As marketers, we’re always looking for new ways to make our campaigns more effective and efficient. If you’re already using Pardot and Salesforce, then you have taken the first big step in your marketing automation journey.
Continue reading “Elevate Your Email Marketing With Various Tools”
The process of moving B2B prospects through your sales cycle takes time. It’s unlikely that someone is going to purchase off the back of a single touchpoint, as that decision is probably being vetted by the business. Continue reading “The Power of Testimonials”
Growing your list of mailable contacts is a marketers dream. There are some healthy, organic ways to do this and some disastrous ones. Today I’m going to focus on the worst; buying data. Before you embark upon this potentially expensive and damaging journey, here are some reasons why you may want to reconsider. Continue reading “The Dangers of Buying Data”
This week, the Pardot Winter ‘19 release brought us major changes on how we work with Engagement Studio.
Continue reading “Pardot Winter ‘19 Release: Engagement Studio”
“Important: Google Ads parallel tracking will be automatically turned on.”
If you are a marketer then you have probably received this subject line in your inbox Continue reading “Important Update: Google Ads is changing the way you track ad clicks in Account Engagement”
Is your company planning to make major changes to your website, but you’re not sure what it would mean for marketing automation activities?
Continue reading “How is Pardot Affected by Launching a New Website?”
Although technology is continuously evolving and trends are constantly changing, one thing in the digital media landscape remains clear – Email Marketing is here to stay. I’m here to share what you can do to run a successful Email Marketing Campaign and achieve valuable engagement, attention, leads and sales. Continue reading “Get The Most Out of Your Email Marketing Campaigns”
You have done all the hard work with preparing your marketing tasks and Pardot assets well ahead of the launch and now the time is here.
Continue reading “Website Launch for Pardot – Week of the Launch”
One thing my customers always want to know is how other companies are achieving success. The question applies not only to the technology they’re using, but the marketing strategy itself.
As a marketing automation tool, Account Engagement (Pardot) works at its fullest potential when the online marketing processes are automated and aligned with sales activities in a nurture program. Engagement Studio allows you to segment your audience and target them with personalised communications. It also offers your prospects a unique customer experience, suited to their preferences.
Continue reading “Win over your Prospects with Engagement Studio”
Integrating Google Analytics and Google Adwords to your Pardot account can often cause challenges, so below is a roundup of the most common questions we encounter.
Continue reading “Q&A: Integrating Google Analytics and Adwords with Pardot”
The different campaign objects has caused confusion in the past and we’re often asked to explain the difference and recommend ways to use both systems for campaign reporting. Even with the sync, it’s important to remember that the definition of campaigns remains the same for each system:
The sync will force you to create campaigns from the Salesforce side which makes them easier to manage, but you must still associate all your marketing assets with the right Pardot campaigns and use automations to push prospects into corresponding Salesforce campaigns to get the reporting you need. See our blog article here on the difference between Pardot campaigns and Salesforce campaigns.
You can enable the campaign sync in your account settings. Then you will need to connect all of your current Pardot campaigns with corresponding Salesforce ones before you can fully enable the feature. Once connected, all your campaigns will then be managed from Salesforce i.e. if you create a new campaign in Salesforce it will automatically sync to Pardot. From an admin point of view, that’s great because you no longer need to create campaigns in both places.
There are still some implications to consider before you make the switch. Before enabling, I would recommend reviewing your current set-up to determine how it will impact your business:
The main advantage of enabling the feature is to save your marketers time and to give them more sophisticated reporting in Salesforce. It’s a chance for you to review your current use of campaigns in both systems, streamline your processes and define your reporting needs:
Connecting your campaigns will give you richer engagement history in Salesforce – alongside the campaign object in Salesforce you will be able to see the Pardot engagement metrics that relate to that marketing activity giving your Salesforce users greater visibility of campaign success:
These engagement metrics are held in fields so you can add them to the campaign page layout and use them in other reporting. Connected Campaigns also paves the way for reporting on multi-touch attribution models in Salesforce. But reporting is only as good as the data that goes in; once you properly plan for your campaign structure and add the right data through automation, you can unleash the power of campaign and ROI reporting in Salesforce and enable the multi-touch attribution models from Pardot.
If you want to discuss your requirements before enabling the feature, get in touch with us to find out how you could improve on your campaign reporting.