Salesforce and Pardot share data with a fully integrated sync…yet the terms used to talk about that data can be different across the two systems. I’ve compiled a list of terms that have some double meanings and simplified their definitions. And threw in some Pardot terms that aren’t just nice to know – they’re a need to know for effective marketing automation.

Need to know

  • Pardot Campaign
    • 1:1 relationship between Pardot campaigns and Salesforce campaigns
    •  A Prospects “first touchpoint” with your company
  • Salesforce Campaign
    • Has a 1:many relationship with leads and contacts
    • A way of tracking engagement 
  • Prospect
    • A prospect in Pardot is a Lead OR Contact in Salesforce
    • A prospect is someone who has given their email address
  • Visitor
    • A visitor is someone who has NOT given their email address but is interaction with your content – their activity is being tracked but is not tied to a Prospect because they do not have an email address identified 
  • Custom Field
    • A custom field is first created in Salesforce and then connected in Pardot
    • Custom fields can be mapped to Leads, Contacts, Accounts, and Opportunities

Nice to know

  • Pardot User Categories
    • Administrator: full access to all settings, data, and modules
    • Marketing: full access to marketing, prospects, reports for creating lists, forms, landing pages, sending list emails; limited access to admin imports, recycle bin, view users and groups
    • Sales Manager: access to all prospect data but no marketing functionality; can send one-to-one emails but not list emails 
    • Sales: has access to prospect management functions; can send one-to-one emails; can view, edit, and export their assigned prospects
  • Engagement Studio
    • Marketing automation at its finest! 
    • A way of making a full marketing path for a prospect with Actions, Rules, and Triggers
    • Actions: Do something like send an email, adjust a score, add to a list, apply a tag, create a task, send a notification
    • Triggers: Listens for an even to take place; was an email opened, was a link clicked, was a form completed, was a landing page visited, was a file downloaded 
    • Rules: Checks for specified criteria or values – evaluates a statement
  • Dynamic List 
    • A dynamic list will match prospects to the set criteria – think of it like creating a Salesforce report on your Leads or Contacts
    • There are predefined fields to choose from that can ‘match any’ or ‘match all’ between rule groups to match prospects to the list
  • Automation Rule
    • An automation rule is repeatable and criteria based that will find matching prospects and applies actions
    • Similar to a dynamic list – but instead of adding to a list, there can be other actions applied 
  • Dynamic Content
    • Dynamic content is a great tool that allows you to show very specific content to those who meet the criteria 
    • If a prospect matches the defied criteria, they can be shown a text variation – an example could be language – if a prospects address field equals Mexico then show them the text variation in Spanish

This basic list of Pardot terms can be used to help users navigate the marketing automation software a little more smoothly.