6 Advanced Pardot Form Features You Should Be Using

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Pardot Form advanced features that are included out-of-the-box can be overlooked. Whether you’re new to Pardot or you’re a long time user looking to change up your forms a bit and use some of the advanced features, this post will help you get some creative ideas on how to spice up your forms. Sometimes we get stuck in the everyday, quick turn, marketing automation rut and forget about some of Pardot’s advanced features.

Let’s explore the 6 advanced Pardot Form features, including clever data collection and creative ways to spice up your thank you content with enhanced personalization.

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1. Progressive Profiling

Normally, with a Pardot Form, a user will return to a page, and it will only show form fields that the user has not previously completed (unless a field is checked off to show even if previously completed). If you’re running recurring events like monthly webinars, and users are coming back to register over and over, they’re likely to just be completing the email field.

With Progressive Profiling you are conditionally able to display a form field based on what is already completed. For instance, if we already know a user’s first name, we can display a field that might be empty like company size.

This feature is really helpful in allowing organizations to collect more data from users as they continue to engage with you via form submissions. Additionally, you’re more likely to get more information from the user in this manner, as you’re not bombarding the user with several form fields, you can ask for different information each time.

Find my Progressive Profiling Tutorial and examples for you to try here.

2. Pardot Dependent Fields

Sometimes we need a little more information about a user when they select a particular field value, but the information isn’t required for all leads/contacts. That’s where the dependent fields feature is useful. If a user is indicating a specific product they’re interested in and you need to know the number of users for a product in order to route to the right sales team, you can have a field called number of users display based on product selection. Here’s how to set that up.

  1. Navigate to your already created Pardot Form.
  2. Select the Fields tab.
  3. Click the edit button next to the field you’d like to create a field dependency on.
  4. Click on the Dependent tab.
  5. Check off ‘Display other fields in this form based on the value of this field’.
  6. Then select the value when displayed you would like a dependent field to show.

In the example below, we’re saying, when someone selects the product ‘Pardot’ from the dropdown field called products on the existing form, to display the field ‘Number of users’.

3. Kiosk/Data Entry Mode

When you’re creating your Pardot form, you may or may not have missed the advanced settings.

Open up your form, and navigate to the ‘Look and Feel’ tab. Click on the advanced tab you’ll see these options:

When a user completes a Pardot Form submission, Pardot will associate the form of a prospect, with the prospect’s unique browser cookie. When you enable this feature, it will not cookie a prospect, and it will not record this submission against a prospect record or unique browser cookie, no matter how many times they complete the form. This is a great use case for in-person events such as tradeshows. When you’re asking booth visitors to enter into a drawing or some other type of signup from your device, you can change the form to Kiosk mode to be able to capture a users information without capturing a browser cookie.

4. Include ‘Not You?’ Link

Have you ever been forwarded a link and the form displays another prospect’s contact information? This can happen when you share devices with another user or if someone shares an email with a link from one person to another. That’s where the ‘Not You’ link comes in.

If you enable this, a small link will appear, that allows the user to clear the data on the form and enter their own information. As a best practice, I always recommend enabling this setting, otherwise we can see the wrong people attached to the wrong records in Pardot.

5. reCAPTCHA

As a marketer, I am sure you are familiar with this feature. If you are receiving a lot of spam inquiries, I’d recommend utilizing this feature.

Note: This is only available on Pardot Forms, and is not an option for Pardot Form Handlers. You’ll need to work with your IT team to enable Bot Protection when using Pardot Form Handlers.

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 some sort of thank you content.

Most of the time we see something like “Thanks for downloading the eBook”, or a similar message. You could be wasting an opportunity to showcase some related content based on what the user was interested in!

There are three options:

  • Plain Text Thank you Content
  • Add Content & Imagery to Thank you Content
  • Use Dynamic Content (for adding personalization)

This tutorial explores the difference between using simple, plain text thank you content and inserting some visuals and personalization with advanced dynamic content to wow the prospects who completed the form.

Summary

Sometimes we get stuck in the everyday, quick turn, marketing automation rut and forget about some of Pardot’s advanced features. I recommend you take a look at these out-of-the-box, advanced features to help you maximise your Pardot forms.

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!

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