Pardot Knowledge Base

In what order should I create all of my marketing elements?

Last Updated: Apr 26, 2016 | Print this Article
When creating a new campaign or initiative from scratch, it can be confusing to remember what order is best for building your materials. Though every campaign is unique and you may not always use all Pardot modules for your campaign. Here are some general guidelines for creating campaigns:
  1. Create the campaign(s) first.
    • Navigate to Marketing > Campaigns.
    • The campaign will serve as the overall organizing tag or "bucket" for the rest of your items.
  2. Create a list(s).
    • Navigate to Segmentation > Lists.
    • You will need to create a list before you can do an import for a new mailing or before you can send bulk emails to more than one prospect at the same time.
  3. Add prospects to the list(s).
    • You can add prospects to a list using an automation rule, an import or manually within each prospect record.
  4. Prepare a form or plan to use an existing form.
    • When creating your form, you will be able to create form fields that will tie back to your prospect default and custom fields.
    • If the prospect field is not yet present to store the data collected on this form, you will need to create your custom field first.
    • You will need to create a form in order to place it on a landing page or automate tasks based on form completion.
    • If you are going to add an autoresponder for your form, you can create the email template first or go back and add it in later.
  5. Build a landing page.
    • If you are going to use a layout template instead of the Pardot Landing Page Builder, you willl need to create that layout template (Marketing > Landing Pages > Layout Template).
    • You can skip this step if you are intending to insert the form on an existing page.
  6. Create an email template to go with your campaign.
    • If you are directing prospects to a landing page, you will need to link from your newly created landing page to include in your email template.
  7. Put automation rules in place.
    • These rules will set you up for success when you send emails.
    • Rules could include ensuring that proper lead assignment roles are created, setting up alerts based on activities or adding prospects to a list based on form completion.
  8. Be sure to test.
    • Send the email to yourself or other team members.
    • Click on the links, fill out your own forms and make sure that you get the appropriate results.
  9. You are ready to deploy your campaign after you have created a list, a form, a landing page, an email, confirmed your rules and tested.

Need more? Start a conversation with other Pardot users in the Trailblazer Community