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    B2B Marketing Automation

B2B Marketing Automation

What do we mean by the term B2B marketing automation and who is it intended for? If your company's clients are businesses and not end consumers, if your goal is to get the most out of the interaction with your existing or potential client or to gradually increase their awareness of your services and products, and to do all this with fewer employees than before, then you are on right place.


B2B marketing automation from Salesforce, also known as Pardot, allows you to fundamentally reduce marketing costs thanks to the "set it and forget it" principle. The workflow you set up, which will automatically communicate with the client based on his interaction with your website, email or other channel, makes Pardot a unique solution with an edge over the competition.


Why is such a workflow actually needed? Business-to-business business differs from end-consumer purchases in many ways. First of all, it is not a random or impulse purchase or a purchase according to the current mood. On the contrary, it is a longer process where your potential client needs to gradually obtain as much information as possible about you, the product, and its benefits. And he will greatly appreciate it if you make this process easier for him. It is called "lead nurturing". And a properly set up workflow will do this work for you, step by step.


Products in the B2B sector are usually significantly more expensive than in the B2C segment, usually more people decide on their purchase and the purchase is subject to company processes. Therefore, your potential client needs to be 100% sure that he will spend his funds effectively and that purchasing your product will bring him the desired effect. And that's why he needs information, the more the better. 


A client's purchase of your product often marks the beginning of a long-term partnership. This may mean the gradual acquisition of additional products or services of yours or the provision of products-related services. Everything described above also applies here, your customer is constantly contacted by your competition and you need to assure him that you are able to provide for his future needs, even those that he had no idea about yet.


Click the link to see a demo of the Pardot solution in action.

What are the characteristics of Pardot?

Pardot is a great tool for both small and large marketing teams. Thanks to it, you will significantly increase the number of potential orders that will then be processed by your salespeople. Or you can let them focus on the hottest ones, because Pardot will tell you which ones they are. All this with fewer workers.

Segmented communication


Segmented communication is a condition for any successful marketing. The client does not want to receive general information, he needs to know exactly how your product or service will help him. Therefore, it is necessary to segment and address clients individually. In Pardot, you can set up client segmentation automatically and precisely target communications accordingly.

Know the client's preferences

When you know which page of your website the client visited and where he stayed the most, how he reacted to your email campaign, you can then better understand his needs and properly set up further communication with him. Plus, Pardot does it for you.

Improve the appearance of emails


People buy with their eyes. If the emails you send to clients are valuable not only in terms of content, but also interesting and attractive in appearance, you will definitely increase their readership and the likelihood that the client will "take action". Pardot allows you to do this easily and simply without any IT knowledge.

Know what's happening with your messages


Thanks to Pardot, you get feedback not only about whether the client opened your email, whether they clicked on the link in it, but also whether they continued from the link and to which pages of your website. This is important for understanding his needs, segmentation and refinement of the offer. Or getting information if he is ready to buy now.

Go on a journey with the client


Set up the entire workflow, the process, what information and when, based on how the client reacted to your communication, to pass on to him. This will ensure the correct segmentation (it can change dynamically or be continuously refined automatically), and you will provide him with the information he needs at the right time to make the right decision. The whole process will run automatically thanks to its setting for many days or weeks in advance. No more manual and repetitive work that can also cause human errors.

Quick return on investment


Thanks to Pardot, you can automatically evaluate the reaction of each client to your communication. This scoring system will give your clients information on which potential customers are the "hottest" and which to focus on right away. And because speed counts here, you'll be faster than your competition.

Quick return on investment


The price/performance ratio is great with Pardot. Both licenses and implementations are not expensive at all, and at the same time they will bring a very quick effect in the form of a larger number of potential clients or direct orders. The actual implementation compared to other solutions is very fast, you will start using Pardot shortly after purchasing it.

What is the difference between Pardot and Salesforce?

Pardot is primarily a marketing automation platform designed to help businesses generate and nurture leads through various marketing channels. It is a B2B tool focused mainly on lead generation and nurturing. It helps businesses streamline their marketing efforts and align them with their sales processes. Thanks to the integration of Pardot with Salesforce marketers can track the entire customer journey from initial lead generation to closed deals, providing a unified view of marketing and sales activities.


Salesforce, in its turn, is a comprehensive CRM platform that encompasses various aspects of customer relationship management, including sales, marketing, customer service, and analytics.

It serves as a central hub for managing customer interactions and facilitating collaboration across departments. It also stands as a versatile platform that integrates with numerous third-party applications, allowing businesses to extend its functionality to meet their specific needs.

How does Pardot work?

Pardot offers a range of features and functionalities that automate marketing tasks, track customer interactions, and measure campaign effectiveness. Here’s an overview of how it works:

  • Lead Generation. Pardot enables businesses to capture leads through various channels, such as web forms, landing pages, and social media.
  • Lead Management. Each lead is assigned a score based on their engagement and interactions with your marketing assets. This scoring system allows you to prioritize and focus on leads that are more likely to convert into customers.
  • Email Marketing. Pardot allows you to create and send targeted email campaigns to nurture leads and build relationships with your audience.
  • Automation and Workflows. Pardot's automation capabilities help streamline your marketing efforts and deliver personalized experiences to your leads.
  • CRM Integration. Pardot is closely integrated with Salesforce CRM, allowing for seamless data synchronization between the two platforms.
  • Reporting and Analytics. You can track key metrics, such as lead generation, conversion rates, and campaign ROI. Pardot's reporting features provide insights into the performance of your marketing efforts, helping you optimize and refine your strategies.


Overall, Pardot automates marketing tasks, tracks customer interactions, and provides insights to help businesses generate and nurture leads effectively. It empowers marketers to create personalized experiences, streamline workflows, and align marketing efforts with sales processes.

What are the marketing automation tools in Salesforce?

Salesforce offers several marketing automation tools as part of its broader CRM platform. Here are some key marketing automation tools available in Salesforce:

  • Salesforce Marketing Cloud. It’s a comprehensive B2C marketing automation platform that helps to automate and orchestrate targeted marketing campaigns, track customer interactions, and deliver relevant content to drive engagement and conversions.
  • Salesforce Pardot. As we mentioned already it’s a marketing automation solution focused on B2B marketing. It helps businesses generate and nurture leads, automate email marketing campaigns, score and qualify leads, and track marketing ROI.
  • Salesforce Social Studio. It enables businesses to manage their social media presence, engage with customers, and monitor brand mentions and conversations across various social media channels.
  • Salesforce Einstein. Einstein uses machine learning algorithms to analyze data, identify patterns, and provide insights to enhance marketing effectiveness.
  • Salesforce Journey Builder. A tool within Salesforce Marketing Cloud. With Journey Builder, you can map out the entire customer journey, deliver targeted content at each stage, and track customer engagement and conversions.


These marketing automation tools in Salesforce provide businesses with a range of capabilities to automate marketing processes, deliver personalized experiences, track customer interactions, and measure the effectiveness of marketing campaigns. They help businesses optimize their marketing efforts, improve customer engagement, and drive revenue growth.

How Salesforce is used for marketing?

Salesforce is a versatile platform that offers various tools and features to support marketing efforts. Here's how Salesforce can be used for marketing:

  • Customer Data Management. Salesforce serves as a centralized hub for managing customer data. This comprehensive view of customer data enables marketers to segment their audience, personalize marketing campaigns, and deliver targeted messaging.
  • Lead Generation and Capture. Salesforce provides tools for lead generation and capture, allowing marketers to capture leads from multiple channels such as website forms, landing pages, social media, and events.
  • Email Marketing and Automation. Via such tools as Salesforce Marketing Cloud and Pardot marketers can create and send personalized email campaigns, automate email workflows, and track email performance. 
  • Campaign Management. With Salesforce Campaigns, marketers can define campaign objectives, set up marketing assets, assign leads, track responses, and measure campaign effectiveness. 
  • Social Media Management. It allows scheduling and publishing social media posts, monitoring social media conversations and brand mentions, providing social customer service, and tracking social media performance. 
  • Analytics and Reporting. Salesforce's reporting tools, such as Salesforce Reports and Dashboards, allow marketers to create customized reports, visualize data, and gain insights to optimize marketing strategies.
  • Integration and Collaboration. Salesforce integrates with various third-party marketing tools and applications, allowing marketers to extend its functionality and integrate data from multiple sources. 


By leveraging Salesforce for marketing via customer data management, and lead generation, email marketing businesses can effectively manage customer data, automate marketing processes, deliver personalized experiences, track campaign performance, and drive customer engagement. The platform's flexibility and integration capabilities make it a powerful tool for marketers to optimize their strategies and achieve marketing objectives.

Pardot is part of the Salesforce family of solutions. Therefore, its integration with Salesforce, if you already use it, is a matter of course. You handle the actual implementation of campaigns and workflow settings in Pardot, and your salespeople then get the necessary information when working with leads or contacts in Salesforce to determine which client to attend to first.

Fansfactory, as a Salesforce management consulting firm, offers our profound expertise for companies from Slovakia, Germany, Netherlands, Austria, Poland, Hungary, Romania, and Belgium. We’ve mastered every aspect of Salesforce’s many features and are ready to help you implement them. In addition, we provide our clients with tailor-made ready-to-go solutions for their businesses, including fine-tuned customization, and continued support.

So don't hesitate and contact us as soon as possible. The sooner you get started with Pardot, the faster you'll grow your sales.

Improve your marketing with us.

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