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Pardot Campaign -  Tracking

Topics to be covered are :

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  • Pardot Syncing with Salesforce CRM

  • Visitors

  • Prospects 

  • Pardot Campaigns 

  • Campaign Report

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During integration of Pardot and CRM Prospects (Which is known as Person in Pardot) syncs with Leads and Contacts. In relationship with leads and Contacts, Prospect can access Account, Campaign, Opportunity and Custom Objects.

This information is used to verify if the Data is consistent on both side Sales and Marketing or not, and to use some Marketing Data for Personalization and Smart Decisions for Segmentation.

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Pardot and CRM syncs at least every 10 minutes but it can take longer depending upon the volume of the Data.

What triggers the Sync?

CRM to Pardot : When any field updates in CRM or a new user added to the record(Owner), the syncing starts from CRM to Pardot.

Pardot to CRM : When any Prospect activity is going on or completed as form submission the syncing starts.

Existing Leads and Contacts do not Synchronise by default, so when the sync starts from Pardot to CRM Or vice versa the option should be enabled to include the existing Leads and Contacts.

Whenever the new Lead or Contact is created in CRM or already synced with Pardot , to track the changes Lead/Contact links with the Prospect on the basis of Lead ID or Contact ID and then push the change set in CRM.

If a new Prospect is created, the System looks for the Contact with the same email address, if the email address is found, it links with the Contact ID. If the Contact is not found with the same email ID it will look for the Lead, , if the email address found, it links with the Lead ID else System will keep it to Pardot.

Connector Setting

Steps to add Salesforce Connecter :

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For Dev Org: 

  1. Installing the Package(Pardot)

  2. Configuring Salesforce

  3. Configuring Pardot

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For Production org: 

  1. Installing the Package(Pardot)

  2. Adding the Connector

  3. Configuring Salesforce

  4. Configuring Pardot

In the sync configuration, you can choose which fields should be pulled out from Lead/Contact(or related objects)  to get synced with Pardot.

Basically the system pulls out the default set of fields to get synced but if needed, we can choose the field(Custom or Standard) from Pardot to get synced with CRM.

In Mapping process :

  1. Need to have a field in CRM(Custom or Existing field) of the Placeholder(text) as the Datatype.

  2. Visualise in the User interface(updating the layouts)

  3. Create the similar field in Pardot of Placeholder(text) DataType.

  4. And Map both the fields in CRM and Prospect.

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Pardot campaigns use two main pardot fields, Scoring and Mapping which basically do not have to get mapped into CRM because : 

  1. Pardot is the primary source of the Data Points so there is no need for Syncing with CRM.

  2. The value of the fields get updated whenever the Prospect does some Activity.

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But if you are collecting information from form submission like Progressive Profiling then data can be synced with CRM.

There is an option for choosing the value to be set in the field : 

  1. Pardot Value

  2. Salesforce Value

  3. Recently updated Value

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For keeping Data up to Date the last option should be selected.

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Limitation on Some Fields

  1. Rich textarea

  2. GeoLocation

  3. Formula field

  4. Record Types etc.

This is the limitation of fields in Pardot which is not supported in Pardot

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Pardot  Roles : 

There are mainly 4 roles in Pardot : 

  1. Administrator

  2. Sales

  3. Sales Manager

  4. Marketing

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Pardot roles can not be edited. Pardot roles can not be created or customised so you can make the copy of the same if needed.

Every rule comes up with a set of limitations : which can do what?

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Folder Permissions : 

Folders are used to store/ Organise the different set of Marketing assets like forms, Email templates etc. Folder permissions help us to look for the top-down, nested approach of the Data.it has 1:1 relationship.

Folder permission can be set by product line or Locations etc. And also assets can be categorised on the time of Scoring.Best practice is to store and protect content in Folders.

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Assigning access to user group:

  • Marketing > Folders

  • Select Folder > click on the          lock icon.

  • Assign User Group Access.  

 

Tags : 

Tags are lightweight, flexible and User-driven taxonomy with 1:Many Relationships

This is applied to Marketing assets and Prospects. Also used to Sort and filter Data Tables and Reports.

The difference between Folders and Tags is that Folders have a 1:1 Relationship whereas Tag has 1: Many Relationships. That means Folders can have messages where Tag allows to have multiple items in a single tag.

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Visitors :

A visitor is someone who has visited a page on your website and is cookied, but has not provided any personal information about themselves.

 

Types of Visitors : 

  1. Identified Visitors

  2. Active Visitors

  3. All Visitors

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Tracking Code Cookie : 

Pardot tracks the activity of Visitor and Prospect through Cookies and sets the cookies via Campaign Tracking Code.

Conversion from Visitor to Prospect :

 An anonymous Visitor becomes the identified Prospect by :

Providing the email address by submitting a Pardot 

  1. Form 

  2. Form handler

  3. Landing page 

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Conversion from Visitor to Prospect :

 An anonymous Visitor becomes the identified Prospect by :

Providing the email address by submitting a Pardot 

  1. Form 

  2. Form handler

  3. Landing page 

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How to create Prospects?

Ways a prospect can be created : 

  1. Creating Prospect Manually

  2. Creating Prospect via import

  3. Creating Prospects via Salesforce Sync

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Prospect List :

Prospect list is a list of all the prospects available in the Pardot. You can filter the list according to the requirements.

Prospect Record : 

A prospect record consists of all the information like the firstName, lastName, Email, Company Name, Source Campaign Name, Score, Grade the websites which he has visited.

Also a Prospect records has the details of how much time the Prospect has spent on the website or on the particular page of the website which is known as Prospect Activity.

Pardot Campaigns

Pardot Campaigns are thematic first touch which are similar to a source. A Pardot Campaign is used to track the Prospect’s first touch with the Campaign tracking code. 

One Prospect can have only one associated campaign. It can be said a Prospect’s PArdot campaign is similar to Lead source.

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To access Pardot Tracking code : 

  • Select on Pardot Campaigns 

  • Click on View Tracking Code

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By default once the Prospect’s campaign is set, It does not change but if needed it can be changed in following ways : 

  • Automation rules

  • Completion Action

  • Imports

  • Manually

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Steps to manually change a Prospect’s Campaign  : 

  • Navigate to Prospect > Prospect List

  • Search for the Prospect name you want to update the campaign of.

  • Select the name of the Prospect

  •  Choose the Campaign

  • Click Save Prospect.

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Campaign Report

Campaign reports are used to visualize the data like how many Prospects of the Campaigns have been created, how much revenue has been made, what is the ROI etc.

Steps to create Campaign Report :

  • Navigate to Reports

  • Click on Campaigns > Campaign Reports

Connected Campaigns

Connected campaign means a Prospect can be associated with Salesforce and Pardot campaign.By connecting Pardot and Salesforce Campaign you can work with Pardot Prospect without leaving Salesforce.

Steps to enable Connected Campaign : 

  •  Navigate to Pardot setting

  • Select Connectors and edit Salesforce connector

  • Select Campaign tab

  • Select Enable Connected Campaigns and Engagement History.

  • Click Save.

Additional learning/reference materials:

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