Chapter 3: Why Pardot Is the Premium Marketing Automation Solution
While the benefits of marketing automation are clear, choosing the right system for your midsize to large business can be a daunting task. You move fast and need tools that can easily integrate into your existing martech stack. But it’s also important to adopt a solution that can help you quickly adapt to buyers’ changing expectations and provide a seamless experience across the channels they use most.
Turn Data into Insights
When data informs your marketing decisions, you can serve more relevant content to your customers and yield greater returns for your business. Data also unites internal teams around a single source of truth for customer information, allowing members across marketing, sales, and service to provide consistent, connected experiences to your buyers, no matter who they interact with. So when vetting potential marketing automation solutions, start with this question: Does it offer data-driven insights?
Pardot helps marketers align with sales and service and understand which marketing efforts drive revenue. Reporting and analytics give you insights to show what’s moving the needle and which campaigns need a refresh.
Phil Sobczak is Director of Marketing Strategy and Operations at Valpak, a direct marketing company specializing in print, mobile, online, and coupon advertising. Valpak helps local businesses like restaurants and nail salons reach customers directly by delivering coupons through the mail or a digital channel. Each month, Valpak’s famous Blue Envelope is delivered to more than 38 million homes around the country. Phil confirmed Pardot’s ability to provide greater visibility into Valpak’s campaign engagement and performance.
“I’m able to see how my campaigns are performing in near real time, and more importantly, my executives have access to those dashboards too,” he said. “I used to get questions about how a campaign was performing, and I would follow up with an answer a few days later. Now they have direct access to that data, and it’s customized to show the information they want to see.”
Valpak’s marketing department also uses Pardot to communicate with its sales team, sending weekly email updates on campaign progress and results. These provide key insights that help reps target the most promising accounts.
Scale Quickly When You Need To
Pardot gives marketing teams the tools they need to stay agile and pivot on a dime.
AI-powered lead scoring and behavior scoring help you pinpoint top leads to nurture into lifelong customer relationships.
Workflow automation streamlines business processes, saving you time while making sure nothing slips through the cracks. For example, Email Template Builder makes it easy for all of your teams to create rich, engaging emails using the same streamlined process.
Connected campaigns bring sales, marketing, and service data together for better, more succinct ROI reporting.
Seamless integrations let you connect Pardot with other key business tools and helps you:
- Integrate with your CRM to support sales and marketing collaboration
- Integrate with video platforms like Zoom to harness data from virtual events
- Gain visibility into advertising spend with Google Ads integration
The Power of the Salesforce Platform for B2B Marketing Automation
Companies run better when sales and marketing work together. It’s true for people, and it’s true for the tools they use. Making it easy for the different parts of your company to share information and insights is good for business. That’s what Salesforce Customer 360 was built to do.
Brett Hannath, CMO at McAfee, explains how Salesforce Customer 360 helps his sales, marketing, and service organizations operate as a unified team, demonstrating marketing's value to the business and providing excellent experiences for their customers.
Within Salesforce Customer 360, using Sales Cloud and Pardot together packs a powerful one-two punch. Just ask Valpak — its ABM strategy relies on a seamless integration between Sales Cloud and Pardot to provide a high-level overview of how an account is progressing through the lifecycle, and then deliver relevant content based on those insights.
“With Sales Cloud and Pardot working together, we can see all the data points associated with an account and pinpoint exactly where they are in the sales journey,” Phil said. “Then, our marketing team lets sales reps know exactly when to target the buyers and the best content for engaging them.”
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Seventh Edition: State of Marketing
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Deliver B2B Marketing That Speaks to Every Buyer
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Intro to Pardot
Chapter 4: Pardot Deep Dive: Creating Data-Driven Campaigns to Drive Marketing ROI at Wärtsilä
Learn how Wärtsilä's leaders tapped into Salesforce's integrated service platform and began obtaining AI-powered insights from their marketing campaigns.
