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Challenges
Our client desired to implement a solution to better understand the aspects of how inbound leads are generated especially when hot marketing campaigns would be held such as on Black Friday.
Solutions
Based on the requirements, the RA development team suggested the following:
Setting up the Pardot Google Analytics connector to track the UTM campaign and source parameters in Pardot. The client can see from which campaign and source the lead has come, manage audience segmentation by the campaign (once the campaign is Black Friday, we added prospects in a static list using the automation rule) and sent an email on a specific date to an audience. Also, we used UTM hidden fields on forms.
To connect Pardot with LinkedIn the Routine Automation team has developed the Pardot LinkedIn Connector to schedule the day and time of posting. Now all social activities can be managed and checked.
Results
Marketing campaign’s analytical part improvement
Increased quality of data-driven decisions.Social media marketing strategy enhancement
Time-saving by focusing on more important tasks.
🛠 Tools & Technologies
Salesforce Pardot Google Analytics Connector, Pardot LinkedIn Connector
