Prospect Insight

Let’s start with what it’s not! The most common misconception is that Pardot is just an email tool, but this couldn’t be further from the truth - in reality, it’s a powerful and comprehensive Marketing Automation solution.

What is Pardot?

Pardot’s strengths are in its Lead Generation and Lead Nurturing capabilities. It’s is one of the leading solutions for B2B Marketers to attract, nurture, convert, retain and upsell to their target market, and is in the Leader quadrant in the G2 Grid® for Marketing Automation Software.

This is a common question, especially considering the price of Salesforce licenses. It can certainly be difficult to justify the extra expenditure of a user license for a marketing user, who will not be creating or updating opportunities. The important thing to consider here is that Sales Cloud is positioned as not only a Sales tool, but also as a key driver of your Marketing and Customer Service functions.

We see several benefits of at least one Pardot Administrator being able to access Salesforce:

I’m sure you’ll agree with me when I say:

Business Units in Pardot are really tricky to wrap your head around.

Or, are they?

Well, it turns out that we can break down implementing this new feature into a guide of easily-repeatable steps, so you can follow our standard process to get up and running quickly.

All the answers you need can be found within this article.

What are Pardot Business Units?

Multiple Business Units in Pardot is a feature which enables you to partition your prospect database and your marketing assets into different divisions, typically for varying geographical or brand splits within your organisation. This is particularly valuable in terms of marketing governance for large companies with regulatory requirements in terms of data processing and storage, such as in the healthcare or financial services industries.

“I can’t archive my Connected Campaign”

Pardot’s Connected Campaigns feature is a fantastic step in the right direction towards better alignment between Salesforce and Pardot reporting.

However, the documentation available on the knowledgebase does leave something to be desired.

Today I spent some time puzzling over how to archive Connected Campaigns. Of course, the move to Connected Campaigns disables the functionality to edit campaigns, meaning that we can’t take the normal route to archiving campaigns using the Archive Date feature.