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?


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Pardot Campaign Program Header

Is this a Pardot Campaign or Program?

You may not be aware of this but Pardot is a house divided. There are 2 separate camps – Camp 1 feels their heart ache every time someone erroneously calls a Pardot Program a Pardot Campaign and Camp 2 has no idea what Camp 1 is talking about or that a separation ever occurred.

We’re here to set the record straight- There is a difference between a Pardot Campaign and a Pardot Program and that one word really does matter.

It’s like nails on a chalkboard when we see an “expert” use the wrong terminology. We feel a duty to keep these terms straight and hope this quick guide helps.

(yes, we’re being a little hyperbolic but we swear there is a difference you should know…)

Pardot Campaign:

  • marketing elements are associated to it
  • used for reporting
  • thematic touchpoints
  • the first piece of marketing collateral, which the prospect interacted with ( Google Ad, banner, webpage, etc…)
  • each prospect is associated with only one
  • not the same as lead source
  • not the same as a segmentation list
  • not the same as a Salesforce Campaign, although they can overlap

Pardot Program:

  • Drip Program or Engagement Studio Program
  • also commonly referred to as a lead nurturing program
  • send emails at specific intervals based on time or prospect activities
  • send targeted emails based on real-time buyer behavior and rules

In many ways they seem similar. A Campaign may include emails but it doesn’t always. A Program is actually built using Email Templates set under a Campaign and the name of the Campaign and Program could match, but often don’t.

If all of that sounds confusing and pointless to you, that’s okay. The important part is that your Pardot expert knows the difference and uses the correct terminology. If they can’t correctly identify a Pardot Campaign vs a Pardot Program, they are not a Pardot expert. We hope you keep that in mind when choosing who to partner with for your next onboarding or Pardot tune-up. 😉

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Gamification 101: What is it?

Hopefully by now you’ve heard of our new release – Ascent – the gamified e-learning solution for Pardot training. At Cloud on Tap, we think gamification is the future of learning and #CampCloud will teach you everything you need to know, starting with what Ascent actually is!

What is Gamification?

It’s the process of adding game elements and principles in a non-game context. It motivates users to participate by tapping into their basic desires for competition, status, and achievement.

A common technique is using a users’ desire for status. For instance, Ascent awards users with badges or points as they go through the levels. Competition can drive users to use a program so they can see their names on the leaderboard.

There are many benefits to gamified learning. People are less likely to remember something they read, and more likely to remember something they read and write, and even more likely to remember something that they actively DO. Now users can learn in a way that is entertaining and interesting to them, resulting in a better learning experience. Gamification also provides the user with instant feedback. A good model should challenge, involve, and teach.

Gamification aims to increase:

  • Engagement – Makes work seem like play.
  • Influence – Your content influences the audience and makes you the expert.
  • Loyalty – Provide convenience and your clients will come back time and again.
  • User generated content – Pictures, articles, videos or even just comments!
  • Time Spent – Users will spend more time on your site, using your valuable custom content.
  • Virality – Incentivize a user to share your product through social media and reach a wider audience.

Gamfication is a great way to align a business’ objectives with their customers’ motivations. It is changing the way people learn and we think it’s the wave of the future. Try it – playing games with work is a great way to build a better relationship with your clients.

To learn more about gaining access to Ascent, complete the form below:
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Pardot 101: Pardot or Pardeux? A History of Pardot

If you are a Pardot user, you’re probably privy to the Par-DOT/Par-deux joke. We can pick up on whether a client is from the North very quickly, based upon how they pronounce the marketing automation service’s name (they tend to say Pardeux).

Fun fact: Pardot’s name isn’t random. According to Pardot’s co-founder, David Cummings:

Pardot is the Latvian (not Latin!) verb meaning “to market” or “to sell.” I liked that it was easy to pronounce and spell, so I headed over to BustAName to see if it was unregistered, and, much to my surprise, it was available. I registered it immediately for $8 and the rest is history.

(source: davidcummings.org)

Here are some other key events in Pardot history:

  • December 2006: Bought the domain name Pardot.com for $8
  • March 2007 : Co-founders started working full-time on the business with the original model being a pay per click bid arbitrage platform to generate leads from potential technology buyers and then sell them to technology vendors (like LendingTree for technology leads)
  • May 2007: Pivoted into marketing automation software using most of the code already written for the original product (they were already 60% of the way to a minimum respectable product) and built the product focused on serving the needs of a 25 person software company
  • December 2007: Signed the first customer, via a partner introduction
  • April 2008: Raised prices from $65/user/month to $325/account/month to encourage more user adoption in the organization and to capture value based on other usage params (number and types of modules)
  • October 2008: Signed 100th customer and knew the business was going to be successful (roughly 1.5 years after starting)
  • January 2009: Added email marketing to the native product functionality after religiously staying away from it (previously would connect with third-party email marketing tools to do email but were too limited in functionality)
  • July 2009: Passed $1M in annual recurring revenue and decided it was time to raise venture capital to significantly accelerate growth (took 2.3 years to get to a $1M run rate)
  • March 2010: Raised prices to $1,000/account/month
  • April 2010: Atlanta Business Chronicle named Pardot the #1 fastest growing technology company in Metro Atlanta with a 42,000% growth rate
  • December 2010: Launched London office through a joint venture
  • December 2010: Passed $5M in annual recurring revenue
  • January 2012: Passed $10M in annual recurring revenue
  • August 2012: Inc. magazine named Pardot to the Inc. 500 as the 172nd fastest growing company in the United States
  • October 2012: ExactTarget acquired Pardot

(source: davidcummings.org)

After ExactTarget acquired Pardot in 2012, Salesforce was quick to scoop up ExactTarget in June of 2013 for $2.5 billion, with Marc Benioff tweeting:

Since acquisition, Salesforce has continued to improve upon Pardot’s features and offerings, including making the Pardot/Salesforce sync the fastest sync available and launching Pardot’s new Engagement Studio.

You can check out a feed of the latest (and previously added) features here.

We are excited to continue to see innovation from Pardot! Stay informed by subscribing to the blog:

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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.

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Welcome to Camp Cloud

Welcome To #CampCloud

#CampCloud!

It’s summertime and we’re feeling nostalgic. Summer camp, lake swimming, hiking, campfires… all fun things you can’t really do in Charleston, SC in the summer. It’s hot here!

So we’re spending our time in the great indoors building amazing content for our readers instead.

For the rest of this summer our awesome team will be publishing blog posts covering the basics and going in depth with some great tips and tricks for the following categories:

  • Pardot 101
  • Marketing Automation 101
  • Salesforce 101

We’ll continue to update our TwitterInstagram, and Pinterest and would love for you to join us if you haven’t already!

Additionally, a couple of the upcoming blog posts will also go more into what gamification is and why it’s the key to our new 24/7, on demand Pardot e-learning modules… You’ve probably seen all the tweets and posts about Ascent: Pardot Gamified E-Learning. Excited is not a big enough word for how we feel about it. After years of training businesses of all sizes how to use Pardot, we finally took all the tips, tricks, best practices, and regular training that were in our heads and put it “on paper” so to speak.  As Project Coordinators we try hard to pass on all of our knowledge and be there around the clock to answer every question, but it’s not always realistic. Ascent has made that possible for us and we’re very proud of the e-learning modules that our clients can now use as stand alone or in addition to a standard onboarding!

Mountains are calling

Well, that’s it for this little bit of housekeeping. We can’t wait for you to see what we have in store for #CampCloud and hope you subscribe to stay up to date!

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