Pardot Flashcards
1
Q
What is a cookie?
A
a small piece of data sent from a web browser and stored on the user’s computer
2
Q
What is the cookie used for in Pardot?
A
the cookie is used to track the user’s activities while they navigate your website and interact with your marketing materials
3
Q
What are the two different types of cookies Pardot uses?
A
Visitor Cookie and Opt In Cookie
4
Q
What is a Visitor Cookie?
A
The visitor cookie includes a unique identifier for the visitor (visitor_id) plus the unique identifier for your account, which is derived from the tracking code placed on your site. The cookie stores the activities of visitors and prospects on your site.
5
Q
What is an Opt In Cookie?
A
It allows people to opt out of types of browser tracking.
6
Q
What happens to cookies when a visitor converts to a prospect?
A
These cookies will stay on the browser unless they choose to opt-out. Once visitors convert to prospects, these cookies provide you with a wealth of information about each prospect’s interests, behavior, and activities. Pardot keeps all of that trackable visitor data and appends it to each prospect’s Pardot record and continues monitoring their activities moving forward.
7
Q
What is a Prospect?
A
A prospect is Pardot’s name for a site visitor who has given you their email address. Each prospect has a record in Pardot that can sync with a corresponding lead or contact record in Salesforce.
8
Q
What is the one piece of information required for a prospect to be created?
A
Email Address
9
Q
How Are Prospects Created in Pardot?
A
The most common way is that a visitor submits a form that contains their email address.
10
Q
What are the three ways a visitor is converted to a prospect?
A
Submitting a Pardot form you embed on your web page.
Submitting a form on your site that you connect to a Pardot form handler.
Submitting a form you host on a Pardot landing page.
*Form must require an email address field.
11
Q
What is the Audit page?
A
The Audit page lists all the data obtained by Pardot as your prospects have entered information.
The audits are composed of the name of the action and information which changed in regards to the prospect record. The audit includes the type of change and the date that the prospect record change occurred. You can access additional information about specific fields and audits by clicking on the name of the field.
12
Q
How long are audits for field changes stored?
A
30 days
13
Q
How do you access the Pardot tracking code?
A
Click the Pardot Campaigns tab.
Select the Website Tracking campaign.
Click View Tracking Code to access the unique Pardot tracking code for your website.
Copy the code.
In your web page HTML, paste the campaign tracking code before the close body tag ().
14
Q
What are custom redirects?
A
Pardot’s custom redirects allow you to track any link on your website or a third party site and allow access to files hosted outside of Pardot (for example, a link on a social media page, a banner ad on a third party site, etc.).
Clicks on the link will show up as an activity on a prospect’s record.
15
Q
What are page actions?
A
Page actions are completion actions that are triggered by a prospect’s page views. You can apply page actions to any page that contains your Pardot tracking code.
16
Q
What happens when a visitor or prospect clicks a custom redirect?
A
The click is recorded in the Custom Redirect Statistics table, which can be filtered by tags, campaign, and date range.
17
Q
What is a Pardot campaign?
A
A Pardot campaign tracks the first touch a prospect has with your online marketing materials.
18
Q
What does it mean to say that Prospects have a one-to-one relationship with Pardot campaigns?
A
Prospects can only belong to one campaign at a time and must always be associated with a Pardot campaign.
19
Q
What is the difference between Pardot Campaigns and Pardot Lists?
A
Pardot campaigns are prospects grouped together for tracking and reporting purposes.
Pardot lists are prospects grouped together to make it easier to email marketing materials to them as a group.
20
Q
How do Pardot campaigns differ from Salesforce campaigns?
A
Pardot campaigns are thematic touchpoints that are similar to a source- they track the first touch a prospect has with your online marketing materials. Once established, the Pardot campaign maintains a 1:1 relationship between itself and the prospect.
In contrast, Salesforce campaigns allow leads and contacts to be tied to multiple campaigns at the same time, supporting multiple interactions.
21
Q
Why would you want to connect Pardot and Salesforce campaigns?
A
As a prospect interacts with the marketing assets on a Pardot campaign, metrics are pushed to its equivalent Salesforce record. From here, marketers can track campaign influence, and sales users can clearly see the prospect’s journey to becoming an opportunity.
22
Q
What are some best practices for enabling Connected Campaigns?
A
Identify the Pardot campaigns that you want to keep and make sure they have an existing Salesforce campaign.
Identify the Salesforce campaigns that you want to keep and make sure an equivalent Pardot campaign exists.
Identify which Pardot campaigns, if any, must stay in Pardot only.
Create record types or assignments to organize your campaigns.
Make sure that you create counterpart campaigns in Salesforce for Pardot’s default and required campaigns, including Website Tracking and Salesforce Sync. If you aren’t using the Email Plug-in campaign, delete it before you connect.
23
Q
What happens when a Salesforce campaign is updated by a person or process?
A
A Pardot campaign is updated or created each time the Salesforce campaign is edited by a person or process. To limit the number of campaigns created in Pardot, identify a cut-off date for replication.
24
Q
What are dependent fields?
A
Dependent fields are hidden by default, but appear based on a value entered in another field on the form.
Ex. When a user sets their country as United States of America, a new field pops up that asks their state.
25
What is progressive profiling?
Progressive profiling displays new fields based on fields that a prospect completed on previous forms.
Ex. If a prospect has already submitted the Contact Us form on the blog, the next time they visit the blog, Progressive Profiling will ask them which product they’re most interested in.
26
What are Pardot's Form Handlers?
if you have an extensive form infrastructure already in place, need total control of your form’s design, or just want to pass data back to Pardot from specific fields in pre-existing forms, you can use Pardot’s form handlers to collect the information you need.
27
What is a landing page?
A landing page is a specific web page that a visitor typically reaches after clicking a link or advertisement. These pages generally display content that is specific to the advertisement, search keyword, or link clicked.
28
What are the two ways to build a landing page in Pardot?
You can either use a custom layout template to style your landing page, or use a Pardot stock template along with the drag and drop editor.
29
What's the difference between first-party and third-party cookies?
Pardot sets first-party cookies for tracking purposes, and sets third-party cookies for redundancy
30
Who is an anonymous visitor?
An anonymous visitor is someone who has visited a page with your Pardot tracking code on it, but hasn’t converted to a prospect yet.
31
Who is an active prospect?
An active prospect has performed an activity, such as submitting a form, visiting a page, or clicking a link. Active prospects have a green person icon next to their name. A prospect who has never been active has a red person icon.
32
How is a Prospect’s Source Field Populated?
The value in a prospect’s source field is determined by the referring URL. The referring URL is the page the visitor was on prior to visiting a page with Pardot tracking code for the first time. Pardot pulls in source data when the referring URL is present and matches up with the expected website for a given vendor.
Pardot looks at the type of source (natural search, ad, paid search, or empty), and the vendor for the prospect’s first touch with your Pardot assets.
(ex. Google Ad and Google)
33
How can you delete a prospect?
When you delete a prospect, the record is moved to the recycle bin. From the recycle bin, you can restore the prospect or permanently delete the record at any time. Deleting a prospect in Pardot does not delete the record it’s syncing with in Salesforce.
34
How do you merge prospects?
Duplicate prospects sometimes end up in your Pardot database. You can merge up to three prospects at once and select one to be the primary. When merged, the activities of the merged prospects are aggregated, and Pardot recalculates the primary prospect’s score. Non-primary prospects are permanently deleted and do not go to the recycle bin.
35
What is the Updated At field?
The Updated At field displays the date and time that the prospect record was last updated. Pardot users and prospects can trigger changes to this field.
36
Which activities will update the Updated At field?
```
Changing prospect field values
Assigning the prospect
Importing a prospect
Syncing the prospect record with Salesforce
Interacting with marketing assets
```
37
What activities will NOT update the Updated At field?
```
Email HTML open
Email sent (of any type)
Email bounce (hard or soft)
Opportunity created, lost, or won
Adding the prospect to a list
```
38
What is the Last Activity field?
The Last Activity field shows the date and time a prospect last interacted with your Pardot marketing assets. The field updates when a prospect takes an action, such as clicking a link or submitting a form.
39
Which activities will NOT update the Last Activity field?
```
Email opens
Email sends
Email bounces
Opportunity created, lost, or won
Automation rule actions
Inclusion in Engagement Studio programs
Prospect imports
```
40
How can you manage Prospect Mailability?
You can view and edit a prospect’s mailability status on their prospect record in Pardot. If a prospect asks to be opted in or out, you must complete their request manually. You can also use the Do Not Email field to suppress prospects from marketing emails.
41
What are prospect accounts?
Prospect accounts group prospects that work for the same company under the same umbrella, keeping all the information about the company in one place. Use prospect accounts to reduce duplication and keep information consistent across prospect records. If you use Salesforce, account information syncs from the CRM to Pardot.
42
How do you connect Pardot and Salesforce?
Data is shared through the Salesforce-Pardot connector via the connector user.
43
How many Salesforce connectors can you have in Pardot?
1
44
What type of record type can Pardot integrate with?
Pardot can integrate with Salesforce Person Account record types.
45
How does importing prospects in Pardot work with Salesforce?
Importing prospects into Pardot syncs them with Salesforce. Unassigned prospects sync to Salesforce, but records aren’t created when there is no matching email address.
46
How often does Pardot check for changes in Salesforce and Pardot?
About every 2 minutes
47
What is the most important aspect of the Salesforce sync?
The most important aspect of the Salesforce sync is creating a one-to-one relationship between a Pardot prospect and a Salesforce lead, contact, or person account.
48
How does the Salesforce-Pardot connector work?
The Salesforce-Pardot Connector uses CRM ID as the matching criteria for syncing in both directions in accounts that allow multiple prospects with the same email address.
This means that when Salesforce creates a lead, contact, or person account with a specific email address, a prospect is created in Pardot with a matching CRM ID. Data from each record syncs according to the sync behavior defined for each field.
49
What is the Pardot Integration User?
The Pardot integration user is an automatically provisioned user that connects to Salesforce to sync data. Pardot is the only app that can log in to Salesforce via the integration user, and only after a Salesforce admin has finished the Pardot setup.
50
How do you ensure that a lead record created in Pardot successfully passes data to a Salesforce contact record?
Mapping your leads to contact fields in Salesforce ensures Salesforce passes the data successfully to the contact record. You must also map Salesforce custom fields to Pardot custom fields so they sync back and forth.
51
What is Salesforce User Sync?
Salesforce User Sync streamlines the management of your users with access to both Salesforce and Pardot by mapping their Salesforce profile to their Pardot user roles.
52
Can you empty the recycling bin?
No
53
Do the items in the recycyling bin count towards usage?
No
54
What happens to the prospects in a campaign when you delete a campaign?
If you delete a campaign, the prospects associated with the campaign remain in the system tagged with the deleted campaign. Before deleting, Pardot warns you if elements associated with the campaign, such as lists, rules, and landing pages, are in use. You can then delete the assets or associate them with another campaign.
55
How do you permanently delete a prospect and its related Salesforce contact?
A deleted prospect is restored when the Salesforce record it’s syncing with is undeleted. When you permanently delete a prospect in Pardot, you must delete associated leads and contacts in Salesforce.
56
How can you recover Opportunities and Prospect Accounts after they've been deleted permanently?
Opportunity and Prospect Account custom fields are deleted permanently and don’t appear in the recycle bin. You must manually re-create the field. To recover field values, run a full sync with Salesforce.
57
How can you recover tags and content files?
Tags and content files are deleted permanently and don’t appear in the recycle bin.
58
How do you validate email addresses on form submissions?
To prevent prospects from submitting forms with invalid email addresses, set up email validation on a per-form basis.
59
What is a Prospect Score?
A prospect’s score is a numerical value indicating how interested they are in your product or service. A prospect’s score can increase or decrease based on how they interact with your marketing materials.
60
What is a Prospect Grade?
A prospect’s grade is represented by a letter (A, B, C, D, etc.). It indicates how closely a prospect fits the profile of your ideal prospect.
61
How do you prottect forms from bots?
Pardot forms offer a few built-in and optional solutions for bot protection. You can turn on reCAPTCHA for Pardot forms and landing pages to limit the number of spam submissions, but its protection doesn’t eliminate spam completely.
62
What Is Kiosk / Data Entry Mode?
You can submit a form multiple times without causing visitor association changes by using Kiosk Mode, because it doesn’t cookie visitors. Enable Kiosk Mode on a per-form basis on the Advanced tab of the Look and Feel step.
63
What is the difference between form submissions and conversions?
A submission is when a visitor or prospect completes a form and submits it to Pardot. A conversion is a specific type of submission during which an anonymous visitor provides an email address and converts into a prospect.
64
What are completion actions?
Allow you to automate directly from a marketing element, such as a form, file, or email send
- Not rule-based
65
What are segmentation rules?
Allow you to create a one-time list of prospects and apply a segmentation action based on specific criteria
66
What are automation rules?
Allow you to create repeatable, criteria-based rules that find matching prospects and apply actions to them
- Define criteria
- Take action once
- Great for initial processes
67
What are dynamic lists?
Allow you to create lists that update automatically based on specific criteria
Dynamic lists are “smart” lists that automatically add or remove prospects based on the criteria you set up.
68
What is the main difference beween completion actions and automation rules?
A completion action will fire each and every time a Prospect takes the chosen action.
69
What are page actions?
Page actions are completion actions with one difference: Their only criterion is, “Has a prospect viewed this page?”
It’s important to note that because completion actions are applied only to prospects, anonymous visitors browsing your site don’t trigger the actions.
70
What is a repeat rule?
Enabling the repeat rule checkbox allows you to match prospects more than once and set a time period to wait before repeating the rule. You can also limit rule matches to a specific number.
71
What happens when you update an automation rule and leave a repeat rule unchecked?
If you leave repeat rule unchecked and an existing automation rule is updated, the automation rule does not match already matched prospects for the same rule.
72
What happens when you delete an automation rule?
Deleting an automation rule stops it from running, but the actions it has already applied to prospects is not undone. An automation rule resumes if the rule is ever restored from the recycle bin and restarted.
73
How does the Match All functionality work for automation rules?
Match All will provide you with "and" functionality. A prospect must match all rule criteria
74
How does the Match Any functionality work for automation rules?
Match Any will provide you with "or" functionality. A prospect must match at least one of the rule criteria
75
What is Pardot's rule group option?
It allows you to mix and match Match All and Match Any rules.
76
How does the "is" rule criteria different from the "contains" rule criteria?
When you use “is” as your operator for evaluating criteria, Pardot needs you to supply an exact match to look for, either by selecting the desired field value from a dropdown menu or by typing in a word or phrase (capitalization matters)
When you use “contains” as your operator, you can list multiple criteria in one line separated by colons, so there’s more flexibility for a prospect to match a wider range of options.
77
What is the difference between automation rules and segmentation rules?
Automation Rules:
Offer the most comprehensive set of actions
Run continuously
Segmentation Rules:
Offer limited actions (that all deal with building lists and campaigns)
Run once
78
What is the difference between static lists and dynamic lists?
Static lists:
- Can be adjusted manually.
- Run once.
- Are available as an option in dropdowns in import screens and data tables.
- Available as CRM-visible lists.
Dynamic lists:
- Cannot manually add/remove prospects to/from dynamic lists.
- Membership refreshed based on prospects matching and unmatching criteria.
- Are not seen as an option in dropdowns in import screen, data tables, or anywhere else where you manually control list membership.
- Not available as CRM-visible lists.
79
How does lead qualification work?
Lead qualification blends two measurement indexes—scoring and grading—to create a full picture of a prospect’s interest and suitability. You define how important various interactions with your marketing content and website are by assigning point values to activities with a score. You define how valuable specific information about a prospect is with a grade. In this way, defining an ideal score and an ideal grade and codifying your ideal prospect creates a lead qualification model for your business.
80
How do you modify scores via Completion Actions?
Scores can be customized at the form and form handler level by designating an Adjust score Completion Action on Step 4 of the Form Wizard.
You also have the option to adjust a prospect’s score via a completion action on any marketing asset.
81
How do you modify score via page actions?
Page actions can also be used to increase or decrease the scores of prospects. Page actions work similarly to completion actions, except they listen for a prospect to visit a specific page on the company’s website.
82
How to modify scores during imports?
In addition, you can add to a prospect's score through an import by including a column with the desired bonus points and then mapping that column to Add To Score. This is often used if you have historical score data to bring into Pardot or when uploading lead lists from in person events like scans from trade shows.
83
How do you manually change a prospect's score?
You can modify scores for an individual prospect by navigating to their record, clicking the Edit prospect link at the top, and then entering the new score you’d like them to receive.
84
How do ou reset prospect(s) score(s) to zero?
Score decay refers to reducing a prospect’s score for inactivity. You can either reset all prospects’ scores in your account back to zero, or just a selected few. Create an automation rule with the desired criteria the prospect should meet in order to have their score reset and add the rule action to "Adjust Prospect score: To: 0"
85
What are scoring categories?
Scoring Categories allow you to score prospects on more than one product, service or business unit. You still have an overall prospect score, but scoring categories offer additional scores based on which assets your prospects are engaging with.
86
Why would you want to use scoring categories?
Ex. Get Cloudy Consulting serves clients that use Sales Cloud, Service Cloud, Marketing Cloud, and Communities. Leung wants to build a scoring category for Marketing Cloud so prospects interested in Marketing Cloud-specific content earn a higher score in the Marketing Cloud category relative to their score for other products.
87
How would you share scoring categories with the sales team?
You can add the scoring categories to the Lead and Contact page layouts so that the sales team can differentiate product interest via scoring categories.
88
What is the initial grade given to all prospects?
D
89
How does grade weighing work?
Grades can be adjusted positively or negatively by (⅓, ⅔, 1). The weights help determine how strong an indicator each criteria is in determining lead quality.
89
How does grade weighing work?
Grades can be adjusted positively or negatively by (⅓, ⅔, 1). The weights help determine how strong an indicator each criteria is in determining lead quality.
90
If you wanted to use grade weighing and make a field a weak indicator, what impact would that have on the prospect's grade?
Grade Weight: 1/3
Indicator: Weak Indicator
Impact on new Prospect (match): D to D+
91
If you wanted to use grade weighing and make a field a moderate indicator, what impact would that have on the prospect's grade?
Grade Weight: 2/3
Indicator: Moderate Indicator
Impact on New Prospect (match): D to C-
92
If you wanted to use grade weighing and make a field a strong indicator, what impact would that have on the prospect's grade?
Grade Weight: 1 or 3/3
Indicator: Strong Indicator
Impact on New Prospect (match): D to C
93
What is the difference between email marketing and marketing automation?
Email marketing: a tool that helps send mass email, track replies, and report on them.
Marketing automation: a solution that allows you to more effectively market on multiple channels online (such as email, social media, websites) and automate repetitive tasks.
To put it simply, email marketing is a tool, while marketing automation is a comprehensive strategy.
94
What are variable tags?
With variable tags, you use content from your prospect records to personalize your emails. You can also use variable tags to insert standard information into your email templates, such as your company name and address.
Ex. %%first_name%% = Prospect’s First Name field
95
What is dynamic content?
Dynamic content is content that displays according to rules that you define based on values within a subscriber’s record. Dynamic content ensures subscribers receive messages targeted to their interests.
96
What is the difference between email template drafts and list email drafts?
Email template drafts are templates that haven't been published yet. You can’t use email templates for emails until you publish them.
List email drafts are emails that haven't been sent yet. You create emails once, and you can copy and edit them, but you can’t reuse emails like you can reuse a template.
97
How do you control content in your emails?
You can use content regions to lock down areas of your email templates so that email copy, links, and images can be updated in specific template regions only.
98
How does Pardot handle viewing emails on mobile devices?
Pardot uses responsive templates. Responsive templates use CSS to resize your emails when viewed on mobile devices. Pardot includes several responsive layouts that you can use to create mobile-friendly email layout templates.
99
Wht can you do with content regions?
Pardot regions are locked by default, so if a region does not contain attribute tags, it is not able to be edited. You can make your content editable, repeatable, or removable.
100
What attribute tag makes the element and other elements that it contains editable?
makes the td element and the other elements that it contains editable
101
What attribute tag makes the element and other elements that it contains repeatable?
Repeatable elements are useful if you want to let other Pardot users copy content, like in an email newsletter with multiple sections.
102
What attribute tag makes
If you want to let your users remove an element from an email, add the attribute.
103
How do you create a test list to test emails?
When you add a user to your test list, Pardot automatically creates a prospect record with the name and email address from the user’s Pardot account. Then the user can receive emails that look the way a prospect’s email would look. This user-associated prospect record doesn’t differ from a normal prospect record in Pardot. The only distinction is that the test list you create with these prospects can only be accessed in the Testing step of the email wizard.
104
What is A/B testing?
Use A/B testing to send different versions of your emails to a portion of your list and track how engaging each version is. Based on how your recipient interacts with the email, you can use the A/B test’s record of engagement data to determine and send the winning email. You toggle on A/B testing when you prepare your email draft for sending.
105
How does A/B testing work?
Half of the test audience receives version A, and half of the test audience receives version B. Pardot determines the winner based on the criterion you select (clicks or opens). After the test ends, Pardot stops counting new link clicks or email opens. If there’s a tie, Pardot sends version A.
106
When is the best time to test email opens vs link clicks?
Email opens: If you want to test your sender name or subject line, choose email opens as your test criteria, since these are both elements that drive open rates.
Link clicks: If you want to test the CTAs or links in your content, choose link clicks.
107
What does the email report show?
Email reports can show audience engagement with your email content and help you set performance benchmarks for future email campaigns. The List Email report includes the number of emails sent, unique clicks, unique click rate, total clicks, and total click rate.
108
What does the report tab show?
The Report tab shows basic information and metrics about the email send. The Open Rate pie chart gives you a visual breakdown of the percentage of opened, bounced, and unopened emails for the list email send. Below the Open Rate pie chart, the clicks report breaks down the links in the email and how many prospects clicked each link.
109
What does the click-through rate report tab show?
A rendering of your email is overlaid with the click-through rate next to each link. The call-out colors get warmer (blue is coolest, red is warmest) as the click-through rate gets higher relative to other links in the email.
110
What does the interactions tab show?
The Interaction tab shows how your recipients engage with your email. The data aggregates all engagement and activity (opening an email, clicking a link) together. You can easily compare engagement and activity rates because you see them as percentages of total email opens.
111
What does the Email Client Tab show?
The Email Clients report captures and tracks email client usage for emails opened across your lists in Pardot. Find this report under the Email Clients tab. The email client list includes more than 120 email clients; any client not in the list is marked as “Other” in the report. Although client list can change in the future, Pardot’s code updates automatically to reflect the most up-to-date information and email client list.
112
What is engagement studio?
Engagement Studio lets you build, test, and report on engagement programs that send targeted emails based on prospect behavior and critical qualifying values.
113
What do actions do in Engagement Studio?
Actions take an action on a prospect at a given point in time.
114
What do triggers do in Engagement Studio?
Triggers listen for an event like an email open or form submission to occur within a specified period of days.
A trigger is there to answer the question, “Has the prospect done this?” A trigger is a branch point, so whether a prospect has taken an action or not determines the branch they will continue down.
115
What do rules do in Engagement Studio?
Rules check for specified criteria or values in the system.
Unlike triggers, which only evaluate a prospect’s actions after they joined the engagement program, rules evaluate prospect data at that moment in time. Rules don't wait for something to happen; instead, they check current data.
116
What does the end step do in Engagement Studio?
The end step designates the end of the program path.
117
Why would you use a buffer in the program?
If you plan to add steps to your program in the future, make sure to include a buffer wait step before the end step.
118
What is the test log in Engagement Studio?
The test log provides dates to help you understand the timeline of the program and visualize a prospect’s possible paths.
119
What are safety checks in Engagement Studio?
Pardot gives you an option to schedule start and end dates. If you do that, safety checks will alert you to missing assets.
120
What do you do in Engagement Studio if you want to make changes to a program after it's already started?
If you’d like to make changes after you start your program, you must pause it in order to access the Build tab for edits.
121
What happens to prospects who reach a step after a scheduled date?
If you schedule emails to send on a specific date, prospects who reach the step after that date will skip the step.
122
What are the two ways to use the end step?
You can choose to feed all program paths into one end step, or you can place a separate end step at the completion of each unique path.
