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Essentials of Pardot Marketing Automation
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SCHEDULE
10:00 to 10:10 Introduction 1
10:10 to 10:20 Organizing your Pardot assets 2
10:20 to 10:30 User roles in Pardot 3
10:30 to 10:40 Using the right automation tools 4
10:40 to 10:45 Making sure the email delivers to prospects 5
10:45 to 11:00 Q/A 6

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Introduction
 Pardot is a marketing automation tool provided by
Salesforce that integrates seamlessly with your
Salesforce account
 Deliver personalized content
 Smarter lead generation
 Email marketing
 Better ROI reporting
 Lead nurturing
 Prospect activity tracking
WE BURN WE THRIVE
1000 CLIENT GET AWARD
GO PUBLIC NEW BRANCH

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Organizing Your Pardot Assets
What is folder structure in Pardot?
 Folders are a helpful organizational feature that will house your campaigns, emails, content and other
marketing assets together. They’ll work intuitively to let you segment and nest your marketing content in
a variety of ways that make sense for your team, so that you can experience richer organization and an
improved browsing experience within Pardot.
Why should you organize Pardot assets into folders?
 Folders must be applied and used account-wide, just like campaigns. Any time you create a new piece of
content, you will associate a folder with that content in step 1 of the form, landing page, email, or email
template wizard.
 With folders, you can drag and drop to move multiple items into a folder at once, view individual
content stats at a glance, and favorite the folders that you use the most often so that they show up in
the main nav.

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Organizing Your Pardot Assets
How to organize Pardot assets?
 Use table actions to organize your Pardot assets
 Organize folders from within folder
 Manage folder accessibility using Pardot custom roles
What cannot be put into folders?
 User
 Prospects
 Anything under Prospects, Administration and Reports menu cannot be put under folders
SCENARIO #1: I NEVER SET UP A FOLDER STRUCTURE OR MY FOLDER STRUCTURE ISN’T ACCURATE
SCENARIO #2: MY FOLDERS ARE TOO COMPLICATED
SCENARIO #3: MY TEAM IS LARGE OR COMPLEX AND FOLDER PLACEMENT IS INCONSISTENT

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Managing User Roles
Pardot has 4 Default User Roles
Administrator
The Administrator role is for “power users.” Users
assigned this role can control broad account
settings found within the Admin Module as well as
campaign and prospect management functionality
within the Marketing and Prospect modules. They
can also view, edit, delete and import users.
Marketing Manager
The Marketing role is for users working primarily in the
Marketing and Prospect Modules. They can manage
prospects and create new lists, forms, landing pages, email
templates and send list emails.
.
Sales Manager
The Sales Manager role can view all prospects and
visitors and associated reports. They do not,
however, have any marketing functionality. Sales
Managers may send individual emails but not list.
Sales Rep
The Sales role has the simplest interface view in
Pardot. Sales can view, edit and export prospects
assigned to them only. Additionally, they can send
individual emails to prospects, but not list emails.
Custom Role
We can create a custom role in Pardot to give permissions to a
user as per our business needs.

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Using the Right Automation Tool
What are automation tools in Pardot?
 Automation tools in Pardot allow you to
define certain rules that can be repeated
over time or only at once.
Why use automation tools?
 Automation tools can significantly reduce
the efforts needed from the sales and
marketing team to better engage with
prospects and close deals in a more
systematized manner.
 Automation tools available in Pardot.
WE BURN WE THRIVE
1000 CLIENT GET AWARD
GO PUBLIC NEW BRANCH

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Using the right Automation Tool
Completion Actions
 Completion actions run every time a prospect performs some action such as submitting a form, visiting a landing
page, downloading a file etc. With completion actions you can send an autoresponder email, add prospects to a list,
add to a specific Salesforce campaign, add tags to categorize prospects, assign prospects to a specific user, and more.
Automation Rule
 Automation rule is continuously running and looks for the prospects who have matched the criteria you have
specified in the rule. Automation rule matches a prospect one time, it allows to take actions on those prospects who
have matched the criteria.
 Action can include a managing list membership and tags, adding to a Salesforce campaign, changing profile criteria,
score or assigning prospects to a user or a group, sending emails etc.
 Automation rule is not retroactive which means changing the criteria will only be applied to the prospects going
forward.

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Using the right Automation Tool
Segmentation Rule
 Segmentation rules allow you to pull a one-time list of prospects who matched the criteria that you define, like
automation rules you can choose whether prospect must match all or any one of the criteria that you specified.
 Segmentation rules do not run continuously it’s a one-time activity. Segmentation rules allow to add or remove
prospects to and from a list.
Dynamic Lists
 Dynamic lists are rule based lists that update automatically based on the criteria that you define. Dynamic lists
automatically add a prospect to the list that matches the criteria and remove those who no longer meet the criteria
you defined. Dynamic lists run continuously to check for the prospects data.

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How to
Choose the
Right
Automation
Tool

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3 Critical Items for Seamless Email Delivery
Setting up
tracker domain
in Pardot
Setting up
email sending
domain
Ensure a text
version of your
email is in place for
slower browsers
What is Email Deliverability and How to Ensure it?

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Q & A

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