How to setup Pardot Grading to SPOT which are the REALLY HOT PROSPECTS for your business?

by Kristina Alexandra


What is Prospect Grading in Pardot?

Prospects are graded based on profiles. Profiles use criteria that you choose to determine how good of a fit the prospect is for your company. The more criteria that a prospect matches, the better the grade.

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For example, you can use prospects location, company size, job title, and/or other factors, and use the information to tier your prospects.

Prospects grading based on the profile happens in two stages:
1. You need to assign the profile
2. You need to match a grade to a prospect based on your set criteria.

Based on the industry and/or company the criteria will vary. For example, if you are a retailer and sell clothing, your criteria might be age, gender, average purchase amount and location. Or if you are a software company, title, company size, country and annual revenue might be the sweet spot.

In the steps below I will show you exactly how to setup Grading using a Property Company example. One of my clients, luxury home property company in the UK, was looking to grade their clients (B2C) based on the following 2 criteria:
1. Customer Segment and
2. Mortgage (required or not).

We came up with the following grading scheme to grade all the Prospects.

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In the first column on the left, you can see the Profile names. We simply went for Customer Category + Mortgage Required combination to easily distinguish Prospect Profiles.

To create a new Profile in Pardot, please go to Marketing --> Segmentation --> Profiles and click "+ Add Profile" button in the top-right corner.

Please see below the example of one of our profiles.

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The second Column from the left specifies "Customer Category" and the third column from the left specifies the scores by what we want to adjust the grade. So the more valuable is the Customer Category the bigger score we add.

In my scenario, you can see that my client had 12 different prospect profiles.

After you have outlined all required profiles you will need to head to Marketing --> Automation --> Automation rules and create Automation rules to:
1. Set Prospect Profiles and
2. To Adjust their Grades.

In my case, I needed to create 24 Automation rules.
12 for setting up 12 different Profiles.
And the other 12 to adjusting Prospect Grades (based on the Customer Profile they meet.

First, let's create an Automation Rule to match a new Prospect to the correct customer Profile.

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1. Start by giving your profile a Name
2. Place your Automation Rule into a Folder. I most of the times leave it i a general Automation folder. You might want to add it into a specific folder if you are looking to use Scoring Categories feature.
3. You can assign a specific Tag to a Prospect that matches this Profile. This might be useful if you are looking to run specific Engagement Programs and Campaigns based on the prospect Grade in the future.
4. Repeat Rule feature. You can enable this if you think your prospect Grade might change in the future. This will only happen if the field values will change. For example, the annual revenue might increase, so they will become more valuable to your business. Or their title might change, so they will become more valuable to your business etc.
5. In "Match Type" you will need to select your chosen fields based on what you will be Grading your prospect. In my case, Customer Category and Morgage.
6. Action. This is where you actually change Prospects Profile based on their field values. Please note, assigning prospect a category will not go change his grade. In the steps below we will be creating another Automation rule that will actually do that. So stay with me!

Second (once you have finished creating Automation Rules to set prospect Profiles), you need to create automation rules to adjust Prospect Grade.

In Pardot you can adjust the score by 1/3 letter, 2/3 letter or 1 (3/3). You can go minus or plus. In the last column from the left side, you can also see a Title "(+) Uplift Score". This is because in Pardot the base Grade = D. This means if a customer receives a zero (0) from both - Customer Category and Mortgage, his score would be D. But my client wanted a default Score to be C. So by default I am uplifting every Profile by +1 to mean this requirement.

Let's get dirty. As in a previous Automation rule example, you will need to add:
1. Automation Rule Name
2. Folder
3. You can add Tags
4. You can allow Prospect to Match Rule more than once
5. In "Match Type" you will need to select your criteria (they will be the same as for matching a Profile)
6. Actions. This is where you will be adjusting Prospects Grade.

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When creating your Profiles, you probably noticed that Pardot only give you 3 options. Either 1/3, 2/3 or 1. It do not give you also select plus or minus (+ or -).

You will determine weather it is a (+ or -) when you will be creating this Automation Rule.

If you select "Matches", that means it is "+" or in other words you want to uplift a Score.
If you select "Does not match", that means it is "-" or in other words you want to decreas a Score.
If you select "Not known", that means you do not want to apply any adjustment to that Score.

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To better describe you the last IF statement, please see image below. You can see that for some profiles, I did not needed to adjust Score. But when I create a Profile I am obligated to select 1/3, 2/3 or 1. So to make sure the selected Score there do not influence the outcome, I simply select "Not known" and it will not gone do any change. I know this is a bit weird and I am not sure what where their intension on this, but it works. :)

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I hope this was helpful.
If you have any questions, please let me know.

Also, make sure to follow me on social media:
instagram.com/salesforce.kristina
twitter.com/Kristina_talks


What happens with a record in Pardot if the Lead/Contacts is Deleted in Salesforce?

by Kristina Alexandra


Many companies now are implementing or already implemented internal marketing process improvements to support GDPR law requirements that took place on the 25th of May 2018.

In one of my projects we implemented a custom solution that also had a checkbox named ‘Forgotten’ and whenever it is checked on a Lead or Contact record (there was a trigger running in the backend), the Lead/Contact record in Salesforce would be automatically deleted and also all the field values on the record like phone, email, address etc. were deleted as well.

Very unfortunately, once record is deleted in Salesforce it looses a connection with Pardot.

So this means that the record with all the field values (email, phone, address etc) is still in Pardot.

Bad. Right? - YES!

So, to fix this issue we did couple of steps.

1. First, I created a List in Pardot that has a dynamic —> criteria show all records where CRM Status = Deleted. This is too make sure Pardot Admin can log in once in a while in Pardot and easily delete all the records that are on the lists.

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2. Second, I created an automation rule that updates Email Sending Statuses to Oped-Out (in the screenshot below you can see that we had a combination of default & custom fields). Also, I am updating prospects Status to Closed and removing any tags. Basically, I am removing any valuable info that places this prospect in any of other lists.

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3. Third, I am creating another automation rule that clears all the available in Pardot field values on the records. So basically, it becomes invaluable for the business and is just waiting for a final deletion from the Admin side (as at the moment there is no rule that allows me to also delete the record in Pardot if the CRM Status field = Deleted).

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I hope this will be helpful on your GDPR journey.

I am very keen to hear how you are doing with GDPR internally and what solutions/has have you implemented??

Happy to host any of your ideas on my website. :)


How To Setup Domain Tracker in Pardot?

by Kristina Alexandra


1. Please go to PardotAdminDomain Management and press on ” + Add Domain Tracker” to add your website domain. Please make sure to add it in the following format, www2.KristinaAlexandra.com

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2. Once that is done, please go to your DNS Control panel and create a new CNAME. In your Host Name please enter “www2”, and in Points To enter “go.pardot.com”.

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3. Once CNAME is added, please add validation key. To do that please setup TXT record in your DNS Settings (Leave “Host Name” as blank, or if it is not allowed in your domain provider, please add “@” ) the Value is validation Key that you can copy from Domain Management page in Pardot (long string of red text).

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4. Values can take up to 24 h to take effect.

Next day, login into your Pardot instance go to Domain Management and manually click on 'Validate'. If all is done correctly, it will update the Status to Validated.

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5. When the status = Validated, please set it up as PRIMARY.

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You will also receive a confirmation from Pardot, that all has been setup.

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Setting up and Validating Tracker Domain is required for all public facing forms, landing pages and files.


New Updates to #Pardot to support a new privacy regulation called the Global Data Protection Regulation #GDPR

by Kristina Alexandra


First, Pardot is introducing a “Permanent Delete” feature for Prospects. Pardot Admins will soon be able to delete all Prospect information and associated engagement from the Prospect Recycle Bin. More information will be available shortly on the Pardot blog so stay tuned.

Second, Pardot will no longer track activities on archived prospects (those in the Recycle Bin). Additionally, prospects will not be unarchived automatically unless they take an explicit action like filling out a form or unless a Pardot/Salesforce user takes an explicit action on the associated prospect record.

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How To Trigger Task Creation To Assigned User In Salesforce When Prospect Views the Landing Page?

by Kristina Alexandra


In my scenario, it was even a bit trickier. As I used a Pardot Email Template builder to build pretty HTML email tempalte and the copy-pasted the HTML code and create a Custom Email Template in Salesforce.

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Once you are happy with your email template we need to move on a build your Landing Page. The concept is simple --> Once a person lands on the Landing Page we trigger a Task creating for Assigned User (i.e. Prospects Record Owner aka Leads/Contacts/Person Account Record Owner).

So let's get cracking.

Go to Pardot --> Marketing --> Landing Pages --> Landing Pages --> click on '+ Add Landing Page'.

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Fill in all the required information. And click Next.

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On the second screen you will be presented with form option. In our case we don't need any form. So just select 'No form' and click 'Next'.

Next, the third screen will ask you to select a Landing Page layout. Again, I will choose the most basic option as I want to simply only simple confirmation text. Click 'Next'.

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In the forth screen we are building THE PAGE. I have provided the text that I want Prospects to see once they click on the button in my email template.

But, that's not it! There is a tracking magic behind. To be able to track the Prospects Visit on your Landing Page we need to paste in Campaign Tracking code.

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Please go to Pardot --> Marketing --> Campaigns --> View Tracking Code --> And cop the code to Paste it on your Landing Page.

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Now. When Email Template is created. Landing Page is created. What else?

The answer is - Automation rule. Automation rule will be the one that will be listening to all the Page Views on your Landing page and will be creating a Task in Salesforce for the Assigned user.

So hear to Pardot --> Marketing --> Automations --> Automation Rules --> + Add Automation Rule. Simply follow the steps and select desired autcomes.

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I hope this was helpful. I did not want to go into too much detail, but I am sure you were able to follow along. Make sure to test everything and make sure it works properly as expected. Please note. If the prospect is viewing stuff in Incognito, this might not work. :(

If you have any questions please let me know. :)


How To Add Salesforce Lead Queue in Pardot?

by Kristina Alexandra


This is the weird one. In the beginning of 2017 there was no tad or a section in Pardot where you could add a Salesforce Queue. What is the reason for adding a Queue in Pardot?

One of the common use cases would be to create an Automation rule and every time new Prospect is submitted via Form or Form Handler it would create a Prospect in Pardot and automatically assign it in Salesforce to a Lead Queue.

I used to access Pardot Queue setup by using this link - https://pi.pardot.com/queue

Then I would click on "+ Add Queue".

Select available Queue from the dropdown and the click on "Create queue."

Now the process seems to be improved, but it can be hard to find it if you don't know where to look for or you are new to the system.

And if you scroll all the way down, you will be able to find a queue setup there. :)

I hope this was helpful.

If you have any questions, please do not hesitate to get in touch. :)


How to Enable Pardot Engagement Studio? I.E. Pardot Is Not Appearing Under Marketing Dropdown

by Kristina Alexandra


To enable Pardot Engagement studio in your Pardot org. please follow these steps:

1. If you are in new Pardot UI interface, please switch to old Pardot Style by clicking on the gear icon in the top right corner and clicking on "Disable New Pardot Style".

2. Now go to your Pardot Dashboard and click the "Get Started Now" button.

3. Go through the slides and click on "Complete Activation".

4. When that is done, you will see that 'Engagement Studio' option will appear in your dropdown menu under the Marketing tab.

I hope this was helpful.