Marketing and sales automation

Salesforce Pardot: a tool of the future

Salesforce Pardot comes in where standard structures reach their limits in the new challenges of the digital era - for example, in the demarcation between marketing and sales. Automating this dovetailing on a campaign basis: That's what Salesforce Pardot does.

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Coke kisses orange & marketing kisses sales

This is Salesforce Pardot.

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Salesforce Pardot is a tool that helps companies live up to today’s challenges. At its core, Salesforce Pardot comes with lead management, marketing automation, and sales support in the B2B business environment – all integrated into a comprehensively developed CRM system. Due to the digitalization of the customer experience, it is more important than ever for salespeople to directly process leads from a marketing campaign in an end-to-end process. Salesforce Pardot can do more than just automate this process. Thanks to an integrated analysis function, Pardot also calculates a sales readiness score for each lead.

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Let’s just take a look at what Salesforce Pardot has to offer:

  • lead & opportunity management
  • inbound marketing
  • e-marketing & newsletter campaigns
  • lead/landing pages
  • form and survey integration
  • live chat integration
  • live on-site personalization
  • tracking and segmentation
  • lead scoring
  • reporting & AI
  • integration with third-party systems such as inventory CRM systems, web stores, apps as well as Google Ads and many more

”The sales resource of the future will help you spend less time icebreaking and more time selling. Very efficient; very Pardot.“

The best thing about Salesforce Pardot

Shared metrics for shared goals

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One funnel, one language.

To ensure optimal dovetailing of the marketing and sales departments, Salesforce Pardot makes use of the sales funnel. To stop wildly throwing buzzwords around, let’s keep it simple.

After all, that’s what Salesforce Pardot does. Essentially, in Pardot, as in the rest of the Salesforce universe, every sales opportunity and marketing contact is located in a cycle, a funnel. The goal of the common funnel, in which leads, visitors and prospective customers are allocated, is the evaluation of each individual lead: the so-called lead qualification. Based on this, marketing can provide high-quality service to sales and initiate the entire process more successfully from the outset.

Knowing this, it should be obvious that implementing Pardot is well worthwhile!

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Potential assessment via a simple key

We’ve already briefly touched on the “Sales Readiness Score”, but it deserves a special mention here. Salesforce Pardot uses two metrics for lead qualification: point value and score.

  • A potential customer’s point value indicates how interested a potential lead is in a product or service. This changes constantly depending on how much the potential customer interacts with the marketing campaigns.
  • The score, on the other hand, indicates how well potential customers match the profile of ideal future customers.
Alone: outstanding.
Together: unstoppable!
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Nils Weber, Managing Director and Partner at valantic

Nils Weber

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