Pardot Tune Up KitHow do I know my Pardot account is optimized for success?

Pardot Tune Up Kit

Technical Set Up Guide

Audit Worksheet

Getting Started Guide: Campaign Launch Checklist

Go Further: Ongoing Resources

Always on Resources

Technical Help

Lead Management

Sales Alignment

One of the best ways to maximize your use of Pardot is to understand what you are currently using well and which areas you could improve upon. Use this Tune Up Kit as your trail map and let it guide you through your account as you identify key areas where you can improve and even expand your Pardot usage. Ready to get started? Go through this workbook and take it further by engaging with our success resources. Happy trails!

Table of Contents

Technical Set-up Guide

Tracking CodeTracking code is what allows you to monitor visitor and prospect activity on your site, including time spent browsing. It also associates a specific campaign to a visitor or prospect on their first touch-point. The process for implementing tracking code is fairly simple and similar to what you might do when setting up other web analytics tools.

WordPress PluginThe Pardot Wordpress Plugin is designed specifically for our clients using WordPress.org. It lets you easily and securely track visitors to your WordPress site in Pardot. It also allows you to drop forms and dynamic content into your WordPress pages and posts.

Email AuthenticationPardot allows you to send emails from your actual domain by authenticating through the two most commonly accepted standards: Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM). The major ISPs and many corporate spam filters check for one or more of these types of authentication when determining whether or not to allow emails to a recipient’s inbox.

Whitelisting IPsTo avoid having Pardot emails and test emails end up in your company spam filter, we recommend that you have your IT team add Pardot’s IP addresses and your company’s assigned Pardot IP address to your spam filter whitelist.

Tracker SubdomainsA tracker subdomain, also known as a vanity alias or cName, gives visitors a seamless transition when navigating between pages, forms, and landing pages. The alias is also used for any individually tracked links sent out in emails to your prospects.

When getting started with Pardot, there are a few technical setup tasks that are completed during standard implementations. These tasks include: applying tracking code to your website and other online marketing materials, installing the Pardot WordPress Plugin, if you use WordPress.org, whitelisting certain IP addresses, and setting up your tracker subdomain. We recommend reviewing your set-up, especially if you are taking over an existing account, to ensure a solid foundation for your success with Pardot.

Check off these technical set-up items as you review:

Pardot Audit Worksheet Use this worksheet as a guide to asses your Pardot account and find opportunities for improvement. There are two key sections you should review - the Marketing and Admin tabs. You should consider which Pardot edition you have. Note: All functionalities marked with an “*” are included in a Pro account or higher.

3 Easy Steps:1. Navigate through your tools in the Marketing and Admin tabs within Pardot and take notes on your

usage and what you can improve.2. When done, prioritize your top 3 needs.3. Utilize the Help & Training Portal, our Pardot Trailheads, or Open Office Hours to learn more!

MARKETING Currently Using Improvements?Automation RulesEngagement StudioCustom Redirects Dynamic Content*List EmailsA/B Test Emails* FormsForm HandlersLanding Pages

ADMIN Currently Using Improvements?Page ActionsScoring RulesCustom Default FieldsCustom Opportunity FieldsCustom Account Fields

Take Action! Common questions for consideration:Lead Generation Are you using Pardot forms or form handlers? Are your forms embeded directly on your website or are they hosted on a Pardot Landing Page?Are you using Progressive Profiling on your forms?

Email MarketingHave you benchmarked your CTR’s against industry standards?What is the ratio of mailable prospects to total prospects on segmentation lists?Have you created templates for newsletters, regular communications, and Engagement Studio programs?

Automations How are you passing new prospects over to sales?Have you explored custom redirects and page actions?Are all your automation rules support current marketing initiatives?

Getting Started Guide

Campaign Launch Checklist --pardot

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 will I 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 the 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, anemail, confirmed your rules and tested.

Go Further: Ongoing ResourcesDon’t forget that you don’t have to blaze your trail alone! Use this page as your guide for ongoing resources that will help you acheieve success. From our always-on resources to specialized engagement offerings - we have something to offer no matter where you are on your journey.

Always on Resources Technical Help

Open Office Hours - Ask our Pardot Specilaists your best practice & strategy questions LIVE.

Topical Office Hours - Weekly webinars covering a range of topics.

Pardot Success Path - Download our editable PDF linking you to Pardot Resources

Trailblazer Community - Join our B2B Marketing Automation group to collaborate with other Pardot users.

Trailhead - We currently offer two trails - Pardot Basics & Pardot Lead Generation.

Training - Access Pardot’s training content, or find out more about becoming Pardot Certified.

Technical Support Team - Is something broken or not working as expected? Contact tech support!Have Pardot Premier?

Configuration Services - Save time and focus on what matters by handing off repetitive, time-consuming tasks to our team of Salesforce certified experts, who will complete the work for you.

Health Assessment Accelerator - One of our specialists will give you an audit of your current Pardot status and explain how to be successful in the future.

Lead Management

Lead Nurturing lab - An interactive walkthrough of lead nurturing 101.Blog - 5 Steps for Creating an Effective Scoring Model

Have Pardot Premier?Lead Management with Pardot Accelerator - Customize your lead scoring, personalize your lead grading, automate lead assignment, and identify lead maintenance strategies for ongoing success.

Sales Alignment

Blog - Overcoming barriers to marketing automation success Blog - Get started with sales enablement.

Have Pardot Premier?Check out our Salesforce Engage Accelerators - Salesforce Engage Quickstart & Best Practices for Sales ongoing success.