Worried that your Pardot Salesforce integration is going to be tricky? Well, it's not actually too hard. And any issues you do have will be outweighed by the 34% boost to your sales revenues.
There are a few things you'll need to sort out before your integration is complete, but the end results are more than worth the effort.
If you're ready to automate your marketing, let's get started. Here are the 5 things you need to know about surviving a Pardot Salesforce integration.
1. The Basics
From decreased costs to improved ROI, marketing automation benefits your business in a number of ways.
A Pardot Salesforce integration specifically helps to bridge the gap between your marketing and sales teams. So they'll spend less time in meetings with each other, and more time doing great work for your business.
Salesforce, as you'll be well aware, is a global CRM software solution provider. Your sales team use this to track lead progression and communication, which ultimately lead to sales to grow your business.
Pardot provides B2B marketing automation. It can send trigger emails to leads who fulfill certain criteria, improve lead generation and management and compile regular ROI reports with minimal human intervention.
When you close the gap between the two with Pardot Salesforce integration, you've got a really powerful tool.
2. Data That Will Require Remapping
When you set up your Pardot Salesforce integration, you may need to remap some of your customer data.
Some will be transferred between the pieces of software without a hitch. This is thanks to the Salesforce Connector, which will map up default fields automatically when you initiate the integration. You can tweak these if you need to.
Salesforce Connector transfers data up to thousands of times a day between Salesforce and Pardot. This means that your business should always be up to speed, no matter when you look. And no matter if you have staff working overseas - everyone will be looking at the same synced data.
However, some data won't transfer in just a blink. You'll need to put a little more effort into mapping things like customisable fields. Using the Map Leads Field tool, you can set up a customised link between Pardot and Salesforce.
This can take some planning to get right, and it might be a good time to look at your fields and see which are being used, and which are normally irrelevant. Then trim the fat.
But once this 'map' is in place, the Salesforce connector should work as it does for default fields. You can also make your Pardot fields appear in Salesforce. Which is handy if there's extra information you want to regularly pass between your marketing and sales arms.
3. Pardot User Permissions Are Different
What this means is that your Salesforce users won't automatically get the same permissions when you set up their Pardot login.
You'll have to figure out the appropriate permissions for each person again and assign these correctly.
There are four standard roles, but you can set up customised roles if you need to, which is helpful.
You may want some senior users to hold many permissions across both tools. For example, your Head of Marketing might want to see how the leads they've delivered are progressing through the Salesforce pipeline, to see if their own strategy needs to be tweaked.
While your sales managers might want to keep an eye on Pardot to see if it's likely that they'll be dealing with a rush of business soon, in order to better manage resources.
4. Use Pardot to Add Prospects for Sales
To get the best from your Pardot Salesforce integration in terms of sales results, you need to make sure it's generating prospects.
You can set up a series of rules and actions in each of your Pardot campaigns to add new prospects to your Salesforce campaigns. So without any monitoring or intervention, results constantly flow through to Salesforce.
Pardot gives the example that you're at a trade show. When you mark the relevant leads up as having attended your booth, Pardot can transfer those prospects into a particular Salesforce campaign.
But you could also set it up to do similar things with other prospect actions, such as opening marketing emails or the prospect having recently called the office for information.
This makes your sales team aware of the sales-ready leads, and they can then step in to close deals as directed by the Salesforce campaign.
5. Help is at Hand
Salesforce and Pardot both have dedicated resources to help you push your business forward through technical challenges.
There are useful onboarding packages and a 'knowledge base' available to all customers. Plus, you have access to a 24-hour support team.
This team can look at most onboarding and technical issues you have, and work towards a solution for your business. Or if you don't have the time to wait for a reply, the knowledge base is fairly comprehensive, covering all major problems you might encounter.
Salesforce itself also has a guide to getting started with Pardot, which should walk you through most of the set-up challenges. If you're already very familiar with Salesforce, this shouldn't be too hard.
However, there's only so much that the support teams can do themselves, - they certainly won't set up your campaigns for you. And the Salesforce guide, while helpful, is a little technical for new users.
So if you need a little extra help getting to grips with anything, you may need to look elsewhere...
Let Blirt Help With Pardot Salesforce Integration
Blirt can help your business find ways to make the most of a Pardot Salesforce integration.
We utilise Pardot to put everything your marketing efforts require in motion, from email templates to SEO and social automation. We also offer consultancy advice on managing every aspect of your campaigns.
By expertly integrating with and improving every part of your marketing, we strive to get the best results for your business.
Contact us today, or read more of our blog to get our latest insights on Pardot Salesforce integration techniques.