How to Audit Dynamic Content and Variable Tag Usage with the Pardot API

By Erin Duncan & Mike Cruezer

Incorporating dynamic content and variable tags is an excellent way to personalize your emails, forms, and landing pages. But viewing where dynamic content and variable tags are in use is a proverbial black hole. 

Not knowing where these items are used makes updating or deleting dynamic content and fields risky. You don’t want to leave a big blank space in an email template or send a prospect an email that says “We would like to offer you              for a limited time.”

Completing an audit can reveal all the places Pardot Variable Tags and Dynamic Content are in use. So, where do you start?

How we completed the Pardot Dynamic Content and Variable Tag audit

To solve this issue, I teamed up with the Pardot API Wizard Mike Creuzer to see what information we can pull via the API. With the API, Creuzer pulled the asset IDs and the full HTML (and TEXT for email templates) from the assets. We then took the raw data and looked for anything containing “%%” (or “{{“ if you are using HML). The end result being a giant Excel sheet like this:

Pardot Dynamic Content and Variable Tag audit

Using skills from the Excel for Pardot Admins mini-series, we then split this list out into one master list of all Pardot Dynamic Content and Variable Tags present in any assets. This allowed us to not only view which dynamic content assets are more frequently used, but also ensure we would not break any personalization in our assets while altering or deleting fields and content.

Getting Technical with Ad Hoc Reporting in Pardot

To get the data in the format above, we used the typical computer science ETL (Extract, Transform, Load) pattern at a smaller scale.


In this scenario, we had to go beyond what a typical Pardot export would get us, so we turned to the Pardot API. Using the API we pulled the full HTML and TEXT from all unarchived email templates in the Pardot instance. 

If you are new to using the Pardot API, you can shorten your ramp-up time with the Postman Collection for the Pardot API from Sercante Labs.


We used a regular expression to pull only the HML, PML, and dynamic content merge fields. This allows us to quickly skim the HTML and TEXT of our email templates and identify where dynamic content and/or variable tags are in use. We effectively tossed away all the other ‘stuff’ in the emails to focus on just the needed bits.


“Load” means getting the data to its final destination. In our case, the destination is a shareable and usable spreadsheet. 

We included useful fields within our spreadsheet for people who are doing the dynamic content and variable tag review (i.e. template name, Pardot business unit, etc.). And there are seemingly useless bits like the template ID, which anyone can easily use to create a direct link to the template for editing. 

We also built in additional features, such as flagging when a TEXT version of an email is blank or where an @ symbol was used before %%current_year)yyyy% instead of ©. Finally, we pulled this process together in a programmed script to allow us to easily re-pull the data after dynamic content and fields were deleted, thus ensuring no tags were missed.

Audit your Pardot Dynamic Content and Variable Tags, and tell us how you did

With toolsets like this at your disposal, you can quickly and accurately get more work done. It’s easy to expand this process into other use cases after you’ve completed the process once or twice. For example, you can look for variable tags within dynamic content. 

What Pardot data would you like to audit with a process like this? Tell us in the comments!And remember to reach out to the Sercante team when the challenge calls for Pardot experts.

The post How to Audit Dynamic Content and Variable Tag Usage with the Pardot API appeared first on The Spot For Pardot.

By |2021-08-24T19:39:41+00:00August 24th, 2021|Categories: Content Marketing, Design, Email Marketing, Experiments, Integration|

Four big Salesforce Winter ‘22 Pardot highlights

It’s time to prepare for the Salesforce Winter ‘22 Release and how it will affect your Pardot instance.

We get three major releases from Salesforce each year — Spring, Summer and Winter. Each Salesforce release includes upgrades and enhancements that affect Salesforce orgs in different ways. 

So, if you’re using and managing Pardot for your company or organization, then you’re in the right place. We’re going to cover everything you need to know about the Salesforce Winter ‘22 Release for Pardot admins and users.

Salesforce Winter ‘22 Release Dates

Here are the Salesforce Winter ‘22 Release dates:

  • August 12, 2021: Pre-release org signup
  • August 16, 2021: Release notes available
  • August 27, 2021: Sandbox preview starts, release site available, and release Trailhead module launches
  • August 30, 2021: Release overview deck and feature matrix available
  • September 10, 2021: Release weekend
  • October 1, 2021: Release weekend
  • October 8, 2021: Release weekend
  • September 10-17, 2021: Release Readiness Live

Salesforce Winter ’22 Release: 4 Highlights for Pardot users and admins

Pardot users and admins are getting lots of attention from the Salesforce Winter ‘22 Release. Some updates are changing the way we work to meet evolving technology demands. Others are saving us time by connecting the dots in a logical way. All we know is, this release includes big updates for people in the sales and marketing world.

Highlight 1: Salesforce My Domain requirement

A Winter ‘22 release update has the potential to create chaos for companies that want to use branded domain names.

The Salesforce Winter ‘22 release will require all orgs to have a My Domain.

That means Pardot orgs that aren’t already configured for My Domain will get a random Salesforce-picked domain name. My Domain names have to be unique, so you’re outta luck if some other Salesforce customer has yours already.

If you don’t have a My Domain yet — then register your brand name now! You don’t have to deploy My Domain right away, but you can claim your preferred domain name now and deploy later (preferably in a Sandbox).

Salesforce My Domain Example

There’s likely to be a gold rush for domains from now until the first few weeks of the Winter ‘22 release, peaking at release, as folks register My Domains before enforcement or pick new ones after being force-registered.

What you should do: Implement a My Domain if you don’t have one

Here are resources to use when implementing a Salesforce My Domain.

(Thanks to Sercante Salesforce Solution Engineer Hayley Tuller for this one!)

Highlight 2: Pardot Classic App Retirement

Pardot Classic isn’t going away completely. But, the Winter ‘22 release includes a step toward moving in that direction. Salesforce has given soft nudges to customers encouraging them to adopt Lightning for quite some time. With that in mind, the Winter ‘22 release brings the news that Salesforce is retiring the Pardot Classic App after October 17, 2021. 

Current Pardot Classic users can refrain from panicking for now. The Pardot Classic App is a Salesforce page with Pardot on top via iFrame. The Pardot Classic App experience is going away, but you can still access Pardot Classic for now. Salesforce will disable the Pardot Classic App for ALL users on October 17, 2022. After that date, Pardot Classic users will only be able to access Pardot using the standalone Pardot app (available at

Say goodbye to the Pardot Lightning app

What you should do: Start planning for the switch to Pardot Lightning

Salesforce Lightning is here to stay, so expect more pushes toward making the switch if you’re using Pardot Classic.

Here are resources to prepare for switching to Pardot Lightning.

Highlight 3: Pardot marketing asset design capability enhancements

Marketers love drag-and-drop tools like fish love water. Salesforce is opening the doors for more drag-and-drop design functionality in Pardot through a few different enhancements.

Enhancement #1: Pardot drag-and-drop landing page editor

Pardot Lightning users now have the ability to build landing pages faster in Pardot with a user-friendly landing page editor. After you enable the feature, the Pardot drag-and-drop landing page editor allows you to create landing pages from templates or scratch. 

Enhancement #2: Custom components for the email content builder

You currently use standard components when you create emails in Pardot. These are the blocks you use to add elements, like graphics or text boxes, to your email drafts. 

Winter ‘22 brings an enhancement that will open the doors to using custom components in your emails to add fancy features and customizations. 

Enhancement #3: Push emails from Lightning Experience into Engagement Programs

We were all excited to start creating emails in the drag-and-drop editor in Salesforce Lightning Experience. But, we were limited in how we could use those emails.

After Winter ‘22, you can push those emails from Lightning Experience into Pardot Engagement Studio programs. All you have to do is create your emails and activate them for use in automations.

What you should do: Evaluate how your team creates Pardot marketing assets

All of these enhancements to the way marketers build assets in Pardot are meant to make the tool easier to use. It may make sense for your team to adopt them or look toward other options. You can figure that out by evaluating your team’s current process for building marketing assets like landing pages and emails.

Document your team’s current processes and talk to them about what works and doesn’t work well for them. Also, pay attention to how much time they are spending on these tasks so you can determine if it makes sense to invest in upgrades or external resources.

Highlight 4: Extending Pardot through integrations

Salesforce is highly customizable thanks to integrations. And new ways to extend Pardot through integrations are going live all the time.

Here are a few Salesforce Winter ‘22 Release enhancements that use integrations to extend Pardot functionality.

Enhancement #1: Send Slack notifications to Pardot users via completion actions (beta)

Interacting with prospects at the right time and in the right way is key to earning their trust. And now you can enable your sales team to capture those moments even more.

A Winter ‘22 enhancement allows you to set a completion action that notifies Pardot users in Slack when prospects interact with marketing assets. Because the Slack acquisition is still unfolding, this new feature also gives us a glimpse of what’s to come now that Slack is officially under the Salesforce umbrella.

Enhancement #2: New enablement resources and the Pardot API v5

Salesforce developers who work with Pardot will have access to the Pardot API v5 with the Winter ‘22 release. This update also includes super helpful enablement resources for Salesforce developers who are new to working with the Pardot API.

Enhancement #3: Pardot Extensibility Enhancements

You probably use third-party apps all the time for things like webinars and virtual events. But using the data from those third-party apps in Pardot can be difficult without heavy lifting. 

The Salesforce Winter ‘22 Release is opening the doors to capturing and using that third-party data in Pardot. You can now collect prospect data in third-party apps and bring it into Pardot by setting up a Marketing App Extension.  

What you should do: Integration brainstorming session

Have a brainstorming session to discover ways you can use integrations more effectively in your Pardot instance. You can kickstart the session by completing the sentence “wouldn’t it be nice if Pardot…” as many times as you can. Then, rank those sentences you created and focus on the ones that will have the greatest impact on your marketing efforts.

Implementing those integrations you identified through your brainstorming may go beyond your team’s capabilities. If that’s the case, you can reach out to Sercante Labs to find out how you can make it happen.

Pardot is getting bigger and better all the time

B2B marketers who come to Pardot are usually looking to scale their efforts and grow in a way that makes sense. These latest enhancements from the Salesforce Winter ‘22 Release get Pardot marketers closer to those goals by saving them time and resources. 

Adding more user-friendly design capabilities addresses a major pain point for many Pardot customers. And extending Pardot through integrations and feature upgrades is preparing Pardot orgs of all sizes for the future.

Contact the team at Sercante to get help implementing these enhancements in your Salesforce org and Pardot instance. And leave us a comment below to let us know what you think about the Winter ‘22 Release.

The post Four big Salesforce Winter ‘22 Pardot highlights appeared first on The Spot For Pardot.

By |2021-08-18T18:53:52+00:00August 18th, 2021|Categories: Content Marketing, Design, Email Marketing, Integration, Release Notes|

Beyond Dynamic Content: How to Create REAL Content Personalization in Pardot

Dynamic Content is the built-in way to use Pardot to personalize marketing assets like emails. You can improve your email marketing performance, including click-through rates (CTRs), by providing the right content based on known (or unknown) prospect information. 

However, throughout the process, many Pardot users run into limitations of Pardot Dynamic Content. They wonder how they can actually achieve personalization within their Pardot emails and newsletters.

This post will walk you through solutions to overcome common challenges with Pardot Dynamic Content. You’ll also get strategies to expand your personalization options far beyond what it can achieve. 

If you’d like to dive deeper into these strategies, then sign up for FeedOtter’s upcoming webinar on August 19 at 1 p.m. ET. You can ask questions, see tutorials and get free in-depth guides on the more complex strategies just for registering. We look forward to seeing you there! 

You can also catch a session on the topic at ParDreamin’ this year.

Overcoming Limitations of Pardot Dynamic Content

Limitation #1: Only one field criteria

One of the primary limitations of Pardot Dynamic Content is that the criteria can only be based on one field. This can make users feel frustrated when they need to use more complex criteria or multiple fields to determine which piece of content an audience member sees. 

One way around this is to use an automation rule (that embodies multiple criteria) and have it change one field you can then use for dynamic content. 

For example, you might want to send different content to these three audiences:

  • East Coast people who aren’t registered for your webinar (send an invite to your East Coast presentation)
  • West Coast people who aren’t registered for your webinar (send an invite to your West Coast presentation)
  • People who are registered for you webinar (send an eBook)

Because these audiences use multiple criteria (location and registration status in this example), you aren’t able to achieve the goal with dynamic content without some finesse. 

To achieve this, you would need to create a new field. Then you could use an automation rule so that everyone who is on the East Coast and is registered has that prospect field filled with a value that reflects “East Coast + Registered” and then do the same with your other variations.

At the end, you would have one prospect field that takes into account multiple criteria to base dynamic content on. 

Limitation #2: No “is empty” criteria option exists

Another limitation Pardot users run up against with Dynamic Content is the fact that there is no “is empty” option when creating criteria. 

The standard criteria include:

  • Is
  • Is between
  • Is greater than
  • “Contains” (for dropdowns)

Luckily this one is fairly easy to solve. If you go into the Admin section for that specific Dropdown field, you can make sure the blank value is also selected. This will allow you to use “blank” as a criteria option.

Keep in mind that this only works for dropdown field types, so it does not work for all prospect fields. 

Limitation #3: 25 Variation limit 

This limitation is not the most common one for users to come up against, especially when they first start using dynamic content. However, you might see this if you are regularly creating new options for one dropdown field that you then use as a base for your dynamic content.

You can only have 25 variations per dynamic content piece. 

You can work around this a bit by combining Handlebars Merge Language (HML) with your dynamic content. We will discuss HML as another tool for personalization later in the blog post, but it is an option (even if it comes with its own challenges.) 

Other Challenges with Pardot Dynamic Content

However, despite the tricks and tips to get around some of these common limitations, many users still feel that true personalization cannot actually be realized.

Even when criteria options are sufficient, Pardot Dynamic Content has other challenges, such as:

It’s time intensive. 

It takes a while to properly strategize and then set up the custom fields and automations you need to make dynamic content a success. Even once the framework exists, you’ll still need to take the time to reformat your dynamic content modules for each email. 

Once you’ve practiced editing these modules, it probably won’t take as long as it would have to create an entirely separate email, but it is still something to be mindful of.

It’s also prone to errors. 

Dynamic content can be difficult to test, especially if you have a lot of variations. Because it is harder to test, spotting errors can be tricky. 

You also have to keep diligent track of what Pardot Dynamic Content module is the correct one because you insert it with its numeric code — not as an actual block of content. 

Overall, many of the clients I’ve worked with have found Pardot Dynamic Content limiting from the start or they have outgrown it over time. But there are other ways to achieve personalization that are less time intensive, more user-friendly, and more automated. This includes Handlebars Merge Language, Pardot Snippets, and integrations with other software. 

Handlebars Merge Language (HML)

HML was originally the Salesforce version of variable tags. But in 2019, it was brought to Pardot as well. HML allows you to use conditional logic statements in emails and email templates to change what a user sees in an email based on fields. 

HML uses

The benefits to using HML over Pardot Dynamic Content are that you can write the condition you need directly in the email itself. Then you don’t have to recall which specific module you need. It is simply based on your field information, and you can change details within a block of content instead of creating a new block of content for each category.

HML language requires you to code everything, but this does open up design and style options in addition to changing text. With HML, you aren’t limited to what you can paste into Pardot’s Dynamic Content boxes.

The limitations to using HML are:

Technical coding and setup required

Email templates that use HML conditional statements need careful coding of the IF statements. Unlike Pardot Dynamic Content, there is not a simple way to insert conditionals. Everything must be written in HTML and HML code. If you aren’t experienced with writing code in these languages, then you may need outside help. 

Prone to errors

It can be easy to accidentally break the IF conditions or underlying code if you are updating content directly in the Pardot email builder. And as is true with Pardot Dynamic Content, conditional emails are difficult to test before release.

Limited logic

HML logic is not as robust as Pardot Dynamic Content. You can only use “field = true” logic. Most use cases will require the creation of new custom fields and workflows that map preferences to custom fields which you can use in the HML email. However, that is also true of complex Pardot Dynamic Content criteria. 

Pardot Snippets 

Pardot Snippets are static and reusable blocks of text, dates, or links you can use in emails, forms, and landing pages. You will need access to Salesforce (and/or Pardot Lightning) to create them. They are especially useful for helping marketers keep track of information they would normally copy/paste across multiple Pardot assets. Pardot Snippets are most helpful when it comes to updating event information or footers across your various assets. 

There are a few limitations to Pardot Snippets, such as:

They don’t support HTML/CSS

This means you can’t use Pardot Snippets to stylize your email. You can only use them as blocks of text. While this certainly has a time and place, I haven’t seen my consulting clients use this method to achieve advanced personalization. 

Criteria is very limited

The Pardot Snippet criteria is very limited. It is only based on Business Unit or Campaign Ownership. If you need any other logic (which you likely will if you really want to personalize your prospect’s email and newsletter content), then you’ll have to use a different method. 

Emailing Personalized Content Still Takes Time in 2021

No matter which of the Pardot-native personalization methods you choose, you still have to manually copy and paste content into the Pardot builder or Dynamic Content blocks. This pain point is the biggest reason companies shy away from personalizing these days.

If you’ve made it through this post and still want to pursue personalized Pardot emails, then I highly recommend looking for a Pardot add-on that can help you automate the email creation process using RSS or a curation process. Pardot automation add-ons can reduce errors, save you time, and make personalization a more realistic possibility.

You can learn more about personalization that goes beyond Pardot Dynamic Content at ParDreamin’ 2021. We’ll present a session to teach you how to overcome the limitations of dynamic content using powerful Pardot integrations.

View ParDreamin’ session description for Beyond Dynamic Content: How to Create REAL Content Personalization in Pardot

The post Beyond Dynamic Content: How to Create REAL Content Personalization in Pardot appeared first on The Spot For Pardot.

By |2021-08-11T11:06:59+00:00August 11th, 2021|Categories: Content Marketing, Email Marketing|

Work Confidently in Pardot through Quality Assurance Testing

Feel more confident as an admin or end user by kicking ass at Pardot quality assurance testing.

We’ve all been there before. Everything is set up in Pardot for an email or engagement studio program. But the fear hits before clicking the button to launch it. Is everything set up so it tracks correctly? Could there be a typo or broken link somewhere? This is where checklists and quality assurance testing are helpful.

The term ‘quality assurance testing’ makes the process seem more complicated than it needs to be. What you’re essentially doing is checking the details to be sure everything looks and behaves the way it should before you finalize and launch whatever it is you’re doing in Pardot.

While checklists give us a certain level of assurance real confidence comes from experience and learning, if you are interested in learning from our seasoned experts then why not check out these Pardot training courses Sercante offers to immerse yourself in the topics you aren’t totally confident about yet.

What types of Pardot quality assurance testing should admins do?

Lots of quality assurance testing needs to be completed to be sure that any Pardot instance works as expected. Pardot advanced users and admins can complete quality assurance in a Pardot sandbox environment. But most of the day-to-day Pardot QA testing tasks happen in production orgs. Typically, QA tasks related to the flow of data between Pardot and Salesforce are completed in a sandbox environment to prevent the potential loss of data.

You should complete quality assurance testing  in a Pardot production environment (that’s a fancy term for your regular ol’ Pardot instance) when you create or launch the following:

  • Engagement studio program
  • List email
  • Pardot form or form handler
  • Static list
  • Dynamic list
  • Social media post
  • Custom redirects
  • Page actions
  • Dynamic content
  • Email preference centers
  • Scoring
  • Grading

Seasoned Pardot admins likely have lists in their heads to double-check each of these items before sending, saving, or launching them. But admins and end users who are newer to Pardot lack the experience of knowing what can go wrong without proper QA testing. 

If you’re in the latter category, then you’re in the right place! These checklists are for Pardot admins and end-users who are in the beginning stages of learning to use Pardot.

You can find information about more advanced types of Pardot quality assurance testing & the Pardot Sandbox in this blog from Mike Fazio.

Pardot Quality Assurance Testing Checklists for Admins and End Users

As you build your confidence in Pardot, you’ll feel less apprehensive about sending your marketing efforts out into the world. You’ll also get less and less of those “please fix it” messages from your team.

Here’s a checklist of things you can double-check to feel more confident about the work you do in Pardot.

Email Templates and Drafts

You can perform basic quality assurance checks on Pardot email templates and list email drafts. But you may need to invest in a more advanced tool, like Litmus, to be sure your email will render correctly and pass through email spam filters. 

When you’ve finished building your email, click on the ‘Testing’ tab in Pardot to send yourself and any other reviewers test emails. This list may be longer depending on the complexities of the email itself. But we’re going to assume it’s a simple email for the purposes of this checklist.

  • Basic Info
    Look at the Basic Info tab in case there’s something you overlooked. Pay attention to the Campaign and Folder to be sure you selected the right ones for this particular email.
  • Subject Line & Preview Text
    Check that you remembered to add them and proofread.
  • Header Text
    Proofread the email header and adjust if necessary.
  • Email body copy
    Read through the entire email twice and fix any grammatical errors or typos. Then read it again.
  • URLs
    Click every link including linked images to ensure they are working correctly.
  • Text Email
    Make sure the text version of the email matches the HTML version.
  • Sending
    Look at the sender details and to be sure you chose the right ones. 
  • Mailing Lists
    Check your list so you know it’s going to the right email addresses. And remember to add any suppression lists you may need.
  • Completion Actions
    Make sure you successfully added completion actions if that was part of your plan.

Pardot form or form handler

  • Complete the form to test
    Using incognito mode in your browser, complete the form or form handler. You can add the word “test” as you’re completing the form so other Pardot users know your form data is from a test.
  • Find your test data
    Verify data from your test entry made it into Pardot and Salesforce, if applicable, as expected. Pay attention to every field.
  • Check completion actions
    Verify completion actions are carried out as expected.
  • Cause form errors
    Repeat testing the form by trying to “break” it. Fill out the form again, and mess up your entry (use an incomplete email address, leave required fields blank, etc.)
  • Test in other browsers
    You can use a tool like Browserling (free and paid versions) to mimic different types of browsers and operating systems for further testing.

Segmentation Lists 

Static list

  • Spot-check the list to ensure the correct prospects are present.

Dynamic list

  • Click the Preview button. Spot-check the prospects on the list to ensure the correct prospects are present.

Engagement studio program

  • Test every path
    Click on ‘Testing.’ Run the test several times until you’ve tested every possible path.
  • Check your dates
    Double check all of your dates to be sure they align with your goals and best practices.
  • Add test prospects
    Create test prospects and add them to your program first when you want to test more complex programs (make sure your test prospects fit your rules). You may have to shorten your wait times to complete the test in a reasonable amount of time.

Automation Rules 

  • Check the preview
    Preview automation rule to be sure it matches your expectations.

Social media post

  • Review post copy
    Proofread your text. Then read it again.
  • Verify @ mentions
    Go to the social media channel and search for actual profiles to verify any @ mentions you include in the post. Keep in mind that @ mentions on one social media channel probably won’t work on other channels. You’ll have to duplicate tje post and change the @ mentions for other social media channels.
  • Check hashtags
    Look up any new hashtags you want to include on the social media channel you want to use it on. This is so you know you’re using something that’s related to your post and not already in use or irrelevant.
  • Link to something
    Remember to include a call-to-action URL if applicable. Click ‘Insert Link’ if you’re sending people to something that’s in Pardot or a custom redirect.
  • Check the link
    Copy the URL and paste it into a separate tab to check the link.
  • Include a graphic
    Make sure you include a graphic (if applicable). Also, check that the graphic size is appropriate for the social media channel.
  • Check the profile
    Double check that you selected the correct social media profile for the post.
  • Proofread again
    Read the text one last time.

Custom redirects

  • Click the link
    Access the link from your usual web browser. Then, look for your prospect record in the custom redirect prospect list.
  • Test in incognito
    Test the link again from a web browser that’s in incognito mode and look for your click on the custom redirect.
  • Check completion actions
    Verify any completion actions are carried out as expected.

Page actions

You can check that your page actions are working properly after you add tracking code to your website.

  • Configure page actions
    Set up your desired page actions.
  • Go to the pages
    Visit those pages as a cookied prospect.
  • Look for results
    Verify that your page actions worked as expected.

Get a PDF checklist to use for QA testing in Pardot

You can view and download a handy PDF checklist to use every time you’re launching Pardot admin campaign materials. Fill out the form to get your Pardot QA testing PDF checklist:

Be fearless with your Pardot quality assurance testing skills

It’s totally normal to feel uneasiness before completing tasks in Pardot. I mean, you’re sending things out into the world that hundreds or thousands of people might see. Sorry to startle you. But that’s also the cool part about working in marketing. The stuff you’re marketing is going to solve problems for people. And you’re going to help them find out about it!

Confidence will come to you in time after you click around in Pardot and test all the things you’re building. 

Build confidence faster through Pardot training courses

You can fast-track yourself to feeling confident in Pardot by attending structured training sessions. There is so much to learn about Pardot with a seemingly endless list of resources. But nothing beats the real-life applications you learn through talking to people who understand Pardot and use it every day.

Check out the training courses and workshops Sercante offers for Pardot users and admins. You can find specific courses for deep-dives into a topic or beginner-level overviews for people who are new to Pardot.

Click here to view all Sercante training workshops and courses.

The post Work Confidently in Pardot through Quality Assurance Testing appeared first on The Spot For Pardot.

By |2021-07-28T15:56:19+00:00July 28th, 2021|Categories: Content Marketing, Email Marketing, Engagement Studio|

Watch the Data Flow into Pardot with Zapier

If you’re like me, then you often work with marketing tools that do not integrate nicely with Pardot forms.

Maybe they claim to have a ‘direct’ integration with the tool. However, we all know it’s nothing more than a Salesforce integration.


Don’t give up! There is a way around this common frustration. 

Enter Zapier webhooks, which you can use to bring data into Pardot.

This handy little-known feature is the solution to all your Pardot integration problems!

Dramatic maybe. But it’s still a game changer. 

How to use Zapier webhooks with Pardot

With Zapier Webhooks, we can capture data from nearly any place and push it to Pardot as a form handler submission.

You read that correctly — a form handler submission. 

Prerequisites for using Zapier webhooks with Pardot

You’ll need to do the following before we get into the setup: 

  1. Create a Zapier account. (they have a free account that allows for 100 zaps a month)
  1. Set up a Pardot form handler.

    Here are two rules to follow when you configure your form handler:

  • ONLY have email as ‘required.’ You can add other fields. But do not mark them with ‘required.’
  • Set the form in kiosk mode.
    Pardot FH - kiosk mode
  1. Identify how you’ll bring data into Zapier.

    This can look like using one of Zapier’s native integrations or using a Zapier webhook to get data. Whichever method you use, the most important thing to do is to get the data triggering the Zap. 

Use cases for Zapier with Pardot

Here are common examples of ways to use Zapier with Pardot to bring data into the platform via a form submission.

LinkedIn Lead Generation

In this example, a company is using LinkedIn Lead Generation forms to capture new leads.

There is no direct way to tie LinkedIn submissions to Pardot. So, the company sets up a zap to trigger when a new response is received. Their zap is configured to push the data to Pardot via a form handler post.
LinkedIn Form Response Zapier

Google Form Submission

For this example, our company is using Google Forms to send out a survey to their customers.

The survey itself has data they don’t want within Pardot. So, they chose to send it using Google Forms.

Still, the company wants to see the name and email address of everyone who completes the survey within Pardot.

They can trigger a new workflow (zap) using Zapier when a survey submission comes in. That’s because Zapier integrates directly with Google. Their zap is configured to push the data to Pardot via a form handler.

Drift Lead

In this case, a company captures a new lead via a drift chat. They leverage Zapier’s ability to receive those leads to route the data to Pardot via a form handler. 

Setting Up a Zap with a Pardot Form Handler

Follow these steps to set up a Zapier ‘zap’ to bring data into Pardot as a form handler submission.

Step 1

Create a new zap and select the Google Sheets integration (the app selection will change based on where your data comes from).  

The trigger is ‘New Spreadsheet Row,’ and then select the correct sheet from your drive.

Zapier for Pardot Forms - New Spreadsheet Row Google Sheets

Pro Tip: Test the data capture to ensure it’s working. This will only work if there is data in the app triggering your zap. 

In our example, I submitted example data to the form, and Zapier successfully pulled it in as a test.

Zapier for Pardot Forms - Zap Trigger - Test

Step 2

Now move to select the Webhook as the Action step. Select the POST option on the setup page.

Zapier for Pardot Forms - Zapier Action - Post 1

Step 3

Paste your HTTPS encoded Form Handler url into the URL box.

Zapier for Pardot Forms - Zapier Action - Post 2

Step 4

If we were to activate it now, the zap would trigger and post to the Form Handler URL. But, no data would pass through. 

We need to set up the data pass.

We’ll take this step by step below:

  1. Add a ? to the end of your URL
    Pardot forms Zapier Action - Post 3
  2. For each field you want to pass to Pardot:
    • Right after the question mark, add the external field name.
      Zapier for Pardot Forms - Pardot FH - Fields
    • Immediately after the external field name, add an equal sign.
      Zapier Action - Equal Sign
    • Immediately after the equal sign, add in the data source. This can be done via the dropdown in the URL field.

      Scroll until you find the field that contains the data you want to pass. Then, click on it.
      Zapier Action - Select Data

    • Your URL will now look like this. The underlined portion is the part that you’ve added to send over a single field.
      Zapier Action - Final URL
    • If you want to add another field, then add a “&” to the end of your URL and then repeat steps I – V for each field.
      Zapier Add Another Field

Step 5

Test your action and make sure the submission comes through in Pardot. The final URL will contain all the fields you’d like to pass. On the testing screen, you’ll see what the final URL will look like with your test data.

Click test. Then, ensure you captured the data in Pardot.

Zapier Action - Testing

Now, turn on your Zap, and watch the leads flow into Pardot! 

Go forth and let the data flow into Pardot

Now you know how to bring in data from third party tools into a Pardot form handler. 

This unlocks the ability to score, grade, assign, add to Salesforce campaigns and more! The sky’s the limit with how you can use this setup. 

Happy building!

Learn More About Pardot Forms

The post Watch the Data Flow into Pardot with Zapier appeared first on The Spot For Pardot.

By |2021-05-21T20:02:36+00:00May 21st, 2021|Categories: Content Marketing, Data, Integration, Integrations|

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|