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Salesforce Pardot Specialist Certification - Trailmix 2022 > Lead Management Part 2 (24%) > Flashcards

Lead Management Part 2 (24%) Flashcards

1
Q

Lead qualification

A

The process of building your dream-team client roster and then sending it off to your sales team

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2
Q

Score

A

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.

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3
Q

Grade

A

Measures explicit information provided by the prospect, such as job title, location, and company size.

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4
Q

Why is it crucial to involve sales leadership in order to get an accurate picture of what information is important for scoring and grading?

A

The leadership team has anecdotal data and tracks purchasing trends year over year. They’ve also built benchmarks and profiles to determine what makes an ideal prospect. Not only is this extremely valuable information for you, it also increases their buy in.

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5
Q

What would be a recommended action for this type of prospect: Chris is enthusiastic about your company, but may not be the best fit for your product. This gives him a decent score, but moderate grade.

A

Nurture Chris with a drip campaign to conserve resources.

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6
Q

NAVIGATION: How to customize baseline scoring model in Pardot.

A

Navigate to Pardot Settings | Automation Settings | Scoring. Click Edit Scoring Rules to change any of the rules. After you adjust a rule, Pardot displays the approximate number of prospects affected. The number sometimes changes if prospects complete activities while you’re still setting rules. Click Save changes.

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7
Q

NAVIGATION: How to create an automation rule that increases a prospect’s score if they downloaded a white paper and attended a webinar. There are 12 steps.

A
  1. Navigate to Automations | Automation Rules. 2. Click +Add Automation Rules.3. Type a Name and a Description. 4. Check Repeat Rule. 5. Under Rules, select Match Any. 6. Click +Add new rule. 7. Enter Prospect webinar :: attended webinar :: select webinar. 8. Click +Add new rule. 9. Enter Prospect file :: Choose File :: White Paper File Name. 10. Click +Add new action. 11. Enter Adjust Prospect Score :: by :: 25 points. 12. Click Create automation rules.
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8
Q

Give an example of why you would use a Page Action to decrease a Prospect’s score.

A

Use page actions for the Apply to work at our Company URL and decrease the prospect score by 100 points.

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9
Q

What are the 5 ways you can modify a Prospect’s score?

A
  1. Automation rules. 2. Page Actions or Completion Actions. 3. Manually. 4. Engagement studio. 5. Resetting a Prospect score to 0. 6. During Import.
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10
Q

Score decay

A

Reducing a prospect’s score for inactivity usually by creating an automation rule with Rule Criteria and Choose Rule Action “Adjust Prospect Score: To: 0”

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11
Q

What do Scoring Categories do?

A

Scoring categories offer additional scores based on which assets your prospects are engaging with.

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12
Q

You must organize your content into ___ in order to use scoring categories.

A

folders

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13
Q

How do you create a scoring category?

A

Create a new folder: 1. Content | Folders 2. Click +Add folder. 3. Enter new folder name 4. Click Save. Assign Folder to a Scoring Category: 1. Pardot Settings | Automation Settings | Scoring. 2. Click +Add Scoring Category. 3. Enter name 4. Check Include all historical activity. 5. Choose a folder 6. Click choose Selected 7. Create Scoring Category.

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14
Q

How many Scoring Categories can 1 folder have?

A

1

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15
Q

How to view a Prospect’s score: Prospect Record?

A

Prospect Record: Prospects | Prospect List. Click on Prospect name. Scroll down to “Insight” where you’ll see Overall Score and a subset Scoring Category Score.

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16
Q

How to view a Prospect’s score: Reports?

A

Reports | Scoring Categories. Filter by Scoring Category.

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17
Q

NAVIGATION. How to find Salesforce Organization ID?

A

Classic: Setup | Under Administer | Company Profile | Company Information. Lightning: Click on Gear Icon | Setup | Company Settings | Company information

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18
Q

Yes/No: When you edit scoring rules, the system rescores all prospects based on all applicable prospect activity.

A

Yes.

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19
Q

Does rescoring cause prospects to resync with the CRM and affect score-based automations?

A

Yes.

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20
Q

Yes/No. It’s not possible for a prospect’s score to be negative.

A

Yes, it is possible. If you have an automation rule action that resets a prospect’s score, the system stores the value difference. When prospects are rescored after editing scoring rules, it’s possible for a prospect’s score to be negative.

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21
Q

How do you know rescoring is finished?

A

You get an email notification.

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22
Q

The prospect rating is expressed as a letter grade that ranges from what letter to what letter?

A

F (worst) A+ (best)

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23
Q

What letter grade do all Prospects begin with?

A

D

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24
Q

By what increments can grades be adjusted?

A

1/3, 2/3 and 1

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25
Q

What are the 5 criteria that make up the default profile set to measure prospects against?

A

Company size. Industry. Location. Job title. Department.

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26
Q

NAVIGATION: How to adjust the default profile?

A
  1. Prospects | Segmentation | Profiles 2. Select Gear Icon 3. Click Edit 4. Adjust grade weights (1/3, 2/3, 3/3) 5. Save profile.
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27
Q

What’s wrong with creating 1 automation rule to assign a profile and match all criteria? What should I do instead?

A

The profile rule might not apply changes in time for the rule to fire on the criteria change. You have to use separate automation rules.

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28
Q

NAVIGATION: How to set up Automation Rule to adjust profile based on Company Size?

A
  1. Automations | Automation Rules. 2. Click +Add Automation Rules 3. Enter name 4. Rules: Match All. 5. Enter Prospect default field value :: Employees :: is between :: 50 :: and :: 1000. 6. Click +Add new action. 7. Enter Change profile criteria :: Default :: Company Size :: Matches. 8. Click Create automation rules.
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29
Q

Why wouldn’t you see a grade displayed under a prospect?

A

A grade isn’t displayed until a prospect has matched or not matched the assigned profile’s criteria. You’ve got to use Automation Rules to assign a profile with the action MATCHING.

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30
Q

How do you manually change profile criteria on a prospect record to match or not match?

A

Thumbs up. Thumbs down.

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31
Q

Yes/No. When a prospect doesn’t match a profile criterion, the grade decreases by the amount specified in the prospect’s assigned profile.

A

Yes.

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32
Q

Yes/No. You can’t rename or delete the Default profile.

A

Yes. You can’t regrade it.

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33
Q

What are the 4 ways you can assign a prospect a profile (for grading)?

A

Manually: edit a prospect and select a profile from dropdown. Completion Action: Set Profile forms and form handlers. Automation rule: e.g., assign a profile when prospect enters a specific Job Title on a form. Adding the profile’s JavaScript code to the page: Click name of profile > Click link to view JavaScript code > Add code to page above piTracker() function

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34
Q

What does the Criteria Does Not Match due to the Grade for an Automation Rule?

A

Decreases the grade.

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35
Q

What’s a good score threshold to start with?

A

100

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36
Q

What’s a good grade threshold to start with?

A

B

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37
Q

How often should you review your thresholds for scoring and grading?

A

Every 30 days.

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38
Q

NAVIGATION: How to set up an Automation Rule that assigns prospects that meet a score of 100 and a grade of B?

A
  1. Automations | Automation Rules 2. Click +Add automation Rules 3. Enter Name 4. Under Rules select “Match All” 5. Click +Add new rule. 6. Enter: Prospect score :: greater than or equal to :: 100 7. Click +Add new rule. 8. Enter Prospect grade::greater than or equal to :: B+ 9. Click +Add new action 10. Select Assign prospect via salesforce.com active assignment rule 11. Click Create automation rules.
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39
Q

Which prospects receive the email when you use a dynamic list as a recipient list?

A

All prospects on the list when the email is sent.

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40
Q

Why would you mark a dynamic list public?

A

To display it on your email preference center, so prospects can opt out of the list.

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41
Q

What happens to the resulting lists and the original dynamic list when you split a dynamic list?

A

If you split a dynamic list, the resulting lists are static, but the original dynamic list isn’t changed.

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42
Q

Can you convert a static list to a dynamic list?

A

No.

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43
Q

When using the account or opportunity rule criteria, which Prospects does the Dynamic list match?

A

Only those prospects that have an associated opportunity or account. Prospects without an opportunity or account don’t match the list.

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44
Q

Why should you remove dynamic lists you don’t need?

A

They use up system resources.

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45
Q

If you unarchive a Dynamic list, what should you wait for before sending?

A

a confirmation email that the list is restored

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46
Q

How are the prospects divided when you split a list?

A

Randomly.

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47
Q

NAVIGATION: How to split a list?

A
  1. Open the list you want. 2. Click Split 3. Choose a percentage of prospects to allocate to each new list, or select Split propsects evenly between all new lists. 4. Click Split list.
48
Q

What happens to the prospects when you delete a list?

A

They are not deleted.

49
Q

What are the 5 ways to add Prospects to lists?

A

Manually. Automation Rules. Segmentation Rules. Completion Actions. Imports.

50
Q

What are 4 reasons to use Tags?

A
  1. Filter data tables. 2. Filter asset lists. 3. Label prospects. for easier updating 4. Label assets.
51
Q

Do Tags sync to Salesforce?

A

No.

52
Q

Tag counts can be up to ___ minutes behind when you process large imports or automations.

A

10

53
Q

Can Tags contain single or double quotes?

A

No.

54
Q

NAVIGATION: How to combine Tags:

A
  1. Open Tags Page. Pardot: Marketing | Segmentation | Tags. Lightning App: Content and click Tags. 2. Click the tag you want to merge other tags into. 3. Click Merge Tags. 4. Select the tags you want to merge into the tag. 5. Click Merge Tags.
55
Q

What happens when you delete a tag?

A

It’s permanent and removes from all assets and prospects.

56
Q

At least how many months of prospect data and how many prospects should be linked to opportunities for Einstein Behaviour Scoring to work?

A

6 months of prospect engagement data and 20 prospects linked to opportunities.

57
Q

Where can you find Einstein scores?

A
  1. Salesforce: list views and lightning pages, criteria for workflow rules and Process Builder. 2. criteria in Engagement Studio and automation tools and Insights section of a Pardot record.
58
Q

How long does it take for Einstein Scores to become available after first enable it?

A

48 hours

59
Q

Do Prospects that are already connected to an opportunity when you enable Einstein get a score? Why?

A

They’re used to train the model, and don’t receive scores.

60
Q

A prospect must have ___ in the past year to be Einstein scored.

A

Pardot engagement activity

61
Q

True or False: Person accounts are not supported in Einstein scoring?

A

True, they’re not.

62
Q

How long should you wait for Einstein to scan and completely delete prospect data throughout its infrastructure before emptying the recycle bin?

A

24 hours

63
Q

How does Einstein score duplicate prospects?

A

Scores aren’t combined because they’re linked to the unique Pardot prospect ID.

64
Q

Can a lead or contact that’s connected to multiple Pardot prospects in multiple business units be Einstein scored?

A

No.

65
Q

How often are scores updated usually?

A

Every 4 hours.

66
Q

What edition of Pardot is required for the Einstein Behavior Scoring Dashboard?

A

Pardot Advanced edition

67
Q

What permission set license is required for Einstein Behavior Scoring Dashboard?

A

Sales Cloud User. Service Cloud User. CRM User.

68
Q

What do you have to turn on before creating the B2B Marketing Analytics app?

A

Pardot Einstein in Marketing Set up.

69
Q

How can you upgrade B2B Marketing Analytics App and Einstein Behavior Scoring dashboard.

A

Click Upgrade Now

70
Q

For Einstein Behavior Scoring Dashboard for Admins, the analyitcs integration user must have read access to what?

A

the Pardot Campaign (pi_campaign_c) field on Lead and Contact objects.

71
Q

Why would the Influence by Asset widget asset be empty for Einstein Behavior Scoring Dashboard?

A

You have less data than the dashboard requires. When you have enough data, you see a bar chart.

72
Q

How many influencing factors are shown on the Einstein Dashboard?

A

4

73
Q

How often is the Einstein scoring model retrained and updated?

A

The model is retrained and updated every 10 days,

74
Q

When you edit the Einstein Behavior Scoring dataflow, the Fields section shows an error message. What should you do?

A

Nothing, This behavior is expected.

75
Q

What is the range of scores Einstein can give?

A

0 through 100

76
Q

How is an Einstein conversion determined?

A
  1. Prospect’s associated lead or contact is linked to an opportunity. 2. Prospect’s associated contact is used as an opporutunity contact role. 3. Prospect’s lifecycle stage becomes Sales Qualified Lead.
77
Q

In Pardot, Einstein considers what to develop its model?

A
  1. visitor activity. 2. Prospect lifecycle stage 3. Lifecycle history
78
Q

Where is Einstein located?

A
  1. The Behavior Scoring Lightning component is available on lead and contact pages. 2. The Einstein Behavior Scoring dashboard is available in the B2B Marketing Analytics app.
    Rationales
79
Q

What’s a rationale (in Einstein speak)?

A

A positive or negative statement that tells you more about twhy the prospect scored the way they did. E.g., clicking a social post is positive usually but they’re not necessarily ready to buy.

80
Q

Give 5 examples of rationales (Einstein) you’re likely to see?

A

Email opens. File, form, video views. Event registrations and check-ins. Unsubscribes and resubscribes. Spam complaints.

81
Q

What is the Einstein Behavior Scoring Dashboard for B2B Marketing Analytics?

A

provides a look into how Einstein uses engagement data to create its model. You can learn which engagement activities impact opportunities the most. Select an activity to learn more about which individual assets perform best.

82
Q

What are the two prerequisites for Engagement History Features?

A
  1. Engagement History requires a verified Salesforce-Pardot connector. 2. Connected Campaigns must be enabled for most features. When campaigns aren’t connected, values show 0.
83
Q

How are storage limits affected if, for example, an automated email in Pardot is synced to Salesforce as a list email record.

A

This record counts toward your Salesforce storage limit, but the engagement activities associated with the record come directly from Pardot and don’t count toward Salesforce storage.

84
Q

Engagement history data in the custom Lightning component is visible in Salesforce but is it available for reports?

A

No.

85
Q

To exclude test list metrics from Engagement history, what should you do?

A

associate your test email with a test campaign.

86
Q

How often are Engagement History metrics refreshed?

A

Every 10 minutes

87
Q

What can Pardot Admins use to get help for setting up Engagement History features?

A

The assistant in Marketing Setup.

88
Q

If you have a Pardot campaign that doesn’t have an equivalent Salesforce campaign, what should you do first?

A

create the campaign in Salesforce before you enable Connected Campaigns.

89
Q

Is it OK to turn off Connect Campaigns once turned on?

A

No, it’s not recommended.

90
Q

What are the three general steps for the Connect Campaigns set up process?

A
  1. enable the feature 2. make a plan and conenct existing campaigns. 3. turn over campaign management to Salesforce. 4. after the last step, create all campaigns in Salesforce only.
91
Q

When a Salesforce campaign connects to a Pardot campaign, Salesforce replaces the values of which 6 Pardot campaign fields?

A
  1. Name 2. Archive Date (maps to End Date on Salesforce campaigns) 3. Cost 4. Created By 5. Updated By 6. Updated At
92
Q

What are the 3 ways that Pardot campaigns are managed differently once campaigns are connected with Salesforce?

A
  1. You use only Pardot campaigns that you have connected to a Salesforce campaign. 2. The Pardot campaign record becomes read-only. Create campaigns from the Salesforce Campaigns tab. 3. The Connect to CRM Campaign action no longer appears on the Pardot Campaigns page.
93
Q

Does the Pardot Integration User use a standard Salesforce user licence?

A

No.

94
Q

What’s the syntax for the Pardot Integration User?

A

b2bmaintegration@.ext

95
Q

Can the Pardot Integration user log into Salesforce directly?

A

No, there is no password.

96
Q

To whom are changes attributed to if they are from the Salesforce-Pardot integration?

A

The integration user.

97
Q

Does the integration require the Pardot Marketing User role?

A

No.

98
Q

NAVIGATION: How to connect individual Pardot Campaigns to Salesforce?

A
  1. Pardtot: Marketing then Campaigns OR Lightning: select Pardot Campaigns. 2. Select Unconnected Campaigns view 3. Click Connect to CRM campaign and then select the associated Salesforce campaign.
99
Q

NAVIGATION: How to Enable Connected Campaigns?

A
  1. Pardot: Settings gear and click Edit. Scroll to Connect Campaigns OR Lightning: click Pardot Settings then select Connectors. Click Gear Icon to edit the Salesforce Connector and Select the Campaigns Tab. 2. Select Enable Connected Campaigns and Engagement History. 3. Select the Salesforce campaign record types that can be connected. 4. Save.
100
Q

After Connected Campaigns is Enabled and the marketing team connects both campaigns individually or in bulk, what’s the next step?

A
  1. In the same connector settings, select Use Salesforce to manage all campaigns. 2. If you want to reduce the number of campaigns that are replicated over time, enter a date under Limit Campaign Creation by Date. 3. To let Pardot users continue to see the remaining unconnected campaigns, select Show Unconnected Campaigns.
101
Q

What’s the easiest way to audit and organize compaigns in bulk? What does this document contain?

A

download our mapping workbook which contains campaign names and IDs in three worksheets

102
Q

NAVIGATION: How to upload multiple campaigns in bulk?

A

Open the Pardot Campaigns page. In Pardot, select Marketing and then Campaigns. In the Lightning app, select Pardot Campaigns. This tab isn’t visible by default—an admin must add it. Click Connect Campaigns with Excel and download the workbook. In the pardot tab of the workbook, copy a value from the Name column. Then, paste it into the Pardot Name column of the Connect tab. In the Salesforce tab, copy the associated Salesforce campaign name. Back in the Connect tab, paste the name into the corresponding Salesforce Name field. Delete unused rows from the worksheet. When you’re finished aligning all the campaigns you want, upload the file.

103
Q

When you turn on Member Sync for connected campaigns, what happens to Pardot prospects?

A

They appear in Salesforce as campaign members.

104
Q

Before you can use member sync, _____ must be enabled.

A

Before you can use member sync, Connected Campaigns must be enabled.

105
Q

Member Sync: If the prospect shares an email address with another Salesforce contact, the record is synced as a ___ Otherwise the prospect syncs as ____

A

The record is synced as a contact. Otherwise, the prospect syncs as a lead.

106
Q

When you enable Campaign Member Sync, do prospects sync retroactively for campaigns that are already connected.?

A

Yes.

107
Q

Campaign Member Sync doesn’t archive or delete lead or contact records from Salesforce so what do you need to do?

A

Remove associated records from Salesforce manually.

108
Q

Member Sync: What does the campaign member created date in Salesforce refer to?

A

The campaign member created date in Salesforce refers to when the prospect was synced, not the creation date in Pardot.

109
Q

Member Sync: When should you expect slower sync times?

A

When a connected campaign has more than 10,000 prospects.

110
Q

Before you turn on Member Sync, the prospects you want to sync must be what?

A

Assigned to users.

111
Q

True or False: You can turn off Campaign Member Sync?

A

False. You can’t turn it off.

112
Q

NAVIGATION: How to Sync Campaign Members.

A

Open the Account Settings page. In Pardot, click gear icon and then select Settings. In the Lightning app, select Pardot Settings. Open the Connected Campaigns settings. In Pardot, scroll to Connected Campaigns and click to expand the settings. In the Lightning app, select Connectors. Click gear icon and select Edit Settings. Next, click the Campaigns tab. Select Enable Campaign Member Sync. Save your work.

113
Q

True or False: You can tell Einstein Scoring to exclude certain fields from scoring calculations?

A

True, you can.

114
Q

What are the 5 reasons an Einstein Score doesn’t appear on a lead?

A

The scores haven’t been calculated yet because Einstein Lead Scoring was recently enabled. It can take around 24 hours before scores are available. The lead was added less than four hours ago. The lead wasn’t modified in the 6 months before Einstein Lead scoring was turned on. The lead doesn’t meet the criteria for any lead segments. The lead’s Status value is unqualified or similar.

115
Q

What are the 4 reasons an Einstein Score doesn’t change?

A

A previously scored lead hasn’t been modified in 6 months. The lead was converted. Your admin chose to score all leads together in one group, but the amount of lead conversion data in your org falls below the minimum requirements for scoring leads. When there isn’t enough data, scores don’t update until more data becomes available. Your admin chose to score your leads in separate segments, and the lead is in a segment that falls below the minimum data requirements for scoring leads.

116
Q

When does Einstein use a global model to score prospects?

A

When you score all leads together without creating segments and you don’t have enough lead conversion data to build your own predictive model.

Salesforce Pardot Specialist Certification - Trailmix 2022 (5 decks)

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