Pardot is a lifesaver for most modern sales orgs who understand how the intersection between automation and personalization is a powerful place to build a business. Like most automation tools we help companies with, Pardot is only able to make a meaningful impact in an organization if it is leveraged with expertise and precision. Here are a few things that we see a lot of companies miss their first time around with the robust tool.
Dynamic Call To Actions
Dynamic content is one of the key pieces to Pardot’s ability to transform sales cycles, they are great for creating custom landing page content based on job titles or visitor personas. This might be a daunting task to most marketing/sales orgs as content is something that is usually underinvested in, but there is something that you can do today that will help push your ROI and is pretty straight forward to implement.
A great place to start experimenting with dynamic content which is fairly straight forward is with Dynamic CTAs. One of the first things we do with new clients is understanding their sales cycle, what happens after a customer fills out the “Request a Demo” or ” Get a Quote” form? This usually turns into a sales function but is vital to take into account, if your lead to opportunity conversion rate is lower than industry average ( want to know what the average is for your industry is? Reach out and we can let you know.) try changing your CTA after a form submission so that it reflects the next step in your sales cycle. Something that works well is to change the CTA to a “Book Time” CTA or something to that effect and make sure you are using dynamic rep assignment to display the right sales reps information on the page.
Pro tip: If you don’t have enough information on your prospects to create effective dynamic content, we suggest using a lead enrichment API like ClearBit.
Yes, we are just as tired as you are hearing about the “customer journey” but it really does matter. Customers now more than ever want to feel like they are in control of the discovery and buying process. This is great, but we all have targets to attain and we cant create a predictable sales model on when customers “organically” feel like purchasing.
This is where the Engagement Studio part of Pardot is very powerful, using Engagement Studio in Pardot, you can create custom journeys for each of your customers. The amount of triggers and actions possible are amazing when applied strategically. We always recommend starting by creating a couple of different possible buying paths that your customers take and then designing a few blueprints around those. Once you have 2 or 3 buying paths designed you can then get to actually building and testing. The neat thing with the Engagement Studio is that each step can be measured and tweaked to maximize your conversion metrics.
Pro tip: Just like everything else in sales and marketing, make sure you don’t take anything for granted, spend a little time and set up a A/B test to validate any preconceived notions you might have.
If you are working in an organization with a budget ( joke) understanding which of your marketing/sales efforts are actually driving impact and which ones are just noise is vital. The issue with modern sales cycles is that they are rarely as straight forward “We sent this email blast and it drove xxxxx in revenue”. The average customer needs to see your messaging in a variety of platforms before they are ready to pull the trigger, which is fine, till it comes to the dreaded “what was the ROI on that effort”.
The good news is that with Salesforce and Pardot you can start setting up multi-touch attribution modeling that get fairly accurate. There are a few things to keep in mind here, make sure that every touch point along the sales cycle are integrated with Pardot, this includes any remarketing ads you are running and even one-to-one email communications reps are sending.
Pro tip: When effectively designing your attribution models, leveraging Pardot’s Custom Redirects make things a lot easier to measure.
Those are just a few things that we noticed that companies using Pardot might not be taking advantage of right out the box. If you need help setting any of the items mentioned in the article or just to get advice on what you could be doing different with your current Pardot setup, feel free to reach out to us or click here to learn more about how we help with Pardot.