How to Market a Webinar with Pardot


A list of everything you can set up in Pardot to help you market and conduct a successful webinar.

Step 1: Content

Step 2: Registration and Promotion materials

  • In Pardot, make sure you have your webinar connector set up and verified. Check out our articles on our ReadyTalk, WebEx, or GoToWebinar connectors if you have any questions.
  • Create a Pardot form to register attendees. Go to Marketing > Forms > Create new form.
    • The form wizard will guide you through the basic set up. For more specific instructions check out our article on formsBest practice: keep your form short. A form that asks tons of personal information is more likely to seem invasive and you won’t see as many conversions.
    • In Step 4: Completion Actions, add Thank You Content. Keep in mind you can simply thank the visitor for registering, or take the opportunity to show him or her what else you have to offer.
    • Make sure your form has a completion action set to register the prospect for the webinar. You can find this in Step 4. Completion actions of the form wizard, select “Register for Webinar” from the drop-down menu, then choose the name of the webinar. When a prospect submits the form,  your webinar vendor  will send the prospect a registration email, so in your webinar vendor, you’ll need to make sure you have selected an autoresponder to be sent when someone registers for a webinar.

      Note: Double check the date following the name of the webinar to make sure you are registering the prospect for the correct webinar. One form per webinar. To avoid having to recreate the same form for every webinar, you can make a copy of the form. Just be sure to change the completion action.

  • You’ve probably noticed there are lots of options in the completion actions drop down menu. Ask yourself, what do you want to happen to a prospect as a result of registering for this webinar?
    • Do you want to increase or decrease their prospect score?
    • Increase or decrease their grade?
    • Add or remove them from a list? Will this list put them on a drip campaign?
    • Assign them to a member of your team, or notify their assigned user?
    • Add or remove tags?
    • Change a field value on their prospect record?
  • Next, create a landing page using the landing page builder which will allow you to use the form you just created. Go to Marketing > Landing Pages > Create a new landing page. The landing page wizard will help you complete your page. Or, if you already have a page for the form to go on, embed the form. To do this go to Marketing > Forms, select the form you would like to embed, click the “View HTML code,” and copy and paste the code into your landing page source code.

Step 3: Follow up material

  • Consider sending an email to all attendees with a thank you note, a recording of the video, and information about upcoming webinars or additional information they might find valuable. Create a new email or new email layout template to send.

Step 4: Reporting

  • With your webinar connector verified, you’ll find a Webinars tab in the Reports section of your left navigation. This will display past and upcoming webinars. Drill into the numbers of prospects who registered, attended, and were absent. Also, you can see a list of prospects to export, segment into a list, or tag. On the individual level, once a prospect has registered for (and/or attended) a webinar you can view this activity in their prospect record.

Now you’ve got a webinar, a form to register attendees, a landing page to direct people to in your marketing materials, and some awesome follow up material. You’ve also built out another part of your sales funnel by continuing to engage and nurture the leads you will generate–you’re ready to promote your webinar!