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.

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|

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|