Drive Sales with Account Engagement

Are you looking to become proficient in designing and implementing marketing workflows in Pardot Lightning App to drive your company’s business? Are you looking to take the next step in your career by becoming a Salesforce Certified Pardot Specialist?

Whether you are an experienced user or completely new to Pardot, this course will show you how to effectively design, build, and implement marketing workflows, as well as use Pardot-generated reports in the Pardot Lightning App to make data-driven decisions.

Who should take this course?

• Pardot Marketers
• Business Users

Prework

Prepare for the course with this Trailmix.

When you complete this course, you will be able to:

• Enable the Pardot Lightning App.
• Explain the relationship created between Pardot and Salesforce once the Pardot Lightning App has been enabled.
• Generate leads with Pardot Lightning App’s various lead generation tools including forms, landing pages, and custom redirects.
• Manage leads with Pardot Lightning App’s lead management tools including page actions, automation rules, segmentation rules, dynamic lists, and completion actions.
• Engage leads with Pardot Lightning App’s lead engagement tools including email, personalization, dynamic content, and Engagement Studio.
• Qualify leads with Pardot Lightning App’s scoring and grading functionality.
• Interpret data generated via Pardot Lightning App’s reporting capabilities.
• Design and execute successful end-to-end marketing workflows using the Pardot Lightning App.

Lesson & Topics

Course Introduction

• Review Course Objectives
• Set Learner Expectations
• Review Housekeeping Items
• Review Additional Course Resources
• Explore Course Case Study

Salesforce Integration

• Understand the Account Engagement-Salesforce Relationship
• Sync Data Between Salesforce and Account Engagement
• Enable Account Engagement in Salesforce
• Create Custom Fields
• Review Salesforce Campaigns

Administration

• Create an Account Engagement Dashboard
• Authenticate Your Email Sending Domains
• Sync with Third-Party Applications Using Connectors
• Restore Assets from the Recycle Bin
• Create and Assign Users and User Groups
• Understand Usage Governance

Visitors and Prospects

• Understand Account Engagement Visitors
• Understand Account Engagement Prospects

List Management

• Create List Types
• Organize Prospects Using Static Lists
• Test Emails Using Test Lists

Personalization and Email Marketing

• Personalize Your Emails with HML and Advanced Dynamic Content
• Automate Email Marketing
• Create Email Templates
• See What Works Best for Your Audience Using AB Testing
• Track Email Performance Using Email Reports

Forms and Landing Pages

• Capture Leads with Forms
• Convert Visitors to Leads Using Landing Pages
• Track Leads with Forms and Landing Page Reports
• Track Clicks Using Custom Redirects
• Create Custom Redirect Reports

Lead Management

• Trigger Page Actions
• Automate Actions from a Marketing Element Using Completion Actions
• Create a List of Prospects and Apply a Segmentation Action Using Segmentation Rules
• Create Repeatable, Criteria-Based Automation Rules
• Create Dynamic Lists
• Choose an Automation Tool

Lead Qualification

• Understand Prospect Scoring
• Grade Prospects Based on Profiles

Lead Nurturing

• Build an Engagement Program
• Create Engagement Program Reports