aware of your Pardot project for a number of reasons. Firstly, it will ensure that budgets aren’t diverted from other marketing projects and this is treated as a company-wide investment. Secondly, it’s a good idea to make clear that developing Pardot is a process. If you break the project down into stages so that you can show clear progress, it will make life much easier in the long run. Finally, you will need to explain that key metrics are likely to change due to the marketing process and criteria being driven by Pardot. They may want to create new reports and dashboards to reflect the change.
2. Technical set up
It’s not too difficult to become overwhelmed by greek phone numbers the functionality of Pardot, so it’s best to list everything that needs to be addressed prior to carrying it out. For your convenience, I’ve helped you to make a good start below.
Tracking Code: The webmaster will need a piece of code from you to place on each page of the website. When first starting out, it’s worth using the default campaign Website Tracking’. You can find the code you need by heading to Marketing>Campaigns, clicking into Website Tracking and then selecting View Tracking Code’.
SPF & DKIM: This is incredibly important for email deliverability. These essentially act as a permission for Pardot to send via your domain, so make sure these are set up prior to sending any emails. You can find out the information you need within your Pardot Admin>Overview page.
Custom Page Scoring: Right from the outset, you’ll want to identify the priority pages on your website. There will already be a baseline scoring system in place which is built into Pardot, but it’s important you set up custom scoring for these pages so you can see prospects who are showing obvious buying signals.
CNAME: A huge benefit of Pardot is being able to build landing pages into the platform. However, as they’re hosted on Pardot you’ll need to create a CNAME (vanity URL) for brand continuity. For example, our website is www.marcloudconsulting.com so we might opt for www2.marcloudconsulting.com or wvw.marcloudconsulting.com as a CNAME. It’s up to you to decide what would work best.
Whitelist your IP: To ensure all test emails don’t get caught up in your company SPAM filter, whitelist your IP within Pardot.