MOST EFFICIENT WAYS TO USE PARDOT ADVANCED & BUSINESS UNITS
What is Pardot Advanced?
There are four Pardot editions; Growth, Plus, Advanced, and Premium. You can find a full Pardot edition feature comparison here. Pardot Advanced comes with sophisticated features that aren’t found in lower-level plans.
The Business Units feature alone is a valid reason to upgrade for many businesses and also below are some scenarios that define when you might need to move to Pardot Advanced:
1. Whenever you want to restrict data in Pardot for different teams:-
Sometimes clients want to show specific data to specific teams only. For example, Canada region data for Canada teams and so on. There may also be different levels of protection on data that must be adhered to. In countries like Germany, regulations are very strict about who can collect or see certain data. It is not possible to restrict data per region in one single account e.g. Pardot Plus.
When you need Business Units to partition the data according to your organizational structure, which is available in the Pardot Advanced edition. In this, you can have access to Marketing Data Sharing Rules which helps you to configure which data is allowed into each Business Unit.
You can also check this User Sync and give access for certain users into each Business Unit. This means only the right people access the right data.It keeps data safe, teams productive, and reporting accurate.
2. Whenever you are reaching account limits very quickly and often:-
Sometimes you might have limitations on data, Engagement Studio or Automation Rule really quickly. This can be a huge problem because once an automation asset limit is hit and it will restrict all of your users from creating more. This will completely stall a team.
When lots of teams across the globe use a single instance of Pardot it tends to get very busy, quickly. This breeds a culture of putting a plaster on a problem for as long as possible and teams will pay consultants like us to help them clean up the database to free up storage or help them archive automations to try and free up the system.
The Business Units will help to get rid of all these problems, as each one comes with its own set of account limits. So you can let your teams do their thing. Again, Business Units is a Pardot Advanced feature.
3. Whenever you want to manage multiple languages and mitigate risk:-
One of the most common problems for global corporations is when teams in many different countries with different languages are using a single instance of Pardot.
You might have multiple websites too and using one instance of Pardot will mean lots of data from different sites in various countries is flowing into one single account.
Think how many templates you’ll need to create in different languages and factor in how many users will be in the system. The risk of a user accidentally overwriting the wrong template is quite high and this could cause massive disruption.
For example, if you want to do any changes in pardot records and you are having contacts from different regions,countries then it might be difficult to do the changes because some countries might have more forms, and automation than others, which meant additional time had to go into ensuring ‘business as usual and compliance for that country.
So if you use Pardot Advanced, it would have been easier to manage (and subsequently cheaper) and quicker to implement. There would have been less need for a master spreadsheet too because it would all be homed in isolated Business Units.
4. Whenever you want to keep teams focused, productive and aligned:-
Naturally, It’s important to futureproof Pardot so you’re able to bring new employees into the business with no risk, because after certain time period your teams will grow and each employee has to come into the business.
With Pardot Advanced, you can create Custom User Roles which limits access to the system for certain users. This means you can hire a junior and remove any ‘delete’ or ‘edit’ permissions until they’re properly onboarded.
Furthermore, you can only allow them access to a particular Business Unit, meaning no risk of them interfering with another team’s assets.
Business Units enable teams to be productive by focusing solely on their assets and of course, with a cleaner account it’s easier for them to understand and be familiar with the system as a whole.
5. Whenever you want to check the performance by Business Unit:-
Reporting by Business Unit is especially useful for global companies because some countries will be more mature than others, with different growth rates.
It means you can identify what type of marketing to do in a particular market rather than looking at all as a whole. Do you need to focus on thought leadership? Is account-based marketing the way to go? Should you be aggressively growing or focusing on retention?
By using Business Units combined with B2B Marketing Analytics, you can choose to report on Business Units specifically or collate your data and report on the global business as a whole.
The crucial point is, that you have the flexibility and visibility over the siloed metrics you need to report on. The analytics world really is your oyster!