MARDREAMIN’ SUMMIT 2025
MAY 7-8, 2025 IN ATLANTA - GA
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Hours
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View the session live or catch the replay here. You’ll find the recording and all related resources on this page once available.
Our live discussions are happening over in Slack. That’s where you can connect with speakers, join session threads, and chat with other attendees in real time.
Snippets as a tool for distributing data ownership in Salesforce & Pardot.
Marketers have enough to manage without being responsible for running down and verifying details of products or events. With Snippets, organizations can put ownership of that information back into the hands of stakeholders within Salesforce, while leveraging the data in Pardot.
When using Connected Campaigns, Pardot emails can now leverage Snippets. These snippets live in the campaign in Salesforce and are dropped into emails as variables. If the snippet is updated, then the email content is updated. Upon send, the snippet values are captured and rendered to the reader as of that moment.
Want more power? Leverage Salesforce Flows to capture values from Salesforce Objects (Standard and Custom) to create, populate, and overwrite snippets.
This session is a “love letter” to Snippets, a powerful, often overlooked feature that enables marketers to reuse content and, more critically, distribute the ownership of campaign details to other stakeholders throughout the Salesforce organization. Snippets transform the efficiency of maintaining timely, accurate information in marketing assets.
Distributed Ownership: Snippets are primarily valuable because they allow stakeholders (e.g., logistics, product, or sales teams) to directly manage the campaign details they own (like dates, locations, or pricing) from within the Salesforce platform.
Accuracy and Speed: By distributing ownership, marketers can move faster and with greater confidence that the details in their emails and landing pages are accurate, eliminating excessive rounds of proofing and fact-checking.
Anchor to the Campaign: Snippets are content tied directly to the Salesforce Campaign Object, making them available to all related Pardot assets (emails, landing pages). They do not rely on prospect segmentation or field values.
HML Required: Snippets are leveraged using HML (Handlebars Merge Language) fields within Pardot.
Effective marketing requires timely, intimate details (dates, pricing, presenter names, COVID protocols, etc.). The more details included, the higher the burden on the marketer to gather, update, and maintain accuracy.
Traditional Method: Marketers create master documents, route proofs, and get sign-offs. This leaves the marketer vulnerable if those details change at the last minute.
The Snippets Solution: Snippets allow the marketer to step back and focus on campaign strategy and execution, trusting the details are accurate because they are maintained by the owner of the data.
Visibility: Snippets live in Salesforce, allowing the creation of native Salesforce reports showing all snippets associated with a campaign. This visibility can be shared across departments.
Accessibility: Any user with permissions (Logistics, Sales, Product Teams) can edit the snippet data directly from Salesforce.
Automation Power: Because they are standard Salesforce data, snippets can be created, updated, or deleted using Flow, enabling marketers to pull data from other standard or custom objects (e.g., an Event Object).
Versatility: Snippets can be used as content blocks (for complex, pre-arranged data like product specs) or as granular facts (individual values like an address or date), giving marketers maximum flexibility in asset design.
Recruit Military, which hosts 140 career fairs annually, used Snippets to solve a major logistical and marketing challenge.
The Old Way: Logistics data (38 details per event: venue, dates, URLs, etc.) lived in a custom Salesforce Event Object. Marketers had to manually copy and paste these 38 details into Pardot Flex Fields for each of the 30 active campaigns, requiring constant last-minute editing.
The Snippets Way: Flow was used to automatically pull event details from the custom Event Object and populate the relevant Snippets on the associated Salesforce Campaign.
Control and Refresh: An additional button was created on the Campaign record to allow the Logistics team to manually refresh the snippet data at any time, ensuring the marketing materials had the latest information before launch. The ultimate goal was to automate this refresh based on data changes in the Event Object.
Prerequisites:
Connected Campaigns must be enabled.
You must be using the Pardot Lightning App.
Content is leveraged using HML (Handlebars Merge Language) merge fields.
Content Blocks vs. Granular: Think through whether the arrangement of data is fixed (use a content block) or if the marketer needs to arrange the data elements in the email/landing page (use granular fact snippets).
Images: Snippets can be used for images (e.g., logos or product images) by using the snippet to store the image URL.
Copying Campaigns: Copying a campaign is the best way to transfer snippets to a new campaign, as it includes all associated assets. In some cases, manually updating the campaign ID on a cloned campaign is required.
