Three (and a half) Pardot things we learned this week

It’s festive season time and, to some, a bit of head space time between family, friends and cooking duties which we can use for other things, which leads us to the:

Three and a half things

And this time they’re all Pardot related.

1) Specific Page Actions wins

In Pardot you have the ability to use wildcards to set up page actions (like increase score or add a tag to a prospect) you can do that not only to a specific page but to pages “starting with” using the (*) AKA wildcard. For example, it will look something like www.example.com/products/*

What you need to bear in mind is that the page action will apply to the specific page over a wildcard one, so in the scenario of a page action for www.salesforceweek.ly/opinion/form and another for www.salesforceweek.ly/opinion/*, this first one is the one that will apply. So if a page action for a specific URL doesn’t exist, only then does Pardot match against wildcards.

2) Landing Pages over Forms

Good to remember that if your engagement program triggers landing pages in Pardot, these always take precedence over forms. So if your form is on a Pardot landing page, a form view or completion does not satisfy a form trigger. What you should be using then is a landing page trigger instead.

3) Buffer before End Node

It’s worth bearing in mind that if you delete a branch, the prospects that are on it (including at the end of it) will be placed by Pardot on the other side of the rule criteria.

If you are working on a ‘growing’ engagement program, is good to add a long wait step right before the end, acting as buffer. What this does is hold prospects there for a bit before hitting the end point, avoiding the prospects never progressing further if you were to add more to it (as it would do if a prospect hits the end stop point).

3.5) Business Units – a quick tip

I was asked recently about the concept of business units in Pardot and if I heard a release on whether it’s coming up soon. To be honest I haven’t.

What I usually do to segregate business segments within Pardot is using Scoring Categories for it. Although you have a few different options from tags, to usergroups/folders, roles, etc… all depending on how you will differentiate those units. This video is quite good at explaining the options: https://www.salesforce.com/video/1757632/

So there it goes, sharing a few gotchas when working with Pardot that we think are #FoodForThought on this festive #FoodForBelly season.

And although Pardot events are all about puppies, we’ll leave you now to continue our kitten-sitting duties:

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