Demystifying Pardot B2B Marketing Analytics Plus

With Pardot B2B Marketing Analytics Plus, you are able to bring external data, use an intuitive and customizable dashboard, activate Discovery Stories, and take advantage of Einstein Prediction Builder.

Difference between B2BMA and B2BMA+

B2BMA B2BMA+
B2B Marketing Analytics app External connectors
Pardot and CRM data Pardot, CRM and Import data
B2B Marketing Analytics app
Marketing Campaign Intelligence App
ABM App
Discovery Stories
Einstein Prediction Builder
More data

Extracting Data

A case scenario is that there is a lack of visibility into usage as the data sits in an external system, getting it through that B2BMA. Extracting and bringing data is easy with the proper steps taken in B2B analytics. 

Remember that:

  • Dashboards are only as good are your data
  • Data is clean
  • Quality data everywhere
  • Joining in an effective way
  • What questions are you answering?

Customizing Dashboards

A use case example would be that you are missing key usage data from an ABM Dashboard, so you’ll add an additional lens from it. The first thing to do to edit a dashboard is to clone it. Connect it to the right data sources. Drag and drop as easily as you can. 

Remember:

  • Always copy the dashboard before editing
  • Think first about user experience 
    • Who will be using this dashboard?
    • What data will they be looking for?
  • What questions are we answering?
  • Charts were not created equal

Discovery Stories

An example of this use case is how prospects engage with your content and how can you actually improve it? Common questions that Discovery Stories can help with are how are your downloads doing? Or Are there engagements in downloading e-books or whitepapers? Options and suggestions from Discovery Stories will be given in a decision and strategy point of view for the future.

You can identify changes that are predicted to improve. Always remember to:

  • Not neglect combinations
  • Select relevant fields

Einstein Prediction Builder

An example of a case scenario would be a high percentage of leads were being marked unqualified and we didn’t know why so running tests from this capability will prevent this and identify some root causes.

Always remember:

  • Output is boolean or a number
  • What data matters? (e.g. not phone numbers)
  • Don’t include past leads that have already been unqualified

Takeaways

Pardot B2B Marketing Analytics Plus can give you a lot of advantages when it comes to data and being strategic in making decisions from it. There are plenty of capabilities that B2BMA+ offers including bringing external data easily to the dashboard, customization, Discovery Stories, and Einstein Prediction Builder. 

To learn more, click to watch the original video from Jess Pyne here.

Check out more MarDreamin’ videos

Further Reading

Original article: Demystifying Pardot B2B Marketing Analytics Plus

©2022 The Spot. All Rights Reserved.

The post Demystifying Pardot B2B Marketing Analytics Plus appeared first on The Spot.

By |2022-07-12T19:57:00+00:00July 12th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive|

7 Marketing Cloud Security Tips for a Hybrid Work Environment

You can keep your free snacks and ping pong tables. If we’ve learned one thing from the pandemic, it would be that employees really want the ability to work remotely — at least part of the time. While organizations have become more accepting of this new reality, IT departments are facing security challenges.  

In this post, we’re looking at Salesforce Marketing Cloud security best practices for hybrid and remote work environments. We’ll review some of the security settings in Marketing Cloud that will allow your remote employees to work safely and take some of the stress off of your IT team.

Marketing Cloud security for remote and hybrid work models

Since the onset of the pandemic, the number of remote workers has grown exponentially and the hybrid work model is becoming the new norm. A 2021 Mckinsey & Company survey found that 52% of workers prefer a more flexible working model moving forward. And listening to those wishes is helping many employers to avoid the effects of the Great Resignation at their companies.

Luckily, Marketing Cloud is built with security in mind and it can be configured to allow your employees to work securely — wherever they may be. 

Let’s take a look at some ways you can protect your data in addition to using multi-factor authentication (MFA).

Security Tip #1: Limit the Data in Salesforce Marketing Cloud

Salesforce Marketing Cloud is not a data warehouse. So don’t treat it like one. 

When bringing data into SFMC, ask yourself how it will be used for segmentation. If data will not be used for segmentation, don’t import or sync it over. Data like credit card numbers should NEVER be stored in Marketing Cloud.

Special attention also needs to be applied when handling Personally Identifiable Information (PII). The Department of Homeland Security defines PII as:

As any information that permits the identity of an individual to be directly or indirectly inferred, including any information that is linked or linkable to that individual, regardless of whether the individual is a U.S. citizen, lawful permanent resident, visitor to the U.S., or employee or contractor to the Department.

Linked PII is information that can be used by itself to identify an individual (ex. Social Security number) and linkable PII is information that can be used in combination with other information to identify an individual. Depending on the type of data in your account and the industries you serve, additional security measures like data at rest encryption, field level encryption and tokenized sending might be necessary.

Security Tip #2: Control Access with Marketing Cloud Business Units

Even before creating users, I like to see how organizations are structured. If your organization operates in several regions, all users might not need access to all the data. The best way to secure data is to not grant access to it in the first place!

This is where business units come in. Business units in Marketing Cloud allow you to control access to information by creating a hierarchical structure. They also allow you to control branding elements including email display name, email reply address, and physical mailing address at the business unit level. You can even control the settings to allow unsubscribe at the business unit level or the enterprise.

Business units don’t have to be limited to geography. Your hierarchy can be built based on your unique needs. Building a hierarchy based on products is a great use case.

Note: Business Units are available in Enterprise and Enterprise 2.0 accounts.


Security Tip #3: Provide Users with the Correct Access Based on Need

Now that we’ve established our hierarchy and determined where users should be included, the next question is access level. Let’s start by talking about the differences between roles and permissions.

  • Permissions are micro-level security.
  • Roles are macro-level security.
    • They are a collection of permissions.

Permissions in Marketing Cloud are very granular. For this reason, the good folks at Salesforce have included default roles within Marketing Cloud based on common needs/scenarios (similar concept to the default user roles in Pardot). These are divided into Marketing Cloud and Email Studio Roles. I would highly recommend using these roles and limiting the creation of custom roles.

Marketing Cloud Role Description
Marketing Cloud Administrator This role assigns Marketing Cloud roles to users and manages channels, apps, and tools.
Marketing Cloud Viewer This role views cross-channel marketing activity results in Marketing Cloud.
Marketing Cloud Channel Manager This role creates and executes cross-channel interactive marketing campaigns and administers specific channels like Email Studio.
Marketing Cloud Security Administrator This role maintains security settings and manages user activity and alerts.
Marketing Cloud Content Editor/Publisher This role creates and delivers messages through applicable channel apps.
Email Studio Role Description
Administrator Access to all Email Studio functions including Setup, email creating, and creating data extensions.
Content Creator Access to all content, shared folders, and tracking in Email Studio, but no access to data or administrative features.
Data Manager Access to everything in Email Studio except email content
Analyst Access to tracking features in Email Studio.

Marketing Cloud Roles and Permissions

When assigning roles to users, you should always start with the lowest level that permits the individual to do their job. I’m always amazed when I log into an account for the first time and see all users have the Marketing Cloud Administrator and Administrator roles assigned. There’s simply no reason for this. I generally like to have two admins in an organization. It’s always good to have a backup in the event of an emergency!

It’s also worth noting that SFMC defaults to the most restrictive value when multiple roles are assigned to a user. For example, if a user was assigned the Content Creator, Marketing Cloud Channel Manager, and the Marketing Cloud Viewer roles, they would not be able to send an email. This is due to the fact that the Marketing Cloud Viewer is the most restrictive of the three roles and does not permit email sending.

It’s very possible that the same user will have access to multiple business units, but perform different functions in each. That’s perfectly fine and SFMC has you covered. Roles can be assigned at the business unit level so the same user could have admin access in one and view only in another. This is very handy and should be utilized if users don’t need full access to all the BUs that they are part of.

Security Tip #4: Follow Login and Password Best Practices

Marketing Cloud allows admins to set security policies very easily within the Security Setting under setup. However, I’m really surprised by how often I see accounts where the standard Salesforce recommendations are not followed. Take a minute to audit your account to ensure that they comply with the recommended account settings from Salesforce included below.

Field Recommended Setting
Session Timeout 20 minutes
Login Expires After Inactivity 90 days or less
Invalid Logins Before Lockout 3
Count Invalid Logins Across Sessions Yes
Minimum Username Length 8 characters
Minimum Password Length 8 characters or more
Enforce Password History 8 passwords remembered
User Passwords Expire In 90 days
Send Password Change Confirmation Email Enable
Enable Audit Logging Data Collection Enable

Security Tip #5: Limit Logins by IP Address

The Restrict Logins by IP Address (IP Allowlisting) setting allows you to define a list of IP addresses that can access your account.

This feature is optional and is set to Off by default, but can quickly be activated under Setup > Security Setting > Username and Logins. When activating, you’ll have the option to log non-allowed IP addresses and permit access or log non-allowed IP addresses and block access. Don’t forget to add IP addresses to your allowlist under Setup > Security > Login IP Allowlist if you choose to use this feature. 


Security Tip #6: Limit Exports

Ask yourself this simple question…

Does this user need to extract data from SFMC to do their job?

If the answer is “no,” then don’t allow them to export. It’s that easy!

Data extracts are a security risk that I see in most accounts. While data in the hands of a user can be risky, the real concern is data sitting on a computer that is not properly secured. Once the data leaves SFMC, all bets are off. This is a huge risk with remote workers. Let’s mitigate this risk by limiting exports.

Data can be exported from SFMC using Data Extract activities in Automation Studio, from tracking in Email Studio, and from reports in Analytics Studio. While some reports can be viewed onscreen or downloaded as PDFs, email and file transfer locations are the primary ways that data is exported. 

Email Export 

Your data is sent from SFMC via email. This is pretty scary, but can be controlled with Export Email Allowlists. The email allowlist includes individual email addresses or domains that are authorized to receive email exports from your account.

Export Email Allowlists must be activated in your SFMC account by first selecting the Enforce Export Allowlist in Security Setting. You will then need to specify the individual email addresses and domains that are authorized to receive email exports within your Export Email Allowlist (Setup > Security > Export Email Allowlist).

File Transfer Locations 

Marketing Cloud also makes use of file transfer locations to import and export data. The most common location is the Enhanced FTP Account, but you can also add additional locations under Setup > Administration > Data Management > File Locations.

To access data from the Enhanced FTP Site, users must login. Access to the data can be controlled by limiting users and not sharing login credentials. Marketing Cloud allows up to 10 FTP users per MID, allocate them wisely! Users can be granted Read Only or Full access.

Security Tip #7: Automate and Review Audit Trails

Audit Trails in Marketing Cloud can be used to track account access and activity. Reports can be automated through Automation Studio or through REST API extracts.

Before audit trails can be exported, the following actions must be taken to enable them in your account.

  • Enable Audit Trail Data Collection under Setup > Security > Security Settings
  • Assign the Marketing Cloud Security Administrator role to the user who will be extracting the data

Once these requirements are met, automations can be created in Automation Studio to extract the access and activity logs. Salesforce recommends that audit trail data be retrieved periodically based on a rolling window.

There are a couple of things to keep in mind when creating your automations.

  • You must create a Data Extract activity and select the desired extract type (Audit Trail Access Log or Audit Trail Activity Log).
  • Data is extracted to the Marketing Cloud Safehouse, so a File Transfer activity is needed to securely transfer files to the FTP location of your choice.

The automation is pretty simple and will look like this when complete.

The Basic Audit Trails are a great place to start. They are included in your account and have a 30-day retention period. Advanced Audit Trails, which can be purchased for an additional fee, extend the retention period to 60-days and include additional data related to Email Studio, CloudPages, MobileConnect, and more. Learn more about Basic and Advanced Audit Trails. 

Take Action to Secure your Marketing Cloud account

This post includes some recommendations to help secure your Marketing Cloud account with the rise in remote workers. However, it is not inclusive of all the security capabilities of SFMC. 

For more information, check out the following Trailhead modules or post your questions in the comments section. We’re here to help you succeed with Marketing Cloud! You can contact us with any questions.

Original article: 7 Marketing Cloud Security Tips for a Hybrid Work Environment

©2022 The Spot. All Rights Reserved.

The post 7 Marketing Cloud Security Tips for a Hybrid Work Environment appeared first on The Spot.

By |2022-06-28T20:44:08+00:00June 28th, 2022|Categories: Data Management, Privacy & Compliance, Pro Tips, revive, Strategy|

Using Pardot B2BMA as a Data Audit Tool

In this blog, we will talk about data completeness, data hygiene, and data completeness KPIs to get you to have a better understanding and practice with Pardot B2BMA as an audit tool.

Data completeness

We’ll keep this straight to the point. You aren’t able to make great decisions if you don’t have good data. What is complete data? Are the fields being completely filled out? It’s actually about data you don’t know, what you need to know, and the diversity of sources you’re getting your data from.

How do you know if your data is complete?

Can you make decisions based on the data you have? Are you able to answer business questions or goals based on the data? Complete data does not necessarily mean asking every single question but only asking what you need.

 It’s best to make it targeted data. Knowing where it started, where it’s going, and what’s in the data are great practices to help you.

Data Hygiene

How do we control our data? We’ll start by getting the data we only need. Asking questions that would not be helpful to the goals can be avoided. 

  • Avoid open text boxes for categories like fields on cities/states/country as it will be very difficult to put them together categorically.
  • Be aware of convenience sampling. It is important to guide questions in a certain direction. Are we looking to find the things that we don’t already know yet? 
  • Monitor sources. Where does your data come from and how complete are those sources? Knowing who your population is and getting a proper sample from them is key.

Data completeness KPIs

What is your most actionable data? If you can only know 5 things about each of the people you’re getting information from, what would be the 5 most important information you want to get from them? 

Make prioritizations

Determine what your priorities are. Is it Industry, Geolocation, or Title? 

  • Identify non-actionable data. Are you collecting things because of everybody else? 
  • Determine categories of data to enrich. If you’re looking towards 5 different things that are important to you and you value, categorize them. 
  • Prioritize data enrichment activities. You can’t fix everything all at once. Having a good plan for determining which is the most critical data and how to clean them up will help you do a better job on forms and getting the data cleaner into Pardot. 
  • Measure your progress. It’s better to start a baseline and monitor insights as to what movement you have shown.

Conclusion

There are three critical aspects that can help us use Pardot B2BMA as an Data Audit Tool including data completeness, data hygiene, and data completeness KPIs, all of which are important to making important business decisions and achieving their goals.

Check out the full original video by Dominique Beaudin here. Or, click here to learn about this year’s MarDreamin’ conference. 

Further reading:

Original article: Using Pardot B2BMA as a Data Audit Tool

©2022 The Spot. All Rights Reserved.

The post Using Pardot B2BMA as a Data Audit Tool appeared first on The Spot.

By |2022-06-24T01:21:00+00:00June 24th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive|

Salesforce Summer ‘22 Release: CRM Analytics Features We Love

The Salesforce Summer ‘22 Release is sending lots of love to CRM Analytics (formerly Tableau CRM) users in the form of updates and new features that make reporting work easier using the tool.

These are the features we’re going to start using ASAP.

What CRM Analytics features are there to love in the Salesforce Summer ‘22 Release?

They said it was coming. They said it would be here soon. Now it’s here. The CRM Analytics data manager has gotten a facelift and some groovy new features. 

Flows are headed out the door. Hello recipe driven data sets! Will you be ready? 

Read ahead to find out how some of these new features will change the way you use CRM Analytics

Reviewing Usage of CRM Analytics limits

Viewing usage is now a breeze! No more wondering what the limits are or how close you are to reaching them. This usage is unique to what’s used by CRM Analytics. I’ve been using this feature since the beta so I can’t even remember how we did it before.

All recipes, all the recipes, all the time (well pretty soon)

The retirement of flows is imminent. No, they won’t disappear, but this release shows that a strong “nudge” is being given to moving away from Data Flow (happy dance on my part).

Side note: the Flow to Recipe conversion (Beta) does not appear to be ready for primetime and flows are not going anywhere any time too soon! 

As part of this transformation, new Recipe features are being released to close the gap.

You now can give each step in a transform a name in a recipe

Before
After

Salesforce resource

The “update” Join is now out of beta! 

Use Case: The update can be used to replace fields with those from another table. For example, instead of joining and adding a bunch of fields, you can update the Campaign name directly in related objects — less complexity and mess! 

Improved Data Sampling in Recipes

Select how you want the preview to work! 

You can now select a “sampling mode.” This is REALLY useful when the results you want to see might not exist in the initial rows returned (like when you are selecting filters). No more guessing when bucketing and filtering your values!

Salesforce resource

Connections screen that connects with your needs 

The connections area now has a simpler layout. That means seeing what’s available for use has never been easier. You can also view filters, multi values and other specific information about your connected data sources in one screen. 

When selecting connectors (add connector) you can now pick the type easily and see what options are available (and the list is growing). Open any object to see the new streamlined layout!

Improved Data Manager Layout

 It’s now super easy to see what’s happening, happened or will happen!

And finally, a small but wonderful change…. The status “circle” in Data manager now actually means something. The “green” shows how much of the recipe/dataflow has run so you can have some idea of how far into the process your data generation has gone!

Salesforce resource

See all the possibilities in CRM Analytics 

Maybe one of the most compelling things about the changes has nothing to do with what you can do, but with what you can now easily SEE. With all the possibilities becoming more visible, I anticipate many CRM Analytics admins and users digging into more of what the product has to offer.

Let us know what you’re working on in the comments section or reach out to us here.

Happy reporting everyone! 

Further Reading

Original article: Salesforce Summer ‘22 Release: CRM Analytics Features We Love

©2022 The Spot. All Rights Reserved.

The post Salesforce Summer ‘22 Release: CRM Analytics Features We Love appeared first on The Spot.

By |2022-06-21T14:34:00+00:00June 21st, 2022|Categories: Analytics & Reporting, Data Management, New Features, Release Notes|

Why Should Marketing Admins Have Salesforce Access?

Getting marketing team access to your Salesforce org breaks down company siloes and can lead to enriched data you can use for things like Einstein campaign reporting.

So, you want to make the case for getting your marketing team’s hands into your company or organization’s Salesforce org. But, you’re having trouble making the case to the team that manages it.

The team may come back to you with things like,

Why do you need to get into our Salesforce org?

and

Don’t you have your own marketing automation program and mailing lists?

Well, this post is going to help you make the case for getting marketing admin access to your Salesforce org.

Salesforce needs interconnectivity to fulfill its data hub destiny

Think of Salesforce (a.k.a. Sales Cloud/Service Cloud) as your one stop shop for all your data. 

When you’re working for a company with multiple departments, or at an enterprise-level company with many locations and lines of business, you have multiple technology tools that connect to Salesforce and enrich that data. For example, your marketing team uses automation programs for email marketing and your 

And the reality is, you are one person. So, you can’t possibly know all the ins and outs of each tech tool that’s connected to your Salesforce org. 

All the Salesforce admins can live in harmony with shared access

The good news is that other tools probably have their own admins and experts who are part of your company or organization. 

These technology specialists can be your best friend when it comes to troubleshooting something between that tool and Salesforce. But, they can only be an effective best friend if they have the right level of access in Salesforce. 

Otherwise, you’re going to be an annoying best friend who asks them to look at a bunch of things you could easily look at yourself to solve the issue. 

What I’m trying to say is they become a bottleneck — unintentionally or intentionally. 

Build a process to prevent issues from Salesforce user access

They are probably thinking, 

but I don’t want anybody to mess up the Salesforce system I’ve worked so hard to build.

And it’s understandable.

I’m here to tell you that admins can give you access and ask you not to change something in the system without going through the proper process. 

Yes, that means they have to instill trust in you. That’s what makes a good team! 

Understand the Salesforce user roles

The Salesforce Marketing User in Sales/Service Cloud can create, read, edit, and delete records they can access, and they can import leads.

If you’re granted access to Sales Cloud through an Admin role, or something custom, be sure the person communicates the specifics of your user role to you. You should fully understand what you’re capable of before diving in. And the person granting access to you has a responsibility to assign a user role to you that provides an appropriate level of access.

Document a process for marketing users

Work with your Salesforce admin to establish everything marketing users need to know about their level of Salesforce access. Put it all in a document, and remember to include the process for requesting changes beyond the marketing user access level.

Make your case and get the user access you need

In case your Salesforce admin still isn’t sold on the idea of giving you admin access, here are three reasons why they should. Use these to help them understand why it’s so important for the marketing team to have access

Giving marketing users access to Sales Cloud:

  1. Allows troubleshooting to happen quickly. The marketing user doesn’t have to ping the Salesforce admin every time they need help with simple tasks for things like reporting or connected campaigns.
  2. Makes other software admins learn how Salesforce works. There’s less back-and-forth communication in the long run! 
  3. Creates shared ownership among the tools. This means less finger pointing and more collaborative ownership to build and troubleshoot.

So, if your Salesforce admin was on the fence about giving you access to Salesforce, I hope this helps you get them to rethink and ultimately grant access. I am confident in saying it’s best for the long run.

Use the comments section to tell us how it goes! Or share your Salesforce admin access stories if you dare.

Original article: Why Should Marketing Admins Have Salesforce Access?

©2022 The Spot. All Rights Reserved.

The post Why Should Marketing Admins Have Salesforce Access? appeared first on The Spot.

By |2022-05-28T12:06:38+00:00May 28th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive, Strategy|

Salesforce Summer ‘22 Release: Review Email Bounce Data in One Report

If you’ve ever experienced email bounces in Pardot (and chances are you have), you’ll know that reporting on and exporting them has been a labor-intensive task. 

That all changes now.

As part of the Summer ‘22 Release, marketers have been blessed with a new tool for Marketing Cloud Account Engagement (Pardot) called Email Bounce Report.

It’s a feature that shows who, when and why prospects bounced. And it also allows you to export all that insightful data.

That’s right, our prayers have been answered. We no longer need to manually pull this data from each and every email report.

What is an email bounce rate?

First, let’s understand what a bounce rate is. 

Your org’s bounce rate is the number of hard bounces plus soft bounces, divided by the number of emails sent, multiplied by 100. 

In B2B marketing, anything below 10% is considered a good bounce rate. 

It’s good practice to monitor your bounce rate. And this report helps you do just that!  

Who can get the Pardot Email Bounce Report?

This report is available on all Pardot editions, and it includes bounced email addresses from both Pardot Classic and Lightning. 

Not upgraded to Pardot Lightning App? Here’s your nudge to do so.

What do you get in the report?

The report is pretty comprehensive and shows bounce data for ALL Pardot prospects. We’ll go into some of the use cases in another blog post. 

From total number of email bounces (filtered by date) to bounce reasons, this report has it all. And yes, all of the bounce rate report data is exportable. 

Found under marketing reports, you are greeted with a chart illustrating, 

  • All emails sent over the last year – one year from todays date – so if its the 12 May 2022, you can go back to 12 May 2021. Personally, I’d hope this is amended in future updates as it would be useful to see further than the last year in some cases.  
  • Total emails sent
  • Total bounced & delivered
  • Bounce by type – Soft vs. Hard

Scroll down, and you get to the good stuff… the bounce details, including bounce reason. 

It’s no good seeing the number of bounces you’ve received if you can’t do anything about it. Filtered by bounce type and date, the Email Bounce details table tells you

  • Prospects who have bounced 
  • Email addresses and company names
  • Email subject 
  • Bounce type
  • Bounce reason
  • Bounce date
  • Email name – linked 
  • Email send type and template name

Why is the Pardot email bounce report so useful?

  1. Understand why your emails are bouncing

From full inboxes, invaild email address and none responsive servers, there are a number of reasons why your emails may bounce. This report helps you understand those reasons and potentially act on them.

Types of bounces

  • Soft bounce – Occurs when an email is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full or the mail server is temporarily unavailable.

    These prospects may be able to receive emails at a later time. However, after an email soft-bounces five times, Pardot will mark the prospect as undeliverable and suppresses them from receiving emails from you. 

  • Hard bounce – Occurs when the prospect’s email address is invalid, the domain name does not exist, or the sender is suspected as spam and/or has been blocked. Prospects with a hard bounce are no longer mailable. 
  • Bounce reasons – If you’re able to resolve the email bounce issue, you can reset the bounce count on the prospect record and start mailing them again. 

2. Spot trends and take action

Use the report and export feature to filter and identify trends that may be contributing to you bounce rate, such as:

  • Particular templates that continuously bounce
  • Subject lines that cause bounces – Spammy subject lines?
  • Dates of email sends – Think back to the Google outage way back December 2020. Are there any significant dates when bounces were high?
  • Certain companies/ email domains – Contact the recipient and ask them if they’ve configured an email rule that forwards incoming email messages from you to another destination. Their rule could have tried to send a copy of your message to a bad email address. Or, have you simply misspelled the address/email domain?

3. See the bigger picture

Ever sent an email and thought “wow, that bounce rate was high!” You may have wondered if this was an isolated incident or if bounces were in fact an issue in your org? 

Often marketers see a few emails with high bounce rate and assume they are destined for failure when it comes to getting their message into the inbox of prospects. Using this report, you can see the bigger picture. Then, you can understand how many bounces you have IN TOTAL out of all the emails sent in the last year. 

4. Keep your Pardot data clean

Bounces often relate to the quality of your data and a low bounce rate overall indicates a healthy and clean org. Knowing how big of a problem bounces may (or may not) be can help with keeping your org clean and relevant. 

Using the “Reset” feature found on individual prospect records you can reset bounces (hard and soft) and give yourself a second chance. 

Still no luck? Consider removing these prospects, particularly if the bounce reason is permanent. 

5. Avoid Salesforce account suspension

Salesforce is super serious about permission-based marketing. And its reputation as an email service provider, as well as your reputation as an email sender, is why they monitor accounts with bounce rates over 10% (as well as high spam complaint rates). 

If Salesforce notices an issue with either of these numbers, they can suspend email sending from your account. 

What can you do to lower your email bounce rate?

No email service provider can ever guarantee your deliverability rates — that’s down to your email practices and behavior. 

Here are some things you can do to help with your email sending reputation and lower those bounce rates.

  1. As above, understand why your emails are bouncing and take action.
  2. Set up email authentication.
  3. Build email sending lists using a confirmed opt-in process
  4. Don’t purchase data without getting permission to send emails to the list.
  5. Clean your database regularly & check that email addresses are spelled correctly.
  6. Make sure your emails aren’t spammy.

Understanding email bounces is a big win for marketers

Armed with the data behind the bounces, this report is a win for marketers serious about their email sending reputation. 
However, if you’re left feeling confused, worried or overwhelmed by the numbers, reach out to the Sercante team to see how we can help.

Original article: Salesforce Summer ‘22 Release: Review Email Bounce Data in One Report

©2022 The Spot. All Rights Reserved.

The post Salesforce Summer ‘22 Release: Review Email Bounce Data in One Report appeared first on The Spot.

By |2022-05-26T21:10:46+00:00May 26th, 2022|Categories: Data Management, Emails & Forms, New Features|

How To Use a Custom Opportunity Amount Field in Salesforce Campaign Influence Reports

Picture the scene… You’re using a custom amount field on your opportunities (or even multiple amount fields) in Salesforce. You notice that your Salesforce Campaign Influence reports are not showing any data. You have an amount value on all your opportunities, and you’re using custom roles.

So, why is nothing working?*

The standard Salesforce Opportunity Influence model (and the associated reports) work on the basis that you are using the standard Opportunity Amount field. But more often than not, business operations are far from the “standard” processes. 

*It is assumed at this point that all other Campaign Influence set up items and prerequisites have been completed.

Going beyond standard amount fields on opportunities in Salesforce

Business models flex and are customized to the business needs. So, there are use cases where populating the one standard amount field on opportunities just won’t work. We also know that Sercante loves to break free of the “standard mindframe” and test the limits of Salesforce!

So how can you use Campaign Influence (and reports) when you don’t use the standard opportunity amount field? 

The recommended option would be to create a Salesforce Flow to update the standard amount field with the values found in your multiple custom amount field(s). But flow can be tricky to navigate if you don’t have the experience.

This post will offer an alternative way to use a custom opportunity amount field in Salesforce Campaign Influence reports that any Salesforce admin will be able to follow and apply. 

Step 1: Create one custom amount field 

If you only have one custom amount field, skip to Step 2. 

If you are using multiple custom amount fields, for example “Estimated Amount” and “Won Amount,” you will need to create ONE custom amount field that populates from your multiple amount fields. You will need to create this custom amount field because you cannot edit the standard amount field. 

I’d recommend you create a formula field using the opportunity statuses to determine which value is shown in the newly created amount field.

Instructions

  1. Create a new custom field on the Opportunity Object
  • Data Type = Formula
  • Formular Return Type = Currency
  1. Create an advanced formula – IF( IsWon = true, Won_Amount__c , Estimated amount__c )

What is this formula doing?

If the opportunity Stage = Closed Won, then the custom Opportunity Amount field will populate with the Amount Won value. However, if the opportunity stage is anything but Closed Won, the value in this field will be populated from the Estimated Amount.

  1. Check Syntax
  2. Set the field-level security 

NOTE: If users cannot see the field they won’t be able to see it in reports or create reports using it 

  1. Add the new field onto your page layouts if you wish. 
You don’t have to add this field to the page layout(s). Not adding this field to the Opportunity page layout would prevent confusion for the sales reps – They would continue to populate the custom Revenue fields as normal
  1. Save

Consideration

I would recommend adding a validation rule that prevents users from marking an opportunity as “Closed Won” without an Amount Won Value. If the opportunity is marked as Closed Won and there is no value in Amount Won, then the Custom Opportunity Amount Field will show £0.

Step 2: Create a custom Campaign Influence Amount field

The Campaign Influence reports and dashboards get their data from the Campaign Influence object. The data the reports need from the Campaign Influence object are: 

  • Opportunity Amount
  • Revenue Share 

Now we have one singular custom opportunity amount field we need to get it onto the Campaign Influence object, so the campaign influence reports have visibility of the data. 

Instructions

  1. Create a new custom field on the Campaign Influence Object
  • Data Type = Formula
  • Formular Return Type = Currency
  1. Create an advanced formula – Opportunity.Custom_Amount_Field__c

What is this formula doing?

This formula is simply pulling in the value found on the custom Opportunity Amount field and adding it to the Campaign Influence object. 

  1. Check Syntax
  2. Set the field-level security 

NOTE: If users cannot see the field, they won’t be able to see it in reports or create reports using it.

  1. Add the new field onto your page layouts if you wish. 
  2. Save

Step 3: Create a custom Campaign Influence Share field

At this point we have:

  • A Custom Opportunity Amount field (if you’re using multiple amount fields, you now have one that populates depending on the opportunity stage)
  • A Custom Campaign Influence Amount field, which simply pulls in the value from the custom opportunity amount field 

The final custom field that needs to be created is the Custom Revenue Share, which is also found on the Campaign Influence object. 

The Standard Revenue Share field on the Campaign Influence object will use the standard Opportunity Amount to work out the revenue share for each campaign and opportunity. 

So, since a custom Opportunity Amount is being used we need to create a custom Revenue Share field, which will replicate the standard behavior using a formula.

Instructions

  1. Create a new custom field on the Campaign Influence Object
  • Data Type = Formula
  • Formular Return Type = Currency

2. Create an advanced formula – Opportunity.Custom_Amount_Field__c * Influence

What is this formula doing?

This formula is looking at the value in the custom Opportunity Amount field and multiplying it by the Influence percentage field (this is a standard field that we do not need to change)

3. Check Syntax

4. Set the field-level security 

NOTE: If users cannot see the field, they won’t be able to see it in reports or create reports using it.

5. Add the new field onto your page layouts if you wish. 

6. Save

Final Outcome

You should now have:

  • Custom Opportunity Amount Field – If you are using multiple custom amount fields this should be pulling in the value from either of these fields
  • Custom Campaign Influence Amount Field – Pulling in the value from the Custom Opportunity Amount Field
  • Custom Campaign Influence Revenue Share Field – Displaying the share of the revenue by using the Custom Opportunity Amount field and Influence field

Step 4: Customize Campaign Influence reports 

If you have installed the Sercante Campaign Influence Starter Pack, then the reports and dashboard that come with this will only work when the standard Salesforce fields are used (Opportunity Amount and Revenue Share). So, you will need to customize these reports and the dashboard (we’ll tell you how to do this next) to include your custom Opportunity Amount and Custom Revenue Share fields. If you have any of your own Campaign Influence reports you will also need to edit these. 

Sercante Campaign Influence Starter Pack – Editing the reports and dashboard 

Step 1. Open Salesforce Dashboards where you will see the Campaign Influence Dashboard that comes with the Sercante starter pack. 

Additionally. open up this link. You will need the images on this page to ensure that when you update the dashboard components you

  • Select the right report
  • Select the correct chart
  • Add the chart title and subtitle 
  • Select the correct Measure

Step 2: Right click the report on the dashboard component and open the report in a new tab

Step 3: Edit the report

  1. Under Columns, remove #Revenue Share and #Opportunity Amount.
  2. Under Columns, add the Custom Opportunity Amount field and Custom Revenue Share (Campaign Influence).
  3. Save and Run.

Step 4. Go back to the Dashboard and click Edit on the dashboard.

Step 5. Edit the individual component in which you just edited its report and use this link as a reference.

  1. Update the report the component uses
  2. Check that the correct chart is used. 
  1. Update the Measure.
  1. Update the component title and subtitle.

Step 6: Save the component and dashboard.

You’ll need to Repeat these steps for each of the other dashboard components.

Begin your journey to the marketing ROI promised land with the Sercante Campaign Influence Starter Pack

We’ve enabled and configured Salesforce Campaign Influence a number of times, and we noticed a pattern of reports and dashboard elements that were useful in getting started. 

So, we consolidated those views down into a report and dashboard package that you can ask your Salesforce Admin to install for free from our Github account. 

Get started here. Or reach out to us with any questions.

Original article: How To Use a Custom Opportunity Amount Field in Salesforce Campaign Influence Reports

©2022 The Spot. All Rights Reserved.

The post How To Use a Custom Opportunity Amount Field in Salesforce Campaign Influence Reports appeared first on The Spot.

By |2022-05-16T17:10:00+00:00May 16th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive, Strategy|

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|