SlideShare a Scribd company logo
Network name: RolandGuest
Network password: Back2School!
Wi-Fi Access
1. Source Field Shinanigans
2. August Release Features In Depth
3. Learning & Development
4. Q&A and Open Discussion
Today’s Agenda
Dede Sabey
Roland DGA
Populating Pardot’s Source Field
Referral urls, Completion Actions, Automation Rules
and More
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
• 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
• 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
• 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
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
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
Original Source Field Configuration
Source
(Pardot Default Field)
LeadSource
(Salesforce
Default Field)
Syncs with
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
Populating Source 2
Add completion action to all webforms
to populate Source2.
Webform source values for DGA:
- Web
- Dealer Locator
- Lease Inquiry
- Chat
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
Automation Rules – Moving Referral Source to Source2
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
Lead Source Dashboard
Dede Sabey
Roland DGA
Pardot August Release
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
New Features
1. Handlebars Merge Language
2. Automated Resubscribe Email
3. Engagement Studio Complex Rules
4. Multiple Tracker Domains
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
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)
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}}
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.
More Help Articles
Differences Between HML Merge Fields and PML Variable Tags
Personalize Pardot Emails with Handlebars Merge Fields
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
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
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
Learning & Development
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
Industry Resources
Cheshire Success Index (CSI)
Next Meeting October 24th
Decluttering Pardot &
Data Governance

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19 09-26 source reconfiguration and august release features

  • 1. Network name: RolandGuest Network password: Back2School! Wi-Fi Access
  • 2. 1. Source Field Shinanigans 2. August Release Features In Depth 3. Learning & Development 4. Q&A and Open Discussion Today’s Agenda
  • 3. Dede Sabey Roland DGA Populating Pardot’s Source Field Referral urls, Completion Actions, Automation Rules and More
  • 4. 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
  • 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. • 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
  • 7. • 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
  • 8. 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
  • 9. 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
  • 10. Original Source Field Configuration Source (Pardot Default Field) LeadSource (Salesforce Default Field) Syncs with
  • 11. 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
  • 12. Populating Source 2 Add completion action to all webforms to populate Source2. Webform source values for DGA: - Web - Dealer Locator - Lease Inquiry - Chat
  • 13. 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
  • 14. Automation Rules – Moving Referral Source to Source2
  • 15. 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
  • 18.
  • 19. 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
  • 20. New Features 1. Handlebars Merge Language 2. Automated Resubscribe Email 3. Engagement Studio Complex Rules 4. Multiple Tracker Domains
  • 21. 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
  • 22. 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)
  • 23. 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}}
  • 24. 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.
  • 25. More Help Articles Differences Between HML Merge Fields and PML Variable Tags Personalize Pardot Emails with Handlebars Merge Fields
  • 26. 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
  • 27. 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
  • 28. 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
  • 30. 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
  • 32. Next Meeting October 24th Decluttering Pardot & Data Governance