March 19, 2025
SMS Provisioning and Marketing Cloud on Core
As someone who primarily focuses on B2B and Account Engagement, I’ll admit I was a little lost the first time I approached the topic of SMS and Marketing Cloud...
Subscribe to The Spot
Category
Setup & Admin
Analytics & ReportingIndustry NewsMarketing AutomationsMarketing CloudNew FeaturesRelease NotesSetup & AdminStrategyTechnology
February 17, 2025
Cracking the Code: How Opportunity Influence Connects Marketing to Revenue
Marketing Cloud on Core (also known as Marketing Cloud Growth or Advanced Edition) can now track how marketing efforts contribute to revenue! With the Spring ‘25 release, Salesforce introduced...
Five Tips for Getting Started with Salesforce Agentforce
Autonomous AI is transforming the way organizations operate, and Salesforce’s Agentforce is at the forefront of this revolution. The product was made generally available by Salesforce in October 2024....
August 14, 2024
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...
August 13, 2024
Big News! Account Engagement Users Can Access Marketing Cloud Growth Edition
In February 2024, Salesforce released Marketing Cloud Growth Edition, its first marketing automation platform built fully on the Einstein 1 Platform (a.k.a. “On Core”). Marketing Cloud Growth Edition has...
July 30, 2024
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...
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...
April 9, 2024
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...
March 28, 2024
How to Create Campaign Assets with Marketing Cloud Growth Edition
You may have heard Salesforce’s announcement of Marketing Cloud Growth Edition, their new marketing automation platform built on the Einstein 1 platform (also known as “Core”), intended for SMB...
March 25, 2024
Marketing Cloud Growth Edition: Landing Page and Form Builder
Marketing Cloud Growth Edition builders enable marketers to build beautiful landing pages and forms with ease. The builders have a robust set of styling and functionality options that allow...
March 19, 2024
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...
March 18, 2024
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...
March 14, 2024
Marketing Cloud Growth Edition: Creating Brand Guidelines
In February 2024, Salesforce announced a new marketing automation platform called Marketing Cloud Growth Edition. It’s built natively on the Einstein 1 platform and allows you to build multi-channel...
February 21, 2024
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...
February 20, 2024
Announcing Marketing Cloud Growth Edition
Earlier today, Salesforce announced the release of Marketing Cloud Growth Edition. This innovative new product is another option for marketing automation built natively on the Salesforce platform and comes...
January 29, 2024
Salesforce Starter: Easing Small Business Marketers into a CRM
Salesforce Starter was unveiled in August 2023 as an easy way for small-medium businesses (SMBs) to get started with Salesforce CRM. Historically, SMBs have found CRM systems to be...
September 20, 2023
Salesforce Starter: The Perfect Solution for Small Businesses
Are you a small business owner who is interested in using Salesforce for your business all the way up until you saw the pricing? If so, Salesforce Starter was...
September 18, 2023
Eliminate Form-Fill Burnout with Account Engagement Progressive Profiling
Marketing Cloud Account Engagement Progressive Profiling is an out-of-the-box functionality and a powerful solution for B2B marketers who want to get detailed prospect data without overwhelming them with a...
July 18, 2023
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...
Coding Basics: A Marketer’s Friendly Guide to HTML
Marketers often overlook code literacy, outsourcing anything code related to website or email developers. But understanding some coding basics, such as HTML, benefits the everyday marketer more than they...
June 27, 2023
Getting Real About Marketing Automation Platform Migration Projects
Migrating from one marketing automation platform (MAP) to another can be nerve wracking. You are bound to be overwhelmed and not know where to start. But I once had...
March 24, 2023
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...
February 21, 2023
The Essential Guide to B2BMA Dashboards (with Screenshots)
Looking for a way to view your Marketing Cloud Account Engagement (Pardot) data within Salesforce? Not fully satisfied with data you’re able to view in the Account Engagement Reports?...
February 8, 2023
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...
February 3, 2023
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....
January 23, 2023
5 Easy Ways to Increase Pardot Form Submissions
A form on a landing page or your website is often the final step in a nurturing process and represents the crucial point of conversion. According to Manifest, 81%...
January 19, 2023
Salesforce Marketing Cloud Personalization (Interaction Studio): A Beginner’s Guide
I’m sure by now you’ve heard of Interaction Studio — or Salesforce Marketing Cloud Personalization (SFMCP) as it is now called. But if you’re similar to me, none of...
January 18, 2023
Boost Conversions: Best Practices for Landing Pages
With Marketing Cloud Account Engagement (Pardot), you have the power to drive conversions through Landing Pages. This is a crucial tool in your marketing toolbox to help drive sales...
January 13, 2023
Pardot WYSIWYG Editor Icon Glossary
The Pardot WYSIWYG (What You See Is What You Get) Editor Icon Glossary saved me SO much time and energy when I was first learning how to build email...
January 6, 2023
Everything You Need to Know About the Pardot and Salesforce Integration
The Marketing Cloud Account Engagement (Pardot) and Salesforce integration can be used to pass data back and forth between Pardot and Salesforce. In this article, learn everything about the...
January 5, 2023
Forms Are Great, But Confirmed Opt-In Is Better
Are you spending hours upon hours curating engaging, click-worthy content, only to notice that you have low engagement, high unsubscribes and spam complaints? A list of opted-in prospects is...
How to Integrate Your Blog With Pardot
Your website is one of your most important demand generation assets and a blog is a great way to increase your online presence by making you more visible on...
January 2, 2023
Inspiration: Using Pardot for Event Registration
Recently, I was challenged with creating a landing page for event registration using Marketing Cloud Account Engagement (Pardot). The event had 15+ roundtable sessions in the morning (within 2-time...
December 23, 2022
A Free Pardot Implementation Checklist and Planning Template
Congratulations and welcome to Salesforce Marketing Cloud Account Engagement (Pardot) family! Not sure where to start? We promise it is not as scary as you think it might be. ...
December 13, 2022
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...
December 9, 2022
6 Ways to Use Segmentation Like a Pardot Pro
When it comes to email marketing, creating beautiful emails with riveting content is only half the battle. Sending emails to the right prospects at the right time is just...
November 30, 2022
Uncover Marketing Magic with Pardot Custom Redirects
The marketing magician has many tricks in the Marketing Cloud Account Engagement (Pardot) toolkit. One of those magical tools is the Pardot custom redirect. What makes a Pardot custom...
November 24, 2022
Sales Cloud 101 for Pardot Marketers
As Marketing Cloud continues to grow and integrate more and more with Salesforce, the good old days of marketers working in silos within Marketing Cloud Account Engagement (Pardot) are...
November 23, 2022
Marketing Cloud Personalization: 3 Use Cases and Implementation Tips
Salesforce Marketing Cloud Engagement has so many complex ways to create personalized experiences for the audiences the platform touches. And if you haven’t gathered from the title, Salesforce Marketing...
November 14, 2022
Pardot Dynamic Lists: Overview and Best Practices
Dynamic lists are by far my favorite Marketing Cloud Account Engagement (Pardot) automation tool. These “smart” lists automatically update and can be used for everything from Recipient and Suppression...
November 4, 2022
Salesforce Marketing Cloud Basics: Connect with Potential Customers
It’s a Salesforce Marketing Cloud basics 3-parter, y’all. In this three-part series, we’ll uncover the fundamental skills you should master when you’re getting started with Salesforce Marketing Cloud Engagement...
October 28, 2022
How to Seamlessly Migrate Emails to a Salesforce Marketing Automation Program
Looking for an easier way to migrate email templates as you prepare to move into a Salesforce marketing automation platform (MAP) from a legacy system? You’ve already decided to...
September 6, 2022
An Easy Guide to Salesforce Engage for Pardot Admins
Salesforce Engage is awesome because it lets marketing teams share content with sales teams. Sales reps can use marketing-approved email templates to contact prospects at the right moment and...
August 31, 2022
Everything Sales Users Should Know About Salesforce Engage
So, your marketing team has you all set up and ready to access a fancy tool called Salesforce Engage. Now what? Salesforce Engage is a super powerful way for...
June 24, 2022
An Introductory Guide to Salesforce Flow for Marketers
Marketing and sales teams have a lot on their plates. Marketing is focused on generating interest and qualifying leads, and the Sales team is focused on closing deals and...
June 22, 2022
Look Before You Leap: Preparing for Salesforce & HubSpot Integration
Your team finally has approval to connect Salesforce & HubSpot. Soon you will have all the data you’ve wanted to perfect your nurtures and segmentation! But before you can...
June 9, 2022
How to Prevent 5 Awkward Email Sending Fails in MCAE (Pardot)
We’ve all seen email personalization mishaps. The power of Marketing Cloud Account Engagement (Pardot) is really in its capacity to leverage data coming in from Salesforce and Pardot to...
June 6, 2022
How to Connect Marketing Cloud Engagement to Salesforce CRM
Does your marketing and sales data live in separate places? Do you want all customer details to live in one place? If so, Marketing Cloud Connect is the answer. ...
May 19, 2022
Email for Everyone: Creating Accessible Digital Marketing Assets
Accessibility has always been top of mind for me in everything I do. As someone with a disability, I am conscious of others who may be having similar struggles. ...
May 17, 2022
Salesforce Marketing Cloud Content Personalization Features: An Introductory Guide
Personalization is a common buzzword one can hear throughout the digital marketing landscape. And as a result, it can mean so many things depending upon who you ask. However,...
6 Things you Should Know Before Syncing Salesforce to Pardot
Knowing the who, what, when, and how of Salesforce and Account Engagement (Pardot) sync behavior is key to understanding how you can use the integration to your advantage. If...
4 Things to Clean in MCAE (Pardot) for Faster Processing Times
Nothing is more frustrating than when you experience a slowdown in your Marketing Cloud Account Engagement (Pardot) org. I just need this one Dynamic List to run, why is...
May 7, 2022
How to Prep for Using SMS Messaging in Marketing Cloud Mobile Studio
Your organization recently purchased Marketing Cloud Corporate or Enterprise Edition, which includes one free SMS code that needs to be provisioned. But, you have no clue where to start. ...
April 30, 2022
A Quick Intro to Each Marketing Cloud Tool
Salesforce Marketing Cloud is a platform brought into the Salesforce ecosystem in 2013 when Salesforce acquired ExactTarget (a company that previously acquired Pardot). It can be considered a one-stop...
April 29, 2022
Identify Better Leads with Einstein + Pardot
I’ll admit, I’ve been neglecting looking into Einstein for Pardot (us admins have enough to do!). And I was somehow under the impression Einstein for Pardot came with an...
February 21, 2022
Getting Started with a Pardot Email Preference Center
An email preference center creates a happy medium for you and your audience. It’s a place where your people can let you know what interests them so you can...
February 18, 2022
A Coffee Lover’s Guide to Default Pardot User Roles
When you have a ton of users in Pardot, controlling who has access to what they can view or edit takes time. But no one wants to spend a...
January 3, 2022
Everything to Know About the Pardot Lightning Email Builder
I’ve seen a lot of information about implementing the new Lightning Email Builder, but I wanted to get into the nitty gritty details of how to build Lightning Email...
December 1, 2021
The Ultimate Pardot Admin Guide to Web Tracking Cookies
Undoubtedly, you’ve heard the conversations in the Pardot community about web browsers no longer supporting third-party web tracking cookies. If you haven’t, are you hiding in a cookie jar?...
November 18, 2021
How to Empower Higher Education Marketing Teams with Pardot
Higher education institutions around the world are embracing a digital future with the shift to marketing with Pardot. Teams are replacing the traditional ways of reaching prospective students, donors,...
November 11, 2021
Pardot and Salesforce Marketing Reporting: A 101 Guide
When it comes to reporting on your marketing assets, the feeling of not knowing what tool to use can be quite overwhelming. I’ve been there! You’ve been asked to...
October 20, 2021
Marketing Hocus Pocus: 6 Pardot Horror Stories to Avoid
The life of a marketing and sales consultant is never boring at Sercante, working with companies of all shapes and sizes on tasks both large and small. The days...
September 27, 2021
How to Set Up Lead-to-Account Matching in Salesforce Using Flow
Establishing a connection between leads and accounts can give you insight into what customers are coming in as leads and tighten sales and marketing alignment. Salesforce Flow can be...
September 7, 2021
How to Import Prospects Into Pardot While Ensuring Clean Data
The reliability of your data in Pardot and Salesforce is largely dependent on what you put in it and it starts with how you import prospects into Pardot. Luckily,...
Work Confidently in Pardot through Quality Assurance Testing
Feel more confident as a budding admin or end user by kicking ass at Pardot quality assurance testing. (includes downloadable PDF checklist) We’ve all been there before. Everything is...
May 13, 2021
4 Changes to Make to Your Campaign Page in Salesforce
One of my favourite Lightning features is customizing the campaign page using the Lightning App Builder. The drag-and-drop App Builder allows you to add tabs, reports and instructions to...
Content Personalization: Using Dynamic Content, Pardot HML, and Pardot Snippets
Prospects now more than ever are demanding personalized content. For the last 4 years, adding the first name for personalization in emails has been the default. Unfortunately, that alone...
March 11, 2021
How to Add Reports To Your Campaign Page Layout in Salesforce
Did you know you can add report charts to your campaign page layout in Salesforce? Adding report charts will give you insight into a particular campaign’s performance without creating...
February 22, 2021
Can’t Sign In To Pardot: Salesforce SSO Now Required
As Salesforce continues to rolls out Pardot SSO across all accounts, many Pardot users are now being greeted with the following error message when trying to login to Pardot:...
January 12, 2021
The Ultimate Guide to Capturing UTM Parameters in Pardot
You might already be using UTM parameters to track your marketing campaigns with Google Analytics, but are you capturing that information when a prospect is created in Pardot? Capturing...
October 15, 2020
How to Use Flex Fields in Pardot
What are Flex Fields? Flex fields are custom fields that can be used repeatedly to limit the number of one-time-only fields within Pardot and Salesforce. They contain data that...
June 17, 2020
15 Resources To Make The Most Of Your Landing Pages: The Ultimate List for Pardot Admins
Building landing pages in Pardot can be an interesting challenge because, depending on your needs and the skillset of your team, there are multiple ways to go about it.
May 20, 2020
The Pardot Sandbox: 9 Need-to-Knows About this Critical Feature
Have you heard the news? At long last, Pardot Sandboxes have arrived — sparking joy in the hearts of many admins. Here are 9 need-to-knows to keep in mind...
March 1, 2020
A Beginners Guide to Date Stamping in Salesforce
Date stamping can be used in Salesforce to record the date or date/time when a particular field is changed. This is used frequently for capturing the date the lead...
October 29, 2019
13 Best Practices for Migrating to Pardot from Another Marketing Automation Platform
A Salesforce AE recently asked me if we had a best practices guide for migrating to Pardot from Eloqua, Hubspot, or Marketo. My team at Sercante does these frequently...
June 29, 2019
Why Tags are the Raisins of Pardot & 5 Use Cases for Them
The team at Sercante gets along pretty well most of the time. But there are two pervasive areas of contention that will get our crew fired up real quick:...
March 21, 2019
LinkedIn Advertising: Using Pardot Landing Pages vs. LinkedIn Lead Gen Forms
For the past year, my marketing team has had the joy of testing half LinkedIn lead gen forms and half Pardot Landing Pages with LinkedIn’s Sponsored Posts. Let’s revisit...
November 19, 2018
The Source of Awkward Lead Routing Fails
As B2B marketers, we spend a lot of time thinking about the buyer’s journey… maybe drawing cool looking funnels… mapping our content to different decision making phases… you know...
August 16, 2018
Marketing Automation Mythbusting: Pardot is a Set-it & Forget-it Tool
“You automated everything so well that we’re just going to let it run and leave it alone. That’s the point of marketing automation, right?” My team just wrapped up...
June 15, 2018
5 Pro Tips for Using the Pardot Landing Page Editor
Become a pro at editing and creating Pardot landing pages, by using these 5 tips. These tips come from questions that are frequently asked within the Trailblazer Community and tips that...
May 9, 2018
How to Customize Your Pardot Unsubscribe Page
Customized experiences are key — even if they’re for customers opting out of your messages. Learn how to customize your Pardot unsubscribe page in this post. You can also...
April 29, 2018
Using GIFs In Email Marketing to Surprise & Delight
GIFs are a staple of Twitter and Slack, and sometimes they convey your message JUST RIGHT in a way that no words or static image can.
March 30, 2018
How to Turn on User Sync: A Guide for Paranoid Pardot Admins
One of my favorite Pardot AEs texted me about the Pardot user sync as soon as it was publicly announced, asking what I thought of it. I told her...
February 28, 2018
How To Create Your First Survey Using Salesforce Surveys
Salesforce Surveys is now available with the Spring ’18 release! This new feature allows you to create easy-to-use forms for collecting feedback and data by using a simple editor....
February 19, 2018
13 Spring Cleaning Tips for a Spotless Pardot Org
It’s spring cleaning season, ladies and gentlemen. So roll your sleeves up, throw on some Cardi B, and let’s freshen up that Pardot org of yours. A Pardot org...
January 11, 2018
What the Flu Made Me Appreciate About Pardot & Why You Should Go Pro Already
The last two weeks I have been sick as a dog. Like sit on conference calls in a pile of blankets on your bed and hug your actual dog...
November 29, 2017
The Silver Bullet to Success with Marketing Automation
I’m going to let you in on a little secret. It’s taken me my entire career to learn this. The silver bullet to success with marketing automation is… THERE...
November 14, 2017
10 Questions to Gauge if You’re Ready for Pardot
Salesforce is good at selling Pardot. So good, in fact, that some customers that sign on really aren’t ready to make the leap. A year later when they’re re-upping...
November 9, 2017
Things I Hate Thinking About: Pardot Folder Structure & Naming Conventions
Left to my own devices, I’m the kind of person who saves everything to her Desktop and has at least 5 Word docs titled “Notes Latest V2a” at any...
October 10, 2017
Don’t Launch a “Minimum Viable” Instance of Pardot – Strive for “Minimum Lovable”
“MVP” is a term thrown around a lot in the software and start-up world. The concept is basically “what is the bare minimum we can do to get people...
September 18, 2017
STOP! Don’t Give Sales Those Pardot Leads
If you’re early in your marketing automation journey, you’re probably gobbling up blogs and advice everywhere you can find it. One of my favorite ivory tower best practices is...
May 19, 2016
How to Use a Pardot Form to Gate Content on a Page
In this tutorial you will learn how to use a Pardot form to gate content on a page. Gated content allows you to capture a lead’s information, by asking...
January 14, 2016
How to Turn any Landing Page into a Pardot Layout Template
In this tutorial, you will learn how to turn any landing page into a Pardot Layout Template that can be used across all your Pardot marketing campaigns. You can use an...
