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A Marketer’s Guide to Dreamforce 2022

We’re getting ready for a special edition of Dreamforce. That’s because it’s the 20th year for the largest software conference in the world. Dreamforce ‘22 is jam-packed with all the Salesforce things you can imagine and more parties and activities than any human can possibly wrap their heads around. 

But we don’t mean to freak you out about it. We have the knowledge and experience and we’re going to do our best to help you reel it in and build your ultimate Dreamforce 2022 schedule as a badass marketer.

Step 1

Turn on our Spotify Playlist to start channeling your inner Flea: Dreamforce Bands of the Past

Step 2 

Remind yourself that you’re human and this is just a guide. Make sure you leave room in your schedule for last-minute session changes, new friends and networking, vendor hall and swag, snacks and naps.

Step 3

Take a deep breath and get excited for Dreamforce 2022!

Dreamforce 2022 has everything — from small breakout sessions to inspirational keynotes from world leaders and celebrities. Just check out the number of different roles, industries, and topics Trail Maps Salesforce provided! 

The main aspects of the conference are streaming on Salesforce+ so virtual attendees can take part in the action. (Don’t forget to join the conversations and fun on Twitter #DF22.)

Here are our top marketing sessions, meetups, parties, and events to consider as you build your ultimate Dreamforce schedule. 

Day 0: Monday, September 19th

Marketers Welcome Bash

Start your week on a good note at an epic bash designed to bring marketers together in style. Joins us at the Marketers Welcome Bash to meet marketers, make friends to enjoy the week with, and say ‘cheers’ to a fun-filled Dreamforce.

Monday, Sep 19 | 4:00 PM – 7:00 PM PDT

Register here

Day 1: Tuesday, September 20th

Dreamforce Main Keynote

Join Co-CEOs Marc Benioff and Bret Taylor along with special guests!

Tuesday, Sep 20 | 10:00 AM – 12:00 PM PDT | Keynote Room, Moscone North

Bookmark this session

Tap the Full Potential of Your Martech Ecosystem

Marketers are using more applications than ever before. Learn how Account Engagement’s extensibility features help you keep all your webinar and survey data in one place, and use it in automations.

Tuesday, Sep 20 | 12:30 PM – 12:50 PM PDT | Marketing Theater, Moscone West

Bookmark this session

Create Efficiency and Focus on ROI with Intelligence

Learn how to drive marketing efficiency and maximize ROI with a centralized view of performance, automated cross-channel data connections, and actionable insights to optimize campaigns and investments

Tuesday, Sep 20 | 1:00 PM – 1:40 PM PDT | Room 3014, Moscone West

Bookmark this session

Build a Data-First Strategy for Personalization with CDP

Understanding every customer is essential to providing personalization. Learn how to build a data-first strategy to make every engagement contextual and personalized across every touchpoint.

Tuesday, Sep 20 | 1:30 PM – 2:10 PM PDT | Room 3014, Moscone West

Bookmark this session

The Art of Communications: Strategy to Execution

Discover how CreditAssociates & other businesses utilize Vonage & Salesforce to deploy intelligent contact centers, omni-channel strategies & deliver upgraded experiences for employees & customers.

Tuesday, Sep 20 | 1:30 PM – 2:10 PM PDT | Camp Three, Moscone South

Bookmark this session

Ethical Real-Time Personalization: The What and the How

In this session, learn how Salesforce’s marketing personalization tools are designed with ethics from the ground up and how to drive cost savings from personalization while realizing its full promise.

Tuesday, Sep 20 | 1:30 PM – 2:10 PM PDT | Commerce Theater, Moscone West

Bookmark this session

Discover How CDP Unifies All Customer Data in One Place

Building a single-source-of-truth customer profile that unifies data wasn’t easy — until now. Learn how Customer Data Platform (CDP) is a game changer for marketers who use the Salesforce Platform.

Tuesday, Sep 20 | 2:30 PM – 2:50 PM PDT | Trailhead Theater, Trailblazer Forest

Bookmark this session

Automated Real-Time Personalization

94% of marketers say customers expect personalized experiences. See how Marketing Cloud Personalization uses its own technology to create 1:1 customer experiences that drive efficiency and conversions.

Tuesday, Sep 20 | 3:00 PM – 3:40 PM PDT | Room 3014, Moscone West

Bookmark this session

Day 2: Wednesday, September 21st

Winter ’23 Release Readiness Live: Sales Cloud

Release Readiness Live is here at Dreamforce. Join our Sales Cloud product management team to learn what’s new in the Winter ’23 release for core sales, sales engagement, and rep productivity.

Wednesday, Sep 21 | 8:30 AM – 9:10 AM PDT |  Room 2018, Moscone West

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Turn Marketing into a Recession-Proof Competitive Advantage

Get five marketing strategies to work smarter and rise above your competitors — even during economic downturns. We’ll equip you to execute ABM, nail nurture campaigns, and prove your worth.

Wednesday, Sep 21 | 10:30 AM – 11:10 AM PDT | Moscone South, Level 3, Room 306

Bookmark this session

Blog About Salesforce 

Propel your career and build your network by learning six strategies non-writers can use to start blogging about Salesforce. Blaze a trail from zero to content rockstar.

Wednesday, Sep 21 | 12:30 PM – 12:50 PM PDT | Einstein Community Campfire, Trailblazer Forest

Bookmark this session

Marketing Keynote: Deliver Moments That Count

Cookieless future. Tighter budgets. Marketers, we got this — thanks to CDP and Marketing Cloud. See how real-time engagement makes every moment count, so you can build trusted relationships at scale.

Wednesday, Sep 21 | 1:00 PM – 1:45 PM PDT | Keynote Room, Moscone North

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Fusion Teams Part I: Finally Uniting IT & Business Teams?

Companies are struggling to adopt new technologies across business and technical teams. Rising fusion teams present a fresh way to deliver value — learn their benefits and how they’re structured.

Wednesday, Sep 21 | 1:00 PM – 1:20 PM PDT | Platform Theater, Moscone West

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Day 3: Thursday, September 22nd

Salesforce for Admins Keynote: Deliver Success

Get an inside look at how Salesforce Admins build solutions and deliver success at their organizations. See technology in action with live demos, and learn about the skills admins need to succeed.

Thursday, Sep 22 | 9:00 AM – 9:40 AM PDT | Keynote Room, Moscone North

Bookmark this session

Tech & Media Keynote: The Future of Growth & Efficiency

Learn from visionary leaders and brands how products that enable personalization, automation, and the unlocking of data lead to increased CLTV, deeper audience engagement, and sustained revenue.

Thursday, Sep 22 | 9:00 AM – 9:40 AM PDT | Keynote Room, Moscone West

Bookmark this session

Better Lead Attribution with UTM Capture Across Time & Space

Learn a native Marketing Cloud Account Engagement and Salesforce workflow combined with a simple website plug-in to capture first and last UTMs for visitors across site pages and landing pages.

Thursday, Sep 22 | 9:30 AM – 9:50 AM PDT | Magic Falls Theater East, Moscone West

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Innovation Keynote: Discover The New Customer Data Platform

Next-gen CDP will change how you do business. Unlock your data’s full value with integrated marketing, sales, service, and analytics. Personalize in real time and earn trust — no cookies needed.

Thursday, Sep 22 | 10:30 AM – 11:10 AM PDT | Keynote Room, Moscone North

Bookmark this session

How Adecco Turned Its Website into a Pipe Gen Machine

Learn how Adecco used Pipeline Cloud to engage qualified buyers in real time conversations, right on the website. The result: $37M in sourced pipeline in just two months.

Thursday, Sep 22 | 11:00 AM – 11:20 AM PDT | Theater Two, Moscone South

Bookmark this session

Drive Efficiency by Aligning Sales and Marketing

Disconnected tools make it impossible to align marketing and sales. Learn how Marketing Cloud Account Engagement can help you drive leads to sales, close deals, and showcase marketing impact.

Thursday, Sep 22 | 1:00 PM – 1:40 PM PDT | Room 2008, Moscone West

Bookmark this session

How to Increase Efficiency and Revenue with Automation Apps

Learn how customers are using apps to automate workflows, campaigns, and revenue intelligence. See how you can accelerate automation with AppExchange and increase productivity.

Thursday, Sep 22 | 2:00 PM – 2:20 PM PDT | AppExchange Campfire, Trailblazer Forest

Bookmark this session

Admin Preview: Winter ’23 Release Readiness Live

Release Readiness Live is here at Dreamforce. Learn the top features for admins from the Winter ’23 release. Watch live demos and ask your Flow, Permissions, and DevOps Center questions in a live Q&A.

Thursday, Sep 22 | 3:00 PM – 4:00 PM PDT | Keynote Room, Moscone West

Bookmark this session

Our Favorite Events, Meetups, Parties, & Places

Home for Marketers Lounge

The Home for Marketers is where marketers on the Salesforce platform can go to find their people. It’s the perfect spot to take a break, network, refuel with amazing food and drinks, and get resources to level-up their MOPs.

Register here

Dreamforce ’22 Admin Meadow

The Admin Meadow is a place you’ll definitely want to stop when you arrive. Full of resources, support, and information for our #AwesomeAdmins.

Learn more 

Home for Marketers Genius Bar

Troubleshoot your marketing woes with one of our experts. Sign up to secure a time slot or drop by at a time that works for you.

Save your spot

Night of Enchantment Party

Everyone’s going to be talking about this enchanted Dreamforce party, so register and get it in your calendar now.

The epic bash is taking place at Temple Nightclub. It includes a live DJ, mouth-watering hors d’oeuvres, memorable activities and prizes, and exclusive VIP experiences. 

Tuesday, Sep 20 | 7:00 PM PDT | Temple Nightclub

Register here

The Engagement Party

Idealist Consulting’s Engagement Party is Back! For over 15 years, their Engagement Party has been the go to event at Dreamforce. 

Wednesday, Sep 21 | 7:30 PM PDT | The Pawn Shop

Register here

Pardot Users / Pardashians Meetup

Join the largest gathering of Marketing Cloud Account Engagement (formerly Pardot) users at Dreamforce! This is a great networking opportunity to meet your fellow Pardashians and share your tips and tricks for the Account Engagement platform.

Tuesday, Sep 20 | 8:00 AM PDT | Pink Elephant Alibi

Learn more

HowToSFMC Meetup

MHowToSFMC is a helpful community for Salesforce Marketing Cloud users. This is a great networking opportunity to meet your fellow practitioners and talk tips and tricks for the SFMC platform. 

Tuesday, Sep 20 | 11:30 AM PDT | Pink Elephant Alibi

Learn more

Financial Services Marketers Meetup

Meet up with your fellow Financial Service Industry Marketers to network, connect and grab some fuel (coffee, refreshments & snacks) before walking on over to grab a front-row seat at Salesforce’s Financial Services Keynote at 11:30 a.m.

Wednesday, Sep 21 | 10:00 AM PDT | Pink Elephant Alibi

Learn more

Merivis Meetup

Merivis supports veterans preparing for their next mission through training, mentorship and job placement for Salesforce cloud technology careers. Join us to connect with military veterans and milspouses who are at all stages of their journeys into the Salesforce ecosystem. Learn from others and share your story so we can all grow together. 

Thursday, Sep 22 | 11:30 AM PDT | Pink Elephant Alibi

Learn more

Diverse Salesforce Business Founders & Allies Meet Up

Close out the week of Dreamforce by networking with fellow diverse partners and founders in the ecosystem. This happy hour is open to founders and CEOs of businesses that identify as Black, Latinx, AAPI, LGBTQ+, veteran-owned, persons with disabilities, or women owned / led / founded — along with the allies who support them.

Thursday, Sep 22 | 4:00 PM PDT | Pink Elephant Alibi

Learn more

Circle of Success: Various Topics

Join these small group discussions on various topics related to the Salesforce ecosystem to learn best practices, brainstorm, and network. 

Tuesday, Sep 20 & Thursday, Sep 22 | Multiple Times | Marriott Marquis

Learn more

Salesforce Ben’s Ultimate List of Dreamforce 2022 Parties & Events

Salesforce Ben has been putting together this list since 2016, and after a two-year hiatus, they’re proud to bring you the best parties and events Dreamforce has to offer.

See the list here

Stay in Touch!


Join all the cool new Slack groups you learned about including our favorite, The Pardashians.



Register for MarDreamin’ for free – a 3-day virtual conference focused on all things marketing on the Salesforce platform.


See You There!

Dreamforce 2022 is a massive event and you will feel overwhelmed at times. But remember, you are not alone. 

This is an inclusive community of like-minded individuals who will be just as lost as you, even if they are a seasoned Dreamforce professional. (Keep an eye on #SalesforceOhana to see what others are up to.)

Plus, Team Sercante will be there passing out pink dragons (trust us, you want one), sharing Pardot Marketing Cloud Account Engagement secrets, and absorbing as much knowledge as we can. 

Stop by and say hi!

Dreamforce Home for Marketers Lounge

Streaming keynotes, 1:1 meeting space, open all week.

Register here

Original article: A Marketer’s Guide to Dreamforce 2022

©2022 The Spot. All Rights Reserved.

The post A Marketer’s Guide to Dreamforce 2022 appeared first on The Spot.

By |2022-09-14T21:01:00+00:00September 14th, 2022|Categories: Career Development, Community, Events|

How to Create Complex Pardot Lead Routing Rules with LeanData

Lead routing with Salesforce Sales Cloud and Pardot can trip up even the most experienced sales and marketing teams. And choosing the right lead management strategy and tools to automate the process is even more challenging and important. 

Cultivating interest, inspiring action, and responding to people who raise their hands is why we’re here, right?

LeanData is a third-party tool with Salesforce-native functionality that enables you to create complex lead routing rules. These complex rules enable you to do things like pull cleaner data into your org, reroute already assigned leads, or customize how sales gets alerts.

Here’s what you should know about lead routing in Salesforce and Pardot with LeanData.

Lead routing in Salesforce

Here’s how Salesforce Sales Cloud handles lead routing.

Lead assignment rules

In Sales Cloud, you can set up lead assignment rules to automate the assignment of new leads to your sales team or queues based on the specified rule criteria. 

The rules will execute and evaluate in the numbered order as leads enter Sales Cloud. Each lead assignment rule consists of multiple rule entries that specify exactly how the leads or cases are assigned. When a lead matches the rule, it will be assigned to the correct person or queue. Only one lead assignment rule can be active at a time.

To get started, review this Salesforce help article: Set Up Assignment Rules

Round-robin lead assignment

The round-robin lead assignment rule in Sales Cloud helps you automate the assignment of new leads in an even way to your sales team or queues.

Here’s how the repeating round robin assignment looks if your sales team for lead assignment has 3 members:

  • Lead 1 is assigned to sales person 1
  • Lead 2 is assigned to sales person 2
  • Lead 3 is assigned to sales person 3
  • Lead 4 is assigned to sales person 1
  • Lead 5 is assigned to sales person 2
  • Lead 6 is assigned to sales person 3

To get started, review this Salesforce help article: Create a Round-Robin Lead Assignment Rule

Extra Resources

Lead routing in Pardot

There are multiple ways to assign new leads in Pardot ranging from manual assignments to complex and automated assignments based on lead criteria or activity.

Assign to User

Assigns a prospect to the specified user when the requirements of the rule are fulfilled.

Assign to Group

Assigns a prospect to a user in a specific group (round robin lead assignment) when the requirements of the rule are met.

Assign to Queue

Assigns a prospect to the Sales Cloud lead queue when the rule’s criteria are met. You can assign only leads to Sales Cloud lead queues.

Assign Prospect Via Salesforce Active Assignment Rule

Pushes a prospect to your Salesforce active assignment rule when the rule’s criteria are met (see more information on this process below). The prospect syncs to Salesforce without an owner. The assigned user is synced to Pardot when the active assignment rule determines who to assign it to.

To get started, review this Pardot help article: Assigning Prospects

Extra resources

Complex lead routing with third-party tools

Third-party tools enable you to create complex lead routing rules that go beyond out-of-the-box Salesforce and Pardot lead routing features. Different tools serve specific purposes that may be the right fit depending on what you’re trying to accomplish.

Here are the most common ones.


LeanData is a native Salesforce lead matching and routing platform that is easy to use and customize with their visual drag-and-drop interface functionality and complex rule building.


RingLead is a native Salesforce lead routing, data normalization, enrichment, and duplicate managing platform.


DemandTools from Validity is a data management platform to help with importing, assigning, standardizing, manipulating, and the deduplication of your Salesforce data quickly.

Integrating LeanData with Pardot & Salesforce for lead routing

After you’ve weighed your options, you may decide that LeanData is the best third-party tool to accomplish your goals.

Here’s how to make it happen.

Getting started

Find the LeanData listing on the Salesforce AppExchange, and contact LeanData via the Get It Now button. Then, install the LeanData managed app in Salesforce. 

You will need to partner with your Salesforce admin to configure the settings both in Salesforce and LeanData. Assuming you have Salesforce and Pardot connected, you won’t need to do anything extra in Pardot during this setup phase.

To ensure a seamless install and configuration, plan out the platform strategy with your marketing and sales operation managers, sales leadership, and your marketing campaign or demand generation managers. LeanData expands your assignment capabilities from just leads to leads, contacts, accounts, and opportunities. By taking the time to allow these roles to understand the functionality and goals of the new tool, you will avoid complications and process restarts later in the year.

Keep your company’s open sales pipeline and quarterly goals in mind. For instance, you probably don’t want to change the lead assignment and data management process in the middle of the year or end of a quarter. Give sales time to learn and adopt the new tool and process as well.

Favorite LeanData lead routing features and challenges they solve


Matching helps identify orphaned leads or leads not linked to an account through lead to account matching and prevents duplicates from being created at the account, contact, and lead levels. This keeps the data clean and organized, providing marketing and sales a more complete view of an account.

The LeanData matching algorithm is based on their core, multipoint matching criteria to quickly identify exact matches, while helping determine and automate close matches by evaluating a set of criteria rules and tiebreakers. These rules can be added to, reordered, and customized as needed.

This feature is essential to your success with LeanData, Pardot, and Salesforce. Take the time to confirm which rules best match your data management needs and then start cleaning. There is no point in having a great lead assignment process if you’re working with bad data!

Lead Routing & Assignment

LeanData routing allows you to create complex lead assignment and reassignment processes with functionality that’s easy to test and update. Instead of being stuck with only one active assignment rule, you can create multiple rules within a process or separately to indicate the order in which leads and contacts should be evaluated and routed.

Want to know one of the best parts about this feature? You can route net new leads and contacts, plus reroute and reassign existing leads and contacts based on different criteria. Salesforce-native routing functionality only focuses on the new leads.

Common routing and assignment rules are:

  • Regional assignments
  • Territory queue round robin
  • Product and service queue round robin
  • Sales representative to customer success team selling
  • Net new lead assignment vs. nurture lead reassignment
  • Channel or campaign specific paths

This feature is also key for other things. You can map out the assignment considerations for net new leads in demand generation efforts and new leads or contacts at known accounts for your account-based marketing (ABM) target accounts. 

For each assignment process, you are able to list out who you do or don’t want to run through the program. So, you can assign net new leads to your regional sales team immediately, while the platform automatically converts new leads to contacts on your target account list through lead to account matching and assignment. And, by all means, you should. Draft out as many simple or complex assignment evaluation processes as your business needs. 

Real Time Notifications

Because of the integration of LeanData in Salesforce and Pardot, routing and assignment rules are run in real time, making sure sales is being alerted as the lead comes in. By reducing the time to assignment (and assigning to the right sales person or queue on the first try), the lead gets follow-up quickly and efficiently.

Plus, you can bring Salesforce fields into LeanData to trigger and evaluate matching, routing, and assignment. Create layers of logic to automate these processes and reduce missing leads and bad data.

You can also notify sales of their new leads wherever they prefer to work — in a Salesforce task, email, or Chatter post. And the new LeanData and Slack integration is something we’re excited about.

Get LeanData certified

Keep it going! Here are resources to get LeanData certified so you can master lead routing using the tool.

Ready to implement LeanData in your org? Or maybe you decided to go with another option to manage and automate your lead routing. Either way, tell us about it in the comments! And reach out to Sercante when you need Pardot consultant expertise for extra help and customization.

The post How to Create Complex Pardot Lead Routing Rules with LeanData appeared first on The Spot for Pardot.

By |2021-12-22T21:41:57+00:00December 22nd, 2021|Categories: Data Management, Marketing Automations, Pro Tips, revive, Strategy|