Business processes and objectives
Posted: Mon Dec 23, 2024 4:16 am
First, we need to understand your objectives, at a business and digital marketing level. By having this discussion we can quickly gain context about how your business operates and its go-to-market strategy, and decipher what’s important to different business functions (management, sales, marketing, technology).
Often it becomes clear that business functions aren’t aligned with their view of high priority objectives for the firm. With clarity on immediate objectives, the business can re-calibrate and work collaboratively to deliver results. We've been in meetings where marketing teams are finding out information from sales for the first time, that they wouldn't have learnt otherwise if it wasn't for the Pardot audit bringing them together.
Business processes can also be reviewed at finnish phone numbers this stage. It’s amazing how, with a bit of imagination, you can reinvent certain processes using Pardot. For example, you might set up a process where sales can recycle leads and provide a reason as to why they weren't sales-ready. Once sales have provided a reason, they can sync back to Pardot and be pulled into an Engagement Studio that nurtures them based on the reason they were recycled. Eventually, they will go full circle and sales will be able to see the whole audit trail.
This is just one example of how automation can improve your campaigns but it highlights how these initial discussions can encourage your firm to explore new ways of using automation and improve any existing flaws that the technology could support.
Automated marketing with Pardot Campaigns
Beyond exploring how core business objectives should be considered within the scope of a Pardot project, you want to take a more focused look from a campaign perspective. That is, what’s working and what’s not, what are we looking to achieve short-term and what hasn’t yet been considered?
Many firms will be using third-party technologies such as Google Adwords and GoToWebinar. You’ll want to address how campaigns being run with these software can be incorporated into your nurturing programs if they aren’t currently.
For example, if you have a proprietary software or a new product to talk through you might be hosting onboarding webinars for new customers. With the GoToWebinar connector, you’re able to score prospects based on their registration and subsequent attendance of the webinar. With this level of insight, you’re able to precisely segment your campaign prospects.
At this stage of the Pardot Quick Audit, you’ll want to identify the 3-5 campaigns that are a priority. This will allow you to scope projects beyond the audit. Furthermore, the audit recommendations can then be applied to campaign-specific objectives.
Click to download the ebook: How to organise your Pardot account like a pro
Often it becomes clear that business functions aren’t aligned with their view of high priority objectives for the firm. With clarity on immediate objectives, the business can re-calibrate and work collaboratively to deliver results. We've been in meetings where marketing teams are finding out information from sales for the first time, that they wouldn't have learnt otherwise if it wasn't for the Pardot audit bringing them together.
Business processes can also be reviewed at finnish phone numbers this stage. It’s amazing how, with a bit of imagination, you can reinvent certain processes using Pardot. For example, you might set up a process where sales can recycle leads and provide a reason as to why they weren't sales-ready. Once sales have provided a reason, they can sync back to Pardot and be pulled into an Engagement Studio that nurtures them based on the reason they were recycled. Eventually, they will go full circle and sales will be able to see the whole audit trail.
This is just one example of how automation can improve your campaigns but it highlights how these initial discussions can encourage your firm to explore new ways of using automation and improve any existing flaws that the technology could support.
Automated marketing with Pardot Campaigns
Beyond exploring how core business objectives should be considered within the scope of a Pardot project, you want to take a more focused look from a campaign perspective. That is, what’s working and what’s not, what are we looking to achieve short-term and what hasn’t yet been considered?
Many firms will be using third-party technologies such as Google Adwords and GoToWebinar. You’ll want to address how campaigns being run with these software can be incorporated into your nurturing programs if they aren’t currently.
For example, if you have a proprietary software or a new product to talk through you might be hosting onboarding webinars for new customers. With the GoToWebinar connector, you’re able to score prospects based on their registration and subsequent attendance of the webinar. With this level of insight, you’re able to precisely segment your campaign prospects.
At this stage of the Pardot Quick Audit, you’ll want to identify the 3-5 campaigns that are a priority. This will allow you to scope projects beyond the audit. Furthermore, the audit recommendations can then be applied to campaign-specific objectives.
Click to download the ebook: How to organise your Pardot account like a pro