Pardot Basics Bootcamp
Connections 2013
Nicole Hanks
Susan Spicknall
Welcome!
Name:
Company:
Alter Ego:
Agenda
•  Dashboard Overview
•  Lists, Completion Actions
•  Dynamic List
•  Automation Strategy
•  Form Creation
•  Form ...
By show of hands…
Prospects <3
I know this guy who knows his stuff
Stage-based marketing is the future. Breaking your marketing down to map
to a consumer...
Pardot Dashboard
Pardot Prospect Table
Filter Prospect Tables
Use Table Actions*

*Look to the lower, left corner of the Prospect table!
Prospect Record
Creating Pardot Lists
•  List emails
•  Drip Programs
•  Reports
And avoiding…
From Prospect Record
From Lead/Contact Record in CRM
Import and add to list
Table Actions
Table Actions
Segmentation Rules
Segmentation + Tags + Profiles
Completion Actions
Completion Actions
Completion Actions
Completion Actions
Automation Rules
Drip Programs
Dynamic Lists are like…
Dynamic List Rule Criteria
Dynamic Lists
Help us help you…

…because…
The Anatomy of an Automation Rule
Automation Rule Criteria
Automation Rule Action Options
Automation Rule Criteria example
Automation Rule Actions example
BREAK TIME
Form Functionality
Form Types
•  Forms built within Pardot

•  Form Handlers built in Pardot
Form vs Form Handler
Forms

Form Handlers

•  Easy to use, drag and
drop functionality.

•  Development of the form
in the...
Build-in Spam Protection
3 layers of protection
•  Honeypot Method
•  Dynamic reCAPTCHA
•  All-time reCAPTCHA
Preventing Spam – Honeypot Method

Honeypot method displays a field on
the backend of your form which is not
visible to yo...
Dynamic reCAPTCHA
•  If using a Pardot form and
the visitors/prospects IP
address which has been
noted as having spam
acti...
All Time reCAPTCHA
•  Set on a form by form basis.
Form Usage and
Optimization
Form Usage Poll
Leveraging Pardot at Tradeshows

•  Marketing tool?
•  What’s your tradeshow process like?
•  Post show follow-up?
Leveraging Pardot at Tradeshows
•  Great Tool for Marketers at
Trade Shows
•  Helps differentiate between
cold/warm/hot le...
Pardot Form Trade Show Process

Prospect Submits
Trade Show Form

Prospect
completes
drip
program

Add to List

Completion...
Leveraging Pardot at Tradeshows
Form Poll
Form Optimization - Fields
11 fields down to 5 on a form
Increase of 66% conversion
rate!
Use Pardot form for
progressive ...
Same form? Same completion actions?
And about that button…

3-5% decrease in submissions
Emails
Create an
Email Template
Introduction to Email Templates
•  Email templates are utilized in list
emails, autoresponders, drip
programs, and can ena...
See it Live!
Warming Up your IP
Address
Email Sending Process
Warming Up an IP Address
•  Ramp up your email sending
over time to establish a great
sending reputation.
•  It is essenti...
Warming Up an IP Address
Start out by sending emails to your best and most active
contacts. Having high delivery rates wit...
Warming Up an IP Address
•  It’s a best practice to split your initial
mailing list up and spread it out over
several days...
Warming Up an IP Address
Once you’re at a stable daily mail volume, it’s a best practice to
gradually phase in any further...
Email Preference Center
Email Preference Center
•  The email preference center allows
prospects to manage the types of
emails they receive and opt...
Email Preference Page
Sample Email Preference Center Page
Email Preference Page
To access the default Email Preference Page, navigate to
Marketing > Emails > Preferences Page
Email Preference Page
More than one Email Preference Page can be implemented. All
the created Email Preference Pages will ...
Email Preference Page: Public Lists
•  All Public Lists will be
visible on your default
email preference page.
•  To make ...
Email Preference Page: Public Lists
• 

For public lists, fill in a customerfriendly Label that will be displayed
on the p...
Email Test List
See it Live!
Test List Email Reporting
•  Navigate to Report > Emails > Click Test send emails
report
User Table Actions to add to Email Test List
Prospect Table Actions to add to Email Test List
Test List Email Reporting
•  Email Test List provide the same report as if the list was sent
to a list of prospects.
Reports
Lifecycle Reporting
Email Reports
Advanced Email Report
Advanced Email Report
Advanced Email Report
Conversion Report
Site Search Report
Success Resources
In-app User Assistance
Live Training Webinars
Live Training Webinars
Knowledge Base
Visit www.pardot.com/help or click Help >> Knowledge Base in
the application for our Knowledge Base documen...
Knowledge Base
Solutions Portal
Idea Exchange
Visit ideas.pardot.com or click Help >> Ideas in the
application to post requests for new features or
enhanc...
Idea Exchange
In 2012 over 100 client ideas were implemented in addition
to the roadmap!
Idea Exchange
Any user can provide comments and vote on the ideas that
would impact their needs.
New Features
Visit pardot.com/category/new-features or click Help >
What’s New in the application to stay updated on the l...
User Forum
Visit forum.pardot.com or click Help > Forum in the
application to discuss best practices, tips, events & more
...
User Forum
Blog
Visit pardot.com/blog to subscribe to our blog where we
post tips, links, infographics, and tools for Pardot users
an...
Office Hours @ Connections 2013
http://www2.pardot.com/officehours2013
Thank You!
You have now successfully completed this
course. Please take a minute to fill out an
evaluation of your course ...
Pardot Basics Bootcamp
Pardot Basics Bootcamp
Pardot Basics Bootcamp
Pardot Basics Bootcamp
Pardot Basics Bootcamp
Pardot Basics Bootcamp
Pardot Basics Bootcamp
Pardot Basics Bootcamp
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Pardot Basics Bootcamp

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New to Pardot? Or just looking to increase your Pardot product knowledge? Learn about each Pardot module, get how-tos, helpful tips, tricks, and best practices to help you get the most out of your Pardot account. We’ll cover everything from how to build and send emails within Pardot to understanding reports and measuring performance.

Published in: Technology

Pardot Basics Bootcamp

  1. 1. Pardot Basics Bootcamp Connections 2013 Nicole Hanks Susan Spicknall
  2. 2. Welcome! Name: Company: Alter Ego:
  3. 3. Agenda •  Dashboard Overview •  Lists, Completion Actions •  Dynamic List •  Automation Strategy •  Form Creation •  Form Optimization •  Email and Email Deliverability •  Reporting •  Success Resources •  Family Feud
  4. 4. By show of hands…
  5. 5. Prospects <3
  6. 6. I know this guy who knows his stuff Stage-based marketing is the future. Breaking your marketing down to map to a consumer’s research cycle means understanding they will do research in multiple sessions, and at each session, be looking for different content. Best practice will suggest that you will need to engage with them in two or more different sessions, so you will need two or more stages. Content needs to be short and targeted. Having a single large document is no longer best practice. Content should be targeted to each stage of the research cycle, and be easily consumed in under five pages. - Mathew Sweezey, Marketing Evangelist, ExactTarget
  7. 7. Pardot Dashboard
  8. 8. Pardot Prospect Table
  9. 9. Filter Prospect Tables
  10. 10. Use Table Actions* *Look to the lower, left corner of the Prospect table!
  11. 11. Prospect Record
  12. 12. Creating Pardot Lists •  List emails •  Drip Programs •  Reports
  13. 13. And avoiding…
  14. 14. From Prospect Record
  15. 15. From Lead/Contact Record in CRM
  16. 16. Import and add to list
  17. 17. Table Actions
  18. 18. Table Actions
  19. 19. Segmentation Rules
  20. 20. Segmentation + Tags + Profiles
  21. 21. Completion Actions
  22. 22. Completion Actions
  23. 23. Completion Actions
  24. 24. Completion Actions
  25. 25. Automation Rules
  26. 26. Drip Programs
  27. 27. Dynamic Lists are like…
  28. 28. Dynamic List Rule Criteria
  29. 29. Dynamic Lists
  30. 30. Help us help you… …because…
  31. 31. The Anatomy of an Automation Rule
  32. 32. Automation Rule Criteria
  33. 33. Automation Rule Action Options
  34. 34. Automation Rule Criteria example
  35. 35. Automation Rule Actions example
  36. 36. BREAK TIME
  37. 37. Form Functionality
  38. 38. Form Types •  Forms built within Pardot •  Form Handlers built in Pardot
  39. 39. Form vs Form Handler Forms Form Handlers •  Easy to use, drag and drop functionality. •  Development of the form in the CMS or developer. •  Progressive profiling •  Prepopulated fields •  Allows tracking of complex forms. •  Dependent fields - No script needed •  Pardot still cookies the prospect. •  No developer involvement •  Spam filtering will be on server side. •  Multi-layer spam filter approach
  40. 40. Build-in Spam Protection 3 layers of protection •  Honeypot Method •  Dynamic reCAPTCHA •  All-time reCAPTCHA
  41. 41. Preventing Spam – Honeypot Method Honeypot method displays a field on the backend of your form which is not visible to your prospects or you, only to spammers.
  42. 42. Dynamic reCAPTCHA •  If using a Pardot form and the visitors/prospects IP address which has been noted as having spam activity, we will automatically display the reCAPTCHA on the form. •  If you experience yourself on this list, please submit a case to the Solutions team!
  43. 43. All Time reCAPTCHA •  Set on a form by form basis.
  44. 44. Form Usage and Optimization
  45. 45. Form Usage Poll
  46. 46. Leveraging Pardot at Tradeshows •  Marketing tool? •  What’s your tradeshow process like? •  Post show follow-up?
  47. 47. Leveraging Pardot at Tradeshows •  Great Tool for Marketers at Trade Shows •  Helps differentiate between cold/warm/hot leads. •  Utilize Kiosk mode for same device forms. •  Allows for engagement and follow-up with the prospect quicker.
  48. 48. Pardot Form Trade Show Process Prospect Submits Trade Show Form Prospect completes drip program Add to List Completion Actions Trigger Pause of 5 days before drip program starts
  49. 49. Leveraging Pardot at Tradeshows
  50. 50. Form Poll
  51. 51. Form Optimization - Fields 11 fields down to 5 on a form Increase of 66% conversion rate! Use Pardot form for progressive profiling
  52. 52. Same form? Same completion actions?
  53. 53. And about that button… 3-5% decrease in submissions
  54. 54. Emails
  55. 55. Create an Email Template
  56. 56. Introduction to Email Templates •  Email templates are utilized in list emails, autoresponders, drip programs, and can enable a client’s sales team to send approved content to their prospects. •  Email templates can be created with your existing HTML, or by customizing a Pardot template, or created with the WYSIWYG interface.
  57. 57. See it Live!
  58. 58. Warming Up your IP Address
  59. 59. Email Sending Process
  60. 60. Warming Up an IP Address •  Ramp up your email sending over time to establish a great sending reputation. •  It is essential that you take the time to properly warm up their IP address before sending to list emails. •  Make sure that your DNS SPF record is up to date if your mailing IP has changed.
  61. 61. Warming Up an IP Address Start out by sending emails to your best and most active contacts. Having high delivery rates with your initial campaigns will help build their IP’s reputation.
  62. 62. Warming Up an IP Address •  It’s a best practice to split your initial mailing list up and spread it out over several days. We recommended splitting their lists into at least four sublists with limits of no more than 10,000 recipients in each sublist. •  Mail only one sublist per day over the first few days. If you have more than 40,000 recipients, you can spread out the mailing over more than four days.
  63. 63. Warming Up an IP Address Once you’re at a stable daily mail volume, it’s a best practice to gradually phase in any further increases. For example if the current mail volume is 10,000 messages per week, the mail volume should be ramped up as follows:
  64. 64. Email Preference Center
  65. 65. Email Preference Center •  The email preference center allows prospects to manage the types of emails they receive and opt into lists they find interesting or relevant. •  All accounts automatically include a default email preference page (represented by %%email_preference_center%% in emails and email templates). •  An account can have multiple custom email preference center pages.
  66. 66. Email Preference Page Sample Email Preference Center Page
  67. 67. Email Preference Page To access the default Email Preference Page, navigate to Marketing > Emails > Preferences Page
  68. 68. Email Preference Page More than one Email Preference Page can be implemented. All the created Email Preference Pages will be listed in the table.
  69. 69. Email Preference Page: Public Lists •  All Public Lists will be visible on your default email preference page. •  To make a list public, navigate to Marketing > Segmentation > select a list > Edit list > and enable the checkbox Public list: Display this list in the email preference center.
  70. 70. Email Preference Page: Public Lists •  For public lists, fill in a customerfriendly Label that will be displayed on the preference page. This is the list title that your client’s prospects will see (as opposed to the internally used list ‘Name’). •  You can also enter an optional Description to clarify what your client’s subscribers will receive (for example, the frequency in which they will receive messages). •  If the client has more than one email preference center, options will appear from the Select an email preference center dropdown.
  71. 71. Email Test List
  72. 72. See it Live!
  73. 73. Test List Email Reporting •  Navigate to Report > Emails > Click Test send emails report
  74. 74. User Table Actions to add to Email Test List
  75. 75. Prospect Table Actions to add to Email Test List
  76. 76. Test List Email Reporting •  Email Test List provide the same report as if the list was sent to a list of prospects.
  77. 77. Reports
  78. 78. Lifecycle Reporting
  79. 79. Email Reports
  80. 80. Advanced Email Report
  81. 81. Advanced Email Report
  82. 82. Advanced Email Report
  83. 83. Conversion Report
  84. 84. Site Search Report
  85. 85. Success Resources
  86. 86. In-app User Assistance
  87. 87. Live Training Webinars
  88. 88. Live Training Webinars
  89. 89. Knowledge Base Visit www.pardot.com/help or click Help >> Knowledge Base in the application for our Knowledge Base documentation, FAQs, videos, and more.
  90. 90. Knowledge Base
  91. 91. Solutions Portal
  92. 92. Idea Exchange Visit ideas.pardot.com or click Help >> Ideas in the application to post requests for new features or enhancements on our Idea Exchange. You can also vote or comment on ideas from other users and see which suggestions we’ve already implemented.
  93. 93. Idea Exchange In 2012 over 100 client ideas were implemented in addition to the roadmap!
  94. 94. Idea Exchange Any user can provide comments and vote on the ideas that would impact their needs.
  95. 95. New Features Visit pardot.com/category/new-features or click Help > What’s New in the application to stay updated on the latest and greatest new feature releases and enhancements that have been released.
  96. 96. User Forum Visit forum.pardot.com or click Help > Forum in the application to discuss best practices, tips, events & more with other users.
  97. 97. User Forum
  98. 98. Blog Visit pardot.com/blog to subscribe to our blog where we post tips, links, infographics, and tools for Pardot users and B2B marketers. Sign up to receive new posts by email.
  99. 99. Office Hours @ Connections 2013 http://www2.pardot.com/officehours2013
  100. 100. Thank You! You have now successfully completed this course. Please take a minute to fill out an evaluation of your course experience. You can find it on the Connections app! Don’t have the app? Ask your instructor for a paper evaluation.
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