Running your marketing initiatives as a Pardot administrator is a very important role, but with advancements to Salesforce marketing offerings and technology, it is increasingly important to have a well-rounded knowledge-base of your true marketing potential.
There are situations where a Pardot administrator may have little to no access to Salesforce. This is not ideal for multiple reasons.
First, knowing your data and what is available to use that exists in Salesforce—whether that means keeping data integrity across platforms, syncing new Pardot data to Salesforce, or even utilizing new data available in Salesforce such as field values or objects.
Second, taking advantage of incorporating tools such as B2BMA that allow you to pull first-touch/last-touch information marketing data, or Connected Campaigns that allow you to view and associate performance campaign metrics such as percent of unique opens for not just the child campaign but the parent campaign as well.
Lastly, having some Salesforce knowledge allows you to more effectively prepare for future Pardot releases, such as the Spring 2021 release that requires Salesforce SSO.
- Streamline sales and marketing work; be on the same page and share pertinent knowledge
- Feel empowered to take your marketing to the next level
- The direction the platforms are heading, Pardot admins can no longer remain siloed—they must branch out into the Salesforce world if they haven’t already.
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