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Boost Email Engagement with Pardot’s Einstein Send Time Optimization


Picking the right time and day to send an email makes me groan. Should I send it in the morning? Weekends? Fridays? The dilemma is common with marketers. But Pardot's new feature takes away the mystery. Einstein Send Time Optimization chooses the optimal time to send an email to maximize the probability of recipients opening the email. (Pull up a chair.) What is Einstein Send [...]

What You Need to Know About Pardot Custom Objects


Setting up Pardot custom objects is like getting a new addition to your house. It’s new. It’s exciting, and it opens up a new realm of possibilities. While Pardot syncs with Salesforce Leads, Contacts, Accounts, and Opportunities, you may want more.  Syncing Pardot custom objects to Salesforce gives you better integration and customization for your marketing assets. By default, Pardot Advanced edition can map up [...]

The One Pardot Email Report That You Should Have


If you were stranded on a deserted island and could only have one Pardot report, which one would you pick?  I’d choose the custom Engagement History email report. A whole new (reporting) world Custom Engagement History email reports will open a whole new world to Pardot reporting. Where do you go to see the results of your Pardot emails? Ninety-nine percent of you will say [...]

Create this Must-Have Salesforce Report for Campaigns


Ok, I’m going to share a little secret. I’m going to show you a report that I create for all my clients who use campaigns and want campaign marketing attribution. The report informs marketers on how many opportunities have contact roles and how many opportunities are missing contact roles. Who cares, you ask? Populating contact roles on opportunities is critical. Without it, your campaign influence [...]

Campaign Influence: How Auto-Association Works (You may be surprised!)


I love surprises! Salesforce campaign influence allows you to connect a prospect’s marketing activity to opportunity revenue. Why am I talking about surprises?  How the campaign influence, auto-association time frame is calculated may surprise you.  (It surprised me!) Campaign Influence Enablement Let's get started. Once enabled, campaign influence will associate campaigns with opportunities to help you understand the effectiveness of your marketing efforts. To turn [...]

Easy Explanation of Pardot’s First-Party Tracking

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As a Pardot consultant, I troubleshoot problems for other companies. I’ve learned that you just need a “dig-in” attitude.   But even with a good mindset, understanding Pardot’s first-party tracking is tricky.  If you want to know how Pardot first-party tracking works with more than one website, this blog is for you.  (Or, if you just like to know what’s going on.) First, what is a [...]

First-Party Tracking Explained – Pardot User Group Recorded Session

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First-Party Tracking and What You Need To Do In Pardot On March 10, 2021, the Twin Cities and New Delhi Pardot User Groups presented a session on first-party tracking.  The links below are the slides and the recording of the session.  Salesforce's Christopher Cornett and Joel Odom were guest speakers. Slides 2021.03.10 First-Party Tracking User Group Meeting Recording     2:33 - Slide [...]

Blissfully Easy B2B Marketing Analytics (B2BMA) Setup


My grandfather used to say, “If you have a talent, use it.” His sage advice holds for B2B Marketing Analytics: If you have it, use it. Many companies have B2B Marketing Analytics (B2BMA), but it’s not enabled because they don’t know it exists, or the setup is often challenging. (Setup is the #1 question Salesforce gets about B2BMA.) B2BMA is a reporting tool that gives [...]

How to Manage the Duplicate Dilemma


PardotPro Lara Black collaborated on this blog.   So what's the big deal with dupes? In Pardot, duplicates mean that you might email the wrong person, or that your reporting will be messy (or completely inaccurate). Or, the worst of all, your duplicate may not sync with Salesforce, which means they're not capturing account level fields that indicate they're a customer or have an open [...]

How to Update Pardot for Single Sign-On (SSO) Quickly and Easily


The countdown continues for Pardot-only users. (I imagine a New Year’s Eve style countdown.) The eminent day is February 15, 2021.   By this date, all your Pardot users should be synced with Salesforce users with Single Sign-On (SSO) enabled. Pardot is saying sayonara (goodbye!) to its legacy, user authentication system. SSO lets users access both Salesforce and Pardot with one set of credentials. What happens [...]

Don’t Miss These ParDreamin’ Highlights


I attended ParDreamin' last month, and it was ripe with great Pardot advice.  (I’ve been binge-watching the recorded sessions the last few weeks.) ParDreamin' presenters shared Pardot insights that gave me the same delight as reaching into last season’s coat pocket and finding a wad of money (over and over again). I’m loving it. Here are a few examples: Use HML to enable Resubscribe on [...]

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