Download Pardot Specialist Exam: In-Depth Explanations & Correct Answers and more Exams Nursing in PDF only on Docsity!
Pardot Specialist Exam: In-Depth Explanations
& Correct Answers - Guaranteed to Boost Your
Performance and Ensure Academic
Excellence!
Explain the purpose of the Prospect Lifecycle Report - CORRECT ANS- - Provides a visual representation of the organization's sales funnel month-over-month (tracking from visitors, to prospects, to marketing qualified leads [MQL], to sales qualified leads [SQL], to won deals). By reviewing the report, you will have an idea of how well your marketing and sales organizations are working together, as well as areas for improvement. Individual reports can be used to gauge the prospect's journey through the lead nurturing cycle and deliver targeted reporting for each stage. Accessible under: Reports, Lifecycle Where can you view Email Usage? - CORRECT ANS- - Admin > Overview What information is available in the Email Usage Table? - CORRECT ANS- - Date, Drip Emails Sent, List Emails Sent, Automated Emails, One-to-One Emails Sent, Engage Emails Sent, All Emails Where can the Administrator add a Whitelist IP Range? - CORRECT ANS- - Admin > Security
Add Whitelist New Range + What percentage of surveyed marketers stated that personalization is critical to current and future success? - CORRECT ANS- - Over 90% --> 94%
What percentage of increase in sales are businesses that are currently personalizing web experiences currently seeing? - CORRECT ANS- - On average, 19%. What is the main driver or motivation for personalized marketing? - CORRECT ANS- -- Improved business performance
- Improved customer service (Over 66% of marketers cite these as reasons.) What are the 4 types of criteria that can be used to helped personalize marketing messages? - CORRECT ANS- - Job Title Location (Geography) Interest (Industry Specific) Lifecycle Criteria (Prospects vs. Customers) If a prospect has a low score, what type of content should they be exposed to? - CORRECT ANS- - Education If a prospect has a high score, what type of content should they be exposed to? - CORRECT ANS- - Call-to-Action For every field over 4, the percentage of decrease in form completion is: - CORRECT ANS- - 5% What is progressive profiling? - CORRECT ANS- - Progressive profiling is a system where a prospect is shown a dynamic form that uses conditional fields that only appear when previous fields have been filled. A prospect will see different fields each time he/she completes a form, preventing them from having to re-enter information.
What information about Visitors is available on the Visitor Table? - CORRECT ANS- -- the number of times a visitor has come to your site
- the number of page views
- the visitor's hostname/referrer
- the visitor's first pageview
- the visitor's last page view Given a scenario, understand how prospects accessing a file is reported: - CORRECT ANS-
- When a visitor or prospect clicks on the link to the file, we will recognize the click and record it in your file report. The data is updated continuously so it should be close to real- time. How does a Visitor become a Prospect? - CORRECT ANS- -- provides email address by submitting a form or landing page What information is visible on the Prospect table? - CORRECT ANS- - Name, Company, Score, Grade, Date of Last Activity Identify the three webinar connectors: - CORRECT ANS- - a. WebEx b. GoToWebinar c. ReadyTalk What does a dark green prospect icon indicate? - CORRECT ANS- - This prospect was recently active (within the last 20 minutes) What does a light green prospect icon indicate? - CORRECT ANS- - This prospect is active.
What does a red prospect icon indicate? - CORRECT ANS- - This prospect has never been active. What does a red envelope icon on the prospect record mean? - CORRECT ANS- - This prospect has been removed from all email communication. What does the cloud icon beside a prospect's name mean? - CORRECT ANS- - Direct link to prospect's Salesforce.com record. The gear icon on the prospect table gives you the options to do what? - CORRECT ANS- -- Assign a prospect
- Delete a prospect
- Edit a prospect How do you manually add a prospect to Pardot? - CORRECT ANS- - On prospect list, click 'Add Prospect' How do you merge 2 prospects? - CORRECT ANS- - 1) Find the two prospects you'd like to merge
- Search for name
- Select multiple records using checkbox
- Click drop-down > Merge >> Go
- Select which email address will be used as master record How does Pardot's tracking code work? - CORRECT ANS- - Pardot's tracking code works by setting cookies on a visitor's browser. A cookie is a small piece of data sent from a website and stored in a users web browser while the user is browsing the site. Cookies are set to remember user preferences when they return to your site (i.e. form fields).
What are the two most commonly accepted standards for Email Authentication? - CORRECT ANS- - SPF (Sender Policy Framework) DomainKeys Identified Mail (DKIM) Why should a user whitelist IPs? - CORRECT ANS- - To avoid having Pardot emails and test email end up in your company spam filter, it is recommended that Pardot's IP address and your own company's IP addresses are added to your spam filter whitelist. What is another name for a tracker subdomain? - CORRECT ANS- - Vanity Alias OR cName What is a tracker subdomain used for? - CORRECT ANS- - Gives visitors a seamless transition when navigating between pages, forms and landing pages. It is also used for any individually tracked links sent out in emails. It will appear as if they have never left your website, even when they are actually visiting content/a page hosted by Pardot. What are the 3 steps to setting up a tracker subdomain? - CORRECT ANS- - 1) Add subdomain in Pardot, Settings >> Edit Account >> Enter Tracker Domain >> Click Save How long does it take for a DNS to propagate? - CORRECT ANS- - Up to 24 hours after it is entered into the site host. Under what circumstances would you need to edit Tracking Opt-in Preferences? - CORRECT ANS- - To comply with privacy directives like the EU (users have to enable cookies) Where can you change Tracking Opt-in Preferences? What options are provided? - CORRECT ANS- - You can write a message and edit the style of the message that will appear
when tracking is being requested. You are able to customize who sees this message based on geographic region or specific country. What is the difference between a Pardot campaign and a Salesforce campaign? - CORRECT ANS- - Salesforce - do not have 1:1 with Pardot campaigns All prospects in SF campaign are not added to Pardot campaigns and vice versa. Pardot - thematic touchpoints, function simliar to source, tracks first touch, once established, has 1:1 relationship between campaign and prospect Salesforce - standard object in CRM associating leads/contacts, 1:many relationships What is a Pardot campaign? - CORRECT ANS- - Track first touch that a prospect has with online materials. How can prospects be assigned to Pardot campaigns? - CORRECT ANS- - 1) via Tracking Code
- manually during import
- by 3rd party (webinar) Given a scenario, determine the necessary nextsteps if a connector cannot be verified: - CORRECT ANS- - If your organization restricts IT access at the User Profile level, you may need to whitelist Pardot IP ranges there as well. Explain how third party prospect activity is populated in the prospect record: - CORRECT ANS- - Prospect Activities table on the prospect record:
- Custom redirect tracked link clicked
- Form View
- Email unsubscribe
- Etc. What is an example of Thank You Code that can be added as a post-submission action on a form? - CORRECT ANS- - Something like a piece of Javascript that allows a piece of content to be downloaded once the form is submitted. Identify the audit capabilities within the prospect record: - CORRECT ANS- - Each prospect record has an audit table displaying the prospect's actions. The Audit page lists all the data about your prospects that Pardot has. The audits are composed of the name of the action and information which changed in regard to the prospect record. The audit includes the type of change and the date that the prospect record change occurred. What does light grey text and (c) indicate in the Form Wizard? - CORRECT ANS- - This indicates a conditional field. What does (a) indicate in the Form Wizard? - CORRECT ANS- - This indicates that this field is set to 'Always Display' Define 'Conversion Point' - CORRECT ANS- - The form, form handler, or landing page that was completed (how they converted from visitor to prospect). Define 'Conversion At' - CORRECT ANS- - The date and time of the form, form handler or landing page submission when they converted. What are the 2 main differences between automation rules and completion actions? - CORRECT ANS- - 1) The ability to apply criteria.
- The number of times the defined actions will affect prospects. Automation Rules - CORRECT ANS- -- define criteria
- only take action on matched prospects once
- good for initial processes
- are retroactive
- constantly running (will continue until paused/deleted)
- match prospect 1 time only
- will never unmatch prospects
- most flexible Completion Actions - CORRECT ANS- -- not rule-based
- added as part of other marketing elements
- will fire each and every time a prospect takes the chosen action (i.e. internal notification every time someone submits a contact us form) Segmentation Rules - CORRECT ANS- -- snapshot in time
- when rule is executed, will look at existing database ONCE
- focus on building lists What are the 4 types of marketing automations that Pardot performs? - CORRECT ANS- -- Automation Rules
- Segmentation Rules
- Dynamic Lists
- Completion Actions
Describe the concept of merging prospects: - CORRECT ANS- - Pardot has the option to manually merge up to three prospects at a time. When a prospect is in Pardot under two different email addresses, you can merge the two records and select which fields should be merged into the final, complete record. Describe the concept of filtered activities: - CORRECT ANS- - Think of filtered activities as 'filters on certain people or groups of people to preserve data quality.' Filters allow you to exclude certain types of visits, clicks, or other actions from your campaign results and email notifications. The most common use of this would be to filter our your own company's IP address to avoid skewing results (e.g., excluding coworkers from lists). Autoresponder emails can only be triggered/created in association with which rule types? - CORRECT ANS- - Completion Actions and Drip Programs What is lead qualification? - CORRECT ANS- - The process of making sure that your lead is interested in you and you are interested in your lead. What is the 'recipe' or formula for determining the proper score for a marketing element? - CORRECT ANS- - Percentage of Sales Readiness x Sales Ready Score = Score (0.75) x 100 = 75 Describe the best practices for building marketable email lists: - CORRECT ANS- - Dos:
a. Post compelling content (blogs) on your website, encourage people to subscribe and update b. Leverage Pardot at events and tradeshows c. Use gated content on your website d. Proote gated content on social media and your blog e. Make your emails sharable with AddThis integration Don't: a. Purchase lists Why might you adjust a prospect's score during an import? - CORRECT ANS- - If you have existing scores and are transitioning from a different email marketing automation platform. What are the tenants of the CAN-SPAM agreement? - CORRECT ANS- -- don't use false or misleading header
- no deceptive subject lines
- identify as ad
- identify physical location
- tell recipients how to opt out of receiving future emails
- honour opt out requests
- monitor what others are doing on your behalf How does Pardot define SPAM? - CORRECT ANS- - Pardot defines SPAM as unsolicited bulk email.
j. Localize for global audiences (send during THEIR business hours, send events relevant to their area, etc.) Given a scenario determine how to escalate if logging into Pardot is unsuccessful: - CORRECT ANS- - a. "I don't know my password or username!" - If you've forgotten your password or username, click Forgot Your Password? on the login screen. Enter the email address associated with your Pardot account and click Reset Password (You'll see a confirmation screen). Check the email associated with your Pardot account for further instructions. If you don't receive a reset email, try again or contact Pardot Support at [email protected]. b. "I'm locked out of my account!" - After 5 failed login attempts, you will be locked out of your Pardot account for security reasons. To fix this, enter the email address associated with your Pardot account and click Reset Password. - You'll see a confirmation screen/password reset confirmation. Check the email associated with your Pardot account for further instructions. If you don't receive a reset email, try again or contact Pardot Support at [email protected]. c. "I reset my password, but I didn't get the reset email!" - If you reset your password but haven't received your reset email check your spam folder. If the password reset email isn't in your spam folder, contact Pardot Support at [email protected]. d. "This is my first time trying to log in, and I can't!" - There are a couple of common reasons you'd have problems signing in for your first time: - Your username might not have been created yet. Reach out to your Pardot administrator for help. If you're the first Pardot user on your account, your account activation window may have expired. Contact Pardot Support at [email protected] for help.
Explain the steps, if needed, to troubleshoot the five most common connectors: - CORRECT ANS- - 1. Check to make sure that both the account number and email are included in the connector within Pardot.
- Make sure the email address in the connector is the same as the one you use to log into your interface.
- If it doesn't you can try changing the email in the connector to that email. Identify the difference between default and custom roles: - CORRECT ANS- - Default = OOTB Custom = need to customize What elements of an email can be changed/tested when using A/B testing? - CORRECT ANS- -- subject lines
- calls to action
- headlines
- images
- layout
- body text
- customer testimonials Which email elements have the most significant impact on your open rates or click through rates? - CORRECT ANS- - Subject lines and calls to action
What statistics are available for the Drip Program report? - CORRECT ANS- -- # of prospects started drip
of prospects completed drip
of emails sent
- completed % Identify the use cases for forms and form handlers: - CORRECT ANS- - a. Forms - Need to integrate form with automation rules, need data deduplication from the CRM, want to use progressive profiling b. Form Handler - Tracking information from a third-party system, needing total control over appearance, maintaining current lead flow, support form customizations like multi-stage form and two-column form. If you add a new email to drip campaign/program, what happens to prospects who are already in the program? - CORRECT ANS- - You can add new emails to a drip campaign at any time by editing the drip. A prospect will only receive emails that you add after their current drip phase. The system will not retroactively send new emails to prospects who are already farther along in the drip. Describe the difference between a visitor and a prospect: - CORRECT ANS- - a. Visitor has visited at least one page on your site, but not yet given information about who they are b. Prospect has given email address Describe the key features in Advanced Email Reporting: - CORRECT ANS- - It adds span analysis of email content, subject line preview, and email rendering previews to see how your email looks across a variety of clients and browsers.
Two reports: Engagement Reporting and Email Client Reporting - offer insights into how your recipients read your emails and what devices or browsers they use to view them. What happens if a user edits a bounced email address to the correct email address (whilst in the middle of a drip campaign)? - CORRECT ANS- - The drip program will not go back and send the email in the drip once the email address has been updated. What happens if a prospect is removed from a drip and later added back? - CORRECT ANS-
- A "pause" is required between drip emails. If you remove a prospect from a drip and later add them back to the list, they will resume the drip where they left off (instead of starting over again). What happens if a prospect opts out of the list for a drip program? - CORRECT ANS- - If a prospect in a drip goes to your email preference center and opts out of the list used for the drip program, they will stop moving through the drip completely. They will not receive drip emails, and any other actions in the drip (user notifications, tagging, and so on) will not be triggered. What if I want to switch out a template I'm using in a drip? - CORRECT ANS- - If you would like to update and existing email in your drip to a new email template, you can simply edit this email in Step 3 - Logic of the Drip Program Wizard. EDITING an email (rather than adding a new email) that is at the end of your drip campaign will not send this email to prospects who have already completed this drip phase. Will a prospect receive the same email template twice? - CORRECT ANS- - Yes. If the prospect has already received the email template from another drip program, autoresponder, or automation rule, they WILL receive the same email template again. What information is available on a landing page report? - CORRECT ANS- - name of landing page, total views, total submissions, submission rate, total errors, error rate, actions
