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Prove the Impact of Your Conversational Marketing Strategy with Campaign Influence

As a marketing team, you spend tons of time and resources building marketing campaigns that drive people to your website. Your website is the perfect place for prospects to learn about what you do and, most importantly, let you know who they are. As one of your most valuable assets, capitalizing on website visitors is just as important as getting them there. 

That’s where conversational marketing platforms, like Qualified, come into play. 

Conversational marketing is becoming a common tool in many marketers’ belts because, well, it works a lot better than standard marketing forms at increasing website conversions and capturing leads from target accounts. (See more in our blog post: When ABM Meets Conversational Marketing).  

As Qualified has said in their recent financing announcement, “Every year, B2B marketers spend more than $6 billion driving buyers to their website, but sales teams have no way of knowing when a qualified buyer has arrived, and no way of speaking with that buyer in that pivotal moment.” 

When you’re spending that much money to get people to your website, two things come to mind: 

  1. You need to have a top notch strategy to convert them and alert the right people on your team when a target account is on your site
  2. You need to be able to report on how your conversion tools are providing a return on investment

This post is focused on #2. Once you’re bringing in Leads and qualified accounts through a Conversational Marketing tool, how do you make sure you’re getting credit for those conversions and tying the work you did back to revenue? 

If you really want to make your execs and sales leaders heart-eyed, connect the dots between what’s happening on the marketing side of the house and what’s influencing and closing deals. Here’s how. 

Step 1: Campaign Attribution 

To understand who’s engaging with your Conversational Marketing platform, you need to be able to attribute engagement to marketing campaigns. With Qualified, you build your Conversational Marketing reports in Salesforce where your entire team can access and understand them. 

The first step is to set up experiences in Qualified so that, when someone engages with your Conversational Marketing tool, they are attributed to the right Salsforce campaign with a designated member status. 

Campaign Attribution shows how multiple Campaigns can have influence over a particular Lead/Contact. If you’re already tracking marketing activities like Email, Webinars, and Events, you can add Conversational Marketing as a Campaign “type” to track alongside your other Campaign Dashboards to measure Conversational Marketing impact. 

Step 2: Configure Campaign Influence 

If the Contacts you’re attributing to Campaigns in Step 1 are also tied to Opportunities through Contact Roles, then we’re in business. You can start reporting on how Conversational Marketing experiences are driving ROI for your business by enabling Campaign Influence in Salesforce. 

Side note: If you’re missing Contact Roles on Opportunities, check our our app to help you automate who is linked to Opportunities upon their creation: Automated Opportunity Contact Roles 

With Campaign Influence, the Contact links the Campaign to the Opportunity, allowing you to see which Campaigns are influencing Opportunities. Then based on the Opportunity value, you can see how much money marketing campaigns are contributing to your pipeline. 

Now that your Leads and Contacts who have engaged with Qualified are being tied to the right Salesforce Campaign through Campaign Attribution, you can start reporting on that engagement in really cool ways. The next step is to understand how your Conversation Marketing tool is helping seal deals and bring in valuable Contacts that you didn’t have insight into before. 

Example Reports

Here are some of the reports you can build once you have Campaign Influence ready to go to show how Conversational Marketing Campaigns are influencing the bottom line. Just set up your Campaign Influence dashboard with a filter for Campaign Type. If you’re capturing Leads through your Conversational Marketing tool and attributing them to the right Campaigns in step 1, then, when those Leads convert to Contacts and are tied to Opportunities, they will pull into these reports as Campaign Influence records. 

Report Type: Campaigns with Influenced Opportunities

Filter: Campaign Type = Conversational Marketing  

  • Total Influence Opportunities – Shows how many Opportunities have been influenced by Conversational Marketing 
  • Total Influenced Pipeline  (First Touch, Last Touch, and Even Distribution Models) – Shows how much money in the pipeline has been influenced by Conversational Marketing. The different distribution models allow you to see whether Conversational Marketing was the campaign that brought them in (first touch), the campaign that sealed the deal (last touch), or influenced the Contact anywhere along their journey (even touch). 
  • Total Influenced Pipeline, filtered for Target Accounts – Shows how much money in the pipeline Conversational Marketing has influenced for Target Accounts only (this could be eye opening when you compare with other Campaign Types because tools like Qualified are especially adept at personalizing experiences for target accounts and getting them to convert when they’re hot.)
  • Won Influence Revenue YTD – Shows how much revenue in the bank Conversational Marketing has contributed to 
  • Won Influenced Revenue, filtered for Target Accounts – Shows how much revenue in the bank Conversational Marketing has contributed to from Target Accounts only 

Here’s an example of what your Campaign Influence Dashboard could look like for all Campaign Types. You could then set up a filter for Campaign Type = Conversational Marketing  to see a honed-in view of how your Conversational Marketing campaigns are bringing in the dough. 

Take the Next Step with Conversational Marketing 

Conversational Marketing is a great way to make your website work for you and to keep the sales team busy with high-intent visitors. Once you have a consistent Conversational strategy in place, getting credit for your efforts is the next step, and Campaign Influence is the most direct way to show results around Opportunities and revenue. 

Want to see how you can grow your sales pipeline and drive with Qualified? Need help getting started with Campaign Influence? We’d love to learn more. Get in touch! 

The post Prove the Impact of Your Conversational Marketing Strategy with Campaign Influence appeared first on The Spot For Pardot.

By |2020-09-22T11:58:13+00:00September 22nd, 2020|Categories: Uncategorized|

How To Map Lookup Fields in Pardot

BY CELINE NEWSOME AND MIKE CREUZER 

Have you tried to map an important Salesforce field in Pardot, only to realize it’s not available in the Pardot field mapping dropdown list? Yeah, me too. The most common reason for this…It’s a dang lookup field in Salesforce, and Pardot doesn’t like lookup fields. 

If you’re wondering what a lookup field is, it’s when a field value is being sourced from another field or object.

Side note: User lookup fields are an exception here. Salesforce user lookup fields can be mapped to Pardot CRM User type fields.

If you’re still thinking you need that field in Pardot even though standard functionality won’t allow it, lucky for you, we have three solutions so you can still create and map the field you need in Pardot.

1. Create a Flow or Process Builder in Salesforce

This solution is great when you want to automatically trigger a record sync as field values change.

Step 1: Create a custom text field on the desired object in Salesforce

Step 2: Create criteria in Process Builder for the object of interest (see screenshot below)

Step 3: Define the criteria for the action group (see screenshot below)

Step 4. Create and map your new field in Pardot

Viola! Problem solved. 

2. Custom Formula Field

Formula Fields can grab any specific field in the lookup object and pull its data into a new field that you can map in Pardot.  A couple things to note about using a formula field as your solution:

  • This isn’t a great option when your lookup fields change frequently, because formula fields do not trigger a sync.
  • Avoid confusion when looking at another field on the object by making this field hidden for all users except the Pardot Connector User.

Step 1: Create a Lookup Field on your object of choice (Lead/Contact/Account)

Step 2: Create a new Formula Field on the same object

Step 3: Create a formula for “Insert Field” and pick the field on the Lookup Field object (see screenshot below)

Step 4: Save the formula

Step 5. Create and map your new field in Pardot

Viola, again! Another solution.

  1. Custom Object

This could be the solution when you can’t use a default object, meaning you don’t have a one-to-one data relationship but you want to use complex filtering within Pardot. 

Custom Objects are available in Pardot Advanced Edition and Available for an additional cost in Pardot Plus Edition

For this solution we would be pulling in the ‘Individual’ Salesforce object into Pardot. Pardot can run automation around a custom object in your CRM that is not a Pardot default object. The custom object must be tied to a Pardot prospect record through a prospect ID. You can create and sync a custom object from any queryable object that is linked to a contact, lead, or account in your CRM.

Step 1: Create a Custom Object in Pardot (Custom Objects must be enabled in your account first)

Step 2: Use criteria in Pardot to pull the data in a list. To use this field as a custom object, we need to ‘relate’ the value back to the prospect. This is done with the “Prospect Custom Object” related with properties.

Step 3: Click Run Rules and use your list as you normally would.

And, there you have it, our final voila! 

Have you found another solution to map lookup fields into Pardot? Comment below and share.

The post How To Map Lookup Fields in Pardot appeared first on The Spot For Pardot.

By |2020-09-09T19:12:08+00:00September 9th, 2020|Categories: Data Management|

Close the Loop on Events: Splash and Pardot Integration

BY WHITNEY ROSA

Splash – a super-powerful event marketing platform – helps organizations make in-person and virtual marketing efficient and successful. Splash lets you create branded registration forms, custom event promotions like emails, social share cards, and more while tracking registrations and analytics seamlessly on the dashboard. Think, Eventbrite on steroids. 

The Splash integrations enable you to close the loop on your events and see the impact on your bottom line. Specifically, with the Splash and Pardot integrations you’re able to consolidate your data into one tool and bring event marketing into the fold within Pardot. 

First things first: Access Needed to Enable the Integrations

There are multiple tiers to Splash: Free, Basic, Pro, and Enterprise. To be able to integrate into Pardot, you need to have access to their integrations and API. This begins at the Basic level and is included on each level above that. Have a Basic or higher Splash account? Let’s move on.

Integrating Splash and Pardot

Splash integrates with Pardot in three ways: form handlers, prospects, and campaigns. With these integrations, you can bring event marketing into Pardot to sync your data. 

Having Splash data in Pardot also means you can continue to market and nurture your leads and prospects even after your event through engagement studio programs, automation rules, and more. Another added benefit is that you could create all of your pre-event and post-event email marketing in Pardot to ensure leads are getting the right messages and streamline your reporting. 

Use case 1: Maintain compliance with form handlers and completion actions 

You can integrate Splash and Pardot using form handlers. This integration is available on an event or theme level as well as an organizational level. As a best practice we’d suggest using this integration on the event level. A great use case for the form handler  integration is managing unsubscribes. If someone unsubscribes through a Splash email, you can use a form handler to pass that data to Pardot. From there, it’ll update the record and with completion actions on the form handler, you can unsubscribe the prospect from all emails in Pardot. Hello compliance! 

To start this integration you’ll need to first create your form handlers based on statuses. For example, an ‘RSVP yes’ or a ‘Checked-in’ status. You’ll create a new form handler integration and follow the steps.

Step 1. In Pardot create form handler. 

Once you’ve created the form handler within Pardot, navigate back to Splash and create a new event.

Step 2. Create an Event page and publish in Splash.

 

Next you’ll go to Integration on your event and select New Integration.

Step 3. Create the Splash Integration.

Step 4. Be sure your event integration is turned on and give it a test!

Also keep in mind that you can access an activity log on the integrations within Splash to look for recent activity, troubleshoot, and ensure it’s working properly.  

Use Case 2: Create and Update Prospects

With this integration, you can create net new prospects in Pardot and update existing prospects. Any field you have on your Splash registration page can be pushed to Pardot via field mapping. This feature can be configured on an organizational level AND an event level making it really customizable. 

On a basic level, you’ll choose your trigger and then your action in Splash. For example, the trigger could be ‘Attendee’ and the action could be ‘RSVP yes’. So every time an attendee RSVPs as attending the integration will run. You can then choose to update an existing prospect or create a new one. 

Watch for a gotcha here! You could end up with duplicate prospects if you create a new prospect each time. Check your use case and choose carefully whether you want the integration to update an existing prospect or create a new one. And remember that, in Pardot, email is the unique identifier. 

The next step in this integration is to associate these prospects with a campaign. Your campaign list will automatically import from Pardot so you can choose the right campaign from the dropdown. From here you need to map your Splash fields to your Pardot fields so the data can sync. Lastly, you test! 

Use Case 3: Integrate Pardot Campaigns with Splash 

If you haven’t upgraded to connected campaigns within Pardot, you can integrate your Pardot campaigns with Splash. In this integration, campaigns are used to represent events in Pardot. You can configure the integration to automatically create new campaigns in Pardot as events are created in Splash, and then have the campaign update so that as changes happen, the fields in Pardot will be tracked. Think location or date fields being tracked and updated in Pardot. 

This integration is done directly on the integration page of your Splash account and then verified within Pardot and is done on the organizational level within Pardot.

Close the Loop on Your Marketing Events

Completion actions, engagement studio programs, and more are what make these integrations so powerful. You can continue to nurture and market your prospects even after an event, making events an integral part of your funnel. What do you think? Are you ready to close the loop on your event marketing? 

Get in touch to learn more. 

The post Close the Loop on Events: Splash and Pardot Integration appeared first on The Spot For Pardot.

By |2020-09-03T11:56:30+00:00September 3rd, 2020|Categories: Uncategorized|

Creative Ways to Personalize Your Marketing with Pardot Advanced Dynamic Content

BY ERIN DUNCAN

Before we dig into the meat of this post and some cool ways you can personalize your marketing efforts, let’s take a step back and start with…

“What is Advanced Dynamic Content?”

Advanced Dynamic Content displays custom HTML based on the Prospect’s criteria and allows you to customize messaging to the prospect. 

For example, if am trying to sell Pardot to a Sales executive, I might use the subject line, “Increase your close rate with Marketing Automation”, but if I am trying to sell Pardot to a Marketing Automation Manager, I might use, “Automate and personalize your Prospect journey with Pardot”. 

Advanced Dynamic Content can be used on Pardot Forms, Landing Pages, and emails and is available for Plus and Advanced editions. 

But wait, why should I worry about personalization in the first place?

Prospects are increasingly expecting a personalized experience and personalization has consistently been shown to increase sales and engagement. Personalization can increase sales by 19%, email opens by 29%, and email clicks by a whopping 41%! (Source: https://www.pardot.com/blog/5-incredible-examples-personalized-marketing/)

Customers are also more likely to switch brands if their experience is not customized. (Source: Salesforce State of Marketing Report: https://c1.sfdcstatic.com/content/dam/web/en_us/www/assets/pdf/datasheets/salesforce-research-fourth-annual-state-of-marketing.pdf)

Isn’t Handlebars Merge Language replacing Advanced Dynamic Content?

Nope! HML adds a new tool to your arsenal for delivering tailored content to your prospects, but there are use cases for both Dynamic Content and HML. With HML you can write if statements right in your emails, while Advanced Dynamic Content provides you more of a library of prewritten content to use based on the Prospect’s data. Learn more about HML in our blog here. And if you really want to get tricky, learn how you can use HML and scoring categories to fuel dynamic content in our blog post here

Ok, back to the topic at hand.  What are some fancy ways you can use Advanced Dynamic Content?

Use Dynamic Content on Standard Areas of your Email Templates

If you have standard language on every single one of your email templates (such as Terms & Conditions, Privacy Policies, legal mumbo-jumbo, etc.) and this language ever changes, you will have to edit every single one of your email templates. To avoid this pain, make this standard language dynamic content. That way, if it ever changes, you only have to update it in one place!

For example, if your standard footer language looks something like this: 

Set up your Dynamic Content with a variation that will match all prospects and enter your standard footer content into each variation.

Finally, replace your standard footer content with your Dynamic Content tag.

(You’ll need to leave the unsubscribe or email preference center link outside of the dynamic content because Pardot needs to see that one of these links is on your email drafts.)

Use Dynamic Content to Manage Translations

If you have an international client base, consider adding Dynamic Content to your forms and landing pages. This example does rely on you capturing the language the prospect speaks somewhere on the prospect’s profile. 

Create Content for Each Stage of the Prospect Lifecycle

Pardot has 5 Lifecycle Stages for prospects:

  1. Visitor: an anonymous individual who has visited your website or Pardot-tracked assets
  2. Prospect: a Visitor who has converted and is associated with an email address.
  3. Marketing Qualified Leads (MQLs): a prospect that has been assigned to a user
  4. Sales Qualified Leads (SQLs): a prospect who has been assigned to a user and associated with an opportunity in Salesforce
  5. Won Deals: the opportunity the prospect is associated with is changed to “Closed Won”.

The stage a prospect is in is not recorded on each prospect’s profile, but you can easily make that happen with a few automation rules and these instructions.

Once you identify which Lifecycle stage the prospect is currently in, you can use your Dynamic Content to personalize messaging based on the stage. 

For example, if you’re connecting with a prospect who is still in the MQL stage, you may highlight the features of your products or offerings. However, if you are connecting with a prospect who is in the “Won Deals” stage, they’re likely more familiar with the features of your products and offerings already, so they may want to hear about recent case studies or new features you’ve added. 

Customize a “Next Step” CTA for the Prospect

When a prospect fills out a form, the subsequent thank you or success page should not be a dead-end. With dynamic content, you can use these pages to show prospects a “Next Step” CTA that is personalized to them. 

For example, if this is a brand new prospect, you may ask them to subscribe to your emails or link to an overview of your products so they can learn more. If the prospect is a current customer and subscriber, serving up the same content as you would for the brand new prospect is not going to be relevant, so show current customer white papers, case studies, or use the CTA for a cross-sell opportunity.

Ongoing Personalization through Padot 

As you can see, personalizing your marketing is something customers have come to expect and, fortunately, it’s totally doable in Pardot! All you need is a use case and a little creativity. 

What are some interesting ways you’ve used advanced dynamic content? We’d love to hear in the comments!

The post Creative Ways to Personalize Your Marketing with Pardot Advanced Dynamic Content appeared first on The Spot For Pardot.

By |2020-08-03T08:31:00+00:00August 3rd, 2020|Categories: Uncategorized|

15 Resources To Make The Most Of Your Landing Pages: The Ultimate List for Pardot Admins

BY: MARCOS DURAN

Building landing pages in Pardot can be an interesting challenge because, depending on your needs and the skillset of your team, there are multiple ways to go about it. 

On one hand, you have the Pardot landing page content builder that leverages Stock Templates. By using this editor, you are allowed to drag and drop sections into a blank canvas. This is where you build out the content and apply a form for each specific landing page.

The landing page builder is a good way to create landing pages fast with zero coding experience. One detail to point out here is that Stock Templates aren’t as adaptive on tablets and mobile devices, so be sure to test them out prior to making them public.

Your other option is to create custom layout templates which give you a lot more flexibility when it comes to how your product will look, but requires coding knowledge (think HTML, CSS, Javascript) to get the look you want. 

To get you started, Pardot gives you access to five out-of-the-box layout templates. However, they’re pretty neutral, so if you want landing pages customized to your branding and design standards, you’ll need to invest some resources and build new ones.

You may have a front-end developer on your team to create the perfect layout templates for all of your landing page needs. If so, that’s great! This post is probably not for you. Go ahead and leverage them. 

If you’re here because your team is nibble and mighty but wears many hats, this post is meant for you!

Landing Page Design Challenges Pardot Admins Face

As a team that’s trying to do a lot with limited resources, here are some challenges you may be facing:

  • Creating thank you pages
  • Maintaining consistent branding
  • Personalizing landing pages for each event/webinar
  • Adapting and checking for mobile responsiveness
  • Testing your content

These challenges can definitely seem overwhelming for ANY Pardot admin who may not have prior experience creating landing pages. Luckily, this guide can help you make your own landing page (or website) edits with a few simple clicks to Pardot layout templates.

NOTICE: Some of these resources do require that you have basic HTML/CSS understanding to be able to use them properly and some of the options have paid versions for more access (you don’t need them to get started), but trust me, I’m here to bring you these blessings for free!


15 Resources to Bring Your Pardot Landing Pages to Life 

Basics

1. Favicons 

Add branding to your browser tabs by using this tool to generate favicons. Once you generate your favicon code, it can be added to your landing page and form layout templates to keep consistent branding across your website. Follow the instructions on the Pardot Knowledge Base to self implement.

2. Google Fonts

This resource outlines web-safe and free fonts you can use on your landing pages. The most popular fonts include: Fire Sans, Montserrat, Lato, Open Sans, Oswald, Raleway, and Roboto. To use these custom fonts you can find a guide on how to implement this on the Pardot Knowledge Base. Note: Custom fonts on landing pages act differently than emails (including how you set them up). 

3. Meta Tags

Generate code to create social media meta tags for Twitter, LinkedIn, Facebook, Pinterest, and Google.  Just plug in your site’s information to get started. Note: This method would likely require a new layout template per landing page in order to update it. 

4. Pardot-Content Regions – Landing Pages 

Pardot Content Regions give you flexibility to lock down content controls to users creating landing pages. Need content restricted? There’s a tag for that. Need content to be flexible with the full WYSIWYG editor? There’s a tag for that as well!

5. Responsive CSS Grid Fundamentals
This resource outlines the usage of the grid capability to make rows responsive. This is a fairly advanced topic (probably the most from this guide), but with a little bit of testing and “googling” you will become a master in no time!

Personalize 

6. Pexels

Spice up your landing pages with compelling images. This resource provides you with free commercial and personal use images. Simply search terms for your specific landing pages needs and select the best image.

7. Font Awesome

Search and find over 1000 custom icons with Font Awesome. These icons can be used to add context to your landing page offering. To use these, just grab the stylesheet provided and add it to your landing page layout template. Then you can reference the icons following the guide included on the Font Awesome website.

8. Color Schemes

Looking to add a little more color to your landing pages? Color Schemes is a great tool to create dynamic color palettes. To use this tool simply add your HEX or RGB codes from your branding guide and out goes the color series. Don’t know the color codes? Try their image to color generator.

Delight

9. Countdown Timers

Add a little flair and excitement to your emails, landing pages, and website with Countdown Timers. To use this tool, simply create a free account, add your timing, and then add the code to your landing page. Note: this can also be used in emails but be careful as there are limitations across email clients

10. Eventable (Calendar Invite Sharing)

Building landing pages for events or webinars held on specific dates? Use this tool to create Add-To calendar buttons, which can be added to your thank you pages, form thank you content or emails.

11. Social Cards 

This resource helps you generate code for a social card, no code involved. When you get to their website, there’s a short tutorial on how to set everything up. Basically, all you have to do is run through their generator and login to the right social media account to post. Currently, Twitter, LinkedIn and Facebook are available. Note: the description does not show up on LinkedIn.

Testing

12. HotJar

Gain insight into how traffic on your site moves around and where they click. With this information from HotJar, you’ll be able to test different layouts/content positioning to see which aspects of the page resonate with viewers. This is a great addition to Google Analytics (separate platforms / different metrics). Note: To use this tool you do need to set up an account, but you can use it for free while you test it.

13. JSFiddle Editor 

Use this resource to try out code, edit, and preview in real time. This is an opensource tool that can save you from a tight bind if you don’t have access to a classic editor like Adobe Dreamweaver. A desktop alternative is Atom (which plug can plug into GitHub if you need it).

14. Multivariate Testing Landing Pages

Multivariate testing is a  Pardot feature for landing pages that lets you test two versions of a landing page and choose a winner. This FAQs blog from Pardot  breaks down the difference between A/B testing and multivariate testing, what to test, and what reporting looks like. Use this documentation to set up multivariate testing in Pardot.

15. Responsive Design Checker

Test your landing pages’ responsiveness with this Responsive Design Checker, which allows you to review any online asset (landing page, forms, and websites) by screen size and different devices. To use this tool simply add a HTTPS link to the search bar and use the left panel to get real time previews. Note: It’s about 95% accurate, does not play well with websites heavily based on Javascript, nor will it work for your Pardot emails.


Spice Up Your Landing Pages

In the end, we all wish we could code beautiful landing pages from scratch. As marketers, we wear many hats and sometimes being able to make some quick changes here and there can enable you to support your team on the fly. If you don’t have the luxury of an in-house designer, these resources should help get you where you need to be.

What are your favorite go-to landing page resources?

Do you need support building your own customized landing page templates? Our development team is ready to invigorate your landing page designs and add the functionality you need. Reach out to us here to get started.

The post 15 Resources To Make The Most Of Your Landing Pages: The Ultimate List for Pardot Admins appeared first on The Spot For Pardot.

By |2020-06-17T13:20:44+00:00June 17th, 2020|Categories: Uncategorized|

COOOOO-KIEEEES: Preparing for Google Chrome 80 and Pardot HTTPS Updates

BY NATASHA WETTEN

If you’re a Pardot Admin, you might’ve received an email recently that either made total sense or perhaps went quickly into the “deal with it later” email pile. It’s about — jargon alert — “SameSite cookie attributes,” and we’ll tell you exactly what you need to do.

In February 2020, Google is releasing Chrome 80, which will impact the behavior of third-party cookies. Basically, Chrome is going to require that third-party cookies, like those used by Pardot and many other web technologies, need to be served over secure connections. There’s a Chromium blog post here with an overview, and a REALLY TECHNICAL document here.

To avoid issues tracking prospects on your Pardot tracker domain, you’ll need to enable HTTPS and SSL, but in the right way! There are some “gotchas” here, so let’s dive in.

First, check on your tracker domains.

  • In Pardot open your “Domain Management” page
    • In Classic this is under Admin >> Domain Management
    • In Lightning this is under Pardot Settings >> Domain Management
  • Under “Tracker Domains” check the “SSL Status” and “HTTPS Status” columns for each of your domains. 
    • If you see a lot of green, you are all set!
Green, as usual, is good.
  • If you see a grey “HTTP” Status or your “SSL Status” says “Disabled”, you need to take action.
Grey – not so good.

Here’s where the gotcha comes in. Before you update, check your landing page template for mixed content. 

If you enable HTTPS for your primary tracker domain, but you have active landing pages that include HTTP Pardot-hosted assets (think: images, .css files), then your landing pages will not look as intended. It’s because of mixed content.

Next, check your templates.

If you’re about to or have recently enabled HTTPS, audit your existing landing page templates in Pardot and update any hosted assets within those landing page templates that are currently “http” to “https” within the code.

Pro tip: use the search bar to help, enter “http:” to find each one you need to update.

Like this:

Once you have done that for all of your active landing page templates, you can now turn on HTTPS inside of Domain Management.

Another pro tip! After you switch to HTTPS, spot check some of your landing pages to make sure nothing looks off. If it does, go to the landing page template that is powering that landing page and comb through to make sure all instances of HTTP are updated to HTTPS.

Next: Check your iFrames and any Pardot-hosted content.

If you are using Pardot forms on your website through embedded iFrames, check the code. If you see “<iframe src=”http://…“ then switch out the http for an https, like below:

That goes for any content hosted in Pardot as well. For example: You have a direct link to a PDF on a thank you page that’s on your website, and it’s using your tracker domain because you want to track clicks – “http://go.yoursite.com/awesome-pdf-everyone-wants-to-get” – yep, this needs to change to https as well.

A final note: make sure you’re using SSL for your website domain

If you’re not currently using SSL for your domain, you will need to. Without it, the Pardot cookie will not get served to your website visitors after the update and effectively get eaten by SameSite! Also, this is best practice: Google is flagging sites that don’t use SSL, and is ranking secured sites higher in results.

Secondly: once you chance to SSL, you still might have absolute links on your site that are using http. You can use a site like https://www.jitbit.com/sslcheck/ to find any SSL errors.

That’s a lot – and as you can see, the issue can extend beyond Pardot. If you need assistance or have any questions, let us know in the comments.

By |2020-01-22T20:47:25+00:00January 22nd, 2020|Categories: Uncategorized|

The Ghost

“It’s fine, I just wish they’d follow the process, ” I sighed. “I was able to get the email out before lunch, so it’s off my plate now.“

The wind blew, causing a swirl of crunchy leaves to dance across the path. I took a deep breath of the crisp autumn air, and exhaled slowly. Dark clouds were approaching, but the sun was still visible overhead and I could feel its warmth pour over me as if it was trying to comfort me.

“Have you told them they aren’t following the process? Maybe they just don’t know,” Nancy inquired, trying to give our co-workers the benefit of the doubt.

“Of course! I sent them over the documentation, and explained everything before. I know they felt really bad about this last minute request. I was able to move some things around, so it’s not a big deal. I was a little stressed over it, but it always helps to get outside and walk during lunch,” I said as I pulled out my phone to check the time and see how many steps I took during my lunch break.

Before I was able to check my steps, I noticed the bright red notification badge on the Slack icon increase from 5 to 6 messages. Now 7. My anxiety incrementally increased in tandem with the the number of notifications. I opened Slack.

Randy: Hey.
Randy: I think there might be a problem.
Randy: With that email we sent earlier.
Randy: Can you take a look?
Randy: Where are you?
Randy: I’m at your desk.
Randy: I guess you’re at lunch…

I took another deep breath and held onto it for a few moments before slowly releasing it.

“Another reason why rushed emails are a bad idea, ” I mumbled while opening the Gmail app to check my tests for what could have possibly gone wrong.

Me: Yeah, I’m outside walking. What’s wrong? I’m looking at the tests I sent to myself and I’m not noticing anything obvious?
Randy: It’s the button. We got a few replies saying it’s linking to example.com, but it’s working fine for me. Idk.

I click the button in my Gmail test, and it redirects exactly as I expected.

Me: Yeah, I’m not noticing an issue. I’m on my way in. I’ll check it as soon as I get back to my desk.

“What’s wrong?” Nancy asked.

“I don’t know. Something with the button, but it seems fine to me. Probably nothing, but I’m going to go check it out.”

I rushed back to my desk. My department was still deserted, the lights switched off. The only signs of life being the distant laughs and chatter pluming up the stairs from the cafe downstairs while everyone finished up their lunch breaks.

The glow of my screen illuminated my face like a specter while I cracked open my editor to investigate. My mouth dropped open in horror as I gasped, “it’s a… a…“

Suddenly the lights switched on, “it’s a what!?” I jumped as my manager cut through the silence like a knife.

“It’s a ghost… ” I said quietly as I winced while eyes adjusted to the sudden change in lighting.

“What are you even talking about?” My manager laughed as the rest of my team filtered back to their desks.

“The button. In the email we sent earlier. There’s some markup that helps our buttons to look the same in Outlook as it does in other email clients. But it’s hidden everywhere else. Like a… ghost… We forgot to update the link. So people using Outlook are being linked to example.com.” I explained frantically.

And from that day forward I was never the same. I learned that emails in Outlook don’t need to look exactly the same as every other email client, as long as they are functional and get the message across.

Ready to Get your Marketing Ops in Shape? Sercante’s Pardot Admin Bootcamp can Help

Okay, so I’m gonna break this down very clearly for you:  Every. Organization. With. Pardot. Needs. A. Designated. Admin. One who knows what the heck is going on around here.

I can’t tell you how many people I’ve talked to  about their Pardot org and when asked the question of “Who’s your admin?” the answer is “Uhhh, I guess that’s me?”

On the flip side, I’ve seen plenty of Pardot Admins (defacto or not) that have totally impressed me and proved that Pardot peeps are a scrappy bunch: they are figuring it out, against all odds.

Whether you’re brand new to Pardot or have been in the Admin role figuring it out for years, there’s one common thread across nearly all Pardot power-users: you want to keep learning so you can be awesome at your job. Serious Pardot admins are looking for legit training that teaches how to actually use this thing and see a return on the investment you’ve made in Pardot.

If you’ve been looking for this sort of hands-on, practical training for Pardot, look no further. Sercante is offering a Pardot Admin Foundations Course that dives deep into all you need to know about Pardot. This is the soup to nuts, everything-you-ever-wanted-to-know, step by step guide to kick ass as a Pardot Admin. Bonus: this is awesome prep for the Pardot Specialist Certification exam as well. Get that credit!

Pardot Admin Bootcamp: Sign Up!

Interested? Here’s what you need to know:

This 6-week course led by Pardot experts is designed to give you practical examples of things you actually see in the trenches of marketing ops. It’s interactive, with lots of discussion and real-life scenarios from a real human. It’s the stuff you will actually use in your day-to-day job.

What You’ll Learn:

  • Pardot Set up, Administration, and how the Salesforce integration works
  • Visitors & Prospects, Campaigns, and Automations (lots and lots of Automations)
  • List management, Forms, and Landing Pages
  • Scoring & Grading, Email best practices, and Reporting
  • Engagement Studio and more Automations
  • Social marketing, Search marketing, Tags, and more!

Course Details:

  • Course cost: $2400 per participant
  • Virtual participation format. Join from anywhere with wifi and equipment that supports live-stream video through Zoom.
  • 2 hour lecture at 1pm EST on Thursdays starting October 10, 2019 through November 14, 2019
  • Open office hours at 1pm EST on Tuesdays for the duration of the course
  • Topical sessions broken out over 6 weeks with concepts you will apply to your work right away.
  • Interactive, discussion style format

Sign up now to take the next steps on your way to mastering Pardot. And don’t wait too long—this puppy just went live and it’s already filling up the very limited number of spots. Courses start October 10!

Learn More and Register Here!

By |2019-10-10T12:04:44+00:00October 1st, 2019|Categories: Marketing Automation, Pardot|

How to Upload Images to Pardot Emails Without the WYSIWG Editor: A Step-by-Step Guide

As we’ve discussed in previous posts, we frequently recommend using a more limited image editing experience in Pardot email templates.

Why?  In short, because it prevents things from breaking inadvertently and it lets you move faster and with more confidence when you’re ready to get an email out the door.

If your template has been designed to use the simple image editor, you’ll see something like this when you click into the image in the email builder:

Note that you can’t directly add an image from this screen — but you can select an image from your Pardot files using the picklist at the top.

With this editor, you’ll need to add your images as a file in Pardot first, then bring it over to the email template. This may feel like it’s adding unnecessary clicks, but in this case it’s a good thing — you can add the images to folders, and it saves you time later when your images are readily accessible for you and other users. 

Step 1: Upload the File

Navigate into Marketing > Content > Files.

Click the blue “Upload Files” button, select your image, and you’re all set. Alternatively you can drag and drop an image directly onto the page.

Step 2: Place it in your template

Once the file has been uploaded, return to your email template and click the Refresh button below the dropdown field:

This will pull any new images into the list.  You can select by picking from this dropdown (which is in alphabetical order by file name).

Alternatively, you can copy the full URL from the Files page, and paste it into the field below the Refresh button. This is my preferred method, and my trick is to have one tab or window open with the Files page and another with the email I’m editing.

That’s it!  Pretty simple, right?

If you have questions about this or any other Pardot topic, please let us know in the comments!

By |2019-09-11T17:04:25+00:00September 11th, 2019|Categories: Email Design, Pardot, Tutorials|

11 Tips for Building Stunning & Flexible Email Templates in Pardot

BY KIM CONNELL

If I hear someone complain that they don’t like the email and landing page editor in Pardot, my first thought is: “your implementation partner didn’t set your templates up well for your needs.”

Don’t get me wrong, there are absolutely things in the editor experience that could be improved.  But there are also a lot of things that can be built into the template to simplify the process for making updates, customizing, and minimizing the potential for error when the templates are being used.

Here are a few best practices to consider as you build out Pardot email templates:

1. Create flexible sections that can be moved around

There are some types of emails that you may want a purpose built template for — something with a standard format, that’s tried and true.  There may be other times where your content strategy is evolving and flexibility is key.  

That’s where Pardot’s custom HTML elements come in handy.  You can add attributes to the different sections of your emails to make them editable, repeatable, or removable.

When these are applied to a section in your template, you’ll see this when you click in the upper right hand corner:

Might need a green button? How about a hot pink one?  One column, two, three? Add them all and move/mix/match later! 

2. Lock down sections you don’t want changed

On the flipside, there may be sections of your email templates that you NEVER want changed, and may want to prevent marketing users from inadvertently deleting — things like a disclaimer in a footer, GDPR compliant subscription management verbiage, etc.  

By excluding the editable content element from your code, your users won’t be able to accidentally delete this using the WYSIWIG editor.

3. Use a simplified editing experience for images and things that are prone to breaking

In addition to the HTML elements that dictate how sections can be moved, removed, and edited, there are also Pardot HTML elements that create different types of editing experiences — full WYSIWG, text only, image only, and more.

The short answer: the more chance for changing up a particular section in a template, the more opportunities there are for it to inadvertently break on some browser or some device somewhere.  By introducing the ability to edit only what the user needs to be able to edit, we can protect the formatting of the overall template and minimize potential for error.  

4. Set up easy to edit, visually hidden preview text

Pardot’s default templates include pre-header text that looks like this:

This is a useful piece of real estate, because it shows up in the user’s inbox right after the subject line.  You can use this space to add content that will woo users to open your email and read further.

But it’s also…. Ugly.  There, I said it.  

It has become a common practice to hide preview text that is not visible in the email body to only serve as preview text.

Here’s a great example from Starbucks. Their preview text is “The cheery glow of 50 Bonus Stars”

image.png

Here’s the open email. As you can see, the preview text is not visible within the body of the email.  This is a better experience for users.

image.png

5. Make them mobile responsive 

It’s 2019.  If your templates don’t play nice on mobile, go home.

Okay well, don’t go home.  Just fix your templates though.  

We can help 🙂

6. Design with your users in mind

There are all kinds of edgy things email marketers are doing right now like embedding GIFs, animations, sound effects and more. 

But these new innovations only work in some browsers, devices, and mail clients — so before going too far down this road, take a look at what % of your users are using what.  Pardot generates a report on this for every sent email that breaks this down:

Outlook is notorious for taking the coolest things we can do with email, chewing them up, and spitting them out.  For many of our B2B customers though, it’s the mail client that continues to reign supreme, so we generally design with an eye for this user experience.

7. Don’t expect everything to look identical on every device

Your emails will likely look slightly different on various devices/email clients — and this is okay and expected behavior. 

There’s a number of reasons emails may render differently across different email devices and applications. In short, there’s a combination of things that happen when an email is sent, and depending on how it’s being viewed, the rendering will vary.

Support for HTML and CSS can vary across email clients, browsers, and devices, in addition to  the way the message is sent and received that will impact rendering.

A few examples of differences you might notice across different instances may include:

  • Slight variations in how spacing renders around different elements
  • Rounded corners displaying as square corners 
  • Fallback fonts displaying instead of your brand fonts
  • GIFs and interactive elements falling back to static images or elements

In general, we recommend using simple, streamlined designs to minimize variability and setting fallback behavior if a user is unable to access particular content (like backup fonts, or a clean first image in GIFs if a user can’t load it in their email client, etc.).  

As long as you’re following basic best practices your prospects should get your message loud and clear.  If you find that something looks slightly different in one type of viewing experience, ask yourself:

“Is the message here still coming through?” 

If the answer is no, back to the drawing board. If yes, move on to designing your next winning campaign.

8. Use “Add This” for email forwarding

It’s a pretty common thing for users to forward emails.  Unfortunately, it’s virtually impossible to control everything that takes place when a mail client digests your email code, formats it, and then forwards to another mail client that digests it and formats it for its readers.  

I’m picturing a cow chewing grass and digesting in multiple stomachs — gross, but not dissimilar to what’s happening to your emails when they get forwarded.

The folks at Litmus summarized this well:

There is a consensus in the email development world that very little can be done to completely avoid changes to your design when subscribers hit the forward button. Whether or not an email client alters your code simply isn’t something you can control.

TL;DRL Forwarding emails is death to formatted email designs. 

Fortunately though, Pardot gives us another option — the AddThis plug in.  You’ll see this in the email builder as a little orange plus icon:

When you click this, it adds buttons to your templates that allow your email recipients to forward a clean copy of your email with no code modifications via email or social media.

9. Remember that everyone’s needs are different

There’s not necessarily a “wrong” way to create templates… but what’s right for your team depends on how you plan to use your templates.  Things to consider include:

  • How technical is the team that is going to be using the template?
  • Does the team have access to email rendering preview in Pardot (a Plus and above feature), Litmus, or Email on Acid?
  • How quickly does the team turn around email sends?  Is it realistic for them to run tests on every email?
  • How consistent is the look and feel of emails?  Is a standard format feasible, or is each a custom design?
  • What devices and browsers do their audience most commonly use?

Depending on the answers to these questions, you may want to design the templates differently.

10. Always make a copy

If you have a master template to use across many emails and/or landing pages, be sure to clone it every time so you don’t modify the master for future use. 

Seriously, clone it.

Every.

Time.

Even if you’re just tweaking “one leeeettle thing.”  This will help guard against those inevitable “whoops did really I just delete that” moments. 

And consider saving a notepad file with the raw HTML somewhere else as a backup.

11. Always test!

If you’re on Plus or Advanced edition, take advantage of Pardot’s email rendering tests through Litmus to make sure your emails are rendering across email clients and devices and passing through spam filters.  

It takes a little extra time, but it’s really worth doing for every email. 

If you don’t have access to this, talk to your Account Executive about adding it, or consider purchasing an Email on Acid or Litmus subscription to use for internal testing.

What are your template best practices?

What are some creative ways you’ve customized templates to fit your team’s needs?   Any design pros/cons or tradeoffs you had to make along the way? 

Let us know in the comments! 

By |2019-09-11T14:40:25+00:00September 11th, 2019|Categories: Uncategorized|