Prospects in Pardot are visitors who have identified themselves, for example, by filling out a form and sharing their email address. Once visitors are converted into prospects, marketers can gain the immense amount of insight into prospects’ level of interest in a product or service and collect qualifying information.
It is difficult to overstate, the importance of easy access to information about a prospect, to a Sales Team. To be successful, a sales team not only needs detailed information about their prospects but, they must also be able to access and view the information at-a-glance. Information such as, what are the prospects interested in? What are their online activities? Etc. Lead or contact record in your Salesforce CRM, can provide additional insights on prospects’ activities and show you, exactly, what campaign, form, or web page your prospect visited.
In Pardot, a prospect’s record gives sales teams fast access to a prospect’s online activities and behaviors; the teams gain key insights into a buyer’s interests and intent. Furthermore, the prospect record in Pardot also allows sales representatives to interpret the prospect’s needs without sorting through lines of data. Indeed, in seconds, busy sales professionals get real-time visibility into their prospects’ online activity before they even pick up the phone.
To access a prospect’s record, navigate to Prospects | Prospect List, and then, click on the prospect’s name to access a prospect record, as shown in the following screenshot:
Once you open the prospect’s record, it should look like the following screenshot:
Similar to a related list on a Salesforce record, in Pardot, individual prospect’s information is arranged in a series of tabs – Overview, Lists, Profile, Related, Activities, Audits, Lifecycle, Opportunities, Related Objects – in an easy-to-read format. Below, let us discuss each section or tab in detail.
A prospect’s record shows all information, and activities, of an individual prospect. It displays a prospect’s data in different sections. For instance, if you have created some custom fields, then the fields will appear in Custom Fields section.
In the following screenshot Mobile Number, Record ID, SFDC Campaign, and SFDC Campaign MSP are custom fields. This is the default landing tab – it means that, when you open a prospect’s record, you will land on this tab.
Unlike Salesforce, Pardot doesn’t allow us to modify page layout to arrange fields. Nevertheless, on a landing page, you will find numerous buttons and links. Below, let us explore the features and functionalities of a landing page:
- Edit: – This will allow a Sales Representative to update a prospect’s record.
- Delete: – This will allow a Sales Representative to delete a prospect’s record. After deletion, the record will go to Recycle Bin. Unlike in Salesforce CRM, in Pardot, even after being deleted, a record remains in a Recycle Bin forever. In other words, in Pardot, Salesforce does not allow customers to delete a prospect’s record from the Recycle Bin.
- Disable CRM Syncing: – If you have a verified Salesforce CRM connector, you can ‘disable sync’ with Salesforce. It is very useful to ‘disable sync’ when you have to pass MQL (marketing qualified lead) to Salesforce. It is also possible to auto ‘disable sync’ with Salesforce CRM using Automation Rule. I will discuss this concept in another article.
- Sync with CRM: – If you have a verified Salesforce CRM connector, then, you can opt to ‘enable sync’ with Salesforce.
The Lists tab allows us to quickly view the lists a prospect is on. It also allows marketing representatives to remove the prospect from a list by clicking on the cross icon
Furthermore, marketing representatives can add prospects to a list from the drop-down menu.
The Profile tab is used to grade prospects based on your marketing requirements. For example, you may set criteria based on what type of CRM a prospect users, Company size, Industry, Job title, Annual Revenue and other information to rank your prospects before assignment. The Profile tab shows you, how well, a prospect matches with the set criteria.
By default, Pardot assigns default profile to all prospects, as shown in the preceding screenshot. It is, however, possible to change a prospect’s profile by using Automation Rule or Completion Action.
The Related tab is used to display other prospects from the same company; for instance, same email domain criteria could be used to group prospects that belong to the same company.
The Activities tab is used to view all interactions, a prospect may have had, with your content – including whether a prospect opened a Form, filed a Form, attended a webinar or, visited a Pricing page on your website, etc. Indeed, information on the Activity tab also includes activities the prospect undertook while interacting with your site’s content as a visitor!
The Activities tab also allows you to filter prospects’ activities by type – for example, the preceding screenshot displays activities of type form.
Similar (albeit not 100% similar) to field history tracking in Salesforce, Audits tab in Pardot display a table of all actions and information which changed in a prospect’s record. For example, if someone updates a prospect’s company field then, you will be able to view who made this change, as shown in the following screenshot:
The Lifecycle tab is used to view the dates when a prospect entered each lifecycle stage and Time spent in that stage.
It also helps you to see how the current prospect moved through the sales lifecycle stages and which of the prospect’s activities changed their activity score.
If you have verified Salesforce CRM connector, then the Opportunities tab is used to display Salesforce opportunities a prospect is associated with. In Pardot, opportunities are read-only and, they cannot be edited.
Once the connector is established between Pardot and Salesforce, it will retroactively bring in all old opportunities. Pardot does not sync opportunities that are associated with an account in Salesforce.
Salesforce opportunities must be associated to a syncing contact in order to bring it in Pardot. To bring opportunities that are associated with Person Account into Pardot, that Person Account must be added as a Contact Role on the opportunity.
–> Reach out to Pardot support if you do not want to disable opportunity syncing between Salesforce and Pardot.
Currently, ‘Related Objects’ allow you to sync Leads, Contacts, Accounts, Opportunities, Campaigns and Email Activity objects, between Salesforce and Pardot.
–> Furthermore, custom objects are read-only in Pardot. In order to sync custom objects between Salesforce and Pardot, the Salesforce connector user must have administrative rights or have access to custom object records.
The aforementioned bird’s view briefly touches on the features and functionalities of a Prospect Record in Pardot. In my next blog, I will take a deeper dive by showing you how to create and manage, folders and tags to organize your marketing content in Pardot.
Technical Editor and Proofreader: - Munira Majmundar