Discovery (14%)

Question 1

What are the steps to implementing Pardot?

Answer 1

1. Technical setup
2. Add/import users
3. Integrate with Salesforce
4. Set up Salesforce Engage
5. Set up B2B Marketing Analytics
6. Build marketing assets
7. Pardot file hosting
8. Segment prospects
9. Set up automation tools
10. Automate prospect assignments
11. Add connectors

Question 2

Who should you involve in the discovery process?

Answer 2

Marketing team - creative, nurturing, lead flow
Webmaster - Javascript coding, iframe for forms
IT admin - create CNAME records, email authentication
Marketing agency - creative, marketing strategies
Sales leadership - training/adoption, lead assignment
Salesforce admin - install/configure SF-P connector

Question 3

What are the technical setup steps?

Answer 3

1. Implement tracking code
2. Add a tracker domain
3. Implement DKIM and SPF email authentication
4. View Pardot sending IP address

Question 4

[Technical Setup] What is a tracker domain?

Answer 4

Tracker domains give your visitors a seamless transition between your hosted pages and forms and your Pardot assets. When you create marketing assets and email templates, you can choose which tracker domain you want to use for vanity URLs and link rewriting.

Question 5

[Technical Setup] What is a tracking code?

Answer 5

Each Pardot campaign has a unique tracking code that tracks visitor and prospect activity when added to your web pages.

Question 6

[Technical Setup] How do you add a tracker domain?

Answer 6

Using CNAME records and vanity URLs

Work with IT to set up CNAME record and add validation keys to root domain

Question 7

[Technical Setup] How do you access tracker domains?

Answer 7

Admin > Domain Management > Tracker Domains

Question 8

[Technical Setup] How do you access tracking codes?

Answer 8

Marketing > Campaigns > View Tracking Code

Question 9

[Technical Setup] How long does it take for DNS to propagate?

Answer 9

Up to 24 hours

Question 10

[Technical Setup] How do you implement DKIM and SPF?

Answer 10

Generate domain keys for each domain
Add SPF and DKIM records to DNS
Verify SPF and DKIM entries

Question 11

[Technical Setup] How do you whitelist your sending IP?

Answer 11

Settings > Account Info Table > Sending IPs

Question 12

[Adding Users] What are the two ways to add users?

Answer 12

Manually

Importing - up to 50 in csv file, less than 100MB

Question 13

[Adding Users] What happens is Salesforce User Sync is enabled?

Answer 13

Should create users in SF

Can’t import users

Question 14

What is B2B Marketing Analytics?

Answer 14

An Einstein Analytics app that contains SF and P data populated by the SF connector

Question 15

When should you configure B2B Marketing Analytics?

Answer 15

After configuring the SF connector

Question 16

How do you configure B2B Marketing Analytics?

Answer 16

1. Give connector user access to B2B Mktg Analytics
2. Create permission set and assign to connector user
3. Create permission set to allow users to use the app and assign
4. Activate the app through Analytics Studio

Question 17

[Marketing Assets] What are the different marketing assets?

Answer 17

Email templates
Landing pages
Forms
Form handlers

Question 18

[Marketing Assets] What are email templates?

Answer 18

Used to create text and HTML template designs

Used for engagement programs, autoresponders, 1:1 and list emails

Question 19

[Marketing Assets] What are forms?

Answer 19

Designed in Pardot 
Yes to progressive profiling
Protects against bots
Provides view and error data
Integrates with P landing pages
Can be used in automation rules (based on form views)

Question 20

[Marketing Assets] What are form handlers?

Answer 20

Connects P to external forms
Maintains current lead flow
Front end custom editing
Integrates with third-party forms

Question 21

[Marketing Assets] What are landing pages?

Answer 21

Webpage after an ad/link is clicked

A streamlined path to elicit action

Question 22

[Marketing Assets] What are layout templates?

Answer 22

Used to format landing pages, forms, site search results