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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...
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. ...
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...
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...
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...
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...
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...
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...
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 Marketing Cloud Account Engagement (us admins have enough to do!). And I was somehow under the impression Einstein for MCAE...
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...
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...
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...
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. ...
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...
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...
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...
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...
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...
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!...
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 (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...
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...
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,...
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...
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...
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?...
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 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...
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,...
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...
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....
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...
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...
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...
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...
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...
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,...
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...
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...
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...
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...
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...
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...
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...
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...
Learn how to change your data columns to rows in Pardot B2B Marketing Analytics/Tableau CRM.
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
Let's digest the three most common Pardot Salesforce Connector errors we see marketing automation admins continuously face.
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...
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...
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...
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...
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...
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...
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...
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...
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,...
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...
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.
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 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...
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...
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...
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...
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...
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,”...
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...
New year, new… email marketing game? This article covers a few quick tips and tools to level up your email marketing game with Pardot.
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...
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 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...
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...
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...
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...
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,...
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...
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...
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.
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 — 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...
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...
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...
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:...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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...
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 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...
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...
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...
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:...
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...
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.
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...
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...
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...
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...
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...
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...
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...
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