The Right Way to Use Statistics in Your Marketing Content
You are 72% more likely to keep reading a blog post when the author uses a data point in the first sentence. That’s because sharing numbers makes it sound...
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Getting Started
The Essential Guide to B2BMA Dashboards (with Screenshots)
Looking for a way to view your Marketing Cloud Account Engagement (Pardot) data within Salesforce? Not fully satisfied with data you’re able to view in the Account Engagement Reports?...
Why You Should Delete Marketing Contacts Regularly
Like the title says — if you’re a Salesforce user, then you should be deleting your marketing contacts on a regular basis. Okay, hear me out. Of course I...
6 Resources to Keep Your Salesforce Admins Moving Forward
In the Myth of Sisyphus, an essay by French philosopher Albert Camus, Sisyphus is sentenced to a punishment where for eternity, he must roll a boulder up a mountain....
5 Easy Ways to Increase Pardot Form Submissions
A form on a landing page or your website is often the final step in a nurturing process and represents the crucial point of conversion. According to Manifest, 81%...
Salesforce Marketing Cloud Personalization (Interaction Studio): A Beginner’s Guide
I’m sure by now you’ve heard of Interaction Studio — or Salesforce Marketing Cloud Personalization (SFMCP) as it is now called. But if you’re similar to me, none of...
Boost Conversions: Best Practices for Landing Pages
With Marketing Cloud Account Engagement (Pardot), you have the power to drive conversions through Landing Pages. This is a crucial tool in your marketing toolbox to help drive sales...
Pardot Multivariate Testing Best Practices
Part of being a great marketer is to always evolve with your audience. Doing this intentionally is the key to an organization’s success. Luckily, Marketing Cloud Account Engagement (Pardot)...
Pardot WYSIWYG Editor Icon Glossary
The Pardot WYSIWYG (What You See Is What You Get) Editor Icon Glossary saved me SO much time and energy when I was first learning how to build email...
The Basics of A/B Testing in Pardot
Marketing A/B Testing is far from being anything new. In fact, it’s been around for quite some time. A/B Testing as we know it today first came about in...
How to Add Calendar Links to Pardot Emails and Landing Pages
If you run virtual or in-person events, including an ‘add to calendar’ link in your emails and landing pages can be a great way to ensure your guests actually...
Everything You Need to Know About the Pardot and Salesforce Integration
The Marketing Cloud Account Engagement (Pardot) and Salesforce integration can be used to pass data back and forth between Pardot and Salesforce. In this article, learn everything about the...
Forms Are Great, But Confirmed Opt-In Is Better
Are you spending hours upon hours curating engaging, click-worthy content, only to notice that you have low engagement, high unsubscribes and spam complaints? A list of opted-in prospects is...
How to Integrate Your Blog With Pardot
Your website is one of your most important demand generation assets and a blog is a great way to increase your online presence by making you more visible on...
Inspiration: Using Pardot for Event Registration
Recently, I was challenged with creating a landing page for event registration using Marketing Cloud Account Engagement (Pardot). The event had 15+ roundtable sessions in the morning (within 2-time...
A Free Pardot Implementation Checklist and Planning Template
Congratulations and welcome to Salesforce Marketing Cloud Account Engagement (Pardot) family! Not sure where to start? We promise it is not as scary as you think it might be. ...
Call-to-Action Checklist for B2B Marketers
I’ve seen more than a few great marketing campaigns fail due to the lack of a clear call-to-action (CTA). Some campaigns have multiple CTAs that confuse the prospect while...
6 Ways to Use Segmentation Like a Pardot Pro
When it comes to email marketing, creating beautiful emails with riveting content is only half the battle. Sending emails to the right prospects at the right time is just...
Uncover Marketing Magic with Pardot Custom Redirects
The marketing magician has many tricks in the Marketing Cloud Account Engagement (Pardot) toolkit. One of those magical tools is the Pardot custom redirect. What makes a Pardot custom...
Sales Cloud 101 for Pardot Marketers
As Marketing Cloud continues to grow and integrate more and more with Salesforce, the good old days of marketers working in silos within Marketing Cloud Account Engagement (Pardot) are...
Marketing Cloud Personalization: 3 Use Cases and Implementation Tips
Salesforce Marketing Cloud Engagement has so many complex ways to create personalized experiences for the audiences the platform touches. And if you haven’t gathered from the title, Salesforce Marketing...
Pardot Dynamic Lists: Overview and Best Practices
Dynamic lists are by far my favorite Marketing Cloud Account Engagement (Pardot) automation tool. These “smart” lists automatically update and can be used for everything from Recipient and Suppression...
Salesforce Marketing Cloud Basics: Connect with Potential Customers
It’s a Salesforce Marketing Cloud basics 3-parter, y’all. In this three-part series, we’ll uncover the fundamental skills you should master when you’re getting started with Salesforce Marketing Cloud Engagement...
How to Seamlessly Migrate Emails to a Salesforce Marketing Automation Program
Looking for an easier way to migrate email templates as you prepare to move into a Salesforce marketing automation platform (MAP) from a legacy system? You’ve already decided to...
An Easy Guide to Salesforce Engage for Pardot Admins
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...
Sync Error Workaround: Dynamic Dependent Picklist Fields and Pardot Forms
An issue faced by many marketers using Marketing Cloud Account Engagement (Pardot) is how to find a workaround for dynamic dependent picklist fields and Pardot forms that will reduce...
Everything Sales Users Should Know About Salesforce Engage
So, your marketing team has you all set up and ready to access a fancy tool called Salesforce Engage. Now what? Salesforce Engage is a super powerful way for...
Hands On: How to Build a Pardot Email Engagement Dashboard in Salesforce
Do you have connected campaigns with Pardot and would like to see email engagement data in one place? In this blog, we are able to see how easy it...
An Introductory Guide to Salesforce Flow for Marketers
Marketing and sales teams have a lot on their plates. Marketing is focused on generating interest and qualifying leads, and the Sales team is focused on closing deals and...
Look Before You Leap: Preparing for Salesforce & HubSpot Integration
Your team finally has approval to connect Salesforce & HubSpot. Soon you will have all the data you’ve wanted to perfect your nurtures and segmentation! But before you can...
Supercharge Pardot Insights with Datorama
The marketing intelligence engine for Salesforce Marketing Cloud Engagement and Account Engagement (Pardot) is Datorama. It enables data-driven organizations to bring diversified marketing performance data together, unify it through...
How to Prevent 5 Awkward Email Sending Fails in MCAE (Pardot)
We’ve all seen email personalization mishaps. The power of Marketing Cloud Account Engagement (Pardot) is really in its capacity to leverage data coming in from Salesforce and Pardot to...
Personalization with Pardot & Interaction Studio
We usually find common asks for customers to further personalize Pardot emails, specific account-based messaging on their website, and where sales reps can take the next step to drive...
How to Connect Marketing Cloud Engagement to Salesforce CRM
Does your marketing and sales data live in separate places? Do you want all customer details to live in one place? If so, Marketing Cloud Connect is the answer. ...
Email for Everyone: Creating Accessible Digital Marketing Assets
Accessibility has always been top of mind for me in everything I do. As someone with a disability, I am conscious of others who may be having similar struggles. ...
Salesforce Marketing Cloud Content Personalization Features: An Introductory Guide
Personalization is a common buzzword one can hear throughout the digital marketing landscape. And as a result, it can mean so many things depending upon who you ask. However,...
6 Things you Should Know Before Syncing Salesforce to Pardot
Knowing the who, what, when, and how of Salesforce and Account Engagement (Pardot) sync behavior is key to understanding how you can use the integration to your advantage. If...
4 Things to Clean in MCAE (Pardot) for Faster Processing Times
Nothing is more frustrating than when you experience a slowdown in your Marketing Cloud Account Engagement (Pardot) org. I just need this one Dynamic List to run, why is...
How to Prep for Using SMS Messaging in Marketing Cloud Mobile Studio
Your organization recently purchased Marketing Cloud Corporate or Enterprise Edition, which includes one free SMS code that needs to be provisioned. But, you have no clue where to start. ...
A Quick Intro to Each Marketing Cloud Tool
Salesforce Marketing Cloud is a platform brought into the Salesforce ecosystem in 2013 when Salesforce acquired ExactTarget (a company that previously acquired Pardot). It can be considered a one-stop...
Identify Better Leads with Einstein + Pardot
I’ll admit, I’ve been neglecting looking into Einstein for Pardot (us admins have enough to do!). And I was somehow under the impression Einstein for Pardot came with an...
Getting Started with a Pardot Email Preference Center
An email preference center creates a happy medium for you and your audience. It’s a place where your people can let you know what interests them so you can...
A Coffee Lover’s Guide to Default Pardot User Roles
When you have a ton of users in Pardot, controlling who has access to what they can view or edit takes time. But no one wants to spend a...
Everything to Know About the Pardot Lightning Email Builder
I’ve seen a lot of information about implementing the new Lightning Email Builder, but I wanted to get into the nitty gritty details of how to build Lightning Email...
The Ultimate Pardot Admin Guide to Web Tracking Cookies
Undoubtedly, you’ve heard the conversations in the Pardot community about web browsers no longer supporting third-party web tracking cookies. If you haven’t, are you hiding in a cookie jar?...
Creative Ways to Spice Up Your Pardot Forms: Part 3
The 3rd and final part of the form customization series is finally here! In part 1, I showed you how to implement the popular floating label technique and how to...
How to Empower Higher Education Marketing Teams with Pardot
Higher education institutions around the world are embracing a digital future with the shift to marketing with Pardot. Teams are replacing the traditional ways of reaching prospective students, donors,...
Pardot and Salesforce Marketing Reporting: A 101 Guide
When it comes to reporting on your marketing assets, the feeling of not knowing what tool to use can be quite overwhelming. I’ve been there! You’ve been asked to...
Marketing Hocus Pocus: 6 Pardot Horror Stories to Avoid
The life of a marketing and sales consultant is never boring at Sercante, working with companies of all shapes and sizes on tasks both large and small. The days...
How to Set Up Lead-to-Account Matching in Salesforce Using Flow
Establishing a connection between leads and accounts can give you insight into what customers are coming in as leads and tighten sales and marketing alignment. Salesforce Flow can be...
How to Import Prospects Into Pardot While Ensuring Clean Data
The reliability of your data in Pardot and Salesforce is largely dependent on what you put in it and it starts with how you import prospects into Pardot. Luckily,...
6 Ways to Use JavaScript to Enhance Your Pardot Forms
Want to do something with your Pardot form that is not available in the editor? Try using JavaScript! Enhance your forms by using these 6 advanced Pardot form techniques....
Work Confidently in Pardot through Quality Assurance Testing
Feel more confident as a budding admin or end user by kicking ass at Pardot quality assurance testing. (includes downloadable PDF checklist) We’ve all been there before. Everything is...
How to Add Toggles to Your Pardot Email Preferences Page
Looking for a way to spice up your Pardot email preferences page? Try using toggles instead of checkboxes. In this tutorial, I’ll show you how to create a preferences...
4 Changes to Make to Your Campaign Page in Salesforce
One of my favourite Lightning features is customizing the campaign page using the Lightning App Builder. The drag-and-drop App Builder allows you to add tabs, reports and instructions to...
Content Personalization: Using Dynamic Content, Pardot HML, and Pardot Snippets
Prospects now more than ever are demanding personalized content. For the last 4 years, adding the first name for personalization in emails has been the default. Unfortunately, that alone...
Introducing the Updated Pardot Form Style Generator
I’m so excited to finally launch version 2.0 of the Pardot Form Style Generator. With the new version comes a new UI and some cool new features, including customized...
3 Free Pardot Landing Page Templates for Asset Downloads
Create beautiful, responsive landing pages in Pardot by using one of these 3 free Pardot layout templates. These landing page templates are designed specifically for gated assets such as...
Beautiful Pardot Forms: Styling Checkboxes and Radio Buttons
Your Pardot forms don’t have to be boring. With a little extra CSS you can create beautiful Pardot forms with customized checkboxes and radio buttons. In this tutorial, I’ll...
How to Add Reports To Your Campaign Page Layout in Salesforce
Did you know you can add report charts to your campaign page layout in Salesforce? Adding report charts will give you insight into a particular campaign’s performance without creating...
Can’t Sign In To Pardot: Salesforce SSO Now Required
As Salesforce continues to rolls out Pardot SSO across all accounts, many Pardot users are now being greeted with the following error message when trying to login to Pardot:...
Pardot Form CSS Framework & Examples
Want your Pardot form to match your brand? This can be done by using the Pardot form CSS generator or by writing some custom CSS. If you add custom CSS it...
21 Resources to Level-Up Your Pardot Emails In 2021
Nearly 90% of marketers are using email (think tools like Pardot) to reach their audiences on a weekly basis, according to Oberlo. And people get roughly ~120 emails a...
How to Create a Campaign Calendar in Salesforce
Did you know you can create a calendar based on any custom object in Salesforce – without using an app? Yes, this applies to the campaigns object as well....
How to Use Process Builder to Stamp The Last Campaign at MQL in Salesforce
Want to know which one of your marketing campaigns is causing the lead to reach your MQL threshold? You can stamp this information on the lead by creating two...
The Ultimate Guide to Capturing UTM Parameters in Pardot
You might already be using UTM parameters to track your marketing campaigns with Google Analytics, but are you capturing that information when a prospect is created in Pardot? Capturing...
How to Use Flex Fields in Pardot
What are Flex Fields? Flex fields are custom fields that can be used repeatedly to limit the number of one-time-only fields within Pardot and Salesforce. They contain data that...
The Right Way To Embed a Pardot Form on a Website
Pardot offers 2 methods for embedding forms on your website; embedding using an iframe, and form handlers. While the embedded iFrame forms allow marketers to have control over updating and configuring the forms,...
Account Scoring in Salesforce: How to Summarize Lead Score for Accounts
Already have lead scoring set up and want to take it a step further? Lead scores can be summarized for all related Leads and Contacts to the Account with...
Q&A: Everything You Need to Know about Pardot Engagement Studio
One of the most highlighted and versatile Pardot features is the Engagement Studio program. Plain and simple it is the most flexible feature Pardot has when it comes to...
How to Add an Opt-in Message & Privacy Policy Message to Pardot Forms
GDPR and CASL compliance are just a few reasons to add an explicit opt-in message or a privacy policy to your Pardot forms. In this post, I’ll show you...
How to Use Pardot Form Handlers
Pardot form handlers allow you to use your forms to post your data to Pardot. A Form handler is a great alternative to use instead of Pardot iFrame forms....
15 Resources To Make The Most Of Your Landing Pages: The Ultimate List for Pardot Admins
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.
Marketing Operations in Outreach: How To Follow Up From a Webinar or Event
As a Marketing Operations Manager, one of my responsibilities is managing Outreach.io for the sales development team and the marketing team. Our marketing team runs a ton of trade shows and...
The Pardot Sandbox: 9 Need-to-Knows About this Critical Feature
Have you heard the news? At long last, Pardot Sandboxes have arrived — sparking joy in the hearts of many admins. Here are 9 need-to-knows to keep in mind...
When to Use a Pardot List Email vs. Email Template (and what to do if you build the wrong one)
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...
How to Create a Better Date Picker Within Pardot Forms
Want to be able to restrict the date range of a date picker within your Pardot forms? The default date picker with Pardot does not provide this option, but...
A Beginners Guide to Date Stamping in Salesforce
Date stamping can be used in Salesforce to record the date or date/time when a particular field is changed. This is used frequently for capturing the date the lead...
Pardot Scoring Category Basics: What, How & Why
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...
5 Tips to Improve Your Pardot Email Templates
New year, new… email marketing game? This article covers a few quick tips and tools to level up your email marketing game with Pardot.
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...
13 Best Practices for Migrating to Pardot from Another Marketing Automation Platform
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...
Creative Ways to Spice Up Your Pardot Forms: Part 2
The 2nd part of the form customization series is finally here! In part 1, I showed you how to implement the popular floating label technique and how to create searchable,...
11 Tips for Building Stunning & Flexible Email Templates in Pardot
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...
Using Preview & Preheader Text in Pardot to Encourage Opens: Questions & Answers
The first hurdle is deliverability and getting into a user’s inbox. The next one is enticing email opens. Learn how to leverage preview text to encourage opens.
Why Tags are the Raisins of Pardot & 5 Use Cases for Them
The 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:...
How to Integrate Gravity Forms With Pardot
Gravity Forms is one of the easiest tools to create advanced forms for your WordPress website and with some customization they can be integrated with Pardot. In this post,...
How to Turn Any Email Template into a Pardot Email Template
Do you know you can turn any email template into a Pardot email template? With a couple of modifications to the HTML, you can have a fully functional Pardot...
LinkedIn Advertising: Using Pardot Landing Pages vs. LinkedIn Lead Gen Forms
For the past year, my marketing team has had the joy of testing half LinkedIn lead gen forms and half Pardot Landing Pages with LinkedIn’s Sponsored Posts. Let’s revisit...
Creative Ways to Spice Up Your Pardot Forms: Part 1
Looking for some creative ways to spice up your Pardot forms? In this post, I will show you how to implement the popular floating label technique in three easy...
How to Customize your Pardot Email Preference Page
In this tutorial, I will show you how to turn the default Pardot email preference page into a preference page that matches your brand. You will learn how to...
The Source of Awkward Lead Routing Fails
As B2B marketers, we spend a lot of time thinking about the buyer’s journey… maybe drawing cool looking funnels… mapping our content to different decision making phases… you know...
How to Create a Net Promoter Score Survey in Pardot
Learn how to build a net promoter score (NPS) survey directly in Pardot. I will show you how to create an NPS survey that asks the recipient to give...
An Ode to Chubbies & an Experiment with Unique Email Sender Names
A few months ago, I posted a confession that I Have an Email Marketing Crush on CB Insights. And now, there’s another brand that’s making my heart throb. It’s Chubbies, ladies...
Marketing Automation Mythbusting: Pardot is a Set-it & Forget-it Tool
“You automated everything so well that we’re just going to let it run and leave it alone. That’s the point of marketing automation, right?” My team just wrapped up...
2 Free Pardot Landing Page Templates You Can Use for Your Next Event
Create beautiful, responsive landing pages in Pardot by using one of these 2 free Pardot layout templates. These landing page templates are designed specifically for events such as webinars...
2 Free Pardot Landing Page Templates You Can Use for Your Next Event
Create beautiful, responsive landing pages in Pardot by using one of these 2 free Pardot layout templates. These landing page templates are designed specifically for events such as webinars...
The Best Way to Create a 2 Column Pardot Form
In this tutorial, I’ll show you the best way to create a two-column Pardot form. This is a follow up on my original post How to Create a 2 Column...
5 Pro Tips for Using the Pardot Landing Page Editor
Become a pro at editing and creating Pardot landing pages, by using these 5 tips. These tips come from questions that are frequently asked within the Trailblazer Community and tips that...
Ship It Already: How to Start an Engagement Program & Build On It Later
It’s tempting to hold back on shipping a new piece of content or a nurturing program until it’s perfect. But guess what, dudes – it will never be perfect....
10 Engagement Studio “Gotchas” to Watch Out For
Engagement Studio is one of the best things to happen to the Pardot platform since I’ve been a customer. But it’s a bit nuanced… and without paying attention to...
How to Customize Your Pardot Unsubscribe Page
Customized experiences are key — even if they’re for customers opting out of your messages. Learn how to customize your Pardot unsubscribe page in this post. You can also...
Using GIFs In Email Marketing to Surprise & Delight
GIFs are a staple of Twitter and Slack, and sometimes they convey your message JUST RIGHT in a way that no words or static image can.
How to Turn on User Sync: A Guide for Paranoid Pardot Admins
One of my favorite Pardot AEs texted me about the Pardot user sync as soon as it was publicly announced, asking what I thought of it. I told her...
Pardot Social Data: That FullContact Thing Everyone Forgets
Does this look familiar? I can’t tell you how many Salesforce orgs I log into that have the “Pardot Social Data” Visualforce page added to the contact/lead page layout,...
How To Create Your First Survey Using Salesforce Surveys
Salesforce Surveys is now available with the Spring ’18 release! This new feature allows you to create easy-to-use forms for collecting feedback and data by using a simple editor....
13 Spring Cleaning Tips for a Spotless Pardot Org
It’s spring cleaning season, ladies and gentlemen. So roll your sleeves up, throw on some Cardi B, and let’s freshen up that Pardot org of yours. A Pardot org...
What the Flu Made Me Appreciate About Pardot & Why You Should Go Pro Already
The last two weeks I have been sick as a dog. Like sit on conference calls in a pile of blankets on your bed and hug your actual dog...
5 Ways to Include Pardot Forms on Your WordPress Website
There are many ways to include a Pardot form on your WordPress website. And choosing the best method depends on your specific use case. For example, you can use...
The Silver Bullet to Success with Marketing Automation
I’m going to let you in on a little secret. It’s taken me my entire career to learn this. The silver bullet to success with marketing automation is… THERE...
9 Things to Remember About Images in Pardot Emails
I get excited when working with a new client and seeing that they have BEAUTIFUL emails. But that excitement quickly withers when upon further inspection, these emails are a...
10 Questions to Gauge if You’re Ready for Pardot
Salesforce is good at selling Pardot. So good, in fact, that some customers that sign on really aren’t ready to make the leap. A year later when they’re re-upping...
Things I Hate Thinking About: Pardot Folder Structure & Naming Conventions
Left to my own devices, I’m the kind of person who saves everything to her Desktop and has at least 5 Word docs titled “Notes Latest V2a” at any...
Emoji or NOji: Should You Use Them in Pardot Emails?
True story, this is an actual text I got from my mom recently: Um…yeah. I’m not sure what this means. It might be some sort of code for “hey...
Don’t Launch a “Minimum Viable” Instance of Pardot – Strive for “Minimum Lovable”
“MVP” is a term thrown around a lot in the software and start-up world. The concept is basically “what is the bare minimum we can do to get people...
STOP! Don’t Give Sales Those Pardot Leads
If you’re early in your marketing automation journey, you’re probably gobbling up blogs and advice everywhere you can find it. One of my favorite ivory tower best practices is...
How to Use a Pardot Form to Gate Content on a Page
In this tutorial you will learn how to use a Pardot form to gate content on a page. Gated content allows you to capture a lead’s information, by asking...
How to Create a Pop-Up Form In Pardot
In this tutorial, I will show you how to create a pop-up form that can be placed on a Pardot landing page. I will go over 2 methods, opening...
How to Turn any Landing Page into a Pardot Layout Template
In this tutorial, you will learn how to turn any landing page into a Pardot Layout Template that can be used across all your Pardot marketing campaigns. You can use an...
A Collection of Incredibly Useful Pardot Snippets
Make your life easier by using these Pardot code snippets to kickstart your next Pardot landing page, email template or form project. Catalogue Landing Pages & Landing Page Templates Landing Page...
How to Add Placeholder Text Within Pardot Forms
There’s currently no feature for Pardot forms that allow you to use placeholder text instead of the label text. So, in this tutorial, I will show you how to...
How to Force Outlook to Display The Fallback Font Instead of Times New Roman
The issue Some versions of Outlook are defaulting the font to Times New Roman, even if the font family fallback is defined in the code. This only happens when...
How to Use Cookies to Capture URL Parameters
A couple months ago I wrote a tutorial on how to use UTM parameters to capture lead source. The tutorial is an in-depth overview of how to capture URL parameters...