PARDOT SNIPPETS ON FORMS & LANDING PAGES
Pardot snippets, are now available to be used on Pardot forms and landing pages. So, that fancy new Business Unit snippet can now be applied to a whole new set of assets!
And the process is just as simple as using a Snippet in an email. The Landing Page and Form editors have the same merge field picker the marketing team is familiar with from the last release, and it of course has a whole section that houses the snippets for that campaign and business unit.
Working snippets within a campaign are great, you can benefit from snippets used throughout several assets, regardless of the association to a campaign, for content such as legal disclaimers and privacy policies.
The Spring ‘20 release introduces the ability for snippets to be assigned to one or more Pardot Business Units (BU), allowing it to be used across all types of content regardless of the campaign within that business unit.
You can find more information on Pardot Snippets here.
Behavior Scoring on B2B Marketing Analytics
A new dashboard in B2B Marketing Analytics shows how your custom model weights each engagement activity and which assets relate most strongly to future conversion.
Where: This change applies to Lightning Experience in Pardot Advanced with Salesforce Enterprise, Performance, and Unlimited editions.
Why: A single behavior score can tell you whether a prospect is likely to become a sales qualified lead (SQL), but it doesn’t tell the full story behind the number. At a strategic level, you want to tailor your marketing plans toward the behaviors that generate the best opportunities for your sales team. The Einstein Behavior Scoring dashboard gives you the data you need to start testing and implementing more effective marketing tactics.
How: An admin must install and configure B2B Marketing Analytics and Einstein Behavior Scoring. Then, any user can create the out-of-the-box Einstein Behavior Scoring Dashboard.
The dashboard includes two graphs and a prospects table. The Activity graph shows behaviors, such as webinar attendance, video views, or email clicks, that have the strongest impact on the scoring model. Select a behavior to focus the Asset graph on the top-performing assets associated with that behavior.
You can find full Pardot release notes here.
Handy Pardot Grading Worksheet
Admit it, we’ve all been there… trying to add up Pardot grade adjustments to fit our specific sales profile and wondering… did I get that right? As a Pardot Consultant, its one area my clients always struggle with. I’ve often suggested creating a Pardot Grading Worksheet either on excel or a notepad and scratch out your ideas to fit that perfect sales profile before building it out in Pardot.
This Pardot Grading Worksheet is free to use
To be honest I’m not sure why I didn’t build this out earlier! Check out my Pardot Grading Worksheet. A handy Pardot Grading Calculator to help you visualize your Pardot Grading Profile.
Also, if you didn’t know I’m launching the first Pardot Power Hour. If you are a Pardot user looking to expand your Pardot knowledge and capabilities, you should join this Pardot Power hour! Offered once a week on specific days and times, the Pardot Power Hour group session allows you to engage with industry peers and Pardot Consultant (me) Kelli Meador to find the best answers to your most pressing questions.