All About…Pardot: June 2021

Long days filled with warm summer air and bright restorative light have put a spring in my step. The company was recently musing on Slack about treasured summer treats like soft-serve from the ice cream truck or freshly picked wild blueberries – there’s just something about summer, and perhaps coming out of a hard, hard year, that makes even the simplest of treats feel so meaningful. What’s your favorite summer indulgence?

This month, I’m sharing an important blog about how Pardot has responded to the upcoming changes around third-party cookies and privacy, as well as a recent case study about the work we performed for LeadingAge to enable them to communicate more effectively with their members during the pandemic. As always, I’ve included some articles and resources that I think you may find of interest.

Until next month,
Karin Tracy, Pardot Practice Lead / VP Marketing

BLOG: Enabling First-Party Tracking in Pardot

According to a research study by Pew Research Center, “roughly eight-in-ten or more U.S. adults say they have very little or no control over the data that government (84%) or companies (81%) collect about them. 81% of Americans think the potential risks of data collection by companies about them outweigh the benefits.” Search engines like Chrome and Safari have responded by changing their policies around third-party cookies and limiting cross-site tracking. Learn how to make the necessary changes in Pardot and get ahead of the end of third-party tracking.

CASE STUDY: LeadingAge

LeadingAge collaborates closely with its 5,000 members and partners on applied research, advocacy, education, and community-building initiatives spanning the full range of aging and disability services as it works to be the trusted voice for aging in the United States.

A multi-year client, LeadingAge engaged with us when it needed to communicate with members more effectively during the Covid-19 public health crisis that disproportionately affected seniors. Learn about how we migrated them from Marketo, integrated their communications with member data in Salesforce, and put the membership and marketing team in the driver’s seat.

ARTICLE: Honouring Pride Month: Celebrating LGBTQ+ Trailblazers Making a Difference

Just Like Us, a UK nonprofit, mission statement is to “empower young people to champion LGBT+ equality.” In this blog, learn how this small organization worked with the Power of Us program and Outforce, Salesforce’s employee-led equality group for members and allies of the LBGTQ+ community, to stand up the Nonprofit Success Pack (NPSP).

ARTICLE: You Have a Pandemic Success Story – Now is the Time to Milk It

In this blog by Associations Now, they suggest that a silver lining of having made it through the pandemic as an organization is that you have stories to tell and experiences to share. From video storytelling to hyper-personalization, read on for ideas that you can incorporate into your H2 marketing plans.

RECORDED SESSIONS: Salesforce Connections

The annual marketing-focused conference, Connections, was virtual again this year and they have just uploaded dozens of presentations and interactive learning sessions. Registration is required, but free.

While the conference has a strong B2B / B2C focus, there are some real gems in the schedule. Check out Automate Your Marketing Workflow with Pardot and The Future of Data and Privacy in a Cookieless Future.

ARTICLE: Pardot Completion Actions and Connected Campaigns – The Dynamic Duo

“There are a lot of things in this world that you can put together but not many that go together well. Within the Pardot and Salesforce world, there’s a combination of features that are absolutely made for each other but only if they are used in the right way.

You’ve worked so hard to create a campaign hierarchy that fits your business model and one that supports all of your Pardot marketing efforts. This blog explains how to make sure prospect engagement is being recorded in Salesforce Campaigns for maximal reporting.

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