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.

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|

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|