5 Tips to Get the Most out of Your Pardot Campaigns

85% of B2B marketers using marketing automation platforms don’t believe they are using them to their full potential.

Pardot, a B2B marketing automation platform by Salesforce, is rated highly for usability and setup when compared to its competitors Marketo, Oracle Eloqua and Act-On on G2Crowd. However, as with any other marketing automation software, Pardot can be complicated for the best marketing user. Get the most out of your Pardot instance with these 5 tips:

  1. Expand on your drips without overcomplicating: You might have focused on one or two drips already, but to expand your reach make sure you are messaging prospects throughout the entire customer lifecycle. Consider creating a post event drip to continue your engagement with new leads after tradeshows, or a renewal drip for current customers who need to renew their contracts with you. These automated messages will save you and your team time, while making sure no one is forgotten. Utilize Pardot’s Nurturing Lab for more examples and tips and look for more information from Pardot on the Intelligent Engagement Studio, which is scheduled to be released this year.
  1. Optimize with A/B and Multivariate Tests: Testing your landing pages and emails allow for optimizations based on actual data derived from prospect activity. Using Pardot’s multivariate testing functionality you can test different aspects of your Pardot landing pages and forms. You can also conduct simple A/B tests to make sure your landing pages are finely tuned to maximize conversions. Testing is often put to the backburner when marketers are busy with other initiatives, but it’s important to remember that every time your conversion rate increases, your cost-per-acquisition is lowering. Learn more about multivariate testing here.
  1. Personalize with dynamic content: After gaining profile information on your prospects through progressive profiling, which allows you to display new form fields based on the profile information you already have collected on them, it’s important to utilize their information. Dynamic content is the best way to customize email and landing page content based on your prospect’s data. For example, you could use dynamic content on your case studies page to highlight the most relevant content based on each viewer’s industry. This will allow for more targeted messaging and will reduce the amount of time that a prospect must search for relevant information before becoming a closed deal.
  1. Connect paid, event/webinar and social efforts: Having a cohesive marketing strategy on acquisition and retention marketing efforts is a difficult task for many B2B companies. Bring those efforts together with Pardot connectors which allow third party applications to sync with Pardot. The webinar, social media and other connectors (like Google AdWords and Google Analytics), allow you to use activity from these platforms to trigger additional messaging, report on prospect activity across platforms, deem a lead sales ready with lead scoring changes and more.
  1. Get your Sales Team’s buy-in: Sales and marketing alignment is not a new concept yet many still struggle
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    because of misalignment of goals and disconnected tools. Sales Cloud Engage is an exciting new Pardot feature that makes alignment easier. This Pardot tools allows your sales team to access a real-time feed of assigned prospect activities on their mobile app or desktop, add or remove prospects from campaigns without accessing Pardot, and track sales messaging for trends on date sent and time opened. For more information on sales and marketing alignment, look for upcoming Pardot webinars.

Interested in marketing automation and B2B marketing? Read our blog on 5 tips for successful marketing automation integration.

About Jennifer Hageman

Jennifer Hageman is a marketing automation strategist at Fathom. She is a graduate of The University of Akron with a bachelor’s degree in public relations. She currently works with Fathom’s manufacturing team assisting clients with their email and marketing automation efforts. Outside of work she enjoys traveling, hiking and whitewater rafting.

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