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.

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.


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.


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


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.


DEC 9, 2020


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


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.


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


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.


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


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.


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.


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?


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.


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


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.


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.


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.


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


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.


DEC 9, 2020


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.


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.


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.


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


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.


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.


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


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.


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.


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|

The Official ParDreamin’ Guide for Advanced Pardot Admins


ParDreamin’ is less than a week away. But you already knew that right? You’ve seen it all over Twitter and LinkedIn for the past month or so. In fact, you probably know a bunch of the presenters from following them on Twitter (#MarketingChats anyone?).

If you haven’t registered, then consider this your formal invitation. We invite you to join us and all your fellow Salesforce & Pardot trailblazers on Dec 8 – 11, 2020.  We’ll come together and share best practices, tips and tricks about how different organizations have pivoted and leaned on the power of marketing automation to continue to push their marketing initiatives forward, while creating engaging experiences for their audiences.

Register for ParDreamin’ here.

This session list was specifically curated for Pardot Admins with over 2 years of experience. In fact, you may find that in the last year, a lot of the features you remember have swapped places (hello Pardot Lightning!) or that you aren’t familiar with the newest features. Well, this list was made for you!

Below is the official MUST-SEE agenda for new Advanced Pardot Admins (presented by ParDreamin’ 2020).

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.


DEC 9, 2020


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.


Snippets as a tool for distributing data ownership in Salesforce & Pardot.

Marketers have enough to manage without being responsible for running down and verifying details of products or events. With Snippets, organizations can put ownership of that information back into the hands of stakeholders within Salesforce, while leveraging the data in Pardot.

Want more power? Learn how to leverage Salesforce Flows to capture values from Salesforce Objects (Standard and Custom) to create, populate, and overwrite Snippets.

This session will be presented by Marianne Fields.


Today’s CMO is measured on revenue and that means focusing on top of-the-funnel acquisition as well as pipeline velocity and customer retention and expansion. Especially in our current environment, creating immersive and personalized experiences throughout the entire customer journey is paramount for healthy revenue growth. This session will talk about the importance of focusing on the entire funnel and share tips and tactics to help create more opportunities, accelerate deal cycles, and maintaining and growing customers.

This session will be presented by Auseh Britt.

DEC 10, 2020


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

This session will be presented by Ben LaMothe.


This session will cover lead management strategies using LeanData. 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.

Attend to discover:

1. How a solid data management strategy is the foundation for best-in-class lead management

2. The best systems and technology for lead management

3. Best practices from companies using Pardot and LeanData to power their lead management strategy

This session will be presented by Jay Vira.


This session will cover B2B Marketing. It’s always hard to see that businesses do not have the knowledge to make all things trackable in Salesforce and Pardot and have a clear picture of ROI from every ad, email campaign, Twitter post, the blog post you name it. This session will show how businesses can gain transparency in all their efforts.

This session will be presented by Kristina Alexandra.


This session will cover some tools and simple lines of code you can apply to your landing pages to help them stand out. Most of these tips require minimal to intermediate HTML/CSS experience, but you should be able to apply some of these changes immediately after the conference!

This session will be presented by Marcos Duran and Russell Thomas.

DEC 11, 2020


This session will cover data hygiene tactics. In this talk we will discuss the hidden cost of bad data and give you some simple techniques for identifying bad data, cleaning your database and keeping the bad data out in the first place.

This session will be presented by Skip Fidura.


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 to make sure the records you are syncing with Salesforce are actually valuable, not just junk.

This session will be presented by Lara Black.


Today’s buyers have high expectations for real-time, personalized experiences, thanks to companies like Netflix, Lyft, and Amazon. So why does it still take B2B companies an average of 42 hours to respond to a lead after they’ve filled out a form?

What if you could meet with high-intent visitors the moment they’re on your website and immediately engage them in a sales cycle? With the latest Conversational Marketing technology, having instant conversations with your buyers is easier than ever before.

Session attendees will learn how to leverage their existing Salesforce Pardot platform alongside the power of Conversational Marketing

This session will be presented by Sean Whiteley.

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 Campaigns & ROI Reporting or the Essentials of Salesforce Reports & Dashboards workshops to help you become a Salesforce reporting champion 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 Advanced Pardot Admins appeared first on The Spot For Pardot.

By |2020-12-04T22:53:21+00:00December 4th, 2020|Categories: Uncategorized|

The Official ParDreamin’ Guide For Non-Profit & Higher Ed organizations


ParDreamin’ is less than a week away. Has your marketing team at your non-profit organization or higher education institution signed up yet?

Giving Tuesday has just passed and many non-profit teams are feeling the burn as they sprint through the remainder of the year with one last campaign push to entice their audiences to donate to their specific causes. On the other hand, educational institutions have had to pivot to online marketing tactics as in-person recruiting events have become practically non-existent due to COVID-19. The pandemic has forced many to reimagine the way they approach their online audience.

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 continue to push their marketing forward, while creating engaging experiences for their audiences with email and beyond. Register for ParDreamin’ here.

Below is the official MUST SEE Non-Profit & Higher Ed agenda for ParDreamin’ 2020.

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 descriptions.


DEC 9, 2020


In this session, we will review how Pardot and the Salesforce Data Architecture can work together to bridge the gap between marketing and admissions teams. We will review strategies for solutioning EDA with Pardot to ensure that segmentation goals can be achieved to establish just-in-time nurturing programs, and how native Pardot tools such as lead scoring and grading can set your recruiting and admissions teams up for greater success and increased yield.

This session is hosted by Michelle Littlefield. Why join? This is a great session to learn more about how you can segment and qualify your prospective students. However, this session could be applied to segmenting current students, volunteers, donors, and so much more. Bonus, these tactics can be applied to any industry.


In this session, we will review the new Pardot email builder. What is the new Pardot Email Builder? How does it work? Learn powerful and interesting tips that will give users a better experience!

Excited about the new Pardot email builder (isn’t everyone?)? Review the basics and then get key insights on how to get more out of this impressive, new functionality. What’s special about Salesforce CMS? If you can’t edit drafts, is there a workaround? What’s the trick with merge fields? Learn the answers and more at this session.

This session is hosted by Jen Kazin. Why join? The new Email Builder is a feature that most Pardot customers have not enabled or taken advantage of yet. If you are part of a small (but mighty) team, this session will include some great tips to help you maximize this new tool.


This session will cover Handlebars Merge Language. Pardot HML Isn’t just for “Hi Bill / Hi Friend” subject lines. There are all kinds of applications when we use it as a form of yes/no logic. With HML, even the lowest levels of Pardot accounts have access to this limited form of dynamic content.

This session will present the HML if/else format with several suggested applications that go beyond the subject line, including:

  • Combining HML merge tags with URL parameters to create dynamic URLS that can lead to customized content
  • Combining HML merge tags with URLs to pre-fill third-party forms
  • Using HML to present alternative custom redirects to achieve different completion actions from the same email.

This session will be hosted by Bill Fetter. Why join? For nonprofits and educational institutions  personalization can be crucial to creating engaging content that drives donations and enrollment. These tips will help you stand out from the competition.

DEC 10, 2020


This session will give 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 hosted by Ben LaMothe. Why Join? Communicating Pardot’s impact on your organization’s impact will be what takes an average marketer to a world-class marketer. Understanding how to appropriately set up Pardot and Salesforce to capture campaign attribution will be your golden ticket to getting there. If you’re looking to wow your Executive Director or Marketing Director, don’t miss this session.


This session will cover testing tactics for landing pages. Many people A/B test their email campaigns using Pardot. However, many people are not aware that you can also A/B test your landing pages. In addition to this, you can also use Google analytics and a HotJar to collect information on not only how long visitors are on your landing page but also where they are spending the most time. This session will cover at a high level some of the different types of testing you can do with assets across pardon including some additional tools that can make it easier to identify if your landing pages are converting.

This session will be hosted by Kirsten Kippen & Sheridan Marfil. Why join? Just as personalization is crucial to your marketing success, so is testing. Testing our content helps us avoid the trap of thinking marketing automation is “set it and forget it”. This session will show you how to keep growing (your donor list, your enrollment, and your marketing chops).


This session will cover Engagement Studio Programs. We all know the power of a Pardot drip campaign to personalize B2B Customer Experiences, but have you thought about using Pardot to customize the new hire onboarding experience for your Internal Customers? Join Kate Lessard (Sales Operations Senior Manager) and Heidi Hodges (Senior Marketing & Communications Manager) from Woodruff Sawyer to explore the use case of an internal drip campaign to:

  • Create a personalized and professional New Hire experience
  • Centralize training collateral
  • Place scheduling power with the users (while they juggle other training & onboarding expectations)
  • Gather and act on feedback

This session will be hosted by Kate Lessard & Heidi Hodges. Why join? Pardot isn’t just for external marketing- think about internal efficiencies as well. Become more efficient and automate these touchpoints with new volunteers or employees or potential students so your team can be freed up and focus on more important tasks.

DEC 11, 2020


This session will cover compliance. 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 is hosted by Chloe Wilde. Why join? Compliance is no joke and the faster you develop a plan on how to manage marketing consent the better. Join this session and get exposure to different data privacy laws that you should be taking into consideration as you market to your audience across the globe.


This session will be going over the value of bringing together Pardot and Interaction Studio to provide:

  • Anonymous and Account based website personalization
  • Engagement Scoring to determine next best offer that compliments Pardot’s scoring
  • Next best offers within marketing content and surfaced to account executives
  • Real time decision making of content and personalization based on time of email open.
  • This session will include overview of positioning, the integration and a live demo of the solution.

This session will be hosted by Michael Roberts & Grace Izard. Why join? Personalization can make or break interactions between you and your constituents. Leverage the power of your data and provide your constituents with the right content at the right time using Interaction Studio and Pardot.


This session will cover dynamic content. This presentation will cover the following key insights:

  • Overview of different ways to use Dynamic Content at different levels (Beginning, Intermediate, Advanced)
  • How to use Dynamic Content in Email
  • How to use Dynamic Content in Landing Pages
  • How to use Dynamic Content with Forms
  • Interactive workshop with live content (in a training environment) Where users can fill out a form – and see the changes live

This session will be hosted by Stephen Stouffer. Why join? Whether you are marketing multiple academic programs or nonprofit programs, it’s a pain to create separate emails for each. Dynamic content can save you precious time and keep your communications hyper-personal.

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

Do you need support in creating better segments for any end of the year email campaigns? Sign up for our Scoring and Grading workshop at ParDreamin’!

Is your team looking for a health check for your instance to help outline priorities for the new year? Give us the Sercante a shout > >

The post The Official ParDreamin’ Guide For Non-Profit & Higher Ed organizations appeared first on The Spot For Pardot.

By |2020-12-04T22:38:36+00:00December 4th, 2020|Categories: Uncategorized|

Q&A: Everything You Need to Know about Pardot Engagement Studio


One of the most highlighted and versatile Pardot features is the Engagement Studio program.

Plain and simple it is the most flexible feature Pardot has when it comes to building strong workflows, email sequences, and even taking your Pardot (and Salesforce) operational game to the next level. This is without a doubt my favorite platform feature.  

For many people fresh to the Pardot scene, building a program can look complicated or confusing, but it doesn’t have to be. With a little bit of practice and this blog, you will be a program architect in no time. 

This blog post covers some more advanced capabilities of Engagement Studio. If you are new to Pardot, I suggest you check out our trailmix in Trailhead. New to Trailhead? Start here and complete the Engagement Studio program modules here before you proceed.

Back to the blog. Below is a Q&A guide to help bring clarity to your questions around Engagement Studio programs that you couldn’t find on Google (or just find yourself searching for over and over aging), located all in one place. *hits bookmark icon*

Getting Started

Help! We need to send this email out tomorrow, is it okay to start an Engagement Studio without all my content ready?

In an ideal world, you would have all of your content polished and ready to send when you click the start button in your Engagement Studio program, but sometimes that’s simply not possible. This may sound scary but with a little planning and solid understanding of how Engagement Studios work, you can start your program with the intention of adding onto it when you have more content ready.

For details on how to set up a program and build on it later, check out our blog post “Ship It Already: How to Start an Engagement Program & Build On It Later”.

I’ve seen Pardot Engagement Studio programs online (or in demos) that look really complicated, but mine looks very linear and simple. Am I doing something wrong?

While some logic or the general layout may look different from program to program, the length and complexity totally depends on the purpose of the program and your goals. For some people, having more steps and branches makes it easier to visualize the flow and collect data points, for others as long as prospects complete a specific action, the rest doesn’t matter (you can always use email templates reports to review email KPI’s). 

In short, if you are accomplishing your goals, your design will be fine.

Do timezones matter? How do I personalize for different time zones?

Yes, timezone settings do matter, especially if you are targeting a range of audiences in different locations. Depending on your use case, sometimes you only have time to build one program. That being said, it would be nice to avoid sending someone an email at 4am. Not bueno!

I would suggest you look at your own list email sending reports and evaluate what times work best for your audiences prior to sending. Some Engagement Studio programs will work best if emails can be sent at any time (think Trial Sign Ups), others may work best in a specific time frame (regional event nurtures).At the end of the day think about what makes sense for your audience.

Have offices in other timezones? You can copy a program and update the list and timezone to target those prospects. We cover how to copy nodes or full programs a little later in this blog.

What is the best way to notify my team when emails go out? Can I BCC or CC them?

There is not a default BCC/CC setting for programs, unfortunately. If your program is set to be a “static” program, meaning a set number of people will go through it, you can always add your team to the recipient list(s), and they would get the emails around the same time as your prospects. This, however, doesn’t work well with evergreen campaigns (where we add batches of new prospects once a month for example). 

Alternatively, you can review a prospect’s interaction with the program in Salesforce campaigns (if your program has the appropriate actions), on the lead/contact page layout if you have the Pardot prospect activity visual force page, email related list (must have the email template tied to the appropriate campaign), or the engagement history component (record must exist in Sales Cloud). This ensures you have the information in multiple places to report on in both Pardot and Sales Cloud.

Are there limits to the capacity of a Pardot Engagement Studio program?

Aside from the availability of data (and how “clean” it is), these programs can be used for pretty much anything. Pardot recommends that for best performance, you limit your program to fewer than 300 nodes (or steps). 

In practice though, several people on the Sercante team noticed that 250 is the magic number as programs start becoming harder to manage after that. Reminder that you can link multiple programs together if one program becomes too cumbersome.


When should I use a static versus a dynamic list for my Engagement Studio program?

Consider a static list for a program if a) you only want a set group of prospects to flow through the program, b) if it has a specific start and end date, or c) concrete email send dates. This would diminish the opportunity of someone getting emails later than your intended goal (and less of a chance of someone receiving emails after the fact).

On the other hand, dynamic lists will continuously feed prospects into a drip. These are better for evergreen programs that are not tied to specific time frames. Again, think trial sign up or an opt-in newsletter welcome series program.

You are able to use both types of lists throughout the program and as recipient/suppression lists.

What happens if a prospect starts the program but no longer meets the dynamic list criteria shortly after?

If a prospect no longer meets the dynamic list criteria or is manually removed from the static list, they are no longer part of the program. This would cause the number of prospects that started the program to not match the number of prospects that end the program.

What happens to newly introduced prospects (if added after the program starts)?

New prospects always start at the first step regardless of when they are added to the lists that feed the program.

What happens if a prospect who was removed from the program is reintroduced? 

If prospects leave (or are removed) and then re-enter the program (via addition to recipient list), they pick up where they left off including any wait times. In other words, if someone was “pulled” before receiving the 3rd email from the series, they would return to the step they were before receiving the email as the next step and continue.

What happens to prospects in a program list who are marked as unmailable due to unsubscribing themselves or triggered via a hard bounce?

The prospects remain on the list and they will continue through the program, however, Pardot will not send them any emails. 

Since these prospects continue to flow through your program, they can still be affected by the different nodes (think “Add to Salesforce Campaign” or “Add to list”) which will affect your tooltip reporting. I strongly suggest you filter these out prior to adding them to the Engagement Studio program.

What happens to prospects on the suppression list?

If prospects are part of the suppression list in the program, they will never enter the program and will not move through any of the steps. I like to add this to the criteria of the recipient list to avoid any issues (e.g. if duplicates are present). If you have anyone on your lists that are opted out or do not email they will go through the program but won’t receive emails.

Why would a prospect get emails if they are being suppressed?

In instances that have AMPSEA enabled (pretty much everyone after June 14, 2016), if you suppressed one record but they still received the email, it is very likely you have duplicate records in your lists and are only suppressing one of the multiple records with the same email. Sometimes this issue isn’t identifiable with just looking at one list if you are using multiple recipient lists. 

For more information on AMPSEA and suppression lists, check out this blog post: When Suppression Lists Don’t Suppress

Oh no! My event passed. Why did my prospects get an email inviting them to an event from a month ago?

Sending emails after an event has passed is, unfortunately, more common than Pardot Admins would like to admit. The root can usually be traced to two main causes. 1) You used a dynamic list to populate and feed the event program and you forgot to turn off your program (after the event or as you set it up). 2) People will continue to move through an Engagement Studio regardless of the IRL event dates. 

You can avoid this by simply scheduling the program to stop after a specific date when you start it. Having a clear wrap up process for your event/webinar campaigns can also ensure that this step is not missed.

Actions, Triggers, and Rules

I’m building the same steps multiple times through the program, what is the best way to get this done?

First you would need to create the first group of nodes (or steps). Then, use the select option to copy and paste up to 10 steps (note: the steps must be connected). This can save you quite a bit of time if you are replicating patterns through the program. 

A caveat here is to make sure you update the asset used on each step once the node is pasted in the program. You don’t want to send the same email multiple times or create the same task multiple times (with the exact same information). 

I need a new program that is very similar to the one from last quarter, can I reuse the old one?

I like to think of this use case as building off of an Engagement Studio program template. You did the hard work already so instead of rebuilding it, why not duplicate it? Use the copy feature (in your list view of Engagement Studio programs) to make a copy of a previous program. Again, just remember to replace the assets. This can be very useful for webinars, events, and customer/constituent communications when the structure stays relatively the same.

Do I need to have multiple end points or just one in my Engagement Studio program?

End points are an easy way to visualize completion of the flow after specific actions. If you want specific actions like completing a landing page or form to push prospects off the program versus getting the next email, then it makes sense to have multiple endpoints at different places in the program as they have completed the goal. 

If you want everyone to get all the emails in the program or continue so other actions can trigger, then having one end point at the very end works well. 

If in doubt, run a few tests (under the testing tab) and simulate how people would behave based on different branches in the program.

What if I need to review multiple criteria before a prospect moves through the next step?

Previously you would do this with a dynamic list (which still works). However, now you are able to set up to (5) pieces of logic on a rule node using complex rule logic. 

You can read more about complex rules on our blog: “Creating Complex Rule Login in Pardot Engagement Studios” by my colleague Chloe Wilde.

Do I need to include an email in an Engagement Studio flow?

The short answer is, no. Programs can be used for many things like data manipulation, for example, and do not require any emails to launch.

Here’s an example of how to use Engagement Studio to assign Leads: The Three L’s in Pardot: Lists, Location, and Lead Assignment

Can I send the same email [template] more than once?

Yes, you can absolutely use the same template multiple times. Usually email templates are included multiple times in a program if someone doesn’t open the email the first time (e.g. send the same email 24 hours later to anyone who didn’t open the first send). 

If your Engagement Studio program is set to repeat, prospects might receive the same email multiple times. You could also use the same template in multiple Engagement Studios. Although most accounts have this setting turned on, I would check under your account settings for the checkbox –  “Engagement Programs: Allow email templates to be sent more than once to the same prospect” in order to enable you to send the same email template to prospects multiple times.

Timing and Program Edits

How does pausing and editing my Engagement Studio program impact its performance? What about prospects?

If you pause a program, prospects remain on the same step they left off until the program is resumed (time does not pass unless the step includes a specific date). When the program resumes, the prospects will finish any remaining wait time before moving to the next step. 

Remember, if you pause your program to edit, beware that your initial estimate of when a program would end has now changed (even if it’s by a few minutes). The more you add to the program and the closer you get to the 300 node mark, it will start to slow down (this also applies to simple programs that process large amounts of data)

What happens when you add a 0 days wait period on a step?

This is the equivalent of you not setting a wait period or selecting immediately. It does, however, record the wait period with an activity using a visual marker called a tooltip. In most cases, 1+ day(s) would be the more appropriate option so the step actually has time to process people’s actions.

Why did my email go out during the weekend?

One of the worst things that could happen is your email doesn’t go out the date you planned. This can happen if you enabled the program to run during non-business hours or manually selected Saturday and Sunday. Also, weekends are included on wait times regardless if you set your program to run on Saturdays or Sundays. So when doing your setup remember that.

What is the difference between “up to X number of days” and “wait X number of days”?

Think of the first option (up to X number of days) as a range (0 – X days). In this example, let X = 3 days. If someone completes the action that you were “listening” for within 1 minute up to 3-days timeframe, then that causes the prospect to proceed through the “yes” branch at that time. If at the 3-days mark (from the time they reach the trigger) the criteria is still not true, then the prospect goes through the “no” path.

On the other hand, if you make a step “wait” for 3 days, nothing they do will change how fast they move forward. All prospects will be on standby for 3 days (from the time they reach the trigger). This is a hard waiting period. Once the waiting period is up, the program will evaluate their actions and push them through the appropriate node (yes or no).

What is the difference between wait and choosing a date for email actions?

The main difference between these options goes back to the purpose of the program. If you need one email to go out on a specific date, you will use the date option. If someone passes through that step after the set date has passed, they will not receive this email and will continue to the next step.

On the other hand if you have a 3-days waiting period, people will have to stick around for 3-days (regardless of activity) prior to moving forward in the program. For more details on wait periods, see the answer above.

Testing / Reporting

When I test my program flow, there is a large variance of time from the moment a prospect starts to when a moment completes the program. Why does this occur?

During the testing phase, you may see completion time differences. As you test you get to create different scenarios that illustrate how some people may be more reactive to your call to actions, while others might not. For example, if you have a trigger that is “listening” for an open in the next 3-days, some may open it within 5 minutes of receiving the email and move forward immediately, while others could take 2-days to open your email.

You usually want to lean on the conservative side and say that someone will not be reactive and will take the longest time to go through the program. This would give your prospects enough time to go through the program.

In the left example above, someone did the actions to complete the goal of the node within 1 day (likely less than an hour from when they received the initial email). However, on the right it took someone 4 days to complete. Since prospects can take multiple roads to the same destination, it is crucial you test and adjust for these possibilities.

How can you A/B test in an Engagement Studio program?

There isn’t a true way to A/B test in an Engagement Studio program. However, there are several ways to reach a specific level of randomness of paths (although I don’t believe it’s 100% random). 

  • Create a random number generator field (1-50), then use Google (or Excel) to give you 25 random numbers to use in a rule
  • Use the “First Name Starts With A; B; C” rule, then use Google (or Excel) to give you 13 random letters to use in your rule
  • Split a list into random halves (2 new lists) and use these with rules to split the flows

You can always use a combination of these options to make the paths your prospects take more random. There are of course more complex (and technical) ways of attempting A/B testing, but these are good ways to start randomized testing within a program.

What are program versions?

Versions are essentially edits you made to the logic of the Engagement Studio program. Think of them as layers. When you make an edit, you can add a description regarding what changed with that round of edits. When you click resume, it does not force prospects to restart the program but to simply continue if nothing has changed (although you can make changes). 

You can view different versions under the activity tab of your program. Under the reporting tab, you can zoom-in on the different notes that you changed and select what version you would like to see, these insights can help verify the effectiveness of the new program steps.

You cannot “go back” to a previous version once you have made changes.

How can I build the perfect nurture program?

No program is truly perfect and most require ongoing maintenance. Checking template reports and tooltip reports can help you identify any gaps in your data or processes.

Is it better to change the email template completely or update the content of the template?

The official answer is to change the template. However, in practice, it depends on how much you value your email template reporting.

If you change the content of the templates, you will not be able to tell when the change happened in your Engagement Studio program (without knowing the date of changes) as there is no need to edit the actual program. This means that you wouldn’t be able to tell if the changes caused improvements or not (unless you filter by date). However, this would be the fastest way of making a change without disrupting the program. When you make changes to an email template in use you always get a notification asking you if you are sure you want to make changes as it is in use.

If you swap the template altogether, reporting starts from the moment you click resume (this is called a version). This method would require you to click pause in Engagement Studio, then edit the program, and finally resume, effectively stopping and restarting the program. There would be an instantaneous difference in the number of people that have gone through that step as it is a new asset. The reporting on the template would also start from scratch at that point.

Architect Your Own Engagement Studio Programs

Engagement Studio programs are easily the most gratifying and flexible feature of Pardot. With a few clicks, you can create dynamic customer journeys that will help you stay on top of mind by sending communications at the right time, upsell, manage your lead routing, or even manipulate data to name a few use cases. With a little planning and patience, you will soon be on your way to creating your own programs to nurture and delight your prospects.

Still there? If you are still looking for more information around Engagement Studio programs, check out our blog “10 Engagement Studio “Gotchas” to Watch Out For”  where we outline a few additional program surprises to be on the lookout for. 

Need help building your own Engagement Studio programs? Find us here or email us at [email protected].

The post Q&A: Everything You Need to Know about Pardot Engagement Studio appeared first on The Spot For Pardot.

By |2020-07-28T12:05:17+00:00July 28th, 2020|Categories: Uncategorized|

There’s A Badge For That! Ideas for Leveraging Trailhead For Team Learning

For many organizations, especially our friends at nonprofits, non-governmental organizations, and even start-ups, making time to learn can be difficult. Would you be interested in a flexible, easy to digest, free tool to learn about Salesforce or Pardot prior to purchase, post-purchase or simply at will to skill up in specific features in 30 minutes or less?

Well, let me introduce you to Trailhead!

What is Trailhead?

As described by Salesforce –

“Trailhead is a learning experience platform—a library of educational content that you can access whenever you like.”

And guess what? It is absolutely free.

How can Trailhead benefit you?

Trailhead provides you with resources to prepare you for the start of a new career in the Salesforce ecosystem (or supplement your evolving journey with your current employer). In a way, Trailhead acts as your virtual Salesforce career support hub. You can also download the Trailhead app on your iPhone (sorry fellow Android users – our time will come…soon I hope).


To help, Trailhead outlines a few general roles in the Salesforce family and gives you statistics around them, these include: Administrator, Marketer, Business Analyst, Developers, Consultant, Services, Sales and System Architecture.


Taking it a step further, you can even sign up to become a mentee or a mentor to others who are starting to explore a career change or simply learning Sales Cloud/Pardot for their current role. You might get lucky and get paired up with someone from team Sercante (I have signed up to be a mentor twice!).

You can also set up a profile (like the one below) so you can use it as your Salesforce portfolio with your own URL. Then attach it to your different social media profiles.

What Type of learning resources are available on Trailhead?

With Trailhead you can customize your learning to tailor it exactly for you (or your team’s needs) and, similar to an online course, complete on your own time.

Some of the resources available once you create a free Trailhead account include:

  • Modules: Modules are snippets of learning material around a specific topic. (e.g. Email Templates)
  • Trails: Trails are a short chain of modules that explore specific features or use-cases (e.g. Email Marketing)
  • Trailmixes: A Trailmix is a series of custom trails, in other words you mix modules from different trails into a new learning set.
  • Projects: Like the name implies, projects are hands-on exercises with “recipes” you can follow to accomplish specific tasks. 
  • Superbages: Superbadges are like projects in that they assign specific tasks, but unlike projects, superbadges do not provide you with step-by-step directions to solve specific challenges. They’re great for applying what you have learned to common situations you’d encounter as a real admin. 
  • Supersets: These are a compilation of superbadges, which help you grow in proficiency in the skills required for specific industry roles. 
  • Quests: These act as incentives to gamify Trailhead and provide users with prizes; 


The more of these resources you complete, the more badges you earn and the higher your point count/rank will be within the Trailhead universe. In fact, some universities are starting to give college credit for these trailmixes in specific programs.

How long does it take to get through a trail or trailmix?

The real answer is, it depends. However you can always tell by the duration time at the beginning of each module. This allows you to use 15-30 minutes during lunch to tackle a part of the module and come back later or after you put the kids to sleep for the night.

Does Trailhead update their content regularly?

In short, yes. Most of the content on Trailhead is relevant to any role in the Salesforce ecosystem.


For those trailblazers trying to stay ahead of the curve, I recommend checking out:

  • Trailblazer Radio – Provides you with access to podcasts like: The Admin Podcast, the Developers Podcast and The Trailblazer’s Guide To Careers that can provide you quick knowledge snippets that are easy to digest during your downtime
  • Trailhead Live – Need fresh content? Trailhead live provides you with a series of new content webinars and virtual seminars around different topics directly from Salesforce Evangelists.

There are also several additional community components (pictured below) that you can explore to build a community both online and IRL. 

How can I use Trailhead at my company?

Trailhead can be leveraged at the individual and team level. However, Trailhead has limited content and isn’t very flexible when it comes to adding 3rd party content. For that purpose, many companies use myTrailhead to onboard their teams or develop new courses around their Salesforce use cases. You can embed videos, text, images, 3rd party links and even quiz your participants. By using myTrailhead you can even recommend modules for your team to review throughout Salesforce.

Not ready to dive into myTrailhead? Another way you can track your team’s progress is by using the Trail Tracker App. With this app, you can incentivize your team to manage their own learning by making monthly or quarterly badge challenges and also provide everyone (or management) with the visibility necessary to have impactful conversations around career development.

We just got Pardot. How do I use Trailhead to get up to speed quickly?

Trailhead is a great tool to leverage in-house expertise. If this doesn’t exist in your organization around Pardot, then I would encourage you to seek support from a knowledgeable Partner who has experience in your industry. Implementations can be tricky to do. It may seem like another cost but the amount of technical debt you can build from a partial or incorrect configuration could prevent you and your team from leveraging Pardot to the maximum.

We lost our Pardot Admin (or I’m the Pardot Admin now…), what do I do now? Can Trailhead help?

In short, yes. However, similar to Salesforce Administrators everyone has a style of doing things and if you don’t have experience working in the tool, even Trailhead can be hard to digest. I would recommend you reach out to a Partner for a system audit to help you create a roadmap of how to pinpoint any deficiencies and help you find solutions that fit your business. This would Once you have a base understanding of the system and ideas for how you want to use it, you can pinpoint which areas of Pardot you can learn from Trailhead.


For training, I would recommend signing up for a virtual course like our Pardot Admin Bootcamp, especially if your timeline is tight and you need to get up to speed quickly.

Additionally, these three Trailmixes can provide you with an excellent starting point to prepare you for your first taste of Pardot:

  • Getting Started With Pardot: For Training – This trailmix is tailored for those who want a more in-depth look at Pardot or are pursuing certification and would like to supplement their learning. Get Started > >
  • Getting Started With Pardot: For Operations – This trailmix is tailored for the day-to-day operations to get up and running as soon as possible. Get Started > >
  • Power User Topics: Pardot Technical Setup, Reports, and B2B MA – This trailmix combines a series of additional topics for Pardot power users. Get Started > >

Take Control of Your Career with Trailhead

You can take control of your career by leveraging Trailhead to learn about roles in the Salesforce universe and also become trained on them fairly quickly. Although Trailhead on its own is not a substitute for real-world experience, using this tool and actively engaging with it can help you prepare for your first junior role as a Salesforce or Pardot Admin.

For leaders exploring how to engage their teams further while they’re remote, Trailhead can become a good way to gamify the process of self and team learning with its point system, quests, and community dashboards.

By |2020-07-09T21:06:38+00:00July 8th, 2020|Categories: Uncategorized|

The Three L’s in Pardot: Lists, Location, and Lead Assignment


If your company’s sales teams are organized by region, you’ve probably gone down a long and winding road as a Pardot admin, asking the question: How can I auto-magically assign Salesforce Leads based on a prospect’s location?

I say long and winding because, eventually, you’ll reach the conclusion that you have to get all those region, state, and country values into Pardot and organized…somehow.

The good news here is that after setting everything up the first time, you can use Pardot’s automation tools to do the heavy lifting from then on. Read on to see how you can use Pardot lists and automations to route Leads to the right salesperson based on prospect location data.

Forms, Lists & Lead Assignment – The Pardot Process 

If you’re collecting location data in Pardot fields, you’re already in great shape. In a nutshell, you’ll use that data to build dynamic lists that sort prospects based on state, province (hey there Canada), and country information. As your leads convert on forms or through other methods, as long as the location fields are populating, prospects will be pulled into dynamic lists based on those location field values. You’ll then use those lists in automations to assign them to the right person.

This process has three simple steps:

  1. Update and standardize your forms
  2. Create dynamic lists
  3. Map out where prospects should go (person, team, queue, etc.)

Step 1 – Align Your Forms

As a first step, you’ll want to make sure all your forms use consistent fields and picklist values so your location data matches across platforms. For example, if you want to assign leads based on state, make sure you’re capturing a state value using a picklist with the same options on all your forms.

When it comes to forms, be aware that Salesforce and Pardot (or another marketing automation tool) could be revealing different picklist options to users. This is especially important for Lead routing because the process depends on good location data. If your data isn’t consistent across platforms, it could create pockets of Leads being routed improperly or not at all due to sync issues between tools. Make sure you audit picklist values and past location data before you set up any automation for Lead territory management in Pardot.

When you’re setting up form fields, it is highly recommended that you use picklist fields. This is the best way to ensure you have consistent data. If you’re currently using text fields in Pardot or Salesforce, then I suggest you change it to a dropdown by changing the field “Type”:

Next, navigate to the “Values” tab and prefill with Country values.

Note: You’ll need to make this update one-by-one on every form that uses the text field. 

You can also make the update to use picklist country values at the global field level, but you will still need to update existing forms as the change will only impact new forms.

Step 2 – Create Your Lists

Once you have your forms set up with consistent location fields and picklist values, you’re ready to build out dynamic lists. 

Here are some pointers before you begin building dynamic lists: 

  • When defining rules in Pardot, you must use semicolons to create a string of values
  • There is a 250 character limit per row 
  • To give yourself the flexibility to make adjustments later, use rule groups so you can add more rules down the line 
  • To easily build dynamic lists without having to manually type in values, I recommend the Creuz Your Data App, which allows you to split values with commas or semicolons and with the right row limits for use in Pardot and Salesforce rule criteria. 

Domestic Routing

In this domestic U.S. routing example, let’s say you want to route Leads from specific northeastern states. Here’s how you’d create the list: 

Prospect Default Field – “State” –  is – “Connecticut; Maine; Massachusetts; New Hampshire; New Jersey; New York; Vermont”

This will pull prospects with those Northeastern state values into the list.

Here’s a cheat sheet of all the US states broken out by the 250 character Pardot grouping size: 

Alabama; Alaska; Arizona; Arkansas; California; Colorado; Connecticut; Delaware; Florida; Georgia; Hawaii; Idaho; Illinois; Indiana; Iowa; Kansas; Kentucky; Louisiana; Maine; Maryland; Massachusetts; Michigan; Minnesota; Mississippi; Missouri;

Montana; Nebraska; Nevada; New Hampshire; New Jersey; New Mexico; New York; North Carolina; North Dakota; Ohio; Oklahoma; Oregon; Pennsylvania; Rhode Island; South Carolina; South Dakota; Tennessee; Texas; Utah; Vermont; Virginia; Washington;

West Virginia; Wisconsin; Wyoming; American Samoa; District of Columbia; Guam; Marshall Islands; Puerto Rico; Virgin Islands;

Alternatively, if Sales Cloud uses state abbreviations, you can also swap the full state names with abbreviated 2-letter codes or include them as an “or” rule in your list so you can collect either value.

Here’s how your list would look if you want to pull in either the full state name or the 2-code abbreviation for that Northeast example 

For your reference, here’s a list of all 2-code U.S. state abbreviations. 


Your list can also combine both full state name and 2-code abbreviation if you aren’t sure what data your integrations are collecting or if you have the Pardot auto-fill geolocation feature on (and want to fix it). 

Global Routing by Region

If you’re a global organization, you may want to break out your list by global region or country. Here are some quick examples you could copy into Pardot.

North America Audience

United States; Canada;

LATAM Audience

Antigua and Barbuda; Argentina; Bahamas; Barbados; Belize; Bolivia; Brazil; Chile; Colombia; Costa Rica; Cuba; Dominican Republic; Dominica; Ecuador; El Salvador; Grenada; Guatemala; Guyana; Haiti; Honduras; Jamaica; Mexico;

Nicaragua; Panama; Paraguay; Peru; Santa Lucia; Federation of Saint Kitts and Nevis; Saint Vincent and the Grenadines; Suriname; Trinidad and Tobago; Uruguay; Venezuela;

EMEA Audience

Italy; Germany; France; Spain; United Kingdom;

Albania; Algeria; Andorra; Angola; Austria; Bahrain; Belarus; Belgium; Benin; Bosnia and Herzegovina; Botswana; Bulgaria; Burkina Faso; Burundi; Cameroon; Cape Verde; Central African Republic; Chad; Comoros; Croatia; Cyprus; Czech Republic;

Democratic Republic of the Congo; Denmark; Djibouti; Egypt; Equatorial Guinea; Eritrea; Estonia; Ethiopia; Faroe Islands; Finland; Gabon; Gambia; Georgia; Ghana; Gibraltar; Greece; Guernsey; Guinea; Guinea-Bissau; Hungary; Iceland; Iran; Iraq; Ireland;

Isle Of Man; Israel; Ivory Coast; Jersey; Jordan; Kenya; Kuwait; Latvia; Lebanon; Lesotho; Liberia; Libya; Liechtenstein; Lithuania; Luxembourg; Macedonia; Madagascar; Malawi; Mali; Malta; Mauritania; Mauritius; Moldova; Monaco; Montenegro; Morocco;

Mozambique; Namibia; Netherlands; Niger; Nigeria; Norway; Oman; Palestine; Poland; Portugal; Qatar; Romania; Rwanda; San Marino; Sao Tome & Principe; Saudi Arabia; Senegal; Serbia; Slovakia; Slovenia; Somalia; South Africa; Sudan; Swaziland; Sweden;

Switzerland; Syria; Tanzania; Togo; Tunisia; Turkey; Uganda; Ukraine; United Arab Emirates; Vatican City; Western Sahara; Yemen; Zambia; Zimbabwe; Russia; Russian Federation;

You may notice there are several “Russian”, “Congo”, and other values that you may not see in Salesforce. This is because Salesforce and Pardot may label them differently depending on how you’ve set up the field.

APAC Audience

Afghanistan; Bangladesh; Bhutan; Brunei; Darussalam; Cambodia; Hong Kong; Macao; Cook Islands; Democratic People’s Republic of Korea; Fiji; India; Indonesia; Japan; Kiribati; Lao People’s Democratic Republic; Malaysia; Maldives;

Mongolia; Myanmar; Nauru; Nepal; New Zealand; Pakistan; Palau; Papua; New Guinea; Philippines; Republic of Korea; Samoa; Singapore; Solomon Islands;

Sri Lanka; South Korea; Korea; Taiwan; Thailand; Timor; Leste Tonga; Tuvalu; Vanuatu; Vietnam; China; Australia;

Unknown & Proxy

Country is empty; Country contains Anonymous Proxy

It is important to have this list to catch what may not be routed as you may not be collecting country data at all or one of your forms/integrations may not enable you to do so. This would result in a bunch of prospects staying in Pardot [forever] and never making it to the Sales team.

Note: If someone is using VPN you will likely get an “Anonymous Proxy” as the Country value.

Other Known Audience

This list will allow you to catch any additional Country data that you might not initially catch, identify patterns, decide how to manage them and avoid awkward encounters with prospects.

And, without further ado, let’s get into how you set up assignment through Pardot automations. 

Step 3 – Automating Assignment

Now that your forms are consistent and your lists are segmented based on how you want to route your Leads, you’re ready to design automation rules or even engagement studios to automate sending your Leads to the right people.  You might even choose to route your inbound Leads using this round robin set up in Pardot.

If you know who you want each list to go to, here are some options for automating their assignment.

Friendly reminder: Pardot respects the owner of the Lead or Contact in Salesforce first, and will not re-assign leads or contacts that have been previously assigned. These routing rules will only affect net new prospects or those who were never assigned.

Option 1: Automation Rules

Once you’re ready to create the automation rules, the set up is a cinch. Just use the dynamic list you created as the rule and the person, group, or queue you want to assign prospects from that list to as the action.

Automation rules are one of the faster automations in the Pardot universe. You can assign to a user, group of users (round robin), or Salesforce Queue and add additional criteria to ensure you are forwarding the right leads. 

The downside to automation rules is that you can run into usage limits. Depending on how granular your lists are, you would have to run from four to 15 different automation rules. 

Automation Rules can also make it hard to prioritize one over the other, so be aware, if one prospect could potentially match criteria from multiple lists, you won’t have control over which criteria is triggered first.

Option 2: Engagement Studio

Engagement Studios is one of the most versatile features in the Pardot platform, and although they are typically used for email nurturing, they can be used for other processes, like Lead assignment, as well. 

For example, you can combine all of your lead routing, domestic and international, into one constantly-running ESP. This gives you one place in Pardot to manage all routing from, as opposed to several automation rules. ESPs also allow you to prioritize one rule over another (if someone matches criteria earlier in the program, they’ll be assigned the first time they match). 

The downside to using an ESP is timing. They can be slower to start than automation rules, sometimes up to 10 minutes after a form conversion. As long as you take this wait time into account if you’re doing other automations based on Lead assignments, using an ESP is a great way to assign Leads.

And there you have it, Lead routing in Pardot. Give it a try and let us know what you think.

While Pardot can be a great place for Marketing to set up the Lead hand-off, there are a couple of alternatives to Lead routing you could use instead.

Alternative to Lead Routing in Pardot #1: Set Up Assignment Rules in Sales Cloud

Sometimes it’s just easier to set up your Lead routing rules in Sales Cloud. Queues and assignment rules can become great allies, especially if you need additional actions to happen upon assignment that can only be managed via Sales Cloud. 

The cool thing about Salesforce assignment rules is that you can rank them and easily see the cascade of priorities (similar to an Engagement Studio Program). 

Note: If you want additional actions, like field updates or task creation, you will likely need to develop a process builder. 

Once you have assignment rules set up and activated, you can add the completion action “Assign via Salesforce active assignment rules” to Pardot’s forms and form handlers. This automation will essentially push people into Salesforce in a “waiting area” after which they’ll get assigned based on the Lead assignment criteria you created in Sales Cloud. 

Alternative to Lead Routing in Pardot #2: Third Party Integrations

There are some great external solutions to support all business sizes and processes. Tools like Lean Data, Engagio, and RingLead can help solve lead routing issues without a lot of effort. In fact, many provide helpful training and resources to get you up to speed. Of course, there is an additional cost to these tools, but if you have complex requirements, investing in one may be worth the time savings.

Getting Your Lead Routing Machine Humming

Through the power of Pardot’s dynamic lists, automation, and a little forethought, you can set up a repeatable process for Lead assignment based on prospects’ location that will save your team a lot of time.

If this seems complicated, it isn’t. You just need a little patience, lots of testing, and a solid process on paper.

What are some creative ways you’ve set up Lead routing? Let us know in the comments.

Need a little help getting your Leads assigned to the right salespeople through Pardot or Salesforce? Give us a shout here.

By |2020-05-28T18:10:43+00:00May 28th, 2020|Categories: Uncategorized|