Salesforce Certified Pardot Consultant Study Guide Winter 16 STUDY GUIDE 0
Contents ABOUT THE SALESFORCE CERTIFIED PARDOT CONSULTANT PROGRAM 1 SECTION 1. PURPOSE OF THIS STUDY GUIDE 1 SECTION 2. AUDIENCE DESCRIPTION: SALESFORCE CERTIFIED PARDOT CONSULTANT 1 SECTION 3. ABOUT THE EXAM 1 SECTION 4. RECOMMENDED TRAINING AND REFERENCES 1 SECTION 5. EXAM OUTLINE 2 SECTION 6. SAMPLE EXAM QUESTIONS 4 SECTION 7. ANSWERS TO SAMPLE EXAM QUESTIONS 5 SECTION 8. MAINTAINING A CERTIFICATION 5 TRAINING & CERTIFICATION 1
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: Content: 60 multiple-choice/multiple-select questions Time allotted to complete the exam: 90 minutes Passing score: 70 percent Registration fee: USD 200; Retake fee: USD 100 References: No hard-copy or online materials may be referenced during the exam Prerequisites: None required; online course completion highly recommended Section 4. Recommended Training and References As preparation for this exam, Pardot Training and Certification recommends a combination of six or more months of hands-on experience as a Pardot administrator or implementation consultant, online training course completion, and self-study in the areas listed in the Exam Outline section of this study guide. TRAINING & CERTIFICATION 1
Pardot Training and Certification recommends the following online courses and resources to guide your study: Online course: Prospects 101 Online course: Salesforce.com Integration Part 1: Getting Started Online course: Automation Tools Online course: Sending an Email with Email Flow Online course: Email Deliverability Online course: Pardot User Roles Online course: Administration: Understanding the Dashboard Online course: Administration: Resetting Users Passwords Online course: Administration: Tracking Email Usage Online course: Security Settings 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 Lead Generation 18% Describe the difference between a visitor and a prospect Given a scenario, determine the required fields on a Pardot form Identify the use cases for forms and form handlers Describe the use cases for custom redirects and page actions TRAINING & CERTIFICATION 2
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 Given a scenario, determine how to escalate if logging into Pardot is unsuccessful Explain the steps, if needed, to troubleshoot the 5 most common connectors TRAINING & CERTIFICATION 3
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 B. Through scoring model changes C. Through completion actions D. All of the above TRAINING & CERTIFICATION 4
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. The initial cost of the certification includes the Salesforce Certified Pardot Consultant exam plus two online release exams. In subsequent years, a maintenance fee of $100 will be charged when registering for every third the release exam, to keep the certification current for the following year. The maintenance fee includes the three maintenance exams and access to the supporting training material. Salesforce.com Certified professionals will be notified automatically when new release training material and exams become available.