Salesforce Pardot is a marketing automation tool built on the Salesforce platform.
Pardot is a smarter marketing automation tool that is easy to understand and use and allows you to leverage your Salesforce data in order to maximise your marketing.
There are a number of tools on the market that sync with Salesforce and all of them aim to give you a 360 degree view of your data. The main purpose for a marketing automation tool is to find and nurture leads and close more deals in the commercial world. But Non Profit Organisations are using marketing automation tools to help them engage and attract donors.
Powerful Email Marketing
Powerful Automated Engagements This is my favourite Pardot feature. You can create a journey using the visual nurturing canvas, create some autoresponders for your forms and landing pages , test it using the integrated testing. Schedule the email sending and then forget about it. Pardot will send the emails in the schedule, you can then utilise the inbuilt reporting to see the results.
Intuitive Email Builder enables you to build professional emails really quickly using the easy visual editor. There are some out of the box templates to get you started or you can go to town with custom design capabilities.
Salesforce Native Product
Personally I think one of Pardots main selling points is that it is built on the Salesforce platform, so there is no need for any complicated syncing solutions. This also helps users actually use the system, as it looks and feels familiar to Salesforce. As Pardot is part of the Salesforce brand you also benefit from the security features Salesforce is committed to. Alongside ease of use and security, you also have the commitment to innovation as you do with other Salesforce products. New feature enhancements are constantly being added to the product.
Pardot out of the box reporting, enables you to really dive into your campaigns. You can easily see the ROI on a complete campaign or dive into an individual email to see clicks and opens.
When you connect your favourite tools such as facebook or google adwords you can also see how the customer is interacting with your brand across the different lines of communication.
Einstein is Happy to Help
There are a number of ways in which you can use Artificial Intelligence within Pardot. **Some of these require additional licenses in addition to Pardot**
Pardot Einstein enables you to monitor and analyse data from Pardot and Salesforce and use it to prioritise work for the teams. With enough data behind the scenes, Pardot Einstein shows what types of prospects engage with your assets in the form of straightforward scores and insights.
Pardot Einstein includes;
- Einstein Lead Scoring
- Einstein Behaviour Scoring
- Einstein Campaign Insights
Einstein Lead Scoring finds leads that are most likely to convert based on their persona, this enables you to prioritise leads and focus your efforts, see which fields influence each lead score most. By using machine learning, predictive lead scoring provides a simpler, faster and more accurate solution than traditional rules based lead scoring approaches.
Einstein Behaviour Scoring lets you know when leads are ready to buy based on their behaviour, this enables you to focus on the people who mean the most to your organisation, score prospects on engagement activity, place the Einstein scoring component on your prospect records to see granular, meaningful insights.
Einstein Campaign Insights helps you to optimise your marketing assets and find new audiences by finding similarities among prospects who engage with your campaigns, optimise campaigns and discover new audiences.