Pardot snippets

by | Feb 21, 2022 | Blog, Content Marketing, Marketing, Pardot, Reach

Date last updated:
Marketing can often be a fine line between producing creative, engaging content and maintaining clear, concise and consistent messaging. For most of us, the latter is a less appealing facet of our jobs. It’s even more unappealing when the same wording needs to be updated in multiple places, such as in company newsletters or across multiple webpages. Luckily for marketers, Pardot and Salesforce have created snippets to help offset much of the update tedium.

What are snippets?

Although snippets are a much-used feature in Pardot, they are actually a Salesforce object that has a relationship to a campaign or a business unit. They can be described as a block of text, including dates and hyperlinks, that can be used and reused as needed.  Or, as Salesforce words it, snippets can be thought of as merge fields for Pardot emails, landing pages and forms. There is also an image option for snippets but in our experience, snippets were not designed for images (there’s no upload feature and inserting the image url simply renders the url). For reusing images, dynamic content works a treat.

Campaign and business unit snippets

Snippets can be associated to either a campaign or a business unit. Campaign snippets work only with connected campaigns. Use these when you want to limit user access and also where the snippet appears. Business snippets work throughout an entire business unit. For example, if your organization had three business units—North America, South America and EMEA—the business snippet would be accessible to all users of that business unit. This is useful if your content is region-specific, such language-specific assets and campaigns. If an organization only has one business unit, the snippet is available to the entire account.

Campaign and business snippets come with Salesforces editions of Professional and higher and work with all editions of Pardot that are using the Lightning App, connected campaigns and HML (handlebar merge language). They aren’t available with Salesforce Essentials edition.


To insert a snippet into an email, select merge fields when in the email editor. The left hand menu will list out all available options as merge fields. When snippets are enabled, they will appear after Sender.

Pros and cons of using snippets

Snippet example

Snippet pros

  • Snippets can be used in Pardot Classic and the new Lighting email builder.
  • Pardot HML merge fields can be used in snippets.
  • Snippets are ideal for frequently used content blocks.

Snippet cons

  • There is limited formatting in snippets and it’s not possible to view the source code.
  • Snippets weren’t really designed for images. Dynamic content works best for images.
  • Snippets don’t support dynamic content.
  • Snippets aren’t supported in Pardot or Salesforce sandbox environments.
  • Snippets use Salesforce storage.

Limited formatting on snippets

Final words on Pardot snippets

If you’re using Salesforce and Pardot and have not yet set up snippets, it’s worth taking the time to do it. Before you enable snippets, you’ll need to ensure you meet the following requirements and/or have completed the following steps.

  • Pardot Lightning is activated.
  • Connected campaigns are enabled.
  • Users must have access to view and edit campaigns in Salesforce.
  • HML is enabled. HML is automatically turned on in all new instances of Pardot Lightning.

There can be a bit of a delay between creating a snippet and having it appear for use in Pardot content. Snippets are Salesforce objects and you may need to wait several minutes before the content is ready to use in Pardot.

It’s also worth noting that snippets are saved in Salesforce and count towards data storage.

Questions or comments on snippets?

We’re happy to help you enable snippets, set up snippets or answer any questions you might have.


In April 2022, Salesforce announced the rebrand of Pardot to Marketing Cloud Account Engagement. While the rebrand unfolds and the world adapts to the new nomenclature, we'll keep the Pardot name in our blog posts.


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More about the Pardot rename

Salesforce has made what I believe is a branding mistake. Today (April 13, 2022) they officially renamed Pardot to “Marketing Cloud Account Engagement”.

Not to be unavoidably confused with Marketing Cloud or Engage, which are separate products, or Engagement Program which is a feature of Pardot. And those who know Pardot well know how well Pardot engages with in Pardot, and only if there's a prospect related to an account does an account even show up in Pardot.

Since most people agree that Pardot is a B2B marketing platform, Salesforce should have put B2B in the name somehow rather than Account.

Reminds me of the naming issue for Quip, formerly named Salesforce Anywhere, formerly named Quip (renamed by Salesforce when they acquired it, then renamed again by Salesforce back to the original name since everyone still referred to it as Quip, which was a better name to begin with).

Maybe if we're lucky 'Marketing Cloud Account Engagement' will follow suit and become 'Pardot, formerly named Marketing Cloud Account Engagement, formerly named Pardot'.

Good luck to us proud few formerly known as Pardot Consultants (5 syllables), now Marketing Cloud Account Engagement Consultants (12 syllables), or worse yet, we're a Marketing Cloud Account Engagement Consulting Agency. Try putting that on your business card or in your LinkedIn title. Even though I don't really know Marketing Cloud in its original sense (Marketing Cloud as the world knows it, a.k.a. ExactTarget), I'm now a Marketing Cloud Consultant.

Good luck to companies as Pardot users trying to remember the new name, and socializing it internally.

Good luck to Salesforce reps trying to sell this under the new name without it being confused with the other Marketing Cloud.

And good luck to recruiters trying to staff for Marketing Cloud Account Engagement specialists, hmmm, Pardot specialists.


Update 2022-04-27: In the real world there are many permutations of the new name going about and it's only been 2 weeks since the name change as of this writing. Already starting to see the inevitability of people calling it “Marketing Cloud Account Engagement (Pardot)”, “Marketing Cloud Account Engagement (powered by Pardot)”, "MCAE" (phonetically pronounced mckay), etc., and actually most people are resigned to still just call it Pardot. Period.

Sad. 😞

So far I haven’t heard anyone on the internet or elsewhere say it was a good move.

The remaining question is how long will it be before Salesforce realizes their branding mistake and renames Pardot once again, 3 months? 6 months? 9 months? A full year, or never? If never, is it because Salesforce at that point would still think they did the right thing with the rename, or would it be because Salesforce is too obstinate to realize and correct their mistake? (Most people think Salesforce will change the Pardot name once again within 6 months.)

Time will tell, but for a long time from now we expect we'll still be calling it Pardot.

Long live Pardot.


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