Here’s How You Can Implement Salesforce Pardot As You Plan Ahead For 2023
After two catastrophic years of the pandemic, 2022 has been the year of recovery. Businesses across industries have now become stable and are headed toward growth again. However, with intense competition across the board, it is more important to stand out from the clutter now than it has ever been.
Salesforce Pardot helps you achieve this marketing feat and keeps you ahead of the curve.
Especially if you want to create a holistic B2B marketing campaign, Pardot helps you record, store, track, and analyze valuable records of your business customers and personalize your marketing efforts. The marketing automation platform lets your marketing and sales reps stay with your prospects from the moment they are approached until they are converted into loyal customers.
Despite all the benefits Salesforce Pardot offers, a faulty implementation can make all your efforts go in vain. Always make sure you implement the marketing automation platform in a way that suits your business objectives, workflows, and the customers you cater to.
Carrying out a thorough need analysis and market research will help you extract maximum value from Pardot. This will also let you configure the platform according to your business needs, making sure you achieve the desired results. However, a lot of factors need consideration before you implement the platform.
Do Not Ignore These Factors While Implementing Salesforce Pardot
As you set up the marketing automation platform with your implementation partner, make sure you implement it the right way to reap all its benefits.
Here are some of the most important factors to consider while implementing Salesforce Pardot:
Assign Clearly Defined Roles
Before getting started, it is important to make your team members in different departments aware of their roles. While Pardot is a marketing tool, you will need help from multiple departments to make its implementation a success.
Here are a few major roles important for seamless Salesforce Pardot implementation:
Focus On The Technical Set-up
Once you have assigned well-defined roles to the right team members, you can shift your focus to the platform’s technical setup. In the age of digitization, it is important to look after the technical build and architecture of Pardot.
Here are some of the most important elements worth considering while handling Salesforce Pardot’s technical setup:
Create Lead Forms, Landing Pages, And Email Templates
After completing the initial technical set-up of the marketing automation platform, you can migrate your assets to Pardot. This will involve creating email templates, lead forms, and landing pages with your IT team’s support. As Pardot helps you host these assets within its environment, it makes building complicated automation programs simpler.
While creating these assets, make sure you think from your customers’ and prospects’ perspectives as they engage with your business at every stage. This will affect how you want to use completion actions, send auto-responding emails, assign/notify users, and perform a range of different tasks.
Pay Attention To Importing Your Prospects
If you are switching from a different software solution to Salesforce Pardot, it is important to be precise and careful while importing your prospects. Make sure you have segmented your audience well and know which prospects/customers you want to import to Pardot.
However, if you are creating new prospects, here are a few important things to keep in mind:
Use CRM Connector For A Holistic Experience
Software integration helps you expand your organization’s overall functionality by merging data and features between two suitable platforms. If you are a Salesforce, SugarCRM, NetSuite, or Microsoft Dynamics user, you can use a CRM connector to integrate your Pardot account with any of these CRM solutions.
This prevents your team members from switching between different platforms to perform specific tasks. It also reduces unwanted data siloes and increases the speed of your business processes.
Add Your Content Assets To Pardot
Along with your prospects and customers, it is advisable to add your content assets to your Salesforce Pardot account as well. Hosting assets like whitepapers, guides, infographics, checklists, etc. on Pardot helps you track their views and downloads.
This way, the system will log a new activity every time a prospect or customer engages with your business through your content assets. Using this information, you can trigger necessary updates and notifications that are in sync with your customers’ preferences. Pardot also allows you to score these interactions to prioritize nurturing prospects that are more likely to convert.
Pardot Best Practices To Optimize The Marketing Automation Platform
Your business goals are not attained simply by implementing Salesforce Pardot within your organization. Optimizing the marketing automation platform according to your business needs and preferences is important.
Here are a few Pardot best practices that will help you optimize your business processes as you enter 2023:
Connect Salesforce And Pardot Campaigns
If you are a Salesforce and Pardot user, it is advisable to connect both platforms’ campaigns to make the most of them. This helps you leverage your marketing campaigns and make your campaign data accessible to your marketing and sales teams.
Create A Suitable Lead Scoring Model
Your lead scoring and grading model helps you set criteria and standards to score and prioritize your leads. An organized lead scoring model ensures the smooth transfer of the MQLs to your sales reps, allowing them to close the deals effectively.
Make The Most Of Email Builder
Email marketing is an important Salesforce Pardot feature. The Email Builder therein helps you create powerful and targeted email marketing campaigns. Using dynamic content and variable tags lets you personalize your content according to your prospects/customers. As you build your emails, make sure each of your contacts feels as if the message was written just for them!
The Final Word
Salesforce Pardot helps you stay in sync with the latest marketing trends and practices as you create your marketing campaigns. As long as you implement the marketing automation solution the right way, you can get the desired traction and develop healthy customer relationships.