We all make mistakes when starting something new. This is true for cooking, sports, and of course, using a new platform. Although these mistakes typically happen once or twice, we can learn from them and become more effective with the program. If you’ve recently started using Pardot, these are some mistakes you may want to keep an eye on. So, let’s discuss the 5 mistakes I made when starting with Pardot.
This issue caused one of the most frustrating experiences I have had with Pardot. When attempting to make updates to a list email, I noticed that none of the changes were saved. I sent myself a test email and saw the changes I had made to the email. After a few minutes, I double-checked the changes by sending myself another test. This time, the changes I had made were not there. After realizing this I would make the same changes and repeat the process. This went on for about 30 minutes. What I eventually realized was that I had the same email open in another window. Pardot automatically saves your changes every 2 minutes, so with this window open, it was overwriting the edits I had made. Make sure you only have one Pardot window open at a time!
Automation is an essential part of managing marketing in Pardot. You can create specific automation logic that operates behind the scene and ensures prospects are placed in cadences and fields are updated appropriately. Having used similar automation in other email marketing platforms, I was familiar with how automation worked. One thing I did not realize however was that in Pardot, automation is activated in a paused state. You must manually start the automation after it is created. You can imagine my surprise checking the automation an hour or so later to see that it had not effected a single prospect. Make sure you unpause your automation when you need to activate it!
Another area I encountered an issue revolves around Partdot Automation. Before activating automation, you should always test it. During my first time testing, I was unaware of the time it takes for automation to go through. Pardot will send information between itself and Salesforce every two minutes. At the time, I did not realize this and instead thought there was an issue with my automation. Make sure you’re patient when testing automation and wait a few minutes for it to process!
Salesforce campaigns are often an essential part of using Pardot. They tie your prospect’s information into Salesforce and ensure their completion actions are recorded. One of the first issues I ran into with Pardot involved these Salesforce campaigns. The issue I ran into was not activating the Salesforce campaign. Without doing this, you’re unable to use the Salesforce campaign statuses as the completion actions of a Pardot email. Remember to always activate your Salesforce campaigns when you plan to use them!
Another aspect of the Pardot-Salesforce connection that caused me some issues involved completion actions. When setting up a list or template email in Pardot, completion actions let you track user activity and record it in a corresponding Salesforce campaign. A Salesforce campaign does not appear as an option in the Pardot dropdown menu if just recently created. Even after refreshing the page, the campaign may still not be visible. The solution is to perform a hard refresh on your device. Remember to wait for the campaign to appear or perform a hard refresh!
It’s nice to look at the mistakes I’ve made in the past and realize how far I’ve come. You may have made similar mistakes with Pardot when starting or may have been able to avoid them. If your team is having difficulty with Pardot or other systems, connect with our specialists. We would be happy to discuss your ongoing projects and lend our expertise.
Sign up for weekly OpFocus blog updates!