Pardot and Salesforce Ad Studio work together to provide your customers, leads, and prospects with highly personalised journeys on a variety of channels, which include email, paid advertising campaigns, your company website, and social media, among others.

So what is Ad Studio?

Ad Studio enables B2B marketing professionals to safely activate their customer and lead data in Salesforce to manage all your LinkedIn, Google, online ads, and Facebook campaigns at scale. You can provide your marketing and sales teams with a dynamic lead generation engine by integrating Pardot, Sales Cloud, and Ad Studio.

This will enable your teams to utilise past lead performance and existing customer data to support your nurture campaigns, Account-Based Marketing (ABM) programs, and customer acquisition throughout the entire customer journey.

Set Up Your B2B Ad Campaign as a 1:1 Channel

  1. Integrate lead generation and account-based marketing campaigns. Improve account engagement through coordinated email and ad nurture campaigns. Personalise messaging across channels with Journey Builder.
  2. Acquire more high-quality leads. Find new customers across Facebook by reaching lookalikes of your best customers. Optimise Google search ads based on the value of a potential lead.
  3. Exclude customers from ad campaigns. Increase ROI and CSAT scores by suppressing existing customers or unqualified leads.
  4. Upsell existing customers. Get existing customers to use more of your offerings by tailoring ads to them.
  5. Re-engage dormant leads. Re-target existing leads with advertising, as a complement to your email program.

Outcome-Oriented Campaigns

  • 2.3x increase in match rate and 3.8x increase in return on ad spend for Pardot with Facebook Advanced Match over traditional Custom Audiences.
  • 50% decrease in cost per lead when Edenred (global B2B brand that enables benefit vouchers) used customer data to advertise on Facebook.
  • 47% higher engagement with CRM-powered advertising.
  • 77% increased reach with coordination of email and ads and 22% increase in likelihood to purchase of email openers who also saw the ads.

Pardot and Advertising Studio Integration

Requirements

In order to leverage the power of these platforms, you’ll need:

  • a verified Salesforce connector in Pardot, and to connect Advertising Studio to Salesforce via Marketing Cloud (MC) Connect
  • Automation Studio to update Advertising Studio audiences
  • a clear advertising and email marketing strategy for your company

Popular Use Cases

Campaign Type Strategy Audience
Top of Mind Keep your brand visible to current and potential customers Recent trade show attendees; prospects engaged in social media (Facebook Lead Ads, LinkedIn, etc.); top-of-funnel leads
Product Launch Promote the upcoming or recent launch of a new product Prospects with established, specific product interests; current customers; bottom-of-funnel leads; lost opportunities
Upcoming Event Generate interest and drive registration for an upcoming event (webinar, trade show, etc.) Prospects who have viewed your event landing page but haven’t registered; top-of-funnel leads; prospects by region (for live events)
Event Follow-Up Maximise the impact of a recent event through targeted messaging Recent event attendees (webinar, trade show, etc.)
Education Share basic information and best practice content with customers just beginning the buying process Net-new leads; recent trade show attendees; prospects engaged in social media (Facebook Lead Ads, LinkedIn, etc.); top-of-funnel leads
Event Follow-Up Maximise the impact of a recent event through targeted messaging Recent event attendees (webinar, trade show, etc.)

 

 

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