Salesforce Pardot Consultant Exam

What does the Email Preference Center variable tag look like?

%%emailpreferencecenter%%

Where can you view Email Usage?

Admin > Overview

Where can the Administrator add a Whitelist IP Range?

Admin > Security > Add Whitelist New Range +

How to create a customer user role?

Admin >> User Management >> Roles >> Copy corresponding rule, rename, uncheck all relevant options in Marketing, Prospect and Admin Tab....save custom role

The gear icon on the prospect table gives you the options to do what?

- Assign a prospect - Delete a prospect - Edit a prospect

What are the 4 types of marketing automations that Pardot performs?

- Automation Rules - Segmentation Rules - Dynamic Lists - Completion Actions

What are the 3 steps to setting up a tracker subdomain?

1) Add subdomain in Pardot, Settings >> Edit Account >> Enter Tracker Domain >> Click Save

How can the Pardot plugin for WordPress be installed?

1) Download Pardot's WordPress Plugin 2) Upload Pardot-for-WordPress within Plugins >> Add New (within the WordPress Admin area) 3) Search for Pardot. 4) Activate the plugin via the plugin menu in WordPress 5) Navigate to Settings >> Pardot Settings 6) Enter your email, password and user key (API USER KEY) 7) Select your campaign (which tracking code will be added to WordPress site) 8) Click Save

How do you merge 2 prospects?

1) Find the two prospects you'd like to merge 2) Search for name 3) Select multiple records using checkbox 4) Click drop-down > Merge >> Go 5) Select which email address will be used as master record

Best practice of email A/B testing includes:

1) Only changing 1 element at a time 2) Sending both versions at the same time

What are the 2 main differences between automation rules and completion actions?

1) The ability to apply criteria. 2) The number of times the defined actions will affect prospects.

What are the 2 ways to prevent links from being tracked within a Pardot email?

1) remove http from the beginning of your link before sending your email 2) edit the html source code of the email template and surround your link with a blog quote

How can prospects be assigned to Pardot campaigns?

1) via Tracking Code 2) manually during import 3) by 3rd party (webinar)

For every field over 4, the percentage of decrease in form completion is:

5%

Setting a prospect's first touch campaign can be done using which rule types?

Completion Actions and Automation Rules

Autoresponder emails can only be triggered/created in association with which rule types?

Completion Actions and Drip Programs

What is a tracker subdomain used for?

Gives visitors a seamless transition when navigating between pages, forms and landing pages. It is also used for any individually tracked links sent out in emails. It will appear as if they have never left your website, even when they are actually visiting content/a page hosted by Pardot.

What is a closed-source model and what is it used for?

It allows for closed-loop ROI reporting, linking to opportunity revenue directly to the campaign.

What does the Pardot WordPress plugin do?

It is design specifically for companies using the WordPress.org for their website. It lets you easily and securely track visitors to your WordPress site in Pardot. It also allows you to drop forms and dynamic content into your pages and posts. *ONLY AVAILABLE FOR WORDPRESS.ORG NOT .COM*

What are the 4 types of criteria that can be used to helped personalize marketing messages?

Job Title Location (Geography) Interest (Industry Specific) Lifecycle Criteria (Prospects vs. Customers)

What information is available in the Email Usage Table?

Date, Drip Emails Sent, List Emails Sent, Automated Emails, One-to-One Emails Sent, Engage Emails Sent, All Emails

What does the cloud icon beside a prospect's name mean?

Direct link to prospect's Salesforce.com record.

If a prospect has a low score, what type of content should they be exposed to?

Education

What rule type can be used to add prospects to a list?

Segmentation Rule ONLY

Where does Pardot tracking code site on a website?

The Javascript code needs to be right before the close </body> body tag on HTML pages.

Define 'Conversion At'

The date and time of the form, form handler or landing page submission when they converted.

Define 'Conversion Point'

The form, form handler, or landing page that was completed (how they converted from visitor to prospect).

How can Variable Tags be used in forms?

The variable tag pulls in prospect information from the form fields into the thank you content.

What is a UTM parameter?

These are simply tags that you can add to a URL - so when your link is clicked, the tags are sent backed to Google Analytics (or Pardot) and tracked.

What are dependent fields in a form?

These fields a conditionally displayed when certain values for other fields are selected (i.e. Once Company has been entered, Job Title field may appear).

What are default mail merge values?

These will display in lieu of variable tags, provided a prospect does not have a value in the specified field.

What does the Paste from Word option in the email builder do?

This ensures that the text/copy is safely imported, stripping any proprietary styles that interfere with html formatting.

What does light grey text and (c) indicate in the Form Wizard?

This indicates a conditional field.

What does (a) indicate in the Form Wizard?

This indicates that this field is set to 'Always Display'

What is a referring URL?

This is the URL of the page the visitor/prospect was on before landing on a page with Pardot tracking code for the first time.

What does a red envelope icon on the prospect record mean?

This prospect has been removed from all email communication.

What does a red prospect icon indicate?

This prospect has never been active.

What does a light green prospect icon indicate?

This prospect is active.

What does a dark green prospect icon indicate?

This prospect was recently active (within the last 20 minutes)

Why should a user whitelist IPs?

To avoid having Pardot emails and test email end up in your company spam filter, it is recommended that Pardot's IP address and your own company's IP addresses are added to your spam filter whitelist.

Under what circumstances would you need to edit Tracking Opt-in Preferences?

To comply with privacy directives like the EU (users have to enable cookies)

What is a Pardot campaign?

Track first touch that a prospect has with online materials.

True or False: A prospect is a visitor who has submitted an email address through a form or landing page on your site?

True

True or False: On the Visitor Table, you are able to manually create/associate a prospect with a visitor.

True

True or False: Pardot forms can be added to existing websites and/or Pardot landing pages.

True

True or False: The "Standard Layout Template" is available for all Pardot users as an out-of-the-box functionality?

True

True or False: Tracking code allows you to assign a campaign to a VISITOR for up to 6 months after their first touch.

True

True or False: In the email preference center, cookied prospects will see a check mark next to each list they are part of.

True.

True or False: The email preference center displays any static lists visible on the page, as well as any dynamic they are currently on.

True.

True or False: The out-of-the-box scoring model does not take into account custom fields.

True.

True or False: The unsubscribe page acts as a one-click unsubscribe option.

True.

When A/B testing, the 'winner' of the test will be determined based on:

Unique opens or unique clicks

How long does it take for a DNS to propagate?

Up to 24 hours after it is entered into the site host.

What is another name for a tracker subdomain?

Vanity Alias OR cName

Where can you change Tracking Opt-in Preferences? What options are provided?

You can write a message and edit the style of the message that will appear when tracking is being requested. You are able to customize who sees this message based on geographic region or specific country.

What percentage of increase in sales are businesses that are currently personalizing web experiences currently seeing?

On average, 19%.

How do you manually add a prospect to Pardot?

On prospect list, click 'Add Prospect'

What percentage of surveyed marketers stated that personalization is critical to current and future success?

Over 90% --> 94%

How does Pardot define SPAM?

Pardot defines SPAM as unsolicited bulk email.

What happens if someones cookies are disabled?

Pardot's cookies may not be set properly and a visitor or prospect's activities may not be tracked.

How is Pardot's tracking code configured?

Pardot's tracking code can be configured to last between 180 days and 10 years. It does not collect 3rd party cookies, nor does it use 3rd page cookie information while visitors are on your website.

How does Pardot's tracking code work?

Pardot's tracking code works by setting cookies on a visitor's browser. A cookie is a small piece of data sent from a website and stored in a users web browser while the user is browsing the site. Cookies are set to remember user preferences when they return to your site (i.e. form fields).

What is the 'recipe' or formula for determining the proper score for a marketing element?

Percentage of Sales Readiness x Sales Ready Score = Score (0.75) x 100 = 75

What information is displayed in the List Email Report?

Name of Email, # of emails sent, # of bounces, delivery rate as %, # of opens, # of unique clicks, click through rate, date sent on, # of spam complaints, # of hard bounces, # of soft bounces, #queued, # of opt outs, downloadable full report, campaign

What information is visible on the Prospect table?

Name, Company, Score, Grade, Date of Last Activity

True or False: Can a Pardot Administrator manually reset a user's password?

False

True or False: Prospects can be assigned to more than one Pardot campaign at the same.

False - they can only be assigned to one campaign at a time!

True or False: Customers are more likely to opt out of emails when given the opportunity to manage their own email preferences.

False.

Segmentation Rules

- snapshot in time - when rule is executed, will look at existing database ONCE - focus on building lists

What elements of an email can be changed/tested when using A/B testing?

- subject lines - calls to action - headlines - images - layout - body text - customer testimonials

What information about Visitors is available on the Visitor Table?

- the number of times a visitor has come to your site - the number of page views - the visitor's hostname/referrer - the visitor's first pageview - the visitor's last page view

True or False: Pardot will track all links, including those that end with .gif, .jpg, peg (and alike).

False. Pardot will only track links that contain http: and https:

What is the difference between a campaign and a lead source?

Campaigns are thematic touchpoints - signify a visitor/prospect's first touch with marketing materials tied to a specific campaign. A lead source refers to the referring URL.

What is the main driver or motivation for personalized marketing?

- Improved business performance - Improved customer service (Over 66% of marketers cite these as reasons.)

What are some landing page best practices?

- Use limited amounts of links - Always serve up relevant content (no bait and switch)

How can you personalize email?

- Variable Tags - Dynamic Content

What Salesforce actions are available in the completion action section of Segmentation Rules?

- add to Salesforce campaign

What Salesforce actions are available in the completion action section of Automation Rules?

- add to Salesforce campaign - assign prospect to queue - assign prospect via Salesforce active assignment rule - create a Salesforce task

What Salesforce actions are available in the completion action section of Forms?

- add to Salesforce campaign - assign prospect via Salesforce active assignment rule - create a Salesforce task

How can Dynamic Content be used in a landing page?

- certain html content displayed based on score, grade, default field

Automation Rules

- define criteria - only take action on matched prospects once - good for initial processes - are retroactive - constantly running (will continue until paused/deleted) - match prospect 1 time only - will never unmatch prospects - most flexible

What are the tenants of the CAN-SPAM agreement?

- don't use false or misleading header - no deceptive subject lines - identify as ad - identify physical location - tell recipients how to opt out of receiving future emails - honour opt out requests -monitor what others are doing on your behalf

Completion Actions

- not rule-based - added as part of other marketing elements - will fire each and every time a prospect takes the chosen action (i.e. internal notification every time someone submits a contact us form)

Pardot's Permission Based Marketing Policy

- only allowed to send email to prospects who have explicit agreed to receive email - done to protect Pardot's reputation as an email sending provider, ensuring best possible deliverability for all clients

How does a Visitor become a Prospect?

- provides email address by submitting a form or landing page

Changing a prospect profile can only be done using which rule type?

Automation Rule

If a prospect has a high score, what type of content should they be exposed to?

Call-to-Action

True or False: The option to Change Profile Criteria is available in Segmentation Rules, Drip Campaigns and Table actions.

FALSE. Changing Profile Criteria is only available for Automation Rules and Completion Actions.

Why might you adjust a prospect's score during an import?

If you have existing scores and are transitioning from a different email marketing automation platform.

Where can the Pardot API user key for the WordPress plugin be found?

In Pardot >> Settings

When personalizing a website with dynamic content, where do you copy and paste the script/code?

Into the website's html source code *Be sure to test/check that the dynamic content works with the site's existing CSS style sheets*

What is progressive profiling?

Progressive profiling is a system where a prospect is shown a dynamic form that uses conditional fields that only appear when previous fields have been filled. A prospect will see different fields each time he/she completes a form, preventing them from having to re-enter information.

What are the two most commonly accepted standards for Email Authentication?

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

What is the difference between a Pardot campaign and a Salesforce campaign?

Salesforce - do not have 1:1 with Pardot campaigns All prospects in SF campaign are not added to Pardot campaigns and vice versa. Pardot - thematic touchpoints, function simliar to source, tracks first touch, once established, has 1:1 relationship between campaign and prospect Salesforce - standard object in CRM associating leads/contacts, 1:many relationships

What is an example of Thank You Code that can be added as a post-submission action on a form?

Something like a piece of Javascript that allows a piece of content to be downloaded once the form is submitted.

What information can be used for Variable Tags?

Standard Information - %%first_name%%, last name, company

Which email elements have the most significant impact on your open rates or click through rates?

Subject lines and calls to action

What is lead qualification?

The process of making sure that your lead is interested in you and you are interested in your lead.

What is the unique identifier in Pardot?

email address

Removing prospects from a list can be done using which rule types or actions? a) Automation Rules b) Segmentation Rules c) Completion Actions d) Drip Programs e) Table (Actions) f) All of the above

f) All of the above