Everything You Need To Know Before Setting Up Pardot

Everything You Need To Know Before Setting Up Pardot

Pardot can be described as a Lead-nurturing platform and Marketing Automation application from Salesforce. Engagement Studio is Pardot’s version of drip campaigns. It is a significant step up from existing tools from the older generations. Its engagement programs allow users to send targeted emails based on real-time customer behavior, providing a personalized life-cycle experience for user prospects.

Important rudiments of setting up Pardot in Salesforce

1: Team Involvement

Setting up Pardot in Salesforce requires the involvement of stakeholders from across the organization such as the involvement of Salesforce admin, Marketing team, Marketing agency, Sales leadership, Webmaster, and IT admin.

2: Setting Up Technical Tasks

It requires 4 steps of technical setup to get Pardot up and running.

  • Tracking Code Implementation

    There’s a unique tracking code with each Pardot campaign that tracks visitors and their activity when added to your web pages.

  • Adding a Tracker Domain

    Users can add a tracker domain to its account using CNAME records for link rewriting and vanity URLs.

  • DKIM and SPF Email Authentication

    It is important to implement email authentication to achieve the best deliverability with Pardot. The two most common standards of Pardot are SPF and DKIM.

  • Pardot Sending IP Address

    When a user needs to send IP for whitelisting, a Pardot admin can actually view and track their account. It is done by tracking the ending IP address information from the Account Information table.

3: Adding Users

Admin can use Salesforce User Sync or can create users manually by importing them to the system.Admin can use Salesforce User Sync or can create users manually by importing them to the system.

4: Integration Of Pardot With SalesForce

The prospect and opportunity data between Pardot and the Salesforce CRM are synced through the Salesforce-Pardot connector syncs. Pardot can sync with the Professional Edition accounts of Salesforce.

5: Setting Up Salesforce Engage

Salesforce Engage is purchased for empowering business sales. Hence, it is important to learn and set up a team to sell faster and smarter.

6: Setting Up Marketing Analytics

Business-To-Business Marketing Analytics is an Analytics application containing Salesforce and Pardot data filled with Salesforce connector.

If you’ve purchased B2B Marketing Analytics, configure the tool after configuring your Salesforce connector.

7: Building Marketing Assets

Marketing assets are created to align your brand with customer engagement, lead generation, and tracking. These are the four marketing assets you would need to create in Pardot.

  •  Forms: The hosted forms in Pardot are built using a form handler and form builder. These forms are integrated with users existing website forms. The users have to identify the forms to be replaced with Pardot-hosted forms or they can identify the forms to be integrated with the form handlers.
  • Email templates: For list emails, autoresponders, and engagement programs Pardot uses email templates. User has to Identify the email templates to create & integrate into Pardot while setting up the system.
  • Center pages: Email Preference and Email Unsubscribe. User has to Create email unsubscribe center pages and email preference center pages. This page shall be modeled after the existing page on users’ websites.
  • Landing pages:  User has to Identify the landing pages that are to be hosted on Pardot. Pardot provides hosted landing pages that are easy to create using drag-and-drop builder or HTML.

8: Setting Pardot to Host Files

Pardot can be used to host content such as data sheets and white papers. When a user downloads a file hosted by Pardot, it appears in the user’s activities. The organizations can then run accurate automation based on those activities. Image contents can also be hosted to use in Pardot landing pages and email templates.

9: Segmenting Users

Organizations can send to or omit users/leads from Pardot engagement programs and email lists. Lists can be imported via CSV, created manually or dynamically using rules. This list can be made private for internal use only or can be made public and so users can manage their subscriptions from an email preference page. This list can also be made visible in the CRM so that organizations can add and remove leads from the CRM.

Ways to add customers on lists

To Create a Dynamic List.

A rule-based dynamic list automatically adds customers that match the criteria. It also removes them when they don’t match the criteria.

To Create a Static List.

A list is a group of leads/customers that organizations can use to send engagement programs. Or feed list emails. Customers can be added to the static list manually or by using automation.

10: Setting Up Automation Tools

Marketing efforts are streamlined using Pardot’s automation tools by automating tasks. Automation tools are used to perform actions on customers and to build a customer list based on requirements & criteria. It is important to set up the appropriate automation tool according to your needs. Automation rules are repeatable, criteria-based rules that find matching prospects and apply actions to them.

11: Automating Customer Assignments

Setting Pardot’s automation tools to automate customer assignments based on the customers’ data information and actions.

Completion Actions.

Completion actions do not represent users who already have an owner. A completion action assigns users based on a successful specific page view, form submission, file download, or a custom redirect click.

Automation Rules.

An automation rule assigns your customers based on the required criteria. The rule only assigns customers who aren’t already assigned at the time of matching the rule’s criteria.

12: Adding Connectors

Setting & adding connectors is required to sync Pardot with third-party applications such as Google AdWords and Webinar services. The data while processing is passed back and

forth between the two applications. Connectors in Pardot are used to manage formerly disparate marketing channels from the application.


Undoubtedly, Pardot is wonderful marketing automation as well as a lead nurturing platform that is ideal for organizations of all sizes. Redefine the ways by which your business engages with the target audience with Pardot now!


Deepali Kulshrestha

Salesforce Certified Developer | Delivery Management Head

“Deepali, a certified Salesforce Advanced Administrator and Salesforce Developer and CSPO Certified at Cloud Analogy, is a successful name in the industry circles when it comes to the delivery of successful projects with end-to-end testing. Deepali is a globally-renowned industry stalwart when it comes to managing Operations & Delivery Planning in driving Business Performance Management. Over the years, she has also demonstrated great leadership qualities in the context of Organizational Development & Change Management / Transformation, Delivery Planning & Management, Resource & technology pool management, and driving end-to-end Business Process Excellence and Organizational Transformation. Deepali is the Women-In-Tech (WIT) leader, Faridabad Region of Salesforce apart from being an active leader in a wide range of other socio-economic activities and events.”

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