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An Easy Guide to Salesforce Engage for Pardot Admins

An Easy Guide to Salesforce Engage for Pardot Admins

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Salesforce Engage is awesome because it lets marketing teams share content with sales teams. Sales reps can use marketing-approved email templates to contact prospects at the right moment and track the effectiveness of the messages in Salesforce.

In a nutshell, Salesforce Engage allows marketing teams to keep things consistent across divisions. And sales teams deliver powerful content while gaining insights into their hottest prospects. Then, they can magically reach out at the perfect time.

In this blog post, we’ll show you all the things Pardot admin users will want to know about Salesforce Engage and steps to getting sales users started.

Getting Started with Salesforce Engage

So you’ve bought Salesforce Engage licenses, and your sales team is basically begging for access. 

(And if they’re not begging for access, here are tips from Celine Newsome to get them more excited about Salesforce Engage.)

Well, let’s get into it! 

Before we get started, there are some considerations to keep in mind. 

  1. You must have a verified Salesforce-Pardot connection.
  2. Salesforce Engage isn’t supported in sandbox.
  3. Do not add legacy Custom Permissions for Pardot to your Salesforce profiles.
  4. Salesforce Engage users must also be Pardot users.

Click here to check out the official Salesforce Engage implementation guide.

Provisioning Access to Salesforce Engage

Giving users access to Engage is simple. We’ll give access through permission sets, update page layouts, and configure sending settings in Marketing Cloud Account Engagement (Pardot). 

1. Give your users the correct permission sets.

We can assign Engage to users in bulk. First we’ll search the app launcher for Salesforce Engage License Assignment.

App Launcher

We can select users with the CRM User, Sales Cloud User, or Service Cloud User permission set to assign the Salesforce Engage permission set license. Click “Add License(s)” when all users have been selected. 

user permissions

Optional: Users can also attach files to Engage email templates. To unlock this feature, enable Public Links and Set Up Content Deliveries

2. Customize your page layouts.

There are several buttons that we can add to page layouts to give users access to send Engage emails straight from a List View of the record itself. 

The buttons I recommend using are:

  • Send Engage Email
  • Add to Nurture List

Let’s navigate to Settings and Object Manager. In this example, we’re going to work from the Leads object. These buttons should be added to both Leads and Contacts.

Object Manager

From the Leads page, we will click on Page Layouts. Update all page layouts that your team will send Engage emails from.

Select Mobile & Lightning Actions. Drag the two buttons onto the page layout.

Page Layouts

The record page will look similar to the image below.

Send engage email

We can also add these buttons to the Search Layout. Doing this will allow users to send Engage Campaigns or 1-to-many emails in Engage. Back on the Leads object in Object Manager, select Search Layouts. Scroll to Custom Button, and select Send Engage Email. Move this to the Selected Buttons table, and click Save.

object manager

Next click on List View Button Layout in the left-hand navigation bar. Click to edit the buttons displayed.

list view button layout

Select or deselect all of the standard buttons you would like to display. Move the Send Engage Email button from Available to Selected. Click Save.

object manager

The List View will look something like this.

List view

Now any Salesforce Engage users can send Engage emails from individual records or from a list view.

3. Maintain Salesforce Engage in Pardot

Our job as admins doesn’t stop at providing access. There are also some maintenance tasks we need to follow in Pardot. 

In Pardot Settings, we can manage how many Engage email sends per user can be sent each day as well as how to manage unsubscribes. Click Edit and scroll down to Salesforce Engage. These are the options you will see.

Engage settings

The Engage Campaign Limit is set at 200 by default. This could be any number from 0 to 500. Keep in mind, this is the limit per Engage user and not for all Engage users.

If you are using the Lightning Email Builder in Pardot, you can enable those templates to be used in Engage as well. Setting a default template for Engage emails is highly recommended. This will provide a template for users who do not select one when prompted. 

More Pardot Maintenance Tips for Engage

It’s important to keep your email templates well organized in Pardot. Your Pardot organization will reflect in the Engage interface. 

One key detail to remember is that any email template published as a 1-to-1 template can be sent through Engage — even if you didn’t want it to be sent. Complete a regular template review to make sure only approved content is available for our Engage users to access. 

One last organization tip is to create a folder structure for the Engage templates that works well for Engage users. They will see the folders templates are placed in, and it’s best practice to make them end-user friendly. 

Note: Ever accidentally build a list email that you need as a template for Salesforce Engage? Here’s an easy solution for that dilemma from Joanna Rotter.

4. Measure adoption and template performance.

 The last step to ensure a successful implementation is reporting. Salesforce Engage has individual reporting for each user and the emails they have sent. Salesforce also offers Engage Team Reports. This is a free managed package that allows users to view Engage performance as a whole based on role hierarchy. 

Download Engage Team Reports here.

Salesforce Engage Implementation Complete!

These steps take you through the Engage implementation as a Salesforce/Pardot admin. Once you’ve completed the setup, you’re ready to get going with training and onboarding. 
Let us know how you did in the comments section. Or drop us a line if you need help!

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  • Sara Hernandez is a CRM & Marketing Automation Strategist at Sercante. She has 4 Salesforce certifications including Pardot Consultant and Salesforce Admin. Prior to joining Sercante, Sara supported customer lifecycle marketing efforts and sales enablement in the manufacturing and tech industries. When Sara is not working, you can find her binge-watching reality TV or playing with her two kids. Her favorite foods are anything takeout, candy, and tacos.

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