6 Advanced Pardot Form Features You Should Be Using

With many features on offer, you could be overlooking the best that Pardot forms offer. We often get stuck in the everyday, quick turn, marketing automation rut, and forget there’s more to explore.

Whether you’re new to Pardot, or a seasoned user, we recommend you check out these advanced features to spice up your forms.

This guide will cover the following Pardot form features:

1. Progressive Profiling
2. Pardot Dependent Fields
3. Kiosk/Data Entry Mode
4. Include the ‘Not You?’ Link
5. reCAPTCHA
6. Personalized Thank You Content

1. Progressive Profiling

When a prospect returns to a form, only form fields that the prospect has not previously completed will be shown (that’s unless the field has the “Always display even if previously completed” setting enabled).

If you’re running recurring events such as monthly webinars, meaning that prospects are coming back to register over and over, it’s likely that they will just see the email field.

Enter Progressive Profiling, enabling you to display forms field based on what data the prospect has already completed previously. For example, if we already know a prospect’s job title, the next time they return to the form, we can ask which marketing automation platform they’re using.

This is how the example above looks in Pardot. The purple box indicates the fields they will see initially. Once the prospect has completed their job title, the field highlighted orange will display:

Note that there’s a (c) next to the field name, which stands for “conditional”.

To set up Progressive Profiling in Pardot:

1. Click to edit the field you want to make conditional.
2. Go to the Progressive tab, and add the fields that need to be first completed before this field is displayed.

Progressive Profiling is really helpful in enabling you to collect more data from prospects as they continue to engage with you via form submissions – you’re more likely to get a higher form conversion rate because you’re not bombarding the prospect with a long form to complete.

2. Pardot Dependent Fields

If you need related information about a prospect when they select a particular field value, use Dependent Fields in Pardot to capture that data point from only the relevant prospects.

Perhaps a prospect is indicating that they’re using Pardot as their current marketing automation platform, and you would like to know how long they’ve been using it, set up a dependent field. On the other hand, if they select “Hubspot” then you’re not interested in how long they’ve been using it.

To set up Dependent Fields in Pardot:

1. Click to edit the field you want to control the dependent field (i.e. “Current marketing automation platform”).
2. Go to the Dependent tab, and check “Display other fields in this form based on the value of this field”.
3. Fill in the “When this field equals” and “Show this field” (i.e. When “Current marketing automation platform” equals “Pardot”, show “Pardot Experience”)

Note that there’s a (d) next to the field name, which stands for “dependent”.

Pardot dependent fields are useful for ensuring that the prospect can be routed to the correct assigned user, if your lead assignment rules contain multiple different fields.

3. Kiosk/Data Entry Mode

Kiosk mode is a Pardot form setting that stops a Pardot tracking cookie being placed on your browser when you submit a form.

With Kiosk Mode enabled, no one gets cookied. Why would you want this to be prevented? The most common use case for Kiosk Mode is for devices set up at events to capture data from multiple prospects. You don’t want any activity on the device to be associated with the most recent prospect that submitted the form.

4. Include the ‘Not You?’ Link

Have you ever been forwarded a link to a form and it displays another person’s information? This can happen when an email with a link to a form is forwarded, or you share devices.

That’s where the ‘Not You’ link comes in. When enabled, a small link will appear under the email field. When a prospect clicks this, Pardot clears the data on the form so that the prospect can enter their own information.

I always recommend enabling this setting as best practice, otherwise, we will see the wrong data stored on the wrong records in Pardot.

To include the ‘Not You?’ link on Pardot forms:

1. Go to the “Look and feel” step, and go to the Advanced tab.
2. Check the “Include “Not you?” link to allow visitors to reset the form” setting.

5. reCAPTCHA

I am sure you are familiar with this feature, indispensable if you are battling with many spam submissions.

To include reCAPTCHA on Pardot forms:

1. Go to the “Look and feel” step, and go to the Advanced tab.
2. Check the “Include “Not you?” link to allow visitors to reset the form” setting.

Note: reCAPTCHA is only available on Pardot Forms (not an option for Pardot Form Handlers, you’ll need to work with your IT team to enable Bot Protection).

6. Personalized Thank You Content

When a prospect completes your form, you have the option to redirect prospects to another landing page or you can display thank you content (most commonly “Thanks for downloading the eBook”, or a similar message).
You could be wasting the opportunity to showcase some related content based on what the prospect was interested in!

There are three options to implement Personalized Thank You Content with Pardot forms:

• Plain Text Thank you Content
• Content & Image Thank you Content
• Use Dynamic Content (for adding personalization)

Summary

Being feature-filled, it’s often the case that some of the Pardot Forms are overlooked. Sometimes we get stuck in the everyday, quick turn, marketing automation rut and forget there’s more to explore.

If you need help with your Pardot forms, feel free to reach out to us here, for a complimentary consult, we’d love to help!