Learn How Colleges and Universities are Adapting to Digital Change – MarTech for Higher Ed: A Sercante Seminar

BY JOANNA ROTTER

The education industry is undergoing one of its most transformational shifts in history, one in which institutions are having to rethink their approach not only to learning (i.e. virtual classrooms and facilitating online education), but also how they navigate recruitment, advancement, and general student affairs. 

Marketing technology is now front and center in higher education as institutions embrace this digital transformation and the opportunities it could bring. In the midst of this monumental shift, we wanted to find a way for higher ed folks to find their people, share ideas, and learn from each other about digital strategies and martech tips & tricks. And so was born the collaborative, virtual event: MarTech for Higher Ed: A Sercante Seminar Continue reading Learn How Colleges and Universities are Adapting to Digital Change – MarTech for Higher Ed: A Sercante Seminar

Scoring Categories and HML: The Peanut Butter and Chocolate Moment

BY MIKE MORRIS

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 topics represented on your website, scoring categories are for you. These little gems allow you to break down your total score and identify your prospects’ specific areas of interest. This is huge when it comes to tailoring your marketing messaging and directing your sales team’s efforts.

To get started with scoring categories, check out Erin Duncan’s post: Pardot Scoring Category Basics: What, How & Why.

Another super cool feature in Pardot that you may not be utilizing is Handlebars Merge Language (HML). HML, rolled out in August 2019, expands the personalization capabilities of Pardot well beyond Pardot Merge Language (PML) and introduces the ability to use conditional statements (among other capabilities). Continue reading Scoring Categories and HML: The Peanut Butter and Chocolate Moment

The 10 Best Pardot Ideas On the IdeaExchange

…in my humble opinion 

BY CELINE NEWSOME

Have you visited the IdeaExchange before? In a nutshell, it’s a place where you can submit product enhancement ideas and vote on existing ideas with simple thumbs up or thumbs down. Kinda like Tinder for Pardot. The Pardot development team then picks the top ideas and builds them into their product roadmap. It’s an awesome way for users to have a say in the future of the platform.

And, right now, there are so many great ideas! Here are my 10 favorites for Pardot. Continue reading The 10 Best Pardot Ideas On the IdeaExchange

When to Use a Pardot List Email vs. Email Template (and What to Do if You Build the Wrong One)

BY JOANNA ROTTER

Building and sending emails is Pardot’s bread and butter. The ability to customize the look and feel, decide exactly who to send to, and how you want to use emails is key to any marketing automation operation. 

In Pardot, there are two types of emails that can work together but have distinct purposes: List Emails and Email Templates. Continue reading When to Use a Pardot List Email vs. Email Template (and What to Do if You Build the Wrong One)

4 Ways to Encourage & Automate Adding Contact Roles in Salesforce (New Post on The Drip!)

Campaign Influence reporting is a gamechanger, and arguably one of the most underutilized parts of Salesforce.

When leveraged effectively, it helps marketing prove the ROI of their efforts and show exactly which campaigns are influencing pipeline.

But often when marketers and Admins go through the process of enabling this, they find that they don’t have the data they need to fuel these reports. And usually the culprint is missing Contact Roles. Continue reading 4 Ways to Encourage & Automate Adding Contact Roles in Salesforce (New Post on The Drip!)

Impacted by COVID-19? Apply for the Pardot Bootcamp Scholarship

A few weeks ago, my team posted an offer for a Pardot Admin Bootcamp Scholarship.

The idea was that we’d offer 1-3 spots in our paid training course for marketers who have lost their jobs or are struggling to find work as a result of COVID-19 and are looking to expand their skillset.

We were floored by the response, and it’s clear to us that 1-3 spots isn’t enough.

So we’re changing things up to try to do what we can in supporting the Salesforce and Pardot ecosystem during this crazy time. Continue reading Impacted by COVID-19? Apply for the Pardot Bootcamp Scholarship

Pivoting Post-COVID: 6 Digital Strategies for Higher Education

BY JACQUELINE FASSETT

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 a new world for campuses. A new, digital world. 

Schools who will be successful in 2020-2021 are sitting down to think through how to pivot recruitment, admissions, and student success for this new world. If they’re not already on your radar, here are 6 digital strategies you and your team can start building out now.  Continue reading Pivoting Post-COVID: 6 Digital Strategies for Higher Education

Pushing Pardot: How to use Dynamic Content With More Than 25 Options

BY MIKE CREUZER and ROB WALTER

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 need to be more specific with your audience segmentation!”

…you might say.

You might be right.

But for global marketing operations teams, 25 variations can be a vexing limitation if they want to keep things automated. Continue reading Pushing Pardot: How to use Dynamic Content With More Than 25 Options

How Pardot Admins Can FINALLY Bury the Hatchet with Sales

BY MIKE MORRIS

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 fingers at each other and a total lack of collaboration and alignment. Continue reading How Pardot Admins Can FINALLY Bury the Hatchet with Sales