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Innovative Marketing Automation using Salesforce Marketing Cloud Account Engagement (Pardot)

February 02, 2023

Marketing is no longer a campaign, but a commitment," says a prominent marketing guru. At Prudent, we believe that there's more to marketing than just being committed to your campaign goals. This is where multiple factors and elements of marketing automation comes into the picture. 

Having said that, marketing automation is the need of the hour to attain a competitive edge in the process of reaching your B2B and B2C goals. Salesforce CRM comes with a revolutionary marketing automation application known as Salesforce Marketing Cloud Account Engagement (Pardot) - that anchors your marketing efforts across brands and sub-brands together. 

Salesforce Marketing Cloud Account Engagement (Pardot) is a Software-as-a-Service (SaaS) application that comes with an array of features covering multiple marketing campaigns, ranging from lead generation, email automation, targeted campaign management, and much more! For instance, there are a variety of marketing efforts for prospect engagement such as Email Marketing, Social Media Marketing, Inbound Marketing, Lead Generation, Digital Marketing, and more! 

Pardot vs marketing cloud

Pardot vs. Marketing Cloud 

Quickly referring to the company’s history, Salesforce Marketing Cloud Account Engagement (Pardot) was founded in the year 2007 and was later acquired by Salesforce in the year 2013, post which it has quickly evolved as a sister software of Salesforce Marketing Cloud. 

For starters, a simple difference between Salesforce Marketing Cloud and Salesforce Marketing Cloud Account Engagement (Pardot) is that the former is a B2C tool whereas the latter is a B2B software. So, whether you are targeting a direct one-on-one engagement with the end-customer or would like to partake in a long-term campaign targeting a business objective, is where the choice of the application comes into the picture.  

In a practical business environment, there will be multiple scenarios where the sales & marketing teams need to work in close coordination to meet the overall business objectives. 

Consider a scenario where the sales team is working towards landing a buyer for your product. Your sales rep has reached out to the same via email, requesting a suitable time for a quick demo. The sales team receives a response from the buyer asking for the product's most updated brochure. 

This is where you could choose between: 

Sales team emailing a 100-page product PDF to the buyer which he/she would never find time to go through. This is followed by multiple follow-ups from the sales teams, thereby complicating the entire process. 

(or) 

Marketing team is developing an interactive landing page with a Call-To-Action (CTA) for the buyer to book a demo through a web form. If the Sales team sends the landing page URL to the buyer, the process of lead nurturing is a smoother sail. 

Salesforce Marketing Cloud Account Engagement (Pardot) aligns your Sales and Marketing teams, working towards achieving common objectives, to collaborate with the right customer at the right time through the right channel. 

Salesforce Marketing Cloud Account Engagement (Pardot), besides a ton of other features, offers the development of dynamic landing pages that track & measure the buyer's behavior; in addition to pin- point lead scoring and nurturing through targeted engagement paths. We will discuss the features of Salesforce Marketing Cloud Account Engagement (Pardot) application in the later sections of this article. 

How to make the most of Salesforce Marketing Cloud Account Engagement (Pardot)? 

 Salesforce Marketing Cloud Account Engagement (Pardot), although it is a standalone marketing automation tool, delivers great value when integrated with the Salesforce CRM. Linking your marketing automation tool with CRM software enables a 360-degree view of the prospects when working in close coordination with the Sales & Marketing teams. 

Here's a quick glance at ways to make the most of Salesforce Marketing Cloud Account Engagement (Pardot). 

  • Lead Scoring - Identify and Prioritize Leads 
  • Lead Management - Gather and Nurture Leads 
  • Lead Engagement - Educate and Engage Leads 
  • Lead Conversion - Campaign and Convert Leads 

Choosing Salesforce Marketing Cloud Account Engagement (Pardot) for your Marketing Automation 

Having discussed the various ways Salesforce Marketing Cloud Account Engagement (Pardot) could contribute to boosting ROIs in marketing, here's a list of reasons why you need to choose it for your marketing automation. 

Salesforce Marketing Cloud Account Engagement (Pardot) integrates with Salesforce Einstein Al 

Salesforce Einstein Al, undoubtedly one of the most intelligent Al solutions, offers predictive insights based on historical data, thus allowing for informed decision-making. Imagine the expertise Einstein Al could deliver when combined with the marketing automation partner, Salesforce Marketing Cloud Account Engagement (Pardot), to help create targeted campaigns with higher success rates. Read full blog about Salesforce Einstein AI in the link here.  

Salesforce Marketing Cloud Account Engagement (Pardot) syncs with Salesforce CRM data 

Salesforce Marketing Cloud Account Engagement (Pardot), when coupled with Salesforce Engage, offers real-time alerts to the admins or prospect owners on user behaviors and most-active users. Salesforce Marketing Cloud Account Engagement (Pardot)'s intelligent analytics also analyzes user behavior, records user journeys, and predicts user interest levels through lead grading, scoring, and segmentation functionalities. 

Salesforce Marketing Cloud Account Engagement (Pardot) aligns with your Development Teams 

Salesforce Marketing Cloud Account Engagement (Pardot) plays a key role in delivering ultimate user experience (UX) to your website visitors with the design of landing pages, web forms, mobile-friendly web pages, responsive email templates, dynamic & relevant content, branded emails, and much more. Salesforce Marketing Cloud Account Engagement (Pardot)'s out-of-the-box reporting configurations enable deeper insights into customer engagement paths. 

 

 

 

Prudent Salesforce Marketing Cloud Account Engagement (Pardot) Implementation Experts are a call away from helping your organization make the most of Salesforce Marketing Cloud Account Engagement (Pardot) and Marketing Cloud. Whether you are migrating from another email marketing system or starting your marketing automation journey with Salesforce Marketing Cloud Account Engagement (Pardot), get in touch with a Prudent expert at Business@prudentconsulting.com to schedule a consultation. 

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