7 Tips to Refine Your Marketing Strategy with Salesforce Pardot

February 8, 2021

The modern marketers reiterate the fact that marketing automation is the only way to get ahead in the present competitive world.  In case it gets implemented well, marketing automation can be a game-changer while ultimately making a large impact on the Return on Investment. B2B marketing automation is all about organizational optimization.

To put this simply, this refers to the platforms and technologies that help in automation, optimization, and measuring the marketing processes. Marketers need a suite of tools for engaging with the customers, making important connections, generating leads, and closing deals effectively. It is necessary to integrate the important business tools and systems that offer marketing automation and CRM.

Salesforce Pardot has proven to become one of the most widely used B2B marketing automation platforms on the world’s best CRM platform. Pardot has the ability to bidirectionally integrate with Salesforce enabling data flow between two applications. This is a great benefit to users who manage a range of marketing channels because Pardot can help in seamless integration.

Accessing New Marketing Trends

Accessing New Marketing Trends

Being B2B marketers, we know that the needs of the buyers are advancing at a quick pace. However, the fact is that it is not just the buyers who are changing. As technology is adding new options and capabilities, the role of marketers is also transforming at a quick pace. From the way work is done with the sales team to the way in which strategies are built, everything is changing.

Rather than thinking of a marketing strategy as a single field, the B2B marketers understand the increasing importance of assessing the present strategies and new trends in the industry when it comes to the buyer’s needs.

It has become even more important to combine the marketing best practices for creating a customized strategy that fits the target audience. In this blog, we will be mentioning 7 tips to refine your marketing strategy with Salesforce Pardot.

1. Lead Generation Plan

The lead generation plan is primarily based on the landing pages and their forms used for collecting the leads. In case you wish to make a prompt impact on your lead generation attempts and forms then landing pages are a great way to begin. You can stick to following the best practices while optimizing the lead generation assets with the help of Salesforce Pardot.

It is important to ensure that the text is scannable while keeping in mind that the readers scan information in an F-shaped pattern. This necessarily means that a person should be placing emphasis on the information conveyed at the top and left side of a page. In addition, making the call to action buttons easy to locate is also important.

Hiding them beneath the paragraphs of copy defeats is the purpose of a landing page. The marketing automation features such as progressive profiling can help in minimizing fields while still collecting valuable information with time.

2. Sync Between Marketing and Sales

Sync Between Marketing and Sales

It is possible to seamlessly sync the marketing efforts with the sales activity for selling something effectively. The thorough workflows and marketing teams have the ability to empower the sales team with important information.

Account-based marketing enabled by the Salesforce Pardot can go a long way in generating more sales. The organizations can tightly align marketing and sales teams with higher customer retention and sales win rates.

As almost everything exists on a similar platform, the sales team can seamlessly help the marketers take the campaign to the right person. It is also possible to track leads and monitor the sales calls effectively because that helps in being informed about how far the marketing efforts have gone.

3. Marketing Content

When marketers say that they want to improve and enhance their marketing content, many also want to create more. Rather, the focus should be shifted towards quality that means getting the most out of fewer and high-quality pieces of content. The B2B marketing automation platform is a big proponent of recycling marketing content, particularly in case if the resources are low.

It can be smarter to break larger pieces of content into smaller ones and easily distribute these pieces of content. For eg; an e-book launch can be a remarkably better option when supported with blog posts, social posts, graphics, and much more.

Besides this, different mediums can also be used to distribute the same message. Let’s say that a company has released a new blog series and is thinking about how to turn it into a webinar or a podcast so it can be used for lead generation. In this case, Pardot can be of great use. In addition, the smaller assets could be packed up by taking a number of smaller posts and graphics to remarket them as something entirely different.

4. Perceptive ROI Reporting

The Salesforce Pardot marketing automation platform helps in resorting to insightful reporting for knowing and understanding the impact of the marketing and sales team efforts on the entire revenue. Most of the B2B companies cite revenue as one of the most important factors between marketing and sales.

With the help of some amazing features of advanced email reporting, it becomes easily possible to understand how the customers can engage and react to the campaigns at every stage. In turn, this provides a profound insight into identifying the bottlenecks which then makes it simple to adapt effectively with the efforts for better results.

In a similar way, connecting the dots between the marketing efforts and the sales team can help in analyzing the authentic value of ROI. For any marketer who wishes to improve the marketing model, the fundamental step is to ensure that the focus is maintained on the right metrics.

B2B metrics can help in identifying the metrics that make a difference in the business. The main key is to choose the metrics that make maximum sense for the business goals rather than attempting to measure everything all at once.

5. Improving Social Engagement

Improving Social Engagement

Working on enhancing social media efforts can seem tricky because each rule does not apply to all social channels. Something that you can apply over the board is the power of consistent engagement. The social media followers tend to get confused in case regular efforts are not being made to engage for a long time or even if you go dark for a long period of time.

You must ensure to develop a cadence of posting and then stick to it at all times. Use marketing automation or a social engagement for scheduling out the social posts during the times when you will be busy with something else, out of the office, etc.

You can check the guide for more information on streamlines posting rules on different social media platforms such as Facebook, Google, and Twitter. It will help in getting a comprehensive look at how to develop a consistent and effective social media presence all over the channels of the B2B social media guide.

6. Email Marketing

A very high number of marketers struggle to connect optimally with potential customers. If this is a problem that you as a marketer are facing then you can create meaningful email campaigns for reaching out to customers across a wide range of geographies.

Using the custom designing capabilities and visual editor in Pardot, a marketer can easily send professionally designed emails that reach a customer with the right message. Furthermore, it is also possible to schedule automated emails for the future which seems right to engage for striking an impact.

In case we had to suggest a focus point for improving the email effectiveness then it would definitely be targeting that can be achieved with the help of segmentation. Using a marketing automation platform, you can use what you know about the prospects for sorting databases into simple or complex lists.

These lists can be used for targeting email messages so that every segment receives the most relevant message. For example, a list that has been sorted on the geographic location can receive messages about events in their area while a list compiled by job title can receive content targeted for decision-makers.

7. Event Marketing Effectiveness

Event Marketing Effectiveness

Event marketing is again one of the best ways for many organizations to enhance their operations. The trick is to ensure that post-event follow up is both relevant and timely.

In fact, Pardot facilitates a streamlined procedure that can help the marketers get the most out of an event investment once the event is completed successfully. In addition, the marketers can follow a step by step process for following up and nurturing processes after an event takes place.


Salesforce Pardot is one of the marketing automation tools that offer the best in market CRM benefits in the most efficient way. It helps in analyzing the organizational data and also for resorting to focused marketing. The marketers can be assisted in generating valuable ROI with the help of Pardot.

You can let Salesforce Pardot contribute to unprecedented success and take your revenue goals much higher. Encaptechno has a team of expert Salesforce consultants who can help you in implementing and using Salesforce Pardot. Get in touch with our team to enhance the marketing of an organization and also get the most out of it.

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