Top 10 Posts of 2021: Marketing Edition

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It’s time for the team to take a look back at the past year, which has had its fair share of twists and turns – some positive while others were not so ideal. Among the Salesforce news, releases, and unprecedented events in the wider world, we have arrived at the end of 2020 after what feels like a whirlwind.

We are always proud of what our group of community contributors have published on the blog to share their ideas and knowledge with the ecosystem.

What were the most popular posts with marketers? The results are in from SalesforceBen and The DRIP! Here are the top 10 posts in terms of pageviews, published this year, aimed at Salesforce marketing professionals.

10. Let’s Talk About Salesforce Lead Source

Lead Source is one Salesforce field that marketers have their eye on but there’s more to the Lead Source field than meets the eye. Learn about how Lead Source is populated across your org. It will benefit you to understand how this field is populated so that you are making decisions about future budget spend based on accurate source reporting.

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9. Best Practices for the Campaign Object

Salesforce includes a number of standard objects with certain features that are predefined for you to build scalable processes as easily as possible in your org. As part of her “Object Best Practices” series, Maria outlines her best practices for the Campaign object.

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8. Top 10 Features of the Pardot Lightning Email Builder

The Lightning Email Builder for Pardot – possibly the most anticipated enhancement for Pardot marketers – comes to us as part of the new Content Builder in Salesforce Lightning, promising a “consistent building experience” across the whole platform.

The Lightning Email Builder was made generally available as part of the Winter ’21 release. Check out 10 highlights about the new Pardot email experience.

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7. Marketing Cloud Email Specialist Certification Guide & Tips

Demonstrate your knowledge on email marketing best practices using the Marketing Cloud Email application (Email Studio). This certification is definitely one to take seriously if you are planning on going further along the Marketing Cloud path towards ‘Consultant’ or ‘Developer’. Even though this certification is no longer a prerequisite to the two advanced certifications, the Email Specialist is still a solid starting point.

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6. Pardot Specialist Certification Guide & Tips [Updated 2020]

The Pardot Specialist Exam is a key milestone in your Marketing Automation career, designed to get you up to speed as a Pardot Power user. That’s what we mean by ‘day-to-day Pardot mastery’. A feature-focused credential, including lead scoring, email marketing, and lead generation.

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5. 5 Tips for Organising Your Salesforce Campaign Hierarchy

Campaign Hierarchies allow you to link related Salesforce Campaigns to one another and arrange them into a hierarchy structure, beneficial for both reporting and general organisation – it’s a big mistake not to use this Salesforce feature. Trouble is, they are surprisingly hard to get started with! Here are 5 tips for when you go into the unknown territory of the hierarchy.

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4. What is Salesforce Engage? Learn in 10 Points [Updated 2020]

Salesforce Engage is a Pardot product on a mission to bridge the gap between marketing and sales. You could say that it’s the Salesforce sales user’s window into relevant marketing information in Pardot, aiding transparency across teams.

If you are a little perplexed about what this Pardot/Sales Cloud add-on actually is, here are 10 elements of the Salesforce Engage tool that show how it benefits both Sales and Marketing teams.

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3. Pardot Email Preference Center Best Practices [Updated 2020]

An Email Preference Center (EPC) is a page prospects use to select which topics they want to be emailed about – a preferences pick n’ mix. Prospects land on when they click “update email preferences” from a Pardot email. Buckle up, there’s a lot to cover!

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2. 7 Tips for Working With Salesforce Campaign Member Statuses

Campaign Members are Leads and Contacts related to a Salesforce Campaign.

Following a few best practices for managing Campaign Member Statuses can save you many headaches down the line, plus ensure clean reporting as a result.

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1. 12 Things Salesforce Admins Should Know About Pardot [Updated 2020]

Pardot is the go-to choice for Salesforce customers looking for a B2B Marketing Automation tool. Not only is it tightly integrated to Salesforce core objects, Pardot’s reasonable price point makes it accessible to many organisations, and is appealing to new users as an intuitive tool with a minimal learning curve. From an Admin’s point of view, however, where minimal ‘under-the-hood’ is exposed, this simplicity can be a blessing, or a curse if you don’t know about the product’s limitations until you bump up against them.

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Special mention:

I couldn’t publish this post without at least giving this post some credit. You can see in the graph below that this (already) successful post gained a second wind in 2020 no doubt with increasing email volumes causing email deliverability chaos on the thick of the COVID outbreak. What a crazy comeback!

When an email server is suspected of sending out spam, email service providers begin blacklisting either its IP or its domain. Once an IP or domain is blacklisted, emails originating from it will end up in the “spam” folder rather than in the recipient’s inbox. Getting an IP blacklisted can be extremely damaging to an online marketing campaign, but there are things you can do to avoid it.

This post will first show you how to check if your IP is on a blacklist, and then more importantly, how to remove it to restore healthy email deliverability.

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