Pardot is a marketing automation system that combines lead generation, lead qualification, and lead nurturing to supercharge your marketing efforts. Pardot is renamed as marketing cloud account engagement. Marketing automation amplifies your marketing and sales engagement to generate more leads, close more deals, and better measure ROI from your marketing efforts.
Account engagement tool gives you a full life-cycle view of your prospects, allowing you to qualify them based on their interactions (scoring) and profile (grading). When used effectively, account engagement tool helps you build an efficient sales pipeline which maximizes engagement while minimizing irrelevant messaging.
4 Key Features of marketing cloud account engagement
- Lead Generation with Forms, Email Templates, and Landing Pages: create dynamic forms, responsive email templates and landing pages to generate leads
- Lead Qualification with scoring and grading: score prospects based on their interactions with your marketing assets (PPC adverts, banner ads, landing pages, forms, emails). You can also grade prospects based on their customer profile (location, company size, industry, job title).
- Lead Nurturing with engagement studio: create dynamic lead nurturing (drip) programs with Engagement Studio to engage prospects towards sales-readiness, on-board and engage clients, send renewal reminders, and much more!
- Automation of digital marketing activity & tracking with Automation tools: use automation rules, segmentation rules and dynamic lists to automate prospect segmentation and qualification.
6 Key Benefits of marketing cloud account engagement
- Align your marketing and sales teams through lead qualification and nurturing
- Full life-cycle tracking of prospect interactions with marketing touch-points
- Increased engagement with prospects, clients (present and past) with lead nurturing campaigns
- Save your marketing team time spent on data entry and processing to exploit your resources effectively
- Accurately measure ROI on digital marketing activity to see which campaigns are performing best via robust, detailed reporting
- Integrate directly to Salesforce to sync prospects, leads, contacts and opportunities with Salesforce
