In an ever more competitive world where time has become such a great commodity, marketing automation software has become a marketing department’s best friend. A digital solution that steps up to leverage profit potential in an expedient and customizable fashion is becoming a must-have tool in order to maximize revenue growth and optimize business operations.
PARDOT: INCREASED EFFICIENCY THROUGH MARKETING AUTOMATION
Speed counts and, according to a Harvard Business Review study, A LEAD IS 60 TIMES MORE LIKELY TO BE CONVERTED if followed up within one hour compared to waiting for 24 hours to respond. And this is where Pardot’s B2B marketing automation shows its worth. PARDOT CUSTOMERS are seeing an average increase of 34% in sales revenue and 37% improvement in marketing effectiveness.
These are not figures to be taken lightly. As Sales Trainer, Patricia Fripp identifies, "You don’t close a
sale, you open a relationship." Automation allows businesses to reach clients more frequently, more personally,
and with greater relevance. Once that happens, the numbers follow.
BUT WHAT IS MARKETING AUTOMATION?
In a nutshell, it is the process of utilizing software to automate repetitive tasks within the marketing function.
This, therefore, frees up time for the marketing team to focus on other areas such as business and strategic
development – the irreplaceable human side to marketing. Until AI achieves even more remarkable advancements. In
addition, it helps to create more personalized relationships with future and current clients and provides an all-around
improved customer experience.
Salesforce reports that 67% of marketing leaders use marketing automation as standard practice with most respondents
agreeing that their main strategic goal is to increase lead generation. According to a survey by Social Media Today,
75% of marketers use some form of automation as an integral part of their marketing strategy and Forrester has predicted
that by 2023, the automation tools sector will hit the $25 billion mark as these technologies grow at a 14% compounded annual growth rate.
Those not already on the automation bandwagon may soon have to hop on. And the word is out there. A study by CRO experts,
Invespcro revealed that 63% of marketing departments are planning on increasing their budgets specifically to increase their
use of automation. Why?
Because it can help with inbound and outbound marketing through:
Easy email marketing
In-depth prospect tracking
Powerful lead nurturing
Prospect grading and scoring
Sales and marketing collaboration
ROI and pipeline reporting
Personalizing email campaigns (customer journey)
BENEFITS OF MARKETING AUTOMATION
Marketing automation can provide benefits in multiple departments. It can foster sales and marketing alignment, improve customer
retention, drive higher conversion rates and increase ROI by creating meaningful connections, and generate more pipelines. When
it comes to business benefits, marketing automation can also reduce staff costs and maximize the effectiveness of staff
members' time while increasing revenue.
With a refined process in place, marketing automation is also more effective. This allows for greater clarity and accountability
in the marketing process. It also allows companies to assess the lifetime value of customers and can help to extend it.
WHAT IS PARDOT?
Pardot (meaning ‘to market’ in Latvian) was founded in 2007 and to use their own words: "is a marketing automation solution that
helps companies create meaningful connections, generate more pipeline, and empower sales to close more deals."
Pardot is a software as a service product (SaaS) and while it was initially aimed at small and medium-sized businesses, it is now
being employed by much larger enterprises. Since Salesforce acquired Pardot in 2013 to boost its marketing services products,
Pardot has grown exponentially, at one time becoming the world’s fastest-growing automation system available on the SaaS market.
PARDOT: AN OVERVIEW
PARDOT’S FOUR KEY SOLUTIONS on offer are:
B2B Marketing Analytics
Lead management and generation is Pardot’s forte particularly in creating a seamless transition between sales and marketing
departments. The Pardot system breaks down each lead, identifying those most likely to convert for sales reps to prioritize
before the competition steps in.
But it also allows for streamlined email campaigns, uses AI to boost marketing and sales strategies, helps align the sales
and marketing functions in any business, and creates insightful reports on ROI and performance.
In short, Pardot can help automate:
Creating digital marketing campaigns
Landing page marketing
Tracking customer behavior
Search engine optimization
Reporting on performance
B2B MARKETING ANALYTICS
Included within the Pardot plan is a swathe of features to help marketers understand their data and create better insights
into performance through marketing analytics. This includes customizing dashboards, connecting third-party data, and unlocking
intelligent insights through its AI capabilities.
Judging the success of a marketing campaign can be seen instantly on customizable dashboards allowing marketers to easily and
clearly share insights with sales and marketing teams and thereby highlight successes and weaknesses in their strategy.
The name is a giveaway and no surprise that the Salesforce mother ship has created a simple and straightforward way to integrate
sales and marketing functions using Pardot. The premise is that it allows sales reps to dip into the marketing function to find
useful information on marketing assets. The prospect filtering function allows access to additional information to help secure a
conversion - for example, a client’s email interactions and web-behavior.
Within the software are campaigns, alerts, and reports and it also can link directly into email accounts in Gmail and Outlook.
Merging Salesforce data with Pardot fields can speed up launching a campaign thus increasing efficiency and productivity.
According to the Information Technology Marketing Services Association, "84% of marketers are seeing higher ROI with ABM than other
Using Einstein AI technology, marketers can let machine learning do the hard work in trawling through accounts to predict who are
their best customers. It can also target specified accounts with personalized ads and track campaign performance among a host of
functions and options, all designed to improve customer engagement and enhance business relationships.
WHY USE PARDOT?
The short answer is lead generation - the holy grail of all marketing departments. It is a system that empowers B2B sales and marketing
teams through easy email marketing, in-depth prospect tracking, lead nurturing, scoring and grading, improved collaboration between sales
and marketing, and reporting on ROI.
One other key attribute is that Pardot is completely Salesforce native. With Salesforce being the world’s number one CRM system, it makes
sense to integrate a marketing automation system that speaks fluently with Salesforce.
Financial investment in such software is wasted if adoption is not fully embraced. But while many companies find such technology intimidating,
most are in agreement that such investment is vital to continued growth. Studies show a 451% increase in qualified leads when using marketing
automation for lead nurturing. Can marketers afford not to sit up and take note?
Pardot software is used by over 60,000 companies worldwide and was included in
G2’S TOP TEN LIST OF MARKETING
AUTOMATION SYSTEMS. The business case for using Pardot is undeniable.
WHO USES PARDOT?
PARDOT’S SUCCESS STORIES show some impressive figures which is why it is
trusted by some of the world’s biggest companies including Amazon and Stanley Black & Decker.
Deloitte, a leader in Professional Services reports a 400% increase in active users using the Pardot solution compared to their legacy
platform and their focus has moved from quantity to quality leads.
Ticketmaster’s VP of B2B marketing has stated that Pardot "has become the backbone of everything we do" and that thanks to its implementation,
the business is now beating the industry standard Click Through Rate.
Utility company Engie Cofely reached 30,000 customers and new prospects in just 15 digital marketing campaigns and can now better equip sales
teams with qualified leads.
INDUSTRY SECTORS THAT USE PARDOT INCLUDE:
Hospital and healthcare
Information technology and services
Marketing and advertising
Staffing and recruiting