What Salesforce Pros Need to Know About Pardot

  • Despite its popularity, many Salesforce users still have a hard time understanding the B2B marketing automation tool – Pardot.
  • Many businesses and Salesforce pros have reaped the rewards of Pardot, increasing revenues and improving customer relations.
  • In this guide, we cover a few basic facts about Pardot to help you understand it’s relation to Salesforce.

Pardot, Salesforce’s B2B marketing automation solution, allows professionals in each department to build, deploy, and manage digital marketing campaigns in one platform. When combined, Pardot and Salesforce provide a wealth of function that let Salesforce pros act on engagement activities swiftly, generating more ROI from campaigns.

Since being acquired by Salesforce, Pardot has played a crucial role in increasing marketing revenues and improving customer relations for many organizations. Yet, despite Pardot’s popularity, many people still know very little about the platform – often believing that Salesforce and Pardot operate under the same rules.

If you or your marketing department have yet to study Pardot and its features, here are a few facts to wrap your head around.

How Do Prospects Work?

Prospects are anonymous visitors that have been identified after converting. This conversion process means a Prospect’s records are now stored in Pardot (identifiable by email address). The Prospect database is accessible via the “Prospect List”, which can be linked to a lead or contact record.

But what about in Salesforce? When a lead converts into a contact in Salesforce, it stays as a Prospect in Pardot, only this time it will be associated with the contact instead of lead record.

Are Salesforce Campaigns and Pardot Campaigns Similar?

Although Salesforce acquired Pardot in 2013, there is no relationship (at least for now) between campaigns on the two platforms. This is perhaps the single biggest surprise Salesforce pros have when it comes to Pardot.
What this means is that any leads or contacts added to a campaign on Salesforce won’t automatically be added to what you think is a parallel campaign on Pardot. You need to use automation features to do this. However, what you can do is use a Pardot campaign as a “Lead Source” in Salesforce, functioning as your campaigns’ first touch point.

What Kinds of Reports Will You Find in Pardot?

For the average Salesforce marketer, Pardot’s reports should have enough variety to cover the important bases. These reports include:

  • Campaign Performance
  • Lifecycle
  • Email

There are 15 standard reports in Pardot, which can vary depending on what connects you have in place. However, all reporting features in Pardot come pre-built, which means Salesforce power users and admins won’t get the flexibility of customizing reports like they usually do in Salesforce.

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