Pardot Discovery Questions


  1. Pardot login credentials:
  2. What platform is currently being used?
  3. What do you want to do with Pardot when it’s up and running?
  4. What do you envision automating?
  5. How should we measure success of this project? Is there anything quantitative we can measure?
  6. Tracking Code:  We will provide this Javascript early in the process.  A common way to implement this code on your site is to utilize a tag manager, which implements the same code on every page.  Otherwise, determine the most important pages on your site that should track visitors and prospects.
  7. Tracker Domain: Choose a subdomain to use with pardot-hosted images, links, landing pages.  Think of this as whitelabeling, a branding exercise to build trust with visitors.  Common examples include (e,go,ww2,info) as in: 
  8. Users: Which Salesforce users will need access to Pardot? These users will be added to the Marketing and Sales Users group.
  9. Pardot Admins: Which Salesforce users will be Pardot Super Users/Admins?
  10. Salesforce-Pardot Connector: 
    1. Most new implementations will utilize the Integration User to connect the two platforms. (b2bmaintegration@,org-id>.ext)  This Integration user is automatically provisioned, and doesn’t use a standard Salesforce user license.  It is also possible to use a “Connector User” which does use a license, but which can have more limited accessibility to Salesforce data.  We recommend using the integration user.
    2. Is the Salesforce instance using both Leads and Contacts?  
    3. How can we determine what stage of the funnel/lifecylce a particular prospect/lead/contact is currently in?  Is there a specific field or combination of data fields?
    4. Which Salesforce records should be available in Pardot? At what point should those records move to Pardot? (Consider Connected Campaigns)
    5. Which Pardot records should be available in Salesforce? At what point should those records move to Salesforce?
    6. Field Mapping:
      1. Default Account Field Mapping
      2. Default Prospect Field Mapping
      3. Are there any Custom Account Fields to add to Pardot Accounts? What are the data types of those fields?
      4. Are there any Custom Prospect Fields to add to Pardot Prospects? What are the data types of those fields?
    7. Will the Salesforce configuration use Opportunities? (by default, opportunity activities are included in the default scoring (+50 for created opportunities, -100 for lost opportunities).
    8. Adding Pardot Engagement to page layouts? 
  11. Email Template: Please provide the HTML/CSS for your email template to create within Pardot.
  12. Up to [#] Emails: Please provide the HTML/CSS or content (images, copywriting, URLs, linknames)  for the emails to be built utilizing this template.
  13. Automation – Any email automations that can be configured?
  14. Forms/Form Handlers: Please provide URLs of any existing forms that will be sending data into Pardot.
    1. Completion Actions: Once a prospect has completed each form, what should happen?
      1. Assign to specific user? (this action will sync the prospect to salesforce)
      2. Notify user?
      3. Set field to specific value?
      4. Send email to prospect?
      5. Add prospect to list?
      6. Change score up or down? By how much?
  15. Landing Pages: Are there any pages that will need to be recreated as a Pardot Landing Page (where the HTML/CSS is hosted within Pardot)?
  16. Email Preference Page:
    1. Will we be using the standard preference page?
    2. Which lists will be public facing (and show up on the page?)
    3. Will we use a layout template that includes branding/styling?
    4. (Note: Lists are displayed in alphabetical order, but you can use numbers as a prefix in your naming of lists to display them in a set order).
  17. File Hosting: Are there any files that need to be hosted in pardot at this time (beyond images utilized in the template/emails scoped in this project)? File Types accepted: image files, audio files, video files, javascript/css, zip files, office files, calendar invites, pdf, font files.
  18. Segmentation: 
    1. Static and Dynamic Prospect Lists — What lists will be manually imported via csv files? 
    2. What rules can dictate dynamic lists for data coming directly into Pardot via lists?
  19. Email Preferences – Can you specify which lists from above should be available as “Public Lists” and be offered to your constituents as an opt-out/in? 
  20. Lead Scoring – Do you already have a lead scoring system in place? If so, can a breakdown of the various prospect activities and their respective scores be provided?
    1. Standard Lead Scoring:
      1. Custom Redirect Click 3 points
      2. Email Open 0 points -> 5
      3. File Access 3 points
      4. Form Error -5 points
      5. Form Handler Error -5 points
      6. Form Handler Submission 50 points
      7. Form Submission 50 points
      8. Landing Page Error -5 points
      9. Landing Page Success 50 points
      10. Opportunity Created 50 points
      11. Opportunity Lost -100 points
      12. Opportunity Won 0 points
      13. Page View 1 point
      14. Site Search Query 3 points
      15. Social Message Link Click 0 points
      16. Third Party Click 3 points
      17. Tracker Link Click 3 points
      18. Visitor Session 3 points
      19. Webinar Attended 0 points -> 50
      20. Webinar Invited 0 points
      21. Webinar Registered 0 points -> 5
      22. Configure Lead Decay Automation Rule to reduce the score -100 if a prospect hasn’t had activity in the last 90 days and score is greater than 150.
      23. Configure Resetting Score Automation Rule if last activity is greater than 365, reset score to 0
      24. Customer Demo Request, Free Trial, and Pricing, adjust score +50
      25. Careers Page & Employee Content: adjust score -100
  21. Lead Sources: 
    1. Forms/RFI/Landing Pages?:
    2. Manual Import into Pardot?
    3. Sync from Salesforce?
    4. Others?
  22. Campaigns– Do you have an existing marketing campaign hierarchy that is referenced and used by your Marketing team currently? Salesforce Campaigns can be integrated with Pardot manually or via connected campaigns. (Note: Connected Campaigns impact reporting. A Parent campaign can aggregate the metric data for ALL child campaigns created within in it – however Pardot/Salesforce will not aggregate across multiple Parent campaigns)
    1. Any known distinctions between Campaign types that should NOT be used by Pardot?