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 This helps pinpoint what is working and what actions or tools are no longer applicable.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. TakeawaysDan 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 tagThey are read onlyYou can get up to 4 custom objects in Pardot Advanced EditionObjects sync in the background every 10 minutesIf 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 LinksLinkedIn: https://www.linkedin.com/in/danielumbro/NHB2B User Group: https://twitter.com/NHB2BFishnet Media: https://www.fishnetmedia.comTrailhead: https://trailhead.salesforce.com/en/home Shout Outs1:52 NHB2B11:53 Logan Childs 48:04  Brian Roff48:57 Lara Black50:02 Stephen Stouffer50:04 Mike Creuzer Social#CustomObjects#TrailblazerTalk#Salesforce#Pardot#SalesforceCertified#PardotLifeHackers#SalesforceOhana Ways to Tune IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - 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. TakeawaysErick 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 MahleAdvice: 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 LinksLinkedIn: https://www.linkedin.com/in/erickmahle/FullOpp: https://fullopp.comSalesforce Stories: https://www.youtube.com/user/rwdrift Shout Outs39:05 Warren Walters39:49 Andrea Terrel40:23 Marc Benioff Social#MarketingChampions#WhySalesforceAdmin#TrailblazerTalk#Salesforce#LeadStatus#PardotLifeHackers#SalesforceResponsibly  Ways to Tune IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - 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. TakeawaysTom’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 LinksLinkedIn: https://www.linkedin.com/in/thomasmatthewryan/detail/contact-info/Twitter: https://twitter.com/trryan16?lang=enMarCloud Consulting: https://marcloudconsulting.com Shout Outs28:30 Lara Black28:55 Lucy Mazalon28:58 Triana Jarman Social#MarketingChampions#SingleSignOn#TrailblazerTalk#SalesforceLightning#UserSync#PardotLifeHackers Ways to Tune IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - 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. TakeawaysConnected 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 LinksLinkedIn: https://www.linkedin.com/in/morganwiedmann/Twitter: https://twitter.com/mwiedd Shout Outs19:51 Darryl Praill21:52 New Hampshire B2B User Group27:30 Krista Santucci Social#MarketingChampions#RevOps#TrailblazerTalk#Salesforce#Networking#AlwaysLearning#PardotLifeHackers Ways to Tune IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - 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. TakeawaysChristina 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 Outs5:19 Casey Cheshire8:48 Malcolm Jenkins8:51 The Cheshire Team #Hivemind Social#PardotLifeHacks#TrailblazerCommunity#Martech#marketingoperations#marketingadmins Ways to Tune IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - 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. TakeawaysWhen 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 IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - 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. TakeawaysRevenue 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 LinksThe 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 IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - 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. TakeawaysRevenue 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 IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - https://youtu.be/dheYxMScpKg

Have you brought your sales, marketing, and operations teams together to map out the processes that take place throughout the whole customer journey? Without having this conversation, gaps can happen resulting in a disjointed customer experience and missed opportunities.This full team and technology alignment across the whole journey means revenue optimization for your company.Special guest, Marketing Champion, Founder & CMO of Cheshire Impact, and Author of Marketing Automation Unleashed, Casey Cheshire, gives his #PardotLifeHack Quick Insight on Revenue Optimization. TakeawaysRevenue Optimization is a framework for growth that encompasses the whole customer journey. It aligns your sales, marketing, and service teams, and follows the steps of strategy, process, technology.The key to revenue optimization is having an aligned goal across sales, marketing, and service.Mapping out the sales and marketing processes that happen throughout the customer journey, identifies gaps in where departments may not be aligned. Having this conversation helps to start revenue optimization execution.As Salesforce and Pardot functions hand in hand, this is a sign that sales and marketing should also work closely together as one team, to align their processes across the entire customer journey.Marketers can help sales with streamlining certain repetitive processes such as programming an automated email to always send at a particular stage in the sales cycle.The customer journey is not always linear, sometimes leads become disengaged. Sales and marketing teams need to be clear on the processes they have in place, so that they are ready for when the lead re-engages.  Social#PardotLifeHackers#MarketingChampions#TrailblazerTalk#Ohana#Salesforce#Pardot#Martech#marketingoperations#marketingadmins Ways to Tune IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - https://youtu.be/R0PAy_yb040

Do you want to be having the same conversation about dirty data, disjointed goals, and misaligned departments three years from now, or do you want to fill the gaps in alignment for your sales, marketing, and operations teams across the entire customer journey?This idea around alignment across departments and technology platforms means revenue optimization for your business.Jennifer Lynn Schneider provides a #PardotLifeHack Quick Insight on Revenue Optimization to share what it truly means for companies, how they can get started, and the resulting benefits for their businesses. TakeawaysRevenue Optimization is aligning marketing and sales practices, processes, and tech stack, to support the unique business processes, across the entire customer journey, to reach a common revenue goal.Communication and siloed data are typical gaps in alignment between marketing and sales. The teams may have disjointed goals and collect different data, resulting in missed opportunities because neither team knows what the other is doing.Marketing, sales, and operations need to ask themselves, have they designed the CRM and marketing automation platform to support their business processes?If you ask four different people among your marketing and sales teams what an MQL is, and you get four different answers, it is time to get aligned.Combining Salesforce and Pardot empowers marketers to see the open pipeline that their campaigns have influenced. They can now showcase their impact on revenue.Aligning data across Salesforce and Pardot, gives sales insights into the buyer’s journey with Engagement History. Sales now has the context and background of the marketing campaigns a lead has been interacting with, so now they can have a relevant conversation speaking to the topics that specific lead is interested in.When your teams commit to revenue optimization of aligning their processes and technology, the steady internal communication will provide your buyer with a better and more consistent brand experience. Social#PardotLifeHackers#TrailblazerTalk#Ohana#Salesforce#Pardot#Martech#marketingoperations#marketingadmins Ways to Tune IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - https://youtu.be/m3MAO1VYKRA

A Strategist, Marketing Technologist, Salesforce Certified Pardot Consultant, and 2020 Salesforce Marketing Champion, Ashley Anger, shares her favorite Pardot Life Hack and it is all about automation features.Tune in as you hear Ashley’s #PardotLifeHack for the three questions to ask yourself to make sure you choose the right Pardot automation feature for the job. TakeawaysWhen first considering what automation feature you should use with Pardot, ask yourself, what is the rule based on? Is it criteria or action based?A good way to remember what a Pardot Segmentation Rule does, is to think that it gives you a snapshot in time, as it only runs once.You may not always have to use a Pardot Automation Rule to execute your task. Be mindful of your automation rule limits and consider if other automated features are possible to use. #PardotLifeHackDecide which Pardot automation feature is best for the job by asking yourself these three questions: What is the rule based on? Is it going to be used one time only? What is the desired outcome? Useful LinksLinkedIn: https://www.linkedin.com/in/ashleyanger/Twitter: https://twitter.com/theashleyangerInstagram: https://www.instagram.com/theashleyanger/ Social#MarketingChampions#PardotLifeHackers#TrailblazerTalk#Pardot#Salesforce#Ohana#Martech Ways to Tune IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - https://youtu.be/s3F1zCo9XkI

Marketing trailblazers can have their heads spinning with choosing between Salesforce Lightning Reports and Dashboards, B2BMA, and B2BMA plus for reporting on their marketing campaigns. Which option should be chosen and when?Jennifer Lynn Schneider explains each reporting option along with the technical requirements and the key considerations to think about when deciding what to use for reporting. She also provides her best practice roadmap for how to properly scale your marketing reporting to advance from Salesforce, to custom dashboards in B2BMA, and then B2BMA Plus.If you love showcasing the progress of your marketing campaigns and the impact they have on the business, then you don’t want to miss this episode! TakeawaysYour reporting is never done. Just because you have the technical requirements all set to use B2BMA OOTB Dashboards for your marketing campaigns, does not mean that everything is configured to your unique business process.The first step to preparing for using Salesforce Lightning Reports and Dashboards to showcase your marketing campaign data, is to enable connected campaigns, aligning your campaign hierarchy, naming conventions, and setting up the mirrored folder structure in the Pardot Lightning App.If you are keeping your prospects in Pardot only, you will not be able to report on them with Salesforce Lightning Reports and Dashboards.B2BMA and B2BMA Plus gives you the ability to pull in asset engagement for Pardot-only prospects that are not synced to a contact or lead record in Salesforce, using the prospect dataset. The instant reporting ability of B2BMA and B2BMA Plus out of the box dashboards, are a great place to start when your team is just beginning with reporting and trying to get an understanding of how you want to design your reports.Keep in mind that B2BMA and B2BMA Plus out of the box dashboards are based on declarative objects, default fields, and definitions, specific to Salesforce and Pardot, so if you have a custom business process or data that you want to see on a custom field, you will have to build out a new dataset and dashboard customized to that need.Use Salesforce Lightning Reports and Dashboards for reports that get changed frequently. B2BMA and B2BMA Plus can be thought of as custom dashboards that may get updated or changed only a few times a year.  Useful LinksPardot Life Hacks Hand-Off Tactical Series: https://www.pardotlifehacks.com/e/the-hand-off-tactical-series-episode-1-of-3-featuring-net-new-existing-leads-pardot-life-hacks-19/Join the Pardot Lifehacks User Group: https://go.cheshireimpact.com/pardotlifehacks/usergroupCheshire Impact Blog: https://www.cheshireimpact.com/blogLinkedIn: https://www.linkedin.com/in/jenniferlynnschneider/ Social#PardotLifeHackers#TrailblazerTalk#Ohana#Martech#marketingoperations#marketingadmins Ways to Tune IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - https://youtu.be/DGifPom_B8Y

Are you panicked because you have some Pardont-only users and have heard about the upcoming Spring ‘21 release? By that time next year, users will only be able to login into Pardot using Salesforce credentials with Single Sign-On.You may be thinking, does this mean I have to get full Salesforce licenses for all of my Pardot users? What if I have a group of partners/vendors that I don’t want to give access to my Salesforce to? What kind of costs will this incur? How does this affect my API Integrations?Jennifer Lynn Schneider answers all of these questions and provides some starting bullet points to advocate for getting your marketing and sales operations on one platform, with this QuickTip. TakeawaysCertain Salesforce editions already have Identity Licenses included, which is why it is important to get aligned with your Salesforce Administrator and understand what is possible right now, for your Pardot-only users.Keep in mind that Identity Licenses only allow access to pi.pardot.com and do not provide Lightning access.#1 Benefit of Marketing and Sales on one platform: All marketing and campaign engagement is available to see on the lead and contact records, allowing marketing and sales to look at the same information, in real time, and collaborate.#2 Benefit of Marketing and Sales on one platform: Sales has more valuable information. They are able to understand what marketing campaigns the lead or contact has been engaging with and can use this in their sales conversations to provide a consistent experience with your brand and speak to what interests the buyer the most.#3 Benefit of Marketing and Sales on one platform: Marketing can now have greater insights to the full sales process, creating meaningful content for each stage of the sales cycle.#4  Benefit of Marketing and Sales on one platform: Including website lead and contact engagement shows the sales and executive teams the large contribution ROI your website is providing in the sales cycle.#5  Benefit of Marketing and Sales on one platform: Reporting on one platform. Useful Links: Pardot User Migration Overview: https://help.salesforce.com/articleView?id=000353746&language=en_US&type=1&mode=1Pardot User Migration FAQ:https://help.salesforce.com/articleView?id=000353870&type=1&mode=1Map Users Manually: https://help.salesforce.com/articleView?id=pardot_sf_connector_setup_connect_users_manually_parent.htm&type=5Set Up SSO for Salesforce and Pardot: https://help.salesforce.com/articleView?id=pardot_sf_connector_setup_sso.htm&type=5 Social#TrailblazerTalk#Ohana#Martech#marketingoperations#marketingadmins#PardotLifeHackers Ways to Tune IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - https://youtu.be/_PNVdmNepo8

Salesforce 2020 Marketing Champion, Writer, Blogger, Podcast Host, Content Specialist at Weichert Workforce Mobility, Morgan Wiedmann, shares her favorite Pardot Life Hack and it is all about connected campaigns.Tune in as you hear Morgan’s #PardotLifeHack for how Salesforce Pardot connected campaigns can make a difference in your marketing operations and some quick wins after enablement. TakeawaysConnected campaigns help to align sales and marketing, keeps marketing organized with the campaign hierarchy structure, and it provides the ability for detailed reporting with Lightning Reports & Dashboards and B2B Marketing Analytics.Morgan’s top tip for connected campaigns is to start simple. When it is time to build out parent child campaigns, start with either your events or webinars.Establish a consistent naming convention for your Parent Child hierarchy campaign. Use the same format with your folders in Pardot and the names for your assets, keeping everything organized.To build out your campaign hierarchy, start with your parent campaigns first. What are the bigger items in which you can create child campaigns underneath?You can customize campaign member statuses to track the path of prospects throughout a campaign and see how much they engaged.Connected campaigns in a nutshell is “reporting, organization, and alignment.” - Morgan Wiedmann #PardotLifeHackEnable Salesforce Pardot Connected Campaigns to gain the ability for advanced reporting on your marketing efforts with Lightning Reports & Dashboards and B2B Marketing Analytics. Useful LinksLinkedIn: https://www.linkedin.com/in/morganwiedmann/Twitter: https://twitter.com/mwieddWeichert Workforce Mobility: https://www.weichertworkforcemobility.com/Pardot Blog: https://www.pardot.com/author/morgan-wiedmann/Connected Campaigns Tactical Series: https://go.cheshireimpact.com/planning_connected_campaigns Social#MarketingChampions#PardotLifeHackers#TrailblazerTalk#Pardot#Salesforce#Ohana#Martech#MarketingOperations Ways to Tune IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - https://youtu.be/00gjRbLcoXg

Salesforce 2020 Marketing Champion, Marketing Automation Strategist, Speaker, Mentor, Podcast Host, Author of Marketing Automation Unleashed, and the Founder & CMO of Cheshire Impact, Casey Cheshire, shares his favorite Pardot Life Hack and it is all about suppression lists.Tune in as you hear Casey’s #PardotLifeHack for how to avoid forgetting to add all of your suppression lists, the next time you send an email in Pardot. TakeawaysThe list of people that you do not send your email to, is just as important as the people that you do send the email to.Marketers are busy, and if they forget to add all of their suppression lists to a particular email, then the wrong people could be receiving the wrong message at the wrong time. #PardotLifeHackCreate a Pardot global suppression list to only have one suppression list to add to your next email, ensuring that the right people are receiving the message that is intended for them. Useful LinksLinkedIn: https://www.linkedin.com/in/caseycheshire/Twitter: https://twitter.com/CaseyCheshCheshire Impact: http://cheshireimpact.com/The Hard Corps Marketing Show Podcast: https://www.hardcorpsmarketing.com/Marketing Automation Unleashed: https://go.cheshireimpact.com/book Social#MarketingChampions#PardotLifeHackers#TrailblazerTalk#Pardot#Salesforce#Ohana#Martech Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - https://youtu.be/Us6rr_pwD1s

Does your business have a defined sales opportunity process? One with identified stages and that is understood across sales, marketing, and operations? Jennifer Lynn Schneider presents *The Hand-Off Tactical Series finale, featuring Opportunities. She challenges teams to collaborate in defining their opportunity process and to use the Salesforce feature Path, to illustrate the process. Jennifer gives her favorite Opportunity stages, the steps for Path enablement, and of course, #pardotlifehacks to spark ideas for how to automate relevant marketing that partners with the Opportunity process. Check it out!*The Hand-Off Tactical Series l Episode 1 of 3 l Featuring Net New & Existing Leads: https://www.pardotlifehacks.com/e/the-hand-off-tactical-series-episode-1-of-3-featuring-net-new-existing-leads-pardot-life-hacks-19/The Hand-Off Tactical Series l Episode 2 of 3 l Contacts: https://www.pardotlifehacks.com/e/the-hand-off-tactical-series-episode-2-of-3-contacts-pardot-life-hacks-21/ TakeawaysMarketers need to understand the sales team’s opportunity process and the fields that are required in Salesforce for each stage. This knowledge helps to build appropriate segmentation.Your company needs to meet and decide what the Opportunity process looks like for your business and the stages that define this process.Do not ignore the importance of gathering the reason for an Opportunity being Closed Lost. Consider adding a dependent field that appears when this stage is selected. Use a picklist for this field to keep data consistent. A description field can always be added in addition to the picklist field to add for further explanation.Your Opportunity stages are not set in stone once Path is enabled in Salesforce. As your business changes, revisit the process with sales, marketing, operations, and service, to determine what stages are still relevant. #PardotLifeHacksYour marketing automation tool is not just for net new leads. - It can also be used to automate your new client’s customer journey, so that your team can focus on curating a great customer relationship.Use and familiarize yourself with the Opportunity Path and each step within it. - Grab your administrator and gain an understanding of the automated flows which may occur inside of Salesforce during the Opportunity process.Make identifying decision makers on the buying committee a step in the sales process. - This is a great way to make it a repeatable process.Think about the stages of your opportunity process. When would you be mortified if your demand gen team reached out? - Understand at which stage contacts should be suppressed from your marketing messaging. Use a Pardot dynamic list to make sure that Contacts at crucial opportunity stages only receive messaging that is relevant to them.Always add guidance for each stage on your Opportunity Path. Social#PardotLifeHackers#TrailblazerTalk#Ohana#Martech#marketingoperations#marketingadmins 

Did you configure your Zoom webinar with Pardot via lists, send out invitations to your webinar, and then find that your registrants are not showing up in Pardot under your registration list? Jennifer Lynn Schneider provides a guide for resolution of how to reconnect Pardot and Zoom to make sure that your registrants are getting captured in Pardot via the list integration. If you use Zoom webinar with Pardot, be sure to tune in! TakeawaysUse consistent naming conventions for your Pardot lists to keep your assets organized. The lists should be stored in the folder of the associated webinar campaign.After configuring your Zoom webinar with Pardot lists, test the configuration by registering for the webinar and see if your test registrant populates in the Pardot list.Be sure to connect often with your administrator! You will need them for many instances and the reinstallation of the Pardot App for Zoom is just one example. Social#TrailblazerTalk#Ohana#Martech#marketingoperations#marketingadmins#PardotLifeHackers Ways to Tune IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - https://youtu.be/kkapiLp9jVY

After you set up Salesforce Pardot connected campaigns, did you do your first email campaign and then see no campaign members listed on the record?Jennifer Lynn Schneider brings trailblazers this QuickTip to provide a couple of options for how to add prospects as campaign members to the CRM campaign using Pardot automation. Tune in and find out how to become a connected campaign member automation pro! TakeawaysYou need to still add Pardot prospects to the Salesforce CRM campaign even if you have connected campaigns set up.If you do not have access to import records in Salesforce, you can use a Pardot automation rule to add all prospects from a Pardot list to a CRM campaign and then switch out the name of the campaign to not go past your automation rule limits.Be sure to include a description for your Pardot automation rules to avoid duplicates and establish a format for the description to have consistency.Within your auto association settings for campaign influence you have the ability to add criteria to exclude particular campaign statuses.If you try to add Pardot prospects as campaign members to a CRM campaign and they are not synced to a Salesforce record, then they will still not show up as campaign members on the report. Prospects must first be assigned to be added in Salesforce.  #PardotLifeHacksAdd all members to the campaign with the campaign status, “Sent” prior to sending the email. - Then use your completion actions on each email to update the status according to the content or CTA, etc.Only add members to Salesforce connected campaigns if they are engaged. Social#TrailblazerTalk#Ohana#Martech#marketingoperations#marketingadmins#PardotLifeHackers Ways to Tune IniTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8QpanStitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpriHeart 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-16YouTube - https://www.youtube.com/channel/UCxgq33tXmAbwBN6HXA87axA

The Pardot Life Hacks 2020 Marketing Champion Spotlight Series continues with this takeover episode of The Hard Corps Marketing Show with special guest host, Marketing Champion, Casey Cheshire.Casey interviews a Sales & Marketing Leader, Salesforce Pardot Expert, and the Senior Director of Sales at Cheshire Impact, Logan Childs, to share with marketers the practical ways they can align with sales. Enjoy as you hear two Marketing Champions discuss marketing strategy, myths, and their journey to how they got to where they are today. Social#MarketingChampions#PardotLifeHackers#TrailblazerTalk#Ohana#Martech#marketingoperations#marketingadmins

The Pardot Life Hacks 2020 Marketing Champion Spotlight Series continues with this takeover episode of The Hard Corps Marketing Show with special guest host, Marketing Champion, Casey Cheshire.Casey interviews a Marketer, Writer, Podcast Host, and Content Specialist at Weichert Workforce Mobility, Morgan Wiedmann, to share her expertise on content marketing. Enjoy as you hear two Marketing Champions discuss marketing strategy, myths, and their journey to how they got to where they are today. Social#MarketingChampions#PardotLifeHackers#TrailblazerTalk#Ohana#Martech#marketingoperations#marketingadmins

Pardot Life Hacks presents The 2020 Marketing Champion Spotlight Series, featuring Marketing Champions from the trailblazer community. This episode is the first of a three-part takeover series from The Hard Corps Marketing Show with special guest host, Marketing Champion, Casey Cheshire.Casey interviews your Pardot Life Hacks host, Jennifer Lynn Schneider to demystify dynamic content and define what the true path to personalization looks like. Enjoy as you hear two Marketing Champions discuss marketing strategy, myths, and their journey to how they got to where they are today. Social#MarketingChampions#PardotLifeHackers#TrailblazerTalk#Ohana#Martech#marketingoperations#marketingadmins

On top of the chaos that a lot of people are dealing with, the stress of a cluttered Pardot database does not need to be added. Jennifer Lynn Schneider shares some quick strategies on where to start to get your Pardot house in order. She discusses everything from folder structure, to naming conventions, to prospect management, so tune in to start decluttering your Pardot database and enjoy a clean, fresh, work environment.

Without a defined hand-off process from marketing to sales, leads and contacts can experience a disjointed buyer’s and customer journey. The *first episode of The Hand-Off Tactical Series featured Net New & Existing Leads, now Jennifer Lynn Schneider brings you the second episode featuring, Contacts.What is happening to the 50 - 65% of your database that is not receiving any attention? How do you stay top of mind with contacts that have disengaged? What do you do with contacts that have re-engaged? Jennifer addresses ideas to the above questions and gives step-by-step instructions for enabling and creating Path settings in Salesforce for the Contact object. Check it out!*The Hand-Off Tactical Series l Episode 1 of 3 l Featuring Net New & Existing Leads: https://www.pardotlifehacks.com/e/the-hand-off-tactical-series-episode-1-of-3-featuring-net-new-existing-leads-pardot-life-hacks-19/ TakeawaysJennifer’s favorite contact statuses are New, Re-engaged, Marketing Qualified Contact (MQC) l Sales Working, Closed l Unqualified, Sales Qualified Contact (SQC) l Tied to Opportunity, Marketing Nurture, and No longer with the company. Consider using a dashboard that shows how long leads and contacts have been at a particular status to see in which statuses, contacts are being stagnant.The Marketing Nurture status is great to use when sales has exhausted their cadence efforts, but still want to keep your brand top of mind. Contacts in this status can be entered into different nurture campaigns segmented on what products or services they are interested in, based on the custom fields you have gathered.The No longer with the company status can be used in a report for your team to see which contacts need to be merged, as they join new accounts.Contact Path allows your team to create instructions and call out key fields for each status prior to the contact being moved to the next status. Understand which fields are required for each contact status, so that you can work these fields in your forms, using progressive profiling, and can automate processes with rules and completion actions.“...in the end, everyone is after the same common goal, gather enough intel to determine if there is an opportunity.” - Jennifer Lynn Schneider #PardotLifeHacksUse the Contact Path feature within Salesforce to align contact statuses and create a clear and concise business process.Create a list view in Salesforce for each SDR, BDR, and inside sales rep, so that they can view all their new contacts and work them daily.Use Process Builder to allow an action to create an opportunity contact role record, based on the contact or contacts selected in a custom lookup field, using the contact status as a trigger.For every marketing effort, digital ad, tradeshow, and sales cadence, you must always consider what happens to prospects that are net new versus existing leads and then what happens to leads versus contacts.Your job is never done. - As your business processes change, take an audit of all the things that will be affected that may need to be updated. Always add guidance for each status on your path, this is a great space to define what the statuses mean and who is responsible for gathering the information.Determine who will own the path process. - Quarterly reviews of adoption and reporting should help define the updates. Those using the process should be the ones giving the feedback.Align your page layouts to support path and processes with segments that are labeled accordingly.Make sure you add your connector user if you are Legacy Pardot, or B2BMA Integration User if you are upgraded or using the V2 connector, to the Queue, so that Pardot can assign tasks to the Salesforce Queue. - You will also need to map your Salesforce Queue to Pardot so you can use it in completion actions.  Social#PardotLifeHackers#TrailblazerTalk#Ohana#Martech#marketingoperations#marketingadmins 

As Jennifer Lynn Schneider takes trailblazers through the marketing to sales lead Hand-Off Series, she brings in a guest to discuss Pardot Einstein and the powerful features of the product that aligns marketing and sales.A Technological Expert in Analysis and Product Management, fellow Salesforce Ohana member, and Product Manager at Salesforce, Alon Shvo, takes listeners through each feature of Pardot Einstein and describes how they can be leveraged for gaining marketing insights to align with sales and focusing in on driving more revenue for the company. TakeawaysPardot Einstein is a set of AI driven features helping marketers to market and sell smarter.The Behavior Scoring Feature of Pardot Einstein is an intent model that uses machine learning to identify marketing engagement patterns of prospects and the likelihood that their patterns will result in an opportunity for sales.Behavioral scoring is on a scale of 1 - 100 to eliminate the guesswork of what a score of 250 or 500 means.If you do not have engagement history enabled for your sales reps to see the marketing campaigns that leads have engaged with, you are taking away their ability to leverage the past experiences that the prospect has had with your brand.Einstein Lead Scoring takes data from the lead object such as title and industry, and analyzes the historical data of the profile of leads that have converted into opportunities in the past, then it compares this data to the leads you currently have. It allows teams to see which leads are the most likely to convert, so you can focus on what really drives revenue.Do not try and push as many prospects to sales as possible, you want to push leads that are ready to buy.If you have prospects in Pardot that are not synced to Salesforce, you will not be able to utilize lead scoring for those prospects, because lead scoring operates from the lead object in Salesforce.Campaign Insights analyzes prospect engagement activity with your campaigns and the audience characteristics, to provide key performance insights about the campaign.There are two sides to attribution. The attribution that drives visitor conversion to prospects and then the attribution that contributes revenue to the company. Connect with Alon:LinkedIn: https://www.linkedin.com/in/alon-shvo-a5235254/Trailblazer Community Profile: https://trailblazer.me/id/ashvoSalesforce: https://www.salesforce.com/Pardot Product Release Webinar: Power Your B2B Marketing with AI and Analytics: https://www.salesforce.com/form/events/webinars/form-rss/2194920?d=7010M000002QXEDQA4 Social#PardotLifeHackers#TrailblazerTalk#Ohana#Martech#MOPS#marketingadmins

Have your out of the box B2BMA Dashboards disappeared even though your user permissions and connected app settings have not changed?Jennifer Lynn Schneider presents a how to guide that takes Admins through considerations and step by step actions to resolve this issue. This process depends on your App version, how your user permission sets are allocated, and also whether or not custom dashboards have been created, so tune in and let’s get your out of the box dashboards back! Useful LinksB2B Marketing Analytics App Template: https://www.pardot.com/training/b2b-marketing-analytics-app-template/

Does your team have a defined process of what the journey looks like for a net new lead to become a qualified sales ready lead? Do you know when the hand-off to sales should occur?Jennifer Lynn Schneider presents the first of the three-episode Hand-Off Tactical Series from marketing to sales, starting with net new and existing leads. If your marketing and sales teams are not aligned, and a process is not articulated, there will only be frustration and lost opportunities. Tune in because this episode is filled with ideas and of course, life hacks, for how marketers can leverage their assets to qualify leads and how the Salesforce Path feature can help define your business processes. TakeawaysUnderstanding how your Salesforce lead object is configured and what role it plays into the business process should be a foundational part of your marketing actions.Consider using a net new lead marketing queue to separate out the lead records that still need to be further enriched with more data and are not quite sales ready.Path allows your team to create instructions and draw attention to key fields that need to be completed prior to the next status. This helps streamline training for marketing and sales and articulates the lead hand-off process.Sales and marketing need to understand what lead fields are required before an opportunity is created, so they can both align their processes to further enrich the lead record.Use dynamic lists and engagement studio nurture programs to gather information for required lead fields. If a lead expresses they are interested in a particular product, but you still do not know their company, then they can be entered into a nurture program about their product of interest, while your team can get to know more about them.When you have required lead fields in your database, do not try and ask for all of these fields at once on a form. Use the Pardot progressive profiling feature as it will ask for new information every time a prospect returns to that form.If you are not using conversational marketing, consider it, because you can also leverage this to answer questions and further enrich lead records that are still lacking the required information. #PardotLifeHacksUse the lead Path feature within Salesforce to align lead statuses and create a clear concise process for your company.Always add guidance for each step that is on your Path. - This is a great space to define what the status means and who is responsible for gathering the information.Determine who will own the Path process. - Use quarterly reviews of adoption and reporting to help define the updates. The team using the current Path process should provide their feedback which should drive the necessary updates.Align page layouts to support Path and sales processes, with sections that are labeled accordingly.Be sure to set your sync behavior of the established lead fields appropriately in Pardot. - For example, lead source should always use Salesforce’s value, so that Pardot cannot overwrite the information if a value is already there. However, a last touch field sync would need to be the most recently updated value, so that it can overwrite each time. Useful Links:Salesforce Help Article l Path Lightning Community Component: https://help.salesforce.com/articleView?id=rss_sales_path.htm&type=5Salesforce Help Article l Guide Users with Path: https://help.salesforce.com/articleView?id=path_overview.htm&type=5 #Social#PardotLifeHackers#TrailblazerTalk#Ohana#Martech#MOPS#marketingadmins

Bitly is updating their authentication methods, which means you will need to update the connector settings in Pardot if you want to continue to use this connector. The update needs to be made by March 1st, so tune into this #PardotLifeHack QuickTip from Jennifer Lynn Schneider, as she walks you through the steps for updating the Bitly connector settings in Pardot.  Useful LinksSalesforce Pardot Bitly Connector Update https://help.salesforce.com/articleView?id=000352083&language=en_US&language=en&type=1&mode=1

If you were to ask your marketing and sales teams a question, would they give you the same answer? Are your teams aligned, or do they have different goals?As marketing works hard to nurture leads to move them along in their buyer’s journey, what does the hand-off process to sales look like? Does your team have one established?Jennifer Lynn Schneider discusses this conundrum with 3x Salesforce Certified Ohana Member, Marketing Strategist, and Technology Consultant, Henrik Becker, to talk through some of the problems that organizations face and best practices for creating an established hand-off process. TakeawaysHave marketing and sales get on the same page about what both departments are working toward to battle against silos.Dedicate the time to put a process in place and to have on-going training for your team to have a polished lead to opportunity, marketing to sales, hand-off. If each department has a different answer to a question about your company goals, your team is not aligned.“You can’t automate a process that is not there.” - Henrik BeckerMarketing automation done well, should make prospects feel like they are being taken care of.As a marketer, be strategic, take a step back and ask why are you doing this particular marketing activity? What goal is this activity trying to achieve?Think about the customer journey you want to create when designing your marketing touchpoints for prospects. If you were the prospect, what kind of journey would you want to have?Don’t hesitate to begin the process of aligning your marketing and sales teams, you have to start somewhere. #PardotLifeHacksBring your digital marketers into your B2B demand gen process. - Show them how they are impacting sales and revenue with dashboards and reporting and then designate them responsibilities that tie into your Salesforce campaigns. Useful Links:Henrik Becker LinkedIn: https://www.linkedin.com/in/henrikbecker1984/Henrik Becker Twitter: https://twitter.com/beckerhenrik #Social#PardotLifeHackers#TrailblazerTalk#Ohana#Martech#MOPS#marketingadmins

Jennifer Lynn Schneider delivers this special of Products We Love, featuring Qualified.com, the #1 live chat and chatbot platform for Salesforce Pardot. Find out why Jennifer loves the platform so much and what it can do for your marketing and sales teams to engage with your ideal buyers in real time. Useful LinksQualified.com - https://www.qualified.com/ ResourcesDo you want to find out more about Qualified.com? Check out Cheshire Impact’s next webinar on February 13th, with the Qualified team! Use this link to register: https://go.cheshireimpact.com/cheshwebinar/qualified

Jennifer Lynn Schneider presents this QuickTip on how to prepare your org for the Lightning Experience. Salesforce has extended the critical update until the end of the month, January 31st, for when your users with the lightning experience user permission will see the “Switch to Lightning Experience” link.Have you been avoiding switching to lightning because you feel your org or your users are not quite ready? This QuickTip provides some great ideas, best practices, and of course life hacks, to get your house in order for when the lightning experience comes. #PardotLifeHacksProcess training is the #1 overlooked action by most companies and it is the #1 thing that will hold you back. - Not preparing your organization and end users can hold up essential processes such as ROI reporting and attribution. To keep everything running as it should, take the time to train your team. Useful LinksTurn on Lightning Experience: https://help.salesforce.com/articleView?id=000317946&type=1&mode=1

Jennifer Lynn Schneider provided her suggestions for *How to Pick the Right Partner, now she gives her top suggestions for How to be a Great Client. Do you want to know what will help your partner succeed in their project for your business and how to best collaborate with them? Check out this episode to hear the other side of the story.*#16 How to Pick the Right Partner - https://www.pardotlifehacks.com/e/how-to-pick-the-right-partner-pardot-life-hacks-16/ Jennifer’s Top Suggestions for How to be a Great ClientBe clear, honest, and decisive about what you want in the scoping process. Having multiple scoping calls is for your benefit as specific services need to be determined.Have a realistic budget for the services you request. Prioritize your requests to align with your company goals. Target your business’ top three pain points to make your budget worth while.Be willing to take expert advice and recognize when an industry expert gives that advice. Remember that a good partner will challenge you.Complete the homework or prep work that your partner recommends on time. The partner is often at a stand still on the project until your prep work is complete.Please pay on time. Missed payments could delay your project and your partner can get booked up in the time that they are waiting for your payment. This is not helpful to either party.Respect SLAs and use communication tools put in place. Your lack of preparation is not your partner's emergency. The more you use them as a scapegoat the less likely you are to receive the budget you need to hire them for future projects.Be a good human and embrace empathy. Your partner is just like you and has a life outside of work.Plan and execute with a big picture in mind.Don’t be afraid to make changes and fail. True trailblazers adopt new features, experience early bumps, but also have the chance to discover a work around, before everyone else that may be playing things safe.Keep your partner in the center of your business and introduce them to decision makers. Most clients don’t take full advantage of their industry experts. #PardotLifeHacksYour tech stack is not a box. - It is not something you build and then leave. Think of your tech stack as a garden that you have to keep up and that needs to change as your priorities do for your business.Set 1-3 objectives on your scope of work and then allow for a bank of hours to handle things that come up. - Consider doing this especially if you cannot clearly explain what you need to your partner.Don’t be afraid to hold objective meetings prior to meeting with your partners. - Work with your operations and sales teams to learn their priorities, so that you can all align on what should be done with the budget that you have.If you lack time management or resources to complete the work, ask your partner to set up times to meet with you, to work on it together. - Just keep in mind that this could possibly delay your timeline.As the POC for your partner, fully understand the payment terms of your SOW and know your internal accounting process. - If payment takes three weeks to process, then start the process three weeks in advance.If you have to use email to communicate, create a folder with rules for all communication to go in there regarding your project. - Establish subject lines that trigger urgent needs, so that all parties are aware of the communication protocols.Slow and steady wins the race. A project that has a well-thought out plan, typically has a slower start. - There needs to be time for setting up the project management tool and building a timeline. This will result in a bigger payoff. Don’t be afraid to be an early adopter. - Expect that there will be bumps along the way and set expectations with your leadership ahead of time.Your partner is an extension of your skills and leadership. - They are not there to take your job, but to help you and your business succeed. #Social#PardotLifeHackers#TrailblazerTalk#Ohana#Martech#MOPS 

Jennifer Lynn Schneider presents this QuickTip on what to expect and what to do now that the Chrome Browser default is going live on February 4, 2020 and how it can affect your tracking and reporting with Pardot. Useful Links:Enable SSL to Use an HTTPS Tracker Domain - https://help.salesforce.com/articleView?id=pardot_admin_tracker_domain_ssl_enable.htm&type=5Default a Tracker Domain to HTTPS - https://help.salesforce.com/articleView?id=pardot_admin_tracker_domain_default_https.htm&type=5

Having the right partner at your side can be the difference between feeling supported or frustrated when dealing with your tech stack. However, with so many partners out there and the stress of purchasing new technology it can be difficult to discern for who the right partner is.To help ease the process, Jennifer Lynn Schneider gives her top considerations for choosing the right partner for your business needs. She encourages listeners to look beyond budget, tactical skill, and quick promises, and to think about their business strategy, and investment in your company.  Jennifer’s Top Considerations for picking the right partnerDo they specialize or are they a jack of all trades? Does their specialized skill align with your business needs?Do they have a competitive edge in the industry, that sets them apart from the rest?Do they have process and project analysis methods? This gives you insight into their experience. Find out what tools they use for project management.Do their culture and values align with your company’s?Do they have reference and credibility in the industry?Is the partner invested in your business’ future and push you out of your comfort zone? Do they provide multiple options for how your business could execute processes? Their drive to push your team to be the best will show how much they care.Are they focused on budget alone to win your business? Offering a cheaper deal could lead to cutting corners and not allocating for the appropriate amount of hours needed to properly execute a project. Beware of deals that are too good to be true.Do they understand the technical and business side of your company?Do they have empathy? How does this partner vocalize your business needs? What is their tone like on calls with you?What is their team structure that can support you?“The right partner is not just a transaction…” - Jennifer Lynn Schneider #PardotLifeHacksFind conferences or events in your area where a potential partner will be speaking. - This allows you to meet the team, before you meet the team. If they are not speaking at an event, check their social media, blog, or podcasts. What kind of thought leadership are they putting out to the community?Do not take a potential partner’s word for it, do your own research. - Talk to their customers and find out how the partner communicates and supports the goals of their customers. Ask their customers how the partner responds to adversity.Don’t be swayed by shiny squirrels and demos. - Your team’s goal is to improve your business, not adopt new technology for tech’s sake. Be sure that this is the right time for your business to adopt new technology, so that your efforts are scalable. #Social#PardotLifeHackers#TrailblazerTalk#Ohana

Jennifer Lynn Schneider responds to the below question from fellow #PardotLifeHacker, Stephen Meyer, from Agility Recovery. "How can we create one landing page that you can use for a whole bunch of different channels (paid search, re-marketing, display, organic/direct, partners, social, etc.) and how can we properly set them up to add to the correct corresponding SFDC campaign that’s tracking each channel’s success?In the past, we were told you had to have a dedicated form and landing page for each source, which made things messy when we were using some of our best pieces of content for a dozen or so outlets/channels."She answers Stephen’s questions with a few different options of how to execute best practices and of course some #PardotLifeHacks. TakeawaysTo capture the engagement from multiple channels for one landing page, consider using custom redirects for each channel. For example, you can create a separate custom redirect for LinkedIn, Twitter, and Facebook all leading to the same landing page. Then create completion actions that assign prospects to the associated campaign with the status of either LinkedIn, Twitter, or Facebook.To track the last touch of each lead, you can create a last touch lead source custom field in both Salesforce and Pardot.Campaign statuses allow the marketer to view how prospects are engaging throughout the campaign. To view campaign status metrics on a dashboard, create a component for campaign statuses, so that the data will automatically update with a visual of which status is getting the most engagement.To track engagement with your top content, consider creating a Top Content Parent Campaign and then each piece of content you want to track would be a child campaign underneath this parent. In a dashboard you can filter by this Top Content Parent campaign and then all of the children associated to this parent will automatically show up. #PardotLifeHacksBe sure to change the sync behavior in Pardot to use the most recently updated record if you want the last touch lead source custom field to constantly update or overwrite. - Pardot only fills in null values in Salesforce, so if you want Pardot to be able to overwrite, you need to change the sync behavior.Enable engagement history custom reports to boost reporting and attribution. - With engagement history reporting, you can create a component that has landing page views versus submissions, specific to each campaign all within Salesforce lightning.Add the API Name of any Salesforce Pardot Field after the iframe code of a Pardot Form to fill in that field rather than using a completion action. Add global filters to your Salesforce lightning dashboards. - This allows you to manipulate the data in whichever way best suits your business needs. You can filter by campaign start date, lead created date, etc. Shout Out:0:42 Stephen Meyer #Social#PardotLifeHackers#TrailblazerTalk#Ohana

This is it #accidentaladmins and #accidentalmarketers! The fifth episode of the five-part *Salesforce Object Series.Jennifer Lynn Schneider explains the Campaign Influence Object from its definition to the steps for enablement. She provides ideas for reporting, process, and of course, some Pardot Life Hacks to consider along the way.*Episode 1 of 5 of the Salesforce Object Series: The Lead Object for Marketing Admins - https://www.pardotlifehacks.com/e/salesforce-object-series-episode-1-of-5-the-lead-object-for-marketing-admins-pardot-life-hacks-08/ TakeawaysCampaign influence helps you to understand how your campaigns are affecting your opportunity pipeline.For campaign influence to show up on an opportunity, a contact must be on the contact role of the opportunity, under related lists. Salesforce campaigns take the contact as the connection between the campaigns involved and the opportunity.If you see something in your org setting that is different, talk to your Salesforce Admin and ask questions. Build that relationship and trust with them. Don’t be complacent, challenge the status quo, but do it in a helpful way.Campaign influence is retroactive, when enabled, it will start running calculations on all opportunities that have the contact role completed.There are four model settings to choose from for customizable campaign influence: the original primary campaign source model, first touch, last touch, and even distribution. Create custom report types for each influence model, so that your team can compare what the data looks like with first touch and what the data looks like with last touch. The team can then decide what model works best for your business. #PardotLifeHacksConsider using vocabulary like project instead of campaign when referring to your goal initiative. - This is because the word campaign is overused and has multiple definitions to it.If you do not have Pardot yet or have not yet enabled connected campaigns you can still enable the campaign influence 1.0 setting in salesforce.Don’t be scared of enabling campaign influence. - It simply aggregates existing data which you can change with the auto association settings or by improving your internal processes as a company.If you have other models and another one is default, stop. - Talk to your Salesforce Admin, and your sales, operations, and marketing teams to discuss before moving forward.Don’t set campaign influence up and forget it. - This is a living object that should change as your business process does and should reflect what your business needs are at the time.In order to add any of these related lists to the page layouts, the System Administrator also needs to have the Permission Set with Enable Access to Customizable Campaign Influence. Useful Links:Campaign Influence - Understand how your campaigns are affecting your opportunity pipeline.https://help.salesforce.com/articleView?id=campaign_influence_parent.htm&type=5How is Campaign influence different from ROI reports?https://help.salesforce.com/articleView?id=faq_campaigns_how_is_campaign_influence.htm&type=5Set Up Customizable Campaign Influencehttps://help.salesforce.com/articleView?id=campaigns_influence_customizable_setup_parent.htm&type=5Configure Customizable Campaign Influencehttps://help.salesforce.com/articleView?id=campaigns_influence_customizable_setup.htm&type=5Enable Users for Customizable Campaign Influencehttps://help.salesforce.com/articleView?id=campaigns_influence_customizable_setup_parent.htm&type=5Add Customizable Campaign Influence to Page Layoutshttps://help.salesforce.com/articleView?id=campaigns_influence_customizable_add_to_layouts.htm&type=5Designate a Default Campaign Influence Modelhttps://help.salesforce.com/articleView?id=campaigns_influence_customizable_set_primary_model.htm&type=5Lock a Campaign Influence Modelhttps://help.salesforce.com/articleView?id=campaigns_influence_customizable_lock_model.htm&type=5Manage Customizable Campaign Influencehttps://help.salesforce.com/articleView?id=campaigns_influence_customizable_manage_parent.htm&type=5Add Influential Campaigns to an Opportunityhttps://help.salesforce.com/articleView?id=campaigns_influence_customizable_add_to_opp.htm&type=5 Shout Out:0:37 Everyone Jennifer met at Dreamforce and OpsStars #Social#PardotLifeHackers#TrailblazerTalk#accidentalmarketer#accidentaladmin

The Cheshire Impact Team is going to Dreamforce 2019, so to get to know them a little more, Jennifer Lynn Schneider interviewed the team.They share their first encounters with Salesforce stories, what they are looking forward to at Dreamforce, and their advice for trailblazers that are looking for a partner to help them in their journey.Listen to this episode to meet the Cheshire Impact Team! JenniferLives in: Omro, WILikes: Travel, painting, music, gardeningFirst encounter with Salesforce: Working in radio, she became an accidental admin.Favorite Pardot Feature: Dynamic ListsLooking forward to at Dreamforce: Fireside Chat with Marc Benioff and Tim CookMeeting up with the trailblazer ohana!Advice to a Salesforce Pardot user when they are looking for a partner: Understand what to ask and make sure your choice is not just tactical. Make sure they have a deep passion for your business process and strategy. DavidLives in: Atlanta, GALoves: His family, pets, and the Cheshire Impact teamFirst encounter with Salesforce: His Dad used Salesforce when he was nine-years-old and he started using it professionally seven years ago.Favorite Pardot Feature: Lead scoring and gradingLooking forward to at Dreamforce: The atmosphere, it’s like going to Disney World for the first time!Learning and have interactions with great minds!Advice to a Salesforce Pardot user when they are looking for a partner: Do your research and understand your partner’s methodology. EriLives in: Boise, IDLoves: Food and her daughterFirst encounter with Salesforce: In 2009 for her first job out of college as a Benefits SpecialistFavorite Pardot Feature: Form fill completion action of notifying the assigned userLooking forward to at Dreamforce: 1st Dreamforce, super excited!Barack Obama’s speaking sessionMaking new connectionsAdvice to a Salesforce Pardot user when they are looking for a partner: Be open to your consultant’s expertise and recommendations. LoganLives in: Atlanta, GALikes: To tell storiesFirst encounter with Salesforce: In 2010 with Veem as a BDRFavorite Pardot Feature: Dynamic contentLooking forward to at Dreamforce: Meeting the people we get to talk to on the phone everydaySeeing San FranciscoAdvice to a Salesforce Pardot user when they are looking for a partner: Find someone you trust, someone that is honest with you and cares. CaseyLives in: Nashua, NHLikes: Pardot, marketing automation, adventure, skydiving, and climbing mountainsFirst encounter with Salesforce: At a small company that was using Netsuite that switched over to SalesforceFavorite Pardot Feature: Forms to capture leadsLooking forward to at Dreamforce: The connections, being in close proximity with other people who really care to be there.The expo, walking around and seeing the latest technology.Advice to a Salesforce Pardot user when they are looking for a partner: Don’t settle for someone that is learning it with you, or all about the technology, but does not understand your business case. Find someone that also knows the strategic aspects. Connect with Team Chesh!CaseyLinkedIn: https://www.linkedin.com/in/caseycheshire/Twitter: https://twitter.com/CaseyCheshJenniferLinkedIn: https://www.linkedin.com/in/jenniferlynnschneider/Twitter: https://twitter.com/JenTalkTech2MeLoganLinkedIn: https://www.linkedin.com/in/loganchilds/Twitter: https://twitter.com/loganchilds23DavidLinkedIn: https://www.linkedin.com/in/thedavidyoungblood/EriLinkedIn: https://www.linkedin.com/in/eri-morita-052b8413/ Jennifer’s & Casey’s Ask the Experts Bar SessionsJenniferTuesday 11/19 1:30 - 3:00 pm l Ask the Experts Seat #4Wednesday 11/20 1:30 - 2:30 pm l Ask the Experts Seat #1Thursday 11/21 1:00 - 2:30 pm l Ask the Experts Seat #2CaseyWednesday 11/20 12:30 - 1:30 pm l Ask the Experts Seat #1Thursday 11/21 12 - 2:30 pm l Ask the Experts Seat #3 Shout Outs:20:01 - Eri 1st Time Dreamforcer32:00 - From Jennifer: Please stop by and see her at the Ask the Experts Bar32:18 - From Casey: Come stop by and meet us!32:57 - From Logan: Come by the Off the Grid Sessions, Marketo & Hubspot33:31 - From David: Meet with me and say hi!33:56 - From Eri: Meet with me at the cafe! #Social:#pardotlifehackers#TrailblazerTalk#DF19#TeamChesh

Whether you’re a Pardot marketer learning Salesforce, or a Salesforce admin diving into Pardot, the *Salesforce Object Series will help you understand how the objects interact with the close Salesforce Pardot relationship.The series continues as Jennifer Lynn Schneider breaks down Tasks & Activities. She shares how to take them to the next level and how to use them in your reporting to drive more closed won opportunities. Check it out!*Episode 1 of 5 of the Salesforce Object Series:The Lead Object for Marketing Admins - https://www.pardotlifehacks.com/e/salesforce-object-series-episode-1-of-5-the-lead-object-for-marketing-admins-pardot-life-hacks-08/ TakeawaysYour activities and history are visible on all core objects, they are an aggregate of all tasks, events, and calendars.Jen’s favorite place to track tasks is list view. List views allow for in-line editing and to see only what matters to you, the user.An admin’s customer is the end user.Tasks can also be viewed in chatter to share information across teams.Tasks should be triggered from Pardot on things that need action now. For example, a meeting request, or submission on your contact us form.Pardot automation rules can be used to trigger a task based on certain criteria such as a lead grade or score.Tasks are not necessary for every time someone downloads a piece of content, registers for a webinar, nor every time someone stops by your booth at a tradeshow.At least 50-65% of databases are filled with contacts that have not been touched in over six months. To stay connected with these contacts, triggers can be set in Pardot based on last activity to enter the contacts into a nurture campaign.When adding a task to an account record, be sure to manually add the related contact to that task, otherwise the task will only be related to the account.Using activity reports with opportunities allows you to see what activities are happening at different stages of the opportunity and to see what actions are yielding closed won results.“Activities connect the road to opportunity or no opportunity. Your activities, if well executed, will tell your customer’s journey, and uncover your biggest weaknesses while celebrating your best combined strategic efforts.” - Jennifer Lynn Schneider #PardotLifeHacksBe sure to add the Task component in the home page of Salesforce.com. - Your team can then manage tasks that are due today, overdue, and future tasks assigned to them, first thing as they log in.If you want to increase adoption you need to give the end-users multiple ways to view their information. - Train the end-users on basic customizations.Don’t create a task for every interaction. - Be strategic and use your sales leaders to help decide when a task should be created. Too many tasks will result in them eventually being ignored.Use progressive profiling to qualify leads faster. - Everytime a prospect returns to a form, ask for different information to help further enrich their lead record and collect qualifying information for sales.Don’t be afraid to customize your tasks. - Consider adding a task type drop down menu or using detailed subject lines to help you understand the activity history at a glance.Run an activities with opportunities report. - Group by account and filter by custom fields that are prevalent to your organization or use opportunity stage to see what activities are happening in what stage like prospecting or negotiating.Add a related lookup field to contact and lead record tasks to relate follow-up activities to the campaign the Pardot task was created from. Useful Links:Intro to Tasks Video: http://salesforce.vidyard.com/watch/XyjzCo8PpbCZz-2MV-laPQActivities: Tasks, Events, and Calendars: http://salesforce.vidyard.com/watch/XyjzCo8PpbCZz-2MV-laPQGuidelines for Using Tasks: https://help.salesforce.com/articleView?id=creating_tasks.htm&type=5Set Up Tasks for Your Sales Reps: https://help.salesforce.com/articleView?id=customizeactivities_taskoptions.htm&type=5Activities Reports: https://help.salesforce.com/articleView?id=activities_shared_understanding_reports.htm&type=5 Shout Out: 20:07 - Momoka Nakamura, Phoebe Heretz, and their teamhttps://www.linkedin.com/in/momoka-nakamura-94baa742/https://www.linkedin.com/in/phoebe-heretz-713953a9/ #Social#pardotlifehackers#TrailblazerTalk#accidentalmarketer#accidentaladmin#DF19 

Salesforce Admins are now finding themselves working with Pardot, now that the two are married. To get the perspective of Salesforce objects, product trends, and product releases for all of our Pardot marketers and to give the background for how all of this works with Pardot, Jennifer Lynn Schneider brings in a veteran Salesforce admin.A Salesforce.com MVP Alumni, a host of the Salesforce Admin Podcast #AwesomeAdmin, and the Senior Admin Evangelist at Salesforce, Marc Baizman, gives his take on the Salesforce Admin outside looking into Pardot, upcoming product updates, and his advice for those attending Dreamforce. If you are an #accidentaladmin or #accidentalmarketer, this one is for you. TakeawaysA lead is the first contact point with your organization. They come from in-person events, or you get their business card, but the point is that they are new to you. It’s the start of a relationship that you may or may not convert to dating.An account is a company your organization has a business relationship with. They could be a customer or a potential customer.New admins tend to want to over customize. However, they need to ask themselves, what fields are actually being used? What is the business process? What is the point of taking the time to customize a field that your team does not use?Establish a qualification process with your team of when to create an opportunity. What information does the sales team member need to have, to take that step?Define within your organization what you care about as it pertains to understanding what activities lead up to the outcome of a deal. You should not have to log every single call, but when certain results happen from particular calls, perhaps you are logging those.You HAVE to be using opportunity contact roles to get attribution for the marketing campaigns that contributed to that opportunity. Without that, you cannot see what marketing activities the people on that opportunity engaged with.Jennifer’s top advice for Salesforce admins that now find themselves working with Pardot: Many of the new features, like Engagement History need to be provisioned in Production. These changes are simply aggregating data, like custom report types and new components being added to page layouts.  Pardot marketers will need access to Salesforce, especially with lightning. The marketing team needs the CRM or Sales Cloud user permission set licenses.For new Salesforce admins coming into Pardot, start by owning the sync error queue.Pardot Engagement Studio allows you to segment and nurture leads that are not hot and ready.Marc’s Trailblazer Community top tips: Find your local trailblazer community group, they meet offline. Find a Salesforce Saturday group near you. They could help you study for things like certification.Marc’s advice for Dreamforce:Wear comfortable shoes, not a heavy backpack.Do not over schedule yourself, prioritize your time.Talk to other humans, you never know who you are going to meet. Put good conversation before running off to your next session, finish the conversation.Do not do work meetings the week of Dreamforce. If you try to multitask, you will do neither Dreamforce nor work well. It costs a lot of money to be there, so make the most of it and be present.Take care of yourself. Hydrate, eat, and bring medicine because we do not want you to get the Dream Flu #PardotLifeHacksPut your Business Analyst hat on. - It’s now more important than ever to ask questions. You all share data now and you may be the only bridge between marketing and sales processes. Best practice is to realize that nothing lives in Pardot alone. - We only want to collect useful information. What is your sales team using? How can you enrich the leads in the database by collecting relevant data to fill in the fields. Make sure that all your marketing users have the marketing user checkbox true on their user record inside of Salesforce.A prospect can be a Salesforce lead or contact, Pardot does not differentiate. Your prospect list could be leads or contacts.The act of assigning your prospect is the trigger that creates a net new lead inside of Salesforce.  Links to Find Marc BaizmanLinkedIn: https://www.linkedin.com/in/mbaizman/Twitter: https://twitter.com/mbaizmanSalesforce Admins Podcast #AwesomeAdmin: https://admin.salesforce.com/salesforce-admin-podcastSalesforce Admins Podcast episode Salesforce for Good: Billy Daly hosted by Marc Baizman: https://admin.salesforce.com/blog/2019/salesforce-for-good-billy-dalySalesforce Admin: https://admin.salesforce.com/  Trailblazer Community and Trailhead Links:Find your local community group! www.trailblazercommunitygroups.comTie Accounts to Campaigns - Trailblazer Community post about this: https://success.salesforce.com/0D53A00004aXkQtTop  5 Trailhead Modules for adminsPardot Lightning App Basics: https://trailhead.salesforce.com/en/content/learn/modules/pardot-basics-lightningPardot Salesforce Integration for Lightning App: https://trailhead.salesforce.com/content/learn/modules/pardot-salesforce-integration-for-lightning-appPardot Process Automation for Pardot Lightning App: https://trailhead.salesforce.com/content/learn/modules/pardot-process-automation-lightningSummer '19 Release Highlights: https://trailhead.salesforce.com/content/learn/modules/summer-19-release-highlightsWinter '20 Release Highlights: https://trailhead.salesforce.com/content/learn/modules/winter-20-release-highlightsPardot | Engage | B2B Marketing Analytics Mix  by Jennifer Lynn Schneider - Everything Pardot -Soup to Nuts: https://trailhead.salesforce.com/users/00550000007njXQAAY/trailmixes/pardot-engage-b-2-b-marketing-analytics-mixGet Obsessed: The Salesforce Side of Pardot Functionality  by Jennifer Lynn Schneider - To fully make the connection between SFDC and Pardot, get obsessed with these objects, campaigns, opportunities, reports and dashboards! https://trailhead.salesforce.com/users/00550000007njXQAAY/trailmixes/get-obsessed-the-salesforce-side-of-marketing-automation-pardotGive Sales some Love too.. by Jennifer Lynn Schneider - In all of this don't forget your sales team! https://trailhead.salesforce.com/users/00550000007njXQAAY/trailmixes/give-sales-some-love-tooAll things Pardot | Support | Training & Certification: https://www.pardot.com/successCRM skills for Pardot Users by Ann Beattie - For Pardot Admins working in Pardot Lightning. Take a dive into Salesforce CRM Lightning & enhance your Pardot and Salesforce experience. https://trailhead.salesforce.com/users/abeattie/trailmixes/crm-skills-for-pardot-users  #Social#pardotlifehackers#TrailblazerTalk#accidentalmarketer#accidentaladmin

Marketing admins are diving deeper into Salesforce now more than ever. Having a knowledge of the Salesforce objects will take your marketing automation operations up a notch. To all the #accidentaladmins and #accidentalmarketers out there, this one’s for you.Jennifer Lynn Schneider delivers episode three of the *Salesforce Object Series, The Opportunity Object. She defines the opportunity object and how it is the doorway to campaign attribution and essential segmentation.Are you a marketing admin that is using the Salesforce opportunity object to its fullest potential? Listen to this episode and find out!*If you missed episode one and two of the Salesforce Object Series, start with The Lead Object for Marketing Admins episode here: https://www.pardotlifehacks.com/e/salesforce-object-series-episode-1-of-5-the-lead-object-for-marketing-admins-pardot-life-hacks-08/ TakeawaysAn opportunity is created when you have monetary conversations with a contact that is directly related to your product or services.The contact needs to be associated to the opportunity via the contact role under related lists. This allows for attribution to be given to the campaigns that contact is a part of.You can use contact roles to create segmentation lists and also as a filter with reports.An opportunity is NOT a person.Ask your admin and sales team members what all the custom fields in Salesforce are used for. Which custom fields matter to them? Learn their process and use this in your marketing operations.An opportunity stage is a default field and will not show up under the custom fields list. This default field can be used for automation rules or dynamic lists.Use a dynamic suppression list to keep from emailing contacts that are at a crucial opportunity stage. #PardotLifeHacksThe opportunity object and the contact role related list is currently the only link back to attribution for the campaign. It is the key trigger to Pardot and Salesforce ROI.Use an *Opportunities with Contact Roles* report. Navigate to filter and type in the contact role. Run the report and segment your database. You could then use this segmentation to push certain contact roles to targeted campaigns.Use an *Opportunities with Contact Roles* report, with the filter opportunity won, or any stage you’d like, and then select from the dropdown  the contact role values you desire. Now you can see a breakdown of all your contact roles in a pie chart when a dashboard is created from this report.Build a suppression list as a dynamic list for when your prospects are a part of an open opportunity or at a particular stage of an opportunity.If you’re not paying attention to the details, your competition is. Make a suppression list that keeps from emailing contacts that are a part of an open opportunity. Do not have your own horror story! #Social#pardotlifehackers#TrailblazerTalk#accidentalmarketer#accidentaladmin