Pardot is a solution for B2B Marketing Automation and comes with powerful tools to generate more leads to enable your sales team to close more deals. In today’s digital marketing world, marketing automation is critical to run targeted campaigns to forward the best leads to get forwarded to the sales team to fetch better ROI and increased revenue. Pardot is a powerful product from Salesforce for lead nurturing and automating marketing activities. Pardot also offers advanced capabilities for smoother targeted actions, personalized experiences and email communications as per the needs of the target audience.
Benefits of Pardot
The benefits of Pardot are as follows:
- Easy ROI Reporting
- Provide Insights for Sales Department
- Generate More Leads
- Close More Deals
- Track Campaigns
- Provide Customization
- Drive Higher Revenue
Why Choose Pardot for your Organization?
Pardot is smarter marketing automation that sits on top of your CRM. Pardot customers have seen an increase in sales revenue by 34% and marketing effectiveness by 37%, on average. You may choose Pardot for the following reasons:
- Bridge the gap between sales and marketing by building a perfect harmony with Salesforce.
- Enable to build the best campaigns.
- Track and measure the effectiveness of your campaigns from your dashboard.
- Deep dive into the important metrics by combining Pardot and B2B Marketing Analytics.
It is possible to customize Pardot implementation in various ways. In this post, we will provide insights on the 10 steps and best practices for a successful Pardot implementation.
Don't forget to check out: Getting Started With Salesforce Pardot | The Basics
What are the 10 Steps for Pardot Implementation?
Here are the steps for a successful implementation:
Know More About the Stakeholders
Pardot implementation is highly collaborative and involves all the in-house teams in your organization like Sales, Marketing, Operations and Products teams and also the Support team. Since the implementation mainly involves the sales team so they must be aware of the improved marketing process.
If you are already a Salesforce user, the implementation becomes easier to handle with your Salesforce Admin, to set up, the Pardot app on Salesforce, map the relevant fields and show Pardot data inside Salesforce. If the CRM used is not Salesforce, then other integration options need to be explored through your Admin.
Plan a Journey Map and Prioritize
Planning and mapping the fields is crucial for any implementation project. You must try to work collaboratively with your Consultant or the in-house IT team to formulate the roadmap that covers all – pros and cons and the steps to be taken.
When you are migrating from one system to another, then you often run short of time, so it is wise to have a backup of everything that is needed to replicate or import in Pardot. If there is a need for running scheduled email campaigns make sure to stick to your priorities and set up immediately.
Setup Technical Tasks
There are four steps in the technical setup process of Salesforce Pardot. The steps are as follows:
- Track Code Implementation: Every Pardot campaign has its tracking code. When this code is added to the web page then the code helps to track the visitors and their activities.
- Add Tracker Domain: The users can put a unique tracker domain into their account to facilitate the personalized URLs and rewrite the links. This is done using the CNAME records.
- Authenticate: The users need email authentication for enhanced Pardot deliverability. The two most popular emails standards used are SPF and DKIM.
- Send IP Address: Pardot is supportive of real-time viewing and monitoring IP whitelisting requests for admin users. This is done by using Account information and track the final IP address.
Add Users in Pardot
There are two ways to add users by the admin. One of the ways is by manually importing users. This can be done by directly using the Salesforce User Sync for automated syncing or with the standard process.
Integrate Pardot with Salesforce
The Salesforce-Pardot is used to integrate Pardot with Salesforce. The Connector helps to connect to securely sync the prospects, contacts, opportunities and leads with the Salesforce CRM. The CRM must be of professional edition or higher. The connector also helps to sync Pardot emails for prospects to sync as activities. In case, you need personalized --integration you may hire a trusted Salesforce Consultant company for implementation.
Setup Salesforce Engage
Salesforce Engage, a Pardot product bridges the gap between your sales and marketing team. It can provide transparency across teams. Salesforce Engage helps your sales team to close the deals faster and deliver an outstanding buying experience and thereby allow you to sell smarter. Salesforce Engage comes with better digital capabilities to increase sales with improved productivity.
Setup Marketing Analytics
Marketing Analytics is made up of data from Salesforce and Pardot. It provides analytics for your business to gain control over the changes in the marketing scenario. Once the Salesforce Connector configuration is over, the tool configuration needs to be completed.
Create Marketing Assets
Pardot provides tools to build higher engagement with customers. Pardot enables your business to carry on with asset administration right up to content customization and reuse. Marketing Assets help to deliver a personalized customer experience. These assets can help out your business get higher engagements, generate more leads. You can combine the content and marketing assets in a meaningful way for your team. Pardot has 4 different types of marketing assets which are forms, landing pages, email templates and centre pages.
Check out another amazing blog AnavClouds here: Benefits of Salesforce Marketing Cloud For Retail Business
User Segmentation and Setup Automation Tools
Enterprises often choose to skip or send the leads/users from the Pardot Engagement programs/email lists. It is possible to use these lists – private or public. It is also possible to import the lists with CSV and this gets created through two ways- manually creating or creating with defined rules. There is another option for the addition of the list to the CRM for allowing the users to add/remove the leads based on factors such as current status.
Setting and Adding Connectors
If there is a need to sync Pardot with external applications such as LinkedIn, Facebook, Twitter and others, then connectors offer the right solution. The role played by the connector is to facilitate the management of various marketing channels which can streamline things.
Salesforce Pardot is a feature-rich platform that helps in lead nurturing and automation of marketing activities. If you lack an in-house Admin to take care of a smooth integration between Salesforce and Pardot, then you must rely on a specialist team like AnavClouds Software Solutions to deliver custom Pardot services based on your business requirements.