4 Tips for Managing Multiple Languages in Pardot

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Originally presented at the Pardot London User Group, Sept 26th 2017.

Who uses Pardot to market in multiple languages? My guess is many of you.

Doing marketing in multiple languages brings its own challenges, and ensuring your marketing automation tool can support your endeavours is crucial. Although I have just shy of 1 year experience working as a Pardot consultant, I have had the privilege to work with large, multinational organisations that are proving that Pardot does have a play beyond SMB.

However, in order to use Pardot for multilingual campaigns, we need to bulk up and stretch it to accommodate your global reach.

There are 4 tips I want to share that will mean you can do international marketing with Pardot, without having to learn multiple languages.

Tip 1: The Basic Set-up

First things first – create a ‘Language’ custom field in Pardot. This should have a dropdown field type so that only certain values can be stored in that field. Your data will be cleaner for painless segmentation.

Then set further in place to make sure data stays clean when syncing with the Salesforce data:

  “Keep this field’s type and possible values in sync with the CRM.”

If unchecked, you will end up with a connector sync error backlog where each system rejects each other’s ‘invalid’ records. Nightmare.

  

 

“Use pre-defined values (for…)”

Pardot will adopt Salesforce’s picklist values and will add new ones to the dropdown list when added in the CRM.

 

 

“Validate field on import”

An error will be thrown back when importing if the value does not fit your defined list, eg. if your dropdown field value ‘French’, it will not accept ‘FR’ or ‘Francais’. Consistency is key, and this is one way to maintain it.

Sync behaviour: “Use the most recently updated record”

Why? So that both sales users can edit contact records and give prospects the ability to update their own language (eg. on forms) – all without one immediately overwriting the other.
That would be a bad customer experience.

Following the field set-up, you should make a push with yourself/your team to populate this field whenever you get the opportunity. You can read about 3 ways to do this.

Following the field set-up, you should make a push with yourself/your team to populate this field whenever you get the opportunity. Some ways you would do this are:

  • When importing records, add language as well as country.
  • Add it as a question on form fields
  • Set automation rules to populate language based on country*

*NB: you must be careful of countries where there are 2 official languages! eg. Belgium.

Tip 2: Choose your Master Language  

The master language is the language that your Pardot users will use. The Pardot interface cannot be translated for users like Salesforce can, apart from into Japanese – so my recommendation is to stick to English.

Why? Because global search – the search box at the top of the page – isn’t technically ‘global’. As it doesn’t search marketing assets (ie. Emails/Email Templates/Forms/Landing Pages/Files/Custom Redirects), it’s important to stick to a naming convention, or at the very least a common term per campaign to filter all your assets by. Read this article for more on ways to get more effective at organising your assets.

A single language should apply for tags too. Having several tags in different languages for the same purpose is a pain to consolidate. It’s extra admin work you can avoid.

Also, define a master language for Salesforce Campaign Member Statuses. When you edit a Salesforce campaign, you have the autonomy – complete the free reign – to set campaign member statuses at the individual campaign level. If you don’t stick to one language, the statuses can mismatch campaign hierarchy level and will destroy any chance of clean, accurate reporting.

Tip 3: Standardise Forms

Form Field Labels

Use form field labels to ‘relabel’ your forms fields in different languages. It’s simple to set up, and it means that all data will point to the same field in the back-end.

Templated Generic Forms

What I do for clients is create generic forms for each language, that include the 5-10 most likely fields to be included on forms. The idea is that other users can go and copy these, and remove the fields they do not require. It is far easier to remove the fields that aren’t required, and as a bonus – the translations will be consistent across all forms. By not needing to translate form fields each time, you can eliminate the bottleneck of translation time, thereby shortening campaign creation time.

Form Templates

All text can be changed at the form level by using form field labels, apart from two pieces of text that are controlled by the form layout template:

  1. “Not [name of prospect]? Click here.”
  2. Error submission message: “Please correct the errors below”

So, you have to dive into the layout template code. It’s easy, once you know how!

(Once again, I suggest creating templates for each language – doing it once, and not have to worry about it again).

1 – “Not [name of prospect]? Click here.”

Use this code, and replace where the yellow highlights are.

Then paste into the form layout template, in between <HTML> and <head>:

<HTML>

**this is where you paste your code**

<head>

Read this post to get your hands on the code!

2 – Error submission message: “Please correct the errors below”

You’ll find it on the ‘Form’ tab of the layout template (refer to the image below).

Tip 4: Email Preference Centre

I have two words for you: Dynamic Content.

Using this feature, you can implement an Email Preference Centre that’s both customised and multilingual. It’s a miracle in disguise.

There is a limit of 25 variations, which means you can have 25 different languages! Of course, I was thrilled…but I know that some of my clients would have more if they could!

To not get overwhelmed, you can break the pages down into pieces to take it stage by stage. You may not know, but the way landing page templates work is with variable tags. I’ve included how the unsubscribe page is broken down below:

You will need to create Dynamic Content for each piece (variable tag). Each variation will represent a different language, which will look like this:

Once you have Dynamic Content for each section, you can then replace each variable tag with the Dynamic Content embed code (a piece of Javascript).

 

Other bonuses of using Dynamic Content is that you can make changes very easily in the menu, all from one screen. It would be a pain if you have to go into each template to make even just a small change.

Summary

I hope these 4 tips have been useful to whoever wants to use Pardot for marketing in multiple languages. By setting up a custom field, choosing a master language, templating your forms, and making your email preference centre dynamically multilingual – you’ll be well on your way to marketing to international audiences – for whoever is planning international expansion some day.

One thought on “4 Tips for Managing Multiple Languages in Pardot

  1. is there an update for this solution? (4 Tips for Managing Multiple Languages in Pardot)
    I do not have the button’s variable tag but something close to it %%form-submit-button-text%%. However I am not able to exchange the variable tag to the javascript, because that variable tag is in the value of the button ( )
    So my result is, that I get the javascript text in my button instead of the value defined in the dynamic content.
    And the button does not lead me further to the success page or content but just reloads the same content on the successpages url.

    Any help is highly appreciated

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