This document provides an overview of forms and fields in Pardot. It discusses default and custom fields, how to sync fields with a CRM, and how to create and use forms versus form handlers. It also covers options for forms like progressive profiling and completion actions. Best practices are outlined such as keeping forms concise and validating email addresses. The document concludes by noting the end of the course and an upcoming test.

1. Partner Certification -
Bronze
Forms

2. Prospect Fields
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Default fields set-up by default in Pardot
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Most natively sync with fields in CRMs
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Can be text, dropdown, radio button, checkbox,
textarea, or hidden on forms
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Fields are configured on the form level
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Can be used for progressive profiling

3. Custom Fields
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Fields not created by default by Pardot
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Allows you to have fields unique to your company
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Can be text, dropdown, radio button, checkbox,
textarea, or hidden on forms
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Fields are created in Administration >> Prospect Fields
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Can be set to sync with a field in the CRM

4. Syncing Fields with CRM
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Default fields are synced with the CRM through the
CRMs connector
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Custom fields can be set to sync with the similar field in
the CRM
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Once the connector has been set up, there will be a drop down of
available CRM fields in the field set up
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Default fields will have the CRM as the master record
when there is a difference of information
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Pardot is able to write into the CRM if there is a blank in the CRM
•
Custom fields can have either Pardot or the CRM as the
master record when there is a difference of information
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Master record is selected during creation of custom field

5. Forms vs Form Handlers
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Forms will allow you to replace you current form on your
site with one hosted by Pardot
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Placed on your site via an iframe
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Use layout template in Pardot to change any styling of the form
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Basic CSS changes can be done on the styles tab of the form
wizard
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Form Handlers allow you to use your current form on
your site and post the data to Pardot
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You can use a dual post method and have Pardot post the data
to another location – i.e. salesforce.com web2lead
•
Can use form handlers to have a back-end post to Pardot after
posting to your server – when posting secure information

6. Creating Forms
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Ability to use the form wizard for an easy step by step
guide in creating the form
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Change field options on the form level
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Allows different forms to have different options – i.e. required
fields
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Completion actions for once the form has been
completed
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Forms are used on Pardot hosted landing pages.
Reporting will be shown differently

7. Creating Form Handlers
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Use your own form and have the data posted to Pardot
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Map the fields to Pardot
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Pardot looks for the ‘name’ of the field when being submitted
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Make sure required fields on your form are the same on
the form handler in Pardot to avoid errors
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Pardot will give a URL to change the “action” of the
current form
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Common error – If form has an encryptype, form will not
be sent to Pardot correctly

8. Form Options
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Choose field options by clicking on the wrench to the
right of the field in step two
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Options include making the field required, always display
field, do not pre-fill if value is known
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Can make field be shown via progressive profiling
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Basic CSS able to be selected via the styles tab

9. Kiosk Mode
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Allows forms to be filled out without a cookie being set
on the computer
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Form can be filled out repeatedly
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All completion actions will still take place
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Uses cases include:
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Conventions
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Tradeshows
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Call Centers

10. Completion Actions
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What do you want to occur once form has been
completed
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Redirect prospect – Take the prospect to another page
or location once the form has been completed
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Other options include:
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Auto-responder email
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Assign prospect to user
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Notify user
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Add to salesforce.com campaign
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Add to score
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Thank You Code will allow you to use custom
JavaScript or Google Conversion code

11. Progressive Profiling
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The ability to add a different set to questions each time
a prospect views a form
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No need to ask 10-15 questions in a form. Allows for 4-5
questions at a time to improve conversion rates
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Set at the field level when the field is asked
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Based on the tracking cookie and the identified
prospect, the form will dynamically show the fields
Pardot does not know the answer to

12. Reporting
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Reporting on form level is based on the form being used
via the direct link or iframe
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If form is being used on a Pardot hosted landing page,
the reporting will occur on the landing page level
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Report will show the number of views, submissions,
conversions, and errors
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Form error means that a potential prospect did not
complete a required field

13. Best Practices
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It is best to not ask more than 4-5 questions during a
form to increase conversions. If you wish to know
more, use progressive profiling
•
Keep the questions very general. Prospects do not
want to give away a life story in exchange of a white
paper
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It is a good idea to send any collateral in an auto-
responder to know the email address the prospect
provided is valid
•
If a scroll bar appears in the iframe on your site, check
the height in the code of your iframe

14. End of Course Forms
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You have reached the end of the forms
course
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You will now take a test of what you have
learned. You must score greater than 85% to
pass this portion of the test
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Good luck!