Pardot has consistently proven an essential component of the Salesforce platform since 2013 when it was acquired alongside ExactTarget. This B2B marketing automation tool has since then grown in popularity and efficiency. Even as this platform grows, many people who have integrated their businesses with Salesforce are yet tofully understand how Pardot interacts with the rest of the Salesforce platform.
While the SalesforcePardot team is working hard to bring the two into harmony, it is important that you go out of your way to learn how best to take advantage of the two tools to boost your productivity. For Salesforce admins, it is worth noting a few things about Pardot.
Pardot Reporting is less flexible
Pardot has 15 standard reports, most of which depend on the connectors one puts into use. The reporting on Pardot comes pre-built. This makes it possible to filter based on a number of parameters. However, Salesforce admins should not expect the same ease and level of customisation in Salesforce Reporting to be exhibited in Pardot Reporting.
It doesn’t recognise duplicate email addresses
In Salesforce, Pardot can either be associated to Contact record or Lead record. The main reason is that Pardot treats email records as unique identifiers for the record sync. Pardot works in such a way that it identifiesSalesforce DX Contacts and then assesses the Leads for a possible match. Once there is a match, the system sticks to that record. In effect, any other record bearing the same email address is left out of the bi-directional synchronisation between the involved platforms.
This can turn out to be a major issue when handling complicated business cases. For instance, you will have difficulties in a situation where several contacts of yours share the same emails or if one person serves multiple roles in your contact records, say a freelancer. To cater for such complex info models, Pardot brought into light AMPSEA which stands for ‘allow multiple prospects with same email addresses’. Enabling this helps you deal with complex scenarios. However, there is a catch. Once AMPSEA is enabled, it is irreversible. It is therefore important that you consult with an expert before taking an action.
No outbound API calls
The passive integration aspect of Pardot does not cater for API calls. API calls in this case refer to the responses from one system to the other, the major driving force running any integration. What this implies is that anyone hoping to set up integrations that are not available in Pardot connectors will be forced to push data from Pardot. One more thing; it is easier to run Pardot without Admin intervention. Unlike Salesforce admin where intervention is required in importing records and connector campaigns, admin duties in Pardot require less technical experience
Using SalesforcePardot to take your marketing endeavours to greater levels shouldn’t be a hurdle. By adding drops of knowledge each day, you will find integration of these tools easier and your productivity better than ever before.
Lucy Jones is a database administrator with more than eight years of extensive experience. She likes sharing her knowledge on multiple CRMs. You can get her latest write-ups at Flosum.com. You are also free to reach her via mail in case of any questions.