Andrea Tarrell, Author at Sercante

Gratitude: Celebrating 5 Years of Sercante

Every year, two things in November invite reflection: Thanksgiving and Sercante’s anniversary.

This month marks 5 years since Sercante opened its doors, and I couldn’t be more proud of and grateful for this team.

Major Events In The Sercante Company Journey

Our 5 years have been marked with all kinds of “unprecedented times” that have made for a crazy, sometimes messy, but always interesting journey.

A few inflection points that stand out from the journey:

This thing called covid, of course (you might have heard of it.) A Great Resignation and a monumental shift in the way people think about work.
A renaissance for remote work.
A Sercante baby boom with almost 15% of our small team taking parental leave in a single year (my own little human being a part of that wave!)
Whispers of the next recession, layoffs in certain sectors, and changes in the way many organizations are staffing/resources their marketing teams.
A return to events and in-person gatherings, with Dreamforce 2022 being the first big gathering in a long while.
The retirement of the name “Pardot” (well… kind of.)
Investment like never before from Salesforce in the future of Marketing Cloud, specifically, platform unification and extensibility.
Salesforce CDP picking up major steam, most recently with the launch for Genie at Dreamforce.

Always Embracing Generosity

Amidst all of these changing tides in the world and in the products we support, one thing has stayed constant for Sercante at every step of the way.

The one constant thing is the way our team embraces our values and shows up hard to help marketers impact their businesses and their careers leveraging the Salesforce platform.

I don’t think you’re really “supposed to” have a favorite core value, but my favorite out of the 5 that Sercante holds dear is Generosity. And that’s because it’s most readily apparent when I look at my team and how they show up in the ecosystem.

We are a group of givers. We have 5 user group leaders and 7 Marketing Champions in our ranks. We’re involved in both the Salesforce community and the communities in which we live and work, giving back through causes like:

Sharing Knowledge So We Can Grow Together

We love sharing knowledge and creating opportunities for others to shine (even our “competitors”!) through vehicles like:

We’re connectors. We aim to give just a little bit more than what’s expected in every interaction. And we believe creating abundance starts by believing in it and acting accordingly.

I’m excited about what the future holds, and I can’t think of a group of people I’d rather be doing it with.

A Few Special Thank Yous

To the 25 new team members who have come on board in 2022 – thank you for making the decision to invest your time and talent here. I will work my you-know-what off to make sure that was the right call and to make Sercante a place where you can thrive.
To the 40 team members who have been with us since 2021 or earlier – thank you for continuing to be a part of this hypergrowth rocketship and for being a part of the solution as we design processes, refine collaboration norms, and build an organizational structure to get us ready for the next chapter, whatever that looks like. I’m committed to making Sercante a place where you can grow, try new things on for size, and build your next chapter too.
To the first ever MarDreamin’ Advisory Board — Jen Kazin, Jenna Molby, Vicki Moritz-Henry, and Chris Zullo — thank you for helping us pick the best topics and stand-out speakers. You help us keep our edge and highlight the best of the best!
To our MarDreamin’ Social Ambassadors — Brittany Rhyme, Olliea Linn, Genna Matson, Ashley Anger, Rob Walter, Connor Ebbs, and Burak Sezgin — thank you for spreading the good word and for A+++ memes.
To Brian Brames and Stacy Jacobs – thank you for the opportunity to serve on the Marketing Cloud Partner Advisory Board with some of the best minds in the ecosystem. It’s an honor to be a part of that group.
To Brock Hubbard (aka Brother Brock) and the Salesforce Professional Services Team – thank you for truly walking the walk of “Better Together” and for your collaboration to make our shared customers incredibly successful on the platform.
To Minea Moore and the Partner Equality team – thank you for opening my eyes to totally new avenues for business growth and for the change that you’re driving in the ecosystem.
To Alan Schulman and Adam Lavelle – thank you for being advisors and a fantastic sounding board over the last year. I really value your perspective and experience climbing similar mountains to the ones our team is now traversing.
To the Pardot & Marketing Cloud PMM and Product leadership team (particularly Neha Shah, Guilda Hilare, Ruth Bolster, Prasanna Vijayakumar, Nathan Maphet, Landon Calannio, Eric Zenz, and Jay Wilder) – thank you for your continued partnership and collaboration. You’re a lot of fun to work with, and we’ve accomplished some really impressive things together.
To Kirk Johnson – thank you for being our PAM and for keeping us connected to all things at the mothership.
To Andy Lin, Cezar Wislocki-Wasecki, Ke’ili Deal, and the Managed Services Partner Advisory Board – thank you for the work that you’re doing to advance the visibility of a really important part of the services landscape, and for giving Sercante a seat at the table when ideating on what that change could look like.
To Paul Drews and Laura Rowson from Salesforce Ventures – thank you for believing in Sercante and investing in our future growth. It’s been great working with you both. I appreciate your vantage point on the ecosystem and how willing you always are to help and connect.
To the following folks for partnering with MarDreamin’ and on shared initiatives to make our mutual customers’ lives easier:
And of course, to our amazing clients – you’re the reason we exist and the reason why we get out of bed in the morning. Thank you for inviting us to be a part of what you’re building and for putting your trust in our team.

Wishing you all a blessed and joyful holiday season. Cheers to another great year, and to whatever next year holds.

By Andrea Tarrell|2022-11-23T19:42:30+00:00November 23rd, 2022|Categories: Community, Uncategorized|

Connected Salesforce + Pardot Campaigns: How They Rock Our World

Salesforce and Pardot connected campaigns bridge two distinct campaign reporting functions into one powerful feature.

Prior to 2019, Salesforce and Pardot campaigns were independent of each other. But with the introduction of connected campaigns the two entities joined forces. And with that, the humble marketer’s life is made easier.

The Difference Between Salesforce and Pardot Campaigns

Before we jump in, let’s do a quick 101 refresh on the difference between Salesforce campaigns and Pardot campaigns.

The Skinny on Pardot Campaigns

Pardot campaigns refer to the first touch interaction that could be tracked. It answers the question: “What brought this person to us?”

For example, let’s say someone visits your How to Be Good At Stuff webinar page. They didn’t sign up, came back 30 days later, and converted to a lead by downloading your I’m Awesome at Stuff whitepaper. Their campaign would be set to the How to Be Good At Stuff webinar, since that was the first initiative that brought them to you.

Pardot campaigns are one-to-one. That means each person has ONE source campaign. And every asset created in Pardot has to be tied to one campaign as well.

This gives you useful reporting data on the number of leads sourced by your campaigns and how these convert into closed-won opportunities downstream in the pipeline.

How Salesforce Campaigns are Different

Salesforce campaigns are more… how normal people think about campaigns. Campaigns are marketing initiatives, and each contact or lead can belong to multiple campaigns.

Tracking this in Salesforce is hugely impactful. If you leverage Salesforce campaigns to record who you touch with your marketing efforts, then you’re laying the foundation to be able to show all of the marketing touchpoints that led to a sale on each of your opportunities:

And at the campaign level, you can see the total volume of opportunities that were influenced by your marketing activities.

Marketers have been talking about revenue attribution for the last decade. But for most organizations, this stops with “talk.” We all like the idea of being able to link marketing campaigns to hard revenue numbers, but our disparate systems and measurements make that incredibly hard to deliver.

Campaign influence reporting finally makes revenue attribution doable for a typical marketing team — all with tools native to the platform. This comes together in first touch, last touch, or any other custom attribution models your team needs to analyze the impact of its marketing spend.

How to Set Up Connected Campaigns in your Pardot Org

The good news is that connected campaigns are automatically activated for Pardot orgs setup after 2019. But, there are a few settings we’ll want to take a look at to make sure everything is functioning.

The magic is in the Pardot connector!

Connected campaign settings are managed by the connector that bridges Salesforce and Pardot.

In Pardot Lightning…

Click on Pardot Settings
Connectors (on left menu)
Click the settings cog under Actions on the right for the Salesforce connector
Select Edit Settings

On this screen, you’ll notice the campaign that is being used to connect contacts that come from Salesforce into Pardot. They will be marked with this “first touch” campaign when they sync from Salesforce. If you do NOT have a campaign here, you should create a campaign in Salesforce, something generic like “Salesforce Contacts,” and select it here.

Question: I created the campaign in Salesforce and it doesn’t appear in this picklist?

This is pretty common. There are three reasons why the campaign would not appear, here are some troubleshooting steps…

When setting up the campaign in Salesforce you must check the box to make the campaign “Active.”
Be patient! It can sometimes take 5-10 minutes for the campaign to appear in Pardot. You may need to refresh the connector settings page to see it appear.
As a last resort, delete the campaign you created in Salesforce and create a new campaign. You might be shocked at how often this solves the problem.

Let’s Look at Campaign Settings

Once you have the connector settings worked out, click on the Campaigns tab at the top.

Let’s take a closer look at the setting options.

First, ensure the check box for “Enable Connected Campaigns and Engagement History” is checked. This should already be checked by default, which turns on all the wonderful connected campaign magic.

Enable Campaign Member Sync should also be checked to ensure that when you add people to your campaign in Salesforce or Pardot they stay in sync. Note: If you add people to a campaign in Pardot but they do not exist as Contact or Lead records in Salesforce, you will not see them in Salesforce under that particular campaign.

Use Salesforce to manage all campaigns should be checked allowing you to create and manage campaigns in one place — Salesforce! No more duplicating efforts in Pardot.

Limit Campaign Creation by Date – this handy feature gives you the ability to limit what campaigns sync to Pardot. If your Salesforce org has been around for a while, it undoubtedly has campaigns that were created and you may not wish to clutter Pardot with old campaigns. You can select a cut-off date here!

Show unconnected campaigns in Pardot Campaigns tab is good to check if you wish to see what campaigns in Pardot are not connected to Salesforce. As the subtext under the box states: Unconnected campaigns are always shown unless Manage Campaigns in Salesforce is enabled.

Finally, Campaign record types enabled for connection. This will say “Master Record Type” by default if you only have one Salesforce campaign record type. But some orgs are fancy and have multiple record types for different parts of the business. If this is the case, you can select which record types should sync to Pardot.

Once Connected Campaigns are flowing here’s what you’ll notice

All new campaigns will be created in Salesforce — you can not create campaigns in Pardot.
Every time you add a new active campaign to Salesforce, it’s automatically available in Pardot.
You can add campaign members in Pardot through automation rules or completion actions. As long as they are assigned to a user, they will sync to Salesforce and show up as members of that campaign in Salesforce.

PRO TIP: If you have a campaign set up for a weekly or monthly newsletter, add a completion action to your signup form. This ensures that when a prospect fills out the form, they are automatically added to that campaign.

These campaign fields will also be updated by Salesforce and pushed to Pardot:

Name
Cost
Created By
Updated By
Updated At

Now for the Really Exciting Stuff: Show Engagement History on the Campaign in Salesforce & Report On It

To add another layer of awesomeness to this, Connected Campaigns allows you to also enable Engagement History on Salesforce campaigns.

What this means is that on Salesforce campaigns that are connected to Pardot campaigns, you can pass engagement metrics from:

List emails
Forms
Form handlers
Links & custom redirects

When you turn on Engagement History, new custom objects called ListEmail, MarketingForm, and MarketingLink are created and populated with data from corresponding Pardot records. These records DO count against your org’s data storage limits.

Important: these custom objects do need to be added to your Campaign page layout! Here are detailed instructions to do this.

Benefits of Enabling Engagement History

Enabling Engagement History lets you add KPIs for these assets to the Campaign Page Layout:

And even better, it lets you get at this data in Salesforce reports & dashboards:

My heart literally flutters with anticipation of the power this is going to bring to marketers on the platform.

A few general FYIs on what you need to make Engagement History work:

Connected campaigns set up (duh)
Prospects syncing with a Salesforce lead or contact, and added to the connected campaign
The prospect must be assigned to a user, group, or queue in Salesforce (a requirement for it to sync to Salesforce in the first place)
To access Engagement History data, users need the Sales User or CRM User standard permission set and field-level security access to the engagement history fields.

Ready to Roll with Salesforce and Pardot Connected Campaigns?

Once you experience connected campaigns, there’s no going back. (Literally and figuratively. Once it’s on, it can’t be turned off.)

To make this magic happen, you will need your Salesforce admin on board, since a lot of the configuration changes take place inside Sales Cloud.

Do you utilize the power of connected campaigns? What’s your experience been? We’re dying to know — please share with fellow readers in the comments!

Original article: Connected Salesforce + Pardot Campaigns: How They Rock Our World

The post Connected Salesforce + Pardot Campaigns: How They Rock Our World appeared first on The Spot.

By Andrea Tarrell|2022-09-19T14:37:00+00:00September 19th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive|

9 Essential Rules for Attending Salesforce Community Events

I just returned from an action-packed week at Connections (Salesforce’s banner event for marketers) and I gotta say — it feels good to be back with the Ohana.

It’s been a hot minute since in-person Salesforce community events were in full force. Dreamforce 2019 is the last big thing I attended prior to this event. As we ramp back up, I’m realizing that some of my team members, customers, and friends in the ecosystem actually have never attended a Salesforce event. And those who have are a little rusty (I know I was.)

If you’re looking to get more involved in the Salesforce ecosystem through events, here are a few rules/guidelines you can follow to maximize the benefits.

Rule 1. Mix it up and attend both “official” and “community” Salesforce events

There are a few types of Salesforce community events that might come across your radar. And there’s value in attending all of them.

Each event type brings something unique to the table. If you have the opportunity to, I’d recommend engaging with a mix of Salesforce-sponsored and community-led events.

Salesforce User Groups

Local events led by a community member, customer or partner. Topics are often how to/best practice oriented. They’re usually 20-30 people, sometimes more in bigger metro areas.

Search for Salesforce user groups in your region here.

Erin Duncan welcomes attendees to an Atlanta Pardot User Group meeting.

Salesforce World Tours

These are usually in a big city and are official events put on by Salesforce (free to attendees). Expect a couple thousand people, a big expo hall, dancing mascots, and a high energy keynote full of product news and big logo customers. Oh, and post-event happy hours from vendors and partners.

A few Sercante dragons were spotted in the wild at Salesforce World Tour London 2022

Dreamin’ Events

Although increasingly virtual or hybrid, these are usually in a big city and put on by members of the Salesforce community for a modest fee (usually $100-300). In other words, they’re created by Salesforce users, for users, and are loosely sanctioned/supported by Salesforce.

The content is totally different in comparison to Salesforce World Tours. There’s no “selling” angle in mind — instead, you’ll find “in the trenches” advice from admins and hands-on folks with lots of real talk. This is a great place to find your people and meet someone you can call with an SOS when you’re stuck on something.

MarDreamin’ (formerly ParDreamin’) is a marketing-focused Salesforce community event

Dreamforce

This is the Superbowl of Salesforce. There’s a huge volume of content catered to almost any audience, and Salesforce pulls out all the stops to make this a fun, flashy, and engaging event. And the entire partner ecosystem rallies to woo customers, throw parties, and celebrate headline product news.

The price tag is $1-3Kish depending on discounts and how early you buy your Dreamforce ticket.

Pre-covid, they shut down multiple city blocks in San Francisco and had nearly 200K people. This year, rumor has it that attendance will be capped at 30K (but limited info out about that yet.)

Here are scenes from the last big Dreamforce in 2019.

Salesforce Connections

Already happened this year, but for future reference, Connections is like a mini Dreamforce for marketers (also Salesforce sponsored). It’s been in Chicago for the last several years, and is the place to be for customers (or would-be customers) of Marketing Cloud and Commerce Cloud.

The Sercante team was happy to gather and learn at Connections 2022.

Rule 2. Define your goal for participating

Do a little soul searching to figure out your ‘why’ for attending these events. Your objectives for attending Salesforce community events might include:

Tactical, how-to learning
Getting ideas & inspiration
Networking with other users
Meeting your Salesforce account team
Recruiting
Sales & prospecting
Learning about interesting products that work with Salesforce
Evaluating prospective partners
Building a personal brand in the ecosystem

Determining what’s most important to you will inform what events you should prioritize. As a rule of thumb, I would say user-led events are the best for tactical, how-to learning.

Rule 3. Get digital business cards

I completely forgot business cards were a thing until Connections. Surely I have a stash of pre-covid cards somewhere in my house… but it didn’t even enter my mind until I was ready to swap contact info with someone.

I was surprised to see A LOT of people using QR codes for an efficient contact info swap. Some people connected this to their Linkedin, and others had a QR code that created a contact record in the scanning user’s phone. I will definitely be doing this before the next event!

Image credit

Rule 4. Don’t just attend… speak and volunteer!

Once you have a feel for what these events are all about, I highly recommend throwing your hat in the ring to speak. I’ve found speaking at events to be incredibly rewarding and fantastic for networking.

You know you’ve found your people when you can get up in front of a group and say

“I worked on XYZ, I struggled with ABC, and here’s where I’m at,” and see heads nodding. It’s validating to find others who have the exact same challenges and know we’re all figuring this thing out together.

I’m a big believer that we all have something to learn and something to teach. If you’re reading this thinking “I have nothing to speak on” — check that imposter syndrome.

Another great way to get more engaged is through volunteering. As someone who isn’t a particularly natural networker, working badge check in desks used to be my go-to to meet people in a low-pressure way.

Rule 5. Pick what sessions you want to prioritize

When it comes to the bigger conferences and Dreamin’ events, it’s not uncommon for popular sessions to fill up and not be able to accommodate everyone who wants to join. Skim the agenda before you go and pick three things you really want to attend.

Pro tip: If you see Circles of Success on the agenda, pick those! They’re group discussions and rarely disappoint.

Rule 6. Try to figure out who you want to meet… in advance of the event

Ask around (i.e. customers, partners, friends, Salesforce AEs) and see who’s going. Events are a great opportunity to get some facetime with people you only work with online. Skim the speaker list — anyone with an interesting background?

Ping these folks before the event and set up a coffee or lunch date, or plan to go find them the day of.

(And if you don’t know anyone who’s going — not to fear. You can still have a great networking experience attending live! This extra step ensures you get the value you were hoping for out of the event.)

Rule 7. Check out Twitter

The Salesforce ecosystem is active on Twitter. That means it’s the place to be for social connection during the actual event.

For bigger events, follow the event hashtag to see pictures, find information about happy hours and adjacent events, read people’s hot takes, and more. Many user groups also have their own Twitter accounts and hashtags.

Pro Tip: Follow the #SalesforceWorldTour hashtag.

Rule 8. Don’t skip the “real life” social parts

After a long day of networking, you might want to head home or get back to your hotel room to decompress. But you’d be missing the best part — happy hours, dinners, and spontaneous post-event hang outs are some of my favorite memories from Salesforce events. That’s because people tend to be more relaxed and aren’t rushing to the next thing.

If the idea of unstructured open networking makes you green in the face, then try thinking of a few questions to keep in your back pocket.

For example:

What was your biggest takeaway from the event?
Are you working on anything you’re excited about?
What do you see as the biggest barrier or struggle with Salesforce at your organization?
Have you ever seen a ghost? (Seriously — someone asked me this once at a happy hour, and it led to the most interesting group conversation ever.)

Rule 9. Say thank you and follow up

Most people consider the event over when it’s…. well, over. But the magic is staying connected and building on value you got from the event.

What relationships can you nurture? Who can you say thank you to? Do you have any thoughtful resources or help you could offer a new acquaintance?

If all else fails, at least fire off a few Linkedin requests.

Salesforce community events propel careers

I can’t tell you how many people I’ve met at Salesforce community events who later became teammates, clients, and partners. And I get it. These things aren’t easy for natural introverts like me.

What I can tell you is someone else in the room is likely experiencing the same anxiety you’re feeling about being in these situations. And there’s luckily a big enough variety of Salesforce community events to accommodate all social situation comfort levels.

Not a fan of crowds? Check out an intimate user group meeting in your area.
Don’t wanna be around people at all? Connect with Trailblazers through a virtual community group meeting (this blog post has a few examples).
Rather blend in with a crowd? Dreamin’ conferences have a spot for you to soak in all the educational in-person sessions.

Bottom line is — get yourself out there. You’ll connect with people who have similar work experiences and learn a few things. And, who knows, it may lead to your next big opportunity.

Have any nuggets of wisdom for attending Salesforce community events that we forgot? Tell us about it in the comments section.

Original article: 9 Essential Rules for Attending Salesforce Community Events

The post 9 Essential Rules for Attending Salesforce Community Events appeared first on The Spot.

By Andrea Tarrell|2022-06-16T21:09:39+00:00June 16th, 2022|Categories: Career Development, Community, Events, Real Talk, revive|

A Hot Take on the Pardot Rebrand to Marketing Cloud Account Engagement.

It’s official — Pardot is going to be called Marketing Cloud Account Engagement going forward.

This is a big, bold change.

I have a lot of respect for whoever did the work on this rebrand, and whoever ultimately had to push the button and make the final approval on these changes. Having been a part of several corporate rebrands, I have a tiny peek at how much work goes into that.

Time and Twitter will tell how the new names land. Like most things — there are both pros and cons for this change. I suspect there will be a lot of strong opinions on both sides.

Quick background on the Marketing Cloud name changes

Here are the latest name changes affecting marketers who use Salesforce:

Marketing Cloud Email Studio (aka ExactTarget) 🡪 Marketing Cloud Engagement
Pardot 🡪 Marketing Cloud Account Engagement
CDP 🡪 Marketing Cloud Customer Data Platform
Interaction Studio 🡪 Marketing Cloud Personalization
Email, Messaging, and Journeys 🡪 Marketing Cloud Engagement
Advertising Studio 🡪 Marketing Cloud Advertising
Datorama 🡪 Marketing Cloud Intelligence
myTrailhead 🡪 Salesforce Sales Enablement
Salesforce CMS 🡪 Digital Experiences

Get all the details on the recent Salesforce product name changes here.

What I like about the name changes (particularly the Pardot one)

Let’s start with the good stuff.

1. It sets a vision for the connection between Salesforce products

The new naming conventions for the Marketing Cloud suite of products emphasizes that these products are part of the same family.

Salesforce has made a large number of acquisitions in the martech space, and retaining the individual brand names dilutes the message that they’re all one platform. A unified naming system simplifies the message for the existing stack, and makes it easier to name and talk about future additions.

2. It aligns with marketers’ big picture needs

Marketers need more than a pile of point solutions.

They have a vision, and they need infrastructure to execute on that. This line in Salesforce’s announcement about the change stated it perfectly:

“As you consider how to make the wow moments that build customer trust and loyalty, we know you’re focusing less on one channel or technology and more on the full experience. Our job is to deliver the how behind the wow.”

This shift also mirrors a recent change that we made in the positioning of this blog. We announced a few weeks ago that “The Spot for Pardot” is becoming “The Spot” and broadening its focus to a broader subset of martech — and this need is exactly why.

3. It focuses on what the products actually DO from a customer’s perspective

If you already know what Pardot is, you know what it does and what problems it solves. If you already know what Datorama is, you know what it does and what problems it solves.

But no one is sitting around saying “I need a Datorama.”

They’re saying: “I need actionable business intelligence.”

Putting the names in the customer’s language simplifies the message, in some cases, on why a particular product is the solution of choice for a particular business challenge.

4. It makes it clearer that Pardot + ExactTarget play nice in the sandbox

For whatever reason, Pardot and ExactTarget have often been viewed as “competing” with one another. People liked to compare features, list pros and cons, and generally viewed it as a “this or that” choice.

Really, the products both send email, and that’s about where the similarities end. They are totally different tools, designed for totally different customers, with totally different admin experiences.

Using Sercante enterprise customers as a sample, I’d estimate about half use both ExactTarget and Pardot in different subsets of their business. Having both ensures their marketing teams can run fast and solve hard problems for the business.

(Somehow in this “either or” narrative people seem to forget that’s why ExactTarget actually bought Pardot before Salesforce scooped them both up. Clearly their founders recognized they were better together than they are apart.)

4. It’s easy to pronounce!

First, at least people will pronounce the new name correctly. Goodbye, Par-dough.

Silver linings, guys.

Some challenges with the rebrand

Now, for a gentle critique.

1. It’s going to be hard to unstick the legacy brand names

My friend’s mom decided she wanted to be called “Grand-mère” when her daughter brought little humans into the world.

Her grandchildren decided she was, in fact, “Lulu.”

Why? Not a clue.

But it stuck.

Take it from the 2 year olds: it’s really hard to tell people what to call you.

The ExactTarget brand was “sunsetted” ages ago. But people still call it that today, mostly for disambiguation with Marketing Cloud. It was rebranded Email Studio. Then Messaging & Journeys (kind of.) Now it’s “Engagement.”

Jury’s out on how Pardot customers will react to this change.

2. It’s going to make things harder to talk about

While the new naming system does have a unified nomenclature, it looks clean and sharp on a slide deck, it messages the right things from a customer perspective…

…it’s going to make the products really hard to talk about.

Take Salesforce Personalization for example. Formerly known as “Interaction Studio,” Salesforce Personalization provides a category-leading experience for AI-driven personalization in cross-channel marketing campaigns. It can be used alongside both Marketing Cloud or Pardot (see also: 3 Interaction Studio Features Marketers Should Look Out For from our Pardot conference last year.)

But labeling it with the generic word “Personalization” makes it really hard for people (customers, colleagues, the community, etc.) to know what you’re actually referring to.

Because you can personalize content with Pardot using handlebars merge language, dynamic content, or legacy variable tags. You can personalize content in Marketing Cloud with AMPscript or personalization strings. And we call those things “Personalization” too.

I don’t think it’s super clear in the current naming system that “Personalization” is its own thing that requires a separate SKU on your Salesforce order form and requires its own implementation.

3. “Account Engagement” doesn’t reflect the needs of all Pardot customers

“Account Engagement” implies a go-to-market model where sales reps are identifying target accounts and getting after them, and marketing is complementing those efforts through an ABM strategy.

That reflects the use case of some customers, for sure.

But many others use Pardot differently. They use it to communicate with students and donors. They use it for community engagement. They use it for recruiting and internal comms. And Pardot is pretty darn good at those things. The new name doesn’t jive with this.

4. It makes talent acquisition more confusing

If I see “project managed Pardot implementation” or “reported on KPIs to stakeholders using Datorama” on a resumé, I have a pretty clear vision of what that person did and what they can do for my company.

If you take away the OG brand names, it sounds like nonsensical fluff. Project managed Account Engagement? Reported on KPIs to stakeholders using Intelligence?

This is going to need some work.

5. It makes finding a partner more confusing

The AppExchange made a change to its filters a few days ago, presumably to align with this change to remove “Pardot” and “Datorama” from their filter criteria:

Expertise implementing one part of Marketing Cloud does not always translate to other parts of Marketing Cloud. In the short term, I think this change to the searchability of the AppExchange is going to really damage the ability of customers to find and vet qualified partners.

In the long term, I think we will see an increased emphasis on partners growing to support across the entire Marketing Cloud. But that will take some time.

6. It makes Googling your way to success more confusing

What do you search if you’re looking for Pardot help in the future?

“Marketing Cloud Account Engagement Tips for _______” is almost certainly going to turn up a lot of irrelevant content.

I have a lot of faith in Google, but it’s going to be tricky there for a while.

How I expect the Pardot community to respond to the name change

The Pardot community is going to full-on rebel in the wake of this name change.

Mostly kidding.

I think a decent subset of Pardot customers, consultants, and long-time users will see the intent of what Salesforce is trying to do with the naming update and get on board.

I also think a decent subset of Pardot customers, consultants, and long-time users will call it “Pardot” until their final days.

Remember back in 2019 where Salesforce tried to force a name change of Pardot User Groups to “B2B Marketing User Groups”? Yeah, they’re still called “PUGs.”

The Spot has several digital community hubs to rebrand following this change:

Pardashians community | Slack home of Pardot lovers and learners
The Spot for Pardot Jobs | The place to find Pardot gigs
ParDreamin’ | The virtual event bringing together the best minds in martech

More to come on those after the dust settles from this announcement.

The bottom line

I believe in the “why” behind the Pardot name change 100%. I appreciate that Salesforce is aligning with customer needs and meeting them where they’re at when they’re talking about their business challenges.

I have faith that Salesforce is going to work on the details and logistics of what this means to customers to make this a net positive at the end of the day. There will be some bumps in the road. And many people will hold on to the Pardot name. And it will continue to help marketers kick butt and take names with engaging their audiences in a scalable way.

What’s your take on the name change?

I’m dying to hear what ya’ll think of this renaming. Are you for or against? Spicy feelings?

Drop a comment with your opinion and let’s discuss.

Original article: A Hot Take on the Pardot Rebrand to Marketing Cloud Account Engagement.

The post A Hot Take on the Pardot Rebrand to Marketing Cloud Account Engagement. appeared first on The Spot for Pardot.

By Andrea Tarrell|2022-04-07T19:26:00+00:00April 7th, 2022|Categories: Community, Industry News, Real Talk, revive|

Salesforce Name Changes: Pardot & Marketing Cloud Get A Rebrand

Salesforce announced today that they’re changing the name “Pardot” to… drumroll… Marketing Cloud Account Engagement. Along with this rebrand, they’re changing the names of about a dozen products — but of course, Pardot is nearest and dearest to my heart.

Do I have opinions? Ohhhh yes. And I will be sharing those in a blog tomorrow.

In the meantime — here’s what you need to know about the future of the Pardot brand.

2022 Salesforce product name changes

Salesforce likes renaming things. It’s what they do. Having been a customer and partner in this ecosystem for 12 years, I’ve kind of accepted it.

In this quarter’s wave of brand updates, Salesforce itself is actually getting an upgrade. The company announced in March 2022 that Salesforce.com is changing its legal name to Salesforce, Inc. (Sorry, I’m still going to call it SFDC though.)

The most recent wave of Salesforce name changes

Several products are also getting the rename treatment. Pay attention — you’ll have to use these new names when communicating with Salesforce support agents.

Here are the latest name changes affecting marketers who use Salesforce:

Marketing Cloud Email Studio (aka ExactTarget) 🡪 Marketing Cloud Engagement
Pardot 🡪 Marketing Cloud Account Engagement
CDP 🡪 Marketing Cloud Customer Data Platform
Interaction Studio 🡪 Marketing Cloud Personalization
Email, Messaging, and Journeys 🡪 Marketing Cloud Engagement
Advertising Studio 🡪 Marketing Cloud Advertising
Datorama 🡪 Marketing Cloud Intelligence
myTrailhead 🡪 Salesforce Sales Enablement
Salesforce CMS 🡪 Digital Experiences

Wait, what? Why?

The word Salesforce has used as a touchstone when communicating these product name changes is that they are EASY.

Salesforce EVP & GM Digital Experiences Lidiane Jones echoed this in the official announcement about the name change:

The Marketing Cloud portfolio is now more aligned with the language marketers already use, so the capabilities and value are easier to understand. For example, many marketers are looking for the capability and value of real-time Personalization, not an “Interaction Studio” solution.

We’re expecting to hear more on Salesforce’s logic behind the changes at the Sydney World Tour.

What is NOT affected by the Pardot name change

With the name change, there’s lots that is staying the same:

Product features & functionality (continuing to grow and expand as part of the normal release cycle)
Pricing
Packaging / bundles
The actual SKU names on your Salesforce contract

Not ready to accept the new brand? Let’s cope together.

If you’re anything like us, Pardot is your BFF and you know all the Pardot trivia, including how Pardot got its name.

So, you might need some time to process the news from Salesforce — especially since Marketing Cloud Account Engagement just doesn’t have the same ring to it.

Spotify playlists for your recovery

While we are still waiting for the ecosystem to establish its own moniker (McKay, anyone?) we have just the thing to get you through all of your stages of grief — some tunes to carry you through. Check out our breakup playlists on Spotify.

What’s your reaction to the new name? Share your take in the comments while we all process this.

Original article: Salesforce Name Changes: Pardot & Marketing Cloud Get A Rebrand

The post Salesforce Name Changes: Pardot & Marketing Cloud Get A Rebrand appeared first on The Spot for Pardot.

By Andrea Tarrell|2022-04-06T18:13:53+00:00April 6th, 2022|Categories: Community, Industry News, Real Talk|

The Spot: A Community Resource for Marketers on Salesforce

Your Marketing Automation Platform (MAP) doesn’t exist in a vacuum. And neither do we.

The Spot for Pardot is following a natural evolution we’re seeing in the marketing technology industry. As demand for integrations with MAPs increase and Marketing Operations Professionals (MOPs) are finally finding voices among the big players, we’ve shifted our focus to the MarTech stack as a whole.

We’re still The Spot for Pardot. But now we’re so much more.

Moving forward, you’ll find community resources for ALL marketers who use the Salesforce platform. The ones who use Pardot. Or Marketing Cloud. Or both. Or some other MAP they’re integrating with Sales Cloud.

We’ll share what we know about using marketing technology and the Salesforce platform together.

A new focus for “The Spot” (and a new name)

It started as a personal blog sharing quick tips and solutions from one Pardot user. Then others joined to share their knowledge. And more readers followed. Now it’s a community hub for marketers on Salesforce who work together to reach their goals.

Here’s a message from the original The Spot blogger, Andrea Tarrell, to share how we got here.

A message from Andrea, OG blogger at The Spot

I am thrilled to announce a fully revamped, reimagined, relaunch of “The Spot.” Shout out to the amazing marketing team at Sercante — especially Sarah, Ambre, and Christina — for bringing this to life.

The new site looks infinitely better than the old WordPress site I hacked together in 2017.

But it’s much more than a face lift. The content, authors, categorization, and overall focus are evolving to better serve you, dear reader — and I couldn’t be more excited about it.

Where The Spot got its start

I started The Spot for Pardot in August of 2017.

It was a side project.

Actually, if I’m being honest — it was a bit of a stall tactic.

I was thinking about starting a business, but I was scared. So, I started the blog instead.

As a marketer, I wrote hundreds of blog posts for various clients and employers, on everything from insurance best practices, to architecture, to industrial printing, to trucking firms, and more.

But I had never had a place to write about things that mattered to me.

I created The Spot as a place to express myself and share learnings, hot takes, and the occasional war story. I half expected no one to read it.

But it picked up steam shockingly quickly. Turns out that a lot of other marketers had been grappling with the exact same problems that kept me up at night. And before I knew it, the blog became a magnet for my PEOPLE — the kinds of marketers that I want to work with, both as team members, clients, and community members.

The authors on The Spot: More insights from the best minds in MarTech

For the first two years of The Spot, it was just me penning posts.

But today, it is supported by authors from the Sercante team, and across the entire martech community. (Shout out to Brittany Rhyme for being our first ever “guest post” back in 2018 and opening the flood gates!)

Do you have a perspective you’d like to share? We welcome guest posts and paid, long-term contributor gigs.

The Name: Welcome to “The Spot”

To reflect our new focus, we’re dropping the word “Pardot” from our blog name. Instead, you can just call us “The Spot.” (And actually, most people called us that anyway.)

We’re keeping thespotforpardot.com as the URL right now for SEO juice, and will be phasing that out over the next 12 months.

What’s not changing: Our relentless zeal for learning & sharing

To recap — in addition to a new look for The Spot, you’ll now see:

More authors & perspectives
Content on an expanded list of topics
New brand name & logo

You’ll also continue to see our team share content and resources through:

ParDreamin’, the annual virtual Pardot user conference
Pardashians, the largest Slack community for Pardot pros
The Spot for Pardot Jobs, a place to find your next gig or team member

When I started The Spot back in 2017, I had no idea what it would grow into. Thank you for being here, for sharing this content with your friends and colleagues, and for constantly challenging my team and I to bring our best to this community.

Cheers to the next chapter!

Content on The Spot: Hello Marketing Cloud, martech & more

The Spot started out as content about Pardot with the goal of sharing insights to help marketers be successful on the Salesforce platform.

To meet that goal, we’ve branched out beyond Pardot. We’re covering topics and platforms like:

Expect to see a wave of new content covering all kinds of martech — especially other parts of Salesforce Marketing Cloud that we see growing in relevancy for savvy digital marketers.

We’ve also added a categorization system to our posts. Now, it’s easier to browse and find what you’re looking for:

Why marketers on Salesforce need third-party resources

Yes, we realize Salesforce has Trailhead. And product-specific blog posts. And webinars. And all kinds of other resources. But you’re only getting information from the Salesforce perspective.

You’re a real marketer with real-life challenges. And you know your tech stack includes more than just Salesforce products.

The Spot has resources to find solutions and better utilize all of your technology tools — all from the perspective of a marketer who uses the Salesforce platform.

On a mission to mobilize marketers

Our mission is simple — to provide an online home for marketers on Salesforce to learn and collaborate. It’s a central location to find Pardot resources across all levels — from getting started guides to launch an org to expert tips for advanced integrations that extend marketing technology stacks.

We want marketers to realize “what could be” and feel empowered to take their marketing campaigns and lead generation efforts to the next level.

Get involved and claim your spot

Contributors from around the world represent all kinds of digital marketing specialties on The Spot. It’s filled with easy-to-digest (and sometimes cheeky) content for marketing professionals who use Salesforce and want to automate all the things.

Join us by getting involved and connecting with the community.

3 ways you can get involved with The Spot

And remember to become a subscriber! The Spot newsletter delivers a healthy dose of martech to your inbox — and nothing more.

The post The Spot: A Community Resource for Marketers on Salesforce appeared first on The Spot for Pardot.

By Andrea Tarrell|2022-03-29T11:30:38+00:00March 29th, 2022|Categories: Career Development, Community, Community Spotlight, Real Talk, revive|

Celebrating the Success of Pardot Pros

I think we need to do more to celebrate the work that Pardot and Marketing Operations pros do. I’ll explain why.

But first, a random story.

A mysterious package

One day a large brown box from Crystal Cave showed up at my door. It was addressed to me.

“I didn’t order this,”

I grumbled to myself, kicking it to the corner of my foyer. I assumed it was my hubby’s or something. Maybe a gift? I didn’t think too hard about it.

After a week of tripping over this thing, I finally opened the box. It was lined with dark blue satin and held a large crystal prism with the words “B2B Marketing Partner of the Year” etched into it.

I had so many questions.

What is a B2B Marketing Partner of the year?

How did we get nominated?

Who were the judges?

Who did we compete with?

Whatever the source of this mysterious sparkly object, I was excited, so I posted it in Slack to show the Sercante team:

I patiently waited to hear the backstory from the anonymous awarder.

But no one said anything.

Someone suggested saying the engraved part in Latin in hopes the incantation would reveal its purpose and unleash its power.

That did not prove effective.

So I reached out to our Partner Account Manager. No clue, had never heard of it.

I reached out to Pardot. Also had never heard of it.

In the absence of an actual documented reason for the trophy, I turned to introspection.

“Maybe the best trophy is the one we give ourselves.”

“Maybe the real trophy is the friends we made along the way.”

I briefly considered mailing people I respect in the ecosystem unsolicited trophies for “best hair” or “most likely to sleep through a Dreamforce keynote” and other such superlatives.

Anyway, it’s been 10 months now. I still have no idea who sent me this thing, but sometimes I do curls with it on calls because it weighs at least 10 pounds.

The recognition gap in Marketing Operations

The strangeness of this aside, one of the things this random trophy got me thinking about is that this is a hard field to find recognition in.

The role of Pardot Admin is weird in that if you’re doing everything right, a lot of times no one will notice anything. If your automations are firing behind the scenes, data is getting cleaned, leads are getting routed, opportunities are getting nurtured… it’s kind of just business as usual. When someone notices it’s often because something bad happened.

It’s also tough to be a solo admin and not have someone to share successes with. There aren’t many places to say “I built this!” and celebrate what worked.

That’s one of the reasons the ParDreamin’ team has decided to include an award show in this year’s ParDreamin’ conference. We’re calling it the ParDreamies. And yes, there will be crystal trophies.

About the ParDreamies, the first-ever Pardot awards

People do really cool stuff in Pardot, and we want to recognize them for it.

The ParDreamies Awards will honor Pardot community members for finding creative and thoughtful methods to reach business goals using the power of the Pardot platform.

Please consider submitting your work or nominating someone that you know that’s crushing it on the platform. Here are the most important things to know:

Deadline to enter

You have to submit your entry before the deadline for a chance to win. The deadline for entering is October 15, 2021.

Eligibility

The competition is open to all individuals, companies, and organizations involved in producing any marketing and communication materials utilizing the Pardot platform for external or internal audiences.

To be eligible, an entry must have been produced after January 1, 2020.

Entry Fee

The ParDreamies inaugural event is launching with FREE submissions.

Award categories

1: Personalization Perfection: Right-time, right-message marketing

2: Social Impact: Creating positive change through Pardot

3: Grassroots Innovation: Scaling small business with Pardot

4: Extending Pardot: API-driven solutions

All entries will also be submitted into the Best In Show category. See who will be crowned the overall winner of 2021.

When you’ll see the winners

We’ll announce the winners of the ParDreamies Awards during the VIP After Party taking place October 28, 2021 @ 4 p.m. ET – 6:30 p.m. ET.

Be sure to sign up for a VIP pass to ParDreamin’ so you can cheer for the winners during the live event!

Submit your entries for the Pardot Awards!

What better way to recognize a client or someone you know from the community who is crushing it? Or to celebrate your own hard-earned wins on the platform?

The entry form is quick and easy… so get yours in!

The post Celebrating the Success of Pardot Pros appeared first on The Spot For Pardot.

By Andrea Tarrell|2021-10-12T11:02:21+00:00October 12th, 2021|Categories: Uncategorized|

Single Pardot Form, Multiple Completion Actions

Have you ever wished you could have multiple conditional form completion actions in a single Pardot form?

If you answered “OF FREAKIN’ COURSE I HAVE”, you’re in luck because I am going to teach you how in just 5 easy steps.

As you know it is super easy to add a single completion action to a Pardot form. But what would you do if you wanted to add multiple completion actions to a form and tie those actions to specific form elements.

I know, it’s a head scratcher right (and you’ve probably heard: “Nope, can’t do it”)? Never fear I’ll guide you through the dragon’s den.

When we combine the magic of Pardot together with the superpowers of JavaScript anything is possible.

But, before we take our first step down the path to knowledge, let’s set the scene. Imagine that we are promoting multiple webinar events with a single registration form.

In this scenario, we want to have one landing page that has a list of upcoming webinars. Visitors can choose one or more of those webinars to attend and only need to fill out one Pardot form. Then, we need that registration information to register the visitor (now a Prospect) in the appropriate GoToWebinar sessions.

So where do we start?

Step 1: Configure the form and form handlers.

Our first step is to identify the field(s) we will use on the form and to which form elements we will apply the conditional completion actions.

We need to note the API field name (field ID) for the field(s) we’ve selected. These can be found with one of the following navigations depending upon your chosen experience:

In Pardot (classic), navigate to Admin | Configure Fields | Prospect Fields.
In the Pardot Lightning app, click the Pardot Settings tab, then click Object and Field Configuration | Prospect Fields.

For our scenario we’ll create 4 custom fields for 4 upcoming webinars so our future prospects can register for any or all of our webinar options.

Our list of the unique Field IDs:

Webinar_topic_1
Webinar_topic_2
Webinar_topic_3
Webinar_topic_4

Keep these IDs somewhere you can access them easily. They’ll be needed in our final step.

Step 2: Create a Pardot form (or edit an existing one)

Make sure to select the fields that you wish to use for your completion actions and make sure they are checkbox fields, text fields, or radio buttons. If they are Checkbox fields, they must have EXACTLY ONE selection option. When selecting your inputs make sure to uncheck the required option.

For our scenario, I’ve created 4 custom checkbox fields and added each to the form. Each has exactly one value, and was step up like this:

First select the Prospect Field “Webinar Topic 1”, select type of Checkbox and Data Form of “Text”.

Now click on the Values tab. Enter the Value that you want to display on the form (in this case, our Value is Webinar Event 1). Keep a record of this value handy. We’ll need it in step 5 when we start customizing our JavaScript.

Note that for each form field value on which you want to apply a unique completion action, you will need to create a unique form handler. In our example we’ll be using 4 completion actions and therefore 4 form handlers.

These are our Field ID and Value pairs so far:

FieldID: Webinar_topic_1
Form Value: Webinar Event 1
FieldID: Webinar_topic_2
Form Value: Webinar Event 2
FieldID: Webinar_topic_3
Form Value: Webinar Event 3
FieldID: Webinar_topic_4
Form Value: Webinar Event 4

I know the naming is not 100% awesome. I want to keep it generic though so Fields can be reused as needed. If we gave each one very specific names our solution would be too brittle (meaning easy to break, hard to scale).

Step 3: Create a Pardot form handler for each field value you’d like to apply completion actions.

Start by only adding the email field to the form handler. Then, add the corresponding completion action for each value. Save. Take note of the form handler endpoint URL (ideally the HTTPS version) as you’ll need this in step 5 and match it to the related Values from the form.

As we continue with our multiple webinar example, I’ve repeated the step 4 times and created a form handler to use for each of the 4 custom fields created in step 2.

Here is a list of the 4 form handlers and their endpoint URLs and how they map to the field values set up above:

FieldID: Webinar_topic_1
Form Value: Webinar Event 1
Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9d5
FieldID: Webinar_topic_2
Form Value: Webinar Event 2
Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9df
FieldID: Webinar_topic_3
Form Value: Webinar Event 3
Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9dk
FieldID: Webinar_topic_4
Form Value: Webinar Event 4

Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9dh

Step 4: Copy this script and paste into your Pardot form’s Thank You Code:

Copy the code below and paste directly into the Thank You “Code” in Pardot’s “Completion Actions” tab.

<script>
var fieldsConfig = [
{//this block of lines is for option 1
‘fieldValue’:’%%your_field_id_1{js}%%’,
‘checkboxVal’:’VALUE_1′,
‘endpointUrl’:’FORM_HANDLER_1_URL’
},
{//this block of lines is for option 2
‘fieldValue’:’%%your_field_id_2{js}%%’,
‘checkboxVal’:’VALUE_2′,
‘endpointUrl’:’FORM_HANDLER_2_URL’
}
//add more blocks if you need them
];
// DO NOT CHANGE BELOW THIS LINE
var email = encodeURIComponent(‘%%email{js}%%’);
var thankYouContainer = document.querySelector(‘.form-thank-you’);

fieldsConfig.forEach(function (field) {
if (field.checkboxVal === field.fieldID) {
var iframe = document.createElement(‘iframe’);
iframe.setAttribute(‘height’, ‘1px’);
iframe.setAttribute(‘width’, ‘1px’);
iframe.setAttribute(‘src’, `${field.endpointUrl}?email=${email}`);
thankYouContainer.append(iframe);
}
});
</script>

After pasting the code into the thank you code input area make sure the “Always display form after submission” checkbox is checked — otherwise this method will not work and the script will run in a loop! Which will cause a total computer meltdown and all pictures of cats on the internet to disappear. Ok that last bit is a small exaggeration but seriously don’t forget the checkbox. You’ve been warned.

Step 5: Time to modify some JavaScript

The code we pasted into our thank you content in step 4 is a bit of boilerplate to get us started. It will need to be updated for each unique use. I know it’s a bit daunting but we’ll take it slow and be very mindful of the characters we adjust.

For our webinar scenario I’ve duplicated the first code block two additional times for a total of 4 blocks of field/value/url. This is a necessary step because we have 4 form handlers and custom fields to match up. If we were only working with 2 we would not need to duplicate this code block.

Notice how each code block is contained in a set of curly braces and separated by a comma. There is no trailing comma on the last block:

{//this block of lines is for option 1
fieldValue:’%%your_field_id_1{js}%%’,
checkboxVal:’VALUE_1′,
endpointUrl:’FORM_HANDLER_1_URL’
},
{//this block of lines is for option 2
fieldValue:’%%your_field_id_2{js}%%’,
checkboxVal:’VALUE_2′,
endpointUrl:’FORM_HANDLER_2_URL’
},{//this block of lines is for option 3
fieldValue:’%%your_field_id_3{js}%%’,
checkboxVal:’VALUE_3′,
endpointUrl:’FORM_HANDLER_3_URL’
},{//this block of lines is for option 4
fieldValue:’%%your_field_id_4{js}%%’,
checkboxVal:’VALUE_4′,
endpointUrl:’FORM_HANDLER_4_URL’
}

First thing we need to update is your_field_id_1. Let’s replace that with the Pardot field ID that you want to perform completion actions on. A couple of things to note:

the name must be wrapped in %%, and
a {js} modifier must be added at the end of the name.
For example, if your field id is custom_field_1, it should look like %%custom_field_1{js}%% not %%custom_field_1%% or %custom_field_1{js}%

Now that we know what to watch out for let’s start making edits. First we’ll replace the “your_field_id” placeholders with the values of prospect field IDs (step 1):

%%your_field_id_1{js}%% = %%Webinar_topic_1{js}%%
%%your_field_id_2{js}%% = %%Webinar_topic_2{js}%%
%%your_field_id_3{js}%% = %%Webinar_topic_3{js}%%
%%your_field_id_4{js}%% = %%Webinar_topic_4{js}%%

Next, we replace the placeholder values for “VALUE”. Using our example, the values are what we used in the Pardot form checkbox value tab – Please note that if there are special characters like ampersands (&) in the form values, they MUST be replaced with HTML entity code like: & (that’s the & symbol followed by the letters amp and ended with a semicolon. Probably best to avoid special characters in the Values if at all possible):

VAULE_1 = Webinar Event 1
VAULE_2 = Webinar Event 2
VALUE_3 = Webinar Event 3
VALUE_4 = Webinar Event 4

Finally, each value that we’re searching for in our form will trigger a unique form handler. So, each code block will need to be updated with the correct endpoint URL. Make sure to match the correct endpoint URL with the correct form field.

Here the endpoints created in step 3 are used in place of the FORM_HANDLER_1_URL variables.

FORM_HANDLER_1_URL = https://sercante.com/l/876401/2020-11-30/gny9d5
FORM_HANDLER_2_URL = https://sercante.com/l/876401/2020-11-30/gny9df
FORM_HANDLER_3_URL = https://sercante.com/l/876401/2020-11-30/gny9dk
FORM_HANDLER_4_URL = https://sercante.com/l/876401/2020-11-30/gny9dh

The final block of code from our example looks like this:

<script>
var fieldsConfig = [
{//this block of lines is for option 1
fieldValue:’%%Webinar_topic_1{js}%%’,
checkboxVal:’Webinar Event 1′,
endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9d5′
},
{//this block of lines is for option 2
fieldValue:’%%Webinar_topic_2{js}%%’,
checkboxVal:’Webinar Event 2′,
endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9df’
},
{//this block of lines is for option 3
fieldValue:’%%Webinar_topic_3{js}%%’,
checkboxVal:’Webinar Event 3′,
endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9dk’
},
{//this block of lines is for option 4
fieldValue:’%%Webinar_topic_4{js}%%’,
checkboxVal:’Webinar Event 4′,
endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9dh’
}
];
// DO NOT CHANGE BELOW THIS LINE
var email = encodeURIComponent(‘%%email{js}%%’);
var thankYouContainer = document.querySelector(‘.form-thank-you’);

fieldsConfig.forEach(function (field) {
if (field.checkboxVal === field.fieldID) {
var iframe = document.createElement(‘iframe’);
iframe.setAttribute(‘height’, ‘1px’);
iframe.setAttribute(‘width’, ‘1px’);
iframe.setAttribute(‘src’, `${field.endpointUrl}?email=${email}`);
thankYouContainer.append(iframe);
}
});
</script>

Step 6: Just kidding there is no step six

While it’s technically true for the purpose of this blog post, there is no step 6, butif there was it would look something like this:

Test, Test, Test.
Make sure to thoroughly test your landing page, form and JavaScript to ensure everything is working as expected.

And there you have it. Our future prospects will be able to select multiple webinar events with our form checkboxes. Then our unique form actions will run based on the prospect action of selecting one or more of the form elements.

Let’s take a moment to recap what we’ve learned today:

We created a custom solution that allows multiple completion actions to fire based on a value recorded by Pardot form in 5 easy steps.
In our imaginary situation we want a user to be able to register for multiple webinar events in one simple form.
We started by creating Prospect Fields and connected form inputs to them.
After linking all the values and Prospect fields we created Pardot form handlers for each form element we want to interact with.
Next we copied a bit of boilerplate JavaScript into the forms Thank you content section and updated the code replacing the generic values with our real content.
Finally we made sure to test all the things and confirm everything is working correctly.

Huge congratulations for making it all the way through the Dragon den of awesome Pardot solutioning with us. Give yourself a big pat on the back and make sure everyone at your company knows how awesome you are with your newly gained wizardry. Come back to visit any time.

If you have any questions or would like help solving other interesting ideas in Pardot don’t hesitate to reach out to the amazing team of talent individuals and dragons that make up Sercante.

The post Single Pardot Form, Multiple Completion Actions appeared first on The Spot For Pardot.

By Andrea Tarrell|2021-01-25T14:06:00+00:00January 25th, 2021|Categories: Data Management, Email Marketing, Event Management|

Single Pardot Form, Multiple Completion Actions

Have you ever wished you could have multiple conditional form completion actions in a single Pardot form?

If you answered “OF FREAKIN’ COURSE I HAVE”, you’re in luck because I am going to teach you how in just 5 easy steps.

As you know it is super easy to add a single completion action to a Pardot form. But what would you do if you wanted to add multiple completion actions to a form and tie those actions to specific form elements.

I know, it’s a head scratcher right (and you’ve probably heard: “Nope, can’t do it”)? Never fear I’ll guide you through the dragon’s den.

When we combine the magic of Pardot together with the superpowers of JavaScript anything is possible.

But, before we take our first step down the path to knowledge, let’s set the scene. Imagine that we are promoting multiple webinar events with a single registration form.

In this scenario, we want to have one landing page that has a list of upcoming webinars. Visitors can choose one or more of those webinars to attend and only need to fill out one Pardot form. Then, we need that registration information to register the visitor (now a Prospect) in the appropriate GoToWebinar sessions.

So where do we start?

Step 1: Configure the form and form handlers.

Our first step is to identify the field(s) we will use on the form and to which form elements we will apply the conditional completion actions.

We need to note the API field name (field ID) for the field(s) we’ve selected. These can be found with one of the following navigations depending upon your chosen experience:

In Pardot (classic), navigate to Admin | Configure Fields | Prospect Fields.
In the Pardot Lightning app, click the Pardot Settings tab, then click Object and Field Configuration | Prospect Fields.

For our scenario we’ll create 4 custom fields for 4 upcoming webinars so our future prospects can register for any or all of our webinar options.

Our list of the unique Field IDs:

Webinar_topic_1
Webinar_topic_2
Webinar_topic_3
Webinar_topic_4

Keep these IDs somewhere you can access them easily. They’ll be needed in our final step.

Step 2: Create a Pardot form (or edit an existing one)

Make sure to select the fields that you wish to use for your completion actions and make sure they are checkbox fields, text fields, or radio buttons. If they are Checkbox fields, they must have EXACTLY ONE selection option. When selecting your inputs make sure to uncheck the required option.

For our scenario, I’ve created 4 custom checkbox fields and added each to the form. Each has exactly one value, and was step up like this:

First select the Prospect Field “Webinar Topic 1”, select type of Checkbox and Data Form of “Text”.

Now click on the Values tab. Enter the Value that you want to display on the form (in this case, our Value is Webinar Event 1). Keep a record of this value handy. We’ll need it in step 5 when we start customizing our JavaScript.

Note that for each form field value on which you want to apply a unique completion action, you will need to create a unique form handler. In our example we’ll be using 4 completion actions and therefore 4 form handlers.

These are our Field ID and Value pairs so far:

FieldID: Webinar_topic_1
Form Value: Webinar Event 1
FieldID: Webinar_topic_2
Form Value: Webinar Event 2
FieldID: Webinar_topic_3
Form Value: Webinar Event 3
FieldID: Webinar_topic_4
Form Value: Webinar Event 4

I know the naming is not 100% awesome. I want to keep it generic though so Fields can be reused as needed. If we gave each one very specific names our solution would be too brittle (meaning easy to break, hard to scale).

Step 3: Create a Pardot form handler for each field value you’d like to apply completion actions.

Start by only adding the email field to the form handler. Then, add the corresponding completion action for each value. Save. Take note of the form handler endpoint URL (ideally the HTTPS version) as you’ll need this in step 5 and match it to the related Values from the form.

As we continue with our multiple webinar example, I’ve repeated the step 4 times and created a form handler to use for each of the 4 custom fields created in step 2.

Here is a list of the 4 form handlers and their endpoint URLs and how they map to the field values set up above:

FieldID: Webinar_topic_1
Form Value: Webinar Event 1
Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9d5
FieldID: Webinar_topic_2
Form Value: Webinar Event 2
Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9df
FieldID: Webinar_topic_3
Form Value: Webinar Event 3
Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9dk
FieldID: Webinar_topic_4
Form Value: Webinar Event 4

Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9dh

Step 4: Copy this script and paste into your Pardot form’s Thank You Code:

Copy the code below and paste directly into the Thank You “Code” in Pardot’s “Completion Actions” tab.

<script>
var fieldsConfig = [
{//this block of lines is for option 1
‘fieldValue’:’%%your_field_id_1{js}%%’,
‘checkboxVal’:’VALUE_1′,
‘endpointUrl’:’FORM_HANDLER_1_URL’
},
{//this block of lines is for option 2
‘fieldValue’:’%%your_field_id_2{js}%%’,
‘checkboxVal’:’VALUE_2′,
‘endpointUrl’:’FORM_HANDLER_2_URL’
}
//add more blocks if you need them
];
// DO NOT CHANGE BELOW THIS LINE
var email = encodeURIComponent(‘%%email{js}%%’);
var thankYouContainer = document.querySelector(‘.form-thank-you’);

fieldsConfig.forEach(function (field) {
if (field.checkboxVal === field.fieldID) {
var iframe = document.createElement(‘iframe’);
iframe.setAttribute(‘height’, ‘1px’);
iframe.setAttribute(‘width’, ‘1px’);
iframe.setAttribute(‘src’, `${field.endpointUrl}?email=${email}`);
thankYouContainer.append(iframe);
}
});
</script>

After pasting the code into the thank you code input area make sure the “Always display form after submission” checkbox is checked — otherwise this method will not work and the script will run in a loop! Which will cause a total computer meltdown and all pictures of cats on the internet to disappear. Ok that last bit is a small exaggeration but seriously don’t forget the checkbox. You’ve been warned.

Step 5: Time to modify some JavaScript

The code we pasted into our thank you content in step 4 is a bit of boilerplate to get us started. It will need to be updated for each unique use. I know it’s a bit daunting but we’ll take it slow and be very mindful of the characters we adjust.

For our webinar scenario I’ve duplicated the first code block two additional times for a total of 4 blocks of field/value/url. This is a necessary step because we have 4 form handlers and custom fields to match up. If we were only working with 2 we would not need to duplicate this code block.

Notice how each code block is contained in a set of curly braces and separated by a comma. There is no trailing comma on the last block:

{//this block of lines is for option 1
fieldValue:’%%your_field_id_1{js}%%’,
checkboxVal:’VALUE_1′,
endpointUrl:’FORM_HANDLER_1_URL’
},
{//this block of lines is for option 2
fieldValue:’%%your_field_id_2{js}%%’,
checkboxVal:’VALUE_2′,
endpointUrl:’FORM_HANDLER_2_URL’
},{//this block of lines is for option 3
fieldValue:’%%your_field_id_3{js}%%’,
checkboxVal:’VALUE_3′,
endpointUrl:’FORM_HANDLER_3_URL’
},{//this block of lines is for option 4
fieldValue:’%%your_field_id_4{js}%%’,
checkboxVal:’VALUE_4′,
endpointUrl:’FORM_HANDLER_4_URL’
}

First thing we need to update is your_field_id_1. Let’s replace that with the Pardot field ID that you want to perform completion actions on. A couple of things to note:

the name must be wrapped in %%, and
a {js} modifier must be added at the end of the name.
For example, if your field id is custom_field_1, it should look like %%custom_field_1{js}%% not %%custom_field_1%% or %custom_field_1{js}%

Now that we know what to watch out for let’s start making edits. First we’ll replace the “your_field_id” placeholders with the values of prospect field IDs (step 1):

%%your_field_id_1{js}%% = %%Webinar_topic_1{js}%%
%%your_field_id_2{js}%% = %%Webinar_topic_2{js}%%
%%your_field_id_3{js}%% = %%Webinar_topic_3{js}%%
%%your_field_id_4{js}%% = %%Webinar_topic_4{js}%%

Next, we replace the placeholder values for “VALUE”. Using our example, the values are what we used in the Pardot form checkbox value tab – Please note that if there are special characters like ampersands (&) in the form values, they MUST be replaced with HTML entity code like: & (that’s the & symbol followed by the letters amp and ended with a semicolon. Probably best to avoid special characters in the Values if at all possible):

VAULE_1 = Webinar Event 1
VAULE_2 = Webinar Event 2
VALUE_3 = Webinar Event 3
VALUE_4 = Webinar Event 4

Finally, each value that we’re searching for in our form will trigger a unique form handler. So, each code block will need to be updated with the correct endpoint URL. Make sure to match the correct endpoint URL with the correct form field.

Here the endpoints created in step 3 are used in place of the FORM_HANDLER_1_URL variables.

FORM_HANDLER_1_URL = https://sercante.com/l/876401/2020-11-30/gny9d5
FORM_HANDLER_2_URL = https://sercante.com/l/876401/2020-11-30/gny9df
FORM_HANDLER_3_URL = https://sercante.com/l/876401/2020-11-30/gny9dk
FORM_HANDLER_4_URL = https://sercante.com/l/876401/2020-11-30/gny9dh

The final block of code from our example looks like this:

<script>
var fieldsConfig = [
{//this block of lines is for option 1
fieldValue:’%%Webinar_topic_1{js}%%’,
checkboxVal:’Webinar Event 1′,
endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9d5′
},
{//this block of lines is for option 2
fieldValue:’%%Webinar_topic_2{js}%%’,
checkboxVal:’Webinar Event 2′,
endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9df’
},
{//this block of lines is for option 3
fieldValue:’%%Webinar_topic_3{js}%%’,
checkboxVal:’Webinar Event 3′,
endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9dk’
},
{//this block of lines is for option 4
fieldValue:’%%Webinar_topic_4{js}%%’,
checkboxVal:’Webinar Event 4′,
endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9dh’
}
];
// DO NOT CHANGE BELOW THIS LINE
var email = encodeURIComponent(‘%%email{js}%%’);
var thankYouContainer = document.querySelector(‘.form-thank-you’);

fieldsConfig.forEach(function (field) {
if (field.checkboxVal === field.fieldID) {
var iframe = document.createElement(‘iframe’);
iframe.setAttribute(‘height’, ‘1px’);
iframe.setAttribute(‘width’, ‘1px’);
iframe.setAttribute(‘src’, `${field.endpointUrl}?email=${email}`);
thankYouContainer.append(iframe);
}
});
</script>

Step 6: Just kidding there is no step six

While it’s technically true for the purpose of this blog post, there is no step 6, butif there was it would look something like this:

Test, Test, Test.
Make sure to thoroughly test your landing page, form and JavaScript to ensure everything is working as expected.

And there you have it. Our future prospects will be able to select multiple webinar events with our form checkboxes. Then our unique form actions will run based on the prospect action of selecting one or more of the form elements.

Let’s take a moment to recap what we’ve learned today:

We created a custom solution that allows multiple completion actions to fire based on a value recorded by Pardot form in 5 easy steps.
In our imaginary situation we want a user to be able to register for multiple webinar events in one simple form.
We started by creating Prospect Fields and connected form inputs to them.
After linking all the values and Prospect fields we created Pardot form handlers for each form element we want to interact with.
Next we copied a bit of boilerplate JavaScript into the forms Thank you content section and updated the code replacing the generic values with our real content.
Finally we made sure to test all the things and confirm everything is working correctly.

Huge congratulations for making it all the way through the Dragon den of awesome Pardot solutioning with us. Give yourself a big pat on the back and make sure everyone at your company knows how awesome you are with your newly gained wizardry. Come back to visit any time.

If you have any questions or would like help solving other interesting ideas in Pardot don’t hesitate to reach out to the amazing team of talent individuals and dragons that make up Sercante.

The post Single Pardot Form, Multiple Completion Actions appeared first on The Spot For Pardot.

By Andrea Tarrell|2021-01-25T14:06:00+00:00January 25th, 2021|Categories: Data Management, Email Marketing, Event Management|

ParDreamin’ 2021 Recap

Last week was ParDreamin’ 2020, the first Pardot specific conference ever. The event brought together 3600+ members of the Pardot community from 65 countries for 4 days of content. Day 1 hosted five deep dive paid workshops led by Sercante experts. The free portion of the event took place on days 2 – 4 and comprised over 40 different types of sessions, including keynotes, panels, breakouts and (we believe) the first Pardot demo jam ever.

It has been a crazy year, but without its unique challenges ParDreamin’ may never have happened. We at Sercante were missing a sense of community and one of the places we often find it is at the Dreamin’ events. We wanted to create a space for those connections and learnings again and end the year in a positive place. After all, it has been a transformative year for digital marketing and there’s always so much more to learn about Pardot.

One of the best things about ParDreamin’ was how much positivity the speakers brought. In the opening keynote Mike Kostow, SVP and GM of Salesforce Pardot, spoke with Carrie Pena from BuildOn and Gail Moody-Byrd from Noodle.ai about dealing with multiple crises at once and confronting problems that were never considered before. Both highlighted how their companies are using Pardot as a problem solving tool to forge connections that they previously would have made in person and relying on it for sharing information in an efficient and engaging way. They also talked about how Pardot can help bridge the gap between development, sales, and marketing teams, and prevent those groups from working in silos.

The importance of meeting your customer where they are was another big theme of ParDreamin’ and in the year 2020 we were reminded about the importance of bringing empathy to your marketing. Jill Carpenter reminded us of this during the Marketing’s Role in Digital Transformation Panel when she said, “marketing is empathy for the consumer’s situation matched with whatever your company is offering.” The panel members all talked about how the digital transformation offers new opportunities for marketers to expand the definition and role of marketing across the entire customer lifecycle. 2020 was also a lesson in the importance of breaking out of the mold. It’s very easy to rinse and repeat ideas in digital marketing, but it’s essential to try new things and not be afraid to fail.

Friday’s closing Keynote with Neha Shah, Director, Product Marketing at Salesforce and Meredith Brown, VP Product Management at Salesforce Pardot, discussed ABM and the Power of the platform and included a Fireside Chat with Adam Blitzer, EVP & GM, Salesforce Digital. They all reflected on the things we’ve learned about digital marketing this year that will help us going forward. In Q1 of this year businesses were paralyzed and not taking any chances, and at first there was the concern that would continue into Q2 but the opposite actually ended up happening. Businesses began to realize the potential longevity of the pandemic situation and knew they had to act and act decisively. The result was a huge amount of digital transformation crammed into a very small period of time. With no other way to get in touch with customers, companies had to amp up their digital presence and try new channels and techniques to foster connection.

As we enter the final stages of the pandemic and look to 2021, it is obvious that while some things will return to normal, other significant changes will be enduring. The myth that people would be unproductive while working from home has been disproven and companies are much more accustomed to it now. Consumer patterns have changed forever which means digital marketing has changed forever as well. This year forced everyone to look at their marketing differently and forced digital transformation to center stage and we think this is just the beginning of our ParDreamin’ conversations.

Check out our most popular breakout sessions:

Benchmark your Pardot database health – Matt Lincoln

A hands-on session where we look at key health metrics of your Pardot database, why they matter and follow along click-by-click to see the performance of your own org.

Video Recording

Deliverability vs. Mailability – Nightclub Guide for Pardot Marketers – Lucy Mazalon

Email deliverability is a universal challenge, or concern at the very least, for all marketers, however, it can become mixed up with another measure: mailability. In this talk, Lucy shares her favorite analogy for explaining the differences between deliverability and mailability: the upscale nightclub.

Video Recording

Leads in Salesforce: And why you may be doing it wrong – Erick Mahle

This session goes over the proper definition for the Leads object in Salesforce, what it’s there for, and discusses how it aligns with Pardot and a Lead Nurturing Process (including Marketing Qualified Leads and Sales Qualified Leads).

Video Recording

11 Key Insights About the New Pardot Email Builder – Jen Kazin

What is the new Pardot Email Builder? How does it work? This session will teach you powerful and interesting tips that will give users a better experience.

Video Recording

How to Show Marketing’s Influence on Pipeline with Salesforce Campaigns – Ben LaMothe

This session gives an in depth look at campaign naming conventions, member status values, influence reporting in Pardot and Salesforce campaigns, campaign influence models in Salesforce, a demonstration of the Campaigns with Influenced Opportunities report type in Salesforce and a demonstration of how data can be used in a Salesforce dashboard effectively.

Video Recording

Designing Pardot and Salesforce solutions that track ROI off all your online channels – Kristina Alexandra

This session tackles designing Pardot and Salesforce solutions to make sure you are working as efficiently as possible.

Video Recording

We want to say a final huge thank you to our sponsors, we couldn’t have done it without them! A few of them shared their final thoughts on ParDreamin’:

From Salesforce Pardot:

From Marketing Chats to #wherespardragon to ParDreamin’ together, we are so grateful for our Pardot Community.

Special thank you to the ParDreamin’ community for helping raise funds for BuildOn to help build a school.

From FormAssembly

FormAssembly had a great time interacting with attendees at the ParDreamin’ event! There was an abundance of great sessions to learn from along with an interactive chat area to mingle with others in the field. And we can’t forget our personal favorite – the demo jam! Overall, this event was a great way to virtually connect.

From Workato

The Workato team had a great time meeting other Pardot practitioners and sharing how users can leverage Pardot and other Martech stack to achieve successful metrics. Creating valuable connections and sharing insights with others in this field, is the reason ParDreamin’ is a huge highlight for our team.

In fact, Workato aims to empower marketing professionals to make their lives easier with integrations and workflow automations when using Pardot and the rest of your tech stack.

To allow marketers to enjoy the holidays without facing a backlog of tasks, on December 16th join RevOps leaders as they discuss how they’ve automated manual tasks which helped them stay up to date and prepare themselves to fully enjoy their holidays!

Register to get the secrets on how RevOps leaders are automating their tasks for the holiday here:https://bit.ly/36Q1Zk5

From LeanData

ParDreamin’ reminded us that common to all B2B companies is the investment of an extraordinary amount of organizational resources – time, energy and money – into creating demand for products, solutions and services. However, in too many instances, go-to-market strategies to connect those buyers to revenue teams unravel into siloed efforts across Marketing, Sales, and Customer Success, leading to ineffective and inefficient processes, and a sub-optimal customer experience.

Winning in the space requires seamless coordination among all go-to-market functions, and it all starts with leads and the pipeline, the very lifeblood of all revenue operations teams. Holistic lead management strategies require end-to-end processes that include consistent data cleansing and unification, effective campaign execution, timely and accurate data routing, actionable insights and meaningful performance metrics. Fortunately for today’s go-to-market professionals, technology stacks and automated solutions empower revenue teams to deploy customer-centric, customer-first motions and, in turn, drive increased productivity, optimized conversion and reduced time-to-revenue.

Did you attend ParDreamin’ 2020? We want to hear from you! Please take 5 minutes to take our survey to help us improve and deliver even better events to you in the future.

Ready for more Pardot? Sercante is hosting Mini Bootcamp: Pardot Basics Workshop

January 18, 2021: 1pm – 5pm ET (US, East Coast)
February 1, 2021: 1pm – 5pm GMT (UK)
February 15, 2021: 11am – 2pm PM AEDT (APAC)

Learn more at sercante.com/pardot-training/

The post ParDreamin’ 2021 Recap appeared first on The Spot For Pardot.

By Andrea Tarrell|2020-12-18T17:09:34+00:00December 18th, 2020|Categories: Events|

About Andrea Tarrell

Major Events In The Sercante Company Journey

Always Embracing Generosity

Sharing Knowledge So We Can Grow Together

A Few Special Thank Yous

The Difference Between Salesforce and Pardot Campaigns

The Skinny on Pardot Campaigns

How Salesforce Campaigns are Different

How to Set Up Connected Campaigns in your Pardot Org

The magic is in the Pardot connector!

Let’s Look at Campaign Settings

Once Connected Campaigns are flowing here’s what you’ll notice

Now for the Really Exciting Stuff: Show Engagement History on the Campaign in Salesforce & Report On It

Benefits of Enabling Engagement History

A few general FYIs on what you need to make Engagement History work:

Ready to Roll with Salesforce and Pardot Connected Campaigns?

Rule 1. Mix it up and attend both “official” and “community” Salesforce events

Salesforce User Groups

Salesforce World Tours

Dreamin’ Events

Dreamforce

Salesforce Connections

Rule 2. Define your goal for participating

Rule 3. Get digital business cards

Rule 4. Don’t just attend… speak and volunteer!

Rule 5. Pick what sessions you want to prioritize

Rule 6. Try to figure out who you want to meet… in advance of the event

Rule 7. Check out Twitter

Rule 8. Don’t skip the “real life” social parts

Rule 9. Say thank you and follow up

Salesforce community events propel careers

Quick background on the Marketing Cloud name changes

What I like about the name changes (particularly the Pardot one)

Let’s start with the good stuff.

1. It sets a vision for the connection between Salesforce products

2. It aligns with marketers’ big picture needs

3. It focuses on what the products actually DO from a customer’s perspective

4. It makes it clearer that Pardot + ExactTarget play nice in the sandbox

4. It’s easy to pronounce!

Some challenges with the rebrand

1. It’s going to be hard to unstick the legacy brand names

2. It’s going to make things harder to talk about

3. “Account Engagement” doesn’t reflect the needs of all Pardot customers

4. It makes talent acquisition more confusing

5. It makes finding a partner more confusing

6. It makes Googling your way to success more confusing

How I expect the Pardot community to respond to the name change

The bottom line

What’s your take on the name change?

2022 Salesforce product name changes

The most recent wave of Salesforce name changes

Wait, what? Why?

What is NOT affected by the Pardot name change

Not ready to accept the new brand? Let’s cope together.

Spotify playlists for your recovery

A new focus for “The Spot” (and a new name)

A message from Andrea, OG blogger at The Spot

Where The Spot got its start

The authors on The Spot: More insights from the best minds in MarTech

Do you have a perspective you’d like to share? We welcome guest posts and paid, long-term contributor gigs.

The Name: Welcome to “The Spot”

What’s not changing: Our relentless zeal for learning & sharing

Content on The Spot: Hello Marketing Cloud, martech & more

Why marketers on Salesforce need third-party resources

On a mission to mobilize marketers

Get involved and claim your spot

3 ways you can get involved with The Spot

A mysterious package

The recognition gap in Marketing Operations

About the ParDreamies, the first-ever Pardot awards

Deadline to enter

Eligibility

Entry Fee

Award categories

When you’ll see the winners

Submit your entries for the Pardot Awards!

Have you ever wished you could have multiple conditional form completion actions in a single Pardot form?

Step 1: Configure the form and form handlers.

Step 2: Create a Pardot form (or edit an existing one)

Step 3: Create a Pardot form handler for each field value you’d like to apply completion actions.