Andrea Tarrell

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.

Announcing ParDreamin’ 2020

A virtual community event focused on all things Pardot

I love the Dreamin’ Events. I’ve met fantastic people, learned a lot, and even have had the honor of presenting at a few. And, like most of you, I am currently distraught at all of the connections and lessons that I’m missing this year. Also like a lot of you, I have been somewhat disappointed at the lack of Pardot content in many of the standard Dreamin’ events.

A few of us at Sercante were wallowing in our self-pity one day when we stopped and thought, “Well, if we can’t meet up face-to-face with people to talk about Pardot, let’s do what the local user groups are doing, but on a bigger scale. Let’s have a worldwide, virtual, Pardot-focused Dreamin’ event!”

And that’s exactly what we’re going to do.

I’m excited to announce the first ever Par-Dreamin’ Virtually-Live Event!

ParDreamin’ 2020
A virtual community event focused on all things Pardot

Event Date: December 9-11, 2020
Audience: Marketing automation pros and Pardot users across the globe.
Session Tracks: All things MarTech! Expect content on Pardot, conversational marketing, analytics, Sales Cloud, career and change management best practices…and more!
Call for Speakers: Now through October 16th! Submit your session today, https://pardreamin.com/call-for-speakers/

Want To Get Involved?

We’re actively looking for speaker submissions. Submissions are open now through October 16th. Do you have a talk you wanted to present at Dreamforce? Did you learn something new in the recent months? Share it with the world! 

Become a sponsor! Join us in creating a great event, and show off your Pardot awesomeness throughout our 3-day virtual event. ParDreamin’ 2020 is a great opportunity for your organization to be represented in front of hundreds of Pardot Admins, Developers, End Users, and Executives from across the United States and beyond. Submit a request today and one of our team members will contact you. 

Be a volunteer! The Salesforce & Pardot community is strong and we can use your help. Contact our team to be a volunteer and help with promotion, planning, and more! 

Get on the list today to catch the latest announcements and be the first to register!

We’re excited for you to join us for this exciting event! Follow along on twitter by following @ParDreamin’ and using the event hashtag #ParDreamin’2020

The post Announcing ParDreamin’ 2020 appeared first on The Spot For Pardot.

By |2020-10-06T19:49:06+00:00October 6th, 2020|Categories: Events|

Campaign Influence Starter Pack: The Easy Button to Prove Results from Pardot

BY MIKE MORRIS

A common theme that I’m hearing from clients is the need to show demonstrated ROI related to their marketing initiatives. Sound like anybody you know?

I recently posted about the importance of auto-association and the role that it plays in properly attributing opportunities to the campaigns (What Successful Marketers Know About Salesforce Auto-Association). While this is a critical element in the accuracy of your reports, it does not magically solve all your reporting needs.

That’s where the Wizards at Secante Labs come in.

The team at Sercante just posted a free Campaign Influence Starter Pack, which does, in fact, magically solve your reporting needs.

OK – it’s not magic, it’s a lot of hard work by some really smart people. And it will likely require customization to fit your processes and data… but it’s a place to start.

Once installed in your Salesforce org, the Campaign Influence Starter pack will generate a series of reports and a campaign influence dashboard that can be used to show just how awesome you are!

The core components of the Campaign Influence Starter Pack include

  • Total Influenced Opportunities
  • Total Influenced Pipeline
  • All Influenced Pipeline by Campaign Type (First Touch, Last Touch, and Even Distribution Models)
  • All Influenced Pipeline by Campaign (First Touch, Last Touch, and Even Distribution Models)
  • # Influenced Opportunities per Campaign
  • Influenced Pipeline per Campaign
  • Won Influenced Opportunities YTD
  • Won Influenced Revenue YTD
  • Won Influenced Pipeline by Campaign Type (First Touch, Last Touch, and Even Distribution Models)
  • Won Influenced Pipeline by Campaign (First Touch, Last Touch, and Even Distribution Models)
  • # Won Influenced Opportunities per Campaign
  • Won Influenced Pipeline per Campaign

A look at the actual dashboards…

Quick note… if you are not using Salesforce Lightning, here’s your excuse to upgrade! The images above are actual samples from the Campaign Influence Starter Pack installed in Lightning. We do offer a Classic version — but the overall reporting and dashboard capabilities are far superior in Lightning.

How to download the Campaign Influence Starter Pack

The best thing about the Campaign Influence Starter Pack is the price.

We know the importance of showing demonstrated ROI, so this product is available for free. We offer two install options:

1. Self Service — Just download from GitHub and install in your org. Get the details here.

2. Guided Set Up — If you’re a GitHub newbie and/or would appreciate someone riding shotgun on your install, fill out the request form on our website or email [email protected]

A word on data

Secante Labs can deliver a great looking dashboard with powerful reports, but your data is at the core. “Garbage in, garbage out” definitely applies here.

One of the most common data issues that we see is missing contact roles on opportunities. Remember – contact roles are needed to connect opportunities to your campaigns. No contact role, no revenue. If your sales team uses the New button to create opportunities directly from the opportunities app, I can all but guarantee that you have missing contact roles. 

Fortunately, the team at Secante Labs has you covered there too. Be sure to check out our Automated Opportunity Contact Roles app in the appexchange. This app with get you the data that you need and save your sales team precious time by automatically associating contacts to their opportunities.

More on Pardot reporting

Let us know what you think of the Campaign Influence Starter Pack. Is it helpful? Are there reports and visualizations you’d like to see added to the next version? Let us know in the comments!

(And, of course, if you need a bit more than the starter pack can offer, the team at Sercante is here for you. We can help you set up Connected Campaigns & Campaign Influence Reporting — all the way from data clean-up to building ROI reports. Ping me at [email protected] if you’d like to discuss.)

The post Campaign Influence Starter Pack: The Easy Button to Prove Results from Pardot appeared first on The Spot For Pardot.

By |2020-08-26T09:07:04+00:00August 26th, 2020|Categories: Uncategorized|

First-Party Cookies in Pardot: FAQs About the New Beta

BY MIKE CREUZER & ADAM ERSTELLE

As part of the Summer ’20 release, Pardot announced support for first-party cookies in an open beta.

Some Pardot users’ reaction to this:

YAY!

The rest of Pardot users’ reaction to this:

Wait, what is this and do I care?

If you’re among the latter group… read on to learn what this is, why it matters, and how to enable it if you’re interested in joining the beta.

What is a First-Party Cookie?

A browser cookie is a small bit of text that a website leaves with the browser so the website can ‘remember’ who you are. It’s kinda like when you give a valet your keys — they attach a number to your keys, keep them, and then they hand you the slip with the same number.  

When you come visit this website, Pardot sets a tracking cookie. The current embed code is using ‘go.pardot.com,’ so the tracking cookie is attached to the Pardot domain. From the point of view of our website, it’s a third party cookie, because it’s a Pardot branded cookie.

Continuing with the analogy — it’s like the valet is wearing a Pardot shirt. We’re asked them to hand out numbers to website visitors, but we’re not from the same company.

This is how it’s always been, but with the introduction of First-Party Cookies in Pardot, we can do this a different way. Instead, we can use our own domain for setting the Pardot tracking cookie and generate First-Party tracking cookies. It’s as if the valet is now wearing a shirt with our brand on it.

Why do First-Party Cookies matter?

In a word? Trust.

Right now both Firefox and Safari don’t ‘trust’ third-party cookies. We don’t get prospect tracking if prospects are using these browsers. In the future, Chrome will no longer support third party cookies.  

Switching from third party to first party cookie tracking improves the security of the internet. It’s a huge shift — but browsers are making this difficult transition happen, and marketers need to keep pace.

Who is eligible for the beta?

All Pardot instances. This is an OPEN BETA which means you can opt yourself in.

Who should consider participating in Pardot’s First-Party Cookie beta?

Beta features are called that because they may not be perfect yet. There is a risk that things go horribly wrong (okay horribly may be hyperbole, but you get the idea.)

If it’s difficult for you to make changes to your website quickly, maybe skip the beta or at least don’t participate early. 

Not all features of Pardot may be supported in a beta, for example, Help & Training states that iframed forms will not be tracked during the beta under First Party Cookies in some circumstances.

What do I need to do to sign up for the beta?

You can self-service enable this in your own account. Here’s the step-by-step:

1. Enable First-Party Tracking Beta in Account Settings

In Pardot, go to your Account Settings, and click Edit.

Near the bottom of the first section you will find a checkbox for First-Party Tracking (BETA). Enable the checkbox. 

When you check the box, a couple new options will appear. For now, leave the Enable third-party cookies checked, as we don’t want to break anything already deployed.

Scroll down a bit more, and click Save Account.

2. Update or Create Exisiting Tracker Domains

Next, go to Admin > Domain Management.

Look for the tracker domain you want to use First-Party tracking with, then click on the domain. In our example, we are going to turn it on for tracker-example.sercante.com.  

Note: First-Party Tracking will only work if the subdomain of the website in Pardot matches the domain of website you’re embedding the tracking on.

Example: for the subdomain www.sercante.com the domain is sercante.com, and for the subdomain tracker-example.sercante.com the domain also is sercante.com. The 2 match, so First-Party Tracking works.

Click the gear icon to edit.

If you don’t already have a Default Campaign, choose one now.

Click Update Tracker Domain.

3. Put the First-Party Tracking Code on Your Website

Ok great, now you have your Tracker Domain setup! It is time to get the tracking code that you will put on the website.

In Pardot, go back to your list of tracker domains. Scroll down to the bottom and there is a section for Tracking Code Generator.

Pick the tracker domain you want to generate code for, and optionally, change the campaign. Paste this code in your website CMS, Google Tag Manager, or wherever you currently have your Pardot tracking code placed.

What does this new tracking code do?

You may notice that this code looks slightly different than what you currently have on your website. What this code (Javascript) does is sets up 3 key pieces of information and then tries to load the actual Pardot tracking code.

piAId = your Pardot Account ID. This will not change for any tracking code used for this Pardot Business Unit / Instance

piCId = an optional override of the Campaign Id used for tracking the source campaign for new conversions

piHostname = the tracker domain that is used later in the script to download the real tracking code.

This is essentially what Pardot needs to track visitor activity on your specific website, linked back to your specific Pardot account.

Are there any gotchas with First-Party Cookies in Pardot?

If you have multiple domains, be aware that with first party cookie tracking, converting a prospect on one of your sites will no longer track prospect activity on your other website(s) automatically.

For example: the cookies at Sercante.com will no longer trace user activity at TheSpotForPardot.com. Both can have first party cookies embedded, but visitor association would need to take place on both sites to track prospects across both.

Wait, is this a good thing or a bad thing?

Both. And neither?

The move toward first party cookies poses new challenges for marketers, but is a win for data privacy and for us as individuals. While this is an optional change now, many browsers are starting to block third party cookies altogether or have announced timelines when they’ll start doing so — so better to get ahead of this now.

Firefox and Safari already block third party cookies. If you have a larger Safari/Firefox user base, this is exactly the magic we have been waiting for.

Chrome is not far behind. They delayed their timeline for rollout as a repreive for marketers during COVID-19, but are planning to gradually phase third part cookies out altogether.

More questions about the Pardot First-Party Cookie Beta?

Have you enabled it, and have a story to share? Thinking about enabling it, and still have more questions?

Let us know in the comments!

The post First-Party Cookies in Pardot: FAQs About the New Beta appeared first on The Spot For Pardot.

By |2020-08-23T21:00:25+00:00August 23rd, 2020|Categories: Uncategorized|

A Pardot Admin FAQ: “Why do my emails break when forwarded?”

BY GARY BROWN

I once forwarded an anonymous email to five friends. It proclaimed:

“We’ve been discovered, flee immediately!”

I have not seen two of them since. I learned my lesson about forwarding emails that day, but for the wrong reasons.

Whether pretending your friends’ nefarious activities are about to be uncovered… or just trying to share a beautiful sales email… forwarding is problematic.  

(By the way — this is the case with emails that you’re building in Pardot, and emails built in any other ESP. No email is safe.)

So why do emails break when forwarded? 

This a question that I hear often… and root issue is really that there is no agreed upon standard for email code. As such, differences in rendering occur across email clients. When an email client reads code it decides what it needs to display to the end user and discards the rest. 

Outlook receives an email and it thinks:

“Hey, we don’t need all this code that talks to Gmail. We’re Outlook, baby!”

So, it removes it. When you forward that email to a Gmail user they receive a hot mess because all that Gmail code is now gone. Purged by a vengeful and jealous Outlook. 

An example of what happens when an email is forwarded

Here is an example of what happens to an HTML table when it’s been rendered by Apple Mail.

Regular HTML Table:

<table border=”0″ cellpadding=”0″ cellspacing=”0″ style=”margin: 0 auto; max-width: 600px; width: 98%;”>
<tbody>
<tr>
<td style=”font-family: ‘Montserrat’, sans-serif; font-size: 14px; line-height: 22px; margin: 0; padding: 0; “>some text displayed on screen here</td>
</tr>
</tbody>
</table>

HTML rendered inside of Apple Mail:

<table align=3D”center” border=3D=
“0” cellpadding=3D”0″ cellspacing=3D”0″ role=3D”presentation” style=3D”
 =
       margin: 0 auto;
        max-width: 600px;
        width: 98%;”>=
=09<tbody>
=09=09<tr>
=09=09=09<td style=3D”padding: 30px 0 60px; te=
xt-align:center;”>
=09=09=09ome text displayed on screen here
=09=09=09</td>
=09=09</tr>
=09</tbody>
</=
table>

Notice how the Apple mail client is adding “3D” and “=” all over the place?

This is going to be really bad for other email clients. When the email is forwarded from Apple mail the HTML now includes all of the additional information that only make sense inside of Apple mail.

Let’s say the email is forwarded from Apple to Outlook. When Outlook receives the code with the addition of “3D” everywhere, it does the best it can to interpret the code even though it is no longer valid HTML. So the email looks all kinds of crazy.

How to tell if people are forwarding your Pardot email

You can see within Pardot how often your emails are being forwarded. Navigate to Reports > Marketing Assets > Email > List Emails, and click into any recent email to view this report. On the Interaction tab, you should see something like this:

In this example, we can see the email has been forwarded 6 times (along with other interesting data points on the level of engagement).

How to protect your email from issues when it’s forwarded

If your emails are being forwarded a lot, remain calm. There are tactics to minimize risk and ensure your audience can view the beautiful electronic missive you’ve sent them.

Keep it simple

Reducing the complexity of your email is a great way to improve accessibility all around. Using single column layouts is a great place to start.

There is ultimately nothing we can do with email development to stop the email clients from changing the code when it’s rendered by the application — but keeping your design as simple as possible frequently reduces the amount of removed code. The closer your email is to a basic text email, the less likely it is to suffer problems when forwarding.

Include a ‘View in Browser’ link

A “View this email in my browser” link helps users access a working version of your email. Web browsers are much better at reading HTML & CSS and are less likely to suffer from rendering issues.

If you discover a high volume of forwards, you could word the link as “Is this looking wonky? Click here to view in browser” (or something to that effect.)

Forward to a friend feature

Another issue to keep in mind for forwarding email sent via marketing automation is tracking. When Pardot sends an email, it’s tracking links unique to that specific prospect/recipient — and when an email is forwarded, Pardot may still track activity on that email back to the specific prospect.

Extra prospects’ activity can be tracked on the original recipient’s prospect account. This can also lead to a visitor association change. For example, if Joe forwards an email to Bob, and Bob clicks the link Pardot is monitoring for Joe… things start to get a bit confused.

Using the AddThis Connector can remedy this issue. The Add This Connector allows you to insert little buttons in your email that prompt the user to click to forward to a friend or post to social. This will generate a link that is no longer tracked and will not be associated with the recipients prospect account.

These buttons look a little like this:

Once you have installed the connector, you will be able to add these by clicking here in the email editor:

can add the forwarding link in your email. This will generate a link that is no longer tracked and will not be associated with the recipients prospect account. A good place for this link may be beside your view in browser link.

Pardot & email forwarding

What questions do you have about forwarding emails in Pardot? Any best practices you’d recommend to fellow readers?

Let’s hear it in the comments!

The post A Pardot Admin FAQ: “Why do my emails break when forwarded?” appeared first on The Spot For Pardot.

By |2020-08-10T11:37:48+00:00August 10th, 2020|Categories: Uncategorized|

What the New Terminus + Pardot Integration Means for Your ABM Strategy

BY JOANNA ROTTER

Whether you’re new to account based marketing or your strategy centers on ABM, you’re going to want to check out the Terminus + Pardot integration that was announced yesterday.

Terminus’ recent blog post outlines some of the new tools, which promise to help marketers drive an account-centric strategy with the benefit of shared data, improved analytics, advanced reporting, and lead-to-account mapping capabilities. 

In a nutshell, here are the major benefits the integration provides: 

Bi-directional data sync

Build better segments for targeted advertising in Terminus based on Pardot data, or activate drip marketing campaigns in Pardot at precisely the right time with account engagement data from Terminus. Alert sales and customer success in real-time about important or at-risk accounts or opportunities

Improved analytics

Observe account-based engagement simultaneously with Pardot marketing activities, understand the impact of email marketing campaigns on revenue

Sales and Customer Success intelligence

Help outbound teams prioritize outreach to the most engaged and best-fit target accounts, and provide timely alerts about at-risk accounts coming up for renewal 

Lead-to-account matching and data hygiene

Improve Salesforce data hygiene by mapping all orphaned leads to the appropriate account, build customized marketing programs around the entire buying group within an account, uncover missing decision-makers within a target account 

Because ABM is all about putting accounts front and center across Sales and Marketing, this integration is great for marketers looking to combine account data from Terminus with prospect records in Pardot 

How Pardot Admins Can Put the Terminus Integration to Work for Them

If you’re already using Pardot and Terminus, this is a happy day for you! Your two tools can now talk to each other and you can start combining campaigns that span across Terminus ABM ads and Pardot marketing and nurture programs. Read on to explore some interesting use cases.  

If you’re not using Terminus, but you’re a Pardot admin with an ABM strategy, this could be a great time to expand your tech stack while keeping your ABM efforts nice and organized within Pardot, making sure you get credit for all your hard-earned marketing wins.  

10 Example of the Pardot + Terminus Integration in Action

Once you’re up to speed on the integration and your ABM strategy is ready to rock, here are some use cases for how you can take Terminus fields and reports and make them actionable in Pardot : 

1. Segment your data in Pardot using Terminus Account Segments and intelligence data 

Segmenting your Pardot database through dynamic lists is a key Pardot feature. With the Terminus integration, you can now create custom fields in Pardot that map to Terminus account fields. From there, you can build dynamic lists and automations based on Terminus data and how you want to segment your lists. 

Here are some examples…

Access Terminus account lists in Pardot segments:

You can also access Terminus behavioral signal in Pardot segments: 

There are LOTS of possible applications of having this data avaliable in Pardot. Additional Terminus fields available in Pardot include: 

2. Engage entire buying teams easily from within Pardot Engagement Studio

Building off of point #1, once you’ve segmented your lists using Terminus account data, you can then use those lists to fuel Engagement Studio to lead prospects down a funnel in Pardot.

Support an ABM strategy using Terminus account data to guide your sales cycle and nurture strategy, keeping the messaging and steps focused on guiding your target accounts to the next stage. 

3. Use Pardot program logic with Terminus data to drive customer-facing workflows 

Taking Pardot’s Engagement Studio to the next level, Terminus helps create complex workflows that guide prospects down a path based on various account scores gathered by Terminus. 

In this example, target renewal accounts run through different paths based on whether they’re at risk or happy. The ESP attempts to improve account relationships by creating Salesforce tasks, adding prospects to Salesforce campaigns and making the Terminus relationship status visible in Salesforce. 

4. Pardot + Terminus ABM reporting and dashboards in Salesforce 

Being able to identify an account’s level of engagement or whether they’re at risk is incredibly important when personalizing messaging and prioritizing Sales efforts. By combining Pardot engagement metrics with Terminus account data, marketers and sales teams can focus their efforts more efficiently. 

Here are some examples of Terminus dashboards that could be used to inform and alert sales based on which accounts are engaging with marketing. 

5. Build on scoring categories for target accounts 

One specific report you could build in Salesforce using Pardot and Terminus data is to combine Terminus spiking accounts with Pardot scoring category data using a joint report. This view will allow you to see what marketing content is resonating with your highest potential accounts. 

(More to come on this use case in a future blog post.)

6. Temporarily bump Pardot grade up when an account is spiking

Pardot grading is great for highlighting prospects on an account for possible escalation to the Sales Team via Tasks when they do something “interesting.”

In this example, you’ll create an Automation Rule that looks to see if an account has spiked in the last 7 days and is considered an ABM New Target Account. If it matches those criteria, then change the grading profile criteria.  

And when the Account isn’t spiking, you’ll want to put that temporary scoring bump back down. Notice: you can set the rule to identify when the prospect is no longer in the ABM New Target Account profile OR that the most recent spike has ended.

This trick allows you to use Pardot grades to keep Sales focused on accounts that are most active and highest potential in a given moment. 

7. Automations to flag prospects and keep your data clean and up to date

Moving your ABM strategy into Pardot can help you develop creative strategies and automations to keep your database clean and focused on the highest potential accounts. Based on your target account list, you can filter Pardot prospects into lists, add to campaigns, assign to queue, change prospect custom field value, apply tags, and more. 

8. Use Dynamic Content to tailor messaging for target accounts 

As you pull in Terminus field values like behavioral score and spiking accounts, you can use that data to personalize content through Pardot features like Dynamic Content. 

For example, maybe you send an email promoting a new feature, but want your top target accounts to feel a little extra love. Use Dynamic Content to serve spiking accounts a promotion or exclusive offer that the rest of the email recipients don’t see. 

9. Use data to improve marketing performance 

Take the guess work out of where to focus your efforts in Pardot by measuring engagement at the account and campaign level. By building campaign influence reports that allow you to see which marketing activities are driving pipeline and revenue, you can you use the data to: 

  • See which content is driving results
  • Allocate budget to the channels that fill your funnel
  • Work seamlessly with Pardot Programs and Email
  • Measure revenue results of every Pardot interaction not just on the records synced to Salesforce

10. Read inferred account data on Salesforce leads from within Pardot 

Terminus writes inferred account data on leads allowing sales and marketing teams to operate with total account-centricity from Sales Cloud and Pardot.  

Now, with the Pardot integration, you can sync this lead-to-account data into Pardot so even your leads can be account-centric! 

Tighten your sales and marketing alignment by running an ABM strategy through Pardot 

Many companies are adjusting their sales and marketing strategies to be more account-centric. This integration between Terminus and Pardot will make that shift easier and more effective as marketers are given the tools to support sales’ efforts to reach and engage a set of target accounts. 

What are some creative ways you’ve targeted, engaged, and measured target accounts through an ABM strategy? Let us know in the comments. 

The post What the New Terminus + Pardot Integration Means for Your ABM Strategy appeared first on The Spot For Pardot.

By |2020-08-06T17:04:07+00:00August 6th, 2020|Categories: Uncategorized|

Why Salesforce is Discontinuing Pardot-Only Users & Moving to SSO

Pardot users were greeted this morning with a new announcement banner on their home screen when logged into Pardot:

This banner linked them to a help & training article outlining the details of Pardot-Only Login Retirement. The knee jerk reaction for some was fear — does this mean license costs are going up? What do I need to update right now?

Let’s break this down and talk about what these changes really mean.

How Login Access is Changing with this Release

There are some small but important things that are changing with regard to user access in the Summer ’20 release.

The first is that Pardot API access is now available with Salesforce login credentials. The Pardot API can still be accessed with Pardot-only user credentials. Since Salesforce user authentication contains additional security, however, martech vendors with a Pardot integration would be wise to start making updates now.

Second, Salesforce User Sync will also be getting some upgrades to allow for more granualar control over who sees what.

And lastly, if you’re a Business Unit customer, you’ll also get access to a little in-app drop down (referred to as the “switcher”) that allows you to flip back and forth between BUs (vs. having to maintain separate logins.) I’m really excited about all of these changes — they’re definite wins for usability.

How Login Access is Changing in Future Releases

There are some additional changes coming in the Spring ’21 release that will impact many Pardot customers — and these are the more controversial ones.

The biggest change highlighted in Knowledge Article is that Pardot’s legacy login system will be discontinued and Pardot will need to be accessed with Salesforce login credentials.

The driving force behind this update is security. Leveraging Salesforce logins allows admins to leverage a much more robust set of security features to control user access, including org-specific password policies, setting login hours, requiring two-factor authentication, and more.

The Difference Between SSO & Pardot Only Users

Today in Pardot we can have two types of users: Salesforce SSO Users, and Pardot-only users. Pardot-only users are free of charge, and are frequently used to grant Pardot access to:

  1. Marketing team members who don’t need to interact with Salesforce data
  2. API integrations
  3. External marketing agencies who aren’t cleared to access Salesforce

In the past, having the ability to spin up free Pardot only users for these 3 use cases was a much needed functionality. But I’d argue it’s less important than it has been historically.

Let’s start with #1, marketers not using Salesforce. The number of marketing automation pros that don’t have to interact with Salesforce data is rapidly dwindling. Marketing and sales team alignment is one of the biggest reasons customers choose Pardot over the competition — and that starts with working in the same system.

Most, if not all, of the exciting features released in the last year plus have been new functionality for Pardot built in Sales Cloud. Sales Cloud access is needed for Connected Campaigns, Campaign Influence reporting, Pardot Business Units, B2B Marketing Analytics, and the new Lightning Email Builder, among other features.

As for #2, API integrations — authenticating access through a Pardot-only user has been a function of necessity up until now. It was the only option for developers. This is being addressed in the Summer ’20 release and will be a non-issue by spring.

As for #3, external marketing agencies — with the amount of data now accessible through Pardot (prospects, customers, opportunities, custom objects), do you REALLY want anything less than the most secure login authentication possible for users outside your company?

What Will Happen for Customers that Rely on Pardot-Only Logins?

Because of the reasons listed above, I think there’s a strong case to be made for migrating all Pardot users to Salesforce SSO users ASAP. Still, there may be some customers that want Pardot-only access — if only just because they’re used to it working that way.

Pardot’s not going to leave those customers high and dry, although they haven’t yet released the full details on what the transition options will be. Here’s what they said in the main Knowledge article about the change:

To support customers with Pardot-only users who do not need a full Salesforce license, Pardot will be bundling Salesforce Identity licenses with all Pardot editions. The exact number of bundled licenses is still being finalized, but it will cover the needs of nearly all Pardot customers. These licenses will be backfilled into all existing customer orgs later this year.

In short: Salesforce will give you some courtesy / “freebie” licenses that allow you to use Salesforce SSO but only access Pardot. More details on this were shared in the Pardot User Migration Knowledge Article as well.

If you have zero Sales Cloud logins (i.e. you’re a very old legacy, non-Salesforce customer), the Salesforce team will be reaching out about a transition plan.

Does This Change Mean Salesforce is Changing Its Pricing Model?

No, not really. As I mentioned, there are still some yet-to-be-released details on how the identity licenses will work… but Pardot pretty clearly states in its help documentation that charging people more money is not the driving motivator.

To quote them directly:

Will this change increase the cost of using Pardot?

No. While Sales Cloud and Service Cloud licenses do have a per-user cost, Pardot will not require that all users have one of theses licenses to continue using Pardot. As part of this change, Salesforce Identity licenses will be bundled into your Salesforce org at no additional cost and can be assigned to users who do not need a full Sales or Service Cloud license.

And stated again, for the record:

Is Pardot moving to a seat-based pricing model?

No. Pardot’s pricing will continue to be based on contact database size, which is industry standard for marketing automation. While Pardot does offer additional functionality to Salesforce users with a full Sales or Service Cloud license, Pardot is not going to start requiring one of these licenses.

What Do I Need to Do Now?

As I mentioned, the most significant parts of this change don’t hit Pardot accounts until Spring ’21. So there’s time. But here’s what I’d recommend doing to stay ahead of the game:

  • Audit your current users. How many are Pardot only? Are there any that can be archived? Enable SSO for any Pardot users that also have a Salesforce login.
  • If you’re not already using User Sync, give it another look in late July and consider enabling it.
  • Review any integrations you have. Pardot is updating the WordPress plug in. 3rd party tools will need to udpate their own integrations. If you have any custom integrations, start talking to a developer about the upgrade path.

What questions do you have about sunsetting Pardot only users? Anything I missed in this article? Let us know in the comments!

The post Why Salesforce is Discontinuing Pardot-Only Users & Moving to SSO appeared first on The Spot For Pardot.

By |2020-06-15T21:33:21+00:00June 15th, 2020|Categories: Uncategorized|

How to Test in Pardot Sandboxes, Training Orgs… and Even Production

BY MIKE FAZIO

One of our recent posts outlined the need-to-knows about Pardot Sandboxes. In this one, we’re going to go a bit deeper on how to put this to work in your organization.

But first, a very important call out — Sandboxes are a core part of building cool things in Sales Cloud, but the current Pardot equivalent is slightly different. The biggest difference is a Pardot Sandbox doesn’t provide for passing data or metadata between production and the sandbox or vice versa (at least not yet).

And really, that’s OK. A lot of the functionality in Pardot can be safely and effectively tested in production. 

I know, I know, this scares the living daylights out of most Salesforce admins who wouldn’t be caught dead doing that in Sales Cloud — but I promise it’s not as terrifying as it sounds. In this blog, I’ll cover:

  • What to test in a Padot Sandbox
  • What’s okay to test in production
  • Where more advanced testing MAY be required

Let’s dive in.

What to test in a Pardot Sandbox

The most important things to actively test in a Pardot Sandbox are the items related to the flow of data between Pardot and Salesforce — the things that could change records or cause data to be lost.

If you don’t have access to a Pardot Sandbox, you can request a Pardot Training Environment — and most of the same logic of what to test in Sandboxes applies in those as well.

1. Test the lead/contact/prospect sync between Pardot and Salesforce

The trigger for Pardot to sync prospect records to Salesforce is simple: as soon as it is assigned to a user, queue, or via active Salesforce assignment rule, a Pardot prospect will be linked with a lead or contact in Salesforce.

The process for determining what records sync from Salesforce to Pardot is more nuanced. The default syncing behavior between Salesforce and Pardot is determined by the connector user’s permissions and role. Any records that aren’t shared or “visible” to the connector user don’t sync into Pardot.

With the introduction of the V2 connector in early 2019 came another tool for Pardot Advanced Edition users: the ability to use Marketing Data Sharing. Marketing Data Sharing allows you to further refine your sync behavior by choosing one field on Leads, Contacts, Opportunities and custom objects to determine which records are synced to Pardot. (This is also what dictates syncing to multiple Business Units.)

For example, if you only want U.S. Leads synced to Pardot, you can create a custom field named Region and set the rule to be “If Region equals United States,” then sync the record. 

There can be a lot of moving pieces to make sure that the records you want to share between the systems are correctly managed. Since this process could potentially involve making data changes to leads/contacts, this is a good candidate for Sandbox testing.

To test this in a Sandbox, I would recommend pausing the connector while you’re building. Once you’ve defined the business logic for what records sync from Salesforce to Pardot, then configure the profile, permissions, roles, and Marketing Data Sharing.

Run a few reports to get a list of records that you would expect to sync to Pardot and turn the connector sync back on. Give it a day to catch up and then compare the lists to identify anything that may need tweaking and troubleshooting.

2. Test sync behavior with large volumes of records

An issue that can come up in larger orgs with complex automation on the Salesforce side is hitting Salesforce governor limits and/or record and object access issues when large volumes of data are changed all at once.

I would recommend doing a test of large scale changes to see if you may need to rework any lead or contact triggers/automations in Salesforce. To test this, export all of your prospects, make an arbitrary change to a field that is synced to Salesforce on all of the records (i.e. add a period to a text field or something that won’t corrupt all the data), and then import them back into Pardot.

Pardot breaks up its changes into batches of 50 records at a time in order to minimize the load on Process Builders, workflow rules, triggers, etc… but every environment is different, and it’s ideal to know if there are issues to anticipate before moving to production.

If you do get errors, export the error list and look for clues as to what is causing it. Pardot will capture the error message that Salesforce sends for each failed record. In some cases those errors can be fairly common, standard errors (like too many SOQL queries) that you can usually drop into Google to find more info.

Or you’ll see a specific Process Builder named as part of the problem, which indicates where to look next. Sometimes the error is a custom error coming from Apex or a custom validation rule or field validation, in which case doing some sleuthing through your validation rules, field settings or Apex classes/triggers is required.

3. Test field mapping & field-level sync behavior

As part of the implementation process, you should be reviewing your Lead, Contact, Account, and Opportunity fields to determine which to bring over to Pardot. Any fields needed for personalization, segmentation, and training should be set up in Pardot.

With Lead and Contact fields, you can configure sync behavior one of three ways:

  • Use Salesforce’s value as the master
  • Use Pardot’s value as the master
  • Use the most recently updated record

Accounts and Opportunity fields sync one way — from Salesforce to Pardot.

I would recommend focusing Sandbox testing efforts on Lead and Contact fields. You will want to compile a data dictionary outlining which Salesforce field names map to Pardot prospect fields to ensure the data that is passing back and forth is correct.

Review any synced fields that are required at the field level (vs. required on the page layout) or restricted picklists — these are frequent sources of sync errors. To test the sync behavior on these fields once they’re configured, create an import file and observe the behavior. Are the correct values overwritten? Is key data retained? Do you get any sync errors?

4. Test User Sync

When you enable Salesforce User Sync with Pardot, you will go through a process of mapping Salesforce profiles to Pardot roles. These roles (Sales, Sales Manager, Marketing, Administrator, or custom roles) dictate what your users will be able to see when logged into Salesforce or viewing Pardot data from the Lead or Contact record in Salesforce.

I would recommend configuring this in the Sandbox and verifying that this behaves as expected. Try using the “log in as” functionality in Salesforce to view Pardot information as different types of Salesforce users and confirm that the expected level of access is present.

What’s okay for Pardot Admins to test in Production

Unlike in a Salesforce instance, many of the changes you make in Pardot are pretty simple to delete without major repercussions, especially when first starting out.

Once you have live data in the Pardot production org, though, you will want to be careful of starting automations that change data or trigger communication to a large portion of your database.

These are the items that are low risk and should be built in production, along with some quick testing tips for each type of asset:

1. Email templates & drafts

QA email templates before sending by running a Litmus render to preview on devices/browsers and check that you’ll pass spam filters.

Then, when it’s good to go, get final approval by sending yourself a test email and/or by sending to a test list. Double check the subject line, pre-header text, images, content, and click every link.

2. Forms

QA these before publishing on your website by filling out in incognito mode and verifying that the completion actions fire as expected. Once embedded in a landing page, test using a few different browsers or even a cross-browser testing tool like Browserling.

3. Form handlers

Similar to forms, QA these by filling out in incognito mode and verifying that the completion actions fire as expected. Try “messing up” on required fields and verify that the expected behavior is taking place.

(Side note: In general, I would recommend making fields required on the front end form, and make nothing – except email address – required in the form handler in Pardot. This ensures that no submissions accepted by the front end form get “rejected” by Pardot and lost.)

4. Static lists

There’s not a whole lot to test here.

5. Dynamic lists

Set your filter criteria, then test your logic by clicking the “Preview” button:

image.png

This will then generate a preview that looks something like this:

image.png

6. Custom Redirects

To test, create your link and access it from an incognito browser. Verify that Pardot registers a link clink and you’re in business. You can also test it as a cookied visitor to make sure your completion actions fire as needed.

7. Folders, Tags, Naming Conventions, Campaigns, Files, Social Posts

Build right in Prod — these don’t really require testing.

8. Page Actions

After you add tracking code to your website, set up Page Actions where appropriate and then visit those pages as a cookied prospect to make completion actions are firing as expected.

9. Dynamic Content

Testing dynamic content depends on where the content is located. If it’s in an email, go through your normal email testing procedures. If it’s on a landing page, add it to the page before it’s live and visit the page as a cookied prospect. Then change that user’s profile to match a different variation of your dynamic content.

If you’re using dynamic content on your website, I recommend working with your web developer to get a staging site where you can test how the dynamic content will work within the website (check mobile, a few desktop sizes and various browsers).

10. Email Preference Centers & Unsubscribe Page

Similar to testing the other links in your email, you can (and should) test your EPCs and Unsubscribe Pages. Just make sure to re-subscribe your user after you click the “unsubscribe” button.

11. Scoring

The scoring model in Pardot works retroactively when changes are made, so if you want to try out a certain model today and then revisit and make changes in a month, you can do that and the values will update automatically.

The one caveat here is that the changes you make directly to a prospect’s score (with completion actions or automation rules) are not retroactive, so if you clear a score, the only score you can get back is from the scoring rules.

12. Grading

In Pardot, grading is controlled by a series of automation rules and can be updated and changed as your business needs change. I would consider testing the automation rules that control grading just like other automation rules (see the next section).

As you can see, a lot of what you build in Pardot is self-contained and can be staged, tested and ‘deployed’ all from within your production Pardot instance. However, like I mentioned at the beginning of this section, there are a few things that require a bit more intentional testing to avoid issues in production.

Things to Consider More Advanced Testing For

In a perfect world, there would be a “push to production” button where we can build large Engagement Studio Programs and complex Automation Rules in a Pardot Sandbox and then move them to our live org.

But we don’t have that yet — although according to Pardot, it’s coming. There are some assets in Pardot that you may be tempted to build first in a Sandbox, but where doing so would require the team to spend hours manually rebuilding.

The following items would require a lot of time and effort to build in a Sandbox and manually rebuild. Admins need to weigh the risk/reward of building these types of things in Production directly, or first in a Sandbox (or a mix depending on the complexity). Keep in mind that rebuilding a second time in a new system opens the door to additional mistakes and human error.

1. Automation rules

Automation rules are powerful — and with great power, comes great responsibility.

The hardest part about automation rules is getting the logic correct. So, one idea is to build your logic for the ‘criteria’ first as dynamic lists in Production first. Then you can let these dynamic lists run for days and inspect the membership frequently. If the criteria is pulling in the prospects that you would expect it to pull in, it’s pretty safe to then use that same logic in the criteria for your automation rule and build live in Production.

As a final test, preview the automation rule before turning it on (and take one more look at the actions section to make sure it’s what you want to happen). Yes, this sounds like a royal pain in the keyboard, but automation rules can make massive changes to your data permanently so we want to really look hard at the logic of the criteria.

3. Engagement Studio

Engagement Studio Programs have the widest range of functionality and can edit data, send emails, create tasks and campaign members in Salesforce, assign prospects, and send notifications. So, we need to be intentional with how we build and test our programs.

A few ideas: First, keep it simple. Branching logic is good but can quickly get out of hand, if you need to, split up the logic into multiple, more focused programs.

Second, double check your dates and your logic gates.

Third, create test prospects and add them to the program first. Make sure they meet all of your rules so you can watch how they flow through the system. Depending on your program, you might have to shorten your wait times so you can test in a reasonable amount of time, but keep the program as true to the final as possible. 

4. Lead assignment rules/processes

If you’re handling lead assignment in Pardot, you will most likely be building it using completion actions, automation rules, and/or Engagement Studio programs. As such, I would test these using the other suggestions we have for those features. The one difference is that it might be worth creating a few test prospects and running them down various paths to watch how they are assigned.

5. 3rd party integrations

There is a wide range of features and functions that outside integrations have and, as such, need to be handled on a case-by-case basis based on the integration.

Some integrations are simple and won’t directly affect Salesforce data, like the Google Analytics and Adwords connectors. But others, like webinar connectors, can make changes to Prospect data — so you’ll want to be sure to test those integrations using test Prospects to watch the data flow to see how and when data is changed. The Sandbox uses a different URL (pi.demo.pardot.com) which might not be supported by the 3rd party integration, so testing compatibility with the Sandbox may vary.

Testing & Change Management in Pardot

What questions do you have about best practices for testing Pardot assets and automation? What barriers have you run into? Any questions about Pardot Sandboxes?

Let’s hear it in the comments!

By |2020-05-21T16:58:19+00:00May 21st, 2020|Categories: Uncategorized|

The Pardot Sandbox: 9 Need-to-Knows About this Critical Feature

Have you heard the news? At long last, Pardot Sandboxes have arrived — sparking joy in the hearts of many admins. Here are 9 need-to-knows to keep in mind when exploring them for your business:

1. Who’s eligible for a Pardot Sandbox?

Pardot Advanced customers with a full Salesforce sandbox are able to access this feature.

Rumor has it that this will be available for an additional fee in the future for Pardot Plus and Growth customers down the road, but it isn’t yet.

2. When will Pardot Sandboxes be available?

Pardot Sandbox functionality is currently in open beta and will become generally available in the Summer ’20 release.

If you meet the eligibilty criteria, you can spin up a Pardot Sandbox by following the steps in Help & Training.

3. Who has been asking for this feature?

There has been a lot of demand for Pardot Sandboxes from a lot of different angles. (See also: a highly debated request submitted to the IdeaExchange.)

The group that I anticipate being the MOST excited about this feature is Salesfore admins. Because Sandboxes are a cornerstone of change management in Salesforce, admins are often shocked that Pardot doesn’t have an equivalent. A Pardot Sandbox gives them a resource for testing without threatening their production Salesforce environment.

Pardot admins have also been looking forward to Sandboxes as a way to test new things and training newer team members. In addition to this, it’s a great way tool give access to agencies or third parties that you want to evaluate further before handing over the keys to your live org.

4. Okay, but what exactly is a Pardot Sandbox?

Let’s start with a definition of what a Salesforce Sandbox is, just to level set:

A Sandbox is a replica of your current Salesforce environment, including all of the metadata like custom fields, page layouts, Process Builders, etc. that allows you build and test new changes and then push them back to production.

There are several kinds of Salesforce Sandboxes, but the Pardot Sandbox only works with full copy sandboxes in Salesforce.

A Pardot Sandbox is a Pardot Business Unit that can be provisioned from a Salesforce Full Sandbox. Meaning you can build new processes and automations and test how they would impact your production Salesforce in a replica of your org.

4. Why do Pardot Sandboxes matter?

A Pardot Sandbox allows Pardot admins to install, provision and configure a Pardot org inside of a Full Sandbox and let the Salesforce team run regression testing until they’re convinced that the Pardot code won’t interfere with their complex automations. 

This is critically important, especially in enterprise orgs with a lot of customization, automation, and Apex doing a delicate dance of record updates. 

5. What is NOT available in a Pardot Sandbox?

Let’s start with the biggie: Pardot Sandboxes can’t push changes into your production Pardot. Any changes you make in your Pardot Sanbox need to be manually recreated in production.

Salesforce Engage is also not yet supported in Sandboxes.

6. What is on the roadmap for Sandboxes?

The ability to use change sets to push things that you build in a Pardot Sandbox to your “real” Pardot is said to be on the horizon, but I have yet to hear a timeline on that.

7. What should I actually test in a Pardot Sandbox?

Because a Pardot Sandbox is a fully functional (minus email) version of Pardot, you might be tempted to go all out and try all the things! in the Sandbox. And you’re welcome to. But I would focus on a couple areas first:

  • Testing the flow of contact/lead/prospect data between Pardot and Salesforce
  • Testing sync behavior
  • Running automation rules

Many other things — like forms, landing pages, email templates — I would actually recommend testing live in your Production instance of Pardot. More to come on best practices for this in a future blog.

8. What else do I need to know?

You can create one Pardot Sandbox per Advanced Edition and Salesforce Full Sandbox combo.

If the Salesforce Sandbox is refreshed or deleted, the Pardot sandbox will deprovision and a new Pardot sandbox can be created.

The B2BMA managed package also needs to be manually installed in the Salesforce Sandbox.

9. What should I use if I can’t get a Pardot Sandbox?

Good question. If you don’t qualify for the Pardot Sandbox beta, tou have one other option: a Pardot Training Org.

These are provisioned after filling out a request form and are completely independent of your production Pardot org. You can use this training org to connect to a Salesforce Production or Sandbox org.

I recommend choosing the highest level sandbox you can so you can get closer to testing the two items mentioned above, but there are no restrictions on what type of sandbox you connect these training orgs to. Check out the Pardot Training Environment FAQ to learn more (which includes the link to the request form).

(Salesforce Partners also have the ability to request a completely separate Pardot/Salesforce dev org, but this is completely outside of your production Salesforce and Pardot orgs and can’t be connected to it. So it’s mostly for training, testing crazy ideas, etc…)

What questions do you have about Pardot Sandboxes?

Is there any other functionality you’re dying to see in Pardot Sandboxes? Any burning questions that remain? Let’s hear it in the comments!

By |2020-05-20T23:15:03+00:00May 20th, 2020|Categories: Uncategorized|

4 Ways to Encourage & Automate Adding Contact Roles in Salesforce (New Post on The Drip!)

Campaign Influence reporting is a gamechanger, and arguably one of the most underutilized parts of Salesforce.

When leveraged effectively, it helps marketing prove the ROI of their efforts and show exactly which campaigns are influencing pipeline.

But often when marketers and Admins go through the process of enabling this, they find that they don’t have the data they need to fuel these reports. And usually the culprint is missing Contact Roles.

In a recent post for the Drip, I shared:

  • Why Campaign Influence reporting is a godsend
  • Common places where Campaign Influence reporting breaks down
  • Why Contact Roles are needed in this kind of reporting
  • 4 ways to populate Contact Roles (including one automated one!)

Read the full post on The Drip!

By |2020-04-16T15:47:01+00:00April 16th, 2020|Categories: Uncategorized|

Impacted by COVID-19? Apply for the Pardot Bootcamp Scholarship

A few weeks ago, my team posted an offer for a Pardot Admin Bootcamp Scholarship.

The idea was that we’d offer 1-3 spots in our paid training course for marketers who have lost their jobs or are struggling to find work as a result of COVID-19 and are looking to expand their skillset.

We were floored by the response, and it’s clear to us that 1-3 spots isn’t enough.

So we’re changing things up to try to do our part in supporting the Salesforce and Pardot ecosystem during this crazy time.

To assist more people that have had their employment impacted by the COVID-19 pandemic, we are expanding the program and creating a whole new session of the course exclusively for scholarship recipients.

About the Pardot Admin Bootcamp Scholarship Program

Our Pardot Admin Bootcamp is an interactive course designed to help students learn the ins-and-outs of Pardot and get their hands dirty with real-life examples and applications. Throughout the course, students can test their knowledge with practical exam questions (excellent prep for the Pardot Specialist cert) and collaborate and network with other marketers.

Sessions will begin on April 29th and will meet weekly from 12-2 PM ET for 6 weeks. Live, 2-hour lectures will be held every Wednesday with open office hours to support any questions or 1:1 needs.

The scholarship session has been slightly adapted from the regular curriculum so that the exercises will work in a shared training environment.

How to Apply for the Bootcamp Scholarship

To be considered for a Pardot Admin Bootcamp scholarship, your employment status must have been impacted by the COVID-19 pandemic.

To apply, please complete our online application by April 24th. Selected participants are asked to commit to attending all sessions of the couse and will be notified by April 27th of their acceptance in the course.

By |2020-04-15T14:59:04+00:00April 15th, 2020|Categories: Uncategorized|