After working on the Pardot platform for almost three years and being a Pardot Consultant for almost two years, I’ve learned many best practices through hands-on experience. Pardot is a powerful marketing automation platform that not many know how to use it to its full power right off the bat. So today we’re sharing ways that you can level up your Pardot environment and start to implement it today.
Here Are Four Ways to Improve Your Pardot Environment and Use it to its Fullest Potential
1. Automate your lead assignment
One of the best features of Pardot is its ability to track every prospect’s action and engagement, then assigning a score based on that engagement. The first step is to figure out a score threshold that works for your company, like 100. Once they reach that score, they have shown that they are interested in your company, which means that it is a good time for sales reps to begin personal outreach. Using scoring along with grading saves you and your sales team a lot of time and energy. It also ensures that your sales team is focusing on the most qualified and interested prospects. You can use automation rules to create a lead assignment rule so you never have to manually assign again.
2. Nurture prospects with engagement programs
Let Pardot do the heavy lifting in lead nurturing by creating an engagement program that sends useful, valuable content that helps prospects move down the sales funnel. With a robust engagement program, your content will answer your prospect’s questions/doubts. You’ll also be able to track which content is the most effective and create salesforce tasks for sales to follow up.
Knowing as much as possible about your prospects helps you understand their needs and tailor your sales strategy. However, a form with lots of questions on it will turn away a lot of qualified prospects. This is where progressive profiling becomes super useful. By creating landing pages and forms with progressive profiling, you can create shorter forms with few essential fields, then once a lead returns to one of your landing pages, they’ll be shown additional fields to fill out. Over time you’ll have a detailed profile of your prospect.
4. Personalize emails with dynamic content
Prospects not only value, but expect personalization. According to Salesforce, customers are willing to provide more data in exchange for personalized marketing, with 58% of respondents saying that a personalized experience is essential when purchasing from a company. Create a personalized experience by using dynamic content and displaying content specific to prospect interests and needs. Personalizing your emails will increase your click-through rates and open rates.
These are just four ways to optimize your Pardot environment and take it to the next level. If you’re looking for more ways to optimize your Pardot, we recommend checking out, how to leverage process builder with Pardot. You can also contact us for any assistance with your Pardot environment from our experienced team.