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What the Salesforce Administrator needs to know about Account Engagement (Pardot)

Perfect for:

Admins; Consultants

Why this topic is important?


We hear over and over that Pardot was set up by an admin and they did not understand what the tool is, and made edits in SF that can disrupt the Marketing processes. This is not meant to train an admin on Pardot but what an admin needs to know so when they make changes it will not hurt the Pardot system or Marketing operations works.


Big gap is not knowing who owns what in the intersection. Often Marketing assumes SF knows what's going on and SF Admin assumes Pardot is self-sufficient.


What we will discuss

1. Field Edits and data sync

2. Page Layouts

3. The SF – Pardot connector

4. Reporting

5. Other Collaboration options to be strongly considered.


1. Field Edit and syncing Key object and field data Admins needs to understand about Pardot syncing:


Why changing API name can break syncing

How a picklist edits in SF can interrupt the Marketing Operations work

Why the email opt out field and sync behavior choice is critical

Is field history tracking set for this field?

Data field requirements and validation – field type

State and other address field considerations

Source field- why you should tell the Pardot person what you need- and be sure everyone knows the defaults

Validation rules and field permission



2. Page layout, Details options and Lightning Record page options to capture Pardot details in Salesforce:


Fields to add to page layout to capture Pardot engagement data- score, grade, quick access to the Pardot record details

Engagement history- Related list or component vs “Pardot Activity” iframe ( old system)

Pardot “classic” app- is it removed?


3. The Salesforce Pardot Connector Settings and notifications

V2 and connector user

Logging a call

Notifications

User sync and profile matching

Queues access


4. Building Pardot Reports (5 minutes)

Utilizing Salesforce Campaigns- and member statuses to pull new leads and engagement reports into Salesforce Campaigns and out of the box campaign reports.


The importance of consistent member statuses

Pulling pardot Engagement data into the Campaign record in Salesforce

Creating custom report types for Campaigns with Pardot email stats AND Campaigns with Pardot assets ( forms, landing pages, custom re-directs) and why you want to use them

Dashboards you can make with this data.


5. OTHER

Data Import process – best practices – OTHER TO DISCUSS – not must know

When to import to Pardot vs Salesforce

Pardot does not make duplicate


Data and Process Governance - OTHER TO DISCUSS – not must know

Who owns what – field ownership

Process docs

Checklist- e.g picklist options

Passwords, permissions and who can see what.

Final sign off for Production changes.

Communication when either party ( Pardot Admin or SF Admin) make changes that affect other.

Eg. New lead source for PPC campaigns- - SF admin does not want this- they want you to use SF Campaigns for that.

Visibility to all stakeholders on integrations (e.g calendly, forms, webinars)


7) The importance of defining lead source, MQL, and segmentation data points OTHER TO DISCUSS – not must know

Description:

When an org is using both Pardot and Salesforce, the singular lead source field tends to not be enough to do full lead source tracking. Not to mention there is interesting lead source behavior happening on the Pardot side as well. Oftentimes one or many more fields are needing, a set of UTM fields for example.

MQL is a concept not always well defined in the Pardot to Salesforce connection. There are a few ways this can be setup and tracked. The most common reason to track MQL usually comes up at end of year reporting time when the c-suite wants to know how many MQLs led to real sales.

Marketing accurately and timely to the current client database is arguably just as important as the lead generation efforts. Salesforce and Pardot have capabilities that allow for personalized automated marketing if set up correctly.


Q&A and Conclusion

Open the floor for questions and answer any queries

Summarize the key takeaways from the presentation

Communication is key

Email opt out mishaps can hurt your business

Make reporting real time.

Speakers

Carol Springer, Gabriel Sales and Ashley Sodaro, Agency73

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