Using the example in the flow chart above, you may have a Region field set up in your account that is either populated with Asia, EMEA or Americas. If a Lead/Contact has the Region EMEA, for example, they will sync to the EMEA business unit. Simple!
If, for whatever reason, a prospect is in the phone line in cambodia wrong business unit e.g. Asia and you later correct the Region information in Salesforce to EMEA, the prospect will be archived in the Asia BU and be synced to the EMEA BU.
You set your own criteria for the business unit in the Marketing Data Sharing settings, it doesn't need to be region-based!
Hot tip: the criteria for syncing Business Units should be simple and based on one field. If you're planning on using multiple criteria, it's best you use Salesforce automation to match the criteria and roll it up into one field that can be used for the Marketing Data Sharing setting.
Benefits of using Pardot Business Units
Depending on the amount of data and automation you have set up in your Pardot account, you may notice an increased efficiency in performance because the system doesn't need to look at masses of data for a dynamic list, automation rule, export etc.
Using Business Units silo's your data and really helps users focus on the data they have because everything in the BU will be relevant.
It will be easier to manage sync errors.
With each business unit comes its own tracker domains and email sending domains so you have the freedom to isolate sending reputations if you want to. They can also share an email sending domain but your context is important, if it's totally different branding then why should Brand 1 impact Brand 2? The freedom to choose is there.
A huge benefit is the account limits. Each BU will have the same allowance for automation rules, engagement studio's, page actions etc. The exception is for mailable database, see the considerations section at the bottom of this page.
Each edition of Salesforce Advanced will come with one free Business Unit.
Using Connected Campaigns, you can set up a structure whereby each Business Unit has a 1-1 relationship with campaigns in Salesforce (as child campaigns)… which brings me onto the next section:
Connected Campaigns
Each child campaign can accrue reporting data which can later be rolled up into a parent campaign using B2B Marketing Analytics. Here's a really simple example just for illustration purposes: