Salesforce Pardot – Import User Sync Issue

Came across a “bug” with Salesforce Pardot yesterday while uploading new sales Users.

I’m writing this as a warning to other Pardot customers, and as a suggestion to Pardot. 

Suggestions:

  1. Change the User Import process to automatically dedupe existing Users.
  2. Add functionality so that Salesforce Users are automatically synced to Pardot Users, including User Role.

Here’s the sitch: 

I had a .csv of all of our Full License Salesforce.com Users that I needed to import to Pardot.

Pardot Users Menu Animation
Pardot Users Menu Animation

Once I selected the .csv file in the import window, and matched the correct fields for import, I finished the process, and clicked “Confirm and Save.”

A couple minutes later, when I got the email saying the import was completed, something crazy happened.

I lost Admin access to Pardot.

Unbeknownst to me, when I imported the .csv file, I indicated that the User Role should be Sales. Because I didn’t indicate the User Role in the original .csv, Pardot used “Sales” for all imported Users.

Pardot - Users Role
Where the mistake happened.

You might ask yourself, if I saw that under User Role, I’m specifically warned, “If the Role field is not mapped, all users imported will be assigned this role.” why did I continue to import?

Because, earlier in the process, Pardot specifically notes “Any users who already exist within Pardot will be skipped during the import process.” So, I thought, this is not going to affect any current User in Pardot.

pardot-users1b

I was wrong.

It took several hours for Pardot Support to provide me access back to the account. For those several hours, our team had no Admin access to our Pardot account. Yikes!

Today, everything is resolved and back to normal.

Here’s what YOU can do to help:

If you’re a Pardot customer, click on both links below and “upvote” the two ideas for this situation (or related situations).

http://ideas.pardot.com/forums/36996-ideas/suggestions/6425788

http://ideas.pardot.com/forums/36996-ideas/suggestions/7192608

Let’s make it clear to Pardot and Salesforce that we need to see greater connectivity between the two systems at a default, and not as a higher-priced add-on.

 

 

Spreading a Brand through Email Marketing

Make sure your marketing emails get to your customer's inbox!

In my day job, I spend a significant amount of time educating others on the best practices for email marketing. One of the most frequent situations I run into is the idea of sending a one-off message to a huge mailing list. Specifically, a mailing list that has been purchased, dug up, or otherwise not grown organically. These addresses are typically not current customers for us either.

If I get a 1% response rate on this, I’m happy!

The above quote is what I’m trying to avoid. Educated our sales team as to why we should avoid the “mass emailing” idea. The problem we run into is communicating the necessity of not using our email marketing for these “brand awareness” or “spreading the brand” mailings.

Target those prospects that have previously shown interest.

What you really should focus on instead of email as a “shotgun” approach, is to instead aim  our email marketing towards the prospects that have previously shown interest or reached out to your company in some manner or another (tradeshow, call, white paper download, etc). Through a properly directed email campaign, we can garner that prospects interest in our company’s offerings. When you take the “blast” approach, there are usually consequences that affect all of your future email marketing:

  1. When your emails are marked as spam by the recipient, you’re increasing the chance of all emails being marked as spam. This reduces the likelihood of all future emails reaching the inboxes of our prospects.
  2. And once a recipient marks an email from your marketing campaign as spam, your company’s reputation and image is reduced to “just another spammer.” Not something that we want to happen!

And these two consequences usually go hand-in-hand, and also are greatly multiplied when left unchecked.

So, the take-home lesson is this: Don’t use email marketing as a brand awareness tool, or spreading your brand name. Email marketing is better utilized for measuring the interest in your company and your company’s offerings.