By Sateja Parulekar, VP of Product Marketing & Alliances, Salesforce
How well do you know your audience? Even the most data-minded marketers have to make educated guesses from time to time. Unfortunately, those guesses can lead to unsubscribes and other unfavourable results if you miss the mark by too much.
Getting to know the people you’re selling to is essential if you want to be successful—and that starts by asking the right questions. With the release of GetFeedback for Pardot, it’s now possible for marketers to engage and understand their prospects in a whole new way.
4 Ways to Enhance Your Prospect Data
Pardot marketing automation already makes it simple to build an intelligent buyer journey based on prospect engagement and behavioural data points. But what’s missing? Direct input from the audience. Without leveraging feedback from the audience—the people who matter most, you have to make assumptions about what works and what doesn’t. Instead, why not ask?
Here are some ways you can leverage feedback from prospects to round out your data, build smarter journeys, and ultimately, drive more business.
1. Learn more about your prospects with progressive profiling through surveys
Add lightweight surveys to each touchpoint to continuously ask questions and build complete profiles of your prospects.
2. See what kind of content is sticking with your audience
After a prospect first accesses an e-book or watches a video, ask if it was useful to them and why. Engage later and ask if the topic is still interesting, to make sure you’re delivering the most relevant content.
3. Shift nurture paths for smarter engagement
After attending a webcast, ask what topics prospects are interested in hearing more about, so you can send them exactly what they want.
4. Improve lead qualification, scoring, and grading
Add 5 points to someone’s lead score every time they answer a GetFeedback survey, indicating that they’re engaged with your brand. Add 10 points if someone indicates that they’re ready for a demo.
When you’re in touch with your prospects’ needs and interests, it becomes so much easier to serve up content that resonates. Together, GetFeedback and Pardot give you the means to personalise the journey from prospect to customer.
Related: 5 Marketing Automation Myths that are Holding You Back
Article first appeared on the Salesforce Pardot blog.
Lava is an authorised Salesforce Partner in Malaysia and has more than a decade of experience in cloud solutions which includes marketing automation, CRM implementation, change management, and consultation. We pride ourselves in not just being a CRM partner but in also understanding the needs of our customers and taking their business to the next level.