All You Need to Know While Getting Started with Pardot Salesforce Integration
As the market is becoming more and more competitive, companies are emphasizing more on boosting their marketing efforts to get the attention of potential customers and increase the chances of sales. That’s where Salesforce products like Pardot are being leveraged to enable marketing automation and receive better results through campaigns.
Pardot, now known as Salesforce Marketing Cloud Account Engagement is an efficient and trusted tool for B2B marketing automation enabling companies to enhance their marketing effort and improve customer relationships.
Despite the importance of Pardot being so prominent, there’s one question that always pops up in people’s minds. If Pardot is already a Salesforce product, why is it required to conduct Pardot Salesforce integration?
The answer to this is that although Pardot is a part of the Salesforce ecosystem, it is still a separate product specialized for marketing automation. Integrating Pardot with Salesforce helps to ensure a seamless flow of data and insights for marketing and sales teams. This helps the marketing and sales teams to work in collaboration to reach common goals. Not only this, the integration even helps to deliver impactful and efficient customer experiences.
So, in this article, we’ll be talking about Pardot and Salesforce integration and everything you need to know about it before getting started with this integration process.
How Pardot Salesforce Integration Can Improve Your Business Marketing Strategy
Think about it; having a marketing automation tool integrated with your Salesforce CRM can help you synchronize your automated marketing campaigns with your operations.
So, let’s get a little deeper and evaluate all the benefits that you can access with your Salesforce CRM integration with Pardot.
- Generate Quality Leads
Despite all the hard work sales and marketing teams do, studies have shown that only 10–15% of leads actually make it to the bottom of the sales funnel. This means that in most cases, sales teams keep working on leads that are not even likely to convert and bring any sales for the company.
But what if you have the ability to know those leads that are likely to convert? This would enable you to save time and give them priority so they could be closed faster. That’s where Salesforce integration with Pardot can be of great help. From lead scoring to tracking the engagement history, you will be able to handle it all on a unified platform.
2. Track Marketing Campaigns Efficiently
It is essential to keep track of your marketing campaigns to ensure that your strategies are optimized. Organizations that are actively tracking their leads achieve significant improvement in their campaign efficiency, thus getting the expected results. But with a lot of stuff going on for the marketing team, it can be difficult to keep everything on track.
That’s where Salesforce integrated with Pardot can help you access different features that could support the team with effective tracking of marketing campaigns. The integration will enable you to work with multi-channel campaign tracking and advanced analytics and reporting features that will help the team track emails more efficiently, thus making the team aware of any changes in time if required.
3. Run Data-Driven Marketing Strategies
Do you know the reason behind the failure of multiple marketing campaigns? It’s because of the lack of understanding of behavioral data related to customers that would help in targeting and creating personalized strategies. So, we can say that the common reasons behind the failure of marketing efforts are poor timing and targeting, lack of creativity, and inadequate personalization.
Now you know the reasons behind the failure, the next thing you need is the key to overcome these. That’s something Salesforce Pardot integration will help you achieve. The integration allows you to work with Pardot Einstein to analyze the behavior of the audience. You can also segment your audience in your marketing through the integration.
4. Enable Your Marketing and Sales Teams to Work Together
If we talk about the sales and marketing teams, both have common goals, i.e., bringing revenue for the business. This makes it essential for them to align and work together over the same information. Any difference or error in the information can result badly for the business.
Studios have shown that companies in which the sales and marketing teams are aligned are likely to show a 36% higher customer retention rate. It even shows results on the sales win rates, thus bringing better results for the company. With the help of a Salesforce integration consultant, you can receive a unified platform that can be accessed by both marketing and sales teams, thus keeping them aligned on the same information.
It also helps with automating lead assignment to ensure that the leads are assigned to the right sales representatives. This automation helps to cut down the manual lead assignment, thus saving teams a lot of time.
Steps to Achieve Pardot Salesforce Integration
So far, you know the benefits you can uncover with the integration. Now, let’s go through the steps that you could follow to achieve Pardot Salesforce integration.
- Prepare for the Integration
Your very first step is to jot down your business challenges and requirements. You need to be specific about what challenges you need to resolve through the integration. Doing this will help you ensure that your integration is aligned with your unique objectives and goals. Also, you need to be particular about your prerequisite related to integration so you can manage who can have access to the integrated system. This step helps you to plan the integration and focus on the right spot.
2. Open Salesforce AppExchange to Install Pardot
Once you have listed your requirements, you need to install Pardot from Salesforce AppExchange. Pardot is required to be connected with your Salesforce org.
3. Set Up and Verify the Connector in Your Pardot Account
Once you have installed the application, you need to navigate to your Pardot and set up the connector to get started with the integration process. You’ll find some instructions that need to be followed to ensure you build a successful connection between Salesforce and Pardot. Then make sure you verify the connector to make sure you’ve achieved a successful integration.
4. Configure Salesforce for the Connector
Now, you have to configure the settings for the Pardot connector in Salesforce. This will enable you to synchronize the data and set up the parameters on how Pardot will be interacting with your Salesforce account.
5. Customize the Sync Method
You can tailor your sync method to make sure it suits your requirements. You need to take time to determine what data you need to sync between Pardot and your Salesforce account. Customizing the method will give you the ability to ensure that the right information flows between your systems.
6. Update Processes or Workflows
You also need to review and update your processes and workflows that are dependent on the integrated systems. This way, you can be sure that your business processes will function smoothly once the systems are integrated.
7. Test the Integration
You need to ensure testing your integration setup. Make sure to test different scenarios for validating data synchronization, workflows, and field mappings.
Ensure Having the Right Salesforce Integration Partner Onboard
It’s not just about Pardot; there might be times when you need Mailchimp Salesforce integration or want to integrate your other marketing tools with Salesforce. The one way to get started with any integration is to have the right and experienced Salesforce integration partner by your side. Get in touch with experts at 360 Degree Cloud and discuss any of your Salesforce integration requirements.
