Quick Start Pardot Implementation

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What is Pardot?

Pardot is a lead generation and nurturing system. A Salesforce product Pardot enables organizations to track and measure the effectiveness of their communications, gain insight on user behavior, and personalize content across campaigns based on any number of specific criteria.

You’ve heard the axiom, Right Place, Right Time. With Pardot, you can be confident that you’re speaking to the right person at the right time with the right language.

Why You Need Pardot?

Why is this important? If you market to your customers online, then your company has access to more data than you might think — the web content your prospect viewed, the white papers they downloaded, the emails they opened, and the webinars they’ve attended.

Pardot will help you to automatically capture data points like these and leverage them along with your sales data in Salesforce to build personalized journeys for prospects in your sales funnel. It doesn’t matter if your marketing department has over 1000 employees or is just an intern you hired part-time, you can provide a customer-centric experience for your prospects that will set you apart from the competition.

Top 5 Reasons Why Pardot

Prospect Tracking

Scoring & Grading

Lead Nurturing

Salesforce Integration

Email Marketing

Watch this video to a quick understanding

Implementation Package

Technical Setup

Marketing Setup

User Setup

Training

Technical Setup

Website Integration

A small piece of tracking code will invisibly capture all user activity on your webpages, such as pages viewed, and the amount of time spent browsing.

This code cookie all anonymous visitors for future identification. You can view this tracked activity and use it to segment prospects or automate actions.

 

Tracker Domain

A Tracker domain gives your visitors a seamless transition between pages and forms you host and your Pardot hosted assets. Every link created in Pardot like email links, forms, landing pages, custom redirects will start with your chosen tracker domain.

Examples include go.yourdomain.com, info.yourdomain.com, and www2.yourdomain.com.

Full setup instructions can be found in the Pardot Implementation Guide under Technical Setup > Add a Tracker Domain.

Email Authentication

With Pardot, you can send emails from your actual domain.

We do this by authenticating via the two most accepted standards: Sender Policy Framework (SPF) and Domain Keys Identified Mail (DKIM).

Full setup instructions can be found in the Pardot Implementation Guide under Technical Setup > Implement DKIM and SPF Email Authentication.

IPs Whitelist

We recommend that you whitelist two IP addresses on your inbound email server. Without doing this, you risk not receiving Pardot system emails or test emails you send from your Pardot account.

1. Pardot system emails: IP (13.111.0.111) Hostname (email system.mc.pardot.
2. Pardot test emails: Whitelist your sending IP.

Marketing Setup

Landing Page

A landing page is a specific web page that a visitor typically reaches after clicking a link or advertisement.

These Landing Pages display content that is specific to the advertisement, search keyword, or link clicked. While a clean, easy to navigate website is important, simply driving visitors directly to your home page can be an ineffective method of converting visitors.

A landing page presents a streamlined path designed to elicit a specific action by the visitor prospect, whether it’s giving their email address and converting to a prospect or registering for an upcoming event.

Pardot’s landing page builder helps you build your landing pages without needing a web developer. Since they’re hosted by Pardot, you can also build in automation based on whether a prospect has previously viewed or submitted a landing page. Check the resources section for a full list of available automation criteria.

Pardot Forms

When you want to collect information about people visiting your website or landing page, then you’ll use a Pardot form.

They help you turn anonymous visitors into identified prospects.

But a form’s usefulness doesn’t end there! Once your visitors convert to prospects, you can continue to use forms to learn more about them, their needs, and their preferences.

Email Template

An email template is an HTML file. HTML—or hypertext markup language—is the code that defines the structure and content in an email campaign.

It allows us to add things like images and links to an email and, along with CSS—or cascading style sheets—lets us style the campaign to better reflect our company or personal styles.

but they can be tricky. What kind of template is best for your newsletter, product announcement email, or engagement program? How should you design your template? Where does the call to action go?

Automation Rules

Automation rules are definitely the heavy lifters in the automation tools toolbox.

They’re both powerful and flexible, which makes them a popular choice when automating. They’re also the most comprehensive automation tool offered by Pardot. But as the old saying goes, “When you have a hammer, everything looks like a nail.” We look at what automation rules do and why you use one, so you can make smart decisions about when to use your “hammer.”

Automation rules allow you to perform certain marketing and sales actions based on criteria that they specify. Automation rules continuously look for prospects who match the rule criteria. They are retroactive; but any changes after the rule becomes live are not.

Segmentation List

Use Pardot lists and tags to segment your prospects. Lists are groups of prospects for sending list emails or feeding to engagement programs. Use tags to sort, filter, and organize your prospects and marketing assets.

Engagement Program

When you need to nurture your leads Engagement Studio is there for you.

With Engagement Studio, marketers can build intelligent, automated programs that engage prospects at every step of the customer journey.

User Setup

N

Access and describe Pardot account settings.

N

Set up users.

N

Configure Log In with Salesforce.

N

Set up custom prospect fields.

Starter Package

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