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A Marketing Automation

Salesforce Pardot Online Training

Salesforce Pardot Training Course Curriculum

Module 1: Introduction to Salesforce Pardot

  • Understanding Pardot and Marketing Automation: An overview of Pardot’s role in B2B marketing automation and how it complements Salesforce CRM.
  • Getting Started with Pardot: Key terms, features, and functionalities.
  • Navigating the Pardot Interface: Guided tour of the Pardot interface, navigation tips, and user settings.
  • Overview of Key Pardot Components: Email Marketing, Lead Management, Forms, Landing Pages, and Campaign Tracking.

Module 2: Pardot Administration and Setup

  • Setting Up a Pardot Account: Configuring your account settings, user roles, and security settings.
  • Connector Setup and Management: Integrating Pardot with Salesforce CRM, setting up connectors for Google Ads, social platforms, and webinar providers.
  • User Permissions and Role Management: Assigning roles, managing access, and securing sensitive data.
  • Pardot Campaigns and Folders: Organizing and managing campaigns and assets for a streamlined workflow.

Module 3: Lead Management in Pardot

  • Understanding the Lead Lifecycle: From prospect to lead, MQL to SQL (Sales Qualified Leads).
  • Segmentation and Lists: Creating dynamic and static lists to target specific audience segments.
  • Grading and Scoring Models: Building lead grading and scoring criteria to qualify leads based on interest and fit.
  • Automation Rules and Segmentation: Automating segmentation with rules, tags, and triggers.

Module 4: Pardot Forms and Landing Pages

  • Creating and Customizing Forms: Building forms to capture leads, manage fields, and set completion actions.
  • Form Handlers: Integrating external forms with Pardot to streamline data collection.
  • Landing Page Creation and Optimization: Designing and publishing effective, conversion-focused landing pages.
  • A/B Testing for Forms and Landing Pages: Implementing A/B testing to enhance lead conversion and engagement.

Module 5: Email Marketing in Pardot

  • Email Creation and Design: Crafting professional, responsive emails using Pardot’s email editor.
  • Personalization and Dynamic Content: Customizing email content for better engagement using variable tags and dynamic content blocks.
  • Email Sending Options: One-off emails, automated drip campaigns, and nurturing sequences.
  • Email Reporting and Insights: Analyzing open rates, click-through rates, and engagement metrics to refine email strategy.

Module 6: Engagement Studio – Building Lead Nurturing Campaigns

  • Introduction to Engagement Studio: Overview of Engagement Studio and its applications in lead nurturing.
  • Creating Automated Nurturing Programs: Setting up complex, multi-step journeys for lead engagement.
  • Triggers, Actions, and Rules: Using decision nodes, actions, and triggers to control the flow of your campaigns.
  • Optimizing Engagement Programs: Monitoring and improving campaign performance through analytics.

Module 7: Campaign Management and Reporting

  • Understanding Pardot Campaigns vs. Salesforce Campaigns: Differences, use cases, and integration.
  • Campaign Creation and Management: Building, launching, and monitoring Pardot campaigns.
  • UTM Parameters and Tracking: Using tracking URLs to monitor campaign effectiveness.
  • Analyzing Campaign Performance: Generating and interpreting reports to measure ROI, conversions, and lead engagement.

Module 8: Advanced Lead Scoring and Automation

  • Advanced Lead Scoring Techniques: Refining lead scoring based on interactions and conversions.
  • Lead Nurturing and Retargeting: Setting up drip campaigns, retargeting, and re-engagement campaigns.
  • Custom Scoring Models: Creating scoring models tailored to your organization’s needs.
  • Integrating Automation with Salesforce CRM: Building automated workflows that sync Pardot with Salesforce CRM.

Module 9: Pardot Data Management and Compliance

  • Data Hygiene and Management: Managing prospect data, handling duplicates, and maintaining data integrity.
  • Pardot’s Data Management Tools: Working with segmentation, dynamic lists, and automation rules for efficient data management.
  • Compliance and Privacy Laws: GDPR, CAN-SPAM, and other regulations; managing consent and opt-out preferences.
  • Audit Trail and Data Security: Using Pardot’s audit trail for data transparency and security.

Module 10: Salesforce Integration with Pardot

  • Pardot and Salesforce CRM Integration: Synchronizing Pardot with Salesforce, handling sync errors, and managing sync frequency.
  • Mapping Pardot and Salesforce Fields: Ensuring data consistency between Pardot and Salesforce.
  • Engagement History: Using Engagement History in Salesforce to access Pardot insights.
  • Working with Salesforce Reports and Dashboards: Building reports and dashboards to view Pardot data within Salesforce.

Module 11: Advanced Analytics and Reporting

  • Pardot Reports and Analytics: Deep dive into Pardot’s built-in reports for email, landing pages, forms, and engagement programs.
  • Using B2B Marketing Analytics (Einstein Analytics): Advanced analytics for Pardot data, building custom dashboards, and predictive scoring.
  • Custom Reports and Dashboards: Creating customized reports for insights into campaign performance.
  • Connecting Pardot Data with Third-Party BI Tools: Using external tools to visualize and analyze Pardot data for strategic insights.

Capstone Project and Certification Preparation

  • Hands-On Capstone Project: Design and execute a comprehensive marketing campaign using Pardot to apply learned concepts.
  • Salesforce Pardot Certification Exam Preparation: Guidance on preparing for Pardot Specialist and Pardot Consultant certifications.
  • Mock Exams and Study Tips: Access to practice questions, mock exams, and exam strategies.
  • Career and Interview Preparation: Advice on building a compelling resume, preparing for interviews, and succeeding in marketing automation roles.

Course Benefits

  • Flexible Learning: Learn at your own pace with on-demand content.
  • Real-World Applications: Practical exercises and real-life case studies to build hands-on experience.
  • Expert-Led Training by Suhas Ganjare: Receive guidance from an instructor with 15 years of expertise in Salesforce and Pardot.
  • Certification Support: Comprehensive resources and support to help you earn Pardot Specialist and Consultant certifications.

Unlock your B2B marketing potential with Salesforce Pardot Training by Suhas Ganjare. Sign up for a free demo to explore how this course can accelerate your career.