By Livia Berto, Senior Solution Consultant at Swan Technology Solutions
In times of economic uncertainty, like we are experiencing now with increasing inflation and cost of living challenges, businesses need strategic tools to sustain and boost sales. Marketing Cloud Account Engagement (Pardot) is a Marketing tool addition to your Salesforce Sales Cloud CRM. This platform enhances the entire sales process by improving communication, increasing the quality of touchpoints during the sales cycle, and strengthening customer relationships. Leading to meaningful connections with new and existing customers and empowering informed sales decisions.
Leveraging Account Engagement with Salesforce
Salesforce and Account Engagement work seamlessly together, allowing data to be shared between both systems. This enables sales and marketing teams to operate side by side on a single platform rather than working in separate applications. By bringing together data, assets and actions, businesses can create personalised and impactful customer experiences.
What tools of Marketing Cloud Account Engagement could advance Sales processes?
Nurturing
Engagement Studio is an automation tool that allows marketers to create automated email campaigns, known as engagement programs. Examples of programs that can be generated with Engagement Studio include:
- Welcome Email Campaigns: Automatically send a welcome email when a visitor submits a form.
- Pre-Sales Programs: Automate repetitive tasks needed before a sale and provide content to help customers prepare to make a decision.
- Onboarding Programs: Ensure new customers understand and can fully utilise your product/service.
- Renewal Programs: Send automated renewal notifications to both the customer and the account owner.
- Sunset Programs: Attempt to re-engage passive prospects, and if there is no response, label them as unmailable and suppress them from future email sends.
- Follow-Ups: Facilitate effective follow-up with leads, customers, and sales opportunities
Tailored content
Account Engagement allows the creation of tailored landing pages for website visitors, converting them into prospects with forms. Landing pages that present relevant content increase the potential for lead conversion. Forms embedded on custom landing pages capture essential visitor information.
Social Media Engagement
Schedule and post updates to Facebook and LinkedIn. This data can be automatically transferred into your CRM platform, providing insights on link clicks, replies, comments, and likes. This information gives your sales team quick insights from lead and contact records, facilitating timely and relevant connections with potential customers.
Effective Email Management
Account Engagement’s email tools help you manage your sending reputation, ensure high email deliverability, and connect effectively with your customers.
Enhance the Lead qualification process
Assign scores to potential customers based on their interactions, helping you prioritise the prospects most likely to close.
Wrapping It All Up In One Neat Package
In today’s competitive marketplace, sales teams need their CRM to be supported by effective marketing strategies. Customer journeys are becoming increasingly tailored and unique based on interactions across all channels. A marketing tool like Account Engagement, integrated with your CRM, provides valuable customer insights that empower your sales team to make informed decisions.
The ability to harness real-time data and predictive analytics can further enhance your team’s decision-making capabilities. By continuously analysing customer behaviour and engagement patterns, Account Engagement can help you anticipate customer needs and proactively address potential issues. This not only improves customer satisfaction but also builds long-term loyalty.
Integrating Account Engagement with your CRM fosters seamless collaboration between your marketing and sales teams. It ensures that both teams are aligned in their goals and strategies, leading to more consistent messaging and a unified approach to customer engagement.
In essence, leveraging a powerful marketing tool like Account Engagement within your CRM ecosystem enables your business to adapt to the evolving demands of the marketplace, ultimately driving more effective and efficient sales processes.
To find out more contact us at Swan!