Tag: marketing


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.




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.




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.


Strategies for Account-Based Marketing (ABM) with Salesforce

Marketing is one of the few job profiles that require one to learn from the world constantly. One has to keep an eye on the new trends rising in the market and implement them at light speed. Even after making such efforts, if the marketing and sales teams aren’t aligned throughout the journey, the result may appear fragmented.


This is where the Account-based marketing approach becomes handy. Ahead, we’ve discussed this term coined by the Information Technology Services Marketing Association and talked about how Salesforce makes implementing this technique like a cakewalk. So without any further ado, let’s get started!


What is Account-based Marketing?

Strategies for Account-Based Marketing (ABM) with Salesforce

The “Broad-based marketing” concept dawns upon our mind when we think about the word ”marketing.” It involves casting a wide net on the whole of the target population instead of narrow-based marketing, which involves selectively choosing accounts and being the best to a certain audience. 


This is where Account-based marketing comes into the picture. Here the sales and marketing team joins forces to target and customize campaigns for generating the highest quality leads. 


The unique thing about ABM is that the campaigns feel targeted and personalized to each account, making lead conversion a cakewalk!


How Salesforce Acts as a Boon for Account-Based Marketing


Getting a 360-Degree View


Below we have discussed some points as to why Salesforce acts as an ally in your pursuit of getting the best out of account-based marketing. 


Read on to know more.


Tailored Message to Strike the Right Chord with a Prospective Customer


We are living in a world where personalization acts as a key factor in whether a client would like to associate with a company or not. This is because we are intensively seeking trust and a human touch in services. This is why a company can provide personalized communication, mails, content, newsletters; it would help deliver a more precise message. Utilizing the data available with Salesforce integrations could help prepare templates and feeding information across different marketing channels.


Read: How to Use Salesforce to Automate the Sales & Marketing Process?


Einstein Tool to Leverage the Potential of AI


Strategies for Account-Based Marketing (ABM) with Salesforce


AI has taken much manual, tedious work away from us humans. Salesforce’s homebuilt AI, Einstein, is seemingly integrated, which puts the data and does away with the data preparation or model management. This tool is highly beneficial in predicting steps that can benefit your marketing and sales team to work in synergy and take helpful decisions.


Sandboxing to do the Double-Check


Conducting a trial run or test is beneficial for gaining confidence in the prospective action before it is implemented on the real audience. Salesforce contains a robust sandbox feature that provides an isolated testing environment to run programs and execute files. If the company wishes to make any changes before going ahead with the strategy or plan, the sandboxing process’s cues bequeath can be highly beneficial. 


Getting a 360-Degree View


Salesforce integrations and tools provide a holistic view to the marketing and sales department for taking a synergized action. The tools are designed in such a way that decimates any bottlenecks. The teams would collaborate better and take decisions on matters ranging from most basic to complex ones without any impediments. 




Overall, the need for innovating marketing strategies and diverging them on the path of personalization couldn’t be stressed enough. Using cutting-edge tools such as Einstein, fruitful predictions would help eliminate bottlenecks and produce higher investment returns through account-based marketing. We hope you found the article helpful. To know more, connect with us or request a consultation here


Salesforce Winter 21 Release: Our Top Picks

There is something magical about the winter. Amidst the challenges around, winter came with new hope & people around the world will lift their spirits a bit to see the beauty of the winter again. In between all the uncertainties around, one thing is certain & it is Salesforce releases. Salesforce Winter 21′ is here to deliver innovations across the Salesforce Customer 360 platform to help companies connect with their customers, from anywhere. 

So, let’s have a quick tour of the top Winter 21′ innovations & newest offerings. Some of the features are already live & a few require action by your Salesforce admin in order to make it useful for the users. 


Salesforce has introduced Work.com in June 2020 to help companies & communities reopen their business while putting their employee health & safety first with features including Wellness Check, Emergency Response Management, Shift Management, etc. They have been adding new features since then & making the product powerful enough to help Salesforce customers fight the pandemic. In the recent Winter 21′ release, Salesforce has added a few new features to Work.com such as Queue Management, Broadcast Messaging & Digital Trust Cards.

Read more: What is Salesforce’s Work.com & how is it helping companies safely reopen post COVID – 19?


In order to help the sales teams enhance their productivity, Salesforce has introduced a few new productivity tools in their Winter 21′ release. Some of these include sales cadence improvements for high-velocity sales, global models for Einstein Lead Scoring, opportunity deal change highlights, and multi-cloud support for billing. 

Know more here.


To improve customer support and boost service agent productivity with more visibility & faster set-up, Salesforce has added innovations in field service, knowledgebase, case management, einstein analytics, and much more. Service Cloud Voice can be used with a more streamlined setup and with support for Sales Cloud, Voice API Toolkit, and more. Omni-channel supervisors can view calls in order to enhance training & on-boarding. Field Service Time Sheets will help you track your field service agent’s working hours within the field service automation. 

Know more here.

Industry Solutions 

Salesforce has added a lot of innovations to its industry solutions which will bring Salesforce customers closer to their customers. Health Cloud now offers streamlined document management for patient intake along with optimized inventory management & sales forecasting. A new community portal template, compliant data sharing & enhanced record rollups are being included in Financial Service Cloud. While Manufacturing Cloud will now offer its customers more control over rebates and account forecasts, Consumer Goods Cloud will now help you plan store visits and keep store shelves stocked. 

Know more here.


To help Marketing Cloud customers unify their marketing data & power intelligent customer interactions, Salesforce has added new functionalities such as transactional sending & behavioral triggers in Journey Builder, Ecommerce Optimizer App in Datorama, Einstein in Interaction Studio, etc. This will help marketers measure the impact of each customer interaction so that they can optimize their approach in real-time & deliver better results.


In one of the major announcements, Salesforce has renamed their Community Cloud as Experience Cloud. This will help their customers take advantage of more targeted audience criteria which allow them to vary record detail pages based on record fields. The new Build Your Own (LWC) template has got a lot of changes such as support for an upgraded version of Lightning Locker, custom URL paths, and SEO. Data will be more secured than ever with the addition of several guest user security settings. 

Know more here.

Platform – Services & Applications

Salesforce platform service users can now increase their productivity & visibility with new platform services such as Security Center, Privacy Center, Multi-Factor Authentication Assistant. While Platform application users can now personalize survey experience & sync appointments on any calendar. New additions in the platform applications are Salesforce Merge Field Branching, Salesforce Survey Templates, Calendar Integration. 


With the introduction of Fast Start Templates, Einstein Discovery will go more quickly & seamlessly. Data from the Salesforce system can be exported now to Snowflake data lake without using a 3rd-party ETL tool. Automation has gone to the next-level in Einstein Discovery predictive models with a scheduled model refresh. 

Read more.


Creating, sending & managing email templates & email content in Salesforce’s B2B marketing automation tool Pardot has become more user-friendly with an enriched experience. Pardot users can now connect to Salesforce CMS to host & reuse images for email marketing and get metrics in the email records that are frequently being used. Prospects can be resynced faster after import errors are fixed and Einstein Attribution success milestones can be customized. 

Read more.

Salesforce is known for constant innovation in its solutions and Winter 21′ has shown us the same. A lot of new innovations & features have been added to make the platform powerful and help customers accelerate their journey to success in the world’s #1 CRM platform. Please read the complete Winter 21′ release notes & features, enhancements across the platform

CEPTES is a Salesforce Silver Consulting & ISV partner helping companies across industries & verticals since 2010. With our 80%+ certified Salesforce resources, we can help you thrive in the world’s #1 CRM platform and improve productivity. Please get in touch with us to discuss your project.

Customer Experience

How businesses can meet expectations of the connected customers?

As per Salesforce’s latest State of the Connected Customer report, In today’s highly-connected and data-driven business world, customers expect more personalized, quick and seamless customer experiences. Enterprises are doing their best by embracing latest technical tools and acumen business minds to offer the best customer experiences. Technology & digitalization has empowered customers to reach a diverse scale of business in various ways. In order to stimulate customer’s attention and retain them, businesses need to think beyond offering a solution. The must look to offer more connected, and personalized experiences.

To understand how businesses can meet customer expectations, Salesforce Research surveyed over 7000 consumers worldwide which included individual buyers as well as business buyers. The survey report has been embedded in Salesforce’s second edition of the State of the Connected Customer report.

Here are few key points from the report which will help your business stay ahead of the competition.

Creating a comprehensive customer experience

As per the report, 80% of the customers feel that the experience a business offers is as important as its product or service, and 57% of the customers say they have stopped purchasing from a company because a competitor has offered a better experience. Customers have become more empowered than ever before. They are pushing companies to do better when it comes to creating a comprehensive customer experience. 95% of the customers say they are more likely to be loyal to a company whom they trust. 67% of the customers say their expectation for good experiences is higher than ever.

A personalized B2B marketing

The idea of B2B marketing is not new, but slowly it is gathering steam. 82% of the business buyers expect the same experience as they get at the time of personal buying. But surprisingly, only 27% of the B2B buyers say companies are doing a great job when it comes to offering a B2B experience. This indicates an ample amount of improvement is required for B2B service providers. B2B buyer expectations are becoming more specific and consumerized. Let’s see few other findings from the report;

  • 72% of the business buyers expect service providers to offer a personalized engagement to their business needs.
  • 69% expect Amazon-like buying experiences.
  • 67% think vendors are offering more retail-like experiences than ever before.
  • 67% have switched vendors for a more consumer-like experience.

Creating a seamless customer journey

A customer buying journey must be shaped by constant communication and instant gratification. As per 84% of customers, being treated like a human, rather than number is very crucial to win their business and trust. Another 70% say connected processes like seamless handoffs between channels or contextualized engagement based on earlier interactions are extremely important. So, this has become important for business service providers to consider every customer touch point during a buying journey. 59% of customers say customized engagement based on past interactions is also equally important. During the buying journey, 78% of the buyers expect to interact with salespeople who act as trusted advisors with in-depth product knowledge and industry needs. Post-purchase, customers expect to avail 24/7 support from the service providers. Self-service tools and chatbots are rapidly gaining in popularity as they can offer seamless and quick customer support around the clock.

Incite customers with innovative solutions

Innovative solutions are no more an option for any business. In order to win more customers, they have to build innovative products. 56% of the customers (including 66% of business buyers) actively look to buy from the most innovative companies. Technology is playing a significant role in building innovative solutions. The Salesforce State of the Connected Customer report says 59% of customers say companies need to offer top-notch digital experiences to keet their business. 59% also say they are more eager to work with companies using artificial intelligence (AI) to improve their experiences. Emerging technologies are transforming customers and their expectations. the Internet-of-Things (60%), voice assistants (59%), and AI (51%) are topping customer expectations.

Earn customers’ trust, and their data

To offer the experiences that customer expects, companies need a blend of technology and data. But if you look at recent incidents, customers are not trusting companies when it comes to managing personal data. 62% of customers say they are more afraid of their data being compromised now than they were two years back, and 45% of the customers feel doubtful about how companies use their data. At times it looks like a distant dream for companies to offer personalized experiences when their customers don’t trust them. And without data, you can’t offer a personalized experience. However, when the benefits of customer data use are clearly explained, a majority of the customers are actually in. Let’s look at few of the stats;

  • 82% of customers will share relevant information about themselves in exchange for connections between their digital and in-person experiences.
  • 81% of customers will share relevant information about themselves in exchange for more consultative help from salespeople.
  • 85% of customers will share relevant information about themselves in exchange for proactive customer service.
  • For 92% of customers, the ability to control what personal information is collected makes them more likely to trust a company with that information.

Developing trust, and balancing personalization with privacy, will be key for companies to meet customer expectations in the Fourth Industrial Revolution.


Source: Salesforce, Salesforce State of the Connected Customer Report