Welcome to the marketing side of Salesforce! As a Salesforce admin, you may occasionally need to assist your marketing team in developing processes or generating reports from data in Salesforce and Marketing Cloud Account Engagement (Pardot). Understanding Account Engagement and how it affects your Salesforce org can enhance your ability to contribute to those initiatives. 

7 Account Engagement Facts Salesforce Admins Must Know

In this blog, we will review several fundamental concepts in Account Engagement and how they relate to your role as a Salesforce Administrator. This guide is designed to provide you with insights from a Salesforce perspective about Account Engagement so that you can best support marketing and other teams using the platform. While these features are available to all organizations, access to the features can vary based on your org configuration and tier.

Tip 1: We call people “prospects”

In Salesforce, you are accustomed to working with Leads and Contacts. While this does carry over, the platform labels “people-records” as Prospects. Prospects can exist solely in Account Engagement or be synced with existing Salesforce records.

Verifying Prospects are linked to Salesforce records

To verify that a Prospect is linked to a Salesforce record, you can click on an individual record and look for the Salesforce cloud icon listed on the right of their name (see above) or by the CRM ID listed at the bottom of the record. Clicking on this cloud icon will take you to the connected Salesforce record. In Salesforce, you can click the Account Engagement URL to bring you into the platform. This is particularly helpful when you are trying to diagnose data sync issues. 

Key reminders:

• Records are matched using 18-digit IDs and email (if no matching record is found)
• You can navigate from Salesforce to Account Engagement records and vice versa
• Managing deleted records and duplicates may require additional effort across both platforms
  

Tip 2: Add visibility for sales and marketing teams in Salesforce

Enabling Account Engagement introduces several new fields, components, and features exclusive to the integration. You should review the implementation guide and work with your team to align on what information is valuable for sales and marketing to deliver on their respective functions.

The package includes fields like engagement score, fit (grading), what “object” they converted on, and a log of their latest activity in Account Engagement, to name a few. Additionally, depending on your tier, you may also find additional components you can take advantage of, such as B2B Marketing Analytics.

When mapping fields, not all Salesforce field types transfer seamlessly to Account Engagement. To avoid data loss, review your fields (including matching API names) and ensure they are mapped across objects in Salesforce before attempting to sync any data into Account Engagement.

Key reminders:

• Field types may affect your ability to map fields into Account Engagement
• Beware that Formula fields do not trigger sync updates in Account Engagement
• Field level permissions and user profile access on the integration user can affect dataflow

Tip 3: Security matters but looks and works differently

Security is the #1 pillar of any Salesforce Admin role.

There are different levels of access you can give to Salesforce users via permission sets. Those levels include:

• No access to Account Engagement data – on either platform: This is usually for operations teams who don’t need access
• Access to Account Engagement data on a page layout in Salesforce: This is usually for sales/SDR teams
• Access to the Account Engagement app: This is usually for marketing and creative teams

To enter the Account Engagement app, the user’s record must be mapped into Account Engagement. No user in Account Engagement, no access to it regardless of permissions in Salesforce.

Secondly. while you may be familiar with profiles and roles in Salesforce, well Account Engagement adds another layer of complexity to the mix. Account Engagement has its own “roles” and they do completely different things. These roles only apply within Account Engagement and allow you to see and do specific activities (build segments, forms, etc) on the platform. 

Default Account Engagement user roles include Administrators, Marketing, Sales Manager, and Sales. You can configure these roles under the account settings section and connect profiles to roles within the Salesforce connector section in Account Engagement.



To conclude, you can personalize the levels of access to different Users. You’ll ultimately need two “keys” to get into Account Engagement (a Salesforce permission set and an Account Engagement role assigned to a synced User). It is important to work with marketing to outline the level of access needed to perform daily tasks.

Key reminders:

• You can create custom roles in Account Engagement (may require an add-on)
• All the users with the same role, have the same access in Account Engagement, regardless of their permissions in Salesforce

Tip 4: The Salesforce Integration is flexible

This integration (or connector) is the key to aligning your data between two systems. Through the connector, we can sync everything from Users, objects, fields, and campaigns. You can deep dive into the individual components here.



In these settings, you can choose if you want to allow a bi-directional sync or not. This is your on/off switch. Most customers want this feature enabled. 

Additionally, you can control data flow on a field-to-field level. It is important to discuss how data will be used and by what team. 

You can allow data to be managed by:

• Salesforce only
• Account Engagement only
• Whichever system makes the most recent update

As data comes circulates between the platforms we can be met with conflicts between the two systems. For most teams, these conflicts can be attributed to their use of validation rules or restricted field values and dependencies. The conflicts are called sync errors in Account Engagement. 

These conflicts can be found under the Salesforce connector gear icon (under Connectors) and can range from:

• Access issues – Connector user lacks access to read/write to an object
• Data formatting issues – Issues with field types or values
• Process alignment issues – dependencies between fields or steps in a process

As an admin, is important to support your team in resolving these issues as quickly as possible to restore data sync on those records. These sync errors offer opportunities to improve communication between teams and for process improvements. Our team at Sercante often uses ProspectUpdater to help customers fix data formatting issues at a scale.

Key reminders:

• Enabling a bi-directional sync of data is recommended but optional
• Large imports can cause bottlenecks – if you notice this becoming an issue you may want to check daily processes as well

Tip 5: Account settings are the key to understanding your org

This section can help you identify important information about your account such as the Business Unit ID, when the account was enabled, admin alerts, and account limits. On the right side of the screenshot below, you will find the ability to personalize who gets alerts about these items. To ensure these alerts are taken seriously, ensure these are received by team members who are active in the org.



The most common way that admins discover this page is when they have to increase the number of prospects that can be kept in the account or run out of storage.

Key reminders:

• You can always reduce the number of files/prospects to make room for more before you buy more space
• The recycle bin in Account Engagement doesn’t autodelete after 30 days, feel free to use it to free up space (exclusions may apply)
• Your account ID, account tier, and API key can all be found here and may be useful for certain integrations
  

Tip 6: Leverage Account Engagement forms

You’re probably familiar with web-to-lead forms. While these mechanisms can help do more with Salesforce they do not cookie leads or contacts upon completion. Why does that matter? Cookies help us identify prospects and avoid duplicates.

With Account Engagement you can simplify the form creation and management (say goodbye to your external tools) or form handlers (similar to webhooks) to streamline your inbound marketing and processes. The forms can be embedded as Iframes on your website, Account Engagements’ landing pages, or stand-alone.

Upon completing a form, you can set a cookie on the Prospect. You can still do notifications (email and Slack), send emails, add to segments, and so much more without complex flows or other Salesforce automation. 

Key reminders:

• Testing forms incognito mode is strongly recommended
• Cookie length can be adjusted under your account settings or by individual user browser settings
  

Tip 7: Encourage campaign collaboration

First thing is first, Account Engagement has campaigns too! However, these are exclusively used in Account Engagement for capturing the 1st touch interactions (all time). This makes it challenging to see the life of the lead across time and also makes reporting difficult.

Luckily, we can create and sync Salesforce campaigns into Account Engagement for the same purposes AND to capture the multiple touches on their journey to conversion and beyond.

By leveraging Account Engagement’s automation to add prospects to Salesforce campaigns, we avoid doing multiple imports to update the Campaign member records. This functionality also allows us to take advantage of standard Campaign reports in Salesforce that can help us see ROI and campaign influence across our initiatives. To help find the latter, we created a Campaign Influence Started Pack, go check it out. 

Key reminders:

• When creating campaigns, leverage campaign member statuses and make sure to check the “active” checkbox to sync over into Account Engagement
• Keep an eye on campaign members and campaign influence records, which can eat up your Salesforce storage if created in large volumes over time

Learn the essential Account Engagement concepts for Salesforce admins

While Account Engagement predominately serves marketing functions, Salesforce Admins play a crucial role in understanding and supporting its broader impact. By acting as the bridge between IT and marketing, admins can help facilitate more collaboration and more effective project rollouts on projects affecting users across the organization.

If you are struggling with any of these tasks/concepts, please reach out for assistance. Together, we can foster more seamless experiences that drive transformative outcomes!

Original article: 7 Fundamental Account Engagement Concepts for Salesforce Admins

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A Campaign Member’s First Associated Date records the date a Lead/Contact became a member of a Salesforce Campaign, and it’s a great metric to use in your reporting. First Associated Date can be used to show how many Leads/Contacts a Campaign touched in a given time period, how long the Lead/Contact was in the campaign before they moved to a “Responded” status, or how long the Lead/Contact was in the campaign before an associated Opportunity was opened. However, sometimes the Campaign Member’s first associated date gets skewed. 

Common causes of this are:

• Lead/Contact should have been added to the campaign on September 15th, but was stuck in the Account Engagement sync queue until October 1st
• New Leads from an event we’re not uploaded into Salesforce until a few weeks after the event
• Campaign Members were brought over from another Salesforce org during a migration
• Sales didn’t enter a new Lead they were working with until after the Opportunity was created

If you are relying on Campaign Member First Associated Date for your reporting, any of the above causes can really throw off your data and make a Campaign, or a time period, look less successful than it actually was. Luckily, you can backdate this field with a few system permissions and the help of Data Loader!

You can insert, but not update!

Before we get into the nitty-gritty of how to do this, it’s important to note that you can’t update the Campaign Member First Associated Date of existing Campaign members. You can only insert new Campaign Members with a backdated first associated date. However, you can use Data Loader to export Campaign Members, their Campaign Status, their dates, etc. from a Campaign, delete the Campaign Members, then re-add them to the Campaign with new dates. 

Permissions needed

The first step to updating First Associated Date is enabling “Set Audit Fields Upon Record Creation”.

1. Navigate to Setup > User Interface 

2. Ensure the “Enable “Set Audit Fields upon Record Creation” and “Update Records with Inactive Owners” User Permissions” option is selected

3. Select Save

Next, create a Permission Set for “Set Audit Fields Upon Record Creation” and assign this Permission Set to the user(s) who will handle the Data Loader imports. 

1. Navigate to Setup > Permission Sets
2. Select New
3. Name your Permission Set “Set Audit Fields Upon Creation”
4. Select Save
5. Within your new permission set, type “Set Audit” into the “Find Settings” box
6. Select Set Audit Fields Upon Creation

7. Select Edit on the resulting page and select the Set Audit Fields Upon Creation checkbox 
8. Select Save
9. Select Manage Assignments 
10. Select Add Assignments
11. Select any users who will be handling the Data Loader imports of Campaign Members, then select Next and Assign

Import your data

Finally, get your Data ready for import! At a minimum, you’ll want to make sure your file includes:

• Campaign ID
• Lead ID and/or Contact ID
  • If you are importing both Leads and Contacts into the Campaign, I recommend splitting the import into 2 files. 
• Campaign Member Status (if different from the Campaign’s default Status)
• Campaign Member first associated date
  • Ensure the column is formatted using one of the options below, otherwise you will get an error.
    • MM/DD/YYYY (example: 04/23/2012)
    • DD/MM/YYYY (example: 23/04/2012)
    • YYYY-MM-DD (example: 2012-03-25)

To import the data

1. Open Data Loader and login
   • Note: Updating Campaign Member First Associated Date is not possible with the Data Import Wizard, only Data Loader.
2. Select Insert
   • Note: The ability to map to Campaign Member First Associated Date will not be available if you select Update or Upsert.
3. Check the Show all Salesforce Objects checkbox and search for CampaignMember

4. Select your CSV file and click Next
5. Select Create or Edit a Map and map your fields
   • CreatedDate is the field you’ll need to map to the Member First Associated Date column

6. Select OK > Next > Finish

And Voila, beautiful, accurate Campaign Member data!

Original article: Fix Your Reports! How to Backdate Campaign “Member First Associated Date”

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Salesforce is upping their game in the race to incorporate the latest generative AI tools into their products. Announced during Salesforce Connections on June 7, Marketing GPT and Commerce GPT are coming to Salesforce customers using Marketing Cloud and Commerce Cloud. 

The features are gonna make it easier for marketers to reach the right audiences and generate emails, and commerce teams will create better shopping experiences and customer journeys. But, the best part is that both Marketing GPT and Commerce GPT can be connected to Data Cloud — meaning the tools can do their thing using data from any source.

History of Salesforce in the GPT game

Both Marketing GPT and Commerce GPT are dependent on Einstein GPT, which is the generative AI version of Einstein. 

For a little back story, Salesforce Einstein is the machine learning model the company rolled out in 2016 to analyze large sets of CRM data. So, Salesforce has been on the AI train for a while already. 

Einstein can do things like predict which customers or sales leads are likely to buy by looking at data from a bunch of sources. Or it can analyze data to determine the best time to send emails to your lists.

You can get it in Marketing Cloud Engagement and Account Engagement, Sales Cloud, Commerce Cloud, Experience Cloud, and Service Cloud, along with other platform tools.

In March 2023, Salesforce released Einstein GPT, which combines the machine learning model Salesforce developed with the chatbot from generative AI company OpenAI. (On a side note, Salesforce is going heavy on the AI devotion and has already invested $250 million into other AI technology companies.)

So, how are Marketing GPT and Commerce GPT related to Einstein GPT?

Both Marketing GPT and Commerce GPT are powered by Einstein GPT — the AI-powered set of solutions that marries Salesforce AI with OpenAI’s technology. They are both iterations of Einstein GPT that are tailored for the respective clouds. Stay tuned because we’re seeing GPT features getting infused across all Salesforce clouds in addition to these two.

What capabilities do Marketing GPT and Commerce GPT have?

Both of the sets of features combine generative AI capabilities, which use data from OpenAI, with Salesforce Data Cloud. That means you can use customer profiles in Data Cloud that include data from any source in real time. And while you don’t have to use Data Cloud to take advantage of the Salesforce GPT features, you’ll definitely be able to do more if you have it.

So, what exactly can you do with Marketing GPT and Commerce GPT?

Marketing GPT Capabilities

We’re really gonna be cooking now by giving the people super valuable experiences through email and content marketing. We already have Einstein features in our marketing back pocket, but now we’re throwing GPT into the overall mix. That means we can use conversational language prompts to get Marketing Cloud to do things for us. 

I mean, it’s not going to organize all those random newsletter graphics you’ve been uploading to Account Engagement without using a naming convention (yet???). But it will do things like analyze the data you have and use that information to predict the best ways to improve your emails. 

Source: Salesforce

Here’s what Marketing GPT can do (so far):

• Segment Creation | generally available Oct. 2023
  This is a whole new fancy way to build your audience segmentation strategy. You can tell Marketing Cloud to create audience segments for you using natural language prompts, and it will help you to improve your targeting using AI recommendations and audience data that’s in Data Cloud.

• Email Content Creation | generally available Feb. 2024
  Ok, so I’m gonna have to see this one in action, but Salesforce said this feature can “reduce writing workload” by creating auto-generated emails. It can potentially be a big one for marketing teams that have the content but stumble with their email marketing.

• Segment Intelligence for Data Cloud | generally available Oct. 2023
  This adds a fancier twist for tracking ROI. Segment intelligence combines first-party audience data, revenue data, and paid media data to show you exactly how your campaigns are doing in relation to your audience segments. 

• Rapid Identity Resolution, Segmentation, and Engagement | generally available Aug. – Oct. 2023
  Salesforce is going heavy on the ‘transform at the speed of your customer’ theme. The mouthful that is this feature basically keeps Data Cloud segments updated in real time so messaging is always relevant and timely.

• Typeface content platform | GA date not given yet
  Using a third-party content generator called Typeface, marketers can create branded visual assets (like email graphics or social cards) inside Salesforce. Stay tuned for this one cuz it could be huge.

These are the features that Salesforce outlined during the announcement, but we’re sure the list will grow with each Salesforce release.

Commerce GPT Capabilities

We’re also getting a bunch of generative AI features for B2C companies that use Salesforce tools for commerce. These are especially cool because ecommerce customers can be a fickle bunch. Getting them exactly what they want when they want it makes all the difference.

Source: Salesforce

Here’s what Commerce GPT can do (so far):

• Goals-Based Commerce | generally available Feb. 2024
  This is one of those a-ha tools for businesses with big growth goals. It unites Data Cloud, Einstein, and Flow to lay out everything commerce companies need to do to reach their goals. Users give it a goal, like increase average order value (AOV) by XX%, and it gives recommendations on how to get there.
  
• Dynamic Product Descriptions | generally available July 2023
  Okay, so we’ve seen how serving up product recommendations based on customer preferences has shaken things up for commerce companies. But now we’re gonna be taking it even further by introducing dynamic copy capabilities for product descriptions. It could be a serious game changer.
  
• Commerce Concierge | generally available Feb. 2024
  Not all of the Commerce GPT features are specifically for Salesforce users. Online shoppers can use Commerce Concierge to find what they need using language prompts across channels from online stores to SMS messaging.

Comments on generative AI + Salesforce from the peanut gallery

My two cents: My mind immediately goes to the content creation features of Marketing GPT. There is SO MUCH copywriting that goes into marketing. And we’ve seen a whole bunch of copywriting GPT tools pop up in the last year, like the free Stensul email toolkit or paid ones like GrammarlyGo. Some people are naysaying the tools in fear that they will replace copywriting jobs, but I don’t think that’s the case at all.

In my experience, leaner marketing teams rarely have dedicated copywriters. Those responsibilities are usually lumped into other marcom roles. I see the tools giving marketers the ability to edit copy instead of writing from scratch. Then, they can have bandwidth to dig deeper with their messaging and present higher quality work that hits their audience in the feels. And being able to do that inside Salesforce just sweetens the whole deal.

I opened the floor to my teammates about what they think about Marketing GPT and Commerce GPT, and here’s what they had to say.

Cate Godley

“I’m excited to see how Marketing GPT can help marketers to craft better subject lines and calls to action to increase engagement with content. There are so many ways to use generative AI to inspire creativity in our marketing efforts, and I can’t wait to see how people are using these tools in new and exciting ways.”

Courtney Cerniglia

“As marketers, we’re constantly asked what content is resonating most with customers, what action will increase likelihood to purchase, and how we identify our highest value leads. Marketing GPT is going to help prove our assumptions and give us the data in real-time, across platforms, so we can quickly pivot and personalize experiences for customers.”

Mike Creuzer

“There have been a few inflection points where human knowledge growth hockey sticked. Gutenberg press took centuries, computers took decades, the internet took years, and this generative AI appears to be taking… months?

According to the 2023 Connections Keynote, there were 1 million users in two months for ChatGPT (if I remember correctly).

We are at the start of the next great change in pace of human knowledge and communication.

2023 is the year where AI is no longer hidden away behind RFID badged doors and is widely available to EVERYBODY in a usable, general way.

In business, AI has been baked into the tools that we use for many years now. But it’s been a one trick pony. It’s now anything WE want it to be, not just what our vendors built.”

Continue the conversation 

What are your thoughts on Salesforce and generative AI? Any hot takes? Tell us about it in the comments, or reach out to team Sercante to see how the tools fit into your overall marketing and operations strategy.

Original article: Salesforce Announces Marketing GPT and Commerce GPT

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Summer ’23 Release Update: With this release, Salesforce is re-allowing the Account Engagement Opt-Out field to be set to “Use Most Recently Updated”. However, We’ll leave this blog post up in case it helps anyone who does want to set their Opt-Out field to “Use Account Engagement’s Value” or “Use Salesforce’s Value”.

Original Blog Post

The Salesforce Winter ’23 release is bringing some changes to the Marketing Cloud Account Engagement (Pardot) “Opted Out” field. After this release, the sync options will change and “Use most recently updated” will no longer be an option for this field. 

Pardot Admins must choose between “Use Salesforce’s Value” or “Use Pardot’s Value” before July 11th, 2023 or this field will stop syncing with Salesforce. All Pardot Orgs created after August 26th, 2022 will default to use Pardot’s Value.

So, how do you keep Pardot and Salesforce Opt Outs in sync between the two systems after this change? Well, it all depends on where your emails are coming from. 

If you are only sending emails from Pardot

If you are only sending emails from Pardot, then Pardot being the system of record should not cause any issues. 

Before you change your Opt Out sync behavior in Pardot, check the permissions of your “Email Opt Out” field on the Lead and Contact Objects. You will want to ensure only the Pardot to Salesforce connector user’s profile can edit this field so Salesforce users don’t incorrectly think they can opt out Leads/Contacts from the Salesforce side. 

1. In Salesforce navigate to Setup > Object Manager > Lead > Fields & Relationships
2. Locate and open the Email Opt Out field
3. Select Set Field-Level Security
4. Ensure Read-Only is selected for any profiles who have visibility to this field except for the connector user’s profile (this will be the “B2BMA Integration User” profile if you are using the B2BMA integration user as your connector user)

5. Select Save
6. Repeat steps 1-5 for the Contact Object

Next, change your Pardot Opted Out field to use Pardot’s Value and voila! You are ready for this update. 

But Salesforce Users want to be able to Opt Out Leads/Contacts

If your Salesforce users need to maintain the ability to opt Leads/Contacts out of Pardot Email from the Salesforce side, they can use the “Do Not Email” field going forward. Make sure you go through the “If you are only sending emails from Pardot”  steps above, as well as:

#1 – Create a “Do Not Email” field for Leads/Contacts

1. In Salesforce navigate to Setup > Object Manager > Lead > Fields & Relationships
2. Select New
3. Select the field type Checkbox, then Next
4. Name the field “Pardot: Do Not Email”
5. In the Help Text field, enter “Prevents this Lead/Contact from receive Marketing emails in Pardot”

6. Select Next
7. On the Establish field-level security screen, ensure all profiles that will need update this field have visibility to it especially the Connector user’s profile (this will be the “B2BMA Integration User” profile if you are using the B2BMA integration user as your connector user)
8. Select Next
9. Select the page layouts you’d like to add this field to, select Save
10. Repeat steps 1-9 for the Contact Object 

# 2 – Map the “Pardot: Email Opt Out” field upon Conversion

1. In Salesforce navigate to Setup > Object Manager > Lead > Fields & Relationships
2. Select Map Lead Fields
3. Select the Contact tab
4. Locate the Pardot: Do Not Email field in the Lead Fields column and select the Pardot: Do Not Email  field under the Contact Fields Column

5. Select Save

# 3 – Map the Pardot “Do Not Email” field to Salesforce

1. In the Pardot Lightning app, navigate to Pardot Settings > Prospect Fields > Default Fields > Do Not Email
2. Select Edit default Prospect field
3. In the salesforce.com Field Name drop down, select Pardot: Do Not Email
4. In the Sync Behavior field, select Use the most recently updated value

5. Select Save default field

If you’re sending email out of multiple systems

If you’re sending emails out of Pardot and Salesforce, Marketing Cloud, or various other systems, my recommendation would be to create an Opt Out field for each system then use a Salesforce flow to keep these checkboxes in line. 

For instance, if a Lead/Contact opts out of Pardot emails, you likely want to also opt them out of Salesforce and Marketing Cloud emails coming from the same company or email domain,  otherwise you’re likely to get some SPAM complaints. 

Tell us how Pardot Opt Out Field Sync changes affect you

How are you handling the Pardot Opt Out field sync changes? Do you have any scenarios that are more complex than the examples above? Let us know in the comments!

Original article: Preparing for Pardot Opt Out Field Sync Changes

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The Salesforce Summer ‘22 Release is sending lots of love to CRM Analytics (formerly Tableau CRM) users in the form of updates and new features that make reporting work easier using the tool.

These are the features we’re going to start using ASAP.

What CRM Analytics features are there to love in the Salesforce Summer ‘22 Release?

They said it was coming. They said it would be here soon. Now it’s here. The CRM Analytics data manager has gotten a facelift and some groovy new features. 

Flows are headed out the door. Hello recipe driven data sets! Will you be ready? 

Read ahead to find out how some of these new features will change the way you use CRM Analytics

Reviewing Usage of CRM Analytics limits

Viewing usage is now a breeze! No more wondering what the limits are or how close you are to reaching them. This usage is unique to what’s used by CRM Analytics. I’ve been using this feature since the beta so I can’t even remember how we did it before.

All recipes, all the recipes, all the time (well pretty soon)

The retirement of flows is imminent. No, they won’t disappear, but this release shows that a strong “nudge” is being given to moving away from Data Flow (happy dance on my part).

Side note: the Flow to Recipe conversion (Beta) does not appear to be ready for primetime and flows are not going anywhere any time too soon! 

As part of this transformation, new Recipe features are being released to close the gap.

You now can give each step in a transform a name in a recipe

Salesforce resource

The “update” Join is now out of beta! 

Use Case: The update can be used to replace fields with those from another table. For example, instead of joining and adding a bunch of fields, you can update the Campaign name directly in related objects — less complexity and mess! 

Improved Data Sampling in Recipes

Select how you want the preview to work! 

You can now select a “sampling mode.” This is REALLY useful when the results you want to see might not exist in the initial rows returned (like when you are selecting filters). No more guessing when bucketing and filtering your values!

Salesforce resource

Connections screen that connects with your needs 

The connections area now has a simpler layout. That means seeing what’s available for use has never been easier. You can also view filters, multi values and other specific information about your connected data sources in one screen. 

When selecting connectors (add connector) you can now pick the type easily and see what options are available (and the list is growing). Open any object to see the new streamlined layout!

Improved Data Manager Layout

 It’s now super easy to see what’s happening, happened or will happen!

And finally, a small but wonderful change…. The status “circle” in Data manager now actually means something. The “green” shows how much of the recipe/dataflow has run so you can have some idea of how far into the process your data generation has gone!

Salesforce resource

See all the possibilities in CRM Analytics 

Maybe one of the most compelling things about the changes has nothing to do with what you can do, but with what you can now easily SEE. With all the possibilities becoming more visible, I anticipate many CRM Analytics admins and users digging into more of what the product has to offer.

Let us know what you’re working on in the comments section or reach out to us here.

Happy reporting everyone! 

Further Reading

• Renovate Your CRM Analytics Dashboard: Create a Custom Toggle in 3 Steps
• How to Use Flags in Tableau CRM to Create Many-to-One Relationships
• Salesforce Release Notes Summer ’22: Analytics

Original article: Salesforce Summer ‘22 Release: CRM Analytics Features We Love

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If you’ve ever experienced email bounces in Pardot (and chances are you have), you’ll know that reporting on and exporting them has been a labor-intensive task. 

That all changes now.

As part of the Summer ‘22 Release, marketers have been blessed with a new tool for Marketing Cloud Account Engagement (Pardot) called Email Bounce Report.

It’s a feature that shows who, when and why prospects bounced. And it also allows you to export all that insightful data.

That’s right, our prayers have been answered. We no longer need to manually pull this data from each and every email report.

What is an email bounce rate?

First, let’s understand what a bounce rate is. 

Your org’s bounce rate is the number of hard bounces plus soft bounces, divided by the number of emails sent, multiplied by 100. 

In B2B marketing, anything below 10% is considered a good bounce rate. 

It’s good practice to monitor your bounce rate. And this report helps you do just that!  

Who can get the Pardot Email Bounce Report?

This report is available on all Pardot editions, and it includes bounced email addresses from both Pardot Classic and Lightning. 

Not upgraded to Pardot Lightning App? Here’s your nudge to do so.

What do you get in the report?

The report is pretty comprehensive and shows bounce data for ALL Pardot prospects. We’ll go into some of the use cases in another blog post. 

From total number of email bounces (filtered by date) to bounce reasons, this report has it all. And yes, all of the bounce rate report data is exportable. 

Found under marketing reports, you are greeted with a chart illustrating, 

• All emails sent over the last year – one year from todays date – so if its the 12 May 2022, you can go back to 12 May 2021. Personally, I’d hope this is amended in future updates as it would be useful to see further than the last year in some cases.  
• Total emails sent
• Total bounced & delivered
• Bounce by type – Soft vs. Hard

Scroll down, and you get to the good stuff… the bounce details, including bounce reason. 

It’s no good seeing the number of bounces you’ve received if you can’t do anything about it. Filtered by bounce type and date, the Email Bounce details table tells you: 

• Prospects who have bounced 
• Email addresses and company names
• Email subject 
• Bounce type
• Bounce reason
• Bounce date
• Email name – linked 
• Email send type and template name

Why is the Pardot email bounce report so useful?

1. Understand why your emails are bouncing

From full inboxes, invaild email address and none responsive servers, there are a number of reasons why your emails may bounce. This report helps you understand those reasons and potentially act on them.

Types of bounces

• Soft bounce – Occurs when an email is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full or the mail server is temporarily unavailable.
  
  These prospects may be able to receive emails at a later time. However, after an email soft-bounces five times, Pardot will mark the prospect as undeliverable and suppresses them from receiving emails from you. 
• Hard bounce – Occurs when the prospect’s email address is invalid, the domain name does not exist, or the sender is suspected as spam and/or has been blocked. Prospects with a hard bounce are no longer mailable. 
• Bounce reasons – If you’re able to resolve the email bounce issue, you can reset the bounce count on the prospect record and start mailing them again. 

2. Spot trends and take action

Use the report and export feature to filter and identify trends that may be contributing to you bounce rate, such as:

• Particular templates that continuously bounce
• Subject lines that cause bounces – Spammy subject lines?
• Dates of email sends – Think back to the Google outage way back December 2020. Are there any significant dates when bounces were high?
• Certain companies/ email domains – Contact the recipient and ask them if they’ve configured an email rule that forwards incoming email messages from you to another destination. Their rule could have tried to send a copy of your message to a bad email address. Or, have you simply misspelled the address/email domain?

3. See the bigger picture

Ever sent an email and thought “wow, that bounce rate was high!” You may have wondered if this was an isolated incident or if bounces were in fact an issue in your org? 

Often marketers see a few emails with high bounce rate and assume they are destined for failure when it comes to getting their message into the inbox of prospects. Using this report, you can see the bigger picture. Then, you can understand how many bounces you have IN TOTAL out of all the emails sent in the last year. 

4. Keep your Pardot data clean

Bounces often relate to the quality of your data and a low bounce rate overall indicates a healthy and clean org. Knowing how big of a problem bounces may (or may not) be can help with keeping your org clean and relevant. 

Using the “Reset” feature found on individual prospect records you can reset bounces (hard and soft) and give yourself a second chance. 

Still no luck? Consider removing these prospects, particularly if the bounce reason is permanent. 

5. Avoid Salesforce account suspension

Salesforce is super serious about permission-based marketing. And its reputation as an email service provider, as well as your reputation as an email sender, is why they monitor accounts with bounce rates over 10% (as well as high spam complaint rates). 

If Salesforce notices an issue with either of these numbers, they can suspend email sending from your account. 

What can you do to lower your email bounce rate?

No email service provider can ever guarantee your deliverability rates — that’s down to your email practices and behavior. 

Here are some things you can do to help with your email sending reputation and lower those bounce rates.

1. As above, understand why your emails are bouncing and take action.
2. Set up email authentication.
3. Build email sending lists using a confirmed opt-in process
4. Don’t purchase data without getting permission to send emails to the list.
5. Clean your database regularly & check that email addresses are spelled correctly.
6. Make sure your emails aren’t spammy.

Understanding email bounces is a big win for marketers

Armed with the data behind the bounces, this report is a win for marketers serious about their email sending reputation. 
However, if you’re left feeling confused, worried or overwhelmed by the numbers, reach out to the Sercante team to see how we can help.

Original article: Salesforce Summer ‘22 Release: Review Email Bounce Data in One Report

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Knowing the who, what, when, and how of Salesforce and Account Engagement (Pardot) sync behavior is key to understanding how you can use the integration to your advantage.

If you’re a newbie to Marketing Cloud Account Engagement (Pardot), then you may be wondering how in the world this system communicates with the main workhorse of Sales Cloud (Salesforce). 

Well, follow me my little pretties, as we look behind the curtain of the Wizard of Oz to find out how it really all works.  

1. The Who: Identifying the Wizard 

Unmasking the culprit behind the smoke and mirrors of the sync magic is not a difficult path to take. Just navigate to your Pardot Settings tab, and hang a left at the Connectors intersection. 

Here you will find the wizard who’s behind all of the shenanigans.

Enter the B2BMA Integration user. 

B2BMA Integration User controls Sales Cloud and Pardot Sync behavior

You can find the B2BMA Integration user in your Salesforce setup with the username similar to the following: b2bmaintegration@00d5f000004yo05eag.ext (see below).

This user comes out of the box with the installation of any new v2 MCAE/Pardot instance purchased after February 11, 2019. It’s a free Salesforce licensed user that serves as the handshake between both MCAE/Pardot and Salesforce (Sales Cloud). 

Chances are, you have this user available to you. If not, you likely have a custom connector user that’s tied to a company-specific/unique Salesforce username (and license) that’s in its place. 

Whichever username you have, the underlying matter is that this is the who the system looks to for direction and instruction on what will sync when the sync occurs. Whatever this user can see, will be what the system will sync when the sync takes place.

2. The What: Determine what will sync to Salesforce

You may be wondering, what do you mean, whatever this user can see? Well, I’m glad you asked.

Connector user access determines what will sync to Salesforce

To understand what will sync when the sync occurs, you first have to understand the fabric of the connector user. This user is special. Whatever this user can see — a la whatever visibility to record data this user has access to will be what is included when the Salesforce-Pardot sync transpires.

Heads up — Salesforce connector user gotchas

As a quick reminder, there are four out-of-the-box standard objects that the connector user can communicate with in Salesforce; that’s the Lead, Contact, Account, and Opportunity objects. The Account and Opportunity objects/fields have a read-only relationship and the Lead and Contact objects/fields have a read/write relationship. 

Your connector user (B2BMA Integration User or Custom Connector User) will determine what set of records will be included in the sync between both systems. The out-of-the-box B2BMA Integration User has View All/Modify All permissions for all lead and contact records that exist in Salesforce. Therefore, if this user is the selected user, then all records will have the capability to sync between both systems. 

If your Pardot system has a different user (i.e. Custom Connector User) with sharing rules set up to only have access to certain lead/contact records, or if you are using Marketing Data Sharing (Advanced and Premium editions only), then those records will be the only ones that will be synced when the sync ensues.

3. The When: Understand how often Salesforce and Pardot sync

Once the connector user has been set up and is in “play mode” (see below green ticker), watch the wizardry transpire.

The smoke machine behind the curtain is powered by a native feature that automatically syncs record and field data every 2-4 minutes.  Certain changes to prospect or lead/contact records will be pushed to Salesforce and certain information that is updated on Salesforce records, that have a matching MCAE/Pardot record, will be pulled into the corresponding prospect record. 

4. All Salesforce record changes are not created equal 

It is tempting to say that any changes to records will trigger a sync. However, this is not the case. 

The Salesforce connector user will only recognize certain “activities” when it’s ready to perform its regularly scheduled automated sync. Such changes to prospect records can be classified by the three types of activities: 

1. System
2. User
3. Prospect

The following is a breakdown of each type of action that can cause a prospect record to queue for syncing.

System activities:

• Any record changes to field values that occur because of an automation rule or completion action
• Using the “Add to Salesforce campaign” in an automation rule, segmentation rule, completion action, or Engagement Program action
• Changing/updating a Salesforce campaign status via automation rule, segmentation rule, completion action, or Engagement Program action

User activities: 

• Performing a prospect import
• Changing any prospect fields (including opting out prospects via import or manually)
• Making changes to a Pardot campaign (for those who do not have Connected Campaigns)
• Making changes to a prospects’ assigned user
• Manually syncing from the prospect record (yes you can go the good ole fashioned route and manually sync an individual prospect record by pressing the “Sync with CRM” button on the Prospect record)

Prospect activities:

• When a new or existing prospects submits a Pardot form 
• When a new or existing prospects submits on a Pardot form handler 
• When a new or existing prospects submits on a Pardot landing page form
• When an existing prospect unsubscribes (globally opts out)

5. But what about Salesforce to Pardot?

While there are qualified activities that can cause a sync to trigger from Pardot to Salesforce, there are equally a few activities that can trigger a sync from Salesforce to Pardot. 

The following is a breakdown of each type of action that can cause a prospect record to queue for syncing.

• Updating the Last Modified timestamp triggers a sync to Pardot for existing prospects
• Updating a lead or contact email address
• Updating the assigned user (owner) for the lead or contact record
• Making field changes to a lead or contact record (Check the Sync Behavior setting on the MCAE/Pardot field to determine whether this value will “win” out when the sync occurs)
• Updating a related account record in Salesforce for a lead or contact who is associated to a Pardot prospect.

And of course, i’ll queue up the trusty Salesforce knowledge article disclaimer/recommendation below:

6. The How: Connector Preferences

Each Pardot account comes with two key customizable connector preferences that determine how the sync will follow suit:

• Automatically create prospects in Pardot if they are created as a Lead or Contact in Salesforce

and

• If records do not have a CRM ID to match when syncing, use email address to match.

The first setting has to do with record creation from Salesforce to Pardot and the second setting relates to the overall sync logic. 

With the first setting enabled (turned on/selected), the connector user will check every 2-4 minutes to see if a new lead or contact record with an email address has been created in Salesforce that does not currently exist in Pardot. If found, that record will be swooped up by the connector user, scanned and copied over to Pardot as a new prospect record with the corresponding record data accompanying it. 

Recommendations for enabling this setting for your system are on a case-by-case basis depending on your mailable database limits and overall internal operational workflow/strategy. 

The second connector preference setting relates to how the system performs its hierarchical sync logic when a sync commences. It is highly recommended (best practice) to enable and keep this setting checked on your connector due to its native sync logic behavior as shown in the below diagram:

Essentially, what this outlines is that when the connector user performs the sync, it will first check for a matching CRM ID at the lead or contact level. If no matching record is found for the existing Pardot record, it will then check for a matching email address first at the Contact level then down at the Lead level. If neither a matching CRM ID or email address has been located for the Pardot prospect record, that record will remain in Pardot until the record is assigned (either to a user, a queue or via any active assignment rule).

Now you’re a Salesforce sync Wizard

So, now that you are armed with the who, what, when and how Pardot syncs with Salesforce, it’s time to lock arms with the Tin Man, Scarecrow and Lion to ease on down the road to Oz. 

If you’re still feeling a little “cowardly” or “scarecrowy” (yeah totally not a word), then let the Sercante Munchkins escort you along the way! 

Original article: 6 Things you Should Know Before Syncing Salesforce to Pardot

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The Salesforce Spring ‘22 Release has been out for nearly a month now, and it included important features for marketers who are on the Salesforce platform.  

We get three major releases from Salesforce each year — Spring, Summer and Winter. Each Salesforce release includes upgrades and enhancements that affect Salesforce orgs in different ways. 

So, if you’re using and managing marketing operations for your company or organization and want to know more about Salesforce, then you’re in the right place. We’re going to cover everything you need to know about the Salesforce Spring ‘22 Release if you’re a marketer who uses Salesforce.

Salesforce Spring ’22 Release: Highlights for Marketers

Marketers who use the Salesforce platform are getting lots of attention from the Salesforce Spring ‘22 Release. 

Some updates are changing the way we work to meet evolving technology demands. Others are saving us time by connecting the dots in a logical way. 

All we know is, this release includes big updates for people in the marketing world.

Highlight #1: Salesforce CMS Name Change to Digital Experiences

If you’ve enabled the new Pardot Lightning Email Builder or Lightning Landing Page Builder already, then you’ve heard of Salesforce CMS. 

Salesforce CMS was a tool within Lightning Experience that provides the ability to curate and share content, manage multiple languages, and control who can create what content. However, along with a slew of Salesforce product name changes, Salesforce renamed the tool Digital Experiences to stay consistent with the former Community Cloud change to Experience Cloud. 

There are no changes to the features that were available with Salesforce CMS, and Salesforce even allows users to type Salesforce CMS in the App Launcher to reach Digital Experiences.

Image Credit: Salesforce

Highlight #2: Salesforce Reporting Updates

Marketers on Salesforce have so many options when it comes to viewing marketing reporting metrics. Every tool in your tech stack has some sort of native reporting tools. But that data is limited to the tool.

Feeding that data into your marketing automation platform (MAP) gives you access to more insights when you can combine datasets. But you’re still limited.

But connecting your MAP to Salesforce platform reporting tools unlocks a whole world of data insights. We’re talking about sharing data from Pardot and Marketing Cloud with Salesforce Reports and Analytics Studio (Tableau CRM). 

Here are the reporting updates marketers on Salesforce will want to know about.

Improvement #1: Easily Find the Right Report Type for New Reports (Beta)

Building reports in Salesforce can be very confusing at first if you don’t know what report type to look for. So, this improvement is definitely an exciting one. 

With the new enhanced report type selector, users can view their most recently used report types and see if a report type is standard or custom.

Image Credit: Salesforce

Another feature provided in this update is the ability to view the objects and fields available with the report type. And you can also see what reports have been created by yourself and other users using the report type.

Image Credit: Salesforce

Improvement #2: Edit Multiple Fields Inline on the Report Run Page (Beta)

Salesforce users and marketers both have a need to update information on the fly while viewing a report in Salesforce. This new feature provides the ability to edit fields within your report on multiple records. 

You can make as many changes as you want, as long as the field is not locked, and then save all of the changes at once without rerunning the report. Fields that are related to other fields within that same record will update those additional fields as well once you save your changes within the report. 

The example below is a preview of what happens when the Account on an Opportunity is updated and the Employees field shows as pending. Seeing this screen means the field will update as well once the record is saved.

Improvement #3: ​​Automatically Tune Your Dashboards to Your Business Goals with Dynamic Gauge Charts (GA)

If you have ever used a Salesforce Dashboard to track your campaign metrics, then you might have used a Gauge Report chart before. 

Gauge charts typically track performance toward a certain goal that you set in place when the dashboard was created. This new feature will provide you with the ability to track your performance dynamically instead of setting a singular goal for the year. 

This means Salesforce will use your report metrics and dynamically update your goal as it responds to your business and performance whether it is a positive or negative change.

Improvement #4: Personal Information Security Updates

Marketers should always ensure that their customer data is compliant and respects the customer’s personal preferences. With that in mind, Salesforce has released a new update to help hide customer’s personal data from other customers who are in the same portal or community. 

Enabling Enhanced Personal Information Management will replace the current Hide Personal Information setting available in Setup and will secure even more PII data on the User record. The new feature provides the ability to select which standard and custom fields are considered PII in your Salesforce org.

Companies should be aware that customers will no longer have access to their own personal data in the community or portal for the fields you select to hide on the User record. This feature will become enforced in all Salesforce organizations during the Winter ‘23 release.

Salesforce is getting bigger and better all the time

B2B marketers who come to Salesforce are usually looking to scale their efforts and grow in a way that makes sense. These latest enhancements from the Salesforce Spring ‘22 Release get marketers closer to those goals by saving them time and resources. 

Contact the team at Sercante to get help implementing these enhancements in your Salesforce org. And leave us a comment below to let us know what you think about the Spring ‘22 Release.

Original article: Salesforce Spring ’22 Release: Platform Highlights for Marketers

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The Salesforce Winter ‘22 release made the Pardot Prospect Mailability upgrade permanent for all orgs. And it also introduced four new user abilities that allow for more control over which Pardot user roles can edit the new Prospect Mailability fields.

New Fields

1. Update Opted Out Field
   • Allows the user to edit the “Opted Out” field from the Prospect Overview page
   • Replaces “Toggle Opt-In Status” 
2. Update Do Not Email Field
   • Allows the user to edit the “Do Not Email” field from the Prospect Overview page
3. Reset soft bounce count
   • Allows the user to reset the soft bounce count for a prospect. When soft bounces are detected, a “reset” option will appear.
4. Reset hard bounce count
   • Allows the user to reset a hard bounce for a prospect. 

“Update Opted Out Field” will be enabled for the Pardot Administrator role by default. The other three abilities will be enabled for the Administrator role and the Marketing role by default. Users will only be able to manually toggle these abilities on and off within a Custom User Role. 

When should you reset soft and hard bounces?

You should reset a prospect’s soft or hard bounce if the bounce(s) only resulted from a system issue, such as:

1. The mailbox is temporarily unavailable or busy
2. The mailbox is full
3. An issue similar to when Barracuda incorrectly blocked vendor IPs including Pardot 

If the bounce(s) resulted from the email address not existing, the email or sender being blocked, or due to a bad sending reputation, you should not reset the bounce(s). Continuing to email prospects who have received a hard bounce for these reasons can have a severe impact on your send reputation! You can learn more about bounce codes and meanings here. 

What to watch out for

Removing a user role’s permission to “Update Do Not Email Field” and/or “Update Opted Out Field” only removes the ability to update these fields on the Prospect Overview page. Users will still be able to edit these fields via Automation Rules, Completion Actions, and Engagement Studio Programs. Due to this, I would highly recommend you read the “Ensure these new features are used correctly” section of our first Mailability Upgrade post as well as Lindsey Mark’s post about how to align your data after the upgrade.

What questions do you have about the new Mailability Upgrade? Tell us in the comments!

Original article: Preserving Prospect Email Preferences After the New Pardot Mailability Upgrade

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Pardot is delivering a whole new way to leverage your prospect data in the Salesforce Winter ‘22 release. Similar to webhooks, the new Pardot External Activities feature allows users to receive data from third-party systems and use the data in automations and Engagement Studio Programs. For instance, you could record when a prospect registers for a webinar, completes a survey, or watches a video, and then trigger automations from those actions.

There are 3 main steps we will be guiding you through in this post. 

1. Register the Pardot External Activity types in Salesforce
2. Integrate third-party systems with Pardot External Activity (we use the API here)
3. Leverage the new External Activities inside Pardot

To use External Activities, you must have a Plus, Advanced, or Premium Pardot Account and be using the Pardot Lightning App (remember, the Pardot Classic app is being retired).

Register the External Activity types in Salesforce

Similar to how a Salesforce Custom Object needs to be defined before you can start creating records, we need to set up an Extension and the Extension’s Types before we can record External Activity on Prospect records. A Salesforce Administrator or a Marketing Setup Administrator will need to perform these steps. 

• Create a Marketing App Extension.
  1. Navigate to Setup > Marketing App Extensions.
  2. Select “New.”

3. Name your new Extension.
4. Select “Active in Automations.” This is what allows the extension to show up within Pardot.
5. Select “Save.”

• Create an associated Activity.
  1. Select the “Related” tab.
  2. Select “New” next to Activity Types.
     • This will be an action your prospects perform, such as registering, attending, or being absent from a webinar.
     • Activity types cannot be shared across extensions, so make sure you create these activities for each extension!
     • Choose activity type names that make sense to your users.
     • Select “Active in Automations.”
     • Select “Save.”
       
  3. Assign the extension to your Pardot Business Unit(s). You’ll need to perform this step even if you only have one Business Unit. Extensions can be assigned to multiple Business Units. 
     • Within the Related tab, select “New” next to Business unit Assignments.
     • Select the first Business Unit.
     • Select “Save.”
     • Repeat if you’re using multiple Business Units.

Before you build/set up this external activity, check to make sure the solution you are looking to integrate doesn’t have an existing solution built. They may handle this whole side of the process for you, or you may only need to assign the extension to your Pardot Business Unit(s).

Integrate third-party systems with Pardot External Activity

This step is where we’ll connect the third-party system that is collecting the prospect’s activities and extension we built above. This step will use the Pardot API and should be included in any vendor’s solution that supports External Activity. Given this is a brand new feature, odds are External Activity is not yet supported by existing integrations.

If it is not included, you should be able to glue things together yourself. Below are two guides that will help: 

• How to Implement Pardot External Activities with Zapier
• Implementing External Activities with Salesforce Flows / Process Builder

Leveraging the new External Activities inside Pardot

Now that you’ve created an External Activity and have a solution to send the prospect’s activities to Pardot, “Prospect External Activity” will be available within Automations:

And “External Activity” will be an available Trigger in Engagement Studio:

The value for the External Activity refers to the individual event, webinar, etc. These values will change for each activity and will NOT be pre-populated, so you’ll want to ensure your users know the exact values to look for when using the External Activities in Pardot. You can use the semicolon operator for a list of values.

Keep in mind

External Activities do not update the prospect’s last activity time stamp. That means external activities will not trigger a sync between SFDC and Pardot, and they should not be used to indicate the last time the prospect took an action.

Finally, Automations will process External Activity data even if the external activity is inactive within Salesforce. So, if you deactivate an extension, you’ll want to review the Automations and Engagement Studio Programs that are using the External Activity. Consider using tags on your Pardot Automations to help you easily find and administer them.

Requirements

• Plus, Advanced, or Premium editions of Pardot
• Requires the Pardot Lightning App
• Work with your Salesforce Admin or Marketing Setup Admin to configure this. 

External Activity helps Pardot customers send information to Pardot from external systems. While many things are possible with the Pardot API, this feature does not send information from Pardot to other systems. If this is a critical capability for your org, you can help impact the Pardot Roadmap by sharing your Product and feature ideas on the  Salesforce Idea Exchange. 

Want to keep learning about External Activity? Check out these two additional blog posts:

• How to Implement Pardot External Activities with Zapier
• Implementing External Activities with Salesforce Flows / Process Builder

Original article: Pardot External Activity: What It Is and How To Use It

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