In the Winter’22 release, admins will have the option to set whether Salesforce or Pardot is the source of truth (the winner) for prospect opt out status. Read on to learn more about the considerations before choosing which option is best for you.
In 2019, Pardot released a setting called Overwrite Prospect Opt Out. This meant that Salesforce could overwrite the opt out status of a Pardot prospect. For example, let’s say a Prospect (Lead) was in regular contact with a salesperson. If this Prospect communicates to the salesperson that they don’t want to receive emails anymore, this setting allows a Salesforce user to opt the Lead out. This would then update the opt out status of the prospect in Pardot.
In the Winter’23 release, the simplified setting means that one system will always win in a data discrepancy.
Use Pardot’s value
Selecting this sync behaviour will mean that Pardot will own this field and always overwrite any changes from Salesforce.
If a prospect opts out via the email preference or unsubscribe pages, Pardot will populate the opt out field with a value of ‘true’.
If your Sales team regularly update the opt out status of your data, consider setting up a one-to-one email template that contains a nice big unsubscribe button. This way, Sales users can let the customer know that they need to opt themselves out.
Zoe Fisher
Principal Marketing Automation Consultant
Use Salesforce’s value
If you decide to choose this sync behaviour, Salesforce will own this field and always overwrite any changes that come from Pardot.
You may be thinking “But what if a Prospect unsubscribes via a Pardot email link?”. This is a great question, as it is really important to be aware that Salesforce will overwrite a new value sent from Pardot.
If your setup means that opt out data is stored in Salesforce and is updated by multiple systems, for example, Marketing Cloud then you may want to use this sync behaviour. I’d recommend setting up a process to update the Salesforce out status based on a custom opt out set up in Pardot. This way, your prospects will still have the autonomy to unsubscribe themselves.
Action Required
As noted, you have until February 2023 to decide on and update the sync behaviour for the opt out field. From reviewing this so far, I think that more often than not most businesses will choose to use Pardot’s value. This will ensure that your prospects maintain their own subscription to your brand. More importantly, you will remain GDPR compliant by offering easy ways for people to withdraw their consent.
If you’d like a Marketing Automation expert to review your set-up and requirements and support you with this upcoming change, let us know.
This Pardot article written by:
Nebula Consulting
Get the most out of marketing automation with Pardot. Attract and nurture leads with personalized, targeted journeys and adapt quickly with intelligent campaign performance insights. Start with the right building blocks to ensure you get the most out of your marketing automation strategy.
Original Pardot Article: https://nebulaconsulting.co.uk/insights/simplify-prospect-opt-out-update/
Find more great Pardot articles at https://nebulaconsulting.co.uk/insights/
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This Pardot article written by:
Nebula Consulting
Get the most out of marketing automation with Pardot. Attract and nurture leads with personalized, targeted journeys and adapt quickly with intelligent campaign performance insights. Start with the right building blocks to ensure you get the most out of your marketing automation strategy.
Original Pardot Article: https://nebulaconsulting.co.uk/insights/simplify-prospect-opt-out-update/
Find more great Pardot articles at https://nebulaconsulting.co.uk/insights/