November 6, 2023
Listen to this articleMore website leads, decreased sales cycle, and enhanced email subscriptions – that’s something every business expects from Pardot Salesforce integration.
As the world is becoming more competitive, it is becoming a need of the hour for companies to acquire new customers while retaining the old ones.
Pardot, now known as Salesforce Marketing Cloud Account Engagement, can be a great tool to automate marketing operations and campaigns. Now we can see that Pardot is already a part of Salesforce, so the question is, why is it required to be integrated with Salesforce?
To answer this, even though Salesforce has acquired Pardot, it is still a separate product with a specialization in marketing automation. In this blog, we’ll learn more about this integration and how exactly Pardot works in Salesforce.
Salesforce can be integrated with Pardot with the help of Salesforce Connector for Pardot. It is a pre-built method to conduct the integration and is available to all Pardot users. The tool helps to synchronize data between both platforms.
But why do you require a connector for the Pardot Salesforce integration? Pardot has been standalone as it is a product that Salesforce acquired in 2013.
Talking about how these platforms integrate and work together, Pardot provides Salesforce with relevant information on new leads and engagement data related to it. On the other hand, Salesforce provides Pardot with everything related to the sales team – qualified/disqualified leads, progress among opportunities, prospects closed, and products or services they opted for. The synchronization between both can be bi-directional or one-directional, depending on the Salesforce object involved.
Pardot Salesforce integration can prove to be a game changer for a company, especially for its marketing team. But the question here is, what exactly does Pardot do in Salesforce? Keep reading, as we’ll be answering it all.
Pardot allows you to create, read, and update Leads. There are a number of sources through which leads can be added to Salesforce; Pardot is one of them. We’ll be talking about the leads from Pardot, which will be marketing qualified.
The ideas lead management funnel will look like:
– Prospect records will be created in Pardot.
– Prospect will be assigned to a queue or a user.
– New Lead records will be created in Salesforce.
– Incoming Leads will be managed by sales reps using a queue or list view.
Pardot has the capability to read Salesforce Campaigns. You can access Connected Campaigns; users can create a Campaign in Salesforce, which will be in synchronization with Pardot. So, both Salesforce and Pardot can use the same Campaign record. You can use engagement metrics to update the Salesforce Campaign.
Pardot can also help to create Salesforce Tasks. Pardot has actions that enable users to “create Salesforce Task”.
Tasks are helpful for teams to get the attention of sales reps on different aspects, for example, when any of their existing contacts/ leads have engaged with any campaign.
Just like Connected Campaigns, you can access Pardot user sync. It enables you to create the user in Salesforce, which automatically syncs to Pardot for you to use. This saves the time admins used to spend on managing two different systems.
With Pardot user sync, Salesforce user profiles can be mapped with Pardot user roles. For example, if a BDR profile is mapped to the ‘Sales’ user role, then all BDRs will be added to Pardot with the ‘Sales’ user role.
One of our clients, Vaultus Gold, a gold and solve IRA company, had the requirement for an efficient solution for comprehensive marketing management within their firm.
The client wanted to effectively track all website visitors and ensure that the same information is captured and synchronized in both Pardot and Salesforce. They required seamless and efficient bi-directional synchronization of data between Salesforce CRM and Pardot, ensuring consistent and accurate data across both systems while tracking shifts in customer preferences.
With a diverse customer base, the challenge was to develop and maintain complex customer segmentation models to deliver highly personalized marketing communications. The challenge was to effectively market these products to different customer groups while maintaining a unified brand image and messaging.
Our Salesforce Pardot consultants and developers utilized the Pardot connector to establish seamless synchronization between the two systems.
– To enhance lead management, we implemented tracking codes on the website. This enabled comprehensive monitoring of prospects and leads, capturing valuable data for analysis and nurturing.
– Furthermore, we created segmentation strategies by creating targeted lists based on various criteria. This segmentation allowed for more personalized and relevant engagement with prospects, increasing the effectiveness of marketing campaigns.
– We helped adapt to changing consumer preferences by closely monitoring industry trends and aligning product offerings and marketing campaigns accordingly.
– The client employed advanced segmentation features of Pardot to create more precise customer segments based on demographics, behavior, and purchase history.
– We managed product diversity effectively by leveraging segmentation and personalized customer journeys to market different precious metal products to specific customer groups while maintaining a unified brand image.
As a result, the utilization of Segmentation Lists enabled the client to effectively manage their prospects’ data by categorizing and organizing them more efficiently. This improved their ability to separate and target specific groups of prospects for personalized marketing efforts.
This helped to make the data flow effortless and automated, eliminating the need for manual intervention and saving significant time and resources. This streamlined process enabled the client to identify the most promising prospects for future nurturing and conversion.
Vaultus Gold Company successfully adapted to changing consumer preferences, resulting in increased customer engagement and satisfaction by aligning marketing strategies and product offerings with evolving trends.
By leveraging segmentation and personalized customer journeys in Pardot, Vaultus Gold Company achieved a 20% increase in conversion rates and a 15% increase in customer satisfaction scores across its diverse product line.
Get these amazing results for your business, too, by leveraging marketing automation features and capabilities through Salesforce Pardot services.
All you need is to contact us and get the best assistance to take your marketing efforts to the next level.
