Marketing Hocus Pocus: 6 Pardot Horror Stories to Avoid

The life of a marketing and sales consultant is never boring at Sercante, working with companies of all shapes and sizes on tasks both large and small.

The days flow along in a sensible cadence … until …

Are you a Halloween horror story fan?

Marketing has its own kind of terror — not in the chainsaw/demonic way, but on the topics of spam, user roles, missing form follow-up, sync mishaps — you get the picture.

Read on — if you dare! (But really, you should — you’ll learn a few tricks.)

Avoid these 6 Pardot horror stories

marketing horror story 1

Soothsayer Sales Team?

Picture this: You’ve placed a clean and crisp “contact us” form on your website. It’s nice and trim (not too many fields) and has prominent placement on a main page. The sales team is rubbing their hands together in anticipation of ALL of the leads.

Your worst fears come true: The sales team gets nothing, zilch, nada, zero — NO leads.  😱

You frantically look around for the culprit. Finally, the ugly truth bubbles to the surface: The beautiful “contact us” form is missing a critical step. (Are you hearing the “Psycho” sound? I am.)

Pardot Horror Story 1: An inspection reveals that form completions aren’t being assigned or sending notifications to the sales team.

🤦 Of course. The sales team doesn’t have a crystal ball and can’t “see” the leads without a little form-based action.

It’s time for you to optimize your form setup so leads make it to the right people.

Read this post for more details »

marketing horror story 2

Ghostly Links

Your day starts with an urgent note from your boss: “An email must be sent asap on ProductX because sales numbers aren’t as expected.”

Between back-to-back calls and a multitude of Slack messages, you prep the email, to get it ready for the final copy you are not-so-patiently awaiting. The copy arrives,and you review it while on yet another call, then drop it into the email you already started. Cool. Looks good 👍.

You send a test to the boss, copywriter and your own inbox, and review the test email while still on a call (you are crushing the multi-tasking game 💪).

You wait for approvals, then wait some more, and finally message your boss (“Please respond so I can get the email out!”). He comes back with a not-so-convincing “Yeah, it’s fine — send it” (and you never hear back from the copywriter).

You hit the “send” button — “asap” as requested — unaware of the horror to come.

Ding! The email hits your inbox. Ding! Ding! Emails from coworkers: “The button doesn’t work.” Uh-oh.

While distractedly rushing to get the email done, the link in the CTA button was forgotten.

Pardot Horror Story 2: Everyone’s messaging you to say your CTA button leads nowhere because it’s a dead link 😱.

Anyone in charge of sending emails has been there — I feel you. It’s easy to miss test-clicking a link. And, as we all know, a rushed task is an invitation for errors.

Implementing a better quality assurance process can help you feel confident the next time you hit the ‘send’ button.

Read this post for more details »

marketing horror story 3

The WitchWhich List Mystery

One day your database size is X, the next day it is X+5000! Where did the extra records come from? Magic? Sorcery? 🧹

You dig around, looking at new records trying to find the answer.

Hmmm — you see a few imports that you did not perform. Only one other user has import access — your boss. You message her: “Hey, I see you imported some lists into Pardot. Can you tell me where they are from?” She proudly comes back with, “We purchased a few small opt-in lists!”

Oh boy.

Pardot Horror Story 3: You find out that the zombie prospects in your Pardot org came from purchased lists.

Say it with me now: “Purchased lists are noncompliant with Pardot.”

Seriously, Pardot will put a hex on your account if you use those purchased prospects. Don’t do it. Just don’t.

(Learn more about Pardot’s Permission-Based Marketing Policy – which, by the way, you must agree to EVERY time you import a list!)

Read this post for more details »

marketing horror story 4

Zombie Admins

There are four default Pardot user roles defined by their level of access/ability (Administrator, Marketing, Sales Manager, and Sales).

Salesforce user profiles are mapped to Pardot user roles.

You’re with me, right? Great.

According to the Thesaurus, “administrator” is also authority, commander, head, official, head honcho. You would probably agree that this would be a title reserved for the very top-most spots (I’m thinking 1-5, depending on how large the organization is).

How about 31,634 users with the Administrator role 😲.

Yes, we’ve actually seen that IRL (this sounds like a Farmers Insurance® ad).

Pardot Horror Story 4: You discover that most of the users in a Pardot org have Administrator user roles.

🧟‍♂️ Keep the zombies at bay: Be selective with assignments to the Pardot Administrator role!

With admin access comes great power. Determine who really needs full access to everything in Pardot when assigning this role.

marketing horror story 5

Marketing-Killer Troll

Once upon a time, ABC Company sent out emails marketing its products and services to an opt-in list. People on the list were not a match for ABC Company, so they opted OUT of receiving emails.

Seeing this made ABC Company very angry, so they consulted the Troll living in the basement. Smashing his club into the ground, Troll decided these people MUST receive the emails 👹.

Every email was then sent as an operational email. Every. Single. One.

Who knows where this story is going? 🙋‍♀️

An operational email is just that: operational. As in: service announcements, transactional messages, legal notices. As in: NOT marketing.

If you send an operational email and it does contain marketing information, then it is SPAM.

Pardot Horror Story 5: A quick check reveals that all emails are being sent as operational emails.

Don’t be a marketing killer, don’t send unsolicited messages and get shut down (or worse).

Read this post for more details »

marketing horror story 6

The Prospect Sync Coffin

Something is killing your synced information. Leads and contacts are dropping like flies directly into the Pardot Recycle Bin ⚰.

No, it’s not the work of a serial killer, but it could be the work of a Marketing Data Sharing mismatch.

Pardot Horror Story 6: You realize prospects are being sent to the recycle bin because of a Marketing Data Sharing (MDS) criteria mismatch.

If you rely on specific data values to control information that syncs from Salesforce to Pardot (leads, contacts, opportunities, custom objects), then you are likely using Marketing Data Sharing (MDS).

When data values change in the field that the MDS criteria is using, the match won’t happen and prospects will be archived. If you import prospects that don’t match the MDS criteria, they’ll automatically be stuffed into the recycle bin too.

Explore the gotchas and learn how to set up MDS in this post »

Marketing Shouldn’t Spark Fear

Your daily life in marketing shouldn’t rival ghost stories or legends of monsters. With proper planning and constant education, it can be a quite happy tale. 

Here are 4 ways to start:

  1. Market with morality.
    • Make sure you understand Pardot’s stance on permission-based marketing.
    • Build a good base of GDPR knowledge.
    • Put yourself in the shoes of your recipients and send helpful email messaging, not spam.
  2. Stay on top of updates and new features.
  3. Always be learning.
    • There is a TON of free content for you to discover, from Trailhead to blogs (like this one!), and more.
    • Bookmark your favorites — or add them as startup tabs in your browser — for easy access.
    • Get certified — Salesforce offers a lengthy list of options.
  4. Join a community

Reach out to the team at Sercante if you need help along the way. Or tells us about your biggest marketing horror story in the comments section… if you dare.

The post Marketing Hocus Pocus: 6 Pardot Horror Stories to Avoid appeared first on The Spot For Pardot.

By |2021-10-20T21:04:32+00:00October 20th, 2021|Categories: Compliance, Content Marketing, Data Management, Email Marketing|

Implementing Pardot External Activities Natively in Salesforce

Pardot is delivering a whole new way to leverage your prospect data in the Salesforce Winter ‘22 release. Our earlier blog post covers this new feature and how to set up the Pardot External Activity in Salesforce so any third-party service can begin sending these activities to Pardot via API. This post explains what third-party services need to do to send these activities to Salesforce using Salesforce declarative solutions (Flow/Process builder). 

At a high level, we need to:

  • Configure Salesforce to allow our solution to call the Pardot API
  • Implement Salesforce APEX code to handle the Pardot API request
  • Add an action to a Flow to make use of our new code
  • Test

This solution is a little more technical than our post on Zapier. Once you are done, you will end up with a Flow like this:

Start Record-triggered flow

Configure Salesforce

Any time we want to work with the Pardot API, we need to “authenticate” with Salesforce in order to get an Access Token. 

First, follow the steps in our earlier blog post Connecting to Pardot API from APEX. By the end, you should have:

  • A brand new Connected App (to avoid issues, don’t re-use previously created Connected Apps unless they were created using the instructions above) 
  • Named Credential for connecting to the API 

Salesforce APEX code

To build this capability, we need to create an @InvocableMethod so that our Salesforce declarative automations can see it and call it to do our bidding.As with any code solution, there are a variety of ways that we can tackle this. The code sample below will work for readers with one Pardot Business Unit. The original code file (and APEX Tests) can be found in our GitHub repository: export-activities-sfdx

public with sharing class PardotExternalActivityPublisher {
    public static final Integer HTTP_REQUESTS_PER_BATCH = 50;
    public static final String ONLY_ONE_BUSINESS_UNIT_ID = '0UvB00000004000AAA';
    public static final String NAMED_CREDENTIAL = 'APEX_Pardot_Credential';

    public class ExternalActivity {
        // @InvocableVariable(label='Business Unit Id')
        // public String businessUnitId;
        @InvocableVariable(label='Extension' required=true)
        public String extension;
        @InvocableVariable(label='Type' required=true)
        public String type;
        @InvocableVariable(label='Value' required=true)
        public String value;
        @InvocableVariable(label='Prospect Email' required=true)
        public String email;
    }

    @InvocableMethod(label='Send Activity to Pardot')
    public static void sendActivityToPardot(List<ExternalActivity> activities) {
        //Very quickly pass this request into the ASYNC Queue, eliminating delays for Users
        System.enqueueJob(new QueueablePardotCall(activities));
    }

    /**
     * Handles Asynchronously firing each Activity to Pardot
     */
    public class QueueablePardotCall implements System.Queueable, Database.AllowsCallouts {
        private List<ExternalActivity> activities;

        public QueueablePardotCall(List<ExternalActivity> activities) {
            this.activities = activities;
        }

        public void execute(System.QueueableContext ctx) {
            //depending on how many Activities we are processing, 
            //we might hit the APEX limit of 100 Web Callouts
            List<ExternalActivity> remainingActivities = new List<ExternalActivity>();
            Integer processedCount = 0;

            for(ExternalActivity activity : activities) {
                if(processedCount < HTTP_REQUESTS_PER_BATCH ) {
                    HttpRequest req = new HttpRequest();
                    req.setHeader('Pardot-Business-Unit-Id', ONLY_ONE_BUSINESS_UNIT_ID);
                    req.setHeader('Content-Type', 'application/json');
                    // req.setHeader('Pardot-Business-Unit-Id', activity.businessUnitId);
                    // activity.businessUnitId=null;

                    req.setEndpoint('callout:'+NAMED_CREDENTIAL+'/v5/external-activities');
                    req.setMethod('POST');
                    String body = System.JSON.serialize(activity, true);
                    System.debug('Submitting: ' + body);
                    req.setBody(body);
                    Http http = new Http();
                    try {
                        http.send(req);
                    }
                    catch(Exception e) {
                        //we fire it off and don't do anything if there's an error
                        //probably not the best approach for Production, though it will
                        //be up to you how to handle it
                        System.debug('There was an error submitting the External activity');
                        System.debug('Message: ' + e.getMessage() + '\n' +
                                        'Cause: ' + e.getCause() + '\n' +
                                        'Stack trace: ' + e.getStackTraceString());
                    }
                    processedCount++;
                }
                else {
                    //we will process this in the next batch of Payloads
                    remainingActivities.add(activity);
                }
            }
            if(!remainingActivities.isEmpty()) {
                System.enqueueJob(new QueueablePardotCall (remainingActivities));
            }
        }
    }
}

To use this code, make sure you replace the Business Unit ID at the top of the code with your Business unit ID (to find this, navigate to Salesforce Setup > Pardot Account Setup).

For readers with multiple Pardot Business Units, remove the constant ONLY_ONE_BUSINESS_UNIT_ID and then uncomment the businessUnit lines throughout. You will need to either specify the Business Unit ID in your Flow, or you could write additional APEX to iterate through your Pardot Business Units by working with the PardotTenant object in Salesforce.

You might also want to specify how you want to handle any exceptions you get from making the Pardot API call. In our example, we simply write exceptions to the debug log.

Our APEX code does assume that the Contact has synced over to Pardot already. If you can’t make this assumption, you may consider calling a Pardot Form Handler to make sure that the prospect is in Pardot already. We have an APEX example for that too (which follows a very similar pattern, so it should be easy to merge them).

Adding an Action to a Flow

Once the APEX has been deployed, you will now be able to use it declaratively.

In our example, we have a Zoom Webinar Member (which is a Junction Object between a Zoom Webinar and a Contact).

To set this up in a Flow:

  1. Navigate to Setup > Flows
  2. Select “New Flow” or edit an existing Flow
  3. Select the + symbol to add a new Element, select “Action”
  4. In the “Search all actions” window, locate “Send Activity to Pardot”
  5. Provide a meaningful Label and Description
  6. Set your input values
    1. Extension: Enter the name of the Marketing App Extension you created in Salesforce
    2. Prospect Email: Source the email from one of the fields/variables in your flow
    3. Type: Enter one of the activities you set up and associated with your Marketing App Extension in Salesforce
    4. Value: Enter (or source from a field/variable) the unique value to identify this Activity, event IDs work great here
  7. Click “Done”
Send activity to pardot

Test

Once all elements of your Flow are ready, testing can begin. Activate your Flow and perform the action you are using to trigger the Flow. After a couple of moments, check the Pardot prospect you are testing with, and you should now see all the information you passed through.

prospect activities

Testing is a little bit tricky, for two reasons:

  1. We are executing this functionality asynchronously, meaning a problem won’t show up in Salesforce like you are used to seeing. Debug logs will be your friend here. But don’t worry, there isn’t too much to sort through.
  2. If the Named Credential or anything else isn’t quite set up right (from step 1), Salesforce and debug logs aren’t very helpful in troubleshooting. You will have to painstakingly go through the instructions again to make sure that nothing was missed / done incorrectly.

Considerations

  • The Export Activity API call only works for known prospects, and it will not work if the email address is not already associated with a prospect in your Pardot Business Unit (this is why we have the form handler in our example).
  • If you have multiple Pardot Business Units, there is no intelligence of “choosing the right one.” You need to target the right one with your APEX solution, which assumes all prospects going through this code are from the same Pardot Business Unit. As we mentioned in the APEX section, you have the flexibility to code whatever you need to handle your business case. 

 For assistance with this or other Pardot External Activities, reach out to Sercante!

The post Implementing Pardot External Activities Natively in Salesforce appeared first on The Spot For Pardot.

Preserving Prospect Email Preferences After the New Pardot Mailability Upgrade

The Salesforce Winter ‘22 release made the Pardot Prospect Mailability upgrade permanent for all orgs. And it also introduced four new user abilities that allow for more control over which Pardot user roles can edit the new Prospect Mailability fields.

New Fields

  1. Update Opted Out Field
    • Allows the user to edit the “Opted Out” field from the Prospect Overview page
    • Replaces “Toggle Opt-In Status” 
  2. Update Do Not Email Field
    • Allows the user to edit the “Do Not Email” field from the Prospect Overview page
  3. Reset soft bounce count
    • Allows the user to reset the soft bounce count for a prospect. When soft bounces are detected, a “reset” option will appear.
  4. Reset hard bounce count
    • Allows the user to reset a hard bounce for a prospect. 

“Update Opted Out Field” will be enabled for the Pardot Administrator role by default. The other three abilities will be enabled for the Administrator role and the Marketing role by default. Users will only be able to manually toggle these abilities on and off within a Custom User Role

When should you reset soft and hard bounces?

You should reset a prospect’s soft or hard bounce if the bounce(s) only resulted from a system issue, such as:

  1. The mailbox is temporarily unavailable or busy
  2. The mailbox is full
  3. An issue similar to when Barracuda incorrectly blocked vendor IPs including Pardot 

If the bounce(s) resulted from the email address not existing, the email or sender being blocked, or due to a bad sending reputation, you should not reset the bounce(s). Continuing to email prospects who have received a hard bounce for these reasons can have a severe impact on your send reputation! You can learn more about bounce codes and meanings here

What to watch out for

Removing a user role’s permission to “Update Do Not Email Field” and/or “Update Opted Out Field” only removes the ability to update these fields on the Prospect Overview page. Users will still be able to edit these fields via Automation Rules, Completion Actions, and Engagement Studio Programs. Due to this, I would highly recommend you read the “Ensure these new features are used correctly” section of our first Mailability Upgrade post as well as Lindsey Mark’s post about how to align your data after the upgrade.

What questions do you have about the new Mailability Upgrade? Tell us in the comments!

The post Preserving Prospect Email Preferences After the New Pardot Mailability Upgrade appeared first on The Spot For Pardot.

By |2021-10-20T18:40:08+00:00October 20th, 2021|Categories: Compliance, Content Marketing, Email Marketing, Pardot Business Units, Release Notes, Salesforce|

Pardot External Activity: What it is and how to use it

Pardot is delivering a whole new way to leverage your prospect data in the Salesforce Winter ‘22 release. Similar to webhooks, the new Pardot External Activities feature allows users to receive data from third-party systems and use the data in automations and Engagement Studio Programs. For instance, you could record when a prospect registers for a webinar, completes a survey, or watches a video, and then trigger automations from those actions.

Pardot external activities

There are 3 main steps we will be guiding you through in this post. 

  1. Register the Pardot External Activity types in Salesforce
  2. Integrate third-party systems with Pardot External Activity (we use the API here)
  3. Leverage the new External Activities inside Pardot

To use External Activities, you must have a Plus, Advanced, or Premium Pardot Account and be using the Pardot Lightning App (remember, the Pardot Classic app is being retired).

Register the External Activity types in Salesforce

Similar to how a Salesforce Custom Object needs to be defined before you can start creating records, we need to set up an Extension and the Extension’s Types before we can record External Activity on Prospect records. A Salesforce Administrator or a Marketing Setup Administrator will need to perform these steps. 

  1. Create a Marketing App Extension.
    1. Navigate to Setup > Marketing App Extensions.
    2. Select “New.”
marketing app extensions
  1. Name your new Extension.
  2. Select “Active in Automations.” This is what allows the extension to show up within Pardot.
  3. Select “Save.”
new marketing app extension
  1. Create an associated Activity.
    1. Select the “Related” tab.
    2. Select “New” next to Activity Types.
      • This will be an action your prospects perform, such as registering, attending, or being absent from a webinar.
      • Activity types cannot be shared across extensions, so make sure you create these activities for each extension!
      • Choose activity type names that make sense to your users.
new activity type
  1. Select “Active in Automations.”
  2. Select “Save.”
  3. Assign the extension to your Pardot Business Unit(s). 

You’ll need to perform this step even if you only have one Business Unit. Extensions can be assigned to multiple Business Units. 

  1. Within the Related tab, select “New” next to Business unit Assignments.
  2. Select the first Business Unit.
  3. Select “Save.”
  4. Repeat if you’re using multiple Business Units.
new business unit assignment

Before you build/set up this external activity, check to make sure the solution you are looking to integrate doesn’t have an existing solution built. They may handle this whole side of the process for you, or you may only need to assign the extension to your Pardot Business Unit(s).

Integrate third-party systems with Pardot External Activity

This step is where we’ll connect the third-party system that is collecting the prospect’s activities and extension we built above. This step will use the Pardot API and should be included in any vendor’s solution that supports External Activity. Given this is a brand new feature, odds are External Activity is not yet supported by existing integrations.

If it is not included, you should be able to glue things together yourself. Below are three guides that will help: 

Leveraging the new External Activities inside Pardot

Now that you’ve created an External Activity and have a solution to send the prospect’s activities to Pardot, “Prospect External Activity” will be available within Automations:

rules prospect external activity

And “External Activity” will be an available Trigger in Engagement Studio:

trigger external activity

The value for the External Activity refers to the individual event, webinar, etc. These values will change for each activity and will NOT be pre-populated, so you’ll want to ensure your users know the exact values to look for when using the External Activities in Pardot. You can use the semicolon operator for a list of values.

rule match all

Keep in mind

External Activities do not update the prospect’s last activity time stamp. That means external activities will not trigger a sync between SFDC and Pardot, and they should not be used to indicate the last time the prospect took an action.

rules match all

Finally, Automations will process External Activity data even if the external activity is inactive within Salesforce. So, if you deactivate an extension, you’ll want to review the Automations and Engagement Studio Programs that are using the External Activity. Consider using tags on your Pardot Automations to help you easily find and administer them.

Requirements

  • Plus, Advanced, or Premium editions of Pardot
  • Requires the Pardot Lightning App
  • Work with your Salesforce Admin or Marketing Setup Admin to configure this. 

External Activity helps Pardot customers send information to Pardot from external systems. While many things are possible with the Pardot API, this feature does not send information from Pardot to other systems. If this is a critical capability for your org, you can help impact the Pardot Roadmap by sharing your Product and feature ideas on the  Salesforce Idea Exchange

Want to keep learning about External Activity? Check out these two additional blog posts:

The post Pardot External Activity: What it is and how to use it appeared first on The Spot For Pardot.

By |2021-10-15T17:38:10+00:00October 15th, 2021|Categories: Campaigns, Data Management, Email Marketing, Integration, Pardot Business Units, Salesforce|

Everything Pardot Admins Should Know About Apple Privacy Updates

In September 2021, Apple privacy changes will start having a big impact on Pardot email marketing reporting metrics. Are you ready to pivot your reporting strategy in response to the changes?

Apple announced some big, new privacy changes in June, and that’s what sparked the changes in email marketing reporting metrics. These changes are included with the Apple software update to iOS 15, iPadOS 15, macOS Monterey, and iCloud.com. 

One of these changes, Apple Mail Privacy Protection, is getting lots of attention in the marketing operations community. That’s because of the expected impact to the email open rate metric — a key performance indicator for most marketers. However, there are multiple new changes coming with the iOS update every Pardot professional should be aware of. 

In this article, we’ll cover all three: 

  • Apple Mail Privacy Protection
  • iCloud Private Relay
  • Hide My Email

For each of these changes, we’ll share key features to be aware of plus how to get your org, team, and stakeholders ready. We know how hard these changes can be for your already-swamped team, so we’re here to help you through this. 

Respecting Apple User Privacy 

Before we get started, I want to point something out. These changes are a huge win from the perspective of Apple and their users. By using this new software version, users can decrease the amount of data companies are collecting about their behavior and interests. This gives them more control over what information they share and when. 

Our job as ethical marketing professionals is to do three things:

  1. Respect our users.
  2. Treat their data with integrity.
  3. Adapt to the ever-changing technology and regulatory landscape.

So, we’ll do our best to focus on the positive aspects of the changes by providing solutions to the challenges they present.

Apple Mail Privacy Protection

Marketers using Pardot set automations based on email opens because, typically, opening an email indicates that a prospect is interested in a product or service. But, the new Apple privacy changes will skew email open rates and make it more difficult to know when Apple users actually open an email.

Apple Mail Privacy Protection (MPP) has two key features: 

  1. Open tracking prevention
  2. IP protection

Essentially, Apple iOS 15 opens the email and downloads the content when an email hits a prospect’s inbox. This prevents accurate open tracking because all emails going to Apple devices will appear to be opened in reporting metrics. 

Apple also downloads the content through a series of proxy servers. This feature is obscuring the IP address of the email subscriber. As a result, Pardot can’t report on the user’s device and behavior accurately. 

How to adjust your marketing strategy

The first thing you need to do is answer the question, “What proportion of your database uses an Apple email client?” 

Here’s how to do that:

  • Review some of your recent email sends. 
    1. Go to Pardot Reports > List Emails > Email Clients (in Pardot Lightning)
  • Add up the percentages in the “Popularity” column. This will give you a ballpark estimate of the potential impact.

Is it 10%, 25%, or 50%+ of your audience? The greater the proportion of your audience using an Apple email client, the less reliable your email open rate metrics will be after the iOS 15 update.

Conversely, the non-Apple portion of your audience provides a reliable segment for email open stats and future testing (personalization, A/B, etc.)

Now that you understand the severity with which your data could be impacted, consider the following questions: 

  • Do you have any reports that include email open rate? 
  • Who views these reports? 
  • How can you proactively adjust these reports to decrease the importance of this metric? 
  • How can you communicate with your stakeholders so that they know that the open rate is no longer reliable?

Next, do a thorough review of your Pardot automations. This includes automation rules, engagement studio programs, completion actions, dynamic lists, scoring, etc. Do any of these run based on open rate? If so, develop a plan to leverage an alternative trigger like email click* or form submission.  

*I put a big asterisk next to “email click,” as this metric has been endangered for a while. Email clicks can be caused by spam filters, so be cautious when using email click as a trigger on your automations or as a key metric in your reporting. 

Ultimately, this change is a step in the right direction for marketing teams. There’s never been a better time to shift your focus from vanity metrics like open rate and click through rate to more meaningful campaign performance metrics like conversions and return on investment (ROI).

Apple iCloud Private Relay

The new iCloud Private Relay feature will be baked into iCloud. Launching as a “public beta,” this feature functions similar to a VPN, encrypting all traffic leaving a user’s device when browsing with Safari. Private Relay leverages data encryption and anonymous IP addresses that hide a user’s location and web browsing activity. 

By hiding your specific IP address, Private Relay inhibits websites from building a profile based on your activity across multiple websites and selling your data to advertisers and data brokers. 

This feature is limited to paid iCloud account users who browse with Safari and turn on the Private Relay feature. (All paid iCloud accounts will be automatically upgraded to iCloud+ as part of the update.)

iCloud Private Relay disconnects your IP address from your DNS request (website that you’re visiting), which is great news to those seeking ultimate privacy and not wanting their activity information to be sold to advertisers. Unfortunately, it also disconnects website tracking that Pardot users have in place. With temporary IP addresses assigned, website activity will be difficult to associate to a known prospect. 

This capability does not hide the prospect’s geography. That means you can still track prospect regions, and IP addresses can be identified as proxy servers.

Apple Hide My Email

Hide my email

The last change to know about is Hide My Email. This update allows iCloud subscribers to log into a website using a randomized email address that ties back to their iCloud account. 

If your company allows public users to generate accounts or offers free trials, you could encounter a scenario in which a user takes advantage of Hide My Email to acquire multiple free trials.  

Hide My Email is also another challenging feature for Pardot users. That’s because it is once again disconnecting essential data (a prospect’s real email address) from website activity tracking. 

This functionality will impact open rate statistics. That means you will have to shift to other metrics such as click-through rate. It will also affect marketers who use email open rates for retargeting, and those who use email open rate as a varying factor for dynamic content. So you’ll have to pivot those strategies if you’re currently using email open rates for retargeting or dynamic content variations.

Focus on Reporting Metrics that Matter Most 

It’s normal to fear what we don’t understand. And these new privacy changes may seem scary without knowing why they’re actually good news. 

All of these privacy changes will impact marketing as a whole, making it harder and harder to track email activity and then associate it with activity in other channels. It is also an opportunity for marketers to take a fresh look at current strategies and craft new ways to put prospects in control.

Here are suggestions to address the changes and adjust your marketing strategy:

  • Update your Email Preference Center to offer subscribers greater insight into the topics they already interact with and other topics that are available.
  • Seek ways to connect email clicks with omnichannel metrics that demonstrate customer engagement. This includes:
    1. Offline purchases
    2. Account activity
    3. Website visits
    4. Mobile app activity
    5. SMS engagement
  • Explore using link clicks, external activity such as webinar registrations, and other engagement signals instead of email opens as more accurate interest indicators.
  • Find ways to understand the sentiment of an email message, perhaps with a thumbs up/down action or NPS-type of question within an email.
  • Look for opportunities to link your marketing channels (email, website, social, etc.), and get the cross-connection data flowing.

iCloud Private Relay and Hide My Email — on top of third-party/first-party tracking cookie changes already afoot — necessitate creative thinking to make prospect activity connections that were once seamless.

Prospect Privacy is Paramount

These three Apple privacy changes are going to affect the way you currently work in Pardot. But that’s a good thing. Your prospects have more autonomy when interacting with your company through email and your website. All you have to do is adjust your strategy so you can focus on metrics that matter most rather than vanity ones.

Now that you’re better equipped to prepare for the Apple iOS 15 updates, it’s time to  formulate your game plan and switch up your marketing strategy to evolve with the changes.

You can always reach out to the team at Sercante for support while navigating it all. 

Thank you to Pam Carey and Joy Alphanso for contributing to this post.

The post Everything Pardot Admins Should Know About Apple Privacy Updates appeared first on The Spot For Pardot.

By |2021-09-29T10:02:23+00:00September 29th, 2021|Categories: Data Management, Email Marketing|

Using the Pardot Integration from Zoom App Marketplace

Integrating Pardot with Zoom webinars allows you to not only collect prospect activity in real time, but also track attendance, handle communications, and send sales new leads quickly and easily. Using the Zoom-native Pardot App simplifies sharing data between these two systems by allowing you to capture Zoom webinar registrants, attendees, and absentees within Pardot lists. 

In this post we’ll cover the pros and cons of this integration as well as walk you through the setup process for a webinar. 

At a high level, to integrate Zoom and Pardot you will need to:

  1. Install and set up the Pardot App from the Zoom App Marketplace.
  2. (Optional) Configure Custom Zoom Registration Fields to go to Pardot.
  3. Start creating Zoom webinars.
  4. Prepare your email notifications.

Considerations for Using the Pardot App from Zoom App Marketplace

Before we dig in, there are a few things to consider when using this native integration:

  • The integration works best when using the Zoom registration form. 
    • There is an option to use a Zoom Post URL (similar to how we think about Pardot Form Handlers). However, this option relies on the Thank You page of the Pardot Form having an additional hidden form that changes per webinar. This hidden form must be completed and requires JavaScript for a behind-the-scenes submission. That makes this option prone to human error and/or browser issues. 
  • Both email solutions leave something to be desired. You can choose between: 
    • Emails styled in Zoom with prospect-specific URLs to join the webinar. With this option you’ll lose out on Pardot tracking and personalization capabilities.
    • Your beautiful Pardot email templates with all the benefits of Pardot data, tracking, and personalization, but no Zoom webinar details or prospect-specific URLs to join the webinar. 
  • This process will not connect prospects with the associated Salesforce campaign. You’ll need additional automations if that’s part of your strategy. 
  • Each webinar requires its own setup and configuration. These take between 1-3 hours each, depending on how granular you get with automations. As a result, this integration is better suited for companies that have a low volume of webinars.
  • There is no mechanism to pull in questions and answers from webinar polls.

Install and Set Up the Zoom Integration App 

  1. Navigate to the Pardot App on the Zoom App Marketplace and sign into your Zoom account. 
  2. Select “Install” from the top right of the Pardot App listing page.
  3. Once installed, you’ll see a prompt to enter your Pardot credentials. If you are not redirected to this screen, click “Manage” from the left-side navigation, scroll down, and click “Configure”). Select “Use Salesforce SSO.”
    Use Salesforce SSO
  4. Next, install a very tiny managed package provided by Zoom. This package creates a connected app to allow Zoom to connect to your org. Click “Install Package” and install this for Admins only.
  1. While the package is installing, create a Salesforce and Pardot user for your Zoom integration. Having one user per integration helps in the event that you need to troubleshoot your Pardot org and/or integrations. Once the user is set up, log in as this user to authorize and approve the app.  
  2. Next, provide Zoom with the Pardot Business Unit ID. You can find the Pardot Business Unit ID by navigating to Salesforce Setup > Pardot Account Setup (you can access detailed instructions here).
    Enter credentials
  3. Select “Save”

Zoom and Pardot are now connected, and they are ready to work together!

(Optional) Configure Custom Zoom Registration Fields Sync to Pardot

Zoom automatically passes most of the common fields directly into Pardot. This includes: 

  • Email
  • First Name
  • Last Name
  • City
  • State/Province
  • Zip/Postal Code
  • Country
  • Phone
  • Job Title
  • Organization
  • Industry
  • Questions & Comments
  • Employees

You can also create new fields in Pardot to sync Purchasing Time Frame and Role in Purchase Process from Zoom. 

Depending on what information you are looking to capture in Pardot, you may decide you want to have Zoom pass more fields into the prospect record. A good example of a field you may wish to connect is “Join URL.” This field is a prospect-specific URL that will allow the prospect to join the webinar. 

To add this field, simply:

  1. Navigate to Pardot Settings > Object and Field Configuration > Prospect Fields. Select “+Add Custom Field.”
  2. Complete the required info and select “Create Custom Field.”
  3. Once created, go back to the Pardot App in the Zoom Marketplace and select the “Custom Field Mappings” tab.
  4. Map the Zoom Registration Field “webinar_join_link” to the Pardot Custom Field that you created. Click “Add.”

Your new custom field is now connected. Future registration captured by Zoom will pass the Zoom Webinar Join URL to your Pardot prospects. But please note, the prospect record will only have values from the latest registration.

Start Creating Zoom Webinars

You will need to configure the Pardot integration for every webinar you create in Zoom. 

  1. First, create three static lists in Pardot so Zoom knows where to send the data. You will need a:
    • Registration List
    • Attendee List
    • Absentee List

Make sure you use naming conventions so these lists are easy to find in Zoom and any Pardot automations. 

  1. Next, create or locate the webinar in Zoom. Select the webinar name to view details. 
  2. Select the “More” tab and then select “Configure” within the Integration section.
    create a zoom webinar
  3. Provide Zoom with the static lists you created in Pardot. All three lists are required.
    Provide zoom with pardot static lists
  4. Click Save

Now your lists will be kept current with the right prospects!

Prepare Your Zoom Webinar Email Notifications

Getting prospects to register for a webinar is only half the battle. Now we need to get them to attend! Registration and reminder emails are key here, and getting the right message delivered at the right time will make all the difference.

Both Zoom and Pardot can be used to send these emails, each having their own considerations.

Considerations for Using Zoom Email Notifications

Zoom email settings can be configured at a Zoom Account level (i.e. for your entire company) and at a webinar level. You can customize email templates only at the Account level, and you can’t have webinar-specific templates.

  • Registration emails can include the prospect-specific Join URL and are sent immediately after registration.
  • Reminder emails can include the prospect-specific Join URL and can be sent 1 hour, 1 day, and/or 1 week prior to the webinar.
  • Follow-up emails can be sent 1-7 days after the webinar ends.

Considerations for Using Pardot Email Notifications

With Pardot, create an Engagement Studio program or Automation Rules to automatically send out your registration, reminder, “thank you for attending” and “Sorry we missed you” emails. These automations should look for Prospect that join the webinar’s three static lists.

  • If you configured your integration to send the Zoom Webinar Join URL to Pardot, this value can be included in registration emails sent from Pardot. 
  • Reminder emails can also include the Zoom Webinar Join URL, however if the prospect registered for multiple webinars in close proximity, the Zoom Webinar Join URL on the Prospect’s record may not match the webinar you are reminding the prospect about!
  • Follow-up emails can be sent whenever you like. You can even choose to send a different email template to those who register and attend versus those who register and are absent.

Try the Sercante Connector for Zoom Webinars and Pardot

As mentioned above, if you have a low volume of webinars, this process may not be an issue, especially since the integration is the low-low price of free. However, if you’re hosting one webinar per week (or more), then this process is pretty daunting. 

If you need to scale up your Zoom-Pardot integration, check out the Sercante Connector for Zoom Webinars and Pardot

What other tools or webinar platforms are you looking to integrate with Pardot? Tell us in the comments!

Special thanks to Erin Duncan for contributing to this post.

The post Using the Pardot Integration from Zoom App Marketplace appeared first on The Spot For Pardot.

By |2021-09-23T16:49:58+00:00September 23rd, 2021|Categories: Email Marketing, Event Management, Events, Integration, Zoom|

Are you Ready for the Pardot Prospect Mailability Upgrade?

Pardot announced some big prospect mailability changes in their Summer ‘21 release, and those changes are becoming permanent for everyone with the Winter ‘22 release

So, let’s break down exactly what’s changing, what your Pardot users need to know, and how to protect your prospects’ email preferences after this change. 

What’s changing?

Currently Pardot has two fields that control a prospect’s mailability:

Opted Out: Indicates the prospect has unsubscribed from marketing emails. Prospects who have opted out can still receive operational emails (a.k.a transactional emails) and autoresponders.

Do Not Email: Indicates the prospect cannot receive any email communications at all.

Things are about to get a lot more granular with the new prospect mailability changes. Pardot is adding a “Mailbility Insights” section to the prospect page with six fields:

mailability fields
  1. Status: Outlines which kinds of emails prospects can receive and their overall mailable status.
  2. Email Uniqueness: Records if the prospect’s email address has any duplicates in Pardot.
  3. Opted Out: Indicates the prospect has unsubscribed from marketing emails. These prospects can still receive operational emails and autoresponders. 
  4. Do Not Email: Indicates an internal user has suppressed this prospect from marketing emails. These prospects can still receive operational emails and autoresponders.
  5. Soft Bounce Detected: Indicates the prospect’s email address has returned soft bounce(s) from an email send. A 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. Prospects with a soft bounce may be able to receive emails at a later time.
  6. Hard Bounce Detected: Indicates the prospect’s email address has returned hard bounces from an email send. A 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. 
undeliverable prospects

Previously when a prospect was marked as Opted Out, the Do Not Email field would also change to “TRUE.” This is no longer the case with the new update. 

This change also enables a new filter to view Undeliverable Prospects (a.k.a prospects who  have received a hard bounce or 5 soft bounces).

More changes to note

  • All Pardot users will have access to update prospect Opted Out and Do Not Email fields. The Pardot user role permission “Toggle Opt-In Status” will no longer restrict access to the Opted Out field. However, this may change with future releases (Pretty please Pardot product managers 🤞🤞🤞).
  • Overwrite Prospect Opt Out Field is enabled by default.
  • A prospect’s number of soft bounces can be reset (remember 5 soft bounces equal a hard bounce).
    soft bounce detected
  • Pardot will mark a prospect with a hard bounce as “Undeliverable.” But, it will no longer automatically change their Do Not Email field to TRUE.
  • The only way to resolve a prospect’s hard bounce status is to change their email address to an address that does not have a hard bounce.

New prospect mailability capabilities

The prospect mailability upgrade also includes new ways to edit, update, and use the prospect mailability fields. You can edit or manually query these fields on the prospect page through an import or via automation rules, dynamic lists, completion actions, and Engagement Studio programs.

prospect mailability automation rules
prospect email status

Ensure these new features are used correctly

With great power comes great responsibility. So, work with your users to ensure everyone understands the new mailability updates and when or when not to change a prospect’s status. 

I recommend that you:

  • Review your Pardot user roles to determine which user roles have access to change the Opted Out and Do Not Email fields. You’ll want to look for the access to create/edit:
    1. Automation Rules
    2. Page Actions
    3. Custom Redirects
    4. Files
    5. Emails
    6. Forms 
    7. Form Handlers
    8. Engagement Studio Programs
    9. Prospects

      You can learn about the permissions for the four default user roles here.

  • Train your users on bounce codes and outline which codes can be resolved and which cannot. Make sure you avoid re-contacting email addresses that will never be successful. Contacting those addresses can have a severe impact on your send reputation!
  • Read Lindsey Mark’s post about how to align your data after the upgrade

How should you use these new fields?

Here are a few tips that should help you navigate through the new features.

  • Mark incoming prospects as “Do Not Email” until they have explicitly subscribed to your marketing materials. This will allow you to track, score, and grade the prospect while still respecting their email preferences. 
  • Regularly review your soft and hard bounce error codes by creating dynamic lists of prospects with errors.
  • Edit (or create) your double opt-in process to ensure prospects who subscribed but have not yet confirmed their email address are marked only as Do Not Email. 

How do you plan on using Pardot’s new Mailability upgrade? Let us know in the comments!

The post Are you Ready for the Pardot Prospect Mailability Upgrade? appeared first on The Spot For Pardot.

By |2021-09-02T19:09:16+00:00September 2nd, 2021|Categories: Compliance, Email Marketing, New Pardot Features, Pardot Release Notes, Release Notes|

Creating a Pardot Spam Identification Process with Prospect Updater

Spam and junk data is the bane of my Pardot Admin existence. Nothing irks me more than seeing sales was notified of a form fill from [email protected], or that [email protected] was added to an engagement program. However, spam is an inevitable part of any marketing automation platform and there is only so much we can do to prevent it from entering, or remaining within, the system.

Kick Out the Spams

Song references aside, there are a number of things we can do to give junk data the boot from Pardot. I typically recommend creating dynamic lists that look for spam keywords in the most common Pardot Prospect fields (more info here). Then, use these lists to review and delete junk data on a regular basis. This process works great for small and mid-sized Pardot instances. But dynamic lists alone leave something to be desired for Pardot instances that intake thousands of new prospects a day.

When using Pardot native functionalities to identify junk, I found myself wanting to know why a prospect matched my junk lists:

  • Which field on the prospect’s record was raising the spam flag? 
  • Is this legit junk or do my junk lists need to be tweaked? 

Unable to solve this issue with native Pardot functionality alone, I turned to our Prospect Updater tool to see if I could turn this into a spam identification tool. With some tweaking and a lot of input from the Sercante Labs team, I was able to create a process that not only tells me why a prospect matched my spam criteria, but also allows me to easily manage spam clean up through the use of tags and automations rules. 

Prospect Updater to the Rescue

With Prospect Updater, we moved the criteria from our junk catcher dynamic lists over to  Google Sheets and created two new Pardot fields for the updater to use; “Spam Status” and “Spam Rules Matched.” Prospect Updater then compares all prospects in Pardot to the rules in the Google Sheet and updates their “Spam Status” field with one of the following values:

  • Suspected Spam: Prospect Updater has determined this prospect matches one of the spam rules.
  • Confirmed Spam: The Prospect has been reviewed and deemed to be spam
  • Not Spam: The Prospect matches one or more of the spam rules but has been reviewed and is deemed not to be spam. The Prospect will be excluded from future Prospect Updater spam reviews. 
  • Reset: The Prospect’s junk data has been corrected. Prospect Updater will include this Prospect in future spam reviews. 

The “Spam Rule Matched” field is also stamped with which spam criteria the Prospect matched. 

Once the Prospect Updater Spam Identification process was up and running, I created new dynamic lists that collected Prospects marked as “Suspected Spam” and grouped them by the field that was spammy. This allows me to easily review and clean up these prospects on a regular basis. 

Spam Identification Process with Prospect Updater

Automate All the Things

To make the spam review process even easier, I put automation rules in place that would allow me to update prospects by tagging them or changing their “Spam Status” value. That way, I could use whichever update method was easiest at the moment. 

For instance: 

  • If a Prospect is indeed spam
Spam Identification Process with Prospect Updater
  • If a Prospect will always match spam but is not actually spam (i.e. Pamela Smith with email SPam[email protected])
Spam Identification Process with Prospect Updater - not spam
  • If a Prospect has been edited to no longer match spam rules
Spam Identification Process with Prospect Updater  - reset spam

Having the “Spam Status” fields also allows me to create a suppression or “holding” dynamic list where new prospects will not be emailed until their “Spam Status” field is updated.

Spam Identification Process with Prospect Updater - dynamic list rules

This process now runs like a well-oiled machine. It allows us to easily identify and kick out junk data and prevent said data from causing any damage in the short time it exists in Pardot. 

Implementing the Prospect Updater Spam Identification Process

Set up and implementation of Prospect Updater is pretty painless. The first thing we need to do is set up a connected app: 

  • Complete the form on this page to get the package from us
  • Install our Salesforce Package
  • Set up a user and pre-authorize them to use the Connected App

The team will give you all the details and support you need to get this set up properly.

While the cogs are starting to move on that process, you can schedule a meeting with the Sercante Labs team to talk through your spam use case and any other challenges you might have for Prospect Updater. It can do a lot, and your wish is its command. The Sercante Labs team will then go back and do what developers do, and push buttons and stuff. 

Once your Prospect Updater configuration is complete, the only thing left is a final training session to make sure you and your team are equipped to create, modify and maintain your new Super Spam Spotting System plus any other cool things you want to do with it (data clean up and normalization, maybe?). 

Interested? Give the Labs team a shout through the form on the bottom of the Prospect Updater for Pardot page.

Thanks to Mike Fazio & Adam Erstelle for contributing to this solution.

The post Creating a Pardot Spam Identification Process with Prospect Updater appeared first on The Spot For Pardot.

By |2021-08-30T18:41:57+00:00August 30th, 2021|Categories: Data Management, Email Marketing, prospect updater, Sercante Labs|

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

By Erin Duncan & Mike Cruezer

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

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

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

How we completed the Pardot Dynamic Content and Variable Tag audit

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

Pardot Dynamic Content and Variable Tag audit

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

Getting Technical with Ad Hoc Reporting in Pardot

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

Extract

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

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

Transform

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


Load

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

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

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

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

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

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

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

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