Salesforce at “Sirius Decisions Summit” on May 06 2019 announced the launch of its new “Pardot Business Units” to provide regional teams and sub-brands the tools they need to reach their own segmented audiences. Regional teams and sub-brands usually lack insight into overall marketing experience of a prospect with a multi-brand company.
Currently, there is a major challenge that is faced by the marketers of multi-brand enterprises. When planning a campaign, marketer’s have to choose between agility (tailored interactions with less coordination) and scale (mass outreach with less personalization) which may result in customers receiving multiple points of contacts on any given day that can be either repetitive or inconsistent. And not the seamless experience customers expect from a single brand.
That’s where the new “Pardot Business Units” come into play. Now, marketers can simply designate audiences for companies, geographical locations, on lines of business to effectively tailor campaigns for specific groups of customers and at the same still receiving a full view of the customer experience- everything within a single Pardot implementation. This provides marketers with better visibility into their overlapping outreach efforts. Meanwhile, it also ensures that marketers are reaching out to their correct targets and at the same time limits the need for duplicate prospect profiles to help compliance with the various regulatory requirements.
Example, a multi-brand company can easily segment their customers by their regions and industries which include energy, healthcare, and transportation to ensure they are getting relevant, localized campaigns. Pardot business units offer analytics to help marketers understand how the company or regional outreach campaigns compares to other subsets or impacts their global overall engagement. With the help of simplified template sharing among various teams, marketers can ensure consistency on the overall company message and their alignment on the best practices. Pardot business units deliver on a very important need as we continue to develop our solutions that are enterprise-ready and generally will be accessible in English, German, French, Japanese, and Spanish in their summer 2019 release. This information was provided by Michael Kostow SVP & GM, Salesforce Pardot, on the official company blog.
Pardot became a part of Salesforce back in 2013. Pardot offers the full suite of B2B marketing automation tools to create meaningful connections, generate more pipeline, and empower sales teams to close more deals.
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