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Por: Kathelyn Salcedo October 11, 2021

How the Salesforce Pardot integration has helped us improve and digitise B2B business processes.

When we looked into the possibility of including Salesforce Pardot in our main day-to-day tool, we didn't know how effective it would be.  It is very interesting to work with this tool because it has full integration with Salesforce CRM, but I would say that the tricky part is to know if it is really useful for your company.  Before

When we looked at the possibility of including Salesforce Pardot in our core day-to-day tool, we didn't know how effective it would be. 

It is very interesting to work with this solution because it has a complete integration with Salesfroce CRM, although I would say that the tricky part is to know if it is really useful for your company. 

Before explaining how it helped us improve our processes, I would say that Pardot is a Salesforce CRM plugin, a Marketing Automation solution from Salesforce itself.

It is difficult to define Marketing Automation but I would say that it is a technology that collects all the data, automates it and makes marketing and sales processes efficient. 

There are thousands of email marketing platforms today, but Pardot has evolved to incorporate web activity tracking, digital asset creation, process automation and communications technologies. 

With this tool we can improve our conversion rates, extend our commercial action radius and improve our knowledge of our customers. 

If we had to put the main strategies within Marketing Automation and that also work perfectly in B2B companies, they are: Inbound Marketing, Account Based marketing and CRM marketing. I think the latter is the most essential, as it allows you to get a good return on customer knowledge with up-selling, cross-selling, or relationship marketing actions. 

By having a commercial department, it is important to be able to work hand in hand with the marketing department and Pardot achieves this, as the recruitment process is integrated with the commercial processes and you have measurable results. 

It is not a legend that measuring ROI has always been a problem that the marketing team has always had to face, with Pardot, you can know the real return you get from your campaigns. 

In our opinion, using Salesforce campaigns in Pardot and tracking sales processes is a key factor. 

Tracking lead activity, real-time alerts or the ability for sales to send pre-designed marketing campaigns to your customers are just a few examples of its major advantages.

I believe that a few years ago, the Marketing department did not give the same importance to new technologies as it does now, the implementation of this tool has facilitated the optimisation of the customer experience. 

Implementing Salesforce in a company depends on the objective of the project, even if it is an effective tool, it may not be applicable for another B2B company that just wants to send information to the customer, Pardot goes further by coordinating sales teams and opportunity management. 

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