If you aren't exactly sure where to begin with Pardot, we've listed out the basics here. Now you can browse through our modules to get started! We will start with the items listed in the menu navigation at the top of the screen when you log into your Pardot account.
The dashboard shows a breakdown of your prospects using the Prospect Graph: including created prospects, active prospects and identified companies.
You can also find helpful links to announcements, new features, and other news on the dashboard.
Calendar: The Marketing Calendar shows scheduled and past emails, social posts, events (via Eventbrite), and webinars (via GoToWebinar, WebEx, or ReadyTalk). A slimmed down version of the calendar appears for Marketing and Administrator users on the dashboard, just below the graphs/charts.
Campaigns: Pardot Campaigns are a prospect's first touch point that they have with your company. Each prospect can only be associated with one Campaign for true ROI reporting. This is where you set up your campaigns (including the campaign you'll use for website tracking).
Content: You can upload your Content files including white papers and images or set up Custom Redirects for other items. With Dynamic Content users can create custom callouts for prospects on a website, based on criteria about the prospect.
Emails: Here you can create both Email Templates to be used over and over, and Emails to be sent to Pardot Lists. To ensure that data is following correctly, formatting appears the way you want, and all links are pointing to the correct destination, send Email Tests before launching.
Engagement Studio: Engagement Studio is Pardot's next-generation lead nurturing product and the true intelligence engine of the marketing automation platform. You can build, test, and report on powerful Engagement Programs that turn your prospects into marketing-qualified leads.
Forms: First set up default and custom prospect fields in the Admin module of the app, then come back to Marketing > Forms to use our simple form wizard to create Forms or Form Handlers to be hosted on Pardot Landing Pages or your own website.
Landing Pages: A Landing Page presents a streamlined path designed to bring about a specific action by the visitor. Control the look and feel of your landing pages with reusable Layout Templates. Measure the effectiveness of different landing pages over a period of time with Multivariate Tests.
Search Marketing: The Paid Search module displays your Google AdWords campaigns, ad groups, and ads. Keyword Monitoring allows you to track how your site ranks in Google and Bing for the search keywords that are important to you. With Competitor Monitoring, you can track how well your site stacks up against your competitors in general SEO terms.
Segmentation: Allocate prospects through Lists (both static and rule-based Dynamic Lists), run one-time repeatable Segmentation Rules to create a list based on specific criteria, label any object through Tags, and set up Profiles.
Social: With Pardot Social Posting, you can schedule and simultaneously post updates to multiple Twitter, Facebook, and LinkedIn accounts and company pages and gather insight on link clicks, replies, comments, retweets, and likes.
Site Search: Track and index what search terms prospects use when searching on your site.
This includes a sortable list of all your identified Prospects, one-to-one emails sent to your prospects, associated Accounts synced from your CRM, and a table of all anonymous visitors who have been to your site. Learn more about how visitors are converted to identified prospects.
Here you can review the effectiveness of your various marketing elements. This module includes an overview of Campaigns, GoodData reporting, Content, Conversions Emails, Events synced from the Eventbrite connector, Forms, Landing Pages, the Lifecycle of your leads (from visitor to won opportunities), Natural Search, Olark chats synced from your Olark account, Opportunities, Paid Search and Site Search, Social statistics, and your Webinars synced from a GoToWebinar, WebEx or ReadyTalk connector.
Overview: Set up your email sending domains, view your email usage, and get started with your tracker domain.
Automation Settings: Set up Page Actions to trigger completion actions (notifications, field value changes, assignments, etc.) off of specific page views; establish your account's Scoring Rules for different activities; and decide which visitor types you want to filter from your views and reports.
Connectors: Sync with third party applications such as a CRM system, Google AdWords and more!
Configure Fields: Create Custom Prospect Fields and edit your existing Default Prospect Fields so you can place them onto your forms and form handlers, and edit which CRM account fields your Pardot's Prospect Account fields will sync to Custom Objects. Ultimate Pardot accounts can sync with custom CRM objects.
Recycle Bin: When you delete prospects, campaigns, layout templates, forms, and more, that information goes into your Recycle Bin instead of being deleted forever. Admin users can undelete almost anything from the Recycle Bin.
Security: This provides options to whitelist IP addresses or ranges, so your users can log into Pardot from these IP ranges without being asked to verify their location.
System Emails: Ever miss a system notification? We store up to 14 days of previous system emails here!
Helpful Tips and Questions
What does Campaign mean in Pardot? Campaigns in Pardot are a different concept than you may be familiar with if you use a CRM. Each prospect (and many marketing elements) is associated with a single campaign that can be used for reporting purposes, especially ROI. Pardot Campaigns are typically thematic touchpoints (similar to “source” in other system) and are used to track the first touch point you have with a prospect.
How does a visitor become an identified prospect? Once they provide an email address, an anonymous visitor becomes an identified prospect.
Form vs. Form Handler: Different features are available depending on which open you select. You can see those options here. Also note that you don't have to choose one or the other for all of the forms. You can mix and match if needed.
- Email Marketing Best Practices
- Landing Page Best Practices
- Email Template Best Practices
- Lead Qualification and Lead Nurturing Best Practices
Whew! That's a lot of information! You can always access our awesome training materials if you need more help.