How to quickly take email screenshots in Pardot

This might seem like a total “duh” post, but I’m going to come out and say I had a major “duh” facepalm regarding email screenshots – so that means there are others like me!

I was frustrated by the inability to quickly take a screenshot from the email preview pop-up in Pardot. This seems like a major negative of the platform, considering most customers almost certainly need to provide full-length images for approval to their managers or teams.

I’d take a screenshot of half, or sometimes quarters (!), and paste them together in Photoshop to save as one full email to upload to my approvals platform. Then, if any changes are requested, the process had to be repeated. SO TIME CONSUMING.

Then it dawned on me that I could simply save the HTML in a code editor (such as Sublime or Brackets), open that file in my browser and use a full-page screenshot tool (like Fireshot or Full Page Screen Capture). Simple!

I am often hesitant to write about such simple things, but I have found when it comes to Pardot it’s really not simple to find information about how to do anything. Until recently, you’d think you’d found an answer, but once you clicked through from Google you’d be told to update your bookmarks and reference the Salesforce knowledge base. NO.

There are some solid blogs on how to accomplish more complex tasks with Pardot and manage full-scale marketing automation. Within the few years I have used Pardot, however, I have found it to be lacking in the most basic knowledge. It’s hard to get started and it’s hard to feel confident using it because I think you really need case studies vs definitions of the tools. I hope I can capture some of the basic questions I had in the past and explain them in a way that makes sense to new users, whether it’s setting up Engagement Programs, dealing with automation rules or taking simple email screenshots!

How to redesign a landing page: why you should initially say no

Ever tried to buy something on a website but it was so badly designed that you couldn’t figure out how to give them your money?

One of the most important lessons I’ve learned is that the average website is a pile of reactionary, incoherent content. A lot of content on sites was posted simply because there arose a need somewhere at some point to post an asset or alter a design, and it was done with no regard to the ecosystem it was entering.

Web designers and marketers should initially say no to design requests and first ask why.

There are probably 1.3 million articles on the web about how to redesign a landing page, so why am I writing this? I’ve found that a lot of design and marketing how-to articles are talking about some fantasy world where everything is perfect and everyone is super excited about following a process.

What about all the companies that have no process and live firmly in the Wild West of the web? And no, I’m not blaming or even criticizing these companies. Websites are a beast. A big, fat, hairy beast that is extremely hard to control once it’s gone rogue (which it does in a hurry).

The truth is, not every company can afford a fancy web agency full of bearded white guys sipping cold brew laced with activated charcoal. In a lot of regards, they don’t need to.

Hiring a strong digital designer adept at asking questions and crafting a coherent architecture on your site will go a long way.

As a digital designer, you should be asking questions like this at the start of any design request:

  • What is the #1 goal of this redesign? (you would be surprised how often this isn’t addressed)
  • What priority is this work?
  • When is the deadline?

From there, create an end-to-end journey map, starting with the routes your customers will take to arrive at the new page(s).

Reassess your flow chart and ask the following:

  • Where and how will customers enter this page or set of pages?
    • Email, direct mail, search? Explore all possibilities.
  • Will this page make complete sense to someone who enters laterally, say through organic search?
  • What contingencies and dependencies are there?

A flow chart/journey map will help you more easily identify even the smallest dependencies that could put your design on hold. Break the work into manageable chunks with their own deadlines.

You can’t design a page if you have no content. Look – I understand more than anyone how much joy you can get from using Back to the Future quotes as placeholder text, aptly named DeLorean Ipsum. But just don’t. Save yourself time and sanity by simply demanding content up front.

Start with a whiteboarding session that includes your copywriter and any other key stakeholders. Create a rough layout that you can combine with your flow chart and translate to a medium fidelity prototype using a tool like Adobe Xd. When you reconvene, it’s another chance to assess the flow of content. Your copywriter will then have a good idea of how the words will fit into your design.

All of these things were not things I knew how to do when I graduated with a Bachelor of Science. College gave me the skills to create smaller pieces of work, but I learned on the job how to connect all the dots and create coherent, usable designs.

Judging by the frequently chaotic state of the web today, I’m guessing there are many millions of people in the same boat! But I think this is a positive thing for digital designers – there is a lot of room for growth and to make a huge difference!

Ways to prevent global websites from failing at being global

As someone who has spent nearly half my life living and working professionally in both the United States and Europe, it seems to me that people are quick to assume highly Americanized global websites are simply the result of insular thinking among Americans.

Perhaps to an extent, but I don’t think that’s the biggest reason why many global websites fail at being global. They fail because they’re failing to take care of their biggest market – at home – before expanding into other markets.

Growing sales teams and acquisitions outside the United States create an immediate need for localized and translated copy on the company website. Underfunded web teams scramble to catch up and often end up serving in a reactionary capacity, completely side-stepping strategy and planning.

This creates sloppy, half translated, outdated content that ends up being an embarrassment more than an asset.

In my experience, smaller to medium-sized companies will hire exactly one do-all, be-all person to manage the entire global corporate website and anything connected to it. The job duty includes, but is not limited to:

The content administrator.

The designer.

The developer.

The troubleshooter.

The email … everything.

The marketing automation magician.

The analyst.

Meanwhile, marketing teams are able to call themselves just that – a team – likely filled with more than one graphic designer to design outdated print collateral. And do not get me started on the fact that these types of companies will hire an entire human being to manage social media alone. </endrage>

This problem has a few solutions.

  1. Establish a designated person to be the gatekeeper of localization. Nothing suffers from the deferred responsibility phenomenon more than managing versions of a website no one understands.
  2. Decide which areas of the site are most useful to sales teams and customers abroad. Make sure the English language content is completely in order, and focus localization money and effort here first.
  3. Inventory the crap out of your current English language content. Chances are high that 75% of it can be deleted, reworked or consolidated.
  4. Create an independent web team outside of marketing. Even if this team consists of one person, placing them outside the bounds of other teams will better enable them to serve the broader interests of the company both internally and externally.
  5. Hire a content administrator. Companies throw tens of thousands of dollars down the drain by forcing a web manager or designer to do the work of a new college grad or paid intern. An experienced web manager should not spend half his or her week copying and pasting words onto a website or uploading and deleting documents. You’re paying them big bucks for their technical expertise and strategic thinking – use it!

In future posts I’ll explore these points at a more granular level. I could go on and on right now because the topic of managing global websites is a genuine passion of mine!