{"id":8649,"date":"2021-06-22T07:29:00","date_gmt":"2023-06-06T07:29:47","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=8649"},"modified":"2023-07-05T08:12:09","modified_gmt":"2023-07-05T08:12:09","slug":"why-pardot-is-the-right-marketing-automation-tool-for-sales-and-marketing-alignment-in-smbs","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/in\/blog\/why-pardot-is-the-right-marketing-automation-tool-for-sales-and-marketing-alignment-in-smbs\/","title":{"rendered":"Pardot: SMB&#8217;s Best Marketing Automation Tool for Sales-Marketing Alignment"},"content":{"rendered":"\n<p><em>With inputs from Rajesh Subramanian, Digital AE, Mid-market<\/em><\/p>\n\n\n\n<p>Businesses all over the world are quickly digitising to stay relevant. For B2B businesses, the use of the right tools and technologies is particularly important to clinch new, bigger opportunities. This is because B2B selling involves multiple decision-makers, longer sales cycles, and the need for highly-targeted client communication.<\/p>\n\n\n\n<p>SMBs often have limited resources and are hence unable to to set up large, dedicated sales and marketing teams, equip them with premium automation tools, and incur CAPEX on setting up an elaborate IT infrastructure. But what if they had one powerful B2B marketing automation tool that could align and enhance their sales and marketing strategies without the need for extensive investment or large, specialised teams? They could then:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create 1-on-1 engagements at scale with personalised emails<\/li>\n\n\n\n<li>Attract more sales-ready prospects<\/li>\n\n\n\n<li>Reconnect with inactive leads<\/li>\n\n\n\n<li>Enable sales teams with complete marketing context to quickly move prospects through the pipeline<\/li>\n\n\n\n<li>Drive data-backed marketing and sales campaigns to maximise ROI<\/li>\n<\/ul>\n\n\n\n<p>Salesforce <a href=\"https:\/\/www.salesforce.com\/in\/products\/pardot\/overview\/\" target=\"_blank\" rel=\"noopener\">Pardot<\/a> ticks all these boxes. It is a B2B marketing automation tool that can accelerate an SMB\u2019s growth by integrating and enhancing the two most essential business functions &#8211; sales and marketing. Pardot automates critical marketing and sales activities so sales and marketing teams can work as one team with one dream &#8211; to sell more effectively.<\/p>\n\n\n\n<p>Here\u2019s how Pardot can help small businesses find and win more customers:<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69de064f2e7dc&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69de064f2e7dc\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/why-pardot-is-the-right-marketing-automation-tool-box-visual.jpg?strip=all&#038;quality=95\" alt=\"How Pardots can help small businesses\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69de064f2f2d2&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69de064f2f2d2\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/why-pardot-is-the-right-marketing-automation-tool-blog-separator-1.jpg?strip=all&#038;quality=95\" alt=\"Capture more leads with minimal effort\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create beautiful, branded landing pages and forms with easy landing page templates and drag-and-drop builders to capture new leads<\/li>\n\n\n\n<li>Display targeted offers on your websites and landing pages<\/li>\n\n\n\n<li>Set forms to trigger notifications and score leads automatically, so you always have a steady flow of high-quality leads in your pipeline<\/li>\n\n\n\n<li>Build rich profiles over time using engagement and social media data for progressive and social profiling<\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69de064f2fdfb&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69de064f2fdfb\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/why-pardot-is-the-right-marketing-automation-tool-blog-separator-2.jpg?strip=all&#038;quality=95\" alt=\"Engage smartly to sell faster\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Better understand the customer journey by visually mapping out and testing every asset and touchpoint before launch <\/li>\n\n\n\n<li>Use one powerful, flexible builder to create customised experiences through dynamic campaigns that adapt to customers\u2019 buying signals <\/li>\n\n\n\n<li>Automate lead management using Pardot\u2019s blended lead scoring and grading system, so reps can identify and interact with the hottest leads first <\/li>\n\n\n\n<li>Enable lead nurturing by automatically triggering emails and notifying the right reps based on prospect activity for prompt follow-ups <\/li>\n\n\n\n<li>Give sales reps marketing powers by enabling them with marketing-approved mini-campaigns for their customers <\/li>\n\n\n\n<li>Perfect marketing to sales handoffs with built-in business rules, real-time alerts, and assignment triggers, so sales reps never miss great opportunities <\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69de064f3094c&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69de064f3094c\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/why-pardot-is-the-right-marketing-automation-tool-blog-separator-3.jpg?strip=all&#038;quality=95\" alt=\"Forge strong 1-to-1 connections with each customer\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Automatically segment audiences based on specifications like age, location, industry, etc. and run targeted email campaigns at scale <\/li>\n\n\n\n<li>Build personalised emails with an intuitive email editor, customisable signature, and dynamic content that resonates <\/li>\n\n\n\n<li>A\/B and SPAM test each email and dynamically change them based on each lead\u2019s score, grade, industry, job title, etc. <\/li>\n\n\n\n<li>Set triggers and autoresponders to automate email delivery based on prospect activity <\/li>\n\n\n\n<li>Empower sales reps with visibility into customer engagement history, insights, and access to marketing-approved content to drive more relevant conversations <\/li>\n<\/ul>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69de064f31477&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69de064f31477\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/in\/blog\/wp-content\/uploads\/sites\/9\/2023\/06\/why-pardot-is-the-right-marketing-automation-tool-blog-separator-4.jpg?strip=all&#038;quality=95\" alt=\"Enable campaign performance tracking, and track marketing influence on sales\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Leverage visual reporting and graphical dashboards to gain insights into the performance of every sales and marketing campaign <\/li>\n\n\n\n<li>Identify the top performing emails and templates to maximise ROI <\/li>\n\n\n\n<li>Use Engagement and Lifecycle reports to understand your sales cycle\u2019s health and identify where in the sales funnel prospects are getting stuck <\/li>\n\n\n\n<li>Enable marketers to successfully track and demonstrate marketing influence across sales cycle by using off-the rack attribution modules (first, last touch, even) <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"powerful-yet-affordable-technology-to-enable-sales-marketing-alignment\"><span>Powerful yet affordable technology to enable sales-marketing alignment <\/span> <\/h2>\n\n\n\n<p>Small businesses that wish to grow need to think long-term \u2013 find customers and build meaningful relationships with them. But they also need quick wins and fast results for continuous cash flows. Pardot is a simple and cost-effective marketing automation tool that SMBs can start using straight out of the box \u2013 no additional CAPEX or special skills needed. The tool is extremely intuitive and templatised, taking only a few minutes to become a part of your marketing and sales processes. With a single command centre, it seamlessly ties your marketing efforts with sales goals, resulting in higher revenue inflow. <\/p>\n\n\n\n<p><em><a href=\"https:\/\/www.salesforce.com\/in\/products\/pardot\/pricing\/\" target=\"_blank\" rel=\"noopener\">Find a Pardot edition<\/a> that suits your budget and needs.<\/em><\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/in\/en\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pardot enables sales and marketing alignment to help small businesses find and keep more customers. Read on to learn how.<\/p>\n","protected":false},"author":1,"featured_media":8643,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"0d49fef0460f40c8a3a3fe0698b83699","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[555,553,552],"sf_content_type":[],"coauthors":[554],"class_list":["post-8649","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-digital-transformation","sf_topic-smb-spotlight","sf_topic-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Pardot: SMB&#039;s Best Marketing Automation Tool for Sales-Marketing Alignment - Salesforce<\/title>\n<meta name=\"description\" content=\"Pardot enables sales and marketing alignment to help small businesses find and keep more customers. 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