Pardot Campaign Usage Table

Pardot Campaign Alignment Gotchas

In our effort to match up all our Pardot Campaigns to Salesforce Campaigns, we found some bumps along the way. Everything we found can eventually be fixed, so don’t worry!

Campaign Alignment Gotcha #1

When you first got your Pardot account, it shipped with at least two Pardot Campaigns:

  • Website Tracking
  • Email Plug In

You may have also implemented others – such as the Pardot Campaign used in the Salesforce/Pardot Connector, and the Pardot Campaign used in the Google AdWords Connector, or other apps that connect with Pardot.

Probably you did not make Salesforce Campaigns matching these Pardot Campaigns. I recommend doing so now, and connecting these Pardot and Salesforce Campaigns.

Campaign Alignment Gotcha #2

Pardot Campaigns and Salesforce Campaigns connect in a one-to-one relationship. Meaning: you can only connect one Pardot Campaign to one Salesforce Campaign. You cannot connect multiple Pardot Campaigns to one Salesforce Campaign.

If you ended up with duplicate Pardot Campaigns (maybe you find that one is spelled slightly differently) then you will need to pick which of these Pardot Campaigns will connect to your Salesforce Campaign. The other Pardot Campaign can be deleted (sent to Pardot recycle bin).

Campaign Alignment Gotcha #3

You can’t delete a Pardot Campaign unless it is not in use by other Pardot Assets. So scroll down to the bottom of the Campaign page and check the Usage Table to see if any Forms, or Email Templates, or Dynamic Lists, or Automation Rules, etc., use a Pardot Campaign before you try to delete it.

Pardot Campaign Usage Table
Check the Usage Table on the Pardot Campaign to see what Pardot assets use it

Do you see that the Pardot Campaign is used by other assets? If so, maybe this is the Pardot Campaign you should keep, and you should delete the other one. (It’s probably easier to do this, because the Pardot Campaign name is going to change to match the Salesforce Campaign name anyway.)

If the Pardot Campaign you want to delete is used by other Pardot assets, then you now need to go edit each of your assets and remove the ‘wrong’ Pardot Campaign and substitute the ‘correct’ Pardot Campaign.

Campaign Alignment Gotcha #4

Did you slip up and pick the ‘wrong’ Pardot Campaign to connect to a Salesforce Campaign? Good news: you can switch.

But your ‘wrong’ Pardot Campaign will now have a line item in the usage table which is for the previous connection to the wrong Salesforce Campaign.

It’s annoying, but not a problem. You can ignore it and move on.

Campaign Alignment Gotcha #5

If you cannot find some of the Salesforce Campaigns you are looking for, you may not have set up the Campaign Record Types you need.

Remember how we went to the Account Settings page, and turned on Connected Campaigns? And we had to indicate which Campaign Record Types you want to use with Pardot?

Make Pardot Connected Campaigns use Record Types
Re-visit this checkbox, and select any record types.

If you did not choose the correct Record Types, then you want to go turn them on now.

Alternatively, if your ‘missing’ Salesforce Campaign has not been assigned to a Record Type (in Salesforce), you will need to go edit your Salesforce Campaign and apply the Record Type.

Then you can refresh your Pardot sync and will shortly see the Campaign available for you to connect.

Campaign Alignment Gotcha #6

If you don’t use Campaign Record Types in Salesforce, but you do use a Parent/Child hierarchy in your Salesforce Campaigns, you may find that you cannot find some of your Salesforce Campaigns during the Campaign Alignment step.

We’re not sure why this is the case, but is for some reason the Parent/Child relationship on Salesforce campaigns can make the Child Salesforce Campaign invisible to Pardot!

The Campaign is just fine in Salesforce. But it simply can’t be found during the Campaign Alignment step. It’s very weird!

To solve this:

  • Make Record Types for Salesforce Campaigns (we recommend simply Parent and Child)
  • Then apply the Record Types to each of your Salesforce Campaigns, and save the Salesforce Campaign.

For some reason, this solves the problem, and the Salesforce Campaign will sync to Pardot soon.

Need help wrapping up your Campaign Alignment?

It can be tricky to do all the parts of Connected Campaigns and Campaign Alignment. Please contact us if you need some support setting up your Connected Campaigns.

Update – Want to read all of the blog posts in this series about setting up Pardot Connected Campaigns? Start here: 

  1. Pardot Connected Campaigns: Why You Should Turn It On Today
  2. Pardot Connected Campaigns: First Steps to Setting It Up and Turning It On
  3. Pardot Connected Campaigns: Next Steps and Pardot Campaign Alignment
  4. Pardot Connected Campaigns: Final Steps and Adding to Salesforce
  5. Connected Campaigns and Campaign Alignment Gotchas (this article)

Ignore Bots in Pardot Emails

Pardot Feature: Ignore Bots Who Click Your Email Links

Did you notice a decrease in your email opens/clicks recently? Pardot rolled out a feature which will drastically impact your email KPIs. This feature will detect email link clicks which are performed by bots, and ignore them. As a result, your emails after November 12, 2018 will very likely have lower email opens and email link clicks.

Don't panic - this is really good news!

How do fake email link clicks happen?

Companies of all sizes subscribe to antivirus and spam blocking services, in order to reduce the amount of spam that gets through to their employees.

Most of the time these tools have little or no impact as you send out your email. (You are making sure that you send email that people want, right?)

Usually these services perform a gentle 'ping' on every link in an email - including the link for the email's tracking pixel. That 'ping' on the tracker pixel will register as an email 'open' even though the activity was performed by a program (a bot) and not a person.

But some of these antivirus/anti-spam services are overly-aggressive, and do more than gently ping links. Sometimes they check all the links in the email, which registers as a full Link Click.

That's how a fake click (a bot click) can throw off your real email click rate.

How Do You Identify a Bot Clicking an Email Link?

From the outside, it's not easy to see when a bot is clicking your emails versus a real person. But when you click into the prospect record you can see the behavior.

Take a look at a Prospect Activity record. You can see that an email was opened and all the email's links were clicked at the same time. This is a sure sign of a bot, not a person:

Pardot activity - all email links clicked at exact same time
All links in the email have been clicked at the same time. Sure sign of a bot.

While a real person might click all the links in an email, usually a real person will pause between clicks, so that the timestamp of the email link click will cover multiple minutes.

Are Clicks by Bots Really a Large Problem?

What percent of email link clicks are performed by real people versus bots is hard to determine.

At Invado, we took a brief (and non-scientific survey) of our clients' email click rates. While we didn't find a solid percent across all our clients, we found that certain target audiences are more likely to have bots clicking their emails than others.

By looking over recently sent emails we can strongly see the presence of bots clicking links in the Higher Education and Government spaces, and a smaller yet still noticeable presence in large corporations and financial institutions.

Why would the Higher Education segment have a ton of bots clicking their links? At first that seemed like a outlier, but upon second look this makes more sense.

A University's target audience is made up of current high school Juniors and Seniors. These students will most often provide their email address for their high school district's email system - frequently this email is something like: jane.doe@something.k-12.com

School districts are tasked with keeping minors safe from spam. This means they aggressively block spam, and they employ antivirus and anti-spam tools to help them do so.

The other segments - government, large corporations, and financial institutions - companies in these industries have potentially huge numbers of employees (and therefore a huge number of email addresses), so even a small amount of spam sent to all employees can be overwhelming. They also all have vested interests in keeping viruses off their employees' computers, to safeguard everyone's privacy and trade secrets.

In short, it seems like many large entities or corporations who are fighting a losing battle with spam will subscribe to an antivirus or spam-blocking service.

What does this mean for you and your email sending?

Is your company targeting an audience like this? Then yes, your email click rates are similarly bloated by bots clicking your links.

Fortunately, this recently launched feature from Pardot will cut out the bot traffic, and ignore the false email opens and clicks.  

What will happen now? 
  • Your emails will have fewer opens and clicks because activity from bots will no longer be recorded. Any emails you have already sent will not retroactively adjust their reporting.
  • This means you will (possibly) see a big drop in the Click Through Rate (CTR) and CTR% in your emails stats from November 12, 2018 onward.
  • Any Pardot assets like Completion Actions on emails, Listening steps in Engagement Studio, etc, will not fire on fake clicks performed by these bots
  • The click rate and other reporting in your Engagement Studio programs will be affected from November 12, 2018 onward.
How is this controlled?

It uses the existing feature for Visitor Filters. Pardot inserted over 30 new filters for you - they function to detect traffic from an IP address, IP range, or hostname, and then Pardot knows to 'ignore' that traffic.

How can I turn it off?

I highly recommend you leave this feature turned on. From a reporting standpoint, you want only legitimate clicks in your system - not fake clicks. Fake clicks can astronomically inflate activity scores for your prospects, leading you to turn over 'hot' leads to your sales team (who are not actually hot leads).

Also the fake clicks on emails inflate your number of 'active' prospects. Since email marketing gets the best results when it is sent to your 'active' and engaged prospects … filtering out the fake-engagement will help you get better results.

But if you MUST turn it off, here's how.

Go to Admin > Automation Settings > Visitor Filters.

Pardot Visitor Filters
Pardot Visitor Filters Page. The new entries to help you ignore when bots click your email all begin with [PD-SYS].
On this page, delete the entries that begin with [PD-SYS]. This naming convention indicates that the Pardot system entered the data.

If you later decide you do want to block spam clicks, then there is no way to restore them en masse ... so I really recommend you leave this in place.

Final Pardot Pro Tip:

If you can identify the IP address of any additional fake clickers … you can add your own filters!

Or if you know the IP address of any of your competitors, you can add their IP address to the list, and ignore their activity as well.

Check your email KPIs - are they are performing well?

Contact us for assistance auditing your email sending and email performance KPIs, and understanding how this feature could change the way you send and respond to email activity.


Why you'll want to adopt Pardot Connected Campaigns today

Pardot Connected Campaigns: Final Steps and Adding to Salesforce

Now that you have turned on Pardot Connected Campaigns and have done the Campaign Alignment steps, it's time to finish setting it up and making Salesforce display the awesome things on Salesforce Campaigns page layouts, as well as Leads and Contacts.

Make Salesforce control all Campaigns

Once you are finished with Campaign Alignment (matching up all your Pardot Campaigns to Salesforce Campaigns) it is time to make the big change - you're going to make Salesforce control all Campaigns. Pardot is no longer able to manage them.

Go back to your Account Settings page, and click edit.

Account Settings in Pardot.
Account Settings in Pardot.

You will drop down the section for 'Connect Campaigns' again.

Start turning on Pardot Connected Campaigns
Now expand the section for Pardot Connected Campaigns

Now find the checkbox that says 'Use Salesforce to manage all Campaigns.'

Make Salesforce manage all Campaigns - not Pardot.
Make Salesforce manage all Campaigns - not Pardot.

Remember how we skipped this checkbox, back when we first started doing the Pardot Connected Campaigns set up?

Notice how it says to enable this feature when you are finished connecting Pardot campaigns to Salesforce Campaigns?

Well - now's the time! Check that box and save.

You're now using Pardot Connected Campaigns

Really, all the tedious parts are done.

Now you get to make pretty things happen in Salesforce, to show your sales team how hard you are working for them.

Cool Engagement Metrics for Contacts and Leads

Is your sales team looking at a Contact or Lead in Salesforce, and want to see what they did?

Well, Salesforce Classic has the boring old Visualforce thing that lets you see Prospect Activities.

Prospect Activities from Salesforce Classic.
Prospect Activities from Salesforce Classic.

And for Lightning that was revamped to be an Engagement History Lightning Component (still Visualforce behind the scenes).

Newer look - the Engagement History Lightning Component for Contact and Lead page layouts.
Newer look - the Engagement History Lightning Component for Contact and Lead page layouts.

But now you get something totally new - because you are using Connected Campaigns. You can add Engagement History Related Lists to the Contact and Lead page layouts, and you get much nicer data in Lightning.

See what Marketing Assets your Contact or Lead has interacted with.
See what Marketing Assets your Contact or Lead has interacted with.

Fantastic data available for your Sales team to look at, directly on the Lead or Contact page in Salesforce Lightning.

More reporting for Salesforce Campaigns

But back in the beginning I promised you some new things for the Salesforce Campaign page layouts, and this is where your hard work with Campaign Alignment pays off.

Engagement Metrics Component for Campaign Pages

See these great 'widgets' on your Campaigns, and configure which widgets you want to show or hide.

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

These great widgets are called the Engagement Metric Component.

To add them to your Salesforce Campaign page, you'll have to enter Setup and modify the Page Layout for the Campaigns page.

If you are a Salesforce admin it can be as simple as visiting a Campaign page, and clicking to 'edit page.'

This will get you to the Lightning App builder.
This will get you to the Lightning App builder.

And then you need to find the Engagement Metrics component (under Standard) and drag it to your page.

Adding the Engagement Metrics component to your Campaign Page Layout in Lightning.
Adding the Engagement Metrics component to your Campaign Page Layout in Lightning.
Engagement Metrics Fields for Campaigns

If you prefer not to use the widgets above (the Engagement Metrics Component) you can add more traditional fields instead.

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

Add the Engagement Metric Fields to Campaign page layouts.

Let Salesforce Users see Engagement data in Campaign List Views

Want to see how Campaigns compare side by side? You can make the Engagement data appear in Campaign List views, and save their custom list views. They can even sort by column to see campaigns with the most form submissions or most email clicks.

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

To get this, you can go to your Campaigns home, and select the gear/cog icon, then choose 'Select Fields to Display' from the menu.

Adding Pardot Engagement Metric Fields to Campaign List Views in Salesforce.
Adding Pardot Engagement Metric Fields to Campaign List Views in Salesforce.

Then on the pop-up you can search for your fields and move them to the right side.

To have these fields in Campaign List Views, move the fields you want to the right side.
To have these fields in Campaign List Views, move the fields you want to the right side.

After that you can set up custom List Views for your teams, or let them make (and save) their own list views.

Now you're all set with Pardot Connected Campaigns

This has been a long road, and thanks for sticking with me as I walked you through setting it up. Now I hope you're as excited about the new Pardot Connected Campaigns features as I am!

In the near future I hope they release more 'widgets' (Campaign data) for Email Templates, since right now we only get email statistics for List Emails (like one-time send Newsletters or eblast emails).

Since nurturing is done with Engagement Studio, and Engagement studio requires you to use Email Templates, it seems like a great next step for a future release.

Need help setting all of Pardot Connected Campaigns up in Salesforce?

There is an overwhelming amount of things to set up to use Pardot Connected Campaigns correctly. Do you need help?

We would be happy to help you set everything up in Pardot and Salesforce and help you get the most out of this great tool. Contact us now for assistance.

Update - Want to read all of the blog posts in this series about setting up Pardot Connected Campaigns? Start here: 

  1. Pardot Connected Campaigns: Why You Should Turn It On Today
  2. Pardot Connected Campaigns: First Steps to Setting It Up and Turning It On
  3. Pardot Connected Campaigns: Next Steps and Pardot Campaign Alignment
  4. Pardot Connected Campaigns: Final Steps and Adding to Salesforce (this article)
  5. Pardot Connected Campaigns: Campaign Alignment Gotchas

Why you'll want to adopt Pardot Connected Campaigns today

Pardot Connected Campaigns: Next Steps and Pardot Campaign Alignment

So far in this series we have covered why you want to turn on Connected Campaigns, and how to turn it on in your Pardot accountNow we get to dive in to the fun part - Pardot Campaign Alignment.

Pardot Campaign Alignment Can Be Tedious, But It's Important

This is where things start moving along. Matching up your Pardot Campaigns and connecting them to Salesforce Campaigns can be a bit boring (although I kind of enjoyed it), but it has big payoff in the end. This is what we call Pardot Campaign Alignment.

Go to the Pardot Campaigns page, and check out the new settings. There are some important differences here.

Pardot Campaigns with Campaign Alignment
New sections on the Pardot Campaigns page. This screenshot courtesy of the Salesforce Spring '18 Release Notes.

At the very top of the Campaigns page - where it says 'Connect Campaigns with Excel' - is a workbook you can use to mass-update your Campaigns.

It's worth trying out - the Excel file will download to your computer and be pre-populated with separate tabs for your Pardot Campaigns, your Salesforce Campaigns, and a final tab where the campaigns are matched up.

The Pardot team worked some awesome Excel magic here, because that final tab will already show you some matches - or it should, if your Pardot Campaigns and Salesforce Campaigns have the exact same names.

You should be able to use the workbook to match up your Pardot and Salesforce Campaigns, and then upload the Excel file back to the system. This will let you mass-update and perform Pardot Campaign Alignment on all those Campaigns at once.

Chances are good that you have at least some matches, so start with those and then work through the remaining unconnected Pardot Campaigns.

Manually Perform Pardot Campaign Alignment and Connect Pardot Campaigns with Salesforce Campaigns

If you have Pardot Campaigns you can't match up with the workbook - or the workbook doesn't seem to work for you for some reason - then you can move on to manually connecting your Pardot Campaigns and Salesforce Campaigns.

Click Edit on one of your Pardot Campaigns, and you'll see a new option.

Pardot Campaign Alignment
New option on your Pardot Campaign to perform Campaign Alignment with Salesforce Campaigns.

This new dropdown box will let you search for your Salesforce Campaigns and select them.

Once you find the Salesforce Campaign that you need, go ahead and save your Pardot Campaign again.

Success! Your Pardot Campaign is now connected to a Salesforce Campaign! Pardot Campaign Alignment magic!

  • Pardot Pro tip #1: If your Pardot Campaign and Salesforce Campaign had different names, you'll now only see the Salesforce Campaign name.
  • Pardot Pro tip #2: If your Pardot Campaign was used by other Pardot assets (like Forms or Email Templates) all those Pardot assets are now associated with the Salesforce Campaign, automatically.

Work your way through all your unconnected Pardot Campaigns, and connect each of them to a Salesforce Campaign.

Once you finish connecting all your Pardot Campaigns to Salesforce Campaigns, we will move on to finishing the setup of Connected Campaigns. That's next week!

Some Pardot Campaign Alignment Gotchas

In our effort to match up all our Pardot Campaigns to Salesforce Campaigns, we found some bumps along the way. Everything we found can eventually be fixed, so don't worry!

We consolidated all the most common issues into this post specifically about Pardot Connected Campaigns and Campaign Alignment Gotchas.

Are You A Bit Overwhelmed by Pardot Connected Campaigns?

Very soon we wrap up our series on turning on Connected Campaigns. If you want to be notified of our next post be sure to subscribe to our newsletter!

This is a fantastic feature, but there can be a lot of moving parts. Contact us today for support in turning on Pardot Connected Campaigns.

Update - Want to read all of the blog posts in this series about setting up Pardot Connected Campaigns? Start here: 

  1. Pardot Connected Campaigns: Why You Should Turn It On Today
  2. Pardot Connected Campaigns: First Steps to Setting It Up and Turning It On
  3. Pardot Connected Campaigns: Next Steps and Pardot Campaign Alignment (this article)
  4. Pardot Connected Campaigns: Final Steps and Adding to Salesforce 
  5. Pardot Connected Campaigns: Campaign Alignment Gotchas

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.

Want to get an alert when I publish the next article? Sign up for our newsletter to get our news by email.

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.

Update - Read all the blog posts about Connected Campaigns:

  1. Connected Campaigns: Why You Should Turn It On Today
  2. Pardot Connected Campaigns: First Steps to Setting It Up and Turning It On (this article)
  3. Pardot Connected Campaigns: Next Steps and Pardot Campaign Alignment
  4. Pardot Connected Campaigns: Final Steps and Adding to Salesforce
  5. Pardot Connected Campaigns: Campaign Alignment Gotchas

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, then learn about Campaign Alignment, and wrap up with Final Steps and Adding to Salesforce. I also wrote a post specifically about some of the minor quirks you might encounter during Campaign Alignment, and how to resolve those.


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.