Planning for your Pardot Business Unit Implementation

Implementing Pardot Business Units (PBUs) is like putting together a very intricate puzzle where you have to analyze each piece before putting it into place. There are a lot of moving pieces in a PBU implementation, so understanding how PBUs work and planning each step of the implementation is vital to success. This post will give you an overview of how PBUs work and point you in the right direction for your PBU planning. It is highly recommended that anyone considering implementing PBUs work with a Partner with experience in this area.

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Pardot Marketing Data Sharing

Wait, what is Marketing Data Sharing?!? If you are not familiar with Marketing Data Sharing, it essentially allows you to restrict which leads, contacts, opportunities, and/or custom objects are eligible to sync from Salesforce to Pardot. Let’s break this down and discuss its requirements, use cases, and setup. 

Continue reading Pardot Marketing Data Sharing

Upgrading to the Salesforce-Pardot V2 Connector

Did you know there are actually two versions of the Pardot to Salesforce connector? If you purchased your Pardot account after February 2019, you’ve likely always had the newer V2 Connector, however, if you purchased before February 2019 and haven’t upgraded, you will still be on the V1 Connector. Pardot released a path to upgrade from V1 to V2 in the 2020 Summer release, but I’ve found that a lot of Pardot admins are still hesitant to upgrade. In this post I’ll cover all the considerations and options you have when upgrading your connector and help you squash those “this upgrade is irreversible” anxieties. 

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Creative Ways to Personalize Your Marketing with Pardot Advanced Dynamic Content

Before we dig into the meat of this post and some cool ways you can personalize your marketing efforts, let’s take a step back and start with…

“What is Advanced Dynamic Content?”

Advanced Dynamic Content displays custom HTML based on the Prospect’s criteria and allows you to customize messaging to the prospect. 

Continue reading Creative Ways to Personalize Your Marketing with Pardot Advanced Dynamic Content

Pardot Scoring Category Basics: What, How & Why

BY ERIN DUNCAN

Have you updated your scoring & grading recently? This is one of the most impactful and often underutilized areas of Pardot.

In a recent blog post, I broke down Pardot Grading 101: How to Rate The Quality of Your Prospects. This article will do a deep dive on another critical area: Scoring Categories. Continue reading Pardot Scoring Category Basics: What, How & Why

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

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

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

Junk Data in Your Pardot Org: Why it Matters and How Admins Can Mitigate & Manage It

Junk data — it’s an inevitable problem in any Marketing Automation system.

I’m talking about the [email protected] prospects of the world and other erroneous records that you just don’t need in your org.

From spambots, to competitors, to prospects who want your content but really don’t want to provide their info, junk data is going to find a way to get into your system. It’s a fact of life.

However, by employing some of Pardot’s native features and setting up dynamic lists to identify junk data, you can quickly and easily give it the boot. Continue reading Junk Data in Your Pardot Org: Why it Matters and How Admins Can Mitigate & Manage It

Why Tags are the Raisins of Pardot [& 5 Use Cases for Them]

Our team at Sercante gets along pretty well most of the time. But there are two pervasive areas of contention that will get our crew fired up real quick: AMPSEA and Tags.

After a particularly spirited debate on the usefulness of Tags at a company retreat, we came to the conclusion that Tags are the raisins of Pardot. Continue reading Why Tags are the Raisins of Pardot [& 5 Use Cases for Them]