- Sync errors are out of control
Unresolved sync errors will lead to your Pardot and Salesforce databases being completely out of whack. Your marketing team won’t be able to send important updates, your sales team won’t have access to important information, it’ll be anarchy.
Monitor the Sync Errors table on a daily basis. You can export the errors to a .csv file to review them in more detail.
Common errors include duplicates, field integrity exceptions, flow errors, invalid picklist values, permissions errors, and validation exceptions. Work with your Salesforce admin to correct the root of the error.
Be sure to reimport the fixed prospects into Pardot or manually sync each one to remove them from the error queue. Remember: regular sync triggers don’t apply to prospects in the error queue.
- Haven’t implemented Connected Campaigns
If you haven’t enabled Connected Campaigns, chances are good that you’re doing a lot of manual reporting or your marketing data is disappearing into the ether.
Connected Campaigns align your Pardot and Salesforce campaigns and create automated source reporting. This helps you to prove the value of marketing outreach with comprehensive Campaign Influence dashboards and gives your sales users insight into marketing interactions right inside Salesforce.
Sure, without Connected Campaigns you can still use completion actions to add prospects to Salesforce campaigns, but you’re missing out on a lot of interesting data. You work hard on your marketing initiatives. Make sure that data is working for you!
After you decide on your campaign fields and cleanup strategy, enable Connected Campaigns, and align your existing campaigns. Then add Campaign Influence related lists to your Salesforce page layouts, and make sure to enable Engagement History as well!
When you’re all set up, make sure to check out our free Campaign Influence Starter Pack to get a head start on the reporting that is going to change your life!
- Maintaining a sleepy database
Don’t pay to hold onto records you aren’t emailing.
Create 3 lists using the rule called “Prospect has been emailed,” and set the criteria to:
- “Emailed at least 1 time in the past…” for 30 days (1 month)
- 90 days (3 months)
- 180 days (6 months).
The Emailed in the past 30 days list should have the largest number of prospects.
If it doesn’t, meaning your prospects haven’t been emailed in the past 2 or 3 months, consider running a wake the dead campaign. Identify your 2 best performing content offers: look at white papers, blog posts, webinars, guides, reports, anything you publish. Then create a series of 3 emails: offer the best content, then the second-best content, then send a message explaining that you haven’t heard from the prospect recently so you’re going to remove their information. If they interact with any of the email content within, say, 2 weeks, they’re active and mailable!
If not, send them to the Recycle Bin and focus on your actually active database.
If you’re concerned about maintaining GDPR-compliant explicit permission, consider running a permission pass on anyone in your database who hasn’t opted-in. First, check that your Email Preference Center is set up (see #5 below!). Then send a friendly, direct email to your prospects linking them to your Email Preference Center so they can opt into whichever lists they want, and bam, they’re mailable!
If they don’t opt-in or you don’t want to take the chance of asking them to, send them to the Recycle Bin and focus on your actually mailable database.
- Skipping automations
Marketers wear a lot of hats and get a lot done, so it’s no surprise that sometimes we run out of time to get absolutely everything set up. But today, give yourself the gift of Pardot automations!
Take a step back and review all available automations against your marketing strategy. What automations would make your life easier? Where could you be capturing data on prospect actions and intent? What can you set-and-mostly-forget-but-still-check-occasionally?
Use Automation Rules to identify a group of prospects and run actions: send activity-based emails, add prospects to Salesforce campaigns, tag prospects, and more.
Use Engagement Programs to group similar actions against the same audience, nurture prospects over time, and perform database management checks.
Use Page Actions on high-value website pages to increase a prospect’s score, alert the sales team, assign tasks, and trigger automated emails.
Use Dynamic Content to customize landing pages and follow-up emails to targeted accounts or industries.
Use Custom Redirects integrated into your social media strategy to track interactions.
Use Completion Actions automate lead assignment/routing, campaign association, and list management.
Use Dynamic Lists to segment your database into personas based on region, industry, product interest, title, and other important factors.
Use a combination of Automation Rules and Dynamic Lists to automate junk data cleanup.
It’s also a good idea to review your existing automations and make sure the right tool is performing the right actions.
- Not providing an opt-down option
The Email Preference Center is a central location for your prospects to tell you what they want from your email marketing, and can often result in prospects opting down instead of opting out. Make sure you give them options!
Set up your Email Preference Center to include lists for all products and services your company offers. If industry or topic are important to your audience, include those too. Consider including email frequency, event type, content type, or other company-specific options.
Make sure your company name and logo are displayed prominently. Include company branding like fonts and colors. Use clear, friendly language and easy-to-use fields and buttons.
Make sure there aren’t any Pardot lists mistakenly set to “Public” because those will show up on your default Email Preference Center.
Even if your company is using a custom Email Preference Center page or even a form cleverly styled to look like one, you still need to maintain the default Email Preference Center because it could be inadvertently linked in an email or on a landing page.
PS, it’s also really important to brand your Unsubscribe Confirmation page. Don’t sleep on this chance to create a seamless branded experience for your prospects – even if they are unsubscribing.