12 Feb Case Study: Demandbase and Pardot Increased Engagement by 25%
Apart from the seamless integration to Salesforce, Pardot have many other integrations possible.
Pardot and Demandbase announced a product partnership in the fall of 2018 with the objective to create better engagement leveraging Marketing Automation, CRM adn ABM (Account-Based-Marketing).
So looking forward to the ABM summit coming up March 14-15 in San-Francisco, Pardot’s official website posted about this new partnership.
The clear challenge this integration tries to overcome is keeping their email audience engaged over time.
The idea is to use Real-Time Intent data in email offers.
As said on Pardot’s website:
Real-time Intent data identifies the online activities of accounts and buying committees to capture their first moment of interest so you can understand which accounts are researching topics relevant to your products.
In this case-study, a campaign was launched by the marketing team in 4 steps:
- STEP 1: Create two audiences of target accounts based upon their Real-Time Intent
- STEP 2: Save the two Audiences to Salesforce Pardot to create lists of actionable Prospects
- STEP 3: Filter the lists by business needs
- STEP 4: Execute re-engagement campaign in Engagement Studio & measure results
By using segmenting, Dynamic List Rules, Engagement Studio, email flows and other Pardot native features to capture real-time action, the team has seen 25% better re-engagement rate.
Another result was growth of the engaged email audience at target accounts by 14%, this indeed is significant for a re-engagement campaign.
The gain in time was also considerable – resulting in 3.5x less time than attempting to manually process and use the Real-Time Intent data by mapping it from Demandbase to Salesforce to Pardot.
According to the site
If you’re running 5 email campaigns a week using intent, that’s a time savings of over 9 hrs a week in segmentation alone.
But Demandbase promises more than that.
Read the full article here.