This article is a continuation of the previous part. If you haven’t read it, we recommend starting here: How Pardot works? (part 1 of 2).
Continuing the topic of nurturing leads, it is worth mentioning that thanks to the possibility of customizing marketing processes you can keep in touch with different audiences (new leads, warm leads, hot leads, hesitating leads, opportunities, customers, etc.) and nurture them with various content, e.g. white papers, eBooks, special offers, price discounts, training resources, product overviews and comparisons, infographics, helpful blogs or webinars, event invitations, demos, buyers guides or renewal offers. The options are endless!
Discover all the possibilities
To really take advantage of this enormity of possibilities, you must also know and understand the technical side of the campaign creation process, or at least know the essential features and basic sequence of actions. The main advantage of marketing automation is that now you usually have all the tools you need at hand in one place. These tools will meet all your requirements, that’s for sure. It is said that currently marketers are even overloaded with toolsets and features to choose from, but thanks to choosing the Salesforce Pardot, you will get what is most effective and most worth your attention. You will be able to even do things that until now you could only do with programming code. And you won’t even touch the code! You can easily upload your content and make necessary modifications of it already within your marketing automation system. You can create beautiful landing pages that will attract your recipients. Thanks to A / B testing, you are able to check which landing page version is the most effective and this variant you will eventually deploy. You may add stylish forms to them, enabling you to easily gain lead contact details.
Next level of emails – how Pardot works?
Thanks to advanced email builders, you have the possibility to create email campaigns that you would like to receive if you were the recipient. They will be graphically polished, not intrusive, short and full-bodied, and above all – effective. The information you include in them will be personalized and adapted to the audience that you have previously selected and grouped. You can surprise your leads with dynamic content prepared especially for them. You are able to promote your company, products, and services in social media and organize all your social media accounts in one place. Sending information to the world will not involve logging in to Twitter, Facebook and LinkedIn and manually entering and sending posts or messages. Now you will do it all with almost one click. Also, you can easily monitor your AdWords campaigns. Thanks to their effective planning, your content will be easily found on Google. This way you can engage even more leads to interact with your company. For dessert, you are able to track and compare key metrics of your campaigns, thanks to advanced reporting tools.
Indicators of your success
One of the indicators that should definitely interest you is ROI. Finally, you are able to check the profitability of your company’s operations, both in general and for each individual campaign. If you have been running your business for a long time, you certainly know that assessing the profitability of marketing activities has always been problematic. Now, in just a few seconds, you can receive information on this subject in black and white. Thanks to the very advanced capabilities of tracking the visitors on your website and assigning new lead profile retroactively to the anonymous visitors that have visited in the past, you will know exactly which lead came to you from a specific marketing campaign, who made purchases, who expressed interest in your products or services and who still needs to be encouraged to do so. Think of it as adding a paper note each lead with a written source where he started interacting with your company. You will be able to track his entire journey through the sales funnel, as well as assign the potential revenue to a specific campaign, which will allow you to accurately measure its ROI. Reporting is one of the biggest advantages of automation. Although it is still often underestimated (according to Salesforce, 37% of marketers still do not measure the effects of their work), its possibilities are priceless. Thanks to them, campaign planning and all the future modifications can be so accurate and effective.
Managing marketing activities with traditional tools could often give you a headache. Thanks to all the above features, creating marketing campaigns and performing all related activities will now become a pleasure for you! It’s good to know how pardot works!