Pardot Business Units: Separate Workspaces vs. Cross-team Collaboration

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Pardot Business Units offer an amazing opportunity for businesses with multiple brands, product lines or regional marketing divisions to run independent marketing campaigns and keep data partitioned. However, this shouldn’t be at the expense of collaboration and shared learnings between marketing teams, particularly where there are cross-selling opportunities.

Ultimately, you want to strike the right balance between separate workspaces and cross-team collaboration.

In this guide, we’ll look at what you can share between different Pardot Business Units, what you can’t – and how to setup your org for success with multiple Business Units.

Read more: What Are Pardot Business Units? An Overview

Pardot Business Unit Sharing – Overview

Key:

✅ – can easily be shared across multiple Business Units with minimal configuration

🔧 – may require additional configuration to share across multiple Business Units

❌ – cannot currently be shared across multiple Business Units or requires significant customisation

ItemShare across Business Units
Users
Email Domain
Campaigns
Emails
Landing Pages
Snippets
Marketing App Extensions
Prospects🔧
Website Tracking🔧
Reporting🔧
Mailing Preferences🔧
Engagement History🔧
Tracker Domains
Connectors
Custom Fields
Custom Objects
Pardot Lists
Engagement Programs

Tips for Multiple Pardot Business Units Success

Now you know what can be shared, let’s talk about best practices for sharing across multiple Pardot Business Units. There are some fundamental steps you can take to ensure your org is setup for success.

1. The Salesforce connector is the key

The ability to share items between Pardot Business Units relies heavily on the Salesforce connector and having the right access in Salesforce. This includes data, assets and reporting.

To facilitate this, you may want to consider having a fully mirrored database between Pardot and Salesforce. If your sales team are not keen on having pre-qualified leads in Salesforce CRM, look at using a Marketing Queue or “Marketing/Nurture” Lead status field value. It’s time to make a new best friend, with your Salesforce admin.

2. Connected Campaigns are vital

All asset sharing and most new releases depend on Connected Campaigns being fully enabled in your org.

The Lightning Email and Landing Page builders, as well as Snippets, Marketing Asset Reporting and Campaign Member sharing all rely on Campaigns in Salesforce and Pardot having that one-to-one relationship.

Having a good structure and sharing model for Salesforce Campaigns should be a key part of your Pardot implementation. This is true for any Pardot org, but even more so if you are using multiple Business Units.

3. The API won’t bite

The Pardot API is growing more and more powerful with each release. The latest version (v5) has some really exciting functionality and can be used to expand the connection between Pardot, Salesforce and third party platforms even further than the native connectors allow.

Speak to a developer or an implementation partner to explore how this could optimise your use of multiple Pardot Business Units.

4. Watch the AppExchange!

Salesforce’s app marketplace has long been a goldmine for admins looking to extend their use of the platform easily and efficiently. Now those opportunities are opening up for Pardot too and apps are starting to pop up.

Nebula’s Enhanced Engagement History is an installable app which allows Pardot Engagement History to be pulled and combined across several Business Units. And we’re hard at work with our amazing dev team to build more apps to supercharge Pardot.

Read more: Boost Pardot With These 12 Apps

Summary

There is no one way to set up Pardot Business Units, but ultimately you want to strike the right balance between separate workspaces and cross-team collaboration. Many items can be shared between workspaces, but getting the right setup for your org is essential to making this a smooth experience.

Work closely with your Salesforce admin and plan your Connected Campaigns carefully to set yourself up for success from the start. Check out the AppExchange to find cool tools to quickly power up your Pardot org, like Enhanced Engagement History by Nebula.

If you’re at the start of your Business Units journey, check out this amazing overview of Business Units. And to learn more, get in touch with the Pardot experts at Nebula or take a look at the Migrating to Pardot Business Units blog series.

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