Pardot marketing campaign hero
POSTED : July 6, 2017
BY : Spencer Pereira

If you’re starting a new campaign initiative from scratch or if you’re a new Pardot marketing user, it can be confusing to remember what order is best for building all the supporting elements. Because each campaign is different, you may not need each Pardot feature for your campaign. Use these steps as a helpful guide when creating your marketing campaigns.

1. Create the campaign(s).

Navigate to Marketing > Campaigns. Pardot campaigns are typically thematic touchpoints (similar to “source” in other systems) and are used to track the first touch you have with a prospect. This allows you to group and filter your Pardot reports by the campaign, easily comparing several forms in the same campaign to see which had more submissions.

If you’ve enabled Connected Campaigns, you will create the campaign in Salesforce. After a few minutes, your Connected Campaign will be available in Pardot. Connected Campaigns unify your campaigns in Salesforce and Pardot, so you no longer need to maintain them in both systems. Connected Campaigns display engagement metrics, like clicks and opens, as well as influenced Opportunities on the same record.

2. Create a list(s).

Navigate to Segmentation > Lists. Lists are groups of prospects that can be used to send list emails or to build drip marketing programs. In almost all cases, you’ll need to create lists before you can begin your campaign.

When you first get started with Pardot, you may not have many lists. When your implementation grows in size and complexity, however, you will want to be sure you have a good setup and naming architecture in place. You don’t want to end up with several lists with similar names, leading to confusion as to which is which.

3. Add prospects to the list(s).

There are several ways to add prospects to your list — defining criteria in a dynamic list, using an automation or segmentation rule, an import or manually within each prospect record.

You can also add the “Add to Pardot List” button to your Salesforce campaign object to segment prospects within Salesforce and sync them into a new or existing Pardot list.

4. Prepare a form or plan to use an existing form.

Navigate to Marketing > Forms. Form building in Pardot is simple and you can create a customized form in minutes with no coding experience needed. Your newly created forms will contain fields that tie back to your prospect default and custom fields (Tip: dropdown and checkbox fields are easier to use in automation than free-text fields). Set up progressive profiling so you can gather information incrementally about your prospects as they return to your website to learn about you and consume more content.

5. Build a landing page.

Before you jump in and start creating a landing page, it’s a good idea to know which method you’d like to use to create your new Pardot landing page. We recommend using a layout template customized with your branding and style (Marketing > Landing Pages > Layout Template). The layout template must be created first, then you can create a landing page and apply the template styling. Then, add your targeted messaging and specific images.

6. Create an email template to go with your campaign.

Navigate to Marketing > Emails > Templates.  Email templates make it easy to copy repeatable sections of the template and customize the content blocks available. You can even lock certain sections and so other members of your team can only edit specific parts of the email. Pardot gives you over 50 pre-formatted email template layouts you can “tweak” and customize, ensuring you’ll have consistent branding and styling in all of your email correspondence with prospects. You can also modify your existing HTML templates in Pardot to lock or create repeatable sections.

7. Put automation rules in place.

Automation rules allow you to perform certain marketing and sales actions based on the criteria that you specify. That’s the power behind marketing automation. Automation rules are always working in the background so you or your sales reps don’t have to constantly search for prospects that fit your criteria. Rules could include ensuring that proper lead assignment roles are created, setting up alerts based on activities or adding prospects to a list based on form completion.

8. Be sure to test.

Send test emails to yourself or set up an internal test list with other team members. (Tip: You’ll need to create your other team members as Prospects and add them to the internal test list.) Click on all the links in the email and fill out your own forms to make sure that you get the desired results.

Congratulations! Having created a list, a form, a landing page, an email, confirming automation rules, and testing, you are ready to deploy your first marketing campaign with Pardot.

Got more questions about Pardot Marketing Campaign?

If you have more questions we’d love to connect. Please feel free to contact us so we can schedule a no-cost/no-commitment consultation with our team of certified Salesforce experts.

About the author

Spencer Pereira has a degree in integrated marketing communications and writing. He has worked in various marketing roles at Google and Valmont Industries.

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