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Pardot 101: The Basics

If you aren’t exactly sure where to begin with Pardot, we’ve listed out the basics here. Now you can route through our modules and break it down to get started! We will start with the items listed in the left-hand navigation of your Pardot account.

The Basic Items

  1. Dashboard

    The dashboard shows the latest features pushed out by Pardot, as well as the Prospect Graph including created prospects, active prospects and identified companies.

  2. Marketing

    • Automation: To automate various processes in your account you can set up Automation Rules for specific criteria or create Drip Programs to enable easy and effective lead nurturing.
    • Campaigns: Slightly different than what you might think, Campaigns in Pardot are a prospect’s first touch point that they have with your company. Each prospect can only be associated with one Campaign for true ROI reporting.
    • Content: You can upload your Content files including white papers, images, etc. or set up Custom Redirects for other items. With Blocks users can create custom call-outs for use on a website, as well as Personalized call-outs based upon the profile associated with a prospect.
    • Emails: Here you can create both Email Templates to be used again and Emails to be sent to Pardot Lists. To ensure that data is following correctly, formatting appears the way you want, and all links are pointing to the correct destination, send Email Tests before launching.
    • Forms: After setting up your prospect fields, you can use the form wizard to create Forms or Form Handlers to be hosted on Pardot Landing Pages or your own website.
    • Landing Pages: A Landing Page presents a streamlined path designed to elicit a specific action by the visitor. Measure the effectiveness of different landing pages over a period of time with Multivariate Tests.
    • Search Marketing: The Paid Search module displays your Google AdWords campaigns, ad groups, and ads. Keyword Monitoring allows you to track how your site ranks in Google and Bing for the search keywords that are important to you. With Competitor Monitoring, you can track how well your site stacks up against your competitors in general SEO terms.
    • Segmentation: Provides a way to allocate prospects through Lists, run one-time Segmentation Rules to create a list based on specific criteria, label any object through Tags, and set up Profiles.
    • Site Search: This allows for tracking and indexing what search terms prospects use when searching on your site.
    • Visitors: A table of all anonymous visitors’ captured sessions to the website.
  3. Prospects

    This includes a sortable list of all your identified Prospects and associated Accounts.

  4. Reports

    Here you can review from your various marketing elements the results and effectiveness through Pardot reporting. This includes Overview, Content, Emails, Forms, Landing Pages, Natural Search, Opportunities, Paid Search and Site Search.

  5. Administration

    • Overview: Here you can set up additional email sending domains or view your email usage.
    • Connectors: You can sync with third party applications such as a CRM system, Google AdWords and more!
    • Page Actions: Trigger completion actions (notifications, field value changes, assignments, etc.) off of page views.
    • Scoring Rules: Pardot provides a default scoring system for online activities such as clicks, visits, form submissions, etc.
    • Filters: Filters allow you to exclude certain types of visits, clicks, or other actions from your campaign results and email notifications in order to avoid skewing results.
    • Prospect Fields: If you wish to store customized information on your prospect records, you must create Custom Prospect Fields. These custom fields can then be synced with your CRM, or connected to Form Fields. Pardot also offers Default Prospect Fields that can conveniently store standard prospect information.
    • Import: Easily Import a CSV file with new prospects or perform a mass update of existing prospects in Pardot.
    • Layout Templates: These allow you to control the look and feel of various pages within Pardot.
    • Recycle Bin: When you delete information such as a prospect, campaign, or layout template, the information goes into your Recycle Bin instead of being deleted forever.
    • Security: This provides options to whitelist IP addresses or ranges if needed.
    • Users and Groups: Here you can set up Users and limits or Groups for round-robin lead assignment within your Pardot account.

Helpful Tips or Questions

What does Campaign mean in Pardot? Campaigns in Pardot are a different concept than you may be familiar with if you use a CRM. Each prospect (and many marketing elements) is associated with a single campaign that can be used for reporting purposes, especially ROI. Pardot Campaigns are typically thematic touchpoints (similar to “source” in other system) and are used to track the first touch point you have with a prospect.

Email address is the unique identifier for all prospects. Once provided, an anonymous visitor becomes an identified prospect.

Curious what a specific Pardot image means? Check out our Icon Glossary or WYSIWYG Icon Glossary.

Form vs. Form Handler: Different features are available depending on which open you select. You can see those options here. Also note that you don’t have to choose one or the other for all of the forms. You can mix and match if needed.

Best Practices

Recorded Webinar

Whew! That’s a lot of information! You can always access a recorded version of our live “Basics” webinar here. We update this recording about once a quarter (and more frequently if we’ve released a slew of new features).