If you’re a Pardot admin, you likely understand the value of marketing automation build on the Salesforce platform. Features like the Pardot Lightning App, Salesforce User Sync, and Connected Campaigns have offered a better user experience and reduced admin time.
But in my opinion, the crown jewel of all these new feature is Engagement History. At its core, Engagement History allows marketing asset engagement data to live natively in Salesforce, which opens the door to building custom marketing asset reports, quickly viewing how individual prospects are interacting with your marketing assets from Salesforce records, and more easily sharing the success of your marketing initiatives with other Salesforce users.
Engagement History is easy to turn on and begin using, but as with any powerful new feature, it’s important to set a strong foundation for yourself now to achieve the results you want later. That’s where this post can help — I’ll walk you through the necessary steps to get Engagement History up and running and best practices to maximize its marketing insights.
Set the Foundation: Prerequisites
First things first — in order to get started with Engagement History, there are three things to you’ll need to have in place:
- The Pardot Lightning App has all the same functionality as Pardot Classic but gives you access to our latest features and a more streamlined user experience. Check out a few of the benefits of moving to Lightning here.
- Connected Campaigns can save admins and marketing users valuable time and opens the door to more robust reporting. It’s really the key link to making Engagement History work — when you align a marketing asset to a connected campaign allows those marketing asset metrics to live in Salesforce.
- Revisiting your campaign strategy, while not a firm prerequisite, is also suggested before flipping on the Engagement History feature. How you align marketing assets to campaigns will now impact where you view their engagement metrics in Salesforce and affect how meaningful the reports you build with this data will be.
Meet the Engagement History Feature Family
I’ve already given you a little insight into what Engagement History can offer you, but you might not know that Engagement History actually comes in a few different forms. I consider it to be a family of features with the same common goal: to give you more insight into how prospects are interacting with marketing assets from right within Salesforce.
Marketing Asset Records
Because Engagement History lets marketing asset data natively live in Salesforce, turning on the feature actually creates four new objects: Forms, Landing Pages, List Emails, and Marketing Links. This means marketing assets in Pardot will each have their own record page in Salesforce, complete with fields with engagement metrics and a related list showing all Leads and Contacts who have interacted with the asset.
For marketers, Campaigns kind of serve as the main hub for Engagement History. There are related lists (see below) you can add to campaign page layouts to quickly view related marketing assets and fields you can add to page layouts to see how all marketing assets aligned to the campaign have performed in total. And a new addition to the Engagement History family is the Engagement History Dashboard which allow certain users to access a dynamic dashboard to drill into engagement metrics (more on this later).
Leads, Contacts, and Accounts
Sales users will benefit from the Engagement History related list that can now be added to Lead, Contact, and Account page layouts. Here, they’ll be able to see all the marketing assets Leads and Contacts have interacted with, allowing them to quickly assess a prospect’s level and areas of interest to help guide future conversations.
Note: as of Pardot’s August 2019 release, Engagement Studio and autoresponder email metrics are included in Engagement History.
Maximize Marketing Insights Through Reporting
The ability to view engagement metrics on a per-record level is helpful for sales and marketing team members alike. But Engagement History offers equal impact for marketing managers and executives, who may less frequently look at individual records and need more insights in order to shape marketing strategy. That’s where Engagement History reporting comes in.
Engagement History Dashboard
This is one of the newest Engagement History features, and one that will be built upon in future releases for even more reporting power. Its a prebuilt dashboard that’s added as a tab to Campaign records for easy access (just like your Details or Related List tabs).
Marketers can reference the dashboard to gauge which of their marketing assets are most successful, where sales team members can use it to see which Leads and Contacts are interacting and when they last engaged.
More powerful Salesforce Reports
As I mentioned above, Engagement History gives you access to four new objects in Salesforce (Forms, Landing Pages, List Emails, and Marketing Links), and just like any other custom object in Salesforce, you can build custom reports types with these objects to pull all their metrics into reports. The new engagement metric fields added to Campaigns (like total form submissions and total email opens) also extend the capabilities of any Campaign report. Below are a few examples of reports that you’d be able to build; see if any strike a chord with you or your marketing team:
- Build custom marketing asset reports. Engagement History allows you to build custom report types for Forms, Landing Pages, List Emails, or Marketing Links and filter on any of their available fields. Want to compare three specific forms side by side? No problem, create a Forms custom report type and filter by name. Want to see which List Emails have had the highest open rates and compare their subject lines? Create a List Email custom report type and pull in the open rate and subject line fields.
- Compare Campaign performance. By leveraging the new engagement metric fields on Campaigns or creating a custom report type combining Campaigns with Forms, Landing Pages, List Emails, or Marketing Links, you can easily stack up campaigns against one another to see which ones resonated most with prospects. This can be especially helpful if you have a larger marketing organization with several teams and departments and you want to share strategies. For example, build a Campaigns with List Emails custom report type to see which campaigns have the strongest email engagement. You can even pull in fields like subject line and sender to pick up on any effective content trends.
- Leverage Customizable Campaign Influence and Engagement History. If you have Customizable Campaign Influence enabled in your Salesforce account, you can tie engagement metrics directly back to revenue. Use the Campaigns with Campaign Influence report type and reference the new engagement metric fields to see if there are any correlations between marketing asset performance and revenue share. Check out one example of this below.
Whether you’re brand new to Pardot or a pro exploring new features, Engagement History will open new doors for your team. Everyone from sales team members to marketing executives can benefit from its insights, and the best part is, its all housed directly in the Salesforce platform. Use this guide and the resources linked above to get started.