1. Enable Connected Users
By syncing users between Pardot and Salesforce, it allows for a seamless transition between the two instances, with the added benefit of better management and security for users.
There are numerous benefits to having connected users turned on. The key one is, you will only have to create users in one place. Therefore, you will no longer have to create users in Salesforce, and then in Pardot - removing yet another manual process!
This can be done by manually mapping users and setting up Single Sign-On (SSO). Users will then have one login that will allow them to have access to both systems - hence a seamless transition from going between the two.
Enabling this feature is actually very important as by Spring ’21, Pardot-only user login will be retired and access into Pardot will be exclusively through Salesforce.
If you are worried about additional costs… Pardot will be distributing 100 Salesforce Identity Licenses which can be issued to users in place of a full Sales or Service Cloud License - at no additional cost.
Click here to learn more about how to map Salesforce users to Pardot.
2. Turn On Connected Campaigns
By connecting Salesforce and Pardot Campaigns, campaign data is easily accessed and beneficial to both Marketing and Sales users.
The main reason we recommend setting this up is that we are aligning reporting across both systems. Once this feature is turned on, Campaigns are created in Salesforce and automatically populated in Pardot.
This also ties in nicely with having a comprehensive Campaign Hierarchy in place.
The campaign hierarchy shows Campaigns that are associated with one another via the Parent Campaign field. One key consideration is, each Campaign can have only one parent Campaign, but an unlimited number of sibling Campaigns and a Campaign hierarchy can contain a maximum of five levels.
By adopting Parent/Child Campaign hierarchies in your account, users are able to drill down and view the metrics of individual Campaigns (child) in addition to displaying the summary on the Parent Campaign.
As a result, Connected Campaigns allows for a new visibility into reporting on how marketing initiatives are performing, evaluating the impact of each touchpoint through multi-touch attribution.
Additionally, we can use this to pull data into the B2B Marketing Analytics app to create granular reports based on Salesforce and Pardot Campaigns.
3. Create A Lead Scoring & Grading Model
This feature allows prospects to be scored based on their activities with your egypt code number company and paired with prospect grading (how interested we are in the prospect). It is an important tool that determines which prospects are “sales-ready”.
Using a blended Pardot lead scoring and grading strategy combines both aspects to determine how prospects move through the sales funnel and qualify as a marketing qualified lead’ (MQL).
Note: We recommend ensuring that your Marketing & Sales teams are aligned with deciding at what score and grade a prospect will be to qualify as an MQL and be sales-ready e.g. do prospects need to reach a score of 100 and a grade of B+ before they are passed to the sales team.
Overall, this is best practice in order to maximise sales potential and effectively contact prospective customers with relevant products/services that they are looking for and enhance ROI. For more info on Scoring and Grading, check out our Scoring and Grading Handbook for marketers.
4. Have a Comprehensive Folder Hierarchy in Place (and set up Scoring Categories if Pardot Plus Edition)
To be brief, folders are an organisational feature and not many really reap the benefits that folders provide.
With the countless marketing assets used in your company (forms, email templates, whitepaper documents etc…), combining relevant information into specific folders allows a structure to take form.
Screenshot of creating a comprehensive folder hierarchy