Modern B2B buyers expect seamless experiences across sales and marketing when they engage with a company. Unfortunately, many companies struggle with this because sales and marketing teams manage customers using different technology solutions, leading to information silos and lackluster results. In order to deliver on customer expectations, marketers today need a solution that is powerful enough to deliver unified experiences, yet simple enough for both their team and sales to use. With the new Engagement Studio, creating a B2B buyer journey is as easy as building a Spotify playlist.
Engagement Studio is a B2B marketing team’s command center — a place to manage all touchpoints with prospects and customers. Now, companies can do everything from lead generation to nurturing to reporting on marketing ROI in one place, and on one central canvas. Engagement Studio is Salesforce’s latest step in our journey to help customers align their sales and marketing teams to sell smarter together.
Here at Salesforce, everything we do is for our customers. And for this launch, we had more than 200 Pardot customers participating in the beta program so that we could make the best possible enhancements. They told us they wanted to easily design B2B buyer journeys in minutes. Their feedback was invaluable, and we thank them for helping to make Engagement Studio better for all of our customers.
Engagement Studio empowers B2B marketers with new ways to:
Easily Build Complex, Powerful Campaigns
Now it’s easier than ever to deliver the personalized experience that buyers expect with automated rules, actions, and triggers based off of customer data in Salesforce, such as assignment status or opportunity creation. Marketers can automate programs that will guide buyers towards desired outcomes, while still allowing them to drive their own path to purchase. In addition, they can build out complex, multi-path journeys by setting up simple decisions at each step. Once a program is built, it can serve as a template for future programs, enabling marketers to spin them up in minutes. Marketers now have the power to build all the marketing assets they need — from landing pages to email templates — in one place and without the need for IT support.
Visualize and Test the Buyer’s Experience
Not only can marketers visually plan out all assets in one, central canvas for a complete view of the buyer journey, they can now also test the buyer’s experience. By following the exact path to purchase that the buyer will travel, marketers can launch new journeys with confidence by finding and fixing gaps in advance, ensuring journeys will deliver real results.
Understand, Improve, and Share Campaign Performance
Engagement Studio simplifies the process of understanding campaign results and using them to improve efforts. Success metrics are layered directly over the buyer journey map, meaning marketers never have to jump between screens. This allows marketers to quickly identify areas where prospects fall out of the journey and make fixes.
Elegran, New York City’s premier luxury real estate brokerage firm, manages engagement with several audiences including landlords, renters, buyers and sellers. The firm needed a way to arm its real estate agents with the right level of information to qualify clients in these groups and effectively personalize the journey for each. Already a Salesforce Sales Cloud user, Elegran turned to Pardot with Engagement Studio to help its team segment and target clientele for deeper, 1-to-1 personalization.
“Salesforce and Pardot are critical to helping our real estate brokers build deeper relationships with home buyers, renters, sellers and owners, and demonstrate our value to them,” said Tigh Loughhead, Marketing Director at Elegran. “With the granularity of detail Pardot Engagement Studio provides, we’re able to dynamically target different types of messaging to different agents to enable them to deliver personalized experiences to their clients, as well as improve the connection and visibility between sales and marketing.”
Give Sales Reps the Power of B2B Marketing Automation With Salesforce Engage
The buyer journey doesn’t end with marketing. To turn a potential buyer into a paying customer, the sales team needs every insight they can get to have a competitive edge. Sales reps are now directly aligned with marketing throughout the buyer journey with Salesforce Engage, an add-on to Engagement Studio that allows sales to connect with prospects earlier and more effectively to get deals closed.
Both solutions communicate seamlessly not only with each other, but with Salesforce Sales Cloud, ensuring that customer data is being used to its utmost potential. In fact, sales reps receive real-time alert notifications when a prospect shows purchase intent, so that they can reach out ahead of competitors.
Since sales reps are often out in the field, they can access the power of Engage where they want to – whether it’s directly inside Salesforce, in their email inbox, or on their mobile device.
The power of aligning B2B sales and marketing is real, and it yields huge benefits for the bottom line. Pardot customers see on average a 34 percent increase in marketing ROI and a 34 percent increase in sales revenue, according to the Salesforce Pardot 2015 Customer Relationship Survey. Join Pardot as we kick off the first-ever B2B Engagement Fest, a day of three incredible webinars that will inspire, empower and motivate your customers with B2B marketing techniques. We’ll also wrap up the day with a special presentation on Engagement Studio.