Pardot offers connectors to many popular third-party applications to all Professional and Enterprise Edition Prospect Insight accounts. Connectors provide the essential links needed to sync your own prospect data with external information you might glean from various sites and apps. Connecting the dots between these scattered bits of valuable info can help you get a more complete picture of your prospects and their tastes and motivations, maximizing the efficiency of your marketing automation activities and thereby enabling you to better address their needs with appropriate solutions.
Pardot currently offers connectors for the following applications:
- Google AdWords
- Google Analytics
Once you’ve run through a quick setup, these connectors make information from the above applications available instantly when you are viewing a contact’s information in Prospect Insight.
But how do you really make the most of connectors to enhance your marketing automation system? CRM connectors are perhaps the most fundamental, as they allow you to connect your CRM with Prospect Insight’s marketing automation tools. However, the connectors for other applications can help you get a more complete picture of a prospect.
Do a little detective work about a prospect by using the LinkedIn and Jigsaw connectors. For example, if you wanted to know more about a particular prospect’s professional credentials, or perhaps more information about his or her company, the LinkedIn connector is the ticket — once you’ve set it up, just click on the LinkedIn icon in a prospect’s profile to get instant access to their LinkedIn profile. You can likewise get the Jigsaw results for a prospect or their company simply by clicking the Jigsaw icon in their profile.
Crunch some numbers with the Google Analytics and Google AdWords connectors. The Google Analytics connector lets you share keyword tags with Prospect Insight and create campaigns based on your Google Analytics campaign tags. Connecting to Google AdWords lets you find out how prospects reach you through paid search; using the cost data from AdWords with info from your CRM will help you calculate search engine marketing ROI.
Reach out to promising prospects with the Twilio connector. Twilio is a pay-as-you-go service that helps you instantly follow up with prospects by phone and can be invaluable when used in conjunction with certain features of Prospect Insight.