Pardot Basics (1)

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Deepali Kulshrestha Senior Salesforce Consultant
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Pardot Basics
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Questions?
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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

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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.
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Pardot UI

• Efficient to navigate the system. The Navigation
  bar in the left hand side contains four icons
  i.e.
• Marketing
• Prospects
• Reports
• Admin

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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.

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Pardot Fields

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

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Prospect Activities

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

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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.

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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.

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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
  companys IP address to avoid Skewing the
  reporting.
• Upon applying filter, associated activities and
  objects are filtered as well

Email Clicks
Visitor Page views
Visitor Activities
Visitor
Visitor
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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
Email Test List
Public List
Segmentation List
CRM Visible List
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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.

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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.

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Page Actions

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

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Pardot Campaigns

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

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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.

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User Management
Users
User Queues
Groups
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User Roles

• Default user roles are as below

Sales Manager
Sales
Administrator
Marketing
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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

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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.

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Pardot Live Tour
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References and Study Materials

• https//trailhead.salesforce.com/en/content/learn/
  modules/pardot-basics
• https//www.pardot.com/training/pardot-user-roles/

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Thank You