Salesforce Pardot Consultant Study

1. How to create a B2B Marketing Analytics app in your org?

• Navigate to Analytics Studio and answer the setup questions:
  - In Salesforce open Analytics Studio.
  - Click Create and select App.
  - Click Start from Template and then select B2B Marketing Analytic

2. Account-Based Marketing Dashboard

• Use Account-Based Marketing dashboards to understand how opportunities and contacts from one account engage with your marketing and sales assets.
  
  To use Account-Based Marketing dashboards, enable the integration user's access to B2B Marketing Analytics.

Multi-Touch Attribution Dashboard

• Multi-Touch Attribution dashboards show you which marketing efforts are most influential during each stage of the purchase lifecycle. After you enable Connected Campaigns, engagement with Pardot's marketing assets and data from Sales Cloud appear together in one dashboard.
  
• To use Multi-Touch Attribution dashboards, set up Connected Campaigns and Campaign Influence.
  

Enable Connected Campaigns

   1. Open the Connected Campaigns page.
      • In Pardot, open Settings and click Edit. Scroll to Connected Campaigns.
   2. Select Enable Connected Campaigns and Engagement History.
   3. Select the Salesforce campaign record types that can be connected.

 

B2B Engagement Dashboard

• shows how your primary marketing assets perform and how they contribute to the sales pipeline and opportunity lifecycle.
  
  Included metrics:
  - asset engagement on list emails
  - forms
  - landing pages.

 

B2B Pipeline Dashboard

• Shows your sales funnel from visitors to prospects and through to opportunities you've won. This dashboard is helpful for sales and marketing leadership to see which assets and campaigns push the most deals.
  
  Included metrics:
  - numbers of visitors
  - prospects
  - marketing qualified leads
  - open opportunities
  - closed-won opportunities
  - velocity figures.

 

Marketing Manager Dashboard

• Offers a quick look into the health of your business and which campaigns are yielding the best results. From this dashboard, you can drill into the Engagement and Pipeline dashboards.
  
  Included metrics:
  - pipeline deals
  - revenue by campaign
  - marketing asset engagement.

Multi-Touch Attribution Dashboard

• Provides a look into the top drivers at each lifecycle stage. Get a detailed view of marketing performance when you filter the dashboard by influence model, opportunity, account, and more.
  
  Included metrics:
  - revenue
  - total value
  - cost
  - ROI
  - top channels
  - revenue by campaign.

 

Account-Based Marketing Dashboard

• Brings together opportunities, contacts, marketing engagement, and sales activities. Narrow the dashboard by a certain account or a few, to find out how things are going with your sales reps.
  
  Included metrics:
  - pipeline value
  - number of opportunities
  - Pardot score
  - win/lost percentage
  - stage value
  - a table of opportunities.

 

Einstein Behavior Scoring Dashboard

• Provides a look into the factors that Einstein uses to build your scoring model.
  
  Included widgets:
  - Most influential engagement activities
  - influential assets
  - a table of leads and contacts who perform these activities.

 

Can a prospect exist in multiple business units?

• No. A lead or contact record can sync with a prospect in one business unit.
  To have a prospect in multiple business units, create duplicate records that represent the same individual and sync each record with a separate lead or contact.

 

Can a connected campaign sync with multiple business units?

• No. A connected campaign can sync with only one business unit.

 

How to switch between business units?

• Business Unit Switcher. To switch between business units, navigate to the Pardot Settings tab in the Pardot Lightning app, and then select a business unit from the dropdown.
  
  To switch between business units, users must have:
  • User Sync enabled and a verified Salesforce v2 connector, or have purchased Pardot Advanced Edition after June 17, 2019.
  • Access to the Pardot Lightning app.
  • A user record in multiple business units, all connected to the same Salesforce org. Each Pardot user record must be connected to the same Salesforce user.

 

To switch between business units, users must have...

• - User Sync enabled and a verified Salesforce v2 connector
  - Access to the Pardot Lightning app.
  - A user record in multiple business units, all connected to the same Salesforce org. Each Pardot user record must be connected to the same Salesforce user.
  
  Users can now exist in more than one business unit, and they can switch between accounts with ease from the Pardot Lightning app.

 

How do I know the correct data is syncing to the correct Business Unit?

• Marketing Data Sharing criteria
  
  EXAMPLE:
  Marketing Data Sharing criteria - Region = EMEAOnly data from Salesforce whose Region field is EMEA will enter this Business Unit.
  If there is data in your Pardot instance that does not match the Marketing Data Sharing criteria, the Prospect will be archived.

First Business Unit

• It's important because you can't migrate activities, automations, settings, templates etc. The first Business Unit you create will take on the current state of the Pardot Instance.
  Any other additional Business Units set up will be like brand new Pardot instances.

Domain Management with Business Units

• Each Business Unit can have its own Email Sender Domain, or if this needs to be the same across all Business Units it can be.
  Tracker domains on the other hand, will need to be different across Business Units, and currently you can only create one per Business Unit.

 

How to delete a business unit?

• contact Pardot support for guidance.

 

What Salesforce Engage settings can you edit?

• Engage Campaign Limit: Limits the number of Engage Campaign emails an Engage user can send over a 24-hour period.
  
• Exclude opted out prospects from 1:1 Engage emails sent from Salesforce
  
• Prevent Engage for Gmail from tracking opens and clicks
  
• Specify a default template to load for new Engage emails

Engage Sales Tools Visualforce page gives users access to what Engage resources?

• - Engage Alerts Desktop download links for macOS and Windows
  - Engage for Gmail download link
  - Link to Salesforce Engage documentation
  - Links to Salesforce Engage training materials

How to Enable Pardot Einstein Features?

• Enable the features you want in Marketing Setup.
  
  1. From Marketing Setup, enter Einstein in the Quick Find box, and then select Einstein Pardot.
  2. Select the name of the feature you want to enable.
• 3. On the setup page, turn on the feature.
  4. Decide where to place Einstein features, and update your layouts in the Lightning App Builder

 

Einstein Behavior Scoring

• Identifies prospects whose behavior suggests that they are ready to buy, and scores them based on Einstein's engagement model.

 

What's the difference between Einstein Behavior Scoring and Einstein Lead Scoring?

• Einstein Behavior Scoring looks only at prospects and Einstein Lead Scoring looks only at leads.
  
  During the marketing phase, Einstein Behavior Scoring shows how a prospect's marketing engagement measures up to other prospects who are ultimately linked to opportunities. Later, Einstein Lead Scoring uses lead conversion pattern data to score leads, so reps know where to focus their deal-closing efforts.

 

What are Virtual Opportunity Contact Roles?

• With Pardot Einstein Attribution there's no dependency on opportunity contact roles.
  
  'Virtual' opportunity contact role records are created. These are not actual contact roles, but are created only to be leveraged in the back end.

Can you import custom fields to create?

• No, need to create 1 by 1.
  
  Open the Prospect Fields page.
  In Pardot, select Admin | Configure Fields | Prospect Fields.

 

Technical Setup for Pardot

- Implement Tracking Code
- Add tracker domain
- Implement DKIM and SPF Email Authentication
- Generate Domain Keys
- Add SPF and DKIM to DNS
- Verify SPF and DKIM Entries

In Pardot, verify your SPF and DKIM records to complete the email authentication setup

 

Vanity URL

• Create a vanity URL from landing page, file, custom redirect, and email preference center page records in Pardot.

 

How to switch language in Pardot?

• To use Pardot in a different language, update your personal language and locale settings. Admins can change language and locale at the account level.
  
  In accounts with Salesforce User Sync enabled, matching language settings for users are inherited from Salesforce.

Assign prospect via Salesforce active assignment rule

• Pushes a prospect to your Salesforce active assignment rule when the rule requirements are met. The prospect is synced to Salesforce without an owner. After the rule assigns the prospect, it's synced back to Pardot with the assigned owner. This action doesn't reassign prospects who already have an owner.
  After a record is assigned in both systems, the reassignment must be made in Salesforce.

 

Troubleshooting campaign engagement metrics

• Connected Campaigns must be enabled for most features. When campaigns aren't connected, values show 0.

 

need to have a campaign that spans business units?

• If a customer needs to have a campaign that spans business units, they can create a parent that is not connected to any business units and have a child campaign for each business unit. You could then roll up the engagement history metrics on the parent campaign.

 

What is the B2BMA integration user for?

• The B2BMA Integration User exists to facilitate the flow of data between Salesforce and Pardot for several of the new releases and beta features like Connected Campaigns, Engagement History, or the Pardot Lightning App.
  
  Also known as The Pardot integration user - an automatically provisioned user that connects to Salesforce to sync data

Reasons why Prospect did not receive an email?

• Operational:
  The main reason your prospects did not receive your operational email is because they were marked as 'Do Not Email', but not 'Opted Out'.
  
  List:
  - If you have anyone on your lists that are opted out or do not email they will go through the program but won't receive emails.
  - Prospect is on suppression list.

 

Considerations for merging into another Pardot Org.

• - Prospect activity history can be exported from the old Pardot account (via the Pardot API or a support request). However, prospect activity history cannot be imported into the new Pardot account. Each prospect will start with an empty activity history in the new Pardot account.
  - Dynamic Lists, Automation Rules, Drip Programs, Engagement Studio Programs: These items are not exportable. We suggest taking screenshots of the Engagement Studio program, drip program, automation rule, and dynamic list logic, but these will need to be built from scratch in any new Pardot account.
  - Custom Configured Fields: Field mappings are not exportable. You will need to build them from scratch in any new Pardot account.

 

When you need to use a Pardot Form

• - Provides progressive profiling
  - Protects against bots
  - Provides form views and error data
  - Integrate with Pardot landing pages
  - Base automation rules on form views
  - Displays Pardot Thank You content after form submission

 

2 Ways to set Grading, What are they?

• Manually:
  Match criteria from the Profile tab of a prospect's record. To set the criteria to match, click the thumbs-up icon. To not match, click the thumbs-down icon.
  
  Automated:
  Use automation rules to set criteria to match or not match. Create an automation rule for each profile criterion. Base the rule on the prospect field you want the criterion to match, and set the action to Change profile criteria. Matches increases the grade. Does Not Match decreases the grade, and Not Known has no impact.

How to sync only to contacts?

• To enable this feature, please open a ticket with Pardot Support.

 

What assests can enhanced dynamic content be added to?

• Landing page
  website
  forms
  Layout templates
  emails. Advanced Dynamic Content can be used on Pardot Forms, Landing Pages, and emails and is available for Plus and Advanced editions.

 

Requirements to send email as assigned user?

• Prospect Assigned User - Send the email from the prospect's assigned sales representative. If the prospect is not assigned, send from the specified general or specific sales user.
  
  If you are sending from assigned user then you must select a specified general user as backup.

 

Automated Resubscribe

• the ability for Prospects to opt back in once opted-out. In short, this prompts prospects to send themselves a resubscribe email when they fill out a form, which confirms their subscription and verifies their identity.
  
  - Create Resubscribe Email Template
  - Enable Prospect Resubscribe in your account settings

 

Importing style from website into your Landing Page Template

• Import styling from a website by choosing From URL from the Import Layout dropdown. Enter a URL and click Import Now. You must add the %%title%%, %%content%%, and %%description%% variable tags.
  
  Choose a responsive template from the Import Layout dropdown, and click Import Now. Importing a template overwrites all code in the Layout tab.

 

Layout templates

• Used to format landing pages, forms, and site search results.

 

Will I need to set up multiple tracker domains for Business Units?

• Yes. Each Pardot business unit acts as its own account. You will need to validate each tracker domain for each business unit. Once enabled, you can assign a tacker domain at the asset level to accurately capture tracking.

 

Email Sending Domains w/ Business units

• You can set up business units to share email sending domains, or use unique domains. To use the same sending domain with more than one business unit, contact Salesforce Support.

 

WHEN TO USE CUSTOM REDIRECTS?

1) Banner ads on third party sites — you may want to track a banner add explicitly and see how many prospects and visitors access it.

2) Social sharing — you may share a link on Twitter, LinkedIn, etc. and want to see how it performs

3) Links to files that you do not host — your website may link to a file on a third-party site. Custom redirects can point to them and show you how many visitors access the file.

 

Pardot Advanced Email Analytics

- adds spam analysis of email content, subject line preview, and email rendering previews to see how your emails look across email clients and browsers.

- Use the Spam Analysis tab to see how your email scores with major spam filters. When available, email improvement suggestions are displayed.