This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
One of the core reasons MarCloud Consulting was founded was because I quickly realised that so many businesses are paying a huge sum of money on Pardot automation, yet aren’t taking advantage of the huge range of automation features that are available.
I’ve seen some companies essentially using it as an email distribution platform, which is the equivalent of paying for Sky when you only watch BBC1. It’s fine if your business just wants to send emails but if that’s the case then save yourself some money and opt for a basic platform such as MailChimp. However, if you want to really align your marketing & sales departments and reinvent the way your business thinks about lead nurturing, then you need to start making the most of Pardot automation.
To be in the best position to extract the most honduras telephone code value from Pardot, you should perform an audit of your account. This will allow you to understand the areas in which you are performing well and identify where you need to improve. Too many businesses fail to do this and as a result, Pardot remains underutilised and can become a burden on company finances.
“Know from whence you came. If you know whence you came, there are absolutely no limitations to where you can go” - James Baldwin
An audit isn’t as painful as it sounds and will be incredibly valuable. The audit will enable you to see how everything is working together so that you can then shift your focus to executing engagement programs that generate sales.
“Good filing means good dialing”
Admin sucks. It’s time-consuming, your team will find it boring, and a lot of the time it seems like a whole lot of work for a whole lot of nothing. However, this isn’t the case with Pardot. Really thinking about your filing structure and hierarchy of content can make a massive difference to your sales by qualifying leads and allocating precise scoring.
Let me add some context:
Pardot folder admin for scoring categories
This is pretty much a visual representation of why your salespeople will love you if you put the time in with your admin. The left side is an example of what is fairly common amongst Pardot users. If a clear folder structure hasn’t been created, then you’ll be missing out on valuable insights, like scoring categories. You can see that the prospect is engaged, but what are they engaged in? You could find out by digging through their prospect record, however, that would be very time-consuming and time costs you money. Your conclusion from this would be that they are interested in something, but you don’t know what salesperson should speak to them or what to talk to them about.