Dreamforce 2021 Hacks for Busy B2B Marketers

You are likely aware Dreamforce 2021 is streaming live on Salesforce+ September 21-23 if your job has anything to do with Salesforce or Pardot. That’s because the good marketers at Salesforce know how to find you and make sure you come to whatever thing they’re promoting.

Well, it’s all with good intentions. That’s because there’s lots of information Salesforce needs to relay to customers, users, consultants and partners as the platform evolves. 

Dreamforce serves as the annual culmination of that information relay. It’s the place to go to learn more about the direction Salesforce is taking with the platform so you can adjust your own technology strategy. But, like most things in 2021, you’re gonna have to watch it virtually unless you have a golden ticket to this invite-only event.

Attending Dreamforce virtually is creating barriers for me as a busy human person. So, I put on my marketer hat to figure out how I can hack this. 

Here’s the Cliffs Notes version of Dreamforce 2021 for B2B marketers who have other stuff to do.

Major Dreamforce 2021 Announcements

Salesforce always saves their flagship Dreamforce event for sharing major announcements. In 2020, it was the Slack acquisition and Salesforce pandemic response. 

Two big themes dominate Dreamforce 2021: 

We’re all getting used to this digital-first world. Salesforce is creating more educational and inspirational content every day while enabling people to work and learn from anywhere. So making some big Slack announcements and moving all that video content to one hub makes perfect sense.

How to Hack Dreamforce 2021: A B2B Marketer’s Guide

In years of Dreamforce past, in-person attendees could choose from many Pardot-focused sessions to learn about a wide range of Salesforce and business strategy topics. There was even an agenda builder to help attendees sort through all the content. 

Salesforce+ is going to house all of those hours of recorded sessions and video content. And Salesforce is going to broadcast live on the platform, which means most of that video content will be available to everyone after the conference is over.

If you’re like me, then you probably don’t block time to attend entire virtual conferences — let alone three days in a row. Instead, you have the parts you want to see playing on one screen while you’re working in another and you get all stressed out from not giving full attention to either. 

I’m also more of a reader than a watcher when it comes to learning new concepts. So, I’m going to provide the reader’s version of everything marketers should catch at Dreamforce this year by collecting the blogs/articles that give insights into these sessions. Then you can read about the topics that interest you and only tune in for the fun stuff (i.e., Fresh Prince & Foo Fighters!)

Remember to take a relaxing break from Dreamforce 2021 at ParDreamin’ Pond.

Day 1: Tuesday, September 21

Dreamforce Main Show: Welcome to the Trusted Enterprise with Marc Benioff and special guests

The main show is top-secret new content, so you’ll have to tune into that one.

Session Description 

Today, every business has to transform to become a Trusted Enterprise. Join Marc Benioff and special guests to learn how the Slack-First Customer 360 helps businesses of all sizes succeed anywhere.

9:45 a.m. PT / 12:45 p.m. ET

From Idea to Exit: Build a Thriving Business on AppExchange

Here’s an AppExchange-focused Dreamforce preview from Holly Rushton with the lowdown for Salesforce product people. These AppExchange-focused sessions are especially beneficial for B2B SAAS and product marketers.

Session Description 

Trailblazing entrepreneurs share how they landed on a profitable business idea, secrets to scaling, wisdom from the journey, and why they love being part of our partner ecosystem.

12:00 p.m. PT / 3:00 p.m. ET

Welcome to Your Digital HQ

Slack and Salesforce

This session addresses the Salesforce acquisition of Slack that was finalized in July 2021 and builds upon Slack-First Salesforce Customer 360 and Digital HQ concepts. 

You can read more about the Slack Digital HQ concept in this press release from Slack.

Session Description 

Redefining what’s possible in a digital-first world.

12:00 p.m. PT / 3:00 p.m. ET

Grow Moments into Relationships with Slack-First Marketing

Salesforce is introducing the concept of using Slack to manage marketing campaigns and projects. Using integrations, workflows, and channels, marketers can use Slack to feel more connected with the company as a whole and create a more collaborative experience.

You can earn a Slack-First Marketing Trailhead badge to understand this concept.

Session Description 

In relationships, every moment counts. Marketers must be data-focused, AI-savvy, and agile. Learn how Trailblazers have done this, plus get a peek at new Marketing Cloud and Slack innovations.

1:00 p.m. PT / 4:00 p.m. ET

Data and Privacy in a Cookieless Future

first party cookie

This is a big one for marketing operations professionals. MOPs everywhere are rethinking their strategies in response to impending deadlines as most major web browsers drop support for third-party web tracking cookies. 

Martin Kihn, Salesforce SVP, Market Strategy, Marketing Cloud, presented a webinar in June 2021 with the same name as this Dreamforce session. Here’s a blog Kihn wrote that explains the concepts and links to the webinar.

Session Description 

How will changes in cookies, the rise of real-time unified profiles, AI-driven measurement methods, and the privacy imperative impact marketers? Learn how to thrive in the cookieless future.

1:30 p.m. PT / 4:30 p.m. ET

How to Do Sales Prospecting the Right Way

Sales and marketing goes hand-in-hand, which means the best B2B marketers understand the sales process inside and out. Lucky for you, Salesforce has already released a guide on this very topic that you can peruse at your leisure. Here’s the Salesforce Complete Guide to Sales Prospecting.

Session Description

Prospects are the fuel for the sales pipeline. Whether you’re just starting out or an expert hoping to level up, learn how you can turn prospecting into a science.

3:00 p.m. PT / 6:00 p.m. ET

What is RevOps and Why is it Critical to Your Success?

RevOps is one of those buzzwords that’s puzzling marketers who are new to the concept. But it’s one of those areas that brings every division together at a company because they are working toward a shared goal. Diligent B2B marketers should understand this concept so they can contribute in meaningful ways through their marketing efforts. Here is the Salesforce guide to understanding revenue operations.

Session Description

86% percent of executives say revenue operations is important to meet their goals, but just 41% are very confident they understand RevOps. Learn why RevOps is important and how to get started.

5:00 p.m. PT / 8:00 p.m. ET

Day 2: September 22

Explore Slack & Salesforce’s Successful Path to Integration

This particular session is going to be interesting because it explains how Slack and Salesforce teamed up to integrate the two platforms. So, you may want to tune in for this one. 

This session will also serve as a great companion to the concept of Slack-first marketing. Here’s a guide that includes instructions on how to build your Slack-Salesforce integrations to make it all work like magic.

Session Description

Learn how Slack’s business technology developers, in partnership with Salesforce, exponentially sped up the integration of both companies by building innovative solutions on the Slack platform.

9:00 a.m. PT / 12:00 p.m. ET

Getting Back to Growth: B2B Sales Reimagined

We’re all rethinking everything we thought we knew about sales and marketing. Companies on Pardot are already ahead of the curve, but rethinking their sales strategies to meet changing priorities takes some work. Check out this Salesforce guide to reimaging sales strategies and fuel economic growth.

Session Description

In a post-pandemic world, most sales leaders are focused on filling the funnel and getting back to growth. Learn how to reimagine sales strategies in the complex and dynamic world of B2B sales.

9:30 a.m. PT / 12:30 p.m. ET

Time to Digest All That Dreamforce Content 

Hopefully this Dreamforce 2021 guide for B2B marketers proves to be helpful as we all navigate this new way of approaching Salesforce events. 

We’ll have to accept these virtual conferences as the norm until the day comes that gathering in large groups is safe again. And maybe we’ll continue to see these hybrid in-person/virtual conferences so everyone can attend regardless of their location (or comfort level in large crowds). 

Let us know how you feel about Dreamforce 2021 in the comments below.

Wishing B2B marketers got more love at Dreamforce 2021? Well there’s a whole three-day virtual conference coming October 27-29 to fill those gaps. 

Register for ParDreamin’ 2021 so you can fill your head with all the Pardot and B2B marketing knowledge you need to accomplish your professional goals. We promise you’ll meet people like you who do awesome things with marketing automation. 

The post Dreamforce 2021 Hacks for Busy B2B Marketers appeared first on The Spot For Pardot.

By |2021-09-20T16:11:05+00:00September 20th, 2021|Categories: Events, Salesforce News|

Hayley Tuller Named 2020 Merivis Volunteer of the Year

If you’re in the Pardot world, then you likely know someone on the Sercante team. 

Maybe you mastered solutions from reading their blogs. Or learned cool tricks from them during a Trailblazer Community event.

Being generous with our time through volunteer work is a core value at Sercante.

Sercante Solution Engineer, Hayley Tuller, has taken that generosity to a new level. Her volunteer work in the Salesforce community earned her the 2020 Merivis Volunteer of the Year Award.

Merivis Co-Founder and Executive Director Kate Perez presented Hayley with the award during a virtual keynote presentation on May 26 at the 2021 Merivis Summit.

(more…)

By |2021-05-27T15:06:07+00:00May 27th, 2021|Categories: Career, Events, Salesforce News, Sercante News|Tags: , , |

Sercante Receives SI Trailblazer Fund From Salesforce Ventures

Today marks a major milestone for Sercante. We are pleased to announce Sercante is the recipient of the SI Trailblazer fund from Salesforce Ventures, a fund to accelerate the growth of next-generation consulting firms. 

This funding opens new opportunities to amplify our partnership with Pardot and gives us the ability to expand our team across all departments, increase investment in R&D, and continue to grow our international footprint. 

“This additional funding comes at a pivotal time to fuel our accelerated growth plans, deepen our product development efforts with Sercante Labs, and overall support our clients as they navigate digital transformation, Pardot, and Salesforce.”

Andrea Tarrell, CEO & Founder of Sercante

As we look back, when Sercante was a small Pardot-focused blog and a handful of brilliant minds, we never imagined we would be here three short years later. We have now grown to over 40 full-time consultants, developers, designers, and architects spread across the United States, Canada and the United Kingdom to support businesses globally. See Our Journey This Far

Words can’t describe how much we appreciate the awesome people that have chosen to give their time and talents to Sercante, the amazing clients that continue to push this limits of the platform, the team at Salesforce who cultivate a strong ecosystem… and of course, the amazing Pardot community who constantly cheers each other on and has each other’s backs. You all have a part in Sercante’s growth and we know that we would not be receiving this honor without your support over the years. So we want to thank you and let you know that we are as dedicated as ever to making marketing & sales teams are wildly successful on the Salesforce platform. 

Bonus Points – We’re Hiring! 

We’re on a mission to grow. The most important ingredient in that is awesome people. This is an exciting time to join the team and embark on this journey with us as this is just the beginning of plenty more awesomeness to come. We are currently looking for talented individuals to join our team in various roles to help man our ship including Pardot Pros, Salesforce Developers, Copywriters, and Technical Leads. We’re moving really fast and have a pretty unique culture. It’s not for everybody — but for those that fit, it’s a growth opportunity like no other.  So, if you’re a Pardot pro who’s looking for a career shakeup… We’d love to chat.

Open Roles on Our Team

We are currently recruiting for the following roles:

Interested in joining the team, but not quite seeing a role that calls to you? We are also non-specifically hunting for awesome people anywhere we come across them. So… let’s talk. Best way to get in touch is [email protected]

The post Sercante Receives SI Trailblazer Fund From Salesforce Ventures appeared first on The Spot For Pardot.

By |2021-03-23T11:10:00+00:00March 23rd, 2021|Categories: Career, Events|

Sercante Receives SI Trailblazer Fund From Salesforce Ventures

Today marks a major milestone for Sercante. We are pleased to announce Sercante is the recipient of the SI Trailblazer fund from Salesforce Ventures, a fund to accelerate the growth of next-generation consulting firms. 

This funding opens new opportunities to amplify our partnership with Pardot and gives us the ability to expand our team across all departments, increase investment in R&D, and continue to grow our international footprint. 

“This additional funding comes at a pivotal time to fuel our accelerated growth plans, deepen our product development efforts with Sercante Labs, and overall support our clients as they navigate digital transformation, Pardot, and Salesforce.”

Andrea Tarrell, CEO & Founder of Sercante

As we look back, when Sercante was a small Pardot-focused blog and a handful of brilliant minds, we never imagined we would be here three short years later. We have now grown to over 40 full-time consultants, developers, designers, and architects spread across the United States, Canada and the United Kingdom to support businesses globally. See Our Journey This Far

Words can’t describe how much we appreciate the awesome people that have chosen to give their time and talents to Sercante, the amazing clients that continue to push this limits of the platform, the team at Salesforce who cultivate a strong ecosystem… and of course, the amazing Pardot community who constantly cheers each other on and has each other’s backs. You all have a part in Sercante’s growth and we know that we would not be receiving this honor without your support over the years. So we want to thank you and let you know that we are as dedicated as ever to making marketing & sales teams are wildly successful on the Salesforce platform. 

Bonus Points – We’re Hiring! 

We’re on a mission to grow. The most important ingredient in that is awesome people. This is an exciting time to join the team and embark on this journey with us as this is just the beginning of plenty more awesomeness to come. We are currently looking for talented individuals to join our team in various roles to help man our ship including Pardot Pros, Salesforce Developers, Copywriters, and Technical Leads. We’re moving really fast and have a pretty unique culture. It’s not for everybody — but for those that fit, it’s a growth opportunity like no other.  So, if you’re a Pardot pro who’s looking for a career shakeup… We’d love to chat.

Open Roles on Our Team

We are currently recruiting for the following roles:

Interested in joining the team, but not quite seeing a role that calls to you? We are also non-specifically hunting for awesome people anywhere we come across them. So… let’s talk. Best way to get in touch is [email protected]

The post Sercante Receives SI Trailblazer Fund From Salesforce Ventures appeared first on The Spot For Pardot.

By |2021-03-23T11:10:00+00:00March 23rd, 2021|Categories: Career, Events|

ParDreamin’ 2021 Recap

Last week was ParDreamin’ 2020, the first Pardot specific conference ever. The event brought together 3600+ members of the Pardot community from 65 countries for 4 days of content. Day 1 hosted five deep dive paid workshops led by Sercante experts. The free portion of the event took place on days 2 – 4 and comprised over 40 different types of sessions, including keynotes, panels, breakouts and (we believe) the first Pardot demo jam ever. 

It has been a crazy year, but without its unique challenges ParDreamin’ may never have happened. We at Sercante were missing a sense of community and one of the places we often find it is at the Dreamin’ events. We wanted to create a space for those connections and learnings again and end the year in a positive place. After all, it has been a transformative year for digital marketing and there’s always so much more to learn about Pardot. 

One of the best things about ParDreamin’ was how much positivity the speakers brought. In the opening keynote Mike Kostow, SVP and GM of Salesforce Pardot, spoke with Carrie Pena from BuildOn and Gail Moody-Byrd from Noodle.ai about dealing with multiple crises at once and confronting problems that were never considered before. Both highlighted how their companies are using Pardot as a problem solving tool to forge connections that they previously would have made in person and relying on it for sharing information in an efficient and engaging way. They also talked about how Pardot can help bridge the gap between development, sales, and marketing teams, and prevent those groups from working in silos. 

The importance of meeting your customer where they are was another big theme of ParDreamin’ and in the year 2020 we were reminded about the importance of bringing empathy to your marketing. Jill Carpenter reminded us of this during the Marketing’s Role in Digital Transformation Panel when she said, “marketing is empathy for the consumer’s situation matched with whatever your company is offering.” The panel members all talked about how the digital transformation offers new opportunities for marketers to expand the definition and role of marketing across the entire customer lifecycle. 2020 was also a lesson in the importance of breaking out of the mold. It’s very easy to rinse and repeat ideas in digital marketing, but it’s essential to try new things and not be afraid to fail.

Friday’s closing Keynote with Neha Shah, Director, Product Marketing at Salesforce and Meredith Brown, VP Product Management at Salesforce Pardot, discussed ABM and the Power of the platform and included a Fireside Chat with Adam Blitzer, EVP & GM, Salesforce Digital. They all reflected on the things we’ve learned about digital marketing this year that will help us going forward. In Q1 of this year businesses were paralyzed and not taking any chances, and at first there was the concern that would continue into Q2 but the opposite actually ended up happening. Businesses began to realize the potential longevity of the pandemic situation and knew they had to act and act decisively. The result was a huge amount of digital transformation crammed into a very small period of time. With no other way to get in touch with customers, companies had to amp up their digital presence and try new channels and techniques to foster connection. 

As we enter the final stages of the pandemic and look to 2021, it is obvious that while some things will return to normal, other significant changes will be enduring. The myth that people would be unproductive while working from home has been disproven and companies are much more accustomed to it now. Consumer patterns have changed forever which means digital marketing has changed forever as well. This year forced everyone to look at their marketing differently and forced digital transformation to center stage and we think this is just the beginning of our ParDreamin’ conversations.

Check out our most popular breakout sessions:

Benchmark your Pardot database health – Matt Lincoln

A hands-on session where we look at key health metrics of your Pardot database, why they matter and follow along click-by-click to see the performance of your own org.

Video Recording

Deliverability vs. Mailability – Nightclub Guide for Pardot Marketers – Lucy Mazalon

Email deliverability is a universal challenge, or concern at the very least, for all marketers, however, it can become mixed up with another measure: mailability. In this talk, Lucy shares her favorite analogy for explaining the differences between deliverability and mailability: the upscale nightclub.

Video Recording

Leads in Salesforce: And why you may be doing it wrong – Erick Mahle

This session goes over the proper definition for the Leads object in Salesforce, what it’s there for, and discusses how it aligns with Pardot and a Lead Nurturing Process (including Marketing Qualified Leads and Sales Qualified Leads). 

Video Recording

11 Key Insights About the New Pardot Email Builder – Jen Kazin

What is the new Pardot Email Builder? How does it work? This session will teach you powerful and interesting tips that will give users a better experience.

Video Recording

How to Show Marketing’s Influence on Pipeline with Salesforce Campaigns – Ben LaMothe

This session gives an in depth look at campaign naming conventions, member status values, influence reporting in Pardot and Salesforce campaigns, campaign influence models in Salesforce, a demonstration of the Campaigns with Influenced Opportunities report type in Salesforce and a demonstration of how data can be used in a Salesforce dashboard effectively.

Video Recording

Designing Pardot and Salesforce solutions that track ROI off all your online channels – Kristina Alexandra 

This session tackles designing Pardot and Salesforce solutions to make sure you are working as efficiently as possible.

Video Recording

We want to say a final huge thank you to our sponsors, we couldn’t have done it without them! A few of them shared their final thoughts on ParDreamin’:

From Salesforce Pardot:

From Marketing Chats to #wherespardragon to ParDreamin’ together, we are so grateful for our Pardot Community

Special thank you to the ParDreamin’ community for helping raise funds for BuildOn to help build a school. 

From FormAssembly

FormAssembly had a great time interacting with attendees at the ParDreamin’ event! There was an abundance of great sessions to learn from along with an interactive chat area to mingle with others in the field. And we can’t forget our personal favorite – the demo jam! Overall, this event was a great way to virtually connect.

From Workato

The Workato team had a great time meeting other Pardot practitioners and sharing how users can leverage Pardot and other Martech stack to achieve successful metrics. Creating valuable connections and sharing insights with others in this field, is the reason ParDreamin’ is a huge highlight for our team.

In fact, Workato aims to empower marketing professionals to make their lives easier with integrations and workflow automations when using Pardot and the rest of your tech stack.

To allow marketers to enjoy the holidays without facing a backlog of tasks, on December 16th join RevOps leaders as they discuss how they’ve automated manual tasks which helped them stay up to date and prepare themselves to fully enjoy their holidays!

Register to get the secrets on how RevOps leaders are automating their tasks for the holiday here:https://bit.ly/36Q1Zk5 

From LeanData

ParDreamin’ reminded us that common to all B2B companies is the investment of an extraordinary amount of organizational resources – time, energy and money – into creating demand for products, solutions and services. However, in too many instances, go-to-market strategies to connect those buyers to revenue teams unravel into siloed efforts across Marketing, Sales, and Customer Success, leading to ineffective and inefficient processes, and a sub-optimal customer experience. 

Winning in the space requires seamless coordination among all go-to-market functions, and it all starts with leads and the pipeline, the very lifeblood of all revenue operations teams. Holistic lead management strategies require end-to-end processes that include consistent data cleansing and unification, effective campaign execution, timely and accurate data routing, actionable insights and meaningful performance metrics. Fortunately for today’s go-to-market professionals, technology stacks and automated solutions empower revenue teams to deploy customer-centric, customer-first motions and, in turn, drive increased productivity, optimized conversion and reduced time-to-revenue.

Did you attend ParDreamin’ 2020? We want to hear from you! Please take 5 minutes to take our survey to help us improve and deliver even better events to you in the future.

Ready for more Pardot? Sercante is hosting Mini Bootcamp: Pardot Basics Workshop

  • January 18, 2021: 1pm – 5pm ET (US, East Coast)
  • February 1, 2021: 1pm – 5pm GMT (UK)
  • February 15, 2021: 11am – 2pm PM AEDT (APAC)

Learn more at sercante.com/pardot-training/

The post ParDreamin’ 2021 Recap appeared first on The Spot For Pardot.

By |2020-12-18T17:09:34+00:00December 18th, 2020|Categories: Events|

ParDreamin’ Day 3 Recap

Day 3 of ParDreamin’ kicked off today as Pardot’s Product Team dived into the exciting product roadmap for 2021 and beyond (complete with a hilarious introduction music video – sorry if you missed it!). Kyle Skibbe and Prasanna Vijayakumar discussed all of the latest enhancements made available in the recent release, and talked about where the future of marketing automation is headed. There were tons of great sessions and we closed out the day with a really interesting Enterprise panel. 

Session Highlights

How to Show Marketing’s Influence on Pipeline with Salesforce Campaigns

This session highlighted marketing’s influence on the pipeline with Salesforce Campaigns. Ben took time to review campaign naming conventions in Salesforce. He gave an overview of campaign member status values and talked about the importance of them. He showed us how you can view this information on the record and if this person becomes part of an opportunity, how you can see the specific action that helped push them to the opportunity. His advice was to be consistent with status member values. Ben recommends AAkonsult Campaign Status to help standardize campaign status member values. It’s available in the appexchange. We also dove into the differences between the campaign influence models. Listen to the recording for a great Q&A session. 

Key Insights from this session:

  • The importance of campaign naming conventions and member status values and why they matter
  • Campaign planning in Pardot and Salesforce with influence reporting in mind
  • Campaign influence models in Salesforce: What they are, how they work
  • Demonstrate the Campaigns with Influenced Opportunities report type in Salesforce
  • Demonstrate how the data can be used in a Salesforce dashboard to illustrate influence on open and closed opportunities.

View Session Recording

The Recipe for Successful Lead Management

Jay Vira of Lean Data discussed the importance of lead management, from the business costs of poor management to how marketing and leads benefit from a proper lead management strategy. Jay walked attendees through the recipe to successfully manage leads by leveraging the right data, technology, and processes across the revenue engine. Attendees were able to get an inside look of how Pardot and LeanData can power a successful lead management strategy. 

Leads are the lifeblood of every revenue operations team, and they require a purposeful and well-thought out data management strategy to ensure they’re adequately nurtured and proactively engaged to facilitate timely conversion. A holistic B2B lead management strategy involves end-to-end processes across all revenue teams – marketing, sales and customer success – and includes consistent cleansing and unifying data, executing on effective programs, appropriate data routing, accessing actionable insights and analyzing campaign effectiveness. 

Go-to-Market (GTM) motions are deceptively complex, and with most organizations deploying hybrid models that include inbound, outbound and account-based marketing strategies. Supporting this GTM complexity, consistent and actionable data, unified across multiple functions, empowers all stakeholders with comprehensive views of accounts and all their potentially hidden connections. Marketers then tailor programs and campaigns against that data to progressively move leads down the funnel, monitoring engagement activities to fuel relevant follow-up and alignment with selling teams. And, finally, real-time data on the effectiveness of engagement activities drive continuous improvement and increase both speed-to-lead and time-to-revenue. 

View Session Recording

Level Up Challenge: The One with Landing Pages! 

Marcos Duran and Russell Thomas covered some tools and simple lines of code you can apply to your landing pages to help them stand out. Most of these tips require minimal to intermediate HTML/CSS experience and you should be able to apply some of these changes immediately! They cover the basics of a landing page and it’s technical anatomy. They go over cool tools like adding favicons, icons, fonts, and more. Some tools they recommend are: 

  1. Favicons! www.favicon-generator.org/ 
  2. Fonts! https://fonts.google.com and fontawesome.com 
  3. Add to Calendar! https://add.eventable.com/free-add-to-calendar-button
  4. Add custom asterix to required form fields with CodePen! 
  5. Use Javascript to add section titles to a form field with CodePen!

View Session Recording.

From Marketing to Support, Take Your Customers on a Journey Down the Appinium River

This session taught us the REAL way to get and use video data in your Pardot campaigns.

It’s not just about if they watched your content, it’s having the right data to help inform you what journey they should be on. You should be asking yourself why they watched, why they didn’t take action or what type of content they want next.

View Session Recording.

Supercharge Pardot Insights with Datorama

In this session, Ryan DeShazer talked through how Datarama allows data-driven organizations to bring disparate marketing performance data together. Attendees were able to explore an overview of the Datorama platform, its feature set, and how to glean deeper insights from campaign data through cross-channel integration and analysis. From conceptual to practical, attendees got a hands-on review of how to supercharge Pardot efforts with Datorama!

View Session Recording.

Enterprise Panel: 

The Enterprise Panel was hosted by Celine Newsome from Sercante and featured Luke Wotten from Vonage, Lindzee Barrera from Simplot, and Rebecca White from Zoopla. Panelists discussed how they are using tech stack in collaboration with Pardot and Salesforce, their strategies for keeping data clean, using data and the features of Pardot to create meaningful conversations, and how they report on the success of marketing initiatives.

Key Takeaways: 

  • No fluff content – there should always be a WHY behind your marketing.
  • Keep your data clean – lean on your Sales team to help you clean up data that you know is bad, have a standard of how you upload data into a system and enforce things like naming conventions.
  • For meaningful conversations, everything starts with data – it’s so helpful to have segmented data to pull through personalized information to make tailored messages for different audiences.
  • Translate for your audience when reporting on success – if you aren’t talking with other marketing people, make sure you are thoroughly explaining what you are sharing and of course, make sure the ROI is very clear.

View Session Recording.

We are back tomorrow with another full day of sessions! We’re kicking off with an exciting demo jam featuring some of our sponsors, and closing out ParDreamin’ with Adam Blitzer and a fireside chat. If you have not yet registered, don’t worry, we saved you a seat. You can head over to Pardreamin’ website to register and join in on the upcoming sessions as well as access recordings to the past sessions. Don’t miss the final day of ParDreamin’ 2020! 

The post ParDreamin’ Day 3 Recap appeared first on The Spot For Pardot.

By |2020-12-10T23:04:55+00:00December 10th, 2020|Categories: Events|

ParDreamin’ Day 2 Recap

ParDreamin’ sessions kicked off today bringing in over 3,400 people represented across 65 countries. Over the course of the week, we will hear from 58 speakers as they share their Pardot knowledge, telling stories how they utilize the tool to grow their business and keep up with the changes.

Session Highlights

Opening Keynote: Marketers Leading Through Change

Our keynote presenter, Michael Kostow, SVP and general manager of Salesforce Pardot, kicked things off to share how Salesforce is helping customers lead through change by leaning on Salesforce’s core values of Trust, Customer Success, Innovation, and Equality. Carrie Pena, BuildOn, and Gail Moody-Byrd, Noodle.ai, joined Michael Kostow to talk about their journey with Pardot and how it helped lead them through change.

View Recording

Pardot & EDA: Solutioning for Higher Ed

In this session, Michelle Littlefield, 8x Salesforce Certified & Solution Architect, reviewed how Pardot and the Salesforce Data Architecture can work together to bridge the gap between marketing and admissions teams. She discussed strategies for solutioning EDA with Pardot to ensure that segmentation goals can be achieved to establish just-in-time nurturing programs, and how native Pardot tools such as lead scoring and grading can set your recruiting and admissions teams up for greater success and increased yield.

  • Lead Strategy: How to decide which architecture model is right for your institution. When thinking about to using leads & contacts or just contacts only, you need to think about what your volume looks like and what your process looks like.
  • The Opportunity Object, USE IT! Using Opportunity, Application, and Affiliation Objects cohesively can be extremely effective. Why? You can then use this data for segmentation and automation inside of Pardot.
  • Customer Object Integration, consider it. Why? Some of the most valuable information in the recruiting and admissions process lives on the Application object. This data can be used in segmentation, lead scoring & grading, and is likely desired as dynamic content. Pardot cannot see this data without Custom Object Integration.
  • Cohesive Solutioning, Gotta have it. Given the challenges in segmentation, and because we know that Pardot can’t see some valuable information on EDA child object, implement automation around your student lifecycle to ensure your records are always aligned at the Contact level for access in Pardot.
  • View Session Recording

More than Martech: Wall-to-Wall Automation

Sara McNamara, David Kreitter, and Mike Creuzer took us on a technical journey as they explored how integrating teams & tools can increase the impact your team is making and the visibility you are earning across your business.

  • Account Based Marketing. How can we enable easy-to-maintain target account identification in Pardot without a major ABM platform? You might have tools that have native connections that aren’t giving you everything you want, there are ways to dig deeper into the code to connect what you need to give you more powerful ABM data in your platform.
  • “Increase speed to lead” by utilizing tools, like Slack, to send out alerts on contact forms or other activities with all the information from Salesforce. Bonus points, you can accept or deny leads, assign leads, and more in Slack directly by integrating Salesforce directly.
  • View Session Recording

Syncing Salesforce Custom Objects with Pardot

In this session, Dan Umbro, 3x Salesforce Certified & Co-leader of NH Pardot User Group, took a dive into syncing salesforce custom objects with Pardot.

  • Standard Salesforce objects still count as Pardot custom objects.
  • So, Pardot Custom objects are any Salesforce standard object that doesn’t natively connect. Pardot natively connects with Leads, Contacts, Campaigns, Campaign Members, Accounts, Opportunities, Tasks, and Users. Worth mentioning again, not all of those are bi-directional syncs as we discussed previously.
  • Pardot Custom Objects would be considered any true Salesforce Custom Object or any Salesforce Standard Object that isn’t native to Pardot. So, any standard object not listed to the left.
  • View Session Recording

11 Key Insights About the New Pardot Email Builder

Everyone was excited, as Jen Kazin gave attendees an interactive demo of the new Email Builder. Jen reviewed the basics of the builder as well as gave attendees key insights on how to get more out of this impressive, new functionality.

  • Pardot users have been clamoring for a more flexible, drop-and-drag, email editor and Salesforce has responded.
  • The new Lightning email builder rolled out in October and is now available in all Pardot versions. However, you must have Pardot Lightning, Connected Campaigns, and HML enabled to use it.
  • This is the first release of the email builder and it only supports list emails at the moment. It is not available for Engagement Studio, automation rules or Salesforce Engage at the moment. It also does not support snippets, A/B tests, dynamic content, Litmus, or brand styling – yet. It includes some new features like an “Undo” button, sharing across multiple business units, the ability to send the same email multiple times, and a Content Delivery network to efficiently deliver emails at scale.
  • You can use the new Email Builder and traditional builder simultaneously, so it’s definitely worth setting up to get a look at current capabilities and get a look into this new experience.
  • View Session Recording

Full Funnel Marketing

In this session, Auseh Britt, VP of Growth Marketing at Terminus, talked about the importance of focusing on the entire funnel and shared tips and tactics to help create more opportunities, accelerate deal cycles, and maintaining and growing customers.

Closing Keynote: Marketings Role in Digital Transformation Panel

Andrea Tarrell was joined by panelists Natasha Wetten, Liam Taylor and Jill Carpenter to discuss the unique environment marketing teams are living in due to the current climate. Panelists discussed how digital transformation offers new opportunities for marketers to expand the definition and role of marketing across the entire customer lifecycle, offered tips for articulating the importance of marketing’s role, and shouted out some of their favorite tools. It’s important to really understand the role of marketing in your business and in the client’s journey, to ensure you are leveraging your tools to their full capacity and getting the most out of your data.

  • Break out of the mold – it’s very easy to rinse and repeat marketing cycles, but you have to roll up your sleeves, try new things and not be afraid to fail.
  • Do your homework – when trying to get higher-ups to support your marketing initiatives, make sure you’ve done some research and can outline all the potential benefits of the changes you are suggesting.
  • Ownership. Ownership. Ownership.
  • Look at the big picture – As Jill so eloquently said, “Marketing is empathy for the consumer’s situation matched with whatever your company is offering” so remember to look at how marketing touches every part of the customer journey. If it’s not clear to you how marketing touches an area of the customer journey then that’s an area you should be focusing on to figure out how marketing can be infused.
  • When it comes to tools, it’s quality not quantity.
  • View Session Recording

There are still two days jam-packed full of amazing sessions. If you have not yet registered, don’t worry, we saved you a seat. You can head over to Pardreamin’ website to register and join in on the upcoming sessions as well as access recordings to the past sessions.

The post ParDreamin’ Day 2 Recap appeared first on The Spot For Pardot.

By |2020-12-09T22:31:05+00:00December 9th, 2020|Categories: Events|

Announcing ParDreamin’ 2020

A virtual community event focused on all things Pardot

I love the Dreamin’ Events. I’ve met fantastic people, learned a lot, and even have had the honor of presenting at a few. And, like most of you, I am currently distraught at all of the connections and lessons that I’m missing this year. Also like a lot of you, I have been somewhat disappointed at the lack of Pardot content in many of the standard Dreamin’ events.

A few of us at Sercante were wallowing in our self-pity one day when we stopped and thought, “Well, if we can’t meet up face-to-face with people to talk about Pardot, let’s do what the local user groups are doing, but on a bigger scale. Let’s have a worldwide, virtual, Pardot-focused Dreamin’ event!”

And that’s exactly what we’re going to do.

I’m excited to announce the first ever Par-Dreamin’ Virtually-Live Event!

ParDreamin’ 2020
A virtual community event focused on all things Pardot

Event Date: December 9-11, 2020
Audience: Marketing automation pros and Pardot users across the globe.
Session Tracks: All things MarTech! Expect content on Pardot, conversational marketing, analytics, Sales Cloud, career and change management best practices…and more!
Call for Speakers: Now through October 16th! Submit your session today, https://pardreamin.com/call-for-speakers/

Want To Get Involved?

We’re actively looking for speaker submissions. Submissions are open now through October 16th. Do you have a talk you wanted to present at Dreamforce? Did you learn something new in the recent months? Share it with the world! 

Become a sponsor! Join us in creating a great event, and show off your Pardot awesomeness throughout our 3-day virtual event. ParDreamin’ 2020 is a great opportunity for your organization to be represented in front of hundreds of Pardot Admins, Developers, End Users, and Executives from across the United States and beyond. Submit a request today and one of our team members will contact you. 

Be a volunteer! The Salesforce & Pardot community is strong and we can use your help. Contact our team to be a volunteer and help with promotion, planning, and more! 

Get on the list today to catch the latest announcements and be the first to register!

We’re excited for you to join us for this exciting event! Follow along on twitter by following @ParDreamin’ and using the event hashtag #ParDreamin’2020

The post Announcing ParDreamin’ 2020 appeared first on The Spot For Pardot.

By |2020-10-06T19:49:06+00:00October 6th, 2020|Categories: Events|

Learn How Colleges and Universities are Adapting to Digital Change – MarTech for Higher Ed: A Sercante Seminar

The education industry is undergoing one of its most transformational shifts in history, one in which institutions are having to rethink their approach not only to learning (i.e. virtual classrooms and facilitating online education), but also how they navigate recruitment, advancement, and general student affairs. 

Marketing technology is now front and center in higher education as institutions embrace this digital transformation and the opportunities it could bring. In the midst of this monumental shift, we wanted to find a way for higher ed folks to find their people, share ideas, and learn from each other about digital strategies and martech tips & tricks. And so was born the collaborative, virtual event: MarTech for Higher Ed: A Sercante Seminar

The 3-hour seminar is a multi-track, virtual experience that allows you to choose your own adventure by attending the sessions most relevant to your role and institution. From chatbots to Pardot, we’re seeing a big uptick in colleges and universities that want to evolve and personalize the experience across their student lifecycle.

Look out for feature presentations on:

  • Recruiting & Admissions
  • Student Success
  • Online Learning
  • Advancement

Throughout the seminar we’ll be running a virtual Circle of Success room, a collaborative learning space where you can chat with marketing pros about any challenges you’re facing.

The Details

  • When: Tuesday, June 2nd
  • Time: 12pm – 3pm ET, 9am – 12pm PT
  • Cost: Free
  • Speakers: Salesforce, CSU Bakersfield, Worcester Polytechnic Institute, University of Colorado Law School, IMD

Register here

Learn How the Higher Ed Institutions around the World are Accelerating Their Digital Efforts 

Sercante’s Higher Ed Seminar is leading up to Salesforce’s Higher Ed Summit on June 9. The two events together will give you a full-circle view of how institutions are transforming their recruiting, learning, and advancement efforts in this new digital landscape. 

We look forward to seeing you on June 2nd! 

Sign Up Now!

By |2020-05-19T13:59:53+00:00May 19th, 2020|Categories: Events|