Get Ready for MCAE (Pardot) Conditional Completion Actions

Conditional Completion actions are coming to Marketing Cloud Account Engagement (Pardot)! And they’re a game changer for adding complexity to completion actions on your marketing assets.

This has been a long awaited request in the IdeaExchange. So, we’re ecstatic to see it finally come to fruition.

Note: This feature is not currently available in production. Conditional Completion actions will be rolled out during the Summer ’22 release (May 21st – June 11th) and this blog will be updated as we get access to this feature. Stay tuned!

What are Marketing Cloud Account Engagement (Pardot) completion actions?

Pardot Completion Actions allow you to add follow up automations to most Pardot assets such as forms, landing pages, files, custom redirects, etc. 

These actions trigger after someone interacts with the asset such as a click or form fill. Pardot Admins and Marketing Users can configure which actions they want Pardot to trigger after the fact. 

Completion actions include:

  • Add Tags
  • Add To List
  • Add to Salesforce Campaign
  • Adjust Score
  • Adjust Score For Scoring Category
  • Assign Prospect via Salesforce Active Assignment Rule
  • Assign To Queue
  • Change prospect custom field value
  • Change prospect default field value
  • Create Salesforce task
  • Increment prospect field value
  • Notify assigned user
  • Notify user
  • Notify user via Twilio (phone)
  • Register for webinar
  • Remove from list
  • Remove tags
  • Send autoresponder email
  • Set profile
  • Set prospect’s first touch campaign

Currently, you can add as many of these as you see necessary. But keep in mind, they trigger on ALL Prospects that interact with the asset. Conditional completion actions are changing that. 

As Pardot stands today, other automation features, such as Engagement Studios and Automation Rules, can provide ways to conditionally process prospects. However, these automations have limits, and using multiple assets per form fill, link click, etc., can bog down your system. 

With Conditional Completion actions, you will be able to perform all the desired actions right from the asset setup page.  

What are Pardot conditional completion actions?

Welcome conditional completion actions! 

Conditional completion actions add complex logic to your existing or new completion actions on your Pardot assets.

Essentially, you are able to create logic similar to dynamic lists or automations rules (or Salesforce Reports) that follow this pattern:

Before: Upon engagement (click/form fill), then trigger Y
New: Upon engagement (click/form fill) look to see if X = Value; then trigger Y

You can still do regular completion actions that apply to ALL Prospects who engage with the asset in specific ways, but now we will be able to create conditional actions as well. 

Below is an example of what you can expect to see in your account when the feature is released later this summer:

This feature will be available on Lightning list emails, forms, form handlers, files, custom redirects and page actions.

You can read more about it here and watch a quick demo, courtesy of Salesforce, here.

How are conditional completion actions different from normal completion actions?

In terms of functionality, there isn’t much of a difference between regular and conditional completion actions — they look at an action and then apply the necessary follow-up actions. 

However, in terms of usage, conditional completion actions add complexity to the existing completion actions by allowing for criteria in addition to a click or form fill to decide if the action should be completed or not. 

This allows marketers to create branches and manage different types of Prospects differently in Pardot.

Are there any limits or requirements to conditional completion actions?

Lucky for everyone, these actions will be available to everyone upon its release date.

We have identified the following limitations (that could change with further releases):

  • No conditional actions based on list membership
  • No conditional actions on classic email builder list emails (only available in the new Email Lightning Builder)
  • Limit of up to 6 conditional groups per asset (plus your standard completion actions)
  • Limit of up to 15 conditional group actions across all conditional groups per asset

We won’t have a concrete list of limits until this feature goes live, so stay tuned for updates!

What Pardot conditional completion use cases that I can look forward to?

First things first, this particular section will be updated post-release with additional information and screenshots. For now, we are basing these scenarios on existing completion action functionality. So, proceed with caution!

UTM-Based Lead Sources

Reporting on where your online website traffic is coming from is more important now than ever. For many organizations, being able to distinguish between sources of ads and beyond continues to be a hot topic. 

At Sercante, we support our customer’s UTM tracking via custom hidden fields on their forms. Now with conditional completion actions, leveraging these UTM’s real-time to update Lead Source should be easier than ever!

Standard Lead Routing

Nothing magical here, aside from the fact that you can fit multiple territories/region/product assignment criteria into a single form. Previously, this would require multiple automations or a little support from Salesforce to route accordingly. 

If you are interested in learning about how to manage Lead Routing in Pardot, check out my presentation from ParDreamin’!

Block Competitors

For those in industry segments with few players (we know everyone in the ocean), you may find it difficult to exclude competitors currently in Pardot (before they enter Pardot). 

If you have a field that identifies your Prospects as a competitor (email or company for example) you can decide not to send them the email with your latest e-book or asset. This would save you time and effort from setting up individual automation or even using JavaScript.

Streamlined Campaign Management

During ParDreamin 2021, I discussed how you can streamline your asset delivery processes by creating custom fields and leveraging HML, Dynamic Content, and Snippets in the process. Although this is great to reduce the number of assets in the overall process of delivering content, you still need 1 automation rule per asset to update campaign membership. 

By capturing the page title or asset name into a hidden field, you can then leverage this field to add the person to the correct Salesforce Campaign on each form — up to 6 branches (conditional groups). 

This would reduce the number of forms you need to set up overall. 

Multiple Link Click Options For List Emails

One of the most frustrating experiences currently is having an email with more than one CTA and having to pick between “any link” or “specific link” clicks. This feature would allow you to do this with up to 6 different links (we have not seen conditional actions on list emails yet). 

This function would only be available in the Lightning Email Builder and not for the Classic Email Builder. 

Extending The Power of Webinar Connectors

This directly speaks about WebEx and GoToWebinar products. 

Many B2B organizations have webinar series where they would love for people to register for multiple webinars at the same time. As of today, you either had to use (3) automation rules and a custom field, or (3) separate forms as Pardot does not allow for multiple registrations (using Pardot forms).

An alternative to creating multiple automation rules is to use Javascript here, but the hope is that conditional completion actions provide a no-code alternative. 

With this conditional completion actions feature, you can skip setting up the automation across the platform, thus requiring less work and a central location for it all!

Supercharge Your ABM Strategy

Leverage account types or build a new field called “Account Tier” to signal which accounts need the “white glove treatment.” 

Using conditional completion actions, then create custom Slack notifications, User notifications, or User tasks immediately after these Prospects complete their forms. 

In addition, you can also update a custom field such as “Prioritization”  to increase their prioritization in Views in Salesforce. This would be an excellent companion to the Einstein Key Account Identification feature for those on Pardot’s Advance tier or higher.

Imagine the possibilities for conditional completion actions

As a consultant, I am very much looking forward to streamlining automations for my customers by leveraging conditional completion actions in their organizations in the near future. 

If you need to strategize how to leverage this feature in your organization, or you just want to brainstorm ideas, contact us here!

Original article: Get Ready for MCAE (Pardot) Conditional Completion Actions

©2022 The Spot. All Rights Reserved.

The post Get Ready for MCAE (Pardot) Conditional Completion Actions appeared first on The Spot.

By |2022-05-23T20:48:10+00:00May 23rd, 2022|Categories: Automations, New Features, Release Notes, revive|

Email for Everyone: Creating Accessible Digital Marketing Assets

Accessibility has always been top of mind for me in everything I do. As someone with a disability, I am conscious of others who may be having similar struggles. 

So, when I found a professional career in digital marketing, specifically email marketing, the idea of accessibility transitioned with me. 

This idea was further driven home for me when I encountered a client who was working on a massive project to update their entire digital platform, email marketing, website, social, etc. to be compliant with the Americans with Disabilities Act (ADA). I learned a lot from that project and now I want to share it with you.

In this article, I will share with you the top resources and items to check off your to-do list when enacting the ADA guidelines into your digital marketing to achieve email accessibility. Hopefully, this will save you a lot of time googling!

Why does email accessibility matter to me?

More than 1 billion people have a disability, which is 15% of the world’s population. Of those struggling with a disability, approximately 43 million people live with blindness and 295 million people live with moderate-to-severe visual impairment, leaving them to use an assortment of assistive devices to interact on the web. These devices include:

  • Screen Readers: software that allows users to read text with a speech synthesizer or braille display
  • Magnifiers: tools that increase the text size for the reader
  • Navigation Assistants: systems that guide users via sound commands

As a marketer, it is important for us to take these into consideration when creating our digital marketing content, such as your website, landing pages, emails, social posts, and any other digital content. Overall, companies who practice digital marketing accessibility experience fewer lawsuits, an increased customer base, and an improved sense of brand loyalty.

At the end of the day, this isn’t about accommodating someone’s preferences or unique quirks. It’s about meeting the needs of your customers. The likelihood of one of your customers falling into the 15% of disabled users is very high and meeting their needs should be a top goal for every marketing initiative. Luckily, the best practices for ensuring accessibility in your digital marketing efforts is also the best practice for improved usability and SEO performance across the board.

What can I do to create accessible digital marketing assets?

There are a handful of basic tips and tricks that you can enact today to make your marketing content more effective and accessible to all of your audience members.

Let’s get started!

Color Contrast

Use clear color contrast between text color and your background. Users with color blindness will be especially thankful to you. So let’s experience less of this and more of that.

Color contrast examples

We recommend WebAim to measure your color contrast ratio. It is a great tool that will give you an easy to decipher pass/fail grade for all things accessibility.

Large Font Sizes

While people can use their magnifiers or zoom in on your content, why should they have to? This is especially true if it ruins the look and feel of what you are providing them. 

Instead, create your content using larger font sizes, and build the design around it. 

The ADA recommends a font size of at least 16 pt on any form of digital media. This is also the preferred size for most of the population.

Font size examples

Text & Imagery

Avoid using text on your images and graphics. Individuals who use screen readers can’t read text on an image. That’s because screen readers simply see that as a picture file and will overlook it. 

Using text in your graphics means some of your readers may not be getting the full message you are trying to present. Ensure that the key content and messaging you are providing is in your text, and use images as a supporting player.

Text and imagery examples

Alternative Text

Alt text can be your best friend! 

If you are using images or have web links that you are sharing, insert your alt text so that screen readers don’t overlook the additional information. 

Screen readers know to look for alt text and will provide this content to the reader allowing them to get a fuller picture and better user experience.

Alt text describes an image

Visual Hierarchy

Use headers and subheadings appropriately to provide the reader with an overview of the content and establish the key points. Also, use breaks and keep content left aligned when possible. This helps visually-impaired readers define the critical information that is being provided and allows for an easier experience when they don’t have to jump around due to justification changes.

Plain Text

This is an easy win for our Marketing Cloud Account Engagement (Pardot) users! 

When building an email in Pardot, you are required to create a text version of every email you deploy. This ensures accessibility for all recipients and allows for you to include the pertinent information in a text email that assistive devices can easily access. 

Use alt text to provide content for screen readers to describe what's in an image

Accessible Links

Do not group links together. Instead, space them apart and consider using bullets. This helps readers who are using navigation assistants to click on the correct URL. This is also helpful for users who are on mobile devices.

Emoji Overload

Any type of bright, strobing media can cause dangerous, life-threatening seizures. This can include emojis such as the Party Parrot or flashing Gifs. 

Images that could cause seizures include:

  • Flash more than 3 times per second
  • Are sufficiently large
  • Are bright with high contrast

Are there legal ramifications for not following digital marketing accessibility guidelines?

As I previously referenced, there are potential legal ramifications and fallout for not following ADA guidelines. 

Web Accessibility Initiative (WAI) is an international organization that sets standards around accessibility. Their latest publication, WCAG 2.1, references three levels of accessibility with 61 checkpoints. However, they are not all equal. I have grouped the levels of accessibility below by importance here:

  • The “must” list: Without these changes, at least one group of potential customers will not have access to your information.
  • The “should” list: Meeting these t=recommendations ensures significant barriers are removed for those with disabilities, increasing your brand visibility.
  • The “may want to” list: Individuals with disabilities may struggle to fully access your content, but it won’t be impossible.

Based on your company’s headquarters, laws may differ. So, I encourage you to take the time to look into your local laws and regulations pertaining to disabilities. 

For the United States, Title III of the Americans with Disabilities Act states that “discrimination against individuals with disabilities persists in such critical areas as employment, housing, public accommodations, education, transportation, communication, recreation, institutionalization, health services, voting, and access to public services.” With communication being covered, arguably, within digital marketing. As a result, regardless of industry or sector, it may be time to assess your accessibility guidelines.

Email accessibility benefits everyone

Building emails that everyone can access is not only the right thing to do. It’s something that’s going to ensure you’re not just delivering messaging, but instead delivering messaging everyone can process and understand. 

Tell us about your experiences with email accessibility in the comments section!

Original article: Email for Everyone: Creating Accessible Digital Marketing Assets

©2022 The Spot. All Rights Reserved.

The post Email for Everyone: Creating Accessible Digital Marketing Assets appeared first on The Spot.

By |2022-05-19T21:16:00+00:00May 19th, 2022|Categories: Emails & Templates, Getting Started, revive, Setup & Admin|

Salesforce Marketing Cloud Content Personalization Features: An Introductory Guide

Personalization is a common buzzword one can hear throughout the digital marketing landscape. And as a result, it can mean so many things depending upon who you ask. 

However, at the end of the day, personalization is what marketers are aiming to deliver — user experiences that are personal and customized based on contact preferences and previous engagement. 

We’ll focus on several key features and functionalities available in Salesforce Marketing Cloud Engagement to offer personalized content.

Personalization can mean many things in Marketing Cloud

Personalization is a powerful tactic for marketers to leverage. However, the term is used so often and can mean many different things — especially when it comes to the what and the how. It can leave everyone a bit confused as to what one really means when they use this term. 

There are several ways you can deliver personalized content in Salesforce Marketing Cloud Engagement that range from simple to complex.

Marketing Cloud Personalization Strings

The most basic and common form of personalization in your digital marketing efforts can be referred to as personalization strings. A personalization string lets you insert subscriber attributes, such as subscriber name, into your emails

Personalization strings can appear in the subject line, preheader, or in the content of the email in Email Studio. 

You may hear personalization strings referred to as merge fields or substitution strings. This type of personalization has been in usage for quite some time and while commonplace, it is very effective.

In addition to the subscriber attributes, you can insert system data and modify the content using AMPscript expressions. You can type personalization strings into the HTML of your email body if you’re creating an HTML paste email, or you can type them into the text editor when you create or modify text content.

Tips for using Marketing Cloud Personalization Strings

Below are some tips to consider when using personalization strings: 

  • All personalization strings are case-insensitive.
  • Include the two sets of double percent symbols.
  • If you’re inserting a personalization string into a line with other data, include a space before and after the personalization string.
  • If you insert a personalization string, and the subscriber attribute isn’t populated, the string will appear blank in the email. Be sure to define a default value for every attribute you intend to use with a personalization string. For example, use this string to include default attributes for First_Name: %%[IF Empty(First_Name) == “False” THEN SET @FN = First_Name ELSE SET @FN = “Customer” ENDIF]%%Hi %%=v(@FN)=%%
  • Do not include personally identifiable information, such as email address, in email links.
  • Testing is critical; two testing tools available for personalization strings are Content Detective and Validation.
  • Leverage code snippets for your AMPscript for non-technical users.

Learn more about using personalization strings here.

Marketing Cloud Dynamic Content

Dynamic content is another way to offer relevant and personalized content to your audience in Email Studio. 

Like its counterpart in Account Engagement (Pardot), Dynamic content in Marketing Cloud Engagement is content that displays in a content area according to the rules that you define based on the subscriber’s attributes or the targeted data extension column values. It’s a great way for non-technical marketers to deliver personalized content using the rules-based interface. 

You can also use dynamic content in your preheader and subject line instead of using AMPscript expressions.

The two testing tools available for dynamic content are: 

  1. Subscriber preview 
  2. Test send

Marketing Cloud Enhanced Dynamic Content

If you are designing emails that extend beyond a couple of rules for swapping dynamic content, the Enhanced Dynamic Content tool lets you import a delimited file containing text and image URLs to create content.

Instead of using AMPscript and data extensions to manually create complex dynamic content and the rules for each variation, the system creates the content from the data in your import file. The columns in the import file contain the names of the enhanced dynamic content assets, and the rows contain the content variations for each asset. 

Content Builder saves the assets as Enhanced Dynamic Content Maps in the content library. Then you can use them as blocks in emails and templates. You can link your enhanced dynamic content to an audience during the import or while adding the blocks to an email or template.

Einstein Content Selection

You can also add an Einstein Content Selection content block to your messages. At open, Einstein then can select an image for your messages by analyzing the assets that are engaging your customers. The content block selects an asset that’s personalized for each subscriber from a pool of assets that you upload and then adds the asset to the message. 

Things to consider:

  • Einstein Content Selection must be enabled in Marketing Cloud Setup.
  • You should add an asset catalog file before dragging the Einstein Content Selection block into your message so that Einstein can select the image assets to show.
  • The subscriber list can’t contain a field called memberid. If it does, the block doesn’t function properly.
  • Assets are selected based on how they perform with your subscribers.

Einstein Recommendations via Marketing Cloud Personalization (Interaction Studio) 

Last but not least, Marketing Cloud Personalization*, powered by Einstein recommendations, delivers the next best product, content, or offer to every individual through product and content recommendations for email and web. 

Every customer interaction is an insight. With every click, download, view, and purchase, customers are giving data about their preferences. Marketing Cloud Personalization combines user behavior with algorithms and your unique business rules to build a user profile of affinities. And in turn, use that profile to determine the most relevant content and products for each customer in real-time.

Marketing Cloud Personalization gives marketers the ability to:

  • Understand Customer Behavior – through JavaScript collection and Item Attribution to understand Customer Affinity
  • Predict & Automate Decisions – including 1:1 recommendations and behavioral triggers
  • Personalize Each Customer Journey – through audience segmentation and conversion reporting

*Marketing Cloud Personalization must be purchased and provisioned before use; it is not included as part of the Marketing Cloud Engagement product.

Personalization can take many forms

In summary, the ways you can deliver personalized content in Salesforce Marketing Cloud Engagement range far and wide, from simple to complex.  

Regardless of what you choose, see below for some reminders and tips to get started: 

  • Personalization always depends on your data and what is available.
  • A template is a shell for an email that can be used and a great place to standardize personalized or dynamic content.
  • Content blocks can also be reused. Design personalization based on the attributes you are collecting and enable every email to be personalized.
  • Personalization strings can be used inline in a Text block and in the Subject and preheaders for individualized content.
  • Testing is critical. Leverage Preview to view individualized content for a subscriber; Test sends allow you to send specific email versions or multiple versions to ensure personalization and business logic is set up correctly.
  • Crawl, walk, and run into email personalization.

Tell us how you’re using Marketing Cloud personalization features in the comments below. Or reach out to the Sercante team for help figuring out how to leverage the tools.

Original article: Salesforce Marketing Cloud Content Personalization Features: An Introductory Guide

©2022 The Spot. All Rights Reserved.

The post Salesforce Marketing Cloud Content Personalization Features: An Introductory Guide appeared first on The Spot.

By |2022-05-17T20:53:00+00:00May 17th, 2022|Categories: Emails & Templates, Getting Started, revive, Setup & Admin|

How To Use a Custom Opportunity Amount Field in Salesforce Campaign Influence Reports

Picture the scene… You’re using a custom amount field on your opportunities (or even multiple amount fields) in Salesforce. You notice that your Salesforce Campaign Influence reports are not showing any data. You have an amount value on all your opportunities, and you’re using custom roles.

So, why is nothing working?*

The standard Salesforce Opportunity Influence model (and the associated reports) work on the basis that you are using the standard Opportunity Amount field. But more often than not, business operations are far from the “standard” processes. 

*It is assumed at this point that all other Campaign Influence set up items and prerequisites have been completed.

Going beyond standard amount fields on opportunities in Salesforce

Business models flex and are customized to the business needs. So, there are use cases where populating the one standard amount field on opportunities just won’t work. We also know that Sercante loves to break free of the “standard mindframe” and test the limits of Salesforce!

So how can you use Campaign Influence (and reports) when you don’t use the standard opportunity amount field? 

The recommended option would be to create a Salesforce Flow to update the standard amount field with the values found in your multiple custom amount field(s). But flow can be tricky to navigate if you don’t have the experience.

This post will offer an alternative way to use a custom opportunity amount field in Salesforce Campaign Influence reports that any Salesforce admin will be able to follow and apply. 

Step 1: Create one custom amount field 

If you only have one custom amount field, skip to Step 2. 

If you are using multiple custom amount fields, for example “Estimated Amount” and “Won Amount,” you will need to create ONE custom amount field that populates from your multiple amount fields. You will need to create this custom amount field because you cannot edit the standard amount field. 

I’d recommend you create a formula field using the opportunity statuses to determine which value is shown in the newly created amount field.


  1. Create a new custom field on the Opportunity Object
  • Data Type = Formula
  • Formular Return Type = Currency
  1. Create an advanced formula – IF( IsWon = true, Won_Amount__c , Estimated amount__c )

What is this formula doing?

If the opportunity Stage = Closed Won, then the custom Opportunity Amount field will populate with the Amount Won value. However, if the opportunity stage is anything but Closed Won, the value in this field will be populated from the Estimated Amount.

  1. Check Syntax
  2. Set the field-level security 

NOTE: If users cannot see the field they won’t be able to see it in reports or create reports using it 

  1. Add the new field onto your page layouts if you wish. 
You don’t have to add this field to the page layout(s). Not adding this field to the Opportunity page layout would prevent confusion for the sales reps – They would continue to populate the custom Revenue fields as normal
  1. Save


I would recommend adding a validation rule that prevents users from marking an opportunity as “Closed Won” without an Amount Won Value. If the opportunity is marked as Closed Won and there is no value in Amount Won, then the Custom Opportunity Amount Field will show £0.

Step 2: Create a custom Campaign Influence Amount field

The Campaign Influence reports and dashboards get their data from the Campaign Influence object. The data the reports need from the Campaign Influence object are: 

  • Opportunity Amount
  • Revenue Share 

Now we have one singular custom opportunity amount field we need to get it onto the Campaign Influence object, so the campaign influence reports have visibility of the data. 


  1. Create a new custom field on the Campaign Influence Object
  • Data Type = Formula
  • Formular Return Type = Currency
  1. Create an advanced formula – Opportunity.Custom_Amount_Field__c

What is this formula doing?

This formula is simply pulling in the value found on the custom Opportunity Amount field and adding it to the Campaign Influence object. 

  1. Check Syntax
  2. Set the field-level security 

NOTE: If users cannot see the field, they won’t be able to see it in reports or create reports using it.

  1. Add the new field onto your page layouts if you wish. 
  2. Save

Step 3: Create a custom Campaign Influence Share field

At this point we have:

  • A Custom Opportunity Amount field (if you’re using multiple amount fields, you now have one that populates depending on the opportunity stage)
  • A Custom Campaign Influence Amount field, which simply pulls in the value from the custom opportunity amount field 

The final custom field that needs to be created is the Custom Revenue Share, which is also found on the Campaign Influence object. 

The Standard Revenue Share field on the Campaign Influence object will use the standard Opportunity Amount to work out the revenue share for each campaign and opportunity. 

So, since a custom Opportunity Amount is being used we need to create a custom Revenue Share field, which will replicate the standard behavior using a formula.


  1. Create a new custom field on the Campaign Influence Object
  • Data Type = Formula
  • Formular Return Type = Currency

2. Create an advanced formula – Opportunity.Custom_Amount_Field__c * Influence

What is this formula doing?

This formula is looking at the value in the custom Opportunity Amount field and multiplying it by the Influence percentage field (this is a standard field that we do not need to change)

3. Check Syntax

4. Set the field-level security 

NOTE: If users cannot see the field, they won’t be able to see it in reports or create reports using it.

5. Add the new field onto your page layouts if you wish. 

6. Save

Final Outcome

You should now have:

  • Custom Opportunity Amount Field – If you are using multiple custom amount fields this should be pulling in the value from either of these fields
  • Custom Campaign Influence Amount Field – Pulling in the value from the Custom Opportunity Amount Field
  • Custom Campaign Influence Revenue Share Field – Displaying the share of the revenue by using the Custom Opportunity Amount field and Influence field

Step 4: Customize Campaign Influence reports 

If you have installed the Sercante Campaign Influence Starter Pack, then the reports and dashboard that come with this will only work when the standard Salesforce fields are used (Opportunity Amount and Revenue Share). So, you will need to customize these reports and the dashboard (we’ll tell you how to do this next) to include your custom Opportunity Amount and Custom Revenue Share fields. If you have any of your own Campaign Influence reports you will also need to edit these. 

Sercante Campaign Influence Starter Pack – Editing the reports and dashboard 

Step 1. Open Salesforce Dashboards where you will see the Campaign Influence Dashboard that comes with the Sercante starter pack. 

Additionally. open up this link. You will need the images on this page to ensure that when you update the dashboard components you

  • Select the right report
  • Select the correct chart
  • Add the chart title and subtitle 
  • Select the correct Measure

Step 2: Right click the report on the dashboard component and open the report in a new tab

Step 3: Edit the report

  1. Under Columns, remove #Revenue Share and #Opportunity Amount.
  2. Under Columns, add the Custom Opportunity Amount field and Custom Revenue Share (Campaign Influence).
  3. Save and Run.

Step 4. Go back to the Dashboard and click Edit on the dashboard.

Step 5. Edit the individual component in which you just edited its report and use this link as a reference.

  1. Update the report the component uses
  2. Check that the correct chart is used. 
  1. Update the Measure.
  1. Update the component title and subtitle.

Step 6: Save the component and dashboard.

You’ll need to Repeat these steps for each of the other dashboard components.

Begin your journey to the marketing ROI promised land with the Sercante Campaign Influence Starter Pack

We’ve enabled and configured Salesforce Campaign Influence a number of times, and we noticed a pattern of reports and dashboard elements that were useful in getting started. 

So, we consolidated those views down into a report and dashboard package that you can ask your Salesforce Admin to install for free from our Github account. 

Get started here. Or reach out to us with any questions.

Original article: How To Use a Custom Opportunity Amount Field in Salesforce Campaign Influence Reports

©2022 The Spot. All Rights Reserved.

The post How To Use a Custom Opportunity Amount Field in Salesforce Campaign Influence Reports appeared first on The Spot.

By |2022-05-16T17:10:00+00:00May 16th, 2022|Categories: Analytics & Reporting, Data Management, Pro Tips, revive, Strategy|

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

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

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

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

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

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

How do Marketing Cloud Engagement and Account Engagement compare?

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

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

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

Why do marketing teams use both MCAE and MCE?

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

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

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

Today, we’ll focus on the following:

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

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

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

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

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

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

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

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

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

For Persona 1

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

For the Persona 2

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

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

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

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

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

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

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

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

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

Closing Thoughts

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

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

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

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

©2022 The Spot. All Rights Reserved.

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

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

When Does Marketing Cloud Account Engagement (Pardot) Sync with Salesforce?

Knowing the who, what, when, and how of Salesforce and Account Engagement (Pardot) sync behavior is key to understanding how you can use the integration to your advantage.

If you’re a newbie to Marketing Cloud Account Engagement/MCAE (formerly known as Pardot), then you may be wondering how in the world this system communicates with the main workhorse of Sales Cloud (Salesforce). 

Well, follow me my little pretties, as we look behind the curtain of the Wizard of Oz to find out how it really all works.  

The Who: Identifying the Wizard 

Unmasking the culprit behind the smoke and mirrors of the sync magic is not a difficult path to take. Just follow the yellow brick road to your MCAE/Pardot Settings tab, and hang a left at the Connectors intersection. 

Here you will find the wicked witch (but wicked in a gnarly way) who’s behind all of the shenanigans.

Enter the B2BMA Integration user. 

B2BMA Integration User controls Sales Cloud and Pardot Sync behavior

You can find the B2BMA Integration user in your Salesforce setup with the username similar to the following: [email protected] (see below).

This user comes out of the box with the installation of any new v2 MCAE/Pardot instance purchased after February 11, 2019. It’s a free Salesforce licensed user that serves as the handshake between both MCAE/Pardot and Salesforce (Sales Cloud). 

Chances are, you have this user available to you. If not, you likely have a custom connector user that’s tied to a company-specific/unique Salesforce username (and license) that’s in its place. 

Whichever username you have, the underlying matter is that this is the who the system looks to for direction and instruction on what will sync when the sync occurs. Whatever this user can see, will be what the system will sync when the sync takes place.

The What: Granting the Fairy Wish

(Enter Stage Right) Dorothy: “So what do you mean by whatever this user can see Glinda?” 

(Suddenly appears from the Marketing Clouds) Glinda the Good Witch: “Well my dear, I’m glad you asked.

I’m sorry, I know these cheese-filled references of this 1939 musical may be getting to you but I just can’t resist. I’ll digress to spare you any more pain.

Connector user access determines what will sync to Salesforce

To understand what will sync when the sync occurs, you first have to understand the fabric of the connector user. This user is special… no this user is magical. Whatever this user can see — a la whatever visibility to record data this user has access to will be what is included when the Salesforce-MCAE/Pardot sync transpires.  

Heads up — Salesforce connector user gotchas

As a quick reminder, there are four out-of-the-box standard objects that the connector user can communicate with in Salesforce; that’s the Lead, Contact, Account, and Opportunity objects. The Account and Opportunity objects/fields have a read-only relationship and the Lead and Contact objects/fields have a read/write relationship. 

Your connector user (B2BMA Integration User or Custom Connector User) will determine what set of records will be included in the sync between both systems. The out-of-the-box B2BMA Integration User has View All/Modify All permissions for all lead and contact records that exist in Salesforce. Therefore, if this user is the selected user, then all records will have the capability to sync between both systems. 

If your MCAE/Pardot system has a different user (i.e. Custom Connector User) with sharing rules set up to only have access to certain lead/contact records, or if you are using Marketing Data Sharing (Advanced and Premium editions only), then those records will be the only ones that will be synced when the sync ensues. 

The When: Toto’s Command

Once the connector user has been set up and is in “play mode” (see below green ticker), watch the wizardry transpire.

The smoke machine behind the curtain is powered by a native feature that automagically syncs record and field data every 2-4 minutes.  Certain changes to prospect or lead/contact records will be pushed to Salesforce and certain information that is updated on Salesforce records, that have a matching MCAE/Pardot record, will be pulled into the corresponding prospect record.  

All Salesforce record changes are not created equal 

It is tempting to say that any changes to records will trigger a sync. However, this is not the case. 

The Salesforce connector user will only recognize certain “activities” when it’s ready to perform its regularly scheduled automated sync. Such changes to prospect records can be classified by the three types of activities: 

  1. System
  2. User
  3. Prospect

The following is a breakdown of each type of action that can cause a prospect record to queue for syncing.

System activities:

  • Any record changes to field values that occur because of an automation rule or completion action
  • Using the “Add to Salesforce campaign” in an automation rule, segmentation rule, completion action, or Engagement Program action
  • Changing/updating a Salesforce campaign status via automation rule, segmentation rule, completion action, or Engagement Program action

User activities: 

  • Performing a prospect import
  • Changing any prospect fields (including opting out prospects via import or manually)
  • Making changes to a Pardot campaign (for those who do not have Connected Campaigns)
  • Making changes to a prospects’ assigned user
  • Manually syncing from the prospect record (yes you can go the good ole fashioned route and manually sync an individual prospect record by pressing the “Sync with CRM” button on the Prospect record)

Prospect activities:

  • When a new or existing prospects submits a MCAE/Pardot form 
  • When a new or existing prospects submits on a MCAE/Pardot form handler 
  • When a new or existing prospects submits on a MCAE/Pardot landing page form
  • When an existing prospect unsubscribes (globally opts out)

But wait… there’s more

While there are qualified activities that can cause a sync to trigger from MCAE/Pardot to Salesforce, there are equally a few activities that can trigger a sync from Salesforce to Pardot. 

The following is a breakdown of each type of action that can cause a prospect record to queue for syncing.

  • Updating the Last Modified timestamp triggers a sync to Pardot for existing prospects
  • Updating a lead or contact email address
  • Updating the assigned user (owner) for the lead or contact record
  • Making field changes to a lead or contact record (Check the Sync Behavior setting on the MCAE/Pardot field to determine whether this value will “win” out when the sync occurs)
  • Updating a related account record in Salesforce for a lead or contact who is associated to a Pardot prospect.

And of course, i’ll queue up the trusty Salesforce knowledge article disclaimer/recommendation below:

The How: Follow the Yellow Brick Road (Again)

More from Dorothy: “That’s nice Toto. But how will we ever get there?”

Okay, I’m sorry I promised no more puns and fun with the throwback references. So, we’ll stick to the script here (get it… script… movie… okay I’m done).

Each MCAE/Pardot account comes with two key customizable connector preferences that determine how the sync will follow suit:

  • Automatically create prospects in Pardot if they are created as a Lead or Contact in Salesforce


  • If records do not have a CRM ID to match when syncing, use email address to match.

The first setting has to do with record creation from Salesforce to MCAE/Pardot and the second setting relates to the overall sync logic. 

With the first setting enabled (turned on/selected), the connector user will check every 2-4 minutes to see if a new lead or contact record with an email address has been created in Salesforce that does not currently exist in MCAE/Pardot. If found, that record will be swooped up by the connector user, scanned and copied over to MCAE/Pardot as a new prospect record with the corresponding record data accompanying it. 

Recommendations for enabling this setting for your system are on a case-by-case basis depending on your mailable database limits and overall internal operational workflow/strategy. 

The second connector preference setting relates to how the system performs its hierarchical sync logic when a sync commences. It is highly recommended (best practice) to enable and keep this setting checked on your connector due to its native sync logic behavior as shown in the below diagram:

Salesforce and Pardot Sync Logic

Essentially, what this outlines is that when the connector user performs the sync, it will first check for a matching CRM ID at the lead or contact level. If no matching record is found for the existing MCAE/Pardot record, it will then check for a matching email address first at the Contact level then down at the Lead level. If neither a matching CRM ID or email address has been located for the MCAE/Pardot prospect record, that record will remain in MCAE/Pardot until the record is assigned (either to a user, a queue or via any active assignment rule).

Now you’re a Salesforce sync Wizard

So, now that you are armed with the who, what, when and how MCAE/Pardot syncs with Salesforce, it’s time to lock arms with the Tin Man, Scarecrow and Lion to ease on down the road to Oz. 

If you’re still feeling a little “cowardly” or “scarecrowy” (yeah totally not a word), then let the Sercante Munchkins escort you along the way! 

Original article: When Does Marketing Cloud Account Engagement (Pardot) Sync with Salesforce?

©2022 The Spot. All Rights Reserved.

The post When Does Marketing Cloud Account Engagement (Pardot) Sync with Salesforce? appeared first on The Spot.

By |2022-05-13T19:38:00+00:00May 13th, 2022|Categories: API & Integration, Data Management, Getting Started, revive, Setup & Admin|

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

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

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

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

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

1. Clean your Dynamic Lists

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

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

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

2. Check those Automation Rules

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

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

3. Only keep the best Prospects

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

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

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

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

4. Optimize your Engagement Studio Programs (ESPs)

Spread out your wait steps

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

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

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

For example, going from this:

To this:

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

Use Complex Rules

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

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

Consolidate Branches

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

For example, moving from this:

To this:

A little Pardot org cleanup goes a long way

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

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

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

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

©2022 The Spot. All Rights Reserved.

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

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

How to Use SMS Messaging in Marketing Cloud Mobile Studio

Your organization recently purchased Marketing Cloud Corporate or Enterprise Edition, which includes one free SMS code that needs to be provisioned. But, you have no clue where to start. 

You understand the value of using SMS in your digital marketing strategy. The only thing holding you back are considerations like code procurement, resources, and timelines. 

Let’s change that by showing you what it takes to get SMS up and running for your org using Marketing Cloud Mobile Studio.

Marketing Cloud Engagement SMS Overview

First thing’s first: SMS stands for short message service and are text-only messages with a maximum character length of 160. Whereas, MMS (multimedia messaging service) messages include images, video, and text. 

 Both types of messages require a number or SMS code to send messages to a mobile subscriber. 

The SMS channel in Marketing Cloud is most successful when marketers use it to deliver relevant messaging like alerts and event messaging. 

Marketing Cloud Text SMS Messaging Codes

Let’s review the types of SMS messaging codes available. 

Code Type Description Considerations
Short Code A short code (typically 5 to 6 digits long) is used in one country or market. Vanity or personalized codes are available in the US.Two-way support: The marketer can send messages to a customer, and the customer can text information back.
Long Code A long code (typically 11 to 13 digits long) is used in multiple countries and includes a country code prefix. International reach.One-way support (in most markets): The marketer can send messages to a customer, but the customer can’t text information back.Two-way support (in specific markets): The marketer can send messages to a customer, and the customer can text information back.
Private or Dedicated Code A code assigned to your company for a specific purpose. Unlimited number of keywords.Required for US SMS/MMS programs.
Shared Code A code that is shared across multiple clients from different verticals. Restricted keywords based on availability. Also limited to five keywords.Not available in the US.


  • Every Corporate and Enterprise Marketing Cloud license includes one free SMS code that needs to be provisioned. Implementation and regulations vary by country, so be sure to consult your account executive to clarify all requirements and charges. Professional services are required to obtain United States (US) and Canadian private short codes.
  • Salesforce pays for the first year of the lease on your code and waives activation fees. Discuss future fees with your account executive. 
  • MMS is only available in the United States. Be sure to let your account executive know if you are interested in MMS activation.
  • MobileConnect can manage multiple short and long codes in the same account.  

How Marketing Cloud SMS Works

There are 4 steps to sending a SMS message: 

  1. Marketing creates a personalized text message in Marketing Cloud Mobile Studio
  2. Aggregator ( Salesforce partners that connect our messaging platform with carrier networks around the world) preps message for delivery to appropriate carrier (Mobile providers across the globe. )
  3. Carrier receives messages and delivers to the final audience
  4. Customer receives personalized text message

Pre-implementation tasks

Now that you have a good level set of what SMS marketing is and how it works, let’s focus on preparing for implementation. 

Below is a checklist of information to gather so you can identify steps for implementing SMS in your Marketing Cloud org.

  • Audience
    • Who is your audience? Internal or external?
    • What are your plans to grow your subscriber list?
    • Do your subscribers overlap with other Marketing Cloud channels?
  • SMS Codes
    • Which countries do you support? Do you have plans for future expansion?
    • Do you have multiple brands that a customer subscribes to?
  • Campaigns
  • Are your messages transactional or commercial (also known as marketing)?
  • What types of campaigns are you sending? Contests, promotions, or regular marketing alerts for sales?
  • What keywords are needed for these campaigns?
  • Frequency
    • Are you sending one-time messages or subscriptions?
    • How often are they sent? Weekly? Monthly?
  • Opt-In Type
    • Will you have a double-opt in campaign or single opt-in?
    • Does your program require age validation?


  •  A mobile subscriber opts out of a single code (not a keyword). If you have multiple brands, it may be best to have a code per brand or per business unit, as subscription is managed at the code and business unit level.
  • CTIA best practices state that SMS subscriptions originating from a web form or mobile app must use the double opt-in.

Marketing Cloud SMS implementation process  (US/Canada)

Here are the steps to take when you’re ready to implement Marketing Cloud SMS messaging in your org.

Step 1: Purchase the license to a US or CA Private Code 

Salesforce pays for the first year of the lease on your code and activation fees are waived.

Step 2: Purchase Required Services

Professional services (Services Partner) are required to acquire and apply for activation with the carriers.

Step 3: Procure your US or CA Private code

Work with your Services Partner to acquire and activate your code with the local country’s carriers. Your implementation partner will provide guidance on your program specifics based upon the answers to your checklist. 

Your implementation partner will also ask you for the following information:

  • Company info (tax ID, years in business, company mailing address, and website)
  • Campaign title, type, and description (name of your SMS campaign and explanation of the campaign)
  • Opt-in type and keyword (web opt-in via API? Single or double opt-in? What keyword?)
  • Opt-in message (what customers receive when they opt-in to your campaign)
  • Message frequency (1 msg/week, 3 msg/week, 5 msg/month)
  • HELP (customer support) and STOP (opt-out) message copy
  • Toll-free phone helpline and a customer support email
  • Mobile-enabled terms and conditions webpage (with an active URL)
  • Mobile-enabled privacy policy webpage (with an active URL)
  • Business Unit/MID information

Your service partner then takes this info and works with aggregators to obtain the code(s) on your behalf. Keep in mind, if something is incorrect or incomplete, the aggregator may ask for fixes, which can delay implementation.

Once the aggregator approves your code request, they work with carriers to complete the activation process. When that’s done, your services partner confirms that your setup is accurate in Marketing Cloud and you’re ready to start sending SMS in typically 8-12 weeks.  

It may seem like a long time for SMS. However, it’s a multistep process involving campaign submission forms, code provisioning, and aggregator approvals, as well as carrier testing. 

Step 4: Migration/Rebuild of existing SMS campaigns on newly activated Short Code (optional)

With your newly activated code, you can ask professional services to re-build your campaigns or self implement.

Now armed with what SMS is, how to prepare and the overall process you can work with your various internal stakeholders to set expectations related to timing, requirements and where your organization may need additional consultation and support.

Pay attention to your timelines and regulations in your area

The terms and conditions pages tend to be a common hangup in the process. Be sure to start working on this in advance and confirm the requirements with your Services Partner before submitting to the aggregator.  Also, be sure to consult a lawyer to develop an SMS regulatory framework for your company and to ensure you adhere to relevant laws in all the markets (states, countries, or territories) in which you are operating.

Have any gotchas to add to the process? Tell us in the comments section below.

Resource: Salesforce SMS Checklist Preparation Guide to acquire US and CA Codes 2/21/2020

Original article: How to Use SMS Messaging in Marketing Cloud Mobile Studio

©2022 The Spot. All Rights Reserved.

The post How to Use SMS Messaging in Marketing Cloud Mobile Studio appeared first on The Spot.

By |2022-05-07T17:51:00+00:00May 7th, 2022|Categories: Getting Started, revive, Setup & Admin|

Einstein Send Time Optimization: A How-To Guide

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

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

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

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

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

Optimize your email send times

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

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

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


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

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

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

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

What data do you need?

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

Enabling Einstein Send Time Optimization

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

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

Use Einstein Send Time Optimization to customize email frequency 

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

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

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

Dynamic list rules

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

Engagement studio program

What data do you need?

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

Enabling EEF

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

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

dynamic list rules

Lean on the machines with Einstein Send Time Optimization

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

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

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

©2022 The Spot. All Rights Reserved.

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

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

How to Pass the Pardot Consultant Certification Exam

You’ve conquered the Pardot Specialist exam* (Yipee!) and you’ve caught the Pardot bug. Next on your hit list is the Pardot Consultant exam, but what does it take to pass the Pardot Consultant exam?

First and foremost, not everyone needs to take the Pardot Consultant exam. The exam is aimed at those who are implementing Pardot or solutioning with clients. 

In this post, I share the steps I took to pass the Pardot Consultant Certification exam — from study resources and practice exams to preparing for your exam and what you can do on the day of the exam

Note: Yes, we know Pardot is now called Marketing Cloud Account Engagement. However, as of the time of this blog publication, Salesforce is still calling the exam the Pardot Consultant Certification. We’ll update this blog post if/when Salesforce updates the certification name.

*Passing the Pardot Specialist exam is a requisite of taking the consultants exam.

Preparing for your Pardot Consultant Exam

Before you start studying for your Pardot Consultant exam, have you booked it? 

No? Go and book it now (we’ll wait here). There is no better driver to studying than having a set date to work toward. 

Download the Exam Guide

Let’s start with the basics, download the Exam Guide! 

It can be tempting to jump straight into the practice exams and study material but if you don’t know what areas you need to study for you may end up spending time on topics that feature very little in the exam. 

How do YOU study?

This won’t be the first Salesforce exam you’ve taken so use what you learnt from the specialist exam, by this I mean how do YOU study best? Are you a practice test taker, a reader, a watcher or a discussion leader. 

Spoiler Alert! The length of  the questions in the consultant exam are MUCH longer than in the specialist exam, there is a lot more detail to consider, so bear this in mind when choosing your study resources. You’ll need to not only talk the talk when it comes to Pardot but you will also need to master the art of understanding Salesforce exam questions. 

I’m a firm believer that the time in which you take the exam and how you take it (online vs onsite) makes a difference. Every Salesforce exam I have taken has always been at 11 a.m. and online (and 2 out of three have been strangely on a Tuesday, call me superstitious!). 

The 11 a.m. exam slot gives me time to fully wake up, exercise and get my brain in gear. It also means I don’t sit and worry about the exam all day. Taking the exam online means I don’t have to worry about traffic or finding a parking spot. 

If you prefer to take the exam in person then great. Do what works best for YOU!

Understand your strengths and weaknesses

We can’t be experts on all topics. But what we can do is break the exam down (using the guide) and find the areas that hold the most weight. These are going to give you the biggest percentage of marks, so focus on these. 

Don’t sweat over the small stuff! There is little value in worrying and trying to learn everything about all topics if they only count for a small percentage of the exam (Salesforce Engage). 

The number of questions you will get on them is very small. So get a good understanding of the topics with the larger percentage. More on that coming up!

Pardot Consultant Certification Study Resources

It’s probably the main reason you found yourself here on this post — what study resources should I be using for the Pardot consultant exam!? 

There are so many resources out there when it comes to mastering the Pardot ropes and you clearly have a solid foundation as you have gained your specialist exam. However, the consultant exam pushes your understanding of the tool outside of the basics. 

You’re required to advise and provide detailed solutions. So when it comes to study resources, the best thing out there is hands-on experience. Try and get as much experience working in Pardot as possible. If you’re after some resources to supplement your hands-on experience, then read on. 

Video Content

If video is your thing, check out this Pardot Consultant Bootcamp video series. 

This is a great way for those who are newer to Pardot and consulting. It does take time to get through all the content. So, set aside 45 minutes – 1 hour a day to watch all the videos before your exam. If you don’t have time to watch all the videos, watch those covering the areas you lack knowledge in.

Flashcards and Quizzes

If you’re more of a quizer, Quizlt has a whole host of flashcards to test your knowledge. Consider buddying up and test each other, there’s nothing better than a healthy bit of competition .

 The flashcards will also help you get familiar with the wording used on the consultant exam. 

Jenna Molby also provides flashcards, quizzes and study games found here. You’ll also want to bookmark her website as she has lots of additional resources related to Pardot features!

Practice Exams

When I took the Pardot Consultant Exam, I found it hard to find quality practice exams. However, these Pardot Consultant practice exams have been tried and tested by the Sercante team, so if you learn better by putting your knowledge to the test, these may just work for you. 

With all practice exams, bear in mind that some may be a little outdated. 

  • – For a small fee (about 10 USD) you’ll get access to 6 full-length practice exams and a set of practice questions. 
  • Udemy – Again for a fee (anywhere between 10 – 30 USD) Udemy provided access to full-length  practice exams. These exams mimc the exam pretty closely. 

Reading Material

There are a ton of resources available to read through but let’s focus on the areas that have the biggest weight. 

Automating Business Processes: 17%

You’ll need to know your automation tools inside out.

Given a scenario, recommend the best automation tool(s) (automation rule, segmentation rule, dynamic list, completion action).

Given a scenario, design a sequence of events in Pardot to complete a marketing initiative (assets, automations, notifications, etc.).

Given a scenario, develop and implement a lead nurturing strategy

Account Configuration: 20%

This is the difference between the specialist exam and the consultant exam, you’ll need to know Pardot implementation and setup.

Articulate the implications and importance of technical setup.

Develop a plan to maintain data integrity during data migration.

Given a usage governance plan, develop and recommend a strategy that addresses organization and authorization (or access).

Evaluation: 17%

This is a pretty vague area, but one not to be ignored. Carrying an impressive 17% of the exam you’ll need to master this topic. 

The exam guide notes that you should have at least 12 months hands-on experience of implementing and administering Pardot. This is because of sections like this one. It’s going to be pretty hard to study for this section without hands-on experience — memorizing answers for this section won’t be enough. 

For this reason, I’d recommend reading through this post for tips on how to approach this section of the exam. But don’t go anywhere just yet!

Spoiler Alert! Think like Salesforce… There may be multiple ways to achieve the end goal but what would Salesforce advise. Brush up on Salesforce Pardot best practices. 

Day of the exam

The day has arrived, you have studied and practiced all you can… it’s exam day! I’d consider the next set of tips as important as studying. 

Even though you have been through the process of a Salesforce exam before you shouldn’t neglect prepping your mind and environment before this one. After all, who wants to be let down by a bad internet connection just as you log in to take the exam. Believe it or not, this happened to me twice during this exam. Either way, you have to keep your cool and focus.

  1. Get a good night’s sleep. Studies show that the key to transitioning what we learn from short-term memory to longer-term memory (so you can recall it on a test!) is getting enough sleep. 
  2. Eat brain food. Blueberries, eggs, and whole grains are known to improve brain performance. Make a healthy meal the day of your exam to keep you full and energized during the exam. 
  3. Relax! Perform breathing exercises, meditation and reserve 30 minutes before your exam to relax. 
  4. Exercise. Endorphins can improve brain function. Take 15-30 minutes to take a walk, do yoga or stretch the day of your exam. 
  5. Last-minute studying. Is there a topic you’re still unsure about? Use the day of your exam to review those areas. 
  6. (Online exams) Check your technology and remove any distractions. By taking the exam remotely, you are in a less controlled environment. Prep your space with good lighting, remove watches, phones and pets and children from the room, as well as keep the door shut to avoid any unwanted interruptions. 

You do have an online proctor, so pay attention to messages that come through and if something does happen, you can work with support to reschedule your exam.  Finally, run a speed test and check your webcam is working.

How to succeed during the exam

  • Read the question and each answer a few times (at least 3) to make sure you know what it’s asking. You may know what the question is asking but reading it a few times through may indicate what you need to answer. 
  • Reversely, reading the answers before the question can sometimes be useful. Particularly with the Consultant exam, the answers are recommendations based on the question. Try this time with a few practice questions to get the hang of it. 
  • Eliminate the obvious wrong answers. Are there any answers that you know are just wrong? This narrows your answer options significantly when you remove the clearly incorrect answer. When you have your remaining options, think about what answer satisfies the whole question. 
  • Decipher the right answer for the question. This is particularly true for the Consultant Exam as there are multiple “right” answers based on the client’s need. Remember that since this is a Salesforce exam, try to select the answer that you believe Salesforce would recommend. 
  • Trust your gut instinct. Even if you aren’t 100% sure, your first instinct is probably correct. 
  • Be mindful of the time. This is a timed exam, so you’ll want to make sure you finish the entire exam before the time runs out. The best approach is to answer every question once through, and “mark for review” those questions you aren’t confident on. Save 30 minutes at the end of the exam to review those questions and think thoroughly on your answers. 

Come prepared and leave happy

The Pardot Specialist certification exam may have been a walk in the park for you, but the Pardot Consultant certification exam is on a whole new level. While it is possible to pass the exam without hands-on experience, there really is no substitute for getting in there and working inside the platform so you can fully understand it.
Need structured Salesforce training to get you where you need to be? Check out our current roster of training courses. And tell us all about your best study secrets in the comments section below.

Original article: How to Pass the Pardot Consultant Certification Exam

©2022 The Spot. All Rights Reserved.

The post How to Pass the Pardot Consultant Certification Exam appeared first on The Spot.

By |2022-05-04T15:52:00+00:00May 4th, 2022|Categories: Career Development, Community, Real Talk, revive|