Marketing automation is one of the most significant trends gaining popularity recently among startups and large enterprises. Salesforce Pardot aims to simplify sales and marketing for business owners. Pardot offers automated assistance to help you keep track of, Customer behavior, Lead generation, SEO, Web tracking, and more.

1. Pardot Benefits
Best for lead generation
Lead qualification
Lead nurturing
Used in calculating ROI for all email campaigns
Personalized content for Prospects

2. Generating
Lead
• You can use Forms, Email
Templates, Landing Pages and
Responsive Emails.
• Below are few examples how it will
be seen after setting up all things
under prospects activity.

3. Lead
Qualification &
Scoring
• We are using scoring based on
their activities, and grading based
on their location, roles and others.

4. Lead
Nurturing
• -For nurturing any prospects
we are using engagement
studio, dynamic content to
nurture them based on their
activity.

5. List
Management
•Pardot provides 4 kinds of Lists
• Email Test List: This we are going for Internal
Testing
• Dynamic List: This we are using for making List
automatically populated based on some criteria
as for Unsubscribe, Hard/Soft Bounced.
• Public List: This we will use for preference centers
• Default List: For prospects bifurcating and storing

6. Folders and Subfolders
with Proper Naming
Conventions
•We will manage all with Company`s
folder-subfolders of all data as Forms,
Emails, List etc.
•Year wise with Naming Convention
mentioned in this Image.
•Below is the image of Automation
Rule (AR) of year 2020.

7. Dynamic
Content
•We will differentiate content
visible to prospects based on
criteria.
•Here we are showing Grade
values based on score of
prospects.

8. Automate
We can automate many things in Pardot for
performing certain marketing and sales
actions based on criteria.
• Not allowing Prospects to sync
• Assigning reps
• Adjust score
• Applying
• Send Email
• Add and Remove from List
• Add and Remove tags
• And many more..

9. Bot Detector
•As seen in image all activity
performed by prospects at same
time, which is not possible for
any human. So it is definitively a
BOT.
•We will apply bot detector
technique and managing them
in separate List and
• Not allowing their scores and
grades to increase and also not
allowing them to sync with crm.

10. Hard/Soft
Bounce
•We will maintain all Hard/Soft
Bounced prospects in separate
List
•Not allowing their scores and
grades to increase and also not
allowing them to sync with CRM.

11. Preference
center
• Here we have used custom
unsubscribe with form that auto
populate and non changeable email
field with required reason before
Unsubscribe.
• We can also use preference center
and let prospect to opt out from
specific List.

12. Import/Export
•We can use prospect List of other
system to import in Pardot and directly
use for further nurturing.
•It requires csv format only and required
email address for import.
•It will provide export of prospects with
all fields or with few specific fields.
•In higher version of Pardot as Plus it
allows API connectivity and allow to
export prospects with activity .

13. Dashboard
•Dashboard provides total visitor and
prospects date wise.
•A calendar with all recent campaign
run.
•List of prospects who are pending
for review.
•Few Identifies companies based on
cookies.

14. Reporting

15. Connect 3rd
party apps
•We can integrate many third-
party apps with Pardot and use
it`s feature with pardot.
•For example we are connecting
GoToWebinar and scheduling
webinar through it .
•In activity it will show how
many registered/Join and we
can adjust score based on that
too.

16. Pardot Case Studies
Pharmaceutical
Company
Traders4trader
s ( Finance )
Convoso
AMPCO
Contract

17. Traders4traders ( Finance )
• Website :- https://traders4traders.com
• Our Role :- Our role was Business analyst,
Solution architect and developer.
• Challenge:-
Customer Wanted to have form handler where user
give their details and in return user details will get
stored in pardot and PDF book will be sent out to
them via email that they have added. In addition to
that they wanted to track registrations.
• Solutions :-
We have created Email landing pages and on
download we have created actions which send an
email with specific pdf book as an attachment.
We have added tracking code in all pages to make it
traceable by pardot.
Reference: https://getoncrm.com/casestudy/pardot-implementation-for-traders4traders-finance/

18. Convoso
• Website :- https://www.convoso.com/
• Our Role :- Our role was Business analyst,
Solution architect and developer.
• Challenge:-
Customer wanted to promote their product to the
prospects and wanted to get in touch with them so
they purchased pardot for email marketing but was
not aware how to leverage it well.
• Solutions :-
We have created Connection between salesforce and
pardot and created button on lead to sync prospect
with salesforce leads. Increased their conversion rate
from inquiry to signed client by 34%. Re-prioritized
spending based on Pardot campaign reporting
https://getoncrm.com/casestudy/pardot-implementation-for-convoso/

19. Pharmaceutical Company
• Website :-
https://www.maynepharma.com/
• Our Role :- Our role was Business analyst,
Developer, Pardot Specialists and expert.
• Challenge:-
The major challenges faced by our client was they saw a significant
change in their sales ratio, and they want to increase their sales ratio with
the help of the Salesforce Pardot email marketing campaign with video. In
addition, they need landing page and lead generation campaigns where
their go-to-customers visit their booth and fill out lead form. They also
wanted to optimize their CRM data for lead nurturing and lead
generation campaigns. The challenges faced by developers is they need to
use a pardot form for the mentioned UI for landing page. Also, if they
make small changes in any of the tracking links then it will affect their
prospects creation and tracking.
• Solutions :-
The solution to this is to create an email marketing campaign with
Salesforce pardot. Our highly expert Salesforce developers created a
landing page and used form handler with benefits of the form using
JavaScript in layout template. Our Pardot experts built a marketing
campaign with video and automation rules to capture more leads and
increase sales. Also, we have created an automation rule which creates
reports of visitors to get genuine users.
Reference: https://getoncrm.com/casestudy/pardot-implementation-for-pharmaceutical-company/

20. AMPCO Contract
● Website :- http://www.ampcocontracting.com/
• Our Role :- Our role was Business analyst,
Developer, Pardot Specialists and expert.
• Challenge:-
Customer Wanted to have end to end marketing solution where they
can Create Email marketing campaign, can send it to their prospect
list and they can track their marketing effectiveness by tracking this
campaign. If User want to subscribe/unsubscribe/Update then he
should be able to do it and pardot should update the details
accordingly.
• Solutions :- 4x increase in productivity per agent, Task automation to
increase productivity of sales and marketing
https://getoncrm.com/casestudy/pardot-implementation-for-ampco-contract/

21. Sales Pipelines
Webinars
New Lead
Generated
Quiz
Website
Tracking
Email Marketing
Social Media
marketing

22. Implementation
Approach
● Gather Information from client regarding
● What data they wants to be capture(Fields)?
○ Setup all fields in both system
Pardot,salesforce CRM and map both
fields.
● Setup Domain and Domain tracker URL.
● Setup Folder Structure
● Setup Campaign
● Form Handler Creation from fields
Sprint 1
● Scoring Rules and Grading Rules setup
● Automation Rules Creation
● Setup CRM
○ Visibility setup
○ Object setup
○ assign to specific rep
○ after assign process
Sprint 2

23. Implementation
Approach
● Create and setup Email Templates
● Create and setup Landing Pages
● Create and setup custom Unsubscribe page
Sprint 3
● Setup Custom Redirects and Files in Pardot
● Setup Engagement Journey/List Email setup
● Creation of Lists
● System Testing
Sprint 4
● Send test Emails and A/B Testing
● Run Campaign and send email
● Reports and Dashboard
Sprint 5