Three Interaction Studio Features Marketers Should Look Out For

This blog delves into the value that Salesforce Marketing Cloud Interaction Studio provides to marketers (B2B and B2C). We’ll discuss Interaction Studio and its key capabilities with a focus on identity stitching and machine-learning-based recommendations.  

In addition, we’ll talk about the integration capabilities with Salesforce products including the three Marketing Cloud tools that could benefit marketers, which are Open-time email, Journey Builder, and Automation Studio.

Interaction Studio Use Case Example

An example of a use case with Interaction Studio is when customers view a product in-store, browse through the web, download a mobile app to use a voucher, make a purchase, and talk to a sales representative after a few days, multiple touchpoints and delivering a consistent experience is needed. 

That’s where Interaction Studio comes in, unifying the customer experience with its features.

Web

Based on the user’s interaction with the website (e.g. what content they read, or what products view, how much time they are on a particular page), a personalized banner based on on-site behavior and backend preference is enabled. 

Instead of a static banner on the homepage, Interaction Studio activates a dynamic banner in conjunction with the user’s behavior and data.

Email

A personalized email is uniquely catered based not only on aspects such as name, or city but with micro nuances such as user behavior. 

Omni-channel

Interaction with a user happens on a specific channel, but reaching out happens on another channel. What we’re looking at here is adding a user on a journey or a nurture campaign when they sign up from a form on the website.

Common Thread between Interaction Studio use cases

Each of the three use cases is unique in its own features but a common thread to all of them is personalization

Interaction Studio puts web tracking cookies on your website to listen for all the data that comes.

Top 3 Features of Interaction Studio

Today, in this world where we have interactions happening across multiple channels, it’s really important that all your sales, service, and marketing departments talk in the same language. That can be a huge challenge at times. 

Interaction Studio is related back to contextual data such as a product catalog or a content catalog. It can bridge the two resulting in a unified view of a customer. From the data of the customer, you can make a centralized decision leading to an orchestrated delivery across all touchpoints. 

Open-Time Email

Delivers personalized content and product recommendations at the time an email is opened by the recipient, which is rendered in true real-time, utilizing the most current information of every user in your subscriber list. 

The solution is designed to work with any email or marketing provider. 

Journey Builder

Based on API. Interaction Studio listens through web, mobile, API, and data feeds, constantly gathering data about visitors, then updates existing segments in real-time. Use these segments to add customers to Journey Builder within moments of data changing.

Automation Studio

Import or export segments between IS and SFMC. Export segments from IS to SFMC/Pardot using IS SFTP — one time or nightly. 

Use Automation Studio to import data into SFMC DE. Import data into IS — Marketing Cloud data extensions are extracted using Interaction Studio SFTP as a destination in Automation Studio.

Ultimate goal

As we learned, Interaction Studio unifies multiple touchpoints of user behavior from viewing a product through a website all the way to talking to a sales representative after a purchase. From these features, it all comes down to a better understanding of the customer’s needs, making it the best experience for them as possible. 

Learn more from the original content of Deboleena Bhattacharyya here. Or, check out more MarDreamin videos here

Original article: Three Interaction Studio Features Marketers Should Look Out For

©2022 The Spot. All Rights Reserved.

The post Three Interaction Studio Features Marketers Should Look Out For appeared first on The Spot.

By |2022-07-24T01:40:00+00:00July 24th, 2022|Categories: Emails & Forms, Marketing Automations, Pro Tips, revive|

Email Sender Options: Leverage CRM User Lookup in MCAE (Pardot)

For many Salesforce Marketing Cloud Account Engagement (Pardot) customers, using Pardot provides them with the tools necessary to communicate with their distinctive audience(s) in a personalized way. 

One common way to do this is to create dynamic customer-centric journeys that send emails on behalf of individual sales reps and help to promote new products or to educate audiences on a specific topic. After all, this is one of the main reasons organizations buy Pardot — to drive the sales pipeline.

But what happens when you need to send emails from different teams in your organization?

Follow along with this blog and learn a few tricks to create new experiences for your Prospects for sales, service, and other parts of your business by leveraging the CRM user lookup feature in Pardot.

Use CRM user lookups to send Pardot emails on behalf of other departments at your company or organization

One of the advantages of Pardot automation for email is the ability to leverage relationships in Salesforce between your sales reps, account owners, and other key service players with your Pardot leads and contacts. 

Here are some examples below:

SDR (Lead Owner) to Prospect (Lead)

Account Executive (Account Owner) to Prospect (Contact)

In fact, here are the standard out-of-the-box relationships you can leverage from Salesforce in Pardot.

  • Account Owner – Send the email from the prospect’s account owner in Salesforce.
  • Assigned User – Send the email from the user who owns the prospect record.  If the prospect is synced to Salesforce. this is the Lead or Contact Owner.
  • Specific User – Select from a list of your Pardot users to use as the email’s sender.
  • General User – Set a general address (like [email protected]) or a non-Pardot user to be the sender of the Email.

You can usually cover 97% of all your use cases using one of these options while drafting your Pardot list emails or engagement studio programs.

While most organizations don’t have a need for custom relationships, yours may be different. And that’s okay.  

What if you need a different/custom user connection? 

In your Pardot emails, you can always edit the Sender to say General User. This sends the email on behalf of that person as long as they have the same email domain you have validated in Pardot (@company.com).

However, that’s not always the best outcome. Sometimes we need more dynamic solutions.

In that case, we may want a relationship outside of Sales/Marketing for specific customer service-centric journeys like the one below:

Service Manager (Custom CRM Relationship) to Prospect (Lead or Contact)

In the scenario above, the User/record relationships were built in Salesforce and shared with Pardot in order to build out a service team to prospect customer journeys — think CSAT, follow-up surveys, etc. 


Did you know you know you can create custom relationships AND send emails on their behalf?

Watch the demo below to set up your own custom CRM relationships between Users and your Prospects:

You can also follow along with these steps.

After you set this up, you can take advantage of this field right away with CRM user lookup.

This is what it looks like:

A quick note: Sometimes fields need a few minutes to sync. Be patient, go grab coffee and come back to this. In our experience, it is never more than a few minutes.

What are other examples of custom CRM user lookups?

Honestly, the possibilities are endless. Here are some options:

  • Regional sales manager
  • Customer service representative
  • Technical support specialist

Don’t forget to check out our other cool ideas like A/B testing for you to leverage these different sender options within your organization in the most effective ways.

Where can I use these relationships?

These CRM user lookups are built into Salesforce, so you can use them in both Pardot and Salesforce. Within Pardot you can leverage them in the following ways:

  • Email templates
  • List emails
  • Rules on automation rules, dynamic lists, and segmentation rules
  • Potentially on the new conditional completion action criteria rules

This field cannot be used to send email notifications to the User linked to this Prospect. 

Additionally, we did not see them in Engagement Studio Programs as rule options. But remember, you can build a list to act as your criteria instead of using the field directly. 


Can I have more than one custom relationship?

Absolutely. This is out-of-the-box functionality in Salesforce, which can now be repurposed for Pardot-specific processes. 

Most organizations we have worked with have less than (3) custom User lookups. The only caveat is to make sure you name them correctly so there is no confusion while using them. 

As you see above, you can pick from a picklist (CRM User lookup fields) under the Prospect CRM User Custom option, and choose which one you want to leverage on that particular email. 

How do you test to make sure everything is working fine? 

The best way to test this information is up to date in Pardot is to go through the following checklist:

  • Review User mappings
    • If the User is deactivated or not in Pardot, this will fail.
  • Create a list of Prospects using the new field created and make sure the values are being reflected in Pardot.
    • Watch the video earlier in the blog for a few troubleshooting steps.
  • Run a preview test in your email test tab.
    • Enter a few email addresses you know to have this field updated and see how it works out.
    • You can create fake prospects to sync for this testing or build in Sandbox if you have access to one.

CRM user lookups make life easier for Pardot admins

Thank you for following along! Check out part two of this blog where we cover how to avoid email personalization missteps.

If you have any questions about this feature or how to use it in Pardot (MCAE) please give us a shout here

Original article: Email Sender Options: Leverage CRM User Lookup in MCAE (Pardot)

©2022 The Spot. All Rights Reserved.

The post Email Sender Options: Leverage CRM User Lookup in MCAE (Pardot) appeared first on The Spot.

By |2022-06-03T15:12:00+00:00June 3rd, 2022|Categories: Emails & Forms, Pro Tips, revive|

Build Faster with These 3 MCAE (Pardot) Landing Page Builder Hacks

Have you ever finished working on an email template in the Marketing Cloud Account Engagement (Pardot) Email Builder with all of its convenient features like:

  • Removable sections
  • Repeatable sections
  • The ability to move sections up and down within the template

…only to start editing a landing page, and you become extremely frustrated with the fact that you can’t do the same things in the Pardot Landing Page Builder? 

In this post we’re going to cover a way that we can basically replicate all of these features for the Pardot Landing Page Builder!

Watch a demo video to learn these hacks

Before we dive in, here’s a video to walk you through the three Pardot Landing Page Builder hacks from this blog post.

Pardot Landing Page Builder hacks — an overview of the approach

To achieve these features in the Pardot Landing Page editor, we’re going to add a little snippet of code at the end of our layout template. It goes between the closing </body> tag and the closing </html> tag

The code snippet styles the different sections, or individual elements, of the page that we want to be able to alter from within the editor.

<code pardot-region="hide_elements">
    <style>
        #sectionName {
            /* styling goes in here */
        }
    </style>
</code>

From there, we can add the different styles to each element  based on the different features we are wanting the element to have.

An important note

The first time you open this WYSIWYG editable code block for a Landing Page, it is going to include a <![CDATA]]> tag in the code. You will have to remove the tag before any of the changes you make in that code block will take effect.

Landing Page Builder Hack #1: Removable Sections

To make “Removable” sections for the Pardot landing page editor, we need to add the display property into the styling for the element we want to be able to remove. This will give us the ability to edit the display property from within the WYSIWYG editor. 

Then, we will basically toggle the display property from display: flex (or display: block if that’s the normal styling for the element) to display: none. This will “remove” the section, or element, we want to hide!

<code pardot-region=”hide_elements”>
    <style>
        /* Change display:flex to display:none to hide an element */
        #visibleSection {
            display: flex !important;
        }
        #removedSection {
            display: none !important;
        }
    </style>
</code>

Landing Page Builder Hack #2: Repeatable Sections

To create “Repeatable” sections, we’re going to use a very similar approach to the “Removable” sections. We’re going to leverage the display property again. 

The key here is to include extra copies of the section you might want to repeat in your layout template from the start, and then use the display property to hide the ones you don’t need in that Landing Page. Or alternatively, have the sections start as hidden and come back in and change the styling to show the sections if you need them.

<code pardot-region="hide_elements">
    <style>
        /* This will show the section 2 of the 3 possible times */
        #Section1a {
            display: flex !important;
        }
        #Section1b {
            display: flex !important;
        }
        #Section1c {
            display: none !important;
        }
    </style>
</code>

Considerations for “Repeatable” Sections

  • While this does effectively create a “repeatable” section for the landing page, it is important to note that we are not actually duplicating the sections from within the landing page editor. This means that the number of times you can “repeat” a section will be limited by the number of times you include that section in the original layout template.
  • Keep in mind that your editable regions in a layout template are marked by pardot-regions and these must all have a unique name. When we copy a section of our landing page to make it “repeatable” we will need to go in and update the pardot-region names as well. For example, Section1-Image might become Section1a-Image and Section1b-Image and so on.  If you don’t update these names when you copy a section, you will receive an error message when trying to save the layout template. 

Landing Page Builder Hack #3: The Ability to Move Sections Up and Down on the page

If we have sections included in our Layout Template that we want to rearrange based on the Landing Page, we can add another property into our code block. This is called the order property. This works as a sort of ranking system where the section with the lower values will appear first on the page. 

By default, we will assign each section a value to give them their original placement on the page. But by including the order property in our styling, we can adjust that order later on from within the WYSIWYG landing page editor. 

Considerations for “Movable” Sections

  • This will only work for sections, dividers, etc. that are children of a flex container in the html code. That’s because the order property only applies to flex elements. If your code isn’t set up with the main sections in a flex container, then unfortunately this approach isn’t going to work for you. The good news is that you can probably restructure your code (or we can help!) so you can make use of this “feature” for your landing pages.
  • The default value for the order property is 0. This means if you have Section A defined as order: 1, and then you add Section B but don’t define an order value for it, it will appear before Section A on the page.
<code pardot-region="hide_elements">
    <style>
        /* Use order to adjust which elements appear first on the page, with 1 being the first */
        #Section1 {
            order: 1;
        }
        #Section2 {
            order: 2;
        }
        #Section3 {
            order: 3;
        }
    </style>
</code>

More like workarounds than features

It is important to keep in mind — these are not features of the Pardot Landing Page editor. Instead, these are more of a creative approach to achieve some of the functionality we all often find ourselves wanting. 

If you run into issues with any of the approaches in this post, please reach out to us and we can help you obtain your desired experience with the Landing Page editor. Or, tell us how you did in the comments!

Original article: Build Faster with These 3 MCAE (Pardot) Landing Page Builder Hacks

©2022 The Spot. All Rights Reserved.

The post Build Faster with These 3 MCAE (Pardot) Landing Page Builder Hacks appeared first on The Spot.

By |2022-06-02T11:00:29+00:00June 2nd, 2022|Categories: Emails & Forms, Pro Tips, revive|

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|

Marketing Cloud Engagement, Account Engagement & Sales Cloud: 3 Use Cases for Combining All 3

Have you ever wondered why sales and marketing teams combine Salesforce Marketing Cloud Engagement and Account Engagement (formerly Pardot), with Sales Cloud to reach their goals?

Thinking about how these platforms can work together likely makes your head spin like a twister in Kansas. 

But, fear not! In this edition, we’ll provide more clarity than confusion. 

We’ll go through a high-level overview of how Salesforce Marketing Cloud Account Engagement (formerly Pardot) and Marketing Cloud Engagement compare. But, this isn’t a versus and when to choose which (c’mon we’re all family!). 

We’ll devote the majority of this blog highlighting three use cases that unlock success using both Salesforce marketing automation platforms integrated with Sales Cloud. 

How do Marketing Cloud Engagement and Account Engagement compare?

If you’re familiar with these platforms, then you know they’ve traditionally been focused on industry (B2B vs B2C) and platform-specific features. While a lot of the unique needs of these industries remain true, the lines and approaches of how to communicate digital across these audiences (which are sometimes shared across a business) continue to blur. 

Below is a tried-and-true Venn diagram that shows the overlap as well as their differences. 

Features that are unique to each, such as scoring & grading from Account Engagement (Pardot) and mobile messaging in Engagement are the key differentiators. 

Why do marketing teams use both MCAE and MCE?

B2B marketers are now looking to execute more complex multi-channel messaging once a prospect converts to a customer, for example, and therefore justifies the need for both solutions. 

There are also more and more instances of B2C or D2C driven organizations that serve two very unique personas and different contacts — tne that focuses on the traditional multi-channel messaging approach and one that would benefit from lead scoring, nurturing, and more 1:1 guided selling. In this case, also, the argument for both platforms can make sense. 

And lastly, there’s the more complex instance where an organization serves two very unique personas, yet the personas apply to a single, shared contact.

Today, we’ll focus on the following:

  1. A traditional B2B org looking to execute more complex multi-channel messaging post-conversion
  2. A multi-business model organization with two unique personas
  3. A multi-business model organization with two unique personas that share a contact

Use Case #1: A traditional B2B org looking to execute more complex multi-channel messaging post-conversion


As described above, we’ve got a traditional B2B tech organization focused on a single persona that typically only applies to one contact record type. They’re looking to adopt more complex multi-channel messaging once their prospects become a customer. 

The ability to acquire leads, score and nurture until an MQL threshold is reached and sales can step in is still critical and at the heart of this organization’s business model. However, the ability to retain and engage with their customers in a competitive marketplace is of ever-growing importance.

In this scenario, the prospect will be acquired via an Account Engagement form.

  • They’ll be nurtured through email, forms, and landing pages powered by Pardot until their MQL threshold is reached.
  • Upon reaching, the MQL will be assigned to a Sales user and created as a new lead in Sales Cloud.
  • The Rep will work the lead until SQL status and from there will convert the lead and create an opportunity thereby also triggering the contact creation process.
  • Once the opportunity is closed won, the contact is now eligible for customer marketing in Journey Builder via the Marketing Cloud Connector.

Use Case # 2: A multi-business model organization with two unique personas

A hospital technology organization has two business models that support two separate personas that do not overlap. In this scenario, because of the way the organization is structured a single persona and contact is messaged only from Engagement or Account Engagement (Pardot). There is no sharing of contact and messaging between these solutions, and it’s therefore more straightforward. 

The emphasis for this use case is on how you can use both platforms to support the unique needs of your personas and overall business.

For Persona 1

  • A buyer makes a purchase and becomes a customer; a salesperson isn’t involved in this transaction.
  • As a new customer, a contact is created as a person account record in Sales Cloud.
  • Now the person account is available in Engagement via Marketing Cloud Connect and customer marketing can begin in Journey Builder.

For the Persona 2

  • The prospect will be acquired via an Account Engagement (Pardot) form.
  • They’ll be nurtured through email, forms and landing pages powered by Pardot until their MQL threshold is reached
  • Upon reaching, the MQL will be assigned to a Sales user and created as a new lead in Sales Cloud.
  • The Rep will work the lead until SQL status and from there will convert the lead and create an opportunity thereby also triggering the contact creation process and the contact is created with a specific record type: B2B Contact. 
    • Marketing Data Sharing rules in Pardot are configured to ensure that only those contacts with the B2B record type sync with Pardot. 
  • The prospect in Pardot has a bidirectional syncing relationship with the contact in Sales Cloud. 
  • And when the existing customer, still syncing to Pardot, expresses interest in another product or service, the B2B marketing team continues marketing to this customer using features in Pardot like email nurturing, scoring, grading, and sales team alignment. 
  • As it progresses from MQL to SQL, another opportunity can be created on the existing contact record. 

Use Case #3: A multi-business model organization with two unique personas that share a contact

Now this scenario is a bit tricky and is really where all the magic needs to happen – we’re tackling not only different personas that leverage both platforms but also share the contact. 

Take a financial institution, for example, that has 2 lines of business: Personal Checking/Savings and Wealth Management. The Personal LOB (line of business) is very much a self-service model, while the Wealth Management LOB is exactly the opposite of self-service, yet they both have a common, shared customer/prospect.

You may ask yourself, ‘do they really have the same target audience/segment?’ While your first gut reaction may say, ‘No, ’ which is true, it’s also partly true that these different buyer personas can have crossover and can in all actuality apply to the same single individual. 

Furthermore, the ability to convert and increase the CLV (customer lifetime value) by taking a Personal Checking/Savings customer and upselling your institution’s Wealth Management services is a very strategic and much-desired result in the banking world. The key to successfully achieving this is all in your approach. 

Let’s think through this from a basic customer journey perspective. 

  • In this case above, the potential customer gains initial awareness and exposure of the Personal Checking/Savings product through lookalike audience modeling fueled by Marketing Cloud Engagement & Advertising. 
  • They then visit the website to apply for an account, receive approval, and have now converted to a Personal Checking/Savings customer. 
  • Upon conversion, they become a contact (and Person Account record type) in Sales Cloud which is bi-directionally synced to Marketing Cloud Engagement via MC Connector. They are now eligible to be enrolled in various customer journeys — the first obvious one being a Welcome Onboarding Journey. 
  • Throughout their relationship based on their activity and inactivity, they will qualify for other journeys such as Upsell and Cross-sell. For argument’s sake, let’s say as part of one of these journeys they click on a cross-sell content piece focused on wealth management. 
  • They visit the website and fill out a wealth management form. They are then also marked as a B2B Contact Record type, and they’ll be nurtured by Pardot until their MQL threshold is reached
    • Marketing Data Sharing rules in Pardot are configured to ensure that only those contacts with the B2B record type sync with Pardot. 
  • Upon reaching the MQL, they will be assigned to a Sales user for 1:1 outreach. As it progresses from MQL to SQL, another opportunity can be created on the existing contact record. 
  • Once the Sales user converts this prospect and opportunity to Closed Won, they will now become part of the wealth management customer segment in Marketing Cloud Engagement and will likely enroll in one more many customer relationship journeys across the tenure of their relationship.

In summary, the banking institution is leveraging Salesforce Marketing Cloud Engagement for full lifecycle management including awareness of its self-service line of business. For its more considered purchase model line of business, Account Engagement (Pardot) is used. However, once these prospects convert to customers, the ongoing customer relationship communications, like SMS messaging, will occur through Marketing Cloud Engagement.

Closing Thoughts

As you can see, the potential use cases can range from simple to complex. Therefore it’s important to understand the long-term plan of what you’re trying to achieve to ensure what you’re building today can scale and grow for the future. 

A partner who has breadth and depth of experience in both platforms as well as the know-how to be future-proof, especially for organizations that have more than one business model, is an ideal next step.

What other use cases can you think of for these platforms? Let us know in the comments!

Original article: Marketing Cloud Engagement, Account Engagement & Sales Cloud: 3 Use Cases for Combining All 3

©2022 The Spot. All Rights Reserved.

The post Marketing Cloud Engagement, Account Engagement & Sales Cloud: 3 Use Cases for Combining All 3 appeared first on The Spot.

By |2022-05-16T10:51:42+00:00May 16th, 2022|Categories: Emails & Forms, Marketing Automations, Pro Tips, revive, Strategy|

Einstein Send Time Optimization: A How-To Guide

Balancing all the emails your teams want to send to Prospects versus how many emails the Prospects want to receive is difficult. 

Email your Prospects too often and they may opt out. Email them too little and they may miss the important updates they subscribed for. 

Also, determining when to email your Prospects is always a struggle. Should you split your sends by time zones? Is there a sweet spot that covers most time zones? Does anyone actually read emails on Mondays?! 

Up until now, the best way to tackle these decisions is Dynamic Frequency and Recency lists coupled with the numerous studies concerning which days and times are the best to send emails. However, with Pardot and Einstein, you can let machine learning do this analysis for you and have one less thing to think about.

Note: The 2 Einstein Solutions below are only available to Advanced and Premium Editions of Pardot. 

Optimize your email send times

Einstein Send Time Optimization analyzes the timestamp of sends, opens, clicks, unsubscribes, and spam complaints to determine the optimal time to send a Prospect an email. 

Keep in mind, Einstein Send Time Optimization includes List emails, Engagement Studio Program emails, and Salesforce Engage sends in its analysis. It does not include Operational emails or Autoresponders. 

How Send Time Optimization works in the abstract is a little confusing, but this example from Salesforce’s help doc is great: 

example

Send Time Optimization is only available in emails sent from the new MCAE (Pardot) Lightning Email Builder

When sending a list email from the Lightning Builder, three Send Time options appear:

  1. Einstein Optimized (choose this option)
  2. Send Now
  3. Send Later
Einstein Optimized
  • For “Start Date” enter the earliest day you want the emails to go out. 
  • For “Time,” it takes about an hour for Einstein to analyze the prospects, so set this one hour before the earliest time your email should go out (i.e. If I want the emails to start sending at 9AM, I’ll select 8AM). 
  • Then set your “Send Emails Within” value (up to 168 hours which is 7 days). The gray box at the bottom of the Send Time section will show the latest time your email can go out and will update as you change your “Send Emails Within” value. 

Once your email starts sending, you can monitor how many emails have gone out anytime during the Send Time window by going to Pardot Email > Scheduled > All Scheduled Emails.

What data do you need?

Each Prospect needs to have engaged with an email in the last 90 days. If a Prospect is new or has not engaged within this window, Einstein will recommend an aggregate of your email engagement data. 

Enabling Einstein Send Time Optimization

You’ll enable Einstein Send Time Optimization by going to Setup > Einstein Pardot > Send Time Optimization

Once enabled, it will take up to 72 hours to analyze your data and create your custom model.  

Use Einstein Send Time Optimization to customize email frequency 

Einstein Engagement Frequency (EEF) analyzes Prospect’s email engagement over the last 90 days plus their overall engagement data in the past 28 days to determine if the Prospect is Undersaturated, On Target, or Saturated. 

Similar to Einstein Send Time Optimization, EEF analyses List emails, Engagement Studio Program emails, and Salesforce Engage sends. It does not include Operational emails or Autoresponders. 

So, say for example you have a list of 100 Prospects who all received an email two days ago. You need to send all 100 another email, but you are worried about over emailing them. With EEF, you can run a dynamic list looking at your Recipient list from your first email and see which Prospects are Undersaturated or On Target and could be emailed again. 

Dynamic list rules

Or, even better, you could set up an Engagement Studio Program for the second email, and any future communications, to wait for the Prospect’s EEF status to change from Saturated. 

Engagement studio program

What data do you need?

Each Prospect needs to have engaged in at least the last 28 days, but 90 days is recommended. EEF also requires 5+ variations of emails be sent to at least 10 Prospects within the last 28 days.

Enabling EEF

You’ll enable Einstein Send Time Optimization by going to Setup > Einstein Pardot > Einstein Engagement Frequency

Once enabled, it will take up to 72 hours to analyze your data and create your custom model, a new Prospect default field, Einstein Engagement Frequency, will also be created. 

dynamic list rules

Lean on the machines with Einstein Send Time Optimization

With Einstein Send Time Optimization and Einstein Email Frequency, we can begin leaning on machine learning to make some of the email sending decisions for us.

 If you’ve already started using these two Einstein tools with Pardot, please share your tips, tricks, and findings in the comments!

Original article: Einstein Send Time Optimization: A How-To Guide

©2022 The Spot. All Rights Reserved.

The post Einstein Send Time Optimization: A How-To Guide appeared first on The Spot.

By |2022-05-06T16:00:00+00:00May 6th, 2022|Categories: Analytics & Reporting, Emails & Forms, Pro Tips, revive, Strategy|

Capture Lead Source Data Using Cookies and Google Tag Manager

Looking for a way to capture lead source data from across pages on your website and pull that data into your CRM? 

Since we use Marketing Cloud Account Engagement (Pardot), we figured out how to do that by transferring UTM parameters across webpages and capturing them in a Pardot custom field. 

Using a magical mixture of UTM parameters and Google Tag Manager with a Pardot custom field and third-party forms, here’s our solution for capturing pre-form fill visitor data in Pardot. 

However, you can use your imagination to take this solution further and send the data to any CRM that allows you to capture data in a custom field.

What is a lead source?

A lead source establishes how a prospective customer first engaged with your business. That can be through your website, by phone, by email or even visiting your location in person. 

Most lead sources originate through advertising, social channels, word-of-mouth, referrals, or even location signage.

Why does the lead source matter?

Understanding how buyers find your business serves two purposes:

  1. It improves the buyer’s journey. You can use the information to be more relevant and responsive  with highly tailored content, interactions, and communications, leveraging the channels and sources your audience prefers. 
  2. It reveals the most effective channels and methods. Having insights into lead sources helps you build awareness, connect and engage with buyers by focusing on what works.

How to track marketing parameters via UTM

The best way to gain digital lead source insight is to use UTM (Urchin Tracking Module) parameters. UTMs are variables that are passed to your website via the link a buyer clicks to get to your website or landing page. 

As the standard for tracking lead sources, UTMs play an integral role in providing data to Google Analytics and other marketing analytics platforms. 

Setting up UTM parameters is super easy by using a handy tool provided by Google Analytics. Remember to create a consistent naming convention so when you add them to your links you’ll be able to easily identify key data points when viewing your reporting.

Why do I need source cookies?

Capturing a UTM parameter on your web form can be tricky. If a user visits a page with a form through a UTM URL and submits the form, the UTM parameters get captured. However, if a user visits a page through a UTM URL and navigates to another page on the website, the form submission is unable to capture the UTM parameter values. 

To solve this dilemma, we used Google Tag Manager (GTM) to implement a cookie on the first page visit and then populate the hidden fields with the stored UTM values.

How to capture lead source via a Marketing Cloud Account Engagement (Pardot) form handler

The steps to capturing your lead source data in Pardot are as follows:

Step 1. Set up Pardot Form Handler

Create a new form handler in Pardot. Magic Wand > Marketing > Forms > Form Handlers.

  • Add information about your form:
    • Name – This will not be seen by the visitor, so use a naming convention that will help you understand the form’s purpose.
    • Folder
    • Tags
    • Campaign
    • Tracker Domain
      • Do NOT check kiosk/data entry mode
      • Check “Enable data forwarding to the success location” only if pushing data to a location other than Pardot.
      • Only check “Disable Activity throttling” if you wish to send auto-responder emails after every submission. A time buffer is set by Pardot to prevent a visitor from duplicating completion actions or emails if they repeat a form submission too quickly. Still not sure? Read more here.
    • Add Success Location URL – Either add a new URL ‘Thank You’ page or send them back to the referring URL.
    • Add Error Location URL – Either add a new URL ‘Error’ page or send them back to the referring URL.
  • Add Completion Actions
  • Add Form Fields 
    • Set up your fields in Pardot if not already there
    • Map fields to third-party form by field “name” not the label. These must match exactly or the form handler will not work.
      • e.g.,  <input type=”text” id=”fname” name=”fname”>
      • Do NOT make them “required”
  • Copy the endpoint URL of your newly created form handler and add that to the third-party form.

Step 2. Configure your third-party form

To capture the UTM parameters we determined we want to use, we have to include the following eight HIDDEN fields on the third-party form and do NOT set as required:

  1. utm_source 
  2. utm_medium 
  3. utm_campaign 
  4. utm_content 
  5. last_utm_source 
  6. last_utm_medium   
  7. last_utm_campaign 
  8. last_utm_content

In our example, we are using a Gravity Form. But this should work with most forms. 

Step 3. Capturing a cookie using Google Tag Manager (GTM)

UTM information is only visible on the page it first lands on. If the user goes from one page to the next on the website, the UTM information disappears. 

Add Persist Campaign Data (3rd Party) Template 

There’s no need to reinvent the wheel. Use the 3rd party template, Persist Campaign Data.

  • Click the Tags tab > New
  • Click inside “Tag Configuration” box
  • Search for Persist Campaign Data

What does this container do? It will first look for URL parameters that can be edited. But out of the box, it is looking for anything with utm_source, utm_medium, utm_campaign, utm_term, utm_content, utm_it, gclid. 

This container will store a 2 cookies:

  1. __gtm_campaign_url
  2. __gtm_referrer
  • Click Triggering and select ‘All Pages’ – This will ensure your tag will fire no matter what page a user enters from.

Add a Cookie Variable

We now need to be sure the web tracking cookie we are grabbing is in the correct format.

  • Click Variables
  • Name Variable: cookie-__gtm_campaign_url
  • Variable Type: 1st Party Cookie
  • Cookie Name: __gtm_campaign_url

Check the box: URI-decode cookie

If you preview in debug mode you should now be able to see the cookie set. 

How do you see tracking cookies in Google Chrome? 

  1. Right click on browser window
  2. Choose ‘Inspect’
  3. Choose ‘Inspect’
  4. Choose the Applications tab
  5. Check installed cookies

Add UTM parameters to your form

Now that the cookie is set and working, let’s add the important parts to the form we already created.

  • Click Tags
  • Name the new tag:  utm_form_tracking
  • Tag Type: Custom HTML 
  • Drop in the HTML Script:
<script>
// Parse the Cookie
function getCookie(cname) {
	var name = cname + "=";
	var decodedCookie = decodeURIComponent(document.cookie);
	var ca = decodedCookie.split(';');
	for(var i = 0; i <ca.length; i++) {
		var c = ca[i];
		while (c.charAt(0) == ' ') {
			c = c.substring(1);
		}
		if (c.indexOf(name) == 0) {
			return c.substring(name.length, c.length);
		}
	}
	return "";
}
// Parse the URL inside Cookie
function getParameterByName(name) {
    name = name.replace(/[\[]/, "\\[").replace(/[\]]/, "\\]");
    var regex = new RegExp("[\\?&]" + name + "=([^&#]*)");
    results = regex.exec(getCookie("__gtm_campaign_url"));
    return results === null ? "" : decodeURIComponent(results[1].replace(/\+/g, " "));
}
// Pass the values to hidden field 
document.querySelector("input#input_3_9").value = 
getParameterByName('utm_source');  	document.querySelector("input#input_3_10").value = getParameterByName('utm_medium');  	document.querySelector("input#input_3_8").value = getParameterByName('utm_campaign');  	document.querySelector("input#input_3_11").value = getParameterByName('utm_content');
</script>

Change the JavaScript to match the gravity form field values.

  • Set up a Trigger – This will fire the HTML JavaScript code when the cookie fires
    • Name Trigger: trigger_utm_script
    • Trigger Type: Page View – DOM Ready
    • References to this Trigger: utm_form_tracking 

Test your results

You can change the Field Type to text or not hidden while testing your form. Just be sure to flip it back. 

Here is a handy tool that will allow you to easily add campaign parameters.

Watch the full tutorial video

Limitations to capturing lead source data

A caveat — this solution will work for unique visits. However, since it uses cookies, it doesn’t track accurate visitor data across multiple visits. So, if the person visits your website many times before completing a conversion form, then you’ll only have data from the last cookied visit. 

We’re still cooking up that solution, but we’ll share it when it’s ready. 

We’d love to hear suggestions from the community for solving that problem. Or let us know how you did in the comments.

Original article: Capture Lead Source Data Using Cookies and Google Tag Manager

©2022 The Spot. All Rights Reserved.

The post Capture Lead Source Data Using Cookies and Google Tag Manager appeared first on The Spot.

By |2022-05-01T00:27:00+00:00May 1st, 2022|Categories: Analytics & Reporting, Emails & Forms, 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|

New Pardot Feature: Custom Components for Email Content

The Pardot Winter’ 22 release includes a new way to add content to emails you create using the email content builder in Pardot Lightning. Custom components allow marketers to easily build a library of standardized components users can drag-and-drop into email content builder emails without needing to edit HTML or CSS. 

With this new feature, you can create components for standard areas of emails, such as footers or headers. Or, use it for more complex items, such as displaying upcoming events or gathering prospect feedback. 

You can create your own custom components, or search for components built by third parties in the Salesforce AppExchange. 

Pardot email custom components available now

pardot email content builder

Salesforce Labs already has three custom components available:

  1. Embedded Feedback within Pardot Emails

Add a feedback form component to emails and gather instant feedback from prospects.

  1. Video for Email

Easily embed video thumbnails.

  1. Newsletter Lightning Email Template with Google API 

Create newsletter emails with components for Youtube Webinar and Google Calendar.

Once installed, the component will appear in the email content builder in Pardot Lightning under Custom

Note: You must be a Salesforce administrator or your Salesforce user must have the Download AppExchange Packages permission to install a custom component from the Salesforce AppExchange. 

Configure the custom component

Once you drag and drop a custom component into a Pardot email, you can use the right-hand side to configure the component. 

pardot custom component example

This new feature is available in the Lightning Email Builder for Email Content and Email Templates (Custom Components for Email Templates is part of the Spring ‘22 release). This feature is available for Growth, Plus, Advanced, and Premium Pardot editions.

Custom component availability

It is not yet available in the email template builder, but that should be coming in future releases. This feature is available for Growth, Plus, Advanced, and Premium Pardot editions.

Updating Pardot email content custom components

If a custom component is applied to email content and then that component is updated, the email content will not automatically reflect the changes. To update the email content, you must click Edit in Builder and re-apply the custom component. 

Considerations for multiple Pardot Business Units

If you have multiple Pardot Business Units, be mindful of creating custom components that reference fields, content, or assets that only exist in one business unit. Custom components are a platform asset and are not tied or restricted to a specific business unit. 

Share your experiences

How are you planning on using this new feature in your org? Tell us in the comments!

The post New Pardot Feature: Custom Components for Email Content appeared first on The Spot for Pardot.

By |2021-12-10T17:53:35+00:00December 10th, 2021|Categories: Emails & Forms, New Features, Release Notes, revive|