From the very beginning, you want to get into the habit of only having your sales-qualified leads stored in Salesforce, with all other known prospects in Pardot.
This means sales only ever have access to the leads that are ready to contact. It saves their time and effort trawling through numerous data records that are useless to them. Tom (MarCloud Founder) has written an entire post on where to upload new data first, which you can read here.
Back to the upload of your current data though.
First, the data needs to be manually uploaded to Pardot because it will not naturally flow across from Salesforce to Pardot just because the connector is set up.
You need to trigger a sync by uploading all of the data first and from that point, the data will be able to sync. This means all Leads and Contacts will need to be imported, as troublesome as that task may seem. If you have a Data Officer in your business who can handle the export and import that will help you a great deal!
Note: be sure to set up the custom fields that you need in Pardot before triggering the sync.
FREE DOWNLOAD: PARDOT IMPLEMENTATION CHECKLIST
Step 5 – Add tracking to your website and set up Page Actions
Making sure you can measure behaviour and conversions on your Pardot forms is essential for having a holistic view of how your marketing is performing, and improving it.
You also need to set up tracking correctly to assign your prospect records with certain actions, like adding or removing them from a list or notifying a user (for example for a salesperson to follow up on a returning lead).
First, you need to get your Pardot tracking code by going to Marketing > Campaigns and selecting the Website Tracking Campaign.
Then click View Tracking Code and copy this piece of code.
In your website code, paste the campaign tracking code before the close body tag () or use Google Tag Manager (I recommend the latter as the easiest and best practice approach these days).
Once you’ve added the tracking, you can set up the Page Actions you’d like. I always recommend having a pre-documented plan for how you want to treat conversion actions in terms of scoring, adding to lists etc.
Start here to better understand and set up your Page Actions.
Step 6 – Add Pardot forms to the website
Now you are using Pardot, ideally, you’ll want to update any generic forms on your main website to Pardot forms.
This is the best way to ensure all data is transferred accurately and to streamline all of your forms, rather than using Pardot forms on Pardot pages and other forms on your website. However, if you use a third-party form provider or would prefer to stick with your custom forms, you can use Form Handlers instead. The differences between the two are here.
To add a Pardot form to your website you use something called an iframe.
Create the form you’d like in Pardot, click the top-right drop-down arrow and select View HTML Code, then copy and paste the iframe code into your web page source code. You might want a techie to do this for you, so as to avoid any issues with the coding on your site.
The full Salesforce breakdown of forms and form handlers is here.
You have your Pardot quick start roadmap
Now, you have the basics in place to start to evolve from.
Your current data and website are fully integrated, all your staff who require access are created as users and you’ve set the basic actions that should happen when a prospect converts somewhere on your site.
From here, the only way is up as you build Pardot landing pages and get more sophisticated with your automation by using Engagement Studio and so on.
I completely appreciate that some of the steps in this Pardot quick start guide are a little complex, especially if you’re not familiar with the technical side of websites. However, at least you now have a clear roadmap for getting up and running quickly and correctly (with your data synced the right way!).
If you need to delve into more hands-on instructions for a step you can easily do so on the Salesforce Help site. An IT contact or web developer can also help you make the minor website changes you need and as I mentioned earlier in this post, we have Implementation Packages that include support hours.
The most important thing to remember during the whole Pardot quick start process is that you want to configure your software to perform as best it can and justify the reasons you bought it. For this reason, it’s vital to look at your setup with your marketing hat on and with an automation strategy already planned. If there’s anything I can do to help, let me know!