It is important to ask, What is Pardot? when it comes to market automation and analytics. Salesforce has its own platform called Salesforce Pardot, which is the software that takes care of extensive needs of business enterprises, especially if it follows the module of Business-to-business (B2B) in providing their services.
Salesforce Pardot provides you with highly automated software that gives you a common platform to centralise all your business activities. The software also does a great deal of marketing work for you by tracking all your prospects in order to manage your activities and reports. It makes the best use of all the marketing channels you use and helps you interact with your customers in an efficient manner.
One of the biggest advantages of Pardot Salesforce is the fact that it serves needs of varied business enterprises. Every business house is unique and so are their requirements. Marketing automation of Pardot is customisable and takes care of your needs irrespective of the industry you belong to, the extent to which you need to use the software and the requirements of your organisations.
Marketing automation is therefore necessary in order to increase the efficiency of your marketing team and reducing the time and efforts they put into their work on a daily basis. There are several business CRM and market automation software that are used by business houses across the globes, but the one that has distinctively stood out is Salesforce. Salesforce, since it was launched more than twenty years ago, has become extremely popular with businesses pertaining to any industry and has always been the first go-to option if an organisation needs to use software for offering personalised services to their customers.
Assistance Provided In Your Sales Funnel Stages
Sales funnel is nothing but the process that deals with your interaction with the customers from letting them know about your product/services to them making the final purchase. Pardot marketing automation tools extensively help you in every stage of sales funnel your business follows.
Here is how the software helps you in individual stages of sales funnel:
Generating Relevant Demand
The first stage of a sales funnel is the one that deals with creating a demand for your product in the market. Simply letting your potential customers would not help them interact with you. You need to make them understand that you have exactly what they need. Salesforce Pardot helps you in this stage by offering you services pertaining to charting out marketing campaigns and extensively using email marketing. Depending on your database, the software helps you come up with strategic email strategies built separately for your ongoing all well as potential customers.
Converting Public Into Prospects
This is the stage in which a fraction of the people you reach out to respond to your messages in some way or another. They might directly provide you with their contacts or allow you to gather relevant information about them by visiting your websites and making certain interactions on the same. Pardot marketing software helps you gather this information in an effective way into your systems. It identifies once the general public is converted into potential customers and feeds relevant information in your database. This reduces the efforts and time taken otherwise taken by your sales team to a considerable aspect.
Nurturing Your Leads
Once you have successfully gathered your initial leads by converting some of the public into potential customers, you need to nurture these leads by making certain marketing efforts directed towards getting a favorable response from the leads generated. You need to focus on your marketing communication the most in this stage and Salesforce Pardot assists you in doing just the same. Whether it involves sending follow-up emails to customers who showed interests in your product, sending relevant information regarding offers you tailored specifically to a group of leads or responding to the queries sent for by the potential customers to get more information about your business, marketing automation of Pardot takes care of it all.
Qualifying Your Leads
Based on the responses received by the leads after nurturing them, you need to qualify the leads that may actually be interested to make the purchase and filter the ones out that are not showing any response. All your sales activities will then be diverted more towards the leads that are showing considerable interest in buying your products. Salesforce Pardot helps you organize the leads based on their responses and helps you deal with them in a personalized manner. Its high automation makes this otherwise highly tedious and complicated job way easier and brings you a step closer to closing your sales.
Use Of Prospect Score and Prospect Grade
Prospect Score and Prospect Grade are the metrics used by Salesforce Pardot for performing the function of qualifying your leads.
Prospect Score scans through the actions and responses of the prospects you interacted with the gives them a numeric score, thereby helping you prioritize your marketing activities. On the other hand, Prospect Grade is an alphabetical score assigned to each of your prospects, letting you know how well they fit into the category of being your most desirable candidates.
Exclusive Email Marketing
As mentioned earlier, Salesforce Pardot is built to specialize in the field of email marketing. In the age of high digital marketing, emails have proven to be highly effective channels of communication, no matter what the purpose is.
You may want to send emails to potential customers whose data was collected by you from relevant third parties, letting them know about your business and persuading them to buy your product. You may send emails to the prospects you qualified through lead nurturing and qualification, letting them know about the procedure to follow in order to take your sales cycle forward.
You may send emails to existing customers about the offers designed exclusively for them, or wishing them on certain special occasions (birthdays, anniversaries, festivals, etc). You may send emails to your customers reminding of the payments they are supposed to make or any other specific action you require them to take. You may also send emails to the customers who are no longer interacting with your business with respect to certain offers and schemes they might want to look into, expecting to get them back in your sales funnel.
Salesforce Pardot comes with a system that can handle up to 10,000 email addresses, that too just with its basic package. This number goes way above when you upgrade to advanced packages. It allows the users to create persuasive emails from scratch as well as offer exclusive templates to choose from. Owing to high automation and efficiency, your marketing team can zero in on a concerned template, provide their subordinates with the required content to be mailed across the concerned platform and delegate the work of sending numerous emails with the click of a few buttons to as many leads as you wish to.
Salesforce Pardot thoroughly asses your customer database gives you several segregated lists of the leads based on their likes and interests. This would further help you create content and mail the same to them which is specific to their needs. This makes your existing and potential customers feel extra special and there are high chances for your deals to be successfully closed. You can also retain the customers who are likely to go away or are already extinct by letting them know through customized messages that you still have not forgotten them and you care for them as well!
Making The Most Of Triggers
As the name suggests, triggers are certain actions or steps taken by your leads that would require you to take prompt response. Triggers may be your customers finalizing their purchase of your products, your customers sending you a query or a complaint, your potential customers providing you with important information or your otherwise unresponsive leads starting to show interest in your business.
Pardot marketing automation allows you to deal with these triggers in the fastest and most effective manner. You can set up a custom email that serves as an auto-responder whenever a certain action is performed by your customers.
This is highly suitable for cases involving your customers making a payment and you sending them their receipts and a short note of gratitude via emails. You may also use auto-responders when a customer signs up for any of your services and you want to acknowledge the same by sending them a follow-up email. Certain festival greetings and periodic reminders of offers can also be handled by using this feature.
Salesforce Pardot will help you in making sure you are notified by every such trigger in real-time and would prompt you to take quick action. If you need to completely automate these services, you can also allow the software to send an auto-responsive email whenever a relevant activity is performed by your customers.
Who Is Salesforce Pardot Suitable For?
Though Salesforce Pardot can be used by business organizations that are seeking automation and accuracy in their marketing activities, the software is particularly suitable for businesses that deal with other businesses (B2B). If you are following the module of giving and taking bulk orders from other relevant business houses on a regular basis, this is the software you should look out for.
Also, Salesforce Pardot is the best option to choose if your database is limited but the sales value is high. This means you are dealing with a relatively smaller base of customers but the price of the products or services you are dealing in is higher.
Pardot is designed in a way that would help you in taking extra care of the limited number of customers you are dealing with. Also, if you have a higher sales value, you would want your sales team to directly conduct deals without following a longer chain of marketing.
Salesforce Pardot is designed as a hardcore sales platform that would help you focus the most on the selling part of marketing. It would make sure your sales funnel and sales pipeline is in place and helps you make productive assessments based on the sales your team conducted in the past. This would also help your team members match their activities to opportunities, ultimately motivating them if they have succeeded in achieving their targets!