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Salesforce marketers have been navigating a whirlwind of changes over the past year, and with every announcement one question looms large: What does the future hold for Marketing Cloud...
Congratulations to the 2024 Salesforce Marketing Champions! We are honored and excited that some of our own Sercante dragons were selected as part of this prestigious group. Let’s get...
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...
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...
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...
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...
The Salesforce Summer ’24 release notes have arrived, and with them, the delivery of one of the most highly sought-after Marketing Cloud Account Engagement (MCAE/Pardot) features ever requested. In...
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...
Salesforce Summer ‘24 release notes are out! Let’s dive into the latest features Account Engagement marketers need to know about. Send Operational Emails with Engagement Studio Marketers can now...
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...
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...
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...
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...
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...
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...
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...
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...
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. ...
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...
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...
Salesforce Spring ‘24 release notes are out! Here are the most important features coming to Account Engagement that marketers should know about. Einstein Assistant More AI functionality is coming...
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...
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...
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...
The 2023 MarDreamies Awards inspired the marketing community and wowed the judges as they announced this year’s winners at the fourth MarDreamin’ conference that took place from October 31...
If you’re like me, you get immediate brain paralysis with your first look at an event agenda. It happened again with MarDreamin’ 2023 (which — by the way —...
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...
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,...
It’s that time – Salesforce Winter ‘24 release notes are out! Here are the key Salesforce platform features marketers and Salesforce admins should know about. 20 Platform Highlights from...
For Account Engagement users, the most exciting feature coming with the Salesforce Winter ‘24 release is the ability to get more precise with wait steps in Engagement Studio Programs. ...
Guess what time it is! Dreamforce season! As the weather begins to cool (please no more heatwave!) and the kids go back to school, we begin our journeys to...
Account Engagement (fka Pardot) Scoring Categories and Lightning Builders are two great features to amp up your marketing and segmentation efforts, but they don’t exactly connect like typical Account...
GDPR, CPRA, the end of third-party cookies: data privacy is a hot topic among digital marketers, but it’s not just advertisers who should be worried. If your marketing strategy’s...
Salesforce winter ‘24 release notes are out! Here are the most important features coming to Account Engagement that marketers should know about. Winter ’24 Highlights for Marketers Highlight #1...
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...
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...
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...
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...
The Salesforce Summer ’23 Release Notes are out and we’ve been combing through them to see how these changes will affect our clients and readers. This post includes what...
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...
A score in Marketing Cloud Account Engagement (Pardot) is a numerical figure that is assigned to prospects once they engage with a tracked marketing activity. This could be anything...
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?...
We’re getting ready for TrailblazerDX 2023 (formerly TrailheadDX) — which was previously known as the big Salesforce community conference event for anyone who builds on the Salesforce platform using...
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...
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...
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%...
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...
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...
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...
As 2022 comes to an end, it’s time to reflect on all of the ways our dear readers interacted with The Spot over the past 12 months. This was...
About a mile and a half west of their Midtown Manhattan office tower, Salesforce hosted their World Tour New York for Winter 2022 at the Jacob Javits Center in...
Pardot automation rules are a great way to set repeatable processes in motion and save yourself from repetitive admin tasks. Most Marketing Cloud Account Engagement (Pardot) users employ automation...
Pardot account audits: You know you need to do one, but somehow this daunting task keeps getting relegated to the bottom of your to-do list. With the new year...
The MarDreamies awards celebrate solutions marketing and sales professionals built to reach their goals using Salesforce. These solutions are especially impressive because they each rose to solve a specific...
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...
The MarDreamies awards celebrate solutions marketing and sales professionals built to reach their goals using Salesforce. These solutions are especially impressive because they each rose to solve a specific...
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...
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...
The MarDreamies awards celebrate solutions marketing and sales professionals built to reach their goals using Salesforce. These solutions are especially impressive because they each rose to solve a specific...
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...
Wondering if we recorded MarDreamin’ 2022 sessions and keynotes? Well look no further. We have all the MarDreamin’ replays you seek. MarDreamin’ is a Salesforce community conference that unites...
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...
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...
Calling all Marketing Cloud Account Engagement (Pardot) end users, admins and friends, make sure you are signed up for MarDreamin’ 2022. Join fellow Trailblazers as we share best practices,...
If you haven’t registered to join us for MarDreamin’ 2022, November 2-4, then consider this your formal invitation. This 3-day, virtual conference is focused on all things marketing on...
Attending Salesforce Trailblazer community events for marketers is a great way to learn a new skill, expand your professional network, and stay up to date with Salesforce news and...
Alas, Salesforce External Actions for Pardot is finally here. Until now, our options to have Marketing Cloud Account Engagement (Pardot) trigger a third-party system have been limited to either:...
Mardreamin’ 2022 is taking place from November 2-4. We invite you to join all your fellow Salesforce and Pardot Trailblazers to share best practices, tips and tricks, and stories...
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...
The Salesforce Winter ’23 Release Notes are out, and they include important features for marketers who are on the Salesforce platform. We get three major releases from Salesforce each...
An issue faced by many marketers using Marketing Cloud Account Engagement (Pardot) is how to find a workaround for dynamic dependent picklist fields and Pardot forms that will reduce...
Do you have connected campaigns with Pardot and would like to see email engagement data in one place? In this blog, we are able to see how easy it...
Attending Salesforce Trailblazer community events is a great way to learn a new skill, expand your professional network, and stay up to date with Salesforce news and best practices....
We usually find common asks for customers to further personalize Pardot emails, specific account-based messaging on their website, and where sales reps can take the next step to drive...
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...
Conditional Completion actions are coming to Marketing Cloud Account Engagement (Pardot)! And they’re a game changer for adding complexity to completion actions on your marketing assets. This has been a...
If you were like us, you thought the Summer ‘22 Release was going to be a summer of NO love for Salesforce Marketing Cloud Engagement. Thankfully, we were wrong! ...
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,...
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...
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...
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. ...
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...
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...
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...
Twice in the span of less than a week, two different clients had questions or issues related to Salesforce campaign activation. I had my fair share of questions and...
The Salesforce platform social media scheduling tool, which we all know as Social Studio, has officially entered sunset mode and has a retirement date set for 2024. While the...
It’s official — Pardot is going to be called Marketing Cloud Account Engagement going forward. This is a big, bold change. I have a lot of respect for whoever...
Salesforce announced today that they’re changing the name “Pardot” to… drumroll… Marketing Cloud Account Engagement. Along with this rebrand, they’re changing the names of about a dozen products —...
Earning the Salesforce Marketing Cloud Email Specialist Certification is the first step to becoming a full-fledged Marketing Cloud consultant. But, it doesn’t come easy. Salesforce Marketing Cloud has robust...
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...
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...
It’s time to prepare for the Salesforce Spring ‘22 Release and how it will affect your Pardot instance. We get three major releases from Salesforce each year — Spring,...
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,...
The first-ever ParDreamies awards, which were presented during the ParDreamin’ 2021 VIP After Party, celebrate solutions marketing and IT professionals built to reach their goals using Pardot. These solutions...
Nonprofits that are using Salesforce have much to gain by incorporating Pardot into their marketing strategy. But, isn’t Pardot only meant for teams following a B2B marketing strategy? While...
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...
The ParDreamies awards honor community members for finding creative and thoughtful methods to reach business goals using the power of the Pardot platform. Individuals submitted their stories as independent...
The Salesforce Winter ‘22 release made the Pardot Prospect Mailability upgrade permanent for all orgs. And it also introduced four new user abilities that allow for more control over...
Pardot is delivering a whole new way to leverage your prospect data in The Salesforce Winter ‘22 release. Similar to webhooks, the new Pardot External Activities feature allows users...
ParDreamin’ 2021 is the only global virtual conference that lasts three days and focuses on all things Pardot and marketing automation. We’re pulling together marketing minds at all levels...
Pardot is delivering a whole new way to leverage your prospect data in the Salesforce Winter ‘22 release. Similar to webhooks, the new Pardot External Activities feature allows users...
In September 2021, Apple privacy changes will start having a big impact on Pardot email marketing reporting metrics. Are you ready to pivot your reporting strategy in response to...
Integrating Pardot with Zoom webinars allows you to not only collect prospect activity in real time, but also track attendance, handle communications, and send sales new leads quickly and...
Pardot announced some big prospect mailability changes in their Summer ‘21 release, and those changes are becoming permanent for everyone with the Winter ‘22 release. So, let’s break down...
It’s time to prepare for the Salesforce Winter ‘22 Release and how it will affect your Pardot instance. We get three major releases from Salesforce each year — Spring,...
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...
Whether you’re an experienced Pardot admin or relatively new to the Pardot platform, passing the Salesforce Pardot Specialist Certification exam is a great way to demonstrate your skills and...
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...
User roles within Pardot are often discussed from the perspective of capabilities rather than core competencies. A quick google search for “Pardot Admin” will tell you what an admin...
Salesforce just gifted us with their Summer 2021 Release Notes, and our team is— to say the least, ecstatic. With so many new Pardot updates, users and administrators can...
This past year has been a great year for Pardot Admins everywhere. With each new release, Pardot has grown in functionality and has also become more integrated with Salesforce....
Day 4 of ParDreamin’ kicked off today with a Demo Jam. Sercante’s own Celine Newsome and Mike Creuzer helped to lead us through 3-minute demos from our sponsors. The...
ParDreamin’ sessions kicked off today bringing in over 3,400 people represented across 65 countries. Over the course of the week, we will hear from 58 speakers as they share...
This year has been interesting to say the least. You might have just started your first marketing job that requires Pardot experience this year or maybe you ended up...
ParDreamin’ is less than a week away. Has your marketing team at your nonprofit organization or higher education institution signed up yet? Giving Tuesday has just passed and many...
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...
Whether you’re new to account based marketing or your strategy centers on ABM, you’re going to want to check out the Terminus + Pardot integration. Terminus’ recent blog post...
One of the most highlighted and versatile Pardot features is the Engagement Studio program. Plain and simple it is the most flexible feature Pardot has when it comes to...
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,...
If your company’s sales teams are organized by region, you’ve probably gone down a long and winding road as a Pardot admin, asking the question: How can I auto-magically...
One of our recent posts outlined the need-to-knows about Pardot Sandboxes. In this one, we’re going to go a bit deeper on how to put this to work in...
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...
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...
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...
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...
When people ask me why I want to work in the Salesforce and Pardot ecosystem, my answer is always the same — automation! Workflows! Personalization! (And usually with that...
A 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...
One of the newest additions to the Sercante team, Skyler Nakashima, recently wrote an awesome post on How Pardot’s New Handlebars Merge Language Improves Personalization. Spoiler alert: it’s exciting...
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:...
If you’re a current Drift user or have been eyeing the platform, good news — Drift has an integration with Pardot. Let’s break down the key elements of the...
Are you seeing a little Pardot authentication warning when you log into your org and are not sure why? It looks something like this… What’s changing with the Pardot...
As a Pardot consultant, I run into a lot of people who are stuck. They’re not getting the value they wanted out of the tool. They’re not sure what...
In this tutorial, I will show you how to turn the default Pardot email preference page into a preference page that matches your brand. You will learn how to...
If you’re a long time reader, you know that I geek out about innovative ideas for Pardot, and from time to time advocate for an enhancement or two. This...
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...
Today is a momentous day for this little blog. One year ago today, I wrote and shipped my first post. Since then, I’ve posted 84 articles about the platform...
There are so many Dreamforce sessions that it is borderline overwhelming. In the best possible way. When I’m picking sessions to attend, I tend to favor sessions that involve:...
“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...
“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...
The original working title of this blog was “Why Wasn’t This Documented, Abridged Edition.” “Scantily documented surprises” sounded like a nicer way of saying the saying the same thing....
Okay. I’m taking deep cleansing breaths right now over a really unfortunate discovery. I’m talking about when suppression lists meet AMPSEA. Wait, what’s AMPSEA? Some people love it. Most...
If you have an internal SDR or BDR team and are looking to round robin prospects, you may have learned that Salesforce Lead Assignment Rules don’t make this super...
It’s tempting to hold back on shipping a new piece of content or a nurturing program until it’s perfect. But guess what, dudes – it will never be perfect....
Engagement Studio is one of the best things to happen to the Pardot platform since I’ve been a customer. But it’s a bit nuanced… and without paying attention to...
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...
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...
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...
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...
Today I joined a webinar on the Pardot Product Roadmap, and I was FLOORED by some of the amazing features that are coming down the pipeline. The Pardot team...
Every Salesforce and Pardot geek knows that Dreamforce is when the biggest, baddest product announcements come to light. With just 6 weeks until the big event, I feel like...
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