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Why is Business Card Scanning Integration with Pardot so Valuable?

Business card scanning integration with Pardot accelerates Lead follow-up while maximizing detail-rich customer data.

We front-loaded Scan to Salesforce/Pardot to let you create a Lead in Salesforce and launch the campaign in Pardot.

You use the app to act on an opportunity while your competition hasn’t done anything.

Speed wins: The first party to follow up wins the deal

You collect dozens of business cards at events, trade shows, and on the road. Even amid COVID, reps are out there getting cards. But then what?

Follow-up emails usually aren’t until the field team gets back to the office.

An HBR study of US companies found 78% of business goes to the vendor that replies first. Are you getting there first?

We want you to be the first responder, win the deals. We set up our app for this.

The app UI helps you rapidly scan, follow-up, and nurture

Pardot is Salesforce’s native B2B-oriented marketing automation (MA) tool. It’s used to assign Leads to campaigns and to target with precision.

Scan to Salesforce/Pardot gives you a simple roadmap to get there.

Through Pardot, Salesforce triggers a campaign with a Lead. Our app speeds this along.

  1. Scan cards right after meeting a prospect.

  2. Upload the card data to Salesforce.

  3. Assign to a Salesforce campaign linked to a Pardot campaign by clicking “Add to campaign members” (see this Trailhead entry for how to create campaigns).

  4. Click to transfer to Leads in the Salesforce Mobile App or SFDC Dashboard.

  5. Pardot can then send follow-up emails and materials.

We placed the campaign selection button up front to help you take quick action. One tap/click moves the queued card to a Pardot campaign.

You can also use the Transfer All button to move all the queued cards to one campaign, such as all the cards from a certain trade show or industry.

Business card data is key in targeted Pardot campaigns

Business cards are the fuel behind this process. They give highly reliable customer data; Salesforce and Pardot are empty boxes, empty tanks, without that data fuel.

Why business cards are (still) powerful

The typical card has a name, company, and job title as a minimum. Most cards also have a work address, phone, email even a URL and socials.

That data is both rich and near-guaranteed accurate because a card’s sole purpose is to convey the holder’s info.

This offsets dirty data stemming from manual contact entry, which gives incomplete and duplicate Contacts and Leads.

Business card information leads to precise targeting

One study found over 85% marketers used location data for successful marketing campaigns.

You can get that data from business cards.Then apply in your Pardot Automation Rules, for instance.

If you’re assigning prospects in the Southeast US (e.g., Georgia, Alabama, Tennessee, and Florida), you’ll need the correct states for the Prospect default field. A scanned card ensures you have this info and it correctly matches the prospect.

Source: Salesforce Trailblazer Community

Or in Dynamic Lists, you can similarly call on specific data, such for Shipping State.

Company, title, city, etc. can also be applied for rules. And multiple rules can be applied at the same time for even more precise targeting. 

Pardot also takes accumulated data and uses machine learning to assess prospects’ needs.

Scanning your cards and associating their complete data at a granular level sets you up for these targeted processes.

Conclusion on business card data, Pardot, and your success

With Scan to Salesforce + Pardot, you follow 5 easy steps in our integration guide to get started filling your data fuel tank.

Rapid follow-up moves deals along faster. Over the longer term, the same data can be used for precise targeting, tracking, and better marketing–sales alignment.

We’re dedicated to your maximizing your business encounters. This is our mission, and at a deep level, it’s the mission of our parent company, Sansan. In a campaigning mood? Download the app at AppExchange now.

By Xiaoli Wang and Adam Goulston, Scan to Salesforce Team