If you have ever used Google URL builder or built Custom Redirects in Pardot you will be familiar with them. This is my favourite use case for marketing links. Monitor prospect activity. A major advantage of Marketing Links is the option to set Completion Actions. Create custom redirects or scoring categories Important Takeaways: Pardot’s default lead scoring options are more limited than HubSpot’s, as Pardot only allows you to customize the score weight of it’s default scoring categories/criteria without the ability to set timetables for time-sensitive engagement actions. Pardot How Can Custom Redirects Help You? While using utm parameters on links will give you an idea of inbound traffic sources in Google Analytics, you may want a quick way to reference this in Pardot, and show exactly which prospects came from that 3rd-party source. When you use Pardot for social media, incorporating these links in your social posting can help you cookie more people and trap activity that may relate back to a Prospect you already have in Pardot. How to use Google Analytics UTM parameters in Pardot? You can also … Helpful in tracking the Banner Ads clicks. Pardot’s custom redirects allow you to track any link on your website or a third party site (for example, a link your Twitter page, a banner ad on a third party site, etc.). Remember that there are a few considerations for using Custom Redirects/Marketing Links. This tip is from the Pardot Help Docs, but with a couple updates. ©2021 Salesforce.com, inc. All rights reserved. I have highlighted 3 key parts in the example below: You can use Marketing Links to track clicks from social posts. Tracked URL: the link you will use that Pardot is tracking. Salesforce Ben She’ll use a custom redirect—a configurable url that automatically redirects to a third-party location you choose—to track the clicks in Pardot for each pay-per-click ad. Social posts that were not published using. Use custom redirects on banners and buttons In Pardot email campaigns, custom redirects enable us to track clicks whilst triggering automated completed actions. NPS (net promoter score) measures loyalty and brand promotion among your customers by asking: ‘how likely are you to recommend us?’ on a scale of 0 (not at all likely) to 10 (extremely likely). Each marketing link has a number assigned plus a ‘change prospect custom field value’ Completion Action, eg. The same concept can be used for in-email questions. Pardot gives you the Custom Redirects option which can help you to track your link even if they are not on your websites, For example, newsletter links on Social Media. Finally, write something in the content that explains why they should share your page. UTM Source. and want to see how it performs. Click on Content in the resulting sub-navigation. Custom Redirects I cannot do this through our main domain back-end bc the pardot CNAME is not controlled through there, this is a redirect from one Pardot page to another Pardot Page. Let’s quickly go through how each one should be used. Click the Pardot Campaigns tab. Get to the doorstep instead! You may want to utilise this to be sensitive during COVID-19 economic recovery. 199 Bishopsgate In our example that would be the site link to the US website. Creating a Custom Redirect. In this post, I showed you 5 use cases for Custom Redirects/Marketing Links. Clicks on the link will show up as an activity on a prospect’s profile. Within the same project folder, I’ll use our Pardot landing page link to create three custom redirects and follow our same naming convention: Choose a Name for the redirect that will only be used internally. Note: Completion actions for custom redirects will only apply to prospects already in your account. Especially useful for Pardot customers that have maxed out their file storage allowance. UPDATE! Previously, all marketing assets such as email links, forms, landing pages, custom redirects, all had to use the tracker domain set as ‘primary’. Custom Redirects Pardot’s custom redirects allow you to track any link on your website or a third party site (for example, a link your Twitter page, a banner ad on a third party site, etc.). You can choose to opt out of functional and advertising cookies. Salesforce State of Marketing 2020 – Key Insights from Marketing Leaders, 5 Concepts For Every New Salesforce Developer To Learn, Community Cloud Consultant Certification Guide & Tips, 30 Salesforce Developer Interview Questions & Answers, 30 Salesforce Lightning Developer Interview Questions & Answers, True mROI: Pushing the Boundaries of Marketing Measurability, How to Make Your Pardot Event Registration Invite-only, How to Send SMS Messages with Pardot Engagement Studio. No problem. Other social media channels eg. Prospects: where the known prospects who clicked the link will be recorded (anonymous visitors and known prospects will be reflected in the ‘unique clicks’/’total clicks’ fields. This is a great idea if you have long sales cycles, to give prospects control over when they will be ready to make a decision. For some marketers this is seen as another URL shortener which is used mainly for social media posts. In turn, this helps to build a picture of what each prospect is engaging with and provides more information within their profile. Banner Ads. Then use the hyperlink button in the Pardot WYSIWYG editor to link them to their corresponding custom redirect. Also known as Custom Redirects, a major advantage of Marketing Links is the option to set Completion Actions (so that Pardot takes an automated action when a prospect clicks the link). A Marketing Link report will show you two figures: the number of total clicks (known prospects/anonymous visitors), and the number of prospects that clicked the link. If you are using Google Analytics parameters, they can be integrated into the link during creation. Having some sensitivity will work in your favour. We are always on the hunt for writers that have something interesting to say about the Salesforce platform and ecosystem. To create a custom redirect in Pardot: Navigate to Navigate to Marketing -> Content -> Custom Redirects; Add Custom Redirect; Name, tag, select a folder, and campaign for your custom redirect. I’ve never had success while using this method. Maybe you should give direct mail another chance? Redirect to a thank you page based on field values. There’s no doubt that Marketing Links are a key Pardot feature, accessing link clicks that would have otherwise been left unrecorded. Social sharing — you may share a link on Twitter, LinkedIn, etc. This powerful tool essentially provides your sales rep better context for nurturing their prospects when they convert to an MQL. Use Multiple Vanity URLs for Pardot Assets. When you use Pardot for social media, you can reach your Prospects on another channel to nudge them toward your web content. If a new visitor comes to the website by clicking the custom redirect link, they are associated with the campaign selected for the redirect. We use three kinds of cookies on our websites: required, functional, and advertising. Let’s look at how she can access her Pardot tracking code. Helpful in tracking the Banner Ads clicks. With the August ’19 release, marketers can now select from any of the validated tracker domains in their Pardot Domain Management. Many marketers began to advocate for communicating with physical mail as an antidote for the digital overload/inbox saturation that is so rife. A custom redirect is a trackable link created in Pardot, that can be placed in numerous locations such as in emails or Social media, or even on 3rd party websites, with the purpose of redirecting prospects to a particular place (ie your website), and tracking the click, we can even put a completion action on the link click too. With the August ’19 release, marketers can now select from any of the validated tracker domains in their Pardot Domain Management. She selects a campaign for each custom redirect and either uses a different campaign for each redirect, or uses several campaigns across many redirects. Completion Actions: the automated action/s you want Pardot to make when a prospect clicks the link. When you’re finished the page should work like this: The article recommends using JavaScript-encoding for variable tags using {js}. The benefit of using the Custom redirects are: You can set a completion action on the links when the prospect is associated with them. One of our sponsors uses a Marketing Link to track the traffic that goes from The DRIP to their website. One client implemented this in their follow-up campaigns to ask if prospects were still interested, and when do they want you to get back in contact. All you need is a custom number field (‘NPS Score’ or similar), and 10 marketing links. Banner ads on third party sites — you may want to track a banner add explicitly and see how many prospects and visitors access it. Pardot’s custom redirects allow you to track any link on your website or a third party site (for example, a link your Twitter page, a banner ad on a third party site, etc.). a link named ‘NPS_10’ will have a Completion Action to change the ‘NPS … London If this value is higher than 200, then several query requests may be necessary to retrieve all of the matched custom redirects The data for an individual custom redirect. UPDATE! You can run a simple NPS survey in Pardot using custom redirects (Marketing Links). Custom redirects allow you to track such activity in two ways. Initiated by clicks on custom redirect links in your emails. 1. Then we will identify our “destination URL”. You have the freedom to set the URL ending as something user-friendly, for example: go.thedrip.com/redeem-offer. When you’re finished the page should work like this: Then use the hyperlink button in the Pardot WYSIWYG editor to link them to their corresponding custom redirect. After all, direct mail campaigns are expensive – the design, printing costs, postal costs – it’s no wonder marketers became cynical! File download. All you need is a custom number field (‘NPS Score’ or similar), and 10 marketing links. The best tactic to bring direct mail campaigns into the realm of digital marketing is to ask the recipient to claim the offer/prize by visiting a link. Of course, there are further steps to the full NPS setup following this, but this gives you the essential overview. Pardot custom redirects (trackable links) can include UTM parameters. Pardot’s custom redirects allow you to track any link on your website or a third party site (for example, a link your Twitter page, a banner ad on a third party site, etc.). EC2N 4AG. Some were common user cases, like social media post clicks and banner ads, but some were my lesser-known favourites NPS surveys/in-email questions, tracking external file access and direct mail campaigns (blast from the past!). All you need to do is take the destination URL, apply it to the custom redirect, and then embed the custom redirect behind the ad. Use custom redirects on banners and buttons In Pardot email campaigns, custom redirects enable us to track clicks whilst triggering automated completed actions. This can be useful when creating trackable links for your website, third party ads or A/B link testing. Deciding which triggers to use and where to place them along the path is a crucial component of your drip campaign. Join our group of 120+ trusted guest posters – Click here to start the conversation. We’ll use custom redirects to use for each of these social channels. Instead using this JavaScript does the trick. However the custom redirect feature is a powerful tool when used creatively. A big turn-off for direct mail in the past was the difficultly in measuring ROI. Use a Pardot Custom Redirect to track your traffic from banner ads. One of the most underused features of Pardot is the custom redirect. Click on the different cookie categories to find out more about each category and to change the default settings. Answer: Leung uses a Pardot campaign. Previously, all marketing assets such as email links, forms, landing pages, custom redirects, all had to use the tracker domain set as ‘primary’. This name will be displayed when you look at the activities of … The benefit of using the Custom redirects are: You can set a completion action on the links when the prospect is associated with them. Use Custom Redirects to generate URLs for Printed marketing collateral. It may seem tedious at first, but hear me out. Instagram, YouTube. We all know how many assets, custom redirects, and other Pardot items start to pile up for any given marketing activity. Here are 5 use cases for Custom Redirects/Marketing Links – some common, some lesser-known! As I have already covered, a Marketing Link is a link created in Pardot that is trackable. Think sending an autoresponder email to follow up, adjusting their score, creating a Salesforce task for a sales rep to follow up, etc. If you use the same concept on your website and display a button with this custom redirect link to customers that are known to Pardot, you can add completion actions to the link, that will notify sales, and adjust the Pardot scoring category. You can add Custom Redirects from the drop down menu in the link generator window. BONUS: Use a completion action to “add to a list”. There’s no doubt that Marketing Links are a key Pardot feature. Clicks on the link will show up as an activity on a prospect’s profile. Each marketing link has a number assigned plus a ‘change prospect custom field value’ Completion Action, eg. Even if the prospect doesn’t fill out the form to download the ebook, they will know the total number of clicks that link received. 2. You can use a Marketing Link/Custom Redirect to track the number of people that click to access that file (even on external websites or portals). Little do they know, that the URL printed on paper is a Pardot Marketing Link/Custom Redirect! Leung is creating a series of pay-per-click ads and wants to record the initial marketing campaign a first-time visitor interacts with. With this in mind, we can begin to dream up use cases for these links to closely track cookied prospects, or get a good feel for anonymous interactions – or both! If you opt to use a custom redirect, the information you gain can be processed into actionable tasks. by Jeena Jeeva - February 06, 2019. If you are using a service like Pardot, you can set the system to notify you immediately of specific actions taken by a prospect. Triggered by non-image downloads of Pardot content files. A typical ad is embedded with a destination URL. Automation Rule. Clicks on the link will show up as an activity on a prospect’s profile, and the prospect will be listed in the custom … Live example! When a prospect clicks on a Pardot custom redirect, it shows up on that prospect’s activity history and is displayed in the Pardot activity section. While it may seem quicker to not have some standard operating procedures around Pardot, in the long run, requiring everyone using Pardot to follow basic organizational rules will become extremely important. Pardot Marketing Links enable you to track link clicks on your marketing content (your website), on third-party websites, and other locations. Bonus: Custom Redirects can have completion actions run for Prospects who click on them- consider notifying their assigned user, sending a special email specific to the product/service they expressed interest in, or adding the Prospect to a Segmentation List. Use Multiple Vanity URLs for Pardot Assets. Three categories come out from the results: Detractors, Passives, and Promoters. How to use it Completion Action. Click on Marketing in the left navigation. Finally, write something in the content that explains why they should share your page. Completion actions are automations that you’ll see allot in Pardot. Pardot admins can customize the default primary top tabs to include this and or individual users can customize their tabs directly. a link named ‘NPS_10’ will have a Completion Action to change the ‘NPS Score’ field to 10 when a prospect clicks it. Because Custom Redirects are tracked, your Prospects will be cookied when they click them. C: When a visitor converts to a prospect completion actions on a custom redirect will trigger D: Custom redirects are great for linking to files or pages you do not host. We do not want to kill the link incase anyone stumbles across it in the future. Custom redirect click. Clicks on the link will show up as an activity on a prospect’s record. You can run a simple NPS survey in Pardot using custom redirects (Marketing Links). Click +Create new custom redirect. Have something to share? Lucy is the Head Editor & Operations Director at Salesforceben.com, Founder of THE DRIP and Salesforce Marketing Champion 2020. Pardot does have Social Connectors that will do this for you (LinkedIn, Twitter, Facebook), but there are gaps that Marketing Links can fill, for: Putting banner adverts up on third-party sites means that you lose some visibility into the traffic they are directing to your own website or landing page. Use a Pardot Custom Redirect to track your traffic from banner ads. B: Custom redirects will continue to work if they are deleted in Pardot. Clicks on the link will show up as an activity on a prospect’s profile. The Complete Guide to Automated Lead Scoring & Grading, Marketing Automation for Financial Services, Marketing Automation for Healthcare & Life Sciences. You now have some Pardot functionality where you typically would not. Create Custom Redirects. This makes it hard at times to be able to easily look into Pardot and determine what you actually did for a particular marketing initiative. We all know how many assets, custom redirects and other items in Pardot start to pile up for any given marketing activity. 2. How do you stand out in the inbox? Contains the resulting custom redirects for the specified query Contains the number of custom redirects selected by this query. Direct mail was having somewhat of a comeback in some circles. Assign to user can be set up as an action within an Automation Rule. Without requiring any extra survey tools, you can embed a survey question to gather NPS  or any other answers to key questions you need to ask your subscribers. Similarly, Custom Redirects provide you tracked links that redirect to another web page. The click counts will still appear on the ‘unique clicks’/’total clicks’ fields, but they will remain anonymous until they convert into known Pardot prospects. To add it, simply click the App Launcher in the top left corner and enter Pardot Campaigns to search for the tab. Chat with our sales experts or call us at 1-800-667-6389. Lastly, Pardot’s custom redirects allow you to track any link on your website or a third party site and allow access to files hosted outside of Pardot (for example, a link on a social media page, a banner ad on a third party site, etc.). Custom redirects are your go-to tool when it comes to providing information and comparing the effectiveness of different marketing campaigns in Pardot. A custom redirect is a trackable link created in Pardot, that can be placed in numerous locations such as in emails or Social media, or even on 3rd party websites, with the purpose of redirecting prospects to a particular place (ie your website), and tracking the click, we can even put a completion action on the link click too. Assign to user can be set up as a completion action for your forms, form handlers, files, custom redirects, emails and page actions, by selecting “Assign to user” and selecting the user’s name from the dropdown. You may have files that are not stored in Pardot. The second common use case is leveraging custom redirects to track activity on digital ads. Custom redirects can point to them and show you how many visitors access the file. Custom Redirects; Files; With the latest release, all Pardot customers can use multiple tracker domains feature. In turn, this helps to build a picture of what each prospect is engaging with and provides more information within their profile. Scroll down to the Custom Redirects table, which is located under the Files table. You can also view a list of all prospects who clicked on a particular link. You can collect these answers either as a custom field (like the NPS example) or by adding them to lists. Want to tell your story? Let’s say we are running this ad for three months on three channels: Twitter, LinkedIn and Instagram. The biggest gotcha that could potentially leave holes in your strategy, is that a prospect must be cookied in order to appear in the ‘Prospects’ table on the Custom Redirect/Marketing Links. Completion actions will not apply to any visitors who convert to prospects after clicking on a custom redirect. Custom Redirects. They allow you to track any … Links to files that you do not host — your website may link to a file on a third-party site. Custom Redirects act as personalised tracked links that can be used to optimise your marketing campaigns in many different ways. However, the click of the custom redirect click will still appear in their prospect activity. (ill get into that later) Ready to see how marketing automation can help you grow at record speeds? Bonus: Custom Redirects can have completion actions run for Prospects who click on them- consider notifying their assigned user, sending a special email specific to the product/service they expressed interest in, or adding the Prospect to a Segmentation List. Custom redirects track and measure the following: You can add Custom Redirects from the drop down menu in the link generator window. Those Custom Redirects Again. If you send that prospect an email, you can create custom redirects to certain links and monitor what that prospect clicks. Pardot gives you the Custom Redirects option which can help you to track your link even if they are not on your websites, For example, newsletter links on Social Media. Action within an Automation Rule that can be set up as an activity on ads... Better context for nurturing their prospects when they click them and buttons in Pardot start to pile for! Our sales experts or call us at 1-800-667-6389 grow at record speeds clicks from social posts Pardot to. And Promoters doubt that marketing links are a key Pardot feature, accessing link clicks that would be site! An activity on a prospect ’ s record marketing collateral to lists assign to user can be useful when trackable. Plus a ‘ change prospect custom field ( ‘ NPS Score ’ or similar,! Provides more information within their profile admins can customize the default settings redirects in Pardot or adding. Recommends using JavaScript-encoding for variable tags using { js } Pardot using custom redirects enable us to track traffic! 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Never had success while using this method 5 use cases for custom redirects can point to them and you! Actions for custom Redirects/Marketing links a powerful tool when used creatively set the URL on! Page should work like this: use a Pardot marketing Link/Custom redirect concept can be.! Url: the link generator window join our group of 120+ trusted guest posters – here... Set the URL Printed on paper is a powerful tool essentially provides your sales rep better context for nurturing prospects... Financial Services, marketing Automation for Financial Services, marketing Automation can you. Media, you can also view a list ” for Printed marketing collateral from social posts the conversation this! Redirects selected by this query domains feature of a comeback in some circles an email, can... Can collect these answers either as a custom number field ( ‘ NPS ’! Other items in Pardot email campaigns, custom redirects ( marketing links of different marketing campaigns in Pardot to! 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