Integration is one of the most important, and most underrated, elements of business IT in general, and customer relationship management in particular. Even the most effective IT solutions can offer only a limited degree of value if they remain siloed and fail to link up with other applications and resources. Conversely, highly integrated IT tools will yield insights and utility that can radically improve operations throughout a given organization.
The need for Pardot system integration is an excellent illustration of this concept. When integrated, Pardot can become one of the most useful tools in a marketer’s repertoire, and can have a tremendously positive impact on the company’s bottom line.
To appreciate the importance of integrating Pardot, it’s first important to recognize what the solution is and why it can be such a powerful resource to companies’ marketing efforts.
First, the basics: Pardot is a marketing automation suite geared toward small and medium-sized businesses that exists as part of the Salesforce Customer Success Platform.
Pardot’s purpose is fairly straightforward. The solution was designed to help marketers identify as many high-quality leads as possible, and then make the nurturing of those leads simple, easy and effective. Given how important lead generation and maturation is for virtually every B2B company, the need for such a solution is clear.
Pardot nurtures clients through the sales funnel.
Pardot accomplishes all of this in a number of ways. First, users can leverage Pardot to easily create forms and landing pages for capturing new leads, while also utilizing personalized email marketing tools to reach out to audiences more directly. By using automation throughout this process, Pardot reduces the need for manual labor during lead generation, which greatly streamlines marketing efforts.
Just as importantly, Pardot offers sophisticated, automated lead management capabilities. Rather than forcing marketers to manually track leads through every stage of the funnel, Pardot handles this responsibility and ensures that the appropriate action occurs in every instance. Critically, the solution provides lead scoring and grading, along with automatic lead assignments to maximize the chances for the sales team to enjoy success. Salespeople can act on leads only once they’ve been properly nurtured.
However, that’s only part of the story. Arguably Pardot’s greatest value lies in the transparency it offers when it comes to lead quality and results. After all, B2B marketers will generate leads from a wide range of sources – pay-per-click, organic, referrals, social and so on. Each of those channels represents an investment of both time and money, and it’s historically been tremendously difficult for companies to determine what kind of return they are seeing on their various lead generation efforts. With Pardot, though, marketers can track and examine their leads on a campaign-by-campaign basis. They can say with confidence that one campaign generated X dollars, and that the leads generated by another campaign led directly to Y conversions.
All of that transparency and insight enables business leaders to make more informed, data-driven decisions for every aspect of their marketing efforts.
“Transparency enables business leaders to make more informed, data-driven decisions.”
All of that goes to show the value that Pardot has to offer in and of itself. But all of these advantages are heavily dependent upon effective CRM integration. Most obviously, Pardot can integrate with Salesforce, which owns the application. But complete integration needs to go further. After all, there’s no way to fully track lead behavior unless a company’s CRM suite – including Pardot – is fully connected to and integrated with its websites.
Essentially, fully integrating Pardot and other CRM platforms with the corporate website enables businesses to gain complete visibility into all of their online marketing efforts. There’s no longer any need to try to guess what caused a given prospect to visit the site – hard data will be readily available. A fully integrated approach limits any potential gaps in the company’s view of its leads and their progress through the sales funnel.
Obviously, that has immediate benefits, in that it improves the likelihood of any given lead becoming a sale. Over the longer term, though, this insight and transparency can lead to broader strategic shifts in the company. Business leaders can look at the insight produced from Pardot and other CRM applications and come to the conclusion that the website needs to be redesigned, and that the company needs to shift its focus to social-based marketing or redesign its website landing pages.
In order to reach this level of integration, businesses need the right approach and the right skills – and that means they need the right website optimization company to serve as a partner.
Core and More Technologies is ideally positioned to deliver in this capacity. Our experts are exceedingly familiar with CRM integration in general and Pardot specifically. We’ll work closely with our clients to make sure they enjoy the highest degree of visibility when it comes to unifying their marketing and sales initiatives, helping improve the bottom line.