About Erin Duncan

CRM and Marketing Automation Strategist. Erin Duncan is 3x Salesforce certified and has 9+ years of experience as a Salesforce and Pardot Admin. Erin is the leader of the Atlanta B2B Marketers User Group, a Salesforce Marketing Champion, and a former Dreamforce, SE Dreamin, and NE Dreamin speaker.

How To Automate Salesforce Campaign Naming Conventions

Campaign naming conventions are a must have. They keep your campaigns organized, improve reporting, and provide key information about the campaign at a glance. However, campaign naming conventions can only be helpful if they are used — and used consistently. 

Enforcing naming conventions is tricky because it typically relies on the users to remember the order, abbreviations, variations by type etc. Without good governance, your campaigns will end up having disparities.

Here’s an example of possible disparities: 

Instead of continuing to rely on your users remembering your naming conventions, we can automate this process with APEX.

But First

Before you start automating your campaign names, ensure the data that goes into your naming conventions is on the campaign object. For instance, my naming convention is YYYY_MM_Campaign Type_Description/Name, so I’ll need to make sure the following fields are required:

  1. Start Date 

Year and Month will be pulled from this field

  1. Campaign Type 

Create a picklist field on the campaign object for your different campaign types such as webinar, email, trade show, etc.

  1. Short Name 

Create a text field on the campaign object for the user specified description/name. The user will only enter data into the “Short Name” field, the default field “Campaign Name” will be completed by our APEX trigger.

You’ll need to do a quick calculation to see how long your new Campaign “Short Name” field can be. The default “Campaign Name” field can only be 80 characters, so you’ll need to calculate:

calculating character count for naming convention

X=58

The Campaign “Short Name” field can be up to 58 characters.

To ensure this is clear to your users, add Help Text to both the “Short Name” and “Campaign Name” fields.

new campaign

Automating the Salesforce Campaign Name

Next, we’ve created a little Salesforce DX project that you can take a look at to see an example of how this can be done: https://github.com/sercante-llc/campaign-name-enforcer

The project includes the Custom Field, Trigger code and the APEX Test code as well.

The CampaignNameTrigger is how we can enforce the Name of the Campaign. In this code, we see that we are using the date format “YYYY_MM_” to get us started, which will write out the 4 digit year and 2 digit month. Other formats are available.

trigger CampaignNameTrigger on Campaign (before insert, before update) {
    if(Trigger.isBefore && Trigger.isInsert) {
        //we will set the Name of the Campaign based on other fields,
        //overwriting whatever was placed there before
        for(Campaign campaign : Trigger.new) {
            campaign.Name = 
                Datetime.newInstanceGmt(campaign.StartDate, 
                    Time.newInstance(0,0,0,0)).formatGmt('YYYY_MM_')
                + campaign.Type + '_' + campaign.Short_Name__c;
            if(campaign.Name.length() > 80) //make sure length is good
                //if it isn't, trim it down to size
                campaign.Name = campaign.Name.substring(0, 80); 
        }
    }
    else if(Trigger.isBefore && Trigger.isUpdate) {
        for(Campaign campaign : Trigger.new) {
            Campaign oldCampaign = Trigger.oldMap.get(campaign.Id);
            //first lets see if anyone else tried changing the name
            if(campaign.Name != oldCampaign.Name) {
                //we want to prevent that
                campaign.addError('You can\'t change the Name directly.');
                continue;
            }
            //ok, we are safe to set the correct value now
            campaign.Name = 
            Datetime.newInstanceGmt(campaign.StartDate, 
                Time.newInstance(0,0,0,0)).formatGmt('YYYY_MM_')
            + campaign.Type + '_' + campaign.Short_Name__c;
            if(campaign.Name.length() > 80) //make sure length is good
                //if it isn't, trim it down to size
                campaign.Name = campaign.Name.substring(0, 80); 
        }
    }
}

This trigger will also trim the final campaign name down to 80 characters, if needed. 

Once implemented, the above APEX Trigger will fire whenever a Campaign is created and/or edited. 

final view

This is a subtle reminder that this year’s ParDreamin virtual conference starts on October 27th! Register here.

Want to automate your campaigns even further? Check out how you can auto-generate and enforce campaign member statuses by campaign type.

Thanks to Adam Erstelle for contributing to this post.

The post How To Automate Salesforce Campaign Naming Conventions appeared first on The Spot For Pardot.

By |2021-09-21T15:09:57+00:00September 21st, 2021|Categories: Campaigns, Data Management, Salesforce|

Are you Ready for the Pardot Prospect Mailability Upgrade?

Pardot announced some big prospect mailability changes in their Summer ‘21 release, and those changes are becoming permanent for everyone with the Winter ‘22 release

So, let’s break down exactly what’s changing, what your Pardot users need to know, and how to protect your prospects’ email preferences after this change. 

What’s changing?

Currently Pardot has two fields that control a prospect’s mailability:

Opted Out: Indicates the prospect has unsubscribed from marketing emails. Prospects who have opted out can still receive operational emails (a.k.a transactional emails) and autoresponders.

Do Not Email: Indicates the prospect cannot receive any email communications at all.

Things are about to get a lot more granular with the new prospect mailability changes. Pardot is adding a “Mailbility Insights” section to the prospect page with six fields:

mailability fields
  1. Status: Outlines which kinds of emails prospects can receive and their overall mailable status.
  2. Email Uniqueness: Records if the prospect’s email address has any duplicates in Pardot.
  3. Opted Out: Indicates the prospect has unsubscribed from marketing emails. These prospects can still receive operational emails and autoresponders. 
  4. Do Not Email: Indicates an internal user has suppressed this prospect from marketing emails. These prospects can still receive operational emails and autoresponders.
  5. Soft Bounce Detected: Indicates the prospect’s email address has returned soft bounce(s) from an email send. A soft bounce occurs when an email is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full or the mail server is temporarily unavailable. Prospects with a soft bounce may be able to receive emails at a later time.
  6. Hard Bounce Detected: Indicates the prospect’s email address has returned hard bounces from an email send. A hard bounce occurs when the prospect’s email address is invalid, the domain name does not exist, or the sender is suspected as spam and/or has been blocked. Prospects with a hard bounce are no longer mailable. 
undeliverable prospects

Previously when a prospect was marked as Opted Out, the Do Not Email field would also change to “TRUE.” This is no longer the case with the new update. 

This change also enables a new filter to view Undeliverable Prospects (a.k.a prospects who  have received a hard bounce or 5 soft bounces).

More changes to note

  • All Pardot users will have access to update prospect Opted Out and Do Not Email fields. The Pardot user role permission “Toggle Opt-In Status” will no longer restrict access to the Opted Out field. However, this may change with future releases (Pretty please Pardot product managers 🤞🤞🤞).
  • Overwrite Prospect Opt Out Field is enabled by default.
  • A prospect’s number of soft bounces can be reset (remember 5 soft bounces equal a hard bounce).
    soft bounce detected
  • Pardot will mark a prospect with a hard bounce as “Undeliverable.” But, it will no longer automatically change their Do Not Email field to TRUE.
  • The only way to resolve a prospect’s hard bounce status is to change their email address to an address that does not have a hard bounce.

New prospect mailability capabilities

The prospect mailability upgrade also includes new ways to edit, update, and use the prospect mailability fields. You can edit or manually query these fields on the prospect page through an import or via automation rules, dynamic lists, completion actions, and Engagement Studio programs.

prospect mailability automation rules
prospect email status

Ensure these new features are used correctly

With great power comes great responsibility. So, work with your users to ensure everyone understands the new mailability updates and when or when not to change a prospect’s status. 

I recommend that you:

  • Review your Pardot user roles to determine which user roles have access to change the Opted Out and Do Not Email fields. You’ll want to look for the access to create/edit:
    1. Automation Rules
    2. Page Actions
    3. Custom Redirects
    4. Files
    5. Emails
    6. Forms 
    7. Form Handlers
    8. Engagement Studio Programs
    9. Prospects

      You can learn about the permissions for the four default user roles here.

  • Train your users on bounce codes and outline which codes can be resolved and which cannot. Make sure you avoid re-contacting email addresses that will never be successful. Contacting those addresses can have a severe impact on your send reputation!
  • Read Lindsey Mark’s post about how to align your data after the upgrade

How should you use these new fields?

Here are a few tips that should help you navigate through the new features.

  • Mark incoming prospects as “Do Not Email” until they have explicitly subscribed to your marketing materials. This will allow you to track, score, and grade the prospect while still respecting their email preferences. 
  • Regularly review your soft and hard bounce error codes by creating dynamic lists of prospects with errors.
  • Edit (or create) your double opt-in process to ensure prospects who subscribed but have not yet confirmed their email address are marked only as Do Not Email. 

How do you plan on using Pardot’s new Mailability upgrade? Let us know in the comments!

The post Are you Ready for the Pardot Prospect Mailability Upgrade? appeared first on The Spot For Pardot.

By |2021-09-02T19:09:16+00:00September 2nd, 2021|Categories: Compliance, Email Marketing, New Pardot Features, Pardot Release Notes, Release Notes|

Creating a Pardot Spam Identification Process with Prospect Updater

Spam and junk data is the bane of my Pardot Admin existence. Nothing irks me more than seeing sales was notified of a form fill from [email protected], or that [email protected] was added to an engagement program. However, spam is an inevitable part of any marketing automation platform and there is only so much we can do to prevent it from entering, or remaining within, the system.

Kick Out the Spams

Song references aside, there are a number of things we can do to give junk data the boot from Pardot. I typically recommend creating dynamic lists that look for spam keywords in the most common Pardot Prospect fields (more info here). Then, use these lists to review and delete junk data on a regular basis. This process works great for small and mid-sized Pardot instances. But dynamic lists alone leave something to be desired for Pardot instances that intake thousands of new prospects a day.

When using Pardot native functionalities to identify junk, I found myself wanting to know why a prospect matched my junk lists:

  • Which field on the prospect’s record was raising the spam flag? 
  • Is this legit junk or do my junk lists need to be tweaked? 

Unable to solve this issue with native Pardot functionality alone, I turned to our Prospect Updater tool to see if I could turn this into a spam identification tool. With some tweaking and a lot of input from the Sercante Labs team, I was able to create a process that not only tells me why a prospect matched my spam criteria, but also allows me to easily manage spam clean up through the use of tags and automations rules. 

Prospect Updater to the Rescue

With Prospect Updater, we moved the criteria from our junk catcher dynamic lists over to  Google Sheets and created two new Pardot fields for the updater to use; “Spam Status” and “Spam Rules Matched.” Prospect Updater then compares all prospects in Pardot to the rules in the Google Sheet and updates their “Spam Status” field with one of the following values:

  • Suspected Spam: Prospect Updater has determined this prospect matches one of the spam rules.
  • Confirmed Spam: The Prospect has been reviewed and deemed to be spam
  • Not Spam: The Prospect matches one or more of the spam rules but has been reviewed and is deemed not to be spam. The Prospect will be excluded from future Prospect Updater spam reviews. 
  • Reset: The Prospect’s junk data has been corrected. Prospect Updater will include this Prospect in future spam reviews. 

The “Spam Rule Matched” field is also stamped with which spam criteria the Prospect matched. 

Once the Prospect Updater Spam Identification process was up and running, I created new dynamic lists that collected Prospects marked as “Suspected Spam” and grouped them by the field that was spammy. This allows me to easily review and clean up these prospects on a regular basis. 

Spam Identification Process with Prospect Updater

Automate All the Things

To make the spam review process even easier, I put automation rules in place that would allow me to update prospects by tagging them or changing their “Spam Status” value. That way, I could use whichever update method was easiest at the moment. 

For instance: 

  • If a Prospect is indeed spam
Spam Identification Process with Prospect Updater
  • If a Prospect will always match spam but is not actually spam (i.e. Pamela Smith with email SPam[email protected])
Spam Identification Process with Prospect Updater - not spam
  • If a Prospect has been edited to no longer match spam rules
Spam Identification Process with Prospect Updater  - reset spam

Having the “Spam Status” fields also allows me to create a suppression or “holding” dynamic list where new prospects will not be emailed until their “Spam Status” field is updated.

Spam Identification Process with Prospect Updater - dynamic list rules

This process now runs like a well-oiled machine. It allows us to easily identify and kick out junk data and prevent said data from causing any damage in the short time it exists in Pardot. 

Implementing the Prospect Updater Spam Identification Process

Set up and implementation of Prospect Updater is pretty painless. The first thing we need to do is set up a connected app: 

  • Complete the form on this page to get the package from us
  • Install our Salesforce Package
  • Set up a user and pre-authorize them to use the Connected App

The team will give you all the details and support you need to get this set up properly.

While the cogs are starting to move on that process, you can schedule a meeting with the Sercante Labs team to talk through your spam use case and any other challenges you might have for Prospect Updater. It can do a lot, and your wish is its command. The Sercante Labs team will then go back and do what developers do, and push buttons and stuff. 

Once your Prospect Updater configuration is complete, the only thing left is a final training session to make sure you and your team are equipped to create, modify and maintain your new Super Spam Spotting System plus any other cool things you want to do with it (data clean up and normalization, maybe?). 

Interested? Give the Labs team a shout through the form on the bottom of the Prospect Updater for Pardot page.

Thanks to Mike Fazio & Adam Erstelle for contributing to this solution.

The post Creating a Pardot Spam Identification Process with Prospect Updater appeared first on The Spot For Pardot.

By |2021-08-30T18:41:57+00:00August 30th, 2021|Categories: Data Management, Email Marketing, prospect updater, Sercante Labs|

How to Audit Dynamic Content and Variable Tag Usage with the Pardot API

By Erin Duncan & Mike Cruezer

Incorporating dynamic content and variable tags is an excellent way to personalize your emails, forms, and landing pages. But viewing where dynamic content and variable tags are in use is a proverbial black hole. 

Not knowing where these items are used makes updating or deleting dynamic content and fields risky. You don’t want to leave a big blank space in an email template or send a prospect an email that says “We would like to offer you              for a limited time.”

Completing an audit can reveal all the places Pardot Variable Tags and Dynamic Content are in use. So, where do you start?

How we completed the Pardot Dynamic Content and Variable Tag audit

To solve this issue, I teamed up with the Pardot API Wizard Mike Creuzer to see what information we can pull via the API. With the API, Creuzer pulled the asset IDs and the full HTML (and TEXT for email templates) from the assets. We then took the raw data and looked for anything containing “%%” (or “{{“ if you are using HML). The end result being a giant Excel sheet like this:

Pardot Dynamic Content and Variable Tag audit

Using skills from the Excel for Pardot Admins mini-series, we then split this list out into one master list of all Pardot Dynamic Content and Variable Tags present in any assets. This allowed us to not only view which dynamic content assets are more frequently used, but also ensure we would not break any personalization in our assets while altering or deleting fields and content.

Getting Technical with Ad Hoc Reporting in Pardot

To get the data in the format above, we used the typical computer science ETL (Extract, Transform, Load) pattern at a smaller scale.

Extract

In this scenario, we had to go beyond what a typical Pardot export would get us, so we turned to the Pardot API. Using the API we pulled the full HTML and TEXT from all unarchived email templates in the Pardot instance. 

If you are new to using the Pardot API, you can shorten your ramp-up time with the Postman Collection for the Pardot API from Sercante Labs.

Transform

We used a regular expression to pull only the HML, PML, and dynamic content merge fields. This allows us to quickly skim the HTML and TEXT of our email templates and identify where dynamic content and/or variable tags are in use. We effectively tossed away all the other ‘stuff’ in the emails to focus on just the needed bits.


Load

“Load” means getting the data to its final destination. In our case, the destination is a shareable and usable spreadsheet. 

We included useful fields within our spreadsheet for people who are doing the dynamic content and variable tag review (i.e. template name, Pardot business unit, etc.). And there are seemingly useless bits like the template ID, which anyone can easily use to create a direct link to the template for editing. 

We also built in additional features, such as flagging when a TEXT version of an email is blank or where an @ symbol was used before %%current_year)yyyy% instead of ©. Finally, we pulled this process together in a programmed script to allow us to easily re-pull the data after dynamic content and fields were deleted, thus ensuring no tags were missed.

Audit your Pardot Dynamic Content and Variable Tags, and tell us how you did

With toolsets like this at your disposal, you can quickly and accurately get more work done. It’s easy to expand this process into other use cases after you’ve completed the process once or twice. For example, you can look for variable tags within dynamic content. 

What Pardot data would you like to audit with a process like this? Tell us in the comments!And remember to reach out to the Sercante team when the challenge calls for Pardot experts.

The post How to Audit Dynamic Content and Variable Tag Usage with the Pardot API appeared first on The Spot For Pardot.

By |2021-08-24T19:39:41+00:00August 24th, 2021|Categories: Content Marketing, Design, Email Marketing, Experiments, Integration|

Planning for your Pardot Business Unit Implementation

Implementing Pardot Business Units (PBUs) is like putting together a very intricate puzzle where you have to analyze each piece before putting it into place. There are a lot of moving pieces in a PBU implementation, so understanding how PBUs work and planning each step of the implementation is vital to success. This post will give you an overview of how PBUs work and point you in the right direction for your PBU planning. It is highly recommended that anyone considering implementing PBUs work with a Partner with experience in this area.

What are Pardot Business Units?

Pardot Business Units are multiple Pardot instances that connect to the same Salesforce instance. Essentially it is a way to partition your Pardot databases say for different Regions, Products, Brands, Industry Verticals, etc. Pardot Advanced comes with 2 PBUs and Pardot Premium comes with 5, however users can purchase access to additional PBUs as an add-on. 

How do they work?

Each PBU has its own Prospects, Marketing Assets, Segmentations, Automations, Settings and Configuration. Each PBU also has its own Salesforce Connector, but the integration user can be the same across your Business Units. 

Syncing

Typically, Leads, Contacts, Opportunities, and Custom Objects can only sync to one PBU at a time. You can control which PBU these objects sync to by either configuring SFDC Sharing Settings for your connector user, or by implementing Marketing Data Sharing. If a Pardot Prospects moves from one PBU to another, the Prospect’s activity history does not come with them. In fact, the only Prospect data that will move from one PBU to another is fields that are synced to SFDC.

With the typical setup, If you need a Lead or Contact to be in multiple PBUs at the same time, you will need to have duplicate records in SFDC. However, in Spring ‘21 Salesforce added a path to allow Lead and Contacts to sync to multiple business units without the need for duplicates in SFDC. This option prevents Pardot from syncing typical managed package fields (last activity, score, grade, etc.) and requires you to create a custom object that would pull these managed package fields back in. This is a sophisticated configuration with it’s own set of considerations, so I would not attempt this without someone who has a thorough understanding of the Pardot API. 

Finally, Campaign PBU syncing is controlled by Campaign Record Types. Each Record Type can only sync to one PBU.

Users

Before implementing PBUs, I highly recommend implementing Salesforce User Sync. User Sync aligns your SFDC Profiles and Pardot Roles so it’s easier to manage who gets access to Pardot, which BU do they get access to, and which Pardot Role are they assigned.

The users for each PBU needs to be defined in the Pardot Account Setup (Setup > Pardot Account Setup > Manage Users). Here you can assign users to your PBU by User, Role, Role and Subordinates, or Public Groups.

Any users who have access to multiple PBUs will be able to switch between them by using the Business Unit Switcher. 

The Business Unit Switcher is only available in Pardot Lightning. 

No matter how you prefer to manage Pardot users, make sure this is something you think through and discuss with you SFDC Admins before PBU implementation because this can get tricky!

Considerations

  • If you are consolidating SFDC orgs, do this BEFORE moving to BUs
    • Once created, a PBU cannot be deleted, it cannot be pointed at another SFDC instance, and its name cannot be changed in SFDC
  • Tracker domains cannot be shared. The Root domain can be the same, but the sub-domain must be different. 
    • For example, PBU #1 could use the tracker domain www1.sercante.com while PBU #2 can use www2.sercante.com
  • Dedicated IP addresses cannot be shared, and if you are using a shared IP address, Pardot cannot guarantee your PBUs will be on the same shared IP. 
  • PBUs can share the same sending domain, but Pardot Support will need to enable this for you
  • Pardot Assets cannot be shared between PBUs but Platform assets can be 
    • I.e. Emails built in the old email builder cannot be shared, but emails built in the new Lightning email experience can
    • Sharing Platform Assets between PBUs adds complexity as to who can see/share the assets and should be included in the PBU implementation strategy

Implementation Recommendations

Here are some of the things I’ve learned to ensure Pardot Business Units implementations go smoothly. These of course are completely optional, but may help you avoid some roadblocks while you’re setting up your new PBUs. 

Standardize your Pardot orgs first

Standardizing your Pardot orgs before you implement PBUs is not only going to make it easier for new users to switch back and forth between BUs, but it will also make things easier to manage for your Admins. Areas I recommend standardizing are: 

  • Custom User Roles
  • Fields, field values, and fields syncing to SFDC
    • Mapping this out will also help users understand which data travels with Prospects from one PBU to the next
  • Connector version and settings
  • Naming Conventions and folder structure
    • Consider adding your PBU name in the conventions so it is always clear which PBU the asset belongs to
  • Connected Campaigns

I’d also recommend doing a general feature adoption audit to ensure the Pardot teams for each PBU are using all the available Pardot features.

Enable Pardot Lightning for all Pardot users

The Pardot Business Unit Switcher is only available in Pardot Lightning, so I like to ensure all Pardot users have access to Pardot Lightning before PBUs are implemented.

Clear/Review your Sync Errors

Once PBUs are set up, Prospects will be able to move to their correct PBU. However, if the Prospect has a sync error, SFDC cannot re-sort them. So, try to resolve as many sync errors as possible before PBUs go live to avoid any issues. 

What are your plans for implementing Pardot Business Units? Or, if you have already gone through this process, what other tips or learnings would you share? We’d love to hear it in the comments!

The post Planning for your Pardot Business Unit Implementation appeared first on The Spot For Pardot.

By |2021-04-01T18:42:36+00:00April 1st, 2021|Categories: Pardot Business Units|

Planning for your Pardot Business Unit Implementation

Implementing Pardot Business Units (PBUs) is like putting together a very intricate puzzle where you have to analyze each piece before putting it into place. There are a lot of moving pieces in a PBU implementation, so understanding how PBUs work and planning each step of the implementation is vital to success. This post will give you an overview of how PBUs work and point you in the right direction for your PBU planning. It is highly recommended that anyone considering implementing PBUs work with a Partner with experience in this area.

What are Pardot Business Units?

Pardot Business Units are multiple Pardot instances that connect to the same Salesforce instance. Essentially it is a way to partition your Pardot databases say for different Regions, Products, Brands, Industry Verticals, etc. Pardot Advanced comes with 2 PBUs and Pardot Premium comes with 5, however users can purchase access to additional PBUs as an add-on. 

How do they work?

Each PBU has its own Prospects, Marketing Assets, Segmentations, Automations, Settings and Configuration. Each PBU also has its own Salesforce Connector, but the integration user can be the same across your Business Units. 

Syncing

Typically, Leads, Contacts, Opportunities, and Custom Objects can only sync to one PBU at a time. You can control which PBU these objects sync to by either configuring SFDC Sharing Settings for your connector user, or by implementing Marketing Data Sharing. If a Pardot Prospects moves from one PBU to another, the Prospect’s activity history does not come with them. In fact, the only Prospect data that will move from one PBU to another is fields that are synced to SFDC.

With the typical setup, If you need a Lead or Contact to be in multiple PBUs at the same time, you will need to have duplicate records in SFDC. However, in Spring ‘21 Salesforce added a path to allow Lead and Contacts to sync to multiple business units without the need for duplicates in SFDC. This option prevents Pardot from syncing typical managed package fields (last activity, score, grade, etc.) and requires you to create a custom object that would pull these managed package fields back in. This is a sophisticated configuration with it’s own set of considerations, so I would not attempt this without someone who has a thorough understanding of the Pardot API. 

Finally, Campaign PBU syncing is controlled by Campaign Record Types. Each Record Type can only sync to one PBU.

Users

Before implementing PBUs, I highly recommend implementing Salesforce User Sync. User Sync aligns your SFDC Profiles and Pardot Roles so it’s easier to manage who gets access to Pardot, which BU do they get access to, and which Pardot Role are they assigned.

The users for each PBU needs to be defined in the Pardot Account Setup (Setup > Pardot Account Setup > Manage Users). Here you can assign users to your PBU by User, Role, Role and Subordinates, or Public Groups.

Any users who have access to multiple PBUs will be able to switch between them by using the Business Unit Switcher. 

The Business Unit Switcher is only available in Pardot Lightning. 

No matter how you prefer to manage Pardot users, make sure this is something you think through and discuss with you SFDC Admins before PBU implementation because this can get tricky!

Considerations

  • If you are consolidating SFDC orgs, do this BEFORE moving to BUs
    • Once created, a PBU cannot be deleted, it cannot be pointed at another SFDC instance, and its name cannot be changed in SFDC
  • Tracker domains cannot be shared. The Root domain can be the same, but the sub-domain must be different. 
    • For example, PBU #1 could use the tracker domain www1.sercante.com while PBU #2 can use www2.sercante.com
  • Dedicated IP addresses cannot be shared, and if you are using a shared IP address, Pardot cannot guarantee your PBUs will be on the same shared IP. 
  • PBUs can share the same sending domain, but Pardot Support will need to enable this for you
  • Pardot Assets cannot be shared between PBUs but Platform assets can be 
    • I.e. Emails built in the old email builder cannot be shared, but emails built in the new Lightning email experience can
    • Sharing Platform Assets between PBUs adds complexity as to who can see/share the assets and should be included in the PBU implementation strategy

Implementation Recommendations

Here are some of the things I’ve learned to ensure Pardot Business Units implementations go smoothly. These of course are completely optional, but may help you avoid some roadblocks while you’re setting up your new PBUs. 

Standardize your Pardot orgs first

Standardizing your Pardot orgs before you implement PBUs is not only going to make it easier for new users to switch back and forth between BUs, but it will also make things easier to manage for your Admins. Areas I recommend standardizing are: 

  • Custom User Roles
  • Fields, field values, and fields syncing to SFDC
    • Mapping this out will also help users understand which data travels with Prospects from one PBU to the next
  • Connector version and settings
  • Naming Conventions and folder structure
    • Consider adding your PBU name in the conventions so it is always clear which PBU the asset belongs to
  • Connected Campaigns

I’d also recommend doing a general feature adoption audit to ensure the Pardot teams for each PBU are using all the available Pardot features.

Enable Pardot Lightning for all Pardot users

The Pardot Business Unit Switcher is only available in Pardot Lightning, so I like to ensure all Pardot users have access to Pardot Lightning before PBUs are implemented.

Clear/Review your Sync Errors

Once PBUs are set up, Prospects will be able to move to their correct PBU. However, if the Prospect has a sync error, SFDC cannot re-sort them. So, try to resolve as many sync errors as possible before PBUs go live to avoid any issues. 

What are your plans for implementing Pardot Business Units? Or, if you have already gone through this process, what other tips or learnings would you share? We’d love to hear it in the comments!

The post Planning for your Pardot Business Unit Implementation appeared first on The Spot For Pardot.

By |2021-04-01T18:42:36+00:00April 1st, 2021|Categories: Pardot Business Units|

Pardot Marketing Data Sharing

Wait, what is Marketing Data Sharing?!? If you are not familiar with Marketing Data Sharing, it essentially allows you to restrict which leads, contacts, opportunities, and/or custom objects are eligible to sync from Salesforce to Pardot. Let’s break this down and discuss its requirements, use cases, and setup. 

What is Marketing Data Sharing?

Marketing Data Sharing (MDS) allows you to restrict which leads, contacts, opportunities, and/or custom objects are eligible to sync from Salesforce to Pardot. This is especially useful if only a subset of your leads and contacts are marketable. If you are using multiple Pardot Business Units, MDS enables you to specify which leads, contacts, etc. sync to which Business Units. 

Requirements for MDS

MDS is available in the Pardot Lightning app for Advanced and Premium Pardot editions. Your Pardot instance also needs to be using the V2 Connector. The V2 Connector is the default for any Pardot accounts purchased after February 2019, but if you purchased before then you can learn how to upgrade your connector here

How does Marketing Data Sharing work?

MDS relies on one rule per object and objects that match the rule’s criteria sync to Pardot. For example, say your Leads and Contacts have a checkbox field called “Marketable”. If “Marketable” is checked (true) the Lead or Contact is eligible to sync to Pardot. If the “Marketable” field is unchecked (false) the Lead or Contact is ineligible to sync to Pardot. If an existing Pardot Prospect’s “Marketable” field changes from checked to unchecked, they will be archived. 

Considerations and Gotchas

Most of Marketing Data Sharing considerations are pretty straightforward:

  • Both Lead and Contacts must have MDS criteria. You cannot use MDS to only control which Leads sync but not Contacts, or vice versa.
  • If you have multiple business units, you will need to set up MDS for both Lead and Contacts in every business unit.
  • If a Lead or Contact no longer matches the MDS criteria, the corresponding Prospect record will be sent to the Pardot recycle bin.

But then the documentation gets a little murky with these two:

  • “If you update a prospect record in Pardot but not the corresponding record in Salesforce, you can unintentionally archive prospects.” 
  • “Imported prospects that don’t match Marketing Data Sharing rules are automatically archived.”

Essentially what this means is that you should not add the field that is used in your MDS criteria to Pardot because if you do, you can accidentally archive the prospect before it even has a chance to get to Salesforce. Keeping the MDS field out of Pardot means that Pardot-only prospects can never unmatch the MDS rules. 

Finally, two big gotchas I learned from recently setting up MDS

  • Make sure the connector user or B2BMA Integration user (depending on your Connector) has view and edit permissions to the field controlling MDS.
  • Add the MDS field to your page layouts as a read-only field so it is easy to see which leads/contacts/etc. are syncing to Pardot.

How To Setup Pardot Marketing Data Sharing

It’s best to set up MDS with a dedicated Salesforce field that is solely used to control syncing to Pardot. You don’t want to try and repurpose a field that other users may change and not realize there are downstream effects. This field should have pre-determined values (i.e. not a text field) and should only exist in Salesforce. 

When you are ready to turn on MDS rules, open Pardot in the Lightning App (you cannot set this up in classic)

  1. Navigate to the Pardot Settings tab and select Connectors
  2. Select the action wheel next to your Salesforce Connector and select Edit Setting
  1. Select the Marketing Data Sharing tab and use the down arrow to edit the Criteria for your first object
  1. Select “Use explicit criteria” and set your rule
  1. Repeat for the other object(s)

Conclusion 

Marketing Data Sharing is a valuable tool, especially if only a subset of your leads and contacts are marketable and if you are using multiple Pardot Business Units. Are you currently utilizing Marketing Data sharing rules? We’d love to hear your experience and share any insights in the comments. 

The post Pardot Marketing Data Sharing appeared first on The Spot For Pardot.

By |2021-03-19T14:44:17+00:00March 19th, 2021|Categories: Data Management|

Pardot Marketing Data Sharing

Wait, what is Marketing Data Sharing?!? If you are not familiar with Marketing Data Sharing, it essentially allows you to restrict which leads, contacts, opportunities, and/or custom objects are eligible to sync from Salesforce to Pardot. Let’s break this down and discuss its requirements, use cases, and setup. 

What is Marketing Data Sharing?

Marketing Data Sharing (MDS) allows you to restrict which leads, contacts, opportunities, and/or custom objects are eligible to sync from Salesforce to Pardot. This is especially useful if only a subset of your leads and contacts are marketable. If you are using multiple Pardot Business Units, MDS enables you to specify which leads, contacts, etc. sync to which Business Units. 

Requirements for MDS

MDS is available in the Pardot Lightning app for Advanced and Premium Pardot editions. Your Pardot instance also needs to be using the V2 Connector. The V2 Connector is the default for any Pardot accounts purchased after February 2019, but if you purchased before then you can learn how to upgrade your connector here

How does Marketing Data Sharing work?

MDS relies on one rule per object and objects that match the rule’s criteria sync to Pardot. For example, say your Leads and Contacts have a checkbox field called “Marketable”. If “Marketable” is checked (true) the Lead or Contact is eligible to sync to Pardot. If the “Marketable” field is unchecked (false) the Lead or Contact is ineligible to sync to Pardot. If an existing Pardot Prospect’s “Marketable” field changes from checked to unchecked, they will be archived. 

Considerations and Gotchas

Most of Marketing Data Sharing considerations are pretty straightforward:

  • Both Lead and Contacts must have MDS criteria. You cannot use MDS to only control which Leads sync but not Contacts, or vice versa.
  • If you have multiple business units, you will need to set up MDS for both Lead and Contacts in every business unit.
  • If a Lead or Contact no longer matches the MDS criteria, the corresponding Prospect record will be sent to the Pardot recycle bin.

But then the documentation gets a little murky with these two:

  • “If you update a prospect record in Pardot but not the corresponding record in Salesforce, you can unintentionally archive prospects.” 
  • “Imported prospects that don’t match Marketing Data Sharing rules are automatically archived.”

Essentially what this means is that you should not add the field that is used in your MDS criteria to Pardot because if you do, you can accidentally archive the prospect before it even has a chance to get to Salesforce. Keeping the MDS field out of Pardot means that Pardot-only prospects can never unmatch the MDS rules. 

Finally, two big gotchas I learned from recently setting up MDS

  • Make sure the connector user or B2BMA Integration user (depending on your Connector) has view and edit permissions to the field controlling MDS.
  • Add the MDS field to your page layouts as a read-only field so it is easy to see which leads/contacts/etc. are syncing to Pardot.

How To Setup Pardot Marketing Data Sharing

It’s best to set up MDS with a dedicated Salesforce field that is solely used to control syncing to Pardot. You don’t want to try and repurpose a field that other users may change and not realize there are downstream effects. This field should have pre-determined values (i.e. not a text field) and should only exist in Salesforce. 

When you are ready to turn on MDS rules, open Pardot in the Lightning App (you cannot set this up in classic)

  1. Navigate to the Pardot Settings tab and select Connectors
  2. Select the action wheel next to your Salesforce Connector and select Edit Settings
  1. Select the Marketing Data Sharing tab and use the down arrow to edit the Criteria for your first object
  1. Select “Use explicit criteria” and set your rule
  1. Repeat for the other object(s)

Conclusion 

Marketing Data Sharing is a valuable tool, especially if only a subset of your leads and contacts are marketable and if you are using multiple Pardot Business Units. Are you currently utilizing Marketing Data sharing rules? We’d love to hear your experience and share any insights in the comments. 

The post Pardot Marketing Data Sharing appeared first on The Spot For Pardot.

By |2021-03-19T14:44:17+00:00March 19th, 2021|Categories: Data Management|

Upgrading to the Salesforce-Pardot V2 Connector

Did you know there are actually two versions of the Pardot to Salesforce connector? If you purchased your Pardot account after February 2019, you’ve likely always had the newer V2 Connector, however, if you purchased before February 2019 and haven’t upgraded, you will still be on the V1 Connector. Pardot released a path to upgrade from V1 to V2 in the 2020 Summer release, but I’ve found that a lot of Pardot admins are still hesitant to upgrade. In this post I’ll cover all the considerations and options you have when upgrading your connector and help you squash those “this upgrade is irreversible” anxieties. 

If you don’t know which connector version your Pardot instance is currently using, follow these steps to check.

Salesforce-Pardot Connector V1 vs V2, What’s the Difference?

The V2 connector has improved security and instant metadata sync, but the feature that catches the attention of most day to day admins is you can pause the sync! Gone are the days where you have to disconnect the Salesforce connector completely and then fear something will go wrong when you try to connect it again. Now you have a simple “Pause” and “Resume” button to use to your heart’s content. Wait, am I the only one who got super anxious about disconnecting the Salesforce connector? Ok fine, moving on…

With the V2 Connector you also have the option to use the B2BMA Integration user instead of a connector user. This is fantastic because

  • The B2BMA Integration user does not require a paid Salesforce license
  • Since no one can log into Salesforce as the B2BMA Integration User you can give this user all the access and permissions Pardot needs 

Connecting via the integration user also gives you access to Marketing Data Sharing, which allows you to get more granular about which records are eligible to sync from Salesforce to Pardot. 

Finally, for multiple Pardot Business Units, the V2 connector gives you access to the Business Unit Switcher which allows you to seamlessly switch between Pardot Business Units without needing a unique login to each Unit. 

Considerations For The Salesforce-Pardot V2 Connector

  • Upgrading to the V2 Connector is irreversible! I know, “irreversible” is not my favorite word when it comes to new features, but take a deep breath, change is good.
  • You can’t change the Salesforce instance that your Pardot account is connected to after the upgrade. If you are thinking about moving Salesforce instances or creating a new Salesforce instance in the near future, do not upgrade.
  • If you continue to use the existing connector user rather than the B2B Integration User, make sure your connector user has access to the Pardot_to_SF_Integration_Secure_Connected_App connected app before you upgrade.
  • If you need to restrict which records are eligible to sync from Salesforce to Pardot and do not have access to Marketing Data Sharing, stick to using a connector user with the V2 Connector.
  • The V2 Connector will be created in a paused state, so don’t forget to resume the connection after the upgrade!

Let’s do this!

How to Upgrade to the Salesforce-Pardot V2 Connector

If you’re ready to upgrade to the V2 Connector, you can either dive in by upgrading and moving to the integration user at the same time, or you can take a more gradual approach in order to upgrade and then later move to the integration user.

To dive in:

  1. Open your connectors in Pardot
    1. Classic: Admin > Connectors
    2. Lightning: Pardot Settings > Connectors
  2. Select the Action Wheel next to your Salesforce Connector and click Upgrade
  1. Select the “I have read the documentation. I understand how the upgrade changes my account, and I understand that this change is permanent” checkbox and select Next
  2. Next, select the Integration User and select Choose User
  1. Your upgrade will likely take 10-15 minutes to complete. The connector will be created in a paused state, so make sure you resume the connection!

If you’d prefer a more gradual approach:

  1. Ensure your connector user has access to the Pardot_to_SF_Integration_Secure_Connected_App connected app in Salesforce
  2. Follow the steps above, but choose “Current connector user” when you are at step 4

When you are ready to move from the Connector User to the Integration User later

  1. Open your connectors in Pardot
    1. Classic: Admin > Connectors
    2. Lightning: Pardot Settings > Connectors
  2. Select the Action Wheel next to your Salesforce Connector and click Pause Sync
  3. Select the Action Wheel again and click Edit Settings
  4. Enter the B2BMA integration username in the connector user box and click “Change Trusted Connection User”.
  1. The B2BMA Integration username is unique for each Salesforce instance so make sure you grab the correct username from your Salesforce users table.
  2. Resume the connector

Conclusion

And easy-peasy-lemon-squeezy, your Salesforce-Pardot connector is upgraded to the V2 Connector. Hopefully this post has squashed your “this upgrade is irreversible” anxieties and you are ready to take steps to the upgrade.  If you still have questions or concerns after reviewing all the considerations and options for upgrading to the V2 connector, leave a comment below and we can help you through it.

The post Upgrading to the Salesforce-Pardot V2 Connector appeared first on The Spot For Pardot.

By |2021-03-19T13:57:43+00:00March 19th, 2021|Categories: Integration, Pardot Editions|

Upgrading to the Salesforce-Pardot V2 Connector

Did you know there are actually two versions of the Pardot to Salesforce connector? If you purchased your Pardot account after February 2019, you’ve likely always had the newer V2 Connector, however, if you purchased before February 2019 and haven’t upgraded, you will still be on the V1 Connector. Pardot released a path to upgrade from V1 to V2 in the 2020 Summer release, but I’ve found that a lot of Pardot admins are still hesitant to upgrade. In this post I’ll cover all the considerations and options you have when upgrading your connector and help you squash those “this upgrade is irreversible” anxieties. 

If you don’t know which connector version your Pardot instance is currently using, follow these steps to check.

Salesforce-Pardot Connector V1 vs V2, What’s the Difference?

The V2 connector has improved security and instant metadata sync, but the feature that catches the attention of most day to day admins is you can pause the sync! Gone are the days where you have to disconnect the Salesforce connector completely and then fear something will go wrong when you try to connect it again. Now you have a simple “Pause” and “Resume” button to use to your heart’s content. Wait, am I the only one who got super anxious about disconnecting the Salesforce connector? Ok fine, moving on…

With the V2 Connector you also have the option to use the B2BMA Integration user instead of a connector user. This is fantastic because

  • The B2BMA Integration user does not require a paid Salesforce license
  • Since no one can log into Salesforce as the B2BMA Integration User you can give this user all the access and permissions Pardot needs 

Connecting via the integration user also gives you access to Marketing Data Sharing, which allows you to get more granular about which records are eligible to sync from Salesforce to Pardot. 

Finally, for multiple Pardot Business Units, the V2 connector gives you access to the Business Unit Switcher which allows you to seamlessly switch between Pardot Business Units without needing a unique login to each Unit. 

Considerations For The Salesforce-Pardot V2 Connector

  • Upgrading to the V2 Connector is irreversible! I know, “irreversible” is not my favorite word when it comes to new features, but take a deep breath, change is good.
  • You can’t change the Salesforce instance that your Pardot account is connected to after the upgrade. If you are thinking about moving Salesforce instances or creating a new Salesforce instance in the near future, do not upgrade.
  • If you continue to use the existing connector user rather than the B2B Integration User, make sure your connector user has access to the Pardot_to_SF_Integration_Secure_Connected_App connected app before you upgrade.
  • If you need to restrict which records are eligible to sync from Salesforce to Pardot and do not have access to Marketing Data Sharing, stick to using a connector user with the V2 Connector.
  • The V2 Connector will be created in a paused state, so don’t forget to resume the connection after the upgrade!

Let’s do this!

How to Upgrade to the Salesforce-Pardot V2 Connector

If you’re ready to upgrade to the V2 Connector, you can either dive in by upgrading and moving to the integration user at the same time, or you can take a more gradual approach in order to upgrade and then later move to the integration user.

To dive in:

  1. Open your connectors in Pardot
    1. Classic: Admin > Connectors
    2. Lightning: Pardot Settings > Connectors
  2. Select the Action Wheel next to your Salesforce Connector and click Upgrade
  1. Select the “I have read the documentation. I understand how the upgrade changes my account, and I understand that this change is permanent” checkbox and select Next
  2. Next, select the Integration User and select Choose User
  1. Your upgrade will likely take 10-15 minutes to complete. The connector will be created in a paused state, so make sure you resume the connection!

If you’d prefer a more gradual approach:

  1. Ensure your connector user has access to the Pardot_to_SF_Integration_Secure_Connected_App connected app in Salesforce
  2. Follow the steps above, but choose “Current connector user” when you are at step 4

When you are ready to move from the Connector User to the Integration User later

  1. Open your connectors in Pardot
    1. Classic: Admin > Connectors
    2. Lightning: Pardot Settings > Connectors
  2. Select the Action Wheel next to your Salesforce Connector and click Pause Sync
  3. Select the Action Wheel again and click Edit Settings
  4. Enter the B2BMA integration username in the connector user box and click “Change Trusted Connection User”.

    • The B2BMA Integration username is unique for each Salesforce instance so make sure you grab the correct username from your Salesforce users table.
  5. Resume the connector

Conclusion

And easy-peasy-lemon-squeezy, your Salesforce-Pardot connector is upgraded to the V2 Connector. Hopefully this post has squashed your “this upgrade is irreversible” anxieties and you are ready to take steps to the upgrade. If you still have questions or concerns after reviewing all the considerations and options for upgrading to the V2 connector, leave a comment below and we can help you through it.

The post Upgrading to the Salesforce-Pardot V2 Connector appeared first on The Spot For Pardot.

By |2021-03-19T13:57:43+00:00March 19th, 2021|Categories: Integration, Pardot Editions|