Last year! Enehano Solutions significantly participated in many projects deploying two marketing automation tools – Salesforce Marketing Cloud (for B2C) and Pardot (primarily for B2B).
Enehano has implemented projects for customers in various industries! from the financial sector to automotive to ecommerce and B2B technology sales. Almost every one of these customers came up with some innovative and unconventional idea on how to use the implemented marketing solution.
This year! customers are also planning to develop their marketing activities! which also involves the use of new areas of marketing automation.
In this article! we would like to describe some gambling database inspiring possibilities of both solutions – Salesforce Marketing Cloud and Pardot – that we encountered during the projects.
Omni -channel marketing attribution and use of Social and Advertising networks in B2B (technology sales)
Let’s start with B2B! where one of the important business processes is Lead management. Pardot provides excellent support for this process! where within the framework of automated rules (scoring! qualification! …) and nurturing engagement programs! you can not only effectively manage the entire life cycle of a prospect from the moment they appear on your website as an anonymous visitor! but you can go even further.
How to use Pardot analysis to develop Lead Management?
One of Enehan’s customers uses B2B Marketing Analytics (part of Pardot) to better understand which acquisition methods work best for specific groups of Prospects (what keywords paid for in Google Ads! clicks on various banners! or posts on Facebook).
The ability to analytically attribute conversion credit to specific never copy text from something you saw on the internet channel types helps our client set up a mix of communication channels that optimizes the prospect’s passage through the stages of the Lead Management process and ends with a sale.
This client can very accurately analyze the return on investment spent on PPC! advertising! emails! etc.! and further analyzes how these investments contributed to the achievement of defined marketing goals within the framework of working with Prospects.
Direct integration with social networks?
The plan in the near future is to expand these rather analytical options to include direct integration from Pardot into selected social and advertising networks – e.g. sending “social posts” to Facebook and LinkedIn! or enriching prospect profiles based on data from LinkedIn.
Prospect management and omnichannel journey in B2B (automotive)
Another customer! operating in the ecommerce-automotive sector! operating in all major European countries! needed to automatically communicate with its potential customers (prospects) through many channels (email! SMS! call! personal visit to the dealer! website personalization! etc.).
Automated communication is not only conducted through various channels! but must also be able to handle various situations that may arise for the most diverse segments of prospects.
Personalization of B2B communication as a suitable engagement tool
As a result! it was necessary to define and visualize many “journeys” that! for individual segments of prospects (coming from different countries)! included not only their passage through the ideal engagement scenario! but also “handling” situations when the prospect deviates from this ideal path and needs to be “returned” using an appropriate form of communication .