An Innovative Leader, United States Army Veteran, Director of Innovative Technology at America’s Warrior Partnership, Dannielle Pope, discusses her Pardot journey and lessons learned along the way.   Takeaways Dannielle’s favorite Pardot Life Hack: Utilizing the recycle bin for ultimate organization and evaluating relevant content. Approach your Pardot organization with your team from a conversational standpoint. This helps pinpoint what is working and what actions or tools are no longer applicable. As marketers we can often get distracted by the “Shiny Tool” syndrome. Before buying new technology , plan and discuss with your team their capacity and the end goals for using it. Using Pardot on the Salesforce platform, presents a single source of truth that gives your team a full view of the customer journey from the first click, to closed won, and renewal. Automating what you can in the buyer's journey frees up time for your team to focus on building those relationships and adding the human touch. Career Advice: Things will come into your life when it needs to.                                       Useful Links LinkedIn: https://www.linkedin.com/in/dmpope/ Twitter: https://twitter.com/the_danni_pope America’s Warrior Partnership: https://www.americaswarriorpartnership.org   Shout Outs 46:34 Lauren Zolp 47:02 Kate & Hector Perez   Social #PardotRecycleBin #Veteran #MarketingAutomation #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/GN4y5DPFQH4

A 3x Salesforce Certified Ohana Member, Salesforce Marketing Champion, Marketing Technology Optimist, Senior Marketing Operations and Automation Manager at Quentic, Isabelle Theilen, discusses best practices while being a marketing team of one.     Takeaways Isabelle’s favorite Pardot Life Hack: Tagging assets for organization and reporting. If you are a marketing team of one, look to the communities such as Pardot slack channels or user groups to bounce ideas off of, ask questions, or find solutions. Asset templates are a great way to save time and add structure for your campaigns, especially when you are a team one.  When planning the marketing initiatives that will help achieve the business goals for the year, consider using a roadmap. Define the priorities for the year and then for each quarter and share with leadership. “Be confident. You are the master of your system. Don’t let others push you around. It’s all about transparency and communication.” ~Isabelle Make sales feel involved and acknowledge their ideas to promote sales and marketing alignment. Career Advice: Be proud of what you have accomplished.                                                Useful Links LinkedIn: https://www.linkedin.com/in/isabelletheilen/ Quentic: https://www.quentic.com     Shout Outs 52:11 Jenna Molby 52:38 Sara McNamara 53.05 Lucy Mazalon     Social #MarketingChampion #PardotTags #Roadmaps #Communication #Community #SalesMarketingAlignment #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana     Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/2yMfY2XD3xc

A Salesforce Marketing Champion, Irvine Pardot User Group Co-Leader, Marketing Campaign Manager at Restaurant365, Brittany Rhyme, chats about paid digital advertising and how it ties in with your overall marketing automation strategy.   Takeaways Brittany’s favorite Pardot Life Hack: Using Engagement Studio in conjunction with ad campaigns to track which ad creatives are the most successful and which content is resonating with each persona. Before developing a new ad campaign, focus on who the audience is, analyze  historical data, look to see what content has been successful in the past, and have a clear campaign goal. Understanding your buyer personas and where they are is key to having a successful ad campaign. Switch up the content and update your ad copy when testing with your ads campaign. This avoids the “billboard effect” by frequently refreshing the wording in your content. Put yourself in the shoes of your target audience. Refer back to customer stories to really get in the buyer’s mindset while writing ads. “It takes a certain level of creativity to write ads. You just need to think back to your persona, who you are talking to, and what you are offering them versus what you are trying to get them to do.” ~Brittany Career Advice: Speak at a Pardot User Group. Share with the community!                                             Useful Links LinkedIn: https://www.linkedin.com/in/brittanyrhyme/ Twitter: https://twitter.com/brittanyrhyme Restaurant365: https://www.restaurant365.com Pardot Landing Pages vs. LinkedIn Lead Gen Forms: https://thespotforpardot.com/2019/03/21/linkedin-advertising-should-you-use-pardot-landing-pages-or-linkedin-lead-gen-forms/   Shout Outs 23:14 Ben LaMothe 38:51 Stephanie (Yen) Lin 39:56 Dede Sabey 41:57 Irvine Pardot User Group   Social #MarketingChampion #Ads #PPC #Personas #PaidAdverts #EngagementStudio #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/Xw6vZgcSV9A

A Marketing Strategist, Salesforce Pardot Expert, Speaker, Senior Solution Engineer at Salesforce, Kathryn Ryan, shares her expert knowledge of best practices in creating an account based marketing strategy and how to leverage tech stack for execution.   Takeaways Kathryn’s favorite Pardot Life Hack: B2B marketing analytics tools, including reporting on assets such as custom redirects. It allows you to see campaign performance in one spot whether it originated in Pardot or not. Know your prospect’s buying committee and their role on it. This is an extra level of personalization in the buyer’s journey and important to getting the right content to the right people. Before starting your ABM strategy you’ll need to: Define your target audience and what type of content you would like to send.  Look to see what is resonating with your audience. Ex. Who is heavily engaged with certain topics? Timing is key. Ex. Did they attend your webinar recently? Putting Dynamic Content on your website or in emails is impactful from an ABM standpoint because it allows your viewers to see something that is customized to them. Nurture campaigns with Pardot Engagement Studio are a great way to keep your target accounts engaged after they first interact with your marketing. Do not feel like you have to do it alone when starting your ABM initiative. There are plenty of resources out there and having a partner to share the workload is great for a successful setup. Align your internal teams before reaching out to disengaged accounts. Bring in multiple people to figure out connections and find what matters to the prospect to grow that relationship.                                            Useful Links LinkedIn: https://www.linkedin.com/in/kathrynryan1/ Salesforce: https://www.salesforce.com   Shout Outs 43:28 Lauren Ax 43:29 Lori Payne   Social #AccountBasedMarketing #DynamicContent #EngagementStudio #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/5uGhvtqWhdw

A Salesforce Marketing Champion, 5x Salesforce Certified Ohana Member, Portland Oregon Nonprofit User Group Co-Leader, Writer, Marketing Automation Solution Consultant at Traction on Demand, Jacqueline Fassett, shares her expert knowledge in Moves Management for the nonprofit sector and expands on how the approach translates into account based marketing for the B2B space.   Takeaways Jacqueline’s favorite Pardot Life Hack: honing in on your email preference center. This will save you time, improve your relationship with prospects, and create a good brand reputation. Put yourself in the shoes of the prospects before sending out email communication. Is the message you are about to send personalized and relevant to their buyer’s journey? Moves Management can be translated to ABM on the B2B side. Just as you would identify and qualify target accounts and then nurture them with the goal of turning them into bigger customers, this is the exact same thing with moves management. With Moves Management, start by identifying the major donors who have a high engagement, the ones who have subscribed to your content and attended your events, as these will be easier to approach. Then enter those who are less engaged into a nurture campaign with the attempt to warm them up for your development team. When creating a moves management strategy, start at the beginning, strategize on tools or technology features to leverage, and discuss who you are targeting and why. “Getting a well-rounded look at how prepared an organization is for marketing automation is going to help decide which tool to go after and when/how to use it. It’s more than just a budget conversation.”~Jacqueline Career Advice: Make self-care a priority as you grow your career.                                          Useful Links Twitter: https://twitter.com/jdfassett LinkedIn: https://www.linkedin.com/in/jacqueline-fassett/ Traction on Demand: https://tractionondemand.com Blog article: https://www.jacquelinefassett.com/inspiration/what-apps-do-you-need-for-moves-management/ Personal Website: https://www.jacquelinefassett.com   Shout Outs 49:58 Kirsten Kippen 50:13 Lara Black 50:31 Portland, OR Pardot User Group   Social #MarketingChampion #EmailMarketing #MovesManagement #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/f8tAmH57zuc

A Salesforce Marketing Champion, 4x Salesforce Certified Ohana Member, Marketing Automation Strategist at Be The Match operated by National Marrow Donor Program, Marah Studniski, discusses how to use lists to track qualified leads and their marketing to sales hand-off process.   Takeaways Marah’s favorite Pardot Life Hack: using lists of prospects in Pardot as quick-view reports, such as, the qualified leads sent to sales for the fiscal year. If you have multiple product pages, consider using Pardot page actions to tag prospects with a current product when they view that page, so then you can create segmentation lists and send emails based on their particular product of interest. “Anything that we can automate especially from a sales and marketing alignment perspective, that leads to a revenue journey process, will help reduce so many operational costs for the business.”~Christina Having open communication between marketing and sales builds a one team approach while crafting stronger campaigns. This also helps keep the customer journey consistent as they interact with different departments. Career Advice: Stick with it and learn from others in the community.   Useful Links LinkedIn: https://www.linkedin.com/in/marahstudniski/ Be The Match: https://bethematch.org/support-the-cause/ Marah’s article: https://pardotgeeks.com/2021/02/using-handlebars-merge-language-hml-to-personalize-one-form-for-multiple-salespeople/ Personal Website: https://www.behance.net/marahchrisf96d Marah Christine Photo & Design: https://www.facebook.com/MarahChristinePhotography/   Shout Outs 36:52 Jenna Molby 37:07 Lara Black 37:29 Jen Kazin 37:30 Ben LaMothe   Social #MarketingChampion #Lists #SalesMarketingAlignment #AutomationRules #QualifiedLeads #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/fgEKZt8taZs

A 3x Salesforce Certified Ohana Member, Awarded B2B MVP SE and Solutions Engineer of the Year, and Lead Solutions Engineer, Enterprise Business at Salesforce, Jeff Stollenwerk, chats about everything from best use cases on Engagement Studio, to leveraging Artificial Intelligence, and new features such as the new Lightning Email Builder.   Takeaways Jeff Stollenwerk’s favorite Pardot Life Hack: The custom object integration. It works great for organizations that use Salesforce objects, such as cases, that want to leverage this data in Pardot. Engagement Studio is great for activating your best content to give your customers resources that help guide them in their journey. The new lightning email builder will allow you to send emails on behalf of anyone from the account team. This is great from an ABM perspective. Pardot scoring and grading is great for sales and marketing alignment. It allows you to rate your prospects based on their engagement and their profile, helping marketing to send over higher quality leads to sales. Connected Campaigns are the foundation of marketing campaign reporting in Salesforce. If you have not already enabled them, check out the Pardot Life Hacks Connected Campaigns Tactical Series!  Career Advice: Persistence, never give up.   Useful Links LinkedIn: https://www.linkedin.com/in/jeffreystollenwerk/ YouTube:  https://www.youtube.com/channel/UCDpu0J5HyCZ5CI6DWGmW4dA Salesforce: https://www.salesforce.com Ben LaMothe’s episode: https://www.pardotlifehacks.com/e/person-account-protocol-pardot-life-hacks-37/ Connected Campaigns Series Episode 4: https://www.pardotlifehacks.com/e/planning-for-connected-campaigns-pardot-life-hacks-04/ Connected Campaigns Series Episode 5: https://www.pardotlifehacks.com/e/executing-connected-campaigns-pardot-life-hacks-05/ Connected Campaigns Series Episode 6: https://www.pardotlifehacks.com/e/enabling-engagement-history-reporting-pardot-life-hacks-06/   Shout Outs 4:48 Ben LaMothe   Social #EinsteinLeadScoring #EngagementStudio #ConnectedCampaigns #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/-TAFwDtFrKE

As Salesforce and Pardot work closely together, it is so valuable to get the perspective and help of your Salesforce Administrator when working with Pardot. What are the best ways to collaborate with your Salesforce Admin and how can Pardot users in turn help them? A 3x Salesforce Certified Ohana Member, Trailhead Ranger, Salesforce Trailblazer Mentor, Consultant, Marketing Solutions at Coastal Cloud, Dani Reeve, delves into the Pardot and Salesforce relationship.   Takeaways Dani Reeve’s favorite Pardot Life Hack: Using automation rules as a second string spam filter. Collaborate with your Salesforce Admin as another resource to better streamline marketing and sales processes. They can advise on automations that can be configured, reducing operational costs. Pardot users can help Salesforce Admins by asking questions, having consistent communication, and sharing their overall goals. Articulate the objective that needs to be accomplished and then listen to what the Admin advises. Salesforce Admins, be aware of the default objects that sync with Pardot, Leads, Contacts, Accounts, Opportunities, and Campaigns. Configurations with other objects, for example, Cases, would require a Custom Object in Pardot. Career Advice: Perseverance, Passion, Patience, and Practice.   Useful Links LinkedIn: https://www.linkedin.com/in/dani-reeve/ Twitter: https://twitter.com/SalesforceDani Trailhead Profile: https://trailblazer.me/id/dreeve Coastal Cloud: https://coastalcloud.us   Shout Outs 19:39 Ayrielle Berryman 55:58 Ashley Anger   Social #PardotUsers #SalesforceAdmin #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/QLdKmEbrKRA

Thinking about or recently made the switch from Marketo to Pardot? Need some guidance on how to navigate Pardot features? A B2B SaaS Marketer, 5x Salesforce Certified Ohana Member, Senior Manager of Marketing Operations at Hinge Health, Erik Eaton, dives into how to transition from Marketo to Pardot and the differentiators between the two marketing automation platforms.   Takeaways Erik Eaton’s favorite Pardot Life Hack: Connected Campaigns tie everything together between Pardot and Salesforce, such as KPIs, members, and assets.  Lean into the Salesforce aspect of Pardot! This diminishes silos by allowing users to report on campaigns and assets all within Salesforce. Custom redirects let you track link clicks across various channels to see what content is being engaged with and can include multiple completion actions to trigger other automated processes. A key differentiator between Pardot and Marketo is multi touch attribution. With the native Pardot and Salesforce connected campaign feature, this model can be set up, allowing for easy access to revenue insights.  Dynamic Content can be used to display personalized content on landing pages based on certain field criteria. This is great for delivering a customized experience for your ABM target accounts! Career Advice: Keep learning and don’t take things too seriously.   Useful Links LinkedIn: https://www.linkedin.com/in/erik-eaton/ Hinge Health: https://www.hingehealth.com   Shout Outs 35:15 Casey Cheshire   Social #MarketingChampions #MarketoToPardot #ConnectedCampaigns #MultiTouch #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/K5-EtbPcOX8

The time has come to discuss Handlebar Merge Language and learn why this feature can do so much more than just “Hi First Name.”  A B2B Strategist, Digital Marketing and Sales Process Expert, Speaker, Principal and Founder of UnFettered Marketing, Bill Fetter, discusses the ins and outs of HML and the tips for how to leverage it in your marketing automation processes.    Takeaways Bill Fetter’s favorite Pardot Life Hack: Form handlers are not just an alternative form. They can be used in multiple ways, including with Handlebar Merge Language, emails, and an inbound web hook. You can use a form handler to send data from one Pardot instance to another. For example, sending inquiries of cross promotional products across different business unit instances. It is important to consider multi-language situations when it comes to your global marketing. Form handlers can be used to pass information back to your Pardot instance when your forms need to be in different languages. Handlebar Merge Language pulls the recipient’s Assigned User information from the user object. Make sure that all the fields are filled out and email recipients have active owners. Utilizing HML as a form of automating resubscribe emails is a great way to put the power into the prospect’s hands. Career Advice: We don’t learn anything if we don’t fail at it a few times. Stay curious!   Useful Links LinkedIn: https://www.linkedin.com/in/billfetter/ Twitter: https://twitter.com/BillFetter UnFettered Marketing: https://www.unfetteredmarketing.com Blog: https://www.unfetteredmarketing.com/blog   Shout Outs 48:11 Mike Creuzer   Social #MarketingChampions #FormHandlers #HandlebarMerge #TrailblazerTalk #Salesforce #Pardot #SalesforceCertified #PardotLifeHackers #SalesforceOhana   Ways to Tune In iTunes - https://podcasts.apple.com/us/podcast/pardot-life-hacks/id1476702195 Spotify - https://podcasters.spotify.com/podcast/3gTNQj4WnIPN0awdA8Qpan Stitcher - https://www.stitcher.com/podcast/cheshire-impact/pardot-life-hacks?refid=stpr iHeart Radio - https://www.iheart.com/podcast/269-pardot-life-hacks-48758528/ Google Play - https://playmusic.app.goo.gl/?ibi=com.google.PlayMusic&isi=691797987&ius=googleplaymusic&apn=com.google.android.music&link=https://play.google.com/music/m/Izjdvuefegnmrmlradp2l7rnqvm?t%3DPardot_Life_Hacks%26pcampaignid%3DMKT-na-all-co-pr-mu-pod-16 YouTube - https://youtu.be/zH2_ZNTJI3U