Salesforce Pardot Features to Enhance Marketing ROI

Pardot – the smarter Marketing automation by the world’s #1 CRM platform can help you get an average of 40% increase in your marketing efficiency. Pardot is the best and smarter marketing automation software by Salesforce for B2B marketers. Salesforce Pardot features can help your sales and marketing team to boost your company’s revenue and improve efficiency powerfully. Pardot can assist marketers in getting more pipelines and empowering marketing ROI. With the help of personalized campaigns in Pardot, the creation and the movement of the leads through the marketing pipeline become quick and efficient.

The functionalities of Pardot include streamlined lead management, smart lead generation, effortless email marketing, seamless sales alignment, social media integration, and insightful ROI reporting.

With the help of the Pardot features, you can generate high-quality leads, improve follow-up through lead grading/scoring, simplify the workflow, and organize using tags for better lead follow-up. Also, Pardot helps you to track your content performance, which allows you to monitor how engaging your content is to your leads, compare their engagement levels to gain insight on current prospects. With the insights about your content, you can optimize your messaging, distribution, and it also supports tracking your internal engagement.

Though Pardot comes with a wide range of features and tools to automate and increase your marketing efficiency, we have listed the top 5 Pardot functionalities that are most favored by marketers across the globe.

Top 5 Trending Pardot features

1. Engagement Studio

Engagement Studio is one of the advanced Pardot features that allows you to visualize your email drip campaigns. Once your drip campaign is all set and started running, you have to monitor the email campaign to keep track of the campaign. Pardot Engagement Studio allows you to do that and performs actions such as adding/ removing lists, adding/removing tags, assigning to user or group, change field, notify the user, and sending an email on your behalf. With a Salesforce connector, you can design these actions to provide you a highly efficient and low-maintenance email marketing automation. You can set when Pardot can initiate any of the actions either immediately or when the leads reach a particular step. In the drip, when there is action by the email recipients, you have to initiate specific critical actions. Engagement Studio, with the help of the triggers like email open, email link open, file download, click on content, etc., will keep your prospects targeted for the chosen amount of time through the path. Define rules in the Pardot using prospect attributes like grade, score, status, tag, campaign, etc. are what decide which step the email recipients will take in your drip email campaign.

2. Connected Campaign

This new Pardot feature, ‘Connected Campaigns’ was released in Spring ’18. Through Pardot Connected Campaigns, the Pardot campaigns and Salesforce campaigns are combined to set up multi-attribution Salesforce campaigns. By setting up this Pardot feature, you can combine the Pardot and Salesforce campaign, streamline campaign management, and improve the campaign reporting quick and easy. By enabling this feature, you can reduce clutter and save time by working with Engagement History and Pardot Einstein Campaign Insights while you work with your Pardot prospects without leaving Salesforce. The connected campaign feature was one of the best functionality that marketers were seeking recently. It allows marketers to work on marketing efforts effectively.

3. B2B Marketing Analytics

B2B Marketing Analytics – an Einstein Analytics app is the best Pardot feature among the others. B2B Marketing Analytics can maximize marketing as well as the sales efforts by combining marketing and sales data in one place to get insights about your marketing performance and support a quick data-driven action. The B2B marketing analytics tool helps you to visualize campaign ROI (return on investment) across the various campaigns to prioritize and increase/decrease spending for the campaigns that work best. The multi-touch attribution dashboard allows marketers to gain insights into how the various campaigns influence in creating awareness vs. help close deals vs. help across all buying stages. Thereby allowing marketers to prioritize and allocate budget to campaigns depending on business goals and outcomes the organization is looking for at that point of time.

4. Salesforce User Sync

This Salesforce User Sync is a Pardot feature released for administrators to manage their Pardot and Salesforce users. It is an opt-in feature available through the Sales cloud for Pardot users for better user management, improved user experience, and security. Salesforce User Sync can be enabled only when you have a Salesforce and Pardot connector. When you enable the User Sync for Pardot, it becomes a Salesforce platform-powered native lighting application. The Pardot admin syncs the Salesforce profile with the Pardot profiles to create synced users. In the case of a new user in Pardot, the user profile is matched to the respective Salesforce profile.

Even though opting for Salesforce User Sync brings significant changes in Pardot user management, once enabled, it cannot be disabled.

5. Dynamic Content

Dynamic Content in Pardot let marketers provide different personalized copies of forms, landing pages, emails, website, and more to the prospects as per their engagement. Since, the content is personalized based on the engagement, assures a great experience for the customer, and boost marketing ROI. Being one of the Pardot key features, ‘Dynamic Content’increases the conversion rates through landing pages and email list subscribers.

Though the forms, landing pages, and emails can be personalized, it has a restriction of up to 25 variations. However, marketers can use this Pardot feature strategically to create landing pages based on the pipeline.