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9 Benefits of Einstein Behavior Score
Traditional lead scoring has been around for decades. Traditional is the perfect word. It means long-established. Conventional. Habitually done. What’s the opposite of traditional? Novel. Modern. Einstein. Yes, Einstein. Traditional lead scoring is choosing a horse and buggy when you have a car (Einstein) in the garage. With traditional scoring, sales and marketing teams determine the quality of a lead based on specific activities [...]
11 most common questions about Pardot Business Units
Content from Richard Felle, Salesforce Senior Marketing Automation Consultant Pardot enhancements roll out every April, August and December - three times more frequent than Apple launching a new iPhone. Sometimes, it’s hard to keep up. With so much change, Pardot users often have questions. Here are 11 of the most common questions Salesforce gets about Pardot business units. Background Business Units are separate Pardot [...]
Confused by First-Party Tracking? No More!
Question: How do you get a B2B marketer’s attention? Answer: Break their systems. Google Chrome’s recent announcement to phase out third-party cookies is making a significant impact in the web ecosystem. Read more here. To be ready, you need to make changes to your website and upgrade your Pardot system or your website tracking won't work correctly. Note: Pardot First-Party tracking is in the BETA [...]
The Demise of Third-Party Cookies: What B2B Marketers Need to Know
Hard to believe that a term with the words "cookie" and "party" is terrible. But third-party cookies are crumbling, and the party is shutting down. Google Chrome's recent announcement to halt using third-party cookies is stopping (should be stopping) B2B marketers in their tracks. Companies use third-party cookies to track website visitors, improve the user experience, and collect data that helps target ads to the [...]
7 Tips for Pardot Admins to Negotiate for Salesforce Administrator Rights
As a Pardot administrator, you are the king of the Pardot castle. But now your castle is moving into the Salesforce kingdom. The need for Pardot admin's to get Salesforce Administrator rights is important because Pardot functionality intertwines with Salesforce with every new release. Often, marketers don’t have the appropriate Salesforce access to do their job. I’ve seen marketers struggle updating engagement history dashboards, adding [...]
Get the Scoop on ALL the ways to use Salesforce Engagement History
Ok marketers, who wants better marketing reporting? Everyone? I figured. Then get the scoop on ALL the ways to use Pardot and Salesforce Engagement History. If you’re looking for better marketing reports and metrics (I know you all are), make sure that you understand the different ways to use Salesforce and Pardot’s Engagement History. So many people start and stop at the Engagement History Dashboard. [...]