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The Pardot User’s Guide to MarDreamin’ 2022

The Pardot User’s Guide to MarDreamin’ 2022

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Calling all Marketing Cloud Account Engagement (Pardot) end users, admins and friends, make sure you are signed up for MarDreamin’ 2022. Join fellow Trailblazers as we share best practices, tips and tricks, and stories from the industries most admired thought leaders.  

This virtual event runs from November 2-4, 2022 and is perfect if you are looking to ramp up sales and marketing initiatives for the year ahead. 

Register now for MarDreamin’ 

MarDreamin’ 2022 agenda for Pardot people

Dive deep into the exciting collection of sessions that are lined up to entice, educate, and expand your knowledge and skill set as a marketing and Salesforce professional. Learn about the latest features and explore fascinating use cases. Skill levels from beginner to intermediate and even the most advanced users will gain insight and leverage exciting takeaways. 

Below is an agenda for Pardot, which enthusiasts like you can watch live during MarDreamin’ 2022.

Note: We’ve listed these sessions in chronological order. You can get details about the event and see the full schedule on the MarDreamin’ event website

Day 1 – Wednesday, Nov 2, 2022

Demystifying the Salesforce and Pardot Connector | 10:35 a.m. – 11:00 a.m. ET

Do you find data flow between Marketing Cloud Account Engagement (Pardot) and Salesforce to be a difficult topic in your organization? Are you plagued by thousands of sync errors? What do all the checkboxes and settings on the connector page do? 

In this session, we will cover the basics of the Salesforce connector in a friendly and easy-to-understand way. 

Topics we will touch include: 

  • Pardot V1/V2 connector
  • Marketing Data Sharing Rules
  • User Sync

The multiple checkboxes found in the settings panel and field management.

Additionally, we will cover some quick-win scenarios for you to run through to get your org running more efficiently. And, time permitting, we will have an open Q&A for the audience to share in on the fun!

This session is perfect for both Pardot veterans and newcomers who want to have a deep understanding of the connector to act as air control for their org.

Presenter: Marcos Duran

How to Optimize MCAE (Pardot) Scoring Rules and Categories | 10:20 – 10:45 a.m. ET

Join us for a complete overview of Marketing Cloud Account Engagement (Pardot) Scoring Rules and Scoring Categories. 

You’ll learn how to track and aggregate prospect engagement using a lead scoring framework. This will include a thorough introduction to both Pardot Scoring Rules and Scoring Categories with clear definitions as well as technical explanations and use cases. 

Key learnings:

  • Introduction to Pardot Scoring and Scoring Categories
  • Identifying and measuring key touch points across the marketing funnel
  • Developing a customized scorecard for specific business needs
  • Technical setup
  • Naming conventions and best practices

You will come away from the presentation with an attitude change that makes you more critically minded and data driven. The objective is not to simply make you aware of scoring tools available, but to provide you with the knowledge that empowers you to customize these options for your specific business needs and marketing goals. 

Presenter: Christopher Meah

Key Questions Campaign Influence Can Help Your Nonprofit Answer | 11:10am – 11:50 p.m. ET

For years, nonprofit fundraisers and marketers have been chasing down the answers to questions from leaders around impact. How much did a campaign contribute to the fundraising goal? How did this marketing effort generate awareness about our cause? How did a new program impact our community?

With Salesforce and Marketing Cloud Account Engagement (Pardot), your nonprofit staff can start tracking data to find answers. Pulling from the hands-on work he’s done at large national nonprofit organizations, nonprofit consultant Mike Kirkpatrick breaks down Campaign Influence (a.k.a. attribution) and how to effectively fold it into a marketing plan for better reporting. 

Attendees will learn how to use Campaign Influence to track fundraising or marketing efforts. From there, Mike will equip attendees with tips for using analytics to showcase the ROI of specific fundraising or marketing campaigns.

Presenter: Mike Kirkpatrick

Pardot Lightning Email and Landing Page Builders: Lessons Learned | 11:55 – 12:35 p.m. ET

The Marketing Cloud Account Engagement (Pardot) Lightning landing page and email builders brought the sweet relief of drag-and-drop capabilities to the tool. But with great power comes great responsibility. 

While many Pardot users found excellent use cases for the new builders, some quickly found a few gotchas to keep in mind. 

This session is a deep dive into the lessons learned from implementing and using the Lightning email and landing page builders in Pardot. 

Topics include: 

  • Capabilities and limitations of the Lightning builders
  • Tips and tricks for building emails & landing pages
  • Demo of the Lightning builders

Presenter: Hannah Horning

Fun with Pardot Form Handlers | 1:10pm – 1:35 p.m. ET

In this Session, we will uncover the power of using form handler features in Marketing Cloud Account Engagement (Pardot). Using Pardot form handlers is the alternative to creating forms using Pardot iFrames. That’s because the feature allows you to have complete control over the look and feel of your form as well as other customization options you need to reach your goals.

As an outcome of this session, you’ll learn:

  • The value of using form handlers
  • Anatomy and technical components of an endpoint URL
  • Basics of an http POST and query strings
  • Best practices for working with Pardot form handlers

Presenter: Brandon Walton

Here At Last: Pardot Conditional Completion Actions | 2:25 – 2:50 p.m. ET

Conditional Completion Actions was much-awaited for in the Pardot community and was only just released this year. Join us to get tips and tricks to maximize the new Marketing Cloud Account Engagement (Pardot) Conditional Completion Actions feature that’s sure to be a time saver for Pardot admins everywhere.

We’ll cover:

  • Tips and gotchas to watch for
  • Helpful use cases
  • How users can maximize this brand-new feature

Presenter: Karla Vince

Day 2 – Thursday, Nov 3, 2022

Improve Accuracy and Compliance by Automating Campaign Management in Salesforce | 10:20- 10:45am ET

We’ve all been there. The creative use of campaign member status, inconsistent campaign names, campaigns that have been “In Progress” for years, and missing actual costs in campaigns. 

These common issues are not a problem for OwnBackup. Learn how they have automated the campaign management process using several cool tools (free) created by Sercante Labs and Salesforce Flow Builder. 

Presenter: Mike Morris

Double Trouble or Double Awesome? Embedding Dynamic Content within Dynamic Content | 10:50am – 11:15 a.m. ET

Marketers know how to leverage Marketing Cloud Account Engagement (Pardot) dynamic content features to add personalization to campaigns. But have you ever considered advanced use cases for Pardot dynamic content?

As an organization continues to advance, the need or potential need for double-dynamic content becomes a reality. That means, you may find yourself embedding dynamic content blocks within other dynamic content blocks. 

In this session, you’ll learn the pros and cons of using dynamic content within dynamic content. Then, you’ll uncover use cases for double dynamic content so it all makes sense and you can put it into action. 

Presenter: Dani Reeve

Identify Ideal Customers and Tune Pardot to Better Serve Them | 11:20 – 11:45 a.m. ET

All customers are equal, but some are more equal than others. If you agree with this and/or love Orwell quotes, then this session is for you. 

We will show you how you can create an Ideal customer profile to streamline your sales and marketing and target prospects that bring the most value to your business — today and in the future. Moreover, we will demonstrate how you can gear Marketing Cloud Account Engagement to give these customers a smooth experience and fast-track them through the funnel.

Presenter: Jaime López

How to Bring Pardot Capabilities into Salesforce Flow | 12:00 – 12:40 p.m. ET

The Marketing Cloud Account Engagement V5 API allows external systems to work with Pardot data. But, what if that “external system” is actually our Salesforce Sales Cloud instance? 

We have the Salesforce Connector to get things done between Pardot and Sales Cloud. And, thanks to the V5 API, we can extend that functionality by treating Sales Cloud as an external system.

This session will walk you through Flow Actions for Pardot, which is an app you can install in your org to get started with Salesforce flows for Pardot activities. You’ll leave with an understanding of how to install the app and use it to bring a range of Account Engagement (Pardot) capabilities into Salesforce Flow designer.

Presenter: Adam Erstelle, Mike Creuzer, and Jacob Catalano

Using Account Engagement (Pardot) Engagement Studio for Complex Lead Routing | 1:05 – 1:30 p.m. ET

Engagement Studio, which lives within Marketing Cloud Account Engagement (Pardot), is a powerful tool with seemingly endless use cases and customization possibilities. Did you know that you can even use Engagement Studio to create complex lead routing processes? 

We’ll walk you through a real-life example of an automation setup using Engagement Studio that takes the guesswork out of sorting through marketing leads. Learn how you can achieve a similar setup in your own Pardot instance that automatically sorts leads and identifies the hottest ones for sales to contact. 

We’ll show you how to handle complex lead routing in Engagement Studio including assigning ownership based on:

Customer data points

  • Customer engagement activity
  • Business criteria
  • And more

Presenter: Sarah Empson

Pardot External Actions: An Intro and How to Build Them | 1:35 – 2:15 p.m. ET

External Actions is a newer feature for Marketing Cloud Account Engagement (Pardot).

It’s a game-changer because it enables external callouts from within an Engagement Studio Program (ESP). For example, you can now do things from ESPs like sending an SMS text or registering someone for a webinar.

Come and learn more about the power of Pardot External Actions. This session covers:

  • An overview of use cases for the feature
  • How to build Pardot External Actions
  • How to package the actions you build

Presenter: Christopher Cornett

Understand and Protect Your System of Record | 2:20 –  2:45 p.m .ET

Behind every great technology is a system of record. Every. Single. One. 

Marketing Cloud Account Engagement (Pardot), webinar systems, data analytics systems, Sales Cloud. They all have a system of record.

There are lots of functions, and behind every system is a discreet database. This talk will focus on how to:

  • Determine your system of record
  • Communicate it across your stakeholders
  • Protect that database like your digital life depends on it — because it does.  

MH will discuss simple non-tech solutions and best practices gleaned from years on the DevOps side of the world.

Presenter: M.H. Lines

Day 3 – Friday, Nov 4, 2022

7 Tips to Bridge the Gap Between Sales and Marketing | 12:40- 1:05 p.m. ET

It’s time for sales teams and marketers to realize they’re all working toward common goals — to keep customers happy and smash revenue targets. And we all know that sales and marketing teams that work together do more with less and shine brightly in the customer’s eyes.

In this session, get 7 actionable insights to use when building relationships between sales and marketing teams through shared technology tools. You’ll learn how to make the best decisions for your tech stack and how to encourage open communication between the teams.

This presentation is especially valuable for companies currently implementing Marketing Cloud Account Engagement (Pardot), but it is also relevant for teams with existing implementations.

Presenter: Sharon Taylor

Pardot Business Units: Pros, Cons, and Gotchas | 12:45pm – 1:10 p.m. ET

We are all now getting used to working with Marketing Cloud Account Engagement (Pardot) business units, but most of the implementations we’re seeing are still one business unit. However, many companies are now looking at this as a “what if?” They’re asking questions like “shall we?” or “should we be looking at more than one business unit?” 

There are many pros and cons to making this decision, and we will walk through them and discuss. We also have a couple of shiny gotchas to look at and consider before making the leap to multiple Pardot business units.

Presenter: Tracy Keeling

Grab and Hold Those UTMS: Advanced Touchpoint Attribution Techniques | 1:15 – 1:40 p.m. ET

In the past, determining marketing attribution using UTMs with Marketing Cloud Account Engagement was limited to a same-page-same-visit form fill. What if you could hold those UTMs across multiple pages and even across multiple visits, until the visitor completes a form?  

This session lays out a process using a simple low-cost third-party tool that works on ANY website and enables tracking of UTMs across site pages. It even tracks visits between landing pages and your main site. The process works by capturing first- and last-touch UTMs in hidden fields on any Pardot form and on any page.

We will further explore the process of setting first- and last-touch UTM fields that flow through Salesforce from leads to opportunities. Ultimately, you’ll have the power to attribute newly acquired business to specific UTM campaigns.

Presenter: Bill Fetter

Using Einstein AI within Account Engagement | 1:45- 2:10 p.m. ET

It’s time to put Einstein to the test to feel the benefits of using data-driven insights to power your sales and marketing efforts. This session will help you understand how artificial intelligence (AI) tools can show you which prospects are most engaged and the campaigns that were most successful.

You’ll walk away with a better understanding of:

  • How the different Einstein features work within Marketing Cloud Account Engagement (Pardot)
  • The value of using these features
  • Best practices from Salesforce customers

Presenter: Jeffrey Stollenwerk

Houston, We Have A Problem: Avoiding Pardot Personalization SOS Scenarios | 2:50 – 3:30 p.m. ET

Marketing Cloud Account Engagement (Pardot) is full of features that can help you personalize different types of experiences within the tool. From Dynamic Content to Handlebars Merge Language to Snippets — these features lean on the strong connection between Salesforce and Pardot (data) to power these functions. What happens when the data fails you or these features don’t play along with one another?

Join us for this discussion and show and tell about personalization in Pardot. We will focus on key use cases where these features could fail AND how to prevent this from happening in the first case. 

You’ll understand concepts such as:

  • CRM User (Sender)
  • Handlebars Merge Language (HML) 
  • Dynamic Content and Snippet testing best practices 

This session is for any admin who deals with data and/or manages campaigns using Pardot.

Presenter: Marcos Duran

Get Ready for MarDreamin’ 2022

Register now for the leading 3-day virtual conference that’s all about marketing with Salesforce. 

There’s still time to sign up! Be sure to register now and share the registration link with your colleagues so they can watch the sessions too. Secure your favorite board room, grab some popcorn, and make a multi-day event with your entire marketing team. 

To get the most out of the MarDreamin’ and soak in all the knowledge, take a look at the 1 day pre-conference training workshops.

If you are a motivated marketer looking to take your skillset to the next level and get an edge over the competition, your all-access pass to the workshops are a must-have add-on to the main event. New this year — get access to our entire catalog of workshops for the price of one. We look forward to seeing you this year and we’re here to help if you have any questions.

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  • Catherine Williams is located in the Tampa/St. Petersburg area of Florida. She attended the University of South Florida (USF) and earned her BA in English with a specialization in Business and Technical Writing. She has worked in digital marketing for over 12 years spanning the online retail, higher education, and direct mail industries. In 2021, she was selected as a Marketing Champion, and she holds the Pardot Consultant certification. At Sercante, she brings her passion and enthusiasm for marketing automation to each of her client meetings. Outside of work you can find Catherine playing with her dog named Skittles, shopping at vintage markets, or relaxing on the beach.

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