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  • Writer's pictureMani Anand

Optimize Marketing Efforts with Salesforce's Pardot

Updated: Dec 9, 2021

Marketers, particularly in the B2B space, can benefit from inbound marketing as a relationship-building technique. B2B engagements are often long-term and entail significant financial investments on the part of the potential customer. As a result, a corporation must persuade prospects of the value they bring to the table long before a transaction occurs. White papers, infographics, and e-books are excellent content assets to publish in this area.

Marketers must strategize the way they generate, publish, promote, personalize, and integrate their marketing assets across numerous platforms if an inbound marketing strategy is to flow into B2B sales activities. B2B marketing teams can use Salesforce Pardot as a one-stop-shop to:

  • Encourage customers to buy from them

  • Align inbound marketing efforts with sales objectives

  • Ensure that all marketing communications are highly targeted and personalized across all channels.

  • Automate the entire inbound marketing process.

To improve campaigns, keep track of prospect engagement.

Marketers may use Pardot to get visibility and insights on a prospect's engagement level across all marketing channels, allowing them to select the next steps and compute ROI on inbound marketing initiatives. Marketers may use Pardot to track, analyze, and improve prospect engagement in the following ways:

Dashboard for engagement history:

Using the easy reporting dashboard built inside Account and Campaign records on Pardot, explore and visualize crucial engagement metrics such as top-performing assets or most engaged prospects. You may also customize the dashboard view to see information about Campaign, Account, Contact, or Opportunity records and plan your next step. For example, if your team is running a product launch campaign and you observe on the dashboard that several prospects inside an Account have downloaded a white paper, you can use Salesforce Engage to distribute the same white paper to your sales team, who are also working on the same project.

AI engine built-in:

Pardot Einstein, Pardot's built-in AI engine, receives the data from the Engagement history dashboard. Scores and insights on the most engaged prospects and successful campaigns are available. Here's how to do it:

Einstein's behavior assessment:

Determine which prospects are most likely to make a purchase from you. Einstein assigns a score from 0 to 100 to each prospect based on all forms of Pardot prospect engagement activities to identify positive and negative interactions.

Campaign lessons from Einstein:

Find new audiences by optimizing campaign assets. Einstein finds data relating to interaction behavior, content, and audience characteristics using Machine Learning to provide marketers with real-time insights into their running campaigns, including emails, landing sites, and marketing firms.

Einstein Attribution

Determine which inbound marketing strategies are the most successful in terms of building sales pipelines. Einstein examines a collection of marketing that influenced a sales opportunity to determine which ads and touchpoints were the most lucrative.

Increase qualified conversions by optimizing Google organic results

Because Google has a monopoly on the search engine market, it is vital for a company to appear on the top page of Google's search results. While Google's search ranking algorithms remain a mystery, marketers focus on two things to improve their SEO approach: content quality and keyword planning.

Because SEO is a fundamental inbound marketing channel, marketers may use Pardot to create an effective keyword plan to;

Add a keyword for tracking:

Add a keyword to learn about its monthly search traffic, cost per click (CPC), and difficulty ranking.

Multiple keywords can be imported:

With Pardot's bulk import function, you may enter several keywords and track them all at once.

Metrics for keyword tables to manage:

Keep track of your keyword list and SEO parameters such as Google rank, Bing/Yahoo rank, Google monthly search volume, Google CPC, ranking difficulty, and so on.

Keep an eye on the competition:

Keep track of how your website compares to its competitors in terms of SEO. View competition information such as the number of inbound links, page and domain authority, links to the root domain, external links to the root domain, and Alexa rating.

To conclude, Pardot is a one-stop shop for B2B marketing automation that can help companies achieve higher success with marketing-driven sales. Sales teams can close deals faster and consistently nurture quality leads until conversion when they have complete customer data and marketing-curated material at their fingertips. Built-in business rules and notifications make the transition from marketing to sales teams go more smoothly, ensuring that no quality leads fall through the cracks. Fill your pipelines faster, track campaign interaction, and continually optimize your campaigns, among other things.

You can also use the Salesforce-Pardot connection to fully integrate Pardot with your Salesforce CRM solution. This enables bi-directional data sharing, synchronizing updates in both systems to keep your marketing and sales teams on the same page at all times. You may improve lead management and streamline your sales funnel by sharing key information regarding prospect activity across both teams, ensuring that no important leads are lost.

Salesforce helps organizations expand quicker by providing best practice guides, strategic consults, training, community support, and more.

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