Session 1
This Session guides you through the process of syncing and managing prospects between the Pardot and Salesforce platforms. It provides insights into setting up custom fields, dealing with sync errors, creating user journeys and optimizing your use of the platforms for better marketing outcomes.
Focus Areas: Pardot Salesforce Interaction, Prospects, Addressing Sync Errors, Deliverability Setup
Session 2
This session guides you through understanding the processes of journey mapping, engagement, segmentation, and automation in Pardot. It provides detailed instructions on creating, editing, and optimizing segments along with guidance on setting up Pardot campaigns and automations, all aimed at enhancing the customer journey.
Focus Areas: Journey Mapping, Engagement, Segmentation, Automation, Campaigns
Bonus Session
This session guides you through the process of leveraging dynamic content using the SLX framework, including segmentation, campaigns, and automations. It provides examples of how to customize content based on different criteria, such as industry verticals or user demographics, and demonstrates how dynamic content can be incorporated into emails and websites for a personalized user experience.
Focus Areas: Dynamic Content, Segmentation, Automation, Campaigns
Session 3
This session provides a comprehensive overview on optimizing forms and form handlers in Salesforce Account Engagement platform. The detailed discussion includes key tactics like user engagement, conversion optimization, progressive profiling, and other strategic choices to enhance the form experience for the user. With the aid of real-life examples, and insights on iterative design changes, troubleshooting errors and setting up dynamic interactions based on pre-filled data. The session is designed to equip users with practical understanding of native forms and their potential in driving personalized and efficient interactions.
Focus Areas: Form Management, Conversion Optimization, Progressive Profiling, Error Handling, User Segmentation
Session 4
This Session delves into lead scoring and grading in Pardot. It provides explanations on how to set up emails, custom form handlers and adjust scoring parameters for proper lead qualification. The importance of establishing clear methods for determining when a lead moves from marketing to sales, referred to as Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL), was emphasized. The Session also covers the use of automation rules to manage lead scores and check for general email list health.
Focus Areas: Form Handlers, Scoring, Grading, Feedback Loops On MQLs
Session 5
This Session explains how to create various types of email campaigns using Pardot, discussing open rates, click-to-open ratios, and unique click-through rates. It also goes into, how to set up a email report in Salesforce, and handle differing email processes for marketing.
Focus Areas: Email Sends, Data, Best Practices, Reporting
Session 6
This Session explores advanced lead management using Salesforce and Pardot, focusing on creating responsive email templates in Salesforce Lightning Builder and optimizing drip campaigns in Pardot. It covers the use of user interaction triggers in campaigns, testing strategies for effectiveness, and aligning marketing with sales team expectations. Key topics include the choice between text-based and template-based emails and iterative testing for campaign improvement.
Focus Areas: Email Template Design, Drip Campaign Optimization, User Interaction Triggers, Marketing and Sales Alignment, Email Types Selection, Iterative Testing Strategies
Bonus Session
The session provides information on when to use landing pages versus website pages, how to build landing pages using Pardot's classic and Lightning builders, and how to use social posting connectors for Facebook and LinkedIn. It also covers the use of tags to categorize assets and prospects in Pardot.
Focus Areas: Landing Pages Vs. Website Pages, Building Landing Pages, Tags, Social Postings
Included In Your Masterclass Seat: Unlimited 1:1s
"A great learning atmosphere where people felt comfortable asking questions, and they gave thoughtful, helpful responses."
- Pardot Prodigy Graduate
