Pardot Life Hacks
Marketing Campaign Reporting with Salesforce Lightning - Pardot Life Hacks - #31

Marketing Campaign Reporting with Salesforce Lightning - Pardot Life Hacks - #31

October 20, 2020

Marketing campaign reporting is crucial to understanding which initiatives are performing and which ones are delivering ROI for the business.

Jennifer Lynn Schneider recently did a webinar for Cheshire Impact on how to use Salesforce Lightning Reports and Dashboards to showcase the effects of marketing campaigns. This episode features this recording to help listeners understand what it takes to create these reports and best practices for campaign hierarchy management.

 

Takeaways

  • When it comes to creating a campaign hierarchy, keep it simple. Start off with no more than 10 - 15 parent campaigns such as events and webinars.
  • For the best organization, have your Pardot folder structure mimic your Salesforce connected campaign hierarchy. Each parent campaign has a parent folder and then each child campaign has a child folder within their associated parent.
  • Enabling Engagement History and viewing it on a Campaign in Salesforce provides insights such as all of the leads and contacts a part of the campaign and the most engaged accounts.
  • The Pardot Lightning App lives in Salesforce, so working with your Salesforce Admin is critical. Discuss cross training opportunities with your team to see if there is a Pardot Admin that can operate in a hybrid role to work closely with the Salesforce Admin.
  • If you enable Engagement History and add it to the Account page layout, it provides insights as to how the account is engaging with your marketing campaigns, this a great feature especially for Account Based Marketing.
  • Take the time to set up parent campaign dashboards with Salesforce Lightning. It will help inform the marketing team, at a glance, as to the performance of each major marketing initiative.

 

Useful Links

 

Social

  • #MarketingChampions
  • #RevOps
  • #TrailblazerTalk
  • #SalesforceLightning
  • #Martech
  • #marketingoperations
  • #marketingadmins
  • #PardotLifeHackers

 

Ways to Tune In

How to Execute RevOps - Pardot Life Hacks - #30

How to Execute RevOps - Pardot Life Hacks - #30

October 6, 2020

A revenue operations function is not created overnight. It takes aligning your teams across the entire customer journey and configuring your technology platforms to streamline your business processes.

How is this done? Pardot Life Hacks presents a special feature of Cheshire Impact’s webinar recording, How to Execute RevOps, with your Host, Jennifer Lynn Schneider, along with fellow Salesforce 2020 Marketing Champions, Logan Childs and Casey Cheshire. Tune in and find out what it takes to align your teams and how you can set up your technology to fuel the revenue force.

 

Takeaways

  • Revenue operations are not executed by just one team, or one silo, but by sales, marketing, and operations all working together across the entire customer’s journey.
  • Aside from net new leads entering the system, how are you engaging with the 60-75% of the Salesforce database that already exists? Are you utilizing field data to trigger nurture programs in Pardot? Do you have segmented messaging for leads versus contacts?
  • RevOps is all about ownership, taking responsibility for the entire customer journey. Teams need to map out the buyer’s journey and define the responsibility of each department as the buyer moves through each stage.
  • Teams need to take the time to define their strategy and process first, and then configure the technology to execute and continue to fuel the revenue machine. As Casey Cheshire says, the order is “strategy, process, technology.” 
  • Be sure to set up and take full advantage of the foundational Pardot revenue operations features available to you, such as scoring and grading, prior to chasing more advanced tools.
  • Identify and discuss lead and contact transition points in the buyer’s journey among sales, marketing, and operations. Where are the areas in which opportunities could fall through the cracks?

 

Useful Links

 

Social

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

 

Ways to Tune In

PardotLifeHack Quick Insight l RevOps: A United Team Strategy - Pardot Life Hacks - #29

PardotLifeHack Quick Insight l RevOps: A United Team Strategy - Pardot Life Hacks - #29

September 8, 2020

Are your sales, marketing, and operations teams still working in silos, doing their own processes without a connection to what the other teams are doing? 

Without team alignment, leads are going to fall through the cracks resulting in missed opportunities.

Special guest, Marketing Champion and Senior Director of Sales at Cheshire Impact, Logan Childs, gives his #PardotLifeHack QuickTip on Revenue Optimization and what it means to align your teams and technology.

 

Takeaways

  • Revenue optimization is connecting marketing, sales, and operations efforts into a single strategy. Everyone has defined roles and responsibilities for a cohesive lead to revenue process.
  • Salesforce Pardot helps to automate the lead hand-off processes among sales, marketing, and service, to maximize your team’s time and prioritize efforts.
  • “Just because [a lead] is not sales ready, does not mean they are not interested in you as a business.” There needs to be a way for sales to automatically send the lead back into a marketing nurture.
  • If you do not have a mapped out plan of each department’s role in the buyer’s journey, then you will not achieve your company’s desired results.

 

Social

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

 

Ways to Tune In

PardotLifeHack Quick Insight | RevOps: Strategy, Process, Technology - Pardot Life Hacks - #28

PardotLifeHack Quick Insight | RevOps: Strategy, Process, Technology - Pardot Life Hacks - #28

September 1, 2020

Have you brought your sales, marketing, and operations teams together to map out the processes that take place throughout the whole customer journey? Without having this conversation, gaps can happen resulting in a disjointed customer experience and missed opportunities.

This full team and technology alignment across the whole journey means revenue optimization for your company.

Special guest, Marketing Champion, Founder & CMO of Cheshire Impact, and Author of Marketing Automation Unleashed, Casey Cheshire, gives his #PardotLifeHack Quick Insight on Revenue Optimization.

 

Takeaways

  • Revenue Optimization is a framework for growth that encompasses the whole customer journey. It aligns your sales, marketing, and service teams, and follows the steps of strategy, process, technology.
  • The key to revenue optimization is having an aligned goal across sales, marketing, and service.
  • Mapping out the sales and marketing processes that happen throughout the customer journey, identifies gaps in where departments may not be aligned. Having this conversation helps to start revenue optimization execution.
  • As Salesforce and Pardot functions hand in hand, this is a sign that sales and marketing should also work closely together as one team, to align their processes across the entire customer journey.
  • Marketers can help sales with streamlining certain repetitive processes such as programming an automated email to always send at a particular stage in the sales cycle.
  • The customer journey is not always linear, sometimes leads become disengaged. Sales and marketing teams need to be clear on the processes they have in place, so that they are ready for when the lead re-engages. 

 

Social

  • #PardotLifeHackers
  • #MarketingChampions
  • #TrailblazerTalk
  • #Ohana
  • #Salesforce
  • #Pardot
  • #Martech
  • #marketingoperations
  • #marketingadmins

 

Ways to Tune In

PardotLifeHack Quick Insight | A Peek into Revenue Optimization - Pardot Life Hacks - #27

PardotLifeHack Quick Insight | A Peek into Revenue Optimization - Pardot Life Hacks - #27

August 25, 2020

Do you want to be having the same conversation about dirty data, disjointed goals, and misaligned departments three years from now, or do you want to fill the gaps in alignment for your sales, marketing, and operations teams across the entire customer journey?

This idea around alignment across departments and technology platforms means revenue optimization for your business.

Jennifer Lynn Schneider provides a #PardotLifeHack Quick Insight on Revenue Optimization to share what it truly means for companies, how they can get started, and the resulting benefits for their businesses.

 

Takeaways

  • Revenue Optimization is aligning marketing and sales practices, processes, and tech stack, to support the unique business processes, across the entire customer journey, to reach a common revenue goal.
  • Communication and siloed data are typical gaps in alignment between marketing and sales. The teams may have disjointed goals and collect different data, resulting in missed opportunities because neither team knows what the other is doing.
  • Marketing, sales, and operations need to ask themselves, have they designed the CRM and marketing automation platform to support their business processes?
  • If you ask four different people among your marketing and sales teams what an MQL is, and you get four different answers, it is time to get aligned.
  • Combining Salesforce and Pardot empowers marketers to see the open pipeline that their campaigns have influenced. They can now showcase their impact on revenue.
  • Aligning data across Salesforce and Pardot, gives sales insights into the buyer’s journey with Engagement History. Sales now has the context and background of the marketing campaigns a lead has been interacting with, so now they can have a relevant conversation speaking to the topics that specific lead is interested in.
  • When your teams commit to revenue optimization of aligning their processes and technology, the steady internal communication will provide your buyer with a better and more consistent brand experience.

 

Social

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

 

Ways to Tune In

Ashley Anger on the Marketing Champion Spotlight Series l Favorite Pardot Life Hacks - Pardot Life Hacks

Ashley Anger on the Marketing Champion Spotlight Series l Favorite Pardot Life Hacks - Pardot Life Hacks

August 11, 2020

A Strategist, Marketing Technologist, Salesforce Certified Pardot Consultant, and 2020 Salesforce Marketing Champion, Ashley Anger, shares her favorite Pardot Life Hack and it is all about automation features.

Tune in as you hear Ashley’s #PardotLifeHack for the three questions to ask yourself to make sure you choose the right Pardot automation feature for the job.

 

Takeaways

  • When first considering what automation feature you should use with Pardot, ask yourself, what is the rule based on? Is it criteria or action based?
  • A good way to remember what a Pardot Segmentation Rule does, is to think that it gives you a snapshot in time, as it only runs once.
  • You may not always have to use a Pardot Automation Rule to execute your task. Be mindful of your automation rule limits and consider if other automated features are possible to use.

 

#PardotLifeHack

  • Decide which Pardot automation feature is best for the job by asking yourself these three questions: What is the rule based on? Is it going to be used one time only? What is the desired outcome?

 

Useful Links

 

Social

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

 

Ways to Tune In

The Reporting Trifecta Roadmap | Salesforce, B2BMA & B2BMA Plus - Pardot Life Hacks - #26

The Reporting Trifecta Roadmap | Salesforce, B2BMA & B2BMA Plus - Pardot Life Hacks - #26

August 6, 2020

Marketing trailblazers can have their heads spinning with choosing between Salesforce Lightning Reports and Dashboards, B2BMA, and B2BMA plus for reporting on their marketing campaigns. Which option should be chosen and when?

Jennifer Lynn Schneider explains each reporting option along with the technical requirements and the key considerations to think about when deciding what to use for reporting. She also provides her best practice roadmap for how to properly scale your marketing reporting to advance from Salesforce, to custom dashboards in B2BMA, and then B2BMA Plus.

If you love showcasing the progress of your marketing campaigns and the impact they have on the business, then you don’t want to miss this episode!

 

Takeaways

  • Your reporting is never done. Just because you have the technical requirements all set to use B2BMA OOTB Dashboards for your marketing campaigns, does not mean that everything is configured to your unique business process.
  • The first step to preparing for using Salesforce Lightning Reports and Dashboards to showcase your marketing campaign data, is to enable connected campaigns, aligning your campaign hierarchy, naming conventions, and setting up the mirrored folder structure in the Pardot Lightning App.
  • If you are keeping your prospects in Pardot only, you will not be able to report on them with Salesforce Lightning Reports and Dashboards.
  • B2BMA and B2BMA Plus gives you the ability to pull in asset engagement for Pardot-only prospects that are not synced to a contact or lead record in Salesforce, using the prospect dataset. 
  • The instant reporting ability of B2BMA and B2BMA Plus out of the box dashboards, are a great place to start when your team is just beginning with reporting and trying to get an understanding of how you want to design your reports.
  • Keep in mind that B2BMA and B2BMA Plus out of the box dashboards are based on declarative objects, default fields, and definitions, specific to Salesforce and Pardot, so if you have a custom business process or data that you want to see on a custom field, you will have to build out a new dataset and dashboard customized to that need.
  • Use Salesforce Lightning Reports and Dashboards for reports that get changed frequently. B2BMA and B2BMA Plus can be thought of as custom dashboards that may get updated or changed only a few times a year. 

 

Useful Links

 

Social

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

 

Ways to Tune In

PardotLifeHack QuickTip l Single Sign-On - Pardot Life Hacks

PardotLifeHack QuickTip l Single Sign-On - Pardot Life Hacks

July 28, 2020

Are you panicked because you have some Pardont-only users and have heard about the upcoming Spring ‘21 release? By that time next year, users will only be able to login into Pardot using Salesforce credentials with Single Sign-On.

You may be thinking, does this mean I have to get full Salesforce licenses for all of my Pardot users? What if I have a group of partners/vendors that I don’t want to give access to my Salesforce to? What kind of costs will this incur? How does this affect my API Integrations?

Jennifer Lynn Schneider answers all of these questions and provides some starting bullet points to advocate for getting your marketing and sales operations on one platform, with this QuickTip.

 

Takeaways

  • Certain Salesforce editions already have Identity Licenses included, which is why it is important to get aligned with your Salesforce Administrator and understand what is possible right now, for your Pardot-only users.
  • Keep in mind that Identity Licenses only allow access to pi.pardot.com and do not provide Lightning access.
  • #1 Benefit of Marketing and Sales on one platform: All marketing and campaign engagement is available to see on the lead and contact records, allowing marketing and sales to look at the same information, in real time, and collaborate.
  • #2 Benefit of Marketing and Sales on one platform: Sales has more valuable information. They are able to understand what marketing campaigns the lead or contact has been engaging with and can use this in their sales conversations to provide a consistent experience with your brand and speak to what interests the buyer the most.
  • #3 Benefit of Marketing and Sales on one platform: Marketing can now have greater insights to the full sales process, creating meaningful content for each stage of the sales cycle.
  • #4  Benefit of Marketing and Sales on one platform: Including website lead and contact engagement shows the sales and executive teams the large contribution ROI your website is providing in the sales cycle.
  • #5  Benefit of Marketing and Sales on one platform: Reporting on one platform.

 

Useful Links: 

 

Social

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

 

Ways to Tune In

Morgan Wiedmann on the Marketing Champion Spotlight Series l Favorite Pardot Life Hacks - Pardot Life Hacks

Morgan Wiedmann on the Marketing Champion Spotlight Series l Favorite Pardot Life Hacks - Pardot Life Hacks

July 15, 2020

Salesforce 2020 Marketing Champion, Writer, Blogger, Podcast Host, Content Specialist at Weichert Workforce Mobility, Morgan Wiedmann, shares her favorite Pardot Life Hack and it is all about connected campaigns.

Tune in as you hear Morgan’s #PardotLifeHack for how Salesforce Pardot connected campaigns can make a difference in your marketing operations and some quick wins after enablement.

 

Takeaways

  • Connected campaigns help to align sales and marketing, keeps marketing organized with the campaign hierarchy structure, and it provides the ability for detailed reporting with Lightning Reports & Dashboards and B2B Marketing Analytics.
  • Morgan’s top tip for connected campaigns is to start simple. When it is time to build out parent child campaigns, start with either your events or webinars.
  • Establish a consistent naming convention for your Parent Child hierarchy campaign. Use the same format with your folders in Pardot and the names for your assets, keeping everything organized.
  • To build out your campaign hierarchy, start with your parent campaigns first. What are the bigger items in which you can create child campaigns underneath?
  • You can customize campaign member statuses to track the path of prospects throughout a campaign and see how much they engaged.
  • Connected campaigns in a nutshell is “reporting, organization, and alignment.” - Morgan Wiedmann

 

#PardotLifeHack

  • Enable Salesforce Pardot Connected Campaigns to gain the ability for advanced reporting on your marketing efforts with Lightning Reports & Dashboards and B2B Marketing Analytics.

 

Useful Links

 

Social

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

 

Ways to Tune In

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

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

 

Ways to Tune In 

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