Pardot is a Salesforce solution that focuses on lead generation and nurturing leads. Pardot allows nonprofits to track and measure the effectiveness of their communications, gain insight into user behaviour, personalise content across campaigns and make impactful decisions about their marketing efforts.
Generating and nurturing leads is an issue nonprofits face every day, turning leads into donations is vital to ensuring that the organisations can continue to create a positive impact. It’s also a time-consuming task that takes away from a nonprofits capabilities to carry out their vision and achieve their missions, especially difficult for nonprofits which are run by a small team.
Having to manually contact leads can also create mistakes, different members of the team could contact a lead at different times and with different messages, so there could be a lot of crossover. This could cause confusion and potentially negatively impact the lead. Time could also be wasted on potential leads that are not actually overly interested in donating, filtering out the lower quality leads is a difficult task.
Pardot allows for a nonprofit to become automated, allowing for certain actions to trigger specific marketing tools. For example, once a lead fills out a form on a website to gain access to content such as a webinar, Pardot could register this and automatically send them an email a few days after the webinar with more information about the webinar. This allows for donor journeys to be developed, utilising a number of touch points between the potential donor and the nonprofit. These automated contact points that are made at specific moments help nurture leads and increase the chance of nurturing the lead further and gaining a donation.
Pardot allows for leads to be scored, this is a method of assigning a numerical score to users based on their unique behaviour. The scoring system provides up-to-date feedback on their interactions with content such as emails, website pages and social media posts. Allowing for nonprofits to change the way they communicate with different leads based on their score, meaning highly scoring leads can be contacted quickly and enable nonprofits to develop them into donors.
Segmentation allows for Pardot users to ‘slice and dice’ their contacts data into a list, meaning they can then target a specific segment of their database with certain marketing tools. For example if a nonprofit operating in Manchester is holding a live fundraising event at a local shopping centre, they will want to contact donors and highly scored leads about the event. However, they will not want to contact individuals who live far away and are unable to travel that far. In this case, the nonprofit would be able to segment the data based on local postcodes into a list, which they can then use to target with emails or other marketing activity. This could be done swiftly within minutes with Pardot, whilst doing this manually take could someone hours.
Developing leads into donors is a difficult task for any nonprofit, especially if they are not using a platform to enhance and track their marketing efforts. Below are some of the issues an organisation could face if they do not have the marketing support they desperately require.
Inability to segment leads and prospects based on specific data
No knowledge or scoring system of the quality of a lead or prospect
Lengthy manual marketing process
Poor donor journeys
Poor Email marketing
Struggle to measure return on investment of marketing efforts
Limited knowledge and awareness of the organisations sales funnel
Valuable time is spent contacting leads and prospects who are not interested
Pardot is a marketing automation solution that can unite a nonprofits marketing and sales departments. Providing a sales team with leads that have been nurtured through multiple contact points and scored depending on how they interact with your content, allows a sales team to contact potential donors based on the quality of the lead. Below are some of the benefits using Pardot can provide.
Enables lead nurturing
Marketing and sales integration
Measure return on investment
Detailed understanding of the organisations sales funnel
Ability to score prospects based on how well suited they are to the organisation, allowing more time to be spent contacting the best graded prospects
Create dynamic content that automatically personalises landing pages, forms, webpages and Emails
Full tracking of a prospects interactions with the organisations touch-points
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Our customers are our best brand evangelists, when we helped out Jigsaw they had some very nice things to say about us.