The number is still growing, and there are already so many marketing automation tools. Sometimes they may seem complicated, but the reality is different. To be able to use them effectively and deeply understand the way they function you need to practice using them in real life. However, it is not always possible to get access to even a test version of marketing automation systems at the beginning of learning, so we will try to discuss the basics in theory. Let’s focus on individual features with a brief description of how they work. For the purposes of this article, we assume that we have access to all features of Pardot and all the benefits of its integration with Salesforce Sales Cloud, which is the most powerful all-in-one solution.
What is Pardot made for?
First of all, thanks to Pardot you can create your prospect’s profile. No more manual researches and sending messages randomly, counting that this will work. Nowadays, buyers tend to reveal information about themselves, their choices and preferences. They provide all this valuable data through social media profiles, trackable visits to websites, and their interest in specific products and services shown through lead generation forms, etc. On the other hand, they require maximum personalization during the purchasing process and they usually choose brands that are most active in this matter. Now you can give them everything they expect.
Make good use of the collected data – how Pardot works?
Considering the amount of information about leads that currently flows into databases of well-marketed companies, their in-depth analysis is not easy, but thanks to automation it is possible. Besides, thanks to the excellent integration possibilities, they are combined with the data that already exists in the CRM systems. This enables lead scoring in real-time, which translates into excellent and detailed sales intelligence. Thanks to the collected data, your sales department will be able to perfectly plan the work and nurture prospects at the right time and with the right incentives. If a given prospect is not categorized as hot at the given moment, it is very easy to manage real-time alerts which will let your sales reps know that the nurturing campaign did the job and the prospect has carried out activities that indicate that this is the right time to reach out to him.
Save your time
That’s how Pardot works! And speaking of lead nurturing, you probably know how important it is that the lead is in the sales-ready state while passing him to the sales team. It saves the most valuable resource that is in your company – your people’s time. The sales-ready state is possible to achieve through properly managed nurturing activities. Of course, effective nurturing, which will result in the possibility of providing your salespeople with ready-to-buy leads, requires interactions with hundreds or thousands of leads in general, with the help of appropriate, tempting arguments. Think that most nurturing processes can now happen automatically. In modern marketing, you can use a quick process setup and make them start with a single button. When they finish, you will be informed that the job is done and you will see the results at a glance – your new hot leads with sales-ready status. It’s important to understand that what you gain is the opportunity to create customer relationships that you didn’t know before. It can happen on a massive scale.
Analyze the needs of your leads
All of your leads activities will be analyzed and thanks to that each of them will receive the best possible content. By best, I mean targeted, based on behaviors, personalized and tailored to the specific needs. Your marketing automation tools will ensure that you do not lose any potential opportunity. All recipients of your campaigns will receive (of course, unless they express a strong resignation) several messages, including incentives like white papers or eBooks, as well as reminder messages. Each subsequent message will be sent either when the lead takes a specific action or when a previously set amount of time has passed. It works this way so that every message has the greatest chance to be as valuable as possible to the recipient and reaches him at the most appropriate time. Although nurturing campaigns may seem very sophisticated, the nurturing process details depend on you, and the available tools will help you easily organize and deploy it.
Go to part 2 of the article: How Pardot works? (part 2 of 2)