Pardot Specialist Study Guide 5: Administration

by Ken Stoufferin Course Work, Education, Pardoton Posted on

ADMINISTRATION

– Describe the capabilities of and use cases for the Pardot overview tab:

  • It displays the email usage as well as the email sending domains.
    • Email Usage: The email usage section is especially helpful when you get an automated notice that you have exceeded your subscription allowance. It shows data for email types such as drip emails, list emails, automated emails, one-to-one emails, and engage emails.
    • Email sending domains: shows all of the verified domains for your Pardot account. From here you can also add a new domain if needed.
  • At the top of the overview tab is a button for Edit Tracking Opt-in Preferences. You can create a custom message that appears to request opt-in from all visitors to track them or only those from specific countries.

– The Overview tab (Dashboard) is the first thing you’ll see when you log into Pardot. From here, you can get a high-level view of the Notifications and reporting graph:

  • Notifications: Important announcements or feature releases.
  • Reporting Graph:
    • Prospects created: the number of new prospects created, including both archived and unarchived prospects.
    • Conversions: The number of previously anonymous individuals submitting a form or landing page to identify themselves as prospects.
    • Opportunities Created: The number of new opportunities created at given dates. The data is pulled from your CRM, created manually, or created via the API.
    • All Prospects: the cumulative total of prospects in your database, excluding those in your Recycle Bin.
    • Marketing Calendar: shows scheduled and past emails, social posts, events, and webinars.
    • Active Prospects for Review: Displays up to Five(5) Active Prospects for Review (ie those that are neither assigned or marked as reviewed and have been active – any activity besides an email send, email open, email bounce, opportunity, or visit).
    • NOTE: This shows all prospects that have had at least one activity, including those prospects that are imported.

– Identified companies: Displays of up to Five(5) most recent visitors whose companies could be identified.

– Describe how to update the email domains associated with the account:

  • With Pardot, you can send emails from your domain by authenticating through the two most widely accepted email authentication standards: Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM). Major ISPs and corporate spam filters check for one or more of these types of authentication when determining whether to allow emails to a
    recipient’s inbox. Setting up email authentication is critical for achieving good deliverability.
  • To Implement:
    • Generate Domain Keys – Admin > Domain Management
    • Add SPF / DKIM records to DNS
    • Verify SPF / DKIM Entries
  • To update:
    • Pardot Settings > Domain Management
    • Located at the bottom of the screen, you can “Add New Domain”.

– Distinguish between the capabilities and limitations of Pardot connectors:

  • Connectors allow Pardot to sync with third-party applications such as CRM systems, paid search platforms, and email marketing solutions.
  • Data is passed back and forth between the two applications, allowing you to manage many marketing channels from within Pardot. As an AppExchange certified solution, Pardot can sync with Salesforce Professional Edition accounts or higher.

– Describe the capabilities of and use cases for Page Actions:

  • You can trigger certain completion actions off of page views just as you would with forms, custom redirects, or other marketing modules. You can also set the score and priority for pages.
  • Available Completion Actions:
    • Add tags
    • Add to list
    • Add to Salesforce campaign
    • Assign prospect via SF active assignment rule
    • Assign to group
    • Assign to user
    • Change prospect custom field value
    • Change prospect default field value
    • Create SF task
    • Increment prospect field value
    • Notify assigned user
    • Notify user
    • Remove from list
    • Remove tags
    • Set prospect’s source campaign
  • If an anonymous visitor who previously accessed the pager later becomes cookied by filling out a form or clicking a tracked link, the visitor session will be tied to the prospect record and this prospect will appear in the page action report, but the completion actions will not be applied.
  • Considerations for Using Page Actions:
    • For page actions to work, including wildcards, the page must have Pardot tracking code or tracking code implemented via a tag manager.
    • Pardot matches the most specific page action first. If a page action for a specific URL doesn’t exist, Pardot matches wildcards. For example, you have a page action set up to execute for www.example.com/products/form and a wildcard page action for www.example.com/products/*. If a prospect visits www.example.com/products/form, the specific page action is triggered, not the wildcard action.
    • Completion actions are applied only to prospects. Anonymous visitors browsing your site don’t trigger the actions.
    • Page actions are not applied retroactively. They execute when the page is accessed. If an anonymous visitor who previously accessed the page later converts to a prospect, the visitor session is tied to the prospect record. The prospect appears in the page action report, but the completion actions aren’t applied. In this scenario, the page action also appears in the prospect audits but doesn’t appear in prospect activities.
    • Page actions can be made from non-visible pages and pages that require the user to log in.
    • One page action notification is triggered per prospect per page per hour. If one prospect visits a page with a page action, a notification is sent to the designated user. If the prospect returns to the same page within the one-hour time frame, it doesn’t trigger a second notification. However, if the same prospect visits a different page with a page action, that page action notification executes.
    • Page actions match only exact URLs. If you create a page action for http://company.com, the page action doesn’t execute for http://www.company.com. In this case, you need two separate page actions.
  • Using Page Actions with Scoring Categories.
    • Points from the page action apply to both the category score and overall score.
    • Adding a scoring category to a page action doesn’t change the previous behavior of the page actions. For example, changing the point value doesn’t retroactively change the score. It only affects the page action.
    • Changing a page action’s scoring category is retroactive. For example, you assign the Generators scoring category to a page action. Later, you change the page action to assign the Power Drills scoring category instead. The points originally attributed to the Generators category switch to Power Drills.

– Explain how to create, edit, and map custom prospect fields:

  • Default fields map automatically, and you can edit them later if needed. In order to have these fields show up in your SF lead and contact layouts, you’ll need to follow these steps:
      1. Log into Pardot.
      2. Navigate to Pardot Settings > Object and Field Configuration > Prospect Fields.
      3. Click on + Add Custom Field.
      4. Create an internal Name for your Custom Field. This will NOT be visible to your prospects.
      5. Leave the Custom Field ID as automatically generated. This is the database field that Pardot uses and it is never visible to your prospects.
      6. Optional: enter Tags to organize your Custom Fields and other items in Pardot.
      7. Select a CRM Field Name if applicable to sync the field with one of your connected CRM’s fields.
        1. Keep this field’s type and possible values (for dropdowns, radio buttons, checkboxes) in sync with the CRM (only available for Salesforce): Enable this option if you’d like changes to the type and values for your CRM field to be synced to Pardot. The values will be pulled in from your CRM, and you can uncheck any that you don’t want to be included in Pardot.
        2. Sync Behavior: Choose which field should become the “master” in the event the fields contain different values.
      8. Select the Type of field you would like to create.
      9. Enable the Record and display multiple responses option if the field will be set to Always Display.
      10. Set a default mail merge value to be used when this field doesn’t have a value.
      11. If prospects will be choosing from a list of items, select the Use predefined values checkbox. A list will appear where you can enter the values, using the [+] or [-] to add and delete values. If you have the option to Keep this field’s type and possible values (for dropdowns, radio buttons, checkboxes) in sync with the CRM (only available for Salesforce).
      12. Enable sync with GoodData if you’d like this field to be one of the custom fields available in your GoodData for Pardot account. Also, select whether it is a Fact (Numeric Data) or Attribute (Text Data).
      13. Click Create or Save custom field to save the field updates. Repeat to add all SF Lead and Contact custom fields that you want to sync with Pardot.

– Identify the two ways to set up and maintain users:

Manually:

      1. Prospect Settings> User Management> User
      2. Click +Add User
      3. Fill in all the necessary information
      4. Send Activation Email
      5. Set Time Zone
      6. Choose Role
      7. Click Create User

Import:  *For a large number of users, you can upload a CSV file containing their info (up to 50 at a time)

      1. Navigate to Pardot Setting > User Management > User
      2. Import Users

– Describe how the recycle bin manages Pardot assets:

  • When you delete information (ie prospect, campaign, layout template), the information goes into your recycle bin instead of being deleted forever. This enables you to find the information if you change your mind in the future.
    • If you delete a campaign, the prospects associated with that campaign will remain in the system tagged with that campaign. They won’t get assigned to another campaign.
    • Even when deleted, a prospect will continue to be tracked in the Recycle Bin.
    • Tags will be deleted permanently