Pardot Application Basics

Partner Certification - Bronze

Getting Started

• Can be accessed via pardot.com or pi.pardot.com

• Logins must be created by an administrator

• Nothing to install to use Pardot (completely SaaS based)

• Login monitored by location

Technical Items

•Tracking Code:• Accessed in Marketing >> Campaigns >> Click on General Campaign• If you have multiple sites, you may wish to add additional campaigns for unique

tracking codes

•CName/Subdomain• Allows for anything hosted by Pardot to look like your domain in the URL and not

go.pardot.com• Client will create subdomain (www2., go., web., etc) and point to go.pardot.com• If Enterprise edition of Pardot, custom URLs will be activated upon Cname setup

•DNS• “White flags” Pardot to send emails on the behalf of the client• Codes can be accessed at Administration >> Overview >> Email Sending

Domains• Need to have all checkmarks to be set up correctly

Types of Users• Administrator

• Administrators are “power users” and can control broad account settings as well as campaign and prospect management functionality. If you have an Agency account, only Administrators can access your other accounts via the dropdown in the top left corner

• Marketing• Marketing users have control over marketing modules and prospect management,

including creating new lists, templates and forms. Marketing users can also send list email blasts

• Sales Manager• Sales Managers have access to all prospects and visitors but no marketing

functionality. Sales Managers may send individual emails to prospects, but cannot send list email

• Sales• Sales users have the simplest interface view and only have access to prospect

management functionality. Sales users may send individual emails to prospects, but cannot send list emails. Sales users will only be able to view and edit prospects assigned to them

Visitors versus Prospects• A person is a known as a visitor until they are

converted to a prospect

• Two ways a visitor can convert to a prospect• Fill out a form/landing page• Click on a tracked email link

• Based off tracking cookie, identification is per browser

• Prospect is interchangeable with lead/contact/customer in CRM

Sections of Pardot Application

• Dashboard

• Marketing

• Prospects

• Reports

• Administration

Dashboard• Overview of your current state of the Pardot

instance

• Latest released features

• Line graph to show statistics for a past time period

• Active prospects for review show active/unassigned prospects

• Identified companies show companies on your website (identified by IP address)

Marketing Module

• Area where marketing content is created

• Emails, forms, landing pages, social media, and SEO

• Automation rules and drip programs

• The life and blood of the Pardot system

Prospects Module• Includes a sortable list of all identified prospects and

accounts

• Can change views to have different list represented including:• Active Prospects• Unassigned Prospects• All Prospects

• Table can also be filtered by a date range of:• Activity• Created Date• Assigned• Updated

• Icons on top right of table can add tag, add to list, and export table

Reports Module• How GoodData is accessed (single-sign on)

• Here you can review from your various marketing elements the results and effectiveness of your marketing campaigns

• Many numbers in reports are clickable to dive deeper and see prospects associated with it

• Use reports to help spread spend and allot money to campaigns that are more effective

Administration Module• Where a lot of the backend set up of your system occurs

• Connectors for various SaaS products and CRMs

• Create custom fields and have them sync with the CRM

• Create additional users in your Pardot instance

• Find any deleted items in the system – nothing is ever fully deleted

• Import and create new prospects from a CSV file

What is needed to create a prospect?

• Email address• The unique identifier in Pardot. Everyone must have an email address in

the system

• Campaign• Each prospect (and many marketing elements) is associated with a single

campaign that can be used for reporting purposes, especially ROI• Pardot Campaigns are typically thematic touchpoints (similar to “source” in

other system) and are used to track the first touch point you have with a prospect

• Nice to haves• First Name, Last Name, Company• Will allow you to have a little background information on the Prospect

Pardot vs. CRM• The CRM is always the master record by default

• Pardot will be the master record for Pardot fields• i.e. score, grade, Pardot URL

• Pardot is allowed to write into the CRM when the CRM has a blank/null value

• Custom fields in Pardot can be set to be Pardot master. Default fields will always be CRM master

• Sync cycles are 10 minutes

Pardot vs. CRM• When a prospect is brought into the system, we

will look to see if it already exist in the CRM• Pardot will look (based on email address) for a contact

first and then a lead• In case of duplicates lead and contact, Pardot will sync

with the contact• If multiple leads/contacts exist, we sync with the

record the CRM gives us

• Pardot will create a new lead -if-• No contact or lead is found in the CRM when synced• and the prospect has been assigned out to a user

Pardot Campaigns• Work differently than CRM campaigns

• Each prospect (and many marketing elements) is associated with a single campaign that can be used for reporting purposes, especially ROI

• Pardot Campaigns are typically thematic touchpoints (similar to “source” in other systems)

• Are used to track the first touch point you have with a prospect

List vs Campaigns• In Pardot, emails and other marketing items are

sent to list

• Different from normal thought in CRM where marketing items are sent to campaigns

• Prospect can be on as many list in Pardot as they wish

• Prospect can only be associated with one campaign (as mentioned in slide above)

Opt-In Tracking

• With new tracking laws, Pardot is ahead of the curve with opt-in capabilities

• Can be set up in Administration >> Overview

• Opt-in can be enforced by country, region, or everywhere

• Based on IP address of the person

End of Application Basics

• You have reached the end of the App Basics

• You will now take a test of what you have learned. You must score greater than 85% to pass this portion of the test.

• Good luck!