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Marketing automation not only makes the life of a marketer easier, but it offers powerful tools for sales teams as well. Pardot will help you find better qualified leads, gain more insight and have a more targeted sales approach, prioritize time to follow up with engaged prospects first, and close faster. This article will walk you through how to set-up and utilize all Pardot has to offer a sales user.

First, if you are using Salesforce or SugarCRM, it’s important to set-up single sign-on. This will display Pardot data in your CRM without having to log in to the Pardot application. View all your sales data in one spot.

Capturing Leads

Pardot uses cookies to identify visitors on your site. Cookies are set on each computer which visits your website. There are two stages of tracking within Pardot:

  •  Anonymous Visitor: When an web browser first interacts with an organization’s online content (website, whitepapers, e-mails, landing pages, etc…) an anonymous cookie will be placed on their machine. To view all visitors hitting your site go to Prospects > Visitors. Pardot looks up the IP address of the machine, if it’s an IP associated with a corporation, Pardot associates the anonymous visitor with that company. We also pull in the location of the company, number of visits, number of page views, and the times of the first and last page views. This is a good way to see which companies are interested in your site. Using an application such as Data.com, a sales user could reach out the same day. No need to wait til the visitor fills out a form.
  • Prospects: When visitors choose to provide identifying information on a form (landing Page, “Contact Us”, etc…), they are converted into a prospect. Prospects, if they are assigned to a user, will push over into your CRM. Visitors can also be converted into prospects when they click on a link in an email, a tracked link, or manually converted by a user. Read more about how visitors are converted to prospects.

What this means for sales: Identifying leads is completely automated, no more waiting for marketing to put leads in your CRM or waiting for someone to fill out a form. Sales users can reach out the same day an interested buyer visits your site.

Real-time alerts

Real-time alerts allow sales reps to act faster and more effectively by making contact when prospects have shown recent activity. Studies show that the act of contacting a prospect within 24 hours of researching the organization dramatically improves close rates. Pardot provides both real time and daily alerts of when an assigned prospect visits the corporate website, clicks through an e-mail or downloads a piece of content.

For real-time alerts, Pardot uses LeadDeck. This tool will send you notifications when a prospect is on your site or has submitted information. Read our article for more information on LeadDeck.


LeadDeck Intro Slide

Email Reports

You can also receive automated email reports and notifications. An administrator can make sure sales users receive (or don’t receive) email notifications for the following:

  • daily prospect activity emails for assigned prospects. You can exclude certain prospects using tags.
  • daily prospect activity emails for all prospects
  • when a prospect is assigned, or a daily prospect assignment email.
  • daily visitor activity emails.
  • starred prospect activity alerts.

iPhone App

Our Pardot Mobile app allows users to receive real time alerts on visitors and prospects and look up contact information for their assigned leads.

Lead Scoring and Grading

Spend your time on the most qualified leads. Pardot uses two separate methods for qualifying leads:

  • Score:  Pardot quantifies leads based on a prospect’s behaviors and activities through their prospect score. Page view, email opens, form submissions, file downloads, plus additional tracked activities can contribute to a prospect’s score. With scoring, you can follow your most active prospects.
  • GradeGrading, based on fit, allows a user to create profiles that describe an ideal prospect based on job title, industry, company size, location, or any criteria that is important specifically to your organization. Pardot will then grade the prospect A-F based on how many criteria they match.

Email Automation

You can utilize Pardot’s Microsoft Outlook 2010, 2007, 2003, Gmail for FireFox, Gmail for ChromeThunderbird or Apple Mail plug-in to send tracked emails to prospects from within your preferred email provider. Unfortunately this isn’t available for Internet Explorer users with Gmail.

Simply click Send with Pardot and any links beginning with HTTP:// (or HTTPS://) in your email will automatically be re-written, and will be tracked to each individual prospect. Track activity of your own emails and real time notifications of activities from these emails.

We can’t track email opens using the plug-in. Send a one-to-one email through Pardot or Pardot’s “Send Pardot Email” function in Salesforce to track opens.

Outlook 2010

Make your own nurturing campaigns. Pass back to your marketing team leads that aren’t ready to buy, but stay in touch and continue to educate them. For example make a drip program to just keep in touch and send an email every 30 days. Then get notified when they engage with the email.

For most CRM users, this activity can be synced so you are able to view this activity from within your CRM.

Sending One-to-One Emails in Salesforce

Are you a Salesforce user? Then you can send one-to-one emails to prospects from within Salesforce. These emails will be sent from the Pardot mail servers and Pardot tracks the email send, open, link clicks (for links beginning with HTTP:// (or HTTPS://)), and possible bounces.

Use the “Send Pardot Email” button on a Salesforce lead or contact record to open the email sending wizard. You can select a marketing approved Pardot email template or create the email from scratch, as well as preview and send it to a prospect. If the prospect does not already exist in Pardot, it will be created behind the scenes, synced with Salesforce, and assigned to the user sending the email.

Lead Intelligence

Learn more information about your prospects from their social, email, and web behaviors. Frame your conversation with what you know they are interested in. Has a prospect searched for a certain term on your site? Why not send them a relevant whitepaper? With Pardot you can find exactly what a prospect is interested in and provide them with the information they need.

Additional Tips

  • Utilize the Daily Prospect Report to make calls to prospects who were active within the previous 24 hours, as this will improve the likelihood of the prospect remembering about your organization and services
  • Never indicate that your organization has technology which tracks their interactions (e.g., “I know you were active yesterday”)
  • Utilize Interest information to direct the conversation to the area where the prospect has had the most activity, or was most recently researching.
  • Do not follow up with prospects that have a grade of less than “C”. Since all prospects begin with a Grade of “D”, utilize the grades to direct sales activities with customers (e.g., Call an “A” prospect prior to calling a “C” prospect).
  • Utilize the “Send with PD” button to cookie all users, so information such as Recency/Frequency and Interest can be monitored on an ongoing basis.