How do I work effectively with leads in Salesforce Account Engagement (Pardot)?
Generate leads using:
- Forms – Use Account Engagement’s (AE) form management to easily create and manage forms on your site. Prospects are then created directly in AE and you can start processing them.
- Landing page – Build converting landing pages for your website visitors and add forms that generate new leads.
- Email campaigns – Create campaigns and emails in AE and send emails to potential customers. Set a Completion action to assign prospects to a sales representative or add to a nurturing program.
- LinkedIn – ntegrate LinkedIn with AE and create lead generation forms that create prospects you can start to process right away.
Process leads using:
- Segmentation – Segment your prospects in the tool based on demographics, behavior or needs in order to adapt content to the recipient’s preferences.
- Engagement journeys – Build automated customer journeys for your segments with the goal of increasing the engagement of your leads and driving them forward in the customer journey.
- Personalization – Use the data you collect about your contacts to be personal and relevant in your mailings & deliver the right message, to the right person, at the right time. Keep an eye on key metrics like Open Rate and Click Through Rate.
Qualify leads using:
- Scoring – Evaluate and rank your leads based on their likelihood to convert in order to prioritize and qualify your leads.
- Grading – Classify leads according to how well they match your ideal customer profile, this combined with Scoring maximizes the potential to deliver hot leads to sales.
- Page actions – Utilize the tracking code on your website and set different actions on your high-priority pages, such as adjusting scoring, adding to lists or distributing to the right contact person.
- Profilering – Create your ideal customer profile in the tool and set up criteria for who should be included in it, leads that match your ideal customer profile can be considered hot & qualified. Scoring, Grading and Page actions can be used to set up these criteria for your ideal customer profile.
Hot leads to sales using:
- Lead assignment – Distribute leads automatically to the right sales representative or sales team based on set criteria to optimize the follow-up process.
- Prioritization of leads – Set up rules so that only leads that match a certain scoring, grading, and profile are assigned to a sales representative. In this way, sales avoids acting on cold leads.
- AE Setup in Salesforce – Make sure that the setup of AE is adapted to your business and your processes to create a seamless flow of customer data and interactions between market and sales.
- Salesforce sync – Synchronize data between AE and Salesforce CRM Customize what to sync and when to use the automated functions.
Drive to close using:
- Conversion Journeys – Build automated customer journeys to qualified leads with a focus on steering them towards conversion, thus optimizing the collaboration between marketing and sales to drive closure.
- Dynamic Content – When we know our contacts’ purchase intentions, we can use dynamic content in our emails to meet and respond to the contact’s needs and challenges, by being relevant in the communication we can increase the conversion rate.
- Nurturing – Set up nurturing journeys for the qualified leads that have not yet converted (post conversion journey) and continue processing until they are ready to close.
Retain customers by:
- Loyalty journeys – Build automated and personalized customer journeys for existing customers to strengthen relationships, foster loyalty and reward repeat interactions.
- Newsletters – Use AE to send newsletters and keep customers engaged and informed through regular updates of relevant content.
“Customer quote missing.”
How can Salient help you?
Certified consultants
Within Salient, we are all specially trained with different specializations in digital sales & marketing. We have an internal academy where, as consultants and developers, we continuously certify ourselves on tools and processes with a focus on Salesforce. We currently have more than 30 different Specialist Consultant certificates within Sales Cloud, Service Cloud, Marketing Cloud, Marketing Cloud Account Engagement, Marketing Cloud Personalization and Salesforce development.
Our way of working:
We begin by defining clear processes for marketing, sales, and customer service, ensuring your Salesforce solution aligns with your business needs. We then implement and integrate Salesforce with your existing IT systems, and can manage all platform communication. We then implement and integrate Salesforce with your existing IT systems, and can manage all platform communication. We also offer to provide ongoing support, so that our customers get the most from their Salesforce investment. Detta för att våra kunder ska få ut bästa resultat av sina Salesforce-investering.
Salesforce Partner
We are proud partners with Salesforce and have been working purposefully together since 2014. Over the years, we have worked with a variety of Salesforce projects where we help companies with customized implementation, maintenance, optimization and consulting in the platform. Being partners means that we have certified consultants within several different Salesforce Clouds
Customers & industries
Our customers are found in all segments and industries and we have both startups and large global companies as customers. Their business activities are both B2B and B2C and often a mix of both. Among the industries where we have helped market leaders with Salesforce projects are Auction, Payment Solutions, Weddings, Boats, Fashion/Lifestyle, Fintech, Vehicles, Health, IT, Media, Optics, Retail, Medical Technology, Textiles and Education.
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Specialist consultant MCAE
Johan
Specialist consultant MCAE
“With positive energy & good collaborations, we create the conditions to have fun at work & at the same time develop together with our customers.”
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