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Introduction to Pardot

Pardot is a marketing automation solution that helps companies create meaningful connections, generate more pipeline, and empower sales to close more deals. Often used by Salesforce customers, Pardot may be a core part of your marketing automation strategy and Qualified integrates natively with Pardot. This article provides a high-level overview of how to qualify inbound prospects with Salesforce Pardot through six use-cases:

  • Qualification by Pardot Campaign
  • Qualification by Pardot Landing Page
  • Qualification by Pardot Dynamic Content
  • Qualification by Pardot Smart Forms
  • Qualification by Pardot Fields such as Score & Grade
  • Qualification by Pardot Emails

Qualification by Pardot Campaign


When Pardot marketing campaigns are highly targeted and personalized, responses to these campaigns alone can form the basis of instant qualification for sales.  Examples of these campaigns can include: search marketing campaigns, LinkedIn campaigns, social media campaigns, ABM campaigns, paid placements, and email marketing campaigns. Now you can use campaign IDs and URL parameters in your Pardot campaigns to qualify inbound prospects based on campaign responses from highly targeted advertisements.

Qualification by Pardot Landing Page


Pardot landing pages are designed by online marketers to improve the chances of conversion, with a succinct and brief marketing message, combined with a clear and concise offer.  Examples of these landing pages include ABM landing pages, event landing pages, and Tier 1 campaign landing pages. Now you can use Pardot landing pages (in addition to your www marketing site) to instantly qualify high value prospects. Because as we all know, landing pages were built for conversion!

Qualification by Pardot Dynamic Content


Pardot dynamic content can be placed on your company’s website to identify known Pardot prospects.  These known prospects, when combined with real-time website behavior, can instantly qualify a lead in real-time.  For example, a Pardot prospect can be instantly qualified when they return to your site and view your pricing page. You can use this, combined with other Pardot data, such a score and grade.

Qualification by Pardot Smart Forms


Websites already contain numerous Pardot smart forms for lead capture.  Now Pardot smart forms can instantly qualify lead capture data in real-time, and if they meet your criteria, a sales rep can be made available to meet with them instantly.  For example, if the smart form contains a killer qualification question, such as product interest, qualification rules can fire immediately based on the value of this field. Don't send your ideal buyers away with a "we'll get back to you later" message, talk to them immediately for maximum conversion.

Qualification by Pardot Prospect Fields


Prospect scoring and grading are the two components of lead qualification built natively into Pardot. Lead score defines a prospects level of interest in buying from you, and lead grade defines how good of a fit they are to your company. Qualified for Salesforce Pardot allows you to use these two metrics to instantly connect leads to your sales team. Score and grade are just 2 examples of Pardot data you can use for instant qualification, but the power of the platform lets you use any Pardot prospect data fields.

Qualification by Pardot Emails


Finally, Pardot email campaigns and engagement programs are the answer for nurturing warm leads and converting them into sales-ready leads.  Now responses to a Pardot Email campaign, one-to-one emails, and engagement program responses can serve as the basis for instant qualification and connection to sales. Because when a prospect clicks through one of your emails and lands on your site, you know immediately who they are and whether or not you want your sales team engaging instantly.

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