Salesforce Marketing Cloud Account Engagement (Pardot) Archives - gettectonic.com

24Mar

Pardot and Google Analytics

The Google Analytics connector pulls UTM parameters into Salesforce Marketing Cloud Account Engagement (formerly Pardot), where they can then sync with Salesforce. Five Google Analytics tags are collected: campaign name, medium, source, content, and term. This connector simplifies the flow of Google Analytics data between Account Engagement and Salesforce. Account Engagement and Google Connectors: Enhancing Marketing Insights Pardot, coupled with Google Analytics/Google Ads, forms a powerful combination for organizations using Salesforce. However, despite their synchronization capabilities, these tools have limitations when it comes to in-depth tracking and data utilization. Challenges with Existing Options While Account Engagement’s Google Analytics and Google Ads Connectors allow syncing click data, they primarily focus on the first click, offering details like campaign name, medium, source, content, and term. Unfortunately, subsequent Ads interactions beyond the first click are read-only, limiting their utility in automation and Salesforce reporting. Addressing Key Questions and Concerns Content updated July 2023 to reflect product name change. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

March 24, 2022in Google Analytics, Salesforce Implementation Services, Salesforce Marketing Cloud Account Engagement (Pardot)

07Mar

Salesforce Marketing Cloud Account Engagement Explained

A widely utilized Salesforce product, Marketing Cloud Account Engagement is Salesforce’s B2B marketing solution. This platform places a primary emphasis on email marketing and incorporates additional features for creating landing pages, generating forms, along with capabilities for lead scoring and reporting. Supplementary Products: Sales Emails and Alerts (previously Salesforce Engage), B2B Marketing Analytics Plus, Engagement History Dashboards. MCAE has a wide variety of add-on products to extend capabilities. Grow revenue and scale customer engagement with B2B marketing automation software built directly into your CRM. Unite your customer data on one platform and scale efforts with AI. What is the difference between MC Account Engagement and Marketing Cloud? Marketing Cloud offers more diverse features for a wide range of channels. MC is suitable for intricate, large-scale B2C campaigns. Account Engagement is more streamlined for B2B interactions, focusing on lead management and sales alignment. What is Account Engagement in Salesforce? As Salesforce describes the platform: “Account Engagement helps you align marketing and sales around leads, buyers, and accounts to close deals faster.” Is Account Engagement part of Marketing Cloud? Although the new rebrand unifies Marketing Cloud and Marketing Cloud Account Engagement under the same product suite, MCAE continues to operate a purposefully independent product architecture. Pardot (Account Engagement) is used for ‘considered purchases’ where there are long sales cycles and multiple decision-makers. Which is typical of B2B sales, but not exclusively. Marketing Cloud is best suited to transactional purchases across multiple marketing channels. Which is typical of B2C sales, but not exclusively. It leverages all your information on a prospect in Salesforce, collected through forms, campaigns, and interactions with your business across various platforms. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

March 7, 2022in Salesforce Marketing Cloud Account Engagement (Pardot)

25Feb

Account Based Marketing Technology

When starting a new job, establishing connections with coworkers beyond a mere greeting is mutually beneficial. Similarly, when engaging with large companies, business marketers must connect with individuals and teams to secure new and future business. However, this necessitates winning the hearts and minds of everyone on the buying committee. Account Based Marketing technology (ABM) proves valuable by integrating data management with marketing automation, enabling the creation of personalized campaigns for the B2B customers targeted. With the right technology, marketers can effectively execute their ABM strategy. Here are four ways digital marketing technology can assist: Utilizing Salesforce Account Based Marketing Technology and Tools for ABM Success: AI-Powered Predictions for Campaign Success: Test Before Launching with Marketing Cloud Account Engagement Developer Sandboxes: Virtual Support Team for Ongoing Guidance: Tectonic is excited to be assisting your company in implementing a successful account-based marketing strategy. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more Health Cloud Brings Healthcare Transformation Following swiftly after last week’s successful launch of Financial Services Cloud, Salesforce has announced the second installment in its series Read more Alphabet Soup of Cloud Terminology As with any technology, the cloud brings its own alphabet soup of terms. This insight will hopefully help you navigate Read more

February 25, 2022in Salesforce Marketing Cloud Account Engagement (Pardot)

03Feb

Connecting Pardot, Marketing Cloud, and Salesforce

This insight was authored prior to the rebranding of Pardot to Marketing Cloud Account Engagement. You can find more details about this name change and its implications here. Connecting Pardot, Marketing Cloud, and Salesforce. A common inquiry we often encounter from clients is: “Should I opt for Salesforce Marketing Cloud or Pardot (Marketing Cloud Account Engagement)?”. This query may appear peculiar since Pardot is typically acknowledged as the go-to B2B solution, while Salesforce Marketing Cloud is favored for B2C endeavors. The conventional wisdom suggests that businesses select one of these platforms based on their organizational setup and target demographic. However, our perspective at Tectonic diverges from this norm. Depending on your primary marketing channels, it can be highly effective for any business to utilize both platforms! Connecting Pardot, Marketing Cloud, and Salesforce Allow me to explain. Pardot excels in automated email marketing, lead capture via forms and landing pages, and engagement tracking through scoring and grading mechanisms. Moreover, it boasts unparalleled integration with Salesforce. Yet, there are instances where marketers require an additional channel to strategically retarget accounts or re-engage with prospects who may have disengaged from email communication. Advertising Studio This is where Marketing Cloud’s Advertising Studio module becomes invaluable. Leveraging Salesforce’s architecture, you can craft a seamless experience for your audience. The system architecture integrating Pardot for data entry and automated email marketing, Sales Cloud as the CRM and database of record, and Marketing Cloud Connect as the mechanism for triggering targeted ads. Automated Processes The process initiates in Pardot upon record creation or update. Subsequently, a prospect may enter a Pardot Engagement Studio, trigger an Automation Rule, or prompt a Completion Action. With seamless Sales Cloud integration, the contact record update synchronizes with the CRM, generating or updating a specific Salesforce Report for an Audience. The Marketing Cloud Connector facilitates this activity to trigger an automation in the Marketing Cloud Automation Studio, importing the contact record into a Data Extension. This Data Extension serves as the source for an Audience set up in Advertising Studio, enabling advertising campaigns across digital channels such as Facebook, Google, and LinkedIn. This is just one example of the seamless integration within the Salesforce suite of marketing products! From a user perspective, the familiarity in the look and feel of each platform empowers teams to craft sophisticated journeys without being confined to a single platform. Whether one focus on B2B and the other B2C, or one on prospecting and one on customer communications, there is a time and a place to use both. Connecting Pardot, Marketing Cloud, and Salesforce Together? When is it appropriate to leverage both platforms? Utilizing both Salesforce Marketing Cloud and Marketing Cloud Account Engagement, formerly Pardot, is most suitable for businesses that: The pricing structure of Marketing Cloud, based on the Studios (features) you require access to, ensures businesses pay a flexible premium tailored to their needs. In this insight, Advertising Studio is showcased to illustrate how Pardot and Marketing Cloud can collaborate. However, there are other studios within Marketing Cloud that marketers can leverage for comprehensive marketing campaigns. Other studios within Marketing Cloud include: Intrigued? Consider adopting Salesforce Marketing Cloud and Pardot (Marketing Cloud Account Engagement) in tandem for a comprehensive, multi-channel automated marketing strategy. The Tectonic team and I are available to assist with Salesforce architecture setup, integration, or serve as an extension of your team to devise effective Marketing Cloud strategies for long-term success. Reach out to us to learn more. Updated By Tectonic Salesforce Marketing Cloud Solution Architect, Shannan Hearne Content updated April 2023. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

February 3, 2022in Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

05Jan

B2B Marketing Analytics in Pardot

Is B2B marketing analytics included in Pardot? For those using Pardot Plus, the app is included. However, if you use Pardot Pro the app is an add-on so you will need to speak with your Salesforce account manager about enabling this feature. In short, B2B Marketing Analytics is: available in: Pardot Plus and Advanced Editions. B2B Marketing Analytics is a CRM Analytics app containing marketing and sales data populated via your Salesforce connector. To explore dashboards and lenses, create an app with the B2B Marketing Analytics template. As feature updates become available to B2B Marketing Analytics, you must upgrade your apps. You can also change an app’s settings at any time by reconfiguring it. B2B Marketing Analytics is a CRM Analytics app that segments and visualizes your marketing and sales data. After you assign user permissions, marketers can create B2B Marketing Analytics dashboards in CRM Analytics Studio. Create and assign permission sets for the connector user and B2B Marketing Analytics users. Theapp version that you use determines which permission names are available. To find out which license you’re using, head over to Salesforce Setup. Open Company Information, and look for the Permission Set License field. To find your connector version, open Account Engagement Settings. Under Account Information, find the Salesforce Connector Version field. This information can help you determine which permissions your B2B Marketing Analytics users need. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

January 5, 2022in Google Analytics, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Sales Cloud

16Jun

Salesforce Email Authentication

Salesforce email authentication plays a crucial role in ensuring the secure transmission of emails for your organization. It serves to help recipient email servers distinguish whether an email originates from a genuine account and if the sender’s identity is authentic, without any attempt at spoofing. When sending emails from platforms like Pardot (Account Engagement), Salesforce, or Marketing Cloud on behalf of your organization’s domain, it is imperative to have SPF, DKIM, and DMARC configurations completed. In the following section, we will explore each authentication method, providing a step-by-step guide to implementing SPF and DKIM policies across Pardot (Account Engagement), Salesforce, and Marketing Cloud. Salesforce Email Authentication Definitions Protocols: Email authentication protocols were developed to enhance the security of Simple Mail Transfer Protocol (SMTP) and combat spam. These protocols require careful implementation and verification before sending emails from each platform. How Does Salesforce Email Authentication Work? SPF verifies the email’s authorization by an authenticated sender (Pardot, Marketing Cloud, or Salesforce), while DKIM authenticates the email through the validation of public and private keys. An analogy to gaining access to a nightclub illustrates this process. Like providing a photo ID at a nightclub entry prevents unauthorized entry, SPF and DKIM ensure the legitimacy of the sender. Why Implement Authentication Protocols? Implementing SPF, DKIM, and DMARC offers several benefits: Preparing for SPF/DKIM Setup Before initiating the SPF and DKIM configuration process, collaborate with your organization’s IT department. Obtain a list of domains available for use in the new platform and understand the process of making DNS changes. Align with your IT team on timelines, and communicate your implementation deadline. Depending on your IT policy, the process may take 2-4 weeks. How to Set Up SPF and DKIM in Pardot (Account Engagement) How to Set Up SPF and DKIM in Salesforce How to Set Up SPF and DKIM in Marketing Cloud Thorough email authentication implementation across all Salesforce platforms ensures secure communication and reliable email deliverability. Regular monitoring, troubleshooting, and adherence to best practices contribute to maintaining a positive sender reputation and optimizing email performance. Confused yet? Tectonic can assist with all your Salesforce email authentication needs. Content updated May 2023 to reflect product name changes. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

June 16, 2021in Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

09Jun

Leveraging Email Marketing in Account-Based Marketing

Leveraging Email Marketing in Account-Based Marketing (ABM) Strategies Email marketing is a versatile and powerful tool for targeted outreach, and its impact is amplified when integrated into an account-based marketing (ABM) strategy. ABM focuses on delivering highly personalized campaigns to specific high-value accounts rather than casting a wide net over general segments. Combining the precision of ABM with the direct reach of email marketing allows businesses to create impactful, tailored campaigns that drive engagement and conversion. Here’s a closer look at how email marketing can become a cornerstone of your ABM strategy, along with practical tips for success. What is Email Marketing in an ABM Strategy? In the context of ABM, email marketing moves beyond generic outreach to focus on creating tailored experiences for specific accounts. It enables businesses to deliver content and messaging directly to decision-makers within target organizations, addressing their unique pain points and needs. To harness email marketing within ABM, marketers must: Identifying and Segmenting Target Accounts Effective email marketing for ABM begins with identifying the right accounts and dividing them into meaningful segments. Here’s how to approach it: Crafting Highly Personalized Email Campaigns Personalization is the backbone of email marketing in ABM. Tailored messaging ensures that your emails resonate with recipients. Key tactics include: Integrating Email Marketing with Multichannel ABM Email marketing becomes even more effective when paired with other ABM channels. Consider these integration strategies: Measuring Success: Key Metrics to Track To refine your email campaigns and ensure alignment with your ABM goals, track these essential metrics: *See definitions below. Best Practices for Ongoing Improvement By aligning email marketing with your ABM strategy, you can deliver tailored, high-impact campaigns that resonate with decision-makers and drive meaningful results. When executed thoughtfully, email marketing becomes a powerful lever for strengthening relationships with high-value accounts and converting them into loyal customers. Editor’s Note: The formula for calculating click-through rate (CTR) is: CTR = clicks ÷ impressions and CTR = (number of clicks / number of impressions) x 100. CTR is a ratio that shows how often people click on an ad or free product listing after seeing it. For example, if an ad has 5 clicks and 100 impressions, the CTR is 5%. CTR is an important metric because it helps understand what works and what doesn’t when trying to reach a target audience. A low CTR could mean that the wrong audience is being targeted or that the message isn’t persuasive enough. Factors that can affect CTR include: The campaign being run, The keywords being targeted, The channel and purpose of the ad, The industry, and The ad’s position. As of 2023-2024, the average CTR for display advertising campaigns is around 0.5-1%. The formula to calculate an email open rate is: To calculate the open rate, you need two variables: The open rate is a percentage that measures the success of your email marketing campaign. It’s a critical metric that reflects how engaged your audience is with your campaigns. You can use an email open rate calculator to help you determine the effectiveness of your email marketing campaigns. Factors that can influence your email open rate include: The average email open rate across all industries is 17.92%. However, open rates vary from industry to industry and depend on the quality of your email list. By Tectonic Solutions Architect, Shannan Hearne Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

June 9, 2021in Account Based Marketing, Data, Distributed Marketing, Marketing Automation, Salesforce Marketing Automation, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

02May

Account Engagement Page Layouts

Every proficient Salesforce admin is familiar with optimal page layout strategies, aiming to tailor Salesforce page layouts for diverse organizational personas. Account Engagement page layouts should be no exception. Teams, based on their roles, leverage specific sets of fields, Lightning components, and buttons. Account Engagement manifests in various ways within Salesforce, with ongoing additions in each release. The crucial question arises: where do Pardot components fit into this landscape? Elevate Your Salesforce Flows with Enhanced Design While Lightning pages grant admins remarkable design flexibility through drag-and-drop functionality, a delicate balance is essential. It’s crucial to harness Salesforce’s productivity features without overwhelming page layouts with unnecessary elements. Consider whether it’s better to include everything in Salesforce page layouts and then eliminate what’s unnecessary or adhere to the principle of “less is more.” The key is crafting pages that incorporate Pardot elements while enhancing the Salesforce UI. Enumerate Components, Buttons, Fields Begin by listing all Pardot-specific Lightning components and buttons relevant to marketing teams, categorized by object: Lead/Contact: Engagement History, Engagement History Dashboard, add to Pardot list. Account: Engagement History Dashboard, Matched Leads component. Campaign: Engagement History Dashboard, Engagement Metrics Dashboard. Opportunity: Engagement History Dashboard. Refer to the detailed guide for Account Engagement Page Layouts for more information. Repeat this process for fields, though be forewarned – it’s a time-consuming task. Certain fields related to lead generation may not be part of the Pardot AppExchange package. Once compiled, determine which user profiles should access each component/button/field. Hopefully, your Salesforce org’s profiles neatly align users according to your requirements. Dynamic Forms for Page Layouts Dynamic Forms are game-changers, simplifying Salesforce interface customization to align with your team’s needs. They enable the creation of user-centric, intuitive page layouts without the need for multiple layouts and profiles, streamlining configuration. Dynamic Forms benefits include placing fields anywhere on the layout, using visibility rules to control field and component appearance, and improving page load times. Explore the Dynamic Forms tutorial for in-depth insights and current limitations. Consider Multiple Page Layouts If Dynamic Forms aren’t feasible for your org, or if limitations hinder a complete transformation, you might have multiple page layouts for an object. Understand the purpose of each layout, relating them to specific user profiles to add components judiciously. Marketing Related Lists Related Lists, displaying records associated with the current view, are valuable for marketers. Tailor related lists based on the intended user, even with Dynamic Forms in use. Note that related lists in Lightning record pages are controlled by traditional Salesforce page layouts. Use Page Tabs Introduce tabs in Lightning pages to hide occasional-use information, a useful trick if Dynamic Forms aren’t enabled or user profiles don’t align with your audience grouping. Initiate a Feedback Loop After adding a component, inquire about its usage by directly asking users through methods like Chatter polls. Informal methods, such as team meetings, can also serve this purpose. Remove Legacy Pardot Sections Eliminate outdated Salesforce interface features for Pardot, replacing them with Lightning-ready alternatives. This practice enhances aesthetics, functionality, and reliability. Salesforce Marketing Cloud Account Engagement’s integration with Salesforce evolves continually. Striking a balance between leveraging Salesforce features for productivity and avoiding cluttered page layouts is crucial. Adhering to page layout best practices is essentials: Previous features become legacy, necessitating the removal of outdated page clutter. Content updated September 2023. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more 50 Advantages of Salesforce Sales Cloud According to the Salesforce 2017 State of Service report, 85% of executives with service oversight identify customer service as a Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more Why Your Company Isn’t Like a Baseball Team Recently, Chris shared an excellent post about the new World Series Champion Houston Astros. In short, it was a reminder Read more

May 2, 2021in Salesforce Development Services, Salesforce Marketing Cloud Account Engagement (Pardot)

12Apr

Salesforce Action Plans vs Action Plan Templates

Need a quick refresher on the difference between an action plan template and Salesforce action plans in Salesforce? Here you go. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

April 12, 2021in Data, Salesforce, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Sales Cloud

09Apr

Campaign in Salesforce

What are Salesforce campaigns? At a basic level, Salesforce Campaigns group people together in your database so that you can ask them to take some sort of action and track the results. Campaigns combine several sources of data in one place to make it easier to analyze the results of a specific marketing call to action. Many cross-functional teams struggle to adequately communicate and hand off important data and resources. They have a hard time attributing contributing factors by campaign for best attribute tracking. Use the Salesforce campaign object to bridge the gap between marketing and sales and promote your successes to internal stakeholders. You can define campaign types, organize assets, add members, create campaign hierarchies, and then track and report on campaign performance. Tools like Campaign Influence and Einstein Attribution help attribute success and optimize future campaigns. By using Salesforce campaigns, you can: The Campaign object in Salesforce contains all the settings associated with how campaign records appear, the actions that users can take on campaigns, field access, and more. For a more comprehensive picture of your marketing-to-sales funnel, you can align Salesforce campaigns to Marketing Cloud and Account Engagement. You connect Salesforce campaigns to Account Engagement with Connected Campaigns. You connect Salesforce campaigns to Marketing Cloud with Distributed Marketing. To organize and link individual marketing campaigns together, use parent and child relationships to associate campaigns in a campaign hierarchy. You can think of a hierarchy as a family tree. Metrics from child campaigns roll up to the parent, so you can access data for individual campaigns or in aggregate. You can build a hierarchy to focus on marketing channels, fiscal periods, long-term projects, or any other factor that makes sense for your business. A campaign hierarchy can support up to five levels. Like2 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

April 9, 2021in AI Tools, Data, Distributed Marketing, Marketing Automation, Salesforce, Salesforce Einstein, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot), Salesforce Sales Cloud

19Jan

Salesforce and Pardot

Here’s a breakdown of the key differences between Salesforce and the marketing automation platform Pardot: Distinguishing Factors: Additional Information about Pardot: In summary, while both SFDC and Pardot are integral parts of Salesforce’s cloud-based offerings, they serve distinct purposes in the realm of CRM and marketing, catering to different needs and audiences. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

January 19, 2021in Salesforce Marketing Cloud Account Engagement (Pardot)

06Aug

What is Kiosk Mode in Salesforce Marketing Cloud Account Engagement?

Kiosk mode is a Salesforce Marketing Cloud Account Engagement form setting that stops a tracking cookie being placed on your browser when you submit a form. With Kiosk Mode enabled, no one gets cookied. A prospect’s form submissions are related to a prospect record via a unique browser cookie. However, sometimes you don’t want to cookie every visitor because it can cause one prospect’s information to be related to another prospect’s cookie. For example: you want to manually enter prospect data into a form from a signup sheet or have prospects fill out forms at a tradeshow booth. You can submit a form multiple times without causing visitor association changes by using Kiosk Mode, because it doesn’t cookie visitors. Enable Kiosk Mode on a per-form basis on the Advanced tab of the Look and Feel step. Locate KM You can find Kiosk Mode in MCAE by going to the “Look and Feel” section then selecting the “Advanced” settings. Just check the box to make sure it’s switched on. Utilize Salesforce Kiosk Mode Utilize kiosk mode when at live events and multiple people are completing your Marketing Cloud Account Engagement forms from the same device. Make sure all users who attend live events such as trade shows know how to enable this feature. Here is another example of Kiosk Mode. Imagine a convention hall where convention attendees scan their badge for entry. The convention organizers have set up an entry point with a row of tablets, and on each tablet screen is a check-in application, displaying both a scanner view and instructions prompting attendees to scan their badge. Attendees can easily hold their badge up to the scanner view, after which they receive a confirmation message (indicating that they may enter) or a warning message (indicating that there is an issue with their badge, and that they should head over to the information booth to get help). At the same conference, presenters at each booth in the convention hall need a way to collect leads and stay connected with conference attendees who express interest in their product or service. Each booth is outfitted with a tablet with a scanner view. Similar to what the attendees encountered when entering the conference. These scanners, however, scan an attendee’s badge for the purpose of collecting their information and sharing it with the booth presenter, so that after the conference the two parties can stay connected, finalize purchase discussions, and more. To implement these self-service scanning stations, conference organizers and booth presenters used BarcodeScanner in their applications. To seamlessly integrate their check-in and lead collection processes with Salesforce. Once scanned, the check-in application processes the barcode to find the associated registration record and verify that the person scanning the barcode is a registered conference attendee. The booth scanner scans barcodes, extracts embedded attendee data, and uses it to create leads in Salesforce. Whether you want to update an existing LWC component to use the self-service features of BarcodeScanner, or you’re creating a brand-new component, you only need to keep a few things in mind to get started. Content modified November 2022 to reflect Pardot’s name change. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

August 6, 2020in Data, Google, Salesforce, Salesforce Implementation Services, Salesforce Marketing Cloud Account Engagement (Pardot)

05Aug

Moving Sales and Marketing to an ABM Model

The longer one is involved in marketing, the more lessons are learned, right? The answer is usually. While some tried and true tactics lose their efficacy over time, new methods evolve to replace or augment them. Moving to an ABM model is one of the newer tactics. Learn more. Despite recognizing the theoretical value of account-based approaches, marketers find it challenging to depart from the lead-based strategies they’ve relied on for years. Even when data analysis reveals the inefficiency of these tactics, letting go remains a struggle. For instance, almost 68% of individuals abandon forms, resulting in the immediate loss of the majority of leads. Even those completing the form often provide false information, leading sales teams to pursue the wrong leads, wasting time and resources. Moving to an ABM model, consider these helpful steps: Leverage Intent and Engagement Insights: Identify “Key Indicators”: Select the Right Target Accounts: Map the Nonlinear Account Journey: Coordinate Across Sales and Marketing Teams: Create Customized Content: Articulate and Meet ABM Goals: Measure ABM Programs: While the belief in the effectiveness of gating “high-value” content persists, B2B buyers are increasingly unwilling to sacrifice anonymity for readily available online information. ABM isn’t just about prioritizing accounts over leads; it’s also about actively targeting the right accounts in the market to buy and executing relevant outreach across their buying team. End-to-end ABM software platforms typically include core features such as analytics, prospecting tools, engagement monitoring, lead scoring, and marketing automation. Salesforce’s Account Engagement is a recommended platform. Account-based marketing (ABM) is a strategic approach that focuses on high-value accounts in a market or business, creating personalized buying experiences for better customer acquisition, relationship-building, and business growth. Tectonic can assist in deploying and customizing your Salesforce platform and marketing automation tools, collaborating with you to develop a strong ABM plan tailored to your business. Contact Tectonic today. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

August 5, 2020in Salesforce Marketing Cloud Account Engagement (Pardot)

03Jun

What Is Pardot’s Evolution?

Pardot’s evolution (rebranded to Marketing Cloud Account Engagement) is a B2B (Business-to-Business) marketing automation solution that was created by David Cummings and Adam Blitzer in 2007. It was purchased by ExactTarget in 2012 and then was finally acquired by Salesforce in 2013. “Pardot” in Latvian means “to market or sell,” which illustrates its main purpose best. It helps companies build meaningful connections, generate more robust pipelines, and empower sales teams to close more deals faster. In 2018 Salesforce built the Pardot Lightning App to align better marketing and sales activities and easily integrate Pardot with another Salesforce product – Sales Cloud. Another Pardot evolution. In the same year, Salesforce launched another product version – Pardot Einstein. It is powered up with AI (Artificial Intelligence) features for: Pardot Add-On Products: Pardot’s Evolution continues at Salesforce. Pardot (also known as Marketing Cloud Account Engagement) is a marketing automation and lead generation tool from Salesforce. It helps marketers identify prospective customers and convert them into actual customers. Pardot has more advanced features for launching and managing email marketing campaigns as well as some social media functionalities, although it doesn’t cover all social platforms. In addition, Pardot includes lead scoring as a standard feature that Salesforce Marketing Cloud doesn’t provide. Content updated April 2022 to reflect name change. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

June 3, 2020in Artificial Intelligence, Marketing Automation, Salesforce, Salesforce Development Services, Salesforce Implementation Services, Salesforce Marketing Cloud Account Engagement (Pardot)

18May

AB Split Testing

A/B testing, also known as split testing, is a method of randomized experimentation that involves presenting two or more versions of a variable (such as a web page or page element) simultaneously to different segments of website visitors. The primary objective is to determine which version has the most significant impact and positively influences key business metrics. Essentially, A/B testing eliminates guesswork from the process of website optimization, empowering experience optimizers to make decisions grounded in data. In this methodology, ‘A’ denotes the ‘control’ or the original testing variable, while ‘B’ signifies the ‘variation’ or a new version of the original variable. The version that demonstrates a positive impact on business metric(s) is declared the ‘winner.’ Implementing the changes from this winning variation on the tested pages/elements can optimize the website and improve overall business ROI. AB split testing is also effective for improving email content. Conversion metrics differ for each website; for instance, in eCommerce, it may be product sales, while in B2B, it could be the generation of qualified leads. A/B testing is a crucial element of the broader Conversion Rate Optimization (CRO) process, providing both qualitative and quantitative insights into user behavior. The collected data aids in understanding engagement rates, user pain points, and satisfaction with website features, including new additions or revamped sections. Neglecting A/B testing translates to missed opportunities for potential business revenue. What are AB splits? An A-B split test compares two versions of a marketing campaign, mobile application, website, email, or other measurable media to determine performance. In this test, users are randomly divided into a control group and a variation group. One imperative to AB Split Testing is that you can only test against one variant per text for measurable and true results. If you want to test the effectiveness of personalization, the color of the CTA button, and a hero image, you have to conduct at least 3 AB Split Tests. AB Split Testing A notable example of split testing is the Moz landing page case study conducted by Conversion Rate Experts, where a short-form (original) and a long-form sales page (improved version) were compared. The split test is to determine which variant performs better. It might be content, or call to action button text or color or form length. While the terms ‘A/B testing’ and ‘split testing‘ are often used interchangeably, the distinction lies in emphasis: ‘A/B’ refers to the competing web pages or variations as selected or responded to, while ‘split’ underscores the equal division of traffic between existing variations. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

May 18, 2020in Salesforce Marketing Automation, Salesforce Marketing Cloud, Salesforce Marketing Cloud Account Engagement (Pardot)

Salesforce Marketing Cloud Account Engagement (Pardot)

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Account Based Marketing Technology

Connecting Pardot, Marketing Cloud, and Salesforce

B2B Marketing Analytics in Pardot

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Salesforce Action Plans vs Action Plan Templates

Salesforce and Pardot

Moving Sales and Marketing to an ABM Model

AB Split Testing

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