About Marcos Duran

Marcos Duran is a CRM and Marketing Automation Strategist at Sercante with a diverse background in design, marketing, and automation software. He loves to craft complex solutions and manage campaigns with Pardot (and other marketing automation/campaign management tools) for our B2B/B2C/NGO customers. He was recently named a Marketing Champion by Salesforce and is currently the co-Leader for the Austin Pardot User Group. He is also a Salesforce event aficionado, and a knowledge sharer of marketing operations and Pardot on LinkedIn.

How to Prevent 5 Awkward Email Sending Fails in MCAE (Pardot)

We’ve all seen email personalization mishaps. 

The power of Marketing Cloud Account Engagement (Pardot) is really in its capacity to leverage data coming in from Salesforce and Pardot to create tailored experiences of all types for the end audience. 

But what happens when this automation doesn’t work how we intend to use it? This is particularly concerning when it comes to email.

Follow along with this blog to learn a few tricks you can use to test your Pardot org for possible email mishaps and prevent them before they happen.

Solution #1: Validate your Salesforce & Pardot User Mappings

The first solution for avoiding email sending fails is to validate your user mappings. Doing so will help you avoid awkward email segmentation and user notification issues.

It is important to know that if Salesforce Users are not mapped into Pardot, then you will not be able to leverage their relationship with Leads/Contacts in Pardot. 

Mapping a User to Pardot DOES NOT give them access — you need permission sets and other configurations for that to happen. This is often the main reason why Users are not mapped.

The remainder of this blog will reference the User object. If this does not 100% line up with your process within Pardot, neither will the rest of what we will cover.

How to validate Salesforce and Pardot user mappings

Here are some ways to validate if all your users are mapped:

  1. In Salesforce, create a report of active Users.
  2. In Salesforce, compare which Users actually manage Leads/Contacts and review their profiles.
  3. In Pardot, go to the Pardot settings tab in your navigation, then head over to the Pardot Connector Settings tab and review your Salesforce profile to Pardot role mappings.
    • If you have any missing, this is the time to add them.
  4. In Pardot, go to the Prospects tab in your navigation, and select the Unassigned Prospects filter on the filter dropdown.
    • If you see any with blue Salesforce clouds, that means the Prospect may be assigned in Salesforce but the mapping is not clear in Pardot.
    • Click on any records you found and open the record up in Salesforce. Then, make a list of who the owner is.
    • Compare this list to the report of Active Users. If there are any missing, they may be deactivated.
  5. In Salesforce, update any records that reference deactivated Users to the appropriate User. This would trigger a sync event and update the record.
  6. In Salesforce, go to Marketing Setup and for your business unit/account, click on the Manage Users button and add any missing users to the appropriate section to sync over to Pardot.
  7. In Pardot, update the Prospect database view to include Assign User and keep the Unassigned Prospect filter to see if you are missing any.
    • You may need to click the Sync With CRM button on the Prospect page to get it to sync.

The result of mapping all your Users is having Pardot and Salesforce be in sync in addition to being able to leverage this datapoint for segmentation. It also allows you to provide the appropriate person with email or Slack notifications.

Solution #2: Create an identity user for your Pardot email sender backup

Previously we covered how to use and experiment with email sender types for emails that are sent from Pardot. If you are not familiar with email sender types, then go read that post and come back after you do. We’ll wait.

Dynamic versus static email user sender types

We would like to put these User sender options into two buckets: Dynamic and static.

Dynamic are options such as Assigned User, Account Owner, or any custom options for the sender information that changed based on the relationship the User has to the Prospect.

Static are options such as General or Specific User options for the sender information that is the same for all Prospects who get the email. No relationship needed between User and Prospect

All the options “pull” data from the User information setup in Salesforce that is then pulled into Pardot.

One of the biggest pitfalls that can happen here is when you use dynamic sender options. If a Prospect does not have an assigned user or account owner, then you have to have a backup sender. Pardot enforces this by making you add an alternative sender.

Many times you will have a default general User you manually add over and over again — such as [email protected] or [email protected]. This leaves room for error and cannot be used in automations, like completion actions, to notify this email address from form submissions, for example.

How to create a Salesforce Identity License User for your Pardot email sender backup

Did you know you can save yourself from headaches caused by human error by turning this email into an Identity User?

The result is an Identity User that can be used as a backup specific User and also for notifications in completion actions throughout the system. 

Identity Users can be used for Single Sign-On or Pardot-centric purposes. However, you cannot assign to an Identity User. For more details on identity licenses, check out this Salesforce resource.

Solution #3: Update user records and check token types for email sender signatures

When you get ready to build your emails, you may want to include sales rep signatures in the email body.

Here are the fields you have access to inject into your emails from the User object:

  • First Name
  • Last Name
  • Full Name
  • Email
  • Job Title
  • Phone
  • URL
  • ID
  • Signature

All of these details are managed in Salesforce under the User Settings (view Solution #1 above). If these are not filled out, then the row where you have the Handlebars Merge Language (HML) tag on your email will be awkwardly blank.

To resolve this, simply update the User record. Seems easy enough, right? 

You are correct!

However, let me call out a common mistake we see when using these HML tokens — there are two different sets of tokens. 

Tokens: Sender versus Owner

The owner fields pull directly from the Assigned User, which is one person for the Lead/Contact.

The sender fields pull directly from who you choose as a Sender User on the email. This can be an Account Owner, an Identity User, or a custom CRM User lookup.

Note: Depending on the scenario, you may want to use one over the other. But we use the Sender tokens to play it safe.

Lastly, we would like to note that general Users do not have titles, phones, signatures, or additional URLs. For best results, use an Identity User and make sure you fill in those fields. This will result in a more consistent experience for everyone.

As always, test your tokens!

Solution #4: Create a company-wide backup to avoid blank prospect data when you use queues

One of the main use cases for queues is to help with Lead assignments and send the Prospect to Pardot. If you are using queues for these cases, then there is one thing you have to know.

Queues do not have job titles, companies, or “people” names.

You may be thinking…

Yes, that is correct. So what’s your point?

Well, if you are sending emails on behalf of assigned users, for example, technically Prospects owned by a queue are owned — but not by a person. 

This means when you send emails out trying to use “dynamic” sender options, you may not be actually showing a signature or other details in your emails when queues are involved.

How to avoid email awkwardness caused by having Prospects owned queues

For these scenarios where you know you may have Prospects owned by queues we recommend two options:

Option 1: Ensure your backup Sender is a specific User (try an Identity User). Do not use a general User if you are adding signatures to your email copy.

OR

Option 2: Use HML to create conditional logic to create a backup to blank User fields. Be careful with the extra spacing around HML tokens.

This is what the final syntax looked like for the default in the event John Doe (User) didn’t have a phone number: we added a general corporate number.

{{#if Sender.Phone}}Contact us at {{Sender.Phone}}{{else}}Contact us at 1800 – Sercante{{/if}}

You can use this format to create syntax for other fields you need on your email signatures.

The end result is having a customizable backup for User or organization-specific details to make sure no one sees missing data or has a less than favorable experience.

Solution #5: Set global and default field values as a backup when you use HML in emails

Finally, we come to mail merge fields. We have all seen use cases of subject lines not rendering and showing as {Recipient.FirstName}} because someone forgot to add the extra “curly bracket” that you didn’t notice was missing earlier in this sentence or forgot to test altogether.

Here are some of the more common HML options used in an email:

  • First Name
  • Company Name
  • Job Title
  • City
  • View Online
  • Email Preferences Center
  • Unsubscribe Page

For a list of all the out-of-the-box mail merge fields click here.

How to set global and default field values as a backup when you use HML in emails

If a Prospect does not have data on a field and you use mail merges (HML), it will be displayed as a blank.

We have two options to solve this issue:

  1. Set a global field value.
    If you do this, anywhere where the field is used will display the same text IF there is no existing data.
  2. Set a default value on the email template using HML.
    If you do this, the default text will only work for this one email template, but you can customize it across any email template (check out solution #4). However, if you selected the global field value option, this solution isn’t going to work.

Take action now to avoid awkward marketing email fails later

If you are new to Pardot and don’t know much about how you can use Prospect fields in emails or if you want to take your email personalization game beyond mail merge fields, we recommend you review Content Personalization: Using Dynamic Content, Pardot HML, and Pardot Snippets.

In the end, you have less awkward endings in your sentences and more customized messaging you can leverage to wow your audience(s) by taking these precautionary steps. Pardot can provide many tools to improve your email marketing. But your data flow has to be working properly to take full advantage of everything it has to offer.

The key thing we would love for you to walk away with is, in the words of our colleague Mike Creuzer, to remember to “test all the things”!

Feel free to contact us if you have any questions about how to improve your useability of Pardot.

Original article: How to Prevent 5 Awkward Email Sending Fails in MCAE (Pardot)

©2022 The Spot. All Rights Reserved.

The post How to Prevent 5 Awkward Email Sending Fails in MCAE (Pardot) appeared first on The Spot.

By |2022-06-10T00:04:50+00:00June 10th, 2022|Categories: Emails & Templates, Getting Started, revive, Setup & Admin|

Email Sender Options: Leverage CRM User Lookup in MCAE (Pardot)

For many Salesforce Marketing Cloud Account Engagement (Pardot) customers, using Pardot provides them with the tools necessary to communicate with their distinctive audience(s) in a personalized way. 

One common way to do this is to create dynamic customer-centric journeys that send emails on behalf of individual sales reps and help to promote new products or to educate audiences on a specific topic. After all, this is one of the main reasons organizations buy Pardot — to drive the sales pipeline.

But what happens when you need to send emails from different teams in your organization?

Follow along with this blog and learn a few tricks to create new experiences for your Prospects for sales, service, and other parts of your business by leveraging the CRM user lookup feature in Pardot.

Use CRM user lookups to send Pardot emails on behalf of other departments at your company or organization

One of the advantages of Pardot automation for email is the ability to leverage relationships in Salesforce between your sales reps, account owners, and other key service players with your Pardot leads and contacts. 

Here are some examples below:

SDR (Lead Owner) to Prospect (Lead)

Account Executive (Account Owner) to Prospect (Contact)

In fact, here are the standard out-of-the-box relationships you can leverage from Salesforce in Pardot.

  • Account Owner – Send the email from the prospect’s account owner in Salesforce.
  • Assigned User – Send the email from the user who owns the prospect record.  If the prospect is synced to Salesforce. this is the Lead or Contact Owner.
  • Specific User – Select from a list of your Pardot users to use as the email’s sender.
  • General User – Set a general address (like [email protected]) or a non-Pardot user to be the sender of the Email.

You can usually cover 97% of all your use cases using one of these options while drafting your Pardot list emails or engagement studio programs.

While most organizations don’t have a need for custom relationships, yours may be different. And that’s okay.  

What if you need a different/custom user connection? 

In your Pardot emails, you can always edit the Sender to say General User. This sends the email on behalf of that person as long as they have the same email domain you have validated in Pardot (@company.com).

However, that’s not always the best outcome. Sometimes we need more dynamic solutions.

In that case, we may want a relationship outside of Sales/Marketing for specific customer service-centric journeys like the one below:

Service Manager (Custom CRM Relationship) to Prospect (Lead or Contact)

In the scenario above, the User/record relationships were built in Salesforce and shared with Pardot in order to build out a service team to prospect customer journeys — think CSAT, follow-up surveys, etc. 


Did you know you know you can create custom relationships AND send emails on their behalf?

Watch the demo below to set up your own custom CRM relationships between Users and your Prospects:

You can also follow along with these steps.

After you set this up, you can take advantage of this field right away with CRM user lookup.

This is what it looks like:

A quick note: Sometimes fields need a few minutes to sync. Be patient, go grab coffee and come back to this. In our experience, it is never more than a few minutes.

What are other examples of custom CRM user lookups?

Honestly, the possibilities are endless. Here are some options:

  • Regional sales manager
  • Customer service representative
  • Technical support specialist

Don’t forget to check out our other cool ideas like A/B testing for you to leverage these different sender options within your organization in the most effective ways.

Where can I use these relationships?

These CRM user lookups are built into Salesforce, so you can use them in both Pardot and Salesforce. Within Pardot you can leverage them in the following ways:

  • Email templates
  • List emails
  • Rules on automation rules, dynamic lists, and segmentation rules
  • Potentially on the new conditional completion action criteria rules

This field cannot be used to send email notifications to the User linked to this Prospect. 

Additionally, we did not see them in Engagement Studio Programs as rule options. But remember, you can build a list to act as your criteria instead of using the field directly. 


Can I have more than one custom relationship?

Absolutely. This is out-of-the-box functionality in Salesforce, which can now be repurposed for Pardot-specific processes. 

Most organizations we have worked with have less than (3) custom User lookups. The only caveat is to make sure you name them correctly so there is no confusion while using them. 

As you see above, you can pick from a picklist (CRM User lookup fields) under the Prospect CRM User Custom option, and choose which one you want to leverage on that particular email. 

How do you test to make sure everything is working fine? 

The best way to test this information is up to date in Pardot is to go through the following checklist:

  • Review User mappings
    • If the User is deactivated or not in Pardot, this will fail.
  • Create a list of Prospects using the new field created and make sure the values are being reflected in Pardot.
    • Watch the video earlier in the blog for a few troubleshooting steps.
  • Run a preview test in your email test tab.
    • Enter a few email addresses you know to have this field updated and see how it works out.
    • You can create fake prospects to sync for this testing or build in Sandbox if you have access to one.

CRM user lookups make life easier for Pardot admins

Thank you for following along! Check out part two of this blog where we cover how to avoid email personalization missteps.

If you have any questions about this feature or how to use it in Pardot (MCAE) please give us a shout here

Original article: Email Sender Options: Leverage CRM User Lookup in MCAE (Pardot)

©2022 The Spot. All Rights Reserved.

The post Email Sender Options: Leverage CRM User Lookup in MCAE (Pardot) appeared first on The Spot.

By |2022-06-03T15:12:00+00:00June 3rd, 2022|Categories: Emails & Forms, Pro Tips, revive|

Get Ready for MCAE (Pardot) Conditional Completion Actions

Conditional Completion actions are coming to Marketing Cloud Account Engagement (Pardot)! And they’re a game changer for adding complexity to completion actions on your marketing assets.

This has been a long awaited request in the IdeaExchange. So, we’re ecstatic to see it finally come to fruition.

Note: This feature is not currently available in production. Conditional Completion actions will be rolled out during the Summer ’22 release (May 21st – June 11th) and this blog will be updated as we get access to this feature. Stay tuned!

What are Marketing Cloud Account Engagement (Pardot) completion actions?

Pardot Completion Actions allow you to add follow up automations to most Pardot assets such as forms, landing pages, files, custom redirects, etc. 

These actions trigger after someone interacts with the asset such as a click or form fill. Pardot Admins and Marketing Users can configure which actions they want Pardot to trigger after the fact. 

Completion actions include:

  • Add Tags
  • Add To List
  • Add to Salesforce Campaign
  • Adjust Score
  • Adjust Score For Scoring Category
  • Assign Prospect via Salesforce Active Assignment Rule
  • Assign To Queue
  • Change prospect custom field value
  • Change prospect default field value
  • Create Salesforce task
  • Increment prospect field value
  • Notify assigned user
  • Notify user
  • Notify user via Twilio (phone)
  • Register for webinar
  • Remove from list
  • Remove tags
  • Send autoresponder email
  • Set profile
  • Set prospect’s first touch campaign

Currently, you can add as many of these as you see necessary. But keep in mind, they trigger on ALL Prospects that interact with the asset. Conditional completion actions are changing that. 

As Pardot stands today, other automation features, such as Engagement Studios and Automation Rules, can provide ways to conditionally process prospects. However, these automations have limits, and using multiple assets per form fill, link click, etc., can bog down your system. 

With Conditional Completion actions, you will be able to perform all the desired actions right from the asset setup page.  

What are Pardot conditional completion actions?

Welcome conditional completion actions! 

Conditional completion actions add complex logic to your existing or new completion actions on your Pardot assets.

Essentially, you are able to create logic similar to dynamic lists or automations rules (or Salesforce Reports) that follow this pattern:

Before: Upon engagement (click/form fill), then trigger Y
New: Upon engagement (click/form fill) look to see if X = Value; then trigger Y

You can still do regular completion actions that apply to ALL Prospects who engage with the asset in specific ways, but now we will be able to create conditional actions as well. 

Below is an example of what you can expect to see in your account when the feature is released later this summer:

This feature will be available on Lightning list emails, forms, form handlers, files, custom redirects and page actions.

You can read more about it here and watch a quick demo, courtesy of Salesforce, here.

How are conditional completion actions different from normal completion actions?

In terms of functionality, there isn’t much of a difference between regular and conditional completion actions — they look at an action and then apply the necessary follow-up actions. 

However, in terms of usage, conditional completion actions add complexity to the existing completion actions by allowing for criteria in addition to a click or form fill to decide if the action should be completed or not. 

This allows marketers to create branches and manage different types of Prospects differently in Pardot.

Are there any limits or requirements to conditional completion actions?

Lucky for everyone, these actions will be available to everyone upon its release date.

We have identified the following limitations (that could change with further releases):

  • No conditional actions based on list membership
  • No conditional actions on classic email builder list emails (only available in the new Email Lightning Builder)
  • Limit of up to 6 conditional groups per asset (plus your standard completion actions)
  • Limit of up to 15 conditional group actions across all conditional groups per asset

We won’t have a concrete list of limits until this feature goes live, so stay tuned for updates!

What Pardot conditional completion use cases that I can look forward to?

First things first, this particular section will be updated post-release with additional information and screenshots. For now, we are basing these scenarios on existing completion action functionality. So, proceed with caution!

UTM-Based Lead Sources

Reporting on where your online website traffic is coming from is more important now than ever. For many organizations, being able to distinguish between sources of ads and beyond continues to be a hot topic. 

At Sercante, we support our customer’s UTM tracking via custom hidden fields on their forms. Now with conditional completion actions, leveraging these UTM’s real-time to update Lead Source should be easier than ever!

Standard Lead Routing

Nothing magical here, aside from the fact that you can fit multiple territories/region/product assignment criteria into a single form. Previously, this would require multiple automations or a little support from Salesforce to route accordingly. 

If you are interested in learning about how to manage Lead Routing in Pardot, check out my presentation from ParDreamin’!

Block Competitors

For those in industry segments with few players (we know everyone in the ocean), you may find it difficult to exclude competitors currently in Pardot (before they enter Pardot). 

If you have a field that identifies your Prospects as a competitor (email or company for example) you can decide not to send them the email with your latest e-book or asset. This would save you time and effort from setting up individual automation or even using JavaScript.

Streamlined Campaign Management

During ParDreamin 2021, I discussed how you can streamline your asset delivery processes by creating custom fields and leveraging HML, Dynamic Content, and Snippets in the process. Although this is great to reduce the number of assets in the overall process of delivering content, you still need 1 automation rule per asset to update campaign membership. 

By capturing the page title or asset name into a hidden field, you can then leverage this field to add the person to the correct Salesforce Campaign on each form — up to 6 branches (conditional groups). 

This would reduce the number of forms you need to set up overall. 

Multiple Link Click Options For List Emails

One of the most frustrating experiences currently is having an email with more than one CTA and having to pick between “any link” or “specific link” clicks. This feature would allow you to do this with up to 6 different links (we have not seen conditional actions on list emails yet). 

This function would only be available in the Lightning Email Builder and not for the Classic Email Builder. 

Extending The Power of Webinar Connectors

This directly speaks about WebEx and GoToWebinar products. 

Many B2B organizations have webinar series where they would love for people to register for multiple webinars at the same time. As of today, you either had to use (3) automation rules and a custom field, or (3) separate forms as Pardot does not allow for multiple registrations (using Pardot forms).

An alternative to creating multiple automation rules is to use Javascript here, but the hope is that conditional completion actions provide a no-code alternative. 

With this conditional completion actions feature, you can skip setting up the automation across the platform, thus requiring less work and a central location for it all!

Supercharge Your ABM Strategy

Leverage account types or build a new field called “Account Tier” to signal which accounts need the “white glove treatment.” 

Using conditional completion actions, then create custom Slack notifications, User notifications, or User tasks immediately after these Prospects complete their forms. 

In addition, you can also update a custom field such as “Prioritization”  to increase their prioritization in Views in Salesforce. This would be an excellent companion to the Einstein Key Account Identification feature for those on Pardot’s Advance tier or higher.

Imagine the possibilities for conditional completion actions

As a consultant, I am very much looking forward to streamlining automations for my customers by leveraging conditional completion actions in their organizations in the near future. 

If you need to strategize how to leverage this feature in your organization, or you just want to brainstorm ideas, contact us here!

Original article: Get Ready for MCAE (Pardot) Conditional Completion Actions

©2022 The Spot. All Rights Reserved.

The post Get Ready for MCAE (Pardot) Conditional Completion Actions appeared first on The Spot.

By |2022-05-23T20:48:10+00:00May 23rd, 2022|Categories: Automations, New Features, Release Notes, revive|

Content Personalization Using Dynamic Content, Pardot HML, and Pardot Snippets

Prospects now more than ever are demanding personalized content. For the last 4 years, adding the first name for personalization in emails has been the default. Unfortunately, that alone isn’t going to cut it anymore. To keep their attention, you have to make sure they know you’re thinking of them— no matter how long your list becomes.

In Pardot, the options to provide these experiences differ depending on your account tier and how you intend to use them.

If you’re a veteran to Pardot, it’s likely you know that there are several ways to accomplish the personalization you need. That’s why we’ve broken down some of the most common use cases that call for Pardot HML, Pardot Snippets, or Pardot Dynamic Content. Understanding how each of these work best in different scenarios will help you save time in your creation process. 

Content Personalization Using
Dynamic Content 

Content Personalization Using Dynamic Content

Dynamic content allows you to display custom content, via Javascript, on your company’s website or within Pardot. Think about displaying different content on forms, landing pages, layout templates, and emails based on prospect criteria.

When a prospect matches the criteria for your dynamic content, the content variation corresponding to that field value will display. With this feature, it is possible to display up to 25 variations of content. If there are no matches or that person has no data, then they see the default option.

The instant benefit is that you can use one email template to showcase different pieces of content per Dynamic Content block. This feature is available both in Pardot Classic and Lightning that have a Plus or higher edition.

Popular Use Case: Showing different images or text based on the values found in the country field within an email. See our post about use cases for Dynamic Content here.


Content Personalization Using Handlebar Mail Language (HML)

Content Personalization Using HML

HML is a new merge language for personalizing email in Pardot. Basically it’s the representation of a field value that you can showcase anywhere you have access to the WYSIWYG editor. Think of displaying prospects data on landing pages, forms, emails, etc. based on the data found within a prospects record in Pardot.

The benefits of Pardot HML almost immediate:

  • Easy to upgrade your content.
  • Ability to search for the fields you need.
  • The same language is shared across Salesforce Lightning Templates, laying the foundation for more email compatibility down the road. 
  • HML can also be used within Dynamic Content, but not Snippets. 
  • Allows you to do IF/ELSE statements to further expand its uses.
  • HML is available across all editions of Pardot Classic and Lightning (if enabled).


How Do You Know You’re Using HML?

The easiest way to know is to look at your tokens. Do they look like this %%first_name%% or like this {{Recipient.FirstName}}? The option with the curly brackets ({}) is the appropriate one. New accounts from 2020 (or more recent) should have HML activated already, however, if you have an older account and need help migrating over from PML to HML, just follow our guide.

Popular Use Case: Updating email signatures for both sales and marketing emails to quickly create a connection with prospects based on CRM ownership. We also wrote about use cases for HML here.


Content Personalization Using Pardot Snippets

A Snippet is a reusable block of text, date, or links that can be pulled into multiple Pardot emails, forms and landing pages. These blocks are static, meaning you select the one you want and the values don’t change unless you change them. They’re best for strict text purposes as they do not support HTML/CSS. 

Snippets cannot be used with Dynamic Content. However, you can insert HML into Snippets, you just have to do it manually because there’s no HML option in the Snippet wizard. You must have Connected Campaigns and HML enabled to use them within your instance. 

Snippets are based on Business Unit or Campaign ownership. Although you can use Snippets in Pardot Classic, you cannot create them without access to Salesforce (Pardot Lightning is preferred if you intend to use this feature). Snippets are available for all versions of Pardot.

Popular Use Case: Updating event or footer information across multiple assets. We recently wrote about Snippets and answered a few frequently asked questions on this blog!


Comparing HML, Snippets, and Dynamic Content

The bottom line is that people don’t want to go through a million forms. They want personalized content and they want it now.

This begs the question, when is it appropriate to use each Pardot personalization feature? If you have used Pardot for a while , you know that Pardot allows you to do similar things in several different ways. To help the decision making process, we put together this chart to help you decide when to choose each of these options.

Dynamic Content – Used for personalizing different variations of content blocks based on prospect record information Handlebar Mail Language (HML) – Used as values from a prospect record for personalizing content across assets Snippets – Used to personalize assets with static content.
Pardot Lightning required  No No Yes
Available in All Pardot Tiers No Yes Yes
Created/updated in Salesforce No Yes Yes
Association to a Salesforce campaign No No Yes, or Business Unit
Created/Updated in Pardot Yes Yes No
Limited by Pardot Tier Yes, Plus tier or higher No No
Updated by changes to Pardot-Salesforce data Yes Yes No
Allows HTML/CSS for customizing content Yes No No
Used to personalize Pardot forms Yes Yes, content regions only Yes, content regions only
Cross Business Unit Support No Yes Yes


Example Use Cases for Pardot Personalization 

Below are some scenarios you may find useful to differentiate between uses.

Scenario: You need to set up a completion action on a form that sends out an autoresponder email with specific content based on a picklist option for a field called “Area of Interest”. The picklist field on the form has four options. You don’t want to build multiple email templates. You are on the Plus edition of Pardot.

Solution: Dynamic Content shows specific content in relation to the data on the record of the prospect. This would allow you to use one email template but showcase different content based on which option the prospect chose while completing the form.


Scenario: You need to send a prospect an email receipt of the information they just submitted via a form or form handler to confirm their participation in your program. You are on the Growth edition of Pardot.

Solution: HML only shows what lies within the record of a prospect, nothing more, nothing less. You can customize the rows and order of the data in the email template to look however you want.


Scenario: Your team needs to be able to update and use a content block (with webinar information) across multiple Business Units. The information for this comes from the field marketing team and they do not have access to Pardot.

Solution: Snippets show information that is static that can be shared across different business units or locked down by campaigns. Snippets can be updated by Flows or manually by a person with the right permissions within Salesforce.


Personalization and delivering value are key to moving prospects quickly through the pipeline. Pardot provides you with a variety of features to allow you to leverage the data you already have in your CRM to your benefit.

Are you looking for ways to take your email marketing strategy to the next level with Pardot? With the guidance of our Strategists, we can help you identify the fields which are and aren’t actively used by your team— it could be key to qualifying leads faster!

If you are ready to maximize your use of Pardot, give us a shout!

The post Content Personalization Using Dynamic Content, Pardot HML, and Pardot Snippets appeared first on The Spot For Pardot.

By |2021-05-06T15:39:43+00:00May 6th, 2021|Categories: Uncategorized|

Content Personalization Using Dynamic Content, Pardot HML, and Pardot Snippets

Prospects now more than ever are demanding personalized content. For the last 4 years, adding the first name for personalization in emails has been the default. Unfortunately, that alone isn’t going to cut it anymore. To keep their attention, you have to make sure they know you’re thinking of them— no matter how long your list becomes.

In Pardot, the options to provide these experiences differ depending on your account tier and how you intend to use them.

If you’re a veteran to Pardot, it’s likely you know that there are several ways to accomplish the personalization you need. That’s why we’ve broken down some of the most common use cases that call for Pardot HML, Pardot Snippets, or Pardot Dynamic Content. Understanding how each of these work best in different scenarios will help you save time in your creation process. 

Content Personalization Using
Dynamic Content 

Content Personalization Using Dynamic Content

Dynamic content allows you to display custom content, via Javascript, on your company’s website or within Pardot. Think about displaying different content on forms, landing pages, layout templates, and emails based on prospect criteria.

When a prospect matches the criteria for your dynamic content, the content variation corresponding to that field value will display. With this feature, it is possible to display up to 25 variations of content. If there are no matches or that person has no data, then they see the default option.

The instant benefit is that you can use one email template to showcase different pieces of content per Dynamic Content block. This feature is available both in Pardot Classic and Lightning that have a Plus or higher edition.

Popular Use Case: Showing different images or text based on the values found in the country field within an email. See our post about use cases for Dynamic Content here.


Content Personalization Using Handlebar Mail Language (HML)

Content Personalization Using HML

HML is a new merge language for personalizing email in Pardot. Basically it’s the representation of a field value that you can showcase anywhere you have access to the WYSIWYG editor. Think of displaying prospects data on landing pages, forms, emails, etc. based on the data found within a prospects record in Pardot.

The benefits of Pardot HML almost immediate:

  • Easy to upgrade your content.
  • Ability to search for the fields you need.
  • The same language is shared across Salesforce Lightning Templates, laying the foundation for more email compatibility down the road. 
  • HML can also be used within Dynamic Content, but not Snippets. 
  • Allows you to do IF/ELSE statements to further expand its uses.
  • HML is available across all editions of Pardot Classic and Lightning (if enabled).


How Do You Know You’re Using HML?

The easiest way to know is to look at your tokens. Do they look like this %%first_name%% or like this {{Recipient.FirstName}}? The option with the curly brackets ({}) is the appropriate one. New accounts from 2020 (or more recent) should have HML activated already, however, if you have an older account and need help migrating over from PML to HML, just follow our guide.

Popular Use Case: Updating email signatures for both sales and marketing emails to quickly create a connection with prospects based on CRM ownership. We also wrote about use cases for HML here.


Content Personalization Using Pardot Snippets

A Snippet is a reusable block of text, date, or links that can be pulled into multiple Pardot emails, forms and landing pages. These blocks are static, meaning you select the one you want and the values don’t change unless you change them. They’re best for strict text purposes as they do not support HTML/CSS. 

Snippets cannot be used with Dynamic Content. However, you can insert HML into Snippets, you just have to do it manually because there’s no HML option in the Snippet wizard. You must have Connected Campaigns and HML enabled to use them within your instance. 

Snippets are based on Business Unit or Campaign ownership. Although you can use Snippets in Pardot Classic, you cannot create them without access to Salesforce (Pardot Lightning is preferred if you intend to use this feature). Snippets are available for all versions of Pardot.

Popular Use Case: Updating event or footer information across multiple assets. We recently wrote about Snippets and answered a few frequently asked questions on this blog!


Comparing HML, Snippets, and Dynamic Content

The bottom line is that people don’t want to go through a million forms. They want personalized content and they want it now.

This begs the question, when is it appropriate to use each Pardot personalization feature? If you have used Pardot for a while , you know that Pardot allows you to do similar things in several different ways. To help the decision making process, we put together this chart to help you decide when to choose each of these options.

Dynamic Content – Used for personalizing different variations of content blocks based on prospect record information Handlebar Mail Language (HML) – Used as values from a prospect record for personalizing content across assets Snippets – Used to personalize assets with static content.
Pardot Lightning required  No No Yes
Available in All Pardot Tiers No Yes Yes
Created/updated in Salesforce No Yes Yes
Association to a Salesforce campaign No No Yes, or Business Unit
Created/Updated in Pardot Yes Yes No
Limited by Pardot Tier Yes, Plus tier or higher No No
Updated by changes to Pardot-Salesforce data Yes Yes No
Allows HTML/CSS for customizing content Yes No No
Used to personalize Pardot forms Yes Yes, content regions only Yes, content regions only
Cross Business Unit Support No Yes Yes


Example Use Cases for Pardot Personalization 

Below are some scenarios you may find useful to differentiate between uses.

Scenario: You need to set up a completion action on a form that sends out an autoresponder email with specific content based on a picklist option for a field called “Area of Interest”. The picklist field on the form has four options. You don’t want to build multiple email templates. You are on the Plus edition of Pardot.

Solution: Dynamic Content shows specific content in relation to the data on the record of the prospect. This would allow you to use one email template but showcase different content based on which option the prospect chose while completing the form.


Scenario: You need to send a prospect an email receipt of the information they just submitted via a form or form handler to confirm their participation in your program. You are on the Growth edition of Pardot.

Solution: HML only shows what lies within the record of a prospect, nothing more, nothing less. You can customize the rows and order of the data in the email template to look however you want.


Scenario: Your team needs to be able to update and use a content block (with webinar information) across multiple Business Units. The information for this comes from the field marketing team and they do not have access to Pardot.

Solution: Snippets show information that is static that can be shared across different business units or locked down by campaigns. Snippets can be updated by Flows or manually by a person with the right permissions within Salesforce.


Personalization and delivering value are key to moving prospects quickly through the pipeline. Pardot provides you with a variety of features to allow you to leverage the data you already have in your CRM to your benefit.

Are you looking for ways to take your email marketing strategy to the next level with Pardot? With the guidance of our Strategists, we can help you identify the fields which are and aren’t actively used by your team— it could be key to qualifying leads faster!

If you are ready to maximize your use of Pardot, give us a shout!

The post Content Personalization Using Dynamic Content, Pardot HML, and Pardot Snippets appeared first on The Spot For Pardot.

By |2021-05-06T15:39:43+00:00May 6th, 2021|Categories: Uncategorized|

Duck, Duck, Goose: How to play with Pardot Snippets!

Snippets were added to the Pardot functionality toolset fairly recently as a way to help the marketers of the world stay organized and reuse their content across multiple templates or Pardot Business Units without copy and pasting (*cues angelic music*). 

In short, Pardot Snippets are a content block of dates, links, images*, or plain text that you can leverage across your Pardot instance (or Business Units) with one central hub to manage them – your campaigns. The way Pardot snippets work focuses more on the relationship between the content block and the campaign, versus individual prospect data. Currently this feature is only accessible to marketers via the Pardot Lightning App.

Snippets are incredible for marketers who are running multiple campaigns and need to edit tiny bits of information across multiple landing pages, email templates, etc. If you have had to do this in the past with Pardot, it can be a long process which is prone to errors like forgetting to update one of your templates. Snippets now grant you flexibility as to where you can place the different content you create – – for example different messages customer types of event different Business Units. You can also configure who within your organization can see, create, and use Snippets. This flexibility is great for global marketing teams that would like to limit access to specific assets by region, campaign or Business Unit without custom user roles within Pardot.

In this blog, we will tackle some common questions we have received about Snippets.

Before we get started, I must point out that Snippets do have a few requirements before you can use them in your Pardot org. If you are in an older account (older than 2020) you may need to complete one or multiple steps to enable Snippets in Pardot.

Requirements For Using Pardot Snippets:

  • Must activate Pardot Lightning App
    • This can be configured in Sales Cloud and may need Salesforce Admin support
    • This also usually required SSO to be enabled for your Pardot/Salesforce User
  • Enable Handlebars Merge Language (HML)
    • For older accounts, there’s usually a pop-up for this each time you login
  • Connected Campaigns must be enabled
    • This can be turned on under your connector/account settings and may need Pardot Administrator support
  • Access to create and edit Campaigns
    • Requires the Marketing User checkbox to be enabled in your Salesforce and may need Salesforce Admin support
  • Be assigned the Sales Cloud, CRM, or Service Cloud permission set license
    • This can be configured in Sales Cloud and may need Salesforce Admin support

If you have a brand new instance, you should have automatically or manually configure most of these settings already (as part of the Pardot Setup Wizard in Sales Cloud) but it never hurts to take a second look. Make sure your Snippets tab isn’t hidden from your profile, this is usually the only thing preventing you from using Snippets.

Everything You Need To Know About Snippets: A Q&A

What are Snippets?

Based on the Salesforce help article, Snippets are reusable pieces of content that streamline how you create recurring marketing assets for your campaigns and business as a whole. Snippets can be leveraged in list emails, email templates, forms, and landing pages.

Why use Snippets?

This feature can save you time during setup and maintenance of your templates and content blocks across Pardot (or Business Units). Snippets can be used to populate and manage repeatable content across your Pardot assets (such as emails, forms and landing pages). These can be short character strings or full paragraphs of information that are tied to specific campaigns (or Business Units). They are also available in standard Salesforce reports.

Can I use Snippets in Pardot Classic?

It is important to note that although you can use Snippets in Pardot Classic’s WYSIWYG editor, you must first create them in the Pardot Lightning App as there is no tab to direct you to the Snippet library from within the Pardot Classic interface. You also cannot manage settings of Snippets such as which campaigns they are associated with from within the Pardot Classic UI.

What are some popular use cases for Snippets?

You can use snippets at the Business Unit level or the campaign level (and share it with as many campaigns/people as you want). Below are some examples of how we can leverage snippets to help you save time across Pardot assets:

  • Emails (use in headers, footers, content blocks, additional CTA’s, navigation and more)
    • Webinar information – imagine being able to update details across multiple templates/landing pages, especially for series from one place
  • Forms (use in before or after text, thank you content, etc)
    • Confirmation information – imagine adding “Add to Calendar” on multiple places without having to copy and paste, directly from the editor
  • Landing Pages (Headers, footers, content blocks, disclaimers)
    • Accessibility requests – imagine adding directions for customer support or privacy notices to all your forms and being able to updates it from one place

Can I use Snippets across different Pardot Business Units?

Yes, you can. To be able to use a Snippet in a different Business Units, simply assign it to the right one using the assignment wizard. A Snippet can be used across multiple Pardot Business Units. This allows your team to leverage work used in one Business Unit without having to recreate it. You can also do the opposite, which in this case is limit the content to one Business Unit.

Can I limit who sees/uses Snippet?

Within the Pardot Lightning App, you are able to limit who can see the Snippet NavigationTab (you can hide the Snippets tab from their User Profile), which ultimately prevents you from accessing it.  Additionally, you can prevent certain people using Snippets if they don’t have access to edit the campaign object. If someone does not have the Marketing User checkbox enabled in Salesforce, they won’t be able to create Campaigns which are required to attach to a Snippet.

What if I want a Snippet to be available for multiple/all campaigns?

When you assign the Snippet you can go to each campaign and assign it on the campaign level. If you only have one Business Unit and you don’t want it to be restricted to one or a few campaigns, simply assign it to the Business Unit as illustrated in the step above.

I made a clone of my Snippet but I can’t seem to tie it to the right campaign. Why am I having issues with this?

When you Clone a Snippet it keeps the same API_NAME which is the unique identifier for the Snippet. Even if you change the Snippet Name, the API Name must be updated as well. Normally this won’t happen when you create a Snippet from scratch.

Why can I not see the Snippet tab in the Merge Field picker?

The first thing I would check is to see if you actually created a Snippet, otherwise this won’t appear. However, there are requirements to enable Snippets which could be the cause of you not being able to see them, and usually this is the issue – proper visibility. The first thing to check is to see if the email template or list email you are building has the same campaign associated with it. Nine times out of ten that’s the reason why you can’t see it, the snippet and campaign are not associated correctly (you can check the related list for that campaign), especially if you copied the template and updated the campaign.

Why can I not see my new Snippet but see others?

Notice that there is a short sync period. Usually waiting a few minutes (similar to campaign syncing period) is enough to get it to appear. If this doesn’t resolve on its own, then check the campaign or Business Unit that the Snippet is associated with.

If I edit Snippets, do they mass update or do I have to update each one manually?

Yes, Snippets will mass update, that’s the magical part of this feature. Similar to Dynamic Content any updates will go across all your templates. For example, think of being able to replace the privacy notice jargon on all your templates from one spot, that’s what Snippets can do! No more editing 100 templates. Need I say more?

Additionally, you can open this feature up to other people in your organization (in Sales Cloud) who might be the point of contact for those details.

Will a Snippet update if the email has already been sent? What about updating a landing page?

Similar to other Pardot functionality when an email has been sent already, the Snippet will NOT update after it has been sent. Future email sends with Snippets embedded will provide the latest updated information at the point of the send.

Landing pages, on the other hand, are different and will update close to real time as long as you are referring to the right snippet (via HML) and the campaign associated with this asset allows for the use of Snippets.

I tried adding an image and I can’t see an upload button or a gallery icon. Am I missing something?

At the moment the image tab is for organization only, you can input an image URL in it but this URL won’t render as an actual image. I tried the URL on its own, the URL within some HTML in the email and the same HTML without the URL reference just the direct reference. The only one that displayed it was the direct URL reference on the template preview, so if you want the actual image to display just add the image on the template, Snippets won’t work for this.

What happens if you dissociate the campaign of the asset that the snippet is on?

You will still see the HML that describes the Snippet name within the email builder. However, if you click on the preview tab, this shows as a blank, similar when you use HML to display a field and it’s empty. I received no warnings about this from the system when trying to save or publish a template.

What happens if you delete a Snippet that’s currently being used?

Although the system gives you a warning, it doesn’t act like other assets that prevent you from deleting it if there are dependencies associated with the Snippet. Proceed with caution if you delete a Snippet. Review the Related section under the Snippet tab and remove the Snippet from the assets associated with it prior to deleting it. If you delete a Snippet, it is not removed from your assets, but it will stop working. You would see a blank space where the Snippet should populate.

How do I restore a Snippet if I accidentally delete it?

In the App Launcher (in Sale Cloud), search “Recycle Bin” and it should be the top thing there. You can hit the down arrow at the right of the row to restore it. You may need a Salesforce Admin to support you in bringing it back if you can’t see the Recycle Bin. This option is available to you for 30 days.

Can I use standard Salesforce functionality to edit Snippets?

Yes you can. I actually learned this from Marianne Fields at ParDreamin’. In her presentation, she used Flow within Sales Cloud to look up a custom event object and pull data from it into her Snippets, while also automating the information updates from when her events team had changes to any of the event logistics, this would then update in Pardot and when it was time to send emails from Pardot, all the data was in the right spot. This is a great alternative for anyone on the Pardot Growth Tier, who may not have access to Dynamic Content or want more control in editing and approving content that goes out the door.

Wait, I already use Dynamic Content. What is the difference?

The difference here is that Dynamic Content depends on a prospects record data to populate information based on the criteria you established, it also has a limitation of 25 variations of content. Snippets on the other hand are “static” for everyone (meaning everyone sees the same thing) but can be updated universally similar to Dynamic Content. Snippets can be used by anyone with a Pardot instance, while Dynamic Content requires a Pardot Plus account or higher to be able to access it.

Although you can use Dynamic Content and HML together, using Snippets inside Dynamic Content or vice-versa don’t seem to be available at this time. There is no HML button in the Snippet wizard creator but you can manually add HML to Snippets.

Nice! This sounds great, how do I enable Snippets for Pardot in my account?

Review the prerequisites at the beginning of this post (and definitely the Salesforce documentation). If all that is completed, then make sure your profile has the Snippets tab turned on (set to Default On), then you can add the Snippets Related list to the Campaign page layout (and Lightning Record Pages if applicable) in order to see associations at the Campaign object level.

Lastly, you must be a Pardot Admin or Marketer User in order to be able to use Snippets within the Pardot Lightning App. Snippets however can be accessed from within Salesforce similar to Campaigns so don’t necessarily require a Pardot login to access.

Conclusion

With marketing teams and budgets changing during this pandemic, one thing is for sure. The winners will be the companies that can pivot quickly by leveraging all the tools at their disposal. Now that you know a little more about Snippets you can start to tinker with them to help you save time and effort. From going through this exercise three times in a week, I can say that it takes longer to set these up initially than actually using Snippets, but that’s a good thing given all the options for sharing and visibility. After that it’s a walk in the park!

Remember to be patient as you experiment with these and feel free to reach out if you need support leveraging this new feature or switching to Pardot Lightning from Classic.

What are some interesting use cases you have seen using Snippets in the wild?

The post Duck, Duck, Goose: How to play with Pardot Snippets! appeared first on The Spot For Pardot.

By |2021-02-12T14:41:00+00:00February 12th, 2021|Categories: Email Marketing|

21 Resources to Level-Up Your Pardot Emails In 2021

Nearly 90% of marketers are using email (think tools like Pardot) to reach their audiences on a weekly basis, according to Oberlo. On average, people get roughly ~120 emails a day, according to Radicati. Whoa! That’s a lot of emails. For many organizations in sectors like manufacturing, the switch to digital channels has become a race against time. One could infer that this number has increased due to the shift to digital channels (such as email) in 2020 due to the COVID-19 pandemic. The shift is probably affecting businesses who perhaps did not depend on email marketing to generate sales, or depended more on brick-and-mortar stores for sales. In any case, these metrics are alarming to say the least, which begs the question, what are you doing to stand out and make your brand memorable?

In Pardot, there are several ways to send emails, however the way you organize and set up your email campaigns can differ from team to team. As a marketing team, here are some challenges you may be facing and need support on in 2021:

  • Planning and executing Pardot email campaigns that scale
  • Creating email banners and graphics (with no designer on staff) 
  • Checking for mobile responsiveness across templates (with little HTML knowledge)
  • Testing your email content (lack of feedback on subject lines, copy, A/B testing, etc)
  • Customizing email templates and trying to stay consistent with branding guidelines
  • Navigating through ambiguous IT documentation around email domains

Regardless if you are a team of one or a team 15+, this Pardot Email guide can help you take your email templates to the next level with a few simple clicks.

21 Resources to Help Your Pardot Emails Stand Out In 2021

Some of these resources do require that you have basic HTML/CSS understanding to be able to use them properly (we always advise you to work with an email developer). Most of the resources below are free unless otherwise noted. Additionally, you should test everything you decide to implement as it will not look or act the same across devices and email clients (particularly Outlook) and could affect your email KPI’s.

Email Building Basics

1. Email Brief and Planning Worksheet (Litmus)

Are you new to email marketing? This worksheet (by the team at Litmus) will help you get your process in order. This outline can work for both individuals and teams looking to improve their email campaign creation processes by focusing on efficiency and better quality control in the new year!

2. Email Content Regions Guide (Pardot) 

Pardot Content Regions give you flexibility to lock down content controls to users creating emails and landing pages. Need the footer content to be restricted to edits? There’s a tag for that. Need the ability simply update the text and link of a button without editing code? There’s a tag for that as well!

3. Fonts (Google)

Google Fonts is an easy way to pull additional web fonts for your landing pages and email and use them within Pardot. Note that not all email clients allow the use of other web fonts and you would need to set up a default font (in Pardot it’s Arial) for email clients like Outlook. To use these custom fonts you can find a guide on how to implement this on the Pardot Knowledge Base or work with an email developer to leverage more web fonts properly.

4. Preview & Preheader Text Guide (Sercante)

Many email marketers underestimate or completely ignore the power of Preview Text. A survey conducted by Litmus and Fluent found that about 24% of email readers decided to open an email purely based on the preview text. This guide walks you the fundamentals of using it and how it can impact your email opens. Just remember to keep your preview text close to 40 characters so it doesn’t get cut off (different devices have different cutoff parameters).

Design With Your Audience In Mind

5. Bulletproof Email Backgrounds (Campaign Monitor)

Tired of boring white email backgrounds? This generator allows you to add images and backup colors (especially for Outlook) with a few simple clicks. You can then add this code to the HTML tab of your Pardot email for testing.

6. Color Kits (Scheme Color)

Color Schemes is a great tool to create color palettes especially if you don’t have a designer on staff and you’re just starting to develop your branding guidelines. To use this tool, simply add your HEX or RGB codes from your logo and out goes the color series. Don’t know the color codes? Try the image to color generator on their site and it will generate them for you.

7. Dark Mode Email Design Guide (Litmus)

Designing emails and websites for dark mode is becoming more and more popular. According to a survey from Medium, over 80% of mobile Users prefer dark mode when using their device. This informative guide will walk you through simple tips and tricks you can do to make sure you stand out. 

8. Email Banners (Canva)

Designing banners for email templates and social media posting? Canvas provides you with a series of predefined templates, stock imagery and even video clips (read more about using GIFs in your email campaigns). Remember to use the proper dimensions in your emails to make the banners easier to use.

9. Stock Images (Pexels)

Using images in emails can help spice up your content and promote click throughs. To use Pexels, simply search terms for your specific campaign needs and select the best image, most are free for personal and/or commercial use. Remember to think about considerations of using images in email, especially if the majority of your audience are on Outlook.

10. Social Media Icons (Hootsuite)

There are many social media icons you can find online. You may even have your design create some for you that are branded using your colors. Did you know that social media icons are actually trademarked? This guide will walk you through how to play it safe and access the correct branding and icons for your email marketing campaigns.

Delight Your Audience

11. Bulletproof Email Button Generator (Campaign Monitor)

Want to add buttons to your email templates but don’t know how? Use this simple generator to add buttons to your emails and landing pages. Simply input the URL link location and text you want on the button and then it will give you a code you can add to the right section to your email template. Guess what? They also work on Outlook. 

12. Calendar Invite Sharing Buttons for Emails (Eventable)

Want to create buttons for webinar registrants to add the event to their calendar? No problem, use this tool to create Add-To calendar buttons, which can be added to your emails with a few clicks!

13. Countdown Timers for Emails (NiftyImages)

Add a little flair and excitement to your emails, landing pages, and website with these countdown timers. To use this tool, add your timing, and then add the code to your email. If you registered for ParDreamin’ this year you will know exactly what it looks like. Similar to other animated images, some email clients only display the first frame of the image and may not work properly (especially in older Outlook accounts)

14. RSS Feed (FeedOtter)

Do you produce a lot of blog, public relations or news content on your website? It’s time to put FeedOtter to work! Although this tool is paid, it can be well worth it, if your organization is producing significant content month to month. Keep your audience engaged by and save on time by automating your newsletters with content from your website using this tool.

15. Video in Emails (Wistia)

You’ve seen the name Wistia before, you can’t remember where though right? It is actually one of the video native connectors you have access to when you buy Pardot. Although Wistia is a separate service to Pardot, they have great insights into how you can make video work for your brand and audience. Just in case you didn’t know, video doesn’t work across all email clients. This article walks you through your options to help your provide the best experience for your audience.

Testing Your Content

16. A/B Testing Case Studies (GuessTheTest?)

Need ideas of what to A/B test? Learn from other enterprise and B2B customers through their own A/B email testing experiences, you can even search by industry, the item that was tested and by conversion goals.

17. A/B Testing for Emails (Pardot)

Did you know that earlier this year Pardot made A/B testing available to all editions of Pardot? This help document will walk you through the steps on how to do it. It’s a great feature to leverage especially if you are trying to pinpoint what variety of preview text, subject line, or content works best for your audience. Need a little more help setting up A/B tests? Check out our blog post on A/B testing do’s and don’t here.

18. Gmail Email Tab Check (Gmail/Litmus)

Are you curious to see where your emails end up? With this tool you can test it for yourself. Currently it only supports tabs found within Gmail but if you are in the B2C/NGO/HigherEdu/Non-Profit side of email marketing that may be exactly what you need!

19. Subject Line Rater (Subjectline)

When writing copy, do you test subject lines? If you aren’t getting any feedback from your team, you are missing out. This tool gives you a score (scale from 0 – 100) AND feedback on how you can improve your subject lines before they go out the door! A good alternative is Omnisend!

Spam and DKIM Checkers

20. Blacklist Checker (MX Toolbox)

Are your emails even making it to your prospects Spam or Inbox folders? The answer is no if you have been blacklisted. For Pardot customers sharing an IP, this could happen even if you follow all the best email marketing practices. In short, being blacklisted means some of your emails you have sent may not be delivered (in order to reduce what is perceived email spam by the email clients).

21. Spam Checker (MailTester)

The spam checker checks for spam, DNS/DKIM validation, blacklists, broken links and ways to improve your content all in one! This is an amazing tool for anyone who is a team of one or working in a small team.


BONUS: Make sure you avoid these email marketing mistakes outlined by the team at Zapier and several marketing executives across industries.

Conclusion

Although Pardot does provide out of the box email templates that are ready to use, sometimes we crave a little more personalization for our templates to really communicate our message to our audiences.

The resources we covered today can help both novice and veteran email marketers alike improve the way they execute email marketing campaigns. In the world of email marketing, things are constantly changing and we must adapt otherwise our brands can look out of date. In the words of our fellow dragon, Mike Creuzer, “test all the things”.

As your team meets to set Q1 priorities for 2021 ask yourselves, “do we need support building our own customized email templates?” If the answer is yes, our development team is ready to invigorate your designs and add the functionality you need for your 2021 email campaigns. Don’t start 2021 on the wrong foot. Simply reach out to us to get started

The post 21 Resources to Level-Up Your Pardot Emails In 2021 appeared first on The Spot For Pardot.

By |2021-02-09T15:42:00+00:00February 9th, 2021|Categories: Email Marketing|

Pardot Goodies from the Salesforce IdealExchange

This past year has been a great year for Pardot Admins everywhere. With each new release, Pardot has grown in functionality and has also become more integrated with Salesforce. This is fantastic as it allows for tighter data control, better personalization when communicating with prospects, improved user management processes. and an overall better user experience. In the wake of the new year, check out the newest Pardot features and updates on the Salesforce Spring 21 release notes to gain insights into what is coming in 2021.

As Pardot Admins, we often run into corners of the platform that require a little more creativity in order to solve a specific business need. Oftentimes, you can just “Google it” and voilà! Many in the Pardot community have the exact same question or problem you do, and although you find the answer (which is a huge relief), wouldn’t it be fantastic if there was a way for Pardot simply to add a fix for everyone?

Well my friend, grab a seat and let’s head over to the IdeaExchange!

What is the IdeaExchange anyway?

Back in 2006, the #Ideaexchange was born as a way to involve its customers (big and small) in a modern effort to crowdsource ideas for its product roadmap. This would ensure that the community got a platform that they could use to contribute their ideas and wishes. A place where the Pargods could go for inspiration if you will as they build the world of tomorrow.

How does one enter their idea into the IdeaExchange?

  • Come up with an idea and submit it to the exchange
  • You then get trapped and spend 2-4 hours going through other people’s ideas (definitely optional, but highly encouraged). 
  • If your idea gets enough votes (10+ points for you) then a Product Manager gets involved
  • The idea is developed and then delivered, and we all cheer!

Need more details? We wrote a little about the history of the AppExchange.

Our List of Top IdeaExchange Items 

To celebrate the IdeaExchange 14th anniversary this year, here are 14 wonderful ideas worth upvoting and adding to your wishlist, just in time for the new year.

Data Management

1. Ability to set field character limit for custom fields on Pardot side
This feature would help reduce conflicts between both platforms when it comes to character limits. We wrote about
how to fix this with Javascript.
Upvote >>

2. Country lists match between Salesforce and Pardot
This feature would help create more symmetry when it comes to Country values between the two instances. Currently, there are several different values between both. We wrote about how to fix this with Heroku
Upvote >>

3. Customize all list view columns
This feature would allow you to customize list columns for easy scanning of field completions and provide reporting-like capabilities.
Upvote >>

4. Notification on SFDC connector errors
This feature would allow Pardot admins to create notifications in summary of sync errors to make sure they are resolved promptly.
Upvote >>

5. Parameter in automation rules for “is changed”
This feature would allow you to see if there was a change in a field to trigger an action based on the change.
Upvote >>

Marketing Operations

6. Allow custom object fields to be used as email tags
This feature would allow email marketers the ability to inject values from custom objects into emails and other pieces of Pardot generated content.
Upvote >>

7. Ability to block competitor domains from all emails including autoresponders
This feature would ensure that none of your competitors receive the email you set up with your forms or enter your nurture series. 
Upvote >>

8. Conditional options for completion actions
This feature would allow marketing operations teams to save on automation rules and contain automations at the form level with some IF/THEN preferences based on user input on forms.
Upvote >>

9. Dynamic content based on list membership
This feature would enable you to do dynamic content criteria based on list membership effectively allowing you to use more than one data point as your criteria.
Upvote >>

10. Email Templates with Completion Actions
This feature would make it easier to build email templates that scale without the need to use Engagement Studio or other automations to prioritize actions. 
Upvote >>

11. SEO/Social media friendly Pardot landing pages: Images and meta tags
This feature would make it easier for marketers to update meta tags and social cards to share content using Pardot native social media capabilities.
Upvote >>

12. Time zone dependent delivery for list emails
This feature would allow marketing operations to choose one time and send it across that time in different time zones. It would save the User from creating multiple list emails with the same content.
Upvote >>

Sales Operations

13. Allow customization of notification email subject/content
This feature would allow you to use Dynamic Content and Variable tags on the subject line of notification emails (e.g. Notify User [when someone fills out the Contact Us form]) which currently is auto generated and cannot be updated.
Upvote >>

14. Allow variable fields in SFDC tasks
This feature would allow you to add variable tags to the Salesforce task you assigned to the User. Currently the message is static and everyone gets the same.
Upvote >>

You can find more ideas to browse while you binge-watch the ParDreamin’ 2020 videos.

Will your Pardot dreams ever come true?

While some Pardot Admin recommendations get picked up and implemented faster than others, it all depends on community participation and perceived need from the Pardot product team. In fact, to help drive ideas, Salesforce created a prioritization system (the next cycle starts in mid January 2021) where you can see top feature suggestions across the ecosystem battle it out!

You may be wondering, do any ideas actually make it to the product? The answer is yes.

Dreams do come true! In fact, these two ideas were just releases in the last release.

Our friend Jen Kazin recently discussed the new Email Builder at ParDreamin earlier this month. You can watch a quick demo of the feature by Salesforce here

Are there any features or functionality you wish you could see? If so, let us know below. With a little bit of luck and support from your Pardot and Salesforce Ohana, you might also uncover the secrets of the IdeaExchange and get your idea on the scoreboard.

Don’t forget to vote for these ideas, submit your own and chat with us on Twitter, LinkedIn or simply subscribe to the blog on the left side of the page.

The post Pardot Goodies from the Salesforce IdealExchange appeared first on The Spot For Pardot.

By |2021-01-19T19:02:01+00:00January 19th, 2021|Categories: Content Marketing, Data Management, Email Marketing, Experiments, Integration|

The Official ParDreamin’ Guide For IT, Developers and Salesforce Admins

BY MARCOS DURAN

We know you are busy with a mountain of JIRA support tickets to go over before the end of the year so let me keep this brief.

Supporting a marketing team of 1 or of 15+ people that often come to you when they are “stuck”? If so, this guide is for you! Learn how to tackle your team’s questions around lead routing, campaign influence, general configuration, and more.

Come hear and learn from the top consultants, marketing champions, solution engineers, and Salesforce customers in the community who are tackling the same questions that are being brought to you on the daily. Never before has such an incredible group gathered to discuss Pardot, and guess what? You are invited! Register here! (1..2..3 it’s that easy!)

This session list was curated for those who aren’t afraid to roll up their sleeves and hammer out problems between platforms so operations can run smoother or for those unsung heroes, who spend hours looking at data and help make it useful for other teams.

Note: Sessions are listed in chronological order. There are several sessions that are overlapped, don’t worry we will share recordings for a short time after the event. For more details on the session visit ParDreamin.com or click on the session leader’s name in the description.

AGENDA

DEC 9, 2020

BENCHMARK YOUR PARDOT DATABASE HEALTH

This will be a hands-on session where we look at key health metrics of your Pardot database, why they matter and follow along click-by-click to see the performance of your own org.

This session will be presented by Matt Lincoln.

ATTENTION SESSION OVERLAP: Choose between More Than Martech: Wall-to-wall Automation or Syncing Salesforce Custom Objects With Pardot

MORE THAN MARTECH: WALL-TO-WALL AUTOMATION

If you’re not working closely with IT, CS, HR, and Finance, then you’ve barely scratched the surface of what’s possible with your marketing automation platform. This session explores how integrating teams & tools can increase the impact your team is making and the visibility you are earning across your business.

This session will be presented by Sara Mcnamara, David Kreitter, Mike Creuzer.

SYNCING SALESFORCE CUSTOM OBJECTS WITH PARDOT

In this session, you will learn about:

  • Custom object constraints
  • How to create a custom object in Pardot
  • Common errors
  • Ways to use custom object data in automations

This session will be presented by Dan Umbro.

DEC 10, 2020

ATTENTION SESSION OVERLAP: Choose between How To Show Marketing’s Influence On Pipeline With Salesforce Campaigns or Pushing The Boundaries Of Marketing Measurability Towards True MROI

HOW TO SHOW MARKETING’S INFLUENCE ON PIPELINE WITH SALESFORCE CAMPAIGNS

Join us for this session that will give us an in-depth look at campaign naming conventions, member status values, influence reporting in Pardot and Salesforce campaigns, campaign influence models in Salesforce, a demonstration of the Campaigns with Influenced Opportunities report type in Salesforce, and a demonstration of how data can be used in a Salesforce dashboard effectively.

This session will be presented by Ben LaMothe.

PUSHING THE BOUNDARIES OF MARKETING MEASURABILITY TOWARDS TRUE MROI

Join us for this session that will provide an overview of Pardot Einstein Attribution with the following key insights:

  • How to utilize Pardot Einstein Attribution to make operational decisions and qualify leads efficiently
  • How much of the value of a deal was actually marketing’s responsibility? ‘Real’ attribution.
  • Integrating Pardot data into a full-funnel measurability model
  • Statistical background and system architecture of said model
  • Data I/O considerations from different platforms

This session will be presented by Jaime Lopez.

ATTENTION SESSION OVERLAP: Choose between The Recipe for Successful Lead Management or From Marketing To Support, Take Your Customers On A Journey Down The Appinium River

THE RECIPE FOR SUCCESSFUL LEAD MANAGEMENT

Join us for a session on lead management strategies using Lean Data. B2B marketers spend an extraordinary amount of time, energy, and resources creating demand for their products and services. But many fail at getting these precious leads to the right team member for timely follow up. In order to extract the full value of every lead, you need a best-in-class lead management strategy. Join our session to learn the recipe to successfully manage your leads by leveraging the right data, technology, and processes across the revenue engine.

This session will be presented by Jay Vira.

FROM MARKETING TO SUPPORT, TAKE YOUR CUSTOMERS ON A JOURNEY DOWN THE APPINIUM RIVER

We’ve all worked at organizations that live in silos. Marketing has its goals and initiatives and rarely do they engage with, say, what the Learning & Development team is doing. We’ll use the analogy of the River to illustrate how that can change when you connect the efforts of each department by creating and tracking engagement with media across the organization.

This session will be presented by Steven Jacobson.

THE HAND-OFF BETWEEN MARKETING & SALES POWERED BY PROCESS, SALESFORCE & PARDOT

When does marketing hand off a lead to sales? Do we have enough intel or what are our criteria as a company to know when that transition should occur? In addition, what are we doing with the other 50-65% of contacts or existing leads in our database that are not getting any attention? What happens when someone re-engages with us that is already a lead or a contact in our database?

Overall, we will showcase how to reinforce your business process by configuring your CRM to enable adoption and visibility across departments.

This session will be presented by Jennifer Schneider.

DEC 11, 2020

ATTENTION SESSION OVERLAP: Choose between GDPR, CASL, CAN-SPAM, OH MY! and Bad Data Is The Plastic Of The Marketing Ecosystem – How Much Should We Pay To Clean It Up?

GDPR, CASL, CAN-SPAM, OH MY!

Getting Pardot set up for all the different legal jurisdictions you may operate in can be a daunting task. Recognizing the common goals between these different laws allows us to find common patterns and we can greatly simplify the implementation in Pardot by building to just a few patterns.

This is a broad survey of the various aspects you may or may not have thought about. And some practical ways to build Pardot towards a good user experience and keeping your legal team… not unhappy….

This session will be presented by Chloe Wilde.

BAD DATA IS THE PLASTIC OF THE MARKETING ECOSYSTEM – HOW MUCH SHOULD WE PAY TO CLEAN IT UP?

In this talk we will discuss the hidden cost of bad data and give the attendees some simple techniques for identifying bad data, cleaning their database, and keeping the bad data out in the first place. The key takeaways for the attendees will be:

  • How to identify their sources of bad data
  • How to calculate the cost of their bad data
  • How to build a business case to sort out their data
  • How to clean their existing data and prevent bad data from getting into their systems in the first place

This session will be presented by Skip Fidura

ATTENTION SESSION OVERLAP: Choose between Building Custom Integrations with Pardot or The Ugly Duckling – How 2020 Showed The Importance Of Agile Ops Team In Traditional B2B Enterprise

BUILDING CUSTOM INTEGRATIONS WITH PARDOT

Getting the various tools in the Marcom tech stack to work together can be a daunting task. The big question is – does it integrate with Pardot? We will explore a few different meanings of “integrate with Pardot” and how we can accomplish the ever-present goal of making our tools work with each other. This isn’t a how-to code session (though you may want one of your coders to attend) rather it’s an exploration of the different ways we can integrate, what the benefits of each way would be, and just enough geekiness that a business user or marketer can talk intelligently to the programmers who may need to get this done.

This session will be presented by Lauren Drugan & Mike Creuzer.

THE UGLY DUCKLING – HOW 2020 SHOWED THE IMPORTANCE OF AGILE OPS TEAM IN TRADITIONAL B2B ENTERPRISE

Join us for a session on adaptability based on solid groundwork:

  • How to build and benefit from team diversity and dynamics
  • A consistent way of working and structuring data & marketing operations to ensure efficiency and fast enablement.
  • Automation as a tool in creating transparency

This session will be presented by Adele Heikkilä & Jaime Lopez.

PARDOT SYNC ERRORS – DIAGNOSING, SOLVING, AND PREVENTING THEM

When Pardot syncs with Salesforce life is good. When it doesn’t sync with Salesforce, life is bad. You will learn how to diagnose, treat, cure, and even prevent your Pardot/Salesforce sync errors. Learn about common problems, solutions, and some fun Pardot tricks on how to make sure the records you are syncing with Salesforce are actually valuable, not just junk.

This session will be presented by Lara Black.

BONUS: Make sure you do not miss the B2B Enterprise Panel as we tackle Pardot best practices to enhance operational functionality and efficiency.

ENTERPRISE PANEL

Join us for a panel discussion to learn how enterprise customers utilize and maximize Pardot. Our panel experts will provide a best practices overview on new and enhanced functionality. We will cover topics such as B2BMA, Pardot Business Units, Snippets, Connected Campaigns, and much more!

This session will be presented by Lindzee Barrera, Rebecca White, and Luke Daleo-Wotton.


There is still time to register! Head on over to ParDreamin.com to save your spot for these and the rest of the sessions!

Did you know that you can sign up for pre-conference workshops at ParDreamin? Check out the API & Advanced Troubleshooting or the Campaigns & ROI Reporting workshops to help you become a Salesforce-Pardot Black Belt in troubleshooting at your company.

Is your team looking for a health check for your instance to help outline priorities for the new year? Contact the Sercante team to start your account audit today!

The post The Official ParDreamin’ Guide For IT, Developers and Salesforce Admins appeared first on The Spot For Pardot.

By |2020-12-09T02:14:21+00:00December 9th, 2020|Categories: Uncategorized|

The Official ParDreamin’ Guide For “Accidental” Pardot Admins

BY MARCOS DURAN

This year has been interesting to say the least. You might have just started your first marketing job that requires Pardot experience this year or maybe you ended up being the “accidental” Pardot admin that everyone is talking about on Twitter. Your title may not reflect your new marketing automation responsibilities (yet) but you have a new shiny toy to play with. Its name is Pardot, and, frankly, by the looks of it, you don’t know where to start.

If you find yourself in the situation above, join us Dec 8 – 11, 2020 as we come together and share how different organizations have pivoted and leaned on the power of marketing automation to push their marketing forward.

Not only will you learn other organizations’ creative marketing solutions, you’ll also hear from the top consultants and influencers in the Salesforce – Pardot community. Never before has such an incredible group gathered to discuss Pardot, and guess what? You are invited! Register for ParDreamin’ here.

Below is the official MUST SEE agenda for new Pardot Admins (presented by ParDreamin’ 2020). This list was curated for Pardot Admins who have 1 year or less of experience. The sessions below will prepare you for your journey ahead by focusing on key platform features.

Note: Sessions are listed in chronological order. For more details on the session visit ParDreamin.com or click on the session leader’s name in the description.

AGENDA

DEC 9, 2020

DELIVERABILITY VS. MAILABILITY – NIGHTCLUB GUIDE FOR PARDOT MARKETERS

This session will cover different email metrics. Email deliverability is a universal challenge, or concern at the very least, for all marketers. Deliverability, however, can become mixed up with another measure: mailability. Learn the difference between the two and how each can impact your email marketing success.

This session will be hosted by Lucy Mazalon.

LEADS IN SALESFORCE: AND WHY YOU MAY BE DOING IT WRONG

In this session you will learn how to properly leverage the Leads object in Salesforce and how to align the Salesforce objects and Pardot to a Lead Nurturing Process. You’ll also discover best practices on how Pardot Prospects can be best set up to map over to Salesforce. Get your MQLs and SQLs in order and learn one simple trick for implementing MQLs..

This session will be hosted by Erick Mahle.

GETTING SOPHISTICATED WITH SCORING

Most companies—especially early in their journey with Pardot—never go beyond the default scoring model. In this session we will highlight the many ways to make scoring a more sophisticated process (and accurate metric) by discussing scoring categories, depreciation, and important pitfalls everybody needs to be aware of.

This session will be hosted by Jessica Hope.

PASSING DRIVERS ED: HOW TO AVOID A CRASH AS A FIRST-TIME PARDOT ADMIN

This session will cover the fundamentals of being an admin. We will cover topics around data flows, security, system configurations, dealing with errors, and other high-level items within Pardot that every Pardot admin must be proactive about to ensure their organization is functioning as effectively as possible and why each of these topics matter. After you run this mini-audit in your organization, you will be able to, at the very least, identify a problem and solve some common ones.

We will wrap up the session by outlining a few additional community resources that can be used going forward to make sure your organization is “up to code”. This session will be beneficial to both novice and master level Pardot users/admins.

This session will be hosted by Marcos Duran.


DEC 10, 2020

NO NINJAS, UNICORNS OR ROCKSTARS: REAL CAREER OPTIONS FOR PARDOT MARKETERS

This session will cover career development within the Salesforce ecosystem. The marketing technology industry has grown exponentially over the last 10-15 years and is constantly evolving. This makes it exciting and invigorating but it also means there aren’t well-defined career paths that you can follow. You won’t find marketers retiring today having spent their entire career working with marketing automation.

This session is for those marketers who are excited by marketing technology and want to keep learning and moving forward but aren’t sure how to plan for the next role, or even what their next role could be?

This session will be hosted by Holly Gage.

INSIDE OUT: 5 PERSONAS OF EMAIL MARKETING

In this session we will outline and describe the five emotions every marketer experiences while taking a campaign from conception to delivery through the eyes of characters from Disney’s® Inside Out. From ideation to hopping on the train of thought, we’ll ride through each stop along the way to delivering an impactful and relevant message to our intended audience. We’ll be sure to take a minute to review and prioritize what we keep and what we dump along our way to ParDomination!

This session will be hosted by Chris Zullo & Karmel James.

THE HAND-OFF BETWEEN MARKETING & SALES POWERED BY PROCESS, SALESFORCE & PARDOT

This session will cover lead management tactics, probably one of the most arguable points of contention for any company. When does marketing hand off a lead to sales? Do we have enough intel or what are our criteria as a company to know when that transition should occur? In addition, what are we doing with the other 50-65% of contacts or existing leads in our database that are not getting any attention? What happens when someone re-engages with us that is already a lead or a contact in our database?

Overall, we showcase reinforcing your business process by configuring your CRM to enable adoption and visibility across departments.

This session will be hosted by Jennifer Schneider.


DEC 11, 2020

PARDOT AUTOMATION RULES TO THE RESCUE

This session will cover automation rules. Pardot provides most of the operations out of the box, but there are instances where we need to build processes in our own way to suit our needs. And as a Pardot admin, there are cases where you need to clean your data and manage prospects in bulk to maintain the quality of your Marketing Automation System.

Pardot Automation rules come in handy if you want to build scenarios/tasks like:

  • Custom lead scoring processes
  • Segment prospects with a specific set of rules (page visits, form submissions, tags, score, etc.)
  • Segment prospects based on field values
  • Lead management for third-party tool integrations
  • Manage Salesforce campaign members in bulk
  • Update/Reset field values in Pardot and Salesforce
  • Spam lead filters
  • …and many more!

This session will be hosted by Thimuth Amarakoon.

CONTENT THAT CONVERTS

This session is specific to engagement studio program development and will cover:

  • Importance of persona development (keeping in mind they are still people)
  • Three phases of the nurture funnel (awareness, consideration, decision) and how the emails correlate with each other, but keeping it at a basic level for those who may not be as familiar with engagement programs
  • How to develop content for each phase and things to consider
  • Possibility of tying profiles and personas together in Pardot
  • A few key email takeaways and checks before you start your program/send your email

This session will be hosted by Ashley Anger.

BET YOU DIDN’T THINK YOU COULD PUT THAT IN AN EMAIL!

This session will stimulate Marketers’ creativity by showing unexpected things they could put into an email.

Participants will learn about some of these:

  • Animated countdowns
  • Instant “add to calendar” links
  • No images, no problem: ascii art graphics
  • VML graphics for Outlook emails
  • Using pixel mosaics instead of images
  • Dynamic images: show current temperature at a travel destination inside an email
  • … and more!

This session will be hosted by Jacob Filipp.


There is still time to register! head on over to ParDreamin.com to save your spot for these and the rest of the sessions!

Is one of your new year resolutions to get Pardot Specialist Certified? Check out the Pardot Admin Bootcamp (Mini) workshop at ParDreamin’ or the full course here.

The post The Official ParDreamin’ Guide For “Accidental” Pardot Admins appeared first on The Spot For Pardot.

By |2020-12-05T01:51:35+00:00December 5th, 2020|Categories: Uncategorized|