Pardot Consultant Exam

Front 1

Describe how Pardot tracks visitor and prospect data.

Back 1

Tracking code embedded on website

Landing pages

Forms and form handlers

Cookies

IP address and DNS reverse lookup

WHOIS IP lookup

Front 2

Describe what a visitor is and limitations to visitor data.

Back 2

A visitor is an unidentified person to a website (no email address)

A visitor can be converted into a prospect

Front 3

Identify the types of visitor data that are collected.

Back 3

-IP address and DNS reverse lookup information

-OrganisationWHOIS lookup on IP to see who owns it
-Full legal name and geographic location

Front 4

Describe the methods for a visitor to become a prospect.

Back 4

-Capturing information via a form

Capturing information via a form handler

Capturing information via a landing page

Any link click from a Pardot tracked email

Producing a redirect URL that has the visitor’s email in the URL as a parameter

Manual conversion

Front 5

Identify the ways to create prospects in Pardot.

Back 5

-Manually from the Prospects List

- Import from CSV

- Capturing information via landing page,

-form,

- form handler,

- email click

-Completion actionVia CRM (if connector installed)

Front 6

Given a scenario, apply the appropriate plan of action using Prospect Audits

Front 7

Describe the capabilities of lists

Back 7

Lists are groups of prospects that can be used to send list emails or to build Engagement Programs. When viewing a particular list, you can easily see the total number of prospects, the number of mailable prospects (those that are not opted out of that list, and are not marked as "Do Not Email" or "Opted Out"), and the percentage of mailable prospects (the mailable prospects divided by the total).

Front 8

Types of lists

Back 8

Static - Static list that has a fixed list of prospects

Dynamic - rule-based lists of prospects that automatically update as prospect data changes

Suppression - used to omit a selected group of prospects from list emails or drip programs (lead nurturing). Valuable when prospects may be on more than one list and you want to make sure one of those lists does not receive the email.A suppression list can be a static or dynamic list.

Front 9

What are custom roles?

Back 9

Custom Roles allow you to provide specific abilities to a user or users.

Front 10

What are the main abilities of custom roles?

Back 10

Creating, viewing/editing, deleting, and reporting of a specific Pardot feature or functionality

Front 11

What are 2 ways to define a user's role?

Back 11

1. During the import process

2. Directly from the user record

Front 12

What are user role security limits?

Back 12

Security limits are used to limit:

-Max number of emails the person can send

-Max number of prospects the person can export-Max number of records someone can import

Front 13

What can a marketing user do?

Back 13

Marketing users have control over marketing modules and prospect management, including creating new lists, forms, landing pages, and send list emails.

Front 14

What can a Sales Manager user do?

Back 14

Sales Managers have access to all prospects and visitors, but no marketing functionality. Sales Managers may send one-to-one emails to prospects, but cannot send list emails.

Front 15

What can a Sales user do?

Back 15

Sales users have the simplest interface and only have access to prospect management functionality. Sales users may send one-to-one emails to prospects, but cannot send list emails. They can only view, edit, and export prospects assigned to them.

Front 16

What can Administrator users do?

Back 16

Everything

Front 17

What is a CNAME?

Back 17

A CNAME gives visitors a seamless transition when traveling between pages and forms that you host and Pardot-hosted campaign elements such as landing pages and search results. The Alias is also used for any individually tracked links sent out in emails to your prospects.

Front 18

What is a good bounce rate?

Back 18

In business-to-business marketing, anything below 10% is considered a good bounce rate.

Front 19

Which links get tracked in a Pardot email?

Back 19

anything starting with http://, https:// or a variable tag like %%unsubscribe%%

Front 20

What is a custom redirect?

Back 20

Pardot's custom redirects allow you to track any link on your website or a third party site (for example, a link your Twitter page, a banner ad on a third party site, etc.).

Front 21

When should you use custom redirects?

Back 21

- banner ads

- social sharing

- links to files that you don't host

Front 22

When do custom redirects occur?

Back 22

30 minutes after the prospect has clicked on the custom redirect.

Front 23

What activities are completion actions available for?

Back 23

- forms

-form handlers

- files

- custom redirects

- emails

- page actions

Front 24

Are completion actions retroactive?

Back 24

Completion actions are not retroactive and will only apply to activities moving forward once you add them.

Front 25

Completion actions execute every time the action is completed?

Back 25

Yes, except for adjust score and send autoresponder email.

Front 26

Completion actions only affect prospects not visitors?

Back 26

Completetion actions only run on prospects.

Front 27

Do completion actions execute on images?

Back 27

Completion actions will not execute for image files.

Front 28

Completion actions will not execute for filtered activities?

Back 28

Completion actions will not execute for filtered activities.

Front 29

What is a filter?

Back 29

Filters allow you to exclude certain types of visits, clicks, or other actions from your campaign results and email notifications. The most common use of this would be to filter out your own company's IP address to avoid skewing results. Filters will also hide activities from a filtered prospect's profile.

Front 30

Completion actions will not execute for filtered activities?

Back 30

Completion actions will not execute for filtered activities.

Front 31

If changes are made to a automation rule, will new criteria and actions apply to already matched prospects?

Back 31

Automation rules allow you to perform certain marketing and sales actions based on criteria that you specify.What are automation rules?No. Once a prospect matches an automation rule, all of the actions that are defined at that time in the rule are applied to that prospect and it is flagged as matching. If you add new actions later, they will not be applied to prospects who have already matched. If you add new criteria to the rule, the rule will not "unapply" actions to prospects who no longer match.

Front 32

Are automation rules retroactive?

Back 32

Sort of. When automation rules are created, or an existing rule's criteria is edited, and the rule is unpaused, the rule will search through all prospects in your account to find matches. In this way, rules are retroactive — a prospect could have begun meeting the criteria last week, but if the automation rule is created today the rule will still find them and match them. If you edit criteria, it will not retroactively unmatch prospects.

Front 33

Will an automation rule change a prospect's owner?

Back 33

Automation rules will not reassign prospects who already have an owner, even if they meet the criteria for the rule. Assigning actions will assign "Reviewed" prospects.

Front 34

What is an SPF?

Back 34

SPF stands for Sender Policy Framework and it's an anti-forgery email solution that can also help improve your ability to send legitimate emails into hosts (fancy name for saying other people's email server) that have SPF implemented

Front 35

How can you ensure your email doesn't get stuck in spam?

Back 35

- create a text version

- avoid spammy words in the email copy-

-Check image to text ratio

-Add domain keys and SPF

Front 36

When should you use Kiosk Mode for forms?

Back 36

If you want to use a Pardot Form to perform repeated manual registration on behalf of prospects (e.g. signing many people up on the same computer at a tradeshow booth, or having one person manually enter many prospects via a form).

Front 37

Use Case 1:A client submits their Pardot form to test the form's completion actions. After they submit the form,none of the completion actions are applied to their prospect record. What explanation do you give as to why the actions did not occur?

Back 37

The client has a visitor filter set up to filter activities from their IP address. Completion actions donot occur on filtered visitors.

Front 38

Use Case 2: Jim, a sales manager, just converted a lead to a contact in Salesforce, but none of the lead's Pardot information (score/grade) transferred over. How do you address this issue?

Back 38

The administrator needs to make sure he has mapped his lead fields to contact fields in Salesforce

Front 39

How can a prospect's score be changed?

Back 39

- automation rules

- scoring model changes

- completion actions

-during imports

-manually

Front 40

What does the Data.com connector allow you to do?

Back 40

To quickly jump into the Data.com results for a prospect or their company.

Front 41

What are some data points not pre-checked in the Data.com connector?

Back 41

Pardot does not pre-check Revenue or Employees. This is up to the user to check these fields.

Front 42

Once a filter is set up it immediately goes into effect?

Back 42

Yes, it's important to remember that the filter will only work on new visitors.

Front 43

To have opportunity syncing turned off for your Pardot account, you must contact the Pardot support team?

Back 43

True

Front 44

What happens to the opportunity in Pardot if it's deleted from your CRM?

Back 44

Pardot will move the opportunity into the Recycling bin.

Front 45

Can Pardot integrate with Person Account record types.

Back 45

You can contact Pardot Solutions to enable this integration for your account.

Front 46

Importing prospects into Pardot will cause them to sync with Salesforce after import?

Back 46

even unassigned prospects will sync, but will not create new records in Salesforce if none already exists with the same email address.

Front 47

How long does it take SF to sync to Pardot?

Back 47

every 10 minutes

Front 48

What causes a prospect records to sync from Pardot to the CRM?

Back 48

-You must have either an existing CRM record that has a matching email address

-OR the prospect must be assigned in Pardot.

Front 49

Use Case: If a prospect exists in Pardot with an assigned user, but a record with a matching email address can't be found in your CRM, Pardot will create a new record in your CRM.

Back 49

Unless you're using Active Assignment Rules in Salesforce, the Prospect must be assigned to a user in Pardot in order to create a new record in Salesforce.

Front 50

What prospect activities will sync with your CRM?

Back 50

- Form submission

- Form handler submission

- Landing page submission

- Unsubscribing form emails

Front 51

What activity triggers a sync?

Back 51

-Form submission

-Form Handler submission

-Landing Page submission

-Unsubscribing from emails

-Import of prospects

-Any prospect field changes--including opting out prospects (via import or manually)

-Campaign changes

-Changes to assigned userClicking the "synchronize with CRM" link on any prospect record -record changes that take place because of an automation rule or completion action.

-Add to Salesforce campaign (via automation rule, segmentation rule, completion action or drip program action)

-Salesforce campaign status update (via automation rule, segmentation rule, completion action or drip program action)

Front 52

What activity does not trigger sync?

Back 52

-Receiving or opening an email (unless this action is set to adjust prospect score).

-Page views (unless this action is set to adjust prospect score).Visitor sessions.

-Prospect Account updates (these updates sync as part of a separate process).

-Creating and/or mapping new custom fields.-Changes to formula fields in your CRM. While Pardot can sync with formula fields, a change to a formula field will not trigger a sync. This is because a formula field is a way of arriving at a value, but does not actually store the value and will not update the last modified timestamp on a record when it changes.

-Undeleting a prospect from the Recycle Bin.

Front 53

What causes a sync from the CRM to Pardot?

Back 53

Updating assigned user (owner) for the lead or contact record

Front 54

Do Salesforce campaigns have a one-to-one relationship with Pardot campaigns?

Back 54

You can set up campaigns similarly in both systems, but all prospects in a Salesforce campaign are not automatically added to a Pardot campaign and vice versa.

Front 55

Where will you see the action criteria to Add to Salesforce campaign?

Back 55

When setting up your automation or segmentation rule, drip or completion action.

Front 56

Will inactive Salesforce campaigns sync with Pardot?

Back 56

Yes, but they won't be accessible to automation rules, segmentation rules, completion actions and drip programs.

Front 57

What report will offer you insight into how your recipients read your emails or what devices or browsers they use to view them?

Back 57

Engagement Reporting and Email Client Reporting

Front 58

What report allows you to view a link performance visually?

Back 58

Click-through Rate report

Front 59

What report allows you to view data on how your recipients engage with your email?

Back 59

Engagement & Activity Reporting

Front 60

What report allows you to capture and track email client usage for emails opened across your mailing lists in Pardot?

Back 60

Email Client Reporting

Front 61

What report gives you insight into a prospect's score at each stage of their lifecycle?

Back 61

Prospect Lifecycle report. This report shows how a particular prospect moved through the sales

Front 62

What report allows you to see how many net new prospects your site is generating and how many visitors are turning into prospects.

Back 62

The Conversions Report

Front 63

What will undelete a prospect?

Back 63

- if the deleted prospect is imported into Pardot with the same email address

- If the deleted prospect re-converts by filling out a form with the same email address

- if the deleted prospect clicks a custom redirect

- if a deleted prospect downloads a non image file

- if the deleted prospect has an associated record in the CRM.

Front 64

Can you send a prospect email by using Completion Actions?

Back 64

Yes, but only an auto-responder

Front 65

What completion actions are available, and how do they work?

Back 65

Add tags-This action will apply the prospect tag(s) of your choice

Add to list-This action will assign a prospect to the list of your choice.

Add to Salesforce campaign -This action will tag a prospect with the Salesforce campaign of your choice. You will also be able to select a specific status to tag your prospects with (sent or responded). Note: Add to Salesforce campaign must be placed before any assignment actions (Assign prospect via Salesforce active assignment rule, Assign to queue, or Assign to user). Otherwise, the campaign might not be assigned properly.

-Adjust scoreThis action will add or subtract a specified number of points from the prospect’s score beyond the default score value for that object type.

-Adjust score for Scoring Category-This action will add or subtract a specified number of points from the prospect’s score for a specific Scoring Category beyond the default score value for that object type.

-Assign prospect via Salesforce active assignment rule - This action will push a prospect to your Salesforce active assignment rule. The prospect will be pushed to Salesforce without an owner and then the assigned user will be pushed back down to Pardot once the active assignment rule has determined who it should be routed to. This will not reassign prospects who already have an owner, but will assign “reviewed” prospects.

-Assign to queue -This action will assign a prospect to the Salesforce queue of your choice. This will not reassign prospects who already have an owner, but will assign “reviewed” prospects. Note: Do not use this action if your connector is set up for reverse syncing.

-Assign to user-This action will assign a prospect to the user of your choice. This will not reassign prospects who already have an owner, but will assign “reviewed” prospects. Note: This action should always be the last completion action in a series. Accounts with verified CRM connectors will immediately sync a new prospect with the CRM after the user assignment, before any of the other completion actions in the sequence are performed. Please see note section below for more details.

-Change prospect custom field value-This action will change a custom field value to the value of your choice.

-Change prospect default field value-This action will change a default field value to the value of your choice.

-Create Salesforce task -This action will allow you to create a task in Salesforce with a Subject, Assigned To, Priority, and Status. You can optionally add a Due Date, Reminder Date, and Comments. If the prospect only exists in Pardot (no Lead or Contact record in Salesforce), the task will not be pushed up to Salesforce unless you assign them (to a user, a queue‡, a group‡, or active assignment rule).Increment prospect field valueThis action allows you to add to or subtract from values for number fields (only number fields will appear for this action).

-Notify assigned user-This action will notify the prospect's assigned user of their activity.

-Notify user-This action will notify the user of your choice.

-Notify user via Twilio (phone)-This action will notify the user of your choice by phone if the Twilio connector is verified.

-Register for webinar-This action will register the prospect for an upcoming webinar. See

Registering a Prospect Via a Form for more information.

-Remove from list-This action will remove a prospect from the list of your choice.

-Remove tags-This action will remove the prospect tag(s) of your choice.

-Send autoresponder email (see note)-This action will send a prospect the email template of your choice.

-Set profile-This action will set a prospect’s profile to your selected choice.

-Set prospect's first touch campaign-This action will change a prospect’s Pardot Campaign.

Front 66

Can you add a prospect to a list by using an automation rule?

Back 66

Yes, you can add a prospect to a list using an automation rule, segmentation, competition actions or drip programs

Front 67

What is the difference between a submission and a conversion?

Back 67

A conversion is when an anonymous visitor successfully fills out the form or completes the landing page and thus "converts" into a prospect, in other words a visitor with a known email address.

submission is when the form or landing page has been successfully completed. This submission could be by an existing prospect or an anonymous visitor (who will then "convert" to a prospect upon completion).

Front 68

What report allows you to see how successful or active a form has been on your site?

Back 68

Form Reports

Front 69

What metrics will the form reports will include?

Back 69

- Total views

- total submissions

- submission rate

- total errors
- error rate

Front 70

What objects sync between Salesforce and Pardot

Back 70

Accounts ->

Accounts

Prospects -> Contact and LeadsSF Opportunity -> Pardot OpportunitySF Campaign Members -> PardotThe account data will sync down into Pardot automatically when Pardot detects a Contact with a valid Account reference in Salesforce. This sync is one-way and treats Salesforce as the master.Pardot does not sync opportunities that are tied exclusively to accounts in your CRM. CRM opportunities must be tied to a syncing contact in order for it to be created in Pardot.Notes:Importing prospects into Pardot will cause them to sync with SF after import - even unassigned, BUT WILL NOT create new records in SF if none already exist with same email address.

Front 71

What social platforms does Pardot connect to?

Back 71

Facebook Company page only, no personal pages

Twitter

LinkedIn

Addthis

Front 72

What metrics are collected in a Pardot Custom Redirect report?

Back 72

Total Clicks:

The total number of clicks for the specific redirect. This includes each time unidentified visitors and identified prospects click the link. When a person clicks the link multiple times, each click is counted in this number.

Unique Clicks:

The number of unique clicks for the specific redirect link. This includes the number of unidentified visitors and identified prospects who click the link. When a person clicks the link multiple times, only the first click is counted in this number.

Front 73

What can be found in a Landing Page report?

Back 73

-Total Views:The total number of times your landing page has been viewed (including if a page has been viewed more than once by the same individual).

-Unique View: If a prospect or visitor has viewed the landing page more than once, these views are deducted from the “total views” number.

-Conversions:The number of times that an anonymous visitor successfully completed a form on the landing page and therefore “converted” to a prospect.

-Total Submissions:The total number of times a form on the landing page has been successfully completed.

-Unique Submissions:If a prospect or visitor has completed a form on the landing page more than once, these submissions are deducted from the “total submissions” number.

-Total Errors:Errors usually occur when a visitor enters an invalid email address or when they fail to complete all required form fields on a landing page’s form.

-Unique Errors:If a prospect or visitor has failed to complete all required form fields more than once, these subsequent errors are deducted from the “total errors” number.

-Total Clicks: The number of clicks on the links that you have on the thank you page, which appears after a form on the landing page has been submitted successfully.

-Unique Clicks:If a prospect or visitor has clicked on the links on your thank you page more than once, these clicks are deducted from the “total clicks” numbe