Remerciez-le!

Remerciez @Admin pour avoir partagé cet document gratuitement, de la manière la plus simple, en partageant sur les réseaux sociaux.

PARDOT + SALESFORCE DYNAMIC DUO Everything you need to know about turning Pardo

PARDOT + SALESFORCE DYNAMIC DUO Everything you need to know about turning Pardot & Salesforce into the ultimate sales and marketing tool. Table of Contents Introduction.....................................................................3 Chapter 1: What is Pardot?...........................................4 Chapter 2: What is Salesforce CRM?............................5 Chapter 3: What’s the Difference?...............................6 Chapter 4: The Benefits of Integration.......................8 Chapter 5: Two Systems, One Tool............................12 Conclusion......................................................................17 INTRODUCTION Pardot and Salesforce are complementary tools that really reach their full potential when paired together. Not only can these tools improve marketing and sales alignment, they can also provide greater insight into campaign performance, jumpstart lead generation efforts, and positively impact ROI. If you’re thinking about integrating these two systems, it’s important that you understand the benefits this will provide and the steps that will be required for implementation. So, let’s get started! Introduction 3 Pardot + Salesforce * What is Pardot? Pardot is an on-demand marketing automation solution that increases sales and maximizes efficiency for companies with complex sales cycles. The application allows marketing and sales departments to manage all prospect interactions and create, deploy, and manage online marketing campaigns — all from one central platform. When Pardot marketing automation is paired with a CRM, data can be seamlessly passed between the two systems, allowing marketers to track and analyze all touch points with prospects from the moment of lead generation to the close of the sale. The platform can also significantly improve efficiency by automating many marketing and sales tasks that are traditionally performed manually. Marketing automation systems like Pardot typically offer: • Automated lead nurturing emails sent to prospects based on predefined rules or time intervals • Prospect scoring and grading to help prioritize sales reps’ time • Micro-level analytics that track all touch points with a prospect — forms, page views, social interactions, emails, and more • Automatic, real-time notifications for sales reps of online prospect activity • Closed-loop reporting for easy calculation of cost per opportunity and marketing ROI • Easy creation and editing of online marketing campaigns by non-technical users Chapter 1 What is Pardot? 3 4 Pardot + Salesforce The Art of Marketing Automation Download our free Mastering the Art of Marketing Automation eBook to get a more complete look at the capabilities of a marketing automation system. Chapter In Brief The Idea Increase sales, maximize efficiency, and improve marketing and sales alignment with Pardot marketing automation. Key Takeaways Use marketing automation to generate and qualify leads, shorten sales cycles, and demonstrate marketing accountability. 01 * What is Salesforce? Salesforce is a Customer Relationship Management tool, or an application that helps track sales activities from lead to opportunity to customer. The focus of a CRM is to collect and store data about existing customers while managing new customers and sales opportunities, covering every touch point and every stage of the buyer lifecycle. Whether you’re using Salesforce CRM for sales, marketing, or customer support, you’re always focusing on the same thing: the customer. Using Salesforce, sales reps and marketers can: • Track sales as they move through the pipeline • Get an overview of in-progress deals • Track individual sales rep performance • Manage tasks & log calls with prospects • Project revenue and show ROI of individual campaigns • Track which campaigns generate the best leads and result in the most sales. Using the data gathered in Salesforce, marketers can actively build relationships with prospects and customers instead of taking a transactional approach to their marketing. This growing emphasis on data — and not just numerical data, but behavioral data — explains why 40% of businesses plan to increase investments in customer-facing systems like CRMs (Scribe Software). Chapter 2 What is Salesforce? 3 5 Increase ROI with Your CRM 81% of respondents to an IBM survey plan to increase their CRM usage. The same survey indicates that an integrated approach to your CRM, including analytics, application integrations, and social collaboration, can yield an ROI of nearly 6 to 1 per dollar. Pardot + Salesforce Chapter In Brief The Idea Meet marketing automation’s perfect complement, the Customer Relationship Management System (CRM). Key Takeaways A CRM is the sales counterpart to marketing automation, helping to track sales opportunities from prospect to customer while managing existing customer data. 02 * So What’s the Difference? If Salesforce is primarily a sales tool, Pardot is its marketing counterpart. Integrating the two systems allows you to sync information bi-directionally, meaning that an update to a record in your CRM will automatically be made in your marketing automation system (and vice versa). Having this steady “communication” between the two platforms is what makes this connection so powerful, helping to always keep marketing and sales teams on the same page. It also helps to improve marketing accountability by giving both marketing and sales teams more insight into the impact of their marketing efforts. But this kind of added insight wouldn’t be possible without the sales tracking abilities of Salesforce, or without the reporting capabilities of Pardot marketing automation — demonstrating that it’s the differences between these two systems that make them such a force to be reckoned with. Let’s take a look at a few key differences on the following page, including the business goals of each platform, the departmental focus, and the primary features. Chapter 3 The Difference Pardot + Salesforce 6 Chapter In Brief The Idea Pardot and Salesforce have several similarities, but it’s the differences between the two that make them so compatible. Key Takeaways While a CRM is primarily a sales tool, marketing automation is its marketing counterpart. Each system has separate business goals and unique key features . 03 The Perfect Complement to Your CRM If you’re looking for more information on the differences between these two systems, take a look at our blog post, Why Marketing Automation is the Perfect Complement to Your CRM. SALESFORCE PARDOT Department Focus Business Goal Primary Features Marketing-oriented Sales- and services-oriented • Manage and automate prospect interactions • Measure marketing ROI • Improve lead generation and report on campaign success • Automate marketing programs and communications • Track sales opportunities as they move through the pipeline • Manage new and existing customer relationships • Provide fast and responsive support to existing customers • Email marketing • Lead nurturing • ROI and campaign reporting • Scoring and grading • Forms and landing pages • Social posting • Opportunity management • Sales forecasting • Account management • Task creation • Sales process reporting The following chart outlines some of the key differences between Pardot marketing auto- mation and Salesforce CRM. Take a look to see how your marketing and sales teams might use each system to accomplish their respective goals, like increasing lead generation, track- ing sales opportunities, automating marketing programs, measuring ROI, and more. Chapter 3 The Difference 7 Pardot + Salesforce * The Benefits of Integration Integrating Pardot and Salesforce creates a powerful, multi-purpose tool capable of supporting both marketing and sales initiatives. The connection between the two platforms can help remedy tensions that often exist between marketing and sales by improving lead quality, increasing the efficiency of the marketing-to-sales handoff, automating lead assignment, and more. Take a look at the following pages to see how pairing Pardot and Salesforce can impact your marketing and sales teams, respectively. Benefits for Marketing Benefits for the marketing team extend far beyond easing tensions with sales. Integrating Pardot and Salesforce also cuts down on manual lead qualification and assignment, helps marketers track their ROI, and makes it easier to target and segment marketing communications. Automate Lead Qualification & Lead Assignment. A common point of contention between marketing and sales teams is poor lead quality. With the data gathered via a marketing automation system like Pardot, marketers can score and grade incoming leads so that only the most qualified get passed on to sales (note: a lead score measures interest in your product or service, while a lead grade reflects prospect fit). When leads reach a threshold score and grade, they can be assigned to sales reps automatically, Chapter 4 Benefits of Both 7 8 Pardot + Salesforce Chapter In Brief The Idea Pardot and Salesforce are similar, complementary tools that really reach their full potential when paired together. Key Takeaways Integrating Pardot and Salesforce creates a powerful tool capable of supporting marketing and sales initiatives, helping to ease tensions between the two teams. 04 cutting down on manual processes and ensuring that lead assignment is fair, efficient, and effective.threshold score and grade, they can be assigned to sales reps automatically, cutting down on manual processes and ensuring that lead assignment is fair, efficient, and effective. Tie Revenue to Campaigns. When Pardot is tied to Salesforce, campaign reporting becomes that much easier. Bi- directional syncing between the two systems ensures that campaigns created in your marketing automation platform map back to your CRM, making it possible to tie closed deals back to the campaigns that created them. This closed-loop reporting capability allows you to attribute revenue to campaigns, track marketing spend, accurately measure ROI, project revenue, and make uploads/Marketing/ pardot-salesforce-guide.pdf