The way to Cross Salesforce Pardot Marketing consultant Certification Examination

Final Up to date on October 8, 2022 by Rakesh Gupta

It has been six years since I handed the Salesforce Licensed Pardot Marketing consultant examination. Prior to now few months, many individuals reached out to me asking for steerage and a path to changing into a licensed Pardot (Advertising Cloud Account Engagement) Marketing consultant. 

That provides me an thought for writing a weblog put up on this matter. For by studying from the start to the top of this text, you’ll have a transparent understanding of – and can have the ability to devise a plan and a method for – the best way to move the Salesforce Licensed Pardot Marketing consultant examination.  


As you’re right here, you could need to try the Preparing for Salesforce Certified Pardot Specialist Certification.

So, Who’s an Very best Candidate for the Examination?

The Salesforce Licensed Pardot Marketing consultant program is designed for people with expertise implementing the Pardot utility and may clarify Salesforce administration ideas associated to Pardot options. The Salesforce Licensed Pardot Marketing consultant has expertise with Pardot administration and configuration, and may efficiently design and implement Pardot options that meet buyer enterprise necessities, are maintainable and scalable, and contribute to long-term buyer success. 

The Salesforce Licensed Pardot Marketing consultant candidate has the expertise, abilities, and information outlined beneath:

  • Determine and perceive a buyer’s present marketing-to-sales technique.
  • Map buyer objectives to Pardot options.
  • Design a method to fulfill buyer enterprise wants based mostly on an evaluation of key efficiency indicators.
  • Suggest automation processes to attain enterprise goals.
  • Suggest Pardot instruments and options (Salesforce Interact, Pardot Einstein) to implement advertising to-sales technique.
  • Develop and suggest an information and content material migration technique.
  • Articulate the implications and significance of technical setup.
  • Analyze current lead qualification technique and make suggestions for translating into Pardot.
  • Analyze current lead nurturing technique and make suggestions for translating into Pardot.
  • Analyze current lead technology technique and make suggestions for translating into Pardot.
  • Develop and suggest a scalable manner of organizing knowledge and belongings in Pardot.
  • Analyze knowledge generated in Pardot reporting instruments to make suggestions for system optimization.
  • Arrange and interpret stories/dashboards in B2B Advertising Analytics.
  • Managing differing objectives/goals in divisions of an organization utilizing Pardot Enterprise Models.
  • Perceive knowledge governance – syncing data, person administration, and so on.
  • Perceive knowledge hygiene, authorization, and group.
  • Develop and administer integration between Pardot and Salesforce.
  • Make investments time in learning the sources listed on this Examination Information and any extra research supplies supplied by Pardot.  

The way to put together for the examination?

The place to begin for me with any examination is the Examine Information.  This provides you particulars of the aim and format of the examination after which a point-by-point abstract of the areas that you’ll be examined on and the way a lot they depend in direction of the general mark.

  • 60 multiple-choice/multiple-select questions – 105 minutes
  • 68% is the passing rating
  • Examination Sections and Weighting
    • Analysis: 17%
    • Account Configuration: 20%
    • Automating Enterprise Processes: 17%
    • E mail Advertising: 10%
    • Lead Administration: 14%
    • Personalizing the Prospect Expertise: 8%
    • Reporting, Metrics & Analytics: 11%
    • Salesforce Interact: 3%
  • The examination Payment is $200 plus relevant taxes
  • Retake charge: USD 100, plus relevant taxes as required per native legislation
  • To be taught extra about examination particulars and examination goals, browse the Salesforce Certified Pardot Consultant Exam Guide.
  • Schedule your certification examination here

What occurs subsequent depends upon how you want to check – for those who discover movies one of the simplest ways, the premier on-line coaching catalog has nice materials, together with information examine inquiries to see if any of it’s sticking.  If you happen to don’t have entry to that, there’s an enormous quantity on the Salesforce channel on youtube.

The next listing is just not exhaustive; so test it out and use it as a place to begin:

  1. Trailmix: Prepare for Your Pardot Consultant Credential
  2. Pardot Knowledge Base
  3. Pardot Full Edition Comparison Chart
  4. Automate Marketing to Businesses with Pardot Lightning App
  5. Additionally, try the Intro to Pardot video by Iman Maghroori
  6. Within the meantime, go to the Salesforce Success Events web page to search out the Pardot Professional Teaching session and signup for it.
  7. Recorded webinars to learn more about Pardot.
  8. Pardot Flashcards and Quizzes.

What you Have to Know to Smoothen your Journey

On a really excessive stage, it’s a must to perceive the next subjects to clear the examination. All credit score goes to the Salesforce Trailhead workforce and their respective homeowners.

  1. Analysis: 17%
    1. For Pardot Implementation, discovery is studying the shopper’s detailed necessities to design and implement options to fulfill their enterprise objectives and goals.
    2. Pardot Implementation: Course of and Key Actions

      1. Put together

        1. Discovery 

        2. Account Configuration

      2. Set up

        1. Personalizing the Prospect Expertise
        2. E mail Advertising
        3. Lead Technology
      3. Improve

        1. Lead Qualification
        2. Automating Enterprise Practices
      4. Interact

        1. Salesforce Interact 
    3. Firm & Mission Alignment
      1. Assertion of Work (SOW)
        1. Mission Planning
          1. Mission Administration Instrument
          2. Custom-made Implementation Plan
          3. Mission Discovery Kickoff Name
          4. Mission Overview Wrap-Up Name
        2. CRM Integration
          1. Set up the Pardot Connector Package deal/Bundle
          2. Lead and Contact Web page Layouts Up to date
          3. Mapping Lead Fields to Contact Fields
          4. Mapping CRM Customized Fields to Pardot Customized Fields
          5. Mapping Customers and Single Signal-On
          6. Information the setup of Salesforce Interact
        3. Technical Setup
          1. Implement Web site Monitoring Code to Log Customer Exercise
          2. Create Vainness Tracker Area (CNAME) for Branded Pardot Hyperlinks
          3. Implement E mail Authentication for E mail Deliverability Optimization
        4. Advertising Asset & Integration Setup
          1. E mail Template Setup
          2. Marketing campaign Setup
          3. Kind / Kind Handler Setup
          4. Touchdown Web page Setup
          5. Automation Rule Setup
          6. Engagement Packages Setup
          7. Database Import
          8. Add-Ons & Connectors Setup
          9. Devoted E mail IP Setup
          10. Web site Search Integration Setup
        5. Mission Coaching
          1. Weekly / Each day personalized coaching based mostly on Mission Plan
          2. On-line Documentation, In-App Sources, & Group Webinars
          3. Lead coaching for Gross sales finish customers on the best way to use Salesforce Interact
      2. Firm Overview
      3. Key Stakeholders
        1. Setup a kick-off name with the next individuals to higher perceive the present course of:
          1. Advertising Coordinator
          2. Advertising Supervisor
          3. Gross sales Supervisor
          4. Marketing consultant
          5. Webmaster
      4. Advertising Targets (brief & long run)
      5. A key efficiency indicator (KPI) is a measurable worth that demonstrates how successfully a enterprise unit or group is reaching key enterprise goals.
        1. Widespread KPIs in advertising automation:
          1. Impressions (Adverts & Social)
          2. Web site Site visitors (Guests)
          3. Conversions (New Prospects)
          4. E mail Engagement (Opens, Clicks, and so on.)
          5. Advertising Certified Leads (Assigned Prospects)
          6. Gross sales Certified Leads (New Alternatives)
          7. Income (Marketing campaign ROI)
          8. Velocity (charge of change between levels within the funnel)
    4. Present Options & Instruments:
      1. Present advertising challenges
      2. Present advertising instruments
      3. Present Salesforce setup
      4. Present automation processes
      5. Present advertising belongings
      6. Present knowledge sources
    5. Discovery Questions
      1. Do you utilize a CRM? In that case, How?
      2. How is the web site hosted and managed? Do you utilize any net analytics? 
      3. Which Search Engine Advertising and On-line Adverts do you utilize?
      4. What are your Emails and Lead Nurturing technique? 
      5. Are you utilizing your web site for lead technology?
      6. Do you utilize Touchdown Web page in any respect?
      7. What’s your webinar software?
      8. Social media presence particulars 
      9. How do you deal with marketing-to-sales lead handoff?
      10. How are you measuring and evaluating your advertising success (KPIs)?
      11. How are you measuring and evaluating your gross sales success (KPIs)?
      12. Brief-term advertising automation objectives?
      13. Lengthy-term advertising automation objectives?
      14. What processes could possibly be arrange to facilitate collaboration with gross sales?
  2. Account Configuration: 20%
    1. Pardot is accessed by means of Salesforce.
    2. Prepare for Your Pardot Implementation
    3. How to Build a Global Marketing Strategy with Pardot
    4. Technical Setup Objects
      1. Review Your Pardot Health: Ch. 3 Technical Setup and Configuration 
      2. Tracking Code – Copy and paste the monitoring code earlier than the shut physique tag in your HTML pages.
        1. Set Pardot Cookie
        2. Pardot Exercise Monitoring (Guests & Prospects)
        3. Set Pardot Marketing campaign
        4. Asynchronous – Doesn’t influence web page load
      3. Tracker Subdomain (CNAME)
        1. Advantages:
          1. Manufacturers Pardot URLs
          2. Permits Vainness URLs
          3. It may be used with – Customized Redirects, Recordsdata, Touchdown Pages, Types, and so on. 
          4. Widespread Examples:
      4. Email Authentication
        1. Advantages:
          1. Authenticates Pardot to ship emails on behalf of e-mail area(s)
          2. Considerably will increase e-mail deliverability charge
          3. Pardot Assist can assist deliverability challenges
      5. IP Whitelisting
        1. Keep away from having take a look at emails find yourself trapped by your organization’s spam filter. Have the IT workforce add your organization’s assigned Pardot IP tackle to the spam filter whitelist.
      6. Product & Service Notifications
        1. Pardot sends various kinds of product and repair notifications. Designate a special level of contact for every notification relying on organizational roles.
      7. WordPress Plugin
        1. Simply embed types and dynamic content material into your WordPress pages and posts.
      8. Custom Fonts
        1. Guarantee customized fonts hosted in your area granted Pardot permission to make use of your fonts on Pardot belongings to make sure model consistency.
    5. Database Hygiene Assessment in Pardot
    6. How to Integrate Pardot with Google Ads and Analytics
    7. How To Use Salesforce Campaigns in Pardot
    8. How to Enable the Pardot Lightning App
    9. Salesforce Integration – Combining best-in-class advertising automation with best-in-class CRM permits your prospects to supercharge their gross sales course of.
      1. Driving new, extra certified leads
      2. Closing offers quick
      3. Monitoring the all-important ROI
    10. Pardot actions that set off a sync
      1. Prospect actions
        1. Kind submission
        2. Kind handler submission
        3. Touchdown web page submission
        4. E mail unsubscribe and resubscribe
      2. Consumer actions
        1. Prospect import
        2. Prospect discipline adjustments (together with opting prospects out, manually or through import)
        3. Pardot marketing campaign adjustments
        4. Modifications to an assigned person
        5. Manually syncing from the prospect report
      3. System actions
        1. File adjustments that happen due to an automation rule or completion motion
        2. Add to a Salesforce marketing campaign or Salesforce marketing campaign standing replace through automation rule, segmentation rule, completion motion, or Engagement Program motion. 
    11. Salesforce actions that set off a sync
      1. Lead or Contact assigned person (proprietor) replace
      2. Lead or Contact discipline change
      3. Creating a brand new Lead or Contact, if connector enabled for ‘Robotically create prospects in Pardot if they’re created as a Lead
    12. Pardot will sync up to date knowledge to Salesforce each 2-Four minutes.
      1. If fewer than 400 data are discovered, Pardot syncs related prospects instantly.
      2. If better than 400 data are discovered, Pardot provides the Salesforce IDs to a queue and processes them in batches. Commonplace batch processing equals 12,00zero data per hour.
    13. Which File Sync
      1. Lead, Contact, and Individual Accounts
      2. Accounts
      3. Alternatives
      4. Campaigns and Marketing campaign Members
      5. Customized Objects (read-only sync)
    14. Bidirectional Sync
      1. A prospect is a report in Pardot that represents a person particular person. Prospects sync with leads, contacts, and particular person
        accounts in Salesforce.
        1. What to know:
          1. Pardot can create, learn, and replace lead and make contact with data.
          2. An e-mail tackle is required for syncing.
          3. Prospects sync utilizing Salesforce ID because the distinctive identifier; an e-mail tackle can optionally be used as a secondary match.
            1. Pardot maintains the prospect report and updates the Salesforce ID when a lead converts to a contact.
    15. Learn-Solely Sync
      1. Accounts in Pardot signify corporations, teams, or organizations. Accounts in Pardot sync with Accounts in Salesforce.
        1. What to know:
          1. Pardot can learn account objects in Salesforce.
          2. Pardot routinely syncs with accounts which might be related to syncing contacts.
      2. Alternatives in Pardot signify a possible gross sales deal. Alternatives in Pardot sync with alternatives in Salesforce.
        1. What to know:
          1. Pardot can learn alternative objects in Salesforce.
          2. Pardot routinely syncs with alternatives related to syncing contacts through Contact Roles.
          3. Contact Roles is a junction object that hyperlinks to the contact and the chance report.
    16. Restricted Bidirectional Sync
      1. Prospects in Pardot may be added to Salesforce campaigns to trace engagement with advertising
        applications. This creates a marketing campaign member report in Salesforce. Marketing campaign members are merely leads or
        contacts that belong to a marketing campaign.
        1. What to know:
          1. Pardot can create, learn, and replace marketing campaign member data and marketing campaign member standing.
          2. Pardot can even learn the marketing campaign object in an effort to add a marketing campaign member to the marketing campaign.
            1. Pardot campaigns and Salesforce campaigns are two totally different objects that don’t sync straight by
              default; nevertheless, you’ll be able to join them* to streamline marketing campaign administration.
    17. Restricted Learn-Solely Sync
      1. Customized Objects in Pardot are used to trace objects that aren’t native to your Pardot org. If you happen to’ve bought
        the customized object integration, you could sync with extra objects in Salesforce.
        1. What to know:
        2. Pardot can learn customized objects which might be straight linked to a lead, contact, or account report.
        3. Syncing too many customized object data or fields can considerably decelerate your Pardot account.
        4. Sync solely customized objects which might be important in your segmentation objectives.
    18. Basics of Pardot and Salesforce Integration
    19. Salesforce-Pardot Connector v2 Implementation Guide
    20. Allow Salesforce Consumer Sync to sync customers from Salesforce – Once you allow Salesforce Consumer Sync, you’ll create, replace, and deactivate customers in Salesforce to manage entry to Pardot. Make sure you evaluate the Making ready for Salesforce Consumer Sync objects rigorously earlier than enabling; this can’t be disabled.
    21. Consumer Position
      1. A person position defines which options and knowledge a person has entry to. Select a default or customized position while you create a person.
      2. Per person, set most limits on the variety of:
        1. Imports
        2. Exports
        3. E mail Sending
      3. Default Consumer Roles – Pardot consists of 4 default person roles: Administrator, Advertising, Gross sales Supervisor, and Gross sales. You’ll be able to’t edit the default person roles.
        1. Administrator Position – Directors can entry all settings, prospect knowledge, and modules.
        2. Advertising Position – Advertising customers have management over prospect knowledge and advertising modules, together with creating lists, types, touchdown pages, and sending listing emails.
        3. Gross sales Supervisor Position – Gross sales Managers, have entry to all prospect knowledge and guests however no advertising performance. Gross sales Managers can ship one-to-one emails to prospects however can’t ship listing emails.
        4. Gross sales – Gross sales customers solely have entry to prospect administration performance. Gross sales customers can ship one-to-one emails to prospects however can’t ship listing emails. They’ll view, edit, and export the prospects assigned to them.
      4. Customized Consumer Roles
        1. You’ll be able to create a customized position to offer particular permissions to customers. You’ll be able to create a task from scratch or clone a default position and modify the permissions.
        2. Finest observe – copy the person position that best suits.
    22. Excessive-Stage Prospect Knowledge Migration Course of
      1. Stock Knowledge
        1. Determine knowledge sources.
        2. Work with the shopper to centralize information throughout all knowledge sources.
      2. Clear Knowledge
        1. Consider knowledge well being & cleanliness.
        2. Take away unengaged and duplicate prospects.
        3. Test if the contact quantity aligns with the variety of Pardot contact blocks.
      3. Configure Fields
        1. Talk about and establish fields used for advertising
        2. Consider which fields have to be migrated/condensed
        3. Talk about which system of governance and validation for discipline values
      4. Configure Objects
        1. Not all prospects want this step, as many could not use customized objects. When attainable, use commonplace objects.
        2. Talk about and establish any customized objects wanted for advertising (if any).
      5. Import Prospects
        1. Construction your knowledge in CSV format.
        2. Import information to Pardot.
        3. Spot-check imports and evaluate any errors.
  3. Automating Enterprise Processes: 17%
    1. How to Use Automation Tools in Pardot
    2. Build a Nurture Program with Marketing Cloud Account Engagement
    3. Totally different automation instruments in pardot
      1. Completion Actions – Set off actions based mostly on prospect actions.
      2. Web page Actions – Set off actions based mostly on prospect web page views.
      3. Dynamic Lists – Create self-maintaining lists based mostly on prospect standards.
      4. Segmentation Guidelines – Set off one-time actions based mostly on prospect standards.
      5. Automation Guidelines – Set off one-time or repeated actions based mostly on prospect standards.
      6. Engagement Studio – Construct a sequence of automation based mostly on standards or actions designed to interact.
    4. Selecting the suitable automation software in your wants can simplify your advertising efforts. Reply a couple of questions that can assist you resolve which software to make use of.
      1. Is the rule based mostly on standards or an motion the prospect takes?
        1. Motion—Use a completion motion.
        2. Standards—Go to step 2.
      2. Is it one-time automation?
        1. Sure—Use a segmentation rule.
        2. No—Go to step 3.
      3. What’s the objective?
        1. Replace a listing—Use a dynamic listing.
        2. Motion based mostly on standards—Use an automation rule.
    5. Completion rules will let you automate actions proper from a advertising component. You’ll be able to add completion actions to types, kind handlers, customized redirects, emails, and non-image information.
      1. Executes each time the motion is accomplished.
      2. Execute just for prospects – not guests
      3. Execute within the order listed.
      4. Not retroactive. This solely applies to future actions. Is not going to execute for:
        1. Nameless guests
        2. Picture information
        3. Filtered actions
    6. Automation rules allow you to carry out one-time or repeated actions on prospects that meet sure standards.
      1. Constantly consider new or up to date prospects towards rule standards.
      2. Retroactively evaluates all current prospects.
      3. The matched prospect will solely apply actions as soon as. Prospects can’t unmatch.
        1. Test the Repeat Rule field to permit a number of matches, and configure your repeating rule settings.
    7. Dynamic lists are rule-based lists that routinely replace when a prospect’s knowledge adjustments. Membership is refreshed continually.
      1. Prospects matching standards are added to the dynamic listing.
      2. If the prospect not matches the factors, they are going to be faraway from the listing.
      3. Could be added to the E mail Choice Web page
      4. Seen provided that standards matched
      5. It can’t be CRM seen.
    8. Segmentation rules run as soon as and will let you both create a listing of prospects or run particular segmentation actions.
      1. Not like automation guidelines, segmentation guidelines don’t run constantly. Segmentation guidelines run as soon as and match solely the prospects that meet the rule’s standards when the rule runs.
    9. Month-to-month Inactive Automations (Automation lively and no prospect updates in >30 days) Report
      1. As much as 5 most just lately inactive:
        1. Engagement Packages
        2. Drip Packages
        3. Dynamic Lists
        4. Automation Guidelines
    10. Engagement Studio
  4. E mail Advertising: 10%
    1. Pardot Send List Emails
    2. How to Enable the New Pardot Email Builder
    3. E mail markeitng concerned
      1. Authentication & Deliverability
        1. E mail Authentication
          1. A single most necessary step to avoiding spam filters (full ASAP).
          2. Authenticates that Pardot has permission to ship emails on behalf of the sender area.
          3. Generally accepted requirements are SPF, DomainKeys, and DKIM.
          4. Includes the IT division in including TXT data to the area’s DNS.
        2. IP Heat Up
          1. All IPs begin out “chilly” and have to be “warmed” by steadily rising sending quantity.
          2. Warming prevents crimson flags and means that you can keep away from spam screens.
          3. Begin along with your finest and most lively lists.
          4. Keep away from beginning with previous lists (>1 12 months).
          5. Search for any preliminary points that will come up, together with excessive bounce charges (>10%).
        3. Compiling Clear Lists
          1. By no means ship to bought lists.
          2. Use lively or verify opt-ins.
          3. Make opt-outs simple and quick.
      2. Design & Content material
        1. HTML
          1. Enhanced aesthetics
          2. Intensive design choices
          3. Increased engagement charges
          4. E mail open monitoring
        2. Plain textual content
          1. Increased deliverability charges
          2. Constant rendering
          3. Lacks e-mail open monitoring
        3. Picture-to-text ratio
        4. Unsubscribe and/or E mail Choice Web page
        5. Clear Name-to-action (CTA)
          1. Placement (Above the fold)
          2. Design (Colour/Picture)
          3. Convey worth (Hold brief)
          4. Point out Urgency
      3. Testing & Optimization
        1. Inner Testing Strategies
          1. Take a look at Lists – Expertise firsthand a reside simulation of the prospect e-mail expertise:
            1. Rewritten tracked hyperlinks
            2. Variable tags populated
            3. Replicate the “From” person
          2. Particular person Emails – Manually kind the e-mail tackle to obtain the take a look at e-mail.
            1. Prospect report not required
            2. Obtain each HTML & Textual content proof variations.
            3. No hyperlink monitoring or populated variable tags.
          3. Rendering Assessments – See how emails look throughout numerous purchasers and browsers.
            1. E mail rendering
            2. Topic line preview
            3. Spam Evaluation
        2. Exterior Testing Strategies
          1. A/B Testing means that you can change components in your e-mail, section your recipient listing right into a take a look at viewers and a profitable viewers, and use the e-mail’s engagement knowledge to routinely decide and distribute the profitable e-mail.
      4. Sending
      5. Monitoring & Reporting
    4. Give attention to optimization:
      1. Automate and simplify your day-to-day duties
      2. Collect knowledge and make more practical long-term choices
      3. Higher perceive your viewers
    5. For a excessive bounce charge, 10% or extra:
      1. Scrub/replace your database to make sure e-mail addresses are appropriate and present.
      2. Carry out a permission move to re-opt in older prospects.
      3. Arrange an automation rule to filter unengaged prospects commonly.
    6. To extend your CTR, take into account:
      1. Experiment with the form/dimension/colour of your Name-to-Motion (CTA).
      2. Transfer your CTA above the fold.
      3. Embody solely 1-2 hyperlinks in your e-mail (CTR drops considerably after 3).
    7. E mail Despatched – Your Pardot e-mail is marked as ‘Despatched’ as soon as Pardot has:
      1. Cleaned your recipient listing
      2. Formatted variable tags
      3. Rewritten your hyperlinks to be trackable
    8. E mail Delivered – Your Pardot e-mail is marked as ‘Delivered’’ as soon as the e-mail server has:
      1. Verified the recipient’s e-mail tackle
      2. Checked your e-mail for frequent spam triggers
      3. Efficiently positioned your e-mail within the recipient’s mailbox
  5. Lead Administration: 14%
    1. Lead Qualification
      1. The method of evaluating a prospect’s curiosity in your firm and readiness to buy.
    2. Lead Task
      1. The method of sending a certified prospect to your gross sales workforce for additional analysis.
    3. Customized Redirects
      1. Banner adverts on third-party websites to trace a banner advert explicitly and see what number of people entry it.
      2. Social sharing to trace a hyperlink on Fb, LinkedIn, Twitter, and so on., posted from any social software.
      3. Customized redirects can level to pages or information that you don’t host.
      4. Optionally, completion actions may be utilized to recognized prospects.
    4. Recordsdata
      1. Pictures and useful resource information to be used in advertising belongings, similar to emails, types, and touchdown pages.
      2. The file dimension is restricted to 50MB per file.
    5. How to Use Pardot Forms and Landing Pages
    6. Types vs. Kind Handlers
      1. Use types or kind handlers to gate content material and/or gather details about guests and switch nameless guests into recognized prospects.
      2. Types are created and managed straight in Pardot.
        1. Progressive profiling
        2. Dependent fields
        3. Invisible Bot Safety
        4. Show thanks content material
        5. Not for accumulating delicate knowledge
      3. Types handlers will let you convey info being collected in exterior types into Pardot.
        1. Preserve present lead stream
        2. Assist customized front-end enhancing
        3. Delicate knowledge
    7. Format Templates
      1. Controls how components show in Pardot Types and Touchdown Pages.
      2. Enhancing Tabs
        1. Format: HTML & CSS Styling
        2. Kind & Web site Search: Substitution Logic
      3. Variable Tags
        1. %%content material%% = Textual content & Kind
        2. %%description%% = website positioning Meta Tags
        3. %%title%% = Touchdown Web page Title
      4. Content material Areas
        1. Use content material areas to lock the template’s styling down and solely permit customers to edit sure areas of the touchdown web page, just like the title, pictures, or hyperlinks.
        2. Touchdown Web page format templates don’t assist repeatable and detachable content material areas.
      5. Styling
        1. The outermost containing component management styling:
        2. When you have a kind by itself, it’ll use the format template for that kind.
        3. When you have a kind on a touchdown web page, the touchdown web page template will take priority over the shape’s.
        4. If you happen to place a kind on a touchdown web page utilizing the touchdown web page builder, it gained’t use a format template.
    8. Touchdown Web page
      1. A selected web page is usually reached after clicking a hyperlink or commercial. Presents a streamlined path designed to elicit a particular motion by the customer.
      2. Content material Format Choices:
        1. Present HTML: Use format templates
        2. WYSIWYG Editor: Use inventory templates
  6. Personalizing the Prospect Expertise: 8%
    1. Why Personalize the Prospect Expertise?
      1. Companies that personalize net experiences see a median 19% enhance in gross sales.
      2. Customized advertising emails obtain 29% increased open charges and 41% increased click-through charges.
    2. Content material Advertising
      1. Content material advertising is creating useful, related content material and internet hosting it in your web site or third-party websites to usher in certified prospects who’re in search of info to handle their ache factors and desires.
      2. Content material can embody:
        1. Social Media
        2. Blogs
        3. Infographics
        4. White Papers
        5. Movies
        6. eBooks
        7. Case Examine
    3. Content material must be related to the place your prospects are within the funnel.
      1. Brainstorm what content material in every stage would possibly seem like (Medium and matter):
        1. High (Lead Technology)
          1. Any of the next content material is appropriate for patrons at this stage:
            1. Instructional white papers
            2. Tip sheets and checklists
            3. Movies
            4. Infographics
            5. Weblog posts
        2. Center (Lead Nurturing)
          1. Any of the next content material is appropriate for patrons at this stage:
            1. Recorded webinars
            2. Case research
            3. ROI calculators
            4. Trade stories
            5. Knowledge sheets with product info
            6. Product- or ROI-focused white papers
        3. Backside (Acquisition & Growth)
          1. Any of the next content material is appropriate for patrons at this stage:
            1. Implementation and assist info
            2. Purchaser’s guides
            3. White papers/one-sheeters
    4. The next are well-liked methods your shopper can body enterprise worth to potential patrons.
      1. Enhance buyer expertise
      2. Enhance effectivity
      3. Scale back operational prices
      4. Educate Prospects
      5. Enhance income
    5. Personalizing the Prospect Expertise in Pardot
      1. How?
        1. Segmentation
        2. Variable Tags
        3. Dynamic Content material
      2. The place?
        1. E mail
        2. Net Pages
        3. Types
    6. Segmentation Methods
      1. Product Curiosity
      2. Location
      3. Stage
      4. Lead High quality (Rating & Grade)
      5. Webinar Standing (Registered / Attended)
      6. Occasion Standing (Registered / Attended)
      7.  Alternatives Standing (Open, Gained, Misplaced)
    7. Use variable tags to populate person and account info, and personalize messages by together with info taken from recipients’ data. Pardot comes with the usual prospect, account, and person variable tags.
      1. Based mostly on:
        1. Prospect discipline: %%field_id%%
        2. Account fields: %%prospect_account.field_id%%
        3. Consumer fields: %%user_field_id%%
      2. Limitations:
        1. Variable tags won’t populate if the related discipline doesn’t have a price.
        2. No customized fields with ‘File and show a number of responses’ enabled.
        3. No Alternative or Customized Object fields.
        4. Variable tags in Touchdown Pages populate inconsistently.
        5. Use Superior Topic Composer to incorporate variable tags in topic strains.
    8. Dynamic Content material – Permits you to show sure HTML content material in your emails or net pages based mostly on a prospect’s rating, grade, prospect default fields, or prospect customized fields.
      1. Variations based mostly on prospect discipline:
        1. Rating
        2. Grade
        3. Prospect Default Fields
        4. Prospect Customized Fields
        5. Limitations:
          1. Just one variation standards
  7. Reporting, Metrics & Analytics: 11%
    1. Pardot gives stories which might be particular to your Pardot content material and connectors. If you happen to use the Pardot Lightning App with Salesforce, you even have entry to Salesforce stories based mostly on Salesforce objects.
    2. Good for purchasers in search of a easy solution to report on advertising automation efficiency with minimal configuration.
      1. Pre-Constructed
      2. Restricted filters
      3. Restricted customization
      4. Constructed-in visible representations
      5. Discovered below the Stories tab
    3. A marketing campaign Efficiency report gives a high-level overview of a marketing campaign’s general well being in comparison with different campaigns in an interactive graph.
    4. Lifecycle Report combines advertising and gross sales knowledge to profile funnel well being.
      1. Pipeline: Stage quantity and share of change
      2. Velocity: Common transition time between levels
    5. The webinar report exhibits registration and attendance particulars in your related webinar providers.
    6. A Conversions report exhibits guests who’ve transformed to prospects and their rating, conversion level, and supply referrer info.
    7. When a customer or prospect clicks a hyperlink to a Pardot-hosted file, the clicking is recorded within the File Statistics desk. You’ll be able to filter the desk by tags and date vary.
    8. When a customer or prospect clicks a customized redirect, the clicking is recorded within the Customized Redirect Statistics desk. You’ll be able to filter the desk by tags, marketing campaign, and date vary.
    9. Pardot Campaigns VS Salesforce Campaigns
      1. Use Pardot for:
        1. You want to report on advertising belongings or related apps
        2. You need easy, ready-to-use stories that don’t require customization
        3. You need to glean extra insights into your Prospect desk
      2. Use Salesforce When:
        1. You want a extra in-depth reporting answer
        2. You need to customise your stories for particular person roles
        3. You need to mix Pardot and Salesforce knowledge
    10. An Engagement Historical past Dashboard is powered by CRM Analytics and provides gross sales and advertising customers the ability to discover and visualize necessary knowledge. Embed an Engagement Historical past Dashboard element on marketing campaign, account, lead, contact, particular person account, or alternative data. The dashboard exhibits widgets which might be tailor-made to every kind of report.
      1. Obtainable for Marketing campaign File House
      2. Analytics Embedded App ViewOnly PSL required view
      3. Dashboard particulars
        1. Most up-to-date 90 days of information
        2. Knowledge is refreshed each Eight hours after the preliminary knowledge load
        3. Solely related campaigns
        4. Solely synced belongings
        5. Knowledge can’t be manually refreshed
      4. Belongings & actions included
        1. Record e-mail – Click on, Open
        2. Kind – View, Success
        3. Kind handler -Success
        4. Touchdown web page – View, Success
        5. Advertising hyperlink – Customized URL Click on, File View
    11. A submission is when a customer or prospect completes a kind and submits it to Pardot. A conversion is a particular kind of submission throughout which an nameless customer gives an e-mail tackle and converts it right into a prospect.
      1. In case your kind is on a Pardot touchdown web page, submissions, clicks, errors, and different metrics seem on the touchdown web page report. Metrics don’t seem on the shape report.
      2. View a single kind’s report back to get detailed details about its efficiency. From the Types Statistics desk, click on the identify of the shape that you just need to view particulars for.
        Whole Views The entire variety of occasions your kind has been seen. Consists of a number of views from the identical customer.
        Whole Submissions The entire variety of occasions the shape was efficiently submitted.
        Submission Fee The share of the views that led to a kind submission.
        Whole Errors The entire variety of occasions a kind error prevented a submission.
        Error Fee The share of views that led to an error.
      3. The Kind Handler Statistics desk gives high-level statistics in your kind handlers.
    12. The E mail Bounce Report comprises comfortable and hard-bounced e-mail addresses from all kinds of emails despatched from the previous 12 months. The at-a-glance KPIs on the high of the report mirror the distinctive emails despatched and breakdowns of delivered vs. bounced emails and exhausting vs. comfortable bounces.
  8. Salesforce Interact: 3%
    1. How to Use Pardot Salesforce Engage
    2. Salesforce Interact lets advertising share its content material with gross sales to spice up your organization’s promoting energy. Gross sales reps can use marketing-approved e-mail templates to contact prospects on the proper second and monitor the effectiveness of the messages in Salesforce.
    3. Salesforce Interact Core Capabilities
      1. Interact Campaigns
      2. Interact Alerts
      3. Interact for Gmail and Outlook
      4. Interact Stories
    4. Use Interact Campaigns to ship 1:1 or 1:many emails straight from Salesforce.
      1. Advertising can publish authorized templates, or customers can draft their very own messages.
      2. Customers can add prospects to marketing-powered nurture campaigns.
    5. Customers can ship their very own 1:1 tracked emails from Gmail and Outlook. Ship emails and consider prospect insights proper out of your typical e-mail shopper. Finest when sending fast 1:1 messages (versus 1:many emails despatched through Interact campaigns).
      1. Gmail: Add prospects to nurture and ship revealed Pardot e-mail templates.
      2. Outlook: Ship Salesforce e-mail templates through Lightning for Outlook.
    6. Interact Alerts can notify customers in real-time when prospects interact with advertising content material.
      1. Alerts are seen on cellular and desktop.
      2. Customers can filter to prioritize high-value notifications.
      3. Customers straight monitor the success of their Interact Campaigns with easy-to-read stories:
        1. Delivered
        2. Opens
        3. Clicks
    7. Customers can use interact stories to consider Interact marketing campaign efficiency.
      1. Customers can view their very own outcomes for 1:1 or 1:many emails for templated and non-templated sends.
      2. Managers can see cumulative outcomes utilizing workforce stories, which populate based mostly on Salesforce position hierarchy.


When you have primary expertise with all of the above subjects, passing the examination will probably be a cinch, and it is possible for you to to earn the much-coveted Salesforce Licensed Pardot Marketing consultant certification examination! Nevertheless, for those who would not have sufficient expertise (6-9 months) with the Pardot (Advertising Cloud Account Engagement) and plan to change into a Licensed Pardot Marketing consultant. I counsel you draw a 6-9 months plan (end the above Trailhead to organize for it).

I hope that you just discover the following tips and sources helpful. If you happen to put the effort and time in, you’ll succeed. Pleased learning, and good luck!

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