Everyone might be aware of what Salesforce is. Well, if not, then we are here with a definition. Salesforce is a leading cloud-based organization providing Customer Relationship Management software solutions. In the introduction, it has been mentioned that its cloud-based users might think what the cloud by Salesforce is. So basically, clouds in Salesforce are tools and services provided by Salesforce, which are fifteen (15) clouds in number. The major six are Sales Cloud, Marketing Cloud, Commerce Cloud, Service Cloud, Experience Cloud, and Analytics Cloud.
And today, we are focusing on a section of the Marketing Cloud, Pardot. While Salesforce Marketing Cloud is more inclined towards serving B2C companies, Pardot is specific for B2B organizations.
After this overview of Salesforce and Pardot, it’s time to jump into 15 FAQs which answer various questions one might have in their mind regarding Pardot.
You must have got an idea about Pardot by the introduction of what Pardot is but still, there are some gaps so let’s cover them. So we are aware there are basically two forms of organization B2C and B2B. Marketing Cloud automation solutions focus more on B2C Companies and Pardot automation solutions align more with the requirements of B2B organizations enabling marketers to identify their potential target group of customers and communicate with them in the right way at the right time.
We have seen what Pardot is and how the Marketing Cloud and Pardot have a basic difference, even though they work over the same cloud theme: Marketing. Now comes the most important query; what is the benefit of working using Pardot. It acts as a middle wall between known prospects and Salesforce CRM Data. It does not let businesses lose customers just because the customers are not “ready to buy” at the moment by keeping the conversation with them always active with constant email marketing, behavioural tracking and data capturing.
Pardot’s Intuitive Email Builder is beneficial as it allows users to build professional emails with custom designs in just a few clicks. It even has the great functionality of track recording ROIs, allowing users to view and analyze campaign performances with dashboards customized as per their requirements.
Pardot has various beneficial features, and they are listed below. These features can be used according to the business requirement and architecture.
Pardot is a Software as a Service (SaaS) that couples and works seamlessly with Salesforce’s CRM. Therefore, we can say that it is a B2B Marketing automation solution that uses CRM ID (Salesforce Lead/Contact ID).
If an organization functions with a B2B architecture/business model and they wish to identify their prospective customers who have high chances of getting converted as their actual customers, that’s when Pardot is required as its Intuitive Email Builder. Other marketing analytics and data capturing tools help businesses capture target audiences easily and convert those leads to customers.
Salesforce and Pardot are built up with varied authorization and sharing models. Since Pardot works on Salesforce Lead/Contact ID, it can be integrated with Salesforce Person Account record types where data is shared via Salesforce-Pardot connector using the connector user. Additionally, importing prospects into Pardot syncs them with Salesforce. Else, organizations with both Salesforce and Pardot enabled can use Pardot to pass the Marketing Qualified Leads to Salesforce.
Salesforce Pardot is a marketing automation tool. Hence, to learn Pardot in-depth, one should be thorough with Salesforce Marketing Concepts and the basic automation tools provided by Salesforce. One can learn Pardot by going over Trailhead, a free website serving all knowledge about Salesforce practices. Users can refer to Trailhead for a start and dive into Pardot’s depths to learn more.
Pardot is well known as a B2B marketing solution tool. Salesforce acquired it in 2013.
One can adopt Pardot even though they don’t use the whole of Salesforce’s Platform. Salesforce Pardot has four plans offering marketing automation plans, mainly named Growth costing $1,250/month, plus costs $2,500/month, Advanced costing $4,000/month and Premium costing $15,000/month.
Implementation of Pardot requires the proper creation of a blueprint aligning with all the requirements so that there won’t be any hurdles after setup. Salesforce admin should install Pardot AppExchange and then enable Pardot over Marketing Setup. After enabling Pardot to set up the Salesforce User Sync, an admin is to be assigned.
Users can refer to the Implementation Guide to set up Pardot to have a detailed idea of how Pardot can be implemented in organizations.
Yes, Pardot has an API named as Pardot API. Pretty obvious name isn’t it! Pardot API allows users to extend functionalities and features of Pardot to platforms and automate workflows. In addition, Pardot API gives access to data in Pardot, including prospects, visitors, activities, opportunities etc.
Salesforce Pardot Connector synchronized records for objects between Pardot and Salesforce. It works on Prospect and opportunities data transferred between Salesforce and Pardot.
Salesforce Sandboxes are like playgrounds for developing and testing functionalities before deploying them to production. Therefore, functionalities comprising Pardot require Pardot to be connected to Salesforce Sandbox. These are the steps to connect Pardot to Salesforce Sandbox:
Open the Connector page on Pardot.
In the Lightning app, select Pardot Settings and then Connectors.
Pardot custom objects amplify marketing automation as they are just the way we sync data from Salesforce custom objects to use in Pardot for automation & segmentation. We can map up to 4 custom objects by default in Pardot accounts with Advanced edition. For the Plus edition, these are available at an additional cost.
Pardot allows multivariate testing to test the effectiveness of different landing pages, which isn’t available in Marketo. Moreover, Pardot allows the creation of unique and customized forms for every campaign or landing page, whereas Marketo has concepts of Global forms and Local forms, which restrict usability.
Moreover, features like personalized messages for email marketing, SMS Marketing with configurable settings and offers a mobile template, and Lead Management are some aspects which make Pardot stand in a lot better position in demand than Marketo.
Pardot is key to all marketing and marketing management problems of businesses. It is a platform drenched with various features for automating marketing activities and analyzing and managing leads.
And setting up Pardot is not as complex as it looks. All Pardot needs is a thorough exploration and a team of certified B2C Salesforce Marketing Cloud Developers who can use their knowledge to utilize Pardot at its best for businesses. Cyntexa is an approved and highly potent Salesforce Pardot Implementation Partner. It is thus equipped with a team of certified B2C Salesforce Marketing Cloud Developers to help organizations grow to heights of success by leveraging Pardot at its best.