Pardot
Supporting your customers on their journeys
Get the Most Out of Pardot
Marketing Cloud Account Engagement powered by Pardot is Salesforce’s automated email marketing tool, used to enhance lead generation and lead management for marketing and sales.
It is a powerful tool that allows you to put your customers on personalised journeys to engage on topics relevant to them at the right time, fostering relationships and trust in your organisation. It works seamlessly with Salesforce and allows you to drive efficiencies in your marketing activities through its automation features.
At Cairies, we can help you understand and benefit from this powerful tool, partnering with you to maximise your investment in Pardot.
Everyone’s need for Pardot is different, and our customers usually look to Pardot to help solve an initial pain point or use case. Here are some of the ways we help our customers manage their email marketing.
Unified marketing and sales process
Here are some of the business solutions we can help with
- Design a joint marketing and sales process for leads
- Establish criteria for marketing and sales qualified prospects
- Automatically deliver qualified leads to sales
Targeted customer communication
Here are some of the business solutions we can help with
- Develop customer profiles to understand customer needs and pain points
- Provide advice on implementing customer segmentation based on Pardot and Salesforce data
- Design unique customer journeys for each customer segment
Track campaign performance
- Track and measure effectiveness of communications
- Gain insight on user behaviour
- Track campaign ROI
Your Questions Answered
Am I ready for Pardot?
- You can no longer buy Pardot on its own as a standalone marketing tool. It can only be purchased with other Salesforce products.
- The payment model is different from Salesforce – you pay on a platform basis, not per licence.
- If you want custom reports, you need to pay extra for these.
There are different versions of Pardot, which one do I need?
There are a few different versions of Marketing Cloud Account Engagement powered by Pardot, but for small to medium businesses, the Growth edition should provide you with everything you need to get started.
If you want to use Google AdWords and attribute which keywords provide the largest return on investment, consider paying extra for this feature.
Pardot offers standard reports, but if you want to create customisable reports to obtain greater insight into your data, it’s worth considering buying the Plus edition that includes B2B Marketing Analytics.
If you want your sales teams to have greater visibility of customer engagement, then you may also want to consider Salesforce Engage, however this is at an extra cost per user.
Pardot seems expensive, is it better than other systems?
The benefit of using Marketing Cloud Account Engagement powered by Pardot is that Salesforce and Pardot work together seamlessly. Their partnership allows you to view Pardot data from within Salesforce and use Salesforce data to help segment your customers. These two systems allow sales and marketing to work together on what constitutes a lead, agree on the customer journey and lead assignment processes that deliver sales-ready leads into Salesforce.
Why do I need a Partner to help me set it up?
Before you can use Marketing Cloud Account Engagement powered by Pardot, it needs to be configured to track customer activity, allow emails to be sent and integrate with Salesforce, therefore you may choose to use a partner.
What does a typical Pardot implementation involve?
The core aspects of any Marketing Cloud Account Engagement implementation include:
- Technical set up – to allow sending of emails; tracking to see what pages your customers are visiting on your website and integration with Salesforce
- Email campaign set up – branded email templates designed; creation of customer lists for email segmentation and set up of nurture campaigns in Pardot’s Engagement Studio
- Importing customer data to create lists
- Training of users
A basic implementation can take as little as 40 hours, cost around £3600, and be carried out in a few weeks. Implementation costs and timelines vary based on the scope and complexity and we work with clients to produce a realistic quotation based on their requirements.
What else should I know before buying Pardot?
- Try and speak to friends and colleagues at other organisations who have used Salesforce to get insight into their Salesforce journey
- Have a conversation with your local Salesforce Partner before engaging with Salesforce to get an honest opinion on what your organisation really needs
- It isn’t possible to downgrade your Salesforce instance i.e., Enterprise to Professional. So, keep things simple at the outset and upgrade when you grow
- The longer the contract you agree with Salesforce, the more discount you will receive off the list price
- Organisation culture plays a massive role in the success of Salesforce. Consider including the senior leadership of your organisation as Salesforce users, and make them part of your processes
How do I build loyalty and trust in my brand through email marketing?
Continue to build loyalty and trust in your brand by nurturing the relationships you have with potential customers and continuing to build on those with existing customers.
We can help to:
- Create improved customer experiences through personalised and branded emails
- Design nurture programs to send relevant emails at the right time to help build trust in your brand.
We have Pardot, but are not getting much from it and struggling to justify the cost.
If you feel like you need to justify your investment and could be getting more out of it, we can help.
- We offer a consultation service, reviewing your business to understand how best you can use the software to your advantage.
- We look at how you could be more effective and efficient to ensure you are getting the most from your investment.
- We provide a written proposal of recommendations on what we think you could do to improve your current setup with estimated costs and an approximate timescale to complete them.
How do I take advantage of Salesforce data in Pardot?
Pardot and Salesforce are powerful tools but perform even better when used consistently together.
We can help you to:
- Improve the sales team visibility of customer engagement in Pardot
- Allow sales to leverage on brand email functionality to send Pardot emails
- Use Salesforce data to send more targeted product related emails
Get in touch to find out how we can help you with Pardot
What Our Customers Say
I wanted to get up and running with a survey tool quickly and without having to redesign our existing processes. We’ve worked with Cairies for a long time and because they know our business so well, I knew they could help us implement something effectively, without requiring a lot of my team’s time.
The result was a simple, actionable process that allows us to formalise the valuable feedback we get from our customers.
The most successful part of working with Cairies is that they delivered what we required on time and to a very high standard. Given our day to day commitments, and extent of what we needed to do for GDPR, we couldn’t have done it without them, they were a lifesaver!
I highly recommend working with Cairies because they are professional, thorough and easy to work with. I look forward to working with them again in the future.
The team has valued working alongside Emma and Andrew on the implementation of our new salesforce system. They were able to explain more complicated IT jargon in a simple way, which ensured that the process from start to finish was very smooth. They were very responsive to any questions we had and were a joy to work alongside. We hope to work again with them in the future and we would highly recommend them.
Cairies were instrumental in helping us set up and start using Pardot and expertly guided us through key integrations with Salesforce and our website. They’ve been a valued resource and we couldn’t have launched some strategic projects as efficiently or successfully without them.
Cairies were key in helping our company take the next step to grow and integrating Salesforce into our day to day life. They provide a professional, helpful and friendly service and would highly recommend to anyone looking to start using or to improve their use of Salesforce.