Roland DGA's source field reconfiguration in Pardot and Salesforce.

1. Dede Sabey
Roland DGA
Populating Pardot’s Source Field
Referral urls, Completion Actions, Automation Rules
and More

2. The Source Field is set:
- Through manual updates to CRM records
- Through Google Analytics UTM parameters
- Populated by Pardot Automatically
Tracking Lead Source in Pardot

3. • Must have the Google Analytics connector
• The "utm_source" value captured by Google Analytics parameters can be set for the default
Source field.
Google Analytics UTM Parameters

4. • Must have the Google Analytics connector
• The "utm_source" value captured by Google Analytics parameters can be set for the default
Source field.
Google Analytics UTM Parameters

5. • Must have the Google Analytics connector
• The "utm_source" value captured by Google Analytics parameters can be set for the default
Source field.
Google Analytics UTM Parameters

6. Source is set automatically when:
- It’s a visitor (not set for existing prospects)
- The visitors referring url was tracked
The referring URL is the page the visitor was on prior to visiting a page with Pardot tracking code
for the first time.
Source Set Automatically by Pardot

7. Four Column Layout
2018 and Prior
• Completion Actions
on Forms
2019
• Populated by Pardot
automatically
(referring url)
September 2019
• Source Field
Reconfigured
Subtitle placeholder
Referring URL Sources
All were Overwritten
Capturing Referring
URL Sources
BUT too many
prospects with lead
source = blank

8. Original Source Field Configuration
Source
(Pardot Default Field)
LeadSource
(Salesforce
Default Field)
Syncs with

9. Source Field Reconfigured
Source
(Pardot Default Field)
Source2
(Pardot Custom Field)
LeadSource
(Salesforce
Default Field)
Syncs with
Automation Rules
• Only used for referrals
• Is often blank
• Not looked at regularly
• Should never be populated
by completion action or rule
• Always included as completion action
on every form
• Always populated on every import
• Should never be blank
• Is overwritten with referral source
based on Automation Rules
sometimes

10. Populating Source 2
Add completion action to all webforms
to populate Source2.
Webform source values for DGA:
- Web
- Dealer Locator
- Lease Inquiry
- Chat

11. Source 1 Data
Created a segmentation list based on created date
Look at the data quarterly to ensure all values have a correlating automation rule

12. Automation Rules – Moving Referral Source to Source2

13. Logistics and Notes
Change the field syncing off hours. Takes over 24 hours to complete.
Backfill blank source values
- Segmentation list for “Source2 is blank”. Export. Fix. Import.
- SFDC report for LeadSource is blank. Export. Fix. Send to SF Admin.
Automation rules will OVERWRITE values created by completion actions

14. Lead Source Dashboard

15. Dede Sabey
Roland DGA
Pardot August Release

17. Where to Find Release Notes
Release Notes
• https://www.pardot.com/releases
Blog Posts About New Features
• https://www.pardot.com/category/new-features/
Release Readiness Video – “Pardot Release Info” on YouTube

18. New Features
1. Handlebars Merge Language
2. Automated Resubscribe Email
3. Engagement Studio Complex Rules
4. Multiple Tracker Domains

19. Handlebars Merge Language - Benefits
• Better workflows. Same language used in Salesforce Lightning
• An updated merge field picker. Makes it easier to find what you’re looking for
• Conditional content statements. Can leverage simple conditional logic statements.
• Improved link tracking. HML tracks links contained in merge fields.
• Get set up for success. Expect advanced personalization features in the future. (Custom
object data!!!)
Source: Handlebars Merge Language in Pardot FAQ

20. Handlebars Merge Language – How To
1. Upgrade from the dashboard in your account. Look for the upgrade banner, click Get
Started, and then Upgrade to HML.
2. Create a new Email – You will only see the HML merge field picker.
3. Copy or use an existing Email – You will be prompted to convert to HML (just requires 1
click)

21. HML Conditional Merge Fields
Conditional statements make one-to-one replacements for empty field values.
• Display certain content based on whether a prospect has data for a given field.
If you specified a default value for a field and set up a conditional logic statement, the default
value populates instead of the statement.
SYNTAX EXAMPLE
{{#if Merge.Field}}
Show this text when a prospect record
includes a value for the specified field.
{{else}}
Show this text if the field is blank.
{{/if}}
{{#if Recipient.FirstName}}
Hi {{Recipient.FirstName}},
{{else}}
Hello!
{{/if}}

22. HML Conditional Merge Fields
If you specified a default value for a field and set up a conditional logic statement, the default
value populates instead of the statement.

23. More Help Articles
Differences Between HML Merge Fields and PML Variable Tags
Personalize Pardot Emails with Handlebars Merge Fields

24. Let Prospects Opt Back In
• Give unsubscribed prospects the option to resubscribe when they fill out a Pardot form
• Add the resubscribe merge field to any email template (requires HML)
Help doc

25. Engagement Studio – Complex Rules
Define Engagement Studio Rules with Multiple Conditions
• Each time you create a rule, the Add Condition button appears.
• Use it to add up to four more conditions to create the segment you
need.
• In the rule card, you can choose between matching for any criteria
or all criteria.
Source: Define Engagement Studio Rules with Multiple Conditions

26. Multiple Tracker Domains
• Benefit: When you create marketing assets and email templates, you can choose which
tracker domain you want to use for vanity URLs and link rewriting.
• Video: How to Setup Pardot's Tracker Domain by Implementation Guru
Sources:
Drive Brand Consistency with Multiple Tracker Domains
Tracker Domains

27. Learning & Development

28. Industry Resources
Pardot Ask-an-Expert
Podcasts
• Hard Corps Marketing – adele Revela author of Buyer Personas
• Pardot Life Hacks
• Marketing School with Neil Patel
• Marketing Trends
Online Training Courses
From Sercante

29. Industry Resources
Cheshire Success Index (CSI)

30. Next Meeting October 24th
Decluttering Pardot &
Data Governance