15 May Salesforce to solve multi-brands marketing dilemmas with Pardot Business Units
How to balance the need for a centralized brand and message, while giving marketers from regional teams or sub-brands enough flexibility to execute tailored, localized campaigns that resonate better with their customers?
This is word-by-word the challenge the Salesforce team has been working on in a marketing world in which we shift from marketing automation to marketing personalization.
The solution form Salesforce? New Pardot Business Units. As stated on Salesforce’s official blog last week, the goal is to:
“Provide regional teams and sub-brands the tools they need to reach their own segmented audiences”.
The dilemma Marketing teams face when planning campaigns: Scale (mass outreach with less personalization) or agility (tailored interactions with less coordination).
If the business units’ makreting effort are disconnected, customers might receive multiple messages across brands on a given day that are inconsistent or repetitive. This is the opposite of personalized marketing which should be a seamless experience they’d expect from a single company.
Pardot Business Units is one step further to achieve both mass outreach and personalizied campaigns.
Salesforce’s promise is that with these Pardot Business Units, marketers can easily designate audiences for brands, geographies, or lines of business (all which are typically our guidelines for Pardot internal campaign organization) so one can better tailor campaigns for specific customer groups, thus eliminating overlapping outreach.
This feature will be introduced at the Summer ’19 release so that marketing teams will be able to get a holistic view of the customer experience – while using only one Pardot account!
Pardot will offer the possiblity to share templates across teams to ensure consistency on the overall brand message and alignment on best graphical and email practices.
Last, but not least, Salesforce, didn’t forget the reporting part: Pardot Business Units provides aggregated analytics, allowing marketers to compare perofrmance to other regions/business-units, or see impacts on the overall global engagement.
The Summer ’19 release rollout is scheduled to begin this Saturday, May 18th.
This content was originally published here.