1. Add Pardot's Tracking Code To Every Page on Your Website

In order to track which pages your prospects visit, you need to add Pardot’s JavaScript tracking code to every page on your website. This will allow you to see which pages are the most popular, which ones they visit before they convert, and other valuable insights into the customer journey for your business. 

2. Create Your Contact Us Form (and other forms in Pardot)

It’s best practice to build your forms using Pardot. However, you can also use a form handler if you already have a library of custom forms and don’t want to rebuild everything. Pardot forms help you collect information about your prospects and cookie their browser so you can see what content resonates with them.

3. Create a Dynamic List To Keep Track of Your Engaged Prospects

Dynamic lists use rules to add or remove prospects from a specific list. They’re a good way to keep track of your engaged (and on the flip side, inactive) prospects because they stay up-to-date by searching your database to confirm the requirements set by your rules. They are also great for segmenting your database so you can send targeted marketing messages. 

4. Customize Pardot's Scoring Model to Fit Your Company

Pardot’s scoring model is based on your prospects activities – the higher the score, the more interested the prospect is in your product or services. Customize the scoring rules to fit your business and marketing strategy. For example, if form fills are less important in your strategy, decrease the score a prospect gets for filling one out.

5. Create a Branded Email Template

Much like your forms, you’ll want to create your branded emails within Pardot. Branded emails help your business look professional and consistent. 

Email templates are used throughout Pardot in automations. You can use email templates in engagement programs, automation rules, and completions actions.

6. Design An Email Drip Campaign

Welcome to Engagement Studio! Once you have a few email templates built, you’re ready to create your first email drip campaign. We recommend a standard welcome email nurture campaign for new subscribers, but you can also create programs for event nurturing, abandoned carts, re-engaging inactive prospects, and more!

7. Create An Automation Rule to Automatically Assign Prospects to Your Sales Team

Your sales team will love you for this one. Assign the best prospects to the appropriate teams using automation. You just set up the rule(s) once and let Pardot’s magic do the rest. Everyone wins.

8. Connect Your Social Media Channels to Pardot

With Pardot, you can connect your company Facebook, LinkedIn, and Twitter profiles. You can also integrate other 3rd party apps like Eventbrite, GoToWebinar, Bit.ly, and much more with built-in connectors.

9. Create A Campaign

By keeping track of your marketing campaigns in Pardot, you’ll be able to see which ones perform well and which ones don’t. Pardot campaigns are different from Salesforce campaigns – only one Pardot campaign can be associated with any prospect because it tracks their first touchpoint (whereas you can have multiple Salesforce campaigns associated with a lead or contact).

10. Set Up Your Reports

Now that you’re set up and ready to go, make sure you familiarize yourself with Pardot’s reports and determine how you’ll present the most important, actionable information to your team. 

Pardot Reports will give you tactical engagement information. Salesforce Reports can give you strategic performance data. 

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