Since we’re both a part of the Salesforce family, we get a lot of questions about using Pardot with Data.com. Strategically combining these two tools can help you get a more complete view of your prospects and better understand their needs. You can use this “bonus data” to refine your segmentation and offer a better customer experience through personalized campaigns and a warm sales approach.
Pardot’s Permission-Based Marketing Policy states that we require permission based marketing, meaning you can only send email to those that have opted in to receiving email. Data.com is what’s known as an opt-out database, meaning information is obtained by Data.com, but the option is given for people to remove themselves from that database. There are many articles explaining why it’s a bad idea to purchase email lists and immediately send email to those purchased prospects, and no reputable email service provider will allow you to immediately send email to a purchased list. However, that doesn’t mean you can’t benefit from this treasure trove of information, as long as permission is explicitly obtained first.
So, how can your sales and marketing teams take advantage of the myriad capabilities of Data.com, while staying in compliance with the requirements of the email industry? Today, we’ll outline correct and incorrect usage of Data.com with Pardot, so you can start using Data.com to enrich your overall marketing.
Using Data.com Clean
The best way to use Data.com with Pardot is to fill in the gaps in information for any prospects that you’ve already obtained through something like a form or a tradeshow. Say you have basic contact information, like their first and last name, their email address, and their company, but you’d really like to know their company address or their phone number. There are two ways to do this with Data.com:
- Within Pardot, you can use the Data.com icon next to the prospect’s name. If you click on the icon, the prospect’s information will be compared to information from Data.com Connect — the free contact data service — and any additional or different information will be made available in Pardot. This does not require a Data.com subscription, but do keep in mind that that this is only contact-specific data, so it will not include the company-specific information that is available through the Data.com Clean subscription service.
- If the prospect is syncing with Saleforce, you can use Data.com within Sales Cloud to automatically match and enrich the prospect record with the rich set of details available from Data.com (i.e. industry specification, company profile information, corporate parent linkage, etc.). By doing this, you will have a more complete profile for the prospect and that information will flow into Pardot on the next sync cycle. You can then use this additional information to route the prospect into precisely targeted marketing campaigns, as well as to determine if the prospect should be fast-track routed to a specific sales rep or team.
These methods are updating already existing information from prospects that have explicitly opted in, so you can be in compliance with the policy and still use your Data.com subscription.
Using Data.com Prospector
Data.com can be used to generate new leads that your organization can contact. Let’s review the correct way to include Pardot and Data.com Prospector in your lead generation plan.
- The correct way is to put these leads in the hands of Business Development Reps or cold-callers who can first make contact with the prospect, and then if they are interested and agree to opt in to receiving email, add them to Pardot lists for emails and/or nurturing. Because you have had previous contact with these prospect, you are allowed to send them messages to help move them through the sales funnel.
- The incorrect way would be to use Data.com as a cold lead generator for email purposes. Given the terms stated in the Permission-Based Marketing Policy, customers can not pull in prospects through Data.com and immediately add them to Pardot lists for emails and/or nurturing without first obtaining their permission. By not following best practices, you’re also running a significant risk for getting your IP address blacklisted, which can lead to significant email reputation damage. Instead, you should follow the best practices outlined above, to first obtain permission prior to sending email. By obtaining explicit permission prior to sending email, you can reap the benefits of the Data.com database while staying in compliance with Pardot’s Permission-Based Marketing Policy and keeping your email reputation high.
Overall, Data.com and Pardot are a fantastic combination, especially if you’re using Data.com to better understand your prospects, and Pardot to convert them to customers.
Want to learn more about how Data.com and Pardot can be used to personalize your marketing communications and sales pitches? We’ve got a tremendous e-learning module below!