Yes, this is the week that Pardot joins Trailhead with two modules to kick things off. Pardot, Salesforce’s B2B marketing automation tool, was noticeably absent for some time on ‘Trailhead’, the acclaimed interactive, self-learning platform. But now that’s the past – the users spoke, and Salesforce delivered.
The idea of Trailhead is ‘Learn for Free’. You are empowered to self-teach by complete modules (‘badges’), each consisting of units that summarised by a test-your-knowledge quiz. If you already have a Salesforce developer account, then you’re all set to go – if not, then head to trailhead.salesforce.com and follow the ‘Create a Salesforce Account’ process (it’s recommended you don’t use your actual Salesforce login details for this!).
Let’s dive into what the Trails cover, and who they’ll be a good fit for.
“Learn what Pardot is and how it can help you market to other businesses.”
Estimated time to complete: 40 mins
Best quote: “Even in this brief introduction to Pardot, you’re probably already swimming in buzzwords and business jargon, so let’s simplify it.”
Get started with Pardot:
- Pardot terminology: visitor, prospect, qualification, score/grade etc.
- Explaining the funnel concept
- When to use Pardot vs. Marketing Cloud
Learn How to Navigate Pardot
- Pardot dashboard: the purpose of each section.
- Sidebar tabs: overview of what is in each
Learn Pardot Administration Basics
- Usages & limits
- User Profile
- User roles & setup
- Creating custom fields & mapping with CRM
- Single Sign On (Salesforce-Pardot)
- Connectors: using Twitter as an example.
Who should blaze this trail?
Aimed at business users who want to get a very quick overview of the potential business value behind Pardot. The primary impression of the tool is that it’s intuitive and easy-to-use, which will encourage business users to return and use it. It’s suited for people who have had a 3rd party implement and continue to service their account, but may need to access limits and information for general account monitoring – and some quick administration to avoid roadblocks.
Pardot Lead Generation
“Use campaigns, forms, and landing pages to turn visitors into leads.”
Estimated time to complete: 1 hour 20 mins
Best quote: “just like Hansel in the famous fairytale, when visitors browse a website that has Pardot tracking code on it, they leave behind traceable crumbs that can be used later.”
Learn How Pardot Handles Prospects and Visitors
- Cookies & the types Pardot use
- Prospects: conversion pathways
- Locating the Pardot Tracking Code
Set Up Pardot Campaigns
- Defining Pardot Campaigns
- The difference between Campaigns & Lists!
- The difference between Pardot Campaigns & Salesforce Campaigns! (ft. one of the best explanation videos)
- Pardot Campaign set-up & ROI
Use Pardot Forms and Form Handlers
- Pardot forms: including advanced features eg. dependent fields, progressive profiling.
- The Form Wizard: Look and Feel, Completion Actions
- Form Handlers – when to use Forms vs. Form Handlers
Use Pardot Landing Pages
- Landing Pages introduction
- Stock Templates vs. Custom Templates
- Building a Landing Page
Who should blaze this trail?
Marketing users who are new to Pardot and need to know about the Pardot-specific terminology. Also beneficial to discover when to use what, according to their current setup and resource bandwidth. It’s not going to set you up to create advanced marketing assets, but it’s certainly a good start!
Pardot has always been known as a user-friendly, intuitive tool, and so a self-learning platform like Trailhead was destined to be a perfect match for this product.
So, make it your objective this is the week to take these two new trails, and gain some foundational knowledge of Pardot and Marketing Automation in general.