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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

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. NOTE: If you want more on [...]

Confused by First-Party Tracking? No More!

Pardot-First-Party Tracking|

Question: How do you get a B2B marketer’s attention? Answer: Mess with their marketing reports. 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 by 2023 or your website tracking won't report correctly. (Google delayed the rollout.) [...]

The Demise of Third-Party Cookies: What B2B Marketers Need to Know

Pardot-First-Party Tracking|

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. [...]

Resubscribe Prospects With This New Pardot Feature


Are you capturing ALL your interested prospects for your marketing emails? I mean, even the ones that previously opted out and recently filled out a form? Don’t know? Well, check your account settings for Pardot’s resubscribe feature. It takes about 3 minutes (same amount of time to put gas in your car). Plus it’s just common sense. Enabling this simple feature captures all engaged prospects [...]

Focus on B2B Email Deliverability – An Interview with an Expert

B2B Marketing|

I interviewed Validity Email Deliverability Expert Sloan Simmons to better understand the nuances for B2B marketers. Jen: Is email deliverability harder for B2B companies than B2C? Sloan: B2B is harder. It’s true. If you suspect your emails are getting blocked, you can reach out to specific commercial email providers like Verizon Media or Hotmail. There’s fewer of them and they often have a designated team [...]

Re-engage Prospects Who Have Been Overlooked by Sales


Wake up sleepy prospects who have been missed by the sales team with an engagement program and a custom field using Process Builder. Pardot gives you capability to track a prospect's last activity (email clicks, form submissions), but that's on the marketing side of the world.  What if you want to engage with prospects based on sales activity?  You will need to brush off your [...]

Steer Clear of Corporate Scanners with an Email Preference Center


Phishing has been around as long as email, and it continues to present a sizable risk. According to Avanan, 1 in 25 branded emails are phishing scams.  In response, corporate security software that checks for malware has upped its game. Corporate security software poses a problem for email marketers. Many email marketers still send emails with a single, unsubscribe link at the bottom of their [...]

The Top Three Problems with Lead Lifecycles and How to Solve Them

B2B Marketing|

Lead generation is at the heart of most marketing teams’ goals, and it’s a challenge for nearly everyone. Here are the top three lead gen challenges that I see and suggestions on how to solve them. Challenge #1: Lack of Leads A lack of sufficient leads is by far the most common complaint with regard to lead generation. Luckily, lead generation strategies today are exponentially more [...]

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