social posting

Social Posting — How to Use Pardot’s New Social Media Tools

Pardot has made some exciting updates to its social posting functionality! Read on to check out the new updates and make sure you know how to use them.

Before we get into the details of how to use Pardot’s social posting functionality, make sure you have added the corresponding social media connectors. Here are links to the instructions:

How to Create a Post

  1. Navigate to Marketing –> Social.
  2. Click the blue + New Social Post button.
  3. Type in your message — use the Insert Link and Attach Image buttons to insert images or Pardot marketing assets.

Don’t forget: Posts must be at least 3 words in length and only links beginning with http:// or https:// will be rewritten as tracked links. Also, only the following image file types are supported: .jpg, .jpeg, .png, .gif. Attached images render natively in Twitter and Facebook, and are rendered as previews on LinkedIn.

  1. From the Select accounts dropdown, choose the accounts you’d like to post the message to.
  2. Optional: Select a campaign and/or add tags.
  3. If you want to post immediately, click Post Now — or, if you want to schedule a time for it to automatically post later, mark Schedule.

social posting

How to Repost Social Messages

What if you want to repost a message (maybe you made a typo and already deleted the original message) or post it to an additional social media network? To repost a social message (either as-is or with edits), click the the gear icon (⚙) next to the post and then click Repost.

Don’t forget: The social network you are reposting to may have recency rules around duplicate posts, causing a repost to be rejected. If it is rejected, the message will appear in the Failed Social Posts table along with the reason for failure. You are able to attempt to repost the message later.

How to Review Social Messages

To review/edit a scheduled social message:

  1. Navigate to Marketing –> Social.
  2. Click the name of the post that you would like to review or edit in the Scheduled Social Messages table.
  3. View Social Message Details to see Scheduled for and Sent with. Note: Other rows like Replies/Comments appear, but data will not populate until the message has been posted.
  4. To edit your message, click Edit and make any necessary changes.

Analyzing the Social Posting Report

To see the number of Clicks, Likes, Replies, Comments, and the Sent At date/time, click Reports –> Connected Apps –> Social. Clicking on the name of a message will take you its specific details page. The reports are grouped by social platform.

Here’s what to look for:


  • Clicks: The total number of clicks for all links included in the social posts.
  • Unique clicks: The number of unique prospects that clicked on links included in social posts
  • Retweets: The number of Twitter retweets


  • Clicks: The total number of clicks for all links included in the social posts.
  • Unique clicks: The number of unique prospects that clicked on links included in social posts
  • Comments: LinkedIn comments (company pages only)
  • Likes:  LinkedIn like (company pages only)


  • Clicks: The total number of clicks for all links included in social posts
  • Unique clicks: The number of unique prospects that clicked on links included in social posts
  • Comments: Facebook comments
  • Likes: Facebook likes

How clicks are tracked

Every link click in a social post is included the total click number. Unique clicks are based on the visitor’s cookie – if they are using the same cookied browser while clicking the link multiple times, subsequent clicks on the post are not considered to be unique.

Pardot’s Social Posting Knowledge Base article gives a great example:


  • Visitor A visits Twitter and clicks on a social post link for the first time. We record 1 click and 1 unique click.
  • Visitor A clicks on the same social post link again 20 minutes later. We record 1 click and no unique click.
  • Visitor A clicks on the same social post link again after another 20 minutes. We record 1 click and no unique click.

For the example above, the social post would show 3 total clicks and 1 unique click.


Keep in mind: Pardot is continually refining what is a valid in and invalid click on a link. While the reporting stats may not line up 100% with bitly stats or other link tracking services, we are confident in the stats you see in the Pardot reporting product for social tracking.

Additional Notes*:

  • There is no limit to the number of Social Posting connectors you create.
  • Social Posting is included in all editions (Standard, Pro, and Ultimate).
  • You may want to disable auto-posting between accounts before using Pardot Social Posting. If you post with Social Posting to Facebook, Twitter, and LinkedIn and are using auto-posting to connect any of the same accounts, the same message will post twice to the same account.
  • If your Facebook account is configured to automatically post to Twitter, you will need to disconnect your Facebook account from Twitter in order to use Pardot Social Posting to manage these accounts. From there, you can set up separate Social Posting connectors for Facebook and Twitter.
  • Posting to Google + accounts is not available due to Google API limitations.
  • Clicks on tracked links from auto-posts will be associated with the account that is directly connected to Pardot.
  • When Pardot rewrites a link to, these links will be uniquely rewritten depending on the social connector that the URL will be posted to (like Facebook and Twitter).
    • Since the links may be different, we rewrite the links upon posting.
    • You will not see the link populated before then but the character count will be adjusted.
    • Pardot will use your custom  account URL if you already have the Connector set up. If not, Pardot will create a standard URL.
  • Social Posting is available to Administrator and Marketing roles only.
  • When making a post, Pardot will count the number of characters in the post backward from 140.
    • This 140 character limit only applies to Twitter. The limit for Facebook is 4000, and the limit for LinkedIn is 700.
    •  If you exceed 140 characters, Pardot will show your character number as a negative number for every character over 140. For LinkedIn posts, the number can be as low as -560, which meets the 700-character limit. Facebook-only posts do not display a counter.

That’s a wrap! You should be all set to start using Pardot’s new social posting functionality.

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*Source: Pardot

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Cloud on Tap Tip Tuesday

It’s Tap Tip Tuesday!

If you follow us on Instagram then you probably know about #TapTipTuesday. If you’re not following us there, just go ahead and do it now!  And if you don’t know what Tap Tips are then you’re in luck because you’re about to learn!

We don’t want your experience with Cloud on Tap to end after your implementation. We want to be a resource for you to use as you continue navigating through the world of Salesforce and Pardot. With that in mind we created Tap Tips.

Tap Tips are quick videos that are posted to our Instagram every Tuesday.

Simple tricks and tips you may not have known that will help make your life a little easier.

Check out a few below and don’t forget to follow us on Instagram. And let us know if you have any tips that help you in Salesforce and/or Pardot.


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Gamification 101: How Hands-On Learning Promotes Deeper Understanding

Now that you know what gamification is, let’s talk about the ways in which it promotes deeper understanding in learning.

We’re already jumping on board — if you are interested in learning Pardot, check out our new, gamified Pardot e-learning offering, Ascent!

Anyways, back to gamification.


Making work or learning more like a game can be very motivating. Think about it; to study, would you rather read a textbook, or play a game?

And the facts back it up.

In a TalentLMS study,

  • 89% of those surveyed stated that a point system would boost their engagement
  • 62% stated that they would be motivated to learn if leaderboards were involved and they had the opportunity to compete with other colleagues
  • 82% are in favor of multiple difficulty levels and explorable content
  • Almost 80% of the learners say that they would be more productive if their university/institution or work was more game-like


So, gamification clearly helps motivate students — but how does that translate in terms of effectiveness?

A study by eLearning Guild found that students scored:

  • 14% higher in skill-based assessments
  • 11% higher in terms of factual knowledge
  •  9% increase in retention rates

Here are some great real-life examples of businesses using gamification:


How can you best introduce gamification into your business?

According to TalentLMS, the most preferred gamification features include:

  • Progressing to different levels (30%)
  • Points/scores (27%)
  • Real time feedback on performance (26%)
  • Progress bars (25%)
  • Activity feeds (24%)

The least preferred gamification techniques seem to include:

  • Competition with friends (13%)
  • Virtual gifts (12%)
  • Being part of a story/narrative (11%)
  • Avatars (3%)
  • Virtual currencies (2%)

Looking Forward

In business, prioritization often comes down to dollars. If you are considering investing in gamifying your services, how does the outlook appear?

Experts are projecting that gamification is going to continue to grow at an exponential rate. Some noteworthy statistics:

  • The gamification market is expected to reach $5.5 billion by 2018 (compared to $1.7 billion in 2015)
  • The largest market is expected to be North America, followed by Europe
  • Game-based global revenue is expected to jump from $1.5 million in 2012 to $2.3 million in 2017

Our question for you: Are you ready to get gamified?

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Pardot Recycle Bin

Using Your Pardot Recycle Bin in Unexpected Ways

Pardot’s Recycle Bin is unique – almost everything you delete will stay in the bin forever, just in case you need to restore items in the future.

The content in your Pardot Recycle Bin doesn’t count toward your usage limit, either!

With these facts in mind, we thought of three reasons the Pardot Recycle Bin is the BEST:

1.     Delete your landing pages

This really applies to any marketing elements in Pardot. Maybe you’ve created a beautiful form – one you spent hours on, making sure the fields were just right – a form with custom CSS in the layout template. Don’t run the risk of someone editing and possibly ruining your hard work!

Whenever we create custom elements for our clients, let’s say it’s a landing page, we copy the content (and the aforementioned layout template) and DELETE IT immediately. This way there is always a copy of your landing page in the Recycle Bin.

2.     Prospects will continue to be tracked in Recycle Bin

Running out of room for your prospects? Depending on your account type, you might not have enough storage space to keep every single potential customer in your database. Luckily, you can delete prospects without actually losing them! The Pardot Recycle Bin will still keep track of deleted prospects and their actions. Later on, if you undelete the prospect or if they complete a form, they’ll automatically be restored.

It’s still a best practice to clean your lists regularly and use Pardot’s automated tools to make sure you’re reaching out to the best audience. But if you’re running out of space, don’t worry about deleting prospects. They’re still in the Recycle Bin if you need them!

3.     Peace of Mind

Which brings us to our last point. The greatest feature of the Pardot Recycle Bin is the peace of mind it offers. You no longer need to worry about accidentally deleting an important email template – you can just restore it! There are only a few items that will delete forever: tags, advanced dynamic content, empty folders, and content files (including images). Otherwise, you can rest easy knowing your marketing material is still available, even in the depths of your Pardot Recycle Bin.


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How Marketing Automation Makes Your Company 24/7

Wouldn’t it be great to have an employee that works well after their regular hours in a day and even on holidays?

It seems impossible, but with marketing automation we can make it a reality. Marketing automation allows your company to be 24/7.

When a potential customer completes a Pardot form, located on your website, landing page, or social post, Pardot creates a Prospect with all of the information gathered. At that point, there are a number of different actions Pardot can take.

Our favorite examples of marketing automation in Pardot:

  • Add prospects into segmented lists categorized by their geographical location, job title or any criteria you want
  • Send an autoresponder email (or series of emails) to the prospect
  • Notify a user that there’s a new prospect in the database or create a task for a user

Have fun on your weekend adventures and never miss a new lead. Automation will keep the communication going while you are out and easy-to-read reports will help you catch up quickly.

And Pardot’s new Engagement Studio is able to understand and react to over 100 triggers as a result of actions that prospects have taken to guide them through the buying process. It allows you to automatically send the right content your prospect needs at the right time.

While you’re taking that mid-Sunday nap, laying out by the pool, or getting in a round of golf, Pardot is hard at work collecting information and nurturing new leads. Why waste your time manually creating email lists, sending emails, and entering prospect information when Pardot can do it for you?

It’s the perfect example of working smarter, not harder.

You might also like: A History of Pardot

Marketing Automation 101, Pardot 101, and Gamification 101 are a part of our summer campaign- #CampCloud! Subscribe below to never miss a post:

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Pardot Campaign Pardot List

Difference Between a Pardot Campaign and a Pardot List

The difference between a Pardot Campaign and a Pardot List is a common confusion new clients ask about when first setting up their Pardot account.

“We want to build a campaign…”

“What are lists?

“How do I put my prospects in a campaign?”

“How can I segment my recipients?”

Most people familiar with the business world are used to talking about “marketing campaigns” and “to-do lists,” but Pardot’s use of these terms can be different.

So, what is a Pardot Campaign and a Pardot List then?

Pardot Campaign

Marketing> Campaigns

A Pardot Campaign is, most importantly, a thematic touchpoint for your prospects (similar to a lead source) and an umbrella for your marketing materials.

Let’s break that down. When you create marketing content in Pardot, usually you will provide a Campaign. This helps you stay organized because all your related emails, templates, forms and landing pages will be in the same place!

Campaigns also tell you where your Prospects came from. When a new Prospect is added to your account, they’ll filter into a corresponding Campaign. Each prospect is associated with only one Pardot Campaign – this can technically be changed but will affect your Reports.

Pardot List

Marketing> Segmentation> Lists

Lists in Pardot are used for segmentation. They’re connected to Email sends, Drip Programs and Engagement Studio. You can create all sorts of Lists and choose which demographic to include on each. Also, any List can be a Suppression List – you’ll always have that option when sending communication through Pardot.

You can even automate your list-making process by using Dynamic Lists. Set rules and Prospects will automatically filter onto the Dynamic List if they match your chosen criteria. Alternately, you can create a simple Static List. It’s important to note Static Lists can be altered by Completion Actions and other Pardot automation tools but Dynamic Lists are totally dependent on the rules/criteria selected when creating it.

The More You Know! Hopefully now you’re more prepared to work on your Pardot Campaigns and Pardot Lists. If you need more assistance, send us an email anytime – we’d love to help! Also, you might like: Is this a Pardot Campaign or Program?

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Pardot Campaign Program Header

Is this a Pardot Campaign or Program?

You may not be aware of this but Pardot is a house divided. There are 2 separate camps – Camp 1 feels their heart ache every time someone erroneously calls a Pardot Program a Pardot Campaign and Camp 2 has no idea what Camp 1 is talking about or that a separation ever occurred.

We’re here to set the record straight- There is a difference between a Pardot Campaign and a Pardot Program and that one word really does matter.

It’s like nails on a chalkboard when we see an “expert” use the wrong terminology. We feel a duty to keep these terms straight and hope this quick guide helps.

(yes, we’re being a little hyperbolic but we swear there is a difference you should know…)

Pardot Campaign:

  • marketing elements are associated to it
  • used for reporting
  • thematic touchpoints
  • the first piece of marketing collateral, which the prospect interacted with ( Google Ad, banner, webpage, etc…)
  • each prospect is associated with only one
  • not the same as lead source
  • not the same as a segmentation list
  • not the same as a Salesforce Campaign, although they can overlap

Pardot Program:

  • Drip Program or Engagement Studio Program
  • also commonly referred to as a lead nurturing program
  • send emails at specific intervals based on time or prospect activities
  • send targeted emails based on real-time buyer behavior and rules

In many ways they seem similar. A Campaign may include emails but it doesn’t always. A Program is actually built using Email Templates set under a Campaign and the name of the Campaign and Program could match, but often don’t.

If all of that sounds confusing and pointless to you, that’s okay. The important part is that your Pardot expert knows the difference and uses the correct terminology. If they can’t correctly identify a Pardot Campaign vs a Pardot Program, they are not a Pardot expert. We hope you keep that in mind when choosing who to partner with for your next onboarding or Pardot tune-up. 😉

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Gamification 101: What is it?

Hopefully by now you’ve heard of our new release – Ascent – the gamified e-learning solution for Pardot training. At Cloud on Tap, we think gamification is the future of learning and #CampCloud will teach you everything you need to know, starting with what Ascent actually is!

What is Gamification?

It’s the process of adding game elements and principles in a non-game context. It motivates users to participate by tapping into their basic desires for competition, status, and achievement.

A common technique is using a users’ desire for status. For instance, Ascent awards users with badges or points as they go through the levels. Competition can drive users to use a program so they can see their names on the leaderboard.

There are many benefits to gamified learning. People are less likely to remember something they read, and more likely to remember something they read and write, and even more likely to remember something that they actively DO. Now users can learn in a way that is entertaining and interesting to them, resulting in a better learning experience. Gamification also provides the user with instant feedback. A good model should challenge, involve, and teach.

Gamification aims to increase:

  • Engagement – Makes work seem like play.
  • Influence – Your content influences the audience and makes you the expert.
  • Loyalty – Provide convenience and your clients will come back time and again.
  • User generated content – Pictures, articles, videos or even just comments!
  • Time Spent – Users will spend more time on your site, using your valuable custom content.
  • Virality – Incentivize a user to share your product through social media and reach a wider audience.

Gamfication is a great way to align a business’ objectives with their customers’ motivations. It is changing the way people learn and we think it’s the wave of the future. Try it – playing games with work is a great way to build a better relationship with your clients.

To learn more about gaining access to Ascent, complete the form below:
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Pardot 101: Pardot or Pardeux? A History of Pardot

If you are a Pardot user, you’re probably privy to the Par-DOT/Par-deux joke. We can pick up on whether a client is from the North very quickly, based upon how they pronounce the marketing automation service’s name (they tend to say Pardeux).

Fun fact: Pardot’s name isn’t random. According to Pardot’s co-founder, David Cummings:

Pardot is the Latvian (not Latin!) verb meaning “to market” or “to sell.” I liked that it was easy to pronounce and spell, so I headed over to BustAName to see if it was unregistered, and, much to my surprise, it was available. I registered it immediately for $8 and the rest is history.


Here are some other key events in Pardot history:

  • December 2006: Bought the domain name for $8
  • March 2007 : Co-founders started working full-time on the business with the original model being a pay per click bid arbitrage platform to generate leads from potential technology buyers and then sell them to technology vendors (like LendingTree for technology leads)
  • May 2007: Pivoted into marketing automation software using most of the code already written for the original product (they were already 60% of the way to a minimum respectable product) and built the product focused on serving the needs of a 25 person software company
  • December 2007: Signed the first customer, via a partner introduction
  • April 2008: Raised prices from $65/user/month to $325/account/month to encourage more user adoption in the organization and to capture value based on other usage params (number and types of modules)
  • October 2008: Signed 100th customer and knew the business was going to be successful (roughly 1.5 years after starting)
  • January 2009: Added email marketing to the native product functionality after religiously staying away from it (previously would connect with third-party email marketing tools to do email but were too limited in functionality)
  • July 2009: Passed $1M in annual recurring revenue and decided it was time to raise venture capital to significantly accelerate growth (took 2.3 years to get to a $1M run rate)
  • March 2010: Raised prices to $1,000/account/month
  • April 2010: Atlanta Business Chronicle named Pardot the #1 fastest growing technology company in Metro Atlanta with a 42,000% growth rate
  • December 2010: Launched London office through a joint venture
  • December 2010: Passed $5M in annual recurring revenue
  • January 2012: Passed $10M in annual recurring revenue
  • August 2012: Inc. magazine named Pardot to the Inc. 500 as the 172nd fastest growing company in the United States
  • October 2012: ExactTarget acquired Pardot


After ExactTarget acquired Pardot in 2012, Salesforce was quick to scoop up ExactTarget in June of 2013 for $2.5 billion, with Marc Benioff tweeting:

Since acquisition, Salesforce has continued to improve upon Pardot’s features and offerings, including making the Pardot/Salesforce sync the fastest sync available and launching Pardot’s new Engagement Studio.

You can check out a feed of the latest (and previously added) features here.

We are excited to continue to see innovation from Pardot! Stay informed by subscribing to the blog:

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Marketing Automation 101

One of our classes at #CampCloud is focusing on marketing automation and you’re about to get a crash course in what marketing automation is all about. First off what is it?

I could throw a lot of big words at you to describe what it is, but in basic terms marketing automation is software that makes your marketing and sales efforts automatic.

Common marketing automation features include:

  • Email Marketing
  • Landing Pages & Forms
  • Lists and List Segmentation
  • Scoring & Grading
  • Lead Nurturing

Using marketing automation will streamline your sales and marketing teams and help you work more efficiently. The ultimate goal is to generate traffic to your website, create new leads, nurture those leads and move them along the funnel to a sale.

The possibilities with marketing automation are endless. You can create email campaigns and run A/B testing on them. The best part is that sending the emails is AUTOMATED, so when a prospect signs up for your ebook that action will trigger an email to be sent to them thanking them for downloading it and they will be added to your database. Based on what actions prospects take they will be given scores and you can better understand who has interest in you and who is a dead end. You can start personalizing your emails easier, you can create lists based on any criteria you want and can send emails that are specific to that list segmentation.

Marketing automation will save you time and resources. You aren’t going to be wasting your time mass emailing your leads the same message. You now have the ability to target your leads and send them the content they want. It takes the manual work out of your hands and allows you to focus on other tasks.

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