Complete Guide To Salesforce Pardot

March 31, 2023 | visibility 1878

Table of Contents

As a business, we desire to make the most out of our marketing efforts by taking the initiative to nurture our prospects.

From lead to prospect to customer, the marketing, and sales team need to engage with customers in a targeted and personalized way.

This involves a significant amount of time and effort, which organizations are unable to devote. Fortunately, B2B marketing automation tools such as Salesforce Pardot can help here.

Salesforce Marketing Cloud Account Engagement (formerly Salesforce Pardot) optimizes the team’s productivity while expanding marketing efforts and boosting sales.

This is just a brief of what Salesforce Pardot can do. This blog will present you with a complete understanding of what Salesforce Pardot is, its benefits, and how you can integrate it into your business to automate your sales and marketing efforts.

So, let’s get started.

What is Salesforce Pardot?

Salesforce Pardot is currently known as Salesforce Marketing Cloud Account Engagement.

what is salesforce pardot

It is a B2B marketing automation tool with a full suite of functions that help businesses increase sales.

Salesforce Pardot bridges the marketing and sales gap by providing a single source of truth and streamlining customer communications. Furthermore, Salesforce Marketing Cloud Automation Engagement is a fully configurable platform that allows businesses to customize it according to their needs.

The Salesforce Pardot platform allows businesses in the B2B sector to build more sophisticated, data-driven automation to boost sales.

Core Features of Salesforce Pardot

Let’s develop a broader sense of Salesforce Pardot and its features for your business:

Features of Salesforce Pardot

1. Holistic View of Cross-Channel Journeys

Customers’ journeys across multiple platforms must be understood by marketing teams for better ROI and customer satisfaction.

The discrepancy between different platforms makes it difficult and time-consuming for marketing teams to consume and comprehend the data. Pardot takes the leadership at this point.

Pardot provides cross-channel journeys and relevant content to customers to increase engagement which helps businesses win more customers.

2. Lead Generation and Management

Pardot offers a suite of tools to help businesses generate and manage leads through landing pages, forms, social media, etc.

Marketers can easily create visually appealing & intuitive landing pages, forms, and campaigns with Salesforce Pardot.

Landing pages and forms are not only visually appealing but also automatically configured to capture leads and notify you when they are engaged. Moreover, Marketing Cloud Account Engagement grades and scores lead, enabling them to be prioritized.

3. Email Marketing

Email marketing is an effective and powerful tool for businesses of all sizes to communicate with customers.

Using Salesforce Pardot, businesses can gain a deeper understanding of prospects’ activities and interactions. This information can be used to build personalized email marketing campaigns.

The platform is also equipped with an intuitive email editor to help marketers create attractive emails that will catch customers’ attention. A/B testing is also available to ensure your email lands in the recipient’s inbox and resonates with them.

With email automation, marketing professionals can automate email delivery based on various parameters, including time and prospect activity, to save time and effort.

4. ROI Reporting

In every investment we make, there is an expectation that we will create maximum value for our organization, and marketing campaigns are no exception to this. Return on Investment (ROI) is a highly effective metric used to evaluate the effectiveness of an investment.

Pardot Salesforce connects your marketing back to ROI by using predictive analytics as part of the B2B Marketing Analytics Plus solution. Marketing professionals can analyze the performance of marketing campaigns by channels.

5. Social Media Marketing

Social media is becoming one of the most popular marketing tools as a result of its increasing popularity each year. Statistics from Statista estimate that by 2023 there will be 4.89 billion social media users worldwide. Businesses can take advantage of the growing social media usage around the world to connect with potential customers with Pardot Salesforce.

Pardot can be easily integrated with popular social media platforms like Facebook, Twitter, Instagram, etc. The integration allows businesses to identify the platforms their target audience uses most frequently, what content they prefer, what time of day they are most active online, and more.

Marketing professionals can use these insights to create marketing campaigns that will most likely attract customers. Salesforce Marketing Cloud Account Engagement can automate social media marketing activities, allowing marketers to focus instead on more important tasks.

6. Marketing and Sales Alignment

Although the marketing and sales team work towards the common goal of increasing revenue and growth for the business, misalignment between them is more prevalent among the organizations.

Marketing and sales departments benefit from Salesforce Pardot’s collaboration tool that allows them to communicate and work together. From lead generation to lead winning, a unified sales process can be achieved by integrating marketing and sales teams.

A unified system will also make all information necessary to function readily available, resulting in greater productivity.

7. Account-Based Marketing

Business marketing aimed at a specific group of customers is known as account-based marketing. The process involves creating customized marketing campaigns that engage each client.

Account-Based Marketing (ABM) is one of the most efficient strategies for B2B companies to increase their portfolios of high-value customers.

Salesforce Pardot is equipped with an Engagement Studio that makes it easy for account-based marketing. Engage Studio allows you to decide who will receive your emails, what they will receive, and for how long you will send them.

8. Pardot Einstein AI

Einstein AI by Pardot automates, integrates, and speeds B2B marketing by predicting customer journeys, segmenting intelligently, and allowing programmatic advertising to react right in real time to the audience’s needs. 

Einstein AI analyzes Pardot marketing automation data and makes predictions to assist marketing and sales.

A lead scoring system will enable the sales team to prioritize leads according to their prospects for conversion. By assessing the leads based on how well they meet the company’s conversion criteria, Einstein AI scores them.

In the process of creating behavior scores, artificial intelligence provides marketers and salespeople with information about the moment a prospect is ready to make a purchase. With AI providing insights into marketing campaigns, organizations can amplify their marketing efforts to ensure maximum reach and conversation rates.

You can check here in detail How Pardot AI Can Boost Email Engagement.

Consult Pardot implementation experts

How Salesforce Pardot Can Elevate Your B2B Digital Marketing Strategies?

Now, that you have an understanding of what is Pardot in Salesforce, let us move forward and learn how it can boost your B2B marketing and sales to become more effective;

1. Generating High-Quality Leads

This is one of the most significant benefits of integrating Pardot in Salesforce. The system aligns the marketing and sales teams by allowing them to see the same shared view of customers.

The marketing team would be able to identify high-quality leads and attract them with this unification. Using lead scoring and grading capabilities, the sales team can shift its focus to prospects most likely to purchase.

2. In-Depth Analysis of Audience Behavior to Increase Conversion Rates

Successful marketing is about knowing your customers and adjusting your marketing efforts based on their needs.

The Salesforce Pardot thoroughly analyzes prospects’ activities, such as when they’re most active, the progress they made between sales calls, etc. Prospects feel valued and more likely to become customers when salespeople respond proactively.

3. Efficient Tracking of Marketing Campaigns

Marketing Cloud Account Engagement allows you to keep track of your marketing campaigns. Your campaign’s success can be determined by tracking how many visitors become customers after engaging with your campaign.

Having all the data related to marketing campaign performance allows you to fine-tune the campaigns for better results.

4. Pre-Built Templates for Forms, Emails, and Landing Pages

By using Marketing Cloud Account Engagement, it is easy to create dynamic personalized forms, emails, or landing pages without knowing any code thanks to pre-built templates.

Industries That Can Benefit From Salesforce Pardot

Most industries that seek to automate marketing and sales processes can use Salesforce Pardot. The following is a list of a few industries that can gain the most from the Salesforce Pardot platform:

Benefits of Salesforce Pardot for Different Industries

1. Technology

Customers’ demands and technology are rapidly changing in today’s fast-paced world. A company in the technology sector must provide better customer support to maintain its competitive advantage.

The Pardot Salesforce platform brings all of a company’s sales, service, and marketing teams under the same roof, allowing tech companies to increase their competitiveness.

A unified organizational structure can make account-based marketing highly effective, boosting revenue along with tech companies.

The Salesforce Marketing Cloud Account Engagement also helps tech companies understand how their marketing campaigns are performing and how their customers are engaging with them. Marketing teams can send the most engaged prospects to sales by seamlessly passing information back and forth.

2. Financial Services

Besides bringing sales, services, and marketing together, Pardot enables finance institutes to automate their marketing activities. Salesforce Pardot automates banking functions, like tracking borrower behavior, managing web forms, tracking websites, and generating leads using social media.

3. Manufacturing

Manufacturing companies can market effectively with Salesforce Pardot since it generates leads, nurtures them, and exposes them to new, novel marketing channels.

Lead scoring and lead grading help to identify high-quality leads and segment them for marketing & sales teams. Pardot Engagement Studio can help in seamless lead nurturing.

Having mobile-optimized forms makes it easy for manufacturing companies to capture leads at trade shows. Automation rules in Pardot allow routine tasks to be automated quickly and easily, ensuring no lead is missed.

4. Communication & Media

Salesforce Marketing Cloud Account Engagement occupies a key place in the communication & media process because it allows the B2B and B2C outreach to be integrated through the Marketing Cloud. A personalized experience can be created for customers and advertisers using Engagement Studio’s automated nurture campaigns.

Salesforce Marketing Cloud Account Engagement’s AI can help to score systems prospects so that marketers and sales teams can find the most engaged prospects quickly.

5. Healthcare

Advances in technology have enhanced the efficiency of the healthcare industry. B2B marketing automation tools like Pardot integrated with Salesforce can streamline the marketing operations of the healthcare sector as well.

Both payers and providers can benefit from personalized connections, enabling healthcare institutions to build productive partnerships. Monitoring your marketing campaigns and optimizing them following customer needs will help you get the best return on investment.

How To Integrate & Automate Sales and Marketing Processes with Salesforce Marketing Cloud Account Engagement?

Salesforce Pardot Implementation Process

Pardot is an all-in-one solution for B2B marketing automation that can be integrated across a variety of industries to unlock greater sales success. Sales teams with access to granular customer data and marketing-curated content are more likely to close deals faster.

A Salesforce Pardot implementation is a big decision and requires a great deal of research and planning beforehand to ensure it precisely meets your B2B marketing needs. To get the most out of Salesforce Marketing Cloud Account Engagement, you must familiarize yourself with the Pardot Setup Implementation Guide, which helps you determine the best course of action at every step of the implementation process.

Salesforce Marketing Cloud Account Engagement Pricing

There are four different pricing models for Marketing Cloud Account Engagement, so it can be affordable for any size of organization:- Growth, Plus, Advanced. Premium.

Pardot pricing plans

  1. Growth: Pardot’s Growth plan, which costs USD 1,250/month, makes getting to know it easy. This plan gives you access to basic features, like lead generation, qualification, and management.
  2. Plus: Pardot Plus plan gives you access to all of the features of the Growth plan. Furthermore, it allows you to create unlimited forms and landing pages, which were limited to 50 in Growth for USD 2,500/month.
  3. Advanced: This plan gives you access to all the features of the Plus plan., as well as Salesforce’s Einstein AI, which gives you access to Salesforce’s lead scoring, behavior scoring, and campaign insights feature. As for the pricing, it will cost you USD 4,000/month.
  4. Premium: This plan provides access to all the features of the advanced plan as well as some enterprise-friendly features like customized customer service. Your monthly payment will be USD 15,000 for this plan.

It is up to you to determine which Salesforce Pardot pricing model is best for your business based on the needs you have. With the Growth plan, you can experience all the great features of the Marketing Cloud Account Engagement tool at a lower price.

Salesforce Implementation Partners

Final Take

Its robust feature set, flexible report capabilities, and customizable functionality make Salesforce Pardot a leading B2B marketing tool. The Salesforce Pardot implementation process consists of several complex steps. A Salesforce CRM integration services provider can help you execute these steps more efficiently. Partnering with a team of Salesforce Pardot experts available at Cyntexa you can seamlessly integrate the Pardot into your business process.

Still, have a question about Salesforce Pardot. Contact us and we will show you how Pardot can unlock the way to unify the greatest capabilities of sales and marketing.

Frequently Asked Questions

In 2013, Salesforce acquired Pardot for $2.5 billion with the aim of adding more functionality to the company's customer-centric sales and marketing efforts for B2B companies. In 2022, Salesforce renamed the Pardot to Salesforce Marketing Cloud Account Engagement.

Pardot is a B2B marketing automation tool that is primarily designed to be integrated with Salesforce, therefore you won’t be able to use Pardot without using the Salesforce CRM platform.

When Pardot prospects and Salesforce leads/contacts are connected, Pardot and Salesforce are synchronized every 2-4 minutes to keep up with all the changes taking place.

A superficial comparison of Salesforce Pardot and Marketing cloud reveals some similarities. Both serve the primary purpose of marketing automation. Pardot is typically a B2B marketing automation while Marketing Cloud is best suited for B2C.

Salesforce Pardot connector is used to integrate Pardot with third-party tools. You can now access information about your prospects that you have gathered using third-party tools within Pardot thanks to this integration.

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