Marketing Cloud Account Engagement (Pardot) Beginner Course

Explore the big picture of marketing automation and Account Engagement, clarifying how Salesforce relates to Pardot and outlining the course goals and expected outcomes.

Marketing automation technology automates and streamlines marketing tasks and workflows to boost efficiency. It routes leads to sales, sends emails, and creates Salesforce tasks to ensure no lead is missed.

Explore the glossary, cookie tracking, Salesforce campaigns, and marketing basics to build a solid foundation for Pardot. Understand these terms to navigate upcoming lessons.

Download the glossary from the resources area, review terms for account engagement and Salesforce, and note Pardot and Salesforce use two separate databases with different names like prospects.

Learn how campaigns in Pardot and Salesforce organize marketing activity, track campaign members and assets, and automate adding prospects to campaigns, enabling ROI reporting across the customer journey.

Learn marketing basics by comparing inbound and outbound strategies in marketing automation, including tracking web users to forms for new leads and outbound emails with a call to action.

Take a tour of the system, clarify Pardot to marketing cloud account engagement naming, and compare Pardot classic and lightning to join the Salesforce Ohana.

Compare Pardot Lightning and Pardot Classic, and learn how to identify the app, use the app launcher, and distinguish top navigation and branded versus non-branded URLs.

Learn where to get help for marketing cloud account engagement (pardot) by signing up for trailhead, joining the trailblazer community, and using YouTube and blogs for practical Pardot guidance.

Explore the Pardot prospects tab, distinguishing prospects from leads and contacts in Salesforce, and review lists, profiles, audits, life cycle, opportunities, and related prospects.

Examine the prospect details overview, including source campaign, Salesforce and LinkedIn links, mailability, score, and assignment, plus baseline and custom fields and core activity types.

Explore prospect audits to troubleshoot changes in Pardot. See how the audit tab reveals field changes, list membership, CRM syncing, automation rule effects, and engagement studio activity.

Compare Pardot forms and form handlers to capture website prospects, track submissions with cookies, and enable automations, weighing features, setup ease, and GA compatibility for your organization.

Explore the five parts of a form, focusing on naming conventions, fields, look and feel, completion actions, and save steps. Cover tracker domain, brand, and Salesforce campaign basics.

Map fields to prospect fields, create custom fields when needed, and choose field types like text, date, and checkbox. Explore progressive profiling and dependent fields for targeted data collection.

Use the layout template to dictate the look and feel, color, and website matching. Customize button labels, add text above or below fields, and enable kiosk mode and reCAPTCHA.

Configure completion actions by showing a thank you message or redirecting to a thank you page to track conversions in Google Analytics, and preview, save, and implement the embed code.

Map Pardot prospect fields by matching external form field names to Pardot data fields, then test the data flow and completion actions after embedding the form handler code.

Adopt consistent naming conventions for landing pages, update the title and description for discoverability, and configure campaigns, archive settings, and hide from search engines for private pages.

Select and configure your form before building a landing page, decide fields and redirects to a thank-you page, and note that the landing page layout can overwrite the form layout.

Decide your landing page's look by choosing or designing a layout template that reflects your brand, and swap out words and images in editable HTML templates or stock options.

Edit landing page content using blocks, preview, and save changes. Ensure the layout template is coded by a Pardot expert and copy the final link for emails or ads.

Discover how email templates support the marketing lifecycle, from landing pages and forms for lead capture in inbound marketing to nurturing purchased and non-purchased leads with offers and loyalty programs.

Learn how to prepare Pardot emails by mastering templates, lists, and sending options, including one-time blasts, engagement studio programs, and automations.

Learn how to start a Pardot email template by creating, naming, and organizing templates, selecting HTML and text, and applying responsive layouts for effective email campaigns.

Learn sending options within a template, including specific user, Salesforce assigned user, account owner, and general user, plus custom reply address and publish versus draft steps.

Learn how to use static and dynamic lists to segment prospects, run automation, and suppress emails, with steps to create and manage lists in Pardot segmentation lists.

Learn to send emails in Pardot by coordinating content, the recipient list, and the sending action. Explore three sending methods—list emails, engagement studio, and completion actions—and auto responders for forms.

Learn how to create one-time list emails in Pardot by selecting a template, configuring HTML and text, choosing recipients with lists and suppression lists, and setting completion actions and scheduling.

Learn how to navigate Engagement Studio, build and edit programs, manage recipient and suppression lists, configure timing and folders, and review reports and activity in Pardot campaigns.

Set up engagement studio actions with rules that trigger sends or add to lists, such as California targeting and Salesforce campaigns, while suppression lists stop emails.

Use completion actions to send emails automatically when a form is filled, and review automation rules and glossary terms like email engagement and studio.

Explore automations in the automation tab, including Engagement Studio, automation rules, page actions, and segmentation lists, showing how page actions highlight visits and trigger a task in Salesforce.