About Andrea Tarrell

Andrea is a 12X certified Salesforce MVP and the founder of Sercante. When she's not Pardot-ing, she can be found playing with her German Shepherd Murphy, making homemade gin, or traveling with her hubby Buck.

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:

  1. Webinar_topic_1
  2. Webinar_topic_2
  3. Webinar_topic_3
  4. 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:

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

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

  1. the name must be wrapped in %%, and
  2. a {js} modifier must be added at the end of the name. 
  3. 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):

  1.  %%your_field_id_1{js}%% = %%Webinar_topic_1{js}%%
  2.  %%your_field_id_2{js}%% = %%Webinar_topic_2{js}%%
  3. %%your_field_id_3{js}%% = %%Webinar_topic_3{js}%%
  4.  %%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: &amp; (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):

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

  1. FORM_HANDLER_1_URL = https://sercante.com/l/876401/2020-11-30/gny9d5
  2. FORM_HANDLER_2_URL = https://sercante.com/l/876401/2020-11-30/gny9df
  3. FORM_HANDLER_3_URL = https://sercante.com/l/876401/2020-11-30/gny9dk
  4. 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&#8242;
},
{//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&#8217;
},
{//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&#8217;
},
{//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&#8217;
}
];
// 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 |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:

  1. Webinar_topic_1
  2. Webinar_topic_2
  3. Webinar_topic_3
  4. 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:

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

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

  1. the name must be wrapped in %%, and
  2. a {js} modifier must be added at the end of the name. 
  3. 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):

  1.  %%your_field_id_1{js}%% = %%Webinar_topic_1{js}%%
  2.  %%your_field_id_2{js}%% = %%Webinar_topic_2{js}%%
  3. %%your_field_id_3{js}%% = %%Webinar_topic_3{js}%%
  4.  %%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: &amp; (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):

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

  1. FORM_HANDLER_1_URL = https://sercante.com/l/876401/2020-11-30/gny9d5
  2. FORM_HANDLER_2_URL = https://sercante.com/l/876401/2020-11-30/gny9df
  3. FORM_HANDLER_3_URL = https://sercante.com/l/876401/2020-11-30/gny9dk
  4. 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&#8242;
},
{//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&#8217;
},
{//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&#8217;
},
{//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&#8217;
}
];
// 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 |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 |2020-12-18T17:09:34+00:00December 18th, 2020|Categories: Events|

ParDreamin’ Day 4 Recap

Day 4 of ParDreamin’ kicked off today with a Demo Jam! Sercante’s own Celine Newsome and Mike Creuzer helped to lead us through 3-minute demos from our sponsors. The demo jam was, to our knowledge, the first ever Pardot focused demo jam. The chat was rowdy and fast and everyone loved the “golden hook” for sponsors who went over! That’s right, we cut off those who went over! Sercante was crowned winner by the attendees and we handed out Dragons to participants who chatted it up at the demo jam! It was a great, high energy session to start the 4th and final day of ParDreamin’!

Session Highlights

Demo Jam

Check out awesome demos from our sponsors including: 

Form Assembly: They took us through the power of Form Assembly with a great demo of the tool! 

Sercante Labs: Adam Erstelle from Sercante showed off 4 apps created and built by Sercante. Adam did it with just 2 seconds to go! He showed us the power of Automated Opportunity Contact Roles, Campaign Influence Starter Pack, Creuz Your Data, and Email to PDF for Pardot. 

Lean Data: Jay Vira took us through the Salesforce native tool that helps to route incoming leads and capitalize on fuzzy matching to get them to the right account and the best sales rep to support them and getting them enrolled in nurture programs to keep them engaged. Hot tip: it even integrates with Slack allowing you to Slack your reps and be sure your SLAs are met. Reporting eliminates the black box for admins! Jay made it through thanks to some forgiving judges, he went 1 second over! 

Speed to Lead from Workato: Integrate anything, automate everything! David Kreitter aspires to automate his job but took us through speed to lead. This allows us to route to sales rep, check to see if prospects exist in Salesforce, and alert the SDR through Slack notifications. The Slack bot is built on Workato. The tool integrates with Clearbit, Zoominfo and others. It also allows you to add leads to nurture programs. David finished up in 3 minutes flat! 

Qualified: Let’s you know when a decision maker is on your site through a conversational marketing platform. Sean Whitely takes us through the situation room in Qualified, shows us how to message our target account. He starts selling right on the website, switches to the phone, and sets a meeting with the AEs, and updates the Salesforce record RIGHT in Qualified! Sean got cut off because Demo Jams keep moving! 

Appinium: Steven Jacobson, CEO, of Appinium took over and talked us through how video data can flow into Salesforce to help us see not only how leads are converting but how they are learning and moving down the funnel. Steven shouted out Mike Creuzer for his help. Appinium has given away 6 months of Appinium FREE! Zero cost for Pardot, Sales Enablement, Implementation, and unlimited storage! 

And The 2020 ParDreamin’ Demo Jam Winners Are……

  • Third Place: Form Assembly
  • Second Place: Sean Whitely from Qualified
  • First Place and Demo Jam Winner: Sercante

View Session Recording

Bad Data is the Plastic of the Marketing Ecosystem- How much should we pay to clean it up? 

Skip discussed the hidden cost of bad data and gave the attendees some simple techniques for identifying bad data, cleaning their database and keeping the bad data out in the first place. Interesting fact, 40% of session attendees said they had bad data in the session poll! 

The key takeaways were:

  • Cost of bad data increases the cost of your sales team by 131%.
  • Bad new lead data impacts sales trust in marketing.
  • How to fix:
    • Completeness – does the field have the correct “parts” (ex. “@“ in email field)
    • Accuracy – is the data correct?
    • Consistency – is the data the same in every system?
    • Conformity – is tall of the data in standard and understandable formats?
    • Uniqueness – no duplicates in database
    • Integrity – is your data valid across all relationships? Is data mapped properly between Salesforce and Pardot?
    • Intention – will you ever sell to this record?
    • Timeliness – is the data available when you need it?
    •  Freshness – has the data gone by its sell by date? How are you keeping it update to date?

View Session Recording

Pardot Automation Rules to the Rescue

In this session, Thimuth Amarakoo, covered the need for Pardot Automation Rules and how Admins and Marketers can build customized processes using it. Thimuth had attendees take a step back and revisited the basics of automation to demonstrate the power of Pardot Automation Rules. 

Key Takeaways: 

  • Use automation rules to custom score when dealing with large batches of third-party and imported prospects, both increase and decrease scores
  • Use automation rules to bulk update prospect field values ie grouping country fields to populate region value 
  • Use automation rules to clean up your data. Remember you can add actions like ‘do not sync with CRM’ to reduce bad data from going to sales. 
  • Reminder to clean up your unused automation rules. You can set-up ‘inactive automation notifications’ to monitor running automation rules that have not matched any prospects within the past 30 days. 

View Session Recording

Snippets- Connected Campaigns Power Tool

Snippets are one of the best tools you can have in your Pardot/Salesforce org. With minimal planning and few prerequisites you can drive engagement with specific details that are maintained by stakeholders within your organization. Snippets can set your Pardot free from verifying details managed by others.

Key Takeaways:

  • Snippets are an undiscovered gem when it comes to tools for your Pardot/Salesforce org
  • Snippets provide visibility, accessibility, versatility and availability

View Session Recording

Deliver richer personalization leveraging Pardot and Interaction Studio

This session was a deep dive into how you can bring together Pardot and Interaction Studio to supercharge ABM experiences. Interaction studio helps you build anonymous and account based website personalization, provides the optimal next step to engage prospects and changes content dynamically to help you personalize your marketing content. The session includes a full demo of the solution.

View Session Recording

Key Takeaway: 

Interaction Studio and Engagement Studio work in parallel together to meet customer expectations (Interaction is more focused on customer and Engagement is focused more on brand).

View Session Recording

Pardot Sync Errors – Diagnosing, Solving, and Preventing them

When Pardot syncs with Salesforce life is good. When it doesn’t sync with Salesforce, life is bad. In this session, Lara Black showed attendees how to diagnose, treat, cure, and even prevent Pardot/Salesforce sync errors. She discussed common problems, solutions, and some fun Pardot tricks on how to make sure the records that are syncing with Salesforce are actually valuable, not just junk. 

Key Takeaway: 

Instead of spending hours manually cleaning records, automatically detect bad prospects and mark them as junk by using automation rules to run in realtime.  

View Session Recording

Content that Converts

Ashley talked about content that converts and how to build a nurture program. She covered the importance of personas, the three phases of the nurture funnel, what to do with personas once you have them, and she gives participants a handy checklist to use! 100% of emails need content created for them. That’s a lot of new copy! She discussed how to create content specific to KPIs and the funnels starting with the awareness phase and following best practices, like ensuring your CTA is above the fold. Using the buyer persona Ashley talked about using profiles, scoring categories, and segmenting. The session is wrapped with an engagement program build checklist. 

Key Takeaways: 

  • Importance of persona development (keeping in mind they are still people)
  • Three phases of the nurture funnel (awareness, consideration, decision) and how the emails correlate with each other, but keeping it at a basic level for those who may not be as familiar with engagement programs
  • How to develop content for each phase and things to consider
  • Possibility of tying profiles and personas together in Pardot
  • A few key email takeaways and checks before you start your program/send your email

View Session Recording

The Future of Marketing is Conversational: Using Pardot + Conversational Marketing to Engage with Buyers in Real Time

During this session, Sean Whiteley highlighted how B2B companies are using Conversational Marketing technologies to convert leads at unprecedented rates by delivering highly-personalized experiences at scale. The old process of form fills and follow-up emails is now an obsolete way of connecting with buyers. By combining Conversational Marketing with other martech tools like Salesforce and Pardot, you can identify and engage high-intent visitors with real-time conversations directly on your website. You can even set up alerts so you never miss when a target account is browsing! Watch the on-demand session to get an inside look at the power of Conversational Marketing and why this movement is taking the B2B market by storm.

View Session Recording

Transform ABM with the Power of the Platform + Fireside Chat with Adam Blitzer

We wrapped up a fantastic 4-days of ParDreamin’ with our closing keynote. Neha Shah, Director, Product Marketing at Salesforce, talked about the power of the platform for ABM and how marketing transformation is not an option. We’ll see marketers double down on ABM because it’s successful. 80% of marketers say it improves customer lifetime value and 86% say it improves win rates. Customer 360 helps to connect sales, service, and commerce to help keep everything centered around your customer needs. 

Meredith Brown, VP Product Management at Salesforce Pardot talks about how Salesforce and Pardot helps you meet your customers where they are. Advertising Studio delivers relevant ads at the right time. Salesforce CMS serves as a way to provide dynamic content based on buyers needs. Interaction Studio serves up personalized web content, and Pardot delivers relevant and timely emails. Combining all of these tools helps align teams with the ABM strategy, and KPI tracking to give ROI. 

Michael Kostow, SVP & GM, Salesforce Pardot,  and Adam Blitzer, EVP & GM, Salesforce Digital,  sat down for a fireside chat and talked about the origins of Pardot. Pardot was started in March 2007, and then went through multiple acquisitions. Pardot was built organically with about 150 employees when it was sold to Exact Target which was then acquired by Salesforce in 2013. Exact Target became the underpinning of Marketing Cloud and Pardot became part of Sales Cloud. Now they are working together. Adam has worked on a variety of products including Marketing, Service, and Sales Cloud. Now he’s leading Digital where he can talk about the digital journey and digital transformation as it sits just above the Cloud products. Adam talks about how we’ve continued to thrive as marketers while working from home and growing businesses online. Asked what’s next Adam suggested that marketers need to dive into the data and create the “golden record” for their customers. He also thinks omni-channel personalization is next so that you are always seeing the right thing no matter where you are. To close out their chat Michael asked Adam about Pardot and what he’s most excited about. Adam talked a lot about the community and how he’s most excited about the push into enterprise space with deep cloning of assets and campaigns as well as sandboxes to create a more sustainable environment. He’s also excited about integrations and the work that has gone on to bring marketing into the platform including the new email editor. Adam also shared his love of the Peloton and the Pardot group, #KeepPardotWeird and join Adam at #judojew for your next ride! 

Thank you to everyone who joined ParDreamin’! Join us for encore sessions of our pre-conference workshops. We’ve included some time-zone friendly options and PARDRAGON will give 20% off. Register now at https://www.sercante.com/pardot-training/.

The post ParDreamin’ Day 4 Recap appeared first on The Spot For Pardot.

By |2020-12-11T19:50:07+00:00December 11th, 2020|Categories: Uncategorized|

ParDreamin’ Day 3 Recap

Day 3 of ParDreamin’ kicked off today as Pardot’s Product Team dived into the exciting product roadmap for 2021 and beyond (complete with a hilarious introduction music video – sorry if you missed it!). Kyle Skibbe and Prasanna Vijayakumar discussed all of the latest enhancements made available in the recent release, and talked about where the future of marketing automation is headed. There were tons of great sessions and we closed out the day with a really interesting Enterprise panel. 

Session Highlights

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

This session highlighted marketing’s influence on the pipeline with Salesforce Campaigns. Ben took time to review campaign naming conventions in Salesforce. He gave an overview of campaign member status values and talked about the importance of them. He showed us how you can view this information on the record and if this person becomes part of an opportunity, how you can see the specific action that helped push them to the opportunity. His advice was to be consistent with status member values. Ben recommends AAkonsult Campaign Status to help standardize campaign status member values. It’s available in the appexchange. We also dove into the differences between the campaign influence models. Listen to the recording for a great Q&A session. 

Key Insights from this session:

  • The importance of campaign naming conventions and member status values and why they matter
  • Campaign planning in Pardot and Salesforce with influence reporting in mind
  • Campaign influence models in Salesforce: What they are, how they work
  • Demonstrate the Campaigns with Influenced Opportunities report type in Salesforce
  • Demonstrate how the data can be used in a Salesforce dashboard to illustrate influence on open and closed opportunities.

View Session Recording

The Recipe for Successful Lead Management

Jay Vira of Lean Data discussed the importance of lead management, from the business costs of poor management to how marketing and leads benefit from a proper lead management strategy. Jay walked attendees through the recipe to successfully manage leads by leveraging the right data, technology, and processes across the revenue engine. Attendees were able to get an inside look of how Pardot and LeanData can power a successful lead management strategy. 

Leads are the lifeblood of every revenue operations team, and they require a purposeful and well-thought out data management strategy to ensure they’re adequately nurtured and proactively engaged to facilitate timely conversion. A holistic B2B lead management strategy involves end-to-end processes across all revenue teams – marketing, sales and customer success – and includes consistent cleansing and unifying data, executing on effective programs, appropriate data routing, accessing actionable insights and analyzing campaign effectiveness. 

Go-to-Market (GTM) motions are deceptively complex, and with most organizations deploying hybrid models that include inbound, outbound and account-based marketing strategies. Supporting this GTM complexity, consistent and actionable data, unified across multiple functions, empowers all stakeholders with comprehensive views of accounts and all their potentially hidden connections. Marketers then tailor programs and campaigns against that data to progressively move leads down the funnel, monitoring engagement activities to fuel relevant follow-up and alignment with selling teams. And, finally, real-time data on the effectiveness of engagement activities drive continuous improvement and increase both speed-to-lead and time-to-revenue. 

View Session Recording

Level Up Challenge: The One with Landing Pages! 

Marcos Duran and Russell Thomas covered some tools and simple lines of code you can apply to your landing pages to help them stand out. Most of these tips require minimal to intermediate HTML/CSS experience and you should be able to apply some of these changes immediately! They cover the basics of a landing page and it’s technical anatomy. They go over cool tools like adding favicons, icons, fonts, and more. Some tools they recommend are: 

  1. Favicons! www.favicon-generator.org/ 
  2. Fonts! https://fonts.google.com and fontawesome.com 
  3. Add to Calendar! https://add.eventable.com/free-add-to-calendar-button
  4. Add custom asterix to required form fields with CodePen! 
  5. Use Javascript to add section titles to a form field with CodePen!

View Session Recording.

From Marketing to Support, Take Your Customers on a Journey Down the Appinium River

This session taught us the REAL way to get and use video data in your Pardot campaigns.

It’s not just about if they watched your content, it’s having the right data to help inform you what journey they should be on. You should be asking yourself why they watched, why they didn’t take action or what type of content they want next.

View Session Recording.

Supercharge Pardot Insights with Datorama

In this session, Ryan DeShazer talked through how Datarama allows data-driven organizations to bring disparate marketing performance data together. Attendees were able to explore an overview of the Datorama platform, its feature set, and how to glean deeper insights from campaign data through cross-channel integration and analysis. From conceptual to practical, attendees got a hands-on review of how to supercharge Pardot efforts with Datorama!

View Session Recording.

Enterprise Panel: 

The Enterprise Panel was hosted by Celine Newsome from Sercante and featured Luke Wotten from Vonage, Lindzee Barrera from Simplot, and Rebecca White from Zoopla. Panelists discussed how they are using tech stack in collaboration with Pardot and Salesforce, their strategies for keeping data clean, using data and the features of Pardot to create meaningful conversations, and how they report on the success of marketing initiatives.

Key Takeaways: 

  • No fluff content – there should always be a WHY behind your marketing.
  • Keep your data clean – lean on your Sales team to help you clean up data that you know is bad, have a standard of how you upload data into a system and enforce things like naming conventions.
  • For meaningful conversations, everything starts with data – it’s so helpful to have segmented data to pull through personalized information to make tailored messages for different audiences.
  • Translate for your audience when reporting on success – if you aren’t talking with other marketing people, make sure you are thoroughly explaining what you are sharing and of course, make sure the ROI is very clear.

View Session Recording.

We are back tomorrow with another full day of sessions! We’re kicking off with an exciting demo jam featuring some of our sponsors, and closing out ParDreamin’ with Adam Blitzer and a fireside chat. If you have not yet registered, don’t worry, we saved you a seat. You can head over to Pardreamin’ website to register and join in on the upcoming sessions as well as access recordings to the past sessions. Don’t miss the final day of ParDreamin’ 2020! 

The post ParDreamin’ Day 3 Recap appeared first on The Spot For Pardot.

By |2020-12-10T23:04:55+00:00December 10th, 2020|Categories: Events|

ParDreamin’ Day 2 Recap

ParDreamin’ sessions kicked off today bringing in over 3,400 people represented across 65 countries. Over the course of the week, we will hear from 58 speakers as they share their Pardot knowledge, telling stories how they utilize the tool to grow their business and keep up with the changes.

Session Highlights

Opening Keynote: Marketers Leading Through Change

Our keynote presenter, Michael Kostow, SVP and general manager of Salesforce Pardot, kicked things off to share how Salesforce is helping customers lead through change by leaning on Salesforce’s core values of Trust, Customer Success, Innovation, and Equality. Carrie Pena, BuildOn, and Gail Moody-Byrd, Noodle.ai, joined Michael Kostow to talk about their journey with Pardot and how it helped lead them through change.

View Recording

Pardot & EDA: Solutioning for Higher Ed

In this session, Michelle Littlefield, 8x Salesforce Certified & Solution Architect, reviewed how Pardot and the Salesforce Data Architecture can work together to bridge the gap between marketing and admissions teams. She discussed strategies for solutioning EDA with Pardot to ensure that segmentation goals can be achieved to establish just-in-time nurturing programs, and how native Pardot tools such as lead scoring and grading can set your recruiting and admissions teams up for greater success and increased yield.

  • Lead Strategy: How to decide which architecture model is right for your institution. When thinking about to using leads & contacts or just contacts only, you need to think about what your volume looks like and what your process looks like.
  • The Opportunity Object, USE IT! Using Opportunity, Application, and Affiliation Objects cohesively can be extremely effective. Why? You can then use this data for segmentation and automation inside of Pardot.
  • Customer Object Integration, consider it. Why? Some of the most valuable information in the recruiting and admissions process lives on the Application object. This data can be used in segmentation, lead scoring & grading, and is likely desired as dynamic content. Pardot cannot see this data without Custom Object Integration.
  • Cohesive Solutioning, Gotta have it. Given the challenges in segmentation, and because we know that Pardot can’t see some valuable information on EDA child object, implement automation around your student lifecycle to ensure your records are always aligned at the Contact level for access in Pardot.
  • View Session Recording

More than Martech: Wall-to-Wall Automation

Sara McNamara, David Kreitter, and Mike Creuzer took us on a technical journey as they explored how integrating teams & tools can increase the impact your team is making and the visibility you are earning across your business.

  • Account Based Marketing. How can we enable easy-to-maintain target account identification in Pardot without a major ABM platform? You might have tools that have native connections that aren’t giving you everything you want, there are ways to dig deeper into the code to connect what you need to give you more powerful ABM data in your platform.
  • “Increase speed to lead” by utilizing tools, like Slack, to send out alerts on contact forms or other activities with all the information from Salesforce. Bonus points, you can accept or deny leads, assign leads, and more in Slack directly by integrating Salesforce directly.
  • View Session Recording

Syncing Salesforce Custom Objects with Pardot

In this session, Dan Umbro, 3x Salesforce Certified & Co-leader of NH Pardot User Group, took a dive into syncing salesforce custom objects with Pardot.

  • Standard Salesforce objects still count as Pardot custom objects.
  • So, Pardot Custom objects are any Salesforce standard object that doesn’t natively connect. Pardot natively connects with Leads, Contacts, Campaigns, Campaign Members, Accounts, Opportunities, Tasks, and Users. Worth mentioning again, not all of those are bi-directional syncs as we discussed previously.
  • Pardot Custom Objects would be considered any true Salesforce Custom Object or any Salesforce Standard Object that isn’t native to Pardot. So, any standard object not listed to the left.
  • View Session Recording

11 Key Insights About the New Pardot Email Builder

Everyone was excited, as Jen Kazin gave attendees an interactive demo of the new Email Builder. Jen reviewed the basics of the builder as well as gave attendees key insights on how to get more out of this impressive, new functionality.

  • Pardot users have been clamoring for a more flexible, drop-and-drag, email editor and Salesforce has responded.
  • The new Lightning email builder rolled out in October and is now available in all Pardot versions. However, you must have Pardot Lightning, Connected Campaigns, and HML enabled to use it.
  • This is the first release of the email builder and it only supports list emails at the moment. It is not available for Engagement Studio, automation rules or Salesforce Engage at the moment. It also does not support snippets, A/B tests, dynamic content, Litmus, or brand styling – yet. It includes some new features like an “Undo” button, sharing across multiple business units, the ability to send the same email multiple times, and a Content Delivery network to efficiently deliver emails at scale.
  • You can use the new Email Builder and traditional builder simultaneously, so it’s definitely worth setting up to get a look at current capabilities and get a look into this new experience.
  • View Session Recording

Full Funnel Marketing

In this session, Auseh Britt, VP of Growth Marketing at Terminus, talked about the importance of focusing on the entire funnel and shared tips and tactics to help create more opportunities, accelerate deal cycles, and maintaining and growing customers.

Closing Keynote: Marketings Role in Digital Transformation Panel

Andrea Tarrell was joined by panelists Natasha Wetten, Liam Taylor and Jill Carpenter to discuss the unique environment marketing teams are living in due to the current climate. Panelists discussed how digital transformation offers new opportunities for marketers to expand the definition and role of marketing across the entire customer lifecycle, offered tips for articulating the importance of marketing’s role, and shouted out some of their favorite tools. It’s important to really understand the role of marketing in your business and in the client’s journey, to ensure you are leveraging your tools to their full capacity and getting the most out of your data.

  • Break out of the mold – it’s very easy to rinse and repeat marketing cycles, but you have to roll up your sleeves, try new things and not be afraid to fail.
  • Do your homework – when trying to get higher-ups to support your marketing initiatives, make sure you’ve done some research and can outline all the potential benefits of the changes you are suggesting.
  • Ownership. Ownership. Ownership.
  • Look at the big picture – As Jill so eloquently said, “Marketing is empathy for the consumer’s situation matched with whatever your company is offering” so remember to look at how marketing touches every part of the customer journey. If it’s not clear to you how marketing touches an area of the customer journey then that’s an area you should be focusing on to figure out how marketing can be infused.
  • When it comes to tools, it’s quality not quantity.
  • View Session Recording

There are still two days jam-packed full of amazing sessions. If you have not yet registered, don’t worry, we saved you a seat. You can head over to Pardreamin’ website to register and join in on the upcoming sessions as well as access recordings to the past sessions.

The post ParDreamin’ Day 2 Recap appeared first on The Spot For Pardot.

By |2020-12-09T22:31:05+00:00December 9th, 2020|Categories: Events|

The Dragons of Sercante: A Brief Field Guide

As you may know, our mascot is a dragon.

A question our team frequently gets on this:

“What’s the backstory here?”

The real story is… there is no backstory about the dragon. We could probably make one up.  But the truth is, we just like them.

Mike Creuzer was going to submit a topic to Southeast Dreamin’ 2019 called “Slaying Your Data Dragons with Pardot,” and we talked about creating a dragon mascot specifically for that session.  Or creating the session for the mascot?  Anyway — the session didn’t happen, because somehow we managed to miss the submission deadline.

Still, we needed something soft and adorable to bring to THE marquee Salesforce conference of the Southeast. So we ran an internal poll because, democracy:

The dragons had a solid lead, but the real deal sealer was this video from the Creuzer clan:

It was just too cute.

And so, a mascot was born.

The Sercante dragons are not all identical, however.  You may encounter FIVE variations of Sercante dragons in the wild, at any given point in time.

Lil’ Handful

Lil’ Handful is the smallest, cutest member of the Sercante thunder (thunder is, in fact, the correct term for a herd of dragons.)  Lil’ Handful got its name from the catalog we ordered it from, also from the fact that it just makes you want to scoop it up its cuteness in your hands.


It is also very popular among cats.  Exhibit A:

Lil’ Handful with a Sailor Hat On

This is exactly what it sounds like — a dragon with a penchant for boating.

Lil’ Handful with a Sailor Hat On was made specifically for Dreamforce 2020 for our nautical themed B2B Marketing Bash, “Into the Blue.”  We had Yacht Rock, edible bubbles, and our beloved mascot with a jaunty hat.

I do understand that it is slightly confusing to people why a dragon would wear a sailor hat outside of the context of that party, but I would invite you to just roll with it. 🙂

Blitz

Blitz is similarly colored, but bigger and mightier than Lil’ Handful.  She stands about 10 inches tall.  Don’t call her cute — she’s FIERCE.

Blitz is named for her role model, Adam Blitzer, the founder of Pardot.

Beni

Beni is the biggest of the Sercante dragons.  She’s seriously massive… she’s challenging to even fit in a backpack.

Only people who are serious about swag appreciate Beni.  And by “serious about swag” I mean “pack an extra suitcase to carry home plushies from Dreamforce” level serious.  She is large and in charge.

Beni gets her name from her celebrity hero, Marc Benioff.  Who I suspect is also challenging to fit in a backpack.

Goldie

Goldie was also created as a “special edition” for Dreamforce 2019.  She got her name from… you guessed it, her color, along with our dwindling taxonomic creativity by dragon #5.

Goldie is also the world traveling star of the #WheresParDragon series counting down the days to ParDreamin’ 2020.

So there you have it!  These are the 5 plush Dragons of Sercante.  If you see one in the wild, please remember that they bite unless you take a picture and post it to Twitter.

PS — If you want one of your very own, be sure to sign up for ParDreamin’.  We will be raffling one of each 5 varieties at the event!

By |2020-11-24T20:13:37+00:00November 24th, 2020|Categories: Uncategorized|

Cheers to 3 Years! Sercante Marks 3rd Birthday

I don’t usually celebrate birthdays.  Mostly because mine is January 2nd — the day when the entire globe goes on a diet and sets New Year’s resolutions (lame).

But when it comes to Sercante?  Now that’s a birthday I’ll gladly celebrate.  Even the one in the dumpster fire that is 2020.

It’s been a strange year filled with strange headlines.  We’ve battled a super virus and murder hornets. We saw communities come together to speak up and say that yes, Black Lives Matter. We navigated a historic U.S. election and mourned the loss of political and cultural icons.

2020 has been anything but boring.  Yet looking past the headlines… it seems to me that we are surrounded by silver linings, including:

  • Opportunities to spend more time with family and loved ones
  • Businesses doubling down on digital transformation
  • Marketing taking a more strategic role as a revenue driver
  • A heightened awareness of the role that small businesses play in the economy
  • Virtual work becoming the rule, not the exception
  • Greater appreciation for physical health and mental wellbeing
  • An opportunity to re-imagine industry events and make learning more accessible across the globe
  • Delta extending Medallion Status for another year (whew, close one)

The challenges posed by 2020 have also made me so incredibly proud of my team and the way they’ve rallied to support each other, our clients, and the Pardot community.  A few highlights from the past year, if I can brag on the Sercante crew for just a moment:

If I had to pick one word to describe how I feel about 2020, it would be “grateful.”

Words can’t describe how much I appreciate the individuals that have chosen to give their time and talents to Sercante, the amazing clients that continue to push this limits of the platform, the team at Salesforce who cultivate a strong ecosystem… and last, but definitely not least, the Pardot community who constantly cheers each other on and has each other’s backs (I’m looking at you @ifeellikemacmac, @JenTalkTech2Me, @jennamolby, @theashleyanger, and too many other awesome people to count).

Can’t wait to see what the next year will bring.

P.S. — sign up for ParDreamin‘.

P.P.S — we’re hiring. 🙂

By |2020-11-18T02:56:11+00:00November 18th, 2020|Categories: Uncategorized|

Most Common Pardot Issues

  1. Sync errors are out of control

Unresolved sync errors will lead to your Pardot and Salesforce databases being completely out of whack. Your marketing team won’t be able to send important updates, your sales team won’t have access to important information, it’ll be anarchy.

Monitor the Sync Errors table on a daily basis. You can export the errors to a .csv file to review them in more detail. 

Common errors include duplicates, field integrity exceptions, flow errors, invalid picklist values, permissions errors, and validation exceptions. Work with your Salesforce admin to correct the root of the error.

Be sure to reimport the fixed prospects into Pardot or manually sync each one to remove them from the error queue. Remember: regular sync triggers don’t apply to prospects in the error queue.

  1. Haven’t implemented Connected Campaigns

If you haven’t enabled Connected Campaigns, chances are good that you’re doing a lot of manual reporting or your marketing data is disappearing into the ether. 

Connected Campaigns align your Pardot and Salesforce campaigns and create automated source reporting. This helps you to prove the value of marketing outreach with comprehensive Campaign Influence dashboards and gives your sales users insight into marketing interactions right inside Salesforce. 

Sure, without Connected Campaigns you can still use completion actions to add prospects to Salesforce campaigns, but you’re missing out on a lot of interesting data. You work hard on your marketing initiatives. Make sure that data is working for you! 

After you decide on your campaign fields and cleanup strategy, enable Connected Campaigns, and align your existing campaigns. Then add Campaign Influence related lists to your Salesforce page layouts, and make sure to enable Engagement History as well! 

When you’re all set up, make sure to check out our free Campaign Influence Starter Pack to get a head start on the reporting that is going to change your life! 

  1. Maintaining a sleepy database

Don’t pay to hold onto records you aren’t emailing. 

Create 3 lists using the rule called “Prospect has been emailed,” and set the criteria to:

  • “Emailed at least 1 time in the past…” for 30 days (1 month)
  • 90 days (3 months)
  • 180 days (6 months). 

The Emailed in the past 30 days list should have the largest number of prospects. 

If it doesn’t, meaning your prospects haven’t been emailed in the past 2 or 3 months, consider running a wake the dead campaign. Identify your 2 best performing content offers: look at white papers, blog posts, webinars, guides, reports, anything you publish. Then create a series of 3 emails: offer the best content, then the second-best content, then send a message explaining that you haven’t heard from the prospect recently so you’re going to remove their information. If they interact with any of the email content within, say, 2 weeks, they’re active and mailable! 

If not, send them to the Recycle Bin and focus on your actually active database.

If you’re concerned about maintaining GDPR-compliant explicit permission, consider running a permission pass on anyone in your database who hasn’t opted-in. First, check that your Email Preference Center is set up (see #5 below!). Then send a friendly, direct email to your prospects linking them to your Email Preference Center so they can opt into whichever lists they want, and bam, they’re mailable!

If they don’t opt-in or you don’t want to take the chance of asking them to, send them to the Recycle Bin and focus on your actually mailable database.

  1. Skipping automations

Marketers wear a lot of hats and get a lot done, so it’s no surprise that sometimes we run out of time to get absolutely everything set up. But today, give yourself the gift of Pardot automations!

Take a step back and review all available automations against your marketing strategy. What automations would make your life easier? Where could you be capturing data on prospect actions and intent? What can you set-and-mostly-forget-but-still-check-occasionally? 

Use Automation Rules to identify a group of prospects and run actions: send activity-based emails, add prospects to Salesforce campaigns, tag prospects, and more.

Use Engagement Programs to group similar actions against the same audience, nurture prospects over time, and perform database management checks.

Use Page Actions on high-value website pages to increase a prospect’s score, alert the sales team, assign tasks, and trigger automated emails. 

Use Dynamic Content to customize landing pages and follow-up emails to targeted accounts or industries. 

Use Custom Redirects integrated into your social media strategy to track interactions. 

Use Completion Actions automate lead assignment/routing, campaign association, and list management. 

Use Dynamic Lists to segment your database into personas based on region, industry, product interest, title, and other important factors. 

Use a combination of Automation Rules and Dynamic Lists to automate junk data cleanup.

It’s also a good idea to review your existing automations and make sure the right tool is performing the right actions. 

  1. Not providing an opt-down option

The Email Preference Center is a central location for your prospects to tell you what they want from your email marketing, and can often result in prospects opting down instead of opting out. Make sure you give them options! 

Set up your Email Preference Center to include lists for all products and services your company offers. If industry or topic are important to your audience, include those too. Consider including email frequency, event type, content type, or other company-specific options. 

Make sure your company name and logo are displayed prominently. Include company branding like fonts and colors. Use clear, friendly language and easy-to-use fields and buttons.

Make sure there aren’t any Pardot lists mistakenly set to “Public” because those will show up on your default Email Preference Center.

Even if your company is using a custom Email Preference Center page or even a form cleverly styled to look like one, you still need to maintain the default Email Preference Center because it could be inadvertently linked in an email or on a landing page.

PS, it’s also really important to brand your Unsubscribe Confirmation page. Don’t sleep on this chance to create a seamless branded experience for your prospects – even if they are unsubscribing.

The post Most Common Pardot Issues appeared first on The Spot For Pardot.

By |2020-10-26T16:35:00+00:00October 26th, 2020|Categories: Integration|

DIY Pardot Audit: 5 Step Quick Audit

  1. A seamless Salesforce-Pardot sync: Your marketing and sales teams all rely on having accurate information. Make sure your Salesforce connector is working, without permissions issues or sync errors, and check it regularly. Here’s what to check:
  • Connector User: If you are using the Connector User (vs. the B2BMA Integration User), it should be an account on your company’s email domain, such as [email protected] If you are using a person’s account as the Connector User, be sure it is a current employee and an administrator can access their account if needed. 
  • Permissions. Make sure the Connector has all the Salesforce permissions it expects. If it doesn’t, you’ll see a large yellow box with an error message describing which permissions need to be added.

  • Connector Type. Confirm whether you are on V1 or V2, and if you are eligible to upgrade to V2. Click here to review the upgrade considerations. 
  • Prospect Creation. Review the connector setting for “Automatically create prospects in Pardot if they are created as a Lead or Contact in Salesforce” and ensure it matches your company’s goal. If you want a two-way sync between Pardot and Salesforce, or want all Leads/Contacts in Pardot, this setting should be enabled. If it is enabled, check that it’s adding new prospects to the correct campaign; we most often see a campaign called “Created in Salesforce” or “Sales-Generated.”
  • Sync Errors. Monitor the Sync Errors table on a daily basis to ensure your prospects are syncing to Salesforce as expected. You can export the errors to a .csv file to review them in more detail. Common errors include duplicates, field integrity exceptions, flow errors, invalid picklist values, permissions errors, and validation exceptions. Work with your Salesforce admin to correct the root of the error, then reimport the fixed prospects into Pardot or manually sync each one to remove them from the error queue. Remember: regular sync triggers don’t apply to prospects in the error queue.
  1. Effective lead entry: When someone is ready to contact you, it’s important to make the process easy for them. If your forms are too long, causing errors, not syncing properly, not alerting your sales team, or your autoresponders aren’t working, you’ll lose leads. Here’s what to check:
  • Forms. Utilize progressive profiling and dependent fields to keep your forms short. The first time someone fills out a form, ask them for only as much information as sales absolutely needs to start a conversation. Use the “always display” option only for the email field, and any fields that are really important to confirm. 
  • Form Handlers. Make sure your form handlers are set so that only the email field is required. This avoids potential submission errors. If there are fields you absolutely need, be sure to customize your form handler’s error message to tell you which field is missing when a submission fails. 
  • Lead assignment. How are you assigning leads? If you’re using a queue or group for a round-robin assignment, check that the sales team is monitoring those. If you’re using an Engagement Studio Program to send an autoresponder and process lead assignment, make sure the program isn’t set to run during business hours only, as that would delay the assignment. If you’re using an Automation Rule, make sure the rule is active.
  • Autoresponders. According to GetResponse, autoresponders such as welcome or thank you emails have the strongest open rates of any emails (88.7% open rate and 35.01% click-through rate, on average). Be sure all forms send an autoresponder. Check that the autoresponder Email Template(s) are being sent from a person or a monitored email address (no [email protected] email addresses, please!), with an engaging and appropriate subject line, and render well across all devices, especially mobile. This is a huge opportunity to get in front of an engaged prospect – harness it! 
  1. Administration: Most Pardot account settings fall into the set-it-and-forget-it-forever category, but it is important to review a few of them occasionally. Set a reminder on your calendar to check these every few months. Here’s what to check:
  • Product and Service Notifications. This is especially important if you inherited a Pardot org from someone else or worked closely with a consultant on your implementation. Pardot uses these settings to communicate with you in case of issues with usage limits, compliance, critical incidents, and updates requiring user action. Be sure that the person listed here is a current employee of your company, and that their email address is correct. 
  • Usage and Limits Table. This handy table shows all available Pardot features, your current usage, your account limit, and a utilization bar and percentage. Sort by the utilization column to easily view features that are approaching their limit. The most important ones to consider are your mailable database, file storage, automation rules, and engagement programs. Monitor usage on a regular basis so you don’t run up against the limit as you’re trying to create a new marketing program.
  1. Domain authentication: Maintaining a verified email sending domain and validated tracker (or vanity) domain ensures a seamless user experience for your prospects as they interact with your marketing assets across the internet. Here’s what to check:
  • Email Sending Domain: Setting up email authentication is critical for achieving good deliverability. Major ISPs and spam filters check authentication when determining whether to allow emails into a recipient’s inbox, so if you are sending from an unverified domain your emails could end up in a filter, marked as spam, or even blacklisted. Your email sending domain should have verified entries for SPF, DomainKey Policy, and DomainKey. If you are seeing any errors here, work with your IT team to resolve the issues ASAP. 
  • Tracker Domain(s). This feature allows you to assign a brand-specific vanity domain to Pardot assets like landing pages, custom redirects, forms, content, and more. You can add multiple tracker domains as they apply to different parts of your brand or business. Each tracker domain should be validated, SSL-enabled, and default to HTTPS. Your main tracker domain should be set to Primary. If you are seeing any errors here, work with your IT team to resolve the issues ASAP.
  1. Clean house: Many of us don’t love tidying up, but we can’t argue that a tidy Pardot org benefits everyone. Creating a regular maintenance schedule will help you maintain a clean org and avoid undertaking a major clean-up project down the line. Here’s what to check:
  • Data Cleanliness. From spambots to competitors to prospects who want your content but really don’t want to provide their info, junk data is going to find a way to get into your system. You can set up dynamic lists to identify and mitigate junk data, keep your database clean, and pass good data over to sales. My colleague Erin Duncan explains how
  • Asset Audit. No one wants to sift through a marathon-length dropdown menu to find that one particular recipient list for an important email send. Review your Email Templates, Landing Pages, Forms, Form Handlers, Engagement Studio Programs, Automation Rules, and Lists, and Dynamic Lists on a quarterly basis and recycle assets that are older than 2 years or you otherwise won’t immediately need. 
  • Naming Conventions. Having a naming convention will keep Pardot organized and allow you to quickly filter and identify your marketing assets. This is especially important when a team of marketers work alongside each other because Pardot uses dropdown lists for many features. If your assets don’t follow a naming convention they can be impossible to find. Consider also using tags to help with filtering and clean-up. 
  • Recycle Bin. The Pardot Recycle Bin is a great way to clean up old assets instead of permanently deleting them. Items in the recycle bin don’t count toward usage limits, so if you really want to hang onto that 2014 event landing page, you can. 

The post DIY Pardot Audit: 5 Step Quick Audit appeared first on The Spot For Pardot.

By |2020-10-18T16:40:00+00:00October 18th, 2020|Categories: Integration|