November 1, 2017

5 Features You Should Be Using in Pardot

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There are some great, simple, out-of-the-box features in Pardot that can make a huge difference to your marketing efforts, but which many users avoid because they believe them to be complicated or difficult to set up. In fact, these features can end up saving you time, and bring you a wealth of extra information - and they’re often far simpler to set up than you think.

  1. Engagement Studio

Far too many companies aren’t yet using Engagement Studio, especially those who have had Pardot since before Engagement Studio was released. All too often these organisations have complicated setups with assets, lists and rules scattered all over the place. Engagement studio allows you to easily manage your marketing programs from beginning to end, with a great visual overview of every path your prospects might take. There’s no need for separate automation rules, as they’re all stored as actions in the program.It’s visual, easy to use, and allows you at-a-glance reporting.

  1. Email Preference Center

The danger with only using the ‘unsubscribe’ tag in your emails is that if a prospect doesn’t want to receive that particular email from you, they’ll unsubscribe from the whole system – meaning that you can’t contact them about anything else. Setting up Email Preference lists is simple, and allows your prospects to select which types of emails they want to receive. Therefore they can opt out of your event invites, but stay subscribed to your newsletter.Once you’ve set up your lists and email preferences page, allow prospects to select their preferred subscription lists at the point of their initial form submission.An added bonus is that this will store a record of the date your prospects subscribed – perfect for when GDPR comes in next year!

  1. Google Analytics Connector

The Google Analytics Connector is free, and once connected, pulls UTM parameters into Pardot that can then be used for reporting and to trigger automations. This data is recorded in a separate section at the bottom right of the Prospect Overview page, and functions as field data. Use it to update Lead Source data, add prospects to the appropriate campaign, or to run ROI reports against your SEO and digital advertising efforts. You can even use it to automatically create new Pardot campaigns!This connector is really essential if you want to have the full picture of how your SEM efforts are working, so if you haven’t installed it already – what are you waiting for?

  1. Salesforce Campaigns

OK, so this is a bit of a sneaky one as it’s technically a Salesforce feature and not a Pardot one, but this will become increasingly relevant as Pardot campaigns move to align 1:1 with Salesforce campaigns (which is tipped to be happening soon!).Pardot campaigns are set upon prospect creation, and in most cases this will not change in future interactions with the prospect. The problem with this model is that the campaign will only track the first touchpoint with the customer – more like a Lead Source.For example, let’s say one of your sales reps met Julia at a tradeshow. She didn’t really stop to talk as she was on her way to the keynote, but she allowed your rep to scan her badge. The follow-up email sent to her after the show was ignored, and she was marked as cold. However, six months later she clicked on a digital ad she saw on LinkedIn, converted through your website, and ended up becoming a customer. If you just use Pardot campaigns, Julia’s campaign would still be set as the tradeshow, and that’s what would be reflected in the campaign ROI report. But wouldn’t you want to report that sale against the LinkedIn ad too?Salesforce campaigns allow you to add prospects (in Salesforce, Leads and Contacts) to multiple campaigns, meaning you can track every campaign that has influenced an Opportunity. Much more useful when it comes to tracking the ROI of your marketing efforts!

  1. Salesforce Reports

Another sneaky one, sorry. Yes, Pardot has some out-of-the-box reports, and they’re perfect for reporting on email and asset performance and individual campaigns. However, they’re quite inflexible and do not allow you to filter by multiple criteria, making it difficult to answer specific questions.Combine Pardot’s tracking capabilities with Salesforce reports however, and a whole world of reporting capabilities will become available to you. See the influence multiple campaigns have had on an opportunity, easily filter subsets of your data, and see ROI against your efforts.

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