Pardot Marketing Data Sharing Rules: Prevent Duplicates in Salesforce

You’re a responsible marketer and adhere to the Salesforce Marketing Cloud Account Engagement (Pardot) Permission-Based Marketing Policy. You’ve enabled Marketing Data Sharing (MDS) rules to ensure that prospects who have not opted-in are not syncing to Pardot. Now you get a call from your Salesforce Admin about Pardot creating duplicates in Salesforce.

In this post, we’ll discuss how you can remain compliant AND prevent unintentional dupes in Salesforce.

Let’s start at the beginning

Most sales organizations use tools like Clearbit, Lusha, or ZoomInfo to research companies, find new contacts, review intent data, or enhance data.

These are perfectly valid use cases and can be very beneficial to organizations. However, the problems start when marketing begins emailing these records through Pardot.

What’s the problem? The email addresses are valid.

Salesforce has a Marketing Cloud Account Engagement Permission-Based Marketing Policy that strictly prohibits the sending of emails to customers or prospects who have not expressly opted-in to receive them.

Our customers certify that they will not use rented, traded, or purchased lists, email append lists, or any list that contains email addresses captured in any method other than express, customer-specific opt-in when using our system to send emails.

Sending emails to acquired records is a clear violation of the permission-based marketing policy and can result in the suspension or termination of your account. I’d hate to be the person responsible for that!

What’s a marketer to do?

Verify your connector preferences

The first thing is to understand your connector settings in Pardot. Most accounts will be configured to automatically create prospects in Pardot if they are created as a Lead or Contact in Salesforce. This means that ANY lead or contact created in Salesforce from ANY source is going to end up in Pardot and could unknowingly be emailed by your marketing team.

Limit record entry with Marketing Data Sharing Rules

MDS is the safest way to make sure that data does not enter Pardot (Here’s a great post on MDS if you have questions – Pardot Marketing Data Sharing: Tips, Gotchas, and Setup). You can restrict which leads, contacts, opportunities, or custom objects sync to Pardot. The intent of MDS is to control the data that can be seen by the Pardot connector. The issue is that MDS does this job a little too well and this can result in duplicate leads being created in Salesforce.

MDS and duplicate records records

Hold up a minute! Are you telling me that by doing the right thing, I could actually create duplicates in my Salesforce org? Yep.

Here’s the rub. Before creating a lead or contact in Salesforce, Pardot undergoes a series of checks to see if the prospect is in Salesforce already. The intent is to identify matching records and not create duplicates. Since MDS limits the visibility of the connector, Pardot is not able to find prospects who might be in SFDC from a source deemed “not marketable” if they visit your site and complete a Pardot form (for example).

For reference here are the checks performed by Pardot before creating a lead or contact in Salesforce.

  • Is there a lead or contact with a matching CRM ID?
  • Is there a contact with the same email address?
  • Is there a lead with the same email address?
  • Is the prospect assigned to a user in Pardot?

Here’s how we addressed this issue for one of my clients

Don’t activate MDS

It’s important that MDS is not activated in this solution. We want the prospects to sync from Salesforce to Pardot. We’re going to use custom fields and automation rules to make sure that we remain compliant and don’t create duplicates in Salesforce.

Create custom fields

The first step involves creating several custom fields in Salesforce and Pardot. We created first touch and last touch fields to capture the needed information on leads and contacts. In this case, we used Lead Source Detail and Lead Source Detail Most Recent.

  • Lead Source Detail – This is a FIRST TOUCH field that identifies the specifics of where the lead originated (ex. ZoomInfo).
  • Lead Source Detail Most Recent – This is a LAST TOUCH field that identifies the specifics of the most recent source that drove the prospect to your site (ex. LinkedIn).

Map data to your custom fields

We’re going to stick with the ZoomInfo example here since I see this product used in a lot of organizations. When setting up your CRM Integration in ZoomInfo, you have the ability to map fields to for your Account, Contact, and Lead Objects.

In this case, we mapped Lead Source (standard field) and the two custom fields that we created. We also set fixed values for each.

Based on this configuration, any new records added from ZoomInfo into Salesforce will have the fixed values specified. This is super important.

Automation Rules

Remember the Pardot prospect mailability upgrade that took place with the Winter ‘22 release? We’re going to take advantage of it to make sure that we comply with the Marketing Cloud Account Engagement Permission-Based Marketing Policy. Don’t remember the changes? No problem – check out this post “Are You Ready for the Pardot Prospect Mailability Upgrade?” from Erin Duncan.

Automation Rule #1 – Set Do Not Email to TRUE

This automation rule will look for prospects in Pardot where Lead Source Detail and Lead Source Detail Most Recent equal “zoominfo”. This lets us know that the prospect was added into Salesforce from ZoomInfo, synced to Pardot, and that the person did not opt-in. As a result, we’ll mark the record as “Do Not Email.”

Automation Rule #2 – Set Do Not Email to FALSE

This automation rule will look for prospects in Pardot where Lead Source Detail is “zoominfo” and Lead Source Detail Most Recent is NOT “zoominfo.” This will show us that the person interacted with our marketing and is eligible to be emailed. It goes without saying that we only want to “activate” prospects who have given permission for us to email them. The Lead Source Detail Most recent field can be updated using completion actions or UTM parameters from URLs (that’s another post).

The short and sweet summary

This solution allows records added into Salesforce (that have not opted-in) to sync to Pardot. Automation rules in Pardot update the “Do Not Email” field based on Pardot interactions and opt-in status. This ensures that prospects who did not previously opt-in are updated correctly when they do opt-in and that no duplicates are created in Salesforce.

Let’s play by the rules AND not create duplicate records

Based on how your organization uses tools like Clearbit, Lusha, or ZoomInfo and the volume of records added to your Salesforce org, MDS might be the best solution for you. However, if a high volume of records are being added into Salesforce, I would recommend that you give this solution some consideration. The chances of duplicates being created in your system grows exponentially based on the number of records being added from external sources.

If you have any questions about this solution, MDS, or anything related to Marketing Cloud Account Engagement or Marketing Cloud Engagement, contact us with your questions.

Original article: Pardot Marketing Data Sharing Rules: Prevent Duplicates in Salesforce

©2022 The Spot. All Rights Reserved.

The post Pardot Marketing Data Sharing Rules: Prevent Duplicates in Salesforce appeared first on The Spot.

By |2022-11-30T20:39:21+00:00November 30th, 2022|Categories: Data Management, Privacy & Compliance, Pro Tips, revive|

Sales Cloud 101 for Pardot Marketers

As Marketing Cloud continues to grow and integrate more and more with Salesforce, the good old days of marketers working in silos within Marketing Cloud Account Engagement (Pardot) are long past due. Today, modern marketers are being asked to manage both the marketing operations and Salesforce, requiring a multifaceted skill set.

It can be difficult for marketers working in the trenches day in and day out to capture customer data, grow their audience, and prove a return on investment. With a full integration to Salesforce, those days are in the past, as we can now harness the power of Salesforce and combine that with Marketing Cloud, analytics tools, and third-party systems to create a full picture of all of your marketing efforts. 

In this blog, we will highlight all things Salesforce Sales Cloud from a marketer’s perspective, including data architecture, security, sales processes, reports, dashboards, and the integration between Salesforce and Pardot.

Let’s Get to Know Salesforce

Salesforce is one of the leading Client Relationship Management systems (CRM) worldwide. At its core, a CRM helps companies grow and manage their customer base, streamline day-to-day operations, and increase profitability organization-wide. Specifically, Salesforce serves as a glorified rolodex — providing a vast array of departments, including sales and marketing, a centralized view of your customer.

Note: We often refer to Salesforce Sales Cloud as simply “Salesforce.”

Data and Relationships 

Salesforce is built upon data models. Think of data models as a spreadsheet. Everything built within Salesforce is built within a spreadsheet. 

When you think of it in that way, it’s so much simpler when you first login and start navigating the CRM. Every object within Salesforce is its own spreadsheet, and within that spreadsheet there are Fields (columns), Records (rows), and Cells (specific field on a record).

Contacts (object)
First Name (field) Last Name (field) CRM ID (field)
David (specific field) Bowie (specific field) 000000001 (record)
Freddy (specific field) Mercury (specific field) 000000002 (record)
Stevie (specific field) Nicks (specific field) 000000003 (record)
Tina (specific field) Turner (specific field) 000000004 (record)

Standard and Custom Objects

There are two types of objects in Salesforce — Standard and Custom objects. Standard objects are the items provided out-of-the-box when you initially purchase Sales or Service Cloud. They contain standard fields as well, though custom fields can be created. Custom objects are created by a Salesforce Administrator to store data that is specific for your organization. These objects can include the standard fields as well as custom fields. 

The out-of-the-box objects included in Salesforce are:

  • Campaigns: A marketing initiative (the way to create a MQL)
  • Leads: Potential customers (generated MQL)
  • Contacts: People sales are negotiating with (SQL)
  • Accounts: Companies you do business with (customer)
  • Opportunities: In-progress deals (SOW)

Connecting Salesforce and Marketing Cloud Account Engagement (Pardot) 

While marketers prioritize their time within Pardot, the sales team is operating within Salesforce. By connecting the systems together, it allows the two teams to collaborate, by leveraging shared knowledge and resources via segmentation for marketing and messaging for Sales. 

So, how does it all work?

  • Website visitors are cookied by tracking code in Marketing Cloud Account Engagement (learn more about web tracking cookies in this blog post).
  • Visitors complete Forms or Form Handlers and are converted into Prospects
  • Prospects are nurtured by the marketing team and once they reach MQL status are assigned to Sales
  • Prospects assigned to Sales convert into a Lead record that feeds information back to Marketing
  • Once the Lead reaches the SQL status they are converted into a Contact and Account and an Opportunity is created
  • When opportunities are closed, revenue is attributed back to marketing and sales, and ROI is calculated

Let’s Build a Campaign

When marketers say “Campaign,” what they are really saying is the key initiative they are running to generate leads, create an upsell opportunity, or promote a company event. 

A marketing campaign is made up of a multitude of efforts that include:

  • Digital Ads
  • Social media
  • Emails
  • Search Engine Optimization (SEO)
  • Print Media
  • Radio/TV

Several of these efforts can be created within Pardot or connected through integrations, and they can be tracked both by marketing and sales by syncing the data back to Salesforce.

Salesforce Campaign vs. Pardot Campaign

We all know what a “Campaign” is, but there are other uses of this term within Pardot and Salesforce. Also, they have very different uses and properties. Let’s learn the differences! 

Pardot Campaigns populate sources within the platform and serve as thematic touchpoints that track first touch for Prospects. 

Salesforce Campaigns are used to track, manage, and report on all marketing collateral. 

Together, a Pardot Campaign captures first touch, and Salesforce Campaigns can capture ongoing touch points, showing a multi-touch attribution.

Salesforce Campaigns
  • One to many with leads/contacts
  • Can be linked to opportunities
  • Generally more specific than Pardot campaigns
    • Specific webinar vs. the category of webinars
  • Can be organized into hierarchies and categorized for reporting 
Pardot Campaigns
  • One to one with prospects
  • Every asset must be linked to a campaign
    • Email, landing page, form, file
  • Pardot campaign equals the first initiative that the prospect engaged with
  • Now labeled Source Campaign in Pardot
    • Not to be confused with Lead Source
  • Generally broader buckets
    • Events, social, webinars, etc.

Here’s a chart that compares the differences between Salesforce and Pardot campaigns:

Data Sync and Segmentation

It is important to note that Pardot syncs on an individual level, not a company level. Records sync directly to Leads, Contacts, and Person Accounts within Salesforce. They can read Accounts and Opportunities, but they must be related to a person object with an email address. However, any object that you sync to Pardot can be used for segmentation, as long as it is tied to a Lead, Contact, or Person Account record. 

You can learn more about Pardot sync behavior in this blog post.

This sync behavior becomes key in building a marketing campaign to know what you can and cannot segment your lists by, thus determining your target audience. Furthermore, the sync works both ways, allowing you to target a specific subset of Prospects based on specific data and then syncing those Prospects back to the Salesforce Campaign to track engagement.

Let’s Update the Sales Team

As marketers, we rely on the sales team to help us drive performance, segment data, and prove ROI as well as confirming marketing qualified leads. In turn, sales relies on us to see how our marketing engagements are impacting their Leads and Contacts so as not to overlap efforts. 

When working with each other, you will see improved growth across the organization. This is much easier to accomplish by connecting Pardot and Salesforce.

Learn more about building strong relationships with the people who manage your Sales Cloud instance in this blog post.

Lead Assignment

Pardot was built with the primary goal of warming Prospects in order to advance them to sales as a marketing qualified lead. This is done most often through Pardot’s Scoring and Grading features, which allows marketers to know when a Prospect is ready to be handed to Sales. 

Learn more about Pardot Scoring and Grading in this blog post.

Once Prospects are ready, Pardot has ways to automate lead assignment, such as Automation Rules or Completion Actions, to get that Prospect to the next level of the funnel.

Marketing Data in Salesforce

As marketers, we use data day in and day out to drive our decision making. Sales does the same, and we can arm them with additional data just as they do for us. 

With the Salesforce sync, there are now a series of available fields and buttons that can empower your sales team to make more strategic decisions and to help you run even more successful campaigns. The data points provided below can be easily referenced by working with your Salesforce Administrator to add them to the Page Layouts for Contacts, Leads, and Person Accounts.

Pardot Data in available in Salesforce:

  • Pardot Campaigns
  • Pardot Comments
  • Pardot Conversion Date
  • Pardot Conversion Object Name
  • Pardot Conversion Object Type
  • Pardot Created Date
  • Pardot First Activity
  • Pardot First Referrer
  • Pardot First Referrer Query
  • Pardot First Referrer Type
  • Pardot Grade
  • Pardot Hard Bounced
  • Pardot Last Activity
  • Pardot Last Scored At
  • Pardot Score
  • Pardot URL

In addition to sharing fields between Salesforce and Marketing Cloud Account Engagement, you will also have the capability to enable the sales team to be able to add Prospects to campaigns or lists within Pardot via “Add to Pardot List,” “Add to Campaign,” or “Add to Engagement Studio.”

Let’s Prove Your Marketing ROI

By enabling Connected Campaigns, you will also be able to view Engagement History metrics within Salesforce. All of your reporting data will be easily accessible and measurable through Salesforce reporting. Through Engagement History and Campaign Influence, we are empowering the marketing team with the full force of Sales Cloud to report on their end-to-end marketing efforts.

Learn more about Connected Campaigns in this blog post.

Reports & Dashboards

Through Engagement History, you will gain five custom report types:

  • Engagement Metrics on Campaigns: Provides data on all campaigns and all associated assets, including emails, links, forms, and landing pages produced within Pardot.
  • Engagement Metrics on Landing Pages: Provides data points pertaining to Landing Pages produced and operated from within Pardot.
  • Engagement Metrics on List Emails: Provides metrics specific to emails deployed out of Pardot, including Engagement Studio, list emails, autoresponders, and email templates.
  • Engagement Metrics on Marketing Forms: Measures the performance of Pardot Forms and Form Handlers that exist outside of the platform, such as on the company website.
  • Engagement on Marketing Links: Measures clicks and activity directly related to Custom Redirect links or files housed within Pardot.

These reports enable you to report on Leads and Contacts who are also Campaign Members to measure their marketing engagement, performance, and the overall success of marketing’s efforts.

You can learn more about how Salesforce handles Pardot marketing reporting in this blog post.

Salesforce Campaign Influence

Next, Salesforce offers Campaign Influence, which measures end-to-end performance and proof of ROI on all marketing efforts. Ultimately, it allows marketers to see the impact of your campaign on the closed/won opportunities. 

Within Salesforce, there are influence models set up that scan all active campaigns to identify campaign members who are also assigned a contact role on an opportunity. They also verify eligibility based on additional rule criteria that can be configured. There are currently two types of Campaign Influence – Campaign Influence 1.0 and Customizable Campaign Influence.

Here’s a comparison chart that shows the differences between the two types of Salesforce Campaign Influence models.

Feature Campaign Influence 1.0 Customizable Campaign Influence
Available in Salesforce Classic X X
Available in Lightning Experience X
Primary Campaign Source Model X X
Auto-association with opportunities X X
Multiple Attribution Models X
Flexible Influence Attribution X
Locked Models X
API Access X

Through these data-driven models, Salesforce uses artificial intelligence to look at engagement patterns that led to conversion and tailors attribution credit based upon Campaign Influence Eligibility Limits and Auto-Association Rules. By setting eligibility limits, you are controlling how long a campaign is considered influential. This is determined by comparing the date that a contact was first associated with the campaign and the date that the opportunity was created. 

In general, you want to double your average sales cycle. For the Auto-Association Rules, you are applying specific criteria to limit the types of campaigns that are considered influential.

When combined together, Campaign Influence and Engagement History give marketers worldwide insights into their campaign performance and allows for adjustments to be made or campaigns to be built upon to improve marketing effectiveness and to improve revenue company-wide.

Check out this blog post to watch a video that explains Campaign Influence in further detail.

Sales and Marketing Teams Work Better Together

By embracing these tips and tricks, the goal is for you to learn how to use Salesforce to drive alignment between your marketing efforts and the sales team to grow your business and prove your marketing ROI. 

The integration between Salesforce and Marketing Cloud Account Engagement (Pardot) plays a key role in growing your brand. It is our goal at Sercante to help you in this effort. To learn more about Salesforce and receive more in-depth training, we encourage you to register for one of our upcoming Salesforce Basics for Marketers online courses.

Original article: Sales Cloud 101 for Pardot Marketers

©2022 The Spot. All Rights Reserved.

The post Sales Cloud 101 for Pardot Marketers appeared first on The Spot.

By |2022-11-24T11:50:00+00:00November 24th, 2022|Categories: Getting Started, revive, Setup & Admin|

Marketing Cloud Personalization: 3 Use Cases and Implementation Tips

Salesforce Marketing Cloud Engagement has so many complex ways to create personalized experiences for the audiences the platform touches.

And if you haven’t gathered from the title, Salesforce Marketing Cloud Personalization (formerly Interaction Studio… RIP Interaction Studio) is a great way to level up your personalization game. This is for the pros who have long since mastered things like personalization strings, dynamic content, and even AMPscript in the platform.

However, as with many Marketing Cloud features, Marketing Cloud Personalization offers so much flexibility and configurability that it can be challenging to know just where and how to begin.  

Three Marketing Cloud Personalization Use Case Examples

Perhaps the best way to get started is to understand some industry-specific use cases for when Marketing Cloud Personalization web and mobile personalized campaigns can be strategically leveraged to create a customized, unified, and value-driven experience for your customers at every stage of the life cycle. 

Use Case #1: Serve targeted educational content for prospective customers in the finance industry

A financial advisory company knows that potential new customers frequently conduct more research in the earliest stages of the buying lifecycle. Fortunately, the company maintains a finance blog on their site that features thought leadership from their advisors for just this very purpose.

When a new customer first comes to the company’s site, they may see an assortment of featured blog posts on the home page. Some posts on mutual fund investments capture their interest, so they click into them. They may then use the navigation menu or site search to investigate further.

Tracking content engagement

Meanwhile, Marketing Cloud Personalization tracks their site activity, such as which blog posts and product pages they spend more time on. They use this information to build a  profile of customer preferences and affinities. Then, surface content in which the customer has indicated an interest using this customer profile information.

Showing profile-specific content

The next time the customer navigates to the home page or the blog landing page, they see featured posts on best tips to diversify their funds and an explainer of what investment objectives, risks, charges, and expenses they should be aware of when selecting a mutual fund. The customer clicks into the posts and successfully becomes further engaged with the company’s website.

Use Case #2: Enrich a student’s higher education on-campus experience.

With tuition more expensive than ever and the pool of college students ever shrinking, a regional college knows that one of the strongest differentiators they can offer their students is a rewarding college experience that isn’t just confined to the classroom.

Showing targeted reminders in the college online portal

When a student subscribes to a college campus group’s mailing list, Marketing Cloud Personalization tracks that activity. The tool displays reminders of upcoming meetings hosted by that group on the home page of the student’s online portal account. 

And, Marketing Cloud Personalization highlights a promotion for an upcoming lecture hosted by a notable product designer when the student browses the college’s events calendar. That’s because the system knows the student once took an elective on product design.

After class, the student stops by a local art gallery that features art from fellow college students. Marketing Cloud Personalization notes the geolocation and time spent within the store. It uses that information to display a 15% discount code for the gallery in an infobar banner ad within the college’s mobile app. The student also sees an ad for the store when they get the monthly campus newsletter they subscribed to.

Enhancing the overall student experience

By being served content that is tailored to the student’s own personal and educational interests, the student is more connected with their campus and, as a result, their satisfaction with their college experience increases.

Use Case #3: Onboard new app users with well-timed contextual tips and cross-sell to existing customers in the same place, at the same time.

New users logging into a company’s app for the first time may need initial guidance on how to use the app to encourage adoption. But there also needs to be a balance between providing timely instruction and not being obstructive. 

Marketing Cloud Personalization first designates which users are logging into their accounts for the first time and those who have already been using the app extensively into two audiences.

Automate first-time user adoption

When a first-time user logs onto the app, they receive a pop-up window offering them a brief tutorial on how to use the app, with the option to entirely skip or end the tutorial at any time. The tutorial displays step-by-step contextual pop-ups at different places on the screen to demonstrate the app’s functionality and features. The tutorial finishes by pointing out to the user where they can access the support center for future assistance. If the user skipped the tutorial or exited out of it early, Marketing Cloud Personalization can note this.

Ensure continued use over time

Marketing Cloud Personalization can then monitor these new users for a defined period of time to evaluate whether they are using the app, and place them on a journey within Journey Builder to issue reminders and feature highlights. Once a user becomes comfortable in using the app, they can be moved from the first-time user audience and into other segments for further targeted marketing.

Create deeper connections over time

For the audience of existing users, Marketing Cloud Personalization can display inline banner promotions for other products they may be interested in or useful tips on how to use the product that they bought based on their actions, how long they’ve been a customer, and their personal attributes, all within the app, on the company website, and in marketing emails and text messages.

While targeting two different audience segments, Marketing Cloud Personalization can display content not only based on customer activity, but also at strategic moments and through different statuses, such as whether they’re a first-time user or not. Customers, in turn, not only receive personalized content, but content that is served to them at the time they would benefit from it the most.

Three Things to Prepare Before SFMC Personalization Implementation

The above examples are hardly an exhaustive list of all the ways in which companies can engage potential, new, and existing customers with Marketing Cloud Personalization. But no matter the industry or use case, there are also three things you should do to set your company up for success long before you implement.

Step 1. Align Internal Teams

You need to align your internal teams. The lift for setting up Marketing Cloud Personalization is quite a bit heavier than many of Marketing Cloud’s other tools. Depending on your business needs, the tool will require more resources of varying specializations. 

  • You’ll need web development resources for deploying the necessary code to your website and apps (and the more frequently your site changes, the greater the demand on your web development team). 
  • Your marketing and graphic design teams will need to create all the variations of content and assets that could be displayed to your audiences. 
  • It is also highly recommended that you invest in UX Design resources as well, because…

Step 2. Know Your Audience

You need to know your customers. Not only should you identify all potential customer personas, but you should also map the journeys each persona could have across your website or app, whether it’s a first-time visitor browsing your site or a long-standing customer who wants to change the billing information associated with their account. 

Identify customer interaction points

This process involves identifying every point of customer interaction, including areas where your customer is likely to experience frustration and reward (there’s a reason, after all, that Marketing Cloud Personalization is called a Real-Time Interaction Management platform). 

A good UX designer will conduct research and testing to accurately paint a full picture of how customers use your website or app. From there, you will be able to create a strategy for how Marketing Cloud Personalization will display the right messages in the right ways at the right time to deliver the highest value for your customers.

Step 3. Create Content Beforehand

You must frontload your content. Of course, with all that pre-planning and journey mapping means you’ll actually have to create the content you’ll be using for every personalized path your strategy involves. 

Determine content categories and tags

You will also need to make sure your content is properly categorized and tagged for the audiences and customer interaction points with which they’ll be associated, and this is even more crucial. 

For example, you want to feature other recommended products (let’s say, a moisture-resistant jacket, water bottle, and thermal socks) that are related to the product that a customer is viewing on your website (hiking boots). 

You’ll need to decide on the content tags that determine what other related products to display (hiking, moisture resistance, outdoors) and for what type of audience segment attributes (new and returning customers, hikers, outdoor enthusiasts, beginner to intermediate experience, ages 20-45).

Completing Marketing Cloud Personalization implementation pre-work is totally worth it

While the amount of pre-work required to leverage Marketing Cloud Personalization can seem daunting all on its own, it’s important to remember that a hyper-personalization system requires a hyper-detailed amount of content to feed into it. 

And all that work is likely to pay significant dividends in the end. According to a McKinsey & Company report, over three-quarters of consumers report that personalized communications are a key factor in brand considerations and increase the likelihood of repurchase. 

When implemented (and maintained) correctly with the right personalization strategy in place, Marketing Cloud Personalization can give your company a powerful tool to sharpen your communications and truly engage with the full breadth and depth of your customers.

Ready to learn more about Marketing Cloud?

Sign up for our six-week virtual Salesforce Marketing Cloud Admin Bootcamp.

More Resources on Marketing Cloud Personalization:

Original article: Marketing Cloud Personalization: 3 Use Cases and Implementation Tips

©2022 The Spot. All Rights Reserved.

The post Marketing Cloud Personalization: 3 Use Cases and Implementation Tips appeared first on The Spot.

By |2022-11-23T19:27:00+00:00November 23rd, 2022|Categories: Getting Started, revive, Setup & Admin|

Why Salesforce and Marketing Admins Work Better Together

How often do your Salesforce and marketing platform admins talk to each other? 

  • Very little
  • Not at all
  • Only when things go wrong  

If you selected any of the above, you’re not alone. 

I’m here to tell you, no matter how awkward or challenging starting that conversation may be, it’s one that needs to happen (and continue) sooner rather than later. Having a solid bridge between Salesforce marketing and Sales Cloud admins will (I promise!) make both your lives so much easier. Here’s why…

Benefits of marketing and Salesforce admins working together 

#1 Keep your data clean in both places

Whether you’re using Marketing Cloud Account Engagement (Pardot) or the OG Marketing Cloud, the way data flows between your marketing automation platform and Salesforce was probably one of the reasons you purchased the tool. So, let’s keep it flowing. 

By working together you can avoid the following pitfalls:

  • Duplicate fields
  • Data being overwritten 
  • Sync errors (Marketing Cloud Account Engagement (Pardot)): 
    • Fun fact – most common sync errors can be avoided by knowing the Salesforce set up. 
      • Field values = prevents invalid picklist errors
      • Expected data = Prevents validation  rule errors
      • Field types = Prevents invalid field format errors 

If both admins are communicating, you can ensure any updates that happen are accurately reflected in both systems.

#2 Prevent loss of access for users and systems 

When marketing and Salesforce admins stop working together, systems can stop working together. 

True story, I’ve worked with clients who have seen automations stop working and users unable to access the systems and data because of updates that the other admins were not aware of — permissions, profiles, field accessibility. When these changes are not communicated, frustrations can arise and time can be wasted looking into the cause. 

Additionally, If you’re using a sandbox environment, understanding the refresh schedule can help prevent loss of work when it’s unexpectedly refreshed. 

Include both admins in conversations around any updates in either system. The changes may not affect the opposing team but it’s good to know just in case.

#3 Experience Team and Business Benefits

The above are all technical reasons why marketing and Salesforce admins should be best friends. But, we haven’t even touched on the business and team building benefits, which are huge.

Here are a few reasons why:

  • Improve productivity. Stop looking for the cause of a problem but rather plan for the update as a team.
  • You can help advocate for each other with other decision-makers. We are both on the same team and we should both want the same thing. But when one team of admins is working on something and leaves the other out, they can be left to play catch up and try and figure out what’s going on… increasing the frustration and silo.
  • Ultimately, it comes down to $$$ –  Two sets of admins working independently = Mo $ Mo time
  • Teach each other. The great thing about being an admin is that every day is a school day, we are always learning about the latest tools, security updates and new ways of doing things. Let’s share that knowledge. Get to know what the other team does and find out how you can help each other and make each other’s lives easier.

How to build relationships between Salesforce admins

So what can you do to improve or build a relationship between marketing and Salesforce admins?

  • Documentation, documentation and yes, more documentation. Having a record of changes that have been made and how that change relates to the other system will be a huge help in marketing and Salesforce admins working together. 
Tip: Using Pardot? Create a shared spreadsheet with all the Salesforce fields and note if they are synced with a Pardot field. What’s that field for? What’s the sync behavior? What are the values? Admins can then refer to this document when field changes need to be made and ensure the other admin knows if it’s going to affect them 
  • Schedule a regular sync up and use this time as a feedback loop, planning session. This can be monthly or quarterly, depending on how often changes are made. Here are some questions you can ask during these meetings:
    • What plans do each admin have for the month ahead?
    • How will this impact the other team?
    • Consideration you hadn’t thought about
    • What does each team need to do to prepare? How long will it take to get things in order? 
    • What’s not working at the moment and what can be done? 
  • Create a joint Slack, Teams, Google Hangouts channel. Whatever your choice of instant messaging channel, use it to inform admins on both sides of any upcoming changes. Use it to post reminders, questions, updates. This will become your go to place to find answers and work with your admins. 
  • Consider an overview training session of your respective platform. Does your Salesforce admin understand the impact on Marketing cloud when field visibility is changed in Salesforce? Probably not. Work with them to help them understand the implications of such changes. They simply may not know what affects the connection between Salesforce and Marketing Cloud.

Wouldn’t it just be easier to just give Marketing admins Salesforce admin access? 

Yes and no… If you’ve read our blog on Why Should Marketing Admins Have Salesforce Access?, you would have noticed a lot of very good reasons as to why marketing admins should have salesforce access. This is great if you can hand out this access but what happens when you can’t? Should each admin go their separate ways, never to speak again? Absolutely not! 

Even if you can get Salesforce access you should still be opening up communication between yourself and other Salesforce admins.

Strengthen those relationships between marketing and Salesforce admins

Creating a harmonious relationship between both marketing and Salesforce admins starts with the basics… communication and understanding for each other’s roles. When this is followed the benefits can be huge, both personally and technically. 

What tips do you have for improving the relationship between both admins? Let us know in the comments.

Original article: Why Salesforce and Marketing Admins Work Better Together

©2022 The Spot. All Rights Reserved.

The post Why Salesforce and Marketing Admins Work Better Together appeared first on The Spot.

By |2022-11-19T00:54:00+00:00November 19th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive, Strategy|

Rethink Your Lead Lifecycle for the Age of RevOps

New technology and shifting buyer expectations are pushing B2B companies to rethink their acquisition and retention strategies. Leaders across sales, marketing, and customer success are investing in centralizing their operation teams to drive efficiency and accelerate revenue. Revenue operations, or RevOps, is an emerging function in B2B companies that leverages cutting-edge technology to achieve better team alignment and meet changing buyer expectations. 

What are revenue operations?

Revenue Operations, or RevOps, is the alignment of sales, marketing, and customer success operations across the entire customer lifecycle to drive growth through operational efficiency and keep all teams accountable to revenue. Operational efficiency is especially important given the current economic climate and teams are doubling down on their RevOps investments to fuel growth.

But perhaps the most important reason that RevOps has become such a focal point for B2B companies is that it’s become necessary for meeting customer expectations. Put simply, your prospects have grown frustrated with traditional sales cycles.

Avoid leaky lead funnels for smoother customer experiences

Shifts in B2B buyer expectations have your prospects craving a frictionless, B2C-like experience with every SaaS evaluation. If it takes longer than five minutes for someone to reach out to them after their initial inquiry, they’re significantly less likely to convert. 

Five minutes. For many businesses, that sounds like a pipedream. But when studies show that 78% of customers buy from the company that responds to them first, it may be time to rethink how you currently manage your lead lifecycle processing pipeline. 

And there’s a lot to rethink. Just take a look at all the steps in the lead lifecycle today.

With so many processes occurring across different applications, it’s easy to see how leads can fall through the cracks. Leaky lead funnels account for a 30% loss of potential revenue, leading many B2B organizations to invest in RevOps and rethink how their leads are processed. But before fixing your funnel, you must first identify the gaps.

What’s causing your leaky funnel?

The most common issues affecting your lead funnel are outdated technology, scarce dev resources, and the limited integration capabilities of your current tools.

  1. Lead data is siloed across legacy and new platforms. Teams across sales and marketing must spend an inordinate amount of time on manual processes such as uploading, cleaning, and routing leads.

    Not only does siloed data lead to slower follow-up times, but it also results in a bunch of lead management headaches such as duplicate lead lists that incorrectly inflate lead counts, routing leads at the wrong stage to the wrong destination, or accidentally continuing to contact leads that have opted out.

  2. Point-to-point solutions require resources you don’t have. Cobbling together point-to-point solutions using custom code requires dev resources, which are usually not available or very limited. On top of that, as APIs inevitably change, your team remains on the hook for updating and maintaining the integrations. Put simply, it’s not a scalable solution.
  3. Out-of-the-box integrations don’t fit your business needs. Many sales and marketing platforms offer limited connectivity to a handful of tools. It’s likely that your most important apps aren’t seamlessly integrated to the customized use cases you need for your business.

    In other words, the most important lead data stays locked up within each application. Without robust integrations, none of your individual apps can deliver important insights on the full picture of where, how, and why your leads engaged with you, or the best way to follow up with them.

Rethink your lead lifecycle with a cloud-first low-code approach to automation

RevOps is a relatively new function in organizations today. As such, RevOps professionals must leverage the most modern tools available today to help them achieve their day-to-day business tasks. 

Using a low-code, cloud-first approach to automation with a platform like Tray.io, RevOps professionals can integrate their sales, marketing, and customer support applications and completely automate the entire lead lifecycle. 

Eliminating the manual processes involved in lead capturing, cleansing, recording, monitoring, and engagement results in highly-accurate lead data rapidly flowing through your funnel. Then, you see higher conversions and increasing revenue. 

To learn how low-code automation can repair your leaky funnel, check out this Mardreamin’ session on The Age of RevOps: Reinventing Lead Lifecycle Management.

Original article: Rethink Your Lead Lifecycle for the Age of RevOps

©2022 The Spot. All Rights Reserved.

The post Rethink Your Lead Lifecycle for the Age of RevOps appeared first on The Spot.

By |2022-10-26T20:26:11+00:00October 26th, 2022|Categories: Pro Tips, revive, Strategy|

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|

What To Do in Pardot When Contacts Change Jobs

People change jobs all the time. Maybe they’re part of The Great Resignation. Or navigating a new career path after years of military service. But have you ever thought about what to do in Marketing Cloud Account Engagement (Pardot) when contacts change jobs?

It’s something you should consider for two reasons. 

  1. If the person leaving was the primary contact, then you’ll have to figure out how to address generating new sales opportunities with the company.
  2. The contact who changes jobs may be joining another company that can use your products or services.

You could:

  • Delete the contact record
  • Update the record
  • Tell sales they left
  • Sales can tell you they left

THERE ARE SO MANY OPTIONS!!!

What do you do???

The do nothing easy button when Pardot contacts change jobs…

The simple answer is to do nothing. Delete the prospect record, and move on.

For the majority of records in your database, letting them go peacefully is exactly what we ought to do. A great many records in your database are not going to buy from you anyhow.  If they are really interested in your offerings, then they will come back on their own with their new business email address.

Easy! Next Question!

If only business was so easy…

Is that really the user experience you want people to have with your brand? 

How does Pardot know when CRM contacts leave a company?

The simplest answer is that we see email hard bounces when we send contacts an email through Pardot.

Some email systems won’t hard bounce emails as an anti-spam measure. (This is why we should delete records after a period of time when they show no activity and may be silenced hard bounces.) In those cases, we would depend on other ways of knowing.

Use the CRM to notify Pardot when the contact record changes

Sales tried calling and was told they left. This is usually marked in the CRM in some fashion. We can configure Pardot to recognize this and take action accordingly. The solution likely looks like a dynamic list looking for these former employees and deleting them in Pardot periodically. 

Or, we may have a data augmentation vendor, which is telling us that the contact has left. We would again follow a similar process to the above to get these records out of our Pardot instance.

Use a hand-wavy custom field process to record when contacts change jobs

When there isn’t a formal process or custom fields to use for employment status, people will just figure things out. 

Too often, this involves editing a field, such as the last name, to add “Left the company” or “retired” or “died” —  yes, I have seen all of these. In fact, I have seen physical mailers go out with ‘died’ in the address because we couldn’t filter out records we shouldn’t take action on anymore. Talk about cringeworthy.

(read more on avoiding marketing horror stories in this post)

If we look at the data vendors as likely followers of best practice, we see many of them with two fields:

  • An ‘active/inactive’ field
  • And sometimes a ‘reason’ field

The reason field may be more important to our account-minded sales team. That’s because they have established relationships with these individuals versus the bulk data vendors who don’t have the same visibility as to why people are no longer at a company.

Determine personal versus business interest for the contact

A lot of people want to change an email address to the new company email address in Pardot, and then change a Contact record over to the new Account in the CRM.

This may not be the best idea.

While an individual doesn’t forget everything about you when they change jobs, their new company may be effectively starting from scratch.  Personal interest doesn’t automatically transfer to a person’s new company. That’s because the business interest may not be there… yet.

Using Net Promoter Score (NPS) and brand mavens

If you use Net Promoter Score surveys, people changing jobs may be a great way to action those scores. Your 9s and especially the 10s may very well ‘recommend to a friend or colleague’ at their new position. 

If somebody truly loves your brand, they may be the best sales person you can have. They will find all the hidden buyers at that new organization and close a sale before your sales team is even involved. 

Keep your brand mavens happy even if there isn’t an opportunity now. They will work on the new org at their own pace and the org may be ready in a few years without needing much time spent by sales.

Conversely, a NPS 1-4 moving to a new org with an active project can totally derail the opportunity. Sales may be blindsided as the negative new hire may not come to their attention. A project that was about to close just evaporates in front of their eyes, inexplicably. 

Create a process for your team for contact job changes

Notify the sales team.

If we get an email bounce for somebody who is connected to an open opportunity, we probably ought to notify sales that we’ve lost somebody in our buying center. This usually involves creating a task in Salesforce.  

Sales could use this information to try to find the new person taking over the project. The task shouldn’t demand action. But rather, it informs the team of the situation and suggests a few possible courses of action — as defined by the sales manager.

This could look like an automation rule looking at the high/low NPS scores, Pardot bounces, and the dynamic list of records marked in CRM as left.

Link an old Salesforce record to a new record.

If your business makes sense for doing so, you could link contacts together as a custom field(s) and connect a person from their prior job to the new contact record. This would be a forward looking pointer. We want to be able to follow that brand advocate to where they are now. We are less interested in where somebody was in this context.

If your business truly has a good user community and you want to keep track of people over the course of their career (let’s use the Salesforce MVPs as an example), then we can create a custom object to track brand mavens, VIPs, influencers, or  whatever you want to call it. 

A contact record would link to this custom object. As people move around, we have a consistent way to find the most current contact record for these rock stars. 
To make this actionable in Pardot, we would have a ‘current contact’ ID on this custom object and pull this into Pardot as a custom object.  We can now create dynamic lists, and provide a red carpet treatment in our Engagement Studio Programs (ESPs).

Wait, the contacts aren’t gone, just promoted!

Funny thing, preconceived notions. We just jump to conclusions! 

The title of this article said nothing about leaving the company….

Tracking internal job movement

Internal job movement is going to be harder to suss out and action at scale in Pardot. Is the Prospect in the same department and our products or services even still relevant to them?

Our Grading may change with the new role. We need to make sure that our Grading Rules are written in a way that they can re-evaluate correctly to the new criteria.

Speaking of new roles…. Oftentimes, our Pardot to CRM sync field settings are set that the CRM ‘wins’ if there is a difference. 

People filling out forms in a hurry tend to not always properly capitalize things, or may abbreviate. Conversely, our sales team tends to make sure these details are exactly right before a PO gets sent out. Thus our expensive, staff-curated data tends to have more ‘staying power’ than user-submitted data.
But if the Prospect just filled out a form telling us about their new promotion, and that new job title syncs to the CRM, the CRM refuses the change and we’ve lost the big news!

This is the pain of data management. We can’t have easy, simple processes that always work all the time. 

We may need to change the field sync behavior to last updated, and hope that we don’t get end users damaging our data too often.

How do promotions affect buyer personas?

The other thing to think about is how their information needs may change with the new role. Being promoted to a manager means they no longer use the product every day, so they are less interested in specific features and usability, but now more on team effectiveness and ROI for how they spend that fancy new budget they just got control over.

Our ESPs need to be designed such that we can fall out of the old role-relevant nurtures, and they can start getting the new content.

Like most things in marketing, the answer is “it depends”

There are a lot of options that we could do. Depending on your business and your audience, some things will be more impactful than others to the company’s bottom line.  

However, we don’t need to do all the things right now.  Pick one thing that seems like it will help the most, and try to work on that. 

It may take a couple of iterations before you get it right. It’s OK.

And if you’re still stuck after that, then tell us about it in the chat. Or send us a message.

Original article: What To Do in Pardot When Contacts Change Jobs

©2022 The Spot. All Rights Reserved.

The post What To Do in Pardot When Contacts Change Jobs appeared first on The Spot.

By |2022-10-21T20:52:26+00:00October 21st, 2022|Categories: Data Management, Pro Tips, revive, Strategy|

Creating a Custom Pardot Campaign Influence Model: Lessons Learned

Sometimes the standard Campaign Influence models that come with Marketing Cloud Account Engagement (Pardot) just don’t quite fit what you are looking to measure. We recently went through the exercise of creating a Custom Model, and it wasn’t quite as straightforward as we would have liked it to be. 

To save you some ramp-up time we’ve decided to share some of the things we learned. Here they are!

Lessons Learned the Hard Way while Creating a Custom Pardot Campaign Influence Model

We went ahead and created a custom Pardot Campaign Influence model and took excellent notes so you can reap all the benefits. 

Here’s what you should know before you start your own custom Pardot Campaign Influence Model project.

Simplify your Custom Model, then nail it down

There’s a lot of calculations needed in Campaign Influence, and the last thing you want to do is build this a few times as you discover exactly what you are looking for. 

Spend some time with the business and really think about which touches you really want to measure and if having them measured will drive meaningful business value. Can you explain it in 20 seconds or less? No? Your model might be too complex.

You have 2 options for integrating your Model

The simple example Salesforce provides as part of its documentation is to have a Trigger on the CampaignInfluence object, which allows you to create your records when Salesforce creates theirs.  This example is okay for demonstrative purposes, and it avoids a lot of the complexities. 

The example also works okay if the Model that you are “watching out for” creates and deletes CampaignInfluence records at the same time you need to. Though for us, often we discovered that we wanted our Model to recalculate, but it never did. This is because the default model didn’t need recalculating so no new records were created/edited. As a result, ours never had the chance to run. 

One way around this is to watch out for the b2bmaEvenDistributionModel as it has the most chance of adding/removing records, and firing off your trigger.

Another thing to consider (if you are relying on another model’s calculation to trigger your custom one) is that Salesforce doesn’t properly batch influence calculation. We learned this when turning off the Even Distribution Model and turning it back on hoping it would trigger calculation on all Opportunities. We ended up having our own Batch APEX class run to initially populate data for our new model.

If you need a little more control, you would need to introduce triggers on various objects (such as CampaignMember, OpportunityContactRole, Opportunity) looking for the events that would have an impact on your Model and cause it to recalculate. You might find luck here using Platform Events to separate the triggering event from all the processing that the Model might need, especially important as Opportunities often already have a lot of custom automations hanging around them.

Campaign Influence code runs as a special User

Salesforce’s CampaignInfluence records are created by a Special Salesforce User “Salesforce Administrator” which you can’t pick when setting up debug logs. You can find this User’s ID by looking at the CreatedById field of any of the CampaignInfluence records in your org.

Setting up a Debug log for this user is a bit more involved than normal, and needs you to manually create a TraceFlag entry referencing the special User as well as the Id of DebugLevel. We used https://workbench.developerforce.com ‘s REST explorer to create the record, and we used the SFDC_DevConsole DebugLevel allowing us to use the DeveloperConsole to check out the logs as we were testing.  A bit of setup for each debugging session, but worth it.

Break your code into debuggable chunks

We ran into a few different challenges as we were putting this together, and we found having our code broken up really sped up our debugging process. Each chunk of code had debug statements giving us an idea of the overall state / progress, which made it easy to quickly diagnose where things might be going awry.

While we aren’t yet ready to share a precise recipe, we can at least give you the ingredients we used!

  1. Build a list of Opportunity IDs of the Opportunities that need to be calculated
  2. Get all Opportunity details (including Opportunity Contact Roles)
  3. Get all needed CampaignMember records
  4. Calculate the “winning” CampaignMember records for each Opportunity
  5. Calculate the CampaignInfluence records needed from the “winning” CampaignMember records
  6. Insert final results

Plan for custom Campaign Influence Model success

Creating a Custom Campaign Influence Model is not for the faint of heart. It takes quite a bit of planning and work to put together even the simplest of Models (which might be why there’s so little out there when we tried googling for examples). 

If you are looking to take this on, hopefully these tips save you a bit of frustration and colorful language. If it still looks daunting and you need some help, we would love to have a chat!

Further Reading

Original article: Creating a Custom Pardot Campaign Influence Model: Lessons Learned

©2022 The Spot. All Rights Reserved.

The post Creating a Custom Pardot Campaign Influence Model: Lessons Learned appeared first on The Spot.

By |2022-10-19T18:44:00+00:00October 19th, 2022|Categories: Analytics & Reporting, Pro Tips, revive, Strategy|

How to Choose a Salesforce Marketing Reporting Tool

Not sure which Salesforce marketing reporting tool is the best for showing the results of your campaigns? 

With so many to choose from between Salesforce CRM, Marketing Cloud Account Engagement (Pardot), and CRM Analytics, it can be difficult to nail down what reporting tool is the best fit for you. 

While all the tools described here (to some extent) can be used to meet each criteria, some do it better than others. 

Questions to determine which Salesforce marketing reporting tool is best for your team’s goals 

We’ll help you narrow it down with some simple questions and a review of what each tool excels at! Hint: They all contain the letter “A”!

Question 1: What are you “asking” of the data?

While there are many uses for data, breaking down what you want into categories can help you create specific and purpose driven reporting content. 

What that content is meant to inspire is the million dollar question. So… “What do you want your data to do for you?”

I Need Operational Data!

This type of reporting is really ideal for managing day to day metrics. The key here is that these are used to keep a pulse on the health and activities that keep your business running day to day. 

  • How many deals were open, closed, won or lost?
  • How many tasks were completed?
  • What is overdue? Or due today?
  • Who are my best performing Salespeople?

Best Fit: Salesforce

Why? Salesforce reports excel at showing data in a way that tells you what’s going on right now. Built-in report types give you easy access to history data and other commonly used data. 

Need a quick list or visual to get the point across that is specific to a specific business metric? It’s easy to do (assuming you have the data in place). Another cool feature is that your reports and dashboards can be tailored to run as the person opening them, making them a custom fit and focussed.

I Need Trending Data and Patterns, preferably in visuals!

  • How fast are we closing sales?
  • How is the pipeline looking for Q2 Compared to Q1? What had the most impact?
  • Which activities lead to sales?
  • How are my KPI’s Performing to goal
  • What are my leading or lagging indicators?

Best Fit: CRM Analytics

Why? Of all the tools this is the one that allows you to do “gymnastics” with your data and connect lots of things together. It also has much more robust visualization options, allowing you to connect and visualize data more easily. 

Built-in apps provide “purpose” driven dashboards and insights based on best practices. You can have many filters and even specify which dashboard items interact with which filter! 

While you can do some trend analysis in Salesforce, CRMA brings it to the next level. To top it off, if you have the right license, predictive analytics are within your reach.

I Need Marketing Asset Intelligence!

  • What is the health of my campaigns?
  • I need to create list reports to segment and manage prospects!
  • What marketing activities are leading to increased engagement?
  • What activities are occurring? Or have occurred?
  • How is my nurture program performing?

Best Fit: Pardot Reporting

Why?: Pardot is purpose built to surface marketing metrics and streamline prospect management. Reports on common metrics (click through, open-rate, bounce rate opt out etc.) are available. While more limited in the sense of customization, these are critical metrics for every marketing department and company and help you keep a pulse on the health of your assets.

Other considerations for selecting a Salesforce marketing reporting tool

Who is your audience?

This one is really all about functional role and (ahem) attention span. Think about the following questions to determine how audience affects which Salesforce marketing reporting tool to use:

  • How much time does the audience for the report have time to absorb the information? Does it come from multiple sources? 
  • Are they open to navigating many reports? 
  • How many filters are needed on the front end? 

If your audience does not use your reports, then all the platforms are equally terrible. Always consider useability and make sure you consider hidden costs when comparing value.

Leadership Team (C-Suite) 
  • These stakeholders tend to want a 5,000-foot strategic view that can be visually absorbed quickly and without too much explanation or time. For this group, CRM Analytics is a good fit since its strength lies in optimizing connected datasets in a visual way.
Operational Managers
  • This group often wants to look at the high-level metrics, but also be able to dig into the records and data when a pattern or interesting number stands out. For these stakeholders, Salesforce reporting can be the best choice. 
Marketing staff, Designers, Marketing Managers (admins, marketing staff etc)
  • As the lifeblood of marketing, these stakeholders need quick and easy access to see who is a best fit for nurture programs, check scoring and grading status and see what assets are performing best. Pardot reporting provides this view and the data that’s needed day to day.
Analytics Staff
  • When you need ALL the data and want to know all the things, a deeper tool is needed. CRM Analytics allows the high-level and low-level data and allows the ability to create unlimited customized datasets to use for reporting. Additionally with licensing upgrades, the power of Einstein predictions can be unleashed. Fun fact, this data can be written back to Salesforce with the Salesforce Data connector, adding even more potential uses (teaser for a future blog 😉).

What resources do you have available for reporting and analytics?

Ok, so this one is kind of a trick question. No one ever has enough time or money… But it does matter. Having the right resources to develop your brilliant report or having the time to consume report content is critical. 

How can you get the most out of each platform if you are strapped for resources? Any of the choices requires expertise and time to master customization or modification. But many “no effort” solutions also exist out there. 

Also, while tools like CRM Analytics are pricier, consider the time to create 10 reports in Salesforce to get the same information and the limitations around connecting objects. Additionally, consider the pitfalls around manual reporting (Excel gathering) and the potential data and time issues that can occur. Consider all the costs of NOT having a single version of the truth. 

How can I stretch my time and budget around Salesforce analytics? 

Here are resources that might help.

Salesforce: Check out the app exchange for many free useful examples and fully functioning Dashboards. Everything from adoption metrics to quality check dashboards can be had at the click of a button … and many are free. 

CRM Analytics: This one is license specific, but you don’t need a data scientist to install apps such as B2BMA analytics (included for many Pardot  versions – more information here).

Pardot: Sometimes less is more! This documentation around all reports Pardot will get you pointed in the right direction!

Which Salesforce marketing reporting tool is best? It depends…

So in conclusion, while each reporting platform has its strengths and weaknesses, the strongest is the one that presents the right content, to the right audience at the right time. 

We hope the information in this post helps you to nail down which tool is right for your unique situation. 

Still not sure? Drop us a line and we’ll see how we can help you.

Original article: How to Choose a Salesforce Marketing Reporting Tool

©2022 The Spot. All Rights Reserved.

The post How to Choose a Salesforce Marketing Reporting Tool appeared first on The Spot.

By |2022-10-10T18:27:00+00:00October 10th, 2022|Categories: Analytics & Reporting, 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|