Marketo to Pardot Migration - Case Study

Marketo Pardot Integration: Optimizing Marketing Campaigns Boosts ROI by 40%

May 27, 2021 eye-glyph 78
Industry
eCommerce
Products
Salesforce Pardot
Services
Salesforce Integration Services
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About the Client

Our client operates a premier wholesale eCommerce platform specializing in electronic goods and workspace accessories. With a robust online and physical store presence across the USA, they have established themselves as a prominent player in the market. Leveraging the power of integration, they seamlessly connect Marketo with Salesforce to enhance their marketing endeavors.

Through personalized email campaigns, our client engages their customer base with enticing discounts and encourages newsletter subscriptions. The newsletters, in turn, serve as a valuable source for disseminating updates on new product launches and other relevant industry news. This synergistic approach strengthens their brand presence and fosters meaningful connections with their diverse customer demographic.

Challenges 

The client faced several challenges hindering the business growth in terms of customer satisfaction, ROI on marketing campaigns, and more.

Firstly, the client faced difficulty accessing data due to a lack of synchronization between the online and physical storefronts scattered across the USA. As a result, they were juggling between two platforms to respond to customer inquiries.

Secondly, drafting emails that resonate with diverse audiences is another challenge, increasing email bounce rates and losing customers.

Lastly, knowing consumer behavior and marketing trends were the challenges the client finds crucial and challenging. Yet, amidst these challenges lies the opportunity to overcome hurdles and innovate and redefine the wholesale eCommerce experience for electronic goods. 

It’s a journey that requires a keen understanding of the nuances, a proactive approach to problem-solving, and an unwavering commitment to delivering excellence in the face of adversity.

In summary, the client was facing challenges in: 

  • Difficult for sales reps to predict consumer behavior
  • Sending personalized emails to prospects that convert
  • Tracking marketing campaign performance

Solution

We carefully considered the client’s challenges and successfully implemented Pardot integration with Salesforce to address specific pain points. This integration empowers sales representatives to track received and sent Pardot emails directly within the Salesforce platform.

By seamlessly integrating Pardot, we have simplified the process of email communication. Sales reps can now send personalized Pardot emails without switching between platforms, streamlining their workflow and enhancing efficiency.

Moreover, we enriched the database by uploading prospects’ data and introduced custom features like “Mailable Prospects” in Salesforce. This customization facilitates the targeted sending of emails to unique prospects, leads, and contacts.

To enhance user experience, we migrated all data from Marketo Design Studio to Pardot. This ensures a smooth transition for utilizing pre-defined custom email templates, campaigns, and landing pages. Sales reps can now seamlessly execute personalized campaigns, employ scoring email designs, implement custom redirects, dynamic lists, and more, all within the Pardot environment.

The integration extends further by enabling sales reps to create trigger-based tasks in the Pardot Engagement Studio. This functionality provides oversight into actions performed and campaign performance, offering a clear roadmap for identifying areas of improvement and fostering revenue growth. The holistic integration of Pardot with Salesforce marks a significant stride towards optimizing our client’s marketing and sales operations.

Testimonial

“Excellent communication and seamless data access are the keys to making our business thrive in the competitive market, and Cyntexa is genuinely a game changer for us. Their expertise improves the performance and helps us expand the customer base.”

Benefits

  • Easy access to client emails on Pardot within Salesforce
  • Crafting email would be easier with pre-defined templates
  • Improved productivity by reducing switching between platforms
  • Maximizing return on investment in marketing campaigns
  • Unifying the data related to the same lead
45%

Boost in campaign and email performance by

60%

Improvement in Sales reps productivity by

40%

Rise in customer engagement by

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