Blog About Salesforce: A Blog Post
Sure, Salesforce has all the resources customers and consultants need to figure out how to do things. So why are there so many Salesforce blogs out there? Salesforce bloggers...
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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....
Breaking into the Salesforce Ecosystem: A Military Veteran’s Story
Merivis recently named Sercante as their “Partner of the Year” for 2022, and I couldn’t be more proud to be a #Merivet AND a #SercanteDragon. In the spirit of...
Hands On: How to Build a Pardot Email Engagement Dashboard in Salesforce
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...
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...
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...
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...
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...
The Great Resignation: Filling Gaps on the Marketing Team
The Great Resignation has impacted businesses throughout the US for the last two years and more specifically, it has created a talent gap for many departments. Marketing teams in...
9 Essential Rules for Attending Salesforce Community Events
I just returned from an action-packed week at Connections (Salesforce’s banner event for marketers) and I gotta say — it feels good to be back with the Ohana. It’s...
8 Tips for Passing the Marketing Cloud Administrator Exam
Passing the Salesforce Marketing Cloud Administrator exam demonstrates that you have the skills to configure and administer Marketing Cloud products using industry and product best practices. And having that...
Supercharge Pardot Insights with Datorama
The marketing intelligence engine for Salesforce Marketing Cloud Engagement and Account Engagement (Pardot) is Datorama. It enables data-driven organizations to bring diversified marketing performance data together, unify it through...
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...
Personalization with Pardot & Interaction Studio
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...
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. ...
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: Removable sections Repeatable sections...
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...
Get Ready for MCAE (Pardot) Conditional Completion Actions
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...
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. ...
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,...
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...
When Does Marketing Cloud Account Engagement (Pardot) Sync with Salesforce?
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...
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. ...
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 Pass the Pardot Consultant Certification Exam
You’ve conquered the Pardot Specialist exam* (Yipee!) and you’ve caught the Pardot bug. Next on your hit list is the Pardot Consultant exam, but what does it take to...
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...
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...
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...
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...
A Hot Take on the Pardot Rebrand to Marketing Cloud Account Engagement
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...
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. ...
The Spot: A Community Resource for Marketers on Salesforce
Your Marketing Automation Platform (MAP) doesn’t exist in a vacuum. And neither do we. The Spot for Pardot is following a natural evolution we’re seeing in the marketing technology...
Salesforce Marketing Cloud Email Specialist Exam: All the Things to Study
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...
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...
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...
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...
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!...
How to Develop Custom Lightning E-mail Components for Pardot
The Salesforce Winter ‘22 release introduced the ability to create a custom Lightning Web Component (LWC) for Lightning Email Content, and with Spring ‘22 we have the same ability...
Pardot Training: Connect Features to Sales and Marketing Strategy
Pardot (and marketing in general) does not suffer from a lack of resources; there are innumerable guides, blogs, white papers, walk throughs, opinions, perspectives, how to’s and how not...
How to Conquer Imposter Syndrome in the Pardot World
I seriously felt imposter syndrome as a professional in the Salesforce and Pardot community — but I overcame those feelings by learning everything I could through Pardot training courses...
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...
Six Big Pardot Enhancements from the Salesforce Spring ‘22 Release
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,...
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...
New Pardot Feature: Custom Components for Email Content
The Pardot Winter’ 22 release includes a new way to add content to emails you create using the email content builder in Pardot Lightning. Custom components allow marketers to...
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?...
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,...
Nonprofits on Salesforce: How to Leverage Pardot for Marketing and More
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...
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...
Get On Board with the New Pardot and Slack Integration (Beta)
Included in the Salesforce Winter ‘22 release is a beta feature that highlights the beginning of an integration between Pardot and Slack. Salesforce officially acquired Slack on July 21,...
How to be Successful with the Pardot Drag-and-Drop Landing Page Builder
In the Salesforce Winter ’22 release, Pardot launched the new drag-and-drop Landing Page builder, which allows users to create natively responsive landing pages and control when pages are published...
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....
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...
Implementing Pardot External Activities Natively in Salesforce
Pardot is delivering a whole new way to leverage your prospect data in the Salesforce Winter ‘22 release. Our earlier blog post covers this new feature and how to...
Preserving Prospect Email Preferences After the New Pardot Mailability Upgrade
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...
How to Implement Pardot External Activities with Zapier
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...
Pardot External Activity: What It Is and How To Use It
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...
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 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,...
Are You Ready for the Pardot Prospect Mailability Upgrade?
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...
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...
Nudge from Salesforce Winter ‘22: Switch to Pardot Lightning
Should you switch to Pardot Lightning? Probably. The Pardot Lightning App has been available since the Winter ‘19 release, but many Pardot users still prefer the comfort of Pardot...
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...
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...
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...
5 Steps to Pass the Pardot Specialist Certification Exam
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...
Recipe for success: Pardot B2BMA columns to rows
Learn how to change your data columns to rows in Pardot B2B Marketing Analytics/Tableau CRM.
Use Accounts as Campaign Members in Pardot
The ability to designate Pardot Accounts as campaign members is finally here! Included in the Salesforce Spring ‘21 release is a beta feature that’s going to make many Pardot...
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...
3 Soft Skills That Make A Pardot Admin Awesome
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...
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...
How to Become an Exceptional Pardot Admin
In 2004, I received a prestigious award “Outstanding Achievement in The Field of Excellence.” If I’m honest, it was printed by my best friend — he’s much smarter than...
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...
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...
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...
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...
21 Resources to Level-Up Your Pardot Emails In 2021
Nearly 90% of marketers are using email (think tools like Pardot) to reach their audiences on a weekly basis, according to Oberlo. And people get roughly ~120 emails a...
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...
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...
What the Terminus + Pardot Integration Means for Your ABM Strategy
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...
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...
Q&A: Everything You Need to Know about Pardot Engagement Studio
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...
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...
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.
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...
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...
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...
When to Use a Pardot List Email vs. Email Template (and what to do if you build the wrong one)
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...
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...
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,”...
Pardot Scoring Category Basics: What, How & Why
Have you updated your scoring & grading recently? This is one of the most impactful and often underutilized areas of Pardot. In a recent blog post, I broke down...
5 Tips to Improve Your Pardot Email Templates
New year, new… email marketing game? This article covers a few quick tips and tools to level up your email marketing game with Pardot.
How Marketing Automation Saved My Bacon… Twice
I’ll admit it. As a marketing professional, I was a bit nervous the first time that I heard the term “marketing automation.” My first thought was that somebody was...
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...
Pardot Grading 101: How to Rate The Quality of Your Prospects
Pardot Grading is a great way to identify prospects who meet your ideal buyer persona, but I find a lot of Pardot users neglect to set up their Grading...
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...
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...
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...
Why Pardot Admins Need Coding Skills
Pardot is designed to be an easy-to-use, flexible tool to power email marketing and automated communications with clicks not code. But let’s be real: code is pretty darn handy,...
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...
11 Tips for Building Stunning & Flexible Email Templates in Pardot
If I hear someone complain that they don’t like the email and landing page editor in Pardot, my first thought is: “your implementation partner didn’t set your templates up...
Using Preview & Preheader Text in Pardot to Encourage Opens: Questions & Answers
The first hurdle is deliverability and getting into a user’s inbox. The next one is enticing email opens. Learn how to leverage preview text to encourage opens.
How Pardot Handlebars Merge Language Improves Personalization
I’ve been enjoying the last few weeks of summer… particularly Pardot’s announcement to update to the syntax of their variable tags from Pardot Merge Language (PML) to Handlebars Merge...
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...
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:...
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...
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...
The Drift Pardot Integration: What It Does & Why It Matters
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...
An Open Letter to Salesforce Admins: Why Marketing Automation is the Next Big Thing for Your Career
Dear Salesforce Admins everywhere, I realize you may not have had to work that closely with us marketers before. And that not all of us have taken the time...
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...
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...
The Myth of the Failed Marketing Automation Implementation
I’m noticing a trend. People hate their marketing automation platform implementation partners. On at least a weekly basis, a prospective customer or a Salesforce AE with a red account...
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...
When Fear Stops Pardot Pros in Their Tracks
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...
Why Marketing Automation Platform Implementations “Fail”
Okay, real talk time. Not all companies who implement marketing automation are met with wild success and find themselves on the stage at Dreamforce. For every one of those...
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...
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...
8 Tips for Success When Working With a Pardot Consultant
A recent post focused on pros and cons of insourcing and outsourcing Pardot work. The TL;DR of that one: there are great reasons for and against either approach. But...
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...
On Salesforce Events & Time Well Wasted
I’m attending Connections and Texas Dreamin’ this week and couldn’t be more excited. When talking about these events with other consultants and business owners, several have dismissed them saying:...
Ship It Already: How to Start an Engagement Program & Build On It Later
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....
10 Engagement Studio “Gotchas” to Watch Out For
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...
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.
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...
6 Reasons Marketing Automation Managers Get Burned Out & How to Overcome Them
Sara McNamara and I were chatting about this question the other day: Why is there so much turnover in marketing automation roles? An optimist might conclude marketing automation managers...
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...
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...
10 Reasons Listicles Represent the Best & Worst of Digital Marketing
Listicles. I hate them. Truly despise them. But then also kind of love them. If you’re not familiar with this buzzword, a listicle is an article that — you...
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...
The Pardot Eventbrite Connector: What is it Good For?
Using Eventbrite to manage your events, and Pardot for your emails and marketing automation? The good news: they integrate! The bad news: only sorta. Let’s break it down. Setting...