13 May Pardot Marketing Automation with A.I.: Meet the real Einstein (Part-2 of 2)
In my last article – Pardot Marketing Automation with A.I. Part 1 – I wrote about my experience in the last Salesforce World Tour in Toronto – Learning about Customer Journeys straight from Salesforce’s professional team.
Today, I’m going to dive into Salesforce’s A.I. module – Einstein – which is now available for Marketing Automation in Pardot.
A quick reminder, the problem we’re trying to solve is: What is a true indication of buyer intent?
If you have enough history data available in Pardot, this is what you can get out-of-the-box from Pardot’s A.I. module:
1. Einstein Behavior Scoring
Pardot’s Einstein AI can identify which leads are most likely to buy based on their digital engagement.
In the official documentation: Einstein Behavior Scoring uses machine learning to turn past 365-days and present data points on each prospect into a score from 0-100, with 100 indicating the most ready-to-buy leads.
Einstein tracks Email opens and page views (and even the order in which they happen!) in conjunction with time decay in case of a potential lessening of interest.
2. Automated Lead Scoring
Einstein AI can indicate how well leads fit your company’s successful conversion patterns.
Einstein Lead Scoring tells you how interested Sales should be in each prospect — more of a “best fit” indicator. For example, Einstein Lead Scoring could automatically discover that CIOs in Canada who attend webinars are amazing leads, and thus will predict just how likely a similar lead would be to convert.
3. Campaign Insights
Real-time insights on what’s working in your campaigns and why.
Einstein Campaign Insights analyzes all of your past campaigns and uses data related to activity, engagement, content, and audience characteristics to provide real-time insights on your current campaigns.
It helps you look back each quarter/year to see what worked…and where there was room for improvement. When Einstein Campaign Insights does this for you while your campaigns are still running you can optimize on the fly.
The benefits are immediate:
– Maximize on your top performing campaigns
– Improve or cut-off your low-performing campaigns
– Identify new audiences for future campaigns.
As a data-driven marketer, your job just got a lot easier.
I recommend to any Pardot user to follow the latest Pardot Einstein developments, start by reading the full article on the Blog here and try it out sooner than later!