Lead QualificationLead Qualification Overview: How to automatically qualify leads with scoring and grading, which can save time and resources while increasing close rates and improving sales and marketing alignment.
Lab: Scoring & Grading
eLearning Module: Scoring & Grading
Whitepaper: The Complete Guide to Automated Lead Scoring & Grading
Handbook: Scoring & Grading
Webinar: Lead Qualification Best Practices & Erosion
Scoring: Scores constantly change based on a Prospect's activities and interactions to show how engaged your prospects are with your marketing materials. Scoring helps you determine which behaviors indicate when a lead is sales ready.
Article: How are Prospects Scored?
Worksheet: How to Optimize Your Automated Lead Scoring Model
Grading: Grades are based on explicit information about the prospect (industry, title, company size, etc.), which helps show how well a prospect fits your ideal prospect profile.
Article: Grading Best Practices
Worksheet/Blog: When Scoring Just Isn’t Enough
SegmentationSegmentation List: Segmentation List: Lists are groups of prospects that can be used to send list emails or to build drip marketing programs.
Article: Lists Overview
Dynamic List: Dynamic lists are rule-based lists of prospects that automatically update as prospect data changes.
Article: Dynamic List Overview
Article: Creating Dynamic Lists
Article: Recency and Frequency Rule Type
Tags: Tags are a lightweight, flexible, user-driven taxonomy for use in sorting/filtering data and reporting. Every asset in Pardot — prospects as well as content — can be tagged with one or multiple keywords or phrases.
Article: Tags Overview
Article: Tags Best Practices
Lead NurturingLead Nurturing: Allows you to automatically move prospects through the sales cycle and bring them to a sales-ready state, without wasting sales reps’ time with unnecessary manual processes. Also referred to as “drip marketing,” because it is the process of “dripping” valuable marketing content to leads based on preset time intervals or prospect actions.
Lab: Lead Nurturing
Handbook: Lead Nurturing
Whitepaper: Complete Guide to Lead Nurturing
Worksheet: Lead Nurturing Prep
Article: Drip Program Basics
Article: Drip Program Examples
Dynamic ContentBasic Dynamic Content: Customers are more likely to respond to your messaging when your email is personalized. Inserting basic dynamic content (or variable tags) in an email template is a simple way to personalize your message to a specific customer.
Article: Variable Tags
Advanced Dynamic Content: Advanced Dynamic Content allows you to show specific content within your emails and webpages to your prospects based on their criteria, including a prospect’s score, grade, or field value for default fields or custom fields.
Article: Advanced Dynamic Content
Whitepaper: Personalization with Automation -- The Complete Guide
Automation RulesAutomation Rules Overview: Automation rules allow you to perform certain marketing and sales actions based on criteria that you specify.
Article: Automation Rules Overview
Article: Creating an Automation Rule
Article: Automation Rule FAQs
WebinarWebinar Connectors: Pardot integrates with GoToWebinar, WebEx, and ReadyTalk. Here you will find instructions on how to set up a Connector with each of these Webinar Tools.
Article: GoToWebinar Connector
Article: WebEx Connector
Article: ReadyTalk Connector
Webinar Strategy: Learn more about how Pardot bi-directionally syncs through your webinar connector and how to access webinar reporting at the webinar and prospect level. Along with marketing best practices for webinars.
Whitepaper: Marketing Webinars Handbook
Tipsheet: Better Webinars Worksheet: Webinars
eLearning Module: Webinar Marketing
Content MarketingContent Marketing Overview: An effective Content Marketing Campaign is made up of not only the creation of great content, but also includes content execution, promotion, distribution, and measurement.
Whitepaper: Content Creation Guide
Checklist: Content Marketing Promotion
Handbook: Industry Influencers
Blogging: Whether you are a new blogger looking to add content to your marketing mix or a veteran looking to get more visibility for your posts, learn more about the benefits of blogging, how to optimize your post structure, make your post stand out from the crowds and maximize your exposure.
Handbook: Business Blogging
Tipsheet: Breakthrough Blogging
Worksheet: Blog Promotion
SEOSEO: Efficiently optimize for SEO when building your website, including which elements of your website should be optimized, from title tags to internal links and more.
Site SearchSite Search Integration: Integrate with a Third-party Site Search to better a prospect’s intent based on their searches on your website.
Article: Third-Party Site Search Integration
Article: Google Site Search Integration
Article: Wordpress Site Search Integration
Paid SearchPaid Search Reporting: Paid Search reporting includes paid search keywords from several vendors (Google AdWords, Bing, Yahoo!, Ask.com, and Indeed), as well as statistics on your Google AdWords campaigns (pulled in through the Google AdWords connector). These statistics are tied back to opportunity value and revenue to measure ROI.
Article: Paid Search Report
Google AdWords: With the Google AdWords connector for Pardot, you can tie your Google Adwords account information back to your CRM opportunity data to gain insight on marketing ROI. Learn how to setup and verify your Google Adwords connector and how to track and report on prospects whose first touchpoint is a Google AdWords paid search ad.
Article: Google AdWords Connector
eLearning Module: Google AdWords
Article: Google AdWords Conversions
Additional Tracking ToolsPage Actions: Trigger completion actions (notifications, field value changes, assignments, etc.) off of page views.
Article: Page Actions
Custom Redirects: Custom redirects allow you to track any link on your website or a third party site (for example, a link your Twitter page, a banner ad on a third party site, and so on).
Article: Creating Custom Redirects
Blog: 4 Important Benefits of Using Custom Redirects
Other ConnectorsConnectors Overview: Pardot offers a variety of Connectors that allow you to connect your Pardot account with a third-party tool.
bit.ly: If you have your own custom domain, Pardot will automatically use that when shortening URLs.
Article: Setting Up the Bit.ly Connector
Eventbrite: This will provide reporting and scoring on event registrations and attendance.
Article: Setting Up the Eventbrite Connector
GoodData: GoodData is an advanced business intelligence solution to help you customize your reporting.
Article: Setting Up the GoodData Connector
Google Analytics: This will pass the campaign name, medium, source, content, and term from Google Analytics Keyword Tags to Pardot and can sync these fields to a compatible CRM if desired.
Article: Setting Up the Google Analytics Connector
Olark: Olark is a very easy to use business chat solution that lets your reps chat with visitors and prospects who are on your site and record the conversations.
Article: Setting Up the Olark Connector
Social Posting: Add social connectors for Twitter, Facebook and/or LinkedIn accounts to post to one or more accounts simultaneously.
Article: Setting Up the Social Posting Connectors
Twilio: Twilio is a service that will alert users of a form submission with a phone call. The user can even choose to call the prospect immediately. Twilio will automatically connect the user directly if desired.
Article: Setting Up the Twilio Connector
UserVoice: Pardot syncs bidirectionally with UserVoice, a suggestion tracking and support ticketing system.
Article: Setting Up the UserVoice Connector
Wistia: Wistia is a commercial service for hosting and sharing videos online that helps measure the engagement of your content with awesome analytics tracking.
Article: Setting Up the Wistia Connector
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