Pardot Basics: Learn Pardot Terminology
Visitors, prospects, campaigns, oh my! Some of these words might sound familiar, but others might be foreign for those whoaren’t familiar with Pardot. To make sure we’re speaking the same language, let’s define some key terms:
Visitor: An anonymous individual who interacts with tracked marketing content, like a paid search ad, form, or webpage. Visitors live in Pardot alone.
Prospect: An identified individual in your Pardot database. This can be a potential or existing customer. Prospects live in Pardot, but they sync with both leads and contacts in Salesforce.
Accounts & Opportunities: Just like in Salesforce, accounts represent organizations and opportunities represent potential sales deals. Pardot pulls down Salesforce accounts and opportunities into its database for visibility, but can’t make edits to either of these objects.
Qualification & Assignment: Qualification is the process of ensuring a prospect is sales-ready. Pardot does this by giving you a prospect score and grade. These represent prospect engagement and prospect fit, respectively. Once a prospect is qualified, they are assigned or routed to the appropriate sales user, group, queue, or assignment rule. Assignment is the key that tells Pardot it’s time to create a new lead in Salesforce.
Campaign: A campaign in Pardot represents the marketing effort that generated a new prospect. Much like a source field, it tracks a prospect’s very first interaction with your company’s marketing content. Pardot campaigns and Salesforce campaigns aren’t the same, so they don’t sync directly. Instead, marketers use Pardot campaigns to track a prospect’s first interaction and
Salesforce campaigns to track other interactions throughout the prospect journey.
A key to success.
Far too often employee up-skilling and training is being left behind and a mindset “we have now fully working system that we can now go ahead and use” stop companies in excelling the potential of a solution, we consultants, implement. At Pareto Pi we are extremely grateful to work with companies who take the training seriously. And in a case of implementing Pardot, doing a hands on training for 3rd party agency users that will be building all UTM tags, custom redirects and newsletters I think is a key to extraordinary success. Being align internally and externally and lay a strong foundation off Pardot best practices, like using mindful folder structure, custom tagging is what will keep system functional and easy to use in 1 year, 2 years and 5 years.