10 Ways to Get More from Your Pardot Solution

10 Ways To Get More From
Your Pardot Solution
#ET13B2B

TJ Gephart
Chris Heiden

Who Are These Guys?

TJ Gephart (@tjgephart)

Chris Heiden (@chris_heiden)

Manager, Client Services

Channel Manager & Sales Engineer

Pardashian since July 2008

Pardashian since February 2009

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Introductions
1.  Name
2.  Company
3.  Role
4.  Wildcard! Share something random.

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POLL – How Long Have You Been Using Pardot?

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Results – How Long Have You Been Using Pardot?

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POLL – How comfortable do you feel with Pardot?

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10 Ways To Get More From Your Pardot Solution

#1: Forms

What Will Be Discussed - Forms
•  Label Placement/Style
Statistics
•  Progressive Profiling
•  Dependent Fields

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Label Placement/Style Stats

Left-Aligned

Stacked

Right-Aligned
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Label Position/Alignment Conclusion
•  Ideally, label position above the input field
•  If label position is needed left of input field,
make right aligned
•  Right aligned is over 50% quicker than left aligned

Source: http://www.uxmatters.com/mt/archives/2006/07/label-placement-in-forms.php

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What Not To Do
1.  Way too many fields!
2.  Break down forms into
three to four passes at
the form to gather
information
3.  Bonus: What’s your
favorite field on this
form?
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Thoughts on Forms

There is a 5% decrease in completion for every field over
4 fields you have on a form
Track behavior, not their ability to fill out a long form

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Dependent Fields

To setup, edit the initial field that needs to be completed
•  Ex: If country is US or Canada, ask for State/Province
•  Edit Country field to set up dependency
No Nesting
•  Can’t make a field dependent upon another dependent
field

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#2: Emails

What Will Be Discussed - Emails
•  Enhanced Email Editor
•  Test Lists
•  Transactional Emails
•  Moving over to
ExactTarget’s mail
servers
•  Advanced Email
Testing and Reports

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Enhanced Email Editor
•  Now for new customers, real soon™ for existing
•  New Templates are responsive! Emails will look great
on computer, tablet, and phone
•  Edit Graphical, HTML, Text, and Preview in one area
•  History! Retrieve old edits when mistake is made
•  Live edits in preview
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Send to Test List
•  Ability to send to internal list
•  Add existing users to test list as prospects by going to
“Admin > Users & Groups”
•  All variable tags and links will work as a live email.
•  No need to waste email quota on old “test emails”

•  Make sure you have a default mail merge set!

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Transactional Emails
•  Coming real soon™
•  Send emails to all customers
•  No matter if opted out

•  No unsubscribe will be required
•  Not used for marketing emails.
•  Customer announcement for service outages, downtime, etc.

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Transactional Emails

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Moving to ET Email Servers
•  Now for new clients, others soon
•  Pardot’s internal MTA is great,
ExactTarget’s is AWESOME!
•  ET sends millions of emails a day for Gap, Microsoft,
Nike, etc…
•  More information on this soon
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Advanced Email Testing & Reporting
•  Not included in all packages
•  Contact advocate for upgrade information

•  See how emails look in all major email clients, tablets,
and phones. Spam and subject line previews.
•  Want to know how many times your email was:
•  Forwarded/ Printed
•  Skimmed, Glanced, Read
•  Opened in which clients
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Advanced Email Testing & Reporting

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#3: Lead Qualification

What Will Be Discussed – Lead Qualification
•  Scoring
•  Grading
•  Special Activities

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Score or Grade – Which is Better?

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Which Prospect Would You Prefer?
Prospect A
Score: 173

Score: 57

Grade: F

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Prospect B

Grade: A-

Difference Between Scoring and Grading
Scoring

Grading

Implicit Information

Explicit Information

•  pages viewed, forms
completed, etc.

•  industry, company size,
job title, location, etc.

"Out of the Box”

Setup is required

Setup Via Scoring Rules

Setup Via Profiles

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Scoring
•  Quick numeric value of activity and engagement
with you
•  Benefits and main usage
•  seeing and measuring activity and engagement
•  general quality of lead – tool to organize follow up
•  specific trigger for assignment

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Getting Started with Scoring
•  Start with default Baseline Scoring
Admin > Automation Settings > Scoring Rules

•  Automatically set up out of the box
•  Focus on tracking activities first and
then evaluate scoring model results
to see if it works!

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Customizing Scoring
1)  Baseline Scoring Rules
2)  Automation Rules

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Customizing Scoring
3) Completion Actions

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Customizing Scoring
4) Imports
5) Manually

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Advanced Scoring Topics
1) Lead Decay

2) Reset to Zero

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Why Should I use Grading?
•  Quickly identify truly qualified leads
•  Validates the marketing team's efforts

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Possible Grades
A+
A
AB+
B
BC+
C
CD+
D
DF

(Best)
(Better)
(Good)

(Below Average / Not Graded)
(Bad)

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Preparing Grading Setup
Meet with all stakeholders to outline the ideal prospect.
1) What criteria does your organization look at?
•  Company Size, Location, Industry, Job Title, etc...
2) What is the weight of each criteria?
•  Criteria weighed equally or different?
•  1/3 grade increments (1/3, 2/3, 1 grade)
3) What values do you look for in those criteria?
•  Location: United States, Canada, etc...
•  Job Title: C-Level, VPs
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Advanced Grading Topics
Have one value increase grade by more than 1 letter:
A)  Double Profile Criteria
B)  Automation Rule

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Lead Assignment – Sliding Scale
•  Higher the grade the lower the score needed
•  The lower the grade the higher the score needed
•  Disregard “F”s
300
250
200
150
100
50
0
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A

B

C

D


#4: Nurture Strategy

What Will Be Discussed – Nurture Strategy
•  Types of Leads
•  Types of drips for these leads
•  Lead Nurturing Lab

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Types of Leads
•  There are three main lead types that you
should classify your leads as:
•  New Leads
•  Existing Leads
•  Warm to Sales Ready Leads

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Types of Leads – New Leads
•  Leads that have never heard of your company or
organization before:
•  Obtained from a tradeshow
•  Other authorized (non-purchased way)

•  Don’t just try to sell the product from the start
•  Use a 1 – 2 – 3 Drip Campaigns

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Types of Leads – New Leads – 1-2-3 Drips
•  Stage 1: Unidentified need
•  They don’t even know that they need the solution/benefit
•  Don’t mention your company name, keep information to more
industry information

•  Stage 2: Identified need, but not ready to buy
•  Not ready to solve their pain point yet
•  They are now starting to be interested, introduce your
company and product at this time

•  Stage 3: Starting to evaluate
•  Know the pain point and ready to solve it
•  Hit hard about your company and why you are the best
option for the prospect. Pass onto sales.
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Types of Leads – New Leads – 1-2-3 Drip Carrots
•  Example for Stage One:
•  Subject: Here is an article that I thought you might like…
•  CTA: Link to the article
•  Carrot: Here is a link to a whitepaper as well

•  Example for Stage Two:
•  Subject: Here is a datasheet on Marketing Automation
•  CTA: Link to datasheet
•  Carrot: Watch a demo on Pardot

•  Stage Three does not need a carrot. If they click on
CTA – Get in sales hands!
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Types of Leads – Existing Leads
•  It is expensive to obtain new leads, use your existing
database
•  A minimal percentage of your database are customers
•  No need to introduce the industry as these are
existing leads, they have been introduced
•  Mix stage two and three emails
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Types of Leads – Existing Leads – Lost Opps
•  Stay top of mind of any lost deals
•  Send “loving” emails to prospects, checking in on
them and their current solution
•  Don’t mention switching to your offering
•  Ask if they have any questions on industry practices and
thoughts
•  Mention that you are there to help if needed

•  Towards end of contract term, turn emails into more
sales focused
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Types of Leads – Warm to Sales Ready
•  Shown interest but not sales ready leads
•  Downloaded a Whitepaper or Datasheet
•  Attended a Webinar
•  Watched a Video

•  Not actions saying they want product today or demo
•  Send all stage three emails to drive them to a demo
•  Use scoring to push them to sales ready (100) and
assign out!
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Interactive Nurturing Lab
•  Pardot has a great
resource to help set
up your first drip
programs and
examples
•  pardot.com/
nurturing-lab

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#5: CRM Integration

POLL – What CRM do you use?

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What Will Be Discussed – CRM Integration
•  PD Fields
•  Activities
•  Add To List
•  Lead Deck
•  Completion Actions
•  Send Pardot Email

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CRM Layouts
TIP: Ensure you have latest version installed
A) Prospect Fields (Score, Grade, URL, etc)
B) Prospect Activities

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CRM Layouts
C) CRM lists

D) Social Data

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LeadDeck in CRM (SFDC/SugarCRM)

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Completion Actions
•  Add to salesforce.com Campaign

•  Assign via salesforce.com assignment rule

•  Create salesforce.com task (next page)

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Send salesforce.com Email
•  Send One-To-One emails from salesforce.com
•  Tracks opens and clicks
•  Ability to use marketing emails directly in CRM
•  Select on template emails available to be used in CRM

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Send salesforce.com Email

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Latest SFDC AppExchange Package Updates
Just Released:
•  Pardot Conversion Name
•  Pardot Conversion Date
•  Pardot Conversion Type
Coming Soon:
•  Pardot Hard Bounce Date
•  Pardot Hard Bounce Reason
•  Pardot Hard Bounce Email Type
•  Pardot Hard Bounce Email Subject
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#6: Be Dynamic!

What Will Be Discussed – Be Dynamic!
•  Dynamic List
•  Dynamic Content
•  Emails
•  Website

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Dynamic List Overview
•  You can create a list of prospects that is tailored to
specific criteria
•  Create the new list, select the criteria and if a prospect
matches that criteria then they are added to the
dynamic list
•  If for some reason they no longer match the criteria,
they will be removed from the list

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Dynamic List Overview

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Dynamic List vs. Static Lists
•  You cannot manually add or remove prospects to
dynamic lists
•  Because of this, you will not see dynamic lists as an
option in dropdowns in the import screen, data tables
or anywhere else throughout Pardot where you
manually control list membership
•  You also will not see dynamic lists in the CRM list
management view dropdown
•  Note: Existing static lists cannot be converted into
dynamic lists
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Dynamic List Usage Notes
•  Dynamic lists can be made into a public list and displayed
on your Email Preference Center where prospects can optout of the list if they choose
•  Only prospects who meet the dynamic list criteria will be able to
see public dynamic lists on Email Preference Pages

•  If you split a dynamic list, the resulting lists will be static.
•  This means that a prospect will not automatically be added to the
split lists (via the dynamic rule criteria) once the split has
occurred
•  These new static lists will now exist in addition to the original
dynamic list that was split

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Dynamic Content for form and emails
•  You can display certain HTML content on your
website or Pardot forms, landing pages, layout
templates and emails based on a prospect’s score,
grade, or field value for default fields or custom fields
•  Have specialized call outs that tailor to a product
interest or attribute
•  Available for Enterprise and Ultimate editions

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Dynamic Content for form and emails
•  Set up in Content >> Dynamic Content

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Dynamic Content for Website Callouts
•  Click on Embed Code to be given javascript to place on
own website or Landing page
•  Test by clicking on testing tools once placed to see how a
prospect would see the content

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Dynamic Content for Email
•  Click on lightning bolt in WYSIWYG to access
dynamic content module to select block

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#7: Import Validation

What Will Be Discussed – Import Validation!
•  Import Validation
•  Import Errors

#ET13B2B

Why Should You Validate?
•  Validating your values on import ensures that your
data is as clean and uniform as possible
•  Uniform values help keep your data consistent when
syncing with your CRM
•  Removing variations in your field values make it easy
to implement rules around your values

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Setting Up Validation
•  Set up in the Admin >> Prospect Fields section of Pardot
•  Check box “Validate this field on import”

#ET13B2B

What to do with errors?
•  Pardot will give you an error reports for all imports
•  Export the CSV with the errors
•  Fix the errors and reimport to adhere to validation

#ET13B2B


#8: Reporting

What Will Be Discussed – Reporting
•  Lifecycle Reporting
•  GoodData

#ET13B2B

Lifecycle Reporting
•  The Prospect Lifecycle report combines your marketing
and sales reports in one place to give you a high-level view
of your sales cycle’s health
•  By reviewing the report you will have an idea of how well
your marketing and sales organizations are working
together, as well as see areas for improvement
•  Can be filtered by date to show time period you need to
report on

#ET13B2B

GoodData Reporting
•  Can be set up in Admin >> Connectors.
•  Not turned on automatically for accounts (privacy reasons)
•  SSO available in application

•  GoodData is a Business Intelligence tool that allows
syncing of data from the account to the corresponding
GoodData account
•  This connector allows for the creation of reports to be
placed on the dashboard or emailed automatically

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GoodData Reporting

Demo!

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#9: Connectors

What Will Be Discussed – Connectors

Items included as a part of the connector module:
• 
• 
• 
• 
• 
• 
• 

#ET13B2B

bit.ly Connector
EventBrite
FullContact
GoodData
Google AdWords
Google Analytics
Data.com

• 
• 
• 
• 
• 
• 

Olark Chat
Social Posting
Twilio
UserVoice
Webinars
Wistia

bit.ly Connector
•  bit.ly offers URL redirection service with
real-time link tracking
•  The bit.ly connector is available for
Professional, Enterprise, and Ultimate
Edition accounts
•  A bit.ly short link will automatically be
created for landing pages, multivariate
tests, and files
•  If the client has their own custom domain
(via bit.ly account), the connector will
automatically use their custom domain
when shortening your URLs
#ET13B2B

Eventbrite Connector
•  Eventbrite provides all the online
tools needed to sell tickets and bring
people together for an event
•  Eventbrite connector is available for
Professional, Enterprise, and
Ultimate Edition accounts
•  View registrations and attendance
as prospect activities and
automatically scores event
registrations and attendance in the
prospects record
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Eventbrite Connector

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GoodData Connector
• 

The GoodData connector is
available for Professional,
Enterprise, and Ultimate Edition
accounts

• 

GoodData is a Business
Intelligence tool that allows syncing
of data from the account to the
corresponding GoodData account

• 

This connector allows for the
creation of reports to be placed on
the dashboard or emailed
automatically

#ET13B2B

Google AdWords Connector
• 

Google AdWords connector is included
with Enterprise and Ultimate level
accounts. Can be added to Professional
Edition accounts for $300 per month

• 

Google AdWords connector calculates
cost per vetted prospect, cost per
opportunity, cost per sale, and marketing
ROI by tying your Google AdWords into
your CRM opportunity data

• 

If a client has more than one Google
Adwords account, they can connect as
many as they would like

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Google AdWords Connector

Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 6
Keyword 7

#ET13B2B

$3,451.2
3
$23,151.
78
$23,151.
78
$23,151.
78
$3,451.2
3
$23,151.
78
$3,451.2
3

$2,211.0
3
$19,823.
74
$19,823.
74
$19,823.
74
$2,211.0
3
$19,823.
74
$2,211.0
3

Google Analytics Connector
• 

The Google Analytics connector is
available for Professional, Enterprise, and

• 

The connector will allow those clients
using Google Analytics keyword tags in
URLs to pass those tags into the prospect
record

• 

Implementing the Google Analytics
collector allows clients to pass Google
Analytics parameters into their CRM
system and gain greater insight into lead
sources, mediums, and campaigns if it is
their first touch point

#ET13B2B

Google Analytics Connector
•  Data will be collected from all five of the Google Analytics
Tags: campaign name, medium, source, content, and
term if a prospect’s first touch point is clicking the appended
URL

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Data.com Connector
•  The Data.com connector is available
for Professional, Enterprise, and
•  The connector does not integrate
with paid Data.com account types
•  Since the data is crowd-sourced, it
may be inaccurate or incomplete.
For this reason, there is not a way to
mass sync all prospects with
Data.com
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Data.com Connector
• 

Once the icon is clicked at either the name or company level, a box will pop
up with the corresponding information located by Data.com

• 

The data in the table displays the information which already exists for the
prospect and information found by Data.com

• 

Click the boxes next to the corresponding data you would like to have
synced over by Data.com into the prospect record. Click Send to Pardot to
complete the data sync

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Olark Connector
•  The Olark chat connector is available
•  Clients can use for sales and support
of their products and services.
Service levels and pricing are
available at olark.com
•  The integration allows your clients to
create prospects from Olark chats,
view chat activities in prospect
records, and score prospects’ chats
to aid in lead qualification
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Olark Connector
•  Once a prospect engages with your client in chat using Olark, the
transcript will be available in their prospect activity history table
•  Clicking Chat Transcript will take your client to the actual transcript
in Olark

#ET13B2B

FullContact Connector
• 

The Social Posting connectors is available
for Enterprise and Ultimate Edition
accounts. Professional Edition can add
this service for $300 per month

• 

The connector checks prospects for their
profile names/links on LinkedIn, Twitter,
Facebook, and Klout. If publicly available,
the system may also pull location data and
a snippet or summary about the prospect

• 

The connector compiles publicly available
social data through FullContact

#ET13B2B

FullContact Connector
• 

If FullContact was able to locate a public image which corresponds with the
prospect’s email address, it will be populated into the prospect record. To
search for this prospect on social media, click the corresponding social media
icons next to their name or company. Or click on Social Data to see a list of all
corresponding social media accounts with the same email address.

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Social Posting Connectors
• 

Social Posting connectors are available

• 

These connectors allow clients to
schedule and simultaneously post
updates to multiple Twitter, Facebook,
and LinkedIn accounts

• 

If a link begins with http:// or https:// in a
Pardot social post, Pardot re-writes the
link as a trackable link with the client’s
company custom bit.ly pro URL

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Social Posting Connector
•  Click +Add Social Post to create and track a social media post
•  Select the Accounts which you’d like to post
•  Select the date and time to Post Later or Post Now to post
immediately

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Social Posting Connector

Message Details

Prospects who
engaged with post

Link Statistics

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Twilio Connector
• 

The Twillio connector is available for
Professional, Enterprise, and Ultimate
Edition accounts. For current pricing,
check out twilio.com

• 

The Twilio is a service that allows your
client’s to instantly follow up with
prospects via phone

• 

When a prospect submits a form, your
selected user will get a phone call that
will inform them of the form submission
and give them the option to connect with
the prospect by phone if number is
known

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Twilio Connector
•  Add Twilio as a completion action on a form or form handler
and select the user who should be notified of the submission

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UserVoice Connector
• 

Integration with Uservoice allows users to
integrate customer service information
directly into a prospect or customer’s profile.
Visit uservoice.com for current pricing

• 

Seamlessly capture UserVoice activity like
giving product feedback or contacting
support

• 

The client can leverage those activities by
using them as signals for scoring leads

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UserVoice Connector
•  Activity and engagement via UserVoice will sync with the
corresponding prospect record

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Webinar Connectors
• 

Connectors for GoToWebinar,
ReadyTalk and Webex are available

• 

Pardot integrates with these webinar
platforms to seamlessly register
attendees for events, report on
attendance, and display and score
activity all from within the Pardot
marketing automation system

#ET13B2B

Webinar Connectors
•  Webinar activity and engagement will sync to the corresponding
prospect record

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Wistia Connector
•  Wistia offers the ability to
track and monitor the
success of the clients video
marketing efforts
•  The video hosting platform is
geared towards businesses
•  The connector allows clients
to see the prospects who are
interacting with their videos

#ET13B2B

Wistia Connector
•  Clicking on a specific video name will provide additional prospect
engagement information

#ET13B2B

Wistia Connector
•  Wistia video activity and engagement will sync to the corresponding
prospect record

#ET13B2B


#10: Additional Features

Unified Marketing Calendar
Just Released: September 13th
Contents Include:
•  Emails (Scheduled or Past)
•  Social posts
•  Events (via Eventbrite)
•  Webinars (via GoToWebinar, WebEx, or ReadyTalk)

#ET13B2B

Unified Marketing Calendar

#ET13B2B

LeadDeck
• 

LeadDeck provides real-time notifications of prospect actions

• 

See campaign performance as it happens

• 

Provides pop-up notifications when a prospect is on your client’s site or
has submitted information

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LeadDeck
• 

Clicking on a prospect or
visitor will display more
information including previous
activities, location, email
address and more

• 

If the client is using a CRM
connector, they can also click
the CRM logo to jump to the
associated lead or contact
record in the CRM

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LeadDeck
• 

Ability to customize the sliders
which appear within LeadDeck

• 

First select what sort of visitors
or prospects to monitor

• 

Then choose the type of
activities to watch (or leave
blank to monitor all activities)

• 

Finally choose what
geographies your clients would
like to restrict monitoring

#ET13B2B

Email Plugins
Track individual emails that are sent directly from
your email client to prospects
Best Practices
•  Mask the link with anchor text
•  Only 1 recipient per email
Email Plug-ins available
• 
• 

Outlook 2003/2007/2010/2013

• 

Apple Mail

• 

Gmail plug-in (Firefox & Chrome)

• 

#ET13B2B

salesforce.com

Mozilla Thunderbird

Wordpress Plugin
• 

The Pardot WordPress Plugin lets you to easily drop forms and dynamic content into
your WordPress pages and posts

• 

With a single login, your self-hosted WordPress installation will be securely
connected with Pardot. You’ll be able to track visitors and embed forms without
touching a single line of code

#ET13B2B

Thank You!
You have now successfully completed this
course. Please take a minute to fill out an
evaluation of your course experience. You
can find it on the Connections app!

Don’t have the app? Ask your instructor for a paper evaluation.

#ET13B2B


Office Hours: Register at
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