Custom fields & bi-directional syncing
Posted: Mon Dec 23, 2024 4:38 am
Pardot comes with out of the box predefined fields such as First name, Company, Postcode, Phone etc. Pretty much the standard stuff that you would expect to see but you’ll be able to add your own fields such as Most recent content download’ or Favourite location to go for coffee'. Those are just examples I made up, you can choose literally anything. Keep it simple though.
How does this relate to Salesforce? Well, once these fields have been created in Pardot, you’ll be able to map these fields to a custom field that you create in Salesforce. This gets the two systems talking to each other. Typically, Salesforce will always be the dominant of the two (ideal for sales) which means that if any information is changed in Salesforce, this will be pushed back through to Pardot. You may want to amend the settings for each field so marketing can push through some information. The best thing is, it’s incredibly easy to do.
The benefits:
Sales and marketing alignment. When prospects honduras phone numbers fill in marketing forms, their details filter through to sales and when sales speak to the prospect and find out more info, this is fed back to marketing.
Prevent crossover - You can make sure that the leads sales are talking to aren’t sent any marketing material, which often causes friction between the two departments.
“Call me back next quarter” - nurture while you wait
There will be times where a salesperson will speak to a lead and they’ll reply with call me back in a couple of months’. That’s great, but they’re probably going to forget about you.
This is where Pardot becomes your best friend. Sales will be able to send a lead into a Pardot nurture program built by marketing so that they can receive content until the time is right to give them a call. In a few clicks, the lead will go from Salesforce into a Pardot nurturing program so they stay as a hot lead until they’re ready to talk. This keeps you front of mind and is an intelligent approach to lead nurturing.
With Salesforce Engage, sales will be able to send these type of leads directly into nurture programs from their mobile, ideal for those who aren’t office-based. For those who are in a fixed location, Engage also lets you see who’s interacting with your 1-1 emails and content, in real-time.
You’ve seen scoring before, but you should also start caring about grading.
For those who aren’t familiar with scoring, it essentially indicates how interested a prospect is in your company. Prospects accrue a score for each action they take, whether they visit a key page, download content or open an email etc. Most platforms show scoring, but it isn’t always that meaningful to your salespeople because it never shows the quality of a lead. What if they’re just a student doing some research?
How does this relate to Salesforce? Well, once these fields have been created in Pardot, you’ll be able to map these fields to a custom field that you create in Salesforce. This gets the two systems talking to each other. Typically, Salesforce will always be the dominant of the two (ideal for sales) which means that if any information is changed in Salesforce, this will be pushed back through to Pardot. You may want to amend the settings for each field so marketing can push through some information. The best thing is, it’s incredibly easy to do.
The benefits:
Sales and marketing alignment. When prospects honduras phone numbers fill in marketing forms, their details filter through to sales and when sales speak to the prospect and find out more info, this is fed back to marketing.
Prevent crossover - You can make sure that the leads sales are talking to aren’t sent any marketing material, which often causes friction between the two departments.
“Call me back next quarter” - nurture while you wait
There will be times where a salesperson will speak to a lead and they’ll reply with call me back in a couple of months’. That’s great, but they’re probably going to forget about you.
This is where Pardot becomes your best friend. Sales will be able to send a lead into a Pardot nurture program built by marketing so that they can receive content until the time is right to give them a call. In a few clicks, the lead will go from Salesforce into a Pardot nurturing program so they stay as a hot lead until they’re ready to talk. This keeps you front of mind and is an intelligent approach to lead nurturing.
With Salesforce Engage, sales will be able to send these type of leads directly into nurture programs from their mobile, ideal for those who aren’t office-based. For those who are in a fixed location, Engage also lets you see who’s interacting with your 1-1 emails and content, in real-time.
You’ve seen scoring before, but you should also start caring about grading.
For those who aren’t familiar with scoring, it essentially indicates how interested a prospect is in your company. Prospects accrue a score for each action they take, whether they visit a key page, download content or open an email etc. Most platforms show scoring, but it isn’t always that meaningful to your salespeople because it never shows the quality of a lead. What if they’re just a student doing some research?