
How to Manage & Clean Your Pardot Database
There are a number of reasons to pay attention to the health and size of your Account Engagement powered by Pardot database.
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Pardot Connected Campaigns align Pardot campaigns to Salesforce campaigns and means there's complete alignment for your reporting across both systems. If you're not using this, take a look at how to turn it on and why it's so powerful.
This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
Pardot campaigns and Salesforce campaigns are different things. Wait, what?
Yes, confusing. But not any more! Pardot Connected Campaigns correct something that should always have been, as it aligns Pardot campaigns to Salesforce campaigns and means there's complete alignment for your reporting across both systems.
The gist of this, is that Salesforce becomes the new place for you to create all of your marketing and sales campaigns. It means Campaigns, as an object, becomes read-only in Pardot but you'll still be able to choose what folder it's saved in, tag it as you need to and assign prospects.
There's some prep to do before turning Pardot Connected Campaigns on. Don't just flick it on and hope for the best please, that's absolutely not best-practice and I hate to bring bad news but it's never gone well for anybody.
I like to refer to this whole process as ‘zipping Pardot and Salesforce up' because it really brings the two systems closer together in a poetic way. Beforehand, they used to be a strong married couple but after turning connected campaigns on, they're like a married couple who just renewed their vows and then went on honeymoon to an island for 2 weeks. They are talking the same language and actually understanding each other, which brings lots of new benefits.
What you need to consider:
Once connected campaigns are turned on, Salesforce now becomes the place to create campaigns. Salesforce will overwrite information on the campaign level for these fields:
Once the values are overwritten, they cannot be reversed.
This feature also enables customisable campaign influence which ties in with B2B Marketing Analytics where you can see multi-attribution modelling reports. This granular reporting is amazing for working out how much impact a marketing activity had on a particular conversion and shows the full journey of a prospect from first touchpoint all the way through to won deal!
Have questions? Leave a comment below or for one-on-one support, feel free to get in touch!
MarCloud is a team of certified Pardot, Marketing Cloud, and Salesforce specialists. We help businesses to unlock the potential of marketing automation.
Ready to save time, deliver more quality leads, and generate more revenue? Here's how we help.
VIEW SERVICESFounder & CEO of MarCloud, Tom has been on both sides of the fence, client-side and agency, working with Salesforce platforms for the best part of a decade. He's a Salesforce Marketing Champion and certified consultant who loves to co-host webinars and pen original guides and articles. A regular contributor to online business and marketing publications, he's passionate about marketing automation and, along with the team, is rapidly making MarCloud the go-to place for Marketing Cloud and Salesforce expertise.
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