Optimise Your Salesforce Pardot and Know How to Get Returns from B2B Marketing Automation - TransFunnel Consulting

Pardot marketing automation platform guides your business with targeted strategies on email automation, campaigns, lead generation and management. The SaaS marketing automation software automates common marketing tasks such as website tracking, search engine optimisation, social marketing, lead generation and more.

With a spectrum of Pardot consulting services nurturing the campaign segmentation, it syncs aptly with the customer relationship management solution of Salesforce, offering a performance edge. Therefore, while performing inbound marketing in the B2B marketing automation landscape, it becomes ideal to optimise Salesforce Pardot.

Optimising Salesforce Pardot marketing automation would enable clients to buy from the brand, align the inbound marketing tasks with sales goals and ensure personalised & targeted marketing communication across all relevant channels.

Optimising the Salesforce Pardot

• Leverage the data that is filled in the lead capture to create personalised and dynamic content for every prospect. This information can capture the customer base across all assets, such as the company's official website, landing pages, auto-responses, emails and so on. This strategy becomes a key enabler for efficient and effective customer engagement.

 

• As you learn more about your prospects, progressively profile them using the information and knowledge. This can identify how your prospects can be targeted in a better manner through personalised content.

 

• Using the Pardot marketing automation tool, you can gain insights and visibility into the engagement level of your customers across all the social media channels. This will determine the following steps you can take to identify your ROI on the marketing campaigns. Marketers can use Salesforce Pardot to identify, monitor, analyse and enhance prospect engagement by leveraging the engagement history dashboard. In addition, a built-in AI engine can also offer valuable insights to enhance your campaigns and understand how to get returns from your B2B marketing automation.

A basic Salesforce process constitutes, finding new leads, converting them to sales and keeping or increasing the customer revenue. This incorporates three stages of the universe to lead, lead to customers and more customers. To get returns from B2B marketing automation, it becomes vital to improve the key metrics at each stage of Salesforce marketing automation.

Moreover, marketers must focus on the areas of the most significant impact, such as a conversion bottleneck and subordinate the metrics of each stage to meet the end goal. This expects a marketer to walk through each step of salesforce Pardot marketing automation and implement the following-

Stage 1: How to get more leads

Getting more leads for your brand is the most vital aspect of Pardot marketing automation. But while your Salesforce is engaged in devising strategies, you must include the most important question - How?

In a typical B2B marketing landscape, most leads come from inbound sources, which can be partners, relationships, referrals, etc. Therefore, to obtain more leads, you must focus more on inbound marketing such as ad funnels, blogs, demos, free trials, consultations and more.

Stage 2: Building a brand that brings referrals

The majority of the leads fall in the category of unqualified leads, which tend to frustrate marketers. Not only does this major section of unqualified leads clutter the system but also reduces trust in the Salesforce marketing automation tools. However, it is recommended to not delete these leads. Such unqualified leads are termed as promoters that might come to use when you wish to promote your brand and get referrals, by not making many efforts. These are the ones who are somehow interested in your brand and can prove to be potential leverage in the long run.

Stage 3: Creating sales-ready leads

Following up from stage 2, these potential buyers in the long run can be nurtured through your Pardot marketing automation tool. You can send these leads personalised drips, use social media retargeting, implement hot-lead detection ruleset, automate follow-up and create inbound sales.

Stage 4: Improving your win rate

Your biggest ROI as part of the marketing automation assessment is closing deals. The Pardot marketing automation can perform this task by providing valuable information, checking on the leads regularly, nurturing the stalled deals and building retargeting campaigns across social media channels.

As part of your optimising Salesforce Pardot automation for increasing ROI, you must be ready to leverage the array of functionalities the tool presents. Your perfect blend of using marketing tools, storytelling and marketing to inbound, will make your target audience interested in your products and services. 

 

At TransFunnel, we leverage the technical and strategic support from our golden “Marketo Expert Consulting” to help you build a marketing roadmap. Along these lines, the performance would be measured based on the revenue generated and not just the Marketing Qualified Leads (MQL) delivered. Our marketing automation tools and the team of certified Marketo CRM experts will look at your current marketing tech stack and prepare a detailed plan to achieve results. During the roadmap development exercise, we as your marketing automation consultant will work closely with your marketing and sales teams, define performance metrics, document current processes and build the delivery plan for new processes.