A Salesforce AE recently asked me if we had a best practices guide for migrating to Pardot from Eloqua, Hubspot, or Marketo. My team at Sercante does these frequently — but while we’ve talked about implementing Pardot for the first time here (see also: Real Talk: 5 Surprises When Implementing Pardot and Why Pardot Implementations “Fail”), I’ve never written on considerations specifically for switching platforms.
So beyond what any marketer needs to look at when rolling out a new marketing automation system, what is nuanced about migrations? Let’s discuss some of the things you should be thinking about. Continue reading 13 Best Practices to Consider When Migrating to Pardot from Another MAP
I tend to nerd out when it comes to advanced form styling in Pardot. I get personal satisfaction from taking a form beyond its default “out-of-the-box” capabilities to meet a specific requirement or use case.
Recently a client brought a unique challenge to me that required advanced form styling.
The client in question had a form on their website to collect additional data on Prospects. They had introduced a new field to the form and promptly saw an influx in Connector errors.
The field that Pardot synced the data to in Salesforce had a character limit. Prospects that submitted the form had entered too many characters, which resulted in Connector errors. Continue reading How to Add Character Limits to Fields in Pardot Forms
Pardot is designed to be an easy-to-use, flexible tool to power email marketing and automated communications with clicks not code.
But let’s be real: code is pretty darn handy, and it’s often the skill set that separates the “good” from the “great” in our industry. Continue reading Why Pardot Admins Need to Know HTML & CSS
I’ve always been kind of “meh” on the term ABM, because it is so frequently misused.
Some vendors try to use the label “ABM” to define a product or a product category — but if you’re truly embracing an account-centric strategy, ABM is way more than a single product or tool. It’s an approach that should permeate every aspect of your marketing and sales efforts.
My definition for ABM is a marketing and sales program designed at penetrating a defined list of target accounts that meet specific criteria. Steps in running a comprehensive account-based program include: Continue reading When ABM Meets Conversational Marketing
If I hear someone complain that they don’t like the email and landing page editor in Pardot, my first thought is: “your implementation partner didn’t set your templates up well for your needs.”
Don’t get me wrong, there are absolutely things in the editor experience that could be improved. But there are also a lot of things that can be built into the template to simplify the process for making updates, customizing, and minimizing the potential for error when the templates are being used.
Here are a few best practices to consider as you build out Pardot email templates: Continue reading 11 Tips for Building Stunning & Flexible Email Templates in Pardot
One of the newest additions to the Sercante team, Skyler Nakashima, recently wrote an awesome post on How Pardot’s New Handlebars Merge Language Improves Personalization.
Spoiler alert: it’s exciting stuff. (And not just because of the artsy bike photography I’m collecting to use in future blogs.)
If you’re sold on the perks of HML and ready to get started, then read on about how to turn this on for your org! Continue reading How to Enable Pardot’s New Handlebars Merge Language (HML)
One of the many, many things that I love and admire about Salesforce is the emphasis the entire company places on diversity and inclusion. It’s really from the top down — Marc Benioff is a fierce advocate for representation of minorities and women in tech, and as a Salesforce partner I’ve seen this trickle down to the various regional offices I’ve had the pleasure to visit.
But there’s more work to be done. Continue reading Women & Minority Business Owners: Make A Splash at Dreamforce with This Diversity Scholarship
It’s an increasingly competitive environment to try to catch anyone’s attention — your prospects, your customers, even that dude on Tinder (okay, kidding on that last one). But seriously — our span of attention just keeps getting smaller, and our inboxes keep getting fuller.
So how’s an email marketer to stand out in this environment? Continue reading Using Preview & Preheader Text in Pardot to Encourage Opens: Questions & Answers
I’ve been enjoying the last few weeks of summer… particularly Pardot’s announcement to update to the syntax of their variable tags from Pardot Merge Language (PML) to Handlebars Merge Language (HML).
Why Handlebars Merge Language is More Exciting Than it Sounds
We’ve all seen this scenario play out… Continue reading How Pardot’s New Handlebars Merge Language Improves Personalization
Right before I started Sercante, I had a little career and emotional bump in the road.
At the time, it felt catastrophic. Soul crushing. Continue reading Thank the Pargods for the Chip On Your Shoulder…