How can B2B marketers get the most out of Account Engagement (Pardot)?

Mar 9, 2022


by | Mar 9, 2022 | Campaigns, Technology


Getting a shiny new marketing automation tool is always fun and games. But it’s also a big investment, which means B2B marketers are always under pressure to start demonstrating its value straight away. With that in mind, it’s still never the best idea to dive in headfirst. 

On average, Account Engagement (Pardot) customers have seen an increase in their sales revenue by 34% and their marketing effectiveness increase by 37%. 

The secret to success is simple, understand the capabilities Account Engagement (Pardot) brings to the table and how it best aligns with your marketing strategy. 

So, how can B2B marketers get the most out of Account Engagement? Here is some of our best practise advice to help you develop and optimise your marketing campaigns: 


Find the right campaign structure 

To begin with, is everyone on the same page?

With connected campaigns, Account Engagement and Salesforce are more aligned than ever before. Because of this, you need to make sure that both marketing and sales know what campaigns are for and how they are set up. 

Campaigns allow all teams to know how prospects have interacted with specific marketing activities. For example, did they attend a webinar or only register for it? This information is valuable to know as to what type of marketing campaigns will work best for different audiences. 

A clear campaign structure will allow marketing to know where prospects are coming from ie. which social media channels are providing the most activity. Knowing this information will also allow marketers to identify their ROI.

To further distinguish this information setting up UTMs will help provide that extra line of information.


Qualify and assign leads to sales – at the right time 

Are the right prospects being sent to your sales team? At the right time? And are they following up? 

Lead quality has always been a topic of discussion between marketing and sales. Passing the wrong leads to sales is a waste of your and your sales team’s time –  so it’s important to start the conversation with them and agree on the leading scoring criteria.

Remember, your sales team is your best resource when it comes to what actions would qualify a lead. 

In Account Engagement, you are able to grade your leads and score them. What’s the difference, you ask? 

Grading your inbound leads ensures that the leads being passed to your sales team matches your company’s customer profile. Here are a few examples of what marketers can use to set up their lead grading system: location, industry, job title, company size etc. Leads will automatically be evaluated based on a number of factors and assigned a letter grade from A – F. 

Lead scoring shows how interested your leads are in your product or service. You can assign points to your leads on what you think is the most valuable. This could include, page views vs. guide downloads or even site searches or email clicks. 

Using lead scoring alongside lead grading can make sure that only the most qualified leads are being passed from marketing to sales. 

To help align better with your sales team here are some questions you can ask the:

  • What actions show signs of sales ready leads? 
  • When would you like to receive a lead for you to follow-up?
  • How will you follow-up on the lead? Is there anything else we need to provide to help? 

Do you need help qualifying your leads? Book a free 30 minute consultation with us today. 


Build a successful nurture programme 

Lead nurturing, drip marketing, engagement campaigns, it’s all the same thing – and is one of the great things about using Pardot. It automatically distributes content to your target audience over time. 

64% of marketers say e-mail marketing and marketing automation contributes to more sales.

Whether you are starting to use lead nurturing or fine-tuning your current strategy, preparation is key to success. In order to keep your campaign relevant and valuable, it’s important that you have a solid understanding of the buyer’s journey, the content you have available and how that content maps with the sale cycle. 

Remember, you don’t need to start from scratch with your content map, reuse and recycle your content. You can repurpose your best-performing pieces of content and drive traffic and engagement.  

The content, timing and messaging of your nurture programme all need to be aligned with the priorities of your prospects. Just like any other digital marketing campaign you are running, reporting, testing and tweaking are crucial to have a successful nurture programme.

When you begin to create a nurture sequence make sure you follow best practices, this includes: 

  • Segmenting your audience for a more personalised approach 
  • Presenting a clear value proposition to facilitate action 
  • Always add value for your audience at every touchpoint 

If you are looking for more nurture programme insights, take a look at our blog here. 


Track the performance of your omnichannel strategy 

Keeping track of an omnichannel marketing strategy can feel like you’re in a boat without a paddle. Account Engagement has the capabilities to take the stress away. 

The first and simplest way to start to align your marketing strategy using Account Engagement is by connecting your marketing platforms to feed into one place.

You can connect your social media platforms along with Google Analytics, webinar platforms and many others to feed into Account Engagement using third-party applications. Integrating these different systems will widen your database and enable you to track where your prospects are coming from. Having this valuable information all in one place will allow you to be able to create more personalised/targeted marketing campaigns.

Need to get more out of Account Engagement (Pardot)? 

Further reading

The impact of the strategic skills gap in marketing technology

When conversion tracking goes wrong, everything gets shaky

Leading change: Unpacking the Forrester B2B Summit, North America