Starting with just a few players, the Marketing Automation Industry has come a long way. Now, more than 200 Marketing Automation Platforms (MAPs) are competing for market share--and for your business.
Of all the MAP tools, Pardot is gaining ground due to its easy-to-use features/interface and, most importantly, the Pardot-Salesforce merger.
Pardot and Salesforce team working together ensures that customers will be using cutting-edge marketing technology. Pardot customers have seen a 34% increase in sales revenue and a 37% increase in marketing campaign effectiveness since the Salesforce merger, largely driven by integration and cross-functionality.
1. Pardot Site Search
2. Lead Grading
3. Automation Rules
4. Completion Actions
5. Dynamic Lists
7. Progressive Profiling
8. CRM Integration
Pardot Site Search:
Pardot can seamlessly integrate with third-party site search like Google custom search and provide reporting on search queries visitors are looking for. For example, if a customer types “pricing” into your site search, that can be used as a strong signal of intent to purchase.
Pardot has an industry-leading grading and scoring feature for lead qualification. Grades are based on explicit information like position and company size, while scoring is based on specific actions taken like form submission and email opens.
With the automation rule, Pardot will perform certain marketing and sales activities based on specific criteria. A user submitting a form can be used as a rule that triggers for them to receive a series of marketing emails.
Automation rules also have unique functionality like in segmentation rules, completion actions, and prospect table actions and are the best used in certain scenarios.
Completion actions are pre-configured automation rules that can allow you to rapidly develop automated actions. These can do things like assign tags to prospects or add them to specific lists.
Dynamic lists are rule-based lists of prospects that automatically update as prospect data changes. You can't add or remove prospects manually -- instead, you set up list rules and Pardot automatically adds matching prospects and deletes them when they no longer match. You can create lists and keep them up to date without any additional effort.
Tags are used for sorting and filtering data and reports. Tags are a lightweight, flexible, user-driven taxonomy and every asset in Pardot can be tagged with one or multiple keywords or phrases. This way you can categorize, group, and find items in whatever way makes sense for your business.
Progressive Profiling allows marketers to progressively collect more information on a prospective buyer over time. Through the use of dynamic forms and lead capture mechanisms, you can build a full profile of each individual.
Pardot seamlessly integrates with Salesforce. If you don't use Salesforce, there are other options which may allow you to integrate your CRM with Pardot.