Salesforce Certified Pardot Consultant Study Guide

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STUDY GUIDE 0

Salesforce Certified Pardot Consultant

Study Guide

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About the Salesforce Certified Pardot Consultant Program

The Salesforce Certified Pardot Consultant program is designed for individuals who have experience implementing Pardot solutions in a customer-facing role. The Salesforce Certified Pardot Consultant has experience with Pardot administration and configuration and is able to successfully design and implement Pardot solutions that meet customer business requirements, are maintainable and scalable, and contribute to long-term customer success. This credential encompasses the breadth of the Pardot application, the features and functions available to an end user, and the configuration and management options available during a Pardot implementation.

Section 1. Purpose of this Study Guide

This study guide is designed to help you evaluate if you are ready to successfully complete the Salesforce Certified Pardot Consultant exam. This guide provides information about the target audience for the Salesforce Certified Pardot Consultant exam, the recommended training and documentation, and a complete list of exam objectives—all with the intent of helping you achieve a passing score. Salesforce highly recommends a combination of on-the-job experience, online course completion, and self- study to maximize your chances of passing the exam.

Section 2. Audience Description: Salesforce Certified Pardot

Consultant

The Salesforce Certified Pardot Consultant has experience designing and deploying solutions that support customer business process and requirements using the Pardot application. The candidate should have a general knowledge of the features available to the end users and the configuration options available to a Pardot administrator, and should have practical experience applying the skills and concepts noted in the exam objectives. The consultant has experience working with marketing organizations and is capable of designing, configuring, and implementing solutions in common customer scenarios.

The candidate should successfully complete the online Pardot courses or possesses the equivalent experience and knowledge prior to taking the exam. Additionally, the candidate should have six or more months of experience administering or implementing Pardot and should be able to successfully perform the tasks outlined in the exam objectives.

Section 3. About the Exam

The Salesforce Certified Pardot Consultant exam has the following characteristics:

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Content: 60 multiple-choice/multiple-select questions

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Time allotted to complete the exam: 90 minutes

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Passing score: 70 percent

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Registration fee: USD 200; Retake fee: USD 100

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References: No hard-copy or online materials may be referenced during the exam

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Prerequisites: None required; online course completion highly recommended

Section 4. Recommended Training and References

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Pardot Training and Certification recommends the following online courses and resources to guide your study:

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Online course: Prospects 101

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Online course: Salesforce.com Integration Part 1: Getting Started

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Online course: Automation Tools

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Online course: Sending an Email with Email Flow

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Online course: Email Deliverability

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Online course: Pardot User Roles

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Online course: Administration: Understanding the Dashboard

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Online course: Administration: Resetting Users’ Passwords

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Online course: Administration: Tracking Email Usage

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Online course: Security Settings

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Online course: Pardot Training Resources These courses, and many others, are available here.

Section 5. Exam Outline

The Salesforce Certified Pardot Consultant exam measures a candidate’s knowledge and skills related to the objectives listed below. A candidate should have hands-on experience with the Pardot application and have demonstrated the application of each of the features/functions below.

Objective Weighting

Administration 8%

Describe the use cases for default and custom roles Identify the difference between default and custom roles Given a scenario, identify the correct role for a user

Describe the best practices when users with assigned prospects leave a company Describe the role a CNAME provides and how it is used in Pardot

Describe the difference between default and custom fields Identify the daily system generated emails that Pardot sends

Given a scenario, determine if a full or express export needs to be requested Describe the key technical items that are required to set up during implementation

Email Management 12%

Describe the benefit of clients using "Send with PI" tool Identify the requirements for US CAN-SPAM ACT compliance Explain the benefits of warming up an IP address

Identify industry standards on bounce rates and deliverability in the B2B space Explain the differences between the Email Preference Center and Unsubscribe Page Describe the importance of implementing DNS, SPF, and Domain Keys

Explain the concept of spam filters and methods to avoid them Describe the email link tracking Pardot provides at the prospect level

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TRAINING & CERTIFICATION 3 Identify the icons which appear next to actions in the prospect record

Given a scenario, understand form and landing page reporting Explain the value and insight that LeadDeck provides to a sales team

Lead Qualification 14%

Explain the concept of drip programs

Given a scenario, determine how to build a drip program to achieve specific business needs Describe the default scoring model

Given a scenario, understand how a prospects score is calculated by using the default scoring model Explain how prospect grading correlates with a prospects score

Reporting 7%

Describe the key features in Advanced Email Reporting Identify the key metrics in email marketing

Explain the purpose of the Prospect Lifecycle Report

Given a scenario, understand how prospects accessing a file is reported

Salesforce Integration 5%

Explain the overall data flow and syncing model of Pardot with Salesforce Describe the syncing order with leads, contacts, opportunities, and accounts

Describe the limitations the Salesforce connector has with a Salesforce Sandbox Account Given a scenario, determine which data as the ability to sync with Salesforce

Third Party Connectors 10%

Identify the three webinar connectors

Given a scenario, understand the key interactions and metrics captured with the native connectors and how the data is displayed in Pardot

Explain how third party prospect activity is populated in the prospect record

Given a scenario, determine the necessary next steps if a connector cannot be verified Identify the Paid Search Ad platforms for which Pardot has a native integration

Explain the capabilities, use cases, and implementation process of the five most common connectors

Prospect Management 11%

Given a scenario, identify where and what prospect activity data is stored Identify the audit capabilities within the prospect record

Describe the concept of filtered activities Describe the concept of merging prospects

Given a scenario, recall the differences between automation and segmentation rules Describe the use cases for completion actions

Describe the use cases for Pardot Campaigns and Salesforce Campaigns Identify potential issues when adjusting existing automation rules

Pardot Best Practices 12%

Describe the best practices for building marketable email lists

Describe the marketing automation best practices for lead generation for business-to-business campaigns

Explain best practices for lead assignment and nurturing Identify the best Pardot tool based off a client business need

Basic Troubleshooting 3%

Describe the steps to login to a Pardot account

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Section 6. Sample Exam Questions

The following questions are representative of those on the Salesforce Certified Pardot Consultant exam. These questions are not designed to test your readiness to successfully complete the certification exam, but should be used to become familiar with the types of questions on the exam. The actual exam questions may be more or less difficult than the questions below.

1. A client submits their Pardot form to test the form’s completion actions. After they submit the form, none of the completion actions are applied to their prospect record.

What explanation do you give as to why the actions did not occur?

A. The client has a visitor filter set up to filter activities from their IP address. Completion actions do not occur on filtered visitors.

B. The 'email' form field was set up to exclude free email addresses, so even though they submitted the form successfully, the Gmail address they used prevented the completion actions from running.

C. The client did not un-pause the completion actions.

D. Kiosk mode was enabled on the form, so completion actions did not run.

2. Your client is looking for a way to increase the quality of leads that are being passed from marketing to sales.

What advice do you offer?

A. Only pass on leads that are very active on your site no matter the company profile. B. Implement a blended lead scoring and grading system.

C. Automatically assign all leads to sales reps in a round-robin system.

D. Add more landing pages and forms to your site to increase the number of conversion opportunities.

3. Jim, a sales manager, just converted a lead to a contact in Salesforce, but none of the lead's Pardot information (score/grade) transferred over.

How do you address this issue?

A. Pardot only shows this information on the lead record.

B. Once converted, this information shows on the account record and not the contact. C. The administrator needs to create lookup fields on the contact to see this from the lead.

D. The administrator needs to make sure he has mapped his lead fields to contact fields in Salesforce.

4. How can a prospect’s score be changed? A. Through automation rules

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5. Which adheres most closely to email sending best practices?

A. When possible, send emails on Monday mornings in order to stay top of mind throughout the week.

B. Establish a consistent, predictable cadence for your email communications. C. Send plain text only emails in order to increase engagement rates.

D. Make sure that all emails have a high image-to-text ratio.

Section 7. Answers to Sample Exam Questions

1. A 2. B 3. D 4. D 5. B

Section 8. Maintaining a Certification

Successful completion of online, release-specific Salesforce Certified Pardot Consultant exams is required to maintain this credential. Release exams are published three times a year for each of the major product releases throughout the year.

Salesforce Certified Pardot Consultant Study Guide