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134 Cards in this Set

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Which information cannot be displayed as a graph (line or bar) of the Dashboard?


a. Prospects Created


b. Conversions


c. Opportunities Created


d. Opportunities Lost


e. All Prospects

d. Opportunities Lost
T/F: New feature alerts appear at the top of the dashboard.
True
T/F: Administrators can manually reset a user's password?
False

Which of these features are available with In-App User Assistance?


a. Step-by-step guidance


b. Guidance videos


c. Additional tips


d. All of the above

d. All of the above
T/F: You can attend or watch as many live or on demand webinars as you'd like.
True

What is the Forum?


a. A place where you can look up information in articles


b. People who provide support


c. A place where you can post and vote on new ideas and enhancements


d. A place where you can discuss best practices, tips, events and more with other users


e. A place where Pardot posts tips, links, infographics and tools

d. A place where you can discuss best practices, tips, events and more with other users

What is the Ideas Exchange?


a. A place where you can look up information in articles


b. People who provide support


c. A place where you can post and vote on new ideas and enhancements


d. A place where you can discuss best practices, tips, events and more with other users


e. A place where Pardot posts tips, links, infographics and tools

c. A place where you can post and vote on new ideas and enhancements

What is the Knowledge Base?


a. A place where you can look up information in articles


b. People who provide support


c. A place where you can post and vote on new ideas and enhancements


d. A place where you can discuss best practices, tips, events and more with other users


e. A place where Pardot posts tips, links, infographics and tools

a. A place where you can look up information in articles

What is the Solutions Team?


a. A place where you can look up information in articles


b. People who provide support


c. A place where you can post and vote on new ideas and enhancements


d. A place where you can discuss best practices, tips, events and more with other users


e. A place where Pardot posts tips, links, infographics and tools

b. People who provide support

What are the types of criteria marketers can use to differentiate web content emails, and progressive profiling (select all that apply)?


a. Interests


b. Job title


c. Lifecycle location


d. Location


e. ROI

a. Interests


b. Job title


c. Lifecycle location


d. Location

Which of these are default user roles (select all that apply)?


a. Administrator


b. Admin Vacation


c. Marketing


d. Sales Manager


e. Sales Manager's Assistant


f. Sales User

a. Administrator


c. Marketing


d. Sales Manager


f. Sales User

Which of these is a custom user role?


a. Administrator


b. Marketing Consultant


c. Sales User


d. Sales Manager

b. Marketing Consultant

T/F: There are absolutely no restrictions on how you assign custom users abilities?

False

What visitor views are available on the Visitor Table (select all that apply)?


a. Active Visitors


b. All Visitors


c. Deleted Visitors


d. Identified Visitors

a. Active Visitors


b. All Visitors


d. Identified Visitors

T/F: A prospect is a visitor who has submitted an email address through a form or landing page on your site?

True

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

c. Prospect Activities

T/F: You can see the score, grade, assigned user and recent interaction within the Insight section of the Prospect Record?

True

What things can you track with Pardot (check all that apply)?


a. Pages visited


b. Actions taken


c. Length of time spent browsing

a. Pages visited


b. Actions taken


c. Length of time spent browsing

T/F: Cookies are used to track visitor and prospect information?

True

Which of these statements is not true?


a. Cookies only track visitor activities for your own site.


b. Cookies will always track a prospect's activities, even if cookies have been disabled.


c. Cookied visitors should only notice that they've previously entered has been "remembered."


d. The duration for cookies is 10 years.

b. Cookies will always track a prospect's activities, even if cookies have been disabled.

Which of these statements are true (check all that apply)?


a. Pardot tracking codes set cookies on visitors and prospects' browsers.


b. Tracking codes must be added to each page that you want to track - unless you add it to a global tracker.


c. Tracking code loads asynchronously so that it doesn't slow down the rendering of the page.


d. Tracking code is visible to page visitors.

a. Pardot tracking codes set cookies on visitors and prospects' browsers.


b. Tracking codes must be added to each page that you want to track - unless you add it to a global tracker.


c. Tracking code loads asynchronously so that it doesn't slow down the rendering of the page.

Arrange in sequence the steps to setting up a Tracker Domain:


a. Ask the IT team to set up the tracker domain


b. Set up the alias within Pardot


c. Choose a CNAME


d. Wait for the DNS to propagate

c. Choose a CNAME


a. Ask the IT team to set up the tracker domain


d. Wait for the DNS to propagate


b. Set up the alias within Pardot



What information can you find about your competitors in Pardot (select all that apply)?


a. Alexa Rank


b. BBB score


c. News article mentions


d. Number of Inbound Links


e. Number of Indexed Pages

a. Alexa Rank


d. Number of Inbound Links


e. Number of Indexed Pages

T/F: You can set up Pardot to automatically send weekly reports on the keywords and competitor monitoring that you have set up in your account?

True

T/F: During a contact import, you will map the score column in your .CSV to a field in Salesforce's B2B Marketing Automation software called "Subtract from Score?"

False

T/F: To adjust a prospect's score during an import, the .CSV used to import prospects must have a column in it containing the prospect's score?

True

Which of these are actions that can be taken using automation rules (select all that apply)?


a. Managing list memberships and tags


b. Adding prospects to a Salesforce campaign


c. Changing a field value, profile criteria, a prospect's score, or profile


d. Assigning prospects to a user or to users in a group and then notifying the users


e. Allowing deleted salesforce.ccom or Sugar CRM leads or contacts to recreate from Pardot


f. Sending an email to all the prospects

All of the above

T/F: Segmentation rules allow you to pull a one-time list of prospects based on a specific criteria.

True

T/F: You cannot use multiple automation tools together to accomplish complex marketing tasks.

False

Dynamic ____ allow you to choose criteria (similar to automation rules) to build lists.

lists

Dynamic lists (can/can't) take any action on prospects, but they are a great way to put your list creation on auto-pilot.

can't

A best practice is to not create multiple, new ______ lists at the same time.

dynamic

What is a prospect's score based off of (select all that apply)?


a. Location


b. Industry


c. Page views


d. Downloads


e. Job Title


f. Site searches


g. Email clicks


h. Company size

c. Page views


d. Downloads


f. Site searches


g. Email clicks

What is a prospect's grade based off of (select all the apply)?


a. Location


b. Industry


c. Page views


d. Downloads


e. Job Title


f. Site searches


g. Email clicks


h. Company size

a. Location


b. Industry


e. Job Title


h. Company size

How many times will automation rules take action on a matched prospect?

Once

A ______ will take action each and every time a prospect takes a chosen action.

Completion Action

______ are retroactive, constantly running and fire one time only?


a. Automation rules


b. Segmentation rules


c. Completion actions

a. Automation rules

_______ are a 'snapshot in time' and 'primarily focus on building lists (i.e., you have the option to add or remove prospects from lists; add or remove prospect tags; and add a prospect to a SFDC campaign).


a. Automation rules


b. Segmentation rules


c. Completion actions

b. Segmentation rules

Dynamic lists are continually updated with new _____ who meet specified criteria.

prospects

A best practice is to not create multiple, new _______ lists at the same time.

dynamic

SPF statements are limited to _____ lookups, or a ____% bounce rate.

10, 10%

You _____ use purchased data in Pardot.

cannot (unless you call or email prospects personally to obtain explicit permission)

By tying your Google Adwords account into your CRM opportunities, what can the connector calculate? (Select all that apply.):


a. Marketing ROI


b. Cost per sales


c. Cost per opportunity


d. Cost per vetted prospect

c. Cost per opportunity


d. Cost per vetted prospect

What are the names (and associated costs) of Pardot subscriptions?

a. Standard, $1,000/month


b. Pro (most popular), @2,000/month


c. Ultimate, $3,000/month


d. Marketing Cloud, Call for pricing

Describe the use cases for default and custom roles:

Most users should be set up on a default user role (Administrator, Marketing, Sales Manager, Sales User). If not, they should be given custom permissions on an as-needed basis(but start from a default role). Custom roles can be used for roles like: External Contractors, Summer Help and Assistants with partial security.




Custom roles available in Pro and Ultimate editions.

Describe the best practices when users whenassigned prospects leave a company:

a. Reassign prospects


b. Modify user actions and modifications - modify or delete rules assigned specifically to user


c. Delete the user

Describe the difference between default andcustom fields:

a. Default fields are OOTB fields used to capture and track data points about your prospects.


b. Custom fields capture any additional data points about your prospect.

Identify the daily system generated emails that Pardot sends:

My prospects:


a. Daily prospect activity emails (for my prospects)


b. Daily prospect assignment emails


c. Daily visitor report




All prospects:


a. Daily Prospect Report (for all prospects)*




*Only available to Administrator, Marketing and Sales Manager users

Given a scenario, determine if a full or express export needs to be requested:

Express exports are: Default Fields, Scores, Grades




Full exports are: Default Fields Scores, Grades, Custom Fields

Describe the key technical items that arerequired to set up during implementation:

a. Pardot tracking code


b. CNAME


c. Email authentication

Describe the benefit of clients using “Send withPi” tool:

a. Any link beginning with http:// (orhttp://) is rewritten as an individually tracked link. Links are tracked tothe first recipient in the To: field of the email.




b. If a prospect with that email address alreadyexists in Pardot, the email activity is added to the prospect's record. If thesender of the email is different from the prospect's assigned owner, theprospect remains assigned to their original owner.




c. If the prospect already exists in Pardot and isunassigned, the prospect will be assigned to the sender of the plug-in emailand their email activity recorded.




d. If a prospect does not exist in Pardot with thatemail address, a new prospect record is created in Pardot and assigned to theuser who sent the email. The new record will likely only have an email addressand other fields may need to be filled in at a later point.




e. A new lead record, assigned to the user who sentthe email, is created in the connected CRM system if applicable. If a contactor lead already exists (using the identical email address), the email willsimply be added to the existing record as an activity.

Identify the requirements for US CAN-SPAM Act Compliance:

a. Don't use false or misleading header information


b. Don't use deceptive subject lines


c. Identify the message as an ad


d. Tell recipients where you're located


e. Honor opt-out requests promptly


f. Monitor what others are doing on your behalf

Explain the benefits of warming up an IP address:

a. Ramp up your sending over time to establish a great sending reputation


b. It is essential to do before sending a list of emails


c. Make sure that your DNS SPF record is up-to-date if your mailing IP has changed

Identify industry standards on bounce rates anddeliverability in the B2B space:

Pardot monitors for high bounce rates (over 10%) and high spam complaint rates (over 0.1%), as those are the best indicators of potential reputation damage. Bounce rate standards in B2B are anything below 10%.

Explain the differences between the Email Preference Center and the Unsubscribe Page:

a. Email Preference Center: All pardot accounts already include a default email preference center landing page. Include link in emails to provide access.




%%email_preference_center%% • When the link is used a URL specific to that user is sent to allow for tracking of that specific user's preferences.




Prospects manage what information they would like to receive.




Unsubscribe Page: All Pardot accounts already come with a default Unsubscribe Landing Page ○ Utilize by placing %%unsubscribe%% in emails




Unsubscribe URL unique to the recipient is sent to assure applying the appropriate changes to the prospects account




After unsubscribing they are shows a message letting them know that it happened successfully and are presented with a button allowing them to re-subscribe.Describe the importance of implementing DNS, SPF, and Domain

Describethe importance of implementing DNS, SPC and DomainKeys

Sender policy framework/sender ID Email validation system designed to prevent email spam.




Prevents spoofing by verifying sender IP addresses.




It s a way for domain owners to say which domains are legit and which are not.




Domain Keys - Verify the DNS domain of an email sender / verify the message's integrity.



Explain the concept of spam filters and methods to avoid them:

a. Spam filters are intended to take care of spam(unsolicited bulk email) before it ever hits your inbox.




b. You can avoid them by:


Using email authentication


Keep and maintain good IP reputation byfollowing Pardot’s Permission-Based Marketing Policy, warming up your IPaddress, and having good list hygiene




Avoiding spammy words like “CLICK HERE!!!”




Utilizing a great deal of JavaScript, RSS Feedsor Forms




Not using messy code




Avoiding suspicious formatting (ALL CAPS, many differentcolors, using punctuation???!!! In your subject line,




Not using large (greater than12pt font size)




Not having high image-to-text ratio




Not using URL shorteners (use Pardot’s vanity CNAMEfunctionality instead)




Making sure you're not missing CAN-SPAM information

Describe the email link tracking Pardot providesat the prospect level:

a. Pardot uniquely tracks links in emails and therecipient, allowing you to determine who clicked on your links and track anyfurther activity on your website.




b. Open Rate - How many opened, bounced, etc. Click Through Rate Display of email which was created with click through rates overlaid on top of the various link. These rates are color coded to identify the "hottest" links on a scale from red to blue. -Blue: Red: 5%+ Engagement Report (Interaction)




c. Data on how your recipients engage with your email • Collected in aggregate, presented as percentages ○ Glanced or Unread Percentage - Prospects who had your email open fewer than 2 seconds ○ Skimmed Percentage - Prospects who skimmed your email and had it open between 2 - 10 seconds ○ Read Percentage - Prospects who read your email and had it open for 10 seconds or longer ○ Print Count - Prospects who printed a hard copy of your email ○ Forward Count - Prospects who used the forward button in the email client rather than using a "forward to a friend" link

Describe the difference between a visitor and a prospect:

a. Visitor has visited at least one page on your site, but not yet given information about who they are




b. Prospect has given email address

Identify the use cases for forms and form handlers:

a. Forms - Need to integrate form with automation rules, need data deduplication from the CRM, want to use progressive profiling




b. Form Handler - Tracking information from a third-party system, needing total control over appearance, maintaining current lead flow, support form customizations like multi-stage form and two-column form.

Describe the use cases for custom redirects and page actions:

a. Custom redirects allow you to track any link on your website or a third-party site (for example, a link on your Twitter page, a banner ad on a third-party site, etc.)




b. Page actions are completion actions (notifications, field value changes, assignments, etc.) based off of the viewing of certain pages.

Given a scenario, understand form and landing page reporting:

Remember, a form is a website add-on which allows you to collect information about visitors and turn anonymous visitors into identified prospects.




On the other hand, a Landing Page is a specific web page that a visitor typically reaches after clicking a link or advertisement.

Explain the value insight that Lead Deck provides to a sales team:

Lead Deck is Pardot’s real-time notificationsystem (real-time updates through SF, all prospects who have been recentlyactive with website, etc.) More recently known as engage alerts.

Explain the concept of drip programs:

a. Drip Programs (also known as lead nurturingprograms) allow correspondence to be sent to prospects on a specific list atspecific intervals based on time or prospect activities. Use drip programs forongoing marketing campaigns and to nurture leads that may not be sales-ready.Emails sent through drip programs will be recorded in the Prospect Profile asan activity.




b. You can access your drip programs by navigating to Marketing > Automation> Drip Programs. Use the View dropdown to show live, paused, or all drips.

Given a scenario, determine how to build a dripprogram to achieve specific business needs:

A few types of drip programs:


o Post event drip


o Competitive drip


o Top of mind drip


o Renewal drip


o Reengagement drip


o Topic drip


o Upsell drip

Describe the default scoring model:

100 is defined as "sales ready." An action's score is determined by determining what percentage "sales ready" they are if they do that one action. Multiply that by 100 and that is the score for the item.




Three key numbers:


o Remember that page views are worth 1 point


o Remember 3 points is used for a tracked link ora search (Custom Redirect, File Access like a PDF, Third-Party Links/trackedlinks in email, site search – giving you a search term)


o Remember 50 is for any type of form submission(form or form handler, or on Pardot landing page – any time someone gives upinfo about themselves)



Given a scenario, understand how a prospect's score is calculated by using the default scoring model:

The most important parts to know are that there are both positive and negative scores built in based on the "100 being sales ready" model. More info. can be found on Pardot's website.

Explain how prospect grading correlates with aprospects score:

a. Score: how interested the prospect is in your company.




b. Grade: how interested your company should be in that prospect.




c. It’s like dating – you both should be attractedto each other




d. Scoring is an activity, grading is the fit

Describe the key features in Advanced Email Reporting:

It adds span analysis of email content, subject line preview, and email rendering previews to see how your email looks across a variety of clients and browsers.




Two reports: Engagement Reporting and Email Client Reporting - offer insights into how your recipients read your emails and what devices or browsers they use to view them.

Identify the key metrics in email marketing:

a. Bounce rates


b. Open rate


c. Error rate

Explain the purpose of the Prospect Lifecycle Report

Provides a visual representation of the organization's sales funnel month-over-month (tracking from visitors, to prospects, to marketing qualified leads [MQL], to sales qualified leads [SQL], to won deals). By reviewing the report, you will have an idea of how well your marketing and sales organizations are working together, as well as areas for improvement. Individual reports can be used to gauge the prospect's journey through the lead nurturing cycle and deliver targeted reporting for each stage.




Accessible under: Reports, Lifecycle

How frequently (in minutes) do automatons run?

Every 10 minutes

Segmentation rules (are/aren't) retroactive.

Are

T/F: Segmentation rules are one-time only?

True

How may times will automation rules affect a matched prospect?

Once

If a rule is based on an action, it is a:

Completion action

If a rule is based on CRITERIA and is ONE TIME ONLY, it is a:

Segmentation rule

Completion actions (are/aren't) retroactive.

Aren't

This type of rule is based on a criteria, fires more than one time and is intended to take an action off a criteria:

Automation rule

This type of rule is based on a criteria, is not one time only and is intended to update a list:

Dynamic list

T/F: Completion actions execute every single time an action is completed?

True

T/F: Automation rules execute every single time an action is completed?

False, only once

T/F: Dynamic lists can be CRM visible?

False

Given a scenario, understand how prospects accessing a file is reported:

When a visitor or prospect clicks on the link to the file, we will recognize the click and record it in your file report. The data is updated continuously so it should be close to real-time.

Identify the three webinar connectors:

a. WebEx


b. GoToWebinar


c. ReadyTalk

Explain how third party prospect activity is populated in the prospect record:

Prospect Activities table on the prospect record:




a. Activity (connector vendor and title)


b. Type (action connector recorded ex. registered for webinar)


c. Score for event


d. Date/time

Given a scenario, determine the necessary nextsteps if a connector cannot be verified:

If your organization restricts IT access at the User Profile level, you may need to whitelist Pardot IP ranges there as well.

Identify the Paid Search Ad platforms for which Pardot has a native integration:

Google AdWords

Given a scenario, identify where and what prospect activity is stored:

a. Prospect activity is available in the Prospect Activity table




b. There are a TON of activity icons, but some of the top are:


- Email HTML open


- Custom redirect tracked link clicked


- Form View


- Email unsubscribe


- Etc.

Identify the audit capabilities within the prospect record:

Each prospect record has an audit table displaying the prospect's actions. The Audit page lists all the data about your prospects that Pardot has. The audits are composed of the name of the action and information which changed in regard to the prospect record. The audit includes the type of change and the date that the prospect record change occurred.

Describe the concept of filtered activities:

Think of filtered activities as 'filters on certain people or groups of people to preserve data quality.'




Filters allow you to exclude certain types of visits, clicks, or other actions from your campaign results and email notifications.




The most common use of this would be to filter our your own company's IP address to avoid skewing results (e.g., excluding coworkers from lists).

Describe the concept of merging prospects:

Pardot has the option to manually merge up to three prospects at a time. When a prospect is in Pardot under two different email addresses, you can merge the two records and select which fields should be merged into the final, complete record.

Given a scenario, recall the differences between automation and segmentation rules:

Big difference is that automation rules are ongoing and segmentation is once.

Describe the use cases for completion actions:

Completion actions are not retroactive and will only apply to activities moving forward once you add them. They execute every time the action is completed except for adjust score and send autoresponder email. Completion actions only executed for prospects (not visitors).

Describe the use cases for Pardot Campaigns and Salesforce Campaigns:

Salesforce campaigns do not have a one-to-one relationship with Pardot campaigns. You can set up campaigns similarly in both systems, but all prospects in Salesforce campaign are not automatically added to a Pardot campaign and vice versa. Pardot campaigns are simply the first Pardot marketing campaign that the prospect interacted with (think cookies), similar to a source field. Salesforce campaigns where prospects can be on many campaigns at once with different statuses in each. Pardot lists function more like Salesforce campaigns than Pardot Campaigns do.

Identify potential issues when adjusting existing automation rules:

Keep in mind that if someone has already matched a rule, it will not affect them again.

Describe the best practices for building marketable email lists:

Dos:


a. Post compelling content (blogs) on your website, encourage people to subscribe and update


b. Leverage Pardot at events and tradeshows


c. Use gated content on your website


d. Proote gated content on social media and your blog


e. Make your emails sharable with AddThis integration




Don't:


a. Purchase lists

Explain best practices for lead assignment and nurturing:



a. Touch base with sales (sales is your one-to-one contact, plus it's important for them to know what content is being given to prospects so they can talk about it when they see them)


b. Target your communications (one to one feel, list segmentation)


c. Make it easy to unsubscribe/offer a preference center


d. Include obvious calls to action


e. Leverage plain text emails (appear more personable)


f. Be strategic with Timing - emails need 6 - 45 days between, A quick rule of thumb: the longer your sales cycle, the longer your pauses.


g. Use Nurturing to Qualify and Assign Leads


h. Create Supporting Content - lead nurturing is engine, content is fuel.


h. Re-purpose existing marketing emails (utilizing the 'fake' FW: look)


i. Leverage dynamic lists to keep your lists automatically updated


j. Localize for global audiences (send during THEIR business hours, send events relevant to their area, etc.)

Given a scenario determine how to escalate if logging into Pardot is unsuccessful:

a. "I don’t know my password or username!" -If you’ve forgotten your password or username, click Forgot Your Password? on the login screen. Enter the email address associated with your Pardot account and click Reset Password (You’ll see a confirmation screen). Check the email associated with your Pardot account for further instructions. If you don’t receive a reset email, try again or contact Pardot Support at support@pardot.com.




b. "I’m locked out of my account!" -After 5 failed login attempts, you will be locked out of your Pardot account for security reasons. To fix this, enter the email address associated with your Pardot account and click Reset Password. -You’ll see a confirmation screen/password reset confirmation. Check the email associated with your Pardot account for further instructions. If you don’t receive a reset email, try again or contact Pardot Support at support@pardot.com.




c. "I reset my password, but I didn’t get the reset email!" -If you reset your password but haven’t received your reset email check your spam folder. If the password reset email isn’t in your spam folder, contact Pardot Support at support@pardot.com.




d. "This is my first time trying to log in, and I can’t!" -There are a couple of common reasons you’d have problems signing in for your first time: -Your username might not have been created yet. Reach out to your Pardot administrator for help. If you’re the first Pardot user on your account, your account activation window may have expired. Contact Pardot Support at support@pardot.com for help.

Explain the steps, if needed, to troubleshoot the five most common connectors:

1. Check to make sure that both the account number and email are included in the connecctor within Pardot.




2. Make sure the email address in the connector is the same as the one you use to log into your interface.




3. If it doesn't you can try changing the email in the connector to that email.

Identify the difference between default and custom roles:

Default = OOTB




Custom = need to customize

Describe the role a CNAME provides and how it is used in Pardot:

a. A CNAME points to go.pardot.com




b. A CNAME changes content in Pardot from go.pardot.com to cname.domain.com



Essentially, it is your 'vanity URL' to connect with Pardot

T/F: You cannot manually create new prospects in Pardot?

False - You can manually create new prospects. You can also import prospects utilizing a .csv or by connecting to Salesforce.

T/F: You should send email every week at the same time to maintain consistency?

False - you want emails to appear as organic as possible.

Describe the steps to login to a Pardot account:

1. go to pi.pardot.com


2. log in using either your username, or SF account (if already synced)

A client submits their Pardot form to test the form's completion actions After they submit the form, none of the completion actions are applied to their prospect record. What explanation do you give as to why the actions did not occur?


a. The client has a visitor filter set up to filter activities from their IP address. Completion actions do not occur on filtered visitors.


b. The 'email' form field was set up to exclude free email addresses, so even though they submitted the form successful, the Gmail address they used prevented the completion actions from running.


c. The client did not un-pause the completion actions.


d. Kiosk mode was enabled on the from, so competion actions did not run.

a. The client has a visitor filter set up to filter activities from their IP address. Completion actions do not occur on filtered visitors.

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. Only pass on leads that are very active on your site, not matter the company profile.


b. Implement a blended lead scoring and grading system.


c. Automatically assign all leads to sales reps in a round-robin system.


d. Add more landing pages and forms to your site to increase the number of conversion opportunities.

b. Implement a blended lead scoring and grading system.

Jim, a sales manager, just converted a lead to a contact in Salesforce, but none of the lead's Pardot information (score/grade) transferred over. How do you address this issue?


a. Pardot only shows this information on the lead record.


b. Once converted, this information shows on the account record and not the contact.


c. The administrator needs to create lookup fields on the contact to see this from the lead.


d. The administrator needs to make sure he has mapped his lead fields to contact fields in Salesforce.

d. The administrator needs to make sure he has mapped his lead fields to contact fields in Salesforce.

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

d. All of the above

Which adheres most closely to email sending best practices?


a. When possible, send emails on Monday mornings in order to stay top of mind throughout the week.


b. Establish a consistent, predictable cadence for your email communications.


c. Send plain text only emails in order to increase engagement rates.


d. Make sure that all emails have a high image-to-text ratio.

b. Establish a consistent, predictable cadence for your email communications.

What is Google AdWords?

Pay-per-click advertisement application

What is Google Analytics?

Measure ROI, track you Flash video and social network applications

What is Twilio?

Instantly follow-up with prospects via phone.

What is Bitly?

Shorten, share and track your links,

What is Olark?

Web chat service for sales and support of your products and services.

What is GoodData?

Custom reporting.

What is uservoice?

Suggestion tracking and support ticketing system.

What is Add This?

Social sharing platform that allows you to spread your messaging via social networks.

What is Salesforce Data.com

A platform to find results for a prospect or their company directly within a prospect record.

What is FullContact?

Checks prospects for their profile names/links on LinkedIn, Twitter, Facebook and Klout.

What is Eventbrite?

Registrations and attendance scores, reports and prospect creation.

What is Wistia?

B2B focused video hosting.

Explain the overall dataflow and syncing model of Pardot with Salesforce.

o EMAIL is the unique identifier – that’s how weintegrate with Salesforce




o Prospect -> synchs leads and contacts ->leads sync with campaigns -> contacts sync with campaigns, accounts,opportunities (make sure Pardot has access to Contact Roles), custom objects(only in Ultimate edition)

T/F: Salesforce will always override Pardot?

True - However, Pardot will fill in fields that are blank and Pardot does override Salesforce in fields that are specific to Pardot (score, grade, etc.)

Describe the synching order with leads,contacts, opportunities and accounts:

o Order: Is there a CONTACT, is there a LEAD, isprospect assigned to USER, keep in Pardot.




The flow is


- Contact with same email?


- No – next step


- Yes – sync with contact


- Lead with same email?


- No – next step


- Yes – sync with Lead


- Pardot prospect assign to user?


- No – Keep record in Pardot until assigned


- Yes – Create Lead record




o Lead and contacts is first step, then campaignsaccounts, opportunities and custom objects

Describe the limitations the Salesforceconnector has with a Salesforce Sandbox Account:

o Only one CRM connector at a time (can’t haveproduction and sandbox at same time)




o Can’t wipe (or delete data), will still exist inthe recycle bin

Given a scenario, determine which data has theability to sync with Salesforce

Default fields and anything custom you have setup

Given a scenario, understand the keyinteractions and metrics capture with the native connectors and how the data isdisplayed in Pardot:

o It is important to know the connectors to answer this question. Examples include:



o Eventbrite connector, attendee and registration




o Adwords – Clicks, to opportunities




o Etc.

Describe the 'one to one' and 'one to many' definitions as they relate to Pardot and Salesforce campaigns:

Pardot prospects have only one campaign, since this isidentified as their source, or how they came to Pardot. SFDC has the capabilityfor one lead/contact to belong to multiple campaigns (thus, 1:manyrelationship).

What are Native Connectors in Pardot?

The connectors that the Pardot team supports OOTB.

Is there a limit to how many connectors you can have in Pardot?

No

How frequently do Pardot automation rules, lists, connectors, etc. sync?

Every 10 mintes

Are completion actions retroactive?

No

T/F: As part of its Permission-Based Marketing Policy, Pardot requires its users to create and manage "opt-in" subscriber lists."

True