What is Pardot Salesforce, the smart B2B marketing software
Salesforce Pardot is an intelligent tool that automates B2B sales and marketing. Industrial and Business to Business companies in general can leverage it to power their marketing strategy using 100% actionable data. This allows them to target the most appropriate leads with dynamic, customer-centric campaigns that reach a high level of personalisation and precision.
For example, this data allows them to activate up-selling or cross-selling actions, customer loyalty and lead nurturing campaigns...
Pardot is a 100% customisable solution for lead management and B2B marketing automation. One of its great advantages is that it allows you to align the actions of sales and marketing teams in order to increase the ROI of campaigns and improve their efficiency.
How does Pardot work?
The ultimate goal is to streamline the sales cycle in B2B companies of all sizes. In practice, Pardot helps to communicate with the best prospects, monitor the different stages of the conversion funnel and boost sales closing rates. All this through dynamic and automated campaigns.
Key benefits include intelligent lead generation, synchronisation of email marketing with sales, analysis of every customer touch point and reporting. All this enables marketing teams to deliver the right message to the right person at the right time.
Pardot's key features
Lead generation
Pardot automates lead generation by using relevant data to create dynamic content, specific offers for websites, landing pages... It is also possible to create complex rules with a simple visual generator. Pardot can be connected to your Google Adwords account to monitor leads obtained through SEM campaigns. It also facilitates A/B testing and multivariate analysis.
Lead nurturing
Engagement Studio is Pardot's lead nurturing tool. With it you can set actions, triggers and rules and automate the way you nurture each lead to push it along the conversion funnel and end up making the final sale.
Lead scoring
Pardot is able to identify the "hottest" leads, the ones that are closest to making a purchase decision. It does this through the technique of lead scoring analysing and classifying all their interactions with the company's communications in order to prioritise the actions of the sales team. The automatic assignment of candidates sends the prospects to the sales team at the right moment, when they are ready to buy.
Analytics and reporting
Pardot allows the marketer to experience the user workflow in order to correct any errors that may occur in the campaign. In the same vein, analysis and reporting tools offer KPI analysis and metrics that help you optimise the performance and adapt the campaign quickly and continuously.
Pardot's dashboards are fully customisable and include a multi-channel attribution dashboard that allows you to decipher which channels work best at each stage of the conversion funnel. Closed-loop reports link each sale to the source it came from.
Lifecycle reports provide a high-level view of the sales cycle to detect the points where leads get stuck.
Pardot Einstein
Einstein is Pardot's Artificial Intelligence tool. Its three functions are:
- Einstein Behaviour Scoring identifies leads that are ready to buy.
- Einstein Campaign Insights provides relevant information about campaign performance.
- Einstein Lead Scoring helps prioritise the leads that are most likely to convert into customers.
Integration with Salesforce
When combined with the Salesforce Cloud software, Pardot provides the sales network with a record of each customer, including all the marketing actions that have had an impact on them and their reactions. In this way, the salesperson has in-depth knowledge that will help them to close the sale more quickly and efficiently.
Do you need to implement Pardot?
The implementation of Pardot is undoubtedly one of the best investments a B2B industrial company can make to achieve its marketing and sales objectives. At BCM Marketing we can accompany you throughout the entire Pardot implementation and integration process so that you can get the most out of this tool and ensure a positive ROI.
