Pardot Specialist Exam

Activities that cause a prospect to sync from Salesforce to Pardot

-Activities that update the Last Modified timestamp triggers a sync to Pardot for existing prospects -Updating a lead or contact email address -Updating the assigned user (owner) for the lead or contact record -Making field changes to a lead or contact record -Updating a related account record in Salesforce for a lead or contact who is associated to a Pardot prospect.

Difference between segmentation rules and automation rules

-Automation rules offer the most comprehensive set of actions while segmentation rules offer limited actions (that all deal with building lists and campaigns) -Automation rules run continuously while segmentation rules run once. Seg rules retroactively evaluate your database, and match only the prospects that meet the rule's criteria when the rule runs

Mapping salesforce and Pardot custom fields

-Corresponding custom field has to be created in Pardot first -The lead object in Pardot and the contact object in Salesforce have to be identical

Prospects created chart:

-Displays the number of prospects created in your account over time - Reports on all visitor to prospect conversions, including prospects that you import or manually create

CAN-SPAM guidelines for each email send

-Don't use false or misleading header information. -Don't use deceptive subject lines. -Identify the message as an ad. -Tell recipients where you're located. -Tell recipients how to opt out of receiving future email from you.

Anatomy of an email template

-Header graphic -Main content & copy -Call to action -Social icons/sharing -Subscription preferences and mailing address

Use a form handler when:

-Integrates with third-party forms -Maintains current lead flow -Integrates with Salesforce Web-to-lead forms -Supports custom front-end editing

Funnel stages:

-Lead (or demand generation) -Visitor -Conversion -Prospect -Lead nurturing -Lead qualification

What is part of a marketing automation strategy?

-Lead segmentation -Personalization -List creation & workflow management -Lead scoring

Activities that don't trigger a sync from Pardot to Salesforce

-Receiving or opening an email, unless the action is set to adjust prospect score -Page views, unless the action is set to adjust prospect score -Visitor sessions -Prospect account changes -Creating or mapping new custom fields -Changes to formula fields in Salesforce -Undeleting a prospect

System actions that cause prospect records to queue for syncing

-Record changes that occur because of an automation rule or completion action -Add to Salesforce campaign via automation rule, segmentation rule, completion action, or Engagement Program action -Salesforce campaign status update via automation rule, segmentation rule, completion action, or Engagement Program action

Sync Behavior

-Sync behavior set to use pardot's value -Sync behavior set to use salesforce's value -Sync behavior set to use the most recently updated record -Proprietary fields that are read only (can't be changed) -Prospect opted out field and sync behavior

What actions remove the [[crm_deleted]] flag and make the prospect eligible for syncing:

-Undeleting the record in Salesforce -Creating a record with the same email address in Salesforce -Using one of these Salesforce functions: Send to Pardot, Send Pardot Email, Add to Pardot List, or Send Engage Email. -Creating a Pardot automation rule with an action to Allow Deleted CRM Lead or Contact to Recreate from Pardot.

Email with valid mail server requires

-Valid email address syntax -Live domain name -Receiving email server listed in -DNS recordsEmail not from ISPs and free email providers requires -Valid email address syntax -Live domain name -Receiving email server listed in DNS records -Not from a known ISP (for example, Comcast or Charter) -Not from a free email provider (for example, Gmail or Hotmail)

Salesforce-pardot connector

-You can have only one Salesforce connector in Pardot. -Pardot checks for changes in Salesforce and Pardot up to every 2 minutes.

3, 2, 1 campaign

A 3-2-1 nurture program inverts the traditional marketing wisdom of marketing to cold leads first. Instead, you follow up with your hot leads first, ensuring that both their time and your time is used wisely. You quickly get them ready for sales, and then move on to preparing your warm leads in the same way, leaving the cold leads for last.

Dependent form field

A dependent field appears based on a value entered in another field on the form. You can create a dependent field based on any text or dropdown field. For example, you can make the State field dependent on the Country field. When a prospect selects USA for the country, the form displays the State field.

What is a grade in Pardot?

A letter grade assigned based on a prospect's profile

What is a score in Pardot

A numerical value assigned based on a prospect taking action

What do variable tags insert into an email template?

A prospect's field value

Pardot cookie

A session cookie named pardot is set in your browser while you're logged in to Pardot as a user or when a visitor accesses a form, landing page, or page with Pardot tracking code. The cookie denotes an active session and isn't used for tracking

What does a trigger respond to?

A specific activity done within a specific time frame

What are the four default user roles in Pardot?

Admin, Marketing User, Sales Manager, Sales User

Honeypot technique

All forms hosted by Pardot have built-in bot protection by using a negative CAPTCHA called a honeypot. It's an invisible field that your prospects can't see. Bots do see this field, and they fill it out. Pardot rejects form submissions when the honeypot field has a value.

Segmentation Rules

Allow you to create a one-time list of prospects and apply a segmentation action based on specific criteria. every action has something to do with segmenting your audience

Active prospect

An active prospect has performed an activity, such as submitting a form, visiting a page, or clicking a link. Active prospects have a green person icon next to their name. A prospect who has never been active has a red person icon.

Visitor:

An anonymous person who visits your website and is now tracked in Pardot.

Anonymous visitors

An anonymous visitor is someone who has visited a page with your Pardot tracking code on it, but hasn't converted to a prospect yet. Prospects are visitors who have an associated email address in Pardot.

Prospect:

An anonymous visitor that has converted and is now identified. A record of the prospect will exist in Pardot, similar to a lead record in Sales Cloud or other CRMs

Soft Bounce

An email acknowledged by the recipient's mail server, but returned to the sender. Sometimes it is because the recipient's mailbox is full or the mail server is temporarily unavailable. A soft bounce message can sometimes be deliverable at another time. After 5 soft bounces, Pardot opts the prospect out of emails.

Hard Bounce

An email that permanently bounced back to the sender because the address is invalid. A hard bounce can occur because the domain name doesn't exist or because the recipient is unknown.

What type of data can you use as the basis of progressive profiling in Pardot?

Any existing data in fields

Lead assignment: Great fit, minimal intent

Assign right to sales or nurture first, then assign: These are leads that are showing a lot of intent and/or interest, but may not be a good fit for your product. It's possible that these leads may be a better fit for another product of yours (or they may be job seekers), but it's likely not worth assigning them to sales for further follow-up.

Lead assignment: Great fit, great intent

Assign right to sales: These are your money prospects! Since they have a high score (meaning they're definitely interested in your product) and a high grade (meaning they're a good fit for your product), it's best to prioritize these leads when assigning leads to sales.

Marketing calendar:

Automatically displays all scheduled email campaigns and social posts

Which automation tool do you choose to assign prospects to a user group based on country and product interest?

Automation rule

Select the correct strategy for growing your opt-in audience by using the emails you're already sending

Build in "forward to a friend" functionality in your email campaigns

You'll find tracking code inside what object in Pardot?

Campaigns

What four categories are included in the Pardot menu navigation?

Campaigns, prospects, pardot reports, and pardot settings

Which automation tool lets you automate directly from a marketing element?

Completion Action

Completion Actions

Completion actions allow you to automate directly from a marketing asset, such as a form, file, custom redirect, page actions, or email send. will fire each and every time a prospect takes the chosen action. Completion actions have a singular, binary criterion: Did the prospect do something? Completion actions are not rule based- they apply to everyone

Keep in mind for completion actions:

Completion actions don't execute on image file downloads or on filtered activities.

Lead assignment: Not great fit, great intent

Consider other products?: Here we have leads who are a great fit for your product, but who have been showing minimal interest. Either they're not in a position to make a purchasing decision yet, or they're just not aware of your product. These leads may take some additional work from your sales team, or you can place them on a targeted lead nurturing campaign that will drip them resources over time to help increase awareness. This will keep your company top of mind in the event that these leads do decide to further investigate your product.

The prospects created table tabulates and displays prospects who have:

Converted via a form submission

Your company has a field in salesforce that captures product preferences, and you'd like to use that information in Pardot. You should:

Create a custom field in Pardot and map it to the corresponding field in Salesforce

What do rules let you define?

Criteria

Mailable prospects

Displays all prospects that haven't opted out or had a hard bounce (or five soft bounces).

All visitors

Displays all visitor sessions.

Active visitors

Displays all visitors who visited two or more pages, regardless of whether their company could be identified

Identified visitors

Displays all visitors with identified companies.

Active prospects for review list

Displays up to five of the most recent prospects who've performed an activity, such as submitting a form, visiting a page, or clicking a link. not assigned to a user in Pardot and have not been marked as reviewed.

Identified companies list

Displays up to five of the most recent visitors whose companies could be identified.

What is an example of the type of information needed to convert a visitor to a prospect in Pardot?

Email address

How does email marketing relate to marketing automation?

Email marketing is a tool used in a larger marketing automation strategy

Difference between email marketing & marketing automation?

Email marketing is a tool. Marketing automation is a comprehensive strategy.

What two criteria are used by Pardot to measure success in A/B testing?

Email opens and link clicks

The following activities don't make a prospect active:

Email send Email open Email bounce Opportunity

Lead nurturing is a key part of marketing automation strategy- what does lead nurturing entail?

Emails sent at specific intervals to an audience built from specific criteria

What are permission-based emails?

Emails that are requested and relevant

Select the answer that explains how the "wait up to a maximum of" time setting works

Engagement studio will listen for the specified activity/ event to occur during the specified time frame

True or false: Installing the Pardot AppExchange application automatically adds and displays Pardot fields and visual force pages

False

True or false: The connector automatically creates prospects in Pardot from existing Salesforce leads and contacts

False

What will variable tags replace in an email?

First name field

Form handlers

Form handlers connect Pardot to your external forms so that you can funnel prospect information into Pardot.

Prospect activities that cause prospects records to queue for syncing

Form submission Form handler submission Landing page submission Unsubscribe

Choose the correct step order the admin takes to set up the Pardot Lightning app.

Give users access to the Pardot app, assign the Sales Cloud User permission set, and make the app available to users.

What is grading?

Grading is based on who a prospect is. A Pardot grade is a rating based on how well a prospect's profile matches your ideal customer profile. Grades are based on explicit factors and information prospects supply about themselves. Grades can be adjusted positively or negatively by (⅓, ⅔, 1). The weights help determine how strong an indicator each criteria is in determining lead quality. Measures explicit information provided by the prospect, such as job title, location, and company size.

A/B Testing

Half of the test audience receives version A, and half of the test audience receives version B. Pardot determines the winner based on the criterion you select (clicks or opens). After the test ends, Pardot stops counting new link clicks or email opens. If there's a tie, Pardot sends version A.

What are the three stages in stage-based prospect marketing

Hot, warm, cold

pi_opt-in cookie

If Tracking Opt-in preferences is enabled, the pi_opt_in cookie is set with a true or false value when the visitor opts in or out of tracking. If a visitor opts in, the value is set to true, and the visitor is cookied and tracked. If the visitor opts out or ignores the opt-in banner, the opt-in cookie value is set to false. The visitor cookie is disabled, and the visitor is not tracked.

Default mail merge values

If a prospect's record doesn't have a value for a field, nothing is displayed for the variable tag. To avoid empty fields, you can define a default value to use when information isn't available.

When to test link clicks

If you want to test the CTAs or links in your content, choose link clicks.

When to test email opens

If you want to test your sender name or subject line, choose email opens as your test criteria, since these are both elements that drive open rates.

In Pardot, what does a prospect's score measure?

Implicit interest in a product

Test List

In order for users in your Pardot account to be subscribed to a test list, they must have prospect records in Pardot. When you add a user to your test list, Pardot automatically creates a prospect record with the name and email address from the user's Pardot account.

Progressive profiling

Keep your forms short to drive a higher conversion rate by gathering more prospect information over time. Progressive profiling displays fields based on fields that a prospect completed on previous forms.

What is lead qualification?

Lead qualification blends two measurement indexes—scoring and grading—to create a full picture of a prospect's interest and suitability.

Rules

Let you define paths based on prospect criteria. (check something) For example, a Prospect Default Field rule of Title contains CMO would check the Prospect's title when they hit that step. rules evaluate prospect data at that moment in time. Rules don't wait for something to happen; instead, they check current data.

Operational email feature

Lets admins send non-marketing communications to prospects, even if they have unsubscribed from your marketing emails. The operational email feature only applies to list emails, not Engagement Studio or other automated emails

If you want to send an email to a group of prospects in Pardot, you would send a :

List

Associate a visitor with a prospect:

Most prospects are associated to their visitor activity when they convert, but you can manually associate a visitor with a prospect. This feature comes in handy when you're in contact with a potential prospect whose company is in your visitors report.

Conversion:

Once a visitor gives you their contact information, such as an email address, by submitting a Pardot landing page or form, they are converted to a prospect.

Which automation tool do you choose to create a Salesforce task when a prospect visits the company's pricing page?

Page action

How do you access your list email report in Pardot?

Pardot Reports | Marketing Assets | Emails | List emails

What is the difference between Pardot and Salesforce campaigns?

Pardot campaigns track a prospect's first interaction and Salesforce campaigns can support multiple interactions

Form

Pardot forms are designed and managed completely in Pardot.

"is" as your operator for evaluating criteria

Pardot needs you to supply an exact match to look for, either by selecting the desired field value from a dropdown menu or by typing in a word or phrase (capitalization matters)

First-party cookies

Pardot sets first-party cookies for tracking purposes. Pardot sets first-party cookies on your tracker subdomains and Pardot domains.

Third-party cookies

Pardot sets third-party cookies for redundancy. Pardot uses third-party cookies on https pages and when your account doesn't have a tracker subdomain set up.

If you want to add more steps to your engagement program after launch, you must:

Pause the program first, and then access the build tab

User actions cause prospect records to queue for syncing

Prospect import Prospect field changes (including opting out prospects via import or manually) Pardot campaign changes Changes to assigned user Manually syncing from the prospect record

Relationship with pardot campaigns

Prospects have a one-to-one relationship with Pardot campaigns, meaning that prospects can only belong to one campaign at a time.

What's the expected behavior for prospects when an engagement program is paused?

Prospects will remain exactly where they were when the program was paused

In order for an unidentified visitor to your website to become a prospect in Pardot, they must:

Provide their email address in a form that's connected to Pardot (either directly or through a form handler)

Match all:

Provide you with And functionality. When using multiple rule criteria, a prospect must match ALL rule criteria in order for Pardot to take action

Match any:

Provide you with Or functionality. When using multiple rule criteria, a prospect must match ONE of the rules in order for Pardot to take action

What do variable tags do when you use them in an email?

Reference corresponding prospect fields and insert those text field values

Renewal campaigns

Renewal nurture programs can be a convenient way to remind your existing customers that it is time to renew their contracts.

How do automation rules affect scoring?

Scores are modified automatically with automation rules. Automation rules can both increase and decrease prospect scores, or reset scores to zero.

How do scoring categories relate to prospect score

Scoring categories record additional scores based on the assets your prospects access

What is scoring?

Scoring is based on what a prospect does. When a visitor converts to a prospect, the prospect is given a score. Prospect scores changes over time as they interact with your marketing assets. Use scoring to measure a prospect's intent and interest. Measures implicit interest in your product by assigning a points value to activities, such as opening an email, attending a webinar, and submitting a form.

Select the scenario that requires a dynamic list:

Segmenting your audience based on a field value that changes often

The actions available for segmentation rule are all related to:

Segmenting your prospect database for email sends

Lead nurturing

Sending targeted messages at specific intervals based on a prospect's actions and whether or not they've met certain qualifying criteria.

Completion actions are the best fit for you if you want to automate around what sort of criteria?

Singular action-based criteria

Conditional CAPTCHA

Sophisticated bots can bypass a honeypot, so Pardot forms also use a conditional CAPTCHA. Pardot pings a database of IP addresses known for spam when a visitor views a Pardot form or landing page. Visitors coming from an IP known for spam see a CAPTCHA. If the IP address is fine, the form is displayed without a CAPTCHA. The conditional CAPTCHA stops bots, but humans don't see it, and your conversion rates don't suffer

Adding the Salesforce connector to Pardot lets you:

Sync information bidrectionally between Pardot and Salesforce

What do warmer call-out colors in the click-through rate report signify?

That the click-through rate is high relative to other links in the email

Visitors report

The Visitors report displays the captured website sessions of anonymous visitors and identified prospects. You can filter sessions based on page views, campaign, and date range.

Lead (or demand generation)

The act of creating interest in your products or services through marketing efforts.

Which two are reasons to automate a workflow in Pardot?

The actions applies account-wide and the action should recur

What happens if you have multiple completion actions on one marketing asset?

The completion actions that affect other automations run first

What does it mean for a segmentation rule to run retroactively?

The rule evaluates your entire database against all specified criteria and looks back at all activities prospects have taken

How a prospect's source field is populated:

The value in a prospect's source field is determined by the referring URL. The referring URL is the page the visitor was on prior to visiting a page with Pardot tracking code for the first time. Pardot looks at the type of source (natural search, ad, paid search, or empty), and the vendor for the prospect's first touch with your Pardot assets. The two parts (vendor + type) are then combined to give you a value for the source field.

What happens when you add Pardot users to a test list?

They are created as prospects in Pardot

How can your sales team benefit from connecting your Pardot and Salesforce accounts?

They can see Pardot activity data in Salesforce and they can use CRM information to customize their campaigns (B&C)

LPV cookie

This LPV cookie is set to keep Pardot from tracking multiple page views on a single asset over a 30-minute session. For example, if a visitor reloads a landing page several times over a 30-minute period, this cookie keeps each reload from being tracked as a page view.

How can you send 1:1 emails

Through the prospects tab

Why would you create a custom profile in Pardot?

To grade a specific subset of your prospect database based on unique criteria

Why would a company choose to use form handlers over a form within pardot?

To maintain an existing lead generation strategy

Autoresponder email

To make sure that a prospect provides a valid email address before granting access to content, use an autoresponder email to confirm the address. If the visitor doesn't provide a valid email address, the visitor doesn't receive the content.

Dynamic Suppression List

To prevent your customers from experiencing marketing fatigue, space out the timing of your emails with a suppression list. Create a dynamic list with a rule type that filters based on the recency and frequency of email sends. To use the dynamic list as a suppression list, select the Prospect has been emailed rule.

Pardot Campaigns

Tracks the first touch a prospect has with your online marketing materials. Prospects grouped together for tracking and reporting purposes

Which engagement program steps up branching logic?

Triggers and rules

True or false: Once you set up the connector, Pardot generates a new lead when you create a prospect in Pardot that doesn't have a corresponding lead record in Salesforce

True

Content regions

Used If you don't want to give full editing power to users. Allows you to lock down areas of your layout templates

How do you access the Pardot AppExchange Application to install it?

Via a link in the Pardot knowledge base article

How does pardot handle deleted leads and contacts?

When a synced lead or contact is deleted in Salesforce, Pardot flags it as [[crm_deleted]] and sends it to the recycle bin. Pardot does not recreate the lead or contact in Salesforce.

When to use a completion action:

When the rule is based on an action. Using a completion action is best when there isn't necessarily a reason to ever remove the prospect from the lis Ex: Leung wants to send an autoresponder email to prospects who submit a form requesting the Get Cloudy Customer Case Study PDF.

When to use an automation rule:

When the rule is based on criteria, runs continously and the desired outcome is an action off criteria Ex: Leung wants to automatically assign prospects to the right sales team based on where they are located and if they satisfy her lead qualification model

When to use a dynamic list:

When the rule is based on criteria, updates continuously, and the desired outcome is an updated list Ex: Leung wants to create a list that updates continuously to only include prospects who are not a current customer and have expressed interest in Get Cloudy's Marketing Cloud consulting package.

When to use a segmentation rule:

When the rule is based on one time only criteria. Ex: Leung wants to create a new list to be used one time, based on a prospect's location and job title.

Pausing a program

When you pause an engagement program, you keep prospects in the same place. For example, if you pause a program while a prospect is on step A, the prospect remains on step A until you restart the program. The same is true for wait periods. If you pause a program when a prospect is on day 3 of a step with a wait of 5 days defined, the prospect will still be on day 3 of 5 when you restart it, as if no time has elapsed

Branching Logic

When you use an action, trigger or rule option as a step in your logic, Pardot provides "yes" and "no" branches. The branches let you build out different paths for prospects who take different actions.

End

When you're ready to stop a branch, you add the end step. This designates the end of the nurture path. You can choose to feed all program paths into one end step, or you can place a separate end step at the completion of each unique path.

Rule groups

Within an automation rule, complex rules can be created by adding a new rule group. Rule groups allow you to construct combinations of criteria while reducing the restriction of match all and match any requirements. The flexibility of rule groups allows users to combine multipart rules that would have previously been two separate rules

Redirect on form completion

You can redirect a prospect to the content upon form completion by including a link in your form's Thank You Content. You can also redirect the prospect directly to the URL of the content by enabling Redirect the prospect instead of showing the form's Thank You Content

Which of the following is an attribute of dynamic lists?

You can set criteria for prospects to be automatically added or removed

How are email templates and list emails different?

You can use an email template over and over again to create a list email, but you can only send a list email once

Select a benefit of hosting a landing page in Pardot

You can use landing page views and submissions in automations

Why would you create a custom layout template for a landing page?

You have pre-existing HTML you want to use to style your landing page

Multiple completion actions on a marketing asset

actions that affect other automations run first. For example, a form has these completion actions: assign to user, notify user, and set custom field. Pardot assigns the prospect to the user first, then sets the custom field value, runs any real-time related automations, and then notifies the user.

Automation rules

allow you to perform certain marketing and sales actions based on criteria that they specify. Automation rules continuously look for prospects who match the rule criteria. They are retroactive; but any changes after the rule becomes live are not. Automation rules are built from criteria and actions. Automations rules allow you to define criteria to act on matching prospects- only take action on a matched prospect once. They are great for initial processes like prospect assignment, grading, custom scoring and campaign membership

Scoring categories

allow you to score prospects on more than one product, service or business unit. You still have an overall prospect score, but scoring categories offer additional scores based on which assets your prospects are engaging with.

Assigning profiles to grade prospects has two stages:

assigning the profile and then matching the criteria. One is done by adding a profile and the other is done by setting an automation rule to match the profiles criteria.

Lead qualification

blends two measurement indexes—scoring and grading—to create a full picture of a prospect's interest and suitability. This is automated

Metrics Guard

built-in protection for your email activity data. This feature works behind the scenes to filter out most email security scanner clicks and opens without blocking legitimate visitor activity.

Page actions

can also be used to increase or decrease the scores of prospects. Page actions work similarly to completion actions, except they listen for a prospect to visit a specific page on the company's website. For page actions to work, the page must have Pardot tracking code or tracking code implemented via a tag manager

Dynamic content

can be text or images that Pardot adds to emails and email templates. Pardot will check a prospect's record for a specified field value, and then adjust what the prospect sees.

Combine multiple criteria

combine multiple criteria in one line of logic by using semicolons (;) to separate them

Static List

consists of prospects that you build once and edit manually to make changes. These are used when you have no reason to remove prospects, such as a list of all prospects who complete your Contact us form. (Created with an automation rule or completion action) You can't convert a static list to a dynamic list.

AddThis Icons

displays social media buttons in your email content. Each time a prospect clicks an AddThis button, a social post based on your content is generated so that the prospect can easily share it.

Prospects marked do not email

don't receive autoresponder or operational emails Do Not Email is selected in a prospect's record when the prospect: -Has a hard bounce or five soft bounces. -Is imported as opted out. -Is opted out in Salesforce. -Is manually opted out in Pardot.

Campaigns:

every prospect in Pardot has an assigned campaign that tells you the first marketing-related contact they had with your company You can also use campaigns to group relevant marketing materials together you can use Pardot automation with campaigns to track all the marketing touchpoints in a prospect's journey

Prospect accounts

group prospects that work for the same company under the same umbrella, keeping all the information about the company in one place. Use prospect accounts to reduce duplication and keep information consistent across prospect records.

Lists

groups of prospects for sending list emails or feeding to engagement programs.

Pardot tracking code

in the Pardot campaigns tab. Paste the campaign tracking code before the close body tag (</body>).

Multivariate tests

let you compare the effectiveness of different landing pages over a time and determine the top performer.

Actions

let you do something, like notify a user or create a task. (do something) start your engagement program with an action.

Variable tags

let you personalize text based on a prospect's field values. You can turn any field in Pardot into a variable tag.

Engagement Studio

lets you build, test, and report on engagement programs that send targeted emails based on prospect behavior and critical qualifying values.

Onboarding campaign

nurturing campaigns allow you to automate some of the more repetitive tasks involved in onboarding. These can include: - providing introductory training resources - a list of next steps after close - timelines for product kickoffs - frequently asked questions. These helpful resources can help your new clients get started on their own, without having to wait on a customer service rep for assistance.

Pardot Lists

prospects grouped together to make it easier to email marketing materials to them as a group.

Permission-based emails

requested, anticipated, personal, and relevant.

Dynamic List

rule-based and automatically updates when a prospect's data changes. Most helpful when you're creating a list based on prospect data that changes often

Lead qualification model

set your score and grade thresholds for prospects. This means that for grades, you identify a minimum letter grade that you want qualified prospects to have, and for score, a minimum point value.

Kiosk/ data entry mode

sometimes you don't want to cookie every visitor because it can cause one prospect's information to be associated to another prospect's cookie. You can submit a form multiple times without causing visitor association changes by using Kiosk Mode, because it doesn't cookie visitors.

Tags

sort, filter, and organize your prospects and marketing assets.

Conversion

specific type of submission during which an anonymous visitor provides an email address and converts into a prospect.

Prospect opted out

still receive autoresponder and operational emails Prospect Opted Out is marked in a prospect's record when the prospect: -Clicks the unsubscribe link in a Pardot email or email preference page. -Reports an email as spam. -Is imported as opted out. -Is manually opted out in Pardot

Select one reason to automatically map users

streamlines managing your users with access to both Salesforce and Pardot by mapping their Salesforce profile to their Pardot user roles.

What happens if you split a dynamic list?

the new lists are static lists.

What happens when a prospect is deleted?

the record is moved to the Pardot recycle bin. Associated leads and contacts must be deleted from Salesforce before deleting the prospect in Pardot. Deleting a prospect doesn't prevent the prospect from being creat

Lead assignment: bad fit, low interest

these are your lowest-value leads. Often, if you have leads with low scores and low grades in your database, you may be hanging on to old leads or be overdue for some spring cleaning (it's that time of year, anyway!). Consider deleting these leads from your database or using a database cleaning service to make sure they're not impacting the quality of your lists.

Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM)

two most widely accepted email authentication standards

Responsive templates

use CSS to resize your emails when viewed on mobile devices. Pardot includes several responsive layouts that you can use to create mobile-friendly email layout templates.

What is Einstein lead scoring?

uses data science and machine learning to discover your business's patterns of lead conversion. Based on your patterns, Einstein predicts which of your current leads to prioritize. Einstein analyzes your past leads, including any custom fields, to determine which current leads have the most in common with leads that have previously converted

Confirmed opt-in (COI)

verifies that an opt-in request came from the owner of the email address. It also verifies that the address was not forged, mistyped, or fraudulently subscribed. The easiest way to set up COI with Pardot is by using lists, custom redirects, landing pages, and autoresponders to accomplish an automated opt-in system.

Triggers

wait for prospect actions. (listen for something within a specified time period) Triggers only evaluate a prospect's actions after they joined the engagement program

Landing page

web page that a visitor reaches after clicking a link or advertisement. This page generally displays content that is specific to the advertisement, search keyword, or link clicked. Directing visitors to a landing page makes them more likely to convert, because they're presented tailored content.

Submission

when a visitor or prospect completes a form and submits it to Pardot.

"contains" as your operator

you can list multiple criteria in one line separated by colons, so there's more flexibility for a prospect to match a wider range of options.