Leveraging the Power of Pardot: The Developers Speak, Episode 0.4

Dakota VanOs – March 31, 2021

The Developers Speak is a video series featuring certified Salesforce consultants at Digital Mass. They come to you twice a month to help bridge the gap between business problems and technical solutions.

On this episode of The Developers Speak, Alex calls out a couple of tools that he thinks Pardot users should take advantage of if they want to get more email conversions.


I'm Alex and I'm back on The Developers Speak to talk this time about Pardot. I, myself, am a certified Pardot consultant and I've worked on a lot of the Pardot instances that we've worked on at Digital Mass. I've noticed a couple of features that I've seen have been pretty underutilized inside of Orgs at all different phases of their life cycles. The two features are using the organization structure better inside of Pardot, and then also dynamic content. So, to start the organization structure. Pardot offers flat folders for things like email templates and landing pages. Your team could benefit from splitting up the content by what it relates to, or creating different folders for different campaigns. It will be more organized and allow different teams working independently to not overlap with each other inside of the same instance. The next thing I want to talk about was dynamic content. Dynamic content is an awesome tool inside of Pardot, where based on a field value on a prospect, you can render a different image or text inside of an email or on a page.
This is super useful for emails that you want to send to multiple audiences because you want to give them a personalized experience for what they care about. This means you don't need to create four email templates that are essentially the same, but just have different business lines inside of them. You could send one with one piece of dynamic content with four different versions that would display differently for the different prospects. This keeps your org a little bit cleaner and delivers a more personalized feel for the end-users. This can also be used in a creative way inside newsletters that go out monthly or quarterly. You could actually order the content inside of the email based on what you know, that prospect cares about. When the prospect feels like the content is more relatable to them, they're more likely to get conversions. And that's what it's all about, right?

About the developer:

Alex Mracek was Digital Mass’ first hire in 2018. Before he joined DM as a Salesforce Developer, Alex had been working in the technology space for over 5 years and was studying Marketing at Concordia-St. Paul. Once he joined Digital Mass, Alex quickly received his Pardot Consultant and Pardot Specialist certifications. Quite a powerful marketing developer combo if you ask us.

In his free time, you’ll find Alex fishing at the cabin, watching the MN Wild or the Liverpool FC, and playing D&D.