Pardot is Salesforce's B2B marketing automation solution that allows businesses to automate marketing activities and unite their marketing and sales departments. The document provides instructions on integrating a Pardot account with Salesforce, including setting up the connector and configuring both systems. It also covers various Pardot tools like automation rules, segmentation rules, dynamic lists, engagement programs, and email marketing capabilities. Reporting options in Pardot are mentioned at the end.

1. www.theskyplanner.com
Pardot
October 2021

2. Customer 360
2

3. What is Pardot?
3
Pardot is Salesforce’s B2B(Business to
Business) marketing automation solution. If
you’re a business who sells to other
businesses, Pardot can automate your
marketing activities and unite your
marketing and sales departments so that
they can work better together.

4. Salesforce & Pardot Integration
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Why Integrate Your Pardot Account with Salesforce?

5. Salesforce & Pardot Integration
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Set Up the Connector in Pardot(Accounts Purchased Before February 11, 2019)
1. Install the Pardot AppExchange Application. Installation link: https://pardot-appexchange.herokuapp.com
2. Assign Permission Sets(Pardot permission set and Pardot Connector User permission set)
3. Add the Salesforce Connector in Pardot(salesforce.com)
4. Configure Salesforce for the Salesforce-Pardot Connector
● Map Leads to Contact Fields in Salesforce
● Add Pardot Information to Lead and Contact Page Layouts
● Add Custom Pardot Buttons to Salesforce Page Layouts
● Add Scoring Category Scores to Page Layouts
● Let Users Edit Pardot List Membership in Salesforce
5. Configure Pardot for the Salesforce-Pardot Connector
● Map Salesforce and Pardot Custom Fields
● Test the Salesforce-Pardot Connector

6. Salesforce & Pardot Integration
6
Set Up the Connector in Pardot(Accounts Purchased After February 11, 2019)
1. Install the Pardot AppExchange Application. Installation link: https://pardot-appexchange.herokuapp.com
2. Assign Permission Sets(Pardot permission set and Pardot Connector User permission set)
3. Enable Pardot in Salesforce
4. Configure and Unpause the Salesforce-Pardot Connector in Pardot
5. Configure Salesforce for the Salesforce-Pardot Connector
● Map Leads to Contact Fields in Salesforce
● Add Pardot Information to Lead and Contact Page Layouts
● Add Custom Pardot Buttons to Salesforce Page Layouts
6. Configure Pardot for the Salesforce-Pardot Connector
● Map Salesforce and Pardot Custom Fields
● Test the Salesforce-Pardot Connector

7. Pardot Connector User
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A connector user is a Salesforce user whose permissions control Pardot’s access to your Salesforce org
Connector in Pardot.
The connector user’s alias is also logged in Salesforce whenever
Pardot makes an update to a record or creates a task.
Salesforce user

8. Import Salesforce Leads and Contacts into Pardot
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Once you’ve connected Salesforce and Pardot, you can import your existing leads and contacts into Pardot. As a
safety feature, the connector doesn’t automatically create prospects in Pardot from existing Salesforce leads
and contacts; you must import them first. You only need to do this once to establish your initial sync.
Once the initial import finishes, Pardot syncs the new prospect record with the existing Salesforce lead or contact
record and any future updates sync automatically.

9. Considerations for Prospect Imports
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● The size of the import file can be up 100 MB.
● Pardot imports the rows from top to bottom.
● If your import file has a new email address or CRM ID, Pardot creates a prospect.
● Import files are available for at least 60 days.
● The first row in the import file is reserved for headings and is ignored during the import.
● If your custom prospect field can record and display multiple responses, the data in the import file adds to
the current value for that field. It doesn’t overwrite the value.
● Be sure that your import file doesn’t include spaces before or after your values. Spaces cause a value not
to update correctly in the prospect’s record.
● Only valid email addresses are accepted. Email addresses containing HTML or invalid characters are
skipped during imports.
● In your import file, separate multi-select field values with semicolons.
● Import dates in YYYY-MM-DD format.
● You can’t assign prospects to a queue during import.
https://help.salesforce.com/s/articleView?id=sf.pardot_prospects_import_considerations.htm&type=5

10. Pardot Funnel Stages
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11. Learn How to Navigate Pardot
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12. Pardot Account Settings
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13. Map Salesforce Usernames to Pardot Users
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To access Pardot, users must be linked to a Salesforce user and have Salesforce single sign-on (SSO) enabled.

14. Pardot User Roles
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A user role defines which Pardot features and data a user has access to. When you add users, you assign them
roles. You can use the Pardot default user roles. You can’t modify the default roles, but you can clone a default
role and edit it to create a custom user role.
Default User Roles
• Administrator
• Marketing
• Sales Manager
• Sales
Custom User Roles
https://help.salesforce.com/s/articleView?id=sf.pardot_user_roles.htm&type=5

15. DEMO
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16. What Is a Prospect?
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Converting Visitors to Prospects
In Pardot, a prospect is a visitor with a known email address.
Here are the most common ways an anonymous visitor converts to a prospect.
● A Pardot form you embed on your web page.
● A form on your site that you connect to a Pardot form handler.
● A form you host on a Pardot landing page.
● Is manually associated with a prospect

17. Pardot Forms and Form Handles
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Pardot Forms
When you want to collect information about people visiting your website or landing page, then you’ll use a Pardot
form.
Pardot shortens forms by using dependent fields. Dependent fields are hidden by default, but appear based on a
value entered in another field on the form.
Pardot Progressive Profiling allows marketers to progressively gather more information over time to build an
insightful profile of a prospect or customer.
Form Handlers
Form handlers connect Pardot to your external forms so that you can send the relevant prospect information into
Pardot.
Deciding Between Forms and Form Handlers
To determine if you should use form handlers, ask yourself one question: Am I already collecting information on
prospects elsewhere that I need to bring into Pardot?

18. Pardot Landing Pages
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A landing page is a web page that a visitor reaches after clicking a link or advertisement. This page generally
displays content that is specific to the advertisement, search keyword, or link clicked. Directing visitors to a
landing page makes them more likely to convert, because they’re presented tailored content. A landing page
presents a streamlined path designed to elicit a specific action by the visitor.
● Creating Landing Pages Using Stock Templates
● Creating Layout Template for Landing Pages

19. Automation Tools
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Pardot offers the following four automation tools, each uniquely suited to help you take action in your account:
● Completion actions: Allow you to automate directly from a marketing element, such as a form, file, or
email send.
● Segmentation rules: Allow you to create a one-time list of prospects and apply a segmentation action
based on specific criteria.
● Automation rules: Allow you to create repeatable, criteria-based rules that find matching prospects and
apply actions to them.
● Dynamic lists: Allow you to create lists that update automatically based on specific criteria.

20. Completion actions
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Keep these considerations in mind when using completion
actions.
● Completion actions are not retroactive. They apply only
to activities that happen after the completion action is
added.
● Most completion actions execute every time they are
triggered. However, completion actions based on email
link clicks only execute once per prospect.
● If a Pardot user is deleted, Assign to User and Notify User
actions associated with that user are skipped.
● Completion actions execute only for prospects and don’t
affect visitors.
Completion actions allow you to automate directly from a marketing asset, such as a form, file, or email send. You
can add the completion action directly to the asset, and it executes every time the prospect takes action on that
asset.
https://help.salesforce.com/articleView?id=sf.pardot_completion_actions_overview.htm&type=5

21. Completion actions
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Page Actions
Page actions are completion actions that are triggered by a prospect’s page views. You can apply page actions
to any page that contains your Pardot tracking code.
Keep these considerations in mind when using page actions.
● Completion actions are applied only to prospects. Anonymous visitors browsing your site don’t trigger the
actions.
● Page actions are not applied retroactively. They execute when the page is accessed.
● Page actions match only exact URLs. If you create a page action for http://company.com, the page action
doesn’t execute for http://www.company.com. In this case, you need two separate page actions.
https://help.salesforce.com/articleView?id=sf.pardot_automation_page_action_considerations.htm&type=5

22. Automation Rules
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Automation rules allow you to perform certain marketing and sales actions based on criteria that they specify.
Automation rules are repeatable and continuously look for prospects who match the rule criteria. They are
retroactive and will affect prospects who met the triggers in the past.
Notes:
● Automation rules begin in the “paused” status. This allows the user to preview matches before resuming
the rules for the actions to take place.
● An automation rule will only affect a matched prospect once if you leave repeat rule unchecked. If you
want to change a rule and have it affect the same prospects again, you would need to delete the first rule
and recreate it with the changes.
● Automation rules typically run every 10 minutes, wait a few minutes until the automation rule runs.
● Assigning actions will not reassign prospects who already have an owner but assigning actions will assign
“Reviewed” prospects.
● Deleting an automation rule will stop it from running, but the previous actions will not be undone. It will
resume if the rule is ever undeleted from the Recycle Bin.
https://www.pardot.com/blog/automation-rules/

23. Segmentation Rules
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You can use segmentation rules to create a list of prospects and apply a segmentation action based on specific
criteria. Segmentation rules run once and match only the prospects that meet the rule’s criteria when the rule runs.
There are two key differences between automation and segmentation rules:
https://help.salesforce.com/articleView?id=sf.pardot_segmentation_rule_overview.htm&type=5

24. Dynamic List
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Dynamic lists are “smart” lists that automatically add or remove prospects based on the criteria you set up.
They’re easy to set up and they maintain themselves, which makes them a great choice for building lists around
information that changes frequently.

25. Choose the Right Automation Tools in Pardot
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26. Engagement Studio Program
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Engagement Studio is Pardot's next-generation lead nurturing product(Drip programs), and is the true intelligence
engine of the marketing automation platform. Engagement programs provide a personalized experience for your
prospects, and turn your prospects into marketing-qualified leads.
● If a prospect is removed from a list that a program uses, that prospect stops moving through the program.
● If you remove a prospect from a program’s recipient list, and then add the prospect back later, they start
where they left off in the program.
● If a prospect opts out of a list used for a program, they still move through the program, but don’t receive
program emails.
● You can add prospects to a running engagement program regardless of where other prospects are in the
program. Every time you add a prospect to the engagement program’s recipient list, the new prospect starts
at the beginning.
● When no new prospects are added to or processed in a program for 30 days, it becomes inactive.
● When merged prospects are members of the same engagement program, it’s possible for one to skip steps or
move through the same step twice. The new master prospect restarts a program from the step that any of its
merged prospects touched most recently.
https://help.salesforce.com/s/articleView?id=sf.pardot_considerations_for_engagement_studio.htm&type=5

27. Engagement Studio Program
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Here are the four main step types you see when building an engagement program:
Actions take an action on
a prospect at a given
point in time.
Triggers listen for an event
like an email open or form
submission to occur within a
specified period of days.
Rules check for specified
criteria or values in the
system.
The end step designates
the end of the program
path.

28. Wait Periods
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Each engagement program step type (trigger, action, or rule) has configurable time settings. These settings let
you control how long a prospect waits on a step before moving on.
Action Immediately: Engagement Studio applies the specified action once the prospect hits that step.
Wait: Engagement Studio applies the action once the specified pause time has elapsed.
Rule Immediately: Engagement Studio evaluates the specified rule criteria once the prospect hits that step.
Wait: Engagement Studio evaluates the rule criteria once the specified pause time has elapsed.
Trigger Wait: Engagement Studio executes the trigger once the specified pause time has elapsed.
Up to a maximum of: Engagement Studio moves prospects down the “yes” path as soon as they take
the action within the specified time frame. If prospects do not take the action, Engagement Studio takes
them down the “no” path once the specified time frame ends.

29. Engagement Program- Suppression List
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A suppression list is used to omit a selected group of prospects from list
emails, drip programs or Engagement Program.
Suppression lists are valuable when prospects may be on more than one
list and you want to make sure one of those lists does not receive the
email.

30. Pardot Email Marketing
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Email marketing is a tool that helps you send mass email, track replies, and report on them.
Permission-Based Marketing: Pardot supports only permission-based email marketing. We have a hard
stance against sending spam or unsolicited emails through Pardot. Spam is unsolicited commercial email,
junk mail, or bulk mail that hasn’t been requested by the recipient. Simply put, spam is the opposite of
permission-based emails—those that are requested, anticipated, personal, and relevant.
CAN-SPAM Guidelines: In addition to Pardot’s own permission-based marketing policy, you must also follow
CAN-SPAM guidelines for emails you send.
https://help.salesforce.com/s/articleView?id=sf.mc_es_can_spam_requirements.htm&type=5

31. Prepare to Send Emails
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1. Building audience
2. Personalize Your Emails
● Variable Tags: Use content from your prospect records to personalize your emails. Ex: %%first_name%%
● Dynamic Content: Pardot checks a prospect’s record for a specified field value, and then adjusts what the
prospect sees.
Dynamic Content
Variable Tags

32. Difference Between Email Templates and List Emails
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Email Templates: You can use a email template over and over again to create emails and reuse them for
engagement programs, autoresponders, one-to-one emails, and list emails.
List Emails: List Emails are created for one-time sends. Once a list email has been sent, it can be copied and edited,
however it cannot be reused like a template.
Email template drafts are templates that haven't been published yet. You can’t use email templates for emails until
you publish them.
List email drafts are emails that haven't been sent yet. You create emails once, and you can copy and edit them, but
you can’t reuse emails like you can reuse a template.

33. Test and Send an Email
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General Testing Checklist
● Test all links.
● Test that all variable tags and dynamic content populate. Verify the dynamic content by creating a test prospect
that matches the criteria for each variation. Then add the prospects to a test list.
● Test to review the copy for typos or errors.
● Test to ensure the design looks sharp and renders across all email clients and screen sizes.
A/B Testing
Use A/B testing to send different versions of your emails to a portion of your list and track how engaging each version is.
Based on how your recipient interacts with the email, you can use the A/B test’s record of engagement data to determine
and send the winning email.

34. Pardot Reporting
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Pardot lets you report on your marketing assets, connected apps, prospect lifecycle, and campaigns.
● Pardot Campaign Reporting
● Natural Search Reports
● Webinar Reporting
● Conversions Report Metrics
● Prospect Lifecycle Reporting
● File Reporting
● List Email Report
● Email Template Reports
● Form and Form Handler Reporting
● Landing Page Reports
● Opportunities Reporting

35. Thank you!
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