Pardot Life Hacks

Latest Episodes:

Logan Childs on The Marketing Champion Spotlight Series | Episode 3 of 3 | The Hard Corps Marketing Show Takeover: What it REALLY Takes to Align Sales & Marketing - Pardot Life Hacks - #24 Jun 02, 2020

Show notes

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.

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Morgan Wiedmann on The Marketing Champion Spotlight Series | Episode 2 of 3 | The Hard Corps Marketing Show Takeover: Content Marketing in 8 Seconds - Pardot Life Hacks - #23 May 26, 2020

Show notes

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.

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Jennifer Lynn Schneider on The Marketing Champion Spotlight Series | Episode 1 of 3 | The Hard Corps Marketing Show Takeover: The Path to Personalize - Pardot Life Hacks - #22 May 19, 2020

Show notes

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.

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PardotLifeHack QuickTip l How to Spring Clean Your Pardot Database - Pardot Life Hacks Apr 21, 2020

Show notes

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.

The Hand-Off Tactical Series | Episode 2 of 3 | Contacts - Pardot Life Hacks - #21 Apr 14, 2020

Show notes

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/

Takeaways

Jennifer’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

#PardotLifeHacks

Use 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.

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Kool-Aid Chat | Meet Pardot Einstein | A Product Discussion featuring Alon Shvo - Pardot Life Hacks - #20 Mar 10, 2020

Show notes

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.

Takeaways

Pardot 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/ashvo
Salesforce: 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

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PardotLifeHack QuickTip l Where did my OOTB B2BMA Dashboards Go | A guide to resolution - Pardot Life Hacks Mar 03, 2020

Show notes

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 Links

B2B Marketing Analytics App Template: https://www.pardot.com/training/b2b-marketing-analytics-app-template/

The Hand-Off Tactical Series | Episode 1 of 3 | Featuring Net New & Existing Leads - Pardot Life Hacks - #19 Feb 25, 2020

Show notes

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.

Takeaways

Understanding 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.

#PardotLifeHacks

Use 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=5
Salesforce Help Article l Guide Users with Path: https://help.salesforce.com/articleView?id=path_overview.htm&type=5

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PardotLifeHack QuickTip l Bitly Connector - Pardot Life Hacks Feb 19, 2020

Show notes

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 Links

Salesforce Pardot Bitly Connector Update https://help.salesforce.com/articleView?id=000352083&language=en_US&language=en&type=1&mode=1

Kool-Aid Chat | The Marketing to Sales Hand-Off | A Strategy Discussion featuring Henrik Becker - Pardot Life Hacks - #18 Feb 11, 2020

Show notes

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.

Takeaways

Have 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 Becker
Marketing 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.

#PardotLifeHacks

Bring 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

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