AI-powered Pardot Marketing Automation

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AI- powered Pardot Marketing Automation
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What is Pardot?

• Pardot is a B2B (business-to-business) marketing
  automation solution by Salesforce. It unifies
  sales and marketing together, so you can work
  better.
• Pardot can measure the lead qualification with 2
  matrics
• Prospect score( A Numerical value)
• Prospect grade( An Alphabetical value)

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1. Einstein Behavior Scoring-
Einstein Behavior Scoring is a Pardot Einstein
feature that looks at a prospects engagement in
terms of ready to buy behaviour.
Breaking it up in two parts-
4 Product of Pardot Einstein-

• Pattern of engagement
• Buying signals

What does it perform?

• Check each prospect of and Pardot activities such
  as engagement history.
• Identify the activities to list the positive and
  negative signals.
• Trains a machine learning model that scores each
  prospect based through the probability of
  conversion.
• Rank each prospect 0 to100 accordingly how they
  compare to all other prospects in your database.

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2. Einstein Lead Scoring
Score leads according to how they fit in your
successful conversation pattern.
What does it perform?

• Look at each lead and their field data, both
  custom and standard.
• Identify field data (If it's a positive signal or
  negative)
• Trains a machine learning model that scores each
  lead based through the probability of conversion.
• Rank each lead 0 to100 accordingly how they
  compare to all other prospects in your database.

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3. Campaign Insights
It treads in prospect demographic and marketing
asset engagement. It analyzes the entire
marketing asset dataset eg. compares specific
campaign email engagements with all organisation
background emails stored.
What does it perform?

• Analyzes prospects engagement activity with
  different marketing assets.
• Examine key Prospects attributes such as job
  title, location and company industry.
• Check for anomalies, both positive and negative,
  in the engagement data.
• Covers the most meaningful ones in the shape of
  Campaign Insights.

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4. Einstein Attribution
Its a rule-based influence model, and the first
touch/ last touch/ even touch Campaign influence
model. This model relies on data relationship and
timing, which makes this way of measurement less
accurate overall.
What does it perform?

• It will take you one step closer to the holy
  grail of accurate marketing attribution, by
  picking up gaps in attribution.
• By using an AI data-driven model that attributes
  revenue share based on your actual customers,
  their engagement, and your successes.

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