Pardot

Pardot Rebranding Image
Pardot

Pardot Rebranding: What changed and What Remains the Same?

Introduction 

Salesforce has recently announced the rebranding of Pardot, which is one of Salesforce’s best marketing automation tools. For a platform that was doing fantastic, the sudden change of the name prompts many questions in our heads.

If you haven’t heard already, Salesforce has recently announced the rebranding of many of its products. Among many of those products is Pardot, one of Salesforce’s best marketing automation tools. 

The platform will now be called ‘Marketing Cloud Account Engagement‘ or “MCAE”. This is a significant and highly emotional change for the Pardot community; like many, yet mispronounced by others, treasured the name. Yes, you spell the ‘T’ at the end, unlike what you might have heard it being pronounced.

So, why the change? Read on to learn why these changes are being made and what they signify for the Pardot community.

What is Pardot?

David Cummings and Adam Blitzer, co-founders of Pardot, founded Pardot in 2007. They stumbled across the word “Pardot,” a Latin word that means “to market or sell”, while looking for a suitable name. While many people question how to pronounce Pardot at first (commonly mispronounced as “par-deaux”), it’s pronounced exactly as it’s spelt.

Pardot Name

 

Today, Pardot is the leading B2B marketing automation solution for marketers to generate high-quality leads so your sales team can close more deals faster. Powered by AI and built on the world’s number one CRM (Client Relationship Management), it allows customers to align their marketing and sales teams in all one place. 

 

Learn How: Pardot Marketing Automation is essential to generate more ROI

 

The cost-effectiveness of Pardot and its attraction to new users as an easy tool with a short learning curve made it an immediate hit with marketers.

The Reason Behind Pardot’s Rebranding

“The new names are aligned with our strategy to continually integrate Marketing Cloud into one unified platform with a data-first strategy around your customers.”

 

Pardot isn’t the only rebranding done by Salesforce, as mentioned earlier. The other products have also received new names like Datorama is now Marketing Cloud Intelligence, Interaction Studio is now Marketing Cloud Personalization, etc. See any pattern here? The changed names are somehow more functional, as they let the users know exactly what the platform is all about. And this is the main reason behind the rebranding.

Salesforce “Easy” was one of the five innovation goals announced at Dreamforce ’21, Salesforce’s annual global event. The “Easy” campaign’s primary goal was to make Salesforce setup, installation, and configuration simple. “MC Easy”, another initiative that branched off from Salesforce “Easy”, can be indicated as the catalyst for the rebranding of Pardot.

Salesforce’s Marketing Cloud results from a decade’s worth of acquisitions. And they kept the original names after acquiring the platforms. Salesforce intends to make Marketing Cloud’s various product names consistent and immediately understandable by all customers, partners, and even internal teams by rebranding. 

Is Marketing Cloud Account Engagement the same as Pardot?

The good news for the Pardot community, only the name has changed. The products, add-ons and functionality of Pardot will remain the same. MCAE’s aim to align marketing and sales around leads, buyers, and accounts stay the same. By October 2022, the Pardot Classic App will be retired from all organizations.

There are some implications associated with rebranding. Here are some of them:

  • Pardot “Account Engagement” will allow Salesforce to communicate “side-by-side” with SFMC. 
  • A clear cut distinction between B2B and B2C has been created, repositioning Pardot (now MCAE) as a B2B platform.
  • The name “Pardot” was very recognizable and easy to communicate, which could be a concern, as it won’t be easy to adjust to a new name for the users. 
  •  Marketing Cloud Account Engagement is instead a generic term used for the platform.
  • “Account Engagement” does not represent all Pardot clients’ needs.

To sum up

By Rebranding Pardot and other platforms, Salesforce is trying to align its customer’s needs and simplify its platform. Having said that, we would love to hear your opinions about the same!

 

Connect with Us

 

Step by Step Guide to Lead Nurturing
Pardot

A Step By Step Guide To Lead Nurturing

In a world as connected and digitally sound as today, customers choose to select the businesses they want to engage with. As most of the world has shifted online post the COVID-19 pandemic, the rise of services, products, and content-on-demand is an opportunity and a challenge at the same time. Customers today know what they want, who they want it from, and what to look for in the businesses they want to buy from. And, it just doesn’t stop there.

Your customers today aren’t inclined to just hear from you; they want to hear from you directly—messages and other notifications that are personalized and contextual. According to McKinsey’s Next in Personalization Report 2021, a whopping 71% of customers expect personalization in terms of messaging or products and services from businesses. Companies that engage in personalization activities generate 40% more revenue than the average players. Moreover, 76% of customers get frustrated when they don’t find a certain degree of personalization in their messaging.

 

Personalisation Expectation

 

(McKinsey’s Personalization Report 2021)

 

If you’re a marketer in today’s day and age, you don’t want to contact your potential customers and look like a spammer. The journey from a cold call to the final decision-making process is a long, engaging, and, if done rightly, ROI-positive one. However, to ensure that your sales team is making that journey an engaging and value-driven one, you shall have a process in place.

Although, with the number of efforts involved in ensuring that your leads are only served, a communication that’s tailor-made for them is a far-fetched one. Hence, to ensure that your customers are communicated with relevant information, you need to automate how you stay in touch with them regularly without seeming too pushy. This is where a well-thought lead-nurturing strategy comes into play.

Lead nurturing, essentially, is the process of staying in touch with your leads throughout the customer’s journey and all the phases of the life cycle. It is entirely plausible to assume that most of your potential customers might adopt a different journey, from the introduction to the decision-making stage. Some might visit your website continuously; others might be opening your emails often to see what you’ve got to offer.

Learn how an efficient lead-nurturing strategy can help your sales and marketing teams to improve how they communicate with your potential leads.

What is lead nurturing?

Imagine yourself in a B2B customer’s shoes. You are facing a pain point in your business’ operations and hence start with your most basic instinct, i.e., a basic Google search to alleviate that pain.

This is the most common and often the first step that any of your prospect B2B leads might take. During this stage of independent research, a B2B customer is on the lookout for the right information that helps them with the issue they are currently facing when it comes to their business. When they get access to a piece of resource or information that provides some value-driven information about their pain point, they are looking forward to creating a meaningful relationship with them.

So, based on this scenario, lead nurturing is a strategic process of figuring out what buyers might find valuable during the tenure of the relationship with your organization and providing them with that information at the right time. It is an automated process that incentivizes your leads with a consistent supply of relevant information and gives them value at each stage. This process continues until they have enough valuable information to make a buying decision.

Why is lead nurturing important?

A thorough lead nurturing strategy gains from the right degree of automation at critical places. According to a source, marketing automation in lead nurturing brings a massive 451% increase in qualified leads.

The entire nurturing strategy can achieve automation and communicate with your leads through contextual messaging that doesn’t look like a spam email. With lead nurturing, your leads receive targeted communications based on their activities, interests, and more. So, what should you expect when you deploy a full-fledged lead nurturing strategy? Here are some of the benefits:

  • Lesser time, efficient results

Contrary to the general perception, good lead nurturing can save a lot of time in your entire sales process. Say a sales team employee can engage a lead way too early in the process. This is when they will have to explain the process right from scratch and cater to more and more questions.

A well-executed lead nurturing strategy can educate your leads early on in the journey before a lead communicates with your sales team. The initial purpose of lead nurturing is to educate your potential lead around the pain point they are trying to find a solution for and still not feel much pushy.

  • Reaching out again

As you gain more and more leads in your database through your marketing efforts, it gets a little haphazard to manage it all in one go.

In this process of a growing database, there is a chance that the older leads might get overshadowed when the newer ones come on board. A lead nurturing campaign is a great way to revive the dormant leads. The key here would be to treat these people like someone you just lost touch with and are trying to reach out to them again. Hence, a direct call to the action-driven campaign isn’t the way to go.

Reel them in by sending educational information pieces. This process will further allow you to weed out the leads that seem to be inactive and the ones that are looking to look more into the services you are providing. A lead nurturing process with older leads can further fasten up your sales process, as your sales team already knows whom you shall engage with and whom you shall not.

  • Personalize Messages

A lead nurturing strategy can not just automate your process of engaging with the right leads but personalize it to an altogether new level. You can send personalized communication to prospects based on their activity.

With more such elements, like using a signature from one of your sales reps to make the email seem more human to including a conversational tone of voice, there’s a lot that can be achieved. Moreover, you can achieve a strong degree of personalization even if you’re communicating at scale with your prospect leads.

  • Automate to save on time and resources

With your marketing and sales team focusing on many other duties, there’s a strong chance that your team can miss out on potential leads by not following upon them. However, with a lead nurturing strategy, this task can be automated based on their past interactions. This allows the sales reps to focus on leads that have just entered the ecosystem and acclimatize them by supporting them if and where necessary.

  • Nurture across lifecycle

While lead nurturing is an excellent way to get in touch with your prospect leads, it can help you gain the attention of your existing and new clients.

A lead nurturing campaign focusing on your newer services offerings and welcoming them into your business is an excellent way to communicate and engage with them. For a newly on boarded client, an information guide, best practices help book, etc., can be a good piece of valuable information. Moreover, you can also nurture your existing clients by upselling them newer packages, renewals, loyalty discounts, etc.

This can be an excellent method to onboard new employees and train them.

What goes behind a lead nurturing campaign?

Now that you’re well adept with what a lead nurturing campaign is and why your business should get on board, let us help you learn about the elements involved in it. Here are some steps to set up a successful lead nurturing program:

 

What goes behind lead nurturing campaign

(Steps for Lead Nurturing Campaign)

Step 1: Choose the campaign

There are various kinds of campaigns you can run to nurture a lead. This depends upon what your goals are to achieve out of this activity. There are tons of lead nurturing campaigns you can look into. For instance, a welcome campaign, an upsell campaign, a top-of-mind campaign, etc.

Hence, this is the most crucial decision before taking the next step.

Step 2: Choose your list

Once you have selected the purpose and type of campaign, you can target the right people you want the campaign to be sent to.

Lead nurturing allows you to target a specific set of audiences, depending on different parameters such as location, new or old users, and more. Choosing the right list will allow you to target a particular set of people with more detailed and contextual communication.

Step 3: Decide on a flow

A flow will be the process of your leads receiving any form of communication from you. To decide a flow for your lead nurturing activity, you need to consider a few things.

  • Frequency: Decide on a frequency, depending upon the first step. If your campaign targets long-term inactive leads, you’ll need a long-term sales cycle with the communication spread out across a few days. On the other hand, a client onboarding mail should be right on time, with the right frequency of materials available at their disposal. This will allow them to know your services and work even better during your relationship.
  • Complexity: Every lead nurturing campaign is different. Each campaign can be set separately depending on how complex or simple you want it to be. Nurturing campaigns can be set linearly, where leads will progress through the campaign in straight lines or different branches that will get active as they respond to a mail.
  • The Trigger: Lead nurturing works best with a trigger available at each step. Actions like opening a mail, clicking on a link, downloading a guide, or an eBook can be that trigger. This allows marketers to deliver highly-relevant and contextual messages to a lead at each trigger’s activity.
Step 4: Decide the content you’d like to offer

Every campaign has a suitable form of content. You shall go for the content ideal for the type of campaign you’re creating. Say, for instance, if it’s a simple lead nurturing track for sales leads, go for tailor-made content based on the client’s history and past activity.

According to a study, our attention span has decreased by 33% since the beginning of the century. The type of content you choose should be interesting and be able to grab your lead’s attention in one go and should make them read further down the line. You can take this step further by creating a user persona for each of your target groups, helping you personalize your messages even further.

Step 5: Activate and Analyze

After ensuring that you’ve covered all the aforementioned aspects, deploy your nurturing program and track it at each stage.

Lead Nurturing Best Practices

Once you’re adept with the intricacies above, going through the lead nurturing best practices is a good idea. This will help you avoid unethical practices and not sought-after practices in lead nurturing, such as spamming your leads and optimizing your information for conversion. Moreover, you need to ensure that your valuable and well-researched information reaches the right people at the right time.

Here are some best lead nurturing practices that can help you longer:

  • Involving your sales team

Making your sales team a more involved component of your lead nurturing process can pay dividends down the road. While the marketing team does its job and the lead nurturing process is automated, the sales reps have real-world insights.

Sales teams are in direct contact with leads and hence can understand the pain points of each prospect.

Touching base with your sales team can help you streamline your communication strategy and work in tandem with where a specific lead is in the customer journey process.

  • Target your communications

Lead nurturing is most sought-after and yet common feature is its ability to target. Targeting the right communication towards the right people is an underrated capability. Always make sure that whenever you can, target as narrowly as possible.

The segmentation possibilities allow you to segment your leads into different targeted lists from the database. These different targeted lists can be catered to different types of content.

  • Make it easy to unsubscribe

As unproductive as it might sound, allowing people to unsubscribe easily is an essential part of your customer journey. If you don’t provide one or make it difficult to unsubscribe from a list, there’s a chance of you getting blacklisted quite soon. Make it evident that your customers are still in control of what they can see and which emails they should receive.

  • Include Clear Call To Actions

Every lead nurturing communication should have a purpose involved. This purpose can be fulfilled by providing an explicit action to your lead that you expect them to take after looking at your content.

The call to action can be downloading an eBook, clicking on a link, etc. You need to ensure that your CTA is visibly placed well within the content. Moreover, using a similar color scheme in a set of your mails for a call to action button can be a good idea to make your lead more familiar with it.

  • Text-based over HTML

A simple text-based email with a personalized signature can do wonders when communicating with your leads. Instead of going for an HTML-based mail with a higher turnaround time and more complexities, text-based mail can be a better alternative.

  • Strategic with your timing

Time your lead nurturing campaigns and information pieces carefully and at strategically placed intervals. Look at the available data sources and try to figure out the best time when your information content might be valuable for them or when they might look at it.

  • Create supporting content

To ensure that enough credibility backs your information, create supporting content pieces such as educational videos, blogs, eBooks, and more that allow you to provide an impetus to your lead nurturing efforts. Let’s just put it this way- if lead nurturing is the engine, then the content is the fuel that’s powering it.

In case you’re short on the quantity of content to back up your lead nurturing efforts, there’s no harm in using third-party resources to ensure that you have enough resources to back up your efforts.

Conclusion: Lead Nurturing For Smarter Results

As the landscape changes around the world, so does customer behavior. With most of the customers increasingly relying upon primary research and various resources, it has become a potential goldmine for generating business. However, that might not entirely be true. According to data by InvespCro, almost 80% of new leads do not result in a sale. This is where a thorough lead-nurturing strategy comes into play.

 

Are you looking for some help with your lead nurturing process? Get in touch with us today, and our representative will help you out with a detailed scope and plan of action tailored for your requirements.

4-Ways-Pardot-Premium-Enhances-Account-Based-Marketing
Pardot

4 Ways Pardot Premium Enhances Account-Based Marketing

If you are a B2B marketer, you certainly know how efficient Account-Based Marketing can be for you.

 

Account-based marketing is simply based on the notion of prioritizing the important stuff, and weeding out the not-so-important ones easily. With account-based marketing’s focus-driven marketing efforts, your chance of closing a lead increases significantly.

 

Now that you’re able to communicate with your highly likely customers with an even more personalized message, your buyer’s journey becomes faster & tailor-made in accordance with their needs.

 

However, when it comes to implementing account-based marketing, there are intricacies at many levels that need attention to detail. Marketers need the right technologies to adopt the most effective processes at all levels.

 

One such tool is Pardot Premium. Launched in the latter half of 2020, it offers a set of capabilities that can help marketing teams with their ABM efforts.

 

Let us find out how Pardot Premium’s features can help you figure out the ways in which your ABM gets implemented.

 

Also Read:  PARDOT MARKETING AUTOMATION – THE KEY TO GENERATE MORE ROI

 

Why Should You Adopt Account-Based Marketing?

Account-based marketing has a variety of benefits that one should know before diving deep into this topic.

Before we come to using Pardot to implement your account-based marketing efforts, let us look at the benefits that it brings along.

 

  • Alignment Amongst Teams

Implementing account-based marketing allows cross-department collaboration amongst teams. So, that means, say your marketing team works on a strategy, the sales team creates their targets with respect to that strategy.

The personalized part of reaching out to each customer, and wooing them with well-targeted communication, is because of proper communication between the teams. This collaborative effort amongst the teams is what makes account-based marketing an effective way to get things done.

 

  • Create Business Relationships

Account-based marketing is essentially about targeting the right set of businesses to work with.

Hence, communicating with these high-value clients over a period of time means fostering relationships with them. ABM allows businesses to create these relationships with these accounts. The entire ‘quality over quantity’ conversation comes into play here.

Giving more time to these essential businesses will make them loyal customers of yours, over a long period of time. While retaining a business is one thing it achieves, these businesses turn out to be the biggest advocate for your brand over a period of time, through word-of-mouth & referrals.

  • Consistent Customer Experience Across Platforms

Account-based marketing’s first aspect is delivering personalized experiences.

These personalized experiences come with a consistent journey for your customers. Making each one of your accounts feel special over a period of time is a task of its own, and is certainly going to provide that consistency.

This includes your personalized content pieces, targeted campaigns, and tailor-made internal communication.

  • Streamline Your Sales Process

When you compare your conventional sales process and your ABM sales process, there is a glaring difference.

While one lets you identify the high-value opportunities, the other is a longer process. With ABM in place, your sales team can identify the high-value target businesses, approach them with a more personalized approach and bring them on board to provide an amazing experience.

 

This process will allow you to allocate time & resources in a manner that allows you to devote time to more important processes.

 

Also Read: EXPERIENCE BUILDER: A NO-CODE SOLUTION FOR CREATING POWERFUL CRM DRIVEN WEBSITES

 

How Pardot Premium Helps You With Account-Based Marketing?

Let’s figure out how Salesforce’s Pardot Premium features can help you implement and even expedite your account-based marketing efforts.

 


  • Pardot Business Units

Pardot Business Units helps you maintain a global eye view while keeping an eye on the markets that you cater in.

With the Business Snippets feature, you can manage automation functionalities like business content, legal disclaimers, copyright information, messages, brand messages across many business units.

You can tweak your messages pertaining to the customers you’re sending it to. Say, APAC or EMEA, you can follow the legal compliances required in these countries.

 

  • B2B Marketing Analytics

Pardot Premium’s Marketing Analytics Plus helps you with the numbers that actually matter.

source: pardot.com

 

Its AI-based capabilities help you compile data for your marketing efforts and make a decision that is backed up by actual numbers. While analytics help you understand what exactly happened, its predictive features what steps you should take on the basis of these numbers. A data-driven approach at every step of the cycle allows you to maximize your ROI at every stage of the sales funnel.

 

The Pardot Premium’s features allow you to extract data from external sources such as Google Analytics as well.

 

  • Developer Sandboxes For Pardot

The Sandbox feature in Pardot Premium allows developers to safely test Pardot in a private setting before they open it to their customers. You can test configuration and its functioning before they go live and disrupt your business’s operations, in case things don’t go right.

The test staging environment in Pardot Premium Plus allows you to test new automation, permission-based user access, feature updates, and more.

 

How You can Sign-up a Sandbox:

 

  • Login to a Salesforce Full Sandbox
  • Uninstall and delete the B2BMA managed package
  • Install a Pardot Sandbox managed package
  • Configure the Connected App and Integration User permissions

  • Premier Plus

The Premier Plus option in Pardot helps you figure out tasks that matter.

The Premier Plus feature by Pardot allows you to gain exclusive access to a team of certified Salesforce consultants & experts who provide guidance, suggestions, support, and training.

What this does is allow your team to move on from administrative work such as compiling reports and focus on more strategic tasks & projects.

 

So, Ready For Pardot Premium?

Account-based marketing speaks volumes about its functionalities and importance.

Implementing account-based marketing in your organization is going to help you optimize your resources in a much feasible manner. And while that happens, the Pardot Premium’s exclusive features help you ensure that these resources are better utilized.

 

Want to know what Pardot premium can do for your business? Let’s find out today. Request a consultation today with our experts at Ceptes and we’ll assist you with the best features.

Pardot Marketing Automation
Pardot, Pardot Marketing Automation, Salesforce

Pardot Marketing Automation – The Key to Generate More ROI

Marketing automation is the way forward in today’s competitive market. A recent study conducted on marketing automation found that 51% of the companies who participated in the study used marketing automation. 

And 58% of those who didn’t were planning to embrace automation soon. The fact that well-implemented marketing automation can help companies generate quality leads and better ROI has added to its popularity.

Pardot is one such marketing automation tool that has remained the driving force behind many businesses’ success stories. It is a Salesforce integrated automation tool that makes sales and marketing teams efficient and effective. 

Pardot uses modified strategies that help companies save time and resources supplied to any other cause.

Now that we have discussed Pardot marketing automation let’s see the 5 ways marketers can get more ROI from Pardot marketing automation.

Profile your leads progressively with Pardot

When it comes to marketing, the more information collected, the more the probability of closing a deal. Pardot automation lets marketers categorize their leads using the collected information. 

The potential leads can be classified most to least based on their probability. This helps the sales team better prioritize the leads saving time and effort. Contributing to a better conversion rate of generated leads.

This feature’s basic concept is to filter out the potential leads and spend more time nurturing them and making them buy from you.

 

Automate your drip campaigns

Drip campaigns are an integral part of marketing campaigns and decisive in moving your leads through the sales funnel. 

What essentially happens in a drip campaign is that you constantly keep in touch with your leads by delivering them the right content at the right time takes them one step closer to buying from you.

This method has been proved to be effective in nurturing leads that have been inactive for quite a long time. 

Pardot can be integrated with your website/application/Saas platform to take appropriate actions based on your leads’ actions.

Also Read: Leverage Sales Cloud and Pardot to Drive Customer Engagement

 

Better manage customer relations

One of the common mistakes every company makes is with its after-sales support. They tend to forget their customers once the sale is made. 

After-sale support doesn’t always mean providing technical/technological assistance.

It also involves simple yet important activities like keeping in touch with them regularly through email newsletters, keeping your users updated on your latest activities, and more.

With Pardot, you can automate these tedious & time-consuming processes. Helping you obtain the deepest customer knowledge and using this information for any future probable sale that can happen.

Contact us to find out more about how we can help your business to achieve unprecedented growth.

 

Keep your marketing & sales activities in sync

With Pardot marketing automation, you can keep your marketing & sales activities in sync. By setting up automated workflows, marketers can ensure that the sales team has the right information at the right time.

In a study conducted by Pardot, it was found that by keeping the marketing and sales team in sync, organizations can achieve a 36% higher customer retention rate and a 38% higher sales win rate.

Automate your email marketing campaigns

While there are dozens of ways to reach out to your leads, email marketing is still considered the best option. 

Pardot lets marketers automate email marketing campaigns to reach out to customers across geographies. It also comes out of the box with preloaded email templates that can help you close deals faster!

To sum up

Concluding all these, we can say that businesses can ensure a better ROI by properly implementing Pardot automation & its workflows. CEPTES specializes in Pardot Implementation, and we can help you get the most out of your Pardot investment. With us, you can manage online campaigns without any hassle while giving substantial results. To know more, get in touch with us or schedule a demo to start with your Pardot implementation.

Pardot, Sales Cloud

Leverage Salesforce Sales Cloud and Pardot to Drive Higher Customer Engagement

These days, everything is digitalized. People are spending more time on smartphones than they are in their real lives. As a result, marketers, and businesses are rethinking their strategies to get to digital channels.

And, they are indeed successful. 

However, the question is, how much success is ‘OKAY’ success?

Being on social media and using Google Ads to connect to the right audience is fine. It is a way to get leads. But what do you do to turn those leads into customers and then repeat customers?

You nurture them.

There are so many sophisticated means to handle and nurture leads. This is because engagement is the essence of getting more sales. So, regardless of what industry you are currently operating in, we have come up with a resourceful guide to show you what Sales Cloud and Pardot can do to your business.

What is Pardot?

One thing that any B2B marketer must dread is to have no projects in the pipeline. Pardot is an automated B2B automation tool to help you network, form quality connections, and boost sales to bring closure to many deals.

Want to know how Pardot can help you?

Understand your Leads Better:

Pardot can help you gauge website analytics in general and audience tracking and CTA metrics in particular. 

Generate More Leads:

Pardot offers inbound marketing automation tools through the creation of search-friendly content, email campaigns, and similar marketing resources.    

Boost ROI:

Pardot offers website metrics for you to make well-informed business decisions, thereby helping you boost your business’ ROI.

Drive Personalization:

Once you know who your customers are and what their needs are, you can offer personalized content. This way, you can drive higher engagement and inch closer to sales closure.

Campaign Management:

You can run multiple campaigns on different channels and generate reports regarding their success rate.

Read More: How to enable your marketing & sales team to better connect with the modern B2B buyer

How to Leverage the Prowess of Salesforce Sales Cloud to Drive Customer Engagement?

Organizations can leverage the Salesforce Sales Cloud with the next-gen sales process automation that will streamline the entire sales pipeline and help sales reps generate more leads. Appropriate Sales Cloud functionalities give assistance to create a well-structured sales process, demonstrate how it’s fulfilled, offer comprehensive customer insights, and keep effective client communication via multiple channels. If we have carried out and set up or customize the Sales Cloud appropriately then it can bring a lot more value to the business.

Some of the core features that the Salesforce sales cloud boast are as presented below:

Lead Conversion Process: 

Lead conversion processes are readily available in Sales Cloud and it can be broken down by customizing it to your specific business needs, either with B2C or B2B. It is viable to establish the process of converting a lead into an opportunity. By creating automation in workflow and adding a few validation criteria; you can make the lead generation process more easy, convenient, and consistent. 

Tasks & Events Management: 

Sales reps can easily handle their tasks like calls, emails, and meetings in a timely manner with a smart task management timeline, which is offered by Lightning Experience UI. It provides representatives a comprehensive summary of their daily tasks which is associated with specific opportunities or accounts. This information is readily available within one single record, so reps do not need to look back or search for this information in various places. 

Reports and Dashboards:

Reports and Dashboard panel enables senior managers to track crucial sales numbers which are attached to their sales representative’s overall performance. The system highlights the sales professional’s strong and weak factors, and also shares other aspects that can help sales managers to enhance their representative’s productivity. Advanced sales planning always leads the way for smarter sales decisions and aid to draw up the sales technique. 

Read More: How to get the most out of your Sales Cloud implementation?

Final Words

As an Indian SMB, you need to focus on your business operations and leave sales and marketing to the experts. Here experts mean Pardot and Salesforce Sales Cloud.

You can leverage these tools to simplify your marketing endeavours and boost your productivity and efficiency. The duo—Salesforce Sales Cloud and Pardot—can help you save time, optimize your sales & marketing processes, enable personalization, and improve the overall efficiency of your business.

We, at CEPTES, boast rich experience in helping SMBs to drive engagement. To know more, please get in touch.

Pardot

Top 5 Highlights: Pardot August’19 Release

Salesforce’s B2B Marketing Automation Platform ‘Pardot‘ offers a full spectrum of solutions that helps marketers build meaningful connections, create more pipeline and help sales reps close more deals. In the lastest Pardot August ’19 release, the B2B automation system has upgraded many of its existing features as well as introduced few new functionalities in order to help B2B marketers drive more personalization and higher customer engagement. Here are our top 5 picks from the August’19 Release.

ALSO READ: How to enable your marketing & sales team to better connect with the modern B2B buyer?

Higher Content Personalization

Pardot has upgraded from Pardot Merge Language (PML) to Handlebars Merge Language (HML) in order to help marketers simplify the way they create content. Using HML, marketers can streamline content personalization. This will drive more customer engagement. HML is an optional upgrade. 

Drive More Insights from Engagement History 

With the new automated email types in the metrics shown in the Engagement History components, related lists & dashboards, marketers can drive more customer insights using Pardot. The new email types include emails sent from Engagement Studio, completion action, and automation rules. This will help in getting a better view of the prospect interaction with marketing content. 

Target Right Audience with Multiple Conditions using Engagement Studio

Engagement Studio users can now target specific groups using new complex rules instead of chaining multiple rule steps in order to find the target audience with just one step. Each time a rule has been created, the Add Condition button will appear. Marketers can use it to add up to four more conditions to create a segment they need. 

Track your Recorded Webinars in GoToWebinar

With the new GoToWebinar connector, marketers can track their Recorded Webinars in addition to the Standard and Webcast webinars. They can keep a track of the past 25 months’ webinar data including recordings. 

Multiple Tracker Domain Support 

Marketers can now segment vanity URLs by brands, products, and promotions using multiple tracker domains. This will allow users to choose the best vanity URL for their Pardot marketing resources. 

Apart from these five key highlights, Pardot users can now allow their prospects to resubscribe with the help of an automated resubscribe email. The platform also introduced a new import API to insert & update large sets of prospect data when synchronous completion responses are not required or when batch upsert limitations are too restrictive. 

CEPTES is a Pardot implementation specialist & we can help you get the most out of your Pardot investment. With us, you can create, deploy, and manage online campaigns efficiently that can drive substantial results. Get in touch with us to start your Pardot implementation.

Recommended to Read: Marketing Cloud Vs Pardot? Which one your business needs?

*source: Pardot.com

Pardot

How Multiple Tracker Domains in Pardot helping B2B Marketers Deliver Personalized Message

Next-gen marketing is entirely driven by personalization. Customers expect personalization from the service providers at every point. It’s a huge challenge for marketers to drive personalization at every touchpoint with mediocre messaging. However, Pardot enables marketers to accomplish this with the Multiple Tracker Domains. Marketers can use different tracker domains on an asset by asset basis using a Pardot tool. 

In order to make messaging more personalized, marketers using Pardot can maintain consistency by integrating a specific tracker domain with one or many assets. Multiple Tracker Domains can be applied to various commonly used Pardot asset types including, 

  • Email templates
  • Landing pages
  • Forms
  • Email preference centers
  • Custom Redirects
  • Files

With the latest release, all Pardot customers can use multiple tracker domains feature. This feature will be helpful for enterprises who market in different regions, who have different domains for different products, companies having multiple subsidiaries, Pardot Business Unit customers who require multiple tracker domains per business unit, and for enterprises who have more than one website. 

How to use Multi Tracker Domains?

There is no hassle in setting up the new multiple tracker domains. User needs to go through the standard domain validation process for each of the domain that is validated and can apply it to an asset. 

Also Read: Marketing Cloud Vs Pardot? Which one your business needs

Use case

Let’s talk about a specific use case and see how this new feature can benefit a Pardot user.

Let’s say there is a company operating in the US, India & Australia. They have three different domains .us, .in, and .au. In the past, the company would have had to use the same primary domain across all three regions to run campaigns. This won’t offer a consistent experience. But with the new multiple tracker domain features, the company can assign new assets and campaigns to region-specific tracker domains seamlessly. At the same time, this will also offer a consistent brand experience. 

To use different tracker domains to different email templates, their marketing team can create an email template for the US. This template can use US specific images and language in order to maintain region-specific consistency. Then they can choose the .us domain in the new “Tracker Domain” field present on the email template creation screen. When the emails are delivered to the prospects, all the links within the email are re-written using the .us domain. On the other hand, the prospects will see links that they are familiar with and can trust. The India marketing team can follow suit using the .in domain and the Australia team can do the same using .au domain. 

This will definitely improve the open rates as well as the click rates as the prospects will be more engaged with the links specific to their region. This will also enhance the quality of personalization and will drive more leads. 

To know more about the latest & best Pardot features and how it can help your B2B marketing automation, get in touch with us today!

Also Read: How to enable your marketing & sales team to better connect with the modern B2B buyer?

Pardot

How to enable your marketing & sales team to better connect with the modern B2B buyer?

Today’s world is more connected than ever. Everything & everyone is connected. The way buyers engage with companies has significantly changed. As per the Salesforce State of Connected Customer Report, 54% of the customers think companies need to fundamentally transform how they engage. Customers expect companies to understand what they want BEFORE they ask. Now it has become a daunting task for the sales & marketing teams to meet new buyer expectations. 

Most of the modern-day marketers struggle to execute personalization across the entire customer journey while the majority of the sales reps failed to meet expectations for contributing value. Well, the common challenges that the marketing & sales team faces today in winning customer engagement are the absence of effective tools, poor data insights and siloed teams & processes. Most of the enterprises are trying to unlock the best ways to empower their sales & marketing teams in order to better connect with modern B2B buyers. 

A next-gen sales & marketing tool that is powerful, simple & connected can help enterprises achieve the highest grade of customer engagement & enable them to offer better buyer experience. 

Pardot – B2B Marketing Automation on the world’s #1 CRM

Pardot is a next-gen B2B automation solution that provides a full solution to help marketers create meaningful connections, generate more pipeline, and empower sales to close more deals. Enterprises can couple all their marketing tools into one single central canvas with Salesforce engagement studio. 

Your sales & marketing team can leverage Pardot to build complex & powerful campaigns with ease, visualize & test customer’s experience, improve campaign performance, connect with B2B buyers through new ways, reach ready-to-buy customers faster, and make every customer interaction relevant & personalized. 

B2B Automation Made Easy

Every day marketers can use Pardot for revenue maximization. The easy-to-use marketing automation platform offers a comprehensive set of tools to create, deploy, and manage online campaigns that drive substantial results. Some of Pardot capabilities include;

  • Streamlined Lead Management
  • Smarter Lead Generation
  • Easy Email Marketing
  • Seamless Sales Alignment
  • Insightful ROI Reporting
  • Artificial Intelligence

Also Read: Marketing Cloud Vs Pardot? Which one your business needs?

How Pardot is enabling better customer connection?

Using the top-notch Pardot features, marketers and sales reps can blur the gap between the B2B buyers and their expectations. Through highly personalized campaigns, marketers can deliver top-notch experiences with the help of automated rules, actions & triggers that buyers expect. Leads can be nurtured efficiently for faster conversion. Every customer conversation can be tailored based on their engagement history. 

Sales reps can connect with the buyers early, effectively, and often with Salesforce Engage. They can make every interaction relevant and tailored to prospects’ needs in order to drive deals forward. Sales teams can track email engagements and proactively reach out to prospects. 

Pardot also helps in identifying best-performing campaigns and sales-ready prospects that help sales & marketing teams drive more results. 

So, are you ready to see how marketing automation can help you grow at record speeds & enable your sales & marketing teams better connect with the modern-day B2B buyers? Get in touch with our Pardot experts now!

Check our Pardot offerings here.

Marketing Cloud, Pardot

Marketing Cloud Vs Pardot? Which one your business needs?

As the world’s #1 CRM provider, Salesforce is being used by businesses of all sizes and from varied industries. Salesforce offered solutions are enabling service providers to connect with their customers in a whole new way. Salesforce is one of the best platforms for marketers in order to automate their entire marketing process and engage their customers in a superior way. However, a wide range of offered platforms sometimes may bring a little chaos in the minds of the marketers while choosing the best one that can serve their exact needs.

Here, we are going to talk about two such Salesforce offered marketing automation platforms that could make the adoption a bit tough for a marketer. These two highly impactful marketing automation platforms are Marketing Cloud & Pardot. Both of these platforms are highly efficient and have the features to light up your marketing efforts. However, both Pardot & Marketing Cloud have built for different purposes and have some significant differences. A marketer has to evaluate which one their business needs. Before having a detailed discussion, let’s first understand what is Pardot & Marketing Cloud.

Marketing Cloud

Salesforce Marketing Cloud offers a powerful set of tools built on a unified platform for B2C companies to identify their customers, engage them, and personalize their experiences. Marketers can deliver personalized customer journeys including outstanding experiences through various marketing campaigns across multiple channels such as email, mobile, social, advertising, web and more. Highly efficient Marketing Cloud features help marketers deliver the right message at the right time to the right audience managed from one place and later track results.

Pardot

Pardot is a Salesforce offered marketing automation tool designed for B2B companies in order to execute and manage leads as well as marketing campaigns. Pardot is vastly considered as a leading email marketing tool.

Key Differences

The prime difference between Pardot & Marketing Cloud is, both of these platforms are specifically built for different types of businesses. While Pardot is designed specifically for business-to-business (B2B) marketing, Marketing Cloud is designed for B2C marketers. This principal difference may give you a hint on which one is right for your business. An in-depth understanding of these two tools will clear uncertainties while selecting a marketing automation tool for your business.

Apart from this, there are some other key differences between Pardot & Marketing Cloud. Pardot is being primarily used for channels such as     Email & Social; while Marketing Cloud is being used for channels such as Email, Social, SMS, and Display Advertising. While Pardot is not very industry specific, Marketing Cloud can be best used for industries such as Retail, FMCG, health & beauty, travel & leisure, healthcare, etc.

Key Feature Differences

Pardot Features

B2B companies use Pardot to send scheduled email campaigns and leverage automation techniques such as drip campaigns that help them generate more leads. B2B marketers usually don’t rely much on social media campaigns or content based campaigns. So, Pardot is the right tool for them as it requires lesser integrations and offers dynamic features including visitor tracking, real-time sales alerts, leads scoring, lead alignment, auto lead assignment, forms & landing pages, email marketing, dynamic content, closed-loop reporting, etc.  

Marketing Cloud Features

While B2C companies use Marketing Cloud in order to run scheduled email campaigns leveraging drip campaigns as well as uses more functional email services such as transactional emails and triggered emails. As B2C marketers rely more on social media campaigns and content-based campaigns, Marketing Cloud is more useful for them as it offers seamless integrations with external systems. Apart from this, Marketing Cloud offers some of the best features such as Drag-and-drop segmentation, 1:1 content personalization, CRM and cross-channel integration, Comprehensive, real-time tracking and reporting, Pre-built templates and themes, Deliverability tools, Email Marketing, Marketing Automation, Predictive Intelligence, Customer Data Platform, etc.

There are a few common myths circle around Pardot. Let’s debunk them.

  • Pardot is a part of Marketing Cloud – This is not true. These two are different products for different nature of businesses.
  • Pardot is an email marketing tool – Partially true. Through most of the B2B companies use Pardot for email marketing, this is not only an email marketing tool.
  • Pardot is for smaller businesses – Not at all. B2B companies of all sizes can use it.
  • Either ‘Pardot’ or ‘Marketing Cloud’ – No. This is not a choice. As we already said, these two are two different solutions.

You can further ask yourself these questions to direct you in the right direction.

Are you a B2C business?

Yes: Marketing Cloud is your option.

Is your business mainly driven by e-commerce?

Yes: Marketing Cloud is your option.

Is your sales process driven and influenced by sales representatives/ ‘high-touch’?

Yes: Pardot is your option.

Is your sales process managed through Salesforce Opportunities?

Yes: Pardot is your option.

Conclusion

We believe after going through this article, you got a comprehensive idea on Pardot & Marketing Cloud and which one is best for your business. As a Salesforce Silver Consulting Partner, CEPTES is a market leader in offering end-to-end Salesforce solutions including Salesforce Cloud services, Salesforce analytics services, Lightning Solutions, App Development and more to businesses of various sizes. Our certified Salesforce resources can help you implement, integrate, migrate, develop, enhance or support everything related to the Salesforce platform. We have been the first choice partner for many organizations when it comes to implementing Salesforce Marketing Cloud and Pardot for many years now. Get in touch with us to know more.