Get On Board with the New Pardot and Slack Integration (Beta)

Included in the Salesforce Winter ‘22 release is a beta feature that highlights the beginning of an integration between Pardot and Slack.

Salesforce officially acquired Slack on July 21, 2021, and the company is already looking to push out new features to integrate Slack with your Salesforce instance. The newest announcement regarding the integration between the two systems went into detail about how every company should have a digital headquarters and what features will soon be available.

Here is what you need to know so you can understand how Slack will work with Pardot.

Connecting Pardot with your company Slack workspace

What does the beta service include?

This beta feature allows your marketing and sales teams to receive updates in their Slack workspace when a prospect engages with your marketing assets. Through a completion action on your marketing asset, a new post will be shared within your Slack workspace informing your team of what asset the prospect interacted with and their basic contact information. When setting up the completion action, you are able to select which Slack channel you want your team to receive the notification.

Push notifications from Pardot to Slack via Pardot completion action

How do I enable the Pardot and Slack integration?

Before enabling the Pardot Slack connector, you will need to create a Slack app that will be installed in your Slack workspace so you can connect Slack to Pardot. If you are like me and have never heard of a Slack app, that’s fine! A Slack app should be created when you need to use Slack APIs to connect your workspace with a third-party service through an integration.

It’s recommended to create an app from an app manifest when setting up the basic Slack app, but it is possible to create your own. The Salesforce documentation for this integration includes JSON code for you to use in the manifest file. 

Slack provides an easy-to-navigate article that helps you create your Slack app for whichever Slack workspace you want to integrate with Pardot. By following the steps shown through the “Create a new Slack app” button, you will be able to create your own app within a couple of minutes.

Pardot Slack Integration basic app setup

Once your app is created, you will have to install it in your Slack workspace. This is so the Pardot and Slack integration is connected and ready to be used. Finally, you will have to generate a token and scope through your Slack app to add your workspace to the Slack connector in Pardot.

Enable the Pardot Slack Connector

Now that we have everything set up on the Slack side of the integration, you should navigate to your Pardot settings through the Pardot Lightning App to enable the Pardot Slack connector. Once you have enabled this setting, Slack will be available as a Connector through your connector settings through the Pardot Settings tab.

Enable the Pardot Slack Connector
Pardot Slack Integration create connector

When you choose the Slack connector, you will be prompted to add a Slack workspace to integrate with Pardot. To connect to your workspace, you will have to use the bot token provided when you generated the token and scopes for your Slack app. Once your workspace is added to the Slack connector, you can then choose up to 10 channels from that workspace to connect to Pardot. 

You will need to copy the channel links in order to set them up through the connector. You can find these by right clicking on the designated channel within your Slack workspace.

Configure Slack Notification Completion Actions in Pardot

Now that you have your Slack workspace and channel(s) set up through the Slack connector in Pardot, you can use the “notify Slack channel” Completion Action on your marketing assets. When setting up your completion action, you are able to select which channel you want to post to as well as customize the message that is posted in the Slack channel. With each post, Pardot will also include the following fields for the prospect so your teams can easily identify them in Pardot:

  • Name
  • Job Title
  • Company
  • Email
  • Phone

These fields will show as blank values if they are not populated for the prospect who has completed the particular action you have set up.

Pardot Slack Integration sample message

Upcoming Features

Salesforce announced Slack-First Marketing in mid-September and emphasized how the initiative will enable marketing teams to be able to collaborate through a shared digital workspace in Slack. 

Pardot Automation for Slack is the newest feature available for Pardot users to integrate with Slack. Although there is not much information on this new feature yet, we know it is expected to be available with the Spring ‘22 release and provides a shared view of your customer in Slack while streamlining notifications for the sales department.

Important things to know

Here are a few considerations you should keep in mind when you enable the Slack integration in Pardot.

  • You will need to work with your Slack workspace admin to create an app for the workspace you want to integrate with Pardot.
  • The Pardot Slack Connector is a beta feature and is only available in English.
  • The Pardot Slack Connector is not available through Pardot Classic, so you will need to install the Pardot Lighting App to use this feature.
  • You can only create the completion action to notify a Slack channel through a Pardot form, form handler, file download, custom redirect, page action, and Pardot Classic emails.
  • At this time, you are only able to connect one Slack workspace to Pardot and add up to 10 Slack channels for the integration.

Learn more about the Slack integration with Pardot

Remember to reach out to Sercante if you want to know more about setting up these features in your Pardot org. Or, comment below to let us know your thoughts.

The post Get On Board with the New Pardot and Slack Integration (Beta) appeared first on The Spot For Pardot.

By |2021-10-26T17:09:41+00:00October 26th, 2021|Categories: Integration, Release Notes|

How to be Successful with the Pardot Drag-and-Drop Landing Page Builder

In the Salesforce Winter ’22 release, Pardot launched the new drag-and-drop Landing Page builder, which allows users to create nativey responsive landing pages and control when pages are published and/or removed. This builder uses the same integration as the drag-and-drop email content builder, so if you are already using that feature there is nothing new to set up!

This post will cover a few things you can do to ensure your users are successful with this new builder. For a great demo of this new feature, check out the Pardot Release Readiness Winter ’22 Webinar (The landing page builder demo starts around the 14-minute mark).

Requirements and System Usage

Before you get started with the landing page builder, you’ll need to ensure:

You’ll also want to take a look at your landing page usage and limit. Landing pages published with the new drag-and-drop experience plus landing pages published with the classic experience will both count toward your account’s limit. 

To check your usage and limit, navigate to Pardot Settings > Usage and Limits

pardot landing page builder

Ensure consistent use of naming conventions

Good naming conventions are going to be especially helpful when using this new builder. Naming conventions will allow users to quickly and easily locate the correct campaign, images, and form while building a new landing page. 

If you are using multiple Pardot Business Units (PBU) it will be even more important to have good naming conventions. When you create a new landing page, you will need to associate it with a connected campaign. The campaign you select determines which PBU the landing page belongs to as well as which forms can be used on this landing page (the landing page can only use Pardot forms that exist in the same PBU as the page). To make sure your users can determine which PBU a campaign or asset belongs to at a glance, I highly recommend adding your PBU name to the naming convention. 

To ensure naming conventions are used correctly on Salesforce Campaigns, check out our previous blog post on how to automate Salesforce Campaign Naming Conventions.

Vanity URLs

You’ll also want to make sure you have a good policy around using vanity URLs and ensure your users know how to check if a vanity URL is already in use before attempting to publish their new landing page. Vanity URLs are not validated until the landing page is published, meaning a team may center their marketing materials around the URL being www.sercante.com/really-cool-awesome-stuff only to find out upon publishing that this URL is already in use for another marketing initiative. More considerations for vanity URLs can be found here

Salesforce Navigation and Page Layout Edits

Make sure your users know where to find this new feature by adding the Landing Page tab to the Pardot Lightning App navigation.

  1. Navigate to Setup >  App Manager
  2. Locate the Pardot app (ensure the App Type says “Lightning”)
lightning experience app manager
  1. Select the dropdown arrow and click Edit
  2. Select Navigation Items
  3. Move Landing Pages over to the Selected Items pane, click Save
navigation items - landing pages

Also edit your Landing Page layouts to include the new Publication Details section:

example landing page

You can edit this page layout by navigating to Setup > Object Manager > Landing Page > Page Layouts

Create New Landing Page List Views

With more granular control over when Pardot Landing Pages are published and unpublished, as well as additional tracking of changes, creating a few list views will help you easily audit your pages. 

You can create new landing page list views by navigating to Landing Pages, clicking the Action wheel, and then New.

all landing pages

Configure a “Published Landing Page” view to keep an eye on metrics

  • This view is filtered to only show “Status equals Published”
published landing pages

Configure a “In Progress Landing Pages” view to monitor which pages are unpublished but in progress:

in progress landing pages
  • The “Content Last Saved” fields are updated anytime the landing page name, campaign, content, search engine indexing, and/or vanity URL are changed. Publishing and unpublishing a landing page does not update these fields.
  • This view is filtered to only show “Status equals Draft”

Finally, configure a list view of landing pages that have a status of “Published (Changes Pending).” Unlike the classic landing page builder, new and updated pages will need to be pushed to “published” when they are complete. Landing pages will not auto-publish upon saving. This new change in functionality may cause some users to leave their page in the “Published (Changes Pending)” state and a list view can help you keep on eye out for these. 

For this list view, clone your “In Progress Landing Pages” view but change the filter to only show “Status equals Published (Changes Pending)”

published pending landing pages

Automate Reminders to Publish

Since users will need to publish landing pages when changes are made, you can set up a flow to remind landing page owners that their pages are not published. I set this up with a flow. My flow looks for landing pages with a status of “Published (Changes Pending)” and a Content Last Saved date of three days ago or less. My Flow will send an email reminder to the user who last updated the landing page for up to three days after their edits were made (unless the page is published). 

automate reminders to publish landing pages

What excites you about the new Pardot Landing Page builder? Tell us in the comments!

The post How to be Successful with the Pardot Drag-and-Drop Landing Page Builder appeared first on The Spot For Pardot.

By |2021-10-22T11:01:21+00:00October 22nd, 2021|Categories: Content Marketing, Design, Release Notes, Salesforce|

Implementing Pardot External Activities Natively in Salesforce

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

At a high level, we need to:

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

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

Start Record-triggered flow

Configure Salesforce

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

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

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

Salesforce APEX code

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

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

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

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

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

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

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

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

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

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

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

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

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

Adding an Action to a Flow

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

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

To set this up in a Flow:

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

Test

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

prospect activities

Testing is a little bit tricky, for two reasons:

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

Considerations

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

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

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

Preserving Prospect Email Preferences After the New Pardot Mailability Upgrade

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

New Fields

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

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

When should you reset soft and hard bounces?

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

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

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

What to watch out for

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

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

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

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

How to Implement Pardot External Activities with Zapier

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

In an earlier blog post, we describe how to set up the External Activity in Salesforce so a third party can begin sending activities to Pardot via API. This post will detail how to actually send the activities with Zapier. Similar approaches can be done with other meta-services. If you want hands-on help, we’d love to work with you.

Pardot External Activities Zapier Solution

Before we get started, it is important to note that Zapier doesn’t actually support this Pardot API request. Zapier only supports four of the many API requests possible, so we will be taking advantage of the Zapier Webhook capability to build our solution.

At a high level, we need to:

  • Configure Salesforce to allow our Zap to make API requests to Salesforce and Pardot
  • Create a new Zap which listens for a third-party event (such as registering for a Webinar)
  • Enhance the Zap to submit prospect information to a Pardot Form Handler
  • Enhance the Zap to get an OAuth token from Salesforce
  • Enhance the Zap to publish the External Activity (which works well as the Form Handler has ensured the Prospect exists already)
  • Test

Now I realize this is a lot, but don’t worry, we’ll walk through it all. Once you are done building this Zap, you’ll end up with something like this:

Configure the Salesforce Connected App

Anytime we want to work with the Pardot API, we first need to “authenticate” with Salesforce to receive an Access Token that can be used with the Pardot API. To do so, create a new Salesforce Connected App for Zapier. We highly recommend creating and testing this new Connected App by following the steps in our earlier blog post, Pardot API and Getting Ready with Salesforce SSO Users.

Once you have created your new Connected App, you should have a new Salesforce and Pardot User for the Zapier connection. Keep the user’s username, password, and security token handy for later.

In our example, we will be creating a Zap for a Zoom Webinar Registration. Due to the way Zoom Webinars are integrated with Zapier, you will need to create a Zap for each webinar, as well as creating automations in Pardot for each webinar. This may vary depending on which App you are using in Zapier.

Create a new Zap in Zapier

  1. Log in to your Zapier Account
  2. Create a new Zap and give it a name
  3. Find the third-party app that will trigger this Zap. For our example, we’ve chosen Zoom.
  4. Select your Trigger event. For our example, we have chosen “New Registrant”.
  5. Choose the Zoom account for your connection. If you haven’t already connected the app, now will be your chance!
  6. Next, (and this might differ based on your app), select the upcoming webinar you wish to integrate.
  7. Click “Test trigger”
    1. This often works best if you have a recent “event.” For Zoom webinars, it helps if you have at least 1 person who has already registered for the webinar via the Zoom registration page. In doing so, you will see sample fields and values, making the process a bit easier. 
  8. Finally, click “Continue” and you should have a nice clean “trigger.” Zapier will prompt you to make your first Action.

Enhance Zap to submit the Pardot Form Handler

Zapier now has a handle on prospects registering for the selected webinar, now we need to send this information to Pardot. 

In this first Action, we are going to send details about the person who registered for the Zoom webinar to a Pardot Form Handler. This allows us to create/update a Pardot prospect with the right field values.

Why are we using a Form Handler instead of API calls? 

  1. This approach greatly simplifies the integration by natively handling new prospect creation.
    1. Reduces sync errors for new prospects who have not interacted with a Pardot form yet
    2. More cost effective and efficient than using the Read API to create new prospects
    3. Ensures duplicates are not accidentally created
  2. The action that the person took will actually show up as Prospect Activity. This is good since they took real action and submitted a form.
  3. You can apply Completion Actions, which are not available in the API.

Make sure you have the Pardot Form Handler created and that you have the field names and the https URL handy.

  1. Continuing from the previous section, create a new Webhook Action by selecting “Webhooks by Zapier.”
    1. This step is important to establish who is registering and to make sure we associate the External Activity with a prospect. 
  1. For the Action Event, choose POST.
  2. Set up the action by filling in the following fields:
    1. URL: The https URL of your Pardot Form Handler
    2. Payload Type: form
    3. Data: Enter the Pardot Form Handler field name, and the values coming from the trigger setup earlier. Add new “rows” for each field you wish to populate in the Pardot Form Handler based on your trigger data available.
  3. Once you have finished setting up the Action, test the action, check that the Pardot Form Handler was called, and verify that the data is where it should be.
  4. Rename the Action to “Send Registration Info to Form Handler” so that it’s clear what this Action is accomplishing. 

Enhance Zap to get OAuth token from Salesforce

Now things start to get a bit tricky. Since we can’t leverage the Pardot app in Zapier, we need to do things manually. This is where we will use the Salesforce and Pardot User we set up with the Connected app in the first section.

  1. Create a new Webhook Action by selecting “Webhooks by Zapier”
  2. For the Action Event, choose POST
  3. Set up the action by filling in the fields:
    1. URL: https://login.salesforce.com/services/oauth2/token
    2. Payload Type: form
    3. Data -> grant_type: password
    4. Data -> client_id: Enter the Consumer Key from your Connected App
    5. Data -> client_secret: Enter the Consumer Secret from your Connected App
    6. Data -> username: Enter the Salesforce Username of the Pardot user we will use for API calls
    7. Data -> password:  Enter your Salesforce user’s password followed by the Security Token
  4. Once you’ve provided all the values above, Test and Review. A successful request should show values like access_token and instance_url for your Salesforce org.
  5. Rename this Action to “Get Salesforce OAuth Token” so that it’s clear what this Action is accomplishing. 

Enhance Zap to publish Pardot External Activity

Finally, we will send the External Activity to Pardot

  1. Create a new Webhook Action by selecting “Webhooks by Zapier”
  2. For the Action Event, choose POST
  3. Set up the action by filling in the fields:
    1. URL: https://pi.pardot.com/api/v5/external-activities
    2. Payload Type: json
    3. Data -> extension: Enter the name of the Marketing App Extension you created in Salesforce
    4. Data -> type: Enter one of the Activities you set up and associated with your Marketing App Extension in Salesforce
    5. Data -> value: Enter a unique value to identify this Activity, event IDs work great here
    6. Data -> email: Enter the email address that was used in step 3 of the “Enhance Zap to submit the Pardot Form Handler” section
    7. Headers -> Authorization: This one is a bit tricky to fill out. First, when you click in the text box, type “Bearer “ (with the space) and then select the Access Token.
    8. Headers -> Pardot-Business-Unit-Id: Enter the ID of the Pardot Business Unit that is associated with the Marketing App Extension. You can find the Pardot Business Unit ID by navigating to Salesforce Setup >Pardot Account Setup. (Detailed instructions here).
  4. Once you’ve provided all the values above, Test and Review. Check the Pardot Prospect for the new Activity record. This activity will appear between the Prospect Activities and Custom Fields section of the prospect page.
  1. Rename this Action to “Send External Activity” so that it’s clear what this Action is accomplishing. 

Test

Now it’s time to test our Zap end-to-end. 

Activate your Zap and perform the action that you are capturing in the Zap’s Trigger (i.e. register for the Zoom webinar). After a couple of moments, check the Pardot prospect that you are testing with. You should now see all the information you passed through the Zap!

Considerations

  • The Export Activity API call only works for known prospects, and it will not work if the email address is not already associated with a prospect in your Pardot Business Unit. This is why we have the form handler in our example.
  • If you have multiple Pardot Business Units, there is no intelligence of “choosing the right one.” You need to target the right one with your Zap, which assumes all prospects going through this trigger are from the same Business Unit. Proceed with caution and test rigorously when attempting more advanced solutions with business units.
  • Salesforce only allows five access tokens to be issued at a time. With high volumes of a triggering event, it is possible that Zaps may fail due to Salesforce Access tokens getting recycled before they can be used in the following actions (this is due to us manually getting an Access Token with the second Action).
  • Any time the user’s password and/or security token changes in Salesforce, each ZAP that uses it will also need to be updated.

These considerations are best addressed by writing your own code, which can properly address the edge cases, etc. For assistance with this or other Pardot External Activities, reach out to Sercante!

The post How to Implement Pardot External Activities with Zapier appeared first on The Spot For Pardot.

By |2021-10-15T18:27:46+00:00October 15th, 2021|Categories: Data Management, Integration, Pardot Business Units, Release Notes, Salesforce|

Are you Ready for the Pardot Prospect Mailability Upgrade?

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

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

What’s changing?

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

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

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

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

mailability fields
  1. Status: Outlines which kinds of emails prospects can receive and their overall mailable status.
  2. Email Uniqueness: Records if the prospect’s email address has any duplicates in Pardot.
  3. Opted Out: Indicates the prospect has unsubscribed from marketing emails. These prospects can still receive operational emails and autoresponders. 
  4. Do Not Email: Indicates an internal user has suppressed this prospect from marketing emails. These prospects can still receive operational emails and autoresponders.
  5. Soft Bounce Detected: Indicates the prospect’s email address has returned soft bounce(s) from an email send. A soft bounce occurs when an email is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full or the mail server is temporarily unavailable. Prospects with a soft bounce may be able to receive emails at a later time.
  6. Hard Bounce Detected: Indicates the prospect’s email address has returned hard bounces from an email send. A hard bounce occurs when the prospect’s email address is invalid, the domain name does not exist, or the sender is suspected as spam and/or has been blocked. Prospects with a hard bounce are no longer mailable. 
undeliverable prospects

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

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

More changes to note

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

New prospect mailability capabilities

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

prospect mailability automation rules
prospect email status

Ensure these new features are used correctly

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

I recommend that you:

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

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

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

How should you use these new fields?

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

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

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

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

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

Four big Salesforce Winter ‘22 Pardot highlights

It’s time to prepare for the Salesforce Winter ‘22 Release and how it will affect your Pardot instance.

We get three major releases from Salesforce each year — Spring, Summer and Winter. Each Salesforce release includes upgrades and enhancements that affect Salesforce orgs in different ways. 

So, if you’re using and managing Pardot for your company or organization, then you’re in the right place. We’re going to cover everything you need to know about the Salesforce Winter ‘22 Release for Pardot admins and users.

Salesforce Winter ‘22 Release Dates

Here are the Salesforce Winter ‘22 Release dates:

  • August 12, 2021: Pre-release org signup
  • August 16, 2021: Release notes available
  • August 27, 2021: Sandbox preview starts, release site available, and release Trailhead module launches
  • August 30, 2021: Release overview deck and feature matrix available
  • September 10, 2021: Release weekend
  • October 1, 2021: Release weekend
  • October 8, 2021: Release weekend
  • September 10-17, 2021: Release Readiness Live

Salesforce Winter ’22 Release: 4 Highlights for Pardot users and admins

Pardot users and admins are getting lots of attention from the Salesforce Winter ‘22 Release. Some updates are changing the way we work to meet evolving technology demands. Others are saving us time by connecting the dots in a logical way. All we know is, this release includes big updates for people in the sales and marketing world.

Highlight 1: Salesforce My Domain requirement

A Winter ‘22 release update has the potential to create chaos for companies that want to use branded domain names.

The Salesforce Winter ‘22 release will require all orgs to have a My Domain.

That means Pardot orgs that aren’t already configured for My Domain will get a random Salesforce-picked domain name. My Domain names have to be unique, so you’re outta luck if some other Salesforce customer has yours already.

If you don’t have a My Domain yet — then register your brand name now! You don’t have to deploy My Domain right away, but you can claim your preferred domain name now and deploy later (preferably in a Sandbox).

Salesforce My Domain Example

There’s likely to be a gold rush for domains from now until the first few weeks of the Winter ‘22 release, peaking at release, as folks register My Domains before enforcement or pick new ones after being force-registered.

What you should do: Implement a My Domain if you don’t have one

Here are resources to use when implementing a Salesforce My Domain.

(Thanks to Sercante Salesforce Solution Engineer Hayley Tuller for this one!)

Highlight 2: Pardot Classic App Retirement

Pardot Classic isn’t going away completely. But, the Winter ‘22 release includes a step toward moving in that direction. Salesforce has given soft nudges to customers encouraging them to adopt Lightning for quite some time. With that in mind, the Winter ‘22 release brings the news that Salesforce is retiring the Pardot Classic App after October 17, 2021. 

Current Pardot Classic users can refrain from panicking for now. The Pardot Classic App is a Salesforce page with Pardot on top via iFrame. The Pardot Classic App experience is going away, but you can still access Pardot Classic for now. Salesforce will disable the Pardot Classic App for ALL users on October 17, 2022. After that date, Pardot Classic users will only be able to access Pardot using the standalone Pardot app (available at pi.pardot.com).

Say goodbye to the Pardot Lightning app

What you should do: Start planning for the switch to Pardot Lightning

Salesforce Lightning is here to stay, so expect more pushes toward making the switch if you’re using Pardot Classic.

Here are resources to prepare for switching to Pardot Lightning.

Highlight 3: Pardot marketing asset design capability enhancements

Marketers love drag-and-drop tools like fish love water. Salesforce is opening the doors for more drag-and-drop design functionality in Pardot through a few different enhancements.

Enhancement #1: Pardot drag-and-drop landing page editor

Pardot Lightning users now have the ability to build landing pages faster in Pardot with a user-friendly landing page editor. After you enable the feature, the Pardot drag-and-drop landing page editor allows you to create landing pages from templates or scratch. 

Enhancement #2: Custom components for the email content builder

You currently use standard components when you create emails in Pardot. These are the blocks you use to add elements, like graphics or text boxes, to your email drafts. 

Winter ‘22 brings an enhancement that will open the doors to using custom components in your emails to add fancy features and customizations. 

Enhancement #3: Push emails from Lightning Experience into Engagement Programs

We were all excited to start creating emails in the drag-and-drop editor in Salesforce Lightning Experience. But, we were limited in how we could use those emails.

After Winter ‘22, you can push those emails from Lightning Experience into Pardot Engagement Studio programs. All you have to do is create your emails and activate them for use in automations.

What you should do: Evaluate how your team creates Pardot marketing assets

All of these enhancements to the way marketers build assets in Pardot are meant to make the tool easier to use. It may make sense for your team to adopt them or look toward other options. You can figure that out by evaluating your team’s current process for building marketing assets like landing pages and emails.

Document your team’s current processes and talk to them about what works and doesn’t work well for them. Also, pay attention to how much time they are spending on these tasks so you can determine if it makes sense to invest in upgrades or external resources.

Highlight 4: Extending Pardot through integrations

Salesforce is highly customizable thanks to integrations. And new ways to extend Pardot through integrations are going live all the time.

Here are a few Salesforce Winter ‘22 Release enhancements that use integrations to extend Pardot functionality.

Enhancement #1: Send Slack notifications to Pardot users via completion actions (beta)

Interacting with prospects at the right time and in the right way is key to earning their trust. And now you can enable your sales team to capture those moments even more.

A Winter ‘22 enhancement allows you to set a completion action that notifies Pardot users in Slack when prospects interact with marketing assets. Because the Slack acquisition is still unfolding, this new feature also gives us a glimpse of what’s to come now that Slack is officially under the Salesforce umbrella.

Enhancement #2: New enablement resources and the Pardot API v5

Salesforce developers who work with Pardot will have access to the Pardot API v5 with the Winter ‘22 release. This update also includes super helpful enablement resources for Salesforce developers who are new to working with the Pardot API.

Enhancement #3: Pardot Extensibility Enhancements

You probably use third-party apps all the time for things like webinars and virtual events. But using the data from those third-party apps in Pardot can be difficult without heavy lifting. 

The Salesforce Winter ‘22 Release is opening the doors to capturing and using that third-party data in Pardot. You can now collect prospect data in third-party apps and bring it into Pardot by setting up a Marketing App Extension.  

What you should do: Integration brainstorming session

Have a brainstorming session to discover ways you can use integrations more effectively in your Pardot instance. You can kickstart the session by completing the sentence “wouldn’t it be nice if Pardot…” as many times as you can. Then, rank those sentences you created and focus on the ones that will have the greatest impact on your marketing efforts.

Implementing those integrations you identified through your brainstorming may go beyond your team’s capabilities. If that’s the case, you can reach out to Sercante Labs to find out how you can make it happen.

Pardot is getting bigger and better all the time

B2B marketers who come to Pardot are usually looking to scale their efforts and grow in a way that makes sense. These latest enhancements from the Salesforce Winter ‘22 Release get Pardot marketers closer to those goals by saving them time and resources. 

Adding more user-friendly design capabilities addresses a major pain point for many Pardot customers. And extending Pardot through integrations and feature upgrades is preparing Pardot orgs of all sizes for the future.

Contact the team at Sercante to get help implementing these enhancements in your Salesforce org and Pardot instance. And leave us a comment below to let us know what you think about the Winter ‘22 Release.

The post Four big Salesforce Winter ‘22 Pardot highlights appeared first on The Spot For Pardot.

By |2021-08-18T18:53:52+00:00August 18th, 2021|Categories: Content Marketing, Design, Email Marketing, Integration, Release Notes|

Top 8 New Features from Salesforce’s Summer ‘21 Release Notes

Salesforce just gifted us with their Summer 2021 Release Notes, and our team is— to say the least, ecstatic. With so many new Pardot updates, users and administrators can now optimize their workflow, prevent tedious nuances in dynamic content, and make better data-driven decisions.

If you’ve been itching for better ways to organize your data, get the most out of your email sends, and have more control over your instance, we’re excited to show you how you can do just that with our top choices for exciting features to boost your marketing capabilities through Pardot and the Salesforce platform.

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By |2021-08-11T13:38:55+00:00April 30th, 2021|Categories: Release Notes|