Salesforce Pardot is a tool designed to automate marketing and sales processes in your organization. You can choose your favourite marketing automatizations and make them available directly in Pardot. It’s not necessary to switch between Salesforce and Pardot, as from now on, sales and marketing teams can cooperate in the same environment. Today we are going to discuss why it is worth implementing Pardot in the marketing operations.
How does Salesforce Pardot work?
With Pardot, you can quickly move your potential customers through the sales funnel.
The process will start when a new user visits your website or other marketing materials, and it will end at the time of conversion, when the visitor leaves their contact details (e.g., by completing a contact form and providing their e-mail address). Pardot will track every step that has been taken on the sales path.
To better understand how Pardot works, it is worth learning some essential terms, which are listed below:
- Lead Generation – a way to attract interest with the help of your marketing materials, for example, a website, e-book, or blog content.
- Visitors – anonymous persons who visit your website, it is when tracking is initiated in Pardot.
- Conversion – an anonymous visitor leaves their contact details, for example, e-mail address in the contact form. This form will be sent to Pardot and converted to a potential customer.
- Prospect: an anonymous visitor who has already got a record in Pardot, similar to Lead in Sales Cloud.
- Lead Nurturing – it involves forwarding pre-defined marketing content at specified intervals until Visitors meet the qualifying criteria to become Prospects.
- Lead Qualification – in large organizations you handle hundreds or even thousands of potential customers. This step helps determine the criteria when a potential Customer is ready to be handed over to the sales department and become a Lead.
How does Pardot tracking work?
Pardot allows to track user activities and interactions even before conversion. It adds tracking cookies to browsers when users visit your website for the first time. Pardot uses cookies to track user steps, as they navigate through the website, and follow their interactions with marketing materials. It gives you a full picture of user behaviours on the website.
How are Prospects created in Pardot?
There are several ways to create prospects in Pardot. The most common one is to send a form with the e-mail address. You can receive this form in three different ways:
- A Pardot form, which you can add to your website.
- A form that already exists on your website, but it can be connected to the Pardot Form Handler.
- A form, which you can host on the target Pardot website.
The advantages of Pardot
You should consider using Pardot in your organization when your main business goal is to generate more leads that can quickly be moved through the sales funnel. Moreover, Pardot can also help better engage potential customers through dynamic campaigns. In addition, Pardon will help you understand every step taken by visitors viewing your website, from the first click to closing the window, by recording a real marketing ROI. This will facilitate making the decisions based on the actual data which will significantly enhance and expand your marketing strategies.
Kornela Mikołajczyk Junior Salesforce Specialist
