How to Manage Events with Pardot

There are a number of ways you can manage your event communications through Pardot and people are often unsure about the best way of doing it. By the end of this post, you will be aware of the different options available to you and hopefully avoid any common mistakes. Continue reading…

Event Success with Pardot

The Event Marketing 2018 Benchmarks and Trends report showed that 80% out of the 400 marketers included in the survey believed that live events are critical to their company’s success. Event marketing was also the most effective way to market a B2B company according to this report’s marketers (31%).

Live events – like trade shows, fairs and exhibitions – are all great opportunities for your company to attract new prospects into your database. However, your company’s process of gathering, nurturing and reporting this data may not have changed over the last couple of years. This is why your company need to explore the power of a marketing automation tool, such as Pardot.

So how can and should you use your Pardot in order to reach success with your next live event?

Start off by setting up a Landing Page with a form to collect information from your prospects at the venue. The prospects could fill out this form on the device you brought to the event, meaning you no longer have to worry about how many forms you should print out and bring to the event. This will also save you tons of paperwork and you will decrease the risk of misplacing any of the forms after the event.

Tick the Kiosk/Data Entry Mode option in your form settings (under Look and Feel) to avoid tracking the wrong cookie. By enabling this option, you will avoid tracking your new prospect through the wrong IP address when they are filling out your form on your laptop/tablet.

Once the event is over, then it’s time for lead nurturing your new prospects. That’s right, not only you can save time and money by using Pardot in collecting data onsite, but think about what you can do with the prospects afterwards. You might want to push these leads into a specific List, associate them with a Campaign or include them in an existing or new lead nurture program with Engagement Studio.

Finally, you want to make the reporting of the event efficient and accurate, so it can help you and your company in the future events decision-making. You have already eased the process by associating the landing page and form with the event’s own campaign in Pardot, along with the prospects you’ve acquired in the process. If you also know the costs of your campaign, Pardot will be able to help you calculate the ROI and deliver a custom report, tailored directly for your campaign.

Don’t forget to check out our articles where you can learn how to make your Pardot forms ready for your next event.

} Get the most out of your Pardot Forms

Style Pardot forms to look like your own site

Doing More with Pardot Forms

Are You Ready For Custom Metadata?!

Salesforce are once again staying true to one of their mottos, “Clicks, not code!”, with a release that is currently being tested on the pilot scheme.

Many admins have made custom metadata records to configure apps written by developers, but some have gone further—creating types as part of their own low/no code solutions. It’s best practice to avoid hard coding things such as Record IDs, Profile IDs and Names when creating automation and validation in Salesforce. This is due to the possibility of records changing over time, making your new and exciting functionality out of date before you know it. If you did choose to hardcode values, you would have to remember each instance of the value, in all of your processes, in order to update it. It’s really not very scalable at all.

This is where Custom Metadata Type Records will come into play.

Continue reading…

GDPR is coming – is your Salesforce data ready?

Last week’s 3rd London’s Calling event brought together 40 speakers across 6 streams to give the lowdown on the latest and greatest tools techniques and trends for Salesforce trailblazers.

Obviously one of the hottest topics was of course GDPR. For me it feels like GDPR preparations have been very focussed on the client acquisition and marketing preference side, and only now – at a pretty late stage – are people starting to think about what it means for data held inside Salesforce.

Most people are familiar with the key ‘rights’ of GDPR – but what do they mean for Salesforce customers? In fact, the Rights to Access, Rectification and Erasure have far reaching implications. Can you be sure that you can easily find every piece of information about a client within a month of request? And what about your ex-employees. And if you’ve been holding data for a long time – is it still relevant, do you still have a legal basis to hold it?

This gets even more complicated if you export customer data, or email non-anonymised reports around team members. And that’s before you even consider Analytics tools, AI, recorded voicemails and legacy systems… Continue reading…

Please don’t use static flags to control Apex Trigger recursion!

Efectos visuales Interference en la Medina de Túnez, Túnez, 2016-09-04, DD 85

Trigger recursion in Apex can be a bit hard to get your head around. Often it is indirect, so hard to diagnose. What can happen is that an update is made on object A, then a trigger on A updates B, then a trigger on B updates A again, and then you can end up with an infinite loop of trigger recursion. Eventually, Salesforce notices this and throws an error with “maximum trigger depth exceeded”.

There can be a very complex  path that goes from A round the houses and back to A again. It could be a mix of Workflow, Process Builder, Flow, and Apex. It could go via a managed package. So, this can be an intimidating problem to fix.

Continue reading…

Managing Opt-ins and Email Preferences in Pardot

It’s time. It is now 2018. The year of GDPR.

The new EU regulations, coming into force on 25 May 2018, have implications for all personal data that is collected, stored, processed and used by companies and it should be an organisation-wide initiative to ensure you start to be (and remain) GDPR-compliant. I’m not going to go through what it is or tackle the legalities of the regulations (see the ICO website for more information here) but I can help you to explore the implications from a marketing perspective. If you don’t know where to start then this is a simple guide on to how to manage opt-ins and email preferences in Pardot.

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Email Campaigns Best Practice

Pardot is a great tool for sending out your email campaigns. It provides you with mobile-friendly templates, options to personalise your emails and ways to automate follow-up actions depending on your audience’s engagement.

As part of our email best practice series, we’ll get you started with your first email campaign, ensuring it gets through to the recipient’s inbox, looks great and is delivering results for your business.

Get your emails delivered
Read our top tips for getting your emails past the spam filters and into your prospect’s inbox. We’ll take you through best practice, avoiding spam filters and creating your first mailing lists. Read more here >

Create your email templates
Find out how to design your own email templates with no HTML coding knowledge required. We’ll show you the different options for personalisation and testing your email before you’re ready to send. Read more here >

Our guide to the best Pardot email templates
We take a look at some of the best Pardot email templates and what you can typically use each one for. Read more here >

Sending your first Pardot email – Checklist
Make sure you have everything ticked off before you hit send on that first email campaign! Read more here >

Get the most out of your email campaigns
Learn how to optimise and test your email campaigns to get the very best performance. Read more here >

We hope you find this blog series helpful and that you’re now ready to send and optimise your email campaigns in Pardot. If you need any help getting started with any of these features, feel free to get in touch.

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Get Your Emails Delivered

You want your prospects to read your emails, that’s why you send them in the first place right? But the first step is ensuring it reaches their inbox by protecting your sending reputation and getting them through spam filters. Here are our top tips for doing just that.

Continue reading…