Using Salesforce Pardot integration to drive ROI

egforit Software — Wed, 22 Jul 2020 16:41:05 +0000

When it comes to sales CRM and marketing automation, Salesforce and Pardot are consistent leaders in their fields. So it comes as no surprise that Salesforce Pardot integration is transformative for both sales and marketing.

In this post we’re going to share our expertise as a Salesforce Partner to help you get the most out of connecting Pardot and Salesforce campaigns.

If your marketing and sales teams recognise any of the challenges below, we know you’ll see the value of Salesforce Pardot integration.

Challenge 1: Clashing communications

Your marketing and sales teams are working to the same end — getting potential customers over the line. But without proper coordination, they can step on each other’s toes. Your marketing team might send an email to a hot sales lead, for example, distracting them from the sales message.

This misalignment can create friction between sales and marketing, which then causes communication to decrease. This is a prime scenario to solve with Salesforce Pardot integration.

Solution: Using suppression lists

By connecting Pardot and Salesforce campaigns, you can give sales control over which leads marketing can reach out to. Your sales team just has to create a suppression list of hot leads in Salesforce. Then that list will prevent marketing from unintentionally emailing those leads. In this way, your sales team chooses exactly which content goes to the leads they know best.

Challenge 2: Defining qualified leads

A marketing qualified lead is different from a sales qualified lead. This can lead to a perception that marketing is sending sales “bad leads”. If only there were a way to reach a standard definition of lead quality. Yes, you guessed it — there’s a way of doing this with Salesforce Pardot integration.

Solution: Lead quality grading

Once you connect Pardot campaigns to Salesforce campaigns, you can create standardised “grading” for leads. This is a shared definition of lead quality between marketing and sales.

Image source: https://www.pardot.com/scoring-grading-lab/

First you create profiles with factors determining different grades of lead. While an A+ lead will tick all your boxes, an F ticks none — with many grades in between. And thanks to Salesforce Pardot integration, these profiles are updated across both systems as soon as anything changes.

Let’s say you’re a loan provider, for example. You might create a profile for an investor, a borrower, and a broker. Then you’ll use default and custom fields to determine the ideal characteristics for each profile. So the loan provider might have fields such as “Annual turnover” and “Years in business”, while the investor might have “Portfolio size” and “Risk capacity”. These fields are entirely up to you.

Recap: Salesforce Pardot integration benefits

The major advantage of connecting Pardot and Salesforce campaigns is keeping all your marketing and sales data in sync automatically. This applies to custom fields as well. You can create a field for any lead action or attribute, from “attended a webinar” to “plans to upgrade within a year”, or anything you like, and these fields will be replicated in Salesforce.

Most companies choose to make Salesforce the dominant half, meaning changes there are pushed into Pardot. You might want to change this for certain fields, however, so marketing can pass information through to sales. The business benefits of this synchronisation are as follows:

Instant alignment — information from marketing forms is accessible to sales, and sales interactions are visible to marketing.
Avoid clashes — sales can prevent leads from being sent marketing material that might push them in a different direction.
Nurture leads — when a lead says, “Call me back in a month,” sales can send them into a marketing nurture program that keeps the lead hot.

Get Salesforce integration help

With experience going back 10 years, our Salesforce integration services cover everything from single app integrations to complex transformation projects. We use custom coding and the leading iPaaS to connect Salesforce to any data or applications. Arrange a free consultation with us to find out more.

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Top 5 reasons to use a Salesforce Partner

egforit Software — Wed, 01 Jul 2020 15:42:15 +0000

If your business has decided to invest in Salesforce, it can be tempting to save money by implementing the system yourself. But this is a false assumption. In reality, self-implementation is likely to cost you more, both now and in the long term. This is the simple answer to the question, “What are the reasons to use a Salesforce Partner?”

“Of course you would say that,” you’re probably thinking, “because you’re a Salesforce Partner.” Yes, but a look at our clients — from FTSE 100 enterprises to local SMEs — shows that a good Salesforce Partner has real value.

To give a deeper understanding, we’ve listed the top five reasons to use a Salesforce Partner below.

1. Get the exact features you need

Salesforce is a massively flexible CRM. First you have a choice of Salesforce products, covering everything from sales to marketing and field operations to app development. Then within each product you have a range of configuration options. And on top of that you might have custom development and integration to consider.

To make the right decisions at each step, you need detailed knowledge of what Salesforce is capable of. And that’s exactly what a Salesforce Partner provides — knowledge and experience of how Salesforce can empower different business scenarios.

To get the best result, you need a partner with a strong Salesforce consultancy and CRM development background.

2. Get it done right the first time

There’s nothing as demoralising as spending time, effort, and money on a software project only for it to fail and need costly alterations. Your staff are looking forward to a shiny new CRM that makes them more efficient. By getting their hopes up and then releasing a sub-standard solution, you risk losing their trust.

But with the right Salesforce implementation partner you can rest easy in the knowledge that your CRM will take off perfectly from day one.

3. Get all your data connected

Today’s customers expect interactions to be personalised, seamless, and secure. Creating that experience means integrating data and applications across your entire company. The other upsides of integration are reducing manual errors and gaining a single version of truth to guide financial decisions.

By choosing an experienced Salesforce integration partner, you can turn Salesforce into the centrepiece of your fully integrated enterprise.

4. Get your staff using it properly

Salesforce is designed to automate business processes — but you still need people who know how to use it. That’s why staff training is such a critical part of any Salesforce implementation.

As a leading IT training company both in Cairo and online, we run Salesforce classes for end-users, admins, and more.

5. Get the latest updates

Salesforce is constantly evolving. Three free updates a year give you the latest technological advances before many competitors. But these updates require an expert eye if you want to gain maximum benefit.

Our team of Salesforce consultants stays on top of upcoming features and will advise you on how they suit your business goals.

Get the best out of Salesforce

As you’ve seen above, there are plenty of good reasons to use a Salesforce Partner. And having provided this service for dozens of companies, we are excellently placed to help your business as well.