Pardot Specialist

ABOUT THE EXAM

Candidates should be able to build strategic marketing processes while incorporating tools such as lead scoring, email marketing, and lead generation, and be able to use reports to make data-driven decisions.Get the Exam Guide

RECOMMENDED TRAINING AND REFERENCES

As preparation for this exam, Salesforce recommends a combination of hands-on experience within the platform, training course completion, and self-study of the areas listed in the Exam Outline section of this exam guide.

The following online resources are some recommendations to help guide as you prepare:

Help & Training: Pardot Administration
Help & Training: Salesforce Connector: Set up and Syncing
Help & Training: Pardot User Roles
Help & Training: Automation Tools
Help & Training: Sending an Email
Trailhead Trailmix: Become a Marketing Automation Trailblazer with Pardot
Resources: Pardot Releases

Topic

Autoresponder Emails
An autoresponder email is an email that is sent automatically in response to a prospect action, like filling out a form. These emails provide another way to get a tracked touch with prospects and lead them to interact more deeply with your site. Use completion actions to send autoresponder emails for your forms, form handlers, files, custom redirects, and emails.

Static and Dynamic Prospect Lists
A static list consists of prospects that you build once and edit manually to make changes. A dynamic list is rule-based and automatically updates when a prospect’s data changes and CANNOT be updated manually.
You can use either list as a recipient list or suppression list for list emails and engagement programs. The benefit of a dynamic list is that it’s created based on criteria and updates as prospects meet or fail to meet the criteria. a dynamic list is are most helpful when you are creating a list based on prospect data that changes often.
Use a static list when you have no reason to remove prospects, such as a list of all prospects who complete your Contact Us form. You can create this type of list with an automation rule. Prospects who complete the form match the rule once and are added to the list.
You can add prospects to and remove them from a static list but not with a dynamic list. Instead, a dynamic list refreshes constantly, adding prospects who match the criteria and removing prospects who don’t.
You can’t convert a static list to a dynamic list.
Engagement Program Actions
In engagement programs, action steps let you do something to prospects, like sending them an email or changing a field value.
Action Definitions

ACTION	DEFINITION
Add to List	Adds the prospect to a list you select. Can be used to add prospects to another Engagement Program's recipient list.
Add to Salesforce Campaign	Adds the prospect to a Salesforce Campaign. You can select which Salesforce campaign and status to give the prospect. Available in accounts with verified Salesforce connectors.
Adjust Score	Increments or decrements prospect score, or adjusts the prospects score to a designated number.
Apply Tags	Apply tags to a prospect.
Assign to Group	Assigns the prospect to a user group
Assign to User	Assigns the prospect to a user.
Assign to Salesforce Active Assignment Rule	Assigns the prospect to an active Salesforce assignment rule. The prospect is pushed to Salesforce and created as a lead, and then assigned using your active Salesforce assignment rule. Available in accounts with verified Salesforce connectors.
Create Salesforce Task	Creates and assigns Salesforce tasks. For accounts with verified Salesforce connectors only.
Change Prospect Field Value	Clear or change a prospect field value.
Notify User	Notifies a user of a prospect action. You can select the assigned user or a specific user.
Remove from List	Removes the prospect from the list you select.
Remove Tags	Removes tags from a prospect.
Send Email	Sends a prospect the selected email template.

Suppression List
A suppression list is used to omit prospects from list emails or engagement programs. Use suppression lists to prioritize engagement programs, prevent emailing prospects content that isn’t relevant to them, and to avoid emailing prospects too often. You can use any non-test list as a suppression list. Designate the list as a suppression list when building an email or engagement program.
Automation Rules
Automation rules are repeatable, criteria-based rules that find matching prospects and apply actions to them
Automation Rule Actions

ACTION	DEFINITION
Add prospect to list	Adds a prospect to a list.
Add prospect to Salesforce campaign	Tags a prospect with the Salesforce campaign of your choice.
Adjust Prospect Score	Adjusts a prospect’s score by a selected number or resets it to a specific number.
Adjust Prospect Score for Scoring Category	Adjusts a prospect’s score by a selected number for a scoring category.
Allow Deleted CRM Lead or Contact to Recreate from Pardot	Allows assigned prospects who were previously deleted in Salesforce to create a lead the next time they sync with the CRM. Typically, when a lead or contact is deleted in Salesforce, the corresponding prospect in Pardot is flagged to never recreate a lead in the CRM. This action can also be used when a prospect has matched “Do Not Sync with CRM” via an automation rule.
Apply tags	Applies a tag to a prospect.
Assign prospect to queue	Assigns a prospect to the Salesforce queue. This action doesn’t reassign prospects.
Assign prospect to user	Assigns a prospect to a user. This action doesn’t reassign prospects.
Assign prospect to user in group	Assigns a prospect to a user in a group. This action doesn’t reassign prospects.
Assign prospect via Salesforce active assignment rule	Pushes a prospect to your Salesforce active assignment rule. The prospect syncs back down to Pardot after assignment in Salesforce. This action doesn’t reassign prospects.
Change profile criteria	Changes grading criteria for a profile.
Set prospect's first touch campaign	Changes the prospect’s Pardot campaign.
Change prospect custom field value	Changes a custom field value.
Change prospect default field value	Changes a default field value.
Change prospect profile	Changes a prospect’s profile when the requirements of the rule are fulfilled.
Clear prospect field value	Clears a field value. Unverify your Salesforce connector before using this action to clear field values, and clear the corresponding field in the CRM before reverifying the connector.
Create Salesforce task	Creates a Salesforce task for prospects.
Do Not Sync With CRM	Flags a prospect as Do Not Sync, preventing the prospect from syncing with your CRM.
Increment prospect field value	Adds to or subtracts from values for number fields.
Mark as reviewed	Marks a prospect as reviewed. Assigned prospects aren’t marked as reviewed.
Notify assigned user	Notifies the prospect’s assigned user when a prospect meets the criteria of the rule.
Notify user	Notifies a user when a prospect meets the criteria of the rule.
Remove prospect from list	Removes a prospect from a list.
Remove tags	Removes tags from a prospect.
Send prospect email	Sends a prospect an email. When multiple prospect records have the same email address, all prospects match the rule, but the rule’s action is applied to the first prospect the rule finds. The other prospect records show “Not Applied: Duplicate Email” in the Applied At column.

Segmentation Rules
You can use segmentation rules to create a list of prospects and apply a segmentation action based on specific criteria. Unlike automation rules, segmentation rules don’t run continuously. Segmentation rules run once and match only the prospects that meet the rule’s criteria when the rule runs.

Segmentation Rule Actions

Add prospect to list	Adds a prospect to a list.
Add prospect to Salesforce campaign	Tags a prospect with a Salesforce campaign.
Add list	Adds prospects that match the segmentation rule to a new list.
Apply tags	Applies a tag to a prospect.
Remove prospect from list	Removes a prospect from a list.
Remove tags	Removes tags from a prospect.

Completion Action
Completion actions are a great way to automate some actions from a marketing element. For example, you can use a completion action to add prospects to a list when they complete a form. Completion actions are available on forms, form handlers, files, custom redirects, emails, and page actions.
Completion Action Considerations

Completion actions are not retroactive. They apply only to activities that happen after the completion action is added.
Completion actions execute every time they are triggered. However, Adjust Score and Send Autoresponder Email are throttled.
Completion actions execute only for prospects and don’t affect visitors.
Completion actions don’t execute on image file downloads.
Completion actions don’t execute on filtered activities.
Completion actions based on link clicks don’t trigger on unsubscribe links or email preference page clicks.
If you have multiple completion actions on a marketing asset, the actions that affect other automations run first. Next, the automation runs, then the rest of the completion actions run.

For example, a form has these actions: assign to user, notify user, set custom field. Pardot assigns the prospect to the user first, then sets the custom field value, runs any real-time related automations, and then notifies the user.

Page Actions
Page actions are completion actions that are triggered by a prospect’s page views. You can apply page actions to any page that contains your Pardot tracking code.

Add tags
Add to list
Add to Salesforce campaign
Assign prospect via Salesforce active assignment rule
Assign to group
Assign to user
Change prospect custom field value
Change prospect default field value
Create salesforce.com task
Increment prospect field value
Notify assigned user
Notify user
Remove from list
Remove tags
Set prospect’s source campaign

Custom Redirects
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.).
Clicks on the link will show up as an activity on a prospect’s profile. You can also view a list of all prospects who clicked on a particular link. If you are using Google Analytics parameters, they can be integrated into the link during creation.

A segmentation rule https://help.salesforce.com/articleView?id=pardot_segmentation_rule_overview.htm&type=0 일회성이니까 요고

A dynamic list https://www.pardot.com/blog/dynamic-lists/ condition에 따라서 자동 추가/삭제

Prospect tags https://www.pardot.com/blog/tags/

A campaign https://help.salesforce.com/articleView?id=pardot_campaigns_parent.htm&type=5

Kiosk/Data Entry Mode for Forms, Form Handlers and Landing Pages

completion-actions
forms, form handlers, files, custom redirects, emails and page actions.

https://help.salesforce.com/articleView?id=000269850&language=en_US&type=1 https://help.salesforce.com/articleView?id=pardot_considerations_for_engagement_studio.htm&type=5

https://help.salesforce.com/articleView?id=pardot_forms_reporting.htm&type=5

List Email Statistics Table

https://help.salesforce.com/articleView?id=pardot_reporting.htm&type=5

https://help.salesforce.com/articleView?id=pardot_sf_connector_considerations.htm&type=5

https://help.salesforce.com/articleView?id=pardot_what_causes_a_prospect_to_sync_from_pardot_to_salesforce.htm&type=5

https://help.salesforce.com/articleView?id=pardot_opportunity_syncing.htm&type=0