Pardot Life Hacks

An Innovative Leader, United States Army Veteran, Director of Innovative Technology at America’s Warrior Partnership, Dannielle Pope, discusses her Pardot journey and lessons learned along the way.   Takeaways Dannielle’s favorite Pardot Life Hack: Utilizing the recycle bin for ultimate organization and evaluating relevant content. Approach your Pardot organization with your team from a conversational standpoint. This helps pinpoint what is working and what actions or tools are no longer applicable. As marketers we can often get distracted by the “Shiny Tool” syndrome. Before buying new technology , plan and discuss with your team their capacity and the end goals for using it. Using Pardot on the Salesforce platform, presents a single source of truth that gives your team a full view of the customer journey from the first click, to closed won, and renewal. Automating what you can in the buyer's journey frees up time for your team to focus on building those relationships and adding the human touch. Career Advice: Things will come into your life when it needs to.                                       Useful Links LinkedIn: https://www.linkedin.com/in/dmpope/ Twitter: https://twitter.com/the_danni_pope America’s Warrior Partnership: https://www.americaswarriorpartnership.org   Shout Outs 46:34 Lauren Zolp 47:02 Kate & Hector Perez   Social #PardotRecycleBin #Veteran #MarketingAutomation #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/GN4y5DPFQH4

A 3x Salesforce Certified Ohana Member, Salesforce Marketing Champion, Marketing Technology Optimist, Senior Marketing Operations and Automation Manager at Quentic, Isabelle Theilen, discusses best practices while being a marketing team of one.     Takeaways Isabelle’s favorite Pardot Life Hack: Tagging assets for organization and reporting. If you are a marketing team of one, look to the communities such as Pardot slack channels or user groups to bounce ideas off of, ask questions, or find solutions. Asset templates are a great way to save time and add structure for your campaigns, especially when you are a team one.  When planning the marketing initiatives that will help achieve the business goals for the year, consider using a roadmap. Define the priorities for the year and then for each quarter and share with leadership. “Be confident. You are the master of your system. Don’t let others push you around. It’s all about transparency and communication.” ~Isabelle Make sales feel involved and acknowledge their ideas to promote sales and marketing alignment. Career Advice: Be proud of what you have accomplished.                                                Useful Links LinkedIn: https://www.linkedin.com/in/isabelletheilen/ Quentic: https://www.quentic.com     Shout Outs 52:11 Jenna Molby 52:38 Sara McNamara 53.05 Lucy Mazalon     Social #MarketingChampion #PardotTags #Roadmaps #Communication #Community #SalesMarketingAlignment #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana     Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/2yMfY2XD3xc

A Salesforce Marketing Champion, Irvine Pardot User Group Co-Leader, Marketing Campaign Manager at Restaurant365, Brittany Rhyme, chats about paid digital advertising and how it ties in with your overall marketing automation strategy.   Takeaways Brittany’s favorite Pardot Life Hack: Using Engagement Studio in conjunction with ad campaigns to track which ad creatives are the most successful and which content is resonating with each persona. Before developing a new ad campaign, focus on who the audience is, analyze  historical data, look to see what content has been successful in the past, and have a clear campaign goal. Understanding your buyer personas and where they are is key to having a successful ad campaign. Switch up the content and update your ad copy when testing with your ads campaign. This avoids the “billboard effect” by frequently refreshing the wording in your content. Put yourself in the shoes of your target audience. Refer back to customer stories to really get in the buyer’s mindset while writing ads. “It takes a certain level of creativity to write ads. You just need to think back to your persona, who you are talking to, and what you are offering them versus what you are trying to get them to do.” ~Brittany Career Advice: Speak at a Pardot User Group. Share with the community!                                             Useful Links LinkedIn: https://www.linkedin.com/in/brittanyrhyme/ Twitter: https://twitter.com/brittanyrhyme Restaurant365: https://www.restaurant365.com Pardot Landing Pages vs. LinkedIn Lead Gen Forms: https://thespotforpardot.com/2019/03/21/linkedin-advertising-should-you-use-pardot-landing-pages-or-linkedin-lead-gen-forms/   Shout Outs 23:14 Ben LaMothe 38:51 Stephanie (Yen) Lin 39:56 Dede Sabey 41:57 Irvine Pardot User Group   Social #MarketingChampion #Ads #PPC #Personas #PaidAdverts #EngagementStudio #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/Xw6vZgcSV9A

A Marketing Strategist, Salesforce Pardot Expert, Speaker, Senior Solution Engineer at Salesforce, Kathryn Ryan, shares her expert knowledge of best practices in creating an account based marketing strategy and how to leverage tech stack for execution.   Takeaways Kathryn’s favorite Pardot Life Hack: B2B marketing analytics tools, including reporting on assets such as custom redirects. It allows you to see campaign performance in one spot whether it originated in Pardot or not. Know your prospect’s buying committee and their role on it. This is an extra level of personalization in the buyer’s journey and important to getting the right content to the right people. Before starting your ABM strategy you’ll need to: Define your target audience and what type of content you would like to send.  Look to see what is resonating with your audience. Ex. Who is heavily engaged with certain topics? Timing is key. Ex. Did they attend your webinar recently? Putting Dynamic Content on your website or in emails is impactful from an ABM standpoint because it allows your viewers to see something that is customized to them. Nurture campaigns with Pardot Engagement Studio are a great way to keep your target accounts engaged after they first interact with your marketing. Do not feel like you have to do it alone when starting your ABM initiative. There are plenty of resources out there and having a partner to share the workload is great for a successful setup. Align your internal teams before reaching out to disengaged accounts. Bring in multiple people to figure out connections and find what matters to the prospect to grow that relationship.                                            Useful Links LinkedIn: https://www.linkedin.com/in/kathrynryan1/ Salesforce: https://www.salesforce.com   Shout Outs 43:28 Lauren Ax 43:29 Lori Payne   Social #AccountBasedMarketing #DynamicContent #EngagementStudio #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/5uGhvtqWhdw

A Salesforce Marketing Champion, 5x Salesforce Certified Ohana Member, Portland Oregon Nonprofit User Group Co-Leader, Writer, Marketing Automation Solution Consultant at Traction on Demand, Jacqueline Fassett, shares her expert knowledge in Moves Management for the nonprofit sector and expands on how the approach translates into account based marketing for the B2B space.   Takeaways Jacqueline’s favorite Pardot Life Hack: honing in on your email preference center. This will save you time, improve your relationship with prospects, and create a good brand reputation. Put yourself in the shoes of the prospects before sending out email communication. Is the message you are about to send personalized and relevant to their buyer’s journey? Moves Management can be translated to ABM on the B2B side. Just as you would identify and qualify target accounts and then nurture them with the goal of turning them into bigger customers, this is the exact same thing with moves management. With Moves Management, start by identifying the major donors who have a high engagement, the ones who have subscribed to your content and attended your events, as these will be easier to approach. Then enter those who are less engaged into a nurture campaign with the attempt to warm them up for your development team. When creating a moves management strategy, start at the beginning, strategize on tools or technology features to leverage, and discuss who you are targeting and why. “Getting a well-rounded look at how prepared an organization is for marketing automation is going to help decide which tool to go after and when/how to use it. It’s more than just a budget conversation.”~Jacqueline Career Advice: Make self-care a priority as you grow your career.                                          Useful Links Twitter: https://twitter.com/jdfassett LinkedIn: https://www.linkedin.com/in/jacqueline-fassett/ Traction on Demand: https://tractionondemand.com Blog article: https://www.jacquelinefassett.com/inspiration/what-apps-do-you-need-for-moves-management/ Personal Website: https://www.jacquelinefassett.com   Shout Outs 49:58 Kirsten Kippen 50:13 Lara Black 50:31 Portland, OR Pardot User Group   Social #MarketingChampion #EmailMarketing #MovesManagement #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/f8tAmH57zuc

A Salesforce Marketing Champion, 4x Salesforce Certified Ohana Member, Marketing Automation Strategist at Be The Match operated by National Marrow Donor Program, Marah Studniski, discusses how to use lists to track qualified leads and their marketing to sales hand-off process.   Takeaways Marah’s favorite Pardot Life Hack: using lists of prospects in Pardot as quick-view reports, such as, the qualified leads sent to sales for the fiscal year. If you have multiple product pages, consider using Pardot page actions to tag prospects with a current product when they view that page, so then you can create segmentation lists and send emails based on their particular product of interest. “Anything that we can automate especially from a sales and marketing alignment perspective, that leads to a revenue journey process, will help reduce so many operational costs for the business.”~Christina Having open communication between marketing and sales builds a one team approach while crafting stronger campaigns. This also helps keep the customer journey consistent as they interact with different departments. Career Advice: Stick with it and learn from others in the community.   Useful Links LinkedIn: https://www.linkedin.com/in/marahstudniski/ Be The Match: https://bethematch.org/support-the-cause/ Marah’s article: https://pardotgeeks.com/2021/02/using-handlebars-merge-language-hml-to-personalize-one-form-for-multiple-salespeople/ Personal Website: https://www.behance.net/marahchrisf96d Marah Christine Photo & Design: https://www.facebook.com/MarahChristinePhotography/   Shout Outs 36:52 Jenna Molby 37:07 Lara Black 37:29 Jen Kazin 37:30 Ben LaMothe   Social #MarketingChampion #Lists #SalesMarketingAlignment #AutomationRules #QualifiedLeads #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/fgEKZt8taZs

A 3x Salesforce Certified Ohana Member, Awarded B2B MVP SE and Solutions Engineer of the Year, and Lead Solutions Engineer, Enterprise Business at Salesforce, Jeff Stollenwerk, chats about everything from best use cases on Engagement Studio, to leveraging Artificial Intelligence, and new features such as the new Lightning Email Builder.   Takeaways Jeff Stollenwerk’s favorite Pardot Life Hack: The custom object integration. It works great for organizations that use Salesforce objects, such as cases, that want to leverage this data in Pardot. Engagement Studio is great for activating your best content to give your customers resources that help guide them in their journey. The new lightning email builder will allow you to send emails on behalf of anyone from the account team. This is great from an ABM perspective. Pardot scoring and grading is great for sales and marketing alignment. It allows you to rate your prospects based on their engagement and their profile, helping marketing to send over higher quality leads to sales. Connected Campaigns are the foundation of marketing campaign reporting in Salesforce. If you have not already enabled them, check out the Pardot Life Hacks Connected Campaigns Tactical Series!  Career Advice: Persistence, never give up.   Useful Links LinkedIn: https://www.linkedin.com/in/jeffreystollenwerk/ YouTube:  https://www.youtube.com/channel/UCDpu0J5HyCZ5CI6DWGmW4dA Salesforce: https://www.salesforce.com Ben LaMothe’s episode: https://www.pardotlifehacks.com/e/person-account-protocol-pardot-life-hacks-37/ Connected Campaigns Series Episode 4: https://www.pardotlifehacks.com/e/planning-for-connected-campaigns-pardot-life-hacks-04/ Connected Campaigns Series Episode 5: https://www.pardotlifehacks.com/e/executing-connected-campaigns-pardot-life-hacks-05/ Connected Campaigns Series Episode 6: https://www.pardotlifehacks.com/e/enabling-engagement-history-reporting-pardot-life-hacks-06/   Shout Outs 4:48 Ben LaMothe   Social #EinsteinLeadScoring #EngagementStudio #ConnectedCampaigns #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/-TAFwDtFrKE

As Salesforce and Pardot work closely together, it is so valuable to get the perspective and help of your Salesforce Administrator when working with Pardot. What are the best ways to collaborate with your Salesforce Admin and how can Pardot users in turn help them? A 3x Salesforce Certified Ohana Member, Trailhead Ranger, Salesforce Trailblazer Mentor, Consultant, Marketing Solutions at Coastal Cloud, Dani Reeve, delves into the Pardot and Salesforce relationship.   Takeaways Dani Reeve’s favorite Pardot Life Hack: Using automation rules as a second string spam filter. Collaborate with your Salesforce Admin as another resource to better streamline marketing and sales processes. They can advise on automations that can be configured, reducing operational costs. Pardot users can help Salesforce Admins by asking questions, having consistent communication, and sharing their overall goals. Articulate the objective that needs to be accomplished and then listen to what the Admin advises. Salesforce Admins, be aware of the default objects that sync with Pardot, Leads, Contacts, Accounts, Opportunities, and Campaigns. Configurations with other objects, for example, Cases, would require a Custom Object in Pardot. Career Advice: Perseverance, Passion, Patience, and Practice.   Useful Links LinkedIn: https://www.linkedin.com/in/dani-reeve/ Twitter: https://twitter.com/SalesforceDani Trailhead Profile: https://trailblazer.me/id/dreeve Coastal Cloud: https://coastalcloud.us   Shout Outs 19:39 Ayrielle Berryman 55:58 Ashley Anger   Social #PardotUsers #SalesforceAdmin #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/QLdKmEbrKRA

Thinking about or recently made the switch from Marketo to Pardot? Need some guidance on how to navigate Pardot features? A B2B SaaS Marketer, 5x Salesforce Certified Ohana Member, Senior Manager of Marketing Operations at Hinge Health, Erik Eaton, dives into how to transition from Marketo to Pardot and the differentiators between the two marketing automation platforms.   Takeaways Erik Eaton’s favorite Pardot Life Hack: Connected Campaigns tie everything together between Pardot and Salesforce, such as KPIs, members, and assets.  Lean into the Salesforce aspect of Pardot! This diminishes silos by allowing users to report on campaigns and assets all within Salesforce. Custom redirects let you track link clicks across various channels to see what content is being engaged with and can include multiple completion actions to trigger other automated processes. A key differentiator between Pardot and Marketo is multi touch attribution. With the native Pardot and Salesforce connected campaign feature, this model can be set up, allowing for easy access to revenue insights.  Dynamic Content can be used to display personalized content on landing pages based on certain field criteria. This is great for delivering a customized experience for your ABM target accounts! Career Advice: Keep learning and don’t take things too seriously.   Useful Links LinkedIn: https://www.linkedin.com/in/erik-eaton/ Hinge Health: https://www.hingehealth.com   Shout Outs 35:15 Casey Cheshire   Social #MarketingChampions #MarketoToPardot #ConnectedCampaigns #MultiTouch #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/K5-EtbPcOX8

The time has come to discuss Handlebar Merge Language and learn why this feature can do so much more than just “Hi First Name.”  A B2B Strategist, Digital Marketing and Sales Process Expert, Speaker, Principal and Founder of UnFettered Marketing, Bill Fetter, discusses the ins and outs of HML and the tips for how to leverage it in your marketing automation processes.    Takeaways Bill Fetter’s favorite Pardot Life Hack: Form handlers are not just an alternative form. They can be used in multiple ways, including with Handlebar Merge Language, emails, and an inbound web hook. You can use a form handler to send data from one Pardot instance to another. For example, sending inquiries of cross promotional products across different business unit instances. It is important to consider multi-language situations when it comes to your global marketing. Form handlers can be used to pass information back to your Pardot instance when your forms need to be in different languages. Handlebar Merge Language pulls the recipient’s Assigned User information from the user object. Make sure that all the fields are filled out and email recipients have active owners. Utilizing HML as a form of automating resubscribe emails is a great way to put the power into the prospect’s hands. Career Advice: We don’t learn anything if we don’t fail at it a few times. Stay curious!   Useful Links LinkedIn: https://www.linkedin.com/in/billfetter/ Twitter: https://twitter.com/BillFetter UnFettered Marketing: https://www.unfetteredmarketing.com Blog: https://www.unfetteredmarketing.com/blog   Shout Outs 48:11 Mike Creuzer   Social #MarketingChampions #FormHandlers #HandlebarMerge #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/zH2_ZNTJI3U

Is there a way to revise reusable content across multiple assets? How can we lessen the administrative tasks to free up time to be more creative marketers? A Marketing Technologist, Speaker, Pardot Consultant, Marketing Operations Manager at Givelify, Marianne Fields, dives into snippets.   Takeaways Marianne Fields’ favorite Pardot Life Hack: Flex fields give you the ability to populate information, for example event details, with an automation rule. Snippets are reusable content that are hosted in the Salesforce Campaign Object and can be used throughout the campaign or across the business. They only need to be updated in one place across multiple assets.  You can run a standard Salesforce report off of snippets. This gives the marketer and those responsible for the information more confidence in knowing what is being broadcasted and frees up time to focus on being creative! Automating snippets with Flow allows you to use more specific facts in your programs and on your landing pages, while knowing that the information is being properly updated, without the manual effort. Advice: Say YES!   Useful Links LinkedIn: https://www.linkedin.com/in/mfields24/ Twitter: https://twitter.com/circgirl24 Givelify: https://www.givelify.com Women In Tech: https://www.womenintechnology.org  Year of Yes by Shonda Rhimes: https://www.amazon.com/Year-Yes-Dance-Stand-Person/dp/1476777128   Shout Outs 19:10 Talmadge Zipperer 19:11 Josh Dayment 35:28 Laura Eaton 35:29 Christina Moore 48:11 Stacey Cogswell 48:20 Sarah Owens 50:39 Marc Baizman   Social #MarketingChampions #Snippets #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/gGyM751UmwY

When should we use Person Accounts? Are they the best fit for your organization? A Salesforce 2020 Marketing Champion, 5x Salesforce Certified Ohana Member, Speaker, Tampa Bay B2B Marketers Pardot Community Group Leader, Pardot Solutions Architect at DemandGen, Ben LaMothe, delves into all things Person Accounts.   Takeaways Ben LaMothe’s favorite Pardot Life Hack: Engagement Studio is a platform that is able to create complex automations. It is more than a tool to send emails with. A Person Account is designed for a specific individual rather than a company profile. It works well for educational organizations and nonprofits, but can be used for additional B2C industries and when needed, B2B.  Keep in mind that once you turn on Person Accounts you can not turn it off in Pardot, so consider the effects it will have on your org or consult with an expert prior to enablement. When it comes to campaign influence Person Accounts can be added as contact roles on opportunities.  Consider having Person Accounts if the relationship you have with a contact would require distinction and nontraditional account fields added. Advice: Don’t be afraid to ask questions and reach out.   Useful Links LinkedIn: https://www.linkedin.com/in/benlamothe/ DemandGen: https://www.demandgen.com MarCloud Consulting Person Accounts resource: https://marcloudconsulting.com/pardot-training/person-accounts-in-pardot   Shout Outs 49:08 Tom Ryan 49:49 Lucy Mazalon 50:03 Paul Fischer 50:06 Kristina Alexandra 50:25 James Campbell 54:21 Sara McNamara 54:36 Lara Black 54:39 Stephen Stouffer 55:36 Mike Creuzer    Social #MarketingChampions #PersonAccounts #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/pc-PoCN6qRQ

Let’s talk about custom objects! How can we use them, what are the constraints, and what is the best way to utilize this feature? A Salesforce 2021 Marketing Champion, 3x Salesforce Certified Ohana Member, Marketing Automation Strategist, Co-leader of the New Hampshire Salesforce Pardot User Group, Marketing Automations Solution Architect at Fishnet Media, Dan Umbro, delves into the functionality of custom objects.   Takeaways Dan Umbro’s favorite Pardot Life Hack: Using the Pardot URL field to assist with data clean up in identifying which record is syncing back and forth between Salesforce and Pardot.This is great when having to merge duplicates and identifying the master. Pardot Custom Objects are a great way to bring in more of your Salesforce data and be able to automate marketing activities or tasks off of that. Be aware of these constraints when using Custom Objects:You cannot use its data as an email variable tag They are read only You can get up to 4 custom objects in Pardot Advanced Edition Objects sync in the background every 10 minutes If you are working in the Pardot Lightning app, think about becoming Salesforce Admin  certified! It will help you take advantage of automations and workflows in Salesforce to tie into different solutions in Pardot. Custom Objects are  super valuable when it comes to product renewal. Use them to find every Pardot prospect who is related to a product in Salesforce that was sold over 300 days to begin reaching out for yearly subscription renewals.   Useful Links LinkedIn: https://www.linkedin.com/in/danielumbro/ NHB2B User Group: https://twitter.com/NHB2B Fishnet Media: https://www.fishnetmedia.com Trailhead: https://trailhead.salesforce.com/en/home   Shout Outs 1:52 NHB2B 11:53 Logan Childs  48:04  Brian Roff 48:57 Lara Black 50:02 Stephen Stouffer 50:04 Mike Creuzer   Social #CustomObjects #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/7g7IhN4ZQ7s

Leads leads leads! They can be great when they meet the qualifying criteria and lost when they are not managed properly. How can organizations best manage net new leads? A Salesforce 2021 Marketing Champion, 14x Salesforce Certified Ohana Member, Speaker, Creator of the series, #SalesforceResponsibly, and Enterprise Solutions Architect at fullOpp, Erick Mahle, discusses lead management, everything from statuses to queues, and shares how in some cases when the Lead Object may not be necessary.   Takeaways Erick Mahle’s favorite Pardot Life Hack: The ability to skip sending a prospect over as a Lead in Salesforce and sending them from Pardot as a Contact instead. This helps simplify the process for smaller organizations that may not need to use the Leads Object. Lead statuses are best served when they are aligned with where the buyer is in the funnel and how it aligns to your lead management process. For a lead to succeed in a lead conversion process, it needs a well defined step of WHEN it goes to sales. Look at the score to see if they have shown interest or are ready to talk to sales, and check the grade to see how they fit with your qualifying criteria. “Each team is responsible for different stages of the buyer’s journey. Without knowing who is responsible for what, then leads will continue to fall through the cracks.” ~Christina “Success is an alignment of people, process, and platform.” - Erick Mahle Advice: The people who have succeeded best in this community are those who are always curious and hungry for more. Don’t be afraid to tinker, experiment, and make mistakes!   Useful Links LinkedIn: https://www.linkedin.com/in/erickmahle/ FullOpp: https://fullopp.com Salesforce Stories: https://www.youtube.com/user/rwdrift   Shout Outs 39:05 Warren Walters 39:49 Andrea Terrel 40:23 Marc Benioff   Social #MarketingChampions #WhySalesforceAdmin #TrailblazerTalk #Salesforce #LeadStatus #PardotLifeHackers #SalesforceResponsibly    Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/oiOd5I941_c

As most Pardot trailblazers know, the Spring 21’ update means that as of February 15th all Pardot users will need to sign in via Salesforce single sign-on. If they do not have a Salesforce license nor an identity license, they will lose their access to be able to sign into pi.pardot.com. How can administrators prepare? What needs to be done with API integrations? A Marketing Automation Strategist, Entrepreneur, Writer, Thought Leader, 4x Salesforce Certified Ohana Member, Founder and Managing Director at MarCloud Consulting, Tom Ryan, dives into how to be prepared for when the update drops.   Takeaways Tom’s favorite #PardotLifehack: Passing unique values through to a Pardot form via hidden fields. Consider taking the leap and getting Salesforce Licenses for your core team of Pardot users. This allows for access to features such as the Pardot Lightning App, Salesforce Lightning Reports and Dashboards, and viewing Campaign Influence on Opportunities. Identity Licenses are there for people who are not creating Salesforce campaigns or have limited involvement in Pardot. This is recommended for external agencies, contractors, and third parties. Keep in mind, that identity licenses do not provide access to the Pardot Lightning App. It is time to take the leap to Lightning! Features including B2B Marketing Analytics, Engagement History, and Campaign Influence are great for marketing teams to help display the ROI and value they drive for the business. For Identity License users, create different profiles and align them with your Pardot roles. For example, Identity - Admin and Identity - Marketer. This makes it easier to map them across with user sync turned on. Advice: Move over to the new tech sooner rather than later. It is only enabling you to be better!   Useful Links LinkedIn: https://www.linkedin.com/in/thomasmatthewryan/detail/contact-info/ Twitter: https://twitter.com/trryan16?lang=en MarCloud Consulting: https://marcloudconsulting.com   Shout Outs 28:30 Lara Black 28:55 Lucy Mazalon 28:58 Triana Jarman   Social #MarketingChampions #SingleSignOn #TrailblazerTalk #SalesforceLightning #UserSync #PardotLifeHackers   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/wRZ_F8dN054

What does the journey look like for a marketing Pardot power user to become a consultant? What does it take to then become a Salesforce Marketing Champion? A Salesforce 2020 Marketing Champion, Speaker, Writer, Trailblazer Community Mentor,  and Business Consultant l Marketing Strategist at Cheshire Impact, Morgan Wiedmann, shares her story from marketer to consultant and gives some top tips and career advice for how others can do the same.   Takeaways Connected campaigns allow for multi touch attribution, giving the marketer full view into what the customer interacts with throughout their buying cycle, which in turn helps to pinpoint the ideal journey that leads to revenue. Having a campaign hierarchy that matches your folder structure in Pardot helps to keep everything organized allowing for marketers to spend less time searching for assets that correspond to a particular campaign. Networking and having conversations with other customers or end users is priceless. The Trailblazer Mentor programs is a great way to get connected and involved in the Trailblazer community. Attend user groups and connect with your fellow trailblazers! Don’t be afraid to ask questions and bring new ideas back to your team. Map out your Salesforce Pardot learning journey and celebrate the little wins along the way. Share your successes with the trailblazer community, because you never know the level inspiration you can help spread.   Useful Links LinkedIn: https://www.linkedin.com/in/morganwiedmann/ Twitter: https://twitter.com/mwiedd   Shout Outs 19:51 Darryl Praill 21:52 New Hampshire B2B User Group 27:30 Krista Santucci   Social #MarketingChampions #RevOps #TrailblazerTalk #Salesforce #Networking #AlwaysLearning #PardotLifeHackers   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/h0A5KuDSlv8

Jennifer Lynn Schneider embarks on a new chapter of her journey and in doing so, passes off the reins of the Pardot Life Hacks podcast to a new host, B2B Marketer, Fellow Trailblazer, and Salesforce Pardot Enthusiast, Christina Anderson. Tune in to hear Jennifer’s last few shouts outs, words of wisdom, and to get to know the new host, as well as the new content and formatting she has in store.   Takeaways Christina will be having conversations with Salesforce Pardot experts and fellow Trailblazer Community members to hear their take on the tech, the community, and the journey.  When it comes to content, aim for quality over quantity. “Avoid creating content to hit a deadline. Create content to solve a problem, answer a question, or inspire your audience.” - Jennifer Lynn Schneider   Shouts Outs 5:19 Casey Cheshire 8:48 Malcolm Jenkins 8:51 The Cheshire Team #Hivemind   Social #PardotLifeHacks #TrailblazerCommunity #Martech #marketingoperations #marketingadmins   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/2tyJsdYtiW4

Marketing campaign reporting is crucial to understanding which initiatives are performing and which ones are delivering ROI for the business. Jennifer Lynn Schneider recently did a webinar for Cheshire Impact on how to use Salesforce Lightning Reports and Dashboards to showcase the effects of marketing campaigns. This episode features this recording to help listeners understand what it takes to create these reports and best practices for campaign hierarchy management.   Takeaways When it comes to creating a campaign hierarchy, keep it simple. Start off with no more than 10 - 15 parent campaigns such as events and webinars. For the best organization, have your Pardot folder structure mimic your Salesforce connected campaign hierarchy. Each parent campaign has a parent folder and then each child campaign has a child folder within their associated parent. Enabling Engagement History and viewing it on a Campaign in Salesforce provides insights such as all of the leads and contacts a part of the campaign and the most engaged accounts. The Pardot Lightning App lives in Salesforce, so working with your Salesforce Admin is critical. Discuss cross training opportunities with your team to see if there is a Pardot Admin that can operate in a hybrid role to work closely with the Salesforce Admin. If you enable Engagement History and add it to the Account page layout, it provides insights as to how the account is engaging with your marketing campaigns, this a great feature especially for Account Based Marketing. Take the time to set up parent campaign dashboards with Salesforce Lightning. It will help inform the marketing team, at a glance, as to the performance of each major marketing initiative.   Useful Links #06 Enabling Engagement History & Reporting - https://www.pardotlifehacks.com/e/enabling-engagement-history-reporting-pardot-life-hacks-06/   Social #MarketingChampions #RevOps #TrailblazerTalk #SalesforceLightning #Martech #marketingoperations #marketingadmins #PardotLifeHackers   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/pbGcyIq19ms

A revenue operations function is not created overnight. It takes aligning your teams across the entire customer journey and configuring your technology platforms to streamline your business processes. How is this done? Pardot Life Hacks presents a special feature of Cheshire Impact’s webinar recording, How to Execute RevOps, with your Host, Jennifer Lynn Schneider, along with fellow Salesforce 2020 Marketing Champions, Logan Childs and Casey Cheshire. Tune in and find out what it takes to align your teams and how you can set up your technology to fuel the revenue force.   Takeaways Revenue operations are not executed by just one team, or one silo, but by sales, marketing, and operations all working together across the entire customer’s journey. Aside from net new leads entering the system, how are you engaging with the 60-75% of the Salesforce database that already exists? Are you utilizing field data to trigger nurture programs in Pardot? Do you have segmented messaging for leads versus contacts? RevOps is all about ownership, taking responsibility for the entire customer journey. Teams need to map out the buyer’s journey and define the responsibility of each department as the buyer moves through each stage. Teams need to take the time to define their strategy and process first, and then configure the technology to execute and continue to fuel the revenue machine. As Casey Cheshire says, the order is “strategy, process, technology.”  Be sure to set up and take full advantage of the foundational Pardot revenue operations features available to you, such as scoring and grading, prior to chasing more advanced tools. Identify and discuss lead and contact transition points in the buyer’s journey among sales, marketing, and operations. Where are the areas in which opportunities could fall through the cracks?   Useful Links The Hard Corps Marketing Show #215 The SLA that Aligns Sales & Marketing with Darryl Praill: https://www.hardcorpsmarketing.com/e/the-sla-that-aligns-sales-marketing-darryl-praill-hard-corps-marketing-show-215/ Pardot Lifehacks User Group Sign Up: https://go.cheshireimpact.com/pardotlifehacks/usergroup   Social #MarketingChampions #RevOps #TrailblazerTalk #Ohana #Martech #marketingoperations #marketingadmins #PardotLifeHackers   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/vuYiwwi-etY

Are your sales, marketing, and operations teams still working in silos, doing their own processes without a connection to what the other teams are doing?  Without team alignment, leads are going to fall through the cracks resulting in missed opportunities. Special guest, Marketing Champion and Senior Director of Sales at Cheshire Impact, Logan Childs, gives his #PardotLifeHack QuickTip on Revenue Optimization and what it means to align your teams and technology.   Takeaways Revenue optimization is connecting marketing, sales, and operations efforts into a single strategy. Everyone has defined roles and responsibilities for a cohesive lead to revenue process. Salesforce Pardot helps to automate the lead hand-off processes among sales, marketing, and service, to maximize your team’s time and prioritize efforts. “Just because [a lead] is not sales ready, does not mean they are not interested in you as a business.” There needs to be a way for sales to automatically send the lead back into a marketing nurture. If you do not have a mapped out plan of each department’s role in the buyer’s journey, then you will not achieve your company’s desired results.   Social #MarketingChampions #RevOps #TrailblazerTalk #Ohana #Martech #marketingoperations #marketingadmins #PardotLifeHackers   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/dheYxMScpKg