How Salesforce Engage Works With Pardot (& Why)

But, with Salesforce Engage the latter can now utilise marketing ... Use the Salesforce Engage License Assignment Tab to easily assign and ... Skiptocontent DelphineTsiranana2021-11-23T05:19:23+00:00 PardotImplementation•2021-11-23T05:19:23+00:00 HowSalesforceEngageWorksWithPardot(&Why) DelphineTsiranana June9,2020 HowSalesforceEngageWorksWithPardot(&Why) Salesforce  • Pardot Nurturingprospectsshouldn’tstopassoonastheyareconvertedtoleadsandSalesforceEngageisspecificallydesignedtoboostnurtureandprospectengagement. SalesforceEngageprovidesSalesforceuserswithaccesstorelevantPardotinformationabouttheleadtheyarecontactingandrelevantmarketingassets.Meaning,straightfromtheSalesforceplatform,userscanfindmarketing-approvedcontenttonurtureleadsandclosedealsfaster!  ThegoalofSalesforceEngageistobringPardotandSalesforcemorecloselyaligned.Itisthebridgeforthe(usually)separatemarketingandsalesteams.  Now,SalesforceEngagedoesnotreplacePardotorSalesforce.ThemarketingcontentwillremaininPardot,andtheSalesteamwillstillliveandbreatheinSalesforce.But,withSalesforceEngagethelattercannowutilisemarketingautomationforleadfollow-up! Salesuserswillnotonlybeabletousemarketingcontentfornurturebutalsoseewhenleadsandcontactsinteractwithmarketingassets.  Nowlet’sexplorehowitcanbeagame-changerfororganisations… HowtouseSalesforceEngage ThefourkeycomponentsthatmakeupSalesforceEngageare: EngageCampaigns EngageReports EngageAlerts EngageforGmailandOutlook EngageCampaigns EngageCampaignsallowSalesforceEngageuserstolaunch1:1or1:manycampaigns,directlyfromSalesforceusingmarketing-approvedcontentthatnormallywouldonlybeaccessibleinPardot.EngageCampaignswillbelaunchedwithintheSalesforceinterface.  MarketingteamsinPardotcanprovidesalesrepswithemailtemplatesandnurturecampaignsthattheycansendfromSalesforce,Salesforce1(theapp),orGmailandOutlook. ImagefromSalesforce EngageReports Oncewe’velaunchedour1:1or1:manycampaign,wecanuseEngageReportstoanalysehowtheleadsandcontactshaveengagedwiththecampaign.Usingthefilterswecanseewhichemailperformedbestlastweekoroveracustomdaterange. What’sgreatis,marketerscanthenusetheEngageTeamReportstoseealltheresultsfromEngageusers’emails.Byseeingwhichemailtemplatesandcampaignsperformedbest,wecanmakedata-drivendecisions! ImagefromSalesforce EngageAlerts SalesforceEngageuserscanviewreal-timeprospectactivityviathecard-basedcolumn.Thismeanswecanthenreachouttotherightprospectsanddelivertherightcontent,attherighttime! Inadditiontobeingabletoseeexactlywhatcontentprospectshaveengagedwith,‘EngageAlerts’canbepushedtoSalesuserssuperquicklyviathe‘EngageAlerts’tab.  Theusercanthenseetheinteractionaprospecthashadwithmarketingcommunicatione.g.email,downloadedawhitepaper,etc.  EngageAlertsarearrangedonacard-basedcolumnview.ThecolumnscanbefilteredbyspecificcriteriaandtheuserscaneditthesewithoutSystemAdmins.  OneoftheUSPsofSalesforceEngageisitsnicevisualformat.AlertCardsareorganisedbyprospect(dependingonusers’columnfilters)withthemostrecentontop. ImagefromSalesforce EngageforGmailandOutlook ThishandycomponentletsuserssendtrackableemailstoprospectsdirectlyfromGmailandOutlook! Notonlywilltheemailsbetrackable,thankstothemarketingteamtheywillbewell-formattedandprovideeffective,on-brandcommunication.  Userscantrackemailopensandclicksandalso,withouthavingtoleaveGmailorOutlook,theycaninsertemailtemplatesstraightfromtheemailcomposerbox. ImagefromSalesforce Asshowninthescreenshotbelow,iftheleadorcontactisaprospectinPardot,thesalesuserwillbeabletoaccesstheirinformation(e.g.name,companytitle,activities,scoreandgradeetc.)intheOutlookpanel. Andanadditionalsuper-handycomponentisEngageAlertsandEngagefortheSalesforceapp.Thisreal-timeserviceinformsusaboutprospectactivity.  Simplymatchprospectsbasedoncriteria,andwecandisplaytheminacard-basedview.Thisiscustomisable,aswecancreateourownfilterstodisplaythemostrelevantprospects. HowdoesitworkalongsidePardot? Asweknow,Pardotiswheremarketerscreateandmanagemarketingcampaignsandassets.Prospectnurturingiscriticalbutcanbetime-consuming,andsalesrepsdon’talwayshavethetime.Sohowcansalesnurtureleads/contactstoclosemoredeals?  Well,themarketingteamwillstillusePardottocreatemarketing-approvedcontentforthesalesteamtouseinSalesforceEngage,includingcustomemailtemplates,whichcanbeusedfor1-1emails. AstheyarecreatedinPardot,theycanthenbesharedeasilywiththesalesteam.  Atagranularlevel,salesrepsdoknowwhotheywanttotargetandwhichdealsaremorelikelytobecomewon-deals.Now,withtheEngageprospectfiltering,SalesteamscanviewprospectsbasedondatacollectedandstoredinsideofPardot.ThisisafeaturethatusuallyonlyPardotuserswouldbeabletoutilise.  InSalesforceEngage,ausercanfilterat3levels: Assignment:vieweitherassignedProspectsorVisitorsthathavenoSalesforceLead/Contactrecord.   Activities:viewformsubmissions,eventregistrationsetc.Thereare9activitiesavailable.  Geographically:viewsingleormultiplecountries,orevenataregionallevel. Thisallowssalesrepsvisibilityintoprospectbehavioursandactions,whichwillallowthemtoconnectwithprospectsinamoremeaningfulway–rightfromtheSalesforceplatform.  DespitebeingabletoreportinSalesforceEngage,Pardotwillstillremaintheplatformbehindtrackingdataandmonitoringcampaignsuccess.  InPardot,weseewhichsalesemailsareworking,andwhichonesaren’t.Thisaddedreportingwillenableustoconsistentlyimproveourapproach. Byhavingbothplatforms,wecanreachprospectsattheexactlyrightmomenttheyneednurturing.ThankstothemarketingcontentbeingsharedwithSalesforceEngageusers,theseuserscannurtureprospectsattherightmomentofengagementbybeingproactivewithEngageAlerts. Ontheotherhand,thankstotheapp,salesrepscanaccessliveprospectactivityrightontheirphoneordesktop.Additionally,thisallowsthemtoconnectfromanywhereusingtrackedemailsinGmail,Outlookandofcourse,Salesforce. So,whilstPardotdoesnotnecessarilyneedSalesforceEngage,it’sclearthatthelattercannotbeusedwithoutPardot.  Tipsforimplementing Tocompletesetup,youneedboththeSalesforceadminandthePardotadmin. ForuserstoaccessSalesforceEngagefeatureswithinSalesforce,theymustbelinkedtoaPardotUser.Soourfirsttipis,enableSalesforceUserSync.MapSalesforceprofilestoPardotuserrolestokeepusersinSyncandthenmanagethesefromSalesforce. UsetheSalesforceEngageLicenseAssignmentTabtoeasilyassignandunassignlicencesandpermissionsetsforusers. AddEngageintheSalesforceApp.Firstly,ensureEngageispresentontheLightningappnavigationbarandnavigateto‘CustomiseMobileNavigationwithMobileOnly’.Thenaddthe‘MarketingActionSummaryLeadVisualforce’pagetotheMobileCardssectionoftheleadandcontactpagelayoutsforyourEngageusers.Finally,addthe‘MarketingActionSummaryPersonAccountVisualforce’pagetotheMobileCardssectionoftheaccountpagelayout.  Therearealsoafewthingstoconsiderbeforeimplementingthisadd-on. Considerations TheSalesforce-PardotconnectormustbeverifiedbeforesettingupSalesforceEngageanditisnotsupportedforSalesforcesandboxaccounts. SalesforceEngagedoesrequiresomePardotAPIpermissions.Tograntthesepermissions,makesuretoassignaSalesforceEngagepermissionsetandlicensetoauser. WeareunabletoaddlegacyCustomPermissionsforPardottoyourSalesforceprofiles. Toloadalluservariabletagswhenusing‘Sendonbehalfof’,firstlywemustcreatePardotUsersforallaccount,leadandcontactownersthatareusedinafromaddress(thenlinktotheirSalesforceusername).  WanttoknowmoreaboutusingSalesforceandPardotformarketingandsalesalignment?Thiskindofworkisourbread-and-butter!Sendusamessageandlet’sseehowwecanhelpyougetgoing,quicklyandcorrectly. NeedahandgettingthemostoutofyourPardotorSalesforceaccount? MarCloudisateamofcertifiedPardotandSalesforcespecialists.Wehelpbusinessestounlockthepotentialofmarketingautomation. Readytosavetime,delivermorequalityleads,andgeneratemorerevenue?Here'showwehelp. 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