Pardot Forms, Form Handlers and Landing Pages (20%) Flashcards
What’s Lead nurturing?
Sending targeted messages at specific intervals based on a prospect’s actions and whether or not they’ve met certain qualifying criteria.
What’s a prospect score?
A prospect’s score is a numerical value indicating how interested they are in your product or service.
What’s a prospect’s grade?
A prospect’s grade is represented by a letter (A, B, C, D, etc.). It indicates how closely a prospect fits the profile of your ideal prospect.
What’s an Automation Rule?
Automation rules allow you to perform certain marketing and sales actions within your automation system, like sorting leads into different lists, based on criteria that you specify.
What does BANT stand for?
An acronym standing for Budget, Authority, Need, and Timeline. The combination of these four elements determines how sales-ready a lead is.
What’s the difference between a hard and a soft bounce?
A Soft Bounce is an email that is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full or the mail server is temporarily unavailable. A Hard Bounce is an email that permanently bounced back to the sender because the address is invalid. A hard bounce might occur because the domain name doesn’t exist or because the recipient is unknown.
What’s Trigger-based Marketing?
Automation tools will take certain actions, like adding prospects to a particular list or sending out an email, based on actions taken by a prospect or a group of prospects.
Pardot is a great fit for your organization when you want to (name 6 things):
1.Generate more leads and move them quickly through the pipeline. 2. Engage buyers on their terms with dynamic, personalized campaigns 3. Understand each step from click to close, capturing true marketing ROI 4. Remove silos across organizations that lead to disjointed customer experiences 5.Make data driven decisions 6.Strengthen or build your account-based marketing (ABM) strategy
What’s the first thing you’ll see after you log into Pardot?
The Pardot dashboard.
What are the 8 default main menu items in Pardot’s Navigation Bar?
Prospects, Campaigns, Automations, Pardot Email, Content, Pardot Reports, Reports, and access to the Admin interface through the Pardot Settings
What does the Prospects Created Chart display?
the number of new prospects created through form, form handler, or landing page conversions, or created via imports, including via the API
Does the Prospects Created Chart include archived and unarchived prospects?
Yes, both archived and unarchived prospects.
The Active Prospects For Review list displays up to how many of the most recent prospects who’ve performed an activity?
5
Which main tab allows you to access records for the prospects in your account
Prospects
What’s the name of the TAB where you can use things like automation rules, page actions, and segmentation lists, to quickly update, segment, and send notifications about your prospects?
Automations
Under which TAB can you create and build Engagement Studio programs to nurture your prospects?
Automations
Under which TAB do you find things like: Drafts, Templates, Tests and Enagement Studio?
Pardot Email
Name 3 things you can see under the Content TAB
Here are all the things: Forms, Form Handlers, Layout Templates, Landing Pages, Multivariate Tests, Custom Redirects, Dynamic Content, Files, Folders, Tags, Social, Search
CCLMOS under the Pardot Reports Tab, what’s the mnemonic for?
Connected Apps, Conversions, Lifecycle, Marketing Assets, Opportunities, Scoring Categories
What’s the main difference between the Pardot Reports tab and the Reports tab?
The Reports tab is where you will find all the Salesforce reports created by you, by others, and any public or private reports.
Under which tab do you create and sync custom objects, set up your email authentication protocols, import users and maintain your account security
Pardot Settings
Active Prospect
An active prospect is a prospect that has had at least one activity—any activity besides an email send, email open, email bounce, or opportunity.
Custom Object
Custom objects allow Pardot to run automations around custom or default objects in your CRM that are not default objects to Pardot.
Custom Redirect
Use custom redirects to track banner ad clicks, links to third-party sites and links on social media and to access files hosted outside of Pardot.
Page Action
A page action is a completion action that is triggered by a prospect’s page view. You can apply page actions to any page that contains your Pardot tracking code.
Profile
A profile is used to grade prospects based on your ideal customer. Set criteria, such as location, company size, job title, and other factors, and use them to tier your prospects.
Prospect Account
Prospect accounts give you the ability to group prospects that work for the same company, keeping all the information about the company in one place.
Table Actions
A table action is an action that you can apply to an entire table or selected items in a table. You can use table actions with most tables in Pardot, including prospect tables, user tables, forms, and lists. Available actions vary by table.
Tag
Use tags to filter data tables and asset lists, label prospects, and label assets for easier updating. You can create tags and apply them to assets and prospects from almost any table, record, or action.
Visitor Filter
Use filters to exclude some types of visits, clicks, or other actions from your campaign results and email notifications. The most common use is to exclude your company’s IP address to avoid skewing your reporting. Filters hide activities from a filtered prospect’s profile.
How many USERS (not prospects) can you create or update at once in a CSV file?
You can create or update up to 50 users at once by importing a CSV file.
What two things should you do before deleting a USER from Pardot?
- Reassign prospects. 2. Edit completion actions and Automation Rules.
Using both HTTPS and HTTP protocols can result in new what?
visitor IDs being issued and activity not being linked appropriately.
Is Pardot’s tracking code required on every external page on which you plan to track or host marketing content?
Yes.
Can first-party cookies track across domains?
No.
Can first-party cookies track across subdomains of the same root domain?
Yes.
What’s the most important thing to remember about third-party cookies are not allowed by a browser?
Activity isn’t tracked across root domains.
Pardot’s legacy tracking was _____-based. First-party tracking is _____-based and ties your websites to tracker _____
Pardot’s legacy tracking was campaign-based. First-party tracking is domain-based and ties your websites to tracker domains
What’s the main reason you would Bring Your Own Key for Encryption at Rest?
in a compliance emergency you can quickly destroy your data.
What do tracker domains do?
They give your visitors a seamless transition between your hosted pages and forms and your Pardot assets.
Do the custom redirect clicks get merged with the rest of the prospect’s activity if your account’s primary tracker domain is www.marketing.example.com, you add the custom redirect www.promo.example.com/custom-deals to a landing page, and the landing page is on the www.deals.example.com tracker domain?
No.
If a prospect manually enters a file’s vanity URL www.promo.example.com/summer-deal into a browser, this activitiy is only merged on their prospect record if what is true?
they were previously cookied on the same domain
With reference to HTTP, what’s mixed content?
Mixed content is when HTTP resources are loaded on an HTTPS page.
What are the 3 steps to implement tracking code?
If your page contains mixed content, it doesn’t render correctly and your visitors receive security warnings.
What is piAId, and piCId?
Pardot Account ID and Campaign ID which are found in the View Tracking Code.
When Browser Do-Not-Track Settings is honored, Pardot doesn’t track which prospect activities?
Page views. Form and landing page views. File downloads.Custom redirect clicks.
All accounts start with a database limit of how many mailable prospects?
10,000
Name 4 Database Hygiene Tips:
Reengage Inactive Prospects. Delete Old Prospects. Ask Prospects to Opt In Again. Use a List Cleaning Service.
Why would you do a Permission Pass?
it leaves only prospects who are actively interested in you.
How can you use Dynamic List to Suppress Unengaged Prospects?
Prospect has been emailed. Prospect time. last activity days ago. is greater than. # of days
Can you empty the recycle bin?
No.
Which user can permanently delete Prospects in the Recyle bin
Pardot Admin
Does Pardot send the same list email to more than one prospect with the same email address?
No.
If multiple prospects in the list send have the same email address, which Prospect does Pardot sends the email to?
The one with the most recent activity.
If you have multiple prospects with the same email address and one is on a suppression list, will that email address be suppressed? What’s the exception?
No.If any prospect with that email address meets the criteria of your recency and frequency suppression list, all prospects with that email address are suppressed.
Because Product and Service notifications can have only one user listed as a point of contact, how can you send a notification to multiple recipients?
Create an email distribution list, and then create a Pardot user with the distribution list email address.
You’re required to use a dedicated IP when you send more than _____ emails per month.
250,000
Does Pardot restrict importing and sending to role-based emails?
Yes, by default. But you can ask Salesforce Customer Support if you have a legitimate reason.
How do you exclude trafiic from your office so that it doesn’t appear in reports?
Create a Visitor Filter: Admin (Pardot Settings) | Automation Settings | Visitor Filters
New filters evaluate the previous _____ of visitor activity, and apply to any future activity from new visitors.
90 days
If you create a filter for internal employees, they must clear ______ for the filter to take effect.
Pardot cookies
Do autoresponders, notifications, email completion actions, and other actions, including scoring actions, associated with filtered activities fire?
No
Pardot admins can adjust the duration of Pardot visitor_id and pi_opt_in tracking cookies from _____ to _____days.
180 to 3650
Which area can you configure account settings, manage users, create and edit fields, and add connectors?
Admin
What are the two reasons to use the API?
CRM integration—To integrate a CRM other than Salesforce with Pardot, manually import data periodically, or write a connector that links your CRM with the API. Custom integration—To integrate with third-party tools and services that Pardot doesn’t natively support
What types of assets cannot be undeleted if they are moved into the recyling bin?
List.
The fields Address One, Address Two, City, State, Zip combine to create which variable tag?
%%account_address%%
What are Folder Permissions?
There a way of protecting content by only allowing certain user groups to view or edit the content.
Can you put Prospects in folders?
Nope.
What’s special about ompletion actions based on email link clicks?
They only execute once per prospect.
Do completion actions trigger on email preference center clicks or unsubscribes?
No they don’t trigger on unsubscribe links or email preference page clicks.
Do completion action trigger on image downloads?
No.
If a user is deleted what happens to the completion action associated with them?
They are not triggered. They are skipped.
Which completion actions are throttled?
Adjust score and autoresponder emails.
Add tags
Applies a tag to a prospect.
Add to list
Adds a prospect to a list.
Add to Salesforce campaign
Tags a prospect with the Salesforce campaign of your choice. You must place this action before the assignment actions (Assign prospect via Salesforce active assignment rule, Assign to queue, or Assign to user). Otherwise, the campaign isn’t assigned correctly.
Adjust score
Adjusts a prospect’s score by a selected number or resets it to a specific number.
Adjust score for Scoring Category
Adjusts a prospect’s score by a selected number for a scoring category.
Assign prospect via Salesforce active assignment rule
Pushes a prospect to your Salesforce active assignment rule. The prospect syncs back down to Pardot after assignment in Salesforce. This action doesn’t reassign prospects.
Assign to queue
Assigns a prospect to the Salesforce queue. This action doesn’t reassign prospects. Don’t use this action if your connector syncs Pardot prospects to Salesforce contacts instead of leads.
Assign to user
Assigns a prospect to a user. This action doesn’t reassign prospects. Always make this action the last completion action in a series. Accounts with a Salesforce connector sync a new prospect with the CRM after the user assignment before other completion actions fire.
Change prospect custom field value
Changes a custom field value.
Change prospect default field value
Changes a default field value.
Create Salesforce task†
Creates a Salesforce task for prospects. If the prospect doesn’t have a corresponding record in Salesforce, the task isn’t synced until the prospect is assigned to a user, a queue‡, a group‡, or via an active assignment rule.
Increment prospect field value
Adds to or subtracts from values for number fields.
Notify assigned user
Notifies the prospect’s assigned user.
Notify user
Notifies a user.
Notify user via Twilio (phone)
Notifies a user by phone if the Twilio connector is verified.
Register for webinar
Registers the prospect for an upcoming webinar.
Remove from list
Removes a prospect from a list.
Remove tags
Removes tags from a prospect.
Send autoresponder email
Sends a prospect an autoresponder email. This action is throttled in some circumstances. See Completion Action Throttling for more information.
Set profile
Changes a prospect’s profile.
Set prospect’s first touch campaign
Changes the prospect’s Pardot campaign.
How long is the throttling period for completion actions Adjust score for file downlloads and custom redirects?
24 hours
How long is the autoresponder throttling period for forms, form handlers and Other (customer redirects, page actions etc.)
10 minutes, 4 hours, 4 hours.
Name three ways to stop bots from filling out your forms
- Honeypot (negative captcha hidden bots see the field and fill it out. 2. Conditional captcha (database of bad IPs is pinged and if the traffic is dirty, there’s a conditional captcha which stops bots). 3. reCAPTCHA is more bot protection and can be enabled on Advanced tab of look and feel step in form wizard.
What’s the difference between form submission reporting in Propect Audits versus Prospect Actiivty?
All submissions appear in prospect audits, but only one submission every 30 minutes appears in the prospect’s activities.
If you return to a form within 10 minutes of submitting it, what do you see?
If you return to a form within 10 minutes of submitting it, it displays the thank you content or redirects to the thank you page. To view the form again, clear your browser cookies or wait 10 minutes.
Should you embed a form in an email? Why or why not?
No, for 3 reasons: it’ll look shitty, it may not get the data, and it may scare the email client into thinking it’s spam. Instead of embedding, provide a link to the form.
Form Statistics Table Metrics: Total Views
The total number of times your form has been viewed. Includes multiple views from the same visitor.
Form Statistics Table Metrics: Total Submissions
The total number of times the form was successfully submitted.
Form Statistics Table Metrics: Submission Rate
The percentage of the views that led to a form submission.
Form Statistics Table Metrics: Total Errors
The total number of times a form error prevented a submission.
Form Statistics Table Metrics: Error Rate
The percentage of views that led to an error.
Where do submissions, clicks, errors, and other metrics appear for forms that are on Pardot Landing Pages?
The landing page report.
Engagement History metrics are refreshed every few minutes, typically less than ___.
10
