Prospect Fields• Default fields set-up by default in Pardot• Most natively sync with fields in CRMs• Can be text, dropdown, radio button, checkbox, textarea, or hidden on forms• Fields are configured on the form level• Can be used for progressive profiling
Custom Fields• Fields not created by default by Pardot• Allows you to have fields unique to your company• Can be text, dropdown, radio button, checkbox, textarea, or hidden on forms• Fields are created in Administration >> Prospect Fields• Can be set to sync with a field in the CRM
Syncing Fields with CRM• Default fields are synced with the CRM through the CRMs connector• Custom fields can be set to sync with the similar field in the CRM • Once the connector has been set up, there will be a drop down of available CRM fields in the field set up• Default fields will have the CRM as the master record when there is a difference of information • Pardot is able to write into the CRM if there is a blank in the CRM• Custom fields can have either Pardot or the CRM as the master record when there is a difference of information • Master record is selected during creation of custom field
Forms vs Form Handlers• Forms will allow you to replace you current form on your site with one hosted by Pardot • Placed on your site via an iframe • Use layout template in Pardot to change any styling of the form • Basic CSS changes can be done on the styles tab of the form wizard• Form Handlers allow you to use your current form on your site and post the data to Pardot • You can use a dual post method and have Pardot post the data to another location – i.e. salesforce.com web2lead • Can use form handlers to have a back-end post to Pardot after posting to your server – when posting secure information
Creating Forms• Ability to use the form wizard for an easy step by step guide in creating the form• Change field options on the form level • Allows different forms to have different options – i.e. required fields• Completion actions for once the form has been completed• Forms are used on Pardot hosted landing pages. Reporting will be shown differently
Creating Form Handlers• Use your own form and have the data posted to Pardot• Map the fields to Pardot • Pardot looks for the ‘name’ of the field when being submitted• Make sure required fields on your form are the same on the form handler in Pardot to avoid errors• Pardot will give a URL to change the “action” of the current form• Common error – If form has an encryptype, form will not be sent to Pardot correctly
Form Options• Choose field options by clicking on the wrench to the right of the field in step two• Options include making the field required, always display field, do not pre-fill if value is known• Can make field be shown via progressive profiling• Basic CSS able to be selected via the styles tab
Kiosk Mode• Allows forms to be filled out without a cookie being set on the computer• Form can be filled out repeatedly• All completion actions will still take place• Uses cases include: • Conventions • Tradeshows • Call Centers
Progressive Profiling• The ability to add a different set to questions each time a prospect views a form• No need to ask 10-15 questions in a form. Allows for 4-5 questions at a time to improve conversion rates• Set at the field level when the field is asked• Based on the tracking cookie and the identified prospect, the form will dynamically show the fields Pardot does not know the answer to
Reporting• Reporting on form level is based on the form being used via the direct link or iframe• If form is being used on a Pardot hosted landing page, the reporting will occur on the landing page level• Report will show the number of views, submissions, conversions, and errors• Form error means that a potential prospect did not complete a required field
Best Practices• It is best to not ask more than 4-5 questions during a form to increase conversions. If you wish to know more, use progressive profiling• Keep the questions very general. Prospects do not want to give away a life story in exchange of a white paper• It is a good idea to send any collateral in an auto- responder to know the email address the prospect provided is valid• If a scroll bar appears in the iframe on your site, check the height in the code of your iframe
End of Course Forms• You have reached the end of the forms course• 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!
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