Why you'll want to adopt Pardot Connected Campaigns today

Pardot Connected Campaigns: First Steps to Setting It Up and Turning It On

Last time I outlined all the reasons you should turn on the Pardot Connected Campaigns feature.

This fantastic feature has huge potential for aligning your Pardot Marketing Automation platform more closely with Salesforce.

There are just a couple of steps to getting it set up.

Turn on Connected Campaigns in Pardot

In Pardot, go to your Account Settings page.

Find the gear/cog icon at the top-right of your screen, and click it. Then click Settings.

Find Pardot Account Settings
Find your Account Settings under the gear/cog icon at the top-right corner of your screen

The new page will be a summary page for your Pardot Account.

Click the Edit button at the top-right.

Edit your Pardot Account Settings
Edit your Pardot Account Settings

Now scroll down to find the Connected Campaigns bar, and click to expand it.

Start turning on Pardot Connected Campaigns
Now expand the section to start turning on Pardot Connected Campaigns

Is your Pardot Account ready for Connected Campaigns?

If you have a fairly new Pardot account - you just got Pardot or you got it after February of 2018 - you are probably ready to go. You will see a screen similar to this one.

Ready to turn on Pardot Connected Campaigns
Ready to turn on Pardot Connected Campaigns

If your Pardot Account is a bit older, then you may see an error message like below:

Warning for Pardot Connected Campaigns
This error message indicates you need to contact Pardot Support to get Connected Campaigns turned on.

"Requirements: Your org needs a few changes. To connect your Pardot and Salesforce campaigns, make sure your org meets these requirements: At least one Salesforce campaign record type must be enabled for connection."

This error message is a tiny bit misleading in that it doesn't tell the whole story.

To resolve it, you need to open a support ticket with Pardot Support. You will just need to agree to Pardot's newest terms and conditions, and then they will enable the feature for you.

Don't worry! It's a really simple procedure. It may take a day or so to get everything settled, but it's very straightforward.

Pardot Support will send out an updated terms and conditions document, and ask for an e-signature. If you do not usually sign for updated Salesforce contracts then it will be sent to your Salesforce Admin (or other major point of contact). Just give them the heads up and make sure you tell them why they should sign it.

After Pardot Support gets the newly updated e-signature on file, they will enable your Pardot account to use Connected Campaigns.

At this point you will be able to come back to this page and start enabling Connected Campaigns.

Enable Pardot Connected Campaigns

Now you are ready to enable Pardot Connected Campaigns, you will check three options to start.

Three things to turn on
Select these three boxes to start the Connected Campaigns process
  1. The first box will be the box that says "Enable Connected Campaigns and Engagement History."
  2. The second box will be the box that says "Show unconnected campaigns in Pardot Campaigns tab"
  3. And the final option will be for the Campaign record types. If you have multiple Campaign Record types you can choose just the record types you want to use for Pardot assets. If you don't have any Campaign Record Types then you must select the 'Master Record Type' at a minimum.

Tip: you may need to save this page and edit it again a couple of times in order to check all the boxes. You may need to first check the box for "Enable Connected Campaigns and Engagement History" and then save the page, and then click 'edit' again to continue. However you get there, make sure you select these other settings.

When you save, you will get a pop-up warning:

Pardot Connected Campaigns Warning Pop-up box
Last chance to cancel! But go ahead and click OK and move on to Campaign Alignment.

Campaign Alignment is where the fun begins, and the magic starts happening in Salesforce. We'll cover that topic soon.

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Are you ready for Pardot Connected Campaigns? Let us guide you through the process!

Do you want support in turning on Pardot Connected Campaigns? We would love to be your guide through the process. Contact us today about turning on Pardot Connected Campaigns.

Why you'll want to adopt Pardot Connected Campaigns today

Pardot Connected Campaigns: Why You Should Turn It On Today

Pardot has released a new feature called Connected Campaigns. Launched in the Spring '18 release and currently in open Beta, this feature should go GA (Generally Available) in the next few months. The Pardot Success Community is full of questions about it - mainly "Should I turn on Connected Campaigns?" and I come down on the side of YES. You're going to want to turn on Pardot Connected Campaigns, and you're going to want to turn it on very soon.

What is Pardot Connected Campaigns?

To understand the benefits, first a refresher on both Pardot Campaigns and Salesforce Campaigns. Read my previous blog post Pardot Campaigns: Your Questions Answered, where I go into detail about the differences. For now, the key differences:

  • Pardot Campaign: Prospects can be in only one Pardot Campaign. You would call it 'source' or 'first touch' in most other programs. A Pardot Campaign answers the question: 'What brought the prospect to your Pardot Database?'
  • Salesforce Campaign: Salesforce Campaigns are multi-attribution, and Prospects can be in multiple Salesforce Campaigns at the same time. A Salesforce Campaign can help you answer the question: 'What marketing activities influenced them to convert/buy from us?'

Pardot Connected Campaigns is the way Pardot Campaigns and Salesforce Campaigns are combined. After that, there are no more separate Pardot Campaigns. There are only Salesforce Campaigns.

There are two basic steps to setting up Connected Campaigns:

  1. You first go through a process of matching up your Pardot Campaigns to a Salesforce Campaign. This is called Campaign Alignment.
  2. Then you configure your Pardot instance to only use Salesforce Campaigns.
Use Salesforce to manage all Campaigns in Pardot
The setting in Connected Campaigns to have Salesforce manage all Campaigns

After this you will never make another Pardot Campaign. You will only make Salesforce Campaigns from then on.

Build Your Pardot Assets and Align them with Salesforce Campaigns

The first benefit of Pardot Connected Campaigns is that you no longer have the confusing concept of two different types of Campaigns.

Now when you go to Pardot and make a new Form, or make a new Email, or do any activity which asks you to set the Pardot Campaign, you will simply select the relevant Salesforce Campaign instead of the Pardot Campaign.

Create a Pardot email and assign a Campaign
With Pardot Connected Campaigns, the Campaign you select will be a Salesforce Campaign.

This will save you a ton of time. If your company makes a Pardot Campaign for every Salesforce Campaign, then you will be able to simplify your entire process.

See More Marketing Metrics Directly on Salesforce Campaigns

The second benefit to Pardot Connected Campaigns is that you will be able to see the results of your marketing efforts directly on the Campaign's Page Layout in Salesforce.

It's available in Salesforce Classic, but it really shines in Salesforce Lightning.

Engagement metrics you can display on your Salesforce Campaign Layout in Salesforce Lightning thanks to Pardot Connected Campaigns.
Some of the items you can display on your Salesforce Campaign Layout in Salesforce Lightning thanks to Pardot Connected Campaigns.

There are now reportable statistics on the Salesforce Campaign itself. They display the following:

  • For List Emails associated with this Salesforce Campaign:
    • Total Emails Delivered
    • Open Rate
    • Click Through Rate
  • For Pardot Forms associated with this Salesforce Campaign:
    • Total Form Views
    • Form Submission Rate
  • For Custom Redirects associated with this Salesforce Campaign:
    • Unique clicks on the custom redirect
  • For Pardot Landing Pages associated with this Salesforce Campaign:
    • Total Landing Page Views
    • Landing Page Form Submission Rate

Though this next screenshot is of Lightning, you can get a number of reportable elements in Salesforce Classic, too. (You just don't get the nice interface of boxes from the above screenshot.)

Form Engagement Metrics for Salesforce Campaigns
Example of Form Engagement Metrics for Salesforce Campaigns.

In addition to these reportable elements, you can add various engagement fields to campaign list views.

Add Engagement Fields to Campaign List Views in Salesforce
Add Engagement Fields to Campaign List Views in Salesforce

This will let Salesforce users find Salesforce Campaigns with engagement, and explore what is working.

One more cool benefit for Lightning: You can embed report charts on your Lightning campaign page layouts, like you see in the below screenshot:

Use native Salesforce reports to embed charts on your Lightning Campaign Page Layouts
Use native Salesforce reports to embed charts on your Lightning Campaign Page Layouts

While you can still run the same reports in Salesforce Classic, these embedded charts are not available for Classic. They are only available for Salesforce Lightning.

Real Benefits: Leadership Visibility into Campaign Performance

What's the real benefit here? Your executive team can see at a glance how a Salesforce Campaign is performing.

Side benefit? This sort of data being available on Campaign pages in Lightning is going to help convince more executives that it's time to move everyone over to Salesforce Lightning.

Numbers will show Leads and Contacts Only

These charts and other reporting elements will only reflect the Salesforce Leads and Contacts who interacted with your Pardot assets. It will not reflect any Pardot-only Prospects. Those Prospects who are not syncing with a Lead or Contact cannot be seen by these Salesforce Engagement metrics and reports.

So if you have a large number of Prospects who are only in Pardot, and are not in Salesforce, you cannot see the 'real' number of interactions.

For example: Let's say you send a List Email to announce the launch of your new White Paper.

You send the email to 500 prospects, but only 200 of those prospects are Leads or Contacts in Salesforce.

Your report will look rather small - it will look like only 200 Leads or Contacts were sent the email, instead of the real number of 500.

If the Pardot-only prospects later convert and become Leads or Contacts, your report numbers will grow. If you end up permanently deleting the Pardot record, the permanent deletion will reduce your report numbers.

Still use the 'Add to Salesforce Campaign' actions in Pardot

Pardot Connected Campaigns just records interaction with your Pardot assets at a high level. It does not make the Leads or Contacts become Campaign Members at all.

This means you still need to use the actions of 'Add to Salesforce Campaign' in order to make the Lead or Contact become a Campaign member.

Excited About Pardot Connected Campaigns? We Are too!

Do you want support in turning on Pardot Connected Campaigns? We would love to be your guide through the process. Contact us today about turning on Pardot Connected Campaigns.

Update: Now you can follow along with my blog posts about how to turn on Connected Campaigns. Start with Connected Campaigns: First Steps to Setting It Up and Turning It On.

Personalize your Pardot emails for better open rates

Pardot Consultant Tip: Personalize the First Name in your Pardot Emails

Want to get better open rates on your emails? Personalize them - Use your prospect's name. People love the sound of their own name!

(Anyone who has read the classic 'How to Win Friends and Influence People' will agree.)

This has science to back it up: Marketing Sherpa did a study, and personalized emails were opened and clicked far more often than non-personalized emails. How much more? A 17.36% higher click through rate!

An Attempt to Personalize Gone Wrong

On the flip side: How do you ensure your email is sent to the trash without ever being opened?

Make it obvious that you are sending them an automated email. Use their name - but use it wrong - and you just sent a signal that you're a spammer.

What do I mean? Writing their name in all lowercase is a sure sign of spam: Dear lara

Example of a poorly-done attempt to Personalize the First Name

This sort of thing makes it super obvious that you are sending email like a robot.

How does bad data like this get into Pardot?

Unfortunately, this is actually how the prospect's name is entered in Salesforce and in Pardot, that's why the email comes out like this!

The most common way this sort of bad data gets into your Pardot instance is directly from the Prospect. As they fill out one of your forms to download a free item from you, they may write their name all in lowercase.

It's great that you now have their first name and can use it in emails. But while you intend to say "Dear Lara," it will instead come out "Dear lara."

The lowercase name is a sure sign the email is automated, and emails which are obviously automated will go straight in the trash without even being read.

Avoid being sent directly to the trash can. Adding a small snippet of HTML in your email templates can improve how your email reads, and improve your open/click rate, too.

How to capitalize names that are all lowercase

You will use the 'text-transform' property of CSS to capitalize the first letter of the prospect's first name as you insert it into your emails.

This is a really friendly bit of HTML.

To start, open up your email in the Email Wizard. Just identify the icon which will let you flip the email over to see the code.

Click the icon to edit HTML code

Once you click that, you will see your text area flip over to code. You will see a screen like this:

Behind the code in a Pardot email

Identify the variable tag for the First Name field - it's %%first_name%%

You will surround it with a <span> tag, and add a style to contain the text-transform property.

It's ok if that sounds like gibberish - your leading paragraph will look like this in code (you can copy and paste that to replace your greeting):

<p>Dear <span style="text-transform:capitalize;">%%first_name%%</span>,</p>

In your Pardot window it will look like this:

Insert the text-transform property in your code
Insert the text-transform property in your code

Click that icon again to flip back to the regular view.

Now personalized with a capitalized variable tag
Now personalized with a capitalized variable tag

You should see that the F in %%First_name%% is now capitalized.

That's really it! A very small section of HTML.

And now instead of writing your email greeting like this:

  • Dear lara,

It will write your email greeting like this:

  • Dear Lara,

Much more personalized, and much more likely to be opened!

Some limitations with text-transform

Text-transform is a neat HTML trick, but be aware it does not ACTUALLY capitalize the first letter - it just looks capitalized. This means that in your Pardot/Salesforce database the person's name is still lowercase.

Another important thing to know is that this HTML trick to capitalize the first name will only work on names with lowercase letters.

If the name is all lowercase: 'james' then it changes the first letter of the word to a capital, like this: "Hi James." (This is an easy way to personalize the email!)

The good news is that it works on the first letter of each word, so if the prospect's name has two words written in lowercase: 'mary ann' then it comes out: 'Hi Mary Ann' just the way you want.

But if their first name is saved in Pardot as 'JAMES' (all caps), nothing in your email will change. It will still say: 'Hi JAMES.'

This is a bit of a letdown - but it makes sense when you remember that this HTML trick is only affecting the first letter of the word - not all the letters of the word. In this case it is capitalizing a letter which is already capitalized… and that means nothing visible happens.

How can you correct that permanently? That's another post for another day.

If you're not already subscribed, make sure you sign up for our newsletter to be alerted when I publish that article on how to permanently correct your bad data and bad capitalization.

Need support building your emails in Pardot?

Need some help making your Pardot emails work the way you want? Reach out to our team of Salesforce and Pardot certified consultants at Invado Solutions.

Pardot email with sending error

Sending Email with a safety net

In the Pardot community, we see the same questions over and over. This one about sending email with Pardot has come up a couple of times lately.

"I'm sending an email to people who are Leads or Contacts in Salesforce. I set up my email to come from the Assigned User. Why does Pardot show me this error message?"

And the error message is an alert that the email 'Sender must have either a Specific User or General User as the last option.'

Pardot email with sending error
'Sender must have either a Specific User or General User as the last option.'

This error message is a bit vague when you're new at Pardot, but it's basically asking you to declare a fallback sender.

You may think you set up your recipient list so that the only Prospects on it will be Prospects with an Owner (aka Assigned User) in Salesforce.

But Pardot itself isn't smart enough to know that your list is perfect.

(And really … are you positive something weird won't happen along the way?)

So to be on the safe side, Pardot makes you set up a fallback sender ... just in case you are wrong, and someone on your list does not have an Assigned User.

Set up your fallback sender

This is really easy. See that plus sign to the left of the box? Click that.

You'll get a new line. Pick "Specific User" and then select your sender from the list of names.

Select your fallback sender for your Pardot email
Select your fallback sender for your Pardot email

Picking the correct sender of your email

I chose a single Pardot User (myself) as the fallback sender for this email.

You can pick any Pardot User in your account. Their names will be available in the dropdown box.

If you want to use a fallback sender who is not a Pardot User, you can add a General Sender. This will let you type in a Name and also an email address.

Select a General User as your fallback sender
Select a General User as your fallback sender and type in their info

Save time by saving Senders into your email templates

One of the nice things about this hierarchy of senders is that you can save this into your Email Templates.

Then you can use the Email Templates to make new emails. Those new emails will inherit your senders.

Save yourself tons of time by setting up your Email Templates with the proper senders, and you'll never have to scramble to remember who should be sending this email or that email. It will all just be saved there for you.

Need help with your Email nurturing and Pardot?

Not sure how to turn an email template into an automated nurturing program? If you need help with your Pardot implementation reach out to our team of Salesforce and Pardot certified consultants at Invado Solutions.

Pardot Scoring Category

A Pardot Consultant's Guide to Scoring Categories

Pardot Scoring Categories may be the most overlooked feature in the marketing automation platform. But it is one of my favorite features - I almost always set it up for my clients, because it is key to successfully marketing multiple products to your prospects.

You need Scoring Categories - and you need them today

What if you sell multiple products … and they're really different?

Let's say I am in charge of marketing for two types of products - Nuts and Bolts, and Cameras.

Pardot Scoring Category examples - Nuts and Bolts and Cameras
Pardot Scoring Category examples - Nuts and Bolts and Cameras

These are distinct categories of products with little crossover between the audiences.

I know my Camera prospects will do a number of activities which will add to their activity Score in Pardot. They will visit my web pages about cameras, read my blog articles about cameras, and download my white paper about 'The buyer's guide to choosing the best camera for you.'

These prospects won't spend much time (if any) visiting web pages about nuts and bolts, reading blog articles about choosing the right nuts and bolts for the job, and they won't subscribe to my newsletter called 'Nuts and Bolts Monthly.'

Two different sets of potential customers means my marketing efforts should target each audience differently.

Overcome the default Pardot Scoring model

Out of the box, Pardot has no way to tell if a prospect is interested in Cameras over Nuts and Bolts. It's all combined into one overall activity Score.

For example, I have visited several web pages about different products, but my Pardot Prospect record shows just one Score:

A Regular Pardot Prospect Profile
A Regular Pardot Prospect Profile - score rolls up into one lump number

In the default Scoring model, Pardot lumps everything into one generic Score:

  • Web page visits are all weighted equally
  • White papers (files) and gated content (forms) are all weighted equally
  • Email link clicks are all weighted equally

If I have a prospect who has accumulated 250 points worth of activity Score, I really want to follow up with them, right?

Pardot Score out of the box
Pardot Score out of the box - How do you know what they want to buy?

But I can't even tell what they want, so how can I be sure I am sending the right emails to the right audience?

Pardot Scoring Categories show detailed interest

Scoring Categories (included in the middle and top pricing tiers) is an indispensable Pardot feature. Using it, you can separate the activity relevant to all your categories and market to your prospects effectively.

Pardot with Scoring Categories
Pardot with Scoring Categories - now you can see which product they want

Once I configure my Pardot Scoring Categories, I can tell if a prospect is interested in one product category over another.

On the Pardot prospect record, it is easy to see at a glance what someone wants (and this can be made visible in Salesforce, too).

Prospect Record with Pardot Scoring Categories
Prospect Record with Pardot Scoring Categories

You can see my interest in Nuts and Bolts far outweighs my interest in Cameras. I have 175 points in Nuts and Bolts, and only 75 points in Cameras. 

Now I can see what prospects want to buy from us. Let's start nurturing them.

Leverage the Scoring Category activity to Nurture your prospects

After I set up my Scoring Categories and associate all my marketing assets with the appropriate Category, I can use my new Pardot Scoring Categories in many places across Pardot.

To start, let's make a list of all Prospects with 25+ points in the Nuts and Bolts category.

Pardot Scoring Category in a Dynamic List

With a Dynamic List like this, you could easily start a prospect down a nurturing program in Engagement Studio.

And the best part? Using a Dynamic List to automatically detect interest in a topic makes this nurturing program evergreen!

Getting excited about how Pardot Scoring Categories can enhance your marketing automation efforts?

Contact us today for help designing the best Scoring Category structure for you and your company.

Create Customized Messages with Pardot Dynamic Content

Dynamic Content: The hero you didn't know you needed

Have you ever wanted the ability to send one email, but send a customized message to different audiences?

You can do this easily with Dynamic Content in Pardot.

Personalize your messages with Dynamic Content

Available on the middle and top pricing tiers, this is one feature that makes all the difference in your marketing efforts.

Use it in emails, on your Pardot forms, Pardot Landing Pages, and even on your own website.

Start personalizing the experience that your prospects have with your brand.

Not sure if you have it? Look for it in Pardot under Marketing > Content > Dynamic Content.

If you don't see the menu option for Dynamic Content then you don't have it. You should call your Salesforce Account Exec today and ask for it. (Seriously - if you don't have this feature? Inquire about upgrading or buying it as an add-on. It's worth it.)

All Dynamic Content relies on the fields you have made in Pardot (and, by extension, the fields you have synced to Salesforce).

Leverage it smartly, and you can communicate with your clients differently than you do with your prospects, and communicate with different segments of your audience in different ways.

Start small - pick something where you can use Dynamic Content today

My favorite way to use this is to put it at the top of a Pardot form, and when known (cookied) Prospects come to a form, they will see a message welcoming them back by name.

Uncookied Prospects see only the instructions
Uncookied Prospects see only the instructions.

Uncookied prospects get a neutral experience. Cookied prospects are welcomed by name.

Dynamic Content shows personalized messages to cookied prospects
Cookied Prospects see the form has been personalized - welcoming them back by name.

People like it when you know who they are, and this instantly upgrades the Prospect's experience on your website.

This is an easy personalization to set up. As previously mentioned, personalization relies on the fields that prospects have filled in (or not).

It also relies on whether or not a prospect has an active browser cookie.

What makes a cookied prospect different than an un-cookied prospect? Pardot knows their email address is tied to a certain browser cookie.

And what does every email address have? An 'at' symbol in their email: @

(You could use period too, but the @ symbol is so fun.)

Setting up your Dynamic Content and using it on a form

Set up the Dynamic Content so that you are looking for 'Variations are based on the value of field: Email.'

  1. Leave the default content blank. We will show nothing to un-cookied prospects.
  2. On Variation A, set it up so that when the field 'Email' contains an 'at' symbol: @
  3. They will see the message 'Welcome back %%first_name%%
Setting up Dynamic Content in Pardot
Set up your Dynamic Content with a personalized welcome message.

Now save your dynamic content, and find the button that says 'View Embed Code.' Click that to grab the snippet of Javascript.

Find your Javascript snippet
Find your Javascript snippet and copy it.

Copy the Javascript, and now go to the 'Above Form' section of a Pardot form. Click the button to expose the code, and paste in your Javascript and additional text.

Paste Dynamic Content Javascript into your form
Paste Dynamic Content Javascript into your form.

Save your form, and that's it! If you have an active browser cookie, then viewing the form right away will show you the personalization.

If you do not have a cookie, then you will need to go fill out a form and obtain one before you see it in action.

Do the same to any additional Pardot forms you are using and soon you will look like you know your website visitor personally.

Getting excited about personalizing your website, emails, and forms?

Let us help you take Pardot to the next level. We can help you execute your marketing campaigns and put you on the road to success with marketing automation. Contact us today.

When does Pardot sync with Salesforce

A Pardot consultant answers: Understanding how Pardot and Salesforce sync

When does Pardot sync with Salesforce?

This is a common question we see in the Pardot community. And it can get kind of complicated - making a new field doesn't automatically make things sync… so what does make Pardot sync with Salesforce?

Pardot tracks a few different things to tell it when to sync

The sync between the two systems hinges on the date when Pardot last synced with Salesforce. Pardot is tracking this 'last synced date' behind the scenes (meaning you can't see it at all), but this is just one of the data points that Pardot is using to determine which Prospects need to sync.

The other important items are also dates:

  1. Pardot: Last Activity Date.
  2. Salesforce: Last Modified Date on the Contact/Lead record.
  3. Pardot: Last Updated Date. (Similar to the Last Modified Date in Salesforce - this is when the prospect record was last modified in Pardot.)

In short: Pardot compares the 'last synced date' with those three items to determine if it needs to sync.

If any of those three dates are newer than the last synced date, then Pardot knows to sync the prospect with Salesforce.

What are Activities in Pardot, and what can cause a sync?

By Activities, I mean things the tracked activities that a Prospect does on their own.

These can be summed up as anything which indicates intent = the prospect shows they are intending to take an action. (Any action which is passive does not count as an activity, and does not trigger a sync.)

Prospect actions which indicate intent and do trigger a sync:

  • Visiting one of your web pages when they have an active browser cookie. (Browsing around your tracked pages shows they are researching something, which is a buying behavior.)
  • Filling out a Pardot form, or Web form connected to a Pardot form Handler. (Filling out a Form also indicate they want something from you.)
  • Clicking a tracked link (like a custom redirect or a tracked link in a Pardot email. (This indicates they are interacting with your site or your emails.)
  • Unsubscribing. (This triggers a change to the Last Modified Date on the Prospect record.)

Passive prospect actions which do not indicate intent and do not trigger a sync:

  • Opening an email. (An open does not count as intent because it can be a false open - antivirus programs which skim emails to detect a virus will 'ping' the tracker pixel in emails, which registers as an open even when the Prospect never opened your email.)
  • Page views which happen before they obtain a tracker cookie, or when a Prospect has opted out of tracking. (These page views are attributed to an anonymous visitor, not to a known prospect, and cannot be treated as an activity.)

That's all well and good, but we can't rely on the Prospect to be active in order to trigger a sync, so what else is involved?

Last Modified Dates trigger the Pardot sync with Salesforce

When a change is made to a Pardot Prospect record it is recorded in the "Updated At" field in Pardot (what I am calling the Last Modified Date).

The 'Updated At' date in Pardot is important in determining when Pardot syncs with Salesforce
The 'Updated At' date in Pardot is important in determining when Pardot syncs with Salesforce

When a change is made to the Contact or Lead record in Salesforce, it is recorded on the Last Modified Date in Salesforce.

Salesforce calls it the Last Modified Date
Salesforce calls it the Last Modified Date

Pardot compares both these two dates to the date it last synced with Salesforce, and determines if a change has been made to either system.

If a change has been made, then the Last Modified Date(s) will be newer than the last synced date, and Pardot will trigger a sync by putting the prospect into the Sync Queue.

Some things still don't trigger syncs:

  1. Formula fields in Salesforce. (They contain only a calculation, not an actual value. So a calculation change does not trigger a change to the Last Modified Date in Salesforce.)
  2. Changes to the Account record in Salesforce. (An Account change does not generally change something on the Contact record, so there is not change to the Contact's Last Modified Date, and no sync is queued.)

What else triggers the Pardot sync with Salesforce?

A Pardot admin can take certain actions and trigger a sync

  • An import in Pardot. (Importing a CSV file to Pardot will force a sync for every Prospect record contained in the CSV file.)
  • Changing the Assigned User. (Either changing the User in Salesforce or assigning a User in Pardot.)

Some actions by a Pardot admin will not trigger a sync:

  • Changes to the Account record in Salesforce. (This does not change the Last Modified Date on the Contact record, so it will not trigger a sync.)
  • Creating new fields in Pardot. (See my previous article on Making Data appear in a new Pardot Field.)
  • Updates to Formula fields in Salesforce. (Formula fields do not trigger a change to the Last Modified Date on the Contact or Lead record, so will not trigger a sync.)

Some system changes will trigger a sync:

  • An Automation Rule which changes something on the Prospect record. (This triggers a change to the Last Modified Date).
  • Actions for adding a prospect to a Salesforce Campaign. (These can be done via Form completion action, Automation Rule, Engagement Studio program, etc.)

One thing which will always prevent syncing? A setting on the Prospect record for 'Do Not Sync with CRM.'

A prospect set to not sync with Salesforce
See the exclamation point icon? This indicates a prospect is not syncing with Salesforce.

'Do not sync with CRM' can be applied via an Automation Rule and can affect a large number of records at once. Or you can turn on this feature one at a time as you visit a Prospect record.

A large number of activities cause Pardot to sync

Pardot actively wants to sync with Salesforce, so the list of items or actions which trigger a sync is greater than the things which will not trigger a sync. For the documentation, see the articles published by Salesforce about Syncing Prospects Between Pardot and Salesforce.

Final tip from a Pardot consultant? Try doing an import into Pardot. That's a sure way to force the two systems into alignment.

Need help figuring out why a record isn't syncing? Contact us for help figuring out why your Pardot prospect isn't syncing with Salesforce.


Close Sales Faster with Permission-based Marketing

Do you want your email to be opened, read, and clicked? Or do you just want to send email?

Just because you have someone's email address does not mean you should email them.

Technically, there's nothing to stop you pushing send. But pause for a moment, and consider if you should send that email.

It is far easier to make a sale to an engaged prospect than it is to make a sale to a prospect you are dragging with you every step of the way.

Benefits of Permission-based Marketing with Pardot

People who receive emails they were not expecting (or did not opt in to receive) often ignore the emails, or delete them without reading them. At worst they mark you as a spammer.

When people explicitly opt in to your emails, their rate of engagement goes through the roof. You'll be able to tell the difference because when they want to receive email from you, they will:

  • Open email
  • Click links
  • Download
  • Complete forms
  • Reply to the email

In short, they will engage with you.

And by engaging with you and your messaging, you will be able to turn them over to the sales team sooner, and close the sale sooner.

GDPR and Permission-based Marketing

As a sort of bonus, following permission-based marketing best practices puts you in a good position to be in compliance with GDPR.

GDPR is the regulation in the European Union which puts the onus on you (the company) to collect permission to track and communicate with your website visitors. This includes only sending marketing emails to your European Union prospects who explicitly opt in to receive email from you.

The good news is that Pardot lets you track all of the interactions you have with your prospects, and track their consent.

From putting some opt-in checkboxes on your Pardot forms, to tracking the dates those opt-ins were performed, to performing a double opt-in email process, it can all be set up in Pardot to automatically track which marketing messages your audiences want to receive.

Permission-based Marketing: good for sales, good for GDPR

If you are already following permission-based marketing and collecting consent and opt-ins and double-opt ins, then a few small changes can get you aligned with GDPR.

If you are not following permission-based marketing practices then now is the time to start.

Let us know if you need help setting up a GDPR compliant permission based marketing program.

Pardot's Confirmation Pop Up for Permanent Delete

New Pardot Features: Permanent Delete and Recycle Bin Enhancements

One of the six data subject rights that are part of GDPR is the Right to be Forgotten. This means that any person could ask you to remove their information from your database. How do you comply with that request in Pardot?

It's not really obvious, but when you click 'delete' on a Pardot prospect record, that does not delete the record. It actually sends the record to the Pardot recycle bin.

Find it under Admin > Recycle Bin. From there, select Prospects.

Prospects in the Pardot Recycle Bin
Prospects in the Pardot Recycle Bin

You might find that you have more records in the recycle bin than you expected.

Along with a Permanent Delete feature, Pardot released another important feature: not processing records which are in the recycle bin.This feature allows you to reply with requests to not process someone's data.

What's the point of the Pardot Recycle Bin?

Pardot customers have heard for a long time that prospects sent to the recycle bin are not gone forever - they can be restored from the recycle bin.

This is still generally true - any prospect records that remain in the recycle bin can be restored. (But if a prospect record is permanently deleted, it is no longer in the recycle bin, so it can never be restored.)

Historically, the biggest benefit to the recycle bin is that prospect records in the recycle bin do not count against your mailable prospect count.

It is fairly common for Pardot customers who are hitting the upper limit of their database size tier to send cold leads to the recycle bin, so they are not paying more to warehouse prospects who do not look like they will turn into a sale.

Prospects in the recycle bin still retain their history - all the emails they were sent, all the forms they filled out, and all the points they accumulated remain. Even their List memberships remain in place (if they are restored from the recycle bin they will re-join the list automatically).

But active Automations or Dynamic Lists cannot match records in the recycle bin, and you are not able to send email to prospects while they are there.

Still, prospects who 'come back to life' can be restored from the recycle bin by an admin:

  • By import.
  • Manually.
  • Certain actions in Salesforce.

And Prospects can remove themselves from the recycle bin by performing specific actions:

  • Submitting out a Pardot form or web form linked to a Pardot form handler.
  • Clicking a link in a Pardot email you previously sent them.

These activities show intent, so they remove the prospect from the recycle bin automatically.

Changes to the Recycle Bin as part of GDPR

When Pardot made enhancements as part of GDPR, one of the things they changed was how prospects are tracked.

Previously, if a prospect was in the recycle bin but still had an active browser cookie, any visit to one of your tracked web pages would remove the prospect from the recycle bin. This fell under the 'shows intent' category, along with form fills and clicks on tracked email links.

Recently a change was made to this function. Now, when a prospect is in the recycle bin, they are no longer tracked.

This means if you send someone to the recycle bin, Pardot stops tracking their activities across your site (the pages they view). Any visits to your tracked pages do not register, and do not pull the prospect record out of the recycle bin.

This allows you to fulfills any GDPR request to stop processing data.

If a prospect contacts your company and asks that you stop processing their data, you can comply with that request (for your Pardot instance) by sending them to the recycle bin.

Note that putting a prospect in the Pardot Recycle bin does not affect Salesforce or any other connected systems.

Introducing Permanent Delete in Pardot

The very welcome new Permanent Delete feature is now available from inside the recycle bin.

Use this feature with caution - it is permanent and cannot be undone.

Any activities the prospect had will be gone - any form fills, web page visits, emails sent and clicked, any tracking cookies associated with your prospects… all gone.

This will also cause your reports and metrics to change. For example: if you delete a prospect who clicked an email… that email's report now has one fewer clicks on it. Any Engagement Studio they went through will no longer reflect their activity, any form they completed will reflect one fewer form submission, etc.

Like I said, Permanent Delete means permanent!

To use it, go to your recycle bin and select one (or more) of the checkboxes next to a prospect. Then you choose 'Permanently Delete' from the dropdown box at the bottom of the prospect table.

Select All to Permanently Delete
Select All to Permanently Delete

Click Go to start the process.

You will see a pop-up message asking if you are sure, because this change can affect your reports and metrics.

Pardot's Confirmation Pop Up for Permanent Delete
Pardot's Confirmation Pop Up for Permanent Delete

Click the red button to continue.

You will see a confirmation message across the top of your screen.

Confirmation Message - check your email in a few minutes
Confirmation Message - check your email in a few minutes

And then in a few minutes you will receive the email confirmation that the records are deleted.

Pardot Permanent Delete Email Confirmation
Pardot Permanent Delete Email Confirmation

It's not the prettiest email I have ever seen, but it's effective.

When this email arrives, the prospect is truly gone.

Changes to Reports as Part of Permanent Delete

We mentioned it before, but permanently deleting a record has impacts on your reports and metrics.

If you permanently delete a prospect, any forms the prospect completed, any emails they were sent, any emails the clicked … all of that activity is removed from your reports.

Same for any web page visits, any automation rules who matched them, any profile grades… any of your Pardot assets - once you delete a record, all their activity is removed from Pardot.

How to Permanently Delete a Prospect in Pardot

Permanent Delete from Pardot is a multi-step process.

  1. Send them to the recycle bin.
  2. Go to the recycle bin, and check the box next to their name.
  3. Choose 'Permanent Delete' from the dropdown box, and click go.
  4. In a few minutes you'll get an email that your permanent deletion is done.
Pardot Permanent Delete Email Confirmation
Pardot Permanent Delete Email Confirmation

Generally I recommend using this new feature with caution - there's no real need to delete records unless you get a request (and I predict a very low number of people will do this).

Deleting a record in Pardot will not trigger a delete in Salesforce or any other connected system.

To delete a record from Salesforce you will do it in Salesforce.

If you first delete a record in Salesforce, it will be sent to the Pardot Recycle Bin. If you do nothing else, it will remain in the recycle bin. So if you need to comply with a request for deletion, be sure you do all the necessary steps to delete the record from all your systems.

What happens if the deleted prospect fills out a form again?

If the prospect you deleted comes back into your system, the Pardot record is treated as brand new.

Because… it really is brand new, as far as Pardot is concerned!

It has a new created date, a new Pardot Source Campaign, and everything. If they fill out a form they will be given a brand new tracking cookie.

What if someone who had previously requested a deletion in compliance with GDPR comes back and enters your system again? The good news, from a GDPR perspective, is that you do not need to continually monitor to see if previously deleted records enter your system again.

Once this person comes back to you and their record is created as new, it is not subject to any previous requests. You can proceed as normal.

Let us help you with Pardot and GDPR

If you're not sure what GDPR is, read our previous article on Pardot and GDPR.

Need help with GDPR and Pardot? Contact us for assistance setting up a double opt-in process to collect consent to email from EU residents.

Use SSL with Your Pardot Vanity Domain Now

Google recently announced a change which will impact how visitors see your landing pages hosted by Pardot. To prevent a possible penalty, you should enable the new SSL option from Pardot right away.

The Google-owned web browser Chrome has announced that starting in July 2018 they will begin marking all sites with HTTP in the address as "Not Secure." This will be prominently visible in the browser's address bar.

Chrome change may alarm some visitors

This will be a major update to how Chrome treats websites now.

Secure websites currently display a green padlock, with the word secure:

Chrome displaying a secure URL
Chrome displaying a secure URL

On non-secure websites, Chrome displays an innocuous 'information' symbol, leaving the web visitor to click for more information:

Chrome displaying a NOT secure URL
Chrome displaying a NOT secure URL

When the visitor clicks the icon, the expanded information appears:

Chrome displaying a NOT secure URL wit expanded information
Chrome displaying a NOT secure URL wit expanded information

The change coming in July 2018 will more clearly notify the visitors that they are on a non-secure website. The browser will prominently display the words "Not Secure" in front of the address:

Chrome will display 'Not Secure' beginning in July 2018
Chrome will display 'Not Secure' beginning in July 2018

This prominent display may make some visitors think twice before they submit a form, or even cause them to navigate away from the site without taking an action.

Chrome holds a large market share

How many people could be affected?

Chrome claims 58.4% of the market share for web browsers as of January 2018, according to a stat available from W3Counter.com.

Chrome traffic - Jan 2017 W3Counter
Chrome traffic - Jan 2017 W3Counter

Chrome accounts for 58.4% of the web browser market share. That is a large percent of your website visitors.

Use SSL for your Pardot Vanity URL Now

How does this change from Chrome affect your Pardot account?

Pardot now offers SSL for your vanity domain, and you should enable it right away. This whole set up should take around 15 minutes… and most of that is wating for the automated email telling you it is ready to use.

In Pardot, go to Admin > Domain Management.

Find the section lower on the page labeled Tracker Domains.

Find your Tracker Domain in Pardot
Find your Tracker Domain in Pardot

Your set up should be similar to the above, with your custom domain set as the Primary.

Note that the column labeled 'SSL STATUS' indicates the Pardot domain is enabled for SSL.

This means that only the Pardot domain can use 'https' in the URL. This is what we are going to change.

Click the gear icon off to the right of your custom domain. Choose 'Enable SSL' from the dropdown.

Choose 'Enable SSL' from the option
Choose 'Enable SSL' from the option

Then you will see a message that says it is in progress, and to check your email for the confirmation.

Success message - watch your email
Success message - watch your email

In a few minutes you will receive an email that says your SSL certificate is ready.

Pardot Email: HTTPS can now be enabled
Pardot Email: HTTPS can now be enabled

Just one more step.

Go back to your Domain Management page, and click the Gear icon again. Choose 'Default HTTPS' from the menu.

Set tracker domain to default to HTTPS
Set tracker domain to default to HTTPS

And you're done!

You will see that you now have a green mark on your custom domain indicating that it will default to HTTPS.

Now using SSL on primary tracker domain
Now using SSL on primary tracker domain

Use HTTPS everywhere

Now you have set your Pardot domain so that it will default to use HTTPS everywhere in Pardot. You can start using your custom URL with https in front of it.

Even better, all the assets which already existed in Pardot can immediately begin using the https URL. No longer do you need a workaround to make Pardot assets secure - immediately you can change all your URLs to secure versions.

Need help configuring Pardot? Contact us for more information.