In general, the marketing automation toolsets are made to increase the sales cycle efficiency and to boost the revenue of the companies that use them. Salesforce Pardot is a smart and useful tool, but quite specialized. It helps a lot to create productive advertising campaigns, provides efficient lead nurturing, qualification, and management, but the whole Salesforce Ecosystem can give you much more. The entire Salesforce has been designed so that its individual elements “understand each other” well, and the flow of information and data between them is flawless. Thanks to this, one department of your company has real-time access to data from another department. Thus, their cooperation is fast and seamless. Now it’s time to learn some integration basics.
Integration basics: data flow
When can data exchange between different departments of your company prove profitable? Take, for example, the marketing department and sales department. Thanks to the integration of Salesforce tools, your employees can manage their interactions with prospects and their marketing campaigns within one central platform. Think about how much more effective the sales process may be when your sales reps know the lead’s preferences. It allows the rep to understand better what the lead cares about, what his preferences are, and therefore choose the appropriate sales methods. Pardot is a tool created for the B2B sector, and this sector follows its own rules. Each client requires an individual approach, has different needs, and various types of approach should be applied to him. This is mainly due to the fact that each company has a different specialization. Thanks to the integration, marketing, and sales activities can take place simultaneously and maximally support each other. The marketer knows when it is the best time to pass the lead to a sales rep, and the sales rep sees what kind of incentives and when the lead had received. It is also a benefit for the lead himself, who is not being attacked continuously by the marketing and sales incentives.
Integration means better tracking of your prospects
When marketing and sales are in sync bi-directionally, they are like one team. This kind of alignment lets your employees track all the activities made by their prospects, therefore, deploy more relevant marketing assets with the right timing. Tracking the prospects contains all potential touchpoints, including visits to the websites or landing pages, completing the forms, content downloads, or social media interactions. This is possible even when the prospect is still completely anonymous, i.e., it has not left any contact details yet. Salespeople may easily access essential insights about the customer without interrupting their workflow. They don’t have to do it manually, because thanks to real-time alerts, they can be automatically informed when a prospect shows buying signals, becomes hot and seems to be ready to contact with a sales rep.
Such notifications can take any form – e.g., via email or push notifications within the Salesforce1 mobile app. Through the Salesforce1 app, it is possible to make most of the activities that your employees gain access to through Salesforce. Another benefit of integrating Salesforce tools is the fact that your sales reps can directly send their clients mini-campaigns if only marketing approves them. Sometimes the sales process requires additional action, even though the prospect is hot. This possibility given to salespeople significantly facilitates cooperation with marketing and reduces the need for unnecessary contact between the two departments to a minimum. Each update to a record in the sales CRM is also recorded automatically in the marketing automation system and vice versa. This allows your marketers and sales reps to always be on the same page.
In addition to the above, you, your company, and your employees, thanks to integration, can fully use the potential of Salesforce AppExchange, which is a collection of thousands of applications that can meet all the needs that will arise on an ongoing basis. You can also check how marketing efforts translate into earned money at any time and make sure everything is on the right path. Now, you are familiar with some most important integration basics.