Is your Company ready to implement Multiple Pardot’s Business Units?

Introduction.

It’s clear that we have reached the stage of marketing where it is no longer just about the automation, but we all (as a marketing professional and end customer) expect a personalized approach.

Simply because we all are just getting the superfluous amount of newsletters and new offers from various brands on a daily basis. We are exposed to consumers more than we can absorb.

Last year Pardot made a big progressive step when they introduced intelligent account-based marketing (ABM) capabilities, helping enterprise marketing teams to unfold deeper level of insights needed to be able to tailor their campaigns for their key accounts.

As more and more enterprise customers have become Pardot users, it has created a healthy pressure for the Pardot team to continue to evolve the product and introduce new features.

Definition of Multiple Business Units.

A strategic business unit or SBU operates as an independent entity, but it has to report directly to the headquarters of the organization about the status of its operation. It operates independently and is focused on the target market. It is big enough to have its own support functions such as HR, training departments, etc.

This principle works best for organizations which have multiple product structures. The great example of SBU is a company like Inditex that owns the chains like Zara, Zara Home, Massimo Dutti, Bershka, Oysho, Pull and Bear, Stradivarius and Uterqüe.

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How to know if Pardot Multiple Business Units are for your business?

  1. You want to associate different Leads, Contacts, Accounts, and Opportunities with different Business Unit e.g. sub-brand, website, service or product.

  2. You want to associate different assets and resources with each Business Unit, thereby limiting the sets of data that the marketing resources have access to.

  3. You want to define the coverage of your marketing and sales team by territory by creating a separate Business Unit, therefore all Prospects and Opportunities will be associated with that Business Unit.

Pain Points Multiple Business Units can solve.

Most sub-brands or regional teams face a particular everyday challenge to be able to see the insight into the overall marketing experience that their prospects have with a multi-brand company. Often, marketing teams are under the pressure to choose between scale (mass outreach with less personalization) and agility (tailored interactions with less coordination) when planning their campaigns.

This can result in customers receiving multiple communications across brands from various contacts on a given day that are can be inconsistent or repetitive.

Pardot Business Units empowers companies to create their own segmented audiences based on the brand, geography or verticals of the business, to be able to run tailored marketing campaigns and getting a truthful view on their customer interactions and experiences with each brand.

Things you must consider.

*hopefully with every new release the limitations below will become more flexible

  1. Pardot Business Units are available only to customers who purchased or upgraded to Pardot Advanced Edition on or after February 11, 2019.

  2. You can access business unit features only in the Pardot Lightning app.

  3. A lead or contact record can sync with a prospect in one business unit.

  4. A connected campaign can sync with only one business unit.

  5. The Pardot data that users see in Salesforce is determined by their business unit.

  6. The Salesforce data that’s available to users in the Pardot Lightning app is determined by their Salesforce permissions.

  7. Only Pardot administrators and marketing managers can switch between business units to manage assets, records, and settings. This can be achieved by having a user record in the required business units. Each Pardot user record must be connected to the same Salesforce user.

Benefits your Business(es) can rip.

  1. Increased operational efficiency by faster loading due to a smaller amount of data

  2. Quality reporting for each MBU

  3. Separate and manage Connected Campaigns per each MBU

  4. Data segmentation and personalization for each MBU

  5. Manage Scoring and Grading for each MBU separately

  6. Create separate Tracker Domain for each MBU

  7. Easily switch between multiple MBUs

  8. Separate assets for each MBU

Conclusion.

Speaking from a place of being a Salesforce and Pardot adviser, a Pardot project involving multiple business units is definitely a bigger piece of work to take on, but at the same time from the solution design and systems longevity point of view, Pardot Business Units enable people like me to build more robust solutions that give business a solid foundation to excel in their marketing and sales efforts. 

This feature is readily available in English, French, German, Spanish, and Japanese to customers who purchased or upgraded to Pardot Advanced Edition on or after February 11, 2019, in the Pardot Lightning App.

So if anything above created a sparkle in your eyes or your lightbulb in your brain went off, please feel free to reach out with me via LinkedIn and my email kristina@paretopi.com and I will be more than happy to help you make a decision whether it is right for you. 

Kristina AlexandraComment