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Challenges
Our customer already had a website with a lead-capturing form and a Salesforce Sales Org. The requirement was to use prospect information from the web form to manage subscription preferences and to send news based on chosen topics. According to the business requirement and further plans, we suggested using Pardot
Solutions
Created Salesforce Subscribers Campaign and pushed all the subscribers from Salesforce into Pardot. Managed an integration by setting up a connector between Pardot org and Salesforce org.
To let prospects choose which topics they want to receive, we implemented a preference center with standard and dynamic lists. It is used to divide content by a prospect’s language preferences.
The customer wasn’t allowed to customize the form’s look, as well as to track additional data about prospects. To resolve customer issues with not integrated with the Pardot website, a form handler and custom fields were configured.
Users couldn’t update an email template. To let customers send news with images and blocks of text, initial email templates were configured
Results
System efficiency growth and ability to nature leads using Pardot, integrated with Salesforce, relevant content to client delivering
Leads growth. The customer has received more targeted leads
Trust and loyalty increase. The brand has become more recognizable
Marketing strategy enhancement and ROI improvement, to provide analytical part and optimize digital marketing campaigns
🛠 Tools & Technologies
Salesforce Marketing Automation
