Our Top 3 Pardot Highlights from Dreamforce 2019

Our Top 3 Pardot Highlights from Dreamforce 2019

Is your mind still swirling from an amazing experience at the Dreamforce ‘19 conference? The entire week had back-to-back events and activities that featured keynote speakers, live music from acclaimed musicians, exclusive learning content, and mesmerising presentations that simultaneously educated and inspired all of the attendees who took part in the biggest software convention this year in San Francisco.

The roadmap sessions for Pardot provided attendees with an exclusive look at the soon-to-be-released software. The Salesforce marketing app is an established player, and rumour has it that Pardot has been given a considerable amount of product development resources, for the purpose of boosting software innovations in a relatively short span of time, in a bid to hold onto the leading position in the competitive and fast-paced marketing automation sector.

Let’s jump right into our top 3 Pardot takeaways from Dreamforce 2019:

1. The All-New Pardot Email Builder (Lightning)

During the roadmap sessions for Pardot, we learned that the new Pardot email builder closely resembles the email builder in Salesforce Lightning in terms of the user interface and feature sets. It now offers mobile-responsive templates that are readily available out-of-the-box, extensible content (i.e. custom Lightning components), quick and easy options to implement formatting, custom UI design, out-of-the-box content (i.e. images, social media links, buttons), and capabilities for hosted content.

2. Campaign Emails Can Now Reuse Content with Snippets

Users can easily reuse Snippets in the new Pardot email builder. If your organisation regularly hosts symposiums, webinars, or other annual events, you’ve likely had to create similar emails repeatedly for upcoming campaigns. Using the new Snippets feature, you now easily create shared assets such as images, blocks of text, and hyperlinks and upload them into a new email or different email templates that already exist. When you implement revisions or update your Snippets, all changes are automatically cascaded down into associated emails and email templates.

3. New Enhanced Insights In Einstein Behaviour Scoring

The Einstein Behaviour Scoring feature now reveals to you which exact marketing assets of yours have been instrumental in generating new sales for your organisation. Einstein’s new insights show you the manner in which your leads engaged specific assets, like a promotional email or your landing pages dedicated to promoting products or sign-ups. Salesforce Einstein now gathers such data to ascertain the engagement activities of each asset and show you which ones are the most likely to create new opportunities.

If you’re an active Pardot/Salesforce admin or user, consider yourself a part of history now. Find out more about the yearly Dreamforce event and the wrap-up here.



Further Reading

Salesforce Duplicate Management In 4 Easy Steps

Salesforce Duplicate Management In 4 Easy Steps

When you’re deduplicating records for your org, even if you’re utilising top-of-the-line apps and software, you must pay meticulous attention to the finer details of the initiative. As for adequate preparation, the amount of work required for the task may span a couple of days. We’ll show you how to avoid the common pitfalls here with the Salesforce Duplicate Management feature.

1. Assess Your Org’s Present State

You’ll first need to determine where and when the Duplicate Management feature will be triggered so you can organise your settings around your use cases. Begin identifying the scope of your plan by asking these questions and create rules based on them:

  • What are your goals concerning data duplication?
  • Have you installed integrations?
  • Do you or any of your colleagues import data regularly via data loader?
  • Are you using Web-to-Lead functionality?
  • Have you implemented any custom code?
  • How are you creating data in your org and which team members are responsible for such a task?
  • What are your primary pain points in terms of duplication?

2. Define Your Implementation Requirements and Plan

We suggest starting out in a sandboxed environment. Begin by creating a simple rule to demonstrate to your users to get their personal feedback and requirements. If you brazenly launch duplicate management with strict rules, it may actually prevent your users from adding data, disrupting their work.

Thus, it is crucial that you adopt a user-centric approach that will ensure that Duplicate Management will resolve data issues, rather than creating more of them.

3. Implement and Adjust

We recommend implementing a rule or two in the beginning. Then monitor overall progress and how users work with the new rules in place. As your organisation grows and evolves, user requirements are bound to change as well. Duplicate management isn’t a set and forget feature. One could liken it to a garden that requires care, maintenance, and watering.

4. Monitoring Your Org

The Salesforce Duplicate Management tool provides you with a rich feature set to keep track of your org’s rules and to monitor the effectiveness of your Duplicate Management configuration.

We advise creating custom report types so you can you’ll have access to relevant data on the duplicate records and will be able to evaluate the log files periodically. In this manner, it will be possible for you to analyse and ascertain who tends to receive errors. If you’ve set up your rules accordingly, you’ll also be able to check which users can create new records in spite of system-generated warnings.

If this has been occurring in your org, you’ll need to have a conversation with such users to identify the reasons driving their behaviours and their computing needs. The feedback you dig out from the log files and system reports are an excellent place to start to further enhance your implementation of the Duplicate Management rules. They’ll help you tweak your rules to find the right balance between user needs and data integrity.

Once you accomplish that, you’ll have a well-tuned duplicate management system in place that will be working just right for your org and its users.



Further Reading

Dreamforce 2019 Wrap-Up

Dreamforce 2019 Wrap-Up

Salesforce has hit the mark again! Dreamforce 2019 at the Moscone Centre in San Francisco was an absolutely fantastic event for all of those in attendance. From renowned keynote speakers, such as Barack Obama, David Beckham, Megan Rapinoe, Emilia Clarke, Stephen Curry, and Eddie Vedder, it was a truly awe-inspiring and momentous experience for everyone who came to listen to these trailblazers share their stories, expertise, and insights. And hearing Beck and Fleetwood Mac perform was a rare, once in a lifetime opportunity.

Spanning several city blocks, Dreamforce housed more than 170,000 people for 4 days of inspiration, interaction, education, and excitement in San Francisco.

Let’s get into some of the key takeaways from the event.

The Holy Grail of CRM: Customer 360 Truth

Having a single view of customer data has been a major focus area for many CX (Customer Experience) leaders over the past several decades. It happens to be one of the fundamental problems that CRM was designed to solve for CX leaders as a system of record.

However, organisations today need more than just customer data to manage customer experiences seamlessly. For instance, a commerce organisation must have real-time and accurate visibility into systems used to manage product delivery to provide their customers with accurate updates when the client inquires about order delivery status via a mobile application or website. To address this, Salesforce has launched Customer360 Truth, which is designed to bring data across different systems together within the company’s Customer360 platform.

The term “single source of truth” refers to fully integrating all enterprise systems, including CRM, ERP, marketing automation, order management, commerce, supply chain, contact center, accounting, etc. By establishing a unified and consistent version of truth, organisations can manage their activities more accurately. From a CX standpoint, it enables the delivery of personalised and consistent experiences by using data from across all systems within an organisation.

How Tableau Complements Salesforce

In October 2019, Salesforce acquired Tableau, a leading BI (Business Intelligence) software platform. This acquisition enriches Customer360 Analytics capabilities by enabling enterprise-wide analytics on top of the current Einstein Analytics for CRM and Datorama acquisition capabilities for marketing analytics.

Integrating Voice Into Salesforce Service Cloud

While Service Cloud has reliably provided Salesforce users with the ability to interact with customers through various digital channels such as messaging, social media, online communities, and chat, it didn’t have telephony capabilities included. Salesforce announced that it has partnered with Amazon Connect as a strategic provider of contact center services for Service Cloud Voice, which is a new product that brings together phone, digital channels, and CRM data into one unified console to provide enhanced customer service.

The partnership includes utilising Amazon Connect’s speech analytics capabilities, which will provide contact centers with sentiment analysis, speech to text transcription, and translation to preferred languages into Service Cloud Voice. At that point, Einstein analytics steps in and gives agents contextual guidance, such as relevant knowledge base articles, next-best action guidance, cross-selling or up-selling opportunities, etc.

Coaching For Sales Calls

While speech analytics is traditionally viewed as a technology limited to the contact center industry, ambitious sales leaders are finding ways to incorporate it in their operations. They’re using speech analytics to monitor and analyse phone conversations between sales reps and buyers, and provide salespeople with real-time guidance via the employee desktop on how to best manage the conversation. This helps sales teams with automated guidance to maximise each rep’s ability to attain their quota, shrink sales cycles, and improve overall engagement levels.

Specifically, call coaching helps unearth what works for top-performing salespeople and uses the insights to guide other team members in real-time with similar best practices.

Einstein for Customer360 Commerce

Salesforce now enables commerce organisations to use Einstein analytics capabilities in designing and updating commerce sites to ensure the delivery of highly personalised experiences across all shoppers. It accomplishes this by utilising Einstein’s AI capabilities to observe the unique preferences of each buyer by analysing data within the Customer360 platform, and then offering content which is relevant and has a high probability of converting new website visitors into customers.

The platform also helps provide commerce staff with relevant site design recommendations, enabling them to make faster decisions about how to update the commerce site. This improves overall employee productivity and agility in responding to evolving shopper needs.

Mobile Publisher Capabilities

Salesforce also presented a demo of its new mobile publisher capability. It was interesting to see how users can quickly and easily build and update mobile applications by clicking on various options within the platform (a truly low-code option), as opposed to coding an application by hand. Such agility is of paramount importance, as commerce and marketing teams can now quickly update mobile apps with the most relevant features to align with their customer’s needs at the time.

The Wrap-up

As with Dreamforce events in the previous years, this year’s conference was rich in announcements and sneak previews. It’s inspiring to see the Salesforce’s continued dedication to social issues and community involvement. Technology isn’t simply about enhancing your organisation’s bottom line or cutting costs. Ultimately, it’s people who use technology to achieve these outcomes, and enriching the lives of current and potential users translates into further amplifying its impact.



Further Reading

How Do I Know I Need To Set Up Another Record Type in Salesforce?

How Do I Know I Need To Set Up Another Record Type in Salesforce?

In a nutshell, record types enable Salesforce admins to offer different business processes, picklist values, and page layouts to different users. You can create record types to differentiate your regular sales deals from your professional services engagements, offering different picklist values for each. 

Record Types provide a number of benefits, but if not implemented correctly, they can create unnecessarily complex environments for both users and Salesforce admins alike. Additionally, you can control your Related Lists, which should be displayed for each type of record.

For instance, if you have 2 types of Applications that your students apply for, a Masters program and/or an Undergraduate program, and each Application has different data requirements, you may want to set up 2 Record Types (i.e. Masters, Undergraduate) where you only show Essay Questions that apply to the Masters Application on the Masters Record Type.

Once you create a Record Type, you can assign it a Page Layout and display your desired fields. Then you can apply the page Layout to the Profiles of Users that will be accessing it. 

So, when would it make sense to create a Record Type?

1. It would be best to create Record Types when they can be easily differentiated by an end-user. For instance, when you’re creating a Record Type on Accounts called Corporation that displays a field called Annual Revenue, and another Record Type called Foundation that displays Grant Potential is fine, since users can easily determine what Record Type to select when creating that Account.

2. Create Record Types when you need to provide different Page Layouts, Buttons, Custom Links, Picklist values, Related Lists, and Processes (on Opportunities and Cases) based on different job functions. For instance, if your Volunteers only need access to In-Kind Donations, while your Development staff can access Cash Donations and In-Kind Donations, you can go ahead and create two record types on Donations (Opportunities), namely, In-Kind Donations and Cash Donations.

You can assign only In-Kind to Volunteer Custom Profile while the Staff Custom Profile can have both Record Types assigned to it. You’d also have to create separate page layouts for each Record Type. For Volunteers, they may further select In-Kind as their Default Record Type. Now when the Staff creates a Donation, they will be offered a choice to either pick In-Kind Donation or Cash Donation, while Volunteers will not be offered that selection, and will be directed to an In-Kind Donation page instead.

3. To take it a step further, you can use Record Types and Page Layouts in combination to display different Page Layouts and Record Types to different sets of users (Profiles). For instance, you could assign two separate page layouts to Corporations Record Type, one for Development staff and another for Volunteer staff, if you don’t need to display Donation related fields to your Volunteer staff. Just bear in mind that not having a field on Page Layout does not prevent it from being available in Reports.

When should you avoid creating another Record Type?

1. If the user creating the record does not have a clear understanding of which specific Record Type to select. This issue usually occurs on Contacts. For instance, if you have a Record Type called Board Members and another called Donors, which Record Type should a user select when they need to add a new Board Member who is also a Donor? While it can be rather straightforward to use Record Types on objects such as Accounts and Opportunities, you be best advised to evaluate your needs carefully before creating Record Types on Contacts.

2. There are a number of cases in which the Record Type is used as a Type field. So there was actually no need for a Record Type. For an end-user, this adds unnecessary steps/clicks that could have been avoided.

3. If you are only creating a Record Type to display different page layouts to different sets of end-users. This can easily be accomplished by creating different Page Layouts and assigning them to Profiles, so there’s really no need to create another Record Type.

Let’s look at an example. If a Recruitment staff does not need to see Donation related fields on the Contact, while the Development staff does, you can create separate Page Layouts and apply them to their respective Profiles. As a matter of fact, if you just need to hide certain fields from Recruitment users, you probably don’t even need a separate page layout, as you can utilise Field Level Security to hide certain fields on the Recruitment Profile.

Remember, when you’re build Record Types, “Less is More!” While Record Types can help streamline data entry, they should be used sparingly, since they can make administration more time-consuming and intensive. Also, they can require extra clicks from users who do not necessarily need them.



Further Reading

Differences Between Lightning Sync vs Einstein Activity Capture

Differences Between Lightning Sync vs Einstein Activity Capture

For email and calendar integration purposes, Salesforce Lightning Sync has been around for a few years now, and Einstein Activity Capture (EAC) is a recent addition to the integration lineup, which Salesforce Account Executives have been clamouring loudly for. Both apps help sales team members maximise productivity by syncing their Microsoft or Google contacts and events with the Salesforce CRM.

Let’s go over the options to help you decide which one is right for your organisation.

Lightning for Gmail/Outlook

Lightning for Gmail/Outlook is included with your Salesforce licence, and allows your users to manually link their emails to records in your Salesforce CRM. These updated apps are easy to use, having been designed to be lightweight and minimal on features.

Lighting for Gmail/Outlook is highly customisable. You can easily customise the panes, add or remove record information, and have an impact on how users engage with the app all through the Lightning App Builder.

Salesforce Inbox

Salesforce Inbox is a paid email integration app from Salesforce that is folded into the Lightning for Gmail/Outlook architecture. Upon purchase, users will have enhanced capabilities, such as:

  • Email tracking stats (i.e. who opened the email, and how many times)
  • Scheduled sending
  • Meeting scheduler and calendar booking tools
  • Email templates
  • Dedicated mobile app

However, neither Lightning for Gmail/Outlook nor Salesforce Inbox allows users to sync their calendars to Salesforce. This is where Lightning Sync and Einstein Activity Capture (EAC) come in.

Salesforce Lightning Sync

Similar to Lightning for Gmail/Outlook, Lightning Sync is an app already included with your Salesforce licence. This tool syncs your calendar from Exchange or G Suite to Salesforce automatically (in the background) every 15 minutes. Lightning Sync can also be configured to sync Contacts between Salesforce and Exchange or G Suite.

It’s important to read the considerations for Lightning Sync so that you correctly configure your settings, and you’re able to communicate with users. Lightning Sync can only relate the Events to records in Salesforce when an attendee’s email address matches that of a Lead or Contact in Salesforce.

Einstein Activity Capture (EAC)

Einstein Activity Capture has the same functionality as Lightning Sync, but it also automatically logs emails (both incoming and outgoing) in addition to events. EAC works in the background as well, so no user intervention is required.

Benefits of Einstein Activity Capture

Email Insights

Since the email data is processed by the Einstein AI layer when it’s passed through Einstein Activity Capture, Salesforce is able to offer users useful information about the email they have logged, including a suggested next action based on the email content, or helping them to craft a more tailored response to a client.

Send Email through Connect Email Account

When you send emails through Salesforce, they are typically sent via Salesforce’s email servers, which tacks on a “on behalf of” text in the From field. As this can impact deliverability, EAC allows emails to be sent through a connected email account in Salesforce.

Recommended Connections

With the Winter ’19 release, a new Einstein feature called Recommended Actions shows important connections within their networks (i.e. fellow Salesforce users). Einstein shows how many interactions another user has had with a Lead or Contact so you can ascertain whether working with a person would be of benefit.

Activity Metrics

One of the top benefits of Einstein Activity Capture is its calculated activity metrics. As Salesforce analyses activity data with Einstein AI, Salesforce calculates important metrics, including Last Activity Date, Inactive Days, and Last Call Date.

Activities Dashboard

The Activity Dashboard displays a summary of sales activities that were added to Salesforce manually and via Einstein Activity Capture. These metrics are in the Analytics app under Setup. The only downside is that these dashboards aren’t customisable yet, so you can only view these built-in metrics.

Drawbacks of Einstein Activity Capture

Activities Stored Outside of Salesforce

Activities captured by Einstein Activity Capture aren’t saved in Salesforce. They’re housed in a secure server outside of Salesforce which presents a number of issues:

  • Activities can’t be reported on with standard Salesforce reports (hence the Activities Dashboard & Metrics).
  • Users cannot delete emails from Einstein Activity Capture. Only a System Administrator has this ability.
  • If you decide to deactivate Einstein Activity Capture, all of the activities captured by EAC will no longer be displayed in Salesforce on record timelines.

Unfortunately, these limitations can be a dealbreaker for some clients.

Additional Limitations

Other limitations to note are:

  • Potential additional licensing costs (i.e. only 100 Einstein Activity Capture licences are included with Sales Cloud).
  • Only 24 months of captured activity data is saved and displayed.
  • Orgs need to use the Activity Timeline with Einstein Activity Capture. You can’t use the Related List view for activities.
  • Emails within a user’s internal domain aren’t associated with Salesforce records
  • Platform Encryption isn’t supported, so emails and events added to Salesforce by EAC aren’t encrypted.
  • Recurring events are not synced with EAC.

Our Verdict

We hope this has provided you with a clear understanding of the options, and will help you determine the best method to integrate emails and calendars in your org. Considering the existing feature sets and limitations, we recommend Lightning Sync over Einstein Activity Capture for now.



Further Reading


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