These campaigns are useful and efficient for engaging potential customers with content and offers. Businesses can set up these campaigns once and use the workflow multiple times for different leads. Lead nurturing also gives sales reps the ability to automate communications with prospects who are actively engaged in the buying process. This makes it a lot easier for salespeople to follow-up to their customers.

Pardot also gives companies the opportunity to go beyond basic demographic information and delve into detailed behavioral tracking of customers. With this advantage, employees can view which pages potential customers are visiting, what types of content they’re interested in, and where they are in the buying cycle. This will result to businesses gaining unparalleled customer insight that can greatly help sales reps tailor their messages accordingly.

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