Don’t Let Good Leads Go Bad in Salesforce Queues

Many organizations assign Marketing Cloud Account Engagement (Pardot) prospects who are not yet sales ready to a “Cold” leads queue in Salesforce so data syncs and is available for reporting. The problem is that Pardot can’t reassign these leads once they “score up” and many get stuck in the cold leads queue in perpetuity.

In this post, we’ll discuss how leads can be automatically reassigned from the cold leads queue with the help of Salesforce Flow and some Apex code. This solution allows marketing teams to have full-funnel lead reporting in Salesforce without burdening sales with unqualified leads.

To Sync or Not to Sync?

The question of when to sync prospects from Pardot to Salesforce is one that comes up quite often when speaking to my clients. The answers from marketing and sales often differ. And both sides are passionate about it with compelling arguments.

The Marketing Perspective 

I need to show the full impact of my marketing activities and the leads my team is generating. If leads are only synced to Salesforce when they are sales ready, my numbers are going to be understated. That means my budget is going to be questioned — and probably slashed.

The Sales Perspective 

My time is valuable and I’m working on a commission. I don’t want to be distracted by a bunch of junk leads. I need to focus my time and energy on leads who have an interest in what we have to offer. I have a quota to hit!

I’m often pulled into these conversations and asked for my recommendation. Without hesitation, my answer is always the same — it depends. Some organizations need all prospects in Salesforce for reporting purposes and some only want sales ready leads added into Salesforce. Both approaches have merit and are correct based on the needs of the organization.

However, you can have your cake and eat it too! Enter — the cold leads queue.

The Salesforce Cold Leads Queue

My favorite solution to satisfy the needs of my friends in marketing and sales is the introduction of a cold leads queue.

The cold leads queue is the best of both worlds solution. It allows all the Pardot prospects to sync immediately to Salesforce — which allows for accurate lead reporting for marketing while not burdening sales with leads that are not yet ready. The cold leads queue is also a great place for sales teams to find additional leads to call in the event they are running low on MQLs to call.


So What’s the Catch?

Like all good things, there is a catch to using a cold leads queue. By design (and for good reason), Pardot can only assign prospects if they are currently unassigned. Once the prospect is assigned and synced to Salesforce, Pardot can’t change the assignment.

I’m sure you see where I’m going with this. In our case, we would assign a lead that does not meet our MQL criteria to the colds leads queue (in Pardot), so it will sync to Salesforce. This is perfect as the lead is in Salesforce for reporting purposes and is not cluttering the lists views of our sales teams.

But what happens when that prospect interacts with our marketing campaign and “scores up” to meet our MQL criteria? Houston, we have a problem!


Reassigning MQLs from the Salesforce Cold Leads Queue

I’ve seen this many times. Leads get stuck in the cold leads queue and are not reassigned once they hit the MQL threshold.

Why does this happen? Well, there are a few reasons.

  1. People forget that Pardot can’t reassign previously assigned leads and assume that their automation rule is doing the trick!
  2. Since reassignment has to be done in Salesforce, the marketing team does not have the proper permissions to do the job.
  3. Manual reassignment of leads is not a fun or glamorous job that Salesforce Admins look forward to doing.
  4. People just plain forget about leads once they hit the cold leads queue.

So what’s the solution to this issue? I’m glad you asked.

The solution is to use a Salesforce flow and Apex combined to automate it.

Let’s Start With Some Definitions

Apex 

Apex is a strongly typed, object-oriented programming language that allows developers to execute flow and transaction control statements on Salesforce servers in conjunction with calls to the API. Using syntax that looks like Java and acts like database stored procedures, Apex enables developers to add business logic to most system events, including button clicks, related record updates, and Visualforce pages. Apex code can be initiated by Web service requests and from triggers on objects.

Flow 

A flow is an application that can execute logic, interact with the Salesforce database, call Apex classes, and collect data from users. You can build flows by using Flow Builder.

*Definitiations from the Salesforce Glossary

The Big Reveal

I know I talked about having your cake and eating too at the beginning of this post. Well, it’s time for cake! The trick to using cold lead queues effectively is automating the process of “promoting” leads from the queue and into the hands of your sales team — and here’s how you do it.

  • Step 1 – Determine the criteria that should trigger the reassignment of leads that are in the cold leads queue. This could be a Pardot score crossing a threshold or the change in a custom field value.
  • Step 2 – Review your Lead Assignment Rules (Salesforce) for accuracy and make and needed updates.
  • Step 3 – Create an Apex class to call your lead assignment rules from Salesforce — in sandbox. This is an invocable process and can be called by flow. Below is an example of how this code could look.

  • Step 4 – Create a test class to ensure code coverage. You’ll need to have 75% code coverage in sandbox before your code can be pushed to production.
  • Step 5 – Create a record triggered-flow based on your MQL criteria. As an example, your flow could be triggered when a lead us updated and their Pardot score exceeds 150 points.

When creating your flow, it’s important that you include an asynchronous path. This will ensure that the flow runs after the changes to the lead record (that triggered the flow) are complete.

The rest of the flow is pretty basic and will look something like this.

  • Step 6 – Test and validate. Test your flow first using Debug to make sure it’s being triggered when your lead score is changed to exceed the target score. Once verified, activate the flow in sandbox and test on some actual leads.
  • Step 7 – After validating your flow in sandbox, create your outbound changeset. In production, validate your inbound change set (since this change set does include Apex code,  be sure to run all local tests). Deploy once validated.
  • Step 8 – Activate your flow and relax — knowing that no good leads are going to go bad in your cold lead queue!

Get Those Lead to Sales!

This post provided a high-level overview of how to automate the reassignment of leads from your cold leads queue. This is a common problem and addressing it is a great way to get some great leads into the hands of your sales team immediately.

If you need a hand setting up the actual process, contact us with your questions.

Original article: Don’t Let Good Leads Go Bad in Salesforce Queues

©2022 The Spot. All Rights Reserved.

The post Don’t Let Good Leads Go Bad in Salesforce Queues appeared first on The Spot.

By |2022-11-01T17:49:38+00:00October 25th, 2022|Categories: Marketing Automations, Pro Tips, revive, Strategy|

Pardot Scoring & Grading Lab

As inbound marketing efforts continue to grow across industries, marketers are having to come up with new ways to qualify the best of these new leads. Once they’ve been qualified by marketing, the next challenge is making sure the sales team gets the lead at the right time in their journey to capitalize on their interest. 

With Marketing Cloud Account Engagement (Pardot) you can use prospect scoring and grading together to surface the most relevant leads. Combined with the automation tools built into the platform, you can save time by automatically qualifying leads and routing them to the appropriate sales person or team. 

In this blog, we’ll discuss how these two systems work together and the best ways to automate your approach.

Pardot Prospect Grading

Prospect grading takes place once you have set up your company’s ideal customer profile (ICP) and have a set of factors to evaluate a new prospect on. The best ICP’s are made up of quantifiable data, like number of employees, industry, job title and location. 

Once you have determined your criteria, you can provide the information to Pardot, and the system will automatically apply a letter grade (A-F) to prospects as new data is collected. 

To learn more about setting this up, check out Pardot Grading 101

For now, let’s take a look at some of the common criteria that marketers use to grade their prospects:

 

  • Location – If your organization uses geography to prioritize leads, you can adjust a prospect grade based on what location they provide.
  • Industry – Market and sell only to the industries that your business is targeting.
  • Job Title – Be sure you’re reaching the influencers and decision makers at an organization.
  • Company Size – Be Goldilocks and only reach out to the companies that are just right for you.

     

Try it out for yourself!

Not sure how prospect grading works in the real world? Here’s a chance for you to see how this functionality might work in your own organization.

Tell Us About Your Ideal Lead:

What sized companies do you target?



What industry do you typically target?



What department do you sell to?



Who are you typically targeting?





Joe is new inbound lead

D+

Pardot Prospect Scoring

You can use the Pardot prospect score in conjunction with the prospect grade to make sure only the best leads are being passed on to the sales team as qualified. Lead scores are a numerical value that can help you determine how interested a prospect is in working with your company. 

With prospect scoring, you assign points to the actions you decide are the most important. These points are totaled up and displayed as the prospect score and helps you determine how engaged a prospect has been with your marketing materials.

Let’s take a look at some of the actions you could use to influence a prospect score:

  • Page Views – Increase a prospect score with every page visit on your website.
  • Form Submission/Landing Page Success – Add points if a prospect fills out an important form on your website or landing page.
  • File Access – Adjust a score based on a prospect downloading an important file. 
  • Email Clicks – Good interaction with your email content may be an important indicator of how interested a prospect is in your offerings.

Let’s see it in action

I mentioned earlier that using prospect scoring and grading together can help to only qualify the best leads and send them to the sales team. Using these two tools can give you a better understanding of the prospects you’re working with and how to market to them appropriately. 

Check out each of the leads below to learn more about how their score and grade impact marketing efforts.

Roy

Roy is a great fit for your product or service, but either hasn’t had time to do any research, or doesn’t know that your product exists yet. This lack of activity is why he has a high grade, but a low score.

Recommended Action: Call him or place him on a nurturing campaign.

Ryan

Ryan is a student interested in an internship with your company. All of his activity on your site (like browsing your careers page) has given him a great score, but since he is not going to purchase, he receives a low grade.

Recommended Action: Do not assign Ryan to a sales rep.

Katie

Katie is enthusiastic about your company, but may not be the best fit for your product. This gives her a decent score, but moderate grade.

Recommended Action: Nurture Katie with a drip campaign to conserve resources.

Renee

Renee is a great lead who has been working with your sales team for a while. She has done her research, has a lot of interest in your product, and fits your ideal profile. This gives her a great grade and terrific score.

Recommended Action: Send Renee pricing and bottom-of-funnel resources.

Better Together: Pardot Prospect Scoring and Grading

Prospect scoring and grading can work fine separately, but I think they work best when used together as seen in the example above. 

With automation rules, you’re able to tell Pardot to send prospects to the appropriate sales representative and add them to lists or engagement studio programs when they reach the right combination of score and grade. This helps to ensure only the best leads are being sent to the sales team, and that you’re sending the right information to the right prospects at their stage of the buying cycle.

Don’t be afraid to subtract points or letter grades for bad matches, either! You can use page actions to subtract points from a prospects score if they (for example) visit your careers page. You’re also able to set up grading to lower a prospects letter grade if they’re the exact opposite of your ideal customer profile. 

Let me know in the comments if you’ve got more questions about these two tools, or reach out to us for help with your own prospect scoring and grading strategy.

Original article: Pardot Scoring & Grading Lab

©2022 The Spot. All Rights Reserved.

The post Pardot Scoring & Grading Lab appeared first on The Spot.

By |2022-09-29T14:30:58+00:00September 29th, 2022|Categories: Marketing Automations, Pro Tips, revive, Strategy|

Automation Facelift: Migrate Workflow Rules and Process Builder to Salesforce Flow

With Salesforce moving to Flow as its go to low-code automation tool, and Workflow Rules and Process Builder planned for retirement, it’s a good idea to migrate your existing automations to Flow. Here are best practices to get started on this process BEFORE you begin migrating.

Reviewing Your Current Automation Stack

Depending on how old your org is, it may have a lot of legacy configurations from old or obsolete business processes that don’t mean anything for your organization today. Do you really need to bring all of that technical debt along in your migration process? Or would you rather have an opportunity for a fresh start with your automations?

Before jumping in and migrating all of your current automations, this is a good opportunity to develop a migration strategy so that the changes being made now will meet the current and future needs of your organization. 

Develop a Salesforce Flow Migration Strategy

STEP 1: Audit your current workflow rules and process builders

First, inventory your list of workflow rules and process builders and perform an analysis. Here is a template you can use for your audit (click File > Make a copy).

When looking at your current automation, consider the following questions:

  • Which automations are active?
  • What automations are still relevant?
  • How many automations are there per object?
  • How complex is each automation?
  • Can any automations be combined?
  • Which automations make updates to the same record that triggered it?

STEP 2: Decide Which Automations to Migrate

After completing the audit, you will have a better idea of the automations in your org, which are still relevant and need to be migrated, and which can be decommissioned. 

This is also a great time to decide on which you will consolidate. Candidates for consolidation are:

  • Automations on the same object with the same trigger criteria. For example if you have 3 workflow rules that trigger from a Lead Status change, these may be a good candidate for combining into a single flow.
  • Automations that include field updates on the triggering record.
  • Automations that have similar components that could be combined into a subflow that’s called from each flow.

STEP 3: Prioritize Your Migration Plan

As you assess the automations in your org, you will become aware of those that are critical vs nice to have, and which can be combined into a single well performing flow. Use this understanding to prioritize the workflow rules and process builders you want to tackle first.

STEP 4: Get Familiar with Salesforce Flow

If you’re not familiar with Flow, and the types of flows available, this should be your next step before jumping in, to help make informed decisions about your flow strategy.

There are many resources available to help you get started.

You can check out my recent blog post for more information and links to a few great resources. Or this one from Mike Morris that outlines a process to manage Salesforce campaign activation with Flow.

STEP 5: Decide on a Flow Strategy

Ok so you know what workflow rules and processes need to be migrated and which to tackle first. So how are you going to actually migrate them? 

Salesforce Migrate to Flow Tool
  • Salesforce provides a Migrate to Flow Tool to help with the process of migrating current Workflow Rules and Process Builder to flow.
    • Support for migrating Workflow Rules is generally available as of Summer ’22.
    • Support for migrating Process Builder is coming and estimated early 2023.
  • The tool is very easy to use and does pretty much all of the lift in the migration process, creating the flow with start criteria and each action, and even makes it easy for you to deactivate the old and active the new.
  • One consideration is that the current version of the tool will migrate each workflow rule into its own flow. So if you have 20 workflow rules and use the tool to migrate you will end up with 20 flows. Will this work for your org?
Third-Party Migration Tools
  • The UnofficialSF site has a tool called ConvertToFlow v2 that can be used to convert Workflow Rules and Process Builder. I personally have not used it but it has been recommended in the community.
Building Flows Manually

If you have identified automations that can be combined, or are migrating process builders, you will no doubt build some flows. Before clicking that New Flow button, decide on:

  • Will this be a ‘Before Save’ vs ‘After Save’ record-triggered Flow?
    • Will the flow make an update on the same record that triggered the flow? If yes then a Before Save flow may be the best fit for better performance.
    • Will this flow be invoking an action or creating/updating related records? Then you will want to create an After Save flow.
  • Is there an existing flow with the same entry conditions? Can it be updated to include the logic you are currently migrating?
  • Is there an existing flow that has the same components involved? Can those components be converted into a subflow to be used in each of the flows?

Step 5: Build your Flow(s)!

Now that you have completed all of this awesome prep work, you are ready to roll up your sleeves and get building!

Questions about using Salesforce Flow? 

Let us know how you’re using Salesforce Flow in the comments section, or reach out to us with any questions.

We’re here to help!

Original article: Automation Facelift: Migrate Workflow Rules and Process Builder to Salesforce Flow

©2022 The Spot. All Rights Reserved.

The post Automation Facelift: Migrate Workflow Rules and Process Builder to Salesforce Flow appeared first on The Spot.

By |2022-08-06T00:16:00+00:00August 6th, 2022|Categories: Marketing Automations, Pro Tips, revive, Strategy|

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|

Hands On: How to Build a Pardot Email Engagement Dashboard in Salesforce

Do you have connected campaigns with Pardot and would like to see email engagement data in one place? In this blog, we are able to see how easy it is to build a Pardot Email Engagement in Salesforce

Reasons for a marketing email dashboard in Salesforce:

  • Your team does not have access to B2BMA or Analytics Studio.
  • You need more transparency and shareability cross-departmentally
  • You’re looking for an easy solution.

Prerequisites:

Building the Report in Salesforce

  • Click: Campaigns > Campaigns with List Emails
    • The report will pull up both list and automated (Engagement Studio) emails
    • If you don’t see the data, you may check with your Salesforce admin on the settings

Filters Settings on the Report

  • Show me > All Campaigns
  • Create Date > All Time
  • Subject > does not contain proof
  • Total sent > greater than 0

Outline Setting on the Report

  • Group Rows by Scheduled Date and Type
  • Select the Columns of your choice
  • For the Rates and Ratio – Select Average

Building a dashboard

  • Use the “Campaigns with List Email Report” as the basis the dashboard components
  • You may use metric chart for the headers
  • Set colors to express performance satisfaction
  • Use Line Chart for Open and CTR%
  • Stacked Vertical Bar Chart for Email Record Count
  • Vertical Bar Chart for Custom Campaigns field metric

Original content from Karla Vince. Watch more sessions like hers at this year’s MarDreamin’, a conference for marketers on Salesforce.

Original article: Hands On: How to Build a Pardot Email Engagement Dashboard in Salesforce

©2022 The Spot. All Rights Reserved.

The post Hands On: How to Build a Pardot Email Engagement Dashboard in Salesforce appeared first on The Spot.

By |2022-07-05T16:43:31+00:00July 5th, 2022|Categories: Getting Started, Marketing Automations, revive|

Personalization with Pardot & Interaction Studio

We usually find common asks for customers to further personalize Pardot emails, specific account-based messaging on their website, and where sales reps can take the next step to drive the conversation. 

Interaction Studio helps answer all the queries with its account-based website experience, Next Best Action and Content Recommendations, and personalization of marketing content.

Common customer concerns and asks

Customers often come to us with these concerns

  • We want to personalize Pardot emails further 
  • We want specific account-based messaging on our website
  • Our content is out of date on occasion by the time the email is opened
  • How can we align the experience of those who are still unknown to us?
  • Our sales reps often don’t know where to drive the conversation next

And statics say that today’s buyers expect account-centric personalization

  • 87% of marketers that measure ROI say that ABM outperforms every other marketing investment
  • 37% of marketers claim creating content and personalized is their biggest ABM challenge

How Interaction Studio help solve the problem

  1. Account-Based Website Experience – Automatically tailor website for top accounts and buyers based on in-depth behavioral insights and accounts profiles
  2. Provide Next Best Action & Content Recommendations – Surface the optimal next step to engage prospects and guide them through the conversion funnel
  3. Personalize Marketing Content – Present dynamic emails, forms and landing pages

Account-Based Website Experience

With interaction studio, you can engage and convert qualified prospects with more relevant experiences. By starting reverse IP lookup, you’ll be able to understand customers from specific target accounts even if they’re unknown to you. From this, it can be used to create dynamic content for targeted offers on your website that can be available anywhere using a responsive design. The account intent data is tied directly to the account record which means all your account-based marketing tools can be plugged in. In addition, it’s also connected with the leading contact record inside salescloud and servicecloud.

Account-Based Website Experience

With interaction studio, you can engage and convert qualified prospects with more relevant experiences. By starting reverse IP lookup, you’ll be able to understand customers from specific target accounts even if they’re unknown to you. From this, it can be used to create dynamic content for targeted offers on your website that can be available anywhere using a responsive design. The account intent data is tied directly to the account record which means all your account-based marketing tools can be plugged in. In addition, it’s also connected with the leading contact record inside Salescloud and Servicecloud.

Next Best Action & Content Recommendations 

Interaction Studio can provide specific calls to action with a heavy focus on the buying persona and the stage of the buyer’s journey. This approach leads us more to drive higher conversion. Furthermore, the sales reps are going to be able to leverage these content recommendations and enable them to execute them.

Personalize Marketing Content

Using Interaction Studio enables the creation of dynamic emails for multiple audiences. The automation enables a decision at a time when users email open or when a website is pulled up to be able to choose what content to display. The unique content for each segment makes use of increasing engagement leading to conversions.

What content to choose and display within emails?

Whether your questions would be – what to offer? Or what content? Or Are they saturated? What should I  do? All of these queries are answered by Einstein inside Interaction Studio with its customer priority, eligibility, and saturation.

How the engagement studio differs?

Interaction Studio Engagement Studio
Customer centric Brand centric
Reactive and real-time personalization Proactively drive customers to engage
Seemless transition of Next Best Offers to Sales Reps Deep Sales Visibility
Decision engine for orchestration Deploy a single journey
Behavioral reporting Revenue Based Campaign Reporting
Uknown and known consumers Known prospects and customers

Conclusion

As we learned, Interactive Studio has strong capabilities of driving account-based website experiences tailored to the unique segment. It can also provide the Next Best Action and content recommendations with a heavy focus on the buying persona, and the personalization of marketing content is integrated seamlessly.

Content originally from Grace Izard and Michael Roberts

Original article: Personalization with Pardot & Interaction Studio

©2022 The Spot. All Rights Reserved.

The post Personalization with Pardot & Interaction Studio appeared first on The Spot.

By |2022-06-08T20:17:14+00:00June 8th, 2022|Categories: Engagement Studio, Getting Started, Marketing Automations, revive|

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|

4 Things to Clean in Marketing Cloud Account Engagement (Pardot) for Faster Processing Times

Nothing is more frustrating than when you experience a slowdown in your Marketing Cloud Account Engagement (Pardot) org. 

I just need this one Dynamic List to run, why is it taking so long!?! 

These slow downs are frustrating. But they’re typically a sign that you need to archive old, continuously running, processes and/or optimize how you are using the platform. 

The following best practices will help keep your Pardot org running efficiently. Many of these strategies are going to be more relevant to large orgs with 1 million+ prospects. But this information can be used to help increase processing times in Pardot orgs of any size.

1. Clean your Dynamic Lists

Dynamic lists are constantly running, matching and unmatching prospects as they fit or do not fit criteria. Old Dynamic Lists that are no longer matching prospects, or Dynamic Lists that are not actively being used can be a big strain on your system. 

Salesforce recommends a limit of 1,000 Dynamic Lists per Pardot org. Also, if you have millions of Prospects, consider reviewing Dynamic Lists matching over 5 million prospects to see if these lists can be broken into smaller pieces. 

I like to CSV export my Dynamic Lists so I can sort them by Updated Date and look at the oldest ones first. You can also sort by number of Prospects to tackle your biggest Dynamic Lists.

2. Check those Automation Rules

To keep things running smoothly, limit your automation rules to 5 million actions per day. This is a lot more than I see most Pardot orgs needing or using, but it doesn’t hurt to review your repeating automation rules and ensure the “Repeat Rule” settings are set appropriately to your needs. 

I also recommend reviewing which Automation Rules are set to run in real time. Although Pardot can handle this, it is still not recommended to use this for every rule. I find most of the time a Real Time Automation Rule can instead be replaced by a Completion Action. 

3. Only keep the best Prospects

The more Prospects you have in your Pardot Org, the more processing your org needs to do. Cleaning up unwanted or unneeded Prospects is a great way to cut down the number of processing requests quickly and our Junk Data in Your Pardot Org and 7 Ways to Clean Your Mailable List in Pardot blog posts have some great tips on how to do so. 

Dynamic Lists and Automation Rules are also going to look at every Prospect in your org to see if they match criteria. If you can’t cut down on the number of Prospects in your org, consider adding criteria that will exclude Prospects from recurring automations. 

For example, if I am creating a dynamic list for an email send, I don’t have to include the criteria “Prospect email status isn’t Opted Out” because any Prospects who have Opted Out won’t be sent the email anyway. However, including this in my Dynamic List criteria means Pardot can rule out that chunk of Prospects and process by request faster. 

If you exclude the same set of Prospects from most of your emails and/or automations, consider creating a “Master Suppression List” that can easily be referenced. 

4. Optimize your Engagement Studio Programs (ESPs)

Spread out your wait steps

ESPs can perform a ton of actions on a ton of prospects. Keep in mind that an ESP performs an action per node per prospect. For example, if my ESP starts with 

  1. Send Email
  2. Apply Tag
  3. Check if Grade is B- or above

And I’m sending 5,000 Prospects through this ESP, that is 15,000 processing requests right off the bat. Wait steps can be used to space out the amount of processing one ESP needs to do per day. 

For example, going from this:

To this:

There are still 7 days between the 1st and 2nd email sends, but the processing requests are spread out over the wait period rather than happening all at once. 

Use Complex Rules

Complex Rules are another great way to streamline your ESPs. Rather than have multiple Rule nodes

Combine your rules into one Complex Rule node to simplify your ESP.

Consolidate Branches

Consolidating ESP branches is another great way to cut down on the number of nodes an ESP has and therefore the number of requests it has to process. I find a lot of times users forget that ESPs can branch out, then back in, then back out again etc. When you don’t consolidate branches, your ESP will get very wide and updating them can be a big headache. 

For example, moving from this:

To this:

A little Pardot org cleanup goes a long way

These are just some of the strategies you can employ to keep your Pardot org running smoothly, especially if you have a large org that is tackling numerous processes everyday. 

Regularly auditing your org and Pardot processes is not only going to improve processing times, but it will make the system easier to use overall. 

What other tactics do you use to keep your org clean? Tell us in the comments!

Original article: 4 Things to Clean in Marketing Cloud Account Engagement (Pardot) for Faster Processing Times

©2022 The Spot. All Rights Reserved.

The post 4 Things to Clean in Marketing Cloud Account Engagement (Pardot) for Faster Processing Times appeared first on The Spot.

By |2022-05-10T14:54:08+00:00May 10th, 2022|Categories: Engagement Studio, Getting Started, Marketing Automations, revive, Setup & Admin|

How to Manage Salesforce Campaign Activation with a Simple Flow

Twice in the span of less than a week, two different clients had questions or issues related to Salesforce campaign activation. I had my fair share of questions and assumptions about that little checkbox when I was in a marketing role and it seems like I’m not the only one. 

With the help of a very simple Salesforce flow (that we’ll build in this post), we can automate the Salesforce campaign activation (and deactivation) process for Marketing Cloud Account Engagement (formerly Pardot), and let the marketing folks get back to marketing!

What does that “active” checkbox even do?

When creating a Salesforce campaign, we’ve all robotically checked that standard “Active” checkbox and never given it a second thought (because that’s what we were told to do). Well, for every good marketer who “checks the box,” there are plenty who don’t — and it does matter. 

Campaign activation implications in Marketing Cloud Account Engagement (Pardot) 

Just about all MCAE (Pardot) assets REQUIRE a campaign to be selected upon creation including: 

  • Custom redirects
  • Emails
  • Forms
  • Form handlers

When the Active box is checked, you’ll be able to see your campaign and correctly associate it with your MCAE (Pardot) asset. If it’s not checked, then you are out of luck!

Additionally, imports into MCAE (Pardot) also require a campaign and play by the same rules. And completion actions? You guessed it. Only active campaigns can be selected and used.

Campaign deactivation implications in Marketing Cloud Account Engagement (Pardot) 

Scrolling through long lists of campaigns in MCAE (Pardot) is not one of my favorite things. Deactivating campaigns helps by limiting visibility and shortening lists.

However, deactivating a campaign will NOT remove associations to assets that were made when the campaign was active.

If there’s an Add to CRM Campaign completion action set, it will continue to add members after the campaign has been deactivated. However, you will not be able to create new completion actions that reference the deactivated campaign.

I thought that box was automatically checked

I’ve been there too! Seems like a logical assumption. 

If you’re going to ask me for the campaign start date and end date, then why the hell don’t you put it to use! 

We’re going to do just that with a simple flow.

Enter Salesforce Flows

For MCAE (Pardot) Admins, think of Flow Builder as the Salesforce equivalent of Engagement Studio. With Flow Builder, just about anything in Salesforce can be automated using a graphical user interface and no code. 

For Salesforce Admins, you should be getting comfortable with flow as Salesforce is retiring Workflow Rules and Process Builder at the end of 2022.

Let’s build our Flow to automate Salesforce campaign activation

Prerequisite Requirements 

Before we start building, we need to ensure that we have all the necessary data to power the flow. Take a moment to look at your campaign page layout and make sure the following fields are present and required. 

  • Start Date (Make required)
  • End Date (Make required)

We recommend you build and test your flow in a Sandbox environment. After testing and validation, deploy to production.

Step 1: Create a new Salesforce Flow 

We will be using a Record-Triggered Flow for this use case. The flow will launch when a record is created, updated, or deleted.


Step 2: Configure start 

In this step, you’ll be selecting the object and configuring the trigger. We’ll be using the Campaign object in this example and we’ll be triggering the flow when a record is created. 

We won’t be adding any entry conditions, but you might want to based on how your organization is set up. For example, you could set the Flow to only trigger for marketing record types.


Step 3: Configure the immediate path

We’ll be using two paths in this flow. We’re going to address the first path in this step and we’ll tackle the second path later.

The first path will run immediately (hence the “Run Immediately”) label. All we need this path to do is check the active box once our campaign is created. 

To do this, we’ll be using the Update Records element. Add this by clicking the + sign under the Run Immediately label and selecting Update Records.

You’ll then want to add a descriptive label and set the field values. In this case, a good label is “Set Active to True.” 

The field that we’ll be updating is the IsActive field. Since this is a checkbox, we’ll be using the $GlobalConstant.True to “check the box.”

Step 4: Configure the second path

To add a second path to your flow, select the “Add Scheduled Paths” option. If you don’t see this, you’ll need to click on the “Start” trigger to open the editing section.

After adding the scheduled path, we’ll need to configure it. Below are the key elements:

  • Path Label – Name/description of the path
  • Time Source – The time element that will trigger the path
  • Offset Number – The length of the delay
  • Offset Option – Specify the measure of time (minutes, hours, or days) and if the path should activate before or after the Time Source

In this example, the scheduled path will run one day after the campaign end date. If you would prefer to have your campaigns visible for a longer period of time, you can increase the Offset Number.

After configuring our scheduled path, we’ll need to add another Update Records element. This will look very familiar from the Run Immediately path. The only difference is that we will be using the $GlobalConstant.False value to uncheck the Active box.


Step 5: Save, Activate and Test

Your flow should look like the image below at this point. 

If you are anything like me, you don’t want to sit around waiting days to see if your flow works as expected. To speed up your testing, simply update the setting in your scheduled path. 

You can set the Time Source to Campaign: Created Date, Offset Number to 5, and Offset Options to Minutes After. With this configuration, your campaign will be deactivated 5 minutes after it’s created.

You can test your flow by creating a campaign (be sure the flow has been saved and activated), verifying that the Active box has been checked, and then checking the campaign again in 5 minutes to confirm that the Active box has been unchecked.

Once your testing is complete, don’t forget to update your scheduled path options back to the original settings.

Step 6: Deploy to Production

Once your flow has been tested, deploy to production using a change set, and sit back and relax! 

Full Salesforce campaign management

The flow we built today was very basic and served a single purpose — to automate the activation of campaigns. However, it does not need to end there. 

This flow can be enhanced to automatically update campaigns to “Completed” when they end and to send reminder emails to the campaign owner if they fail to enter the Actual Cost in Campaign.

Automate your Salesforce campaigns with Flow 

Campaign management does not need to be manual. And it’s an essential piece when reporting on your efforts as a marketer. With the help of a simple Salesforce Flow, automation can be used to simplify the process and make things easier for your marketing team. 

If you have questions about the simple flow detailed in this post or would like to look under the hood of the full campaign management solution, drop us a note in the comments section or reach out to the team at Sercante.

Original article: How to Manage Salesforce Campaign Activation with a Simple Flow

©2022 The Spot. All Rights Reserved.

The post How to Manage Salesforce Campaign Activation with a Simple Flow appeared first on The Spot.

By |2022-04-20T17:31:05+00:00April 20th, 2022|Categories: Analytics & Reporting, Marketing Automations, Pro Tips, revive, Strategy|

Use “Clone with Related” to Templatize Pardot Campaigns

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

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

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

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

What can be cloned?

When cloning a Salesforce campaign, you can also clone:

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

These are the options within a Salesforce campaign:

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

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

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

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

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

What isn’t cloned?

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

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

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

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

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

So, does this help with Multiple Pardot Business Units

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

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

Well, then why is this a big deal?

This functionality can be used to templatize your campaigns. 

For instance, if for every webinar users need to: 

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

How the feature templatizes your campaigns

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

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

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

Not groundbreaking, but helpful nonetheless 

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

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

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

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