Only 23% of sales professionals say marketers consistently deliver sales-ready leads.
– BtoB magazine
79% of top-performing companies have been using marketing automation for more than 2 years.
– Gleanster “Q3 2013 Marketing Automation Benchmark”
The stats above show both a challenge and an opportunity for marketers. Marketing automation can help provide sales with better leads based on the behavior (actions on your website) of those leads. Luxent has been using Pardot for just over a year now and we’re continually finding ways where the marketing automation platform aids us in reaching the right people at the right time with the right message. Additionally, because Pardot is a Salesforce company, integration with our Salesforce CRM is seamless, so we can focus on lead management, email marketing, drip marketing, lead scoring capabilities, forms and landing pages, automation tools, and more. Here’s some of what we use Pardot for here at Luxent:
With Pardot, you can effectively reach prospects with the right message. You can send batch emails–easily trackable in both Pardot and Salesforce–or you can set up automated drip campaigns. We send out emails consistently: whether through a drip campaign, through an email blast, or an auto-responder message after a form has been filled out. In fact, after a successful drip campaign last week, Sales asked when our next one would be lined up and ready to go!
With just a few quick steps, you can easily create landing pages and forms, notifying the appropriate sales rep with each completed form. We’ve talked before about how Pardot enables us to create a more user-friendly webinar registration experience, and Pardot is what creates a seamless back-end experience, too. Whenever someone registers for a webinar, Pardot’s landing pages, forms, and completion actions ensure that lead is followed up with quickly and with the right sales rep.
Pardot’s reporting tools enable you to accurately calculate your marketing ROI. You can also view email reporting metrics, like click-through rates, email open rates, forwarding, etc. We’ve particularly enjoyed being able to see which links within an email are clicked, understanding our audience and making sure we tailor future messaging to better fit their needs.
Instead of having to use another social aggregator like Hootsuite, you can manage and track your social media efforts–from Twitter, LinkedIn, and Facebook, etc.–within Pardot. Being able to set up and schedule social media for weeks at a time can be both a time-saver and a good exercise in planning out campaigns. And when those campaigns are successful and you see a retweet that makes your clicks jump? Even better.
Who isn’t a sucker for a great infographic? Here’s one from Pardot on marketing automation.
Embedded from Pardot
Luxent is Pardot certified, so if you’re looking to incorporate marketing automation into your organization, Luxent can help. Contact us to learn more.