If you went with a Pardot Partner for your Pardot implementation, you were probably given a pretty standard introduction to the main Pardot functionality; but, alas, it is hard to learn every feature in a 30-60 day, one-call-per-week format.
That’s where this blog comes in. 😉 Don’t forget to sign up for email updates if you like what you’re reading.
Without further ado, here are 9 cool features that most likely weren’t covered during your Pardot implementation:
1. Starring prospects
Ever want to be notified when a specific prospect (or group of prospects) is active? Simply click the star on their prospect record (as pictured in first image below) and enable the report under your Pardot User (as seen in second image below), and you’ll be notified whenever that prospect:
- Submits a form
- Visits a page
- Clicks a tracked link
- Downloads Pardot-hosted content
Keep in mind that these actions to not make a prospect active in Pardot:
- Email send
- Email open
- Email bounce
2. Segmentation Rules
Once you see Automation Rules, you tend to forget about other features that don’t sound as alluring, like segmentation rules. However, segmentation rules can help you save more of your Automation Rule allowance, if you are trying to do some simple one-time segmentation like adding prospects to a Salesforce Campaign, adding or removing prospects from a list, or adding or removing tags.
Official documentation: https://help.salesforce.com/articleView?id=pardot_segmentation_rule_overview.htm&type=5
3. Round Robin Assignment in Pardot
Did you know that you can handle your incoming-marketing-leads round-robining in Pardot instead of Salesforce? In Salesforce, round-robining leads can be tricky and sometimes will require a coded trigger; however, in Pardot, it is much easier to manage for the less-technically-savvy folks out there. 🙂 All you have to do is go to Admin –> User Management –> Users, add a User Group, and then add the Users to the group in the User table, as shown below. Once you’ve added all of the Users that you want to the group, you can use completion actions and/or automation rules to “assign prospect to user in group,” which will round-robin them!
Official documentation: https://help.salesforce.com/articleView?id=pardot_users_create_group.htm&type=5
4. Prospect Audit
Okay, hopefully you went over this, but if you didn’t — the Prospect Audit is YUGE. This is where you can see every time a prospect has been touched, whether it be by a user in Salesforce, a user in Pardot, or a process in either! Whenever I see strange data on a prospect, this is the first place I look. If you scroll to the bottom, you can see every automation rule (and now, every Engagement Studio program!) that a prospect has run through.
Official documentation: https://www.pardot.com/blog/prospect-audits/
5. Lifecycle Stage History
Want to see how an individual prospect moved through the sales lifecycle and which of their activities changed their score? This is a pretty cool report to play around with. Something important to note, though: this report does not include Pardot-user-initiated score changes, like those set in automation rules.
Official documentation: https://www.pardot.com/new-features/new-prospect-lifecycle-report/
6. Multivariate tests
If you use native Pardot landing pages, don’t forget that you can run multivariate tests on them! You can test your layout, headline, or call to action button, helping you optimize all of your pages. Just go to Marketing –> Landing Pages –> Multivariate Tests and put your settings in place.
Documentation and tips: https://www.pardot.com/blog/multivariate-testing-faqs/
7. System emails
Is one of your users inquiring as to where their assignment notification email is? Under Admin –> System Emails, you can see all emails that Pardot has sent to users over the past 14 days, which will help distinguish if they aren’t seeing it because it went into an email service provider quarantine (p.s. make sure you have your IT department whitelist Pardot’s sending IP address!) or if Pardot never sent it.
Here is a great chart that Pardot put together of expected system email behavior:
Official documentation: https://help.salesforce.com/articleView?id=pardot_admin_system_emails_reference.htm&type=0
8. Conversions report
Curious to see how many conversions have occurred in a specific time frame? With the Conversions Report (Reports –> Conversions), you can see when a prospect converted, their conversion point, and the total number of conversions. When you export the report, you can also see (these definitions are from Pardot’s official documentation):
Source Referrer Query – For search referrer types, the keywords used in the query that led the visitor to your form, form handler, or landing page.
Source Referrer Type – The type of referrer, such as paid search, natural search, or ad.
Source Referrer URL – The full URL of the page your visitor was on before coming to your form, form handler, or landing page.
Source Referrer Vendor – The name of the referrer.
9. Account and Opportunity fields
Did you know that you can pull in variable tags with Account information? This can be great for customer emails. You can also use Opportunity field information to trigger certain emails; for example, if you want to send a survey email to customers who have a closed-won Opportunity, you can do that in Pardot! Something to keep in mind: Salesforce owns Account and Opportunity data, so these objects are read-only.
Official Opportunity documentation: https://help.salesforce.com/articleView?id=pardot_opportunity_syncing.htm&type=5
Official Account documentation (some of this is old, unfortunately): https://www.pardot.com/blog/prospect-accounts-and-crm-syncing/
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Sara McNamara is a Marketing Operations Manager and former top-tier Salesforce Pardot Partner senior consultant. She has a special place in her heart for marketing operations, Kanye West, huskies, and people who don’t call her about something that could have been a text/don’t request a meeting about something that could have been an email. She is honored to be the very first B2B marketing Trailblazer to be recognized and featured by Salesforce Trailhead, as well as featured in the first Trailblazers in B2B Marketing | Powered by Pardot magazine. She is also a Marketo Certified Expert and cosigned by Jill Rowley, the greatest sales professional of all time. 🐐