how do you start a pardot campaign

Designing Pardot Campaigns in 5 Easy Steps

• Step 1: Build Your Audience. The best place to start with designing Pardot campaigns is to define the audience that you...
• Step 2: Designing Pardot Campaign Messaging. The next step in designing Pardot campaigns is to craft the content and...
• Step 3: Designing Pardot Campaign Assets. After crafting the messaging, the next step...

Full Answer

How do I use Pardot in Salesforce?

You can use Pardot activities (such as Form submissions) to measure how a prospect interacts with your website and which marketing campaigns contributed to a sale. For each Pardot Form, you can have a completion action of ‘Add to Salesforce Campaign [campaign name] with status [responded]’.

What is a Pardot campaign?

Pardot is a powerful marketing automation tool. The feature known as a Pardot Campaign features tracking cookies which you can deploy to your website. Once your prospects acquire a cookie you can see what they do while on your website.

How do I change a prospect’s Pardot campaign?

If you want to change a Prospect’s Pardot Campaign, you can accomplish it via Automation Rules, Form completion actions, and more. A completion action can change a Prospect’s source campaign.

What is the difference between Pardot and B2B marketing analytics?

Note how in the above example, Pardot used the first action as the source campaign but B2B Marketing Analytics used this as a point of reference (the first touchpoint). Connected Campaigns really help with custom campaign attribution models.

How do you use Pardot campaign?

12:2040:35How To Use Salesforce Campaigns in Pardot - YouTubeYouTubeStart of suggested clipEnd of suggested clipYou can track different levels of engagement or interaction with your campaign by using campaignMoreYou can track different levels of engagement or interaction with your campaign by using campaign member statuses. The two default statuses are sent and responded.

Why can't I create a new campaign in Pardot?

The "+Add Campaign" button will only display in accounts where Connected Campaigns is disabled. If it is enabled, all new account creation will need to happen in Salesforce. The only way to get the "+Add Campaign" button to display in Pardot is to disable Connected Campaigns.

How do I add a campaign to Pardot Salesforce?

Select the Sending tab in your Pardot list email. Scroll all the way down until you see a section called Completion Actions, and click the checkboxes next to each completion action. Pick the first dropdown next to each Completion Action and choose “Add to Salesforce Campaign”.

How do I create a campaign in Salesforce?

Create a Campaign in SalesforceFrom the Campaigns tab, click New.Enter a name for the campaign.Select a campaign type, such as advertisement, email, webinar, conference, and so forth.Select a status for the campaign.For now, enter an estimate for Budgeted Cost and Expected Revenue.Enter a description.Click Save.

What is the difference between Pardot and Salesforce campaigns?

A Pardot campaign is the first Pardot marketing campaign that the prospect interacted with, similar to a source field. A Salesforce campaign functions more as a multi-touch campaign. Prospects can be on many Salesforce campaigns at once with different statuses in each.

How do I use campaigns in Salesforce?

To create a Salesforce Campaign, click on the Campaigns tab. On the right, click New. However, if you don't have permission to do this, you need the Marketing User checkbox set to True. You find this feature on the User record.

What is source campaign in Pardot?

Pardot campaigns are thematic touchpoints that automatically track the first touch a prospect has with your Pardot assets. The Source field is often set through manual updates to CRM records or through Google Analytics UTM parameters (in accounts with a Google Analytics connector).

How do Salesforce and Pardot work together?

The Salesforce connector creates a link between the two platforms, so that you can sync newly created prospects, contacts, and leads between Pardot and Salesforce. Once the connector is enabled, Pardot queries Salesforce every 2-4 minutes looking for records that have been updated since the last sync.

How do you create a campaign?

A Step-by-Step Guide to a Successful Marketing CampaignDefine the Goals. The first step of a campaign is to outline a set of goals. ... Set a Budget. ... Determine the Target Audience. ... Select Your Medias. ... Develop Your Messaging. ... Measure the Results. ... If Necessary: Compare with the Competition.

How do I run a campaign email in Salesforce?

Step-By-Step Process To Create Your First Email Campaign In Salesforce Marketing CloudStep 1: Prepare your campaign. ... Step 2: Create and personalize your content. ... Step 3: Launch your campaign. ... Step 4: Track your campaign and measure effectiveness.

How do I create a campaign in Salesforce sales Cloud?

Create a CampaignLaunch Campaigns and click Create Campaign.Perform these actions in the Create New Campaign dialogue: Name—Name your campaign and give it an optional description. Description—Give your campaign an optional description. Calendar Color—Assign a color to your campaign from the color picker. ... Click Save.

How do I sync my Pardot campaign?

Connect Multiple Pardot and Salesforce Campaigns at Once It contains your campaign names and IDs in three worksheets. Copy and paste values from the Pardot and Salesforce tabs to align the campaigns in the Connect tab. Then, upload the completed file.

How do you make a drip campaign in Pardot?

0:134:22How to Create a Welcome Email Drip Campaign in Pardot - YouTubeYouTubeStart of suggested clipEnd of suggested clipStart going into this engagement program once we activate. It. So select a list all of your dynamic.MoreStart going into this engagement program once we activate. It. So select a list all of your dynamic. And static lists will show up here. So in this case I'm going to choose monthly newsletter.

How do I enable Pardot in email builder?

0:014:09How to Enable the New Pardot Email Builder - YouTubeYouTubeStart of suggested clipEnd of suggested clipFirst click on the setup gear icon in the upper right hand corner. And then select marketing setupMoreFirst click on the setup gear icon in the upper right hand corner. And then select marketing setup navigate to the content setup section on the left.

1. Create the campaign (s)

Navigate to Marketing > Campaigns. Pardot campaigns are typically thematic touchpoints (similar to “source” in other systems) and are used to track the first touch you have with a prospect. This allows you to group and filter your Pardot reports by the campaign, easily comparing several forms in the same campaign to see which had more submissions.

2. Create a list (s)

Navigate to Segmentation > Lists. Lists are groups of prospects that can be used to send list emails or to build drip marketing programs. In almost all cases, you’ll need to create lists before you can begin your campaign.

3. Add prospects to the list (s)

There are several ways to add prospects to your list — defining criteria in a dynamic list, using an automation or segmentation rule, an import or manually within each prospect record.

4. Prepare a form or plan to use an existing form

Navigate to Marketing > Forms. Form building in Pardot is simple and you can create a customized form in minutes with no coding experience needed. Your newly created forms will contain fields that tie back to your prospect default and custom fields (Tip: dropdown and checkbox fields are easier to use in automation than free-text fields).

5. Build a landing page

Before you jump in and start creating a landing page, it’s a good idea to know which method you’d like to use to create your new Pardot landing page. We recommend using a layout template customized with your branding and style (Marketing > Landing Pages > Layout Template).

6. Create an email template to go with your campaign

Navigate to Marketing > Emails > Templates. Email templates make it easy to copy repeatable sections of the template and customize the content blocks available. You can even lock certain sections and so other members of your team can only edit specific parts of the email.

7. Put automation rules in place

Automation rules allow you to perform certain marketing and sales actions based on the criteria that you specify. That’s the power behind marketing automation. Automation rules are always working in the background so you or your sales reps don’t have to constantly search for prospects that fit your criteria.

How to set up a Pardot campaign?

Step 1: Logging into a Pardot Account. To begin setting up Pardot Connected Campaigns, you first need to log in to your Salesforce Pardot account. To do so, you can go to the official website of Salesforce Pardot and log in using your credentials such as username and password.

What is Pardot Connected Campaign?

Pardot Connected Campaigns refers to the integration of Salesforce Campaigns and Pardot Campaigns. They both are managed as one and help in ease of analyzing Marketing performance with the help of more Metrics and visualizations.

What is a campaign in Salesforce?

Campaigns in Salesforce Pardot capture your prospect’s first point of contact, such as identifying a landing page or webpage with Salesforce Pardot tracking code, clicking on a tracked link, or completing a Salesforce Pardot form. All of Salesforce Pardot’s Marketing assets are linked to Campaigns, so when a prospect engages with one of them, their Campaign is automatically created.

How to connect Salesforce Campaigns to Excel?

Once the file is downloaded, copy the values from the Name column of the Pardot Worksheet and paste it into the Connect Worksheet. In the Salesforce Worksheet, copy the corresponding values from the Salesforce Campaign and paste them into the Connect Worksheet with respect to the corresponding Salesforce Name field. Now, delete the unaligned rows from the Excel file and upload it.

What is Pardot software?

For B2B sales and Marketing businesses, Pardot operates as a Software as a Service (SaaS) Marketing Automation platform from Salesforce that includes Email Automation, Targeted Email Campaigns, and Lead Management. Pardot automates typical marketing operations like consumer behaviour tracking, Digital Marketing, etc. Creating Digital Marketing Campaigns is a job that requires a lot of creativity which is automated in Pardot.

What is a marketing campaign?

Marketing Campaigns use a variety of media across numerous platforms to advertise items, including television, radio, print, and online platforms. The purpose of a campaign usually determines how much Marketing is required and which media platform is the most effective in reaching a given target niche.

Can Salesforce campaigns be linked to leads?

A single lead can be associated with a diverse set of Campaigns and similarly, a particular Campaign can generate a variety of leads. At any stage in their lifecycle, these Campaigns can be linked to your leads or contacts.

What is the next step in Pardot?

After crafting the messaging, the next step to designing Pardot campaigns is creating digital assets. These will mainly be the email templates that you will need for sending and may involve landing pages that you direct your prospects to during the campaign, or any accompanying downloadable infographics/whitepapers.

What is Pardot Engagement Studio?

With your audience segmented, content crafted, and design created, you are ready to move from designing Pardot campaigns to building out your workflow in Engagement Studio. In addition to sending out your emails at specific intervals, Engagement Studio allows you to send your prospects down different paths depending on their behaviors, or any of their profile data.

How to create a buyer persona?

Ideally, your buyer persona docs should contain information like: 1 When and how often your buyers are online 2 How your buyers consume content online 3 What types of content your buyers like to access; do they prefer blogs, videos, infographics, research papers etc. 4 How those preferred content types play a role at each stage of their purchase journey 5 The length of a typical purchase process 6 Your buyers’ pain points and aspirations

Can you A/B test with Pardot?

You can A/B test and connect to social media so you’re not reliant only on email marketing for your nurture activity . In fact, at MarCloud we’ve published multiple articles about what you can do with Pardot Engagement Studio, like: How to approach Pardot lead nurturing with Engagement Studio.

Can you use Pardot in Engagement Studio?

When you’re first implementing Pardot nurture campaigns using Engagement Studio, it’s OK to start small. Once you have your initial setup live and leads are being nurtured, you can then begin to evolve the strategy to include other elements of successful campaigns.

Do you need Salesforce to connect to Pardot?

You are going to need Salesforce campaigns for each of the Pardot campaigns you wish to connect, so it’s worth checking that you have Salesforce Campaigns to connect with each Pardot campaign (and if you don’t, create them because this will make step 3 much easier).

Can you connect Pardot Campaigns to Excel?

If you go to the Pardot Campaigns tab, you will see an option to “Connect Campaigns with Excel”. From here, you can download a workbook with different tabs for Pardot Campaigns and Salesforce Campaigns. It will automatically highlight any that are already have the same name.

The Pardot Campaign Reporting Dream

Daisy sees your great post on LinkedIn and clicks to visit your website, which triggers the tracking code. Lead Source = LinkedIn.

Campaign Hierarchy

Chances are, you may not have a clear strategy in place yet for Pardot Campaigns.

Engagement History

Engagement history allows you to see your more granular metrics rolled up into an easy to understand dashboard. The metrics can include child campaigns which is why the Campaign hierarchy is so important!

Pardot Content Strategy

It’s all well and good having Pardot Campaigns set up but content is what drives marketing automation, so we need to know what we’re doing on the content strategy front too.

B2B Marketing Analytics For Tracking ROI

B2B Marketing Analytics pulls data from both Pardot and Salesforce, making it an extremely powerful tool in your reporting arsenal.

Where to start with multi-touch Campaign reporting

Well, that depends on your knowledge and understanding of Pardot right now. If you’re an intermediate or advanced user, you may feel comfortable jumping into each of the areas covered in this post and doing the set up yourself.

Engagement 101

So first things first, you have to figure out the essential components of your marketing campaign.

Engagement Steps

Every Engagement program is simply a series of steps that prospects progress along as you interact with them. You can build out super simple programs with only a couple of steps, or highly complex ones with hundreds. We find that keeping things simple tends to have the best results.

Engagement Content

All of the content you create in Pardot, files, re-directs, emails, etc., can be linked to your engagement program. It’s quick and easy to link to your content, and if you want, use the content as triggers for follow-up emails (or other actions) if they are visited or clicked.

Using Wait Times

Each step you create has an option for when it will run via a “wait time”. Properly using your wait timing can be crucial. After all, you probably don’t want to send out an email or two every day of the week.

Engagement Studio in Action

So back to our original example, the 3-2-1 Drip Program. Here is how the flow goes for a prospect in this Drip:

goals of the campaign

First, you will want to establish goals for the campaign. Different engagement programs may have different goals, so make sure to define what success is for the campaign.

recipient lists and suppression lists

Now that you’ve defined the objective of your engagement program, you need to decide which prospects to target.

copy

In this step, you will write the content of your emails if you have not done so already. In some cases, your email templates may already exist and all you have to do is clone or repurpose them for a new campaign. Some people even create the drip logic before writing your emails.

logic

Now that you have created your content, next you will want to develop your workflow. Pardot’s Engagement Studio has an intuitive logic builder to build out your email campaign. In this drag and drop builder, you can create a visual workflow of how your drip campaign will play out.

Engagement Studio

By now, you should have a good idea of how you want the engagement campaign to work and have all assets prepared to go live (email templates, prospect lists, and any actions you want to trigger). Now, you will build out your first engagement studio campaign.

6. Test and send

Pardot has a testing feature in Engagement Studio that allows you to walk through how a prospect may navigate your drip campaign. It also will tell you how long the engagement program will last. Go through each pathway to get an idea of how it will work and see if there is room to make the customer journey more efficient.

7. Report

The report tab in the Engagement Studio provides in-depth insight into how successful your engagement program has been thus far. It’s a good way to check your metric goals against the real data to see what percentage of prospects have navigated down your paths, the open rate for specific emails, click-throughs to your links, etc.

Table of Contents

Introduction to Salesforce

Introduction to Pardot

Understanding Marketing Campaigns

Benefits of Pardot Connected Campaigns

Prerequisites

Conclusion

• This article teaches you how to establish Pardot Connected Campaigns. It provides in-depth knowledge about the concepts behind every step to help you understand and implement the same efficiently. You can integrate many such platforms using Hevo Data, a No-code Data Pipeline, which helps you transfer data from a source of your choice in a fully aut...

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