Pardot Campaign Pardot List

Difference Between a Pardot Campaign and a Pardot List

The difference between a Pardot Campaign and a Pardot List is a common confusion new clients ask about when first setting up their Pardot account.

“We want to build a campaign…”

“What are lists?

“How do I put my prospects in a campaign?”

“How can I segment my recipients?”

Most people familiar with the business world are used to talking about “marketing campaigns” and “to-do lists,” but Pardot’s use of these terms can be different.

So, what is a Pardot Campaign and a Pardot List then?

Pardot Campaign

Marketing> Campaigns

A Pardot Campaign is, most importantly, a thematic touchpoint for your prospects (similar to a lead source) and an umbrella for your marketing materials.

Let’s break that down. When you create marketing content in Pardot, usually you will provide a Campaign. This helps you stay organized because all your related emails, templates, forms and landing pages will be in the same place!

Campaigns also tell you where your Prospects came from. When a new Prospect is added to your account, they’ll filter into a corresponding Campaign. Each prospect is associated with only one Pardot Campaign – this can technically be changed but will affect your Reports.

Pardot List

Marketing> Segmentation> Lists

Lists in Pardot are used for segmentation. They’re connected to Email sends, Drip Programs and Engagement Studio. You can create all sorts of Lists and choose which demographic to include on each. Also, any List can be a Suppression List – you’ll always have that option when sending communication through Pardot.

You can even automate your list-making process by using Dynamic Lists. Set rules and Prospects will automatically filter onto the Dynamic List if they match your chosen criteria. Alternately, you can create a simple Static List. It’s important to note Static Lists can be altered by Completion Actions and other Pardot automation tools but Dynamic Lists are totally dependent on the rules/criteria selected when creating it.

The More You Know! Hopefully now you’re more prepared to work on your Pardot Campaigns and Pardot Lists. If you need more assistance, send us an email anytime – we’d love to help! Also, you might like: Is this a Pardot Campaign or Program?


Have you been loving #CampCloud? Make sure you never miss a post by signing up below!

Marketing Automation 101

One of our classes at #CampCloud is focusing on marketing automation and you’re about to get a crash course in what marketing automation is all about. First off what is it?

I could throw a lot of big words at you to describe what it is, but in basic terms marketing automation is software that makes your marketing and sales efforts automatic.

Common marketing automation features include:

  • Email Marketing
  • Landing Pages & Forms
  • Lists and List Segmentation
  • Scoring & Grading
  • Lead Nurturing

Using marketing automation will streamline your sales and marketing teams and help you work more efficiently. The ultimate goal is to generate traffic to your website, create new leads, nurture those leads and move them along the funnel to a sale.

The possibilities with marketing automation are endless. You can create email campaigns and run A/B testing on them. The best part is that sending the emails is AUTOMATED, so when a prospect signs up for your ebook that action will trigger an email to be sent to them thanking them for downloading it and they will be added to your database. Based on what actions prospects take they will be given scores and you can better understand who has interest in you and who is a dead end. You can start personalizing your emails easier, you can create lists based on any criteria you want and can send emails that are specific to that list segmentation.

Marketing automation will save you time and resources. You aren’t going to be wasting your time mass emailing your leads the same message. You now have the ability to target your leads and send them the content they want. It takes the manual work out of your hands and allows you to focus on other tasks.

#CampCloud FOMO? Subscribe to the blog:

Page Actions (Automation Settings, Part 1)

Hi all! We’re doing a series of 3 posts about a lesser talked about area in Pardot- Automation Settings. These settings are amazingly helpful and everyone should use it, but they aren’t necessarily the first thing your company will get to during implementation.

First up are Page Actions!

Admin> Automation Settings> Page Actions
+ Add Page Action, Name it, Enter the full URL that you want the action on, Save.

Use Options:

1. Page Actions give you real-time control of your website. Website tracking is great, but sometimes we need to take action on a prospect asap. Page actions allow you to set completion actions (ex. Add to list, notify user, send autoresponder, etc.) to a Prospect when he/she visits specific pages on your site. Consider this- Which is better?

Page Actions Scenario 1

 

2. Page Actions can identify specific pages as being worth more or less points than others. If you had Page Actions set to decrease the score for your Careers Page and/or increase the score for the Pricing Page, you would have a better picture of which Prospect is worth sales’ time.
Page Actions Scenario 2

 

3. Page Actions can be used to call a page out as priority. Even if you have no need to take action on a page or score someone differently for visiting it, you still may want a Pricing or Product/Service page to stand out in the Prospect Activity section. Checking the “Priority Page?” box allows the page to stand out from the typical “1 visit 4 pages” on the activity.

Page Actions are awesome and you should definitely try them out!
Questions about how Page Actions behave in Pardot? Check out Pardot’s KB article here.

Coming up next: Visitor Filters

 

Don’t miss next week’s part- Subscribe to our blog!