Pardot is recognized as the smarter marketing automation by the world’s #CRM platform Salesforce. Pardot helps the marketer to get an average of a 40% increase in marketing efficiency. Pardot is the best marketing automation software delivered by Salesforce for B2B marketers. Salesforce Pardot features helps the company’s sales and marketing team to boost revenue and efficiency. Salesforce Pardot can help marketers and companies to get more pipelines and marketing ROI. With the help of a personalized campaign in Pardot, the creation, and the movement of the leads through the pipeline become quick and efficient. 

The features of Pardot include streamlined lead management, smart lead generation, effortless email marketing, seamless sales alignment, social media integration, and insightful ROI reporting. Marketers can generate high-quality leads, improve follow-ups, and simplify the workflow with the help of Pardot. Additionally, Pardot helps the marketers to track the content performance, compare their engagement levels to gain insights that allow them to optimize, distribute, and track the internal engagement. 

There is a huge range of features and tools to automate and increase marketing efficiency. CloudVandana has given a detailed description of 5 top features of Pardot that are most favored among many other features.

1. Engagement Studio

Engagement Studio is one of the most popular Pardot features that allows users to visualize email drip campaigns. Once the drip campaign is activated, marketers can track and monitor the campaign. Pardot Engagement Studio allows the marketers to add/ remove lists, add/remove tags, assign users or groups, change fields, notify the user, and sending automated emails on behalf of the user. Users can use a Salesforce connector to design these actions. Actions can be set according to the requirements like, immediately or when the leads reach a particular step. Engagement Studio keeps the prospects targeted for the chosen amount of time through the part with the help of triggers like email open, email open link, file download, click on content, etc. 

2. Connected Campaigns

This new Pardot feature was released in Spring’18. With the help of connected campaigns, the Pardot Campaigns, and Salesforce Campaigns are combined for delivering multi-attribution Salesforce Campaigns. This Pardot feature streamlines campaign management and improves campaign reporting. By enabling this feature, users can reduce clutter and save time by working with Engagement History and Pardot Einstein Campaign Insights while users can work with the Pardot prospects without leaving Salesforce. Connected Campaigns allow marketers to work more effectively.

3. B2B Marketing Analytics

B2B Marketing Analytics is an Einstein Analytics application that is another popular Pardot feature that can maximize marketing as well as Sales efforts by combining marketing and sales data in a single platform. The B2B marketing analytics tool helps the user to visualize campaign ROI across the various campaigns to prioritize and increase or decrease spending for the campaigns that work best.  The multi-touch attribution dashboard helps marketers to gain insights into how the various campaigns influence creating awareness and helps in closing deals fast. So B2B marketing feature allows the marketer to allocate budget to campaigns depending on business goals. 

4. Salesforce User Sync

 Salesforce User Sync feature was introduced by Salesforce for the administrators to manage their Pardot and Salesforce users. This feature is available through the Salesforce Sales Cloud for Pardot users for a better user experience, improved management system, and security. This feature can be enabled through the Salesforce and Pardot connector. When the user empowers the User Sync for Pardot, it becomes a Salesforce platform-powered native lighting apps. The Pardot admin can sync the Salesforce profile with the Pardot profiles to create synced users. In the case of a new user in Pardot, the user profile is matched to the respective Salesforce user profile, but once the changes are enabled, can not be disabled. 

5. Dynamic Content

Dynamic Content provides different personalized copies to the prospects as per their engagement and requirement. As the contents are personalized and based on engagement, so it provides a seamless experience to the customers and enhances the marketing ROI. Dynamic content helps to increase the conversion rate through landing pages and email list subscribers. Marketers can use this important feature of Pardot strategically to create landing pages based on the pipeline. 

Though Implementing Pardot and its tools are flexible and easy, still few organizations face some difficulties in proper Implementation according to their business needs. So the process becomes complicated and time-consuming. In CloudVandana, we have a certified team specialized in Pardot and Salesforce who can provide you a seamless implementation or can give consultation that suits best to your Organization. Please take a 15 minutes Free Consultation call and let us know your doubts regarding any Salesforce Customization.

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