• Carl

What are Pardot Business Units?

Oh it's been a while. I'm so sorry!

I promise it won't be so long next time.

Now that I've got to grips with being the father of a second child who's four months old, I'm back at the keyboard to share a blog post about Pardot Business Units (you lucky things! 😉).

So what are Pardot Business Units?

Suppose your organisation sells to many different regions. How you market to each regions prospects are different and so are the prospects you market to.

That's where Pardot Business Units (PBUs) come in.

PBUs are essentially seperate databases linked to your Salesforce org that allow each region, division, or brand to have their own set of prospects, marketing assets, and processes, without the need for purchasing additional Pardot instances.

This creates a horizontal layout of PBUs that are seperate from one another. They aren't part of a hierarchy and they don't roll up / down to each other, other than linking to your Salesforce org.

For this to work, each PBU has its own...

  • Salesforce connector

  • Settings

  • Automations

  • Marketing assets

  • Prospects.

Sounds awesome but what are the pre-requisites?

Of course, there are some pre-reqs so let me spell them out for you.

  • You need to be on the Advanced or Premium editions of Pardot, as well as Enterprise edition of Salesforce...this is the biggest pre-req as the others, if your pardot instance is upto date, should be in place already.

  • This feature is only available for those using the Pardot Lightning app (sorry, Pardot classic in Lightning won't cut it).

  • You need to be using v2 of the connector...if you purchased Pardot after 19th Feb 2019, this isn't something you need to worry about since the default is v2.

How to switch between PBUs

You might have users that operate across business units so they need a way to be able to switch between them to manage assets and prospects etc (think admin). This is where the Business Unit Switcher comes into play.

  1. Navigate to the Pardot Settings tab.

  2. Click on Account Settings.

  3. Above the company information, you have a dropdown to be able to select the business unit you want to see.

Bear in mind that having one user record in just a single business unit is not enough. You need to have a user record in each PBU and they need to be linked to the same Salesforce user.

How to create Pardot Business Units

OK so let's take a look at how you can create a separate business unit.

  1. In Salesforce, go to Setup (the cog in the top right corner).

  2. Type Pardot Account Setup into the Quick Find Box

  3. Enter a name for the business unit and select an admin*

  4. Save the PBU

*bear in mind you can't have the same admin as your first BU but the new admin can add the other admin as an admin user. See screenshot with two different admins.

After these steps, the new admin should receive an email to setup the new BU.

Like you would with any PBU, you're now able to manage users for that business unit. Assuming Salesforce User Sync is configured, by clicking Manager Users next to the PBU, you can assign the users to that specific PBU.

Now to configure Marketing Data Sharing

Ok, so you've setup the business unit and the users but how do you ensure the right leads and records are syncing with the correct PBU?

Marketing Data Sharing uses explicit criteria to determine which leads should sync to the correct PBU. With this in mind, it's best practise to create a field that is unmapped in Pardot and used specifically for this purpose on the lead, contact and/or opportunity.

The best example is to create a field based on how you define your business unit structure, such as region. Using this example, let's take a look at how we get this working for the lead object (it's the same process for contacts and opportunities).

  1. In Pardot, click on Pardot Settings and Connectors.

  2. Next to the Salesforce Connector, click the cog and select Edit Settings.

  3. Select Marketing Data Sharing along the top of the main window.

  4. Open the Lead criteria for editing.

  5. Select region__c and the specific value for that PBU (ie. if you're in the EMEA PBU, select EMEA...AMER for AMER and so on).

  6. Save the rule.

And there you go!

Pardot Business Units is an awesome feature that you should take advantage of to partition your marketing efforts in line with how your org is structured.

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