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 apples, but you have apples, bananas, and oranges.

I talked with Julien Hennico, IVICUO’s cofounder with 15 years as a B2B marketing leader. Julien has a fresh approach to organizing campaigns for busy marketers.

11 most common questions about Pardot Business Units

Pardot enhancements roll out every April, August and December – three times more frequently 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.

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!)

SYSTEM UPDATE: Check your Pardot Settings

Salesforce is automatically updating Pardot for security reasons. Read more about the details and what you need to do.

Pardot Email Content – Email Sending Gotchas

After creating a Pardot email builder template, your next step is sending an email.

Exciting!

At the time of writing this blog, I’d sent more than a dozen emails from Email Content, and I learned a few items that I want to share with you.

Let’s start with the Gotcha.

Pardot Preference Center: Manage Subscribers Like a Pro

Last week I bought hockey laces for my 12-year-old son, and now I get daily marketing emails about pucks, helmets, and hockey sticks.

Hmph.

I don’t play hockey.

Where’s the unsubscribe link?

Wait, I see a list of choices. I can select how I want to get the hockey company’s emails.

Smart! They use a preference center.

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.

Effectively Set Up Your Pardot Unsubscribe

Every email needs an unsubscribe link.

Every. Single. Email.

In fact, Pardot won’t let you send an email without the unsubscribe or preference center link.

Keep reading to learn how to set up a Pardot unsubscribe and much more!

How to Manage the Duplicate Dilemma

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 opportunity.

In Salesforce, duplicate records are dangerous to system credibility because users can’t find the updates that they’ve made (they’re looking at the wrong copy of the record). Also, each dupe often represents an incomplete record with multiple data quality issues.

So what’s a marketer to do?