Pardot Implementation Guide
*E-mail is unique identifier in Pardot*
all prospects in pardot have a campaign, but they can only have one at a time
Nurture and Quality for sales
- Assigned Prospects-assigned to a user
- Tracking code will be cookie-visitor, reverse lookup on IP address
- Visitors-what pages visited, where referral came from, anonymous
- Active Visitors-more than 1 page visited
- Identified VisitorsII. Marketing
- Assigning to prospect-Sales rep A assignment
- Match type Propsect Form Field State is New York
Add reel prospect form contact me now form was completed successfully
- Actions assign prospect to user Sales Rep s
- II. Automation Rules-run continually; retroactive compared to segmentation
Always in pause, retroactive
- Drip Program-nurturing trip, choose time and list; allows correspondence to be sent to the prospects on a specific list at specific intervals based on time or prospect activities. Use for ongoing marketing campaigns to nurture leads that may not be safe-ready.
Security-New IP address must activate
B. Campaigns-1st touchpoint of AdWords campaign, only associate one campaign for each prospect
D. Emails-have been set, scheduled or drafted. E-mail wizard or template.
F. Landing Pages
G. Paid Search
I. Site Search
A. Segmentation-divide database into more managebale chunks
Only segmentation rules/content files; everything else in recycling bin
Lists-If in same list, only will appear in 1, internal, public list has a label, public is on landing page and put on email preference center
Audits-campaign changes, form field changes, drip program changes
Express-default fields, not custom
- Label-public for prospect
- Segmentation Rules-only run once, if you click re-exute rule you can run the segmentation again
C. Tags-Internal organization, organically, more flexible than folders, aid in filtering information in the table, good for everyone that attended the tradeshow
Match-all including and
Name prospect from requesta demo form
CPO-Cost per opportunity
Label-Public/Private; what prospect sues, external
Rules: Prospect form field, Job Title is Vice President
Prospet from state is Georgia
- Sent autoresponder e-mail
- Create Whitepapter down salesforce.com
Customer redirects-can’t put on linkedin page
Landing page-general website tracking
Layout type: use a layout template
Custom redirect-posting a link that may not be on your resume
Vales-yes, no, yes is sign me up
1.From field Industry is Marketing
Criteria default Indusry matches
You can only duplicate email lists
e-mails-sent, scheduled or drafted
e-mial template-now or in the future, drip, auto responders, creating new emails to send
suppression list-not sending an email into someone already in your list
Name, campaing associates email internally, email type, multi-part with Graphical editor
Plug in icon of add this-share e-mail
prospective accounts-synch with salesforce.com
Need to undertand all icions
Form and visitor-prospect name shown
E-mail and visiro-prospect
Active prospects for review-new user, green man incon
Profiel Criteria: CRM system used, industry, location, job titleLists-segmentation
E-mail Preference Center-Prospects choose which list they want to be apart of
My prospects-assigned to you
Active-haven’t bee to website
Unsubscribed prospects-opted out of e-mail
Campaing-first touch point with website
- Salesforce.com Campaign
Quality leads by score and user
Score-how engaged with content, activity
Grade-how well fit person visitor—profile Criteria, matches more to change, information; Every prospects starts at D change through matching with thumbs up or thumbs down sign, grade is important in showing a client instead of a student/intern
Updates should be done by salesforce
Audits 60 days
Opportunities-need to sync with salesforce.com
prospect ACCOUNTS-GROUP Prospects, can sync with Salesforce
- IV. Reports
- V. Administration
- From Field Source Default Prospect Field
- Type Text
- Data Format-Text
- Label-would you like to receive our newsletters
Please complete form below to receive whitepaper
Use predefined values for options
Users and Groups
CPC model, quality-click rate and landing page
What completion action do you want when form is submitted
Html code-click on form-put on website
Landing page same as website, administration layout templates
Site Search Box-helps frame conversation for salesperson, how to market to target market
Multivariate-measures effectiveness of different landing pages
Paid search-Google Adwords
Active prospects-not assigned to user
Visitors-see the spent
Never active-never been to website
Campaign-Source of where she came into website, good for tradeshows
Matches increase grade
Google Analytics connector
- Label name-would you like form field
- 4. Organization
- 5. To receive
Unsubscribe list on email template
Hard-invalid or email exist no longer exists
- Specific: Increase revenue by 10%
- Measurable: Use accounting program to measure revenue per month, quarter, year.
- Actionable: Identify the social network best able to reach my target audience and post there 2x per week.
- Relevant: Increased revenues are essential to business growth and profitability, therefore essential to a healthy balance sheet.
- Time-Based: Increase revenue by an average of 1% per month, starting today.
Creating a new form with the form wizard lets you create a customized form in seconds. Forms are used on your website to collect information about visitors. For example, you may use a form on your Contact Us page, or require visitors to complete a form before doing a product test-drive.
allow you to manage the forms yourself and simply post the data to Pardot. This allows you to do any sort of customization that you would like in terms of the forms look and feel and still have Pardot provide the tracking and error.
Connectors allow Pardot to sync with third party applications such as a CRM system, paid search platforms, or email marketing solution. Data can be passed back and forth between the two applications allowing a user to manage many formerly disparate marketing channels from within the Pardot interface. As an AppExchange certified solution, Pardot can sync with salesforce.com Professional Edition accounts or higher.
Pardot can hook into your Google AdWords account and track prospects that reach you through paid search. You can tie cost data from AdWords to opportunity data from your CRM to determine your true cost per qualified lead and search engine marketing ROI.
LeadDeck is a desktop application that allows your sales and marketing teams to get real-time alerts of visitor and prospect activity from their desktop. Results refresh every minute and when your visitors take action LeadDeck will pop-up small, unobtrusive notifications that users can click for more information.
Pardot will automatically generate bit.ly short links for landing pages, multivariate tests, and files. You will also see a reporting icon, which will display bit.ly’s statistics on the URL when clicked.
Filters allow you to exclude certain types of visits, clicks, or other actions from your campaign results and email notifications. The most common use of this would be to filter out your own company’s IP address to avoid skewing results.
Filters will also hide activities from a filtered prospect’s profile.
Everything associated with the following objects will be filtered:
- Visitor Activities
- Visitor Page Views
- Email Clicks