In recent years, marketers’ inboxes have been saturated with information on books, webinars, blogs and email snippets touting tools that help automate your marketing abilities – not only aimed at expanding your reach to potential clients, but also providing intricate metrics tracking interactions between your company and your clients. And while automated marketing sounds sleek and sexy, it can be quite overwhelming and seemingly vague, especially for companies where the marketing department is also part communications, PR and business operations. Just as ‘nothing is ever free,’ few things are ever, truly automated. There is always work involved, and without much information to gauge the effort, it can make marketing teams weary to jump in with both feet.
Recently, we posted a blog on B2B marketing enablement, discussing fragmentation – the multitude of channels available for marketers to use, as well as the various data fragments being picked up along the way. For B2B companies that utilize Salesforce, one option to build a cohesive client journey while automating marketing activities is Pardot. In an effort to ‘peel back the curtain’ and remove some of the mystery, we wanted to highlight a simple use case on the functionalities of the system.
Marketing Automation can be best categorized into three buckets: Intelligence (tracking behavior), Automation (identifying and prioritizing) and Advanced Workflow (integrating with business process). Even the simplest marketing processes or collateral can fold into these categories, providing insights on your target audience. This will be a three part series – first up: Intelligence!
Intelligence – tracking behavior
Through Pardot supported forms or landing pages, marketers are able to capture and track which leads or clients are visiting their digital collateral. Don’t start sweating yet, it’s not as challenging as it sounds. Pardot provides a simple click-configuration platform for users to create their own unique forms and landing pages which can be integrated into your existing website.
Example: Mortgage rates have dropped and the Mortgage Group at Regional Bank ABC wants to track leads and clients who may be thinking about buying a new house. Marketing decides to work with their website resource and create digital banner highlighting the dropped rates on the Regional Bank ABC homepage. The banner will direct visitors to a Pardot supported landing page, detailing the current rates. They also decide to create a brochure speaking to mortgage rate trends over the last 18 months, in an effort to help people understand the significance of the drop. This brochure is offered through a Pardot supported form located on the landing page asking “Why Is This Drop Different?” and a call-to-action to download the brochure. Both of these will help the Mortgage Group track who is considering the option of purchasing.
Image: Example of a Pardot form
Level of Effort: There is some upfront work involved in building out the landing page and form templates, and you may need assistance from your web or IT guru to add/integrate these into your current website. You will also need to develop any creative collateral you intend to offer. But, the good news is once your templates are built you can reuse and update the text to your heart’s content. That’s the beautiful thing about Pardot – with a little bit of leg-work, you can capture a great deal of insight.
Up next: Automation (identifying and prioritizing). Now that you’ve captured your Prospects, stay tuned to learn how to leverage Pardot to prioritize their quality and importance to your sales team.