Scroll through the prospect overview for basic information and prospect activities. Use the tabs at the top of the record to see more information. Prospect records can have the following tabs (click the links for more information):

• List membership
• Profile
• Activities
• Audits
• Lifecycle
• Opportunities
• Related Objects

Tips & Tricks

Wondering when you should use Kiosk Mode? This article can help.

1. Click on Reports.
2. Click on Emails.
3. Click on Email Template Reports at the top of the page.
4. Select the name of an email template to view a detailed report.
5. You can sort and filter the report by Date to view your report statistics within a specific date range.

Tips & Tricks

The Email Template report will show you how your template performed across all your email sends for that particular template.

To create new folders:

1. Navigate to Marketing > Folders > Folder
2. Click the Actions button > Create to launch a pop-up window that lets you add a folder or new content to folders.
3. Type a name for your new folder in the text box.
4. Choose from Close, Create or Create and New. Close will cancel out of the window, Create will create the folder and close the window, and Create and New will create the new folder while preserving the text box window so you can continue adding folders.

Drag and drop items inside your folder structure to re-home files or move pieces of content. Select multiple items in the Folder view, then drag and drop them into their new Folder. Selecting items works the same way you’ve grown accustomed to from your OS on your laptop. Select multiple specific items by holding down CMD/CTRL+ click or Shift + click to select chunks of items at once.

Account-Wide Folder Use

Folders must be applied and used account wide, just like campaigns. Any time you create a new piece of content, you will associate a folder with that content in Step 1 of the form, landing page, email, or email template wizard.

To add or move existing content to a new folder:

When folders are turned on for your account, all existing content will be placed in an "Uncategorized" folder. Existing items will be in a folder structure like /Uncategorized/Campaigns or /Uncategorized/Landing Pages. From there, you can follow the steps below to re-home your content. Move existing content to a new folder in Pardot using table actions or by editing the content and choosing the appropriate folder in Step 1 of the content's wizard.

• When moving content using table actions, navigate to your desired table, select applicable content in the table and scroll to the bottom of the table to access the table action menu. Select "Move to Folder" from the table action dropdown menu, choose your desired folder and click "Go" to file the content away in that folder.

• When editing content to add to a folder on a one-off basis, navigate to your piece of content and edit it, selecting the appropriate folder in either overview table or in the first step of the landing page, form, email or email template wizard.

Search through content already filed in folders: 

• Search content inside folders by tag: If you’ve been using tags to organize your marketing materials and data, you can leverage existing tags to help you preserve your organizational system. Tags are accessible in the left menu bar. Clicking on a tag will pull up every piece of content that’s been saved with that tag.
• Search content inside folders by text string: You can also choose to find content via search. Click the search tab in the left toolbar to toggle on the search bar, and then type in your keyword to perform a search through all the names of your existing content. Optionally filter your search by type of content and display the results in descending or ascending order.

Once you’ve located your content to add to a folder, you can drag and drop selected items or groups of items into the appropriate folder on the left. When you drag items over to the folders accordion, it will open up to show you all folders in your account.

File Statistics

• See important statistics for any piece of content within a folder at a glance. Once a piece of content is displayed in the main folder window, Pardot will display the most important and helpful stats automatically, based on what's inside a folder. For example,if an email is stored in a folder, Pardot will show how many total and mailable prospects the template is sending to.Additionally, click on the row containing the file inside the folder to pop open a sidebar with file information.

Favorite Folders

Need Screenshot- not currently live.

Under folders, there will be a list of up to 10 favorited folders in a dropdown menu for easy access.  Favorites are user-defined. To mark a folder as a favorite, navigate to the Actions menu > Favorite.

Tips & Tricks

• If you are using Internet Explorer as your browser, you will not be able to drag and drop content into folders. You can also move content into folders using the button “Move Selected Objects to Folder”. This is available to all users in all browsers.
• Pro tip: press Shift+Enter as a keyboard shortcut for Create and New!

Best Practices

Create a folder structure that works well for your team! You can use these sample folder structures as a starting point for organizing your Pardot account.

Organize Folders by Marketing Initiative

Organize Folders by Fiscal Year

Create Test List

1. Navigate to Marketing > Segmentation > Lists
2. Click + Add list
3. Name your list ‘Internal Test’ or some other name that will easy to reference
4. Check the “Email Test List” checkbox

Your test lists will only be accessible in Step 4 of the Email Template wizard and Step 6 of the Send Email wizard.

Convert Users to Prospect to be Added to Test List

Create prospects from Pardot users that you would like to receive a live test.

1. Navigate to Admin > User Management > Users
2. Select the users from the User Table that you would like to be prospects for your test list by checking the checkbox next to their name
3. Use the batch action located in the dropdown to the lower left of the user table to “create prospects and add to test list”

Note: If the users are not currently prospects, new prospect records will be created for them with their email addresses. If the users do currently exist as prospects, they will be added to the list specified. A duplicate record will not be created.

Add Prospects to Test List

Any prospect can be a member of an account’s test list.

1. Navigate to Prospects > Prospects list
2. Search for your user’s prospect record by using the filter bar
3. Click on the user’s prospect record
4. Click ‘Lists’ in the prospect navigation bar
5. Select your ‘Internal Test List’ from the dropdown menu
6. Click ‘Save lists’

Repeat these steps for each user’s email address that you would like to include on your test list.

You can also use table actions to add prospects to the Test List:

1. Navigate to Prospects > Prospects List
2. Select all desired users in the prospect table. To select the whole table (not just the prospects visible on the current page) tick the checkbox at the top left of the table and then click the link that appears with the full number of prospects on the table.
3. Scroll to the bottom of the table and select Add to List from the dropdown field.
4. Select the Test List from the available lists in the dropdown field.

Send a Test Email to Your Test List Via the Email Template Wizard

1. Navigate to Marketing > Emails > New Email Template
   
2. Complete the Email Template Wizard as normal
3. In Step 4,  select your internal test list from the dropdown field and click ‘Send test emails’.

Send a Test Email to Your Test List Via the Send Email Wizard

1. Navigate to Marketing > Emails
2. Click + Send New Email.
3. Complete the Send Email Wizard as normal
4. In Step 6,  select your internal test list from the dropdown field and click ‘Send test emails’.

Tips & Tricks

• You can have up to 5 Test Lists per account.
• Each Test List can hold up to 100 prospects per list.
• The Test Email Send does not provide HTML and Text versions separately; the Test Email sends a multipart HTML email, and your email inbox will decide which version (HTML or Text) to display.
• Test Email Sends are available for both the Email Template wizard and the Send New Email wizard.
• Professional, Enterprise, and Ultimate level accounts can use Test Lists.
• Email Test lists are exclusively used for internal tests.
• When clicking the Unsubscribe link in your Test Email, you won’t actually be unsubscribed! You’ll see a confirmation page to show that the link is working as intended.
• Test lists cannot be dynamic lists, public lists (on the Email Preference Center), or scheduled for archiving.

1. Navigate to Administration > User Roles
2. Click +Add Custom Role
3. Enter the name of the custom role
4. Select the abilities for the custom role.
   - The top gray section of the tab is for all the modules apart of that section. If you would like to select all permissions for the specific area(Marketing, Prospect, or Admin), click the check box next to "Full Access to This Section".
   - If you need to provide abilities for this user role only in select parts of the product, scroll down to the specific section and select the abilities you would like to activate.
   - To select all the abilities within a specific section, click the checkbox next to the name of the Pardot functionality.
5. Once the abilities have been selected, click on "Save custom role".
6. Now you are able to select this role from the list within the user account.

Editing Default Roles

1. Navigate to Administration > Custom Roles
2. Scroll down to the "Default Roles" table.
3. If you would like to make a copy of an existing role, click "copy" next to the corresponding role you would like to copy.
4. Provide a name of the new role.
5. Check and/or uncheck the abilities needed for the new role.
6. Click "Save custom role".
7. Now you are able to select this role from the list within the user account.

Tips & Tricks

• If you only need to either provide additional abilities or remove them, it's sometimes easier to copy and existing role which is closest to the role which the user needs, and then make the abilities changes to the new role. 
• By revoking the users ability to "View", the system will automatically remove the ability to Create/Edit and Delete.
• By giving the user ability to "Delete", the system will automatically provide the ability to "View".
• By giving the user the ability to "Create/Edit", the system will automatically proved the ability to "View".

Setting Up The Wistia Connector in Pardot

Once set up, you’ll begin to see all your Wistia videos populate in Pardot. From this point forward video activity will appear in Pardot as visitors and prospects watch Wistia videos embedded on your website. Video activities and reports made prior to the connector set up are not brought into Pardot.

Video Activity Tracking and HeatMaps

Pardot records two types of video activities:

• Video plays: this is recorded when a visitor or prospect clicks the play button on an embedded video
• Viewing more than 75% of a video: Pardot also records when someone watched at least 3/4 of a video as it shows significant engagement

These activities are available to view from the Pardot prospect record. Please note that you must have Pardot tracking code on any pages that you wish to track engagement with your Wistia videos.

A video heatmap is a graphical representation of a single viewing session of your video. Each viewer of a Wistia-hosted video is assigned a heatmap, which shows the specific interaction they had with the video. Heatmaps contain viewer information, contextual information (when the video was watched and where) and a color-coded timeline which represents how the viewer interacted with the video.

• White means that portion of the video was not watched.
• Green tells you that the viewer watched that part exactly once.
• Yellow, orange, light red, and dark red show you that the viewer watched that part of the video two, three, four, or five times respectively.

Next to each heatmap is shown the total percentage of the video that viewer watched (parts watched multiple times are only counted once).

Heatmaps are powerful for understanding how certain users watch your video. Is there a specific topic that is interesting to viewers from your email campaign? Do international viewers tune out quicker than local ones? When are the most engaged viewers watching your videos? This information and more can be derived from heatmaps. For more information, please refer to this Wistia Analytics article.

Sales users can also see a prospect’s engagement with a Wistia video , it will be recorded as an activity type in the CRM. Instead of a heatmap, they will see the percentage of the video viewed in parentheses next to the video title.

Scoring

Pardot already has default scores in your account for video conversions, video plays and for watching over 75% of a video. You can adjust scoring values under Administration –> Automation Settings –> Scoring Rules.

Video Reporting

Video reports show the number of conversions (prospects created via Wistia Turnstiles – forms within the embedded video player).

From there, you can click on the individual video you would like to view more information about and it will take you to a new screen where you can view the number of prospects, visitors, and average percentage of people who clicked play.

Turnstile Integration

If you use Wistia Turnstiles to collect email addresses before, during, or after video plays, Pardot will automatically create prospects and record conversions.

To access reporting for UserVoice, navigate to Reports > UserVoice

• The reports will display data for both suggestions and tickets.
• Suggestions allow you to filter by forum and shows values for:  Posted By, Comments, Votes, and Posted At.
• You can filter Support tickets by type: open,  closed or spam.
• You can then see a list of prospects to export, segment into a list, or tag.

To initiate your GoodData reporting, go to Admin > Connectors > Add new connector. Select GoodData. This will tell GoodData to begin pulling your Pardot data into the GoodData system for reporting.

For small accounts, this can happen fairly quickly; but for very large accounts it may take a day or more for your Pardot data to load into GoodData. Subsequent updates will happen each night.

Your pre-built GoodData reports are available underneath Reports > GoodData.

To add individual keywords:

1. Click the + Create new keyword link on the right side of the page.
2. Enter the keyword, an optional site URL (if you do not want to monitor the site listed in your Pardot account settings), and optionally add tag(s) to help organize your keywords.
3. Click Create keyword to save.

To import bulk keywords:

1. To add more than one keyword at once, click Bulk Import.
2. Enter multiple keywords separated by line breaks.
3. Enter an optional site URL if you do not want to monitor the site listed in your Pardot account settings.
4. Click the Import keywords button to import the keywords you entered.

Tips & Tricks

• Refer to Natural Search Reporting (underneath Repots > Natural Search) to see which keywords lead your prospects to your online marketing material. 

Best Practices

• You can receive a weekly email report on competitor and keyword monitoring results. Simply check the box in your user preferences and you will receive the report every Monday morning (EST).

1. gate to Marketing in the top navigation.
2. Mouse over Landing Pages in the resulting sub-navigation.
3. Click Multivariate Tests.
4. Click +Add Multivariate Test
5. Name – Provide a name for this Multivariate Test
6. Campaign – Select the campaign to which converted prospects will be assigned.
7. Landing Pages – Select the landing pages to be utilized as part of the test.
8. Landing Page – Select the defined landing page to be utilized as part of the test
9. Weighted At – Select the percentage of time that the landing page will be utilized
   NOTE – The total of the “Weighted At” percentages must equal 100%
10. Add New Landing Page – Select to add additional landing pages to the test.
11. Click “Create Multivariate Test” to save modifications
12. Use the “link” generated by Pardot and displayed in the Multivariate Test table as the link to your landing page. Clicking this link will display one of the specified landing pages for the prospect. The different landing pages will appear based on the ratio of time selected for each.
13. Under Reports > Landing Pages you can view the multivariate statistics including Views, Conversions, Conversion Rate and the Top performing landing page.

Tips & Tricks

Testing your Multivariate Test

When testing your multivariate test you will want to use multiple browsers or ensure you clear your cookies after each test page view. Once cookied, you will continue to be driven to the same landing page version within the multivariate test. This is done for consistency from a user’s perspective. While cookied, if the same person keeps coming back to the page they will only see one version of the multivariate test rather than seeing a new version each time.

Step 1: Name

1. Provide an internal Name for this landing page.
2. Optionally add Tags to more easily sort or find the landing page later.
3. Provide a page Title which will be displayed in the browser’s title bar.
4. Enter a Description to help with SEO. For more information see the Increasing SEO through Tags article.
5. Select the page’s Campaign. Prospects will be tagged with this campaign if the landing page is their first touch-point.
6. Choose an optional Archive Date if you want to make the page inactive at some point in the future (or past). Archiving Landing Pages moves them to the “Archived Landing Page” view on the Landing Page table under Marketing > Landing Pages. Note: The landing page content will still display if a prospect accesses the landing page URL after the archive date.
7. If you have an Enterprise or Ultimate Edition account you can enter an optional Vanity URL that will replace the normally auto-generated address. Note: If you attempt to use a URL that is already in use you will be promoted to choose a new one. Also, if you change the URL at any point, you previous URL will no longer be valid.
8. If you wish not to have your landing page appear in search engines such as Google, enable the option for “Hide from search engine indexing”. More information is available in Hiding Landing Pages from Being Indexed.

Step 2: Select Form

1. If you would like to create a new form, select Create new form to launch the form wizard.
2. If you are using an existing form, select Use existing form and choose the form from the drop down menu.
3. If you would like to create a landing page that does not include a form, select No form.
4. If you would like to redirect prospects once they complete the form on the landing page, check the box to “Redirect the prospect instead of showing the form’s Thank You Content” and then enter your redirect URL.

Step 3: Content Layout

1. Choose an option for the Content Layout to use a Layout Template or Pardot Stock Templates.
   • Choosing a Pardot Stock Template allows you to drag and drop different elements into placeholders defined by Pardot’s pre-defined Layout Templates. This option will also allow you to “Start from Scratch.”
     Clicking on one of these thumbnails will progress you to the next step in the wizard. You do not need to click “Next.”
   • Selecting one of your Layout Templates allows you to create a new Landing Page based on the styling of an existing Layout Template in your account.

Step 4: Landing Page Content

1. If “My Layout Templates” is Selected:

• Select the layout template  to apply to the landing page.
  • You will see a thumbnail generated for each Layout Template that exists in your account.
  • Rather than flipping through pages, you can continue to scroll down, and the thumbnails will continue to load and display.
  • Optionally filter through your existing Layout Templates by typing the name of the Layout Template in the “Filter” box.
  • You will also be able to sort Templates alphabetically and by the date the Template was created/updated.Enter any Opening General Content to be pulled in to the layout template.  Note the Opening General Content section is limited to roughly 64kb of text, or 64,000 characters.

1. If “Pardot Stock Templates” is selected:
   
   • Select one of Pardot’s pre-formatted stock template options.
   • Choose “Page options” in the upper-right corner of the table to make general changes to the whole page (such as Font family and size, Link color, etc.). You can also add script for page tracking such as Google Analytics or Woopra. 
     
     
   • Drag and drop the Text, Image, Table, Box, Line, Button, and/or Background elements to add to the existing template styling.
     
     
   • Rolling your cursor over existing sections of the template will highlight these regions. Click to edit and/or resize a particular region.
   • Once a region is selected for editing, a toolbar will appear, allowing you to make adjustments to that region.
     
     If you double-click on a region, you will be able to edit the region in the same way as in the Email Template Wizard.
     
     
   • You can also Copy or Delete highlighted regions in the template once they are selected. Do this by selecting “Copy” or “Delete” in the toolbar.

Step 5: Confirm & Save

1. Review the confirmation page to finalize your landing page.
   • Select “Preview Landing Page” to view the page before saving.

2. Click Confirm & Save to save your work.

Activating your Landing Page

The URL for the landing page will be automatically created and will be displayed in the Link column once you save your new landing page. Change your direct PPC or email links to the appropriate landing page URL.

Using the Landing Page Builder

When editing one of Pardot’s Stock Templates, you will see various editable areas including the header, the form, various images and logos, and other content sections.

There are seven unique page elements that can be dragged on to the editable areas:

1. Text – Create blocks of text using the WYSIWYG editor.
2. Image – Insert an image on the landing page. There are three options for inserting an image:
   • Image Library – Select from images that were previously uploaded (under Marketing > Content).
   • From URL – Enter a live URL for an image that is hosted independently of Pardot.
   • Upload Image – Provide an internal Name for the image and then Browse to find the file you would like to upload and insert in your Landing Page.
3. Table – Create and customize a table by adding columns and rows. You can also adjust the table’s border and background color.
4. Box – Add optional boxes to the Landing Page to highlight various regions on the page. Use the “Stacking” functionality to “Move Backward” behind other elements for a focused background.
5. Line – Organize and separate sections of the page by including a horizontal line across the page.
6. Button – Create custom buttons with links to other Pages on your site, such as a “Contact Us” page or the “Pricing Page.”
7. Background – Customize the background of the Landing Page by adjusting the color and height. Add multiple backgrounds for a layering effect.

Tips & Tricks

• Drive potential prospects to a landing page with a form to increase conversions!

1. Navigate to Marketing > Landing Pages > Layout Templates.
2. Click the + Add Layout Template button.
3. Enter a Name that will be used internally to organize your templates. Use something descriptive (e.g., “Site Search Results Layout”) if you plan to use multiple layout templates. This will help you keep track of which template controls the styling for each of your marketing elements.
4. The Layout tab controls the look and feel of your marketing elements using HTML and CSS. Simply enter %%content%% wherever you would like for the form, site search results, or landing page opening general content to appear within your design. You may also use %%title%% to pull in the title of the landing page and %%description%% to pull in a description from you landing page. See Variable Tags below for more details.
5. You can also import your styling by clicking Import layout from URL. Simply enter the URL and click Import now. You will need to edit the output by qualifying any URLs as they will all need to be absolute instead of relative (e.g., change “/images/image.gif” to something like “http://www.site.com/images/image.gif“).
6. The Form and Site Search tabs consist of Pardot substitution logic statement, illustrating how the various form fields, content, and other elements will be displayed. Advanced users can customize this logic based on their business needs.

Tips & Tricks

Variable tags can be added to a Landing Page in Pardot if you create dynamic content first and then use an HTML sourced layout template to build your landing page.

1. Navigate to Marketing > Forms > Form Handlers > +Add Form Handler
2. Fill in the desired Name for this form handler.
3. Add Tags if you want to apply a tag to the form handler.
4. Select a Campaign from the dropdown menu.
5. Optionally enable Kiosk/Data Entry Mode to collect form handler data without applying a prospect cookie to the browser. This is very useful in situations where data for multiple prospects is being entered from the same browser (Ex: trade show booth). More details on Kiosk/Data Entry Mode.
6. If the data from the target form is to be forwarded to another service other than Pardot, check the box labeled Enable data forwarding to success location. This is useful for posting data to both Pardot and a third party database. Once Pardot receives the post, the exact same data post will be transferred to the location specified as the Success Location.
7. Optionally Disable Visitor Activity throttling and send auto-responder emails after every submission. Only enable this tool for Forms where Prospects are likely to submit a form multiple times within a 4 hour window. Note that enabling this option can result in a high volume of visitor activities and autoresponder emails. Full feature details here.
8. In the Success Location dropdown, select ‘Specific URL’ or ‘Referring URL.’
   1. We recommend selecting  ‘Referring URL’ if your form is on a page with content that you want your prospect to view again after submitting the form or if you have a javascript heavy page and want to return the prospect to the original form to display new content. If you select the ‘Referring URL’ then you will not need to enter a specific success location.
   2. We recommend selecting ‘Specific URL‘ if you want the visitor to be redirected upon successfully completing the form, OR if you are forwarding the prospect’s data to another database (see #6 above). If you select ‘Specific URL’, you will need to input a URL in the text box. Input the URL of where you want the visitor to be redirected upon successful completion (this is only available for success locations set to a ‘Specific URL’) or the POST URL for the third party database where you are forwarding the prospect’s submitted information.
9. In the Error Location dropdown, select either ‘Referring URL’ or ‘Specific URL’ as the location where the visitor should be redirected if the form field values are not correct (e.g. incorrect email address or required field is not present).
   1. If you select the ‘Referring URL’ then you cannot enter a specific error location.
   2. If you select the ‘Specific URL‘ then you will need type in the URL of where you want the visitor redirected if the form field values are incorrect. This is only available for error locations set to a ‘Specific URL.’
10. Optionally add Completion Actions to the form handler. For example choose an Autoresponder email if you would like an email template to be sent to the prospect, or select Email notifications that will be sent to the selected Pardot user(s) and/or prospect’s assigned user upon submission. Completion actions are not retroactive. Full Completion Action details here.
11. Add fields to the form handler in order to map data submitted in your form to Pardot Prospect Fields.
    1. Press Add Another Field. In the pop up, fill in External Field Name with the exact name of the form field as it appears on your form.
       1. This name is specified by the ‘name=’ attribute of the input tag in the HTML of your original form.
       2. Note: external field names are case sensitive.
    2. Select the Pardot Prospect Field that should be used to record data submitted to this field.
       1. You also have options under the ‘Basic’ tab to make the field required or change its Data Format.
       2. Under the ‘Advanced’ tab you can set the error message of the field and whether the field should be enabled to ‘Maintain the initial value upon subsequent form submissions’ or not.
    3. Press Save.
12. For each input field on the target form that will be captured, press Add Another Field and repeat steps 13-14 until you have added all of the fields you wish to include in your form handler.
13. Press Create form handler to save your new handler.

Note that conditional fields do not work for form handlers as Pardot does not control your form’s code (and therefore behavior) in this case.

Integrating the Form Handler with your Form

1. To see the HTML code you will need to implement the handler, click on the Name of your newly created form handler in the table.
2. Click the View form handler code link, which will appear above the form handler’s details.
3. Then simply change your existing form’s post URL to the URL in the code sample.

Tips & Tricks

• When creating form handler field mappings, set an instructive error message for each field so prospects will know which fields the form handler rejected.

Best Practices

• If AdWords conversions are being tracked through the use of a form handler, make sure the form handler is not set to 'kiosk' mode, as this would sever the visitor's association with any tracked ad and not provide the conversion data on the prospect record.
• If unable to edit the action="URL" on existing forms in order to implement a form handler, then consider posting the data to a hidden iframe on the thank you page instead.
• If the form handler needs to integrated with a server side post instead of one of the traditional methods, set the form handler to be kiosk mode so you don't cookie your server as if its your prospect!
• Make sure the form handler's field mapping include enough required fields in Pardot--if the field isn't required on the form, make sure the Pardot field isn't required.

1.  Click + Add form to launch the form wizard.
2. Choose a Name for your form that will only be used internally.
3. Using tags to help organize your content? Add Tags (seperate multiple tags by commas).
4. Select a Pardot Campaign for your form from the dropdown menu.
5. Click Next.
6. To add field(s), press Add Another Field.
7. Reorder your fields using the arrows to the right of the field.
8. Edit the settings (required, always display, etc.) for the field with the wrench icon. For more information on the settings available for the fields, see our Form Field article.
9. Click Next once you have selected and ordered your fields.
10. Select a Layout Template to for your form’s layout and appearance. In most cases, the Standard Layout Template will suffice. Talk to your web developer if they’ve helped make a Layout Template that uses custom CSS to style your form a particular way.
11. Submit Button Text – Define the text that will show on the “Submit” button on the form
12. Use Thank You Content and/or Thank You Code to specify what is displayed once a prospect submits a form.
13. Review your form’s settings, preview, and then confirm and save.

Tips & Tricks

iFraming Forms

Select Label Alignment: Above in Step 3 of the form wizard to save space if the form will be i-framed into a narrow space on a page.

Form Layout Templates

When selecting a layout template for the form, where the form is going to go will make a difference in the layout template chosen. If it is going on a Pardot landing page, keep the template set to 'Standard' and let the landing page's layout template do the work.

Gating Content with Forms and Validating Emails

Sending content in a follow up email is an extra way to protect against 'spammy' email addresses that are not valid. If the form is getting a lot of invalid email addresses like askf@lidwozxw.com, consider using an autoresponder in a completion action to validate those email addresses in addition to any validation already set up on the form.

Form Fields

By default, only the email field is set to always display on Pardot forms. You can enable this for other fields by editing them and clicking the Advanced tab.

Submit Button

Consider not using the default text "Submit." Ideally use relevant, non-intimidating text. Try something like "Click Here" or "Go" or "Download" or "Register".

Progressive Profiling

Before setting up progressive profiling:
1) List all fields you'd ultimately like to know about the prospect at some point
2) Order them in highest to lowest priority
3) Start drawing lines after every 4th-5th field you have listed to create different groups of your entire master field list.
4) Begin setting up progressive profiling with Group 2 conditionally on Group 1, Group 3 conditional based on Group 2, etc...

** Make sure you only make conditions based on required fields!

Testing Forms

When testing forms, use one alternative browser as the submission testing browser so its easy to clear your cookies and not lose any "good cookies" you would want to keep and then use your main browser to view on an ongoing tracked prospect basis.

Best Practices

Reduce the number of form fields to optimize conversions. Don't ask for more form fields than needed. Statistics regularly show that forms with four fields or less have the highest conversion rate.

Use Pardot's Geo-IP lookup option to avoid asking for state and country.

Use dependent form fields to ask for relevant information without overwhelming a prospect with fields. Ex: Ask them to select a CRM type, then have them clarify the specific version that relates to that specific CRM nomenclature.

Use the Standard Layout Template when creating a form that should have blank styling.
Enable the "Not you" link on forms under the advanced options in Step 3 of the form wizard to help prevent visitor re-associations.

Scheduling an email to send later by using the Email Wizard will cause that template to be stored in the Scheduled Emails table.

1. Editing a scheduled email will change it to a draft (which is then displayed in the “My Drafts” view) and cancel its scheduled deployment.
2. The wizard will launch from the beginning. Navigate through the steps to make any necessary changes to your email, or simply use the upper navigation to skip straight to the “Delivery Date” step to schedule your email again.

Note: Your email will not be scheduled, sent, or saved as a draft until the Finish button in the Confirmation step is clicked.

Paid Search Keyword Report: Overview

The top table under Reports > Paid Search displays paid search ad clicks (i.e. a prospect searched in Google, Bing, Yahoo!, Ask.com, or Indeed and then clicked on a paid link/ad there). The data is updated continuously so it should be close to real-time.

We will automatically detect keyword data from clicks on AdWords ads in Google search results if your Google AdWords connector is verified. In order to properly record Bing, Yahoo!, Ask.com, and Indeed paid search campaigns, you will need to append your ad URLs with the parameter “utm_medium=ppc“.  This is the same approach that Google Analytics has taken.

For example, if your ads link to http://www.site.com/pricing.html, your URL would become http://www.site.com/pricing.html?utm_medium=ppc. If you already have parameters appended to your URL, you would add the “utm_medium=ppc” parameter at the end with an ampersand (‘&’) rather than a question mark (‘?’) before it. You can also use the Google URL builder to add the “medium” parameter to your links.

View options: Use the Filter field or Query Date dropdown to narrow down the data displayed in the table. Also, should you choose to sort the data by the number of ‘Opportunities’, any Keywords with 0 opportunities will be filtered out.

Paid Search Keyword Report: Metrics Captured

Clicking on a particular keyword in the table will also display a breakdown of the statistics by vendor (Google, Bing, Yahoo!, Ask.com, and Indeed).

Google AdWords Paid Search Report: Overview

The bottom table under Reports > Paid Search displays data for AdWords ad clicks, which are pulled in through the Google AdWords connector. These clicks can either be from ads displayed in Google searches or Google Content Network ads that display on third-party sites.

This table is updated nightly via Google’s API (so it may be slightly off from what you see in the AdWords UI).

View options: Change the View to filter the reports by All Paid Search Campaigns, Active Paid Search Campaigns, Paused Paid Search Campaigns, or Deleted Paid Search Campaigns.

Campaign: Optionally filter the Paid Search campaigns by their Pardot campaign (this is not related to the prospects’ or opportunities’ Pardot campaigns).

Search date range: Select a date range to sort the table’s data.

Google AdWords Paid Search Report: Metrics Captured

Create a webinar in your webinar vendor such as ReadyTalk, WebEx, or GoToWebinar.

In Pardot, make sure you have your webinar connector set up and verified. For further instructions on specific webinar connectors, please see the documentation for the ReadyTalk, WebEx, or GoToWebinar connectors if you have any questions.

Form Statistics Table

Individual Form Report 

Tips & Tricks

• The statistics in the report may be higher than the number of prospects displayed in the resulting table as prospects may have submitted the form multiple times, cleared cookies between submissions, have been deleted/archived, or taken the action anonymously (as visitors).

Landing Page Statistics Table

Tips & Tricks

• The submission rate is 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.

• 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).

Dashboard Metrics:

Pipeline Metrics

Tips & Tricks

• 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.

There are different ways which you can sort this table:

• Click on any Query term in the Natural Search Report table to view a Natural Search Query Report
• Filter table by search term or Query Date (Today through All Time; select Custom to define a specific date range)
• Sort table alphabetically by Query term or by terms with the most or least Unique Searches, associated Prospects, Opportunities, Opportunity Value, or Revenue
• To export the data in the table to a CSV file, click the Tools button at the top-right corner of the table and select CSV Export

Tips & Tricks

• If you would like for your Closed/Won Opportunities to be included in the Natural Search Revenue calculations, you will need to be certain your Closed/Won Opportunities are updated to have a Probability percentage of 100%.

In this report, you can view all prospects in your Pardot database who have chatted with your company via the Olark chat solution. The table displays all prospects with a chat activity including the day and time of their last chat. When you click on a prospect’s name and drill into their record, you can see in their Activity table the “Chat Transcript” activity next to the Olark image. Click on the “Chat Transcript” to jump to your Olark account and view the prospect’s chat transcript.

1. Click + Add Personalization.
2. Choose an internal Name for the personalization.
3. Choose a Campaign tag for the personalization.
4. Choose the Base Block, which is used as the default content to be displayed if a Profile is not assigned to the viewer.
5. Chose the Profile to associate with each block.
6. Click Add new profile to add personalizations for each unique profile.
7. Add optional tags organize your personalizations.
8. Click Create personalization to save the Personalization.

Tips & Tricks

• Utilize progressive profiling and automation rules to set prospects profiles.

1. Click +Add Page Action or click on the action gear on the right hand side of the Page Action you would like to edit or delete. Select Edit in the drop down you’d like to update an existing page action. Select Delete if you would like to delete the existing page actions.
2. Name the Page Action (this will show up in email notifications about the action).
3. Enter the full URL of the page on which to apply the action. Note the page must be a valid URL and have Pardot tracking code on it.
4. Choose a score you would like to apply to anyone viewing the page. Pages default to a score of one so changing the value will be instead of the default one point.
5. Designate whether or not activity on this page should show up as a Priority Page (e.g. called out separately in prospect activity from other page views).
6. Choose any completion actions to apply to prospects accessing the page. Note that actions (other than score) will only be applied if the person accessing the page is already tracked as an identified prospect (e.g. anonymous visitors browsing your site will not trigger the actions). Like other completion actions, actions are not applied retroactively. They happen as the page is accessed.

Tips & Tricks

Clicking on the name of a Page Action will display the page’s settings as well as any prospect who has accessed since you have set it up. Note that it will not display prospects who may have accessed the page before you set up the Page Action.

Optionally designate whether or not activity on this page should show up as a Priority Page (e.g. called out separately in prospect activity from other page views).

Best Practices

Use Page Actions for pages that signal interest or or intent to buy, i.e. a prospect viewing your company's pricing page.

Page Actions cannot be made from pages requiring a login; if your page rests behind any kind of login, it will not be possible to create a Page Action from this URL.

1. Click on +Add Filter to add a new IP or hostname filter.
2. Enter a Name for your new filter.
3. From the Type dropdown, choose whether you would like to exclude an IP address or IP range (wildcard) or exclude a hostname or hostname wildcard.
4. In the Value field, enter your IP address or wildcard range or enter your hostname or hostname wildcard depending on what you selected in the previous step. You can use wildcards to eliminate large ranges of IP addresses (192.168* would filter out any visits from IP addresses beginning with 192.168) or to eliminate large ranges of subdomains (*.pardot.com would filter out any visits from hostnames ending with .pardot.com).
5. Click Create filter.
6. To Edit or Delete the filter, simply click on the action wheel within the table.

Everything associated with the following objects will be filtered:

• Visitors
• Visits
• Visitor Activities
• Visitor Page Views
• Email Clicks

For more information in regards to filters, click here.

Tips & Tricks

• Once the filter is set up, it immediately goes into effect. However, it is important to remember that the filter will only work on new visitors. Anyone who has visited and been associated with a particular IP address or hostname before the filter was created will continue to be associated with the same IP address or hostname, even if it is later filtered.
• If you are establishing a filter for internal employees:
  • Please have your employees clear out cookies in order for the filter to take effect.
  • Keep in mind that if they sign in from a different IP address that is not filtered, their activities would not be filtered. For example: an employee fills out a form at the office from a filtered IP. If that employee goes home and fills out the same form, that would cause a change in IP, as well as a change in their activities being filtered.
• Filtering by hostname will only filter the domain of the visitor hostname (not the prospect’s email domain).
• Once a filter is established, any autoresponders, notifications, email completion actions or other actions associated with filtered activities will not fire.

1. Select a .CSV file from your computer using the Browse button.
2. Click Next to load the CSV in Pardot.

Step Two: Choose File

Tips & Tricks

• File size is limited to 20MB per file.
• The first row in a CSV is reserved for headings and is ignored during the import.
• If you map the CSV field with Pardot fields, data in the CSV file will overwrite what is already in the system (except for the prospect’s Campaign). However, if your custom prospect field is set to ‘Record and Display Multiple Responses’ then the data in the CSV file will only add to the current value for that field, rather than overwriting the existing value.
• Be sure that your CSV file does not include trailing spaces before or after your values; this will cause a value not to update correctly in the prospect’s record.
• Only valid email addresses will be accepted by the system. Any email addresses containing HTML or invalid characters will not be imported (eg. “ support1@pardot.com“). Take care to ensure that your CSV file is devoid of any extra HTML formatting.
• Do NOT import email addresses in all caps. This makes your emails much more likely to be flagged as spam/undeliverable at the ISP/recipient level. You should generally also be careful to not import names, titles and many other fields in all caps as well.
• If other fields are imported in all caps, such as First Name and Last Name, please note that they will populate as they were imported when using variable tags.
• If you wish to import multi-select fields, separate the values with semi-colons on your CSV.
• Dates should be imported as YYYY-MM-DD when importing to a date field in Pardot.

To complete the import process:

1. Click on "Choose file"
2. Map the fields on the .csv file to the user fields in Pardot.
3. Review the mapping of the field and click "Confirm & save".

Tips & Tricks

• If you import a CSV file that includes existing users (based on email address), the import will update the existing user fields rather than create a new user.
• If the “Send Activation Emails” option was enabled, each user will receive an email with an activation link and they will be prompted to select a password and a security question.  If this option was not enabled, the activation emails can be sent manually to individuals or in mass later.
• Currently you can’t set user preferences from user imports.

Each module name is listed in the table. Locate the type of information within the specific listed module.

For example, if one was looking to undelete a user which was deleted previously, navigate and click Users within the table. Locate the user then click on the gear on the right hand side under the "Actions" column. An option of "Undelete" will appear, and click on it. A message will pop up to confirm that the user will be undeleted. Click "OK" to confirm this restoration of user.

The process outline above is the same no matter which module area is selected.

Account whitelisted IP ranges

These are the IP ranges which you have setup to whitelist in your account. This means that if someone tries to access your Pardot account from this specific IP address range, they will not be prompted to activate their location.

All user whitelisted IP addresses

This table includes the IP address, IP name, user email address, and when the whitelist was created. The information which populates this table is based off those who have been prompted to locate their location activity. To learn more about location activation security, click here.

The table will display each of the system generated emails that Pardot has sent out. The emails included in this section include completion action notification emails(notify user, notify assigned user), page actions, daily prospect and visitor reports, and notify that a prospect has been assigned to you. Click on the "Subject" line of the system email to see the actual email which was generated and sent to the email address in the table.

To create a new user:

1. Click +Add User.
2. Enter the user’s First Name and Last Name.
3. Enter the user’s Email address. This will also serve as the user’s login.
4. Click the checkbox “Send Activation Email” to send an activation link that will be sent to the new user. He or she will be prompted to select a password and a security question. You have the option to disable the activation email from being sent right away if you need to.
5. Set the Time Zone in which the user works.
6. Choose a Role for the user (For more information see What roles should I select for my users?)
7. Click Create user to save the new user.

To delete a user:

1. In the user table, locate the user that you would like to delete.
2. Click the check box which is to the left of their name.
3. At the bottom left side of the table, you will see a drop down.
4. Select "Delete" and click "Go".
5. When prompted with “Are you sure?”, click Yes.

To update user preferences:

1. In the user table, locate the user that you would like to update their preferences.
2. Click on the users name.
3. Click on "Edit preferences"
4. Check or uncheck the boxes next to each email digest option. A checked box means that the user will receive the specific digest. An unchecked box means that the user will no receive the specific digest.
5. Once updated, click "Save user preferences".

Tips & Tricks

Creating a User:

• If some of your users have not yet activated their accounts and  you’d like to send them activation emails, use the checkboxes in the left column of the users table to select them and then select “Resend activation email” in the dropdown below the table.  The activation emails will only be sent to the users that have not yet activated their accounts.
• If you are a salesforce.com or a SugarCRM user, you can enable single-sign on for your users. First, select the users. Second, select “Enable single sign-on with CRM” from the dropdown menu at the bottom of the table.  When successfully enabled, a blue wrench icon will appear next to the user’s CRM username.

Deleting a User:

• If there are remaining completion actions referencing this user, you will be prompted with “The following completion actions reference this user:” and “These completion actions will be removed if you continue.” Click “Continue” to confirm to delete this actions along with the deletion of the user.
• Deleting the user archives them to your Recycle Bin and makes the user profile inactive which will prevent the user from logging into your Pardot account.

The Campaign Report gives you information on the following metrics captured:

Pardot campaigns are typically thematic touchpoints (similar to “source” in other system). They track the first touch that a prospect has with your online marketing materials. Pardot campaigns are different than lists.  Please see the article on lists for more detail.

Tips & Tricks

• The campaign report will only include data of prospects, list email sends, landing pages and forms submissions, and custom redirect clicks. No other marketing elements set with a campaign will be included in the campaign report. However, under Marketing > Campaigns, you can see the usage for all campaign elements, and pull reports from that screen.

If you receive an email address, Pardot's unique identifier, for a recorded visitor, you can convert them into a prospect from the Visitor Table.

To associate a visitor with a prospect profile:

1. Select the Create/Associate Link under the Prospect column.
2. A dropdown field will appear, enter the email address in the field.
3. For existing prospects, please input their first name, last name, email, or website domain to display a list of email addresses from which to choose.

To export a visitor report:

1. Select the View, Campaign, and Created date range you would like for the export.
2. Click the Tools menu above the top right corner of the table.
3. Select CSV Export from the drop-down menu. Your export will load immediately for very small data sets and run in the background for larger ones. You will receive an email notifying you upon completion and providing you with a link to the file.

Tips & Tricks

• Identifying Visitors: In order to be classified as an Identified Company on the dashboard and in the Visitors module (under Marketing), the visitor cannot be an ISP and we must be able to obtain the following through a WHOIS IP look up: 1. company name AND 2. state OR country.

Querying Date Ranges allows you to set specified date ranges to view visitors' first or last page views:

• If a last page view date range is selected such that the end date is today/now (e.g. today, this month, this quarter, this year, last 7 days or a custom date range with the end date as today) you will see any visitor that has visited your site in the specified period.

• If a first page view date range is selected, only visitors to your site during that time range will display in the table.

Syncing Prospect Accounts from CRM

If you have a salesforce.com, SugarCRM, or Microsoft Dynamics CRM connector, the account data will sync down into Pardot automatically when Pardot detects a Lead or Contact with a valid Account reference in the CRM. This sync is one-way and treats the CRM as the master.

When Prospect Account sync is active from the CRM, you will not be able to create, edit, delete Prospect Accounts or associate them with Prospects in Pardot – this must be done through the CRM.

When an Account that exists in Pardot is updated in the CRM, the changes will be pulled down to Pardot as part of the account sync process (which is separate from the prospect sync process).

Manually Creating Accounts in Pardot

If you do not have a CRM connector, or use NetSuite, you can manually create, edit, and delete Prospect Accounts and associate them with Prospects by editing a Prospect.

Tips & Tricks

• All the data for Prospect Accounts is available for building Segmentation, Automation Rules, and Dynamic Lists.

If you are a Marketing, Administrator, or Sales Manager user, you can change the View in the prospect table to one of the below options. If you are a Sales user, you will only see prospects assigned to you.

Available Views:

• Active Prospects: Prospects that have had at least one activity (any activity besides an email send, email open, email bounce, opportunity, or visit).
• Active Prospects for Review: Prospects that are not assigned to a user in Pardot, have not been marked as reviewed, and have had at least one activity (any activity besides an email send, email open, email bounce, opportunity, or visit).
• All Prospects: All prospects in your Pardot account.
• Assigned Prospects: All prospects that are assigned to users in your account.
• Mailable Prospects: All prospects that can receive emails through Pardot (they have not unsubscribed, had a hard bounce or 5 soft bounces, and were not manually opted out by a user).
• My Prospects: All prospects assigned to you in Pardot.
• My Starred Prospects: All prospects assigned to you in Pardot that you have manually starred. Prospects can be starred by clicking the gray star next to the prospect’s name in the prospect list or by clicking the star next to the prospect’s name in their individual prospect record. Stars are applied on an account-wide basis, so if one user stars a prospect, it will be starred for all users in that account.
• Never Active Prospects: Prospects that have never been active (e.g., imported).
• Reviewed Prospects: Prospects that have been marked as reviewed (see What should I do with “bad prospects” who provide false data? for more information).
• Unassigned Prospects: Prospects that are not assigned to a user in Pardot; this includes prospects that have been marked as reviewed.
• Unmailable Prospects: Prospects that have opted out of email communication in Pardot, been imported and globally opted out, manually marked as “Do Not Mail”, or had a hard bounce (or 5 soft bounces) when emailed through Pardot.
• Unsubscribed Prospects: Prospects that are unmailable because they have opted out of email communication in Pardot by clicking the unsubscribe link in an email.

You can also filter the table by Tags or other values entered manually, and change the Date Range dropdown to filter by a specific time period.  Click on a prospect’s name to view a detailed profile page.

Tips & Tricks

• Clicking on the prospect name opens the individual prospect record in Pardot, giving further insight into their activities, score, grade, etc. To learn more about the prospect record, click here.

• If the CRM connector is activated, syncing prospects will have the CRM icon next to their name. Clicking the CRM icon will open their lead or contact record in the CRM if single sign on is enabled. If single sign on is disabled, a box will be displayed to enter user credentials before proceeding.

• In the search field in the top right-hand corner of the app, you can type in first and last name. However, the filter bar at the top of a prospect table will only allow you to type in one word, rather than two.

• Active prospects will display a green person icon next to their name.

• Prospects that have never been active will have a red person icon next to their name.

• If you'd like to know how many prospects are in a particular prospect table, click the checkbox in the top lefthand corner of the table. Some text will appear asking you if you want to select those prospects just on that page, or all #### total prospects. This is an easy way to know the number of prospects without having to add up the numbers and pages.

• You can send one to one email from within Pardot by clicking on the prospect's email address from their record.

Create a Pardot Site Search

1. Press + Add Site Search to launch the wizard.
2. Select Pardot Site Search from the Site Search Type dropdown menu.

Name

1. Create a name for your site search that will be used internally (e.g., “Knowledge Base Site Search” or “Main Website Site Search”).
2. Press Next.

Sitemap

1. Enter the Sitemap URL for your Google XML or HTML site map. Pardot will crawl all pages listed on your sitemap. If there are pages that you would not like to index, you should remove them from the sitemap. PDFs will not be indexed.
2. Select a Max Index Size for the site search. Professional Edition and Enterprise Edition have a different limit for the amount of indexable pages across all site searches. If you only plan to have one site search set up, you can select your account’s maximum.
3. Select the Index Interval that best meets your business needs.
4. Press Next.

Layout

1. Designate an optional Title for your search results page that Pardot will host for you.
2. Select the Layout Template that will control the styling for your hosted site search results page.
3. Using the “Remove Title Content” field, optionally remove any words or phrases that you do not want to appear in the search results. For example, many organizations have their company names in the title of every page of their site (e.g.., “Pardot — Contact Us”). You may not want your company name showing up in each search result.
4. Add any styling or HTML that you will display if there are No Results Found.
5. Press Next.

Confirmation

1. Review your selections on the confirmation page.
2. Press Next.
3. Note: Your changes are not saved yet! Please Confirm & Save your Site Search in the HTML Code step of the Wizard.

HTML Code

Use the HTML code generated by Pardot to integrate the Site Search on your web page’s search setup. You can view the Form Code or the HTML/IFrame Code. If you do not currently have a search box on your site, you will want to place the Form Code on your site where you would like the search box to appear.

1. Use only the Form Code if you would like the search results to be hosted on a Pardot landing page that uses your vanity CName in the URL.
2. If you would like the search results to reside in an iframe on a page on your website, you can add the Form Code to your site, changing the action URL (action=”") to the URL for the page on your site where you’d like the results to display. Then add the HTML Code iframe to the page where you’d like the results to display.
3. Press Confirm & Save.

Create an integrated Third Party Site Search

1. Designate an optional Title for your search results page that Pardot will host for you.
2. Select the Layout Template that will control the styling for your hosted site search results page.
3. Using the “Remove Title Content” field, optionally remove any words or phrases that you do not want to appear in the search results. For example, many organizations have their company names in the title of every page of their site (e.g.., “Pardot — Contact Us”). You may not want your company name showing up in each search result.
4. Add any styling or HTML that you will display if there are No Results Found.
5. Press Next.

Confirmation

1. Review your selections on the confirmation page.
2. Press Next.
3. Note: Your changes are not saved yet! Please Confirm & Save your Site Search in the HTML Code step of the Wizard.

HTML Code

Use the HTML code generated by Pardot to integrate the Site Search on your web page’s search setup. You can view the Form Code or the HTML/IFrame Code. If you do not currently have a search box on your site, you will want to place the Form Code on your site where you would like the search box to appear.

1. Use only the Form Code if you would like the search results to be hosted on a Pardot landing page that uses your vanity CName in the URL.
2. If you would like the search results to reside in an iframe on a page on your website, you can add the Form Code to your site, changing the action URL (action=”") to the URL for the page on your site where you’d like the results to display. Then add the HTML Code iframe to the page where you’d like the results to display.
3. Press Confirm & Save.

To integrate a Third Party Site Search:

1. Press + Add Site Search to launch the wizard.

Name

1. Select Third-party Site Search from the Site Search Type dropdown menu.
2. Create a name for your site search that will be used internally (e.g., “Knowledge Base Site Search” or “Main Website Site Search”).
3. Press Next.

Redirect URL: for URLs in the format http://www.site.com?q=search_term

1. Enter the Redirect URL for your third-party search application. You can find this URL by searching for the ‘form action=’ in the page source.
2. Select a Submit Method, either POST or GET, depending on your application. This will generally match the ‘method=’ in the page source.
3. From the company’s website, complete a search for any word in their search bar.
4. Insert the Search Query Variable. This is the query parameter from your third-party application, found in the browser URL address bar. It will be between the ‘?’ and the first ‘=’ in the URL.
5. Press Next.

Redirect URL: for URLs in the format http://www.site.com/example/example/search_term/word/%3834&$/word

1. Enter the Redirect URL for your third-party search application. You can find this URL by searching for the ‘form action=’ in the page source.
2. Select a Submit Method, either POST or GET, depending on your application. This will generally match the ‘method=’ in the page source.
3. Insert the Search Query Variable. This is the query parameter from your third-party application. It can be found in your Form as the value for the Name attribute.
4. Press Next.

Redirect URL: for URLs in the format http://www.site.com/example/words/search_term

1. Enter the Redirect URL for your third-party search application. You can find this URL by searching for the ‘form action=’ in the page source. You will need to append {query} to the end of this URL like this: http://www.site.com/example/words/{query}
2. Select a Submit Method, either POST or GET, depending on your application. This will generally match the ‘method=’ in the page source.
3. Insert the Search Query Variable. This is the query parameter from your third-party application. It can be found in your Form as the value for the Name attribute.
4. Press Next.

Note: Site search content from the page source may vary; these are general guidelines.

Confirmation

1. Review your selections on the confirmation page.
2. Press Next.

HTML Code

1. Edit your company web page’s HTML so the site search form’s action URL (action=”URL”) is now the Pardot Post URL. When a user clicks the submit button, the search query is first passed to Pardot, where we record the search term, and then the request is forwarded back to the redirect URL specified in the wizard so that the user sees the search results page.
2. Press Confirm & Save in the Pardot Site Search Wizard
3. To test, after you have updated the form’s action URL (action=”URL”) to be the Pardot Post URL, submit a search request on your website. Then refresh the Pardot site search page and you can see the search term generated in the right column.

Tips & Tricks

• Search terms are a valuable indicator of a prospect or visitor's intent when visiting a site, and can act as buying triggers.

• When editing an existing site search, use the upper navigation to skip to the step you want to edit and click finish at any time to save changes. It is not necessary to scroll through all steps to edit existing site search.

• If updating your site search form’s action URL (action=”URL”) is not possible or the preferred method, an alternative advanced option is posting the search term data to a hidden iframe on the results page. For more details on posting data to hidden iframes click here.

Best Practices

• When using a Pardot Site Search, site maps are indexed nightly. After creating a Pardot Site Search, wait one day and return to the site search section the next day to see the index.

To create a Profile:

1. Click the +Add Profile link located in the top right of the profiles table.
2. Choose a Name that will be used internally (e.g. “Default Profile” or “Executive Profile”).
3. Add a Criteria Name (e.g., “Industry” or “Job Title”) and designate the corresponding Grade adjustment with which prospects will be graded based on whether or not they meet that criteria.
4. Continue adding as many criteria as you would like using the plus and minus icons.
5. Click Create profile when you are finished adding criteria.

To Set a Prospect's Profile:

1. Change a prospect’s profile manually by editing a prospect and selecting a profile from the profile field’s drop down menu.
2. Set forms or form handlers to automatically set a prospect’s profile to the one specified during form creation.
3. Create an automation rule that is triggered by a particular event. This event could be entering a specific job title or department on a form, being added to a particular list, etc.
4. Include Javascript in the tracking code on a particular page. To do this, click on the name of the Profile in Pardot, click the link to “View Javascript code” and then include that code on the specified page above the piTracker() function. This will only set the profile for a visitor that is not already associated with another profile. Once they convert to a prospect, they’ll be tagged with the profile from this Javascript.

Using Profiles to Grade Prospects:

All prospects start with a grade of D. Before assigning leads, your lead qualification team should grade them so that your sales reps know how to properly prioritize them based on how well they fit your organization’s ideal customer profile.

1. When viewing a prospect, his or her profile criteria will be listed in Profile tab. Simply click the thumbs up or thumbs down icons to designate whether or not the prospect meets or does not specified criteria. Note: To modify prospect profile criteria once the thumbs up or thumbs down has been clicked, simply click the Reset next to the profile criteria.

1. You can also use automation rules to grade your prospects. For example, you could set up a rule to say:

Rules:

If [prospect prospect field] [job title] [contains] [VP] or
[prospect prospect field] [job title] [contains] [Vice]

Actions:
[Change profile criteria] [Default] [Job Title] [Matches]

The automation rules above would be the equivalent of manually clicking the thumbs up icon for a prospect whose job title contains VP or Vice.

Tips & Tricks

• Automating grading is a two step process. First a profile needs to be set up that includes the ideal customer profile criteria. In order to then 'activate' the grading, create an automation rule that dictates what specific criteria is a 'match' or 'not a match' in order to actually increase or decrease a grade.

• Before setting up grading, mock everything up in a document or on a whiteboard before setting up profiles and related rules.

Best Practices

• Set criteria such as location, company size, job title, and other factor to tier your prospects before assignment. You may also use multiple profiles if you target several different audiences. For example, you may have different grading criteria for your technical prospects and your executive prospects.

• Discuss meaningful criteria with the sales manager or sales team and talk through what information they look at to decide whether a lead is a good fit. Often times, the marketing department will find that they are basing this on different criteria than sales team receiving the leads. Having this discussion ensures that Marketing and Pardot are passing along meaningful leads to Sales.

Tags can be created and assigned a number of ways, including:

1. Manually adding a tag while editing a Prospect record.
2. Selecting all prospects while viewing a specific prospect table then selecting “Add tags” in the drop-down at the bottom of the table.
3. Via Automation Rules.
4. Through a Completion Action on a Form, File, etc.
5. Via an import. This method of applying tags is only additive and will not remove any tags.

Tips & Tricks

Tags can be used to organize and group Pardot data in meaningful ways

Best Practices

For 5 use cases on tags, please see Tags Best Practices: 5 Use Cases

1. Click on the +Add List located in the top right of the List table.
2. Enter a Name for the list that will only be used for internal purposes.
3. Enter tags if you wish to tag the list–note this only tags the list, not the prospects added to the list
4. Dynamic List Option: will dynamically add prospects to this list via predefined rules. Prospects will be removed from dynamic lists if they no longer match the criteria. For more information refer to Dynamic Lists.
5. Pick an Archive Date if you want to make the list inactive at some point in the future (or past). Archiving lists moves them to the “Archived List” view on the List table under Segmentation.
6. Public List Option: If you wish to make the list available on any Email Preference center, select the Public List checkbox. Enter a Label that your prospects will see as the list’s name on your email preference center and you add a description of the list.
7. If you have a verified CRM connector, you can optionally enable the CRM Visible option to allow prospects to be added to or removed from this list from your CRM.
8. Click on the Create list button to save your new list.

Tips & Tricks

• Public lists will be visible in the Email Preference Center, allowing prospects to adjust their subscription status and remove them from that specific list (instead of unsubscribing entirely).

• Use Dynamic Lists for field data that will change often, like Status or membership status, or CRM record type. Use static lists (populated via automation rules) for field data that will not change (geographic location, source and company name).

• Archiving a List allows you to reduce the number of lists available in your "Add to List" dropdown, but allows you to still access the list by changing the "View" option above the List table to "Archived Lists".

• Consider using lists for reporting purposes (e.g., a dynamic list to monitor the number of current clients or customers in your database).

• Populate lists by either making the list dynamic or by using segmentation rules, automation rules, completion actions, import or table actions.

Best Practices

Consider using dynamic lists for:

• Competitors
• Current customers or clients
• Suppression lists

1. Click the +Add Segmentation Rule button above the Segmentation Rules table.
2. Create an internal Name for your segmentation rule
3. Select a Match type:
   Match All – All aspects of the Rule must be satisfied in order to take the action(s)
   Match Any – Only one aspect of the Rule must be satisfied in order to take the action(s)
4. Build out the criteria for the segmentation rule by clicking +Add new rule or +Add new rule group. If you create a rule criteria that you like to remove, click the trash can icon on the left side of the specific rule. For more information on rule groups, see below.
5. Choose an Action. You can add the prospects to a list or remove them from a list. Add segmentation actions by clicking +Add new action button or remove action by clicking on the trash icon.
6. Click Next to preview your rule and see a list of the prospects who will be affected. If you need to make adjustments to the rule, click Previous.
7. Click Confirm & Save to run your segmentation rule. The actions will be carried out in the background and you will receive an email when the processes have been completed.

Rule Groups

Within a segmentation rule, complex rules can be created by adding a new rule group. Rule groups allow you to construct a combination of criteria while reducing the restriction of “match all” and “match any” requirements. The flexibility of rule groups allows users to combine multipart rules that would have previously been two separate rules. For example, within the same rule, assignments to a sales representative can be qualified by both location and industry by using two groups.

Tips & Tricks

Usage Tips

• Select the “- ANY -” criteria option for forms, form handlers, landing pages, files, and custom redirects rather than listing out every item in your rules.

• Add multiple criteria in a single line by separating each value with a semicolon, which uses OR logic (“Match Any”) when selecting a positive operator (“contains” or “is”).

• If a negative operator is selected (“doesn’t contain” or “isn’t”), then it uses AND logic (“Match All”) due to boolean logic.

Deleting a Segmentation Rule

Deleted segmentation rules will not be pushed it to the Recycle Bin. These items will be deleted permanently from your instance.

Best Practices

Run a Segmentation Rule to obtain a list of prospects or data at a specific time for reporting purposes.

Segmentation Rules are best used in certain scenarios. To decide between automation rules, dynamic lists and segmentation rules, please review the Prospect Actions comparison table.

Step 1: Name

1. Provide an internal Name for this Email that will not be visible to your prospects. This name will only be visible to Pardot users, so utilize a descriptive name (e.g., Q4 – Tech Bulletin).
2. Optionally enter Tags to help organize your email templates.
3. Select a Campaign with which to tag your new email. The campaign selected will only be used to tag the email message and it is not a filter for the recipients (only the lists and suppression lists will determine who the email is sent to). Note: If you create an email template and tag it with one campaign, this campaign name will not automatically carry over when you actually send a new email–you will be able to choose a different Pardot campaign when you send the live email. The live email tag will dictate reporting, not the template’s tag.
4. Select the Email Type. Choose from the following:
   1. Multi-part from Pre-formatted Layouts: Choose from Pardot’s layouts and personalize with your own content. This option is best for those with little knowledge of HTML design.
   2. Multi-part with Graphical Editor: This option allows you to use Pardot’s WYSIWYG editor to build an email or paste in your own HMTL. You will also create a text version for optimized email viewing.
   3. Multi-part with Source Editor: This option allows you to paste in your own HMTL. You will also create a text version for optimized email viewing.
   4. Text Only: This option allows you to create a simple text email with no HTML formatting.
5. The email template will be Available for all items you select.  This controls how you can send this email template, and which dropdowns will show this email template as an option for sending.  At least one item must be selected.Choose from the following (check all that apply):
   1. One to one emails (sent by clicking on a prospect’s email from their record or through a salesforce.com lead or contact record)
   2. List emails
   3. Autoresponder emails (for forms, form handlers, and automation rules)
   4. Drip Program emailsNote: All four options are automatically selected for email templates that were created before this option was added in December 2012. To start removing types from more than one template at a time, go to the templates table (Marketing > Emails > Templates) and check the templates’ checkboxes in the left column of the template table. Use the batch action dropdown at the bottom left of the table to start disabling types.
6. Click Next

Tips & Tricks

Limit the ways an email template can be used by selecting checkboxes that determine what the template is available for: one to one emails, autoresponder emails, list emails or Drip Program emails. At least one checkbox must be selected.

Best Practices

Users must always click the “confirm and save” button or the “cancel” link to exit a wizard. Navigating away from the page will leave that wizard open in the background.

Use the “Send New Email” link to launch the email wizard.

Step 1: Name

1. Provide a name for this Email.
2. Select a Campaign with which to tag your new email.
3. Select the Type of email that you would like to create. Choose from the following:
4. Email with Existing Templates: Choose from your email templates and modify it if necessary with additional content. This option is best if you want to resend an existing (or similar) email.
5. Multi-part Email with Graphical Editor: This option allows you to use Pardot’s WYSIWYG editor to build an email or paste in your own HMTL. You will also create a text version for optimized email viewing
6. Multi-part Email with Source Editor: This option allows you to paste in your own HMTL. You will also create a text version for optimized email viewing
7. Text only: This option allows you to create a simple text email with no HTML formatting

Step 2: Content

1. If you selected a pre-existing email template, the subject line and email content will be pre-loaded into the WYSIWYG.Use the WYSIWYG Editor to create your HTML content. The editor has three tabs:
2. Edit Graphical: Use this section to create an email using the WYSIWYG formatting buttons
3. Edit Source: If you’d like to paste in HTML code you’ve created. Once you paste the code here, you can navigate back to the Graphical tab to see your email and make any inline changes. Note: The Edit Source tab replaces the HTML button in the previous Pardot editor.
4. Preview: See a preview of your email

Step 3: Sender

1. User: Select from a list of your users to make the template personalized.
2. General: Enables a general address (e.g., info@pardot.com) or a non Pardot user to be the sender of the Email. (Please note that as a best practice, we recommend sending email from a person’s email address, as general info@ or marketing@ sender addresses can be a trigger for spam filters).
3. Optionally, select the checkbox to make the “From” address the prospect’s assigned user, if available. This setting makes the message appear to be personalized from the recipient’s assigned sales representative.

Step 4: Recipients

1. Select one or more mailing lists. Use the plus and minus signs to add or remove lists. Prospects on more than one list you select will only receive one copy of the email.
2. Optionally, use the “Suppression Lists” checkbox to add or remove suppression lists. Prospects on the specified suppression list(s) will not receive the mailing.
3. View the total number of recipients. Click the “Calculate Now” button to view the total number of mailable prospects your email will be delivered to

Step 5: Completion Actions

1. Optionally select certain actions to take place when a prospect opens the email, clicks on a link in the email or unsubscribes. We only run completion actions on the first open, or on the first click for each link they click.
   Your options include:
   • On click: Take action when prospects click on any and all links in the email. This action will be repeated for each unique link the prospect clicks except for the unsubscribe link (the completion action will run every time the prospect clicks the unsubscribe link).
     • Apply actions only if a specific URL is clicked: Check this box to execute completion actions to occur on just one link vs. applying the actions to all links in the email. Select the link from the drop down that appears. For now we only allow one link to be selected for completion actions and we exclude the unsubscribe link from the available choices. Pardot will only run a completion action on the first click for each link they click.
   • On open: Take action when prospects open the email. This only applies to HTML emails. Pardot will only run a completion action on the first open.
   • On unsubscribe: Take action when a prospect clicks the unsubscribe link. Unlike opens and link clicks, Pardot records every unsubscribe click and therefore, will run a completion action every time the unsubscribe link is clicked.
2. Review the list of available completion actions and their meanings before selecting what meets your needs
3. You can add multiple completion actions for each email action – click “Add new completion action” or the green circle with white ‘+’
   

Notes:

• “On click” actions apply to both HTML and text versions of your sent email.
• Completion actions don’t expire. For example, if a prospect is cleaning out their inbox two months from now and they open the email and click on links, the completion actions will still occur.
• After your email is sent, you can still edit the email’s completion actions. The actions are not retroactive so the edits will only execute on prospects who take the action from that point onward.
• Completion actions execute every time the action is taken regardless of how many clicks occur in a given period except for “Adjust Score.” Score will only increase or decrease once per prospect per click in a 24 hour period.
• Completion actions do not execute for filtered activities.

Step 6: Test Email

1. Optionally, enter an email address (or multiple addresses) to send a test email before finalizing your email. Click “Send Test Email.”

Step 7: Delivery Date

1. Email can be sent immediately, saved as a draft or scheduled for sending later.

Step 8: Confirmation

The confirmation page displays a summary of your email details. To make changes to your email deployment, use the upper navigation to move backward through the steps at any time.

Tips & Tricks

Email names will only be visible to Pardot users, so utilize a descriptive name (e.g., Q4 – Tech Bulletin – List Email).

Ensure that your URLs do not have spaces or special characters in them. If they do, please ensure that you properly encode them.

You must use inline CSS if you intend to control the email styling via CSS.

Best Practices

If you have the Advanced Analytics Email Package, you can also press “Start Tests” in Step 6 of the Send Email wizard to preview the content and subject of your email in multiple email clients and test your email against several spam filters.

When creating emails, the %%unsubscribe%% and %%account_address%% are automatically inserted to ensure CAN-SPAM compliance.

You can use dynamic content in emails by simply clicking on the lightning bolt within Pardot’s email editor. Learn more about using dynamic content in emails here.

If the ad-hoc email will be used again, create an email template first rather than going the route of creating the email first.

Pardot requires that an unsubscribe link is included in every email in order to ensure CAN-SPAM compliance.

When emails containing  %%unsubscribe%% are sent using Pardot, Pardot substitutes in an unsubscribe link specific to the recipient. It will look something similar to the following: http://www.site.com/unsubscribe/170bb3c3e580aeff2d05b2ee1dc53rab.  The hash at the end of the link represents a specific prospect in the system, so that Pardot can automatically unsubscribe the prospect that clicks on that link.

Tips & Tricks

Use a Pardot layout template to create a branded Unsubscribe Page.

To create additional Custom Email Preference pages:

1. Under Marketing > Emails > Preference Pages > click Add Email Preference Page
2. Enter a name for the page–this is just for internal use, no prospect will see this
3. Enter a title for the page–this will appear for prospects in place of the %%title%% tag in the page’s layout template
4. Select a campaign for the page
5. Select a Layout template to style the new page
6. Enterprise editions and higher can customize the vanity URL for the page
7. Add lists to the page. From your available Public lists, select which lists you would like to have visible on the new email preference page. These are the lists prospects will be able to opt in or out of when visiting the page
8. Click create page.

To add a Custom Email Preference Page to your email:

1. To link to your Custom Email Preference Page, highlight the text you’d like to turn into a link.
2. Click on the link icon to open the link pop-up.
3. For Link Type select Email Preference Page.
4. Then for URL select the custom email preference center you’d like to use.

Note:

Tips & Tricks

All Public Lists will be visible on your default email preference page. To make a list public, click on Marketing > Segmentation > select a list > Edit list > and enable the checkbox ‘Public list: Display this list in the email preference center.’ When you create additional email preference pages, you will use a dropdown menu to select which public lists will be visible on your custom email preference page.

For public lists, fill in a customer-friendly Label that will be displayed on the preference page. This is the list title that your prospects will see (as opposed to the internally used list ‘Name’). You can also enter an optional Description to clarify what your subscribers will receive (for example, the frequency in which they will receive messages). You can even make Dynamic Lists visible on the preferences page.

Best Practices

• If left untouched, the preference center pages will be blank and only include the required email field for prospects.  It is recommended that  default preference center page be updated to mimic the website branding before sending emails.
• Do not use the %%email_preference_center%% tag for custom email preference centers. The %%email_preference_center%% tag will only pull in the link to the account's Default Email Preference Page.

Tips & Tricks

• When making an email specifically for mobile devices, use buttons, not text links. Buttons are easier to hit with your thumbs!
• Keep email designs short and sweet. If any table in your email is more than 1790px tall, Outlook may take the liberty of inserting a 'page break' into your email which could disrupt your design.
• Is Outlook showing a big blue border around your hyperlinked image? To remove, edit the image and add border="0 none" and style="border: 0 none;" to both your image <img> and the image's anchor <a> tag.
• Use Pardot's Test List feature to send your email template to an internal test list and ensure that variable tags are rewritten properly and all links are rewritten as trackable.

Best Practices

• Check image to text ratio. Too many images (or too large of an image) compared to text in an HTML email can be considered spammy by spam filters.
• 600px is a general standard for email width.
• You've just sent a test for your email draft. Go ahead and confirm & save your work on your email template while you're waiting for your tests to arrive.
• Remember that text only emails do track opens!

Drag and drop any files you would like to upload into Pardot.

• If any of the files are images, Pardot will display thumbnails once the upload completes.
• You will also get quick access to an edit link, the URL, and short URL for each file.
• Bulk upload does not allow you to assign attributes to the file (tags or a vanity URL) during the actual upload.
• If you want to assign tags or vanity URLs to each file, please use the traditional “Add file” button above the datatable or edit the files after uploading them.
• IE9 and below cannot select multiple files at once due to limitations with Internet Explorer. The bulk uploader still works, but only 1 file at a time can be selected.
• If you attempt to use a URL that is already in use you will be prompted to choose a new one.
• If you change the vanity URL at any point, your previous vanity URL will no longer be valid.
• Once someone accesses the URL they will be redirected to a location beginning with http://storage.pardot.com…
• Note that completion actions will not execute for image files (no matter how they are uploaded). Completion actions will only execute for prospects (they will not affect visitors). Full Completion Action details here

Tips & Tricks

• File size is limited to 20MB per file.
• To update a file’s content while keeping the URL the same, edit the existing file and upload the corrected version using the EXACT same name as the original file. This will ensure that the tracker URL remains unchanged.

Best Practices

• If you update a file’s content and use a different file name the URL will change using the new file name. The previous file URL will now point to the new content file.
• We have added a robots.txt file that bans search engine indexing in the directory where your files are stored.
• There is no need to zip files (uploading a zip file will keep the file stored as a zip rather than unpack them).

1. Click +Create new custom redirect.
2. Choose a Name for the redirect that will only be used internally. This name will be displayed when you look at the activities of a prospect who has accessed the redirect so make it something meaningful.
3. Add optional Tags for the redirect. The prospect will be tagged with these words or phrases when they access the redirect.
4. Choose an existing Campaign with which visitors will be associated with if this is their first touch with your company. If they have already accessed your company in some other manner this will not overwrite their existing Campaign tag.
5. Enter a Destination URL. This is the location to which a visitor will be driven when accessing the redirect. This destination can be a page you own, a third party site, a file, etc. You can also enter a Vanity URL if you have a Pardot Enterprise Edition account.

• Optionally add any Google Analytics parameters that you desire to your redirect. This will allow you to track activity in Google Analytics (your redirect must be pointing to a page on which you have Google Analytics tracking code for this activity to register).
• Optionally add Completion Actions to the redirect. Completion actions are not retroactive and will only execute for prospects (they will not affect visitors). Full Completion Action details here

6. Click Create Custom Redirect to save the new redirect. A Tracked URL and a Short   URL. You can use these links anywhere you would like to track activity.

Tips & Tricks

• Custom redirects are great for banner ads on third party sites — you may want to track a banner ad explicitly and see how many prospects and visitors access it.
• Use a custom redirect to share a link on Twitter, LinkedIn, etc. and watch how it performs.
• Use custom redirects to link to files that aren't hosted on your site —Custom redirects can point to them and show you how many visitors access the file.

Best Practices

• If you would like to track the same URL in an email in more than one location, creating a custom redirect for the second location of the URL within the email is a great option for A/B link location testing.

1. Click + Add block.
2. Choose an internal Name for the block.
3. Add optional tags organize your content blocks.
4. Use the WYSIWYG Editor to create the Content and appearance of the call-out.
5. Click Create block to save the call-out.

Placing a Content Block on a Website

1. Click the name of the Content Block.
2. Select View HTML Code.
3. Copy the appropriate section of code (with styling or without).
4. Insert this HTML code into the web page at the desired location.