3 Keys to Pardot Adoption

Drive Deeper Pardot Automation

No matter how perfectly matched you are with Pardot or how well the implementation team did, sometimes 4, 6, or 12 months later you just aren’t utilizing Pardot to the fullest. Often problems are time and resource related, and sometimes they relate to lack of clear direction in marketing strategy. Here are three keys to great adoption:

The Content Conundrum

So many marketing teams struggle to find time to create a cohesive content plan that is strategic, attainable, and drives accountability. A plan with deadlines and specific KPI goals fuels the use of marketing automation.

Marketing That Sales Teams Get Excited About

Marketing doesn’t live in a bubble, and there is no closer partner than the sales team. Effectively aligning with the sales team turns Pardot, and the marketing team, into a sales enablement platform intertwined with all parts of the sales process.

Show Me The Money

Marketing teams need to sell their organization’s product or service, but almost as importantly they need to sell marketing to their organization. With properly developed Connected Campaigns, Salesforce and Pardot provide end-to-end ROI reporting to show how marketing efforts influenced every deal closed.

Let’s Discuss if a 1-hour Strategic Marketing Workshop Would Be The Best Next Step

Would you like to better utilize Pardot to increase your marketing automation ROI in tangible and measurable ways? Our strategic marketing services can be your partner to greater adoption and ultimately greater returns.

Integrating Pardot vs Hubspot Marketing Hub

HubSpot Marketing Hub is a popular solution for marketing automation, but the Salesforce Pardot marketing automation platform maintains key advantages in syncing your marketing efforts with sales efforts driven through Salesforce. Where it may be a workaround to integrate HubSpot Marketing Hub with Salesforce, Sales Cloud and Pardot work in tandem to expedite revenue growth through your marketing and sales funnel.

Here are some of the key differentiators for pursuing an integration of Pardot over HubSpot with Salesforce Sales Cloud:

1. Easier Salesforce Integration

As part of the same ecosystem of products, the connection between Salesforce and Pardot is a straightforward process. With a simple connector setup, default information on leads and contacts, plus relevant information on accounts, opportunities, and users immediately flow between the two data systems. HubSpot, in turn, integrates through a 3rd party package, with more prerequisites for beginning the data flow.

2. Opportunity to use synced users and campaigns

In addition to the data flow between marketing prospects and Salesforce contact records – Pardot also provides easy options to turn the sync users between the two platforms, providing easier management or roles and permissions in your organization. Syncing campaigns are also an option, allowing for reporting on the analytics available from both interfaces. Options like this are not available through a HubSpot integration, instead requiring manual setup.

3. Access to advanced design features through HTML/CSS coding

While Pardot comes with plenty of features to customize content without coding, including responsive email templates and a what-you-see-is-what-you-get editor, but you can it take it a step further with direct access to the HTML and CSS used in what you generate. In Pardot you can switch between the two editor styles seamlessly, within the same email template, making it easy to customize the design on a technical level. In HubSpot, coding for advanced email templates needs to be separately done as a different template.

4. One-to-One Sales Team Email Access

Place a “Send Pardot Email” feature right on to your contact page layout so your sales team can quickly send email templates and content out to who they need to, or allow your Sales team to add prospects right to email lists that may hold relevant content. These features, along with Pardot scoring and grading data visible in Salesforce, phenomenally align sales and marketing initiatives in a way not possible through siloed ecosystems.

5. Pardot in Lightning Interface

The Pardot platform’s integration with Salesforce continues to expand with regular releases, continuing to remove barriers to synced functionality. One of the newest releases included the option for Pardot in Lightning, evolving the Salesforce Pardot app to move the Pardot menu into the actual menu app of Salesforce. This development leads to visual continuity and faster navigation when using the systems in tandem. Advancements like this are slated to keep rolling out in the near future.

6. B2B Marketing Analytics

The Pro version of Pardot gives access to the B2B Marketing Analytics app, providing marketing data insights through Salesforce’s powerful Einstein Analytics tool. This tool provides unprecedented access to visualizations and forecasts, allowing you to see data about how your entire marketing and sales funnel flows through you CRM. The ability to highlight and validate ROI is seamless.

7. Custom Object Access

If your Salesforce implementation is customized to meet your unique business needs, chances are you are utilizing custom objects. Custom objects in Salesforce help your company move beyond the standard sales process, and open up avenues for far reaching digital transformation in your company. Higher tiers of the Pardot licenses give users access to data attached to these objects, allowing organizations to tie email behavior to data from custom objects.  Hubspot, on the contrary, provides no easy access to Salesforce custom objects – meaning email communications around a custom project object in Salesforce, for example, would be impossible to coordinate.