The Spot For Pardot - A digital hub for Team Sercante & Andrea Tarrell

Content Personalization Using Dynamic Content, Pardot HML, and Pardot Snippets

Prospects now more than ever are demanding personalized content. For the last 4 years, adding the first name for personalization in emails has been the default. Unfortunately, that alone isn’t going to cut it anymore. To keep their attention, you have to make sure they know you’re thinking of them— no matter how long your list becomes.

In Pardot, the options to provide these experiences differ depending on your account tier and how you intend to use them.

If you’re a veteran to Pardot, it’s likely you know that there are several ways to accomplish the personalization you need. That’s why we’ve broken down some of the most common use cases that call for Pardot HML, Pardot Snippets, or Pardot Dynamic Content. Understanding how each of these work best in different scenarios will help you save time in your creation process.

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

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

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

Planning for your Pardot Business Unit Implementation

Implementing Pardot Business Units (PBUs) is like putting together a very intricate puzzle where you have to analyze each piece before putting it into place. There are a lot of moving pieces in a PBU implementation, so understanding how PBUs work and planning each step of the implementation is vital to success. This post will give you an overview of how PBUs work and point you in the right direction for your PBU planning. It is highly recommended that anyone considering implementing PBUs work with a Partner with experience in this area.

Sercante Receives SI Trailblazer Fund From Salesforce Ventures

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

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

Pardot Marketing Data Sharing

Wait, what is Marketing Data Sharing?!? If you are not familiar with Marketing Data Sharing, it essentially allows you to restrict which leads, contacts, opportunities, and/or custom objects are eligible to sync from Salesforce to Pardot. Let’s break this down and discuss its requirements, use cases, and setup.

Upgrading to the Salesforce-Pardot V2 Connector

Did you know there are actually two versions of the Pardot to Salesforce connector? If you purchased your Pardot account after February 2019, you’ve likely always had the newer V2 Connector, however, if you purchased before February 2019 and haven’t upgraded, you will still be on the V1 Connector. Pardot released a path to upgrade from V1 to V2 in the 2020 Summer release, but I’ve found that a lot of Pardot admins are still hesitant to upgrade. In this post I’ll cover all the considerations and options you have when upgrading your connector and help you squash those “this upgrade is irreversible” anxieties.

Getting a List of Pardot Business Units For Your App – Programmatically

As our Pardot integrations are coping and adjusting to using the Pardot API with Salesforce SSO users, one of the new requirements is to provide the Pardot Business Unit ID in each API request. It is easy for Salesforce Administrators to get the ID, but what if we could do this with code?

Can’t Sign In To Pardot: Salesforce SSO Now Required

As Salesforce continues to rolls out Pardot SSO across all accounts, many Pardot users are now being greeted with the following error message when trying to login to Pardot:

“Can’t sign in: Salesforce single sign-on (SSO) is required to log in to Pardot. If you don’t have Salesforce login, contact your Pardot admin.”

Duck, Duck, Goose: How to play with Pardot Snippets!

Snippets were added to the Pardot functionality toolset fairly recently as a way to help the marketers of the world stay organized and reuse their content across multiple templates or Pardot Business Units without copy and pasting (*cues angelic music*).

21 Resources to Level-Up Your Pardot Emails In 2021

Nearly 90% of marketers are using email (think tools like Pardot) to reach their audiences on a weekly basis, according to Oberlo. On average, people get roughly ~120 emails a day, according to Radicati. Whoa! That’s a lot of emails. For many organizations in sectors like manufacturing, the switch to digital channels has become a race against time. One could infer that this number has increased due to the shift to digital channels (such as email) in 2020 due to the COVID-19 pandemic. The shift is probably affecting businesses who perhaps did not depend on email marketing to generate sales, or depended more on brick-and-mortar stores for sales. In any case, these metrics are alarming to say the least, which begs the question, what are you doing to stand out and make your brand memorable?

In Pardot, there are several ways to send emails, however the way you organize and set up your email campaigns can differ from team to team. As a marketing team, here are some challenges you may be facing and need support on in 2021:

Planning and executing Pardot email campaigns that scale
Creating email banners and graphics (with no designer on staff)
Checking for mobile responsiveness across templates (with little HTML knowledge)
Testing your email content (lack of feedback on subject lines, copy, A/B testing, etc)
Customizing email templates and trying to stay consistent with branding guidelines
Navigating through ambiguous IT documentation around email domains

Regardless if you are a team of one or a team 15+, this Pardot Email guide can help you take your email templates to the next level with a few simple clicks.