When you think about marketing and sales it’s important to remember that both teams are pursuing the same goal – converting leads and acquiring customers. Marketing automation aims to increase revenue, maximising efficiency for campaigns, allowing marketing and sales departments to manage leads more effectively.

If you are only looking at the CRM component for your organisation, whilst neglecting the marketing side, you are likely to miss out on an opportunity that would help maximise sales.

What exactly does integrating your Salesforce CRM with Pardot marketing automation do?

Here are some key reasons it can have a great impact on your business:

Seamless communication between both systems
One of the best features of Pardot is its seamless integration with Salesforce. The bi-directional sync between the two systems means that both platforms talk to each other and update information accordingly. For example, if you integrate the website’s “Contact Us” form with Pardot, the data submitted via that form will sync down to your Salesforce system.

Grants visibility into customer behaviour
Pardot can record key data about your target audience like: how online visitors reached your website, which pages they visited, which emails they opened, what links they clicked on within an email and what files they accessed. By syncing this data with your CRM, the sales team will get comprehensive insights into a prospect’s interest and pain points so they can be more targeted in their communications.

Identifies the hottest leads through a scoring system
Pardot can assign scores to leads based on their online behaviour or specific email engagement activities that signal a higher level of interest than others. Activating bi-directional synchronisation between your Salesforce and Pardot systems will keep both marketing and sales teams updated on recent customer activity and score, allowing teams to concentrate their efforts on those who are most likely to purchase.

Sends lead activity alerts to sales reps
Pardot will send an alert to sales reps when a lead performs a certain behaviour, such as visiting a pricing page on your site, downloading a white paper, opening an email, clicking on a specific link within an email.

It begins with the process of mapping fields across both platforms. With Salesforce CRM and Pardot you can have all your default fields automatically mapped and custom fields from salesforce and Pardot created and mapped. Some of the integration activities you can perform are:

  • Assign leads to Salesforce users/ Sales Reps
  • Campaign integration
  • Add to salesforce campaign
  • Set up Salesforce tasks
  • Update salesforce fields with recent Pardot information

Also, if information in Salesforce is updated based on recent interactions with potential clients, this will sync back to your marketing automation platform. This ensures consistency of data across both systems.

In order to maximise your marketing and sales efforts, you need to think of the full customer journey.  Syncing your Salesforce CRM and Pardot marketing automation platform will blend your marketing and sales processes, allowing you to manage the flow of leads from the top of the funnel to the bottom of the funnel.

Click on the infographic below to see how you can take productivity to a whole new level and accelerate your sales cycle with the dynamic duo in “The Synergy between Pardot & Salesforce

Synergy Pardot & Salesforce infographic

To learn more about how your business can align Salesforce and Pardot, contact our team here. We will be happy to hear from you.