Mastering Account Based Marketing with Pardot
Account-based marketing has transformed the marketing process for many companies that focus on B2B clientele. Focusing your company’s marketing energy on a few key accounts allows you to use pinpoint targeting when developing your messages. As effective as account-based marketing often is, though, it can greatly strain your company’s marketing resources to target several different accounts simultaneously. In this article, we’ll explore some ways in which you can use the marketing automation features of Pardot to increase the efficiency and profitability of your account-based marketing campaigns.
Display a Custom Advertisement for a Target Account
Using Pardot and public IP address records, you can create an entirely customized advertising campaign that appears only when people from a target account browse the web on their work computers. Create a customized advertisement and landing page, and target the advertisement only to users in your target account’s IP address range. Insert a form in the landing page to give users an opportunity to identify themselves and receive further messages from your company.
Create an Audience Segment for the Target Account
When people from the target account submit the form on your custom landing page, you’ll know who they are and what positions they hold within the target account. Use that information to create audience segments in Pardot for further nurturing. You can create a segment for each of your target accounts. You can even increase the granularity of the segments by creating segments for specific departments or roles within the target account.
Plan Your Automated Campaign
Once you’ve begun to capture the information of people within a target account, its time to begin strengthening your relationships and familiarizing those people with your organization. One great way to do that is to have an automated email campaign that’s already written and ready to deploy the moment someone submits a form. Keep the messages somewhat close together to ensure that your organization remains at the forefront of the prospects’ minds.
Enhance Your Campaign With Deeper Automation
One of the goals of account-based marketing is to build a deep relationship with a target account before your organization comes forward with a firm sales pitch. To maximize the effectiveness of a long-term email campaign, you can add further automation rules in Pardot to change the behavior of a campaign based on a prospect’s actions. For example, you can create an automated action that only occurs when a prospect indicates interest by interacting with your website in a specific way.
Identify Your Best Prospects
When it’s time for your organization to make its sales pitch, you need to know who to approach and what influences that person’s decisions. Pardot’s lead scoring provides the information that can help you close the deal. Throughout your automated campaign, Pardot has tracked the responses and interactions that have occurred. Some of your prospects have engaged deeply with your brand, and those are the people you want to approach first. Pardot’s lead scoring tells you who those people are.
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