Global sync of records from Salesforce to Pardot is a big problem for the marketers who are dealing with the data volume of prospects in millions or billions & especially for the organizations who want subsets of leads and contacts to be synced from Salesforce to Pardot as it saves the storage in Pardot for the mailable prospects.
Can this be tackled within Pardot? Yes, of course! Might you be thinking how?
We have Salesforce Marketing Data Sharing rules in the Pardot CRM where Salesforce Admin can configure the rule to sync data that follows the criteria specified in a rule.
Configuring Marketing Data Sharing rule
Let’s dive deeper to see how it can be configured within Salesforce.
Go to ‘Pardot Settings’ → ‘Connectors’, and edit your Salesforce connector settings.
Edit the desired Object criteria and set the explicit standards to say Status = Open which means you want to sync all Open Leads from Salesforce to Pardot.
With this, Marketing Administrators can sync the data selectively from Salesforce to Pardot without writing a single line of code. For more information: Check the help article.
The catch here is that in the Marketing Data Sharing Rule, you can set only one criterion at a time, for example, Lead status = Open, but what if a business has decided to sync the Open Leads from the EMEA region which follows multiple conditions, example Lead status = Open & Region = EMEA?
What does a Marketing Admin will do in this scenario? No Problem, we have a solution for it.
We can set a Custom Field in the backend, which we can append with Salesforce Automations. In Marketing Data Sharing Rule, we can configure this field as a single criteria condition.
API call consumption will be less if we sync selective data to Pardot as compared to global sync
Non-mailable Leads/Contacts can be skipped from getting synced
Marketable database load can be hugely minimized as Pardot have a limit of mailable prospects count in a system
All work and no play can lead to a burnt-out business owner and staff. Our success depends on so much more than just what we do during our working hours. Doing meaningful work means finding a work-life balance between being ‘on’ and being ‘off’—a seemingly simple idea, but one that almost all of us struggle with.
Each of us understands something different by work-life balance. However, in principle, we all share that this means having a satisfying amount of time available for outside work activities. This may mean time spent with your family, time dedicated to grow spiritually or get into a better physical shape, pursuing a hobby, and so on. We always have a choice.
When you are entrenched into thinking and behavior patterns, you tend not to look outside your box. Unless something shakes you up, you fail to see even the most common-sense options that are available to you.
If you’ve learned to say “no” to taking on unnecessary commitments (which you should have already by now), and you’re even getting more (and better quality) sleep these days, still, you’re not feeling the work-life balance benefits. Then, you might have to dig deeper for solutions as the stakes get higher. Consider the following:
Designate work-free zones
Just as visible fences protect pets from wandering into the street, you can create a symbolic “fence” that prohibits work activity in a specific area of your home or life. Whether it’s your car, kitchen, or elliptical machines, make sure your cell phone and laptop are out of earshot to eliminate work-induced distractions.
If you are in the midst of a career shift, this might be a good time to think about relocating to an area that offers more convenience. While not everyone can pack up their belongings and move, the truth is that some cities are more conducive to creating a work-life balance than others. Moving to a town with a lower cost of living could restore work-life balance by easing the pressure to work a limited number of hours just to cover everyday expenses
Ask for flex-time
When you’re juggling the demands of work and family, sometimes an hour on either end of your day can make all the difference in achieving a work-life balance.
Consolidate your calendar
While it may seem counterintuitive as you try to un-blur the line between work and life, keeping one calendar forces you to balance the two by not overbooking your schedule. Suppose you see that you have already committed to taking your mother to an essential medical appointment at 3:00 p.m. on Thursday. In that case, you’ll be able to avoid booking a conference call with the client’s office at that time. If it’s important to you that you attend your parent-teacher conference, reserve that time on your calendar. Proactively scheduling your calendar — in one central system — will allow you to maintain better control of your work-life balance.
Expect the unexpected
Do you know what happens to a rubber band when it’s stretched to its capacity? All it takes from that point is one extra pull, and it will snap. If your daily schedule is like the rubber band at capacity, then receiving an urgent request from your number one client — just as you’re putting on your coat to leave for a parent-teacher conference — is enough to make you feel as if you might snap.
Unless you have a crystal ball to foresee traffic jams, sick days, or heated discussions that cause meetings to run long, there will always be the potential for something to alter your course, regardless of how carefully you’ve crafted it. By building cushion time into your schedule, you not only avoid an unnecessary cortisol rush, but you also stand a better chance of preserving your work-life balance.
Finally, I believe that it is crucial to recognize that you can’t change everything all of a sudden. Don’t make a plan to turn your entire life upside down. Pick one action and start taking small steps in that direction. If you are consistent in taking action, it is feasible to improve your work-life balance dramatically. Feel free to contact me at [email protected] for any concerns you may have.😊
In the era of Email Marketing, it is crucial to ensure good deliverability of emails to your prospective customers and emails sent on behalf of your company domain. Isn’t it? The main agenda of Email Marketing is to keep a customer involved in his brand for which the Delivery Profile, Sender’s Profile, Company Information, and Email Domain play a vital role.
One can configure Delivery Profile, Sender Profile, and Company Information through Pardot Email settings. Still, for Email Domain, the configurations are done at the Pardot end and the Salesforce end.
To achieve the same within a marketing automation tool – Pardot, we can configure a domain to send verified emails which ensures an email to be not landed in a Spam folder of the mailbox.
Let’s dive a little deeper!
Configuring Email Domain in Pardot
Marketing Admin and IT Admin will be the appropriate ones to configure this Domain for us.
Navigate to Admin -> Domain Management in a Pardot instance Click Add Domain and enter your domain name, say @areya.tech
Hootie hoo😁! Done with the configuration in Pardot, check the below snap. Send the below entries to your IT Admin to configure them for the Domain.
Let’s call out your IT Admin to validate the domain for us from the backend. The prominent role of the IT Admin here is to add the entries to make the Domain verified in Pardot, as shown in the below screenshot.
As we are done with the setup. Action speaks more than words. Let’s see how it looks when we send emails from Pardot.
An email with an Unverified email domain:
An email with a verified email domain:
If you compare the above two images, Image 1 shows that emails are sent via another email service as marked in the REDarrow. However, the second image shows emails sent with your verified Domain.
Sometimes, the Domain is registered in Pardot, but because of invalid keys added in the backend, it sends unverified emails from Pardot. Your IT Admin needs to re-verify the keys to ensure the domain is configured correctly in this scenario.
If you want to send emails from multiple domains, you can add various domains in Pardot, but we can configure only one return path for one Domain per Pardot Account. For more information, clickhere
Ensured email deliverability through verified Domain builds the trust between customer and brand, and emails do not land up in the Spam folder. Generally, Domain verification takes time, and inputs from Admins and each Domain require different ways to configure the SPFs and Domain keys.
If you need help setting up the Email Sending Domain, you can contact us here
It allows you to track any link on your website or a third-party site (for example, a link to your Twitter page, a banner ad on a third-party site, etc.).
What does it offer?
● Unique & Total Clicks ● Counts the action performed in Incognito mode ● Visitor convert’s to Prospect all the activity will automatically populate ● The external website can be tracked ● Automation with prospects ● Plus, we can integrate Google Analytics URL Builder
●Namefor the redirect that will only be used internally ● Tags are optional for the redirect and are used to tag similar market leads ● Campaign with which visitors will be associated if this is their first touch with your company ● Destination URLis the location to which a visitor will be driven when accessing the redirect ● Vanity URLif you have a Pardot Enterprise Edition account and if you want to use the tracker URL on some banner post
Google Analytics URL Builder
It works based on the 5 UTM parameters:-
Limitations of Google Analytics
● External website tracking (example) ● Cookies are restricted ● Cannot track the Visitors ● Data feed on Incognito Mode is disabled ● Historical UTMs are not traceable
Can we use them together?
Yes, we can use them together and that will be the best practice as it will help us overcome many of the drawbacks of Google Analytics.
● To capture some additional data about how people discover you and end up on your website. More insightful in the case of using Google AdWords-like tools
● To automate actions in Pardot based on when a prospect clicks on the link and how much he is interested in these types of communications
● For example- you could design an Automation to add prospects to a specific list, based on their interaction with our brand and interest in products/services
Under CAN-SPAM Act and GDPR Policy, every email must have a link to Preference Page and Unsubscribe Page in the email footer, complying with these policies Pardot provides Unsubscribe Page and Preference Page. These pages use the Standard Layout provided by Pardot.
While working for a US-based customer, the demand for customizing these pages as per their brand was a critical yet interesting styling challenge. Keeping the standard functionality the same only look and feel were upgraded. Styling these pages involves overriding the CSS of standard Pardot styling through the class tags.
To customize the Preference Page by default, the preference page uses the “Standard”
layout template. You can edit the “Standard” template or create a brand-new layout template
Paste your HTML into the template. Add the tag %%content%% where you want the
preference center form to appear.
The preference center has two different CSS layouts-
If you want to style the page other than %%content%% then you need to apply CSS on the Layout tab. You can link the CSS stylesheet for that, or you can use the <style> tag in the header
If you want to style the Preference Centre form, you have the predefined classes from Pardot, one can override them. To style the preference center form you need to add the CSS in the Form tab of the Page layout using the <style> Tag
Here is an example where the Pardot CSS has been overridden and the Preference Centre has a brand-new look