Tips From The NHB2B Pardot User Group

Pardot User Group meetings have always been a great way for marketers from all over the world to get together and share new insights. In a clever nod to the new normal we’ve all found ourselves in, our New Hemisphere B2B (NHB2B) Trailblazer Community User Group has taken to calling their lunchtime meetings “Noon-Normal” in recent months. 

The most recent Noon-Normal meeting brought together Trailblazers from across the United States, Europe, and India — and anyone who shared a Pardot tip or trick was entered to win a Salesforce certificate voucher. As you might have guessed, this resulted in the sharing of lots of exciting and inventive ways to use Pardot. 

Let’s take a look at some of the best tips from the meeting:

Sending emails from custom user fields

First off, Salesforce & Pardot Solutions Architect Julie Edminster shared that many organizations may want to send emails from a custom user field on an account or opportunity. According to Julie, it’s important to add a custom user field as a lookup field in Salesforce, not a picklist. She also mentioned that you should always be sure to have a backup sender for your emails.

Connecting Salesforce and Pardot campaigns

Marketer and Pardot Specialist Christina Anderson shared that you can check campaign statuses to see how your prospects are moving throughout their journeys, and to keep track of content. For example, if you’re putting on a virtual event, you can add a completion action to your CRM campaign to create a Lightning Dashboard showing whether your invitees attended, declined, watched the recording, or read the slide deck.  

“When you create a Salesforce report for your campaigns with campaign members, you can group by campaign name and statuses. You’re then able to create a donut chart, like a dashboard to quickly see how many people have been moving throughout your entire campaign,” said Christina. This data can then be used to prove the success of your campaigns to stakeholders and leadership teams. 

Pick a naming convention before building assets

Strategist, Marketing Technologist, and Salesforce Certified Pardot Consultant Ashley Anger shared this foundational Pardot tip: set up your folder structure and decide on a naming convention before building your assets. “It’ll change your life and make things easier to navigate and find in your instance,” said Ashley. 

Experience the tracking magic of custom redirects

Business Automation Consultant Walter Elly said that he’s heard many users refer to custom redirects as “the magic” of Pardot. Custom redirects can empower your sales teams by placing trackers on prospects that can tell you when they’re visiting your website.

You can create a custom and branded custom redirect for any URL, and easily include them in emails. When clicked, they can help you learn more about your prospects and what else they’ve been clicking on. 

One-time automation rules

Automation rules don’t have to last forever, if you don’t want them to. Digital Marketing Manager and 3x Salesforce Certified Business Operations and Automation Consultant Tyler Tuttle said that every day, he strategically runs certain automation rules just once, deletes them, and then never uses them again. 

There’s a method to his madness: “I use them to add people or specific status lists to CRM campaigns, with the criteria ‘if people are on this list add them to this campaign.’ Use the Automation Rule once, and you’re done,” said Tyler. 

Tyler also shared how one-time automation rules can help with B2B marketing analytics. Since you can see all your data in Pardot and filter through it for data integrity, once you see what you need to change, you can use an automation rule once and delete it right after. “If you have little things that you only have to do once, use one-time automation rules,” said Tyler.  

Use a field value to add prospects to a static list

Pardot pro Lara Black says that using a field value to add prospects to a static list is perfect for setting up a subscription center in Pardot. It’s a simple trick that can be easily overlooked; you can read more about it on her blog

Use Snippets for distributing information ownership

Snippets were four years and two platforms in the making, but now they’re here, and they’re one of Marketing Technologist Marianne Fields’ favorite tools. She uses them primarily for distributing information ownership. 

“In Salesforce and Pardot, marketers have enough to manage without being responsible for running down and verifying details of products or events. With Snippets, organizations can put ownership of that information back into the hands of stakeholders within Salesforce, while leveraging the data in Pardot,” said Marianne. 

You can also use connected campaigns and Pardot emails with Snippets.

“These snippets live in the campaign in Salesforce and are dropped into emails as variables. If the Snippet is updated, then the email content is updated. Upon send, the Snippet values are captured and rendered to the reader as of that moment,” said Marianne. 

Use Form Handlers for multiple redirects

4x Salesforce Certified Digital Marketing Executive Prashant Gandhi is a big fan of using Form Handlers, because of their multiple redirect locations.  

“You can always define those locations from a single Form Handler if you want to. For example, if you have multiple web forms and all have the same fields and completion actions, when you create a form handler you have the option of creating one success location and one error location. You can always go ahead and have the respective success location to define, and that is something that you can override and manage in the code of the form handler,” said Prashant.  

Import contacts, leads, or contacts and leads

Salesforce Senior Developer and Solution Architect Puneet Mehta shared that, if you want, you can use Pardot to import contacts and choose not to import leads, or vice versa.  

“Depending on your edition, you can set up marketing data sharing, which is a Boolean field on contacts and leads. You can use this filter via a checkbox saying, ‘import only contacts who have the checkbox true.” If none of your contacts has it true, you have only leads,” said Puneet. 

B2B Marketing Analytics app template

Salesforce Certified Administrator Pearl Lee let everyone know about the new B2B Marketing Analytics app template for Pardot data. It’s a new, streamlined way to access B2B Marketing Analytics; a maintained framework that new and existing customers will benefit from.

Dive into the Pardot URL field

NHB2B co-leader Dan Umbro wrapped up the meeting with a tip about installing the Pardot package in Salesforce and the Pardot URL field. 

“I often put that in my page layout. For one, it’s a nice way to click right into the Pardot record for the Salesforce users. Secondly, if you ever do any merging or data deduping (and lots of people do this on a regular basis as they’re cleaning up records), sometimes you can correct data you don’t see match up between Pardot and Salesforce. The Pardot URL field is a good field to look at to see what record your Salesforce record is living in, in Pardot,” said Dan.

We hope these tips help you on your Pardot journey! For more from the NHB2B Trailblazer Community User Group, follow them on Twitter. You can also join conversations with Pardot partners, clients, and thought leaders in the Pardot trailblazer community and join a Pardot User Group.