B2B automation to assist your teams’ master and shortening the sales cycle. In this article, we will go over the various advantages of Integrating Pardot with Salesforce.
What is Salesforce Pardot?
Salesforce offers two marketing automation products: Marketing Cloud and Salesforce Pardot. Pardot is primarily utilized for B2B while Marketing Cloud is more frequently used as a B2C platform.
For marketing businesses, Pardot offers lead management, email automation, ROI (return on investment) tracking, and customized email campaigns. Pardot can be integrated with Salesforce’s customer relationship management (CRM) software to improve performance. Comparing this syncing to other marketing automation systems can also shorten the time required for analytics. According to the G2 Crowd Grid for Marketing Automation, it is rated as one of the best.
More than 96,000 websites, including Amazon, are using Pardot software. Additionally, consumers reported a 63% boost in website leads, a 40% rise in marketing productivity and email subscribers, and a 25% reduction in sales cycles.
The Pardot marketing automation technology gives marketers the ability to pinpoint potential clients who are most likely to convert. Marketers learn this through speaking with prospects at the appropriate time and in the correct manner. Each potential customer is treated as an individual by marketing automation so they may learn about your product or service at their own pace.
Why do businesses need Salesforce Pardot?
Many firms still have separate Customer Relationship Management solutions used by the Sales and Marketing Teams. In such circumstances, these Teams produce unique Processes, Tools, and Data. Processes for high-quality lead capture, performance tracking, and lead nurturing are hampered by disconnected software. To work more quickly and intelligently, most CRM solutions lack AI (Artificial Intelligence) or machine learning capabilities.
Account-Based Marketing is challenging when there is a gap between sales and marketing processes, and it is challenging for sales and marketing teams to determine where a customer is in their business life cycle. Not only this, but Teams also encounter coordination issues because of the Data being processed and stored in two different silos.
The misalignment between the sales and marketing teams’ processes and those pertaining to customers is filled in by Pardot’s Salesforce Integration. Marketing, Service, and Sales Teams may use the entire Process Workflow together, consistently, and without any lack of coordination thanks to Pardot Salesforce Integration.
How is Pardot used?
Pardot/MCAE can be used for any or all of the following tasks, depending on the type of business:
- Email marketing: This includes automatic email journeys as well as one-off emails sent to prospect lists. Email automation may be based on predetermined actions, events, or “wait” times. This is particularly well suited to lead nurturing.
- Forms: collect data from fresh leads or enhance existing prospect records (you may even specifically ask for data for the fields that are blank on the prospect’s record).
- Engagement History: Keep track of all actions potential customers take on your website (website, landing pages, etc.).
- Segmentation: To divide your prospect database into audiences for more precise marketing, segmentation offers a variety of techniques.
- Scoring: Prospects are scored depending on their engagement level.
- Grading: Prospects should be graded according to how well their demographic and/or firmographic data match your desired client profile.
- Lead qualification: Using Pardot score and grade together, your sales team can determine which prospects to target.
- Social media marketing: track post engagement after posting to LinkedIn, Twitter, and Facebook. Activity will show up on a prospect’s Engagement History if they are known to you and are being followed up on in your Pardot database.
- Search marketing: Add keywords to the track list, analyze keyword SEO (Search Engine Optimization) data, and monitor competition SEO performance.
- Marketing Analytics: Report on campaign performance and the pipeline that marketing has influenced using marketing data (with Campaign Influence).
- Multi-channel selling: Salesforce’s comprehensive marketing product suite allows for easy integration with other systems, including digital advertising like Google Ads and sophisticated website analytics
Connecting Pardot with Salesforce
Your CRM and Pardot are integrated using the Salesforce-Pardot connector.
- Appoint a manager to handle marketing setup tasks
Frequently, both a Pardot admin and a Salesforce admin are needed for Pardot setup and feature configuration. You can assign Pardot tasks to a marketing admin using a custom permission set you establish in Salesforce to avoid the need for additional admins. All the Pardot setup nodes in Marketing Setup are accessible with this custom permission set, but Salesforce Setup is not given full access.
- Prospect Synchronization Between Pardot and Salesforce
When synchronizing prospects, information from Salesforce records is pulled into the matching Pardot prospect records while updates to prospect records are posted to Salesforce. Every 2-4 minutes, synchronizing takes place.
- Learning How Salesforce Data Is Displayed in Pardot
Different models for sharing and authorization exist in Pardot and Salesforce. The Salesforce-Pardot connector user is how data is shared through it. As a result, both Pardot and the connection user have access to the same Salesforce data. You can presume that Pardot users have at least equal access to Salesforce data as the connector user because of the way Pardot and Salesforce are connected.
- Use of the Pardot and Salesforce API (Application Programming Interfaces)
Using an API, the Salesforce-Pardot connector enables data sharing between the two platforms.
- Locate the Version of the Salesforce-Pardot Connector
Find out which connector version you have before starting the connector configuration.
- Reasons to Upgrade the Salesforce-Pardot Connector to Version 2
The Salesforce-Pardot connector’s version 2 features enhancements like the Business Unit Switcher, on-demand metadata sync, and the Pardot integration user. Learn about the differences between v1 and v2 before upgrading.
- Taking care of Pardot Business Units
Whether your company has marketing targets based on regions or product categories, Pardot Business Units can assist each division in concentrating on its marketing goals. With B2B Marketing Analytics, prospects and marketing materials are segmented by business unit so that your divisions can advertise independently and still obtain a global perspective.
- Create a Pardot Sandbox
Prior to executing configuration changes in your production account, test them using Sandboxes for Pardot. A Pardot Business Unit that is provided from a Salesforce sandbox is known as a Sandbox for Pardot.
- Syncing Opportunities with Salesforce
Salesforce opportunities keep track of potential or existing sales revenue. Your Salesforce opportunities are made accessible in Pardot for ROI reporting once the Salesforce-Pardot link has been configured. It is not necessary to enable this feature because it is a built-in component of the connector.
- Syncing a person’s account with Salesforce
Pardot and Salesforce person accounts can sync.
- Syncing Custom Objects with Salesforce
Any custom or default object in your CRM that is not a Pardot default object can be automated using Pardot. A prospect ID must be used to link the custom object to a Pardot prospect record. Any queryable object in your CRM that is connected to a contact, lead, or account can be used to build and sync a custom object.
How Salesforce Pardot Integration can help you grow your business?
Strong Lead Generation Strategy Establishment
For the lead generation, having a well-thought-out plan is essential. Additionally, it involves developing landing pages and the forms that go with them for lead generation. Landing pages should be taken into consideration if you want your lead-generating efforts to produce noticeable results. Simply by adhering to a few straightforward procedures, Salesforce Pardot can be tremendously helpful in optimizing lead creation. For assistance with these best practices, one might consult with knowledgeable Salesforce Pardot consultants.
Keeping the Marketing Teams in complete synchronization
Maintaining the ideal balance between sales and marketing is possible with the aid of Salesforce Pardot. To be more precise, Salesforce Pardot’s account-centered marketing has the potential to generate more sales in an amazingly effective way. As a result, the business groups find it simpler to establish optimal alignment between the sales team and marketing team thanks to higher client retention and sales generation rates.
By bringing everything into one platform, the sales staff is better able to assist the marketers in selecting the ideal candidate for the campaign. This simplifies the process of keeping track of leads and allowing sales calls to be easily monitored to determine the level of success of marketing initiatives. To put it simply, the Salesforce Pardot connection may offer this amazing transparency on company success.
Improving Content Strategy
Quality content is what organizations today and marketers desire more than quantity. Producing more business with less content makes sense. And the integration of the Salesforce with Pardot may fully meet this need. Content recycling is made easier by this powerful automation platform. Particularly, Salesforce Pardot is strongly recommended when the number of resources is minimal. Salesforce Pardot can be useful in every situation, whether it is to distribute or divide up greater materials.
Effective ROI Reporting
It is obvious how important it is for business organizations to have thorough reports to evaluate how important marketing teams are to generating income. When it comes to marketing initiatives and sales, money is the most vital component for B2B houses. Salesforce Pardot’s cost appears fair for corporate organizations, given the level of clarity it offers.
Salesforce Pardot makes it simple to comprehend how clients might continue to interact with the campaign at each stage. It enables the team captains to act as a link between marketing initiatives. Additionally, it allows the sales staff to analyze ROI’s actual value thoroughly.
Increased Social Engagement
Making attempts to improve social media is a challenging endeavor because one cannot simply choose any random tip and apply it to all social media platforms. When the entire effort is not put in for a substantial amount of time, the followers on social media may get even more perplexed.
It is crucial to keep a proper posting rhythm and adhere to it. Salesforce Pardot can be an incredible tool in this situation that will lighten your workload if you have meticulous posting schedules even when you are preoccupied with other tasks.
Efficient Email Marketing
A tried-and-true tactic, email marketing is still as important today as it was then. But everyone is aware that while running email marketing campaigns, marketers frequently must deal with large numbers of emails. At the same time, the campaign’s quality must meet the highest standards. From this angle, Salesforce Pardot is amazing because it offers visual editors and fully adjustable designing tools.
It is simple for marketers to create emails that are optimized to deliver the proper message to the target audience. From a future perspective, it is also possible to automate emails, streamlining the procedure. One can use the tool to sort the database in the form of lists based on most of the information they have about the prospects.
Salesforce Pardot enables marketing and sales teams to build tailored journeys for acquiring leads and luring in new clients regardless of industry. Pardot’s user-friendly features and capabilities assist content marketing strategies by enabling marketers to provide material to the appropriate audience at the appropriate time. Pardot improves campaign efficacy and enables users to assess and calculate overall ROI.
Marketing professionals may easily create emails that are optimized to communicate with their target audience. Emails could potentially be automated in the future, drastically streamlining the process. Salesforce Pardot allows one to filter the database into lists based on most data they have on the prospects.
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