Pardot Life Hacks
Casey Cheshire on The Marketing Champion Spotlight Series l Favorite Pardot Life Hacks  - Pardot Life Hacks

Casey Cheshire on The Marketing Champion Spotlight Series l Favorite Pardot Life Hacks - Pardot Life Hacks

June 30, 2020

Salesforce 2020 Marketing Champion, Marketing Automation Strategist, Speaker, Mentor, Podcast Host, Author of Marketing Automation Unleashed, and the Founder & CMO of Cheshire Impact, Casey Cheshire, shares his favorite Pardot Life Hack and it is all about suppression lists.

Tune in as you hear Casey’s #PardotLifeHack for how to avoid forgetting to add all of your suppression lists, the next time you send an email in Pardot.

 

Takeaways

  • The list of people that you do not send your email to, is just as important as the people that you do send the email to.
  • Marketers are busy, and if they forget to add all of their suppression lists to a particular email, then the wrong people could be receiving the wrong message at the wrong time.

 

#PardotLifeHack

  • Create a Pardot global suppression list to only have one suppression list to add to your next email, ensuring that the right people are receiving the message that is intended for them.

 

Useful Links

 

Social

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  • #PardotLifeHackers
  • #TrailblazerTalk
  • #Pardot
  • #Salesforce
  • #Ohana
  • #Martech

 

Ways to Tune In 

The Hand-Off Tactical Series | Episode 3 of 3 | Opportunities - Pardot Life Hacks - #25

The Hand-Off Tactical Series | Episode 3 of 3 | Opportunities - Pardot Life Hacks - #25

June 23, 2020

Does your business have a defined sales opportunity process? One with identified stages and that is understood across sales, marketing, and operations? 

Jennifer Lynn Schneider presents *The Hand-Off Tactical Series finale, featuring Opportunities. She challenges teams to collaborate in defining their opportunity process and to use the Salesforce feature Path, to illustrate the process. 

Jennifer gives her favorite Opportunity stages, the steps for Path enablement, and of course, #pardotlifehacks to spark ideas for how to automate relevant marketing that partners with the Opportunity process. Check it out!

*The Hand-Off Tactical Series l Episode 1 of 3 l Featuring Net New & Existing Leads: https://www.pardotlifehacks.com/e/the-hand-off-tactical-series-episode-1-of-3-featuring-net-new-existing-leads-pardot-life-hacks-19/

The Hand-Off Tactical Series l Episode 2 of 3 l Contacts: https://www.pardotlifehacks.com/e/the-hand-off-tactical-series-episode-2-of-3-contacts-pardot-life-hacks-21/

 

Takeaways

  • Marketers need to understand the sales team’s opportunity process and the fields that are required in Salesforce for each stage. This knowledge helps to build appropriate segmentation.
  • Your company needs to meet and decide what the Opportunity process looks like for your business and the stages that define this process.
  • Do not ignore the importance of gathering the reason for an Opportunity being Closed Lost. Consider adding a dependent field that appears when this stage is selected. Use a picklist for this field to keep data consistent. A description field can always be added in addition to the picklist field to add for further explanation.
  • Your Opportunity stages are not set in stone once Path is enabled in Salesforce. As your business changes, revisit the process with sales, marketing, operations, and service, to determine what stages are still relevant.

 

#PardotLifeHacks

  • Your marketing automation tool is not just for net new leads. - It can also be used to automate your new client’s customer journey, so that your team can focus on curating a great customer relationship.
  • Use and familiarize yourself with the Opportunity Path and each step within it. - Grab your administrator and gain an understanding of the automated flows which may occur inside of Salesforce during the Opportunity process.
  • Make identifying decision makers on the buying committee a step in the sales process. - This is a great way to make it a repeatable process.
  • Think about the stages of your opportunity process. When would you be mortified if your demand gen team reached out? - Understand at which stage contacts should be suppressed from your marketing messaging. Use a Pardot dynamic list to make sure that Contacts at crucial opportunity stages only receive messaging that is relevant to them.
  • Always add guidance for each stage on your Opportunity Path.

 

Social

  • #PardotLifeHackers
  • #TrailblazerTalk
  • #Ohana
  • #Martech
  • #marketingoperations
  • #marketingadmins

 

PardotLifeHack QuickTip l Zoom Webinar Pardot Integration - Pardot Life Hacks

PardotLifeHack QuickTip l Zoom Webinar Pardot Integration - Pardot Life Hacks

June 17, 2020

Did you configure your Zoom webinar with Pardot via lists, send out invitations to your webinar, and then find that your registrants are not showing up in Pardot under your registration list? 

Jennifer Lynn Schneider provides a guide for resolution of how to reconnect Pardot and Zoom to make sure that your registrants are getting captured in Pardot via the list integration. If you use Zoom webinar with Pardot, be sure to tune in!

 

Takeaways

  • Use consistent naming conventions for your Pardot lists to keep your assets organized. The lists should be stored in the folder of the associated webinar campaign.
  • After configuring your Zoom webinar with Pardot lists, test the configuration by registering for the webinar and see if your test registrant populates in the Pardot list.
  • Be sure to connect often with your administrator! You will need them for many instances and the reinstallation of the Pardot App for Zoom is just one example.

 

Social

  • #TrailblazerTalk
  • #Ohana
  • #Martech
  • #marketingoperations
  • #marketingadmins
  • #PardotLifeHackers

 

Ways to Tune In

PardotLifeHack QuickTip l Where are my Campaign Members?  | A guide to resolution for Email Marketing with Connected Campaigns - Pardot Life Hacks

PardotLifeHack QuickTip l Where are my Campaign Members? | A guide to resolution for Email Marketing with Connected Campaigns - Pardot Life Hacks

June 9, 2020

After you set up Salesforce Pardot connected campaigns, did you do your first email campaign and then see no campaign members listed on the record?

Jennifer Lynn Schneider brings trailblazers this QuickTip to provide a couple of options for how to add prospects as campaign members to the CRM campaign using Pardot automation. Tune in and find out how to become a connected campaign member automation pro!

 

Takeaways

  • You need to still add Pardot prospects to the Salesforce CRM campaign even if you have connected campaigns set up.
  • If you do not have access to import records in Salesforce, you can use a Pardot automation rule to add all prospects from a Pardot list to a CRM campaign and then switch out the name of the campaign to not go past your automation rule limits.
  • Be sure to include a description for your Pardot automation rules to avoid duplicates and establish a format for the description to have consistency.
  • Within your auto association settings for campaign influence you have the ability to add criteria to exclude particular campaign statuses.
  • If you try to add Pardot prospects as campaign members to a CRM campaign and they are not synced to a Salesforce record, then they will still not show up as campaign members on the report. Prospects must first be assigned to be added in Salesforce. 

 

#PardotLifeHacks

  • Add all members to the campaign with the campaign status, “Sent” prior to sending the email. - Then use your completion actions on each email to update the status according to the content or CTA, etc.
  • Only add members to Salesforce connected campaigns if they are engaged.

 

Social

  • #TrailblazerTalk
  • #Ohana
  • #Martech
  • #marketingoperations
  • #marketingadmins
  • #PardotLifeHackers

 

Ways to Tune In

Logan Childs on The Marketing Champion Spotlight Series | Episode 3 of 3 | The Hard Corps Marketing Show Takeover: What it REALLY Takes to Align Sales & Marketing - Pardot Life Hacks - #24

Logan Childs on The Marketing Champion Spotlight Series | Episode 3 of 3 | The Hard Corps Marketing Show Takeover: What it REALLY Takes to Align Sales & Marketing - Pardot Life Hacks - #24

June 2, 2020

The Pardot Life Hacks 2020 Marketing Champion Spotlight Series continues with this takeover episode of The Hard Corps Marketing Show with special guest host, Marketing Champion, Casey Cheshire.

Casey interviews a Sales & Marketing Leader, Salesforce Pardot Expert, and the Senior Director of Sales at Cheshire Impact, Logan Childs, to share with marketers the practical ways they can align with sales. Enjoy as you hear two Marketing Champions discuss marketing strategy, myths, and their journey to how they got to where they are today.

 

Social

  • #MarketingChampions
  • #PardotLifeHackers
  • #TrailblazerTalk
  • #Ohana
  • #Martech
  • #marketingoperations
  • #marketingadmins
Morgan Wiedmann on The Marketing Champion Spotlight Series | Episode 2 of 3 | The Hard Corps Marketing Show Takeover: Content Marketing in 8 Seconds - Pardot Life Hacks - #23

Morgan Wiedmann on The Marketing Champion Spotlight Series | Episode 2 of 3 | The Hard Corps Marketing Show Takeover: Content Marketing in 8 Seconds - Pardot Life Hacks - #23

May 26, 2020

The Pardot Life Hacks 2020 Marketing Champion Spotlight Series continues with this takeover episode of The Hard Corps Marketing Show with special guest host, Marketing Champion, Casey Cheshire.

Casey interviews a Marketer, Writer, Podcast Host, and Content Specialist at Weichert Workforce Mobility, Morgan Wiedmann, to share her expertise on content marketing. Enjoy as you hear two Marketing Champions discuss marketing strategy, myths, and their journey to how they got to where they are today.

 

Social

  • #MarketingChampions
  • #PardotLifeHackers
  • #TrailblazerTalk
  • #Ohana
  • #Martech
  • #marketingoperations
  • #marketingadmins
Jennifer Lynn Schneider on The Marketing Champion Spotlight Series | Episode 1 of 3 | The Hard Corps Marketing Show Takeover: The Path to Personalize - Pardot Life Hacks - #22

Jennifer Lynn Schneider on The Marketing Champion Spotlight Series | Episode 1 of 3 | The Hard Corps Marketing Show Takeover: The Path to Personalize - Pardot Life Hacks - #22

May 19, 2020

Pardot Life Hacks presents The 2020 Marketing Champion Spotlight Series, featuring Marketing Champions from the trailblazer community. This episode is the first of a three-part takeover series from The Hard Corps Marketing Show with special guest host, Marketing Champion, Casey Cheshire.

Casey interviews your Pardot Life Hacks host, Jennifer Lynn Schneider to demystify dynamic content and define what the true path to personalization looks like. Enjoy as you hear two Marketing Champions discuss marketing strategy, myths, and their journey to how they got to where they are today.

 

Social

  • #MarketingChampions
  • #PardotLifeHackers
  • #TrailblazerTalk
  • #Ohana
  • #Martech
  • #marketingoperations
  • #marketingadmins
PardotLifeHack QuickTip l How to Spring Clean Your Pardot Database - Pardot Life Hacks

PardotLifeHack QuickTip l How to Spring Clean Your Pardot Database - Pardot Life Hacks

April 21, 2020

On top of the chaos that a lot of people are dealing with, the stress of a cluttered Pardot database does not need to be added. 

Jennifer Lynn Schneider shares some quick strategies on where to start to get your Pardot house in order. She discusses everything from folder structure, to naming conventions, to prospect management, so tune in to start decluttering your Pardot database and enjoy a clean, fresh, work environment.

The Hand-Off Tactical Series | Episode 2 of 3 | Contacts - Pardot Life Hacks - #21

The Hand-Off Tactical Series | Episode 2 of 3 | Contacts - Pardot Life Hacks - #21

April 14, 2020

Without a defined hand-off process from marketing to sales, leads and contacts can experience a disjointed buyer’s and customer journey. The *first episode of The Hand-Off Tactical Series featured Net New & Existing Leads, now Jennifer Lynn Schneider brings you the second episode featuring, Contacts.

What is happening to the 50 - 65% of your database that is not receiving any attention? How do you stay top of mind with contacts that have disengaged? What do you do with contacts that have re-engaged? 

Jennifer addresses ideas to the above questions and gives step-by-step instructions for enabling and creating Path settings in Salesforce for the Contact object. Check it out!

*The Hand-Off Tactical Series l Episode 1 of 3 l Featuring Net New & Existing Leads: https://www.pardotlifehacks.com/e/the-hand-off-tactical-series-episode-1-of-3-featuring-net-new-existing-leads-pardot-life-hacks-19/

 

Takeaways

  • Jennifer’s favorite contact statuses are New, Re-engaged, Marketing Qualified Contact (MQC) l Sales Working, Closed l Unqualified, Sales Qualified Contact (SQC) l Tied to Opportunity, Marketing Nurture, and No longer with the company. 
  • Consider using a dashboard that shows how long leads and contacts have been at a particular status to see in which statuses, contacts are being stagnant.
  • The Marketing Nurture status is great to use when sales has exhausted their cadence efforts, but still want to keep your brand top of mind. Contacts in this status can be entered into different nurture campaigns segmented on what products or services they are interested in, based on the custom fields you have gathered.
  • The No longer with the company status can be used in a report for your team to see which contacts need to be merged, as they join new accounts.
  • Contact Path allows your team to create instructions and call out key fields for each status prior to the contact being moved to the next status. 
  • Understand which fields are required for each contact status, so that you can work these fields in your forms, using progressive profiling, and can automate processes with rules and completion actions.
  • “...in the end, everyone is after the same common goal, gather enough intel to determine if there is an opportunity.” - Jennifer Lynn Schneider

 

#PardotLifeHacks

  • Use the Contact Path feature within Salesforce to align contact statuses and create a clear and concise business process.
  • Create a list view in Salesforce for each SDR, BDR, and inside sales rep, so that they can view all their new contacts and work them daily.
  • Use Process Builder to allow an action to create an opportunity contact role record, based on the contact or contacts selected in a custom lookup field, using the contact status as a trigger.
  • For every marketing effort, digital ad, tradeshow, and sales cadence, you must always consider what happens to prospects that are net new versus existing leads and then what happens to leads versus contacts.
  • Your job is never done. - As your business processes change, take an audit of all the things that will be affected that may need to be updated. 
  • Always add guidance for each status on your path, this is a great space to define what the statuses mean and who is responsible for gathering the information.
  • Determine who will own the path process. - Quarterly reviews of adoption and reporting should help define the updates. Those using the process should be the ones giving the feedback.
  • Align your page layouts to support path and processes with segments that are labeled accordingly.
  • Make sure you add your connector user if you are Legacy Pardot, or B2BMA Integration User if you are upgraded or using the V2 connector, to the Queue, so that Pardot can assign tasks to the Salesforce Queue. - You will also need to map your Salesforce Queue to Pardot so you can use it in completion actions. 

 

Social

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  • #TrailblazerTalk
  • #Ohana
  • #Martech
  • #marketingoperations
  • #marketingadmins

 

Kool-Aid Chat | Meet Pardot Einstein | A Product Discussion featuring Alon Shvo - Pardot Life Hacks - #20

Kool-Aid Chat | Meet Pardot Einstein | A Product Discussion featuring Alon Shvo - Pardot Life Hacks - #20

March 10, 2020

As Jennifer Lynn Schneider takes trailblazers through the marketing to sales lead Hand-Off Series, she brings in a guest to discuss Pardot Einstein and the powerful features of the product that aligns marketing and sales.

A Technological Expert in Analysis and Product Management, fellow Salesforce Ohana member, and Product Manager at Salesforce, Alon Shvo, takes listeners through each feature of Pardot Einstein and describes how they can be leveraged for gaining marketing insights to align with sales and focusing in on driving more revenue for the company.

 

Takeaways

  • Pardot Einstein is a set of AI driven features helping marketers to market and sell smarter.
  • The Behavior Scoring Feature of Pardot Einstein is an intent model that uses machine learning to identify marketing engagement patterns of prospects and the likelihood that their patterns will result in an opportunity for sales.
  • Behavioral scoring is on a scale of 1 - 100 to eliminate the guesswork of what a score of 250 or 500 means.
  • If you do not have engagement history enabled for your sales reps to see the marketing campaigns that leads have engaged with, you are taking away their ability to leverage the past experiences that the prospect has had with your brand.
  • Einstein Lead Scoring takes data from the lead object such as title and industry, and analyzes the historical data of the profile of leads that have converted into opportunities in the past, then it compares this data to the leads you currently have. It allows teams to see which leads are the most likely to convert, so you can focus on what really drives revenue.
  • Do not try and push as many prospects to sales as possible, you want to push leads that are ready to buy.
  • If you have prospects in Pardot that are not synced to Salesforce, you will not be able to utilize lead scoring for those prospects, because lead scoring operates from the lead object in Salesforce.
  • Campaign Insights analyzes prospect engagement activity with your campaigns and the audience characteristics, to provide key performance insights about the campaign.
  • There are two sides to attribution. The attribution that drives visitor conversion to prospects and then the attribution that contributes revenue to the company.

 

Connect with Alon:

 

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