Turning a big, silent database into one that talks back

Insight into thousands of prospects depended on sales staff completing an extensive manual data entry process, an unrealistic expectation that left the business largely blind to who was in its own database, what they wanted, and when they were ready to buy.

A series of workshops brought staff from across the business together to map the current and future state of the customer journey, scoping the changes needed in Salesforce and the touchpoints to deliver in Pardot. Progressive profiling led the build: a nurture sequence prompting prospects to share their needs and preferences over time, automatically advancing them into the right nurtures as their profiles filled out.

Pardot lead scoring combined explicit form data with digital behaviour across email, landing pages and the website, notifying the relevant New Homes Consultant the moment a prospect crossed the threshold, with their full history in Salesforce to jump-start the conversation. Smart forms on the website prioritised fields based on what Salesforce already knew, so every floorplan download collected something new without ever feeling repetitive. Evergreen reports, templated assets and training sessions left the Adenbrook marketing team running Pardot in-house.

Progressive profiling increased buyer profile data points by 250%, 13% of new lead nurture members profiled themselves through form fill-outs, and new leads who clicked emails and explicitly profiled themselves converted at 70.3%. Lead scoring continues to deliver 8% more opportunities for the sales team from the existing database alone.