Design Meets Agentforce: A Designer’s POV from the World Tour
I just got back from the Agentforce World Tour in Boston and my brain is full of ideas. I wasn’t totally sure what to expect, but I ended up...
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Personalization with Marketing Cloud on Core: How to Use Dynamic Content & Expressions
Your messages are doing their job, but are they working it? If your campaigns are feeling a little too copy-paste, a little too “blah,” it might be time for...
4 Must-Ask Questions Before Building a Data Dashboard That Drives Results
I must confess that I have built my fair share of boring unremarkable dashboards. It haunts me to think of all those past reports that are now collecting dust...
Easy Segmentation & Personalization Using ID Fields in Marketing Cloud
A common segmentation need with Marketing Cloud Growth or Advanced Edition and Data Cloud is creating a segment based on a Contact’s Record Type within the CRM. While this...
Automating Campaign Names in Marketing Cloud Growth Edition
One of my all time favorite hacks is using flow to generate consistent campaign names in Salesforce. With the release of Marketing Cloud Growth Edition and the move to...
So, You’re an Organization that Fundraises? Here’s What Salesforce Campaigns Can Do for You.
For fundraising-focused nonprofits, the challenge of tracking campaigns, engaging donors, and optimizing strategy can be overwhelming. Many nonprofits don’t realize that Salesforce Campaigns—often associated with marketing — are also...
Announcing Marketing Cloud Advanced Edition
During the Marketing & Commerce Keynote at Dreamforce 2024, Salesforce announced the latest edition of Marketing Cloud built on Data Cloud — Marketing Cloud Advanced Edition! Expected to be...
Using Data Cloud Credits in Marketing Cloud Growth Edition: A Guide for Account Engagement Users
Like many people in the Salesforce ecosystem, you may be intrigued by the announcement of Marketing Cloud Growth Edition — especially since access to the platform is available to...
Building a Message Series Flow in Marketing Cloud Growth Edition
I’m not going to be the guy who says “I told you so,” but Flow Builder has officially expanded from being an automation tool used exclusively by Salesforce Admins...
Using Account Engagement for Event Marketing: From Planning to Follow-Up
Event marketing is a fantastic way to connect with your audience, build brand awareness, and generate leads. However, managing event marketing activities can take time and effort. That’s where...
Combating Headwinds in Higher Ed: Part 1 – Real-Time Interaction Management
Student expectations today are vastly different than they were a decade ago. It’s causing technology leaders at the most successful educational institutions to rethink their data infrastructure and student...
How to Customize Primary Source on Opportunities with Salesforce Flow
I recently ran into a situation where a client needed to exclude select campaign types from being populated as the Primary Campaign Source field on opportunities. While this might...
Marketing Cloud Growth Edition: A Guide to Fit and Engagement Scoring
Personalized marketing can make a significant impact on customer engagement and business growth. According to a recent study, personalized marketing can boost ROI by up to 20%. One of...
All the Ways to Collect Customer Feedback With Salesforce Forms
Collecting customer feedback can be a transformative tool that propels your business to new heights, and getting customer feedback through Salesforce is possible through a few methods. Armed with...
Mastering Marketing Cloud Intelligence Part 2: Maximize Platform Performance
It’s time for part two of our three-part series on getting the most out of your Salesforce Marketing Cloud Intelligence, or Datorama, instance. Part 1 of the series touched...
I Exceeded My Account Engagement Mailable Database Limit. Now What?
Uh-oh. You just received an email from Salesforce saying you have exceeded your Marketing Cloud Account Engagement (Pardot) mailable database limit. That means if you don’t reduce the amount...
3 Quick ABM Strategy Wins for Your Email Campaigns
Your boss has told you to ‘do ABM.’ Great. Instead of ripping out your current marketing and sales campaigns, here are three quick ways to apply ABM strategies to...
Salesforce Summer ‘24 Release Highlights: Platform Updates
The Salesforce Summer ‘24 Release is on its way! Let’s dive into the top declarative features and updates for admins. In line with messaging from Salesforce, the Summer ‘24...
SMS Mobile Strategy: A Guide to Go From Novice to Pro
If you’re like many, setting up an SMS program is not part of your everyday tasks. And if I were a betting woman (I’m not), I’d bet you’ve likely...
Big Data to Big Impact: Enterprise Segmentation Strategy
In the age of big data, effective audience segmentation strategies are the key to unlocking the full potential of vast datasets available to enterprise-level companies. Join me on a...
How to Copy Account Engagement Assets to Sandbox
As part of the Winter ‘24 release, Account Engagement users gained the ability to copy assets to and from Account Engagement Sandboxes. This allows marketers to test automations and...
7 Fundamental Account Engagement Concepts for Salesforce Admins
Welcome to the marketing side of Salesforce! As a Salesforce admin, you may occasionally need to assist your marketing team in developing processes or generating reports from data in...
A/B Testing in Account Engagement Engagement Studio Programs (ESPs)
Engagement Studio Programs (ESPs) are key for nurturing prospects until they are ready to send over to your sales team. But have you ever thought about A/B testing in...
5 Tips to Accelerate Your Salesforce Data Cloud Implementation
Before we dive into the details of finding success with your Salesforce Data Cloud implementation, let’s set the stage. Whether you’re a seasoned Salesforce admin or just stepping into...
All the FAQs on Marketing Cloud Growth Edition
Since the announcement of Marketing Cloud Growth Edition on February 20th, we’ve been digging into the features of this new product as well as listening closely to the community’s...
An Alternative to Salesforce Dynamic Forms When You Need It
You may be aware that when it comes to improving user experience on a record page, Dynamic Forms have become more and more powerful over the last few Salesforce...
Evolving Your Skills as an Account Engagement Pro
Marketing Cloud Growth Edition is here and its infrastructure represents a fundamental shift compared to Account Engagement. While Account Engagement is “near core,” Marketing Cloud Growth Edition is built...
Evolving Your Skills as a Marketing Cloud Engagement Practitioner
The role of marketers is continually evolving. This is especially true for those working within the Salesforce ecosystem. With the advent of advanced technologies, products, and functionalities to support...
Use External Actions to Create Custom Salesforce Tasks
Salesforce tasks are one of the unsung heroes of Account Engagement. You can use Salesforce tasks to let the sales team know there’s work to be done, and using...
The Marketing Cloud That Broke the Internet (& 5 Key Takeaways)
ICYMI: Salesforce dropped a hot product announcement yesterday. And she’s called Marketing Cloud Growth Edition. There was a flurry of blogs and social postings following the official drop of...
4 Steps to Create a Marketing Cloud Contact Strategy
The beginning of the year is an ideal time to have a reset on your Marketing Cloud contact strategy. That way, you can get your Marketing Cloud contacts in...
What to Do When Your Account Engagement Org Gets Too Big
As your business grows, so does your Marketing Cloud Account Engagement org. And that’s a good thing. Inevitably you’ll reach a point where your org is stretched too thin. ...
Do You Need Salesforce Campaign Record Types?
Salesforce Campaign Record Types are a great feature to employ when you have varying page layouts, required fields, Campaign processes, or teams for different types of Campaigns. However, often...
How Marketing Cloud Advertising and Account Engagement Work Together
Are you ready to ignite your digital marketing efforts? The collaboration between Marketing Cloud Account Engagement and Advertising Audiences, both powerful tools in their own right, will skyrocket your...
From LinkedIn to Account Engagement: Linking Lead Gen Forms Using Zapier
LinkedIn Lead Gen forms are definitely a favorite for those creating LinkedIn Ads, but what happens after people fill out the form? Ideally, you continue to market to LinkedIn...
The Ultimate Guide to Choosing the Right Salesforce Reporting Tool
We get it. With all the reporting tools out there it is hard to know which one is correct (or what a tool is named this week). In this...
Mastering Marketing Cloud Intelligence Part 1: Unveiling Formula Secrets
Marketing Cloud Intelligence (formerly known, and forever in my heart, as Datorama) is a deep platform for marketers who have Salesforce in their tech stack. It’s a robust tool...
How to Deal with Score Decay in Account Engagement
Scores in Marketing Cloud Account Engagement play a critical role in getting the right lead to the right person at the right time. However, scores can become unreliable and...
Must-Have Salesforce Marketing Cloud Extensions, Apps, and Add-Ons
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...
Automatically Update Contact Owners to Match Account Owners in Salesforce
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...
How to Write like a Marketer: Intro to AMPscript for Salesforce Marketing Cloud
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...
Create a Custom Recipe in B2BMA with Account Engagement Campaign Influence Model
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...
Fix Your Reports! How to Backdate Campaign “Member First Associated Date”
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...
Why You Should Get a Marketing Cloud Intelligence Audit
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...
How to Update Marketing Personas Using Salesforce Flow
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,...
Creating Custom Object Records with Account Engagement and Flow
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...
Dreamforce 2023 Recap: Salesforce Leans in to AI + Data Cloud as the Future of Nonprofit Success
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...
5 Event Marketing Best Practices To Implement For Your Next Campaign
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...
Help! My Account Engagement Email Looks Broken
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 It’s Time To Bring in an Analytics Reporting Partner
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...
Lessons Learned During Salesforce Data Cloud Implementation
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...
Should You Buy or Build a Customer Data Platform?
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...
The Five Major Components of a Customer Data Platform
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...
Six Reasons Why You’d Want to Implement a Customer Data Platform
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...
Email Campaign Efficiency: Tips for Saving Time and Boosting Results
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 Lightning Builders and Scoring Categories
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...
Why Email Open Rate Is Dead – and How Account Engagement Can Help
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...
How Inactive Prospects in Account Engagement Impact Your Strategy
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...
Prepare Your Salesforce Org for the Migration to Hyperforce
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...
Migrating From Marketo to Account Engagement: Key Things to Know
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...
CRM Analytics: Use Parameters to Make Component Widgets Dynamic
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...
How to Copy Assets Between Account Engagement Business Units
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...
Capturing UTM Parameters: 4 Scripting Paths for Account Engagement Landing Pages
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...
How to Make Sales Fall in Love with Account Engagement
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...
The Simple Way to Create Multi-Language Account Engagement Forms
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...
Campaign Audience Builder: A Solution to Harness your Salesforce Data Now
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...
Everything You Need to Know About the Account Engagement Optimizer
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...
How to Get Sales Pumped About Marketing Leads
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...
Audience Segmentation Strategies for Salesforce Marketers
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...
Displaying Account Fields on a Salesforce Opportunity Record Page
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...
5 Reporting Accuracy Strategies to Get Your Data the Trust it Deserves
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...
How Digital Marketers Track Offline Events and In-Person Interactions
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...
5 Lead Prioritization Strategies For Lean Sales Teams
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 Metrics to Track Beyond Simple Opens and Unsubscribes
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...
A Guide to Multi-Select Picklists in Account Engagement (Pardot)
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): Implementation Methods
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...
Using Account Engagement (Pardot) in a Global Market
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...
How to Create Custom Salesforce Round Robin Processes
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...
5 Next-Level Tips for Your Lead Nurture Program
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...
Twilio SMS Messages and Pardot: A Complete Guide
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...
6 Creative Ways to Use Pardot Automation Rules
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...
7 Questions to Guide Your Pardot Account Audit
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...
Help! I Have Errors in My Automation Studio
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...
Fight Email Marketing Fatigue: Pardot Recency and Frequency Dynamic Lists
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...
Pardot Marketing Data Sharing Rules: Prevent Duplicates in Salesforce
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...
Why Salesforce and Marketing Admins Work Better Together
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...
Rethink Your Lead Lifecycle for the Age of RevOps
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...
Don’t Let Good Leads Go Bad in Salesforce Queues
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...
What To Do in Pardot When Contacts Change Jobs
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...
Creating a Custom Pardot Campaign Influence Model: Lessons Learned
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...
How to Choose a Salesforce Marketing Reporting Tool
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...
Pardot Scoring & Grading Lab
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...
Connected Salesforce + Pardot Campaigns: How They Rock Our World
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 Native Reporting: Get More From Your Data
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...
Automation Facelift: Migrate Workflow Rules and Process Builder to Salesforce Flow
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...
Three Interaction Studio Features Marketers Should Look Out For
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...
Demystifying Pardot B2B Marketing Analytics Plus
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....
7 Marketing Cloud Security Tips for a Hybrid Work Environment
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...
Using Pardot B2BMA as a Data Audit Tool
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...
Email Sender Options: Leverage CRM User Lookup in MCAE (Pardot)
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...
Build Faster with These 3 MCAE (Pardot) Landing Page Builder Hacks
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...
Why Should Marketing Admins Have Salesforce Access?
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...
How To Use a Custom Opportunity Amount Field in Salesforce Campaign Influence Reports
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...
Marketing Cloud Engagement, Account Engagement & Sales Cloud: 3 Use Cases for Combining All 3
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...
Pardot Einstein Send Time Optimization: A How-To Guide
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...
Campaign Reporting with Einstein for Pardot
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...
Capture Lead Source Data Using Cookies and Google Tag Manager
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...
How to Manage Salesforce Campaign Activation with a Simple Flow
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...
Salesforce Product Retirement: Social Studio Sails into the Sunset
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...
Everything Marketers on Salesforce Need for Google Analytics 4
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 Marketing Dashboard in Salesforce: Tips, Tricks and Examples
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...
Renovate Your CRM Analytics Dashboard: Create a Custom Toggle in 3 Steps
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...
GDPR and Google Analytics Updates in 2022
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...
How to Update iFrames & References to the Default Pardot Domain Before the Deadline
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. ...
Use Clone with Related to Templatize Pardot Campaigns
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...
How to Use Flags in Tableau CRM to Create Many-to-One Relationships
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!...
6 Ways to Manage Lead Assignment in Pardot
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...
How to Create Complex Pardot Lead Routing Rules with LeanData
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...
5 Salesforce Campaign Tricks You Should Know About
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...
5 Ways to Standardize Your Pardot Business Units
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....
Everything Pardot Admins Should Know About Apple Privacy Updates
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...
Using the Pardot Integration from Zoom App Marketplace
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...
How To Automate Salesforce Campaign Naming Conventions
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...
How to Capture Every UTM Touchpoint in Salesforce
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...
Creating a Pardot Spam Identification Process with Prospect Updater
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...
How to Audit Dynamic Content and Variable Tag Usage with the Pardot API
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...
Beyond Dynamic Content: How to Create REAL Content Personalization in Pardot
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...
Pardot Protected Campaign Member Statuses Solution
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...
Recipe for success: Pardot B2BMA columns to rows
Learn how to change your data columns to rows in Pardot B2B Marketing Analytics/Tableau CRM.
How to Prevent Lead Source From Being Overwritten in Salesforce
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...
Supercharge sales ‘speed to lead’ with clean Pardot data
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...
Watch the Data Flow into Pardot with Zapier
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...
One Form, Two Pardot Orgs – Part 2
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...
MQL Reporting in Salesforce: Tips, Tricks and Examples
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...
One Form, Two Pardot Orgs – Part 1
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...
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...
Pardot Marketing Data Sharing: Tips, Gotchas, and Setup
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...
How to Get a List of Pardot Business Units For Your App Programmatically
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...
Salesforce Reporting Tip: The Number of Accounts Touched By Campaigns
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...
How to Add Unsubscribe Reason to a Pardot Unsubscribe Page
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...
Duck, Duck, Goose: How to Play with Pardot Snippets
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...
Single Pardot Form, Multiple Completion Actions
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...
Common Pardot Salesforce Connector Errors & How to Fix Them
Let's digest the three most common Pardot Salesforce Connector errors we see marketing automation admins continuously face.
Considerations for Integrating Pardot + Sitecore
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...
How to Add Custom Fields to Campaign Members in Salesforce
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...
How to Automatically Create Campaign Member Statuses in Salesforce
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...
Prove the Impact of Conversational Marketing with Campaign Influence
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...
How To Map Lookup Fields in Pardot
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...
Close the Loop on Events: Splash and Pardot Integration
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...
Campaign Influence Starter Pack: The Easy Button to Prove Results from Pardot
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...
A Pardot Admin FAQ: “Why do my emails break when forwarded?”
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...
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 with Pardot Advanced Dynamic Content, let’s take a step back...
How to Create an Engagement Program to Automate Sales Follow Up in Pardot
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...
How to Display the Number of Marketing Activities for Leads and Contacts in Salesforce
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...
What Successful Marketers Know About Salesforce Auto-Association
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,...
4 Tips to Get Sales to Actually Use Salesforce Engage
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...
Quick Tip: How To Bulk Create Campaigns in Salesforce
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,...
7 Tips for Organizing Your Campaigns in Salesforce
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....
How to Use Pardot Lists to Assign Leads Based on Location
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...
How to Test in Pardot Sandboxes, Training Orgs… and Even Production
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...
Scoring Categories and HML: The Peanut Butter and Chocolate Moment
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...
Pivoting Post-COVID: 6 Digital Strategies for Higher Education
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...
Pushing Pardot: How to use Dynamic Content With More Than 25 Options
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...
How Pardot Admins Can FINALLY Bury the Hatchet with Sales
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...
How Pardot Admins Should be Thinking About Coronavirus
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...
4 Tips for Avoiding Email Fatigue in Pardot
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,”...
Creating Complex Rule Logic in Pardot Engagement Studio
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...
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...
How to Add Character Limits to Fields in Pardot Forms
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...
When Account-Based Marketing Meets Conversational Marketing
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 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...
Conversational Marketing: What is it & What Does it Mean for Pardot Customers?
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...
A Better Way to Add Long Lists of Values to Rule Criteria in Pardot Dynamic Lists
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...
The Barracuda Firewall Frenzy & How It’s Impacting Pardot Bounce Rates
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...
Pardot Operational Emails: 7 FAQs on How & When to Use Them
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...
#Permissiongeddon Next Steps: What Happened & What to Do Now
A lot has gone down the weekend — and I’m not just talking about Game of Thrones.
10 FAQs on the Pardot Google Analytics Connector
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...
Connected Campaigns & Campaign Influence: How to Use Them to Get to the Metrics that Matter
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...
Fixing the State/Country Mismatch Between Salesforce & Pardot
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...
Pardot Premier Support vs. Salesforce Consultant: Which Should You Choose?
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...
How to Prevent Issues When Prospects Match Criteria for Multiple Lists
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...
How to Implement MQL Tracking in Pardot and Salesforce
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...
3 Ways to Clear Hard Bounces & Opt Outs in Pardot
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 Much is Too Much in Email Marketing?
“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...
What Marketers Need to Know About the California Consumer Privacy Act (CCPA)
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...
4 Pros & Cons of Outsourcing Marketing Operations Work
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...
When Email Suppression Lists Meet AMPSEA
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...
How to Round Robin Prospects in Pardot without Salesforce Lead Assignment Rules
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...
“Will It Blend?”: the Pardot Edition
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...
7 Huge Lessons GDPR Has Already Taught Us About Email Marketing
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...
Drawing a Blank: How Pardot Handles Empty Field Values
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...
A Different Kind of Lead: How to Nurture Your Employees with Pardot
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 in Email Marketing: What Pardot Users Should Know
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...
Cool Product Alert: SalesTing Automagically Gets the Sales Data Marketers Need to Attribute Revenue
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...
Gamifying Subscriber Referrals with Pardot
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...
4 Times You Can Just Skip the A/B Test Already
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...
What’s the Worst Thing that Can Happen to Spammy Email Marketers?
“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...
CASL + Pardot, Explained Via Terrible Canadian Jokes
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...
How To Bulk Create Campaign Member Statuses in Salesforce
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...
What Does “Executive Buy In” for Pardot Really Mean?
Get clarity on this, because you really are going to need it to be successful with any marketing automation platform.
