The dashboard shows a breakdown of your prospects using the Prospect Graph: including created prospects, active prospects and identified companies.
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.
The Marketing Calendar shows scheduled and past emails, social posts, events and webinars. A slimmed down version of the calendar appears for Marketing and Administrator users on the dashboard, just below the graphs/charts.
Pardot Campaigns 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. This is where you set up your campaigns (including the campaign you'll use for website tracking).
You can upload your Content files including white papers and images or set up Custom Redirects for other items. With Dynamic Content users can create custom callouts for prospects on a website, based on criteria about the prospect.
Here you can create both Email Templates to be used over and over, 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.
Engagement Studio is Pardot's next-generation lead nurturing product and the true intelligence engine of the marketing automation platform. You can build, test, and report on powerful Engagement Programs that turn your prospects into marketing-qualified leads.
First set up default and custom prospect fields in the Admin module of the app, then come back to Marketing > Forms to use our simple form wizard to create Forms or Form Handlers to be hosted on Pardot Landing Pages or your own website.
A Landing Page presents a streamlined path designed to bring about a specific action by the visitor. Control the look and feel of your landing pages with reusable Layout Templates. Measure the effectiveness of different landing pages over a period of time with Multivariate Tests.
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.
Allocate prospects through Lists (both static and rule-based Dynamic Lists), run one-time repeatable Segmentation Rules to create a list based on specific criteria, label any object through Tags, and set up Profiles.
With Pardot Social Posting, you can schedule and simultaneously post updates to multiple Twitter, Facebook, and LinkedIn accounts and company pages and gather insight on link clicks, replies, comments, retweets, and likes.
Track and index what search terms prospects use when searching on your site.
Here you can review the effectiveness of your various marketing elements. This module includes an overview of Campaigns, GoodData reporting, Content, Conversions Emails, Events synced from the Eventbrite connector, Forms, Landing Pages, the Lifecycle of your leads (from visitor to won opportunities), Natural Search, Olark chats synced from your Olark account, Opportunities, Paid Search and Site Search, Social statistics, and your Webinars synced from a GoToWebinar, WebEx or ReadyTalk connector.
Set up Page Actions to trigger completion actions (notifications, field value changes, assignments, etc.) off of specific page views; establish your account's Scoring Rules for different activities; and decide which visitor types you want to filter from your views and reports.
Sync with third party applications such as a CRM system (Salesforce, Oracle, Dynamics, etc), Google AdWords, Wordpress, etc.
|Responsible Party||Brief Description of Involvement|
|Marketing Team||Responsible for email creative, form/landing page look and feel, lead flow process, nurturing program design, PPC integration, etc.|
|IT Admin||Responsible for creation of vanity domain record (e.g. www2.yourdomain.com), implementing email authentication (DKIM and SPF)|
|Marketing Agency (if applicable)||Responsible for overall strategy for online marketing and lead management/nurturing, and for creative for landing page and email assets|
|Sales Leadership||Responsible for coordinating sales training, adoption of email plug-in, working with marketing to set lead assignment processes|
|CRM Admin (if applicable)||Responsible for installing Pardot’s CRM application, setting up custom fields/layout, adding activities iframe, etc.|
We'll help set up an automated welcome series with convenient links to the information your newly on-boarded customers or new leads would be looking for. Appropriate welcome engagement process per industry per geo location.
You must be already having several pages strong web content, we’ll help you get it out to your audience. Would require a lot of segmentation & mapping of content to audience lists as well.
Clone our pre-built journeys to drive signups, reminders, thank you messages, etc. for your corporate events or webinars
If a customer interacts with an email or call to action in a certain way, you can track that behavior and provide a follow-up specific to that customers interest. Its also a great way to thank your customers for interacting with you.
Sales cadence is a series of emails you sent automatically to prospects to ensure some response from them. Sales Agents can easily clone such journeys for specific prospects.
As prospects move closer to the middle of the funnel, it becomes important to reinforce that your company is the right choice. Use our templates to pass on any helpful press releases, industry reports, or high-traffic content as part of this drip to establish your company’s authority.
The upsell or cross-sell campaign is designed to capitalize on your existing pool of clients. By providing your clients with information and incentives to expand the list of products they are using.
The renewal drip can be a convenient way to remind your existing customers that it is time to renew their contracts, and show your appreciation for their continued business.