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With so many marketing automation tools available, finding the best one for your business can be hard. Salesforce Pardot, now called Marketing Cloud Account Engagement (MCAE), is well-known for its reliability and strong features that are designed for marketing and sales teams. It could be the right choice for your marketing automation needs.
Quick summary of Pardot:
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Marketing automation platform targeting B2B businesses;
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Medium and large B2B companies mainly use this. They typically have small databases and deal with long sales cycles. These companies close deals for high values.
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The features include scoring leads, managing leads, overseeing marketing campaigns, and tracking return on investment (ROI).
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Pardot is now called Marketing Cloud Account Engagement (MCAE) by Salesforce.
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You can connect with Salesforce CRM and other marketing tools.
What is Salesforce Pardot?
Pardot, or Marketing Cloud Account Engagement, is a marketing automation tool from Salesforce that helps businesses improve their marketing efforts, especially in B2B. Key features of Pardot include generating leads, nurturing those leads, tracking customer interactions, and measuring the effectiveness of marketing campaigns.
What is Salesforce Pardot Used For?
Pardot is a marketing automation tool mainly designed for B2B sales. It helps businesses with lead scoring, email marketing, campaign management, and tracking return on investment (ROI). While it's suitable for various situations, Pardot works best for companies with longer sales cycles that need more time for decision-making, which is common in B2B sales.
Some key uses of Pardot include:
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Lead Generation. Pardot helps businesses collect leads through website forms, landing pages, and other marketing channels. It automates the process of qualifying leads, so sales teams get high-quality leads ready to convert.
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Lead Nurturing. With Pardot, marketers can create personalized email and drip campaigns and develop targeted content to nurture leads during the customer journey. This approach helps build relationships with prospects and guides them toward purchasing.
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Email Marketing. Pardot offers strong email marketing tools. You can use customizable templates, set up automated email workflows, conduct A/B testing, and access detailed analytics. This allows you to send targeted, relevant, and personalized emails at the right time to engage prospects and customers effectively.
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Campaign Management. Pardot helps businesses manage and track their marketing campaigns across different channels, such as social media, paid ads, and events. It provides insights into campaigns' performance and return on investment (ROI). This information helps businesses improve their marketing strategies based on the data collected.
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Sales Enablement. Pardot integrates with Salesforce Sales Cloud, giving sales teams access to marketing insights, information about leads and prospects, activity tracking, and engagement data. This information allows sales reps to prioritize leads, tailor their outreach, and close deals more effectively.
Pardot is an excellent tool for automating essential marketing tasks. It helps with lead generation, engaging customers, and increasing conversions, which leads to overall revenue growth.
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Also Read: 5 WAYS PARDOT CAN BOOST YOUR BUSINESS
What is Pardot in the Salesforce Product Suite?
Pardot is part of the Salesforce ecosystem and can work independently. However, if needed, it can also connect with other Salesforce products or third-party tools. When used with Salesforce Sales or Experience Clouds, Pardot helps organizations improve, analyze, automate, and assess their sales, marketing, and support activities.
What Does Pardot Do?
Pardot is a marketing tool that helps companies find potential customers most likely to purchase. It does this by using targeted communication strategies and personalized advertising campaigns. These strategies ensure that prospects receive relevant messages at the right time, which boosts engagement and increases conversion rates.
What are the Main Pardot Features?
Pardot offers various marketing automation features based on the pricing plan you choose. You can select a subscription type that fits your business needs and requirements.
The most sought-after features of MCAE Salesforce include:
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Lead Generation. Create and manage forms, landing pages, and calls-to-action (CTAs) using easy drag-and-drop tools. This feature in Pardot helps you capture and organize leads from different channels.
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Lead Nurturing. MCAE Salesforce helps you automate personalized email campaigns and customer journeys. This is designed to nurture leads and qualify them for marketing.
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Lead Scoring. Salesforce Pardot helps you score leads based on how they interact and engage with your business. This scoring system lets marketers use pre-set scoring options or create rules to match their needs. In the more advanced versions of Pardot, powered by Einstein, AI can automatically determine if leads fit your ideal customer profile by looking at past conversions.
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Lead Grading. To focus on the best potential customers, evaluate leads based on how well they match your ideal customer profile. Pardot can help you analyze essential account data to find those most likely to purchase. With an advanced subscription plan, you can use Pardot's Einstein AI feature to automate this process. Additionally, Pardot offers strong lead segmentation options with static and dynamic lists, crucial for creating personalized campaigns.
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Lead Scoring Categories. You can change lead scoring criteria and categories to match your business goals and priorities.
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Email Marketing. Pardot helps you automate your email marketing. You can create and send targeted email campaigns using customizable templates. The features include A/B testing and analytics to track your results.
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Cross-Campaign Management. Salesforce Pardot helps users track and analyze their marketing campaigns. It works across different channels, such as social media, pay-per-click (PPC), and email.
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ROI Reporting. With Pardot, you can see how well your campaigns perform and track your return on investment (ROI) using detailed analytics and reporting tools.
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Delivering Tailored Content. You can create and send personalized content to your leads based on their interests, behaviors, and demographics using the MCAE Salesforce. You can also automate this process to make it easier.
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CRM Integration. Pardot connects with Salesforce Sales Cloud CRM to improve sales. This integration helps sync lead data and track interactions, making it easier for sales and marketing teams to work together.
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Analytics and Reporting. Pardot gives you tools to track marketing performance with analytics, dashboards, and reports. All subscription plans include standard reports and dashboards. If you choose a more expensive plan, you can access Einstein AI and real-time analytics for automated data analysis. Standard reports should align with your lead management process, but you get additional features with the higher-tier plans.
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Social Media Marketing. With Pardot, you can manage your social media accounts, such as Twitter and LinkedIn, all in one place. You can monitor interactions, schedule posts, and track engagement. This helps improve your social media marketing efforts directly from Pardot.
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Website Tracking. Pardot lets you track how visitors use your website. You can see their page views and interactions to understand what interests them and how engaged they are.
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Lead Lifecycle Management. You can define lead stages, statuses, transitions, lead generation, and nurturing to manage leads effectively through the sales funnel.
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Account-Based Marketing (ABM). Focus your marketing efforts in Salesforce Pardot on specific accounts or industries to boost your account-based marketing initiatives.
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AI-Powered Insights by Einstein AI Salesforce. Pardot uses AI and machine learning to predict trends, improve lead scoring, and create data-driven marketing plans. However, remember that Einstein AI is only included in the more advanced and costly Pardot subscriptions.
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Security and Compliance. All Salesforce products help you secure your data, comply with GDPR, and ensure emails are correctly delivered. They come with built-in security features and best practices for marketing.
Is Pardot Part of Salesforce?
Pardot, now called Marketing Cloud Account Engagement, is a marketing automation tool from Salesforce. It is part of the Salesforce product suite and can easily be connected to other tools.
Pardot, now called Marketing Cloud Account Engagement, is a marketing automation tool from Salesforce. It is part of the Salesforce product suite and can easily be connected to other tools.
Pardot is part of Salesforce so that it can connect with other Salesforce products like Sales Cloud, Experience Cloud, and Tableau. This integration allows marketing, sales, support, and data analytics teams to share data easily, allowing them to collaborate better and work more efficiently.
Is Pardot a CRM Tool?
No, Pardot is not a standalone CRM tool. It is a marketing automation platform with CRM systems like Salesforce Sales Cloud. Pardot focuses on marketing tasks, while CRM systems like Salesforce Sales Cloud are meant to handle customer interactions, sales processes, and customer data.
Pardot can work with CRM systems like Salesforce Sales Cloud. This connection lets you see how marketing efforts are linked to sales results. As a result, you can better measure marketing's return on investment (ROI), campaign success, and overall impact on the business.
If Marketing and Sales Clouds work together, both teams can access important information about leads. It includes data on their activities, interactions, account engagement history, lead scores, and behavior tracking.
Businesses can better align their marketing and sales efforts, manage leads more efficiently, and enhance customer relationships.
Who Uses Pardot?
Pardot is a tool mainly used by companies in the US, specifically in the Computer Software and Information Technology sectors, focusing on B2B (business-to-business) markets. Small and medium-sized businesses typically use it with between 50 and 200 employees that earn between $1 million and $10 million in revenue.
How Much Does Pardot Cost?
Salesforce Pardot offers four types of subscriptions: Growth, Plus, Advanced, and Premium. The price depends on your business needs and the features you want in the software.
What is Marketing Cloud Account Engagement?
Marketing Cloud Account Engagement is the new name for Pardot, a Salesforce tool for B2B marketing automation. Pardot's goal is to help businesses improve their marketing efforts to meet their sales goals. This tool allows companies to enhance their marketing effectiveness, increase conversions, and build long-lasting customer connections.
Salesforce renamed ‘Pardot’ to ‘Marketing Cloud Account Engagement’ (MCAE) in 2021 as a rebranding effort. This change aimed to show the link between two key Salesforce marketing tools: Salesforce Marketing Cloud and Pardot. Using the name ‘Marketing Cloud Account Engagement,’ Salesforce highlighted that Pardot is now part of a broader range of Marketing Cloud solutions within the Salesforce ecosystem.
Marketing Cloud Account Engagement (MCAE), previously known as Pardot, helps B2B businesses connect with their target audience. It assists in nurturing leads and improving marketing campaigns across different channels. MCAE offers tools for marketing automation, data insights, and personalized communication, which can enhance customer engagement and increase sales conversions.
Pardot: Meaning of the Name and History
Pardot is the old name for the Marketing Cloud Account Engagement tool in Salesforce Marketing Cloud. In Latvian, the word 'Pardot' means 'to market' or 'to sell'. David Cummings and Adam Blitzer developed and launched this tool in 2007.
In 2012, ExactTarget bought the company. The following year, Salesforce acquired ExactTarget, and Pardot became part of Salesforce. In 2021, the name ‘Pardot’ was changed to ‘Marketing Cloud Account Engagement’ to show its connection to Salesforce Marketing Cloud. Today, Marketing Cloud Account Engagement continues to grow as an independent Salesforce product for B2B marketers.
Codleo: Your Partner for Pardot Excellence
Do you want to use Pardot to improve your marketing and increase sales, but are unsure how to start? Codleo offers consultancy and Pardot implementation services to help.
Have you already bought a Pardot subscription but don’t see a good return on your investment? Are you facing problems with features or need fresh insights on your marketing strategy?
Codleo can help you maximize Salesforce Pardot and boost your sales. We will identify and fix the issues you’re facing so you can gain more benefits from Salesforce and increase your revenue.
Our consulting services for Salesforce and Pardot help you get the most value from your investments. We aim to improve how you use these products and make your marketing campaigns more effective.
Codleo Consulting is a Salesforce consultancy and AppExchange app development company. We are a certified Pardot and Salesforce partner. As a Salesforce Summit Consulting Partner, our team has over 120 Salesforce certifications, highlighting our expertise in the Salesforce ecosystem.
Want to learn how Pardot can work for you? Schedule a free call with our Salesforce consultant today.
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