Pardot is a marketing automation solution that is part of the Salesforce application suite. Pardot helps companies create meaningful connections, generate more pipeline, and empower sales to close more deals. Qualified integrates with Salesforce and Pardot.
This article provides an overview of six Qualified + Pardot use cases for qualifying inbound prospects:
- 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 or Grade
- Qualification by Pardot Emails
Qualification by Pardot Campaign
When Pardot marketing campaigns are specifically targeted, prospect responses to these campaigns can form the basis of instant sales qualification. Campaign IDs and UTM parameters can be included with links associated with your Pardot campaigns to qualify inbound prospects when they respond to these targeted advertisements.
Examples of these campaigns include:
- Search marketing campaigns
- LinkedIn campaigns
- Social media campaigns
- Account-based marketing (ABM) campaigns
- Paid placements
- Email marketing campaigns
Qualification by Pardot Landing Page
Pardot landing pages are designed with the intent to improve the chances of conversion, by using a compelling marketing message in combination with a clear and specific offer.
Examples of these landing pages include:
- ABM landing pages
- Event landing pages
- Tier 1 campaign landing pages
You can use Pardot landing pages to instantly qualify high-value prospects.
Qualification by Pardot Dynamic Content
Pardot dynamic content can be placed on your company’s website to identify known Pardot prospects. The real-time website behavior of these known prospects can form the basis to instantly qualify a lead. For example, a Pardot prospect can be instantly qualified when they return to your site and view your pricing page.
When accessed by Qualified via Pardot dynamic content, additional Pardot data points, such as a prospect’s score and/or grade, can also be used to qualify the prospect.
Qualification by Pardot Smart Forms
Your website may already contain Pardot smart forms to capture prospect data. Pardot smart forms track the form fields completed by the prospect already and request new data each time the prospect visits, keeping the number of fields presented low on each visit. Thus, Pardot smart forms expand the prospect’s profile without overwhelming them on any given visit.
Pardot smart forms can qualify prospects the moment their responses meet your qualification criteria, resulting in a seamless customer experience when the customer is fully engaged. For example, if the smart form contains a definitive qualification question, such as product interest, a Qualified experience can be triggered, a specific sales team rep can be notified, or the prospect can immediately be routed to a live chat.
Qualification by Pardot Prospect Fields
Prospect scoring and grading are two components of lead qualification native to Pardot. The prospect’s score represents an individual’s level of interest in your offerings based on how you measure their digital behavior to indicate engagement. Pardot has a default scoring system that can be edited to suit your business needs. You can also use score categories to create multiple scoring systems to evaluate a prospect’s interest in particular products, services, or business units.
Pardot grading can be configured to measure a prospect’s demographic fit for your company’s offerings. Pardot grading is associated with the profile assigned to the prospect. You can create multiple Pardot profiles, each with their own grading system.
Score and grade are just two examples of Pardot data you can use for instant qualification. You can use other Pardot prospect data to assess a prospect’s readiness to buy by using either Pardot functionality or Qualified experiences to instantly connect leads to your sales team.
Qualification by Pardot Emails
Another feature of Pardot, using email campaigns and engagement programs, cultivates warm leads in order to convert them to sales-ready leads. A prospect’s response to a Pardot email campaign, one-to-one email, or engagement program can serve as the basis for instant qualification by tracking when a prospect clicks a CTA in an email and lands on your site.