Using Pardot and Social Media

Social Media continues to change the way that businesses interact with customers. Combined with marketing automation, it can really strengthen your content strategy and provide you with a new way to promote and measure engagement. Today, we’re going to look at how Pardot can help you maximize your social media marketing strategy.

Like anything in the digital landscape, you’ll need good content…and a lot of it, so the first step in establishing a good social media strategy is making sure you have a collection of strong assets such as white papers, blogs, photos, and testimonials to support your efforts. But it’s not all about the click-through. Online interactions are faster-paced and more nuanced than you might think – so creating content for this medium also involves paying attention to lighter pieces, like images, .Gifs, and short videos that can be consumed on the go. Tone and branding will help you set these types of assets apart and make them more appealing to your target audience.

Now let’s add marketing automation to the mix. First, you’ll need to set up the right paths in Pardot to be able to track who is engaging with your posts, and how. Start by establishing the social posting connectors for LinkedIn, Facebook and Twitter.  These are straightforward integrations that will help each platform integrate with your Pardot instance.  Once you’ve set these up, you can schedule your posts to come directly out of Pardot.  This will allow you to save time when posting and ensure that you’re profiles are still covered with great content – even over the weekend.
But that’s not the best part. The best part is that any identified prospects in your platform will begin showing social activity under their marketing activities.  This is pretty exciting because you’ll be able to get a more complete picture of how your prospects are engaging with you and make any necessary adjustments to your content, messaging or approach to ensure that you’re communicating with them in the right way at the right time. In addition, you can begin to score your prospect’s social media engagement.  The best scoring models include a mix between form submits, web clicks, e-mail clicks and now you guessed it…social media engagement.
The above only works, though, if the prospect is already identified.  In other words, we need to plant the Pardot cookie on the user’s browser so we can track them.  There are two things we can do to help with this.
  • Include social media badges and links in all of the e-mails you send with Pardot.  If a new user responds to your e-mail or one of the links. Boom. Cookie Planted.
  • Include a Pardot form or form handler directly on your Facebook page.  So if someone who isn’t identified likes you content, they can submit the form for more information directly on Facebook…and again.  Cookie planted.

Finally, add the Full Contact App to your Pardot platform to get social media information from your prospects.  This app looks up all e-mail addresses in your system and populates their social media accounts right on their profile.  This gives marketing and sales quick access to their profiles to learn more about them before a call or visit.

How are you using social media creatively with Pardot? Let us know in the comments, and get in touch with me at

The Complete Guide to Social Media for B2B Marketers. Get E-Book.

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