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Your First Engagement Studio in 5 Steps
The Engagement Studio Program (ESP) is my all-time favorite application in Account Engagement (probably because it's the most intuitive)! The user interface is simple to navigate, and you can create the structure of your program without having all the elements upfront (email templates, forms, etc.). Let's walk through a basic email program to learn about the components of Engagement Studio. 1. Program Setup Go to [...]
What is “Status.salesforce.com” and Why Should I Care?
Salesforce updated how Account Engagement (Pardot) users get system notifications. You might see a notification on your Account Engagement Dashboard. No more trust.pardot.com Salesforce continues migrating Account Engagement features and functions into the core systems. With this, Account Engagement's status site "trust.pardot.com" is moving to "status.salesforce.com" on June 1, 2023. Salesforce Status provides transparency on service availability and performance for Salesforce products. For instance, Salesforce [...]
Deep Dive into the Optimizer
When Salesforce discussed potential names for the Optimizer, I would have suggested a different choice. I would have called it "Mom." It's the force that says, "Clean up your stuff!" What is the Optimizer? The Optimizer gives marketers a big-picture look at the health of their Account Engagement systems to improve email send times, speed up automation processing, and more. Marketers can see which recommendations [...]
Simplify Your Campaign Structure With 6 Easy-Peasy Steps
A big step toward better marketing reporting is using campaigns. For marketers, campaigns are the foundation of measuring the effectiveness of their team's activities. Here's a six-step process to help you navigate setting up your campaigns in Account Engagement. 1. List your marketing initiatives Write down all the activities of your marketing team. Defining initiatives will provide insights into the effectiveness of those efforts. Events [...]
Top 10 Blog posts of 2022
I always enjoy looking back to see what blog posts are getting the most traction and helping marketers. Here are the Top 10 most popular blog posts of 2022: Creating the Perfect Pardot Campaign Structure Setting up a Pardot campaign structure the first time can be a daunting task. Why? Well, marketing initiatives are messy. As a marketer, you want to compare apples to [...]
Follow These 4 Steps for an Effective Email Drip
Creating your first email drip is daunting. (Where to begin?) So, I’m giving you a starting point. The concept Here’s the scenario: you have permission to email a segment of prospects, and they are new to your company. Maybe these are prospects from a trade show. We are going to send five emails- one every week. I’m looking for prospects that click twice. After the [...]
Verifying your Account Engagement (Pardot) Email Sending Domain
Let's get your Sending Domain setup! Sending Domain A sending domain indicates who an email is from via the "From" email header. Your IT person can configure the DNS records for a sending domain, which allows recipient mail servers to authenticate your messages. For instance, if you use Email Sender firstname.lastname@example.org, "greenkeydigital.com" is the sending domain. Domain Setup Your IT person will need to add [...]
Don’t Forget the “Do Not Email” Field
Do you use the Do Not Email field? Most marketers overlook it or misuse it. Account Engagement (Pardot) mailability features updated in the summer of 2021. With it, Salesforce proposed a new way to manage prospects. Understand the difference Pardot offers two fields to prevent prospects from getting emails. Do Not Email - Marketers can mark prospects as Do Not Email to suppress them from [...]
What are Account Engagement (Pardot) External Actions and External Activities?
If you ask anyone in Salesforce, "What's new with Account Engagement (Pardot)?" they will probably say, "Extensibility." Salesforce has been dutifully dedicating resources to extensibility, the ability to connect Pardot to different systems. Why should marketers care? Better connectivity allows for better data and insight, leading to more precise automation. Plus, it reduces manual work. Salesforce is expanding extensibility with Pardot in three ways: External [...]
Sending your first email from Account Engagement (Pardot)
I often get this question from clients: "We plan to start sending emails in Account Engagement (Pardot). How can we make sure that we do everything correctly?" Here are three steps to getting started correctly sending emails in Pardot: Clean your lists When was the last time you emailed these prospects? If it's been a while (more than six months), I recommend cleaning your lists. [...]
Account Engagement (Pardot) Select Sync Behavior for the Prospect Opted Out Field
Did you see the new message on the Account Engagement Dashboard tab: Select Sync Behavior for the prospect Opted Out field? Salesforce requires you to set the sync behavior on the Opted Out field manually. Background Salesforce keeps changing its mind on sync behavior requirements. Here's the chronological sequence of events: October 2022 - Salesforce requires Marketers to update Opted Out sync behavior by [...]
Compare Lightning Email Builder with Classic Email Sending
"Should I use the new Email Builder," is a question I hear often. My answer: "It depends." I've seen marketers divide on their preferences, mainly due to what features are available in Email Builder. Marketers who embrace the Email Builder Have neither HTML and CSS coding capabilities nor agency resources Put more emphasis on the email content (less on design) Think speed and ease of [...]
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