Your quick guide to Pardot Multiple Business Units

By: Pamela Stewart
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Multiple Business Units (MBU) is a fairly new feature in Pardot that can be tricky to understand. This post is intended to help you decide if MBUs are right for your business. We’ve included some pros and cons, requirements, and tips to consider before you begin using this feature.

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What are Pardot Multiple Business Units?

Pardot Multiple Business Units allow marketers to completely partition prospects by geography, line of business, or brand. Each Business Unit has its own connector, prospects, assets, segments, automations, reports, currency, and configurations. Think of it as a completely separate Pardot instance that is accessible within one Salesforce Lightning App instance.

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Who are Multiple Business Units best suited for?

Companies that have clear business divisions can benefit from Pardot MBUs. Whether that be by geography, product lines, acquisitions, or brand, MBUs will allow these teams to keep prospects, segments, assets, and system configurations separate.

Companies that have been running multiple Pardot instances, but have been unable to connect them both to one Salesforce instance, can now bring them together in MBUs. The new Pardot MBU feature makes connecting two Pardot instances to one Salesforce instance possible. 

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System Requirements

While Pardot MBUs can have a positive impact on your company’s Pardot usage, there are some system requirements for the new functionality itself.

– Requires an advanced version of Pardot (April 25, 2019 or higher version)
– Requires Salesforce Enterprise Edition or higher
– Requires Salesforce Lightning experience and the Pardot Lightning App for setup and users who need access to multiple BUs
– B2B Marketing Analytics & Einstein Analytics Growth or Plus user licenses are required to report on aggregate
– Users who need access to multiple BUs need to be Salesforce Lightning Users with Sales, CRM, or Service Sales Cloud access

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Pros and cons for Pardot Multiple Business Units

Like any new Pardot feature, it’s important to evaluate whether it’s a good fit with your company and if it makes sense within your existing workflow. We’ve outlined some pros and cons to help you make that decision:

Possible Pros

– Ability to partition assets, prospects, campaigns, and system configurations
– Each business unit has its own limits for Engagement Studio, automation rules, etc. which can mean doubling your available asset space
– Supports Salesforce duplicate records (one for BU1 and another with the same email for BU2). Each record will have the proper activity data displayed in Pardot and Salesforce and will sync as you may have always hoped
– Have unique domains for each BU
– Salesforce Users can exist in one BU or multiple BUs and can switch between BUs via a dropdown Business Unit switcher in the Salesforce Pardot Lightning App (only available for new instances purchased after April 25th 2020, does not include upgrades)
– Each BU can have its own B2B Marketing Analytics Dashboard and data sets can be aggregated to gain one global view of all BUs. To report on the aggregate BU data this requires B2B Marketing Analytics and Einstein Analytics Growth or Plus user licenses
– Shared database size limits gives flexibility for prospect limits (example: if you have 100,000 prospects this is shared across all BUs)

Possible Cons

– Salesforce mobile Pardot features, Outlook, and Gmail plug-ins are not yet supported
– Currently there is not an option to manage global email opt-out across BUs or email frequency capping across BUs
– Assets are completely separated between systems, which can be a pain point for companies looking to upsell/cross sell completely partitioned prospects. It sounds like this is on the road-map to change, but timing is unknown
– To report on aggregated BU data requires B2B Marketing Analytics & Einstein Analytics Growth or Plus user licenses and the setup for this is currently manual
– Users with access to the MBU switcher cannot login at pi.pardot.com. You must login and use Pardot within the Salesforce Lightning App
– Users working in multiple BUs may get confused or frustrated at times. When switching from one BU to another (using the MBU dropdown switcher on the Pardot Lightning App Settings page) it’s possible for a user to get frustrated having to switch back and forth or forget which BU they are in when navigating away from Pardot onto a Salesforce record
– For migrating clients:
     – Assets, segments, automations, and configurations have to be re-setup in the new BU(s)
     – Activity history will be lost for any prospects that are moved over to a new BU
– If your first Pardot instance was purchased before April 25, 2019 you will not have access to the BU switcher. What this means is that your Salesforce Users can only have a 1-1 relationship with Business Units. If you need users to access both Pardot Instances they will need to be unique users in the BUs with unique Pardot usernames and if you want these users connected to Salesforce they also need to be unique Salesforce Users.

Tips for Pardot Multiple Business Units

Want to make the most of your Pardot MBUs? Here are some of our tips for using this feature: 

Choosing how to partition Business Units:

Begin by evaluating your current state vs. future need:

– What pain points are you trying to solve?
– How is your business split (by geography, brand, etc)?
– What growth plans do you have that could impact how you market to your prospect and customer database?
– How many BUs are needed?
– How many prospects are needed across BUs?

If you are an existing Pardot customer using one instance and looking to implement business units, you’ll have some additional decisions to make.

– Which part of your business will be kept in the existing Pardot instance, and which will be migrated into a new BU? Consider:

– Which prospect group has the most pardot activity history (migrated prospects will lose this historic data)?
– Which Asset group is the smallest, or easiest, to migrate? Because the migration is currently done manually you likely want to make it as simple as possible.
– Which users, assets, and automations will you need to remove from the existing Pardot instance/BU?

Choosing how to manage prospects across BUs:

It’s possible for a single person to end up in each business unit. This would result in two Salesforce records and two Pardot records (one within each BU). Consider how you’d like to handle these cases.

– Global email opt-out across BUs
– Email frequency across BUs

Choosing how to manage users across BUs:

You may not want to use User Sync with Business Units based on the feature being controlled only by Salesforce Profiles. If your Salesforce Profiles include users that need access to different BUs (example: Johanna needs access to BU1 and Jon needs access to BU2, but both users are assigned to the Salesforce Marketing Profile) this will have to be revised. These users would need to be split out into new Salesforce Profiles so all users in the one profile go to BU1 and all users in the second profile go to BU2. 

Of course the other option is to decide not to use User Sync and just map your users individually. However, in this case you lose the benefits of user sync. There is some good news! There is word that Salesforce may be improving this functionality and adding Salesforce Groups as a User Sync option, but timing and details are unknown.

Choosing how to manage Campaigns across BUs:

With your new BU you will have connected campaigns enabled. The visibility Pardot has into Salesforce Campaigns is based off of Campaign Record Type. For this reason you’ll want to consider your current setup.

Are you currently using Campaign Record Types?
– If yes, can they easily map 1-1 with your new Pardot BUs?
– If no, can your Salesforce Campaigns be easily mapped 1-1 with your new Pardot BUs?

In the end you will need your Salesforce Campaigns to have a 1-1 relationship with your BUs. You will likely need to update your Campaign Object to introduce new Salesforce Campaign Record Types.

Before turning on your connector:

– Ensure your Marketing Data Sharing Rules are set-up and tested (how to test? see bullet below). Something to note is that you can not use a formula field for this setup and it’s recommended that you use a field that will not be created and mapped as a Pardot field.
– Run a little test, using Salesforce reports filtered by your Marketing Data Sharing Rules criteria, to confirm your rules do not have any overlap in visibility. This will avoid records from getting into more than one BU, causing a sync loop that can overwrite record data.
– Ensure Pardot and Salesforce Users are mapped in Pardot.
– Ensure your connected campaigns settings and record type visibility are set-up accurately to ensure a 1-1 relationship between Campaign Record Types and BUs.

 

Reminder:

Your new Pardot Business Unit is a new Pardot instance. Remember to warm dedicated IPs to ensure proper email deliverability. Here is a Salesforce Pardot article on Warming a dedicated IP address.

 

While Pardot Business Units can feel complicated, we hope that this blog post provided some clarity and helpful insight to better understand how this feature can be integrated into your system. Have more questions? Feel free to get in touch with one of our experts. We’re here to help.

 

Additional reading:

Managing Pardot Business Units

Business Unit Implementation Guide Spring ‘20

If you’re interested in building out your scoring and grading methodology, we’ve got your complete guide right here to answer your burning questions and to help you get started.

 

About Brainrider 

Brainrider is a B2B marketing and creative agency. We provide content, web, and digital marketing services through a flexible resource model to meet your business’s specific needs. We’re focused on helping you achieve your business objectives and identifying opportunities for continuous improvement so you’ll always stay ahead of the curve. Get in touch here. 

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Pamela Stewart

Pamela Stewart

Director of Marketing Operations

Pamela Stewart leads the Brainrider MarTech team as the Director of Marketing Operations, helping a wide range of enterprise technology and business services clients. She is a technical, strategic, results driven marketer with 12+ years experience in pipeline marketing and MarTech system integrations.