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Marketing Cloud Engagement is a great tool and it offers a wide range of functionality and various capabilities. But, as with all software, there are always limitations that leave...
Recently I was perusing the Salesforce IdeaExchange for interesting features to upvote and came across a common issue with over 4k upvotes, “Automate contact owner update when account owner...
If you’re new to Marketing Cloud Engagement, you may be feeling overwhelmed. Salesforce’s powerful marketing platform can do a lot. And that comes with a steep learning curve. I’ve...
One of the biggest trouble spots I see with customers customizing in CRM Analytics and B2B Marketing Analytics (B2BMA) is using recipes and joins — specifically when it comes...
A Campaign Member’s First Associated Date records the date a Lead/Contact became a member of a Salesforce Campaign, and it’s a great metric to use in your reporting. First...
Marketing Cloud Intelligence (previously known as Datorama) is a tool that offers many potential uses. But with those uses comes the uncertainty that you are using the tool to...
It’s very common for sales and marketing teams to leverage title-based “personas” to influence their activities. Knowing who you are speaking to can radically alter the message content, type,...
One of the great things about Account Engagement is that the same fields can be used over and over again for different interactions while keeping the full history of...
At 8 p.m. ET on Wednesday 9/13, the second full day of Dreamforce, I was sitting in front of my computer curious and a little anxious. I was using...
Event marketers face unique challenges. They need to create memorable, unique, and meaningful experiences that align with their brand and connect with their audience all the while staying within...
If your Marketing Cloud Account Engagement (Pardot) email looks broken and you can’t figure out why, then you’re in the right place. In this post, we’ll look at common...
Deciding if you’re ready to team up with an analytics reporting partner or consultant can be a real head-scratcher. How do you even know if you are ready? But...
If you’re getting ready for a Salesforce Data Cloud implementation, then this post will get you ready for it. There are so many buzzwords with this particular Salesforce product...
The last blog post in this 3-part series may have left you wondering if you should buy or build a customer data platform (CDP). We’ll answer that question in...
Thinking about implementing a CDP? Understanding the main components of a customer data platform (CDP) is a good way to make the decision. A CDP is not a marketing...
A customer data platform (CDP) is a unified customer database where many different external and internal sources are collected, cleaned, and aggregated to build rich individual customer profiles. These...
It’s time to launch another email campaign and the anxiety sets in. You have a variety of people on different teams who want their eyes (and opinions) on your...
Account Engagement (fka Pardot) Scoring Categories and Lightning Builders are two great features to amp up your marketing and segmentation efforts, but they don’t exactly connect like typical Account...
GDPR, CPRA, the end of third-party cookies: data privacy is a hot topic among digital marketers, but it’s not just advertisers who should be worried. If your marketing strategy’s...
Prospect inactivity tells us just as much about a prospect as their activity does. An inactive prospect has a lower interest level and less openness to learn more about...
The introduction of Hyperforce is one of those revolutionary milestones for Salesforce customers. That’s because migrating to Hyperforce is going to give Salesforce customers options when it comes to...
Adobe’s Marketo and Marketing Cloud Account Engagement (f.k.a. Pardot) are two of the most common marketing automation platforms I’ve worked with in my career as a marketer. When migrating...
Components are a hidden gem in the CRM Analytics (formerly Tableau) toolbox. You can re-use them in any dashboard and then centrally make changes that affect any dashboard where...
It’s here! It’s finally here! It’s the Account Engagement Business Unit Bulk Asset Copy Flow. Marketing Cloud Account Engagement (f.k.a. Pardot) Business Units have become my niche over the...
Hey there! So, I wanted to chat with you about something that can be a bit tricky but super important in the world of marketing: capturing UTM parameters. You...
Marketing Cloud Account Engagement (Pardot) offers the opportunity for marketers to give their sales team the information they’ll want, notifications worth paying attention to, and truly actionable insights about...
Handling multiple languages with Account Engagement (Pardot) forms has always been complex — especially when it comes to reporting. But there is a way to multi-language Account Engagement forms. The...
Before the advent of Data Cloud and Customer Data Platforms (CDPs), businesses strived to integrate their data into their CRM to obtain a holistic view. If you’re considering another...
Account Engagement (Pardot) Optimizer BETA was released with the Spring ‘23 new features, but it has become “Generally Available” as of the Summer ‘23 release. This new feature promises...
Contrary to the opinion of just about everybody in marketing, all your marketing leads are not “Hot” and the sales team is not lazy. The issue is that sales...
As a marketing administrator within Salesforce, it is essential to understand your audiences and create a winning audience segmentation strategy. Without segmenting your audience, you will target the same...
Salesforce opportunity record pages are great for displaying all of the key information about a particular record. But, what if you need to be working with and updating multiple...
So you’ve spent hours gathering requirements, picking datasets and creating the most beautiful report the world has ever seen. And then, while presenting your amazing work to leadership you...
In our wonderful digital world, it’s becoming increasingly difficult to track offline events and interactions with marketing and sales efforts. People still love sending gifts in the mail to...
Imagine this — your marketing team is generating more leads than ever before. And at the same time, you’re facing a reduction in sales team staff. Sounds impossible to...
Email marketers swim in constant data. While analytics often inform decision making, the flip side of that coin means your competitors also use data to do the same. To...
The surest way to get a reaction from any Salesforce Admin is to mention multi-select picklists. They are notoriously hard to report on and can be challenging at times....
Salesforce Marketing Cloud Personalization (Interaction Studio) is a fantastic platform to add to your marketing toolset. But starting a Marketing Cloud implementation can be daunting, especially when it is...
In today’s international and digital business landscape, modern marketers often coordinate messaging and strategy across multiple countries or regions. Luckily, Marketing Cloud Account Engagement (Pardot) is an ideal tool...
One of the most common assignment needs for Salesforce leads and cases is to circulate these via a round robin assignment process. But assignment in the marketing, sales or...
Lead nurturing programs play a critical role in the sales process. That’s because nurtured leads have a shorter sales cycle and generate more sales-ready leads at a significantly lower...
We’ve previously talked about External Actions and External Activities, with some general ideas of how each can be applied separately. Where the real power comes in, is tying them...
Pardot automation rules are a great way to set repeatable processes in motion and save yourself from repetitive admin tasks. Most Marketing Cloud Account Engagement (Pardot) users employ automation...
Pardot account audits: You know you need to do one, but somehow this daunting task keeps getting relegated to the bottom of your to-do list. With the new year...
We’ve all been there. You’ve set up an awesome automation in Salesforce Marketing Cloud Automation Studio. But what do you do when you see errors? It’s time to put...
With the holidays coming up, I can bet all of our inboxes are overflowing with marketing emails letting us know about can’t-miss deals, the best gifts, order before X...
You’re a responsible marketer and adhere to the Salesforce Marketing Cloud Account Engagement (Pardot) Permission-Based Marketing Policy. You’ve enabled Marketing Data Sharing (MDS) rules to ensure that prospects who...
How often do your Salesforce and marketing platform admins talk to each other? If you selected any of the above, you’re not alone. I’m here to tell you, no...
New technology and shifting buyer expectations are pushing B2B companies to rethink their acquisition and retention strategies. Leaders across sales, marketing, and customer success are investing in centralizing their...
Many organizations assign Marketing Cloud Account Engagement (Pardot) prospects who are not yet sales ready to a “Cold” leads queue in Salesforce so data syncs and is available for...
People change jobs all the time. Maybe they’re part of The Great Resignation. Or navigating a new career path after years of military service. But have you ever thought...
Sometimes the standard Campaign Influence models that come with Marketing Cloud Account Engagement (Pardot) just don’t quite fit what you are looking to measure. We recently went through the...
Not sure which Salesforce marketing reporting tool is the best for showing the results of your campaigns? With so many to choose from between Salesforce CRM, Marketing Cloud Account...
As inbound marketing efforts continue to grow across industries, marketers are having to come up with new ways to qualify the best of these new leads. Once they’ve been...
Salesforce and Pardot connected campaigns bridge two distinct campaign reporting functions into one powerful feature. Prior to 2019, Salesforce and Pardot campaigns were independent of each other. But with...
Salesforce has robust native reporting capabilities that come out of the box. But what happens when you need more? What CAN you do? This Salesforce native reporting overview will...
With Salesforce moving to Flow as its go to low-code automation tool, and Workflow Rules and Process Builder planned for retirement, it’s a good idea to migrate your existing...
This blog delves into the value that Salesforce Marketing Cloud Interaction Studio provides to marketers (B2B and B2C). We’ll discuss Interaction Studio and its key capabilities with a focus...
With Pardot B2B Marketing Analytics Plus, you are able to bring external data, use an intuitive and customizable dashboard, activate Discovery Stories, and take advantage of Einstein Prediction Builder....
You can keep your free snacks and ping pong tables. If we’ve learned one thing from the pandemic, it would be that employees really want the ability to work...
In this blog, we will talk about data completeness, data hygiene, and data completeness KPIs to get you to have a better understanding and practice with Pardot B2BMA as...
For many Salesforce Marketing Cloud Account Engagement (Pardot) customers, using Pardot provides them with the tools necessary to communicate with their distinctive audience(s) in a personalized way. One common...
Have you ever finished working on an email template in the Marketing Cloud Account Engagement (Pardot) Email Builder with all of its convenient features like: …only to start editing...
Getting marketing team access to your Salesforce org breaks down company siloes and can lead to enriched data you can use for things like Einstein campaign reporting. So, you...
Picture the scene… You’re using a custom amount field on your opportunities (or even multiple amount fields) in Salesforce. You notice that your Salesforce Campaign Influence reports are not...
Have you ever wondered why sales and marketing teams combine Salesforce Marketing Cloud Engagement and Account Engagement (formerly Pardot), with Sales Cloud to reach their goals? Thinking about how...
Balancing all the emails your teams want to send to Prospects versus how many emails the Prospects want to receive is difficult. Email your Prospects too often and they...
I have a rather embarrassing story from my pre-Einstein campaign reporting days. When I started out as a Salesforce admin (i.e. I got told I was the new admin...
Looking for a way to capture lead source data from across pages on your website and pull that data into your CRM? Since we use Marketing Cloud Account Engagement...
Twice in the span of less than a week, two different clients had questions or issues related to Salesforce campaign activation. I had my fair share of questions and...
The Salesforce platform social media scheduling tool, which we all know as Social Studio, has officially entered sunset mode and has a retirement date set for 2024. While the...
On October 14 2021, Google announced a replacement for Universal Analytics, which they’re calling Google Analytics 4 (GA4). You might be wondering, how does this impact our businesses’ use...
Creating a Salesforce marketing dashboard is an effective way to see how you are doing against your marketing targets. What channels are most effective for generating pipeline? How many...
Ever wonder how you can optimize real estate in your Salesforce CRM Analytics (formerly Tableau) dashboard? A great option is using toggles. There are several types of toggles. You...
We marketers have pivoted our strategies to comply with GDPR in the past, but a recent court ruling may have us scrambling to change the way we use Google...
In early March, Salesforce announced changes to how it serves content via go.pardot.com. In short, this impacts your Pardot content that might be placed on your website through iFrames. ...
As a Pardot admin, I try to stay up to date on all the new features and functionality coming to the Pardot platform. Some new features are announced way...
Ever wished you could facet, filter and do other magic on a dataset that also had aggregated data from a summary table in Tableau CRM? There is a way!...
Pardot lead assignment routing can trip up even the most experienced sales and marketing teams. There are so many different ways to assign your prospects within Marketing Cloud Account...
Lead routing with Salesforce Sales Cloud and Pardot can trip up even the most experienced sales and marketing teams. And choosing the right lead management strategy and tools to...
If you’re new to using Salesforce campaigns, then this blog post is the perfect starting point. Use these 5 tips to make your life easier as you dip your...
Are you embarking down the Pardot Business Unit (PBU) path with your org? There are a number of considerations when choosing if multiple business units are right for you....
In September 2021, Apple privacy changes will start having a big impact on Pardot email marketing reporting metrics. Are you ready to pivot your reporting strategy in response to...
Integrating Pardot with Zoom webinars allows you to not only collect prospect activity in real time, but also track attendance, handle communications, and send sales new leads quickly and...
Campaign naming conventions are a must have. They keep your campaigns organized, improve reporting, and provide key information about the campaign at a glance. However, campaign naming conventions can...
This post was originally published on February 2, 2021. After this post was published, Salesforce released the ability to check if a field has been changed. Previously, the solution...
Spam and junk data is the bane of my Pardot Admin existence. Nothing irks me more than seeing sales was notified of a form fill from [email protected], or that...
Incorporating dynamic content and variable tags is an excellent way to personalize your emails, forms, and landing pages. But viewing where dynamic content and variable tags are in use...
Dynamic Content is the built-in way to use Pardot to personalize marketing assets like emails. You can improve your email marketing performance, including click-through rates (CTRs), by providing the...
Get a solution for Protected Campaign Member Statuses in Pardot and step-by-step instructions for installation. We go through all the effort of setting up beautiful Salesforce Campaigns, naming standards...
Learn how to change your data columns to rows in Pardot B2B Marketing Analytics/Tableau CRM.
In this blog, I’ll walk you through how to prevent a lead source from being overwritten in Salesforce and how to activate and test it. Create a validation rule...
When speed to lead is important, clean Pardot data is key. In sales, a lot can be said about timing. Catching a prospect on a good day, at the right...
If you’re like me, then you often work with marketing tools that do not integrate nicely with Pardot forms. Maybe they claim to have a ‘direct’ integration with the...
Collecting accurate data is essential to your marketing strategy so you can continually optimize it to fit your goals. In most cases, companies capture data through form submissions and...
You have your lead lifecycle set up, your scoring set up, and the marketing qualified leads (MQLs) are flowing in. Now it’s time to pull reports in Salesforce to...
Capturing data is a key piece of any marketing strategy. It’s imperative that you capture the right data so you can continue improving your marketing efforts. Pardot is the...
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...
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...
As our Pardot integrations are coping and adjusting to using the Pardot API with Salesforce SSO users, one of the new requirements is to provide the Pardot Business Unit...
Want to know how many accounts or companies attended an event, webinar or interacted with a marketing campaign? This metric can be difficult for marketers to pull in Salesforce because reports by default...
In this post, I’ll show you how to create a page that asks for feedback as to why the prospect is unsubscribing. The goal is to use the standard...
Snippets were added to the Pardot functionality toolset fairly recently as a way to help the marketers of the world stay organized and reuse their content across multiple templates...
Have you ever wished you could have multiple conditional form completion actions in a single Pardot form? If you answered “OF FREAKIN’ COURSE I HAVE”, you’re in luck because...
Let's digest the three most common Pardot Salesforce Connector errors we see marketing automation admins continuously face.
Sitecore is a powerful Website Content Management System. We can use Sitecore and Pardot together to great effect. There are a few Sitecore capabilities which we will want to...
The campaign member object in Salesforce represents the association between a campaign and a lead or a contact. While some standard lead and contact fields are available for the campaign member...
New campaigns in Salesforce have two default member status values: “Sent” and “Responded”. To customize the values, you can create them manually, set up “campaign templates” to copy the...
As a marketing team, you spend tons of time and resources building marketing campaigns that drive people to your website. Your website is the perfect place for prospects to...
Have you tried to map an important Salesforce field in Pardot, only to realize it’s not available in the Pardot field mapping dropdown list? Yeah, me too. The most...
Splash – a super-powerful event marketing platform – helps organizations make in-person and virtual marketing efficient and successful. Splash lets you create branded registration forms, custom event promotions like...
A common theme that I’m hearing from clients is the need to show demonstrated ROI related to their marketing initiatives. Sound like anybody you know? I recently posted about...
I once forwarded an anonymous email to five friends. It proclaimed: “We’ve been discovered, flee immediately!” I have not seen two of them since. I learned my lesson about...
Before we dig into the meat of this post and some cool ways you can personalize your marketing efforts with Pardot Advanced Dynamic Content, let’s take a step back...
Your event or webinar has finished and now it’s time for sales to follow up on those leads. A great way to automate sales follow up is to create...
Want to be able to report on how many marketing touchpoints have occurred your leads and contacts? With some help from an App from the Salesforce App Exchange, you...
BY MIKE MORRIS What you don’t know about auto-association could be completely ruining your campaign influence reports in Salesforce. Let that sink in. Now that I have your attention,...
You presented, you lobbied, you conquered and now you have the fancy new tool — Salesforce Engage. GREAT! A few months later, your excitement has dwindled as you find...
Bulk creating campaigns in Salesforce is a great way to plan your marketing initiatives for the month or the quarter. You can upload your campaign targets as custom fields,...
Salesforce campaigns can help you track each of your marketing initiatives in detail. These can include online advertisements, emails, or more specialized marketing events such as demos and tradeshows....
If your company’s sales teams are organized by region, you’ve probably gone down a long and winding road as a Pardot admin, asking the question: How can I auto-magically...
One of our recent posts outlined the need-to-knows about Pardot Sandboxes. In this one, we’re going to go a bit deeper on how to put this to work in...
Let’s start by saying that if you’re not using scoring categories in Pardot, you probably should be. If you offer more than one solution or service or have multiple...
COVID 19 has changed many industries, but none more than those which rely on in-person interaction. Like bars, restaurants… and most importantly, classrooms. Moving forward, it’s going to be...
Pardot Dynamic Content is great, but only if you need fewer than 25 variations for a piece of content. “MORE THAN TWENTY-FIVE VARIATIONS?” …you might be thinking. “Perhaps you...
The relationship between sales and marketing departments is not always the stuff dreams are made of. In fact, sometimes it can be a real nightmare with both sides pointing...
The economic ripple effect of everyone screaming “the sky is falling” is making that a reality for many businesses. Many B2B companies are experiencing drops in sales and interruptions...
Congratulations! Your email campaigns are rocking — engagement and revenue are up. Your boss has also noticed your handiwork and, in the spirit of “no good deed goes unpunished,”...
When people ask me why I want to work in the Salesforce and Pardot ecosystem, my answer is always the same — automation! Workflows! Personalization! (And usually with that...
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...
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...
I’ve always been kind of “meh” on the term account-based marketing (ABM) because it is so frequently misused. Some vendors try to use the label “ABM” to define a...
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...
Hey Pardot friends, Maura here from the team at Qualified. I’m excited to have the chance to connect with this group of Pardot superfans! Today I want to dive...
Dynamic lists in Pardot rock. They’re one of my favorite things to demo to a customer who has been working with Mailchimp or a legacy MAP that’s not connected...
This week, you may have noticed lower-than-average email deliverability from your Pardot email sends. That’s probably because of the Barracuda Email Firewall issue that occurred this week, which incorrectly...
Are you trying to send something to opted out prospects in Pardot and wondering if operational emails could be a fit? This article breaks down everything you need to...
A lot has gone down the weekend — and I’m not just talking about Game of Thrones.
The Pardot Google Analytics connector is awesomesauce. And it’s remarkably low maintenance — but there are some nuances, and it’s still one of the things I get the most...
We have more data than ever to gauge marketing performance. The Don Draper era: “I know half of my advertising is wasted, I just don’t know which half” …just...
Valentines day is the perfect day to give somebody something special. So I wanted to share a resource with the Pardot community to address a longstanding pain point: Auto-fill...
A question I often hear from companies considering implementing Pardot: “Should I buy Premier Support, or work with a consultant instead?” This is a false dichotomy. There are pros...
I’m going to make up a new buzzword. Ready? Cascading suppression lists. Bear with me — it’s a made-up term, but a super necessary thing when you’re sending multiple...
You might already be tracking MQLs in Salesforce or in Pardot, but are you tracking all the information you need for enhanced reporting? I’ll walk you through the 3...
So picture this scenario: Pardot says you can’t email someone. But you want to. So how do you override what the system says so you can send your gosh...
“How do I know if I’m emailing people too much?” …is one of the frequent concerns I hear when people are ramping up email marketing and/or launching a new...
I’ve had an opportunity to speak at several user groups and regional community events about GDPR, and the one question that always comes up is: “When is this coming...
Do I grow the skills needed to manage marketing operations in-house, or do I partner with an agency/consultant? This is a never ending debate for marketing teams and business...
Okay. I’m taking deep cleansing breaths right now over a really unfortunate discovery. I’m talking about when suppression lists meet AMPSEA. Wait, what’s AMPSEA? Some people love it. Most...
If you have an internal SDR or BDR team and are looking to round robin prospects, you may have learned that Salesforce Lead Assignment Rules don’t make this super...
One of my favorite marketing campaigns of all time is the “Will It Blend?” series on YouTube. In case you missed it — in 2010, this company called BlendTec...
It was the best of email marketing, it was the worst of email marketing. If your inbox is anything like mine, it’s been absolutely crushed by all this GDPR...
One of the tricky and little-known-things about Pardot is how the system handles blank values. If you’ve never had a reason to, you probably haven’t thought about it. But...
Marketing automation was designed to support sales and achieve efficiency in reaching prospects at scale. But the benefits don’t stop there. Nurturing can be used for many other types...
Accessibility of digital content is something that hasn’t really been on my radar before. Like, at all. Didn’t even know it was a thing. I first heard about it...
I met someone at a Pardot event a few weeks ago who told me about a fascinating start-up. It’s called SalesTing (Sales + Marketing, get it?) and their mission...
I love a good challenge. Especially one about how to leverage Pardot functionality to its fullest potential to level up your marketing. So when the wonderful Kevin Baldacci from the...
Okay, before people start clutching their pearls, let me clarify… A/B tests are not a waste of time. But bad ones are. And there are a lot of bad...
“You guys, we can’t. It’s like actually illegal.” –Me, to a room full of raised eyebrows, doing my darndest to convince sales reps not to spam everyone and their...
A few weeks ago, I shared a post on Pardot and GDPR compliance. Since then, a few people have asked me how this relates to CASL and if it’s...
Standard campaign statuses are essential to have consistent reports within Salesforce, but there’s no easy way to bulk create new statuses within the UI. In this tutorial, I’ll show...
Get clarity on this, because you really are going to need it to be successful with any marketing automation platform.
But if you’re walking into an organization with a cobweb-encrusted subscriber list and a bunch of sales reps with their hands outstretched for leads - what do you do?
Compliance? *gag* There are few things I like thinking about less than regulations impacting email marketers. But, it’s important for our businesses to CYA and it’s good for us...
Even with an abundance of documentation, there will always be some degree of trial and error with new features. Real life is pretty much always much nuanced than your...
I learned a new buzzword today: “technical debt.” I don’t know how I went so long without hearing it, because it is ALL. AROUND. ME. Technical debt is...
As you may have heard, Apple made a move that significantly limits the ability advertisers and companies have to place cookies on your devices. Changes are coming down the...
Identifying which campaigns and channels have influenced an opportunity is a key piece of information to see which marketing campaigns are the most effective. In this tutorial, I’ll walk...
When building Lightning Components, using the HTML script markup is not supported. However, there’s an alternative that is easy to implement. Follow these step-by-step instructions to learn how to...
In this tutorial, I will show you how to show/hide dynamic content based on URL parameters for any web page. This solution uses HTML, CSS and JavaScript instead of...
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