How Knowing Pardot Saved My Bacon… Twice

BY MIKE MORRIS

I’ll admit it. As a marketing professional, I was a bit nervous the first time that I heard the term “Marketing Automation”. My first thought was that somebody was trying to automate my role and that I would soon be looking for a job.

This fear was not unique to me – many in my department had the same thoughts. However, these fears were completely unfounded and marketing automation, specifically Pardot, actually saved my bacon – twice. Continue reading How Knowing Pardot Saved My Bacon… Twice

Creating Complex Rule Logic in Pardot Engagement Studio

BY CHLOE WILDE

When people ask me why I want to work in the Salesforce and Pardot ecosystem, my answer is always the same — automation! Workflows! Personalisation! (And usually with that many exclamation marks.)

If you already thought Engagement Studio was the best thing to happen to Pardot, it’s recently got dialed up to 11. Continue reading Creating Complex Rule Logic in Pardot Engagement Studio

Pardot Grading 101: How to Rate The Quality of Your Prospects

BY ERIN DUNCAN

Pardot Grading is a great way to identify prospects who meet your ideal buyer persona, but I find a lot of Pardot users neglect to set up their Grading profiles and automations because they don’t know where to begin.

This article provides a step-by-step guide on setting up your initial grading, as well as some best practices and considerations for customizing grading to your unique needs. Continue reading Pardot Grading 101: How to Rate The Quality of Your Prospects

How to Update Salesforce Picklists & Keep In Sync with Pardot

BY ERIN DUNCAN

A question I come across a lot in the Pardot and Salesforce Success Community is how to change Salesforce picklist values on a field synced with Pardot.

A recent example:

Do this wrong and you’ll see the sync errors start flooding in. Continue reading How to Update Salesforce Picklists & Keep In Sync with Pardot

13 Best Practices to Consider When Migrating to Pardot from Another MAP

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

How to Add Character Limits to Fields in Pardot Forms

BY ALLIE CAPPITELLI

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 reason?

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

Why Pardot Admins Need to Know HTML & CSS

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

When ABM Meets Conversational Marketing

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

11 Tips for Building Stunning & Flexible Email Templates in Pardot

BY KIM CONNELL

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