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  • Tag: Salesforce Pardot

    • Getting Started with Pardot – Part 11 (How to start using Gated Content marketing)

      Posted at 3:35 PM by Rakesh Gupta, on June 15, 2017

      Let me start this article by explaining Inbound and Outbound marketing. 

      Inbound marketing is best described as a method of attracting prospects to your products or services through the creation of related content and incentives. The rich content is aimed at enticing people to share their personal information with you and/or make a purchase. Inbound marketing examples include: content marketing, social media marketing, and search engine optimization

      Outbound marketing, on the other hand, starts with some basic knowledge of your target audience and builds programs to educate those very specific prospects about your products and services in a meaningful way. Outbound marketing examples include: Tradeshows, TV commercials, radio commercials, print advertisements (newspaper ads, magazine ads, flyers, brochures, catalogs, etc.), cold calls, and email blasts.

      What is Gated Content?

      Gated content is any file, or online material, such as white paper, that is placed behind a prospect capture form. The form may just ask for the user’s name and email address or might demand more details, typically about their jobs and organizations. The form pages are sometimes referred to as information gates, or registration walls. In other words, a user must provide their information to access the content, typically an email address, phone number, or answer few questions. 

      For example, almost all B2B ebooks are gated. Just about every webinar is gated, you have to register to attend it. Even email newsletters are gated content unless their publishers offer an online archive of past newsletters, which most do not. Ungated content includes videos on YouTube and blog posts, and those are available without you having to share any personal information. 

      Gated content likely makes up most of the content marketing. The purpose of gated content is prospects generation – acquiring relevant information from potential prospects. Gated content falls under Inbound marketing category. 

      Why should someone use it?

      Gated content is one of the best ways to capture valuable information about your prospects. Without gated content, visitors on your site may download your content in droves. That, however, may not help your marketing efforts as you will not be able to capture relevant information about your prospects.

      Using Gated Content in Pardot

      Gated content is something that helps you to hide white papers, case studies behind a form. It is a great way to convert anonymous visitors to prospect and reach out to them based Read the rest of this entry!

      Posted in Pardot | 0 Comments | Tagged Assets in Pardot, Forms, Gated Content, Gated Content in Pardot, Inbound marketing, Learn Salesforce Pardot, Marketing Automation, Outbound marketing, Overview of prospect record, Pardon online training, Pardot, Pardot B2B marketing, Pardot basics, Pardot Certification Exam, Pardot dumps, Pardot Exam, Pardot exam dumps, Pardot exam questions, Pardot exam quiz, Pardot implementation consultant, Pardot implementation expert, Pardot independent implementation consultant, Pardot independent implementation expert, Pardot Specialist Certification, Pardot Specialist Certification dumps, Pardot Training, Pardot tutorials, Salesforce Certified Pardot Specialist Certification, Salesforce Certified Pardot Specialist Certification dumps, Salesforce Pardot, Ungated content, What is Gated Content?
    • Getting Started with Pardot – Part 3 (Association of a visitor cookie to a prospect record)

      Posted at 10:30 AM by Rakesh Gupta, on February 8, 2017

      Visitors are unidentified individuals who visit your website through a search engine, referral or direct visit. These visitors can provide anonymous data to you, in the form of page views, time on page (duration) and other metrics; yet, these visitors are unreachable by marketing people. On the other hand, prospects are visitors who have identified themselves, for example, by filling out a form. Once visitors are converted into prospects, marketers can gain an immense amount of insight into prospects’ level of interest in a product or service and collect qualifying information.

      Visitor cookie for unidentified individual

      As soon as someone starts browsing your website, a visitor cookie gets created in their browser by the Pardot tracking code installed on your site. The site uses cookies to recognize visitors and record their behavior in the Pardot database. If someone is using multiple browsers to visit your site, in such cases he will have unique visitor cookie for each browser.

      Visitor Cookie

      Visitor Cookie

      Visitor Id is nothing but the visitor’s record unique identifier in Pardot, as shown in the following screenshot 

      Visitor's ID

      Visitor’s ID

      Visitor object stores the basic information about a visitor, for example, Number of page views by the visitor, Source, Visitor’s IP address, Visitor’s Hostname, First Page View and Last Page View, etc. Whereas Visits object stores the basic information about visitor’s or prospect individual visit (only page visit), for example,  Number of page views by the visitor, Length of each visit, Time of first page view for each visit and Time of last page view for each visit, etc.

      Visits point to unique Visitor

      Visits point to unique Visitor

      You may see the multiple lines into the visits table, depend on visitor’s page view activity. It means one visitor can do multiple visits to your site. All this information is tracked by Visitor Cookie. A visit record can also associate with a prospect record. 

      Association of a visitor cookie to a prospect record

      Pardot offers different ways, for example, Form, Form Handlers or Landing Pages, etc. to convert anonymous visitors to prospects. A prospect is a known person who has provided their email address by submitting one of the Forms or Landing Pages on your website. The prospect’s email address is a unique identifier (if Allowing Multiple Prospects with the Same Email Address is not enabled), which allows Pardot to track prospect’s activity moving forward. 

      Read the rest of this entry!

      Posted in Pardot | 2 Comments | Tagged Allowing Multiple Prospects with the Same Email Address, Form, Form Handlers, FormAssembly, Formstack, Fromdesk, GravityForms, gurukuloncloud.com, Hostname Pardot, JotForm, Landing Pages, Pardot, Pardot B2B marketing, Pardot consultant Certification, Pardot Specialist Certification, Pardot Training, Prospect Audit, Prospect List, prospects, Salesforce Certified Pardot Specialist Certification, Salesforce Pardot, Visit object Pardot, Visitor Association change, Visitor Association Changed, Visitor Association Removed, Visitor Cookie, Visitor object pardot, Visitor page Pardot, visitorId, Visitors, visitor_id, Wufoo
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