Salesforce revs up Pardot with two new B2B marketing-automation tools
It’s coming up on two years since Salesforce acquired Pardot, and on Thursday the company enriched its resulting Sales Cloud B2B marketing-automation product with two new key capabilities.Intelligent Engagement Studio, for instance, offers granular targeting, testing and reporting capabilities designed to help marketers and sales teams connect with prospects in new ways. For example, the new feature enables adaptive lead-nurturing campaigns that evolve based on more than 100 triggers.Previously, B2B marketers could see only basic behavioral data such as the rates at which prospects opened their emails; sales-stage data from their CRM systems was not integrated with it. Now, with Intelligent Engagement Studio, marketers can act on the combination of those data points. So, when someone advances to a new sales stage and also views a specific piece of content, Intelligent Engagement Studio will analyze those data points to proactively route the prospect to a new lead-nurturing path.To read this article in full or to leave a comment, please click here