Pardot: How Pardot can help Sales and Marketing teams within B2B sector
For many B2B sales and marketing teams across every industry, there is still a misalignment on their way of working and communicating across departments, stemming from working in silos through disconnected systems. One of the most common challenges is that sales and marketing teams do not have a clear overview of their pipeline and a good understanding of what a qualified lead represents in real value. As much time is spent in the lead generation process and driving conversions, B2B organizations miss growth opportunities and teams lose focus and direction in their communications and prioritization lack. To be able to solve this issue, sales and marketing teams must rely on an integrated and connected CRM software to serve the two departments' different needs. Not only will this enable the Marketing organization as a whole to communicate more effectively at scale while sharing relevant information tailored granularly, it will also help the Sales team to work faster, targeting high-score leads, based on useful criteria they can predefine.
With Pardot, sales and marketing teams now have a single source of truth, where it is possible to drive and nurture leads while improving the lead management process.
Pardot enable B2B businesses with:
Lead Generation: Smarter lead generation processes where any organization can fine tune their qualification criteria and ensure only the most qualified leads get passed from marketing to sales.
Lead Management: by reaching the right customers at the right time and having information in Real-time, sales teams close deals faster
Email Marketing: Create beautiful email campaigns that foster engagement and deliverability.
Sales and Marketing Alignment: One single source of truth, Pardot and Salesforce CRM sync information in Real-time, sales and marketing have a full overview of the prospect lifecycle.
Artificial Intelligence: With the power of AI to efficiently get marketing and sales efforts.
Lead Generation
Pardot’s lead generation keeps marketers' pipelines with a good flow of high-quality leads. With tools such as landing pages builder, smart forms, organic and paid search, social posting and profiling, sales and marketing teams have smarter lead generation processes. With Pardot landing page builder, marketers can build autonomously beautifully branded landing pages without the need of a web developer or an IT team. Using existing or new forms on the website, leads are generated directly into Pardot. And with social postings, marketing teams can generate new leads through social media platforms such as Facebook, LinkedIn or Twitter.
Lead Management
Pardot offers streamlined lead management which is quick and easy to automate and segment as well as qualify and nurture, while making use of also personalized and dynamic content that enhance customer experience.
With segmentation and automations built within Pardot, marketing and sales teams can spend their time effectively and strategically while automating tasks such as lead assignment rules, or list creation to segment audiences, to name a few examples. Pardot automatically sends emails and dynamic content based on triggers and identity who’s interested by scoring prospect interactions. With the engagement studio it is possible to build intelligent automated programs that engage prospects at every step of the customer journey.
Email Marketing
Pardot helps marketers create beautiful branded email campaigns, while making use of the intuitive email builder, automated engagements, and personalized messaging, while offering the possibility to optimize sending. Automated emails can be used from landing pages and forms, ensuring the prospect gets a Real-time response directly into their mailbox. Personalized messaging gives customers the flexibility to change the content based on prospect engagement while optimized sending allows A/B testing to determine which content performs better.
Sales and Marketing Alignment
Pardot connects seamlessly with Salesforce CRM, making sales and marketing teams aligned at the right time, at the right channel, receiving Real-time information. When records are updated in the CRM, it automatically updates the marketing automation system (and vice versa). This keeps sales and marketing on the same page.
The Integration between Pardot and Salesforce CRM gives the teams valuable insight into prospect activities, increases the efficiency of the lead management process, makes the engagement more personal and most importantly enables both teams to work together, increasing sales productivity and ultimately revenue.
Artificial Intelligence
Pardot Einstein is Salesforce’s AI technology, used to monitor and analyze data from Pardot and Salesforce, with Einstein Behaviour Scoring, Einstein Lead Scoring, Einstein Campaign Insights, and Einstein Attribution, sales and marketing teams have a fully AI-driven automated overview of leads they need to prioritize and are more likely to become customers. Marketers can optimize their campaigns and drive new audiences while sales teams can prioritize leads and close more deals.
How we can help
As an experienced Salesforce Partner with a team of Pardot specialists, PwC supports B2B businesses throughout their implementation process. Together we align sales and marketing teams to obtain faster lead conversion processes and strengthen the sales pipeline, all this while calculating ROI on marketing activities and on each individual campaign. Being one of the most cost-effective marketing automation solutions in the market, with a remarkably reduced learning curve, it is ideal for Marketing Departments of all sizes and an excellent choice for B2B businesses already using Salesforce CRM and planning their investment in Marketing Automation.
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