September 5, 2024
Listen to this articlePardot or Salesforce Marketing Cloud Account Engagement is known for its advanced features for marketing automation that enable sales and marketing teams to drive revenue growth and significantly improve operational efficiency. By leveraging personalized campaigns, Pardot implementation helps marketers accelerate lead generation and movement through the sales pipeline, ultimately enhancing marketing ROI and creating a stronger, more consistent pipeline.
Pardot is a widely used tool among businesses but not all businesses exceed when it is about using the tool to the maximum potential. There are certain features of Pardot that are highly advantageous for businesses but might be a little difficult to use.
This blog indicates these most efficient features of Pardot and what makes these features so popular.
Businesses that realize the importance of marketing automation definitely use Pardot as the prime tool to achieve the needed automation. However, only Pardot implementation won’t make the cut, they need to use just the right features to get the best benefits.
Salesforce User Sync is a valuable feature within Pardot that allows administrators to manage both Account Engagement and Salesforce users more efficiently. Available through Sales Cloud for Pardot users, this opt-in feature enhances user management, streamlines the user experience, and improves security. To enable Salesforce User Sync, a connector between Salesforce and Pardot is required. Once activated, Pardot becomes a native Salesforce-powered Lightning app, where the Account Engagement admin can sync Salesforce profiles with Pardot profiles to create synchronized users. User profile will be automatically synced with Salesforce when you add a new user in Pardot.
A Salesforce Pardot consultant can help you to significantly improve user management in Pardot, but it’s important to note that Salesforce User Sync cannot be disabled once it is enabled.
B2B Marketing Analytics Plus offers enhanced reporting and visualization capabilities. It provides users with AI-powered insights to help marketers get a deeper understanding of campaign performance and pipeline. The platform features customizable dashboards, predictive analytics, and intuitive visualizations, helping to refine marketing strategies.
By unifying marketing and sales data, B2B Marketing Analytics Plus provides valuable insights to enhance both efforts and support rapid, data-driven decisions. It allows marketers to visualize campaign ROI across multiple initiatives, helping to optimize budget allocation based on campaign effectiveness. The multi-touch attribution dashboard offers insight into the role different campaigns play in building awareness, closing deals, and guiding prospects through all stages of the buying process, ensuring that marketing investments are aligned with business objectives.
Advanced segmentation capabilities, combined with Dynamic Content, empower marketers to deliver highly personalized experiences at scale. Dynamic Content allows marketers to tailor forms, landing pages, emails, and websites based on prospect engagement, providing different personalized versions to match each user’s journey. This level of customization enhances the customer experience and drives higher marketing ROI. As one of the key features of Account Engagement, Dynamic Content boosts conversion rates for landing pages and email subscribers.
However, there is a limitation of up to 25 variations per dynamic content block, meaning you can create and display up to 25 personalized versions based on specific audience segment rules. Marketers can leverage this Pardot feature to strategically design landing pages that align with different stages of the sales pipeline, maximizing engagement and conversion.
Engagement Studio helps users visualize and automate your email drip campaigns with ease. It’s essential to monitor and track the progress of the campaign and Engagement Studio makes this process seamless. It enables you to perform key actions like adding or removing lists, assigning leads to users or groups, updating fields, applying tags, notifying team members, and sending emails on your behalf. With Pardot Salesforce integration, these actions can be optimized for a highly efficient, low-maintenance email marketing solution.
You can customize when these actions are triggered, either immediately or based on lead behavior at specific stages. Engagement Studio ensures that key actions are executed based on recipient interactions, allowing you to keep your campaigns dynamic and responsive.
Salesforce’s AI, Einstein, is now embedded within Marketing Cloud Account Engagement, which will help marketers to enhance and automate their campaigns. With tools like Einstein Lead Scoring, Einstein Campaign Insights, and Einstein Behavior Scoring marketers can use AI to prioritize top leads, derive valuable insights, and analyze customer behavior to improve campaign performance.
Account Engagement’s Connected Campaigns feature links Pardot and Salesforce campaigns, allowing for streamlined multi-attribution campaign management. By integrating these campaigns, marketers can simplify their processes and enhance campaign reporting efficiency.
This feature also reduces clutter and saves time, enabling you to access Engagement History and Pardot Einstein Campaign Insights directly within Salesforce while managing your Account Engagement prospects. Connected Campaigns has quickly become a highly sought-after tool for marketers, offering a more efficient way to handle marketing efforts and optimize campaign performance.
Many organizations encounter challenges when trying to tailor Pardot implementation to their unique needs. It can be difficult to ensure you’re fully leveraging its capabilities and following best practices to maximize its value without a certified and experienced Salesforce Pardot consultant on your team. Contact us and get an experienced consultant who can help you make the most of Pardot.
CEO
Siddharth Sehgal is CEO & Salesforce Communication Guru. He helps businesses grow exponentially by putting their Salesforce CRM on steroids with his unique techniques. He is on a mission to help businesses build deeper relationships with their customers.
