Salesforce Pardot basics

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Deepali Kulshrestha
Senior Salesforce
Consultant

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deepali.kulshrestha@cloudanalogy.com
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Pardot Basics

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Agenda
● What is Pardot?
● Pardot UI
● Prospect
● Pardot Fields
● Prospect Activities
● Prospect Scores
● Scoring Rules
● Visitor Filters
● Prospect list
● Connectors
● Automation Rules
● Page Actions
● Pardot Campaigns
● Prospect Import
● User Management
● User Roles
● Email Templates
● Live Tour and Q & A

What is Pardot?
It is a B2B Marketing Automation tool which help marketing teams to
attract, convert and retain customers. It comprises of Automation Rules,
Completion Actions and Engagement campaigns.

Pardot UI
Efficient to navigate the system. The Navigation bar in the left hand side contains four icons i.e.:
1. Marketing
2. Prospects
3. Reports
4. Admin

Prospect
● A visitor with known email address
● It is created when:
● Website visitor submits a form
● Lead or contact is synced or submitted in
Pardot from Salesforce
NOTE: An email is always sent to Prospect in Pardot.

Pardot Fields
Pardot contains set of default fields for Account,
Contact and Opportunity.
Apart from this you can create your custom fields
as well.

Prospect Activities
Every prospect record has an Activities table which
depicts Prospect’s Action. They are composed of an
icon and description of the activity.

Prospect Score
Prospects are automatically assigned with scores as soon as they convert. They constantly change
depending upon their Activities and Interactions.
This help us to get an idea of the engagement of your prospect with your marketing materials.

Scoring Rules
This defines a way via which you can simply customise your
Prospect's score. Pardot provides Scoring Rules by default
but you can customise that as well.

Visitor Filters
Admins can create these filters as per the IP addresses or host name. It can be deleted as well. It is
basically used to exclude your company’s IP address to avoid Skewing the reporting.
Upon applying filter, associated activities and objects are filtered as well:
Visitor Visitor Visitor Activities Visitor Page views Email Clicks

Prospect List
Prospects list are group of prospects that can be used to send list emails or build drip marketing
programs. Different types of lists are:
Dynamic
List
Static
List
Public
List
Segment
ation List
Email
Test List
CRM
Visible List

Connectors
In order to sync Pardot with third-party
applications Pardot Connectors comes to rescue.
Via connector you can push data back and forth
between two applications.

Automation Rules
Using Automation Rules you can perform marketing and sales action based on criteria you define.
Below are some aspects to keep in mind:
● They run every 10 minutes
● They are Retroactive
● If Automation is deleted then previous action will not be undone.

Page Actions
It can be defined as Completion Actions triggered by prospect’s page view. They can be applied to
any page that contains Pardot Tracking code. Some of the considerations are:
1. Page must have Pardot Tracking Code
2. Pardot matches the most specific URL
3. Completion Actions are applied to already existing Prospects

Pardot Campaigns
They track the Prospect’s first touch. This sets when a prospect first hits a Pardot tracked link or
Pardot tracking code.
Each Prospect is associated with one campaign.

Prospect Import
As Salesforce, Pardot also allow us to import Prospects. You can
simply open the Import Wizard which allow you to drag and drop
your files.

User Management
Users
User
Queues
Groups

User Roles
Default user roles are as below:
Administrator Marketing
Sales
Manager
Sales

Email Templates
Email templates are the email designs which can be reused for new emails. Once you design and
build a template you can personalize it as per your requirement.
You can create TEXT and HTML templates and this can be used for:
● Engagement Programs
● Auto responders
● One-to-one emails
● List emails

Email Templates
You can create responsive email template as well. This can be done by using CSS. Pardot itself
includes several responsive layouts which you can bring in your use to create mobile-friendly email
layout templates.

Pardot Live Tour

References and Study Materials
1. https://trailhead.salesforce.com/en/content/learn/modules/pardot-basics
1. https://www.pardot.com/training/pardot-user-roles/

Thank You

Salesforce Pardot basics

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