How to Get Sales to Actually Use Salesforce Engage

BY: CELINE NEWSOME

You presented, you lobbied, you conquered and now you have the fancy new tool – Salesforce Engage. GREAT!  

A few months later, your excitement has dwindled as you find Engage isn’t being used like you had hoped…or, worse yet, it isn’t being used at all.

So, the looming question, how do you get sales to actually use Engage the way you intended? Here are 4 tips:  Continue reading How to Get Sales to Actually Use Salesforce Engage

15 Resources To Make The Most Of Your Landing Pages: The Ultimate List for Pardot Admins

BY: MARCOS DURAN

Building landing pages in Pardot can be an interesting challenge because, depending on your needs and the skillset of your team, there are multiple ways to go about it.  Continue reading 15 Resources To Make The Most Of Your Landing Pages: The Ultimate List for Pardot Admins

Why Salesforce is Discontinuing Pardot-Only Users & Moving to SSO

Pardot users were greeted this morning with a new announcement banner on their home screen when logged into Pardot:

This banner linked them to a help & training article outlining the details of Pardot-Only Login Retirement. The knee jerk reaction for some was fear — does this mean license costs are going up? What do I need to update right now?

Let’s break this down and talk about what these changes really mean. Continue reading Why Salesforce is Discontinuing Pardot-Only Users & Moving to SSO

The Three L’s in Pardot: Lists, Location, and Lead Assignment

BY MARCOS DURAN and ROB WALTER

If your company’s sales teams are organized by region, you’ve probably gone down a long and winding road as a Pardot admin, asking the question: How can I auto-magically assign Salesforce Leads based on a prospect’s location?

I say long and winding because, eventually, you’ll reach the conclusion that you have to get all those region, state, and country values into Pardot and organized…somehow.

The good news here is that after setting everything up the first time, you can use Pardot’s automation tools to do the heavy lifting from then on. Read on to see how you can use Pardot lists and automations to route Leads to the right salesperson based on prospect location data.
Continue reading The Three L’s in Pardot: Lists, Location, and Lead Assignment

How to Test in Pardot Sandboxes, Training Orgs… and Even Production

BY MIKE FAZIO

One of our recent posts outlined the need-to-knows about Pardot Sandboxes. In this one, we’re going to go a bit deeper on how to put this to work in your organization.

But first, a very important call out — Sandboxes are a core part of building cool things in Sales Cloud, but the current Pardot equivalent is slightly different. The biggest difference is a Pardot Sandbox doesn’t provide for passing data or metadata between production and the sandbox or vice versa (at least not yet). Continue reading How to Test in Pardot Sandboxes, Training Orgs… and Even Production

Learn How Colleges and Universities are Adapting to Digital Change – MarTech for Higher Ed: A Sercante Seminar

BY JOANNA ROTTER

The education industry is undergoing one of its most transformational shifts in history, one in which institutions are having to rethink their approach not only to learning (i.e. virtual classrooms and facilitating online education), but also how they navigate recruitment, advancement, and general student affairs. 

Marketing technology is now front and center in higher education as institutions embrace this digital transformation and the opportunities it could bring. In the midst of this monumental shift, we wanted to find a way for higher ed folks to find their people, share ideas, and learn from each other about digital strategies and martech tips & tricks. And so was born the collaborative, virtual event: MarTech for Higher Ed: A Sercante Seminar Continue reading Learn How Colleges and Universities are Adapting to Digital Change – MarTech for Higher Ed: A Sercante Seminar

Scoring Categories and HML: The Peanut Butter and Chocolate Moment

BY MIKE MORRIS

Let’s start by saying that if you’re not using scoring categories in Pardot, you probably should be. If you offer more than one solution or service or have multiple topics represented on your website, scoring categories are for you. These little gems allow you to break down your total score and identify your prospects’ specific areas of interest. This is huge when it comes to tailoring your marketing messaging and directing your sales team’s efforts.

To get started with scoring categories, check out Erin Duncan’s post: Pardot Scoring Category Basics: What, How & Why.

Another super cool feature in Pardot that you may not be utilizing is Handlebars Merge Language (HML). HML, rolled out in August 2019, expands the personalization capabilities of Pardot well beyond Pardot Merge Language (PML) and introduces the ability to use conditional statements (among other capabilities). Continue reading Scoring Categories and HML: The Peanut Butter and Chocolate Moment

The 10 Best Pardot Ideas On the IdeaExchange

…in my humble opinion 

BY CELINE NEWSOME

Have you visited the IdeaExchange before? In a nutshell, it’s a place where you can submit product enhancement ideas and vote on existing ideas with simple thumbs up or thumbs down. Kinda like Tinder for Pardot. The Pardot development team then picks the top ideas and builds them into their product roadmap. It’s an awesome way for users to have a say in the future of the platform.

And, right now, there are so many great ideas! Here are my 10 favorites for Pardot. Continue reading The 10 Best Pardot Ideas On the IdeaExchange

When to Use a Pardot List Email vs. Email Template (and What to Do if You Build the Wrong One)

BY JOANNA ROTTER

Building and sending emails is Pardot’s bread and butter. The ability to customize the look and feel, decide exactly who to send to, and how you want to use emails is key to any marketing automation operation. 

In Pardot, there are two types of emails that can work together but have distinct purposes: List Emails and Email Templates. Continue reading When to Use a Pardot List Email vs. Email Template (and What to Do if You Build the Wrong One)