5 Reasons for Sending all Prospects from Pardot Directly into Salesforce

As a Pardot Consulting shop we are often asked questions about when a Pardot prospect should be created in Salesforce. Historically, many marketers would prevent prospects from being synced with Salesforce until they have qualified them. This was a good strategy for building confidence in the data that they were sending to the sales team. However, with the ongoing melding of the Pardot and Salesforce platforms, a strong case can be made for sending all prospects directly into Salesforce.

Consider these:

1. It’s essential for tracking more than the first touch Campaign that generated an Opportunity

If a Prospect is not created as a Lead or a Contact in Salesforce, the only Campaign activity you will capture is the prospect’s first interaction with your brand. If the prospect is also a record in Salesforce, you can use completion actions to send the prospect to a Salesforce Campaign, thereby capturing every marketing touch for that prospect.

2.  Pardot reporting – not so great; Salesforce reporting – Fantastic!

With the new Engagement Report types and Customizable Campaign Influence report types in Salesforce, data for emails opened, links clicked, forms completed, etc. is more than just static information — you can report on that marketing activity right in Salesforce, alongside your campaign and opportunity data. This level of reporting allows for deep insights into which marketing initiatives are creating the most revenue.

3. Critical for reporting on full lead life-cycle reporting

If a prospect is created as a Lead in Salesforce and is added to Campaigns, or has sales generated activities all of this activity history will follow the Lead upon conversion which allows for a 360 view of all activities that turned that net new prospect into a customer. If you do not send your prospects to Salesforce you will not see all historical marketing data in one place, namely, Salesforce.

4. Minimal downside as you can hide “non-MQL” leads from sales

By assigning all net new Leads to a Queue in Salesforce and by using list view filters, you will prevent these Lead records from being accessed by sales. Once the prospect has become MQL, use Salesforce Process builder to re-assign the Lead to a Sales User so that they appear on their “call today” list. Don’t forget to send an email to the new owner letting them know that a hot lead is coming their way!

5. Minimal downside - Your Salesforce cost will not increase

Pardot’s billing model is based on the number of mailable prospects. The Salesforce billing model is based on edition, license, and feature, not by the number of Leads and Contacts you have in your crm.  

Bottom line.

The level of reporting and insight gained by sending prospects directly into salesforce and the ease of management of the Leads from queue to sales owner make this decision a no-brainer.  

For more Pardot tips or help in optimizing your investment in Pardot /Salesforce, reach out to your Pardot consultants here at Invado Solutions.

 


Top Four Data Challenges for Salesforce / Pardot Admins

In the past 7 years, I have had the good fortune to work on hundreds of Salesforce orgs. I have seen many variations of configuration and have found that the orgs that use the Salesforce mantra of “Clicks before Code” are my favorite. However, whether you are working in an org that is coding spaghetti on the back-end or is configured using all of the best practices, there are a few tips that I have discovered that may make your job as an Admin who works in or supports Pardot a little easier. 

Challenge: #1 Mystery/duplicate/unclear fields labels

There are several reasons why you might find yourself with duplicate or unclear field names. You may have installed a package from the App Exchange that created redundant fields, or you may have fields of different types but with the same field labels.  On the surface, this may not seem like a big deal; however, it can cause confusion when creating reports, as the field label is all that you see in the report interface.

Do Not Contact fields on Contact object & how they appear in the field picker report interface
  • For duplicate fields, edit one of the field labels and add “deprecated” or “do not use” to the field that is not used or has been retired.
  • Add a description, i.e. “this field created by InsideView”, or “field populated via Process Builder”.  Entering data in the Help Text field is also useful for fields whose labels may be less than clear. The Help Text data is viewable on the UI for all users with access to that field.
  • Do not use underscores in the field label. The API Names of all Custom fields have an underscore between words and end in a double underscore and the letter “c”.  See the example below: All Traffic Sources (All_Traffic_Sources__c). I have seen instances where someone has created a field with underscores in the field label. I think we can all agree that that could be potentially confusing.
Custom field creation/mapping in Pardot

 

  • When creating custom fields in Pardot, be doubly sure to match the API Name of the field and not just the Field label. As long as you have mapped the correct Salesforce field to your custom fields in Pardot the field label that appears in the drop down will be the correct field.

Challenge #2: How did that value get in there?

The ability to see who changed a field value, what they changed it from and what they changed it to is extremely useful for all sorts of troubleshooting. To check to see if you are tracking the history of your most important fields on your Leads, go to Setup/Object Manager/Leads/Fields & Relationships and in the upper right hand corner, and click the button “Set History Tracking”. Check the box to “Enable Lead History” and then check the boxes next to the fields you want to be able to track changes for. Note: there is a limit of 20 fields per object.

  • If you are using Pardot and have segmentation based on specific field values, when possible, set history tracking for those fields.
  • Tracking the history on fields included in automations that change field values will help troubleshoot any errors that occur when automation processes have errors.
  • Create History reports, in addition to the normal field filters (i.e created date, etc.) - you can filter these reports by field /event edited and by “Old Value” and “New Value”.
  • These reports are especially helpful in resolving Pardot Sync Errors.

Challenge #3: Updating records using data exported from an SF Report

  • The record ID that is displayed in reports in the 15-digit ID. If you are updating the record, most import tools require the 18-digit ID. 
  • Create a custom field for 18-digit ID on your most frequently used objects. Use a formula field with the data type of “text”, select “Advanced formula” and select “CASESAFEID”. The data that will be displayed is the 18-digit ID for that record.
  • Remember, Salesforce uses the 18-digit ID for the record you are updating and the 15-digit ID for any field values that are related to that record, including Owner ID. If you are updating records and you start by exporting a report, the value in the ID field will be the 15-digit ID. You can shorten the 18-digit ID by removing the last 3 characters or, you can create a 15-digit ID field by using this formula: LEFT( CASESAFEID(id), 15).

Challenge #4: Troubleshooting Pardot Segmentation List membership

  • Create a list view using the same filters as the Pardot List.
    • Note: You will need separate list views for Leads and for Contacts.
  • If your org uses record types, include them in your list view filters.
  • Use inline edit, if needed, to get the records you want included in your list to match your Pardot list criteria. There is a limit to the number of rows you can edit using inline edit; however, if you are testing your segmentation rules, this method will help you to identify which rules are working and which are not.

I cannot stress strongly enough the need for Salesforce Admins to think about their Marketers and for Marketing teams to learn more about Salesforce. By working together you will be able to create better data, better automation, better marketing, and better sales figures for the entire company. I hope these tips will assist you on that journey.

 For more tips on Pardot, setting up Pardot, and optimizing your Salesforce and Pardot experience, contact your Pardot consultants at Invado Solutions.

 

 


Pardot Admins: What You Need Inside Salesforce to Get the Most Out of Pardot

Understand the Salesforce access requirements for Pardot Lightning

As a Pardot administrator, you already have access to a powerful standalone marketing automation tool. The Pardot Lightning App provides even greater value – enabling marketers to tap the functionality of Pardot inside Salesforce for enhanced insights that can improve marketing ROI.
The problem is, many Pardot Admins often have little to no access to their Salesforce org, which means they are missing out on a host of valuable opportunities. Data used for the segmentation, creation and maintenance of campaigns, and the enhanced reporting that is available with Connected Campaigns requires access to some configuration permissions that may have previously only been granted to your Salesforce System Administrator. When these permissions are enabled for the Pardot Admin, they will be able to:
● Deliver enhanced marketing ROI that is only available in Salesforce
● Manage fields that sync with Pardot
● Analyze data to refine marketing efforts
● Resolve sync errors
● Manage campaigns and campaign member types

In this post, I’ll address Salesforce access for Pardot Administrators. Future posts will include tips and tricks for setting up Pardot Lightning, Salesforce configuration tips to assist with resolving sync errors, configuration and reporting on Campaign Influence, and creating the new Engagement Reports in Salesforce.

Permissions and Access

Below are the permissions you'll need to get started. Take a crack at it yourself or forward it to your Salesforce admin if you like. Note: You will need someone with the System Administrator profile to help set this up.
For Legacy Pardot instances using the V1 connector, it is possible that the Salesforce User record that you are assigned is also the Connector User. If the profile assigned to that user has any profile other than the standard System Administrator profile, make sure that the profile includes View All and Modify All permissions for all objects that sync with Pardot (including Lead, Contacts, Account and Opportunity objects, as well as custom objects for those with the option for custom objects in Pardot). And, if you also have the Customize Application, Manage Report types and Profiles permissions, you can skip the rest of this article and go have a cup of coffee.

In instances where your user record in Salesforce is “Not the Connector User”, or, you have no user record in Salesforce at all, you will want at the very least the ability to view all the data in Salesforce that syncs with Pardot. And, if your company will allow it, the ability to Modify all of that data.

How to Set Up Data Permissions 

There are a couple of ways to assign the permission for View All and Modify All in Salesforce. The View All Data and Modify All Data checkboxes are found in the System Permissions section of the Profile details page. To find these settings for your user, click on your username in classic or on the icon for your user in Lightning and select Settings. Choose Advanced User Details from the left-hand panel. Click on the link for your Profile, and enter View All and/or Modify All Data in the search box. Or scroll down to the System Permissions Section and find Modify All Data and View All Data.

 

Checking these boxes means that users with that profile will be able to see and edit all data across all objects in your Salesforce instance. These permissions override the sharing settings for each object.
A more granular way to allow View All and Modify All for Pardot is at the object level. Go to Setup>Profiles>Object Settings>Contacts (and then repeat this process for Leads, Accounts, and Opportunities).

This screen shot shows the Object Permissions for a System Administrator. You will see that this profile gives all privileges to the users with this profile.

If your Pardot users are assigned a custom Profile, you can edit the permissions to include View All for each object. However, Salesforce does not allow editing of any Standard Profile to include View All or Modify All. If your user has one of the standard profiles, you will need to create a Permission Set and check the box for View All on the objects that are synced with Pardot. It’s important to note that when you check the box for View All, the box for Read is automatically selected. When you check the box for Modify All, the box for View All is automatically selected.
If your System Admin is busy, and clearing sync errors is low on their list of priorities, having the Modify All permission on Leads and Contacts will allow you to resolve all prospect sync errors yourself.

Ideal Configuration Settings

If you are a Pardot Admin who is responsible for creating fields in Pardot, it is useful to also create those fields in Salesforce. In order to create new fields, you will need the System Permission called Customize Application and the Modify All Data permission on the objects you need to access.
The following configuration settings will allow you to access the insightful ROI reporting that is now available in Salesforce.
● CRM User, Sales User, or Service User Permission Set License
      *** Users need one of these Permission Set Licenses to use the Pardot Lightning App, view Campaign Influence, and have access to B2BMA
● Manage Custom Report Types
       ***If your org is new, or you have a legacy Pardot instance and have turned on Connected Campaigns, you will need this permission to create the new custom Engagement Report Types
● Manage Profiles and Permission Sets & Assign Permission Sets
       ***If you are responsible for setting up Campaign Influence, you will need these permissions so that you can give access to users

Invado Insight

Permission Set Licenses incrementally entitle users to access features that are not included in their user license and additional Permission Set licenses may involve an additional charge. Because of this, it is critical to keep track of Permission Set Licenses. Unlike Permission Sets in Salesforce, there is no “Manage Users” button for Permission Set Licenses, so seeing who is assigned those permissions is not as clear. We recommend creating a blank Permission Set with the same name as the Permission Set License and assigning it to each user with a PSL, that way you can easily monitor who is using which Permission Set License.
Stay Tuned
Using Pardot Lightning within Salesforce is a powerful tool, and Pardot Admins who develop skills to become more proficient working within the Salesforce interface will no doubt increase their value.
Consider completing this Trailmix – CRM skills for Pardot Users – to help you on your journey. In our next blog post, I’ll explore tips and tricks for setting up Pardot Lightning, Campaign Influence, and Engagement Reports in Salesforce. Stay tuned.

Ann Beattie is a Salesforce Marketing Architect for Invado Solutions.