Tracking Marketing Activities with Pardot!

Author: Puneet Vij | Categories: Pardot, Marketing Automation, Email Marketing & Automation, Customer Experience, Customer Engagement

Pardot, powered by Salesforce, is a marketing automation tool. It is used for email marketing, automation, data cleansing, data standardization, webinar events, hosting landing pages, tracking customer journey, and so on. At a quick glance, Pardot takes away a lot of your usual marketing worries and leaves you to focus on your core business.

Below are a few of the key features of Pardot to get you started:

  • Email marketing and lead nurturing

  • Automation and lead assignment

  • Segmentation and tracking

  • Lead scoring and lead grading

  • Campaign and tags

  • Connectors

Are you considering exploring this tool for your marketing initiatives? Well, you’d find this blog handy! I am highlighting the benefits below for you in detail, so you know what to expect from this fantastic marketing automation tool.

Email marketing and lead nurturing

Email is one of the most valuable marketing channels to connect with your customers. With the features of Pardot available for you, you can make sure that you are getting the highest ROI for your efforts.

Pardot helps create highly engaging, personalized, and responsive emails containing pre-defined templates (one column, two column, newsletters, promotion templates, etc.), which you can use to edit content and images, and promptly send out to customers. It renders perfectly on all devices – desktops, laptops, tabs, mobiles.

The spam check and browser rendering capabilities verify how an email will appear or be received – all within the email marketing module.

Using the Pardot advantage, you can further nurture your leads and improve customer engagement. Send the right emails to your customers at the right time and nurture the relationship in a personal manner – also, this way, you can keep a tab on the customer lifecycle as well.

Proper campaign tagging can help enhance the scope of reporting for all future references. Apart from this, by structurally linking Pardot with your CRM platform, you can ensure that all chances of content duplicity (email address) are minimized.

Another feature, Engagement Studio, helps marketers create lead nurturing campaigns using the simple drag and drop module.

Automation rules

What are automation rules and why do we need them in the first place? How easy or difficult it is to create these rules?

By its very name, automation rules signify that we are defining some logic, based on which Pardot will repeat certain actions. A few live scenarios to highlight here would include:

  • Transferring the campaign performance from a marketing automation tool to a CRM

  • Adjusting scores of lead

  • Changing the backhand value of fields basis live data or from the submission form

  • Tagging the lead with a relevant sales person so that sales activities are done on time, or the sales person can reach the customer in real time

To achieve any of the above mentioned scenarios, you’d have to design or customize the programs or APIs. However, working with Pardot saves you all the hassles – effort and time – as it has an in-built functionality known as Automation Rules. This allows you to easily configure and define rules that are less time consuming and easy to create as compared to customizing a programs or API. Some of the automation rules that you could explore are:

  1. Add prospect to Salesforce campaign

  2. Adjust prospect score

  3. Do not sync with CRM

  4. Change prospect custom field value

  5. Assign prospect to user

Lead scoring and lead grading

Lead Scoring is a method, used by sales and marketing professionals, to determine the worthiness of leads or potential customers. In this method, values are attached to the leads based on their behavior or interest in a product or service.

Lead scoring, when used in tandem with lead grading, ensures that only the most qualified leads passed from marketing to sales. A lead score, displayed as a numerical value, indicates the rank an interested lead holds in your list of products or services.

One of the main differences between lead scoring and grading in Pardot, when compared to other marketing automation tools is that in the latter, the matrix goes from A1 to D4 where A refers to Profile Criteria, and 1 refers to Engagement Criteria. However, in Pardot, it starts from “A+” (most qualified lead) and goes till “E-“(sort of unqualified lead).

For your leads to best qualify in Pardot, it is recommended that you have both – lead grading and lead scoring – in place.


Connectors allow Pardot accounts to sync with third party applications, primarily to share data. This includes Salesforce, social media, a variety of webinar/event tools as well as Google Analytics and AdWords, and so on.

These connectors are similar to cloud-based apps provided by other marketing automation tools. While such tools have limitations beyond a point, Pardot is equipped to offer a wide range of connectors that makes it easy for marketers to connect with third party tools effortlessly. Configuring these connectors into a Pardot instance doesn’t require a developer’s efforts – marketers can configure this on their own!

Below are some of the connectors that Pardot provides out of the box:

  1. Connectors w Salesforce

    • Webinar Connectors WebEx

    • ReadyTalk

    • GoToWebinar
  2. Event Connectors

    • Eventbrite
  3. Social Media Connectors

    • Facebook

    • Twitter

    • LinkedIn, and more
  4. Other Connectors

    • Google AdWords

    • Google Analytics

    • Twilio

    • bit.ly

    • GoodData

Business scenarios: Working with Pardot

Below are a few real-life scenarios for you to understand how you could derive the most of this marketing automation tool.

  1. Unengaged filter in the Engagement Studio

  2. Unengaged prospects – past three months filter: This filter will help you identify all prospects in your list that did not open an email in the past three months, did not visit any landing page and did not submit any information.

    To tackle such a scenario, the best fix would be to send nurturing or promotional emails to such unengaged prospects so as to reconnect with them and prompt them to engage with you.

    benefits of pardot

  3. To trace the prospect journey:
  4. To track a prospect’s journey to find out whether they have opened an email or not, and to capture the flow accordingly, you can refer to the snapshot below. The flow is designed in such a way that if a user did not open an email in the first instance, he would be sent a follow-up email. In case he opens it in the second attempt, he will be passed on to the shared lists, and you could assign a salesperson to that user for carrying out further activities.

    This flow is illustrated in the image below

    working with pardot

    In the below screenshots we are segmenting, based on automation rules. This helps in creating specific lists for nurturing leads; the best part is that this logic will keep adding prospects to the list on an ongoing basis, which in overall can impact the campaign performance.

    pardot features

    pardot features


    As is so evident from the above, the simple-to-configure and easy-to-use features of Pardot make it an interesting marketing automation tool that you can easily entrust your campaigns with. Working with Pardot means exploring a wide variety of lead assignment rules that make planning and executing a campaign a pretty hassle-free task.

    Also, the robust automation rules make customization powerful yet simple, even for the beginners. To top it all, the inbuilt connectors make third-party integration easier – bringing your Pardot experience a full circle!