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Pardot Specialist Exams > Pardot Specialist 6-19-2017 > Flashcards

Pardot Specialist 6-19-2017 Flashcards

1
Q

What are the Default Roles available in Pardot?

A

Administrator, Marketing, Sales Manager, and Sales

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2
Q

What can a Sales User do in Pardot?

A

Sales users can import 1 to 1, send 1 to 1 emails, and see their assigned prospects.

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3
Q

What can a Marketing User do in Pardot?

A

Marketing users can import unlimited prospects, see all prospects, and access marketing materials. They cannot Export prospects.

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4
Q

What can a Sales Manager do that Sales Users cannot?

A

Sales managers have access to all Prospects, not just those assigned to them.

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5
Q

What do Admin users have access to that other users do not?

A

Domain Management, User Management, Connector settings, Field settings

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6
Q

True or False: Pardot does not have custom User Roles.

A

False. This is an Add-On feature, and comes standard with Ultimate edition.

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7
Q

What are the two ways you can send a user activation email?

A

At User creation, or from the User Management Table

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8
Q

True or False: You must have a Tracking Code on every page of your website you wish to track.

A

True. You can place the code in a shared page element like a universal footer to make this easier.

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9
Q

True or False: Pardot provides only one website tracking code per instance.

A

False. Pardot provides a tracking code for every campaign that has been created.

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10
Q

Where is the Website Tracking Code located?

A

Marketing > Campaigns > (Desired Campaign) > View Tracking Code

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11
Q

True or False: I should use custom redirects to see Visitor Activity on my website.

A

False. A Website Tracking Code is necessary to view Visitor Activity on your website.

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12
Q

What is the difference between a Visitor and a Prospect?

A

A visitor has had a cookie applied on your website. A Prospect is someone you have an email address for.

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13
Q

Are Visitors mailable Prospects?

A

No, a Visitor is never mailable.

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14
Q

How can a Visitor ‘convert’ to a Prospect?

A

Visitors that fill out a Pardot form will be converted to a Prospect by providing their email address.

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15
Q

What are the different Visitor views available in the Visitor Table?

A

Active Visitors, Identified Visitors, All Visitors, Filtered Visitors

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16
Q

What does a cookie do for you?

A

A cookie tracks what a Visitor or Prospect does while on your website.

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17
Q

True or False: A Prospect’s activities can only be viewed since they were converted to a Visitor.

A

False. When a Visitor converts on a form, their previous activity as a Visitor will be populated as Prospect Activity.

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18
Q

How can a Prospects be created?

A

Submitted a form on your website or landing page, populated from Salesforce when an email is added, or imported from a CSV file

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19
Q

What should be enabled on a Pardot form if an Administrator wants to sign many people up at a trade show?

A

Kiosk Data Entry Mode

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20
Q

What would an Administrator use to send an email to a list of prospects?

A

A List Email

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21
Q

A custom Prospect field in Pardot must have what mapped to it in order to sync with Salesforce?

A

Salesforce Field Name

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22
Q

What needs to be deduplicated when you connect Salesforce to Pardot?

A

Leads and Contacts

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23
Q

What kinds of bounces will remove a prospect from all future email sends? (Type and number of times)

A

1 Hard Bounce or 5 Soft Bounces

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24
Q

What objects sync from Salesforce to Pardot?

A

Accounts and Opportunities

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25
Q

True or False: Emails sent through drip programs will be recorded in the Prospect Profile as an activity.

A

True

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26
Q

What functions in Pardot begin in Pause mode?

A

Automation Rules, Engagement Programs

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27
Q

What does a Prospect score indicate?

A

How much that Prospect had interacted with my marketing materials.

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28
Q

What does a Prospect grade indicate?

A

How ideal this prospect is for you.

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29
Q

Can Pardot gather information from a third-party form?

A

Yes, Form Handlers can be used to gather information from a third-party form. This requires access to the form HTML.

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30
Q

What are Pardot’s available Webinar connectors?

A

GoToWebinar, WebEx, ReadyTalk

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31
Q

Your client is looking for a way to increase the quality of leads that are being passed from marketing to sales. What advice do you offer?

A

Implement a blended lead scoring and grading system.

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32
Q

What does the Data.com connector do?

A

One step searching for that prospect on Data.com

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33
Q

What does the LinkedIn lookup connector do?

A

One step searching for that prospect on LinkedIn.com

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34
Q

Where do you go to change Scoring Rules?

A

Admin > Automation Settings > Scoring > Edit Scoring Rules

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35
Q

How can you delete a prospect?

A

In the prospect table, under the gear icon.

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36
Q

True or False: When a Lead is created in Salesforce it is always automatically created in Pardot as well.

A

False, a Lead will only be created in Pardot if an email address is supplied.

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37
Q

True or False: When a Prospect is created in Pardot, it is automatically created in Salesforce.

A

False, a matching record will be created in Salesforce only when a Prospect has been assigned to a User in Pardot.

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38
Q

What three social posting connectors are available in Pardot?

A

Twitter, Facebook, and LinkedIn

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39
Q

Will Completion Actions run on past actions? (Retroactive?)

A

No. Completion Actions will only apply after they are created.

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40
Q

What information is required when entering a prospect manually?

A

Name, Email, Campaign, Profile

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41
Q

How can a potential lead that comes to your company’s website and fills out your Contact Us form receive a follow-up email each time he or she submits?

A

Add a Completion Action in the Form Editor.

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42
Q

How many social posting account connections can you create in your Pardot account?

A

There is no limit to the number of accounts you can tie to each social media platform.

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43
Q

How many times can an Automation Rule match each Prospect?

A

Once, unless the checkbox for “Repeat…” is checked. (July 2017 Update)

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44
Q

How many times can a prospect go through an Engagement Program?

A

Once.

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45
Q

What happens if you remove a Prospect from an Engagement Program and then add them back?

A

They will pick up where they left off in the Engagement Program.

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46
Q

What role is required to use the Salesforce Connector?

A

Administrator in both Pardot and Salesforce.

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47
Q

How many CRM connectors can be attached to your Pardot instance at once?

A

One. If you want to connect another, you will need to disconnect the first one, then you can proceed.

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48
Q

How does a Pardot prospect sync with a Salesforce lead or Prospect record?

A

Shared Contact or Lead ID

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49
Q

If a form is added to a landing page, where will the submissions be registered?

A

Landing Page

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50
Q

True or False: You can add Prospects to a Dynamic List using Completion Actions.

A

False. You cannot add Prospects to a Dynamic List with any actions, they must meet the List criteria to be added.

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51
Q

How can you find the number of mailable prospects in your database?

A

Settings > Usage and Limits OR Prospect List > Mailable Prospects

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52
Q

By Default Pardot will sync with what types of accounts in Salesforce? (Choose all that apply)

A. Contact Accounts
B. Lead Accounts
C. Person Accounts

A

A. Contacts

B. Leads

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53
Q

When prospects navigate to the default email preference page or one of your custom email preference pages, they will see: (Choose all that apply)

A. All static lists visible on the page
B. Any static list they are currently on
C. Any dynamic list they are currently on
D. All dynamic lists visible on the page

A

A. All static lists visible on the page

C. Any dynamic list they are currently on

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54
Q

What is the total number of times your landing page has been viewed (including if a page has been viewed more than once by the same individual)?

A. Total Views
B. Unique Views
C. Conversion

A

A. Total Views

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55
Q

What is the number of times prospects have viewed your landing page, not including duplicates?

A. Total Views
B. Unique Views
C. Conversion

A

B. Unique Views

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56
Q

What is the number of times that an anonymous visitor successfully completed a form on the landing page, including an email address?

A. Total Views
B. Unique Views
C. Conversion

A

C. Conversion

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57
Q

What is the total number of times a form on the landing page has been successfully completed?

A. Total Submissions
B. Unique Submissions

A

A. Total Submissions

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58
Q

Landing Page Reports allow you to track the success of or activity on landing pages. These reports give you insight into the: (Choose all that apply)

A. Total number of views
B. Submissions
C. Conversions
D. Total number of access

A

A. Total number of views
B. Submissions
C. Conversions

You may also filter by date range.

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59
Q

The ratio of the number of submissions to the overall number of views. In other words, what percentage of the views led to a form on the landing page being successfully completed.

A. The submission rate
B. The error rate

A

A. The submission rate

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60
Q

The percentage of views that led to an error during the process of entering information into a form on the landing page.

A. The submission rate
B. The error rate

A

B. The error rate

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61
Q

The statistics in the Landing Page Report may be higher than the number of prospects displayed in the resulting table. This is because:

A. Prospects may have submitted a form on the landing page multiple times
B. Cleared their cookies between submissions
C. Have been deleted/archived
D. Taken the action anonymously (as visitors)
F. All the above

A

F. All the above

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62
Q

What information can you access on the Prospect List?
(Choose 5)

A. Prospect's Name 
B. Prospect's Grade 
C. Prospect's Email Address 
D. Prospect's Company 
E. Prospect's Score 
F. Prospect's Title 
G. Date of when the prospect converted from a visitor 
H. Date of prospect's last activity
A

A. Prospect’s Name
B. Prospect’s Grade

D. Prospect’s Company
E. Prospect’s Score

H. Date of prospect’s last activity

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63
Q

Engagement reporting and email client reporting give you additional insight into: (Choose all that apply)

A. How your recipients read your emails
B. Which devices or browsers they use to view them
C. How your recipient responds to you
D. Which server they use to respond

A

A. How your recipients read your emails

B. Which devices or browsers they use to view them

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64
Q

Engagement reporting and email client reporting give you additional insight into: (Choose all that apply)

A. How your recipients read your emails
B. Which devices or browsers they use to view them
C. How your recipient responds to you
D. Which server they use to respond

A

A. How your recipients read your emails

B. Which devices or browsers they use to view them

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65
Q

What are the limitations of connecting Pardot to a Salesforce Sandbox account? (Choose all that apply)

A. If connected to a sandbox first, when you create your production connector, all prospects will not automatically queue to sync.

B. You cannot sync with a sandbox at all

C. Pardot can’t “wipe” data, so you will need to manually delete any prospects and data that is brought into your Pardot account from the sandbox connector before enabling the connector for your production instance.

A

A. If connected to a sandbox first, when you create your production connector, all prospects will not automatically queue to sync.

C. Pardot can’t “wipe” data, so you will need to manually delete any prospects and data that is brought into your Pardot account from the sandbox connector before enabling the connector for your production instance.

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66
Q

What happens if a prospect opts out of the list for a drip program? (Choose all that apply)

A. They will stop moving through the drip completely
B. They will not receive drip emails
C. Any other actions in the drip (user notifications, tagging, and so on) will not be triggered
D. The drip program will be deleted

A

A. They will stop moving through the drip completely
B. They will not receive drip emails
C. Any other actions in the drip (user notifications, tagging, and so on) will not be triggered

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67
Q

What does Pardot sync first with Salesforce?

A. Contacts
B. Leads

A

A. Contacts

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68
Q

What happens if a prospect is removed from a drip and later added back? (Choose all that apply)

A. They will restart the drip program from the beginning.
B. They will resume the drip program where they left off
C. They will resume before the last email thy were sent in the drip program.
D. Prospects can’t be added back after being removed from a drip program

A

B. They will resume the drip program where they left off

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69
Q

Engagement reporting displays data is available in percentages for easy comparison purposes, and breaks down engagement levels into which categories: (Choose all that apply)

A. Opened your email (loaded images)
B. Skimmed your email (opened for between 2 and 10 seconds)
C. Read your email (opened for longer than 10 seconds)
D. Forwarded your email
E. Printed your email

A

A. Opened your email (loaded images)
B. Skimmed your email (opened for between 2 and 10 seconds)
C. Read your email (opened for longer than 10 seconds)

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70
Q

What does Engagement Reporting tell you?

A

Shows you data on how your recipients engage with your email, giving you even greater insight into the performance of your email marketing campaigns.

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71
Q

Administrative users can toggle viewing filtered activities by:

A. Clicking the “Hide Filtered Activities”
B. Clicking the “Show Custom Activities”
C. Clicking the “Show Filtered Activities”
D. Clicking the “Save Filtered Activities”

A

C. Clicking the “Show Filtered Activities”

When the “Show Filtered Activities” is turn on, any activities that have been filtered will appear with a red “Yes” in the “Filtered” column of the Prospect Activities table.

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72
Q

What does Pardot use to filter visitor activity?

A

Cookies

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73
Q

A client had a filter set for their domain name, but decided to remove the filter. After the filter was deleted, information from that domain was still not populating. What would you check first?

A

Tell the client to clear their cookies and try again- because Pardot filters activities by cookie, filtered visitors must clear their cookies before they can be tracked after the filter has been removed.

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74
Q

This function allows you to pull a one-time list of prospects based on specific criteria.

A. Segmentation rules
B. Automation rules
C. Completion Actions
D. Drip Programs

A

A. Segmentation rules

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75
Q

How can a prospect’s score be changed?

A. Through automation rules
B. Through scoring model changes
C. Through completion actions
D. All of the above

A

D. All of the above

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76
Q

Standard Edition accounts can have how many active Automation rules running at any time?

A. 20
B. 50
C. 100
D. 150

A

B. 50

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77
Q

If a prospect opts out of List A and are still a member of List B, when an email send includes both lists:

A. The prospect does not receive the email
B. The prospect will still receive the email
C. The prospect receives both emails

A

B. The prospect will still receive the email

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78
Q

Match the icons to their meaning in Pardot:

A. [Green "person"] 
B. [Light Green "person"] 
C. [Red "person"] 
D. [Mail icon] 
E. [Cloud icon]
A

A. [Green]: Recently Active Prospect (within 20min)
B. [Light Green]: Active Prospect
C. [Red]: Never Active Prospect
D. [Mail]: Prospect Removed from All Email Communication
E. [Cloud]: Link to the prospect’s Salesforce.com record

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79
Q

True or False: A Prospect is a Visitor who has submitted an email address through a form or landing page on your site.

A

True.

A prospect could also be imported via CSV file or through your Salesforce connector.

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80
Q

True or False: Although Pardot can’t create Salesforce campaigns, after you create the campaign in Salesforce Pardot can add prospects to them.

A

True.

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81
Q

These functions do not run continuously once they have been created and begun.

A. Segmentation rules
B. Automation rules
C. Completion Actions
D. Drip Programs

A

A. Segmentation rules

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82
Q

What is the following referring to?

When your criteria requires a prospect to have made a tracked activity, have a specific value in a prospect default or custom field, or have other prospect record data. Only match a prospect once (unless checkbox is checked for “Repeat…” but they do run until paused or deleted, finding matches among existing prospects and future prospects that you create in your account.

A. Segmentation rules
B. Automation rules
C. Completion Actions
D. Drip Programs

A

B. Automation rules

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83
Q

What is the following referring to?

When your criteria requires a prospect to have made a tracked activity, have a specific value in a prospect default or custom field, or have other prospect record data. Only run once at the time that you create and run the rule, finding matches among existing prospects. You can always edit and rerun the rule if you need to.

A. Segmentation rules
B. Automation rules
C. Completion Actions
D. Drip Programs

A

A. Segmentation rules

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84
Q

What is the following referring to?

Matches a prospect every time they take a specific action. For example, each time the prospect submits the form or clicks the custom redirect or file link, they will be added to the Salesforce campaign with the designated status.

A. Segmentation rules
B. Automation rules
C. Completion Actions
D. Drip Programs

A

C. Completion Actions

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85
Q

How often does Pardot sync with Salesforce?

A. 5 minutes
B. Real-Time
C. 2-4 minutes
D. 30 minutes

A

C. 2-4 minutes

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86
Q

Arrange the steps to Access a Prospect Record

A. Select Prospect
B. Mouseover Prospects
C. Click Prospect List

A

B. Mouseover Prospects
C. Click Prospect List
A. Select Prospect

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87
Q

Reorder the Default User Roles by the most to the least abilities:

A. Administrator
B. Sales Manager
C. Sales User
D. Marketing

A

A. Administrator
D. Marketing
B. Sales Manager
C. Sales User

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88
Q

Pro Edition accounts can have how many active Automation rules running at any time?

A. 20
B. 50
C. 100
D. 150

A

C. 100

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89
Q

Ultimate Edition accounts can have how many active Automation rules running at any time?

A. 20
B. 50
C. 100
D. 150

A

D. 150

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90
Q

What is the % decrease in completion rate for every field over 4 fields you include initially on a form?

A. 1% decrease
B. 3% decrease
C. 5% decrease
D. 8% decrease

A

C. 5% decrease

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91
Q

What things can you track with Pardot’s Website Tracking Code? (Choose all that apply)

A. Pages visited 
B. Actions Taken 
C. Pages saved 
D. Actions visited 
E. Length of time spent browsing
A

A. Pages visited
B. Actions Taken

E. Length of time spent browsing

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92
Q

When an opportunity is created in Pardot from the sync with Salesforce, what campaign is set on the opportunity?

A. The last campaign of the first contact associated to the opportunity.
B. The first campaign of the last contact associated with the opportunity
C. The first campaign of the first contact associated with the opportunity
D. The last campaign of the last contact associated with the opportunity

A

C. The first campaign of the first contact associated with the opportunity

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93
Q

True or False: You can set up Pardot to sync with Person Accounts easily.

A

False. Person account can be set up to sync with Pardot, but you must contact Pardot Support to do so. There is no manual way to set up Person Accounts to sync.

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94
Q

Where on a prospect record would you look to see if a prospect had registered for a webinar?

A. Contents
B. Insight
C. Prospect Activities
D Custom Fields

A

C. Prospect Activities

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95
Q

Put the steps for creating a report of a prospect’s activities on your webpage in the correct order.

A. The prospect’s activities are recorded in Pardot
B. A cookie is set
C. A prospect visits your webpage
D. Information is sent to Pardot with the prospect’s activities
E. Tracking code is added to your webpage (or global footer)

A

E. Tracking code is added to your webpage (or global footer)
C. A prospect visits your webpage
B. A cookie is set
A. The prospect’s activities are recorded in Pardot
D. Information is sent to Pardot with the prospect’s activities

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96
Q

Spam complaints record the number of…

A. Recipients that have reported the email as spam
B. Recipients that have opted out of future emails

A

A. Recipients that have reported the email as spam

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97
Q

What is the percentage of emails that were delivered compared to the number that bounced (soft and hard)?

A. Delivery Rate
B. Opt Outs
C. Sent On

A

A. Delivery Rate

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98
Q

True or False: The Email Template report shows your email template statistics across all email sends using that template.

A

True.

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99
Q

In the Email Template Editor, where can you add recipient lists to your email?

A. History Tab
B. HTML Tab
C. Sending Tab

A

C. Sending Tab

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100
Q

In the Email Template Editor, where can you view the HTML version of your email?

A. History Tab
B. HTML Tab
C. Sending Step

A

B. HTML Tab

101
Q

Displays all visitors who visited two or more pages, regardless of whether or not their organizations could be identified:

A. Identified Visitors
B. Active Visitors
C. All Visitors
D. Deleted Visitors

A

B. Active Visitors

102
Q

In the Email Template Editor, where can you restore a locally saved snapshot of your email?

A. History Tab
B. HTML Tab
C. Sending Step

A

A. History Tab

103
Q

True or False: On the default preference page, prospects can opt into and out of public lists.

A

True.

104
Q

True or False: Once prospects unsubscribe from a list, they cannot re-subscribe.

A

False.

105
Q

Arrange in sequence the steps for accessing the contents of the Default Email Preferences Page.

A. Mouseover Emails
B. Select Preference Page
C. Mouseover Marketing
D. Click on the Default Email Preferences Page

A

C. Mouseover Marketing
A. Mouseover Emails
B. Select Preference Page
D. Click on the Default Email Preferences Page

106
Q

True or False: You have to create a unique email template for every email you send.

A

False.

107
Q

Which are true about Unsubscribe Pages? (Choose all that apply)

A. Only one unsubscribe page per account is allowed
B. You can have as many unsubscribe pages as you would like
C. Layout templates can be modified so that the unsubscribe page will have the same look and feel of your website
D. You can view Unsubscribed Prospects
E. You can view Subscribed Prospects
F. The link for viewing the unsubscribe page allows you to preview what your prospects will see

A

A. Only one unsubscribe page per account is allowed

C. Layout templates can be modified so that the unsubscribe page will have the same look and feel of your website
D. You can view Unsubscribed Prospects

108
Q

In the Email Template Editor, which tab contains the WYSYWIG icons for styling content?

A. History Tab
B. Basic Info Button
C. Tools Tab

A

C. Tools Tab

109
Q

In the Email Template Editor, what option returns to the Basic Information Screen?

A. History Tab
B. Basic Info Button
C. Tools Tab

A

B. Basic Info Button

110
Q

Which email testing method will let you see populated variables tags?

A. Send to a test list
B. Send to Emails

A

A. Send to a test list

111
Q

Arrange in sequence the steps for creating a new competitor in Pardot.

A. Click on the Create Competitor button 
B. Mouseover Search Marketing 
C. Enter competitors' name and site URL 
D. Mouseover Marketing 
E. Select Competitors 
F. Click on the +Add Competitor button
A 
D. Mouseover Marketing 
B. Mouseover Search Marketing 
E. Select Competitors 
F. Click on the +Add Competitor button
C. Enter competitors' name and site URL
A. Click on the Create Competitor button
112
Q

True or False: You can set up Pardot automatically send weekly reports on the keywords and competitor monitor that you have set up in your account.

A

True.

113
Q

True or False: You cannot use multiple automation tools together to accomplish complex marketing tasks.

A

False.

114
Q

Which Connector automates social profile lookups?

A. Bit.ly 
B. Eventbrite 
C. FullContact 
D. Olark 
E. Twilio
A

C. FullContact

115
Q

Which Connector allows you to provide online chat support to your clients?

A. Bit.ly 
B. Eventbrite 
C. FullContact 
D. Olark 
E. Twilio
A

D. Olark

116
Q

Which Connector offers URL redirection service?

A. Bit.ly 
B. Eventbrite 
C. FullContact 
D. Olark 
E. Twilio
A

A. Bit.ly

117
Q

Which connector allows you to instantly follow up with prospects via phone?

A. Bit.ly 
B. Eventbrite 
C. FullContact 
D. Olark 
E. Twilio
A

E. Twilio

118
Q

Arrange Jim’s Journey

A. Jim searches for a term in Google
B. Jim clicks on your ad
C. Jim fills out our form, which includes his email address
D. Your as is displayed
E. Jim is sent to a landing page that hosts your form
F. Jim is converted to a prospect
G. Jim’s information is recorded in Pardot on his Prospect Record.

A

A. Jim searches for a term in Google
D. Your as is displayed
B. Jim clicks on your ad
E. Jim is sent to a landing page that hosts your form
C. Jim fills out our form, which includes his email address
F. Jim is converted to a prospect
G. Jim’s information is recorded in Pardot on his Prospect Record.

119
Q

True or False: You must install the Pardot AppExchange Application prior to turning on the Salesforce connector in Pardot.

A

True.

120
Q

Which of these is NOT an example of something you might grade a prospect on?

A. Industry
B. Phone
C. Title
D. Company size

A

B. Phone

Prospects are graded on qualities about them that makes them more or less ideal, not the kind of information available on a prospect.

121
Q

What will the Pardot App create within Salesforce?
(Choose all that apply)

A. Custom application 
B. Custom field for Leads 
C. Custom field for Contacts 
D. Custom Tab 
E. Custom Username
A

A. Custom application
B. Custom field for Leads
C. Custom field for Contacts
D. Custom Tab

122
Q

Why must you whitelist Pardot IP addresses in Salesforce? (Choose all that apply)

A. So that Salesforce and Pardot will sync smoothly
B. So that Salesforce and Pardot can connect to each other
C. So that Pardot will be written in white on Salesforce
D. So that Pardot will be recognized and trusted by Salesforce

A

A. So that Salesforce and Pardot will sync smoothly
B. So that Salesforce and Pardot can connect to each other

D. So that Pardot will be recognized and trusted by Salesforce

123
Q

Arrange in the sequence the steps for accessing individual ad reports.
(Choose 5)

A. Select the Ad 
B. Select the Ad Group 
C. Select the Ad Grouping Name from the Paid Search Campaign table 
D. Select Paid Search 
E. Mouseover Reports
A 
E. Mouseover Reports
D. Select Paid Search
A. Select the Ad 
B. Select the Ad Group 
C. Select the Ad Grouping Name from the Paid Search Campaign table
124
Q

Arrange in the sequence the steps for whitelisting Pardot’s IP adresses in Salesforce.

A. Select Network Access 
B. Select Setup 
C. Click the Save button 
D. Enter the IP Addresses 
E. Select Security Controls 
F. Click the New button
A 
B. Select Setup 
E. Select Security Controls 
A. Select Network Access 
F. Click the New button
D. Enter the IP Addresses
C. Click the Save button
125
Q

What are the view options for the paid search tables?
(Choose all that apply)

A. Active 
B. All 
C. Archived 
D. Deleted 
E. Paused
A

A. Active
B. All

D. Deleted
E. Paused

126
Q

True or False: If you allow editing of Prospect lists within the CRM, you must add the Visualforce elements to your Leads and Contacts page Layout.

A

True.

127
Q

If the information in Salesforce differs from the information in Pardot, by default what information will be kept?

A. The information in Salesforce will override the information in Pardot
B. The information in Pardot will override the information in Salesforce
C. All information will be kept, which may result in two records for one person
D. The differing information will be deleted from both Salesforce and Pardot, which may result in blanks on the records.

A

A. The information in Salesforce will override the information in Pardot

128
Q

What can opportunities be synced as? (Choose all that apply)

A. Unknown
B. Open
C. Closed - Won
D. Closed - Lost

A

B. Open
C. Closed - Won
D. Closed - Lost

129
Q

Put the following steps in order for an instance that has been set up to create Salesforce Contacts when syncing.

A. Pardot looks at the salesforce.com leads to see if there is an existing lead record with the same email address with which Pardot can sync
B. Pardot will create a new salesforce.com contact with the same email address
C. Then, Pardot looks for an existing contact record with the same email address
D. There is no lead record with the same email address
E. There is no salesforce contact with the same email address

A

A. Pardot looks at the salesforce.com leads to see if there is an existing lead record with the same email address with which Pardot can sync
D. There is no lead record with the same email address
C. Then, Pardot looks for an existing contact record with the same email address
E. There is no salesforce contact with the same email address
B. Pardot will create a new salesforce.com contact with the same email address

130
Q

True or False: If you notice that your sync queue appears to be static, you can contact Pardot Support for help.

A

True.

131
Q

True or False: If your database is lower than 10,000 prospects, you do not need to warm your IP address.

A

True, if your database is lower than 10,000 prospects you do not need to warm up your IP address.

132
Q

True or False: All editions of Pardot have folders and folder permissions by default.

A

False. All editions of Pardot have folders, but only the Ultimate Edition includes folder permissions by default.

133
Q

Which items are recommended to be set up prior to enabling folder permissions? (Choose all that apply)

A. Folders
B. Sales Group(s)
C. Users
D. Website

A

A. Folders
B. Sales Group(s)
C. Users

134
Q

True or False: If I am a member of multiple groups, as long as any one of them gives me access to a folder, I will retain that access even if another group that I’m a member of doesn’t have access.

A

True.

135
Q

True or False: You can apply tags to folders.

A

False.

136
Q

Pardot will help you: (Choose all that apply)

A. Receive better qualified leads from marketing
B. Gain insight into prospect activity for a more targeted sales approach
C. Gain insight into leads activity
D. Close deals faster
E. Receive better qualified prospects
F. Prioritize your time by reaching out to engaged prospects first

A

A. Receive better qualified leads from marketing
B. Gain insight into prospect activity for a more targeted sales approach

D. Close deals faster

F. Prioritize your time by reaching out to engaged prospects first

137
Q

Statistically, how many touches does it take on average to convert a visitor to a prospect?

A. 4
B. 6
C. 7
D. 10

A

C. 7

138
Q

Which of these CRM connect via their connector?
(Choose all that apply)

A. SugarCRM 
B. Sage 
C. MS Dynamics 
D. Netsuite 
E. Salesforce 
F. EasyCRM
A

A. SugarCRM

C. MS Dynamics
D. Netsuite
E. Salesforce

139
Q

DomainKeys is an email authentication system designed to: (Choose all that apply)

A. Verify the DNS domain of an e-mail sender
B. Verify the profile of the sender
C. Verify the message integrity

A

A. Verify the DNS domain of an e-mail sender

C. Verify the message integrity

140
Q

What editions of Salesforce can sync with Pardot?

A. Group Edition
B. Professional Edition and higher
C. Salesforce cannot be synced with Pardot

A

B. Professional Edition and higher

141
Q

What does Pardot use as a unique identifier?

A

Email address

142
Q

What happens when Pardot searches the CRM and does not find a matching entry for an email address?

A. A new record is created in the CRM immediately.
B. The Pardot record is deleted to keep Pardot and the CRM in sync.
C. Nothing, until the prospect is assigned in Pardot.
D. Pardot sends an email asking what action you want to take.

A

C. Nothing, until the prospect is assigned in Pardot.

143
Q

I want to find out what happened to a particular field value for a particular prospect. Where should I go?

A

Prospect List > Prospect Record > Audits tab

144
Q

True or False: Lists are the same in Pardot and Salesforce.

A

False. Lists in Salesforce are Campaigns in Pardot.

145
Q

What character is used to list multiple values when segmenting your database?

A

A semicolon. ( ; )

146
Q

What determines if a prospect is a member of a dynamic list or not?

A

The criteria set up in the the Dynamic List.

147
Q

True or False: Completion Actions will run on Visitors if the visitors have been cookied.

A

False. Completion Actions only run on Prospects.

148
Q

What tools can you use to set a Prospect’s Campaign? (Choose all that apply)

A. Completion Actions
B. Segmentation Rules
C. Automation Rules
D. None of these

A

A. Completion Actions

C. Automation Rules

149
Q

Which of the following can the GoToWebinar connector do? (Choose all that apply)

A. Allow you to view prospects who have cancelled their registration
B. Display Registrations and Attendance as activities
C. Register prospects for GoToWebinar events
D. Register Filtered Prospects
F. All of these above

A

B. Display Registrations and Attendance as activities

C. Register prospects for GoToWebinar events

150
Q

Your client wants to exclude their own domain from Visitor activity. What do you recommend they use?

A

Visitor Filters

151
Q

You want to get some insight into a prospects score at each stage in their lifecycle. What Pardot report can you use?

A

Prospect Lifecycle Report

152
Q

How can an action be applied to a prospect who views a specific page of a website?

A

Page Actions

153
Q

How can you send an automated email to a prospect after they fill out a form?

A

Completion Action

154
Q

True or False: Creating or marking an opportunity as lost will result in the change of a prospect’s score.

A

True.

155
Q

How can you ensure your emails don’t get stuck in spam?

A

Add Domainkeys and SPF, and include a text version of the email.

156
Q

A client wants to submit data to Pardot as well as their own database. What do you recommend they use?

A

Form Handlers

157
Q

When do prospects sync to your CRM?

A

When a prospect has been assigned to a user or queue.

158
Q

How can you preview or test results for an automation rule before you run it?

A

By using the Automation Preview option.

159
Q

How long does it take to start a drip program after unpausing it?

A

Up to 1 hour.

160
Q

A user needs to be able to import and export lists from Pardot. What is the lowest user role you could give them?

A

Administrator.

161
Q

Where can you view Email Usage?

A

Admin > Overview

162
Q

What information is available in the Email Usage Table?

A

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

163
Q

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

A

Over 90% –> 94%

164
Q

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

A

On average, 19%

165
Q

What is the main driver or motivation for personalized marketing?

A
  • Improved business performance
  • Improved customer service
    (Over 66% of marketers cite these as reasons.)
166
Q

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

A

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

167
Q

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

A

Education

168
Q

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

A

Call-to-Action

169
Q

What is progressive profiling?

A

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.

170
Q

What are dependent fields in a form?

A

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).

171
Q

How can Variable Tags be used in forms?

A

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

172
Q

How can you personalize email?

A

Dynamic Content and Variable Tags

173
Q

Where can you set the value for a Variable Tag that can’t find any information to pull from the Prospect Record?

A

You can set Merge Tags under Configure Account Fields.

174
Q

What information can be used for Variable Tags?

A

Prospect Custom and Default fields, User Information, Account information, Pardot functions (like unsubscribe and email preference pages)

175
Q

What information about Visitors is available on the Visitor Table?

A
  • 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
176
Q

True or False: Visitor company is always available on the Visitor Table.

A

False. Visitor company is sometimes available, but often is not.

177
Q

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

A
  • Assign a prospect
  • Delete a prospect
  • Edit a prospect
178
Q

How do you merge 2 prospects?

A

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&raquo_space; Go
5) Select which email address will be used as master record

179
Q

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

A

SPF (Sender Policy Framework)

DomainKeys Identified Mail (DKIM)

180
Q

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

A

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

181
Q

Where can you change Tracking Opt-in Preferences?

A

Navigate to Admin > Overview.
Click Tracking Opt-in Preferences.
When finished, click Save Preferences.

182
Q

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

A

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.

183
Q

What is a referring URL?

A

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.

184
Q

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

A

This indicates a conditional field.

185
Q

What does (a) indicate in the Form Wizard?

A

This indicates that this field is set to ‘Always Display’

186
Q

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

A

1) The ability to apply criteria.

2) The number of times the defined actions will affect prospects.

187
Q

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

A
  • Automation Rules
  • Segmentation Rules
  • Dynamic Lists
  • Completion Actions
188
Q

What is lead qualification?

A

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

189
Q

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

A

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

190
Q

How does Pardot define SPAM?

A

Pardot defines SPAM as unsolicited bulk email.

191
Q

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

A

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

192
Q

What does the Email Preference Center variable tag look like?

A

%%emailpreferencecenter%%

193
Q

When A/B testing, what will the ‘winner’ of the test will be determined based on?

A

Unique opens or unique clicks

194
Q

What information is displayed in the List Email Report?

A

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

195
Q

What items do you need to have ready before building a Drip Program?

A

1) List + any suppression lists

2) Email templates

196
Q

What statistics are available for the Drip Program report?

A
  • # of prospects started drip
  • # of prospects completed drip
  • # of emails sent
  • completed %
197
Q

What information is available on a landing page report?

A

name of landing page, total views, total submissions, submission rate, total errors, error rate, actions

198
Q

What does an Express Export NOT include that a Full Export does?

A

Custom Field Values.

199
Q

True of False: If I want to export my Prospect’s Score and Grade, I have to use a Full Export.

A

False. Score and Grade are included on an Express Export, as well as in the Full Export.

200
Q

What is a soft bounce?

A

A soft bounce is an email that was not delivered to the recipient because of a full inbox, or if the mail server was temporarily unavailable.

201
Q

What is a hard bounce?

A

An email that has permanently bounced back to the sender because of an invalid email address. This may also occur because the server suspects that the email is SPAM.

202
Q

Will inactive Salesforce campaigns sync with Pardot?

A

Yes, but they won’t be available to automation rules, segmentation rules, completion actions and drip programs.

203
Q

What report allows you to view a link performance visually?

A

Click through rate report

204
Q

What report allows you to view data on how your recipients engage with your email?

A

Engagement and activity reporting

205
Q

Which reports will offer you insight into how your recipients read your emails or what devices or browsers they use to view them?

A

Engagement Reporting and Email Client Reporting

206
Q

What report allows you to capture and track email client usage for emails opened across your mailing lists in Pardot?

A

Email Client Reporting

207
Q

What report gives you insight into a prospect’s score at each stage of their lifecycle?

A

Prospect lifecycle report

208
Q

What report allows you to see how many net new prospects your site is generating and how many visitors are turning into prospects?

A

Conversion report

209
Q

What happens if a deleted prospect fills out a Pardot form on your website or a Landing Page?

A

The prospect will be undeleted from your Recycle Bin.

210
Q

True or False: If a deleted prospect clicks on a custom redirect, they will be undeleted.

A

True.

211
Q

True or False: Once a prospect has been deleted, they will be marked as unmailable.

A

False. Not all unmailable prospects have been deleted, and not all deleted prospects are marked as unmailable. (They will not receive mail from you until they have been restored, however.)

212
Q

What report allows you to see how successful or active a form has been on your site?

A

Form reports

213
Q

How long can it take for custom fields created in Salesforce to sync down to Pardot?

A

Up to 4 hours

214
Q

Why would a form be pre-populated?

A

Forwarded email from prospect A to prospect B

215
Q

What are the 3 technical items that must be set up before you can begin safely emailing from Pardot?

A

Website Tracking Code, CNAME, and Domain Authentication

216
Q

True or False: A marketing user can export data lists.

A

False. A marketing user can create lists but are unable to export them.

217
Q

A client wants any prospect who fills out a particular form to be added to a list. What marketing automation do you recommend for this case?

A

Completion Actions

218
Q

What 5 functions can you accomplish with Segmentation Rules? (Not including “Add to Salesforce Campaign”)

A 
Apply tags
Add prospects to List
Add List
Remove prospects from List
Remove tags
219
Q

True or False: Opportunities in the recycle bin will appear in your Opportunity Report?

A

False: Opportunities in the recycle bin won’t appear in your Opportunity Report.

220
Q

What activities are completion actions available for?

A
  • forms
  • form handlers
  • files
  • custom redirects
  • emails
  • page actions
221
Q

True or False: To have opportunity syncing turned off for your Pardot account, you must contact the Pardot support team.

A

True.

222
Q

Do hard bounces need to be removed from lists?

A

No Pardot automatically marks prospects who opt-out, hard bounce once, or soft bounce 5 times as unmailable so they no longer receive emails sent from Pardot.

223
Q

True or False: You can create Salesforce campaigns in Pardot.

A

False.

224
Q

Where can you go to view the CRM sync queue?

A

Administration > Connectors > CRM Connector > Sync Queue

225
Q

When do custom redirects occur?

A

30 minutes after the prospect has clicked on the custom redirect.

226
Q

True or False: Completion actions execute every time the action is completed.

A

TRUE: Except for adjust score and send autoresponder email.

227
Q

True or False: Importing prospects into Pardot will cause them to sync with Salesforce after import.

A

True. Even unassigned prospects will sync, but will not create new records in Salesforce if none already exists with the same email address.

228
Q

What happens to the opportunity in Pardot if it’s deleted from your CRM?

A

Pardot will move the opportunity into the Recycling bin.

229
Q

True or False: You must manually link a Pardot prospect to an opportunity.

A

False. Any time an opportunity is linked to a prospect, Pardot records an opportunity activity in the prospect’s activity record.

230
Q

A client wants to clear data from a group of prospects for a particular field. How would you recommend they accomplish this?

A

In the event that you need to erase a value from a Pardot field, you can use Pardot automation rules to clear values for fields and prevent Pardot data from syncing to your CRM.

231
Q

Will inactive Salesforce campaigns sync with Pardot?

A

Yes, but they won’t be accessible to automation rules, segmentation rules, completion actions and drip programs.

232
Q

True or False: If a field in Pardot contains a value “ABC” and the CRM field is blank, the “ABC” field value in Pardot will “win” and will overwrite the data for the corresponding field in your CRM.

A

True.

233
Q

Which report gives an overview of a campaign’s overall health in comparison to other campaigns in a graphical, configurable interface. It provides insight into how your Pardot Campaigns are affecting your ROI.

A

Campaigns Report

234
Q

Which report provides reporting on content files and custom redirect links. The data includes either the number of file views or number of redirect link clicks.

A

Content Report

235
Q

This report allows you to: see the number of Clicks, Likes, Replies, and Comments, and the Sent At date and time by clicking on the name of a message. All messages are grouped by social platform.

A

Social Report

236
Q

LenoxSoft want to manually add customers to an engagement program who are approaching their renewal date, have not renewed and have not communicated with the renewals team.

What kind of list should LenoxSoft use for this Engagement Program?

A

Static List

237
Q

Once a prospect is updated to “Current Customers” status, LenoxSoft wants to ensure they are automatically added to the Current Customers List. Additionally, if customers do not renew, they should be automatically removed from this list.

What kind of list should LenoxSoft use for this Engagement Program?

A

Dynamic List

238
Q

LenoxSoft wants to create a re-engagement program that will nurture prospects if they’re last activity is greater than 90 days. Once they begin the re-engagement program, if they become active, the prospects need to remain in the program.

What kind of list should LenoxSoft use for this Engagement Program?

A

Static List

239
Q

Based upon current conversations, LenoxSoft wants to empower their sales team to add prospects to nurture programs from within Salesforce.

What kind of list should LenoxSoft use for this Engagement Program?

A

Static List

240
Q

LenoxSoft wants to ensure all prospects can opt-in for an engagement program via an email Preference Page.

What kind of list should LenoxSoft use for this Engagement Program?

A

Static List

241
Q

LenoxSoft wants to test two different engagement program strategies when nurturing their current customers to purchase a new, add-on product. They need to ensure that half of their existing customer list receives Strategy A and half receives Strategy B program.

What kind of list should LenoxSoft use for this Engagement Program?

A

Static List

242
Q

LenoxSoft wants individual engagement programs for each of their sales “status” field values. They want to ensure as Status field values change, the prospect will automatically stop receiving the previous program and move to the next program to receive only the relevant content.

What kind of list should LenoxSoft use for this Engagement Program?

A

Dynamic List

243
Q

A company wants to create Contacts instead of Leads , OR sync Person Account records. What should you tell your client to do first?

A

Contact Pardot Support for either of these functions.

244
Q

When integrating Pardot Ultimate edition with Salesforce custom objects, what are two key attributes to ensure a seamless custom object integration? (Choose the best two)

A. Salesforce Connector User has “Read” permission to the custom object
B. Campaign or Opportunity record added as a Related Object to the Salesforce custom object
C. Customized ‘Display in Table’ values when configuring fields
D. Lead, Contact or Account record added as a Related Object to the Salesforce custom object

A

A. Salesforce Connector User has “Read” permission to the custom object

D. Lead, Contact or Account record added as a Related Object to the Salesforce custom object

245
Q

A Client is concerned about some Opportunities in Salesforce that are not syncing to Pardot. What should be reviewed first?

A. Pardot Users have CRM Username mapped
B. Contact Roles are added to the Opportunity Record
C. Salesforce Connector setting for “sync emails with the CRM” is enabled
D. Opportunity Custom fields are mapped to Salesforce.com Field Name

A

B. Contact Roles are added to the Opportunity Record

246
Q

A single Salesforce org is used for multiple business units but Pardot is being used for a single business unit. What should you do to enable a selective sync and ensure Pardot only creates and syncs with a specific record type?

A. Contact Pardot Support to update connector syncing visibility
B. Assign the ‘Pardot Connector User’ permission set to the Salesforce Connector user
C. Contact Salesforce Support
D. Update the Salesforce Connector user’s permissions to be limited to the single business unit record type.

A

D. Update the Salesforce Connector user’s permissions to be limited to the single business unit record type.

247
Q

A custom redirect has a completion action to add a tag of “clicked” to all prospects that click it. An unknown visitor clicks on the link and then fills the form as Bob. A prospect also clicks on the link and fills out a form as Kate. What happens to the prospect records based on these activities? Choose 3 answers

A. Kate’s prospect record will show her clicking on the link and filling out the form.
B. Bob’s prospect record will have a tag of “clicked” applied to it.
C. Bob’s prospect record will show him clicking on the link and filling out the form.
D. Bob’s visitor record will have a tag of “clicked” applied to it.
E. Kate’s prospect record will have a tag of “clicked” applied to it.

A

A. Kate’s prospect record will show her clicking on the link and filling out the form.

C. Bob’s prospect record will show him clicking on the link and filling out the form.

E. Kate’s prospect record will have a tag of “clicked” applied to it.

248
Q

What process is used to switch out an email template in a drip program after the drip has been paused?

A. Edit the email template and update the content of the template to contain the desired content.
B. Edit the drip, and then click on the blue, hyperlinked name of the email and select the desired email template
C. You cannot switch out an email template once a drip program has started.
D. Delete the drip and create a new one with the new email template, using the same lists and drip logic.

A

A. Edit the email template and update the content of the template to contain the desired content.

249
Q

What Pardot asset should an Administrator create in order to collect information from prospects who are interested in being notified for an upcoming product launch?

A. Drip program with product launch details
B. Landing page without a form
C. Landing page with a form
D. Email template with a form embedded into the HTML

A

A. Drip program with product launch details

Pardot Specialist Exams (3 decks)

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