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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Strategy
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...
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....
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)...
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...
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...
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...
Podcast Preview: NextThingNow with Guest Andrea Tarrell
We all know constant changes are inevitable in the realm of marketing technology. So, having a pulse on what’s coming and what we know to be true is essential. ...
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...
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...
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...
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...
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...
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 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 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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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,”...
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...
7 Ways to Clean Your Mailable List in Pardot (& One Thing to NOT Do)
You may want to devote time to keeping a clean mailable list in Pardot on a regular basis. Pardot has a default limit of 10,000 mailable prospects in an...
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 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...
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...
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...
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...
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.