scenarios of common marketing tasks within a sandbox Pardot account. After you ... Send yourself a test email using the
Pardot Academy Partner Workbook 1 Workbook 1
Welcome to Pardot! As part of your new partner enablement period, you will complete scenarios of common marketing tasks within a sandbox Pardot account. After you finish the exercise, please answer the comprehension questions and be prepared to discuss during Friday’s call.
RESOURCES Feel free to use the Knowledge Base to guide you through your work and explain concepts. You can find the Knowledge Base at help.pardot.com. Also, don’t forget about the In-App User Assistance that can provide you guidance and insight. Please attempt this on your own as you work through these exercises. This will prepare you for building common implementation items with the use of our documentation.
CONCEPT You have inherited a database of over 300 leads from the person who had your position prior to you. Your manager has asked you to increase your company’s reach without purchasing lists or adding new leads. Your goal is to target your existing database to find viable leads that are cold and then re-engage them with your product. In this scenario, you’ll use automation to segment your database to create dynamic lists of cold leads. You will then use those dynamic lists to feed into a long term nurturing program to re-engage those leads. Once they show an interest in your company, you will assign them out to a member of your inside sales team for further follow up.
EXERCISE 1. First, create yourself as a prospect and add yourself to the Internal Test List. 2. Second, download the file named “Partner_Export” on the Partner Portal. Make sure the file is in the correct format before importing it. Also check to make sure all the form fields have corresponding fields in Pardot. If not, create the fields. Complete the import. 3. Third, you should create a few items: a. Create a list. Name the list “companyname_lastname”. This will be your recipient list. b. Create a segmentation rule to populate your list with all prospects from Georgia (or GA) and tag the prospects with “Location_GA”. Name the segmentation rule “Prospects from Georgia”.
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Pardot Academy Partner Workbook 1 Workbook 1
c. Create a second segmentation rule to create a new list of people from Alabama to use as a suppression list. Name the segmentation rule “Prospects from Alabama” d. Create a campaign. Name this campaign “Southeast Social Media”. e. Create a custom redirect to Pardot’s Twitter page (twitter.com/Pardot). a. Add a completion action that will add 5 points to the prospect’s score should they click on the custom redirect. 4. Fourth, you will design and save an email template. a. Create an email template. Make it available for 1-to-1 and list emails. Name the email template “Southeast Social Media”. b. Use a pre-formatted layout that has two columns. c. Design your email: i. Change link colors to #003096. ii. Replace the image placeholders with actual images. Feel free to pick images from your favorite places in the Southeast. iii. Add as little or as much content as you would like. iv. Replace one of the headers with the variable tag for First Name. v. Format the text version of your email to be readable and make sure it includes the first name variable tag and custom redirect link. d. Select General as the sender, enter in your name and email information. Check the checkbox to have the email from the prospect’s assigned user if available. e. Send yourself a test email using the Advanced Email Analytics tool. Check your Advanced Email Analytics spam analysis and score and make adjustments to your emails content if necessary. f.
Save your email template.
5. Fifth, you will use the email template you designed in an email to your recipient list.
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Pardot Academy Partner Workbook 1 Workbook 1 a. Create a new email using the template you have created. b. For recipients, select your created list and the Internal Test List. Enable suppression lists and select your suppression list that you created earlier. c. Add a completion action to notify you if people use this email to unsubscribe from your communications. d. Send yourself a standard test email. e. Send your email immediately.
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COMPREHENSION
Pardot Academy Partner Workbook 1 Workbook 1
Please use the space below to answer your questions. 1. How are email opens measured?
2. What is the difference between an email and an email template?
3. Which would you create first – an email or email template? Why?
4. What are the different ways in which an email can be tested?
5. If you schedule an email to be sent at a specific time, by whose time zone is the email delivered?
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Pardot Academy Partner Workbook 1 Workbook 1
6. Which default user roles can send emails to lists?
7. What automation tools can you use to generate or populate a prospect list?
8. What is the difference between a campaign and a list?
9. What is Pardot’s unique identifier for creating prospect records? How would you explain this concept to a client?
10. What other items, other than Spam Analysis, can you preview with the Advanced Email Analytics tool?
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Pardot Academy Partner Workbook 1 Workbook 1
11. As a best practice, what should be included in the footer of an email?
