The fusionSpan Blog

What is Pardot?

Author Image
By Stephen St. John |April 13, 2022
MarketingMarketing Automation

What is Pardot? Or what is Marketing Cloud Account Engagement? (Pardot’s new name)

In today’s digital world, all organizations realize the need to have robust Marketing Automation Software. Marketing automation software allows you to automate your marketing processes, streamline workflows, and track campaign results. In addition, it can serve as a central marketing database, allowing you to provide tailored, segmented, and timely marketing to your customers.

Marketing automation software can assist you in determining the effectiveness of a campaign as a whole. There are several software solutions out there, but Salesforce Pardot (or Marketing Cloud Account Engagement – as Salesforce renamed their product) is one of the most popular. So, in this blog, we are taking a closer look at one of the best marketing automation tools available in the market, Salesforce Pardot.


What is Pardot/ Marketing Cloud Account Engagement?

Pardot is a lead-generating and nurturing system. It is a Salesforce solution that allows businesses to analyze and assess the efficacy of their communications, acquire insight into user behavior, and tailor content across campaigns depending on a variety of parameters. As a result, you can be sure that you’re interacting with the correct person at the right time and in the appropriate tone when you use Pardot.

Salesforce Pardot provides a 360-degree view of all prospects in various industries and helps organizations generate more leads, boost sales, and complete transactions.

Pardot is now ranked sixth in market share, with over 85,000 websites using it daily. Moreover, by 2024, the B2B automation market will have nearly quadrupled from its current level of 3.3 billion USD. As a result, it is essential to understand the several benefits of Pardot to select the most refined automation platform among the numerous options accessible.

Benefits of Pardot

  • Track your return on investment (ROI) to improve your marketing efforts – With configurable and sophisticated reporting, you can calculate the true ROI (return on investment) of all marketing initiatives. The platform assists you in gaining insight into which marketing campaign brings in new business so that you optimize your marketing efforts accordingly.
  • Email marketing – Use the easy email editor to connect with customers. Using customization strings, automation rules, dynamic content, and customer profiling, create segmented lists personalized to the exact specifications. Also, use email SPAM analysis and A/B testing to see which material resonates with customers and optimize it.
  • To increase your revenue, you can look at success in context – B2B marketing dashboards with custom Wave and visual reporting make it possible to see success in context and make immediate modifications to increase income. It also allows the user to acquire fresh insights into how well campaigns are doing to maximize marketing efforts.
  • Includes the benefits of Salesforce – There are several advantages to using the Salesforce-Pardot interface among the various marketing automation solutions. Salesforce allows sales reps to examine Pardot data and send Pardot emails. A task in Salesforce is also triggered when a lead score hits a certain threshold. As a result, experts agree that Pardot’s actual value rests in its integration with Salesforce.
  • Prospect tracking gets better with time – Pardot uses IP look-up software to track in-depth, progressive prospect tracking of website visitors and monitoring social media, Google AdWords, and webinars.
  • Helps you understand the sales funnel – The Lifecycle and Engagement reports provide a high-level picture of the sales cycle, showing how your leads are moving through the funnel.
  • Allows you to nurture your leads – It’s simple to modify content by taking a list of prospects and running a lead nurturing campaign with templates for emails, forms, and landing pages.
  • Lead grading and scoring are differentiated – To improve sales productivity, Pardot differentiates between lead grading, or who is of interest to the organization, and lead scoring, or who is interested in the items.
  • Benefits of integrating sales and marketing – Pardot’s various capabilities link with all firms’ sales and marketing operations to help them develop a super-strong sales funnel and reap the benefits of sales and market integration.
  • The sales cycle is shortened thanks to automation – Pardot’s automation allows users to do certain marketing and sales operations without relying on manual labor to shorten the sales cycle.

You can find a detailed analysis of the benefits of the Marketing Cloud Account Engagement  here

For Salesforce clients searching for a B2B Marketing Automation platform, Pardot/ Marketing Cloud Account Engagement is the obvious choice. Pardot is appealing to new users as a detailed product and easy to learn. In addition, it is connected with Salesforce’s core functions, and because of its low pricing point, it is accessible to many enterprises. So, with Pardot, give your marketing efforts a boost right now.

Stephen St. John
What is Pardot?

Stephen St. John comes to fusionSpan with over 7 years supporting mission driven organizations. He is responsible for leading the Solutioning and Customer Success teams with a focus on pre-sale engagements and ongoing client relationships. A 7x Certified Salesforce Professional, specializing in supporting Nonprofit, Association and Public Sector Organizations. Stephen has extensive experience helping organizations evaluate their current systems and plan their transition to the Salesforce Platform.

More posts