Salesforce Pardot integrations and automations

As your marketers nurture leads through a variety of activities, your reps will want to know when any becomes warm enough for them to contact. To help facilitate this, you can connect Pardot (i.e. Marketing Cloud Account Engagement) with a CRM like Salesforce and sync their respective lead score fields; that way, any time the score in an account changes in the CRM, the corresponding change occurs in Pardot in near real-time.

Not all of your prospects’ activities should be considered equal. In fact, certain activities, such as registering for a product-focused webinar, demonstrate such high intent that they warrant a fast time-to-response by your reps. To accommodate these scenarios, you can implement the following automation: Once a prospect preforms a certain activity you’ve flagged as high intent (according to Pardot), Workbot® sends a message to the assigned rep that alerts them of the activity and allows them, with the click of a button, to add contacts at the account to a specific nurture sequence.

As your reps review their accounts, they’ll need to understand the specific marketing content each consumes, as well as the events they attend. It’s only with this comprehensive understanding of their activities that your reps can reach out to accounts intelligently and with a personalized approach. With this in mind, you can connect Pardot with your CRM, such as HubSpot, and implement a sync where any time a new activity gets added to the lead in Pardot, the activity gets added to lead’s associated CRM account.