Now that Pardot is part of salesforce.com and the Sales Cloud, your sales and marketing teams can better align their goals, strategies, and more — and one way Pardot customers can do this is by taking advantage of the capabilities of Data.com. However, there are some points customers need to keep in mind when using Data.com to enrich their lead information, as well as to gain net-new leads. Back in 2012, I wrote about the alternatives of buying lists, but how does Data.com play into this? It really depends how you plan to use Data.com in conjunction with Pardot.
Filling in the Gaps
The preferred way to use Data.com with Pardot is to fill in the gaps for prospects that are already in your database. If a prospect comes into the system and submits basic contact information (first name, last name, email, company), you may want to gain a little more insight into the prospect’s profile. To do this, there are two ways Data.com can be used alongside Pardot.
- 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 salesforce.com, you can use Data.com within the Sales Cloud to automatically match, append, 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.
By using one of these two methods, you are just updating their profile. They have already opted into receiving mail from your organization, so you are not gaining any new leads from this connection to Data.com.
I Need New Leads…Now!
The other way that Data.com can be used is to generate net-new leads that your organization can contact and hopefully convert to a sale in the future. With this, there is a non-preferred and preferred way to have Pardot in the mix.
- The nonpreferred way (and against your Terms of Service) would be to use Data.com as a net-new lead generator for email purposes. As mentioned in the other blog post, no matter which email service you are using, they will not allow for you to buy a list and ‘blast’ to them. There are legitimate concerns over spambots who are there to blacklist your IP address. Even if you were to use Data.com, it does not make it okay to buy and ‘blast.’
- The preferred 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, add them to Pardot lists for emails and/or nurturing. Because you have had previous contact with these prospect, you are allowed to mail them to help move them through the sales funnel.
Overall, Data.com and Pardot are a great 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? Join Derek Grant, VP of Sales at Pardot, and Bob Memmer, Assistant VP at Data.com, in a webinar this Thursday (June 26) as they discuss how you can use clean, quality data and marketing automation hand in hand. Register by clicking on the banner below!