Cetrix Blog

How to Get More ROI from Pardot Marketing Automation?

Mark Khabosha - Apr 14, 2017 4:06:47 AM

More ROI from Pardot Marketing

Many businesses have made the ultimate change of campaign strategies and adopted Pardot automated marketing. The goal of every marketing campaign has always been to get the maximum possible ROI. When profitability increases then the business makes more money and the whole campaign is a success. Currently, many businesses are reaping more ROI from Pardot Marketing, a Salesforce integrated automation tool that is making sales and marketing teams more effective than ever. Pardot Marketing Automation has changed marketing strategies by focusing on the key components of a campaign and helping sales teams save time and resources, using them in other areas. Data suggest, “Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.”

 marketing automation.png

What is Marketing Automation?

Generating leads through progressive profiling

Pardot makes it possible for a marketing campaign to establish special communication structures with potential leads and gather vital information on their behavior. Through this information, the potential leads can be scored to rank them as a potential for conversion. The sales team can, therefore, focus their time and resources on leads with better conversion profiles, thereby getting a higher conversion rate. The use of the progressive profiling feature is helping many companies to get more ROI from Pardot Marketing automation tool. It is predicted CMOs will Drive $32.3B in Marketing Technology Spend by 2018.

 automation.jpg

Pardot B2B Marketing Automation

Media current uses Pardot marketing to develop profile-based campaigns on their prospective leads. Since adopting automated marketing in 2011, the company has achieved over 129% year after year growth. Their success is credited to the customized content strategy developed through progressive profiling of leads. Reports show 84% of marketers have reported increase in lead generation through marketing automation.

  

How to Get More ROI from Pardot Marketing Automation?

Optimizing priority leads

The concept behind using Salesforce’s marketing automation tools is to identify priority leads that offer better conversion rates and optimize them for custom sales. The information gathered on each lead makes it possible to make personalized sales for each lead according to their profile. This increases the number of “sure buyers” as the sales team is offering them products that their profiles show they are most likely to purchase. By optimizing priority leads and conditioning them for conversion, campaigns can get more ROI from using Pardot marketing automation.

 lead_generation.jpg

Leads generation through Marketing Automation

Targeted campaigns

To get more ROI from Pardot Marketing, businesses need to adopt a targeted campaign strategy. Targeted campaign means running multiple specific promotional campaigns targeted at a specific group of leads as profiled by the Salesforce automation tool. With the progressive profiling information, it is easy for marketing and sales teams to group leads into specific interest groups and target each group with a customized campaign that has better conversion chances than general campaigns.

 marketing-funnel-report.png

Sample ROI data as reflected in the Marketing Funnel

 

Conclusion

It is easy to get more ROI from Pardot Marketing, by understanding how the automation works and taking advantage of the information it generates businesses can set up cost-effective and high producing sales and marketing teams. Find out more over at our Marketing Operations center.

Ten Tips for Accelerating Your Pipeline

This white paper will walk you through ten ways that marketing automation can help you shorten the length of your sales cycle — without the additional investment in time and resources.

Download

Get more ROI from Pardot Marketing

Topics: Digital Marketing Automation

Mark Khabosha

Mark Khabosha

Mark is a senior Salesforce consultant and developer at Cetrix Cloud Services. He headed the IT team at Cetrix for six years, with administration and development of Salesforce as its main responsibility. He also has 18 years of IT experience in software engineering and system integration behind him. He enjoys helping startups and non-profit organizations select and deploy the right technology for their specific needs.

Previous Post

How Effective Use of Salesforce CRM Will Help Startups to Expand

Next Post

How CRM in Higher Education Facilitates Cross-Campus Collaboration

1 Comment

Subscribe Here!

sidrbar_icon

WATCH DEMOS

HubSpot Inbound is Everywhere

CASE STUDIES

GET THE EBOOK

Related Blogs