Beginner's Guide to Pardot: Pardot Setup & Admin - EBQ (2022)

  • September 22, 2021

Beginner's Guide to Pardot: Pardot Setup & Admin - EBQ (1)

Beginner's Guide to Pardot: Pardot Setup & Admin - EBQ (2)

Theresa Garlinghouse

Vice President of Marketing

Before you send your first email, you will need to go through each of these steps to ensure deliverability.

If you already have completed all these items during your initial setup, feel free to skip to the next chapter. If not, you will need to go ahead and install all these items before you can begin your Pardot campaigns.

Please note that it’s best if you have someone with coding savvy on hand to install these important Pardot setup items. Consider looping your webmaster and Salesforce admin into the conversations to ensure that you successfully complete all the necessary steps.

In order of sequence, you will need to:

  • Add the Pardot tracking code
  • Configure Your DNS and SPF records
  • Install the tracker domain (CNAME alias)
  • Create new users in Pardot

Beginner's Guide to Pardot: Pardot Setup & Admin - EBQ (3)

Beginner’s Guide to Pardot

Download our expert-created guide to begin your journey with Pardot.

Download the PDF Version

Set up the Pardot tracking code

The tracking code is a simple piece of code that you copy and paste into each page of your website.

This allows you to track when visitors and prospects are landing on your website and bouncing between your different pages. Essentially, the tracking code cookies your prospects IP address and tracks their website visits.

To install this, copy the code from the campaign view in Pardot and paste it into your website’s HTML. Or if your website has a universal footer or header, you can add the code there, and it will propagate throughout the website. Otherwise, you will have to add the tracking code to every page individually.

Configure your DNS records for Pardot

The DNS records are essential to setting up emails in Pardot, so it’s critical that you set up the DNS and SPF records before you send out any Pardot emails.

Sending out emails through an unverified domain is going to hurt your delivery rates, and most of your emails will end up in the recipient’s spam folder. If you send out enough emails with unverified records, you run the risk of getting your IP address blacklisted.

If you have additional domains that you want to send emails from, click “Add New Domain” in the domain management page and repeat the above process for each domain.

Install the tracker domain (CNAME) in Pardot

All your Pardot files and landing pages will be hosted under go.pardot.com unless you create a CNAME record. Go.pardot.com is the out-of-the-box setting that all Pardot instances will have. In order to customize your Pardot domain with your current website, you will need to create a CNAME alias in Pardot and your DNS records.

(Video) Pardot Zero to Hero Workshop Part-1

For example: go.ebq.com

Remember, once you set up the CNAME alias, it’s recommended that you don’t change it. Since all your assets and content will be hosted under that CNAME, all the links will break if you change the CNAME.

We recommend that you stick with a CNAME unless you go through a major rebrand and have to change the web URL.

Create users in Pardot

Next, you will need to create users for each of your Pardot administrators and Sales team members. Pardot is broken into Sales and Marketing functions, with the marketing team owning the lionshare of the tool’s functionality.

There are 4 roles that we can choose:

Marketing Roles

  • Administrator: Administrators have access to all settings, prospect data, and modules. We typically give this role to our Pardot power users (Marketing Managers and above), depending on the governance of your team.
  • Marketing: Marketing users have control over prospect data and marketing modules — including creating lists, forms, landing pages, and sending list emails. Typically, your entry-level marketing roles will have this user role.

Sales
Roles

  • Sales Manager: Sales Managers have access to all prospect data and visitors but no marketing functionality. Sales Managers can send one-to-one emails to prospects but can’t send list emails. We typically would give this role to our Sales Managers or Sales Team leads to give them greater visibility.
  • Sales: Sales users only have access to prospect management functionality. Sales users can send one-to-one emails to prospects but can’t send list emails. They can view, edit, and export the prospects assigned to them. Typically, an SDR and most of your Salesforce users will fit into this category.

Salesforce tip: Your Salesforce users will likely have either the Sales Manager or Sales role in Pardot. They may not even need to log in to Pardot, but it’s best practice to make sure that all your Salesforce users have a login in Pardot as we outlined above.

Each of your users will require the following on initial setup:

  • First name
  • Last name
  • Email
  • Role
  • Time zone
  • CRM username

There are other fields that can be filled out on initial creation that allow you to customize your users even more. It is important to fill out the job title, URL, and text and HTML signatures because Pardot has the ability to pull in those pieces of information. We call those “variable tags,” and they can be accessed in the email feature of Pardot.

We will discuss variable tags at length in the email marketing section of the guide.

Examples of variable tags:

  • Job title
  • Phone
  • URL
  • Email signature (text/HTML)

User settings

Resetting user passwords every 90 days

Every 3 months, Pardot will ask your users to change their passwords. This is best practice to keep the passwords safe.

Send out activation email

This is how you will notify your users of a new account. If you don’t get the activation email, it will be impossible to ever log in to Pardot. However, it is possible to create a user without the activation email, then send the activation email at a later date. Many of your Salesforce users won’t need access to Pardot, so they won’t need to activate their account.

(Video) Pardot Sandboxes & Testing Best Practices with Celine Newsome at London's Calling 2021

Time
zone

You can set specific time zones for specific users within Pardot. We recommend you set the time zone to where that individual user is located. This is ideal for sales and marketing teams located in different regions of the country.

CRM
username

This field allows you to connect with Salesforce CRM and appears after Salesforce CRM has been connected. This field gives you access to every license tied to your salesforce.com instance. Once you create your user, it will automatically link up to your salesforce.com user. This is a required step to allow users to sign into Pardot through Salesforce Single Sign On (SSO).

Beginner's Guide to Pardot: Pardot Setup & Admin - EBQ (4)

Tags

You can apply tags to your users to differentiate them. This is something that we don’t see that often at the user level but is more effectively used in content and prospect records.

Security
limits

Here, we are able to enforce security limits on our Pardot users. Some limits include:

  • Limit the prospect import
  • Limit prospect export
  • Limit email sending

We can set limitations by checking the box and entering limits within the text input.

Beginner's Guide to Pardot: Pardot Setup & Admin - EBQ (5)

Note: In Pardot, putting a “0” will be read as infinity. If you want to set the lowest record type, make sure you choose “1.

Email preferences

In this last step of creating users, we can set our email notification preferences. Please note that even though you can get notifications on quite a few Pardot functions, it’s best practice to only turn on notifications that are important to you.

Pardot allows notifications for:

  • Send daily prospect activity emails (exclude tags)
  • Send email when assigned
  • Send daily prospect assignment emails
  • Send daily visitor activity emails
  • Send starred prospect activity alerts
  • Send weekly search marketing email
  • Send monthly inactive automation report email
(Video) How to Setup Pardot in Salesforce | DAY 2
Chapter 3: Custom & Default Fields

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Beginner’s Guide to Pardot

Download the PDF Version

Chapter List

Introduction

01. Getting Started with Pardot

04. Integrating Pardot with Salesforce

05. Building Your Pardot Database

(Video) How to Set Up Connected Campaigns | Pardot

06. Prospect List Types

08. Pardot Lead Capture Forms

09. Pardot Completion Actions

11. Custom Redirects

12. Segmentation Rules

13. Pardot Landing Pages

14. Pardot Email Marketing

15. Engagement Studio

16. Pardot Analytics and Reporting

CONNECT WITH A SPECIALIST

(Video) 4. Pardot Lightning App - Prospects &Visitors

FAQs

How long does it take to learn Pardot? ›

Depending on the preferred study style, I would advise someone to devote a minimum of 2-3 months of study time for this course and commit to at least 2-4 hours of studying a week.

What's the correct order of steps an admin takes to configure Pardot for the Salesforce Pardot connector? ›

  • Configure Salesforce for the Connector.
  • Step 1: Map Pardot Custom Lead Fields to Contact Fields in Salesforce.
  • Step 2: Show Pardot Information on Lead and Contact Page Layouts.
  • Step 3: Add Custom Pardot Buttons to Salesforce Page Layouts.
  • Step 4: Add Pardot Standard Actions to Salesforce.

Do you need Salesforce to use Pardot? ›

Do I have to use Salesforce to use Pardot? No, you can adopt Pardot without using Salesforce's full CRM platform.

What does a Pardot Admin do? ›

Admins can check your Pardot account settings to find out what's available in your account and where you stand on usage limits. Mailable prospects count toward your database limit. A mailable prospect can receive emails through Pardot.

Is Pardot certification free? ›

Learn Pardot for FREE! The main goal of the course is to make you a skilled Pardot professional —even if you have not worked in a marketing automation platform before.

What is Pardot called now? ›

You may have seen on social media, any newsletters you subscribe to, or even on my recent blog, that Pardot has been renamed to Marketing Cloud Account Engagement. Here is a more detailed overview of the change, as this is something that is changing across the Marketing Cloud suite.

What four categories are included in the Pardot menu navigation? ›

Pardot navigation is divided into eight main sections: Pardot Dashboard, Prospects, Campaigns, Automations, Pardot Email, Content, Pardot Reports, Reports, and Pardot Settings. Let's take each in turn: The Prospects tab is where you access records for the prospects in your account.

How do I connect Pardot to Salesforce? ›

Pardot can integrate with Salesforce Person Account record types. To enable person account syncing, contact Salesforce Customer Support. Importing prospects into Pardot causes them to sync with Salesforce. Unassigned prospects sync to Salesforce, but records aren't created when there is no matching email address.

How do you set up a Pardot connector? ›

Connector setup is split into three main steps: install and enable Pardot, configure Salesforce, and configure Pardot. To share prospect and opportunity data, a Salesforce admin can install the Pardot AppExchange package. If you purchased Pardot after February 11, 2019, you enable the package from Salesforce.

How can I learn Pardot? ›

If you want to learn Pardot, you're in the right place.
...
Beginner:
  1. Automate Marketing to Businesses with Pardot Lightning App (which includes Pardot Lightning App Basics)
  2. Increase Engagement and Nurture Leads with Pardot Lightning App.
  3. Salesforce & Pardot Integration.
7 Jan 2022

Is Pardot a CRM? ›

Pardot was founded in 2007 in Atlanta and the system initially integrated with a number of constituent relationship management (CRM) tools, including Salesforce.

Is Pardot being discontinued? ›

Beginning on February 15, 2021 and coinciding with the Spring '21 release, Pardot's user authentication system will be discontinued and all users will be required to use Salesforce single sign-on (SSO).

How do I learn Pardot in Salesforce? ›

Learn Pardot Administration Basics
  1. Access and describe Pardot account settings.
  2. Set up users.
  3. Configure single sign on with Salesforce.
  4. Set up custom prospect fields.
  5. Connect Twitter to Pardot.

How do I make a Pardot admin? ›

From Marketing Setup, under Pardot Setup Home, click Assign Admin. Name your business unit and assign your Pardot admin. If you're working with multiple business units, we recommend setting up one business unit at a time. Save your changes.

What is Pardot in Salesforce? ›

Pardot is a software as a service (SaaS) marketing automation platform by SalesForce offering email automation, targeted email campaigns and lead management for B2B sales and marketing organizations. Pardot automates common marketing tasks, including: Tracking customer behaviors.

How long is the Pardot Specialist exam? ›

Both exams include 60 multiple-choice questions and allow you 90 minutes to complete the exam. If you are taking the Pardot certification exam online, make sure you register to do so beforehand and read the test-taking requirements — you must have an external webcam, for example.

What does Pardot stand for? ›

Pardot is the Latvian (not Latin!) verb meaning “to market” or “to sell.” I liked that it was easy to pronounce and spell, so I headed over to BustAName to see if it was unregistered, and, much to my surprise, it was available. I registered it immediately for $8 and the rest is history. (source: davidcummings.org)

How do you pass Pardot specialist certification? ›

Studying tips

Review the exam outline and highlight the topics you aren't familiar with. Focus the majority of your studying efforts on those topics. Create a list of resources (blog posts, help docs, Trailhead modules, videos, etc) that cover each topic. See my list of resources below.

What is the difference between Pardot and marketing cloud? ›

Pardot is primarily an email marketing platform whereas Marketing Cloud has other functions like Advertising Studio and Mobile Studio. Pardot enables greater marketing and sales alignment for B2B teams. Salesforce Marketing Cloud is great for 1:1 customer journey communications with mixed communication channels.

How do you pronounce Pardot in Salesforce? ›

According to Pardot's official Twitter account, their brand is pronounced Par-DOT, with the T pronounced. This is because Pardot is derived from a Latvian verb meaning to market or to sell.

What happened to Pardot? ›

It's official, Salesforce is scrapping the name 'Pardot' and renaming the platform 'Marketing Cloud Account Engagement'.

What are the four default user roles in Pardot? ›

Pardot includes four default user roles: Administrator, Marketing, Sales Manager, and Sales.

How many Pardot users can I have? ›

Required Editions

Before you begin, verify that the new user has an equivalent user record in Salesforce. A user role defines which features and data a user has access. Choose a default or custom role when you create a user. You can create or update up to 50 users at once by importing a CSV file.

How much is Pardot monthly? ›

How Much Does Pardot cost? Growth costs $1,250 per month, Plus costs $2,500 per month, Advanced costs $4,000 per month, and Premium costs $15,000 per month. Each plan is billed annually.

Where does Pardot store its data? ›

The data shown in the Lightning Component "Engagement History" on the Contact object is actually stored in Pardot's database, not in SFDC. To process the data, you might need to leverage the VisitorActivity Pardot API to get access to the records you are interested in.

How are leads created from Pardot? ›

Map Leads to Contact Fields in Salesforce

Once you've set up the Pardot Salesforce Connector, whenever you create a new Prospect in Pardot, Pardot will automatically create a new Lead Record for you in Salesforce.

Who is the Pardot connector user? ›

The connector user is a user that facilitates data syncing. These tasks apply only to accounts that aren't using the Pardot integration user. After the Pardot package is installed in your Salesforce org, you grant the connector user the Pardot Connector User permission set.

What are Pardot forms? ›

Pardot Forms are the native option for creating lead capture forms in Pardot. Using a Pardot Form means you can take advantage of pre-filled fields, progressive profiling and other advanced features – however, despite the multiple benefits up for grabs, they are not always the default choice.

How do you verify a connector in Pardot? ›

In pi.pardot.com, navigate to Admin > Connectors. -or- In Pardot Lightning App, navigate to Pardot Settings > Connectors. 2. Click the gear icon next to the Salesforce.com connector, and then click 'Edit'.

How do you create a email in Pardot? ›

Create an Email Template
  1. Open the Email Templates page. In Pardot, select Marketing | Emails | Email Templates. ...
  2. Click + Add Email Template.
  3. Enter a name. ...
  4. Choose a folder.
  5. Select a campaign.
  6. Select the email type.
  7. From Available for, select the kinds of emails the template can be used with.
  8. Click Save.

What is a Pardot email? ›

Pardot email templates are reusable email designs that you can base new emails on. After you design and build a template, you can personalize an email for each recipient. You can also modify a template and limit what kind of changes your users can make.

What is the difference between HubSpot and Pardot? ›

HubSpot focuses on being a complete suite for inbound marketing, whereas Pardot is more focused on sales enablement and customer journeys involving considered purchases.

How much does a Pardot license cost? ›

Pardot Pricing
Monthly Cost (Based on Annual Terms)$999/mo.$1,250/mo.
Annual Cost$11,988$15,000
Onboarding(One Time, Based on Annual Terms)$1,999$3,000
LICENSING
Contacts10K10K
8 more rows

What's the difference between Salesforce and Pardot? ›

Salesforce takes care of lead and opportunity lifecycles, account and contact data, support case management, etc., and for this reason, is mostly geared towards salespeople. Pardot takes care of email marketing, prospect data capture, prospect behavior tracking and scoring, etc. so, it's geared towards marketers.

Is Pardot like Mailchimp? ›

Pardot wins for its configurability. The platform offers the same standard reports as Mailchimp plus fully customizable dashboards and reporting integrating more robust engagement data and marketing asset impact.

Where do I find my Pardot API key? ›

To access this:
  1. Open the Admin menu.
  2. Select User Management and then Users.
  3. From here, choose the user you want to use for this guide. We have set up one specifically for this walkthrough.
  4. Here, you will need to find the API User Key field. Copy the string here somewhere so you can use it later.
22 Aug 2018

Why can't I log into Pardot? ›

There are a couple of common reasons that result in problems signing in with the correct Salesforce credentials: Your username hasn't been created yet. Contact your Pardot administrator for help. Your Pardot user was accidentally deleted.

What is a Salesforce Identity user? ›

Salesforce identity services are for all users who interact with your Salesforce org, Experience Cloud sites, other apps, and other services. These users are employees, customers, potential customers, and partners of your company, and they all have unique identity needs.

How can I learn pardot? ›

If you want to learn Pardot, you're in the right place.
...
Beginner:
  1. Automate Marketing to Businesses with Pardot Lightning App (which includes Pardot Lightning App Basics)
  2. Increase Engagement and Nurture Leads with Pardot Lightning App.
  3. Salesforce & Pardot Integration.
7 Jan 2022

How many days does it take to learn Salesforce? ›

On average, it takes 6 weeks to get Salesforce Certified. But the time to prepare for a Salesforce certification depends on the experience of the individual. If you are completely new to Salesforce you have to spend a minimum of 10hrs/week and it takes 6 weeks to be ready for the Salesforce admin certification exam.

Is Salesforce tough to learn? ›

Is Salesforce easy to learn? Though Salesforce is extensive, it is not difficult to learn. If you put your mind and concentration into learning the Salesforce CRM and at the same time take up this online Salesforce Training course, you will be able to master Salesforce within weeks.

How long does it take to become a Salesforce developer? ›

It takes 14 to 16 months to become a Salesforce developer.

From there, with proper dedication and training courses, it may take 3 to 4 months to learn Salesforce Admin skills, 5 to 6 months to go through Salesforce Developer training, and 6 (or more) months to learn Salesforce Consultant skills.

Is Pardot a CRM? ›

Pardot was founded in 2007 in Atlanta and the system initially integrated with a number of constituent relationship management (CRM) tools, including Salesforce.

What is the difference between Salesforce and Pardot? ›

In a nutshell, these are the main differences: Pardot is positioned as a B2B platform while Salesforce Marketing Cloud is more B2C (although this isn't always the case and some companies can use both). The main difference is the buying cycle.

What is Pardot in Salesforce? ›

Pardot is a software as a service (SaaS) marketing automation platform by SalesForce offering email automation, targeted email campaigns and lead management for B2B sales and marketing organizations. Pardot automates common marketing tasks, including: Tracking customer behaviors.

Is Salesforce admin job easy? ›

While the Salesforce Certified Administrator exam is not easy, it is well within reach for those that put the time and effort into learning the platform.

How difficult is the Salesforce Admin exam? ›

How hard is a Salesforce Admin Certification exam? The pass mark is 65%, meaning quite a high level of knowledge is required to be successful in this exam. The test consists of 60 multiple-choice questions, which means you must get at least 39 correct to pass.

Does Salesforce admin certification expire? ›

If you fail to complete your maintenance module by your assigned date, your certification will expire. It's also worth noting that the expiry of one certification can affect the status of another.

Does Salesforce admin require coding? ›

It also includes executive functions and problem-solving tasks. Hence, Salesforce Admin will be working with a team of developers, consultants, and others. They will take care of the coding part. So, a Salesforce Admin doesn't require coding as a part of his daily task.

Is Salesforce a coding language? ›

Apex: Salesforce's proprietary programming language with Java-like syntax. Visualforce: A markup language that lets you create custom Salesforce pages with code that looks a lot like HTML, and optionally can use a powerful combination of Apex and JavaScript.

How can I learn Salesforce faster? ›

Best ways to learn Salesforce for free in 2022
  1. Learn Salesforce with Gemma Blezard. ...
  2. Subscribe to Francis Pindar's Vlogs and Podcasts. ...
  3. Get a free demo of Jan Bask training. ...
  4. A free month of LinkedIn Learning. ...
  5. 'Learn AI with Salesforce' webinars. ...
  6. Salesforce official training. ...
  7. Training and certification at Salesforce events.

Which language is used in Salesforce? ›

The Salesforce application and the force.com platform are predominantly written in Java, and some specific areas are written in other languages. Apex is only used to build applications and custom functionality on the platform, and is not the language for the core application and platform development.

Do you need a degree to be a Salesforce developer? ›

Becoming an entry-level Salesforce developer requires you have some formal qualifications and education, typically a bachelor's degree or higher in computer science or information technology, along with certification in Salesforce software and a variety of technical skills.

Which is better Salesforce administrator or developer? ›

Salesforce Admin plays as the problem solver, whereas Salesforce Developer gets a chance to work with the best technology and develop customer-facing interfaces.

Videos

1. 1. Introduction to Salesforce Pardot Lightning App (PLA)
(Learning Academy)
2. 3. Pardot Lightning App - Navigation &Dashboard
(Learning Academy)
3. Pardot Onboarding Tutorial for New Admins | Salesforce Support
(Salesforce Support)
4. Tampa Pardot User Group - How to Keep Your Prospect Database Clean and Healthy (w/Al Iverson)
(Ben LaMothe)
5. Configure your Pardot DNS Entries
(Integrated Media Group)
6. Salesforce B2B Commerce Cloud - Session 2: Sharing settings, MFA,CDN Setup, Permission sets for B2B
(Singapore Salesforce Marketers Group)

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