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 Pardot Forms – Bill Fetter

Salesforce Resubscibe functionality is great – if you only use Pardot forms.  The resubscribe functionality gives prospects who were previously opted out the choice to opt back in after they fill out a Pardot form.  Read more about Resubscribe here.  The problem is that Resubscribe works for Pardot forms and not form handlers.

Bill Fetter highlighted how to enable Resubscribe on form handlers or operational emails.

Pardot resubscribe


Scoring decay – Jessica Hope

Marketers often overlook scoring decay.  Without decay rules, Pardot scores will remain high even when prospects are not active.  This leads to inaccurate, inflated scores that mislead sales.  A score should increase and decrease automatically depending on engagement levels.

I liked how Jessica Hope sets up automation rules scoring decay.  It’s easy and effective.


ParDreamin score decay

Note: To set “Prospect Time/Prospect was active,” choose “Last activity days ago,” and select  “is not empty.”  That will only look at Pardot prospects who were once active.


Pardot Sync Errors for Duplicates – Lara Black

Sync errors are a problem, and everyone gets them. The duplication sync error is one of the most common types.  Lara Black shared some insights on the best method to correct the problem.

If you have a Pardot sync error from a duplicate, and the Pardot prospects are synced to Salesforce, you should merge the duplicates in Salesforce.

When Pardot syncs it will follow the activity in Salesforce and also merge the duplicate prospects.  (I wish I knew this a couple of months ago!)

If your duplicates consist of a lead and a contact, convert the lead and then merge the contacts in Salesforce (do not delete the lead).

Salesforce merge

Image Source: Salesforce