Salesforce revs up Pardot with two new B2B marketing-automation tools

New mobile capabilities allow salespeople to deliver their own personalized lead-nurture campaigns

Salesforce's new Intelligent Engagement Studio

Salesforce's new Intelligent Engagement Studio

It's coming up on two years since Salesforce acquired Pardot, and on Thursday the company enriched its resulting Sales Cloud B2B marketing-automation product with two new key capabilities.

Intelligent Engagement Studio, for instance, offers granular targeting, testing and reporting capabilities designed to help marketers and sales teams connect with prospects in new ways. For example, the new feature enables adaptive lead-nurturing campaigns that evolve based on more than 100 triggers.

Previously, B2B marketers could see only basic behavioral data such as the rates at which prospects opened their emails; sales-stage data from their CRM systems was not integrated with it. Now, with Intelligent Engagement Studio, marketers can act on the combination of those data points. So, when someone advances to a new sales stage and also views a specific piece of content, Intelligent Engagement Studio will analyze those data points to proactively route the prospect to a new lead-nurturing path.

New visualized campaign testing and reporting capabilities, meanwhile, mean that sales and marketing teams have better visibility into real-time campaign performance and post-campaign results. Once an adaptive-nurture campaign is running, for instance, B2B marketers can easily see which prospects are moving forward or converting and which have stopped engaging. If an email's open rate is too low, the system may suggest improvements such as shortening the subject line.

Sales Cloud Engage is the second key new feature coming to Salesforce's Pardot-powered Sales Cloud B2B marketing-automation product. Designed to empower sales with real-time, mobile marketing tools, the new feature lets salespeople deliver their own personalized lead-nurture campaigns while also equipping them with marketing-curated content and insights. Using the Salesforce1 mobile app, for instance, salespeople can add someone to a lead-nurture campaign right from their phone.

"The buying process has changed and companies need solutions that align the marketer and salesperson for consistent interactions with prospects," IDC analyst Mike Fauscette said. "Companies that empower salespeople to determine the next best action while finding new ways to extend marketing into the sales process will be more successful at creating lifelong customers."

Sales Cloud Engage is expected to be generally available by the end of this month for $50 per seat, per month. Intelligent Engagement Studio is expected to be in pilot in the second half of 2015; pricing will be announced at that time. Salesforce Pardot pricing begins at $1,000 for up to 10,000 contacts per month.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags salesforcemarketingmobilecloud computingindustry verticalsinternet

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Katherine Noyes

IDG News Service
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Kurt Hegetschweiler

Brother PocketJet PJ-773 A4 Portable Thermal Printer

It’s perfect for mobile workers. Just take it out — it’s small enough to sit anywhere — turn it on, load a sheet of paper, and start printing.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?