Pardot Life Hacks

Latest Episodes:

The Snippets Secret - Pardot Life Hacks - #38 Mar 02, 2021

Show notes

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

Person Account Protocol - Pardot Life Hacks - #37 Feb 23, 2021

Show notes

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

The Case for Custom Objects - Pardot Life Hacks - #36 Feb 16, 2021

Show notes

Let’s talk about custom objects! How can we use them, what are the constraints, and what is the best way to utilize this feature?

A Salesforce 2021 Marketing Champion, 3x Salesforce Certified Ohana Member, Marketing Automation Strategist, Co-leader of the New Hampshire Salesforce Pardot User Group, Marketing Automations Solution Architect at Fishnet Media, Dan Umbro, delves into the functionality of custom objects.

Takeaways

Dan Umbro’s favorite Pardot Life Hack: Using the Pardot URL field to assist with data clean up in identifying which record is syncing back and forth between Salesforce and Pardot.This is great when having to merge duplicates and identifying the master.
Pardot Custom Objects are a great way to bring in more of your Salesforce data and be able to automate marketing activities or tasks off of that.
Be aware of these constraints when using Custom Objects:
- You cannot use its data as an email variable tag
- They are read only
- You can get up to 4 custom objects in Pardot Advanced Edition
- Objects sync in the background every 10 minutes
If you are working in the Pardot Lightning app, think about becoming Salesforce Admin certified! It will help you take advantage of automations and workflows in Salesforce to tie into different solutions in Pardot.
Custom Objects are super valuable when it comes to product renewal. Use them to find every Pardot prospect who is related to a product in Salesforce that was sold over 300 days to begin reaching out for yearly subscription renewals.

Useful Links

LinkedIn: https://www.linkedin.com/in/danielumbro/
NHB2B User Group: https://twitter.com/NHB2B
Fishnet Media: https://www.fishnetmedia.com
Trailhead: https://trailhead.salesforce.com/en/home

Shout Outs

1:52 NHB2B
11:53 Logan Childs
48:04 Brian Roff
48:57 Lara Black
50:02 Stephen Stouffer
50:04 Mike Creuzer

Social

#CustomObjects
#TrailblazerTalk
#Salesforce
#Pardot
#SalesforceCertified
#PardotLifeHackers
#SalesforceOhana

Ways to Tune In

The Do’s and Don’ts of Lead Management - Pardot Life Hacks - #35 Feb 09, 2021

Show notes

Leads leads leads! They can be great when they meet the qualifying criteria and lost when they are not managed properly. How can organizations best manage net new leads? A Salesforce 2021 Marketing Champion, 14x Salesforce Certified Ohana Member, Speaker, Creator of the series, #SalesforceResponsibly, and Enterprise Solutions Architect at fullOpp, Erick Mahle, discusses lead management, everything from statuses to queues, and shares how in some cases when the Lead Object may not be necessary.

Takeaways

Erick Mahle’s favorite Pardot Life Hack: The ability to skip sending a prospect over as a Lead in Salesforce and sending them from Pardot as a Contact instead. This helps simplify the process for smaller organizations that may not need to use the Leads Object.
Lead statuses are best served when they are aligned with where the buyer is in the funnel and how it aligns to your lead management process.
For a lead to succeed in a lead conversion process, it needs a well defined step of WHEN it goes to sales. Look at the score to see if they have shown interest or are ready to talk to sales, and check the grade to see how they fit with your qualifying criteria.
“Each team is responsible for different stages of the buyer’s journey. Without knowing who is responsible for what, then leads will continue to fall through the cracks.” ~Christina
“Success is an alignment of people, process, and platform.” - Erick Mahle
Advice: The people who have succeeded best in this community are those who are always curious and hungry for more. Don’t be afraid to tinker, experiment, and make mistakes!

Useful Links

LinkedIn: https://www.linkedin.com/in/erickmahle/
FullOpp: https://fullopp.com
Salesforce Stories: https://www.youtube.com/user/rwdrift

Shout Outs

39:05 Warren Walters
39:49 Andrea Terrel
40:23 Marc Benioff

Social

#MarketingChampions
#WhySalesforceAdmin
#TrailblazerTalk
#Salesforce
#LeadStatus
#PardotLifeHackers
#SalesforceResponsibly

Ways to Tune In

How to Prepare for the SSO Update - Pardot Life Hacks - #34 Feb 02, 2021

Show notes

As most Pardot trailblazers know, the Spring 21’ update means that as of February 15th all Pardot users will need to sign in via Salesforce single sign-on. If they do not have a Salesforce license nor an identity license, they will lose their access to be able to sign into pi.pardot.com. How can administrators prepare? What needs to be done with API integrations?

A Marketing Automation Strategist, Entrepreneur, Writer, Thought Leader, 4x Salesforce Certified Ohana Member, Founder and Managing Director at MarCloud Consulting, Tom Ryan, dives into how to be prepared for when the update drops.

Takeaways

Tom’s favorite #PardotLifehack: Passing unique values through to a Pardot form via hidden fields.
Consider taking the leap and getting Salesforce Licenses for your core team of Pardot users. This allows for access to features such as the Pardot Lightning App, Salesforce Lightning Reports and Dashboards, and viewing Campaign Influence on Opportunities.
Identity Licenses are there for people who are not creating Salesforce campaigns or have limited involvement in Pardot. This is recommended for external agencies, contractors, and third parties. Keep in mind, that identity licenses do not provide access to the Pardot Lightning App.
It is time to take the leap to Lightning! Features including B2B Marketing Analytics, Engagement History, and Campaign Influence are great for marketing teams to help display the ROI and value they drive for the business.
For Identity License users, create different profiles and align them with your Pardot roles. For example, Identity - Admin and Identity - Marketer. This makes it easier to map them across with user sync turned on.
Advice: Move over to the new tech sooner rather than later. It is only enabling you to be better!

Useful Links

LinkedIn: https://www.linkedin.com/in/thomasmatthewryan/detail/contact-info/
Twitter: https://twitter.com/trryan16?lang=en
MarCloud Consulting: https://marcloudconsulting.com

Shout Outs

28:30 Lara Black
28:55 Lucy Mazalon
28:58 Triana Jarman

Social

#MarketingChampions
#SingleSignOn
#TrailblazerTalk
#SalesforceLightning
#UserSync
#PardotLifeHackers

Ways to Tune In

From Marketer to Consultant - Pardot Life Hacks - #33 Jan 26, 2021

Show notes

What does the journey look like for a marketing Pardot power user to become a consultant? What does it take to then become a Salesforce Marketing Champion?

A Salesforce 2020 Marketing Champion, Speaker, Writer, Trailblazer Community Mentor, and Business Consultant l Marketing Strategist at Cheshire Impact, Morgan Wiedmann, shares her story from marketer to consultant and gives some top tips and career advice for how others can do the same.

Takeaways

Connected campaigns allow for multi touch attribution, giving the marketer full view into what the customer interacts with throughout their buying cycle, which in turn helps to pinpoint the ideal journey that leads to revenue.
Having a campaign hierarchy that matches your folder structure in Pardot helps to keep everything organized allowing for marketers to spend less time searching for assets that correspond to a particular campaign.
Networking and having conversations with other customers or end users is priceless. The Trailblazer Mentor programs is a great way to get connected and involved in the Trailblazer community.
Attend user groups and connect with your fellow trailblazers! Don’t be afraid to ask questions and bring new ideas back to your team.
Map out your Salesforce Pardot learning journey and celebrate the little wins along the way. Share your successes with the trailblazer community, because you never know the level inspiration you can help spread.

Useful Links

LinkedIn: https://www.linkedin.com/in/morganwiedmann/
Twitter: https://twitter.com/mwiedd

Shout Outs

19:51 Darryl Praill
21:52 New Hampshire B2B User Group
27:30 Krista Santucci

Social

#MarketingChampions
#RevOps
#TrailblazerTalk
#Salesforce
#Networking
#AlwaysLearning
#PardotLifeHackers

Ways to Tune In

Meet Your New Host - Pardot Life Hacks - #32 Jan 19, 2021

Show notes

Jennifer Lynn Schneider embarks on a new chapter of her journey and in doing so, passes off the reins of the Pardot Life Hacks podcast to a new host, B2B Marketer, Fellow Trailblazer, and Salesforce Pardot Enthusiast, Christina Anderson.

Tune in to hear Jennifer’s last few shouts outs, words of wisdom, and to get to know the new host, as well as the new content and formatting she has in store.

Takeaways

Christina will be having conversations with Salesforce Pardot experts and fellow Trailblazer Community members to hear their take on the tech, the community, and the journey.
When it comes to content, aim for quality over quantity. “Avoid creating content to hit a deadline. Create content to solve a problem, answer a question, or inspire your audience.” - Jennifer Lynn Schneider

Shouts Outs

5:19 Casey Cheshire
8:48 Malcolm Jenkins
8:51 The Cheshire Team #Hivemind

Social

#PardotLifeHacks
#TrailblazerCommunity
#Martech
#marketingoperations
#marketingadmins

Ways to Tune In

Marketing Campaign Reporting with Salesforce Lightning - Pardot Life Hacks - #31 Oct 20, 2020

Show notes

Marketing campaign reporting is crucial to understanding which initiatives are performing and which ones are delivering ROI for the business.

Jennifer Lynn Schneider recently did a webinar for Cheshire Impact on how to use Salesforce Lightning Reports and Dashboards to showcase the effects of marketing campaigns. This episode features this recording to help listeners understand what it takes to create these reports and best practices for campaign hierarchy management.

Takeaways

When it comes to creating a campaign hierarchy, keep it simple. Start off with no more than 10 - 15 parent campaigns such as events and webinars.
For the best organization, have your Pardot folder structure mimic your Salesforce connected campaign hierarchy. Each parent campaign has a parent folder and then each child campaign has a child folder within their associated parent.
Enabling Engagement History and viewing it on a Campaign in Salesforce provides insights such as all of the leads and contacts a part of the campaign and the most engaged accounts.
The Pardot Lightning App lives in Salesforce, so working with your Salesforce Admin is critical. Discuss cross training opportunities with your team to see if there is a Pardot Admin that can operate in a hybrid role to work closely with the Salesforce Admin.
If you enable Engagement History and add it to the Account page layout, it provides insights as to how the account is engaging with your marketing campaigns, this a great feature especially for Account Based Marketing.
Take the time to set up parent campaign dashboards with Salesforce Lightning. It will help inform the marketing team, at a glance, as to the performance of each major marketing initiative.

Useful Links

#06 Enabling Engagement History & Reporting - https://www.pardotlifehacks.com/e/enabling-engagement-history-reporting-pardot-life-hacks-06/

Social

#MarketingChampions
#RevOps
#TrailblazerTalk
#SalesforceLightning
#Martech
#marketingoperations
#marketingadmins
#PardotLifeHackers

Ways to Tune In

How to Execute RevOps - Pardot Life Hacks - #30 Oct 06, 2020

Show notes

A revenue operations function is not created overnight. It takes aligning your teams across the entire customer journey and configuring your technology platforms to streamline your business processes.

How is this done? Pardot Life Hacks presents a special feature of Cheshire Impact’s webinar recording, How to Execute RevOps, with your Host, Jennifer Lynn Schneider, along with fellow Salesforce 2020 Marketing Champions, Logan Childs and Casey Cheshire. Tune in and find out what it takes to align your teams and how you can set up your technology to fuel the revenue force.

Takeaways

Revenue operations are not executed by just one team, or one silo, but by sales, marketing, and operations all working together across the entire customer’s journey.
Aside from net new leads entering the system, how are you engaging with the 60-75% of the Salesforce database that already exists? Are you utilizing field data to trigger nurture programs in Pardot? Do you have segmented messaging for leads versus contacts?
RevOps is all about ownership, taking responsibility for the entire customer journey. Teams need to map out the buyer’s journey and define the responsibility of each department as the buyer moves through each stage.
Teams need to take the time to define their strategy and process first, and then configure the technology to execute and continue to fuel the revenue machine. As Casey Cheshire says, the order is “strategy, process, technology.”
Be sure to set up and take full advantage of the foundational Pardot revenue operations features available to you, such as scoring and grading, prior to chasing more advanced tools.
Identify and discuss lead and contact transition points in the buyer’s journey among sales, marketing, and operations. Where are the areas in which opportunities could fall through the cracks?

Useful Links

The Hard Corps Marketing Show #215 The SLA that Aligns Sales & Marketing with Darryl Praill: https://www.hardcorpsmarketing.com/e/the-sla-that-aligns-sales-marketing-darryl-praill-hard-corps-marketing-show-215/
Pardot Lifehacks User Group Sign Up: https://go.cheshireimpact.com/pardotlifehacks/usergroup

Social

#MarketingChampions
#RevOps
#TrailblazerTalk
#Ohana
#Martech
#marketingoperations
#marketingadmins
#PardotLifeHackers

Ways to Tune In

PardotLifeHack Quick Insight l RevOps: A United Team Strategy - Pardot Life Hacks - #29 Sep 08, 2020

Show notes

Are your sales, marketing, and operations teams still working in silos, doing their own processes without a connection to what the other teams are doing?

Without team alignment, leads are going to fall through the cracks resulting in missed opportunities.

Special guest, Marketing Champion and Senior Director of Sales at Cheshire Impact, Logan Childs, gives his #PardotLifeHack QuickTip on Revenue Optimization and what it means to align your teams and technology.

Takeaways

Revenue optimization is connecting marketing, sales, and operations efforts into a single strategy. Everyone has defined roles and responsibilities for a cohesive lead to revenue process.
Salesforce Pardot helps to automate the lead hand-off processes among sales, marketing, and service, to maximize your team’s time and prioritize efforts.
“Just because [a lead] is not sales ready, does not mean they are not interested in you as a business.” There needs to be a way for sales to automatically send the lead back into a marketing nurture.
If you do not have a mapped out plan of each department’s role in the buyer’s journey, then you will not achieve your company’s desired results.

Social

#MarketingChampions
#RevOps
#TrailblazerTalk
#Ohana
#Martech
#marketingoperations
#marketingadmins
#PardotLifeHackers

Ways to Tune In

Our TOPPODCAST Picks

Follow Us

Stay Connected

Related Podcasts

Links

Stay Connected