Should you use Pardot just because marketing automation sounds interesting? Read carefully this blog post and avoid a costly Salesforce mistake. If you have Salesforce CRM then you probably heard about marketing automation and Pardot. If you need more lead generation techniques this sounds like a fantastic idea but should you jump into Pardot just because it was suggested by your Salesforce Account Executive or an agency?
You are ready to make an investment into marketing automation when you can commit to an overall investment in demand generation strategy, training of people, creation of content and then finally the technology platform to put everything into practice. Otherwise Pardot will be just another marketing tool sitting there. Marketing automation tools are like an expensive car. You need to maintain them, you need a direction where to drive them, you need a driver and you need fuel to run them
Your organization would need to be at a certain level to be successful with modern marketing automation practices. Here are some key elements which need to be in place for your organization to graduate from email marketing to marketing automation:
Paying for a Pardot license would be like having an expensive car just sitting in your garage without fuel, nobody to drive it and nowhere to go. Unfortunately, this situation is far too familiar for many companies we talked to. Pardot marketing automation would hurt more than help you without all these pieces in place. Of course, Salesforce would love to sell you more of their products and services without consideration what the best solution for you really is. This stands true for any other marketing automation vendor you speak to. An educated marketer is a smart marketer. There are better ways you can progress, here are a few options.
What is a better way to start with marketing automation? Here are a few tips I gathered from years of helping companies achieve better results:
Once you have all these elements in place the need for marketing automation will make itself evident. You can tie in everything together with a marketing automation platform; it will be a natural evolution. By then your marketing team should be knowledgeable enough to get started on the right foot.
Pardot is not the only entry level marketing automation platform. Diligent marketers do their homework before buying into marketing automation. Below are a few options and resources you will find useful:
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