You’ve received a Pardot implementation, which mostly includes basic technical setup and some light training, you’ve sent out an email or two…

…but now what?

Here are the Pardot features you should use to optimize your Pardot investment in 2018:


☁️ Dynamic Content.


[Marketing → Content → Dynamic Content]


In my experience, Dynamic Content is one of the most underrated tools in Pardot, but it can easily be your marketing personalization BFF. With Pardot’s Dynamic Content tool you can set default content to display, then using a default/custom field to base variations upon, defining specific content that should be shown for each potential field value. Once you publish the dynamic content, you can grab the HTML code and paste it on your website or a landing page; if a visitor is a known prospect in Pardot (based on IP address), Pardot will look at that prospect’s value for that field and display them personalized content!

Shauna Ward does a great job giving some examples of dynamic content in action here.

You can view official Pardot feature documentation here.


☁️ Custom Redirects.


[Marketing → Content → Custom Redirects]


As Pardot states, you can use Custom Redirects to “track banner ad clicks, links to third-party sites, links on social media, and access to files hosted outside of Pardot.” This doesn’t sound super exciting (sorry Doc team!), but it really is — especially when your sales rep is able to refer to a thorough background on a prospect’s interests before contacting them. When a prospect clicks on a Pardot custom redirect, it shows up on that prospect’s activity history and is displayed in the Pardot activity section in Salesforce, so your reps can have better context for conversations with their prospects when they become MQL/SQL.

You can also set completion actions on custom redirects; for example, if a prospect clicks a custom redirect to download a whitepaper, you can set the completion action to send them an autoresponder with more personalized content.

Lastly, you don’t have to worry if your link-clicker isn’t a Pardot prospect yet; if they’re a visitor (as long as Pardot is able to access their IP address), their custom redirect activity will automatically populate in their activity history when they convert into a Pardot prospect.

Molly Hoffmeister lists some great custom redirect use cases here.

You can view official Pardot feature documentation here.


☁️ Engagement studio.


[Marketing → Engagement Studio]


I could write an entire post on Engagement Studio — oh, wait, I already did (when it first came out, so this does not include newer features like this one that was released yesterday!). You can check out other features that are rumored to be released in 2018 here. 😉

There are tons of articles and webinars out there about Engagement Studio, so I’m not going to get into extreme technical detail here. However, I can say that one of my favorite uses for Engagement Studio is to allow the prospect to tell me what kind of content they want to receive; as they click links to different blog posts or whitepapers, Engagement Studio enables me to send them down different tracks that fit these interests. Engagement Studio also gives me intel as to which kinds of products/topics they are not interested in. This is especially useful if you were unable to collect product interest before Pardot, and you want to collect that information now (but please be careful to not spam — provide them with valuable content to click through to!).

An oldie-but-goodie resource to help you get into the nurture program mindset is Pardot’s Lead Nurture Lab.

You can view official Pardot feature documentation here.


☁️ A/B testing.


[Marketing → Emails → New List Email]


While you don’t want to go overboard with A/B testing (thanks for this great post, Andrea!), a strategic A/B test can help you learn more about your audience’s preferences, which will help you send emails that they look forward to receiving!

Unsure of what A/B testing is? Here is a great resource from Litmus’ Lauren Smith. Fun fact: Litmus manages the email rendering tool that you find inside Pardot. 😊

You can view official Pardot feature documentation here.


☁️ Scoring.


[Admin → Automation Settings → Scoring]


Scoring — the tool that everyone is excited about, but most are unsure of how to actually use!

Scoring gives you insight into how interested your prospect is in your company or product by assigning specific numeric scores to each action that a prospect takes. This helps you decide when a prospect in qualified to be assigned to a sales rep for follow-up. Pardot has a default 100-point default scoring system already set in place in your instance, but you can also customize scoring (thanks for the resource, Paul B. Fischer!) by changing the scoring rules and through automation rules and/or completion actions.

Want to have a separate score for each product or service that your company provides? Pardot has that tool as well, and you can read more about it here.

Another oldie-but-goodie resource to get you started: Pardot’s Lead Scoring & Grading Lab.

You can also view official Pardot feature documentation here.

View and like the original LinkedIn post here.

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Sara McNamara is a Marketing Operations Manager and former top-tier Salesforce Pardot Partner senior consultant. She has a special place in her heart for marketing operations, Kanye West, huskies, and people who don’t call her about something that could have been a text/don’t request a meeting about something that could have been an email. She is honored to be the very first B2B marketing Trailblazer to be recognized and featured by Salesforce Trailhead, as well as featured in the first Trailblazers in B2B Marketing | Powered by Pardot magazine. She is also a Marketo Certified Expert and cosigned by Jill Rowley, the greatest sales professional of all time. 🐐

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