When Does Marketing Cloud Account Engagement (Pardot) Sync with Salesforce?

Knowing the who, what, when, and how of Salesforce and Account Engagement (Pardot) sync behavior is key to understanding how you can use the integration to your advantage.

If you’re a newbie to Marketing Cloud Account Engagement/MCAE (formerly known as Pardot), then you may be wondering how in the world this system communicates with the main workhorse of Sales Cloud (Salesforce). 

Well, follow me my little pretties, as we look behind the curtain of the Wizard of Oz to find out how it really all works.  

The Who: Identifying the Wizard 

Unmasking the culprit behind the smoke and mirrors of the sync magic is not a difficult path to take. Just follow the yellow brick road to your MCAE/Pardot Settings tab, and hang a left at the Connectors intersection. 

Here you will find the wicked witch (but wicked in a gnarly way) who’s behind all of the shenanigans.

Enter the B2BMA Integration user. 

B2BMA Integration User controls Sales Cloud and Pardot Sync behavior

You can find the B2BMA Integration user in your Salesforce setup with the username similar to the following: [email protected] (see below).

This user comes out of the box with the installation of any new v2 MCAE/Pardot instance purchased after February 11, 2019. It’s a free Salesforce licensed user that serves as the handshake between both MCAE/Pardot and Salesforce (Sales Cloud). 

Chances are, you have this user available to you. If not, you likely have a custom connector user that’s tied to a company-specific/unique Salesforce username (and license) that’s in its place. 

Whichever username you have, the underlying matter is that this is the who the system looks to for direction and instruction on what will sync when the sync occurs. Whatever this user can see, will be what the system will sync when the sync takes place.

The What: Granting the Fairy Wish

(Enter Stage Right) Dorothy: “So what do you mean by whatever this user can see Glinda?” 

(Suddenly appears from the Marketing Clouds) Glinda the Good Witch: “Well my dear, I’m glad you asked.

I’m sorry, I know these cheese-filled references of this 1939 musical may be getting to you but I just can’t resist. I’ll digress to spare you any more pain.

Connector user access determines what will sync to Salesforce

To understand what will sync when the sync occurs, you first have to understand the fabric of the connector user. This user is special… no this user is magical. Whatever this user can see — a la whatever visibility to record data this user has access to will be what is included when the Salesforce-MCAE/Pardot sync transpires.  

Heads up — Salesforce connector user gotchas

As a quick reminder, there are four out-of-the-box standard objects that the connector user can communicate with in Salesforce; that’s the Lead, Contact, Account, and Opportunity objects. The Account and Opportunity objects/fields have a read-only relationship and the Lead and Contact objects/fields have a read/write relationship. 

Your connector user (B2BMA Integration User or Custom Connector User) will determine what set of records will be included in the sync between both systems. The out-of-the-box B2BMA Integration User has View All/Modify All permissions for all lead and contact records that exist in Salesforce. Therefore, if this user is the selected user, then all records will have the capability to sync between both systems. 

If your MCAE/Pardot system has a different user (i.e. Custom Connector User) with sharing rules set up to only have access to certain lead/contact records, or if you are using Marketing Data Sharing (Advanced and Premium editions only), then those records will be the only ones that will be synced when the sync ensues. 

The When: Toto’s Command

Once the connector user has been set up and is in “play mode” (see below green ticker), watch the wizardry transpire.

The smoke machine behind the curtain is powered by a native feature that automagically syncs record and field data every 2-4 minutes.  Certain changes to prospect or lead/contact records will be pushed to Salesforce and certain information that is updated on Salesforce records, that have a matching MCAE/Pardot record, will be pulled into the corresponding prospect record.  

All Salesforce record changes are not created equal 

It is tempting to say that any changes to records will trigger a sync. However, this is not the case. 

The Salesforce connector user will only recognize certain “activities” when it’s ready to perform its regularly scheduled automated sync. Such changes to prospect records can be classified by the three types of activities: 

  1. System
  2. User
  3. Prospect

The following is a breakdown of each type of action that can cause a prospect record to queue for syncing.

System activities:

  • Any record changes to field values that occur because of an automation rule or completion action
  • Using the “Add to Salesforce campaign” in an automation rule, segmentation rule, completion action, or Engagement Program action
  • Changing/updating a Salesforce campaign status via automation rule, segmentation rule, completion action, or Engagement Program action

User activities: 

  • Performing a prospect import
  • Changing any prospect fields (including opting out prospects via import or manually)
  • Making changes to a Pardot campaign (for those who do not have Connected Campaigns)
  • Making changes to a prospects’ assigned user
  • Manually syncing from the prospect record (yes you can go the good ole fashioned route and manually sync an individual prospect record by pressing the “Sync with CRM” button on the Prospect record)

Prospect activities:

  • When a new or existing prospects submits a MCAE/Pardot form 
  • When a new or existing prospects submits on a MCAE/Pardot form handler 
  • When a new or existing prospects submits on a MCAE/Pardot landing page form
  • When an existing prospect unsubscribes (globally opts out)

But wait… there’s more

While there are qualified activities that can cause a sync to trigger from MCAE/Pardot to Salesforce, there are equally a few activities that can trigger a sync from Salesforce to Pardot. 

The following is a breakdown of each type of action that can cause a prospect record to queue for syncing.

  • Updating the Last Modified timestamp triggers a sync to Pardot for existing prospects
  • Updating a lead or contact email address
  • Updating the assigned user (owner) for the lead or contact record
  • Making field changes to a lead or contact record (Check the Sync Behavior setting on the MCAE/Pardot field to determine whether this value will “win” out when the sync occurs)
  • Updating a related account record in Salesforce for a lead or contact who is associated to a Pardot prospect.

And of course, i’ll queue up the trusty Salesforce knowledge article disclaimer/recommendation below:

The How: Follow the Yellow Brick Road (Again)

More from Dorothy: “That’s nice Toto. But how will we ever get there?”

Okay, I’m sorry I promised no more puns and fun with the throwback references. So, we’ll stick to the script here (get it… script… movie… okay I’m done).

Each MCAE/Pardot account comes with two key customizable connector preferences that determine how the sync will follow suit:

  • Automatically create prospects in Pardot if they are created as a Lead or Contact in Salesforce

and

  • If records do not have a CRM ID to match when syncing, use email address to match.

The first setting has to do with record creation from Salesforce to MCAE/Pardot and the second setting relates to the overall sync logic. 

With the first setting enabled (turned on/selected), the connector user will check every 2-4 minutes to see if a new lead or contact record with an email address has been created in Salesforce that does not currently exist in MCAE/Pardot. If found, that record will be swooped up by the connector user, scanned and copied over to MCAE/Pardot as a new prospect record with the corresponding record data accompanying it. 

Recommendations for enabling this setting for your system are on a case-by-case basis depending on your mailable database limits and overall internal operational workflow/strategy. 

The second connector preference setting relates to how the system performs its hierarchical sync logic when a sync commences. It is highly recommended (best practice) to enable and keep this setting checked on your connector due to its native sync logic behavior as shown in the below diagram:

Salesforce and Pardot Sync Logic

Essentially, what this outlines is that when the connector user performs the sync, it will first check for a matching CRM ID at the lead or contact level. If no matching record is found for the existing MCAE/Pardot record, it will then check for a matching email address first at the Contact level then down at the Lead level. If neither a matching CRM ID or email address has been located for the MCAE/Pardot prospect record, that record will remain in MCAE/Pardot until the record is assigned (either to a user, a queue or via any active assignment rule).

Now you’re a Salesforce sync Wizard

So, now that you are armed with the who, what, when and how MCAE/Pardot syncs with Salesforce, it’s time to lock arms with the Tin Man, Scarecrow and Lion to ease on down the road to Oz. 

If you’re still feeling a little “cowardly” or “scarecrowy” (yeah totally not a word), then let the Sercante Munchkins escort you along the way! 

Original article: When Does Marketing Cloud Account Engagement (Pardot) Sync with Salesforce?

©2022 The Spot. All Rights Reserved.

The post When Does Marketing Cloud Account Engagement (Pardot) Sync with Salesforce? appeared first on The Spot.

By |2022-05-13T19:38:00+00:00May 13th, 2022|Categories: API & Integration, Data Management, Getting Started, revive, Setup & Admin|

Campaign Reporting with Einstein for Marketing Cloud Account Engagement

I have a rather embarrassing story from my pre-Einstein campaign reporting days. 

When I started out as a Salesforce admin (i.e. I got told I was the new admin and that I’d “figure it out.” It was a very small company.) I was also in charge of doing the end-of-quarter reporting on sales and campaigns. 

For attribution, I would manually review every single Closed Won campaign, try to determine the Contacts from the Opportunity notes, tasks, etc., and manually make associations. Primary Campaign Source and Contact Roles were in Salesforce at the time, but no one filled them out. 

So, I just had to go on a fact finding mission. Then I exported all the data into excel and did multi-touch attribution manually. 

In Excel. Ugh.

Sure grandma

Use Einstein to report on Marketing Cloud Account Engagement campaigns

Without the team actively and frequently using Contact Roles, reporting on Campaign Performance was no better. 

I could view who responded to a call to action (CTA) or registered for an event, but reporting on Account Engagement (Pardot) assets + Salesforce campaigns wasn’t really a capability. So, it was also a lot of manual work. 

As much as thinking about these old processes makes me cringe, I’ve heard similar stories from a lot of MCAE admins and marketers. 

Campaign reporting and attribution has come a long way since then — especially since Connected Campaigns and Campaign Influence were first introduced. Now we can easily extend these capabilities with the power of Einstein Machine Learning. 

Note: The two Einstein solutions below are only available to Advanced and Premium editions of Marketing Cloud Account Engagement (a.k.a. MCAE/Pardot). 

Campaign reporting with Einstein Campaign Insights

Einstein Campaign Insights analyzes Prospects’ engagement with your Campaign assets to spot trends and outliers. 

You’ll see two types of insights:

  1. Global Insights: These insights compare the performance of the campaign and assets to other campaigns/assets of the same type (i.e. comparing a single form’s performance to the performance of your other forms)
  2. Segment Insights: These insights shed light on which audiences engage with your campaigns and assets (i.e. Directors opened this email less than other segments).

Einstein Campaign Insights looks for engagement levels that are either higher and lower than usual. 

example

You can also select the dropdown arrow to provide feedback on the Insights and help Einstein improve. 

Einstein insights

What data do you need?

Nearly all data used in the Einstein Campaign Insights model originates from Pardot, so Connected Campaigns must be enabled. Salesforce also recommends having at least 50 Connected Campaigns.

How to enable Einstein Campaign Insights

You’ll enable Einstein Campaign Insights by going to Setup > Einstein Pardot > Einstein Campaign Insights

Once enabled, it will take about 24 hours for your initial insights to appear. Make sure you add the Einstein Insights component to your Lightning record page. 

Analyze campaign performance with Einstein Attribution

Einstein Attribution is Campaign Influence with the power of machine learning. This tool analyzes your campaigns to spot trends and then allocates campaign influence credit to multiple campaigns. 

Einstein Attribution has a few requirements before it can run:

  1. Connected Campaign and Campaign Influence must be set up.
  2. Your org has to be using the standard Opportunity object as well as the default “Close Date” and “Amount” fields.
  3. This tool only looks at Campaign Members with a “Responded” status. Note: This means the “Responded” checkbox needs to be selected for the individual Campaign Member Statuses.
Campaign member statuses

What data do you need?

Salesforce recommends you have at least 100 Opportunities with Contact Roles so Einstein Attribution can analyze which Campaign engagements influence Opportunities. 

Enabling Einstein Attribution

You’ll enable Einstein Attribution Insights by going to Setup > Einstein Pardot > Einstein Attribution

Once enabled, a new Campaign Influence Model called “Data-Driven Model” will be created. To set this as the default over what is specified within Campaign Influence, select the “Use this model as the Campaign Influence default” checkbox.

Enable Einstein Attribution

Set your Campaign Influence Time Frame

Next, set your Campaign Influence Time Frame (3 months to 2 years). This limits which campaigns are considered influential. 

For instance, you probably wouldn’t want a webinar from 5 years ago to get credit for an opportunity created today. I recommend this time frame be 2-3 times your typical sales cycle. 

If you plan on comparing the Data Driven model to the out-of-the-box Campaign Influence models (First Touch, Last Touch, and Even Distribution), make sure the “Set Campaign Influence Time Frame” setting here matches your Auto-Association “Campaign Influence Time Frame.” You can find this by going to Setup > Campaign Influence > Auto-Association Settings. If these two time frames are different, you will see a difference in the Total Attribution in your reports and dashboards. 

campaign influence and multitouch attribution

Select your Success Milestone

Finally, select your Success Milestone. This should be the Opportunity Stage that indicates an Opportunity is legitimate. 

Out-of-the-box Campaign Influence uses the Opportunity creation date as the Success Milestone, but in reality, a Salesperson may open an Opportunity before ever getting the Lead/Account involved. 

Note: Your Data Driven model and the out-of-the-box Campaign Influence models may also show a different Total Attribution number if your Milestone is an Opportunity Stage after campaign creation. 

In the example below, I’ve used my Proposal/Quote stage as the Success Milestone because this stage indicates the Lead/Account is involved and is considering making a purchase. 

data driven model

Salesforce admins have it so good these days

If I had these Einstein campaign reporting tools back when I started my journey as an admin, I would have saved so much time! 

These tools still save me time today and I love not having to worry about if my reports and attribution have the most complete information. 

Are you using Einstein Campaign Insights and Attribution in your org? Or do you have an embarrassing admin story to share? Tell us in the comments!

Original article: Campaign Reporting with Einstein for Marketing Cloud Account Engagement

©2022 The Spot. All Rights Reserved.

The post Campaign Reporting with Einstein for Marketing Cloud Account Engagement appeared first on The Spot.

By |2022-05-03T14:20:00+00:00May 3rd, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive|

How to Update iFrames & References to the Default Pardot Domain Before the Deadline

In early March, Salesforce announced changes to how it serves content via go.pardot.com. In short, this impacts your Pardot content that might be placed on your website through iFrames. 

We’ll walk you through how to find where the go.pardot.com domain is in use. Then we’ll show you how to fix it across your website.

A bit of detail on the Pardot domain challenge

Pardot is making security enhancements that can affect users of the go.pardot.com domain who use this domain for iFrames. That means you’ll have to take action by April 22, 2022, to update your website forms that meet the criteria outlined in this blog post.

Website forms with iFrames + default Pardot domain + JavaScript = pay attention

Specifically, you should pay attention to the enhancements if your website forms:

  1. Embed Pardot forms or other content inside iFrames
  2. Include JavaScript in that content
  3. Serve this content over the default Pardot domain (go.pardot.com)

The main impact will be to any Pardot form served standalone or in an iFrame using the go.pardot.com domain.

Also included are forms that make use of included JavaScript to make external calls. This includes JavaScript that:

  • Communicates from within the iFrame to the pages that contain the iFrame
  • Makes an AJAX call to a server

Examples of these kinds of calls are:

  • JavaScript that resizes the iFrame on the page to better fit the form
  • Submission of forms using reCAPTCHA
  • Changing form behavior based on changes to the email address field, such as showing a message to a prospect if they previously unsubscribed

Other impacts with assets using iFrames are possible. For example, with these new changes you will no longer be able to embed a landing page within another webpage. This change also affects JavaScript callouts on form handlers and dynamic content when served directly via an iFrame.

Preparing for the fix

There are a few preparatory steps you can do before going and making (or requesting) changes to your website.

Step 1. Set up Pardot tracker domain

If you don’t already have a Pardot tracker domain, we will need to create one. If you aren’t sure, here are steps to follow:

  1. Log in to Salesforce & Pardot
  2. Go to your Pardot Settings > Domain Management page
  3. Look for a tracker domain that is custom. It should be one that’s similar to your website address (similar to the screenshot below)

If you don’t have a custom tracker domain set up yet, our friends at Nebula Consulting have a great set of instructions here.

If you have multiple tracker domains, you will need to know which one to use.

Step 2. Enable first-party cookie tracking

While not necessarily needed for this fix, it is best to set yourself up for success for the future of cookie tracking within Pardot.

To enable first-party web tracking cookies:

  1. Log in to Salesforce & Pardot
  2. Go to your Pardot Settings, Account Settings page and click Edit
  3. Scroll down to “First-Party Tracking” and make sure all 3 checkboxes are checked
  4. Save account

Step 3. Find website pages using the go.pardot.com domain in iFrames

I mean this is the whole reason you are here right? You have a challenge and want actionable steps on how to actually solve it instead of some blogger babbling.

We’ve created a tool that can leverage your website sitemap .xml file (the same sitemap Google crawls) to look for web pages that have embedded iFrames that also use go.pardot.com as the iFrame source.

Use the form below to find the forms on your website you’ll need to update. After submitting, we’ll gather some results and email them to you after a few minutes.

Name








Make changes to the website

With your list of pages in hand, you can begin the work of editing each page, swapping the go.pardot.com part of the iFrame “src” attribute with your new tracker domain. Try this out on one or two pages, testing out the forms to make sure nothing has broken. Then, roll it out across your site.

But… what if I can’t add a custom tracker domain?

You might ask yourself, “What if I can’t add a custom domain?” If this is you, you’re gonna be okay. 

Because of the change being made, you won’t be able to use iFrames with the default go.pardot.com domain to host standalone or embedded forms. If you plan on using a form, you’ll need to use the form on a landing page. If you have JavaScript needed for the form, it can be included in the landing page to keep the form functioning as it did before. 

If you have other assets you need in an iFrame, unfortunately you won’t be able to continue using the default domain to display them. You’ll need to get creative with these assets. Maybe convert the information into a downloadable PDF or display it as an image on a landing page.

It’s going to be okay

With new Pardot security enhancements comes a more stable marketing automation platform. But it also brings new complications — and we have your back. 

If you need further assistance with setting up a custom tracker domain, finding and fixing the use of go.pardot.com, or just a refresher on best practices, get in touch or tell us in the comments. We’re always happy to help.

The post How to Update iFrames & References to the Default Pardot Domain Before the Deadline appeared first on The Spot for Pardot.

By |2022-03-29T13:40:58+00:00March 29th, 2022|Categories: Data Management, Emails & Forms, Pro Tips, revive|

Use “Clone with Related” to Templatize Pardot Campaigns

As a Pardot admin, I try to stay up to date on all the new features and functionality coming to the Pardot platform. Some new features are announced way in advance (looking at you Conditional Completion Actions) and other features seem to squeak by unnoticed. 

In Spring ‘21, Salesforce expanded the “Clone with Related” functionality on campaigns to include Pardot marketing assets and no one really talked about it. 

Yes, I know we have always been able to clone Pardot assets within Pardot, so the feature at face value doesn’t seem super fancy. However, when used correctly, it can allow you to streamline and templatize campaigns for your users. 

But, before we get into that, let’s talk about how this feature works. 

What can be cloned?

When cloning a Salesforce campaign, you can also clone:

  • Campaign Member Statuses
  • Landing Pages (Pardot Classic experience only)
  • Marketing Forms (Both Pardot Forms and Form Handlers)
  • Marketing Links (Custom Redirects & Files)
  • Snippet Assignments

These are the options within a Salesforce campaign:

This view will change depending on the assets that are associated with the campaign when cloned. For example, if your campaign only has a Form associated, “Clone with Related” will display:

When selected, all assets of a specific type will be cloned. If your campaign has 2 Pardot Forms and 1 Pardot Form Handler associated with it, all three assets will be cloned if “Marketing Form” is selected. You cannot pick and choose which of the 3 Forms/Form Handlers will be cloned. 

When cloned, the new asset will have the Date (YYYYMMDD) _ Time (HHMMSS) appended to the asset name. 

“Clone with Related” also has a maximum number it can clone for each asset type. The limitations for each type are outlined here

The limitations I ran into most are concerning the form fields, Pardot Forms are limited to 50 fields and Form Handlers are limited to 25. If a campaign has multiple Forms/Form Handlers and one is over the fields limit, none of them can be cloned. 

What isn’t cloned?

When an asset is cloned, all fields and customizations are copied except: 

  • Archive Date (available on Landing Pages)
  • Vanity URL (available on Landing Pages, Custom Redirects, and Files)
  • Bitly URL (aka Short URL, available on Landing Pages, Custom Redirects, and Files)

For Tracker Domains, the Salesforce documentation states that the cloned asset will use the Pardot account’s primary domain.

However, when testing in an org with multiple verified tracker domains I found that the cloned asset maintained the same tracker domain as the original asset, even if the original asset was using a domain that is not set as the primary.

Finally, Snippets themselves are not cloned, just their assignment. Since Snippets can be attached to multiple Campaigns the “Clone with related” action just associates the new Campaign to the existing Snippet.  

So, does this help with Multiple Pardot Business Units

[long sigh]….no. When you have multiple Pardot Business Units (PBUs) you need to employ Campaign Record Types and specify which Record Type syncs to which PBU. Campaign Record Types and PBUs have a one to one relationship. 

The “Clone with Related” functionality will create a campaign of the same record type, it does not allow you to change the clone’s Campaign Record Type before creating the clone. But, maybe this is laying the groundwork for this functionality in the future (Please!)?

Well, then why is this a big deal?

This functionality can be used to templatize your campaigns. 

For instance, if for every webinar users need to: 

  1. Set up a Salesforce Campaign
  2. Create a registration Form
  3. Create a registration Landing Page
  4. Put the form on said Landing Page
  5. Create a Custom Redirect

How the feature templatizes your campaigns

Users could create a new Salesforce campaign, find the form template (or an up-to-date form if there is no template), copy it, find the landing page template, copy it, edit the Landing Page to include the correct form…so on and so forth. 

However, each user is going to tackle the process differently and the more steps a user has to take, the more steps that have the potential to be skipped or done incorrectly. With the “Clone with Related” functionality you could instead create a Campaign called something like “Template_Marketing_Webinar” and make templates of all those standard assets you need for each webinar. 

You can configure the assets just as you like, with custom fields, specific completion actions, fancy design aspects, and the works. Then when a marketer needs to set up a new webinar all they really need to do is click “Clone with Related,” name their new campaign, configure their vanity domains, bitlys, and archive dates and viola, DONE!

Not groundbreaking, but helpful nonetheless 

This feature likely snuck by many Pardot admin’s noses because, at face value, it’s not entirely groundbreaking. However, used the right way this is one of those great additions that can make your life as a Pardot admin or marketer so much easier. 

What other uses do you have for “Clone with Related”? Let us know in the comments!

The post Use “Clone with Related” to Templatize Pardot Campaigns appeared first on The Spot for Pardot.

By |2022-03-25T20:06:00+00:00March 25th, 2022|Categories: Data Management, Marketing Automations, Pro Tips, revive, Strategy|

Salesforce Spring ’22 Release: Platform Highlights for Marketers

The Salesforce Spring ‘22 Release has been out for nearly a month now, and it included important features for marketers who are on the Salesforce platform.  

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 marketing operations for your company or organization and want to know more about Salesforce, then you’re in the right place. We’re going to cover everything you need to know about the Salesforce Spring ‘22 Release if you’re a marketer who uses Salesforce.

Salesforce Spring ’22 Release: Highlights for Marketers

Marketers who use the Salesforce platform are getting lots of attention from the Salesforce Spring ‘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 marketing world.

Highlight #1: Salesforce CMS Name Change to Digital Experiences

If you’ve enabled the new Pardot Lightning Email Builder or Lightning Landing Page Builder already, then you’ve heard of Salesforce CMS. 

Salesforce CMS was a tool within Lightning Experience that provides the ability to curate and share content, manage multiple languages, and control who can create what content. However, along with a slew of Salesforce product name changes, Salesforce renamed the tool Digital Experiences to stay consistent with the former Community Cloud change to Experience Cloud. 

There are no changes to the features that were available with Salesforce CMS, and Salesforce even allows users to type Salesforce CMS in the App Launcher to reach Digital Experiences.

Image Credit: Salesforce

Highlight #2: Salesforce Reporting Updates

Marketers on Salesforce have so many options when it comes to viewing marketing reporting metrics. Every tool in your tech stack has some sort of native reporting tools. But that data is limited to the tool.

Feeding that data into your marketing automation platform (MAP) gives you access to more insights when you can combine datasets. But you’re still limited.

But connecting your MAP to Salesforce platform reporting tools unlocks a whole world of data insights. We’re talking about sharing data from Pardot and Marketing Cloud with Salesforce Reports and Analytics Studio (Tableau CRM). 

Here are the reporting updates marketers on Salesforce will want to know about.

Improvement #1: Easily Find the Right Report Type for New Reports (Beta)

Building reports in Salesforce can be very confusing at first if you don’t know what report type to look for. So, this improvement is definitely an exciting one. 

With the new enhanced report type selector, users can view their most recently used report types and see if a report type is standard or custom.

Image Credit: Salesforce

Another feature provided in this update is the ability to view the objects and fields available with the report type. And you can also see what reports have been created by yourself and other users using the report type.

Image Credit: Salesforce

Improvement #2: Edit Multiple Fields Inline on the Report Run Page (Beta)

Salesforce users and marketers both have a need to update information on the fly while viewing a report in Salesforce. This new feature provides the ability to edit fields within your report on multiple records. 

You can make as many changes as you want, as long as the field is not locked, and then save all of the changes at once without rerunning the report. Fields that are related to other fields within that same record will update those additional fields as well once you save your changes within the report. 

The example below is a preview of what happens when the Account on an Opportunity is updated and the Employees field shows as pending. Seeing this screen means the field will update as well once the record is saved.

Improvement #3: ​​Automatically Tune Your Dashboards to Your Business Goals with Dynamic Gauge Charts (GA)

If you have ever used a Salesforce Dashboard to track your campaign metrics, then you might have used a Gauge Report chart before. 

Gauge charts typically track performance toward a certain goal that you set in place when the dashboard was created. This new feature will provide you with the ability to track your performance dynamically instead of setting a singular goal for the year. 

This means Salesforce will use your report metrics and dynamically update your goal as it responds to your business and performance whether it is a positive or negative change.

Improvement #4: Personal Information Security Updates

Marketers should always ensure that their customer data is compliant and respects the customer’s personal preferences. With that in mind, Salesforce has released a new update to help hide customer’s personal data from other customers who are in the same portal or community. 

Enabling Enhanced Personal Information Management will replace the current Hide Personal Information setting available in Setup and will secure even more PII data on the User record. The new feature provides the ability to select which standard and custom fields are considered PII in your Salesforce org.

Companies should be aware that customers will no longer have access to their own personal data in the community or portal for the fields you select to hide on the User record. This feature will become enforced in all Salesforce organizations during the Winter ‘23 release.

Salesforce is getting bigger and better all the time

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

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

The post Salesforce Spring ’22 Release: Platform Highlights for Marketers appeared first on The Spot for Pardot.

By |2022-03-22T20:47:09+00:00March 22nd, 2022|Categories: API & Integration, Data Management, New Features, Release Notes|

How to Use Flags in Tableau CRM to Create Many-to-One Relationships

Ever wished you could facet, filter and do other magic on a dataset that also had aggregated data from a summary table in Tableau CRM?  

There is a way!

For example, you want to look at all the scores in the Pardot engagement history object, but also would like to use the same report to show summarized campaign information.

The dilemma?

When you bring in the summarized data and join it by Campaign, each Activity row will contain the data for the entire campaign. While it will make your campaign numbers look spectacular, it will also be spectacularly wrong!

What to do?

Use a flag to differentiate summarized data

Tableau CRM has an AMAZING feature that lets you create a row number that you can use as a flag to differentiate between summarized and detailed data.  

How? You can use the flag in your dashboard widgets to summarize or exclude data as needed.

Here’s how it works:

  1. Join your data as usual. Here we are joining on ActivityCampaignID in Pardot Engagement history to the ID in the Campaign table after we aggregate the metrics we want from Campaigns (leads, cost $ and opps $).
  2. Use a transform in your recipe to create the “flag” / unique identifier.
  •   Select Add transformation.
  •   Select Multiple row formula at the top.

The multiple row indicator allows Tableau CRM to “partition” the data so you can look at groups of data within the data and apply metrics to the specific group. 

In this instance, we are grouping by the CampaignID to assign a row number for each instance of the campaign (starting from 1).

  1. Select Row Number.
  2.  Select the field you wish to create row numbers from.
  3. Select numeric.
  4. Give it a name and save.
  5. Complete your recipe and run!

You now  have a “flag” that can be used in your recipe.  Each #1 in the row can be used to reflect the “unique” campaign aggregate.

The flag gives you access to accurate data

Now you can use this flag in metrics and KPI widgets where you want to see the campaign metrics. 

Example

By adding the flag we created to the filter for summary statistics around Campaigns, we are able to limit the  distinct Campaigns for our KPI/top level summary. But we are still able to see the row-level detail for non-aggregated data (like score).

Why is this great?  Now you can use the SAME filters, toggles and other interaction features to see detail AND the summary.

Using a single dataset, we can now view the Campaign stats (which we aggregated) and all the activity details our marketing teams crave!

Have a fun use case for this solution? Tell us about it in the comments.

The post How to Use Flags in Tableau CRM to Create Many-to-One Relationships appeared first on The Spot for Pardot.

By |2022-02-18T18:30:44+00:00February 18th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive|

How to Create Complex Pardot Lead Routing Rules with LeanData

Lead routing with Salesforce Sales Cloud and Pardot can trip up even the most experienced sales and marketing teams. And choosing the right lead management strategy and tools to automate the process is even more challenging and important. 

Cultivating interest, inspiring action, and responding to people who raise their hands is why we’re here, right?

LeanData is a third-party tool with Salesforce-native functionality that enables you to create complex lead routing rules. These complex rules enable you to do things like pull cleaner data into your org, reroute already assigned leads, or customize how sales gets alerts.

Here’s what you should know about lead routing in Salesforce and Pardot with LeanData.

Lead routing in Salesforce

Here’s how Salesforce Sales Cloud handles lead routing.

Lead assignment rules

In Sales Cloud, you can set up lead assignment rules to automate the assignment of new leads to your sales team or queues based on the specified rule criteria. 

The rules will execute and evaluate in the numbered order as leads enter Sales Cloud. Each lead assignment rule consists of multiple rule entries that specify exactly how the leads or cases are assigned. When a lead matches the rule, it will be assigned to the correct person or queue. Only one lead assignment rule can be active at a time.

To get started, review this Salesforce help article: Set Up Assignment Rules

Round-robin lead assignment

The round-robin lead assignment rule in Sales Cloud helps you automate the assignment of new leads in an even way to your sales team or queues.

Here’s how the repeating round robin assignment looks if your sales team for lead assignment has 3 members:

  • Lead 1 is assigned to sales person 1
  • Lead 2 is assigned to sales person 2
  • Lead 3 is assigned to sales person 3
  • Lead 4 is assigned to sales person 1
  • Lead 5 is assigned to sales person 2
  • Lead 6 is assigned to sales person 3

To get started, review this Salesforce help article: Create a Round-Robin Lead Assignment Rule

Extra Resources

Lead routing in Pardot

There are multiple ways to assign new leads in Pardot ranging from manual assignments to complex and automated assignments based on lead criteria or activity.

Assign to User

Assigns a prospect to the specified user when the requirements of the rule are fulfilled.

Assign to Group

Assigns a prospect to a user in a specific group (round robin lead assignment) when the requirements of the rule are met.

Assign to Queue

Assigns a prospect to the Sales Cloud lead queue when the rule’s criteria are met. You can assign only leads to Sales Cloud lead queues.

Assign Prospect Via Salesforce Active Assignment Rule

Pushes a prospect to your Salesforce active assignment rule when the rule’s criteria are met (see more information on this process below). The prospect syncs to Salesforce without an owner. The assigned user is synced to Pardot when the active assignment rule determines who to assign it to.

To get started, review this Pardot help article: Assigning Prospects

Extra resources

Complex lead routing with third-party tools

Third-party tools enable you to create complex lead routing rules that go beyond out-of-the-box Salesforce and Pardot lead routing features. Different tools serve specific purposes that may be the right fit depending on what you’re trying to accomplish.

Here are the most common ones.

LeanData

LeanData is a native Salesforce lead matching and routing platform that is easy to use and customize with their visual drag-and-drop interface functionality and complex rule building.

RingLead

RingLead is a native Salesforce lead routing, data normalization, enrichment, and duplicate managing platform.

Validity

DemandTools from Validity is a data management platform to help with importing, assigning, standardizing, manipulating, and the deduplication of your Salesforce data quickly.

Integrating LeanData with Pardot & Salesforce for lead routing

After you’ve weighed your options, you may decide that LeanData is the best third-party tool to accomplish your goals.

Here’s how to make it happen.

Getting started

Find the LeanData listing on the Salesforce AppExchange, and contact LeanData via the Get It Now button. Then, install the LeanData managed app in Salesforce. 

You will need to partner with your Salesforce admin to configure the settings both in Salesforce and LeanData. Assuming you have Salesforce and Pardot connected, you won’t need to do anything extra in Pardot during this setup phase.

To ensure a seamless install and configuration, plan out the platform strategy with your marketing and sales operation managers, sales leadership, and your marketing campaign or demand generation managers. LeanData expands your assignment capabilities from just leads to leads, contacts, accounts, and opportunities. By taking the time to allow these roles to understand the functionality and goals of the new tool, you will avoid complications and process restarts later in the year.

Keep your company’s open sales pipeline and quarterly goals in mind. For instance, you probably don’t want to change the lead assignment and data management process in the middle of the year or end of a quarter. Give sales time to learn and adopt the new tool and process as well.

Favorite LeanData lead routing features and challenges they solve

Matching

Matching helps identify orphaned leads or leads not linked to an account through lead to account matching and prevents duplicates from being created at the account, contact, and lead levels. This keeps the data clean and organized, providing marketing and sales a more complete view of an account.

The LeanData matching algorithm is based on their core, multipoint matching criteria to quickly identify exact matches, while helping determine and automate close matches by evaluating a set of criteria rules and tiebreakers. These rules can be added to, reordered, and customized as needed.

This feature is essential to your success with LeanData, Pardot, and Salesforce. Take the time to confirm which rules best match your data management needs and then start cleaning. There is no point in having a great lead assignment process if you’re working with bad data!

Lead Routing & Assignment

LeanData routing allows you to create complex lead assignment and reassignment processes with functionality that’s easy to test and update. Instead of being stuck with only one active assignment rule, you can create multiple rules within a process or separately to indicate the order in which leads and contacts should be evaluated and routed.

Want to know one of the best parts about this feature? You can route net new leads and contacts, plus reroute and reassign existing leads and contacts based on different criteria. Salesforce-native routing functionality only focuses on the new leads.

Common routing and assignment rules are:

  • Regional assignments
  • Territory queue round robin
  • Product and service queue round robin
  • Sales representative to customer success team selling
  • Net new lead assignment vs. nurture lead reassignment
  • Channel or campaign specific paths

This feature is also key for other things. You can map out the assignment considerations for net new leads in demand generation efforts and new leads or contacts at known accounts for your account-based marketing (ABM) target accounts. 

For each assignment process, you are able to list out who you do or don’t want to run through the program. So, you can assign net new leads to your regional sales team immediately, while the platform automatically converts new leads to contacts on your target account list through lead to account matching and assignment. And, by all means, you should. Draft out as many simple or complex assignment evaluation processes as your business needs. 

Real Time Notifications

Because of the integration of LeanData in Salesforce and Pardot, routing and assignment rules are run in real time, making sure sales is being alerted as the lead comes in. By reducing the time to assignment (and assigning to the right sales person or queue on the first try), the lead gets follow-up quickly and efficiently.

Plus, you can bring Salesforce fields into LeanData to trigger and evaluate matching, routing, and assignment. Create layers of logic to automate these processes and reduce missing leads and bad data.

You can also notify sales of their new leads wherever they prefer to work — in a Salesforce task, email, or Chatter post. And the new LeanData and Slack integration is something we’re excited about.

Get LeanData certified

Keep it going! Here are resources to get LeanData certified so you can master lead routing using the tool.

Ready to implement LeanData in your org? Or maybe you decided to go with another option to manage and automate your lead routing. Either way, tell us about it in the comments! And reach out to Sercante when you need Pardot consultant expertise for extra help and customization.

The post How to Create Complex Pardot Lead Routing Rules with LeanData appeared first on The Spot for Pardot.

By |2021-12-22T21:41:57+00:00December 22nd, 2021|Categories: Data Management, Marketing Automations, Pro Tips, revive, Strategy|

The Ultimate Pardot Admin Guide to Web Tracking Cookies

Undoubtedly, you’ve heard the conversations in the Pardot community about web browsers no longer supporting third-party web tracking cookies. If you haven’t, are you hiding in a cookie jar? If you have, you may be wondering how this abandonment of third-party cookies affects your use of Pardot.

We’ll start with the basics before diving into enabling first-party web tracking cookies in your Pardot instance. You’ll also find solutions to overcome challenges related to having multiple websites that do not share the same domain name.

What are Cookies? 

A browser cookie is a small bit of text that a website leaves with the browser so the website can ‘remember’ who you are. They are the most common method used to identify users online and provide a personalized browsing experience. 

Cookies remember things like your language preference, login details, and products added to the shopping cart. They even remember these details after you leave the website. 

Because cookies have the ability to collect certain pieces of information, they are also used for advertising processes like behavioral profiling and retargeting.

First-Party Cookies

A first-party web tracking cookie is created and stored directly by the website you are visiting. They help provide a good user experience on the website for you while collecting analytics data for the website owner to understand your behavior. These first-party cookies can only be read when you are actively visiting the website. 

Third-Party Cookies

Third-party web tracking cookies are created by another domain that is interacting with the website you are visiting. If a website uses online ads to monetize content, the ads will create a cookie (third-party) and save it to your computer. 

So, now you have a first-party cookie from the website itself and a third-party cookie from the advertiser. These third-party cookies collect information such as your location, device type, content you view, products you click on, and more. 

When you visit another website that also uses this ad server’s code, you’ll see ads for content you interacted with on the first website (yes, they ARE following you!). 

How Tracking Cookie Changes Affect Marketers

So what’s the big deal and why all of the hubbub? 

Not all cookies are bad. In fact, marketers use cookies to understand their website visitors’ behaviors so they can create better experiences. And browsers actually need cookies for websites to function properly. BUT, potential security risks come from the use of certain tracking cookies and web browsers are ending support for third-party cookies. 

Browsers are dropping support for third-party cookies to strengthen security and privacy for users. That’s because third-party cookies are easier to slip into a website without the website owner’s knowledge or permission. 

You might be wondering when browsers will stop supporting third-party cookies so you can plan accordingly. The answer is NOW. 

It’s already happening in these ways: 

  • With the release of Apple Safari 13.1, third-party cookies are blocked by default.
  • Mozilla Firefox launched its Total Cookie Protection in February 2021 to “ensure that no cookies can be used to track you from site to site as you browse the web.”
  • Google Chrome has also started the process to disallow the use of third-party tracking cookies. Originally planned to take effect this year, Chrome has now pushed the final step out to 2023. Currently, third-party cookies are allowed under HTTPS if a certain flag is set on the server. Pardot sets this flag, so we can continue to use third-party cookies — for now.

The Big ‘AHA’ – What it means for Pardot users

Your Pardot instance tracks visitor and prospect activities on your website and landing pages by setting web tracking cookies on their browsers. And, Pardot can pull data from tracking cookies for a long time. 

This means if someone visits your website (with a Pardot tracking code in place, of course) and then comes back months later to make a purchase, you have a rich history of data on that person throughout the sales cycle. 

Later, you can analyze that data to determine what influenced the purchase. For example, their prospect record will show the web pages they visited first, which campaign converted them to a prospect, and what content engaged them enough to ultimately choose to do business with your company.

This is helpful for B2B companies with a long sales cycle where buyers may pick up or put down the buying process, consider vendors seasonally, or take their sweet time to make a purchasing decision.  

Length of time Pardot can track prospects

The default (and maximum) duration of Pardot tracking cookies is 3650 days — 10 years!  That means Pardot can continue to track data from cookied prospects for ten years as long as they haven’t cleared their browser history or deleted their cookies. 

You can manually adjust the duration of this tracking window, but the minimum number Pardot allows is 180 days.

Spot the difference: Website domains that use first-party vs. third-party tracking cookies

Using the standard method of website tracking, Pardot operates as a third party. That means Pardot tracks users who visit your website with a cookie from go.pardot.com. This tracking cookie is attached to the Pardot domain. From the website’s point of view, this is a third-party cookie (because it’s a Pardot-branded cookie).

If third-party cookies go away, our website interaction with Pardot is GONE. Poof! Unless you make the switch and enable first-party web tracking cookies. 

When you make the switch to enable first-party tracking in Pardot, the tracker domain name aligns with your website. 

For example:

  • go.mywebsite.com uses a first-party web tracking cookie.
  • go.pardot.com uses a third-party web tracking cookie.

If you have only one website connected to Pardot, then this is really simple. 

But, what if your company manages multiple websites while pulling tracking information into a single Pardot instance? Again, it’s all about the website domain — and it can get tricky.

You’re in luck if your websites use the same website domain — no tricks for you. A same-domain example is mywebsite.com and blog.mywebsite.com

Utilizing the same ‘mywebsite.com’ domain, Pardot first-party tracking covers both websites and connects visitor tracking on both websites. 

How to enable first-party web tracking cookies for disconnected domains

If your websites have disconnected domains, then you’ll need to work a bit harder. Let’s take a look at Sercante as a company for a disconnected-domain example. 

Sercante websites/tracker domains include sercante.com and thespotforpardot.com. They both use Pardot first-party tracking and collect visitor interaction. BUT, because the domains are different, visitor activity is not connected from one to the other. 

The people using your website must create a connection between their activity on the two websites by completing a form on each website for you to properly track visitor and prospect activity. 

That means three things:

  1. You’ll need to adjust your marketing strategy to encourage website visitors to convert to prospects on ALL of your websites if you want to track their interaction with all of your brands. 
  2. You’ll also want to ensure the data is flowing from each domain that’s connected to your Pardot instance by testing using the “Verify the Change” methods below. 
  3. And finally, you’ll have to use the same domain for all call-to-action links to properly track all assets within a particular marketing campaign.
How Pardot tracks visitor activity when you have multiple web domains

Now is the Time to Enable First-Party Tracking Cookies (Well, at Least Soon)

While this is not in the panic zone, it is something that should be at the top of your list. Why procrastinate and have to scramble when the Google Chrome deadline is upon us? And other web browsers have already dropped support for third-party web tracking cookies.

That means, it’s a good idea to enable first-party cookies in your Pardot instance sooner rather than later. 

Enable First-Party Cookies in Your Pardot Account

There are two steps:

STEP #1: Enable first-party cookies in your Pardot Account Settings.

Pardot Classic: Use the gear icon at the top right of your Pardot account, select ‘Settings,’ then click ‘Edit’

Pardot Lightning: Click on the ‘Pardot Settings’ tab, then click ‘Edit’

  • Check the “Use first-party tracking” box
  • Once checked, two more boxes will appear (and will be checked by default)
  • Keep all of these boxes checked for now. The third-party boxes can be unchecked once you are ready to make the full switch to first-party.

STEP #2: Replace the tracking code on your website.

Remember the part above where ‘go.pardot.com’ equals third-party? Well, that is included in your website tracking code and needs to be replaced. 

  • Open the Domain Management page.
    • Pardot Classic: Select Admin and then Domain Management.
    • Pardot Lightning: Select Pardot Settings and then Domain Management.
  • Scroll to the Tracking Code Generator at the bottom of the page and and select the Tracker Domain you want to generate code for.
    • Optional: Override the default campaign with the selection box (perhaps you have a specific ‘website tracking new’ campaign to use). 
  • Copy the code in the grey Tracking Code box.
  • In your website HTML, replace the current Pardot tracking code with this new code (add it before the close body tag </body>). You probably need to enlist the help of your website developer for this step.

VERIFY THE CHANGE: How do you know if the correct tracking code is in place? 

Make sure the ‘piHostname’ in the tracking code is now aligned with your Tracker Domain name. If you still see ‘go.pardot.com,’ then the new code is not in place.

Tracking code generator

VERIFY THE CHANGE: How do you know if it’s working? 

Open an incognito window in Chrome and toggle ‘Block third-party cookies’ on.

Block third party cookies

Visit your website and click around on pages that have the first-party tracking code in place. 

Open your Pardot Visitors page (Prospects > Visitors). You should see visitor activity at the time you tested clicking on your website. 

Resources and next steps

If you use more than one web tracker domain,then review your Pardot assets (files, forms, landing pages, email templates, etc.). During your review, check tracker domains you use in your email/form/landing pages to be sure they are consistent with the associated tracking strategy. 

You can send compelling, useful emails that prospects will open and click and watch the data flow into your Pardot instance. When working with a cross-domain strategy, keep in mind that CTA clicks will set tracking not only for the domain being used but also for the device used.

Here are resources you can use to learn more about web tracking cookies:

Still confused about the whole thing? Tell us about it in the comments below or contact us for your most complex cookie conundrums.

The post The Ultimate Pardot Admin Guide to Web Tracking Cookies appeared first on The Spot For Pardot.

By |2021-12-01T12:56:51+00:00December 1st, 2021|Categories: Compliance, Data Management|

Nonprofits on Salesforce: How to leverage Pardot for marketing and more

Nonprofits that are using Salesforce have much to gain by incorporating Pardot into their marketing strategy. 

But, isn’t Pardot only meant for teams following a B2B marketing strategy? While Pardot is built for B2B marketers, lots of nonprofits follow the business-to-business marketing model to deliver a diverse range of services to communities.

Here’s how nonprofits of many shapes and sizes use Pardot to drive marketing, fundraising, and volunteer management strategies.

Why use Pardot instead of other marketing automation platforms?

Missions of all nonprofit organizations of the world are as diverse as the communities they serve. With that in mind, the marketing automation platform you choose must meet the specific needs of your team. You may already be using an email marketing platform like Mailchimp, Constant Contact, or HubSpot. And migrating to Pardot may be the thing you’ve been looking for to scale your marketing efforts and open departmental silos at your organization.

Pardot is a lead generation and nurturing tool that falls under the Salesforce umbrella.

Here are three main questions you should ask yourself when determining if Pardot is right for your organization.

  1. Does your organization already have a Salesforce org in place?
  2. What is your marketing team trying to achieve?
  3. What resources are available to your organization?

Take a few minutes to consider these questions. Pardot is a powerful tool, but it can only make teams successful when it’s the right tool for the job.

Pardot for nonprofits on Salesforce

If your organization is already a Salesforce customer, then using Pardot for marketing may be the right choice for you. Pardot is built on the Salesforce platform. That means, it’s fairly easy to pass data from Pardot to other Salesforce clouds that are connected to your org.

One of the advantages of using a combination of Salesforce clouds is the ability to view Salesforce as the single source of truth when checking on the health of your organization. It also makes it easy to gather valuable reporting data you can use to show the results of your work and the impact your organization has on the community.

You can see Pardot data inside other Salesforce products, like Sales Cloud, Nonprofit Success Pack, Nonprofit Cloud. Philanthropy Cloud, and Education Cloud. This creates a connection between marketing and other teams at your organization, whether they’re fundraising, sales, or volunteer recruiting teams. 

For example, content from Pardot is available inside Salesforce. That means your marketing team can control branding and content usage in other departments and create consistent experiences for everyone.

However, you can still use Pardot at your nonprofit organization if you’re not on Salesforce. Check out this article to learn more.

What Pardot does for marketing teams at nonprofits

Pardot works great for small teams, which means it may be ideal for smaller nonprofits with limited resources. Beyond connecting teams that use Salesforce by eliminating data silos, Pardot provides nonprofits with the tools they need to nurture prospects throughout long engagement cycles.

Pardot Dashboard View

Marketers at nonprofits use Pardot for many reasons. But here are the main ones:

Fundraising and Donor Communications

Many nonprofits rely on individuals and companies to provide the funding they need to accomplish their organizational mission. Pardot allows nonprofits to track engagement with prospective and existing donors so they can see the results of specific marketing campaigns. They can adjust their marketing strategies to focus on the types of campaigns that result in the greatest fundraising success.

The engagements these nonprofits track are related to content and email marketing efforts. Nonprofit organizations leverage their website, social media, Pardot landing pages, paid advertisements and other marketing channels to generate interest in their organization. 

Pardot collects engagement data as people interact with the organization’s content. After nurturing prospective donors for an extended period of time, fundraising teams can use the engagement data reporting to pinpoint the most interested individuals and companies. Then, they can swoop in at the perfect time because they know when prospective donors are most likely to make a donation. And, they have rich data they can use for impact reporting and budget justification.

Volunteer Recruitment and Management

Engagement studio program

Recruiting volunteers and managing the day-to-day operations of a nonprofit organization is no easy task. In general, the teams at nonprofits wear many hats and do what they do more out of passion than pay grade. That’s where Pardot comes in. It’s a versatile tool built to ease the burden for small marketing teams with limited resources.

Pardot can help to recruit and manage volunteers for nonprofits similar to the way it tracks prospective donors. You can pull volunteers into Pardot by uploading their information through a .csv file or syncing to a custom field in Salesforce. 

You can also gather prospective volunteer data in Pardot. To do that, you create a conversion point, like a form on a ‘Become a Volunteer’ page on your website. Then, create a Pardot campaign for that form so you know people in that campaign have interest in volunteering for your organization.

Once they decide to start volunteering, you can use Pardot for onboarding and to keep them informed and engaged after they join. Pardot Engagement Studio allows you to create automated journeys for your volunteers. Then, they get the communications they need in the right place and at the right time based on engagement activity.

You can even track whether or not volunteers are getting proper training. For example, using a Pardot Engagement Studio Program, you can send emails containing training sessions recorded through Zoom over a 30-day period for new volunteers as they join your organization. The Pardot-Zoom integration allows you to see whether or not new volunteers watch the training videos. Then, you can understand the effectiveness of the training and adjust your strategy accordingly.

Fundraising Events

Nonprofits use fundraising events to get the community involved by promoting a culture of giving. These events are often the culmination of all the hard work teams endure throughout the year, and they drive budgetary allocations for the entire organization. 

Things have changed in recent years for nonprofit organizations that use event-based fundraising tactics. Giving the option to participate in events virtually has become commonplace and essential for many organizations. That’s where Pardot becomes a game-changer.

Pardot is ideal for all types of events — in person, virtual, or hybrid. You can track prospect engagement in all of these situations using Pardot, and marketing automation makes it easy to build a journey that builds excitement while providing essential information for your event.

But how can you track in-person event attendance, you ask? Since Pardot is built on the Salesforce platform, you can enlist the help of a Salesforce developer to build custom apps. Then, in-person attendees can use the app to check in to the event and specific presentations. Or, you can use a third-party event platform to host a hybrid event. This allows you to pull engagement data from the platform into Pardot through integrations.

Resources for nonprofits marketing with Pardot

Now that you know how Pardot works for marketing teams at nonprofits, you can start thinking about your next steps. Evaluate your current marketing processes to identify what’s working, what isn’t, and where there are opportunities for improvement. Then, you can start to explore Pardot to weigh it against other marketing automation tools available and see if it’s a good fit.

Keep it going with these resources to learn more about nonprofit marketing with Pardot:

Tell us how your organization is handling marketing and donor communications in the comments. And reach out to Sercante to see if Pardot is the right option to take your organizational goals to the next level.

The post Nonprofits on Salesforce: How to leverage Pardot for marketing and more appeared first on The Spot For Pardot.

How to Empower Higher Ed Marketing Teams with Pardot

Higher ed institutions around the world are embracing a digital future with the shift to marketing with Pardot. 

The traditional way of reaching prospective students, donors, and community partners is being replaced by personalized digital marketing tactics. And Pardot is the key to connecting institutional departments while providing right-time and right-message marketing.

Enter Pardot. Marketing teams at higher education institutions that are also Salesforce customers can finally feel like they’re part of the action. That’s because Pardot is built on the Salesforce platform, which enables marketing teams to connect their data and content to other departments at their institution. And Pardot allows marketers to generate valuable leads, nurture relationships, and convert more prospects throughout the power of marketing automation.

This is how Pardot empowers marketers working in higher education to reach their goals.

Pardot Connects Higher Ed Marketers to Other Departments

Have you ever had the feeling that your marketing team is on an island? Well, if the college or university you’re at already has an existing Salesforce org in place, then you’re in luck.

Pardot is a Salesforce product. That means it connects seamlessly with other Salesforce clouds in place at your institution. You can pass data (e.g., prospect activity) and content (e.g. email and landing page templates) for better cross-departmental collaboration.

Pardot has a cloud product for just about any type of company and organization. That includes clouds different departments in higher education may be using already. For example, here’s how the technology stack may look for a mid-size regional university.

higher ed marketing with pardot

Prospects get better experiences with higher ed institutions through Pardot

Pardot is great for B2B companies because they have a long sales cycle. This cycle includes lead generation, nurturing, and multiple opportunities and sales over a long period of time. Many institutions of higher education operate in a similar fashion.

Current students may come from a long line of repeat students and family legacy. 

They may engage with your institution by attending as undergraduate students. While at your university, they require student success resources so they keep coming back each semester. After graduation, they may slowly start giving back as their earnings increase each year. And finally, their children will make it to your mailing lists as the time to look at colleges arrives.

Pardot ensures a consistent and personalized experience for everyone in your funnel. And it gives you the opportunity to tailor your efforts based on tangible insights through engagement activity tracking.

Here’s how it works.

Lead Generation

You create a conversion point, like a form on a ‘Schedule a Visit’ page on your website. Then, create a Pardot campaign for that form so you know people in that campaign have interest in visiting your university campus. 

Pardot creates a prospect record for everyone who completes the form. Then, you’ll start to see engagement activity on the prospect record as they interact with your content (e.g., web pages and emails) thanks to the power of web tracking cookies.

Prospect Nurturing and Student Retention

pardot engagement studio example
Pardot Engagement Studio Program Example

Once you get prospects into your funnel, the goal is to keep them engaged so your institution is top of mind when they finally make a decision about where to go to school or spend their annual donation budget. 

You can accomplish that by creating content that provides value for your audience — whether it’s educational, entertaining, or inspirational. Your content marketing strategy will include a robust website with rich content resources. Then, you can use Pardot to track the effectiveness of your content efforts.

Then, you can start nurturing your prospects by sending them on personalized and automated content journeys with Pardot Engagement Studio.

You can even use Pardot to drive student retention initiatives. For example, your team can create an Engagement Studio Program that delivers wellness and educational resources to current students. You can use the data from that program to identify students who need outreach from a school advisor or administrator.

Marketing Reporting

Higher ed institutions are feeling the crunch when it comes to scaling marketing efforts with limited budgetary resources. And nothing helps to justify budget allocation more than solid marketing reporting metrics. 

Pardot provides a set of built-in reports, which are the day-to-day reports for marketing teams. From emails to forms, these reports show the performance of marketing assets created in Pardot, and they allow you to monitor and make adjustments to assets. 

Salesforce reports and dashboards allow you to customize your reports. Additionally, it can be the first step in helping to align the marketing team with other departments within the college or university. 

That means, you can sync data from Pardot into Salesforce, such as data collected from forms. Then, you can create Salesforce reports using the data and start using shared marketing and advancement or student recruiting dashboards. 

Resources about Pardot for higher education marketers

Understanding why your college, university, or higher education institution should migrate to Pardot is the easier part. Convincing your colleagues and leadership team may be another story. 

One thing’s for sure. Your marketing team can finally feel like part of the greater team by migrating to Pardot if the rest of the institution is operating on the Salesforce platform.

Learn everything you need to know to make the case and upgrade your marketing strategy for the all-digital future by checking out these resources.

Thinking about making the switch? Tell us about your current marketing strategy in the comments. And reach out to Sercante when you’re ready to implement Pardot at your higher education institution.

The post How to Empower Higher Ed Marketing Teams with Pardot appeared first on The Spot For Pardot.