When discussing enterprise B2B marketing automation platforms, oftentimes people mention their use of Marketo. Their dominant market share, especially with enterprise companies, is one of the reasons Adobe was willing to spend $4.75 billion to acquire Marketo in 2018.
Fast-forward to just over a year and a half later, and a (not so) new player is starting to make serious inroads into the enterprise landscape: Pardot. Traditionally, an offering that excelled within the SMB space, Pardot has put a lot of focus over the past two years in developing their product to be ideal for enterprise businesses.
Read this blog post to learn about the five features Pardot has launched over the past year that show they understand the needs of the market and are now enterprise-ready.
1) Pardot Business Units
Pardot Business Units are ideal for enterprises with multiple business units, global locations, or a combination of both. Business Units allow organizations to create containers that essentially have their own instance.
By configuring specific criteria within the Marketing Data Sharing settings, each Business Unit can have its own assets, including email templates and landing pages, prospects, tracking domain, email sending domain, etc.
Leveraging this feature has many benefits. Primarily it will boost performance and improve end-user experience within Pardot. As an example, each Business Unit limits its instance to the prospects, assets, and other fields that directly relate to that unit. This makes it easier for users to locate the information they are looking for, but it also speeds up the system by eliminating the prospects and assets that are not relevant.
More information on managing Business Units in Pardot can be found HERE.
2) B2B Marketing Analytics
Leveraging the power of Einstein Analytics, B2B Marketing Analytics is a marketer’s dream. Marketers can use Pardot data, such as visitor information and email performance, in B2B Marketing Analytics to dive deep into their performance results. This allows your team to get a true indication of which campaigns are driving performance and which are lagging behind.
3) Einstein Behavior Scoring
Einstein Behavior Scoring leverages the artificial intelligence powers of Einstein to provide a Buyer Intent score for marketing leads. By using insights extracted from Pardot and Salesforce, behavior scores provide a score from 1 – 100 on the strength of that prospect’s buying intent.
This score then helps prioritize leads for marketing and sales teams by ranking which may be Sales-ready to convert into an Opportunity. The Buyer Intent score also provides valuable insights into the factors that lead to a score increase or decrease.
Besides contributing to the scores themselves, Pardot also allows for enterprises to leverage Einstein Behavior Scoring within Engagement Studio programs. This allows for specific paths to be carved out and/or automation actions taken based on how strong or weak a prospect’s score is.
Finally, Einstein Behavior Scoring is also available within the B2B Marketing Analytics platform to provide additional insights into the prospect journey.
More information on Einstein Behavior Scoring can be found HERE.
4) Engagement Studio Enhancements with Complex Rules
With the introduction of Complex Rules within Engagement Studio programs, customized paths for prospects can be as specific as desired. This is because Complex Rules now allow for additional conditions (up to five) to be added to any rule within Engagement Studio.
As an example, say you are interested in creating a campaign targeting Directors of Marketing for your specific offering. As these marketers pass through your journey, a criteria in place could be “Einstein Behavior Score less than 60”, “Industry equal to Technology”, with a “Grade greater than B”. Depending on a Yes or No answer to these questions, an individual could go down one path or another.
Having these rules in place also allows Marketers to minimize the number of Engagement Studio campaigns they have running, as many can be condensed into just a couple by branching off this logic. Interested in learning more about complex rules? Click HERE.
5) Enhanced Pardot APIs
Two new Pardot APIs are ideal for enterprises dealing with large amounts of data.
Prospect Import provides a programmatic method of uploading new prospects and updating existing ones. Click HERE to learn more about the Prospect Import as well as some of the benefits and limitations.
On the opposite side, the Visitor Activity Export API provides users with the ability to export all visitor data from the past year. This then allows users to manipulate and extract useful insights from the dataset within a spreadsheet or BI tool.
We hope this post provides your team with insight into why Pardot is an enterprise-ready platform. If you have any questions about this blog or how to leverage Pardot to solve enterprise business challenges, reach out today!