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Learning Objectives

After completing this unit, you’ll be able to:

  • Describe how marketing automation and Pardot can help your business.
  • Define basic marketing automation terminology.
  • Describe how Pardot differs from other Salesforce marketing tools.

Welcome to Pardot!

Pardot is Salesforce’s B2B marketing automation solution. If you’re a business who sells to other businesses (or B2B), Pardot can automate your marketing activities and unite your marketing and sales departments so that they can work better together.

As a marketer or program administrator, you’re likely working on a variety of projects. Pardot gives you a central location to manage your projects and report on their success. Not only that, but it tracks prospects as they interact with your company across all your marketing channels so you can tailor your outreach. And Pardot is customizable, so you can adjust it to fit your company’s needs!

Say What?

Even in this brief introduction to Pardot, you’re probably already swimming in buzzwords and business jargon, so let’s simplify it. Pardot helps move your visitors and prospects through a sales funnel. The funnel begins when you create marketing materials to generate interest in your products and ends when qualified prospects are assigned to a sales rep.

Now we’ll define the funnel stages plus a few other marketing automation terms.

Funnel that displays the typical prospect journey in Pardot. At the widest part of the funnel, is Demand Generation, which then leads to conversion, Lead Nurturing, Lead Qualification, and at the narrowest part of the funnel is Assign to Sales.

Lead (or demand) generation: The act of creating interest in your products or services through marketing efforts.

Visitor: An anonymous person who visits your website and is now tracked in Pardot.

Conversion: Once a visitor gives you their contact information by submitting a landing page or form in Pardot, they are converted to a prospect.

Prospect: An anonymous visitor that has converted and is now identified. If you’re familiar with Sales Cloud or other CRM software, this is also called a lead.

Lead nurturing: Sending targeted messages at specific intervals based on a prospect's actions and whether or not they’ve met certain qualifying criteria.

Lead qualification: You probably have thousands (or even hundreds of thousands) of people interacting with your organization. Your sales teams can’t contact each of them, so as marketers it’s your job to help send them the best prospects. This process of finding the gold needles in the haystack of prospects is called lead qualification. You decide the threshold for when a prospect is ready to be assigned to a salesperson for them to follow up.

Pardot uses two metrics for lead qualification: score and grade.

  • Prospect score: A prospect’s score is a numerical value indicating how interested they are in your product or service, based on specific actions the prospect takes.
  • Prospect grade: A prospect’s grade is represented by a letter (A, B, C, D, etc.) indicating how well a prospect fits the profile of your ideal prospect.

Once your prospects are qualified, you can apply your threshold criteria to your prospects to assign them to your sales team.

Pardot campaigns: These are typically the first marketing-related contact your prospect has with your company. If you’re familiar with campaigns in Sales Cloud, this is very different from how campaigns work there—think of a Pardot campaign as being equivalent to a Sales Cloud lead source.

Hopefully these terms all makes sense, and if not, in this module we’ll be talking a lot more about these concepts and giving more examples. For a complete list of Pardot terminology, check out the Pardot Glossary. 

Pardot or Marketing Cloud?

When to Use Pardot

People today expect all parts of your organization to communicate with each other. When they talk with a sales rep, they want the rep to know which product or offering they’ve already researched on your site. At Salesforce, we help companies use data to deliver that connected customer experience. The Salesforce platform supports all aspects of your business, whether you're in sales, marketing, commerce, or service.

Pardot is the smart marketing automation solution powered by the world's #1 CRM platform. Pardot customers have seen sales revenue increase by 34% and marketing effectiveness increase by 37%, on average. 

According to Social Media Today’s “State of Marketing Automation Survey Report 2019,” 75% of marketers say they currently use at least one type of marketing automation tool. The majority of marketers are using marketing automation because it can help you grow at record speeds.

Pardot is a great fit when you want to: 

  • Generate more leads and move them quickly through the pipeline
  • Engage buyers on their terms with dynamic, personalized campaigns
  • Understand each step from click to close, capturing true marketing ROI
  • Remove silos across organizations that lead to disjointed customer experiences
  • Make data driven decisions
  • Strengthen or build your account-based marketing (ABM) strategy 

Now you’ve learned how Pardot and marketing automation can help grow your business and help you connect with your prospects and engage with your customers. In the next unit, we’ll dive into the user interface and talk about how to find your way around Pardot. 

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