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How to Import Prospects Into Pardot While Ensuring Clean Data

The reliability of your data in Pardot and Salesforce is largely dependent on what you put in it and it starts with how you import prospects into Pardot. Luckily, Pardot includes features to ensure your data is clean when you import it. And you can take additional steps to extend these Pardot capabilities further.

The key benefit of importing prospects into Pardot is the Prospect Processor. This program will evaluate the leads against several sets of criteria, like email domain and CRM ID, to ensure they meet agreed upon standards before syncing into Salesforce and being sent to sales teams. 

The Pardot Prospect Processor feature reduces “junk” records in Salesforce and makes it easier for sales to identify prospective customers. For example, the feature checks for and doesn’t create duplicates it identifies. This process also assigns the prospect, which is required for syncing to Pardot.

Getting ready to import prospects into Pardot

So you’re ready to start your Pardot prospect import. Here are some preliminary steps you should take care of before you begin the import process.

The first step is to determine your requirements and make a .CSV template. You will also have to define campaign member statuses in Salesforce that are consistent for campaign types.

As part of the process below, we can create the following custom fields in Pardot. You do not have to create these fields in Salesforce. This is an optional step, but it ensures accurate assignment, source tracking, and campaign enrollment.

  • Salesforce Campaign ID
  • Custom lead sources
  • UTM fields

Required Fields

  • First Name
  • Last Name
  • Email
  • Company
  • Salesforce Campaign ID
    • This is the alphanumeric from the campaign link in Salesforce.
      Example: 7013u0000006qg1AAA
  • Lead Source
    • Original 
    • Most Recent 
  • Lead Source Detail
    • Original
    • Most Recent 
  • Opt in (Which field? Or keep it as is?)

Prepare files for Pardot prospect import

Here’s what you should do to prepare your prospect files to import into Pardot.

Step 1. Prepare .CSV file

Example .csv for Pardot prospect import

Create a .csv file and add all the data into the correct columns. You’ll have to map the fields in your .csv file to the fields in your Salesforce org. 

Here is an example of how your import .csv file might look.

Note: You can only import prospects when you have their email address. All other fields are optional.

Step 2. Compare headers to Salesforce field names

Check your headers to ensure they match the Salesforce field name. This will ensure better mapping during the import process.

Step 3. Spot check for discrepancies

Check the columns for any irregularities that might be present. For example, make sure only one email address is entered per row in the email field.

  • Spot check addresses for junk. Do not import anything along the lines of [email protected], [email protected], etc.
  • Spot check for duplicate email addresses. Duplicates will throw off your count when you are seeing how many prospects made it into the Salesforce campaign.

Also, remove any instances of “N/A”, “.”, or “-” where data was not provided. This will prevent the system from overwriting good data that is already in it.

  • If “N/A” or junk data is included in a required field, the record can’t be imported.
  • If “N/A” or junk data is included in a non-required field, you can delete the data and import the record.

And finally, check that the “Salesforce Campaign ID” is not a fill series.

As an extra step, you may wish to run the emails in your import through a third-party app like Neverbounce. This will ensure the emails are valid before importing into your Pardot instance. 

Prospect import steps for Pardot Lightning

  1. In Pardot, click Admin > Import > Prospects.
  2. Select “Create or update prospect using email address.”
    How to import prospects into Pardot - 1
  3. Choose the file to upload.
  4. Select the compliance checkbox, and click Next.
  5. Ensure your fields are mapped correctly. That means, check the field names in the Header Row and make sure they are mapped to the appropriate place in the Field row.
    How to import prospects into Pardot
  6. Select overwrite existing data for all fields as applicable, and click Next.
  7. Choose the correct Salesforce connected campaign.
  8. Select “Do not change the campaign for existing prospects,” and click Next.
    • To override the source campaign, select “set this campaign for all prospects.” This will override the campaign for existing prospects.
select campaign and tag
  1. Select “Import Prospect and add to list(s)” and “Un-delete matching prospects found in the recycle bin during this import.“ This will essentially ‘wake up’ any prospects you have previously sent to the Recycle Bin and re-add them to your Pardot mailable prospects.
    How to import prospects into Pardot
  2. Select or create a list for your imported prospects, and click Next.
    add prospects to lists
  3. Verify the field mapping and the import data, and select Confirm & Save.
  4. Wait for the import completion email to show up in your inbox. 
    1. If the completion email reports that any prospects could not be imported, review the errors and see if you can fix any of the data to import again

How to add Pardot prospects to a Salesforce Campaign

Here are the instructions to add your newly imported prospects to a Salesforce Campaign.

  1. Create an Automation Rule in Pardot to add Lead/Contact to Salesforce Campaign.

    Set the parameters as follows: 

    1. Rules:

Prospect is on list [the import list from step 10 above]

OR

Prospect custom field [Salesforce Campaign ID value is ID from above]

  1. Actions:

Add to CRM Campaign <correct Salesforce campaign> <the appropriate Salesforce Campaign member status> 

  1. Run a preview to make sure the prospects you have imported are being matched.
  2. When you are comfortable with the number of prospects matched in the preview, resume the automation rule.
  3. Pause or delete the automation rule you created, either the next day or as part of a monthly cleanup process.

You did it! Remember to check out this solution for protecting your campaign statuses when you’re ready to move to more advanced capabilities in Pardot.

Additional notes

  • You might have a limit on automation rules in your account. If that’s the case, then you will have to remember to delete your automation rules after they run.
  • You could use segmentation rules instead of automation rules to update the campaign members statuses. However, you would have to make sure the import is complete and all the prospects have synced before running. This is because rules only run once.
  • You can navigate away from Pardot when the import is running. It will not stop the import from happening!

Go forth and import prospects into Pardot

Clean data is happy data that gets you closer to your goals. The preliminary steps we recommend before importing prospects may seem like overkill. But you’ll be thankful in the long run as you build meaningful connections with real people through Pardot. 

Remember to reach out to the team at Sercante to get expert guidance on everything Pardot. And let us know how you did importing prospects into Pardot in the comments below.

The post How to Import Prospects Into Pardot While Ensuring Clean Data appeared first on The Spot For Pardot.

By Kelly Ryan|2021-09-07T18:17:40+00:00September 7th, 2021|Categories: Account-based marketing, Content Marketing, Data Management, Email Marketing|
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Nudge from Salesforce Winter ‘22: Switch to Pardot Lightning

Should you switch to Pardot Lightning? Probably. 

The Pardot Lightning App has been available since the Winter ‘19 release, but many Pardot users still prefer the comfort of Pardot Classic. 

Maybe it’s the cute marketing wand in the left-hand menu bar keeping them in Pardot Classic. Or it could be the thought that getting used to a new Pardot experience is gonna be time consuming. 

Salesforce delivered the news via the Winter ‘22 Release that the Pardot Classic app is going to retire after October 17, 2022. That means it’s time for Pardot Classic users to consider a switch to Pardot Lightning.

Are you reluctant to adopt Pardot Lightning? Yeah — me, too. 

But, here’s the thing: I made the switch. And switching to Pardot Lightning is actually pretty cool. Here’s why. 

Pardot Lightning plays well with Salesforce Lightning

Pardot Lightning offers a more seamless transition between Salesforce and Pardot.

Once Salesforce retires the Pardot Classic app, users will only have one way to access Pardot Classic. They will have to log in with their Salesforce credentials at pi.pardot.com. 

The Pardot Lightning app includes an app launcher within Salesforce Lightning. That means there are no additional sign-in tasks to complete if the user is logged into Salesforce. 

Wanna know another cool reason to shout about this? If you have connected campaigns enabled and you’re creating Salesforce campaigns for your marketing efforts, you can have the Salesforce Campaigns tab visible in your Pardot Lightning App Navigation Bar. You won’t have to toggle back and forth between Pardot Classic and Salesforce for any campaign creation tasks. 

Build Pardot Marketing Assets Faster

Drag-and-Drop Email and Landing Page Builders

Were you ever designing a Pardot email and wished there was a quick undo button? Sure, you can restore a snapshot, but that takes a few clicks. 

With the Winter ‘21 release, we got the drag-and-drop email builder for Pardot Lightning. Although the jury is still out on this builder, it does provide Pardot users with the opportunity to design emails without using code. And, that’s right. There’s an “undo” button, too. 

With the Winter ‘22 Release, we are also getting a drag-and-drop editor for landing pages that is exclusive to Pardot Lightning users. 

Partition your Pardot Prospect Database

Pardot Business Units 

Pardot Business Units provide a way for you to partition your Pardot database. You can have Pardot Business Units for different regions, products, brands, etc. It’s essentially a method for you to have discreet marketing databases (read: Pardot Business Units) synced to a single Salesforce instance. 

Certain features for Pardot Business Units are only available in Pardot Lightning. 

Pardot Business Units

Reuse Content Blocks in Marketing Assets

Snippets, Snippets, Snippets!

Pardot Snippets give marketers the ability to maintain reusable content blocks for marketing assets like emails, forms, and landing pages. And, they can also be used across Pardot Business Units! 

But, you guessed it. Setting up Snippets requires Pardot Lightning. 

updating-pardot-snippets

Take the Pardot Lightning Plunge

Are you ready to take the jump to Pardot Lightning? 

With each new release, Salesforce is giving Pardot users even more functionality. But, you may have noticed that many of these cool new features are for Pardot Lightning only. 

While Pardot Classic is not going away in the immediate future, it’s clear that Pardot Classic users will continue to miss out. And, while getting used to the slick, new navigation of Pardot Lightning can be trippy at first, it’ll feel like home after using the interface for a few days. I promise.

Are you ready to make the switch? Check out Salesforce’s Pardot Lightning Implementation Guide here. 
Remember to get in touch with us for help. And let us know how you feel about making the switch to Pardot Lightning in the comments below.

The post Nudge from Salesforce Winter ‘22: Switch to Pardot Lightning appeared first on The Spot For Pardot.

By Christina Magoulis|2021-08-25T18:10:39+00:00August 25th, 2021|Categories: Account-based marketing, Content Marketing, Data Management, Pardot Business Units, Release Notes|
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Use Accounts as Campaign Members in Pardot

The ability to designate Pardot Accounts as campaign members is finally here!   

Included in the Salesforce Spring ‘21 release is a beta feature that’s going to make many Pardot admins and users happy. 

Here is what you need to know so you can get start using the new Accounts as Campaign Members feature in Pardot.

One action to reach all contacts within a Pardot account

Why does this new feature matter?  

There are many times when the communication you send to your customers may relate to the full account versus just a single contact.  Adding the account also mitigates potentially missing opportunities.  For example, this would be helpful for when the key contact for the account leaves. Other account contacts would still be able to receive the communication even if the contact is no longer active.

How do I set this up?  

Setup is easy!  Open Salesforce settings and search for “Accounts as Campaign member” then click enable.  That’s it! Well Almost…

Likely you will want to have the ability to add the account to a campaign from the account page.  To accomplish this, add the Campaign History Related to list to the Account Page layout.

  • Go to Salesforce setup > select objects > open the Account object then open page layouts. Add the related list and save.
Accounts as Campaign Members 2

You will also want to make sure you take full advantage of the reporting by adding a new custom report type so you can create reports that show engagement by Account!

Open Salesforce Setup > search for Report Types

  • Select “New Custom Report Type”
  • Select Campaign as the Primary object and the accounts object as secondary as shown below
  • Save 
Accounts as Campaign Members 3

Reporting considerations

What options are available to report on Accounts added to Campaigns?

  • The standard campaign with campaign members gets a new member type = Account.
Accounts as Campaign Members 4
  • The Standard report campaigns with accounts gets the account information added.
Accounts as Campaign Members 5
  • Reports created based on your new custom type allow you to review campaign activity by account.
Accounts as Campaign Members 6

Important things to know

Here are a few other considerations you should keep in mind when you enable the Accounts as Campaign members feature in Pardot.

  • If you add an Account to a campaign and that account has Opportunities but these opportunities are not added to any campaign, you cannot see those opportunities in the campaigns with Opportunity reports.
  • Opportunities created through the campaign will be associated with the account but separate from the campaign.
  • If Opportunities from the campaign are added manually to the campaign, then it will show in the pipeline and won Opportunities reports.
  • Adding accounts to the campaign will not change or affect contact roles for the account members added.
  • Records and activities created on Accounts before or after adding the account to the campaign will not impact the campaign Dashboard or campaign influence
  • Leads associated with accounts (like those through Lean Data or other tools) are not automatically added to the campaign.  These need to be added manually.

How do accounts added to a campaign appear in a Dynamic Pardot List?

Objects that are created around the Account as Campaign members exist in Salesforce to link Account and Campaigns together on the Salesforce side.

Account contacts added to the campaign will NOT show up on Pardot Dynamics lists as a prospect.

Learn more about Accounts as Campaign Members in Pardot

Want to know more?  Check out these helpful links! 

  • Track Accounts as Campaign Members (Beta)
  • Pardot: Accounts as Campaign Members (video)
  • Release Notes – Pardot Related Records 
  • Release Notes – Sales Account Campaign Members
  • Pardot: The Complete Guide to Campaigns

Remember to reach out if you want to know more about setting up these features in your Pardot org. Or comment below to let us know your thoughts.

The post Use Accounts as Campaign Members in Pardot appeared first on The Spot For Pardot.

By Dominique Beaudin|2021-06-29T13:32:17+00:00June 29th, 2021|Categories: Account-based marketing, Campaigns, Data Management, Release Notes|
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