6 essential options Pardot brings to your B2B business

Pardot is a solution developed on the best CRM in the world and specially designed for companies with a B2B model. In general, these companies are characterized by a small market but with a high level of specialization. For this reason, Pardot focuses mainly on optimizing marketing strategies in order to generate better and greater potential customers. What does Salesforce offer through Pardot? Read below for more details.

What is Pardot?

Pardot is Salesforce's B2B marketing solution. Through the different tools that comprise it, Pardot helps small and growing companies automatically manage the nurturing, scoring, grading and tracking processes. In addition, it generates more pipelines and aligns the marketing and sales departments with the same objective, giving rise to greater income.

Pardot is an easy-to-use automation platform and, unsurprisingly, having been built on top of Salesforce, it offers very complete integration with the CRM. With that said, let us review the fundamental options Pardot can offer.

Main Characteristics of Pardot

1- Optimized management of potential customers.

With Pardot you can automate important tasks that you spend a lot of time on, such as lead assignment, lead nurturing, and lead scoring. Through triggers that you define with personal content, your emails can be automatically sent to potential customers most interested in your products.

2- Smarter lead generation, allowing you to:

• Create very attractive landing pages using the Landing Page Builder, which you can integrate into your marketing and sales flows.
• Create smart forms quickly with the drag-and-drop builder and collect information from your visitors whenever necessary. You can even use this information later to compose their profiles.
• Market on multiple social media platforms and track prospects' interaction with them, in a simple and measurable way.

3- E-mail Marketing.

This is one of Pardot’s main strengths and an option widely used by users due to the many possibilities it offers. Using Lightning Email Builder (a new interface that currently coexists with the classic one) you will be able to create, edit, and send or schedule sending emails automatically, quickly, and intuitively. In addition, with the automatic segmentation function you can target your ads according to the interests of your potential clients. To accomplish this, you have predesigned templates that adapt to any device with the option of using your own designs.

4- Perfect alignment with sales.

You will receive alerts through your different devices every time a prospect of interest interacts with your online campaigns. Thanks to activity tracking, you can have a detailed history of your customers' interactions and you will be able to get closer to their interests. And, in addition, the excellent integration with the CRM allows you to easily check the economic results of your marketing campaigns.

5- Insightful ROI reports

Measure the results of your campaigns by linking the marketing efforts with "closed leads" or sales results. Get reports of customer life cycles, based on interactions through emails, the number of clicks on your content, and the elements that have attracted the most attention.

6- Artificial Intelligence (AI).

Pardot Einstein processes all the data available in both Salesforce and Pardot and shows you what types of prospects interact with your products most often. It also offers Einstein Behavior Scoring, a functionality that, once activated, will rate the identified prospects whose behavior suggests they are ready to buy. With the use of AI, you can significantly boost lead scoring, optimize your marketing assets, and discover new audiences.

One way to get started with Pardot's main features in a short amount of time is through a quick package. Quick Start Packages constitute a way to enter in the Salesforce world quickly and generally include training and best practice guides.

A Pardot Quick Start Package represents a deployment of their core capabilities and lays the foundation for scaling the use of Salesforce as needed.

Pardot is an excellent marketing automation solution for B2B companies. It is the smartest on the market and can help you grow your business, connect with potential customers, and interact with established ones. Being able to implement Pardot would be a great boost for your company.

Rene Garcia is the co-founder and managing director of SkyPlanner, a Salesforce Consulting & AppExchange Partner based in Miami, Florida.