Pardot: Allow Multiple Prospects with the Same Email Address

Pardot recently released the ability to “Allow Multiple Prospects with the Same Email Address”. This feature is automatic for new Pardot customers, but for current customers it is an optional feature that can be enabled. If you are trying to figure out if AMPSEA enablement is right for you, I’ve provided a few Pros and Cons to help with your research.

Pros:

Seamless syncing between SFDC and Pardot

The CRM ID is now available for matching criteria. What this does is allow data flow between Pardot and various CRM platforms. Even if a contact or lead has a single email address associated with separate records, that data will now be available for use in Pardot. A by-product of CRM ID matching availability is that there are far less syncing errors due to overlapping email addresses for different data.

Optimized targeting

Leads or prospects are often interested in multiple products or services. If there is a unique identifier linked to multiple revenue opportunities (aka CRM ID), it gives marketers the ability to target the multiple interests of one person, who could have multiple prospect accounts referencing the same email address.

Better usage and syncing

Salesforce Engage allows sales and marketing to truly work as a team. Sales teams can access marketing content, customize it for their needs, all while still aligning with messaging and branding. This keeps everyone on the same page by allowing marketing to track the metrics of the content and collateral sent out by sales. Enabling the AMPSEA feature allows Pardot users to fully leverage this new platform by aligning all contact data with an exact match to Engage.

Cons:

Bounces and Unsubscribes affect all users with that associated email

If a prospect unsubscribes from an email that they weren’t interested in, Pardot will also unsubscribe them from all other email communications. The problem with this is that there may be multiple CRM IDs associated with the prospect’s email, causing them to be unsubscribed from content that may be marketable to them.

Once enabled, it’s irreversible

If the feature is enabled and then an organization realizes that was not the right decision there is no way to reverse the setting. This can be problematic if thorough research and process implementations have not been launched within the team. This can cause data integrity issues, list issues, as well as syncing and integration problems if those who update Salesforce or another platform are unaware of this change.

Possible tracking errors

If a person with two prospects for their single email address submits a form, Pardot automatically tracks that data to the prospect account that has the most recent activity. This can be problematic because the most recent activity does not necessarily mean that the submission is in line with that prospect. Data integrity can be damaged if the updates are being decided upon looking at the wrong metric.

While there are some really great benefits, it is obvious that this is a feature that needs some research and careful consideration. Still need more information on AMPSEA? Click here for a full run-down on the new feature.

Go Nimbly is the premier marketing and sales consultancy for SaaS companies. Founded and headquartered in San Francisco, Go Nimbly provides customers with a customized team to manage everything from strategy to execution for their marketing and sales systems. To learn more, visit gonimbly.com.