Laura Formby is a Salesforce Marketing Champion and 3x Salesforce Certified Marketing Campaign Strategist with KirkpatrickPrice in Liverpool, UK. She will be presenting to the Tampa Pardot Community Group about a reporting solution she developed with help from MarCloud Consulting, the leading Account Engagement partner in the UK, to allow for clean reporting on form completions when a single form is used on multiple web pages.

"My role is to bridge the gap between Sales and Marketing by showing how Sales can utilise Pardot information without 'technically' needing to access Pardot. day-to-day. We have multiple re-engagement programs. Whilst marketing can use Pardot assignment rules and notifications to inform Sales that leads and contacts have engaged on the website and submitted contact forms, we found Sales didn’t have time/ even want to go hunting in the Pardot record.

Whilst Pardot Engagement History has its benefits, we struggled as we have 1 contact form across multiple website pages. Sales struggled to contact all the dots. I came up with a hack to give Sales quick visibility into what page the contact form was on and display that information easily to Sales users in a way that they are comfortable with.

Hack: We add UTM parameters unique to the page name for each of our Pardot forms iframes. We use First Contact Page Submission Name and Latest Contact Page Submission Name and use Pardot completion actions to timestamp submission date.

Why it works: These Pardot custom fields are then mapped to Salesforce fields on both lead and contact and visible on the record pages for our Sales Reps to view. We then have Lead List views and Contact List views which display Latest Contact Page Submission Name and filter by Latest Contact Page Submission Date to show the submissions for this Qtr / Year.

Added benefit: We then use this data in Salesforce reports (whilst marketing have B2B Analytics Studio License not all Sales users do and personally they prefer Salesforce reports) to compare submissions across each Month, Q, FY of new and re-engaged leads. This alongside original lead source, primary campaign tracking and campaign activity has really improved our stakeholders visibility into marketing effort."