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Your guide to auditing Pardot and Salesforce

February 03, 2022By
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You’re probably familiar with the saying, “out with the old, in with the new”–but have you applied that to your software? To make sure you’re getting the most out of your tech, it’s important to perform audits regularly. Much like cleaning out your closet, this involves getting rid of items that aren’t serving you, bringing forgotten items forward, and making room to explore new additions.

With technology, there are always enhancements being made and changing features to keep up with. Pardot and Salesforce are no exception. In the 15 years since Pardot launched, its been bought by and integrated with Salesforce and seen many amazing features added and altered, enabling users to streamline processes with automation.

Whether you’re new to the platform or have been using it for years, there’s no doubt there’s a new and shiny feature you could enable. Or maybe something old and dusty to archive to make room for something better. Either way, discovering these areas of opportunity requires taking a closer look at your Pardot instance and keeping it tuned up to serve you best.

The first step of performing an audit is knowing where to look and the questions to ask. Easier said than done, right? Luckily, our experts have created an easy-to-follow list to help your team dig into auditing and updating Salesforce and Pardot.

Optimize Salesforce for your team

In this industry, we’ve had the chance to see the alignment between Pardot and Salesforce grow stronger and evolve–an exciting development for marketing automation. There have been massive advancements for sales and marketing teams using these platforms. However, these advancements make it all the more necessary to consider how well your technology is working for your team.

Let’s dive into your Salesforce platform. There are seven main focus areas to think about when considering how your Salesforce is serving your team:

  • Features: What new Pardot-related features do you have access to in Salesforce? What do you need but don’t have? What do you want? If you need help thinking of what could be added or reviewed, here are five great features to consider:
  1. Campaign Influence and its stellar reporting
  2. MFA & SSO
  3. Salesforce Engage
  4. Pardot Einstein
  5. Pardot Sandbox
  • Campaigns: Can your use of Campaigns be updated or streamlined? Are you using Campaign Influence? If so, is Sales correctly using Opportunity Contact Roles?
  • Automations: What automation is older than 6+ months? What’s missing? What needs to be updated? For example, you may need to update from Workflows to Flows.
  • Fields: What fields are used well and what’s not? What field metadata needs to be audited and cleaned up (incorrect spelling, out of date data from picklist changes, etc.)?
  • Users: Does everyone’s access match their responsibilities? Check to see if there are ways to simplify your user profiles and access.
  • Settings: Have Marketing Admins begun using the new Marketing Setup? Are there settings in features that can be updated (like Campaign Influence’s auto-association settings)?
  • Training: Are there users who could benefit from better understanding and more training on Pardot-related fields, components, reports, and automations in Salesforce?

These questions bring up new opportunities within Salesforce to help ensure you’re getting the most value out of your platform and its alignment with Pardot. With your Salesforce audit done, you’re halfway there!

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Build a powerhouse Pardot instance

Pardot has been on a golden path lately, coming out with many new releases to enhance the user experience. From a new content builder to an easy way to resync prospects, to more customizable reporting – there are a ton of features to explore.

In order to leverage new tools, you first need to assess the current tools in your toolbox. By knowing where you are right now, you can determine where you want to go and how to get there. This is where an audit comes in.

So, where do you start when auditing Pardot? Just like Salesforce, you can break it down into sections and go through them one at a time:

  • Features: What new features do you have access to in Pardot? What do you need but don’t have? What do you want? If you’re looking for more great features to add or review, check these out:
  1. Pardot Lightning App
  2. Lightning Content Builder
  3. Connected Campaigns
  4. User Sync
  5. B2B Marketing Analytics
  6. Custom Objects
  7. First Party Tracking
  8. Additional Business Units
  9. External Marketing Activities
  • Automations: What automation is older than 6+ months and needs a review? What automation is missing? What needs to be updated or deleted?
  • Fields: What fields are in use? What new data are you gathering in Salesforce that you could use in Pardot for automation, segmentation, or dynamic content?
  • Segmentation: What lists can be archived or created? For example, creating a list to help you clean up unengaged prospects. Do you use and follow your Email Preference Center?
  • Content: Are there images, emails, landing pages, forms, or dynamic content that can be deleted? Is there content that can be updated? Check Pardot reports to see what content is working well and explore how you can replicate it for other needs.
  • Settings: How many errors does your Sync Error Log show? Can your tracking of consent be improved? For example, you may want to move to first-party tracking. Are your domains in good working condition in the Domain Management section? Check your usage of Pardot in the Usage and Limits section, including your prospect mailable database.

Your answers to these questions should help you formulate a plan of action to ensure your tech is helping you reach your goals. And by revisiting this guide regularly, you can be sure your investment is achieving its maximum potential and ultimately making your life easier.

With Pardot and Salesforce individually audited for success, the final step is to double-check your policies and integrations that connect your platforms.

Audit your marketing policies and third-party tools

Part of the responsibility of owning tech is keeping it up to date and in good working order for your prospects. It only makes sense that when you audit and update Pardot or Salesforce, you’d also want to include other areas that may affect or relate to these platforms. The last thing you’d want is to break an integration or get in hot water because you forgot to follow your own privacy policy.

Here are a few questions to help you plan for optimal Pardot-Salesforce instances:

  • Policies: When was the last time your team read your policies (privacy, consent, etc.) and made sure your tools were in compliance? When was the last time you asked your legal team to review these policies?
  • Tools: What tools are no longer helping you achieve your goals? Which owned tools could be upgraded or new tools be added to help you achieve those goals? What tools need to be integrated/better integrated with Salesforce and Pardot?

Find your dream team and set goals

Putting into practice what you’ve discovered during your audit isn’t a one man job! Ask yourself: Who can help? You’ll want to gather those people in a room (IRL or virtually) and plan together.

Once you’ve built your team, the next step is to build a collective narrative. Instead of starting the meeting with what you need to do, start by collaboratively outlining your shared vision and goals for the upcoming quarter or year. Then, you can take your audit results and prioritize the work needed based on its impact on your team’s collective goals.

This won’t be a one-and-done conversation. To make this a true success, add it to the calendar and gather regularly! Schedule time to follow up on what you’ve prioritized and if it’s been accomplished, blocked, or tabled. Keep reviewing your instance and prioritize new items with the group as they arise.

Level up your technology with an experienced partner

With the tools above, you’re in a good position to start assessing your technology. But, having a partner in your corner with deep Pardot and Salesforce expertise, can go a long way.

Our award-winning Salesforce Marketing Automation team is here to create impactful and purposeful growth for every client. You’ll work alongside a dedicated project manager and delivery team, as well as, skilled developers, innovative architects, and UX & UI designers to meet your marketing needs. Through collaboration and transparency, we can do great things–starting with building your dream systems.

Take your Pardot to the next level.

Check out this video for expert tips on building a resilient marketing automation platform.

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