Introducing Pardot Business Units: Powering Personalized Enterprise B2B Marketing at Scale

By STS News Desk On May 8, 2019

Introducing Pardot Business Units: Powering Personalized Enterprise B2B Marketing at Scale

Today at Sirius Decisions Summit, Salesforce announced Pardot Business Units to segment audiences at a finer level and boost B2B marketing operations

Automation has open new avenues for marketers to explore Personalization. According to leading CMOs, personalization is defined as creatively tailoring website pages and mobile applications to user’s preferences and behaviors.

Today at Sirius Decisions Summit, Salesforce announced Pardot Business Units. This is furthering their solution for enterprise B2B marketing teams.

Quick Overview: What is Pardot Business Units?

Introducing Pardot Business Units

Pardot Business Units by Pardot provide regional teams and sub-brands the tools they need to reach their own segmented audiences.

Sub-brands or regional teams often lack insight into their how customers interact with overall marketing experience. This is especially tough if it’s a multi-brand company.

There are two major challenges that multi-brand enterprise marketers face.

First, marketing teams must choose between scale and sacrifice Personalization. Why? Because, for mass outreach, you lose out with less personalization.

Second, you cut down on the agility due to increased focus on tailored interactions with less coordination while planning campaigns.

How do these challenges impact B2B Marketing efforts?

Your customers end up receiving multiple points of contact across brands on a given day that are either ambiguous, inconsistent or repetitive. Result? Rather than delivering a seamless experience customers may be expecting from a single company, they are bombarded with many touchpoints.

That’s where Pardot Business Units come into the picture.

Now with Pardot Business Units, companies can easily designate audiences for brands, geographies, or lines of business to better tailor campaigns for specific groups while still getting a complete view of the customer experience – all within a single Pardot implementation. This gives marketing teams better visibility into overlapping outreach efforts. This ensures they’re reaching out to the right targets and limits the need for duplicate prospect profiles to support compliance with regulatory requirements.

Pardot Business Units enables B2B marketers running sub-brands or in-region teams to:

Utilize Pardot Business Units to segment audiences by line of business, sub-brand or geography
Clearly identify what customers and leads you can reach out to (prevent duplicate messages, understand GDPR permissions)
Leverage Marketing Data visualization to know engagement by brand or geography
Analyze how various Marketing campaigns impact the overall engagement with Multiple Tracker Domains

With Pardot Business Units, companies can easily designate audiences for brands, geographies, or lines of business. This enables marketers to accurately tailor campaigns for specific groups based on a complete view of the customer experience. All this can be achieved within a single Pardot implementation.

Surfing the Big AI Wave: Is Automation Losing its Sheen?

According to Salesforce blog, “the future of marketing is no longer just automation, but personalization.”

Using Pardot, marketers can use AI to surface prospects with buying intent and find leads who are most likely to become customers.

Pardot became part of Salesforce in 2013 and since then, the technology provider has enabled enterprise marketers scale and connect with sales teams on the same platform. This is currently empowering them to be more agile, better aligned and faster in B2B engagements. Last year, Pardot had introduced an intelligent account-based marketing (ABM) capabilities. This ABM platform provide enterprise marketing teams with fine-tuned insights needed to customize campaigns for high-priority accounts.

Marketing Automation versus Personalization

As the needs of B2B marketing teams continue to evolve dramatically, Pardot Business Units’ new features further expand Pardot’s enterprise-grade marketing automation (and personalization) solution.

If you can craft and deliver a targeted message, the better it is for Marketing. However, a majority of enterprise marketers face a perpetual challenge — how to leverage a technology for centralized branding and messaging?

Salesforce Pardot Business Units solve the problem by giving marketers from regional teams or sub-brands enough flexibility to execute tailored, localized campaigns that resonate better with their customers.

Simplified Personalization Extending Salesforce Pardot with AppExchange

Using Pardot Business Units, a multi-brand company can segment their customers by diversified categorization. Pardot Business Units provides a broad spectrum analytics to marketers. This enable the enterprise marketing teams to fully understand how brand or regional outreach compares to other subsets. In addition, marketers can also measure the impact of the overall global engagement.

Simplified template sharing across teams also provide consistency on the overall brand message and alignment on best practices in Personalization in B2B marketing.

B2B Technology Integrations with MarTech Platforms

On AppExchange, the world’s leading enterprise cloud marketplace, you can find integrations like Demandbase, which extends their AI-enabled account-level data and intent signals within both Salesforce Pardot and Sales Cloud for a complete view of target accounts.

Just recently 6sense announced users get time-based predictions on prospect engagement combined with the marketing power of Salesforce Pardot.

Terminus enables marketers to build, operate and measure ABM programs across digital advertising channels targeted at specific Salesforce accounts based on CRM data.

Most leading Marketing Cloud and Marketing Automation providers are heavily invested into delivering relevant personalization to their customers and end-users. Salesforce is leading the pack in delivering highly intuitive personalization. As Marketing Technology platforms focus at switching from funnels to flywheel models, we can expect better omnichannel personalization results in the coming months.