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Why Outsourcing Pardot Work Makes Sense for Small Businesses

Small businesses tend to be lean, focusing their efforts primarily on sales—but what does this type of business approach mean for marketing operations?

Typically, it means initiatives like marketing strategy, campaign management, lead generation, email campaigns, and marketing automation processes are neglected.

If your organization is using Pardot but lacks an internal marketing team to really leverage it to its fullest potential, outsourcing your Pardot work is a great decision.

Read more about the top reasons hiring outside help for Pardot marketing automation is a great idea.

Looking for a new Salesforce agency? Check out this article on 8 mistakes to avoid.

Pardot consultants can save time

If you partner with the right Pardot consultant, you can see your vision realized at a much quicker pace.

Pardot consultants should be highly-specialized—with a lot of experience under their belts—so chances are they can make quick work of any marketing challenge you put before them (whether that’s building out a Pardot engagement program, creating a custom landing page layout template, setting up proper lead scoring, or ensuring that your Pardot instance has been optimally set up).

Most agencies have multiple resources to offer you as well, which means your small business won’t need to invest in multiple new hires (all of whom would require Pardot training).

Pardot consultants have a unique perspective

Experienced Pardot consultants have seen it all, and can share their knowledge on how other organizations have approached the same issues your company faces.

A strong Pardot consultant can help with more than simple execution, too; they should be able to offer marketing strategy and advice on how your marketing automation should integrate with and empower your sales processes.

Your consultant should be well-versed in things like optimal conversion rates, sales team best practices, paid advertising, ROI, proper segmentation, email campaigns, and much more. And if you have a question or concern they can’t address when you bring it up, they should be resourceful enough to find the answer for you (and implement it, too).

Outsourcing marketing operations can cut costs

When partnering with a reputable agency, outsourcing Pardot marketing automation services can help your business run more profitably and with lower overall operational costs.

According to a recent Deloitte survey, more than 70% of its clients believe outsourcing has significantly reduced operational costs.

This type of cost reduction can be achieved in both direct and indirect ways. Direct costs include the salaries and wages of new employees, as well as the expenditure involved in managing the environment necessary to meet business needs, such as enlisting additional support resources.

Examples of indirect costs include those that might be incurred during the hiring process, management of your new employees, overhead expenses, and paying for employee benefits.

Finding marketers with Salesforce platform experience is hard work

In addition to being an expensive investment, building out marketing teams with all the right skills can be a very difficult process. The right kind of person to task with managing your Pardot instance would be one with marketing skills and marketing operations expertise, and platform experience.

Understanding the technical nature of Pardot and its integration with Salesforce is essential for marketing automation success. And as with all digital tools, things are bound to go wrong at some point; if you don’t understand your Pardot integration or configuration, it’s going to be challenging to solve issues as they arise.

You can use your Pardot consultant as you need them

Depending on your marketing goals, you might not need a Pardot consultant to provide you with consistent hours each month. There may be times when you have larger initiatives in play and need more support hours, and then several months where things are mostly running in the background and don’t require hands-on attention or supervision.

With a full-time employee, you’re paying them for the same amount of time each week or month whether you need them or not. If you have an ad-hoc support arrangement with a Pardot resource, you use their skills when and where you need them. In many cases, this is a far better arrangement for a small business that operates with budget and resources in mind.

A few examples of marketing automation work you can outsource

While there’s no limit to tasks you can outsource to an agency or Pardot consultant, here are a few ideas:

  • Enabling and/or configuring new features
  • Creating and managing lists

  • Cleaning up data and/or legacy assets

  • Building segments and dynamic lists

  • Creating and managing email templates

  • Setting up and managing engagement studio programs

  • Scheduling and sending emails

  • Reporting on campaign performance

  • Pardot account administration tasks

  • Monitoring for sync errors or other issues

  • And much more! Basically, if it’s something that can be done in Pardot, chances are it can be outsourced.

Interested in securing external resources for your Pardot needs or goals? Contact us for more information.


Jessica Hope

I consider myself a Marketing Cloud Account Engagement (Pardot) evangelist. I’ve focused almost exclusively on Pardot for the last seven years, and I've had the great honor of working in hundreds of accounts on every imaginable type of project. I spend most of my time working directly with clients to meet their every last Pardot goal, but I also enjoy writing about and/or training on all things Pardot.

Let’s connect to see where I can help. Email me at: jess@parquet.dev

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