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Pardot Cloud Consultant Certification
Terms in this set (117)
What is Pardots policy on importing lists?
Can only use list:
a. If you call or email and obtain user permission
b. Don't use purchase lists.
c. Be transparent with your sending methods
What is Pardot's policy on permission to send email?
Keep check box to opt in unchecked
Don't bury opt in details in your privacy agreement
How should you handle emailing to Tradeshow lists?
Send initial email to the list saying where you got their name and that you thought they'd be interested but can opt out here..
Where does the cookies opt-in by country message appear and what happens with this setting?
Top of page
If the visitor either opts in or opts out for permission for Pardot to track cookies, the banner will close, and will not appear again unless they delete cookies or visit from a different browser.
If a prospect opts out of tracking, everything operates as if their cookies are disabled. Email link clicks and form submissions will still appear in their activity history, but you will not see their page views, form views, etc.
if a prospect ignores the message and neither opts in or out they will not be tracked;
This does not apply to Pardot landing pages as they are tracked independently of Pardot tracking code and will be displayed in the prospect's 'Visitor Activities' but will show 0 page views and 0 page visits.
What will you still see if a user opts out of cookie tracking?
Email Link clicks
What will you no longer see if a user opts out of cookie tracking?
What does Prospect Audits - Assignments display?
Will show who reassaigned a prospect
If assigned by CRM, will use CRM users and Reassigned by CRM
How can a prospect be added to a list?
and segmentation rules,
What does the Conversions Report show?
It allows you to see how many net new prospects your site is generating and how many visitors are turning into prospects
How do you look for performance for a form on a Landing page?
If your form is on a Pardot landing page, you should look to the Landing Page Report for insight into the form's performance.
All submissions, clicks, errors, and other metrics appear on the Landing Page Report and do not appear on the form report.
What does Total Views Metric show on the Forms Report?
The total number of times your form has been viewed (including if a page has been viewed more than once by the same individual).
What do Unique Views measure?
If a prospect or visitor has viewed the form more than once, these views are deducted from the "total unique views" number.
What are Campaigns in Pardot?
Campaigns in Pardot are a different concept than you may be familiar with if you use a CRM.
Each prospect (and many marketing elements) is associated with a single campaign that can be used for reporting purposes, especially ROI.
Pardot Campaigns are typically thematic touchpoints (similar to "source" in other system) and are used to track the first touch point you have with a prospect.
What is the Error rate on the Landing Page Report?
The error rate is the percentage of views that led to an error during the process of entering information into a form on the landing page.
The statistics in the report may be higher than the number of prospects displayed in the resulting table. This is because prospects may have submitted a form on the landing page multiple times, cleared their cookies between submissions, have been deleted/archived or taken the action anonymously (as visitors).
What is Submission Rate on the Landing Page Report?
the ratio of the number of submissions to the overall number of views.
In other words, what percentage of the views led to a form on the landing page being successfully completed.
What is a CONVERSION?
A conversion is when an anonymous visitor successfully fills out the form or completes the landing page and thus "converts" into a prospect, in other words a visitor with a known email address.
What is a SUBMISSION?
A submission is when the form or landing page has been successfully completed. This submission could be by an existing prospect or an anonymous visitor (who will then "convert" to a prospect upon completion).
A conversion will also count as a submission but a submission might not necessarily be a conversion.
A prospect could complete the same form or landing page more than once which would count as multiple submissions.
What is Advanced Email Analytics?
Features that are included for Pro and Ultimate Edition or available as add ons to standard edition accounts.
Expands on the built-in email marketing functionality.
It adds spam analysis of email content,
subject line preview,
and email rendering previews to see how your emails look across a variety of clients and browsers.
What reports are included in the Advanced Email Analytics package?
Click Through Rate
Email Client Reporting (What type of software the prospect is using to read emails - outlook etc.)
Advanced Email Analytics Reporting
Three additional reports:
and Email Client,
only available for the HTML version of multi-part emails (not text only)
Click Through Rate Report
This report displays link performance visually.
A rendering of your email will be overlaid with clickthrough rates next to your various links.
The call-out colors get warmer (blue, orange, red, and so on) depending on how high the click through rate is (relative to the other links in the email).
This makes determining link performance much easier than simply looking at a chart/table.
What is Engagement & Activity Reporting?
This report shows you data on how your recipients engage with your email.
The data is collected in aggregate and available to you in percentages based off of total email opens for easy comparison purposes.
Opened Your Email Loaded images
Glanced or Unread Open fewer than 2 seconds
Skimmed Your Email Open between 2 and 10 seconds
Read Your email Open for 10 seconds or longer
Forwarded Your Email Use d the forward button in the email client rather than using a "forward to a friend" link (forwarding to more than one recipient at a time only counts as 1 forward)
Printed Your email Printed a hard copy of your email
How does pardot measure email "Opens"?
The prospect Loaded images
How does Pardot measure glanced/unread emails?
Opened fewer than 2 seconds
How does Pardot measure Skimmed Email?
Opened between 2-10 seconds
How does Pardot measure Read Email
Opened more than 10 seconds
How does Pardot track forwarded messages?
Forward button, only tracks 1 forward
What does the Email Client Reporting show?
This report allows you to capture and track email client usage(Outlook vs Gmail vs Yahoo etc) for emails opened across your mailing lists in Pardot.
What does the Content Report show?
displays file views:
What does the CUSTOM REDIRECT REPORt show?
What is CNAME?
CNAME is an alias.
If you want to make sure that links with your old CNAME work as well (in the chance that your prospects click on old links in old emails) then you can retain the CNAME record on your original website domain's DNS (if you are able to maintain your original domain) and you will create a second CNAME record on your new website domain's DNS that also points to go.pardot.com.
Note that this will not work with vanity URLs, only autogenerated URLs.
How many CNAMES can you have per account?
To setup CNAME, do you need to setup a subdomain with your DNS provider?
No, You do not need to set up an actual subdomain with your DNS provider. A simple alias pointing to go.pardot.com is all that you need.
What should the alias point to for your CNAME?
Can multiple pardot accounts share the same CNAME?
No, CNAMEs cannot be shared between Pardot accounts. If you have multiple instances of Pardot, you'll want to establish different CNAMEs for each instance.
What does the Individual Prospect Lifecycle report show?
Pardot's Prospect Lifecycle report records insight into a prospect's score at each stage of their lifecycle.
Use this report to gauge the prospect's journey through the lead nurturing cycle and deliver targeted reporting for each stage.
A Pardot user can see the full history of the activity for a prospect.
Filtering the report by Total Score reflects the total score resulting from all prospect initiated activities.
Filtering the report by Score by Category will display the prospect's score broken out into Email and Web activity
What are the Individual PROSPECT LIFECYCLE STAGE DEFINITIONS?
Number of newly created prospects in Pardot during the selected time frame. Prospects can be created through imports, CRM sync, manually or organically through a Pardot form/form handler/landing page submission.
Assigned Prospects (Marketing Qualified Leads) Prospect that became assigned. Assignment means that the Marketing team has qualified this lead for their Sales team. Assignments can occur in Pardot manually, via the API, via a CRM sync, or during a Pardot import.
Opportunities (Sales Qualified Leads)
Prospect has been associated with opportunities created during the selected time frame (in the Date Range selector for the report). Associating a prospect with an opportunity means that the Sales team has qualified this lead as a potential customer. Opportunities can be created in Pardot manually, via the API, via a CRM sync (salesforce.com or SugarCRM), or imported into Pardot via a CSV file.
Number of opportunities associated with the prospect that were closed during the selected time frame.
Number of opportunities associated with the prospect that were lost during the selected time frame.
**Please note that score changes initiated by Pardot users, such as automation rules, baseline score changes or completion actions targeting score, are not reflected in this report.
What are the 5 stages that are tracked on the Individual Prospect lifecycle report?
What are the two views on the Individual Prospect Lifecycle report?
Score by Category
What is not reflected in the Individual Prospect Lifecycle report?
Score changes initiated by Pardot users such as automation rules, baseline score changes, or completion actions are not reflected in the report
What is the Prospect Lifecycle report?
The Prospect Lifecycle report combines your marketing and sales reports in one place to give you a high-level view of your sales cycle's health. By reviewing the report, you will have an idea of how well your marketing and sales organizations are working together, as well as see areas for improvement.
What is the Date Range filter at the top of the Prospect Lifecycle Report?
time frame in which prospects were created
The date filter binds the lifecycle report so you can adjust the dates to view the trends over a predefined range (last 7 days, last 30 days, etc.) or a custom date range. For example, if you look at a lifecycle report for the past 30 days, you're showing the sales pipline (from visitor to won deal) for prospects who were created in the past 30 days.
What is the Lifecycle Dashboard Overview?
Lifecycle Dashboard includes your
trends over time (Net New Prospects, New Opps, Won Opps)
and the Velocity chart.
What is Net New Prospects on the Lifecycle Report
The number of net new prospects created in the selected date range.
Prospects can be created through imports, CRM sync, manually or through a Pardot form/form handler/landing page submission.
What are considered new opportunities in the Lifecycle Report?
The number of new opportunities created in the selected date range.
What are considered won opportunities in the Lifecycle report?
The number of won opportunities in the selected date range.
What does Percentage Comparisons measure in the Lifecycle report?
Percents below each captured metric show the percent change between the previous time frame and the selected one.
What metrics are captured in the dashboard of the Lifecycle Prospect Reports/
Net new prospects
Perecent Camparison (to previous period)
What is the pipeline funnel in the Lifecycle Prospect Report?
the number of visitors or prospects in each stage of the prospect lifecycle during the selected time frame.
What are the stages in the prospect funnel in the lifecycle prospect report?
Marketing Qualified Leads
Sales Qualified Lead
Also includes Total Revenue and Trending percents
What is the definition of a Visitor in the Prospect Funnel in the Lifecycle Prospect Report?
Number of unique visitors in the selected date range as determined by the Pardot tracking code. If a visitor returns multiple times during the selected time frame, they will only be counted once in this metric.
What is the definition of Prospects in the Prospect Funnel in the Lifecycle Prospect Report?
Number of newly created prospects in Pardot during the selected time frame. Prospects can be created through imports, CRM sync, manually or organically through a Pardot form/form handler/landing page submission.
Marketing Qualified Leads in the Prospect Funnel in the Lifecycle Prospect Report?
Number of prospects created in the specified time frame (in the Date Range selector for the report) that became assigned. Assignment means that the Marketing team has qualified this lead for their Sales team. Assignments can occur in Pardot manually, via the API, via a CRM sync, or during a Pardot import.
Sales Qualified Leads (SQL)in the Prospect Funnel in the Lifecycle Prospect Report?
Number of prospects created during the selected time frame (in the Date Range selector for the report) that have been associated with opportunities. Associating a prospect with an opportunity means that the Sales team has qualified this lead as a potential customer. Opportunities can be created in Pardot manually, via the API, via a CRM sync (salesforce.com or SugarCRM), or imported into Pardot via a CSV file.
What is the definition of Won Deals in the Lifecycle Prospect Report?
Number of opportunities closed during the selected time frame.
What does total revenue include in the Lifecycle Prospect Report
Total revenue of all won opportunities in the selected time frame. Pardot pulls this value directly from the value for these opportunities in the CRM.
What are Trending % in the Prospect Lifecycle Report?
Trending percents on the right side of the graph show a historical comparison or percentage change between prospects created in the current selected time frame and prospects created in the last (e.g., if you're showing a 30-day range, Trending Percents will show a comparison of this 30-day range to the last 30-day range).
What does PROSPECTS IN EACH PIPELINE STAGE show?
Date entered a stage and date exited a stage.
What does the Velocity Chart Display in the Lifecycle Report?
average time a visitor or prospect is in each stage over a selected period of time — the average transition time
What are the comparison stages in the velocity charge
Visitor to Prospect
Prospect to Marketing Qualified Lead
Marketing Qualified Lead to Sales Qualified Lead
Sales Qualified Lead to Won opportunity
Total days to get through the full prospect lifecycle
Lifecycle Report Notes and Limitations
The creation and assignment dates determining prospects' lifecycle stages are based on Pardot dates, not CRM dates. Pardot only references the CRM for opportunity creation and opportunity won dates if the account is connected to a CRM. If the account is not connected to a CRM, Pardot looks internally for the opportunity creation and won dates.
New Pardot clients may see skewed lifecycle reports during the first month or quarter since Pardot doesn't back date creation and assignment dates.
The lifecycle reports don't account for unassignments then reassignments, or opportunity created then deleted. In short, once the prospect is added to a stage it can't move backward and be removed. It can only wait in the current stage until it the next stage's criteria is met.
It also doesn't account for multiple opportunities created and won. A prospect won't move through the lifecycle funnel and reports twice.
Currently there are no automation or segmentation rule criteria based on prospects' lifecycle stages.
In order for Pardot to pull down opportunity data from Salesforce or SugarCRM, the opportunity must be associated with a contact in the CRM. You can read more on syncing opportunities in Pardot here.
Stage and Status Fields
The Stage and Status fields in Pardot are both controlled by the Stage field in Salesforce.
When a Salesforce opportunity stage is set to "Closed-won" the Stage in Pardot will be "Closed-won" and the Status will be "Won."
When a Salesforce opportunity stage is set to "closed-lost" the Stage in Pardot will be "Closed-lost" and the Status will be "Lost."
For any other Salesforce stage, Pardot will match the Stage and Status will be set to "Open."
Constantly be running
Match a prospect 1 time only, will not rematch a prospect
Most flexible uatomation tool
Snapshop in time (looks at database once)
- add or remove prospects from lists, tags on campaigns,
tracks first touch for a prospect
one-to-one relationship between prospect and 1 campaign
Do not have a 1 to 1 relation ship with Pardot Campaigns
Saleforce Campaigns are not automatically added to Pardot as a campaign, vice versa
1 to many relationship/leads
multiple touches along the buying cycle
Automate the addition of pardot prospects to multiple salesforce campaigns using completion actions
What is filtered if you filter a range of ip addresses?
Visitor Page Views
any autoresponders, notifications, email completion actions or other actions associated with filtered activities will not fire.
What types of activities show under a prospects audit page?
Prospect Assignment Rule
Prospect Created - Form Submission
Prospect Deleted / Restored from Recycle Bin
Prospect Default Field
Prospect Custom Field
Prospect Webinar Sync
Prospect Geolocation autofill
Prospect Reviewed / Unreviewed
What ways can a prospect be added and removed from a list?
automation and segmentation rules,
what is tracked in the audit for a webinar sync?
The date/time a prospect's webinar attendance information (registered, attended, did not attend) was synced from the webinar vendor.
1. Segment your most active prospects.
2. run a permission pass to see who is interested in receiving mail?
3. Are you working with legacy data? Use a list cleaning service like data.com to verify those email addresses.
4. Authenticate pardot to send email
5. Setup Domain key and domain key policy
What is Pardot's Permission based Policy as it relates to CAN-SPAM?
Don't use false or misleading header information.
Don't use deceptive subject lines.
Identify the message as an ad.
Tell recipients where you're located.
Tell recipients how to opt out of receiving future email from you.
Honor opt-out requests promptly.
Monitor what others are doing on your behalf.
PERMISSION TO SEND MAIL *PARDOT
- Protect Pardot's reputation and yours
What is on the default email preference center?
Opt into lists they find intereting
opt out of lists the don't want to receive
Why are Custom Email Preference Pages Used:
Segmenting communications for prospects and leads
Managing different product lines
maintaining multiple branded microsites
What ways can a prospect be added to a list?
What does the List Email Report contain>
soft bounce (mailbox full/temporalily down)
total delivered (total sent - hard&soft)
HTML Opens (the viewer must load the images or click on a link within the email.)
Unique HTML opens
HTML open rate
Total CTR (Click-through-rate)
Unique CTR (Click-through-rate)
Click To Open Ratio
Total Spam complaints
Spam complaint rate
what is the HTML Open rate?
The percentage of unique opens (with images, see above) compared to the total number of emails delivered (sent minus bounces).
What is total clicks?
the total number of clicks for all the links in an email.
Each link click is counted separately. For example, if a prospect clicks on two separate links in the same message, it will count as two clicks.
If a prospect clicks on the same link on two separate occasions, that will also count as two clicks.
Clicks on the unsubscribe link are not counted toward Total clicks
What is Total CTR?
The percentage of visitors who click on links contained in emails delivered (sent minus bounces) to them.
With Total CTR, multiple clicks for a same link are counted.
What are Unique Clicks?
if a prospect clicks on two separate links in the same message, or clicks the same link on two separate occasions, it will only be counted as one Unique click.
What is Click To Open Ratio
The number of unique clicks divided by unique HTML opens.
What is the Opt out rate
The percentage of users that have asked to be opted out of future mailings compared to the total number of emails sent.
What are total spam complaints?
Total spam complaints are the total number users that have reported the email as spam.
AOL and Comcast automatically opt them out of future mailings, while Gmail and Yahoo do not.
If a prospect reports spam in these clients, they are not opted out and do not display in this report. They will however send any future mailing to their spam folder.
What is the Engagement report?
shows you what percentage of recipients who opened your email (loaded images) actually
read it (had it open for 10 seconds or more),
skimmed it (had it open for 2-10 seconds),
or glanced at / didn't read it (had it open for less than 2 seconds).
You can also see how many people forwarded your email (using the forward button in the email client rather than having to rely on a "forward to a friend" link)
What is the Email Click Overlay Report?
The Click Overlay report features a visual heat map with links colored on a scale from red to blue to quickly determine the most highly trafficked links.
The Click Through Rate percentage denotes the number of unique link clicks divided by the total number of unique opens for the sent email.
Text only emails don't display a Click-Through Rate Report tab.
What type of emails should be sent from Sales as communication to prospect?
What should the standard timing of drip emails be?
Between 6-45 days between emails.
What % of leads past to Sales are typically qualified?
61% of marketers pass all
leads directly to sales;
however, only 27% of those leads are
What are the best practices that should be followed:
Define your Audience Roles (Decision Makers, Pain Points)
Understand your sales cycle
Have a store of content
Map Content to Sales Cycle
Understand Timing (length of Sales Cycle)
Define your KPI's
What are the stages of the buyers journey?
Identify the Need
Research (educational material, customer reviews, testimonials)
Prioritize Criteria (prioritize their questions, eliminate vendors, narrow focus on competing companies)
Back to Research
Compare (prospects reach out to sales for demos)
Justify (get buy in from upper management)
What types of content are important during the "Identify a Need" stage of a Visitor/Prospect?
Content focused on Pain Points, not product or brand.
What types of content are important during the Research stage of the Buyers journey?
What types of content are important in the Prioritize Stage of the Buyers journey?
(No heavy sales pitch)
What is a best practice for tracking buyers during the Research stages?
Adjust their score when download files/visit landing pages etc to further qualify them.
When a buyer is in the Compare stage, what can marketing and sales do?
Marketing could send a competitive comparison doc
Marketing should send the lead to sales .
Sales should review the prospects activities (what they have downloaded, read)
What types of content are important in the Justify stage?
Drop marketing phrases and focus on tangible and measurable bigger picture like increase revenue, ROI
What types of content are important for the Decision stage of the Buyers journey?
Case studies, implementation approach, quick start costs, customer support, testimonials (again)
What types of content are important for the Purchase Stage of the buyers journey?
What are the Pardot best practices for CTA?
Keep it short
don't be bossy
Make them obvious
What does BANT stand for?
What is the difference between scoring and grading in Pardot?
Scoring measure the prospects interest in your company.
Grading measure how interested you should be in the propect.
What prospect Activities trigger a sync with the CRM?
Form Handler submission
Landing Page submission
Unsubscribing from emails
What user actions will cause a prospect to queue up for syncing?
Import of prospects
Any prospect field changes-including opting out prospects (via import or manually)
Changes to assigned user
Clicking the "synchronize with CRM" link on any prospect record will cause the prospect to immediately sync (effectively "jumping queue")
What system actions will cause a prospect to queue up for syncing?
Any record changes that take place because of an automation rule or completion action.
Add to Salesforce campaign (via automation rule, segmentation rule, completion action or drip program action)
Salesforce campaign status update (via automation rule, segmentation rule, completion action or drip program action)
What does not cause a prospect to sync between Pardot and the CRM?
Receiving or opening an email (unless this action is set to adjust prospect score).
Page views (unless this action is set to adjust prospect score).
Prospect Account updates (these updates sync as part of a separate process).
Creating and/or mapping new custom fields.
Changes to formula fields in your CRM. While Pardot can sync with formula fields, a change to a formula field will not trigger a sync. This is because a formula field is a way of arriving at a value, but does not actually store the value and will not update the last modified timestamp on a record when it changes.
WHAT CAUSES A SYNC FROM THE CRM TO PARDOT?
Updating assigned user (owner) for the lead or contact record
Making field changes to the lead or contact record. A case change to a default field value in Salesforce (for example, updating a lead or contact's first name field value from "adam" to "Adam") will update the case of the mapped default field value in Pardot.
For MSCRM, Netsuite and SugarCRM, changes to a default field value's case in the CRM will trigger a sync but will not update the case of the mapped default field value in Pardot.
Salesforce and Pardot specific sync functionality:
If you use Salesforce, any activity that updates the Last Modified timestamp will trigger a sync to Pardot.
Updating a lead or contact's email address will trigger the prospect to sync to Pardot and update these changes. However, in order for this to pull down accurate changes, the natural sync process must be allowed to take place.
For natural syncing to occur from Salesforce to Pardot, lead or contact records must have a valid email address at the time they are created in Salesforce. If no email address is included, the record will be marked to not sync. In order to sync these records with Pardot, you'll need to add an email address and then do one of the following:
Click Send to Pardot on the Salesforce record
Manually create a matching prospect in Pardot
Export the leads/contacts from Salesforce and import them into Pardot
Please visit "Integrating Assignments with Salesforce" for more information on assignment options in Salesforce as well as assignment syncing scenarios when a CRM Username is not selected, or a user does not exist in Salesforce or Pardot.
What applications does Pardot NOT sync Opportunities with?
Microsoft Dynamics CRM
How do you bring an opportunity to Pardot that is associated with a Person Account in Salesforce?
that Person Account must be added as a Contact Role on the opportunity since the opportunity is created at the account level.
Can Opportunities that were synced with the CRM be edited in Pardot ?
No, Opportunities are read only in Pardot
If you disable Opportunities in the connector, can you create manual opportunities in Pardot?
Can your admin turn off Opportunities in the connector?
No you must call support.
If you have the Opportunity sync turned off and then turn it on at a later date, what happens?
Pardot will retroactively pull in opportunities that were created and updated during the time that opportunity syncing was disabled
If you delete an opportunity in Salesforce, will it be deleted in Pardot?
No, it will be moved to Pardots Recycle Bin
Prospect activities will still show that an opportunity was tied to the prospect, even when the opportunity is deleted.
Opportunities in the Recycle Bin won't appear in your Opportunity Report (Reports > Opportunities).--
What fields does the Stage field in Salesforce control in Pardot?
Stage and Status
If the stage in Salesforce is set to Closed-Won, what happens in Pardot?
Stage will be Closed-Won
Status will be Won
What are the 3 Statuses in a Pardot Opportunity-------------
or Opportunity Lost
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