August 16, 2021

The Pardot Admin’s Guide to ParDreamin’ 2021

The Pardot Admin’s Guide to ParDreamin’ 2021

If you haven’t yet registered to join us for ParDreamin’ 2021 October 27th to 29th, then consider this your formal invitation. We invite you to join all your fellow Salesforce and Pardot Trailblazers to share best practices, tips and tricks, and stories about how different industries and organizations ramp up their sales and marketing initiatives and engage their audiences. 

Go ahead, we’ll be here when you get back. Register for ParDreamin’ now.

Ready? Great! Now that you’ve done that, let’s talk about your upcoming ParDreamin’ experience.

We curated this collection of sessions for Pardot admins. As Salesforce continues to build bigger and better features in Pardot, there could be a lot you’ve missed or haven’t taken advantage of yet — and that’s okay. That’s what these sessions are for. 

Below is an agenda for Pardot admins that you can catch at ParDreamin’ 2021.

Note: We’ve listed these sessions in chronological order. You can get details about the event and see the full schedule at ParDreamin’.com.


Day 1 – Wednesday, October 27


Secrets and Mysteries of Campaign Influence | 10:50 a.m. – 11:30 a.m. ET

Secrets and Mysteries of Campaign Influence

This session aims to demystify the workings of the four standard campaign influence models and what the auto association settings are for while at the same time unveiling many of the things that can trip up unsuspecting marketers.

Presenters: Bill Fetter and Paul Hancock


Three Interaction Studio Features Marketers Should Look Out For | 12:35 p.m. – 1 p.m. ET

Three Interaction Studio Features Marketers Should Look Out For

This session delves into the value that Interaction Studio provides to marketers (B2B and B2C). We’ll discuss Interaction Studio and its key capabilities with a focus on identity stitching and machine-learning based recommendations.

Presenter: Deboleena Bhattacharyya


Future-Proof Your Pardot Org through Solid Requirements Gathering | 1:05 p.m. – 1:30 p.m. ET

Future-Proof Your Pardot Org through Solid Requirements Gathering

Requirements gathering can sound boring and overkill for marketing projects. But devoting time and effort to it is a must for defining the scope, timeline and budget of your project. That’s because it will ultimately ensure you make your stakeholders happy with the outcome.

In this session, we will discuss how Pardot interacts with other tools in the Salesforce ecosystem. You’ll also learn how to define requirements that work and prevent you from overcustomizing your org and creating technical debt.

Presenters: Lucy Mazalon and Jaime Lopez


Now You See Me, Now You Don’t! Lead Routing Basics for Pardot Admins | 1:35 p.m. – 2 p.m. ET

Now You See Me, Now You Don't! Lead Routing Basics for Pardot Admins

On average, about 33% of prospects in Pardot databases exist in Pardot only (meaning they’re not synced to Salesforce). You could have a whole segment of inbound leads that only exist in Pardot waiting to be qualified and assigned in Sales Cloud. So, what happens when there isn’t a plan in place to engage and route these leads?

This session will help you identify how many of your Pardot prospects only live in Pardot and are inactive. Additionally, we will cover different ways to route leads between Salesforce and Pardot. We will discuss how you can leverage the power of marketing automation to make sure your new inbound leads make it to the right team for appropriate follow up. We will outline tips, tricks and gotchas that will help you look like a demand gen hero.

This session is for Pardot admins and anyone who manages leads within your organization at all skill levels.

Presenter: Marcos Duran


Day 2 – Thursday, October 28


Marketing Reporting: Why Contact Roles are “Mission-Critical” and How To Effectively Add Them | 10:50 a.m. – 11:30 a.m. ET

Marketing Reporting: Why Contact Roles are “Mission-Critical” and How To Effectively Add Them

Most marketers seek better Pardot reporting, but they need opportunity contact roles to make the magic happen. Based on my consulting experience, I estimate that less than 20% of companies have contact roles adequately populated. Get serious and solve your contact role challenges. In this session, you’ll learn why contact roles are important and get a comprehensive look at a couple of key solutions.

Presenter: Jen Kazin


How to Track UTMs from Pardot through to Salesforce Campaigns | 12:35 p.m. – 1 p.m. ET

How to Track UTMs from Pardot through to Salesforce Campaigns

UTM parameters can be used to track the traffic from a variety of sources, including email, social media, banner ads, and more. But how can you track them through to your Salesforce Campaigns? 

In this session, you will come away with an understanding of the basics of UTM parameters and values, how to capture UTM values via Pardot forms, how to get the field mapping right to successfully track through to Salesforce campaigns, and how UTMs can enhance your Salesforce marketing reports.

Presenter: Triana Jarman and Nicola Ray


Beyond Unsubscribe: Managing Marketing Preferences and Staying Legally Compliant with Pardot + Salesforce | 1:05 p.m. – 1:30 p.m. ET

Saurabh Gupta

In this session, you’ll gain a deeper understanding of how your Pardot solution can utilize Salesforce’s individual and 15+ other data privacy objects to respect subscriber preference, stay compliant and do this without breaking the bank.

You’ll learn how Pardot-Salesforce customers are addressing GDPR, CCPA, LGPD and other privacy laws when it comes to marketing, and how marketers can organize omni-channel oriented preferences for different purposes, brands, business units or consumer personas.

Presenter: Saurabh Gupta


Pardot Einstein: The Movement from Rule-Based to Insight-Driven Automation | 1:35 p.m. – 2 p.m. ET

Atul Mathur – 1

Attributions you assign to leads may point you in the right direction for a sale, but customer behavior can provide insight into their buying behavior. This allows you to make more informed decisions moving forward.

In this session, we’ll walk through similar use cases for Campaign Attribution as an alternative to Lead Scoring. With Pardot’s new Send Time Optimization, you can also make sure your messages are reaching the right people at the right time. 

Presenter: Atul Mathur


Day 3 – Friday, October 29


How to Tame Category Scoring to Produce Quality MQLs | 10:50 a.m. – 11:30 a.m. ET

How to Tame Category Scoring to Produce Quality MQLs

Category scoring is a beast. Unlike overall scoring, there’s not an easy way to reset a prospect’s score so they qualify as a MQL in the future without some serious leg work.

If you’re contemplating category scoring for products or you’ve been pulling out your hair trying to make them work, we have a live case example to show you how to tame those pesky category scores.

Presenters: Becky Daniel and Jaclyn Day


Planning for Your Pardot Business Unit Implementation | 12:35 p.m. – 1 p.m. ET

Erin Duncan

Implementing Pardot Business Units (PBUs) is like putting together a very intricate puzzle where you have to analyze each piece before putting it into place. There are a lot of moving pieces in a PBU implementation, so understanding how PBUs work and planning each step of the implementation is vital to success. In this session, you’ll get an overview of how PBUs work and the key items you’ll need to plan before implementation. 

Presenter: Erin Duncan


A Step Too Far? Pardot and Contacts to Multiple Accounts | 1:05 p.m – 1:30 p.m. ET

A Step Too Far? Pardot and Contacts to Multiple Accounts

Imagine you have a contact that is related to more than one account in Salesforce. How can you track the relationships between people and the companies they work with? In this session, you’ll learn what Contacts to Multiple Accounts in Salesforce is, how it relates to the Pardot data model, and challenges and limitations you can expect to find with their potential workarounds.

Presenter: Matt Lincoln


Opportunities in Salesforce: And why you may be doing it wrong | 1:35 p.m. – 2 p.m. ET

We’re following up on last year’s popular Leads discussion in the And why you may be doing it wrong session. This time we tackle Opportunities in Salesforce. 

Some companies commonly come up with their own definitions of when implementing Salesforce, and then struggle when their pipeline reports make little to no sense later down the road when Opportunity close rates look terrible, Lead Conversion ratios make no sense and Campaign performance reports are as good as anyone’s guess.

We’re also going to help better understand how Opportunities can be better leveraged for Pardot reports, and how to bring over important information for any segmentation/suppression lists to avoid bombarding someone in an active pipeline with prospecting emails.

Presenter: Erick Mahle


Get ready for the only 3-day virtual conference that’s all about Pardot

There’s still time to register! Get to it and tell your friends to grab their ParDreamin’ tickets so they can catch these sessions. There’s something for every Pardot user.

You can get more from your ParDreamin’ experience through pre-conference training workshops. These one and four-hour courses take place October 26, which is the day before the big conference event. 

Check out the Pardot Fundamentals ParDreamin’ pre-conference workshop to learn how Pardot can empower you to create meaningful connections, generate more pipeline, and empower sales to close more deals.

Contact the team at Sercante to learn more about ParDreamin’ or anything else your Pardot heart desires.

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