According to many business moguls, marketing is business. It allows you to reach out to your target audience and potential customers and connect with them and engage them in a mutually meaningful manner. B2B marketing pertains to one business marketing to many others, and entails a variety of niche marketing strategies and tactics to engage your prospective clientele.
B2B marketing automation and lead nurturing is best taken care of by those who have extensive experience in these niche fields. Salesforce Pardot is a proven CRM-on-cloud application that lets businesses manage and expand their existing market and the share therein using its time-tested management strategies. There is no question on the need for B2B marketing automation and lead nurturing systems, and we take a look at how Pardot, a marketing cloud feature of Salesforce, allows you to do so in a smart and meaningful manner.
To begin with, Pardot lets you unite your sales function with your marketing one, and do so in a mutually beneficial and informed manner. Pardot gives you a central location to manage your B2B marketing projects and report on their success and improvement areas. With Pardot, you can tailor your prospective client outreach through a customized set of tools and solutions across all your marketing engagement channels. And when a client relationship begins on the right note, it is also bound to grow and sustain well in all likelihood.
- Lead generation: It is the act of evoking interest in your business product or service using marketing efforts. Pardot lets you expedite the process without compromising on lead quality, thus improving the lead generation rate for your business.
- Conversion: Any business individual who visits your website or landing page is tracked as a visitor by Pardot, and once they fill the call-to-action form in there, the capture of their contact information leads to conversion of the visitor in to a prospect or a lead.
- Lead nurturing: This stage of the marketing funnel involves Pardot sending workflow based targeted automated or manual messages at pre-specified intervals of time based on the actions performed by a lead. The nature of these messages is also determined by the leads meeting certain eligibility criteria pre-defined and fed in to Pardot by the business.
- Lead qualification: Any business typically has thousands or millions of people and organizations interacting with their marketing function. It’s the job of the B2B marketing function to filter quality leads before the sales function sets out to contact them. Akin to finding diamonds in a mine of coal, this filter process is called lead qualification, and Pardot is adept at handling and automating it in a 360-degree manner. The Salesforce cloud either a score or a grade metric to every individual lead for this purpose. A score indicates a numeric value-based interest of the lead in your product or service based on the actions taken by them in hindsight. A grade is represented by alphabetic letters and indicates how your real leads stands vis-a-vis the ideal one defined by you.
Pardot makes for a great fit into your digital transformation suite when your business model is both web and B2B intensive. It allows you to improve the rate of lead generation and also move them quickly through the marketing and the sales pipeline. It engages leads and business buyers on mutually agreeable terms through personalized dynamic campaigns. Pardot fetches you your true marketing ROI as you happen to understand each step of the lead journey from click to close. Silos become the thing of the past with Salesforce Pardot, as customer experience becomes truly unified with it. Also, it lets you make timely data and information-based decisions and strengthens your account-based marketing strategy.
All in all, Pardot cloud imparts greater stability and sturdiness to your B2B marketing efforts and function. You focus on engaging with the true needs of your prospective clients, as Pardot takes care of the repetitive and mundane stuff for you. Salesforce.com is a premier CRM solutions provider on cloud that offers Pardot as a premier B2B marketing automation and lead management solution.
ABSYZ is a trusted Salesforce partner that has helped organizations unlock the power of Pardot in their B2B processes, campaigns and projects. Our prior experience and expertise in dealing with Pardot consulting, implementation and support can work wonders for your B2B marketing function.
To know more about how ABSYZ has made Pardot work well for organizations in the past and how it can replicate the impact for your business too, contact us.
Let’s talk about the B2B sales and marketing funnel, based on which Pardot cloud automates and streamlines the entire process.