The 65-Point
Account Engagement
(Pardot) Feature
Checklist.
Use this checklist to determine how effectively you’re using Account Engagement’s (Pardot’s) features. The list covers every feature of Account Engagement (Pardot) as laid out in the official documentation.
Account Engagement (Pardot) · Feature checklist & audit tool
in 12 sectionsFree · no form
Built from official documentationPDF copy →
Every point is a feature Account Engagement already gave you. Tick the ones you use; what’s left is your gap list.
Email Deliverability
Are You Using SPF to Boost Your Email Deliverability and Protect Your Brand's Reputation?
SPF Records help prevent email spoofing by verifying that your emails are sent from authorized servers. Pardot handles most SPF setup, but you may need additional DNS records for optimal deliverability.
Have You Added DKIM to Your Email Setup to Give Your Emails Extra Credibility?
DomainKeys (DKIM) is another layer of email authentication that verifies your emails are sent by you. Think of it as a digital signature for your emails. DKIM works alongside SPF to strengthen your email deliverability.
Are You Taking Advantage Of Tracker Domains to Create a Seamless Brand Experience?
Tracker Domains let you customize the links for your landing pages, forms, and files to match your brand. This helps build trust and improves your website’s appearance.
Have You Cleaned Up Your Prospect Database to Improve Email Deliverability and Marketing ROI?
Account Engagement (Pardot)’s Prospect Database Cleaning Guide shows you how to improve your email deliverability by removing invalid and inactive contacts. Clean data means fewer bounces and spam complaints, boosting your sender reputation.
Administrative Set Up
Are You Using Visitor Filtering to Get a Clear Picture of Your Website Visitors?
Visitor Filtering helps you focus on real people by removing fake traffic from bots and scanners. This gives you cleaner data and more accurate insights into your audience.
Have You Created an Email Preference Page to Give Your Contacts More Control Over Their Inbox?
Email Preference Pages let your contacts control the emails they receive. By offering choices, you build trust and improve email engagement.
Have You Optimized Your Unsubscribe Settings to Improve Email Deliverability and Maintain Subscriber Trust?
Manage Email Unsubscribe Settings gives you control over how prospects opt out of your emails. Customize your unsubscribe page, enable two-click unsubscribe, and manage opt-out preferences to protect your sender reputation.
Are You Using Folders to Keep Your Account Engagement Assets Organized and Save Time?
Folders keep your marketing assets tidy and easy to find. Organize campaigns, emails, and more into folders for better efficiency and collaboration.
Are You Using the Recycle Bin to Recover Lost Marketing Assets?
Recycle Bin is your safety net for accidentally deleted items. Restore campaigns, emails, or other assets with a few clicks, or permanently remove them to free up space.
Salesforce Integration
Are You Leveraging the Salesforce Connector to Boost Your Sales and Marketing Efficiency?
The Salesforce Connector keeps your marketing and sales teams in sync by sharing data between the two platforms. This helps you nurture leads, close deals faster, and deliver a seamless customer experience.
Are You Taking Advantage Of Prospect Field Mapping to Improve Data Accuracy and Collaboration?
Prospect Field Mapping connects the dots between your marketing and sales data. By matching up fields in Account Engagement (Pardot) and Salesforce, you create a single source of truth for your contacts, ensuring everyone has the same information.
Are You Using Connected Campaigns to Get a Complete View Of Your Marketing and Sales Efforts?
Connected Campaigns bridge the gap between your marketing and sales teams by syncing Account Engagement (Pardot) and Salesforce campaigns. This helps you track the entire customer journey and measure campaign performance more accurately.
Automation
Are You Using Automation Rules to Streamline Your Marketing Processes and Improve Lead Management?
Automation Rules are your secret weapon for saving time and boosting efficiency. Set up automated actions based on prospect behavior or data, like assigning leads, sending emails, or updating scores.
Are You Using Page Actions to Turn Website Visits Into Valuable Marketing Insights?
Page Actions let you automate tasks based on website visits. For example, you can add points to a prospect’s score or assign them to a list when they visit a specific page. This helps you identify hot leads and tailor your marketing efforts.
Are You Using Completion Actions to Automate Your Lead Nurturing Process?
Completion Actions let you automate tasks when someone fills out a form. Send welcome emails, adjust prospect scores, or add them to lists – all without lifting a finger. This helps you nurture leads efficiently and improve conversion rates.
Are You Using Dynamic Content to Create Personalized Experiences For Your Prospects?
Dynamic Content lets you show different content to different people based on their information or behavior. This personalization boosts engagement and conversions by tailoring your message to each individual.
Are You Using Engagement Studio to Deliver Tailored Experiences and Accelerate Your Sales Pipeline?
Engagement Studio is your powerful tool for creating personalized lead nurturing journeys. Build complex automation workflows with multiple paths, send targeted emails, and score prospects based on their behavior to guide them towards conversion.
Are You Using Profile Grading to Qualify Leads and Improve Sales Efficiency?
Profile Grading helps you sort prospects based on how well they fit your ideal customer profile. By assigning grades based on criteria like company size or industry, you can prioritize leads and focus your sales efforts on the best opportunities.
Are You Using Scoring to Identify Your Most Engaged Prospects and Boost Sales Efficiency?
Scoring measures a prospect’s level of interest in your business. Assign points for different actions, like form fills or email opens, to identify hot leads and prioritize your sales efforts.
Lists
Are You Using Static Lists to Manage Specific Groups of Prospects for Targeted Campaigns?
Static Lists are manually created groups of prospects. Unlike dynamic lists that update automatically, static lists require you to add or remove members. They’re perfect for one-time campaigns or managing a specific set of contacts.
Are You Using Dynamic Lists to Create Targeted Segments and Improve Campaign Performance?
Dynamic Lists are smart lists that automatically update based on specific criteria you set. Imagine a self-updating group of prospects, always matching your ideal audience. This saves you time and ensures your lists are always accurate.
Are You Using Test Lists to Make Sure Your Emails Are Flawless Before Sending?
Test Lists are your safety net for email perfection. Add your team members to a test list to preview emails before sending them to your entire audience. Check for errors, test links, and ensure everything looks perfect.
Forms
Are You Using Forms to Capture High-Quality Leads and Grow Your Business?
Forms are your lead capture superheroes. Collect valuable information from visitors, convert them into prospects, and start building relationships. Customize forms, integrate them with landing pages, and watch your lead generation soar.
Are You Using Form Handlers to Integrate Your Website Forms With Pardot and Capture More Leads?
Form Handlers let you connect your existing website forms to Account Engagement (Pardot). This means you can keep your website’s design while still capturing valuable lead information. It’s like giving your forms superpowers to generate leads.
Are You Using Form Layout Templates to Create Visually Appealing and On-Brand Forms?
Form Layout Templates are the blueprints for your forms’ appearance. Choose a layout template to define the look and feel, or create a custom layout for complete control. Consistent form design enhances your brand and improves user experience.
Are You Using Progressive Profiling to Collect More Prospect Data Without Form Fatigue?
Progressive Profiling lets you gather more information from prospects over time without overwhelming them with long forms. By showing different form fields based on what a prospect already knows, you increase form completion rates and build a richer data profile.
Emails
Are You Using List Emails to Send Targeted Messages to Specific Segments of Your Audience?
List Emails are one-time email sends to specific groups of prospects. They’re perfect for newsletters, announcements, or any email that doesn’t need to be reused. Customize your content, select your audience, and hit send to deliver your message directly.
Are You Using One-to-One Emails to Empower Your Sales Team With Personalized Outreach?
One-to-One Emails let your sales team send personalized emails directly from Salesforce, using pre-approved templates. This streamlines communication, ensures brand consistency, and helps track sales interactions.
Are You Using Email Templates to Streamline Your Email Creation and Design?
Email Templates are reusable designs for your emails. Create consistent branding, save time, and maintain high quality by building beautiful templates once and using them for multiple emails. Choose from pre-built options or design your own to match your brand perfectly.
Are You Taking Advantage of the Drag-and-Drop Builder to Create Eye-Catching Emails?
The Email Template Builder (Drag-and-Drop) makes designing beautiful emails a breeze. Easily create stunning layouts by dragging and dropping content blocks like images, text, buttons, and more. No coding required!
Landing Pages
Are You Using Landing Pages to Generate High-Quality Leads and Boost Conversions?
Landing Pages are dedicated web pages designed to capture leads and convert visitors into customers. Create focused landing pages for specific campaigns, optimize them for conversions, and track performance to refine your strategy.
Are You Using the Enhanced Landing Page Builder (Drag-and-Drop) to Create High-Converting Landing Pages?
Enhanced Landing Page Builder (Drag-and-Drop) lets you create stunning landing pages without coding skills. Easily drag and drop elements like images, text, forms, and buttons to build professional-looking pages that convert visitors into leads.
Are You Using Landing Page Templates to Accelerate Your Landing Page Design Process?
Landing Page Templates provide pre-designed layouts to jumpstart your landing page creation. Choose from a variety of templates tailored to different goals, like lead generation or product launches. Customize them with your branding and content to create professional-looking pages quickly.
Search Marketing
Are You Using Keyword Reports to Improve Your Website'S Search Rankings and Attract More Organic Traffic?
Keyword Reports show you how well your website is ranking for specific search terms. Track your progress, identify opportunities, and optimize your content for better search engine visibility.
Are You Using Competitor Monitoring to Stay Ahead of the Competition and Boost Your SEO?
Competitor Monitoring lets you keep tabs on your rivals’ online performance. Compare your website’s SEO metrics like domain authority and backlink count to theirs, and identify areas where you can improve.
Are You Using Paid Search Reports to Improve the Efficiency and ROI of Your Paid Advertising Campaigns?
Paid Search Reports provide insights into the performance of your paid search campaigns. Analyze keyword performance, ad clicks, conversions, and ROI to optimize your ad spend and maximize results.
Connectors
Are You Using the Gotowebinar Connector to Turn Webinar Attendees Into Qualified Leads?
GoToWebinar Connector seamlessly integrates your webinar platform with your marketing automation. Sync webinar registrants, attendees, and engagement data to nurture leads, measure performance, and optimize your webinar campaigns.
Are You Using the Twilio Connector to Enhance Your Customer Communication and Drive Conversions?
Twilio Connector lets you send and receive SMS messages directly from your marketing automation platform. This enables personalized text-based communication with prospects and customers, improving engagement and response rates.
Are You Using the Olark Connector to Turn Live Chats Into Valuable Leads and Enhance Customer Interactions?
Olark Connector integrates your live chat platform with your marketing automation. This allows you to capture visitor information from chats, convert them into leads, and track their engagement over time. By connecting these two tools, you can improve lead qualification and provide a more seamless customer experience.
Are You Using the Google Analytics Connector to Get a Complete Picture of Your Website Visitors and Campaign Effectiveness?
Google Analytics Connector bridges the gap between your website analytics and marketing automation. By connecting the two platforms, you gain valuable insights into website traffic, user behavior, and campaign performance. This data helps you optimize your marketing efforts and make data-driven decisions.
Are You Using the Linkedin Profile Lookup Connector to Enrich Your Prospect Data and Boost Your Sales Efforts?
LinkedIn Profile Lookup Connector lets you quickly access a prospect’s LinkedIn profile right from their Pardot record. It’s like having a shortcut to their online resume! This saves you time and helps you gather valuable insights about your prospects.
Are You Using the Linkedin Social Posting Connector to Automate Your Linkedin Posts and Expand Your Reach?
LinkedIn Social Posting Connector lets you schedule and publish engaging content directly to LinkedIn from your marketing automation platform. It’s like having a personal assistant for your LinkedIn profile! This saves you time and helps you maintain a consistent social media presence.
Are You Using the Facebook Connector to Enhance Your Social Media Marketing and Lead Generation Efforts?
Facebook Connector lets you sync your Facebook data with your marketing automation platform. This enables you to create targeted Facebook ad audiences, measure the impact of your social media campaigns, and nurture leads based on their Facebook interactions. By connecting these two powerful tools, you can improve lead generation and sales efficiency.
Are You Using the Bitly Connector to Shorten Links, Track Clicks, and Improve Marketing Campaign Insights?
Bitly Connector helps you manage your shortened links and track their performance. Shorten landing page URLs, track clicks, and gain valuable insights into how your prospects engage with your content. This lets you measure campaign effectiveness and optimize your marketing efforts.
Are You Using the Uservoice Connector to Turn Customer Feedback Into Actionable Marketing Insights?
UserVoice Connector integrates your customer feedback platform with your marketing automation. This allows you to capture customer sentiment, identify product improvement opportunities, and segment your audience based on feedback. By connecting these tools, you can improve customer satisfaction and tailor your marketing efforts to meet customer needs.
Are You Using the Slack Connector to Improve Team Collaboration and Responsiveness?
Slack Connector lets you streamline team communication and collaboration by sending notifications directly to Slack channels. Receive alerts for important marketing events like form submissions, email opens, or lead conversions. This helps your team stay informed and react quickly to opportunities.
Are You Using Eventbrite Connectors to Streamline Event Management and Boost Lead Generation?
Eventbrite Connectors sync your event data seamlessly between the two platforms. Track registrations, attendance, and even check-ins to measure event performance and nurture attendees into leads.
Are You Using the Wistia Connector to Supercharge Your Video Marketing and Lead Generation?
Wistia Connector lets you seamlessly integrate your video content with your marketing automation. Track video views, engagement, and even capture leads directly from your videos. By connecting Wistia and Pardot, you can gain valuable insights into viewer behavior, personalize your marketing efforts, and measure the impact of your video content.
Other Tools
Are You Using Tags to Streamline Your Pardot Account and Improve Efficiency?
Tags are flexible labels you can apply to almost anything – prospects, assets, lists, and more. Think of them as digital post-it notes for organization and filtering. Use them to categorize, group, and identify specific items quickly.
Are You Using A/B Testing to Continuously Improve Your Email Performance?
A/B Tests let you experiment with different versions of your emails to see which performs best. Compare subject lines, content, or even sender names to optimize your campaigns for higher open and click-through rates.
Are You Using Third-Party Site Search to Improve Website Usability and Findability?
Third-Party Site Search allows you to integrate a search function on your website that’s powered by a third-party search engine provider. This provides advanced search capabilities, like auto-suggest, spell correction, and personalized search results, enhancing user experience and helping visitors find what they need quickly.
Are You Using Social Posting to Amplify Your Marketing Message and Connect With Your Audience?
Social Posting lets you schedule and publish content directly to your Facebook and LinkedIn accounts. It helps you manage your social media presence, track engagement, and even turn social interactions into leads.
Are You Using Dynamic Form Redirects to Create Tailored Post-Submission Experiences for Your Leads?
Dynamic Form Redirects allow you to send form submitters to different thank-you pages or external websites based on their form responses. This feature enables personalized experiences and more effective lead nurturing. For example, you could direct leads to product-specific information based on their form selections.
Are You Using Files to Enrich Your Content and Engage Your Audience?
Files allow you to share documents, images, or other files with your prospects and customers. You can attach files to emails, include them on landing pages, or offer them as downloads. This feature is essential for sharing content, collecting submissions, and providing valuable resources to your audience.
Analytics & Reporting
Are You Using Website Tracking to Unlock the Full Potential of Your Marketing Automation?
Website Tracking is the foundation for your marketing automation efforts. By placing a small piece of code on your website, you can track visitor behavior, identify prospects, and gain valuable insights into how people interact with your content. This data powers features like lead scoring, automation rules, and personalized experiences.
Are You Using Lifecycle Report Metrics to Optimize Your Lead Nurturing and Sales Pipeline?
Lifecycle Report Metrics provide a bird’s-eye view of your prospect journey from visitor to customer. Track key stages like visitor-to-prospect conversion, MQL-to-SQL progression, and deal closure rates. This data helps you identify bottlenecks, optimize your nurturing process, and measure your marketing ROI.
Are You Using Campaign Reports to Optimize Your Marketing Strategy and Drive Better Results?
Campaign Reports provide a comprehensive overview of your marketing efforts. Track performance metrics like clicks, opens, conversions, and ROI to measure the success of your campaigns and identify areas for improvement.
Are You Using the Conversions Report to Identify High-Performing Marketing Assets and Improve Your Conversion Rates?
Conversions Report shows you how many prospects took specific actions, like filling out a form or clicking a link. It helps you understand which marketing assets are driving conversions and where to focus your efforts. By analyzing conversion data, you can optimize your campaigns for better results.
Are You Using Campaign Member Statuses to Track Prospect Engagement and Optimize Your Campaigns?
Campaign Member Statuses track a prospect’s journey through a campaign. You can customize these statuses to reflect different stages or actions, like “Sent,” “Opened,” “Clicked,” or “Converted.” By analyzing these statuses, you can understand how your campaigns are performing and identify areas for improvement.
Are You Using Campaign Hierarchies to Organize Your Marketing Campaigns and Gain Deeper Insights Into Performance?
Campaign Hierarchies allow you to organize and structure your campaigns into a parent-child relationship. This helps you track complex marketing initiatives, roll up performance metrics, and gain a better understanding of your overall marketing efforts. Imagine a campaign hierarchy like a family tree, where the parent campaign represents a high-level goal, and child campaigns represent specific tactics or sub-campaigns.
Are You Using Google Tag Manager to Streamline Your Website Tracking and Gain Deeper Insights Into Your Audience?
Google Tag Manager (GTM) is your one-stop shop for website tracking. It’s like a central command station for all your digital detectives. Need to install Account Engagement (Pardot) website tracking, Google Analytics, or Facebook’s pixel? No problem! Google Tag Manager makes it easy to deploy and manage all your tracking codes from a single, user-friendly interface.
Are You Taking Advantage of Google Analytics and Pardot to Get a Complete Picture of Your Website Visitors?
Combining Google Analytics and Account Engagement (Pardot) is a dynamic duo for understanding your website visitors. Think of it as having both a magnifying glass (Google Analytics) and a detective’s notebook (Pardot) to uncover valuable insights. We recommend using Google Tag Manager as your trusty sidekick to easily manage these powerful tools.
Are You Tracking Conversions to Measure the True Impact of Your Google Ads?
Google Ads Conversion Tracking is like a treasure map that shows you where your ad clicks lead. Instead of just counting clicks, it reveals whether those clicks resulted in valuable actions on your website, like purchases or sign-ups. We recommend using Google Tag Manager to effortlessly set up and manage your conversion tracking for maximum efficiency.
Are You Harnessing the Power of the Facebook Pixel to Turn Website Visitors Into Loyal Customers?
The Facebook Pixel is like a secret agent for your business. It uncovers valuable information about your website visitors and shares it with Facebook. This intel helps Facebook create highly targeted ads and improve your campaign performance. Even if you’re not advertising on Facebook yet, installing the pixel is like building a secret base – you’ll be ready to launch when you’re ready. We recommend using Google Tag Manager to deploy the Facebook Pixel and make future changes a breeze.
Are You Harnessing the Power of the Linkedin Insight Tag to Supercharge Your Linkedin Campaigns?
The LinkedIn Insight Tag is like a secret agent for your LinkedIn campaigns. It gathers intel about your website visitors and shares it with LinkedIn, helping them create highly targeted ads. It’s like training your audience for future campaigns. While you might not be running LinkedIn ads right now, installing the tag is like prepping your secret weapon. And when you’re ready to launch, the tag will have valuable data waiting for you. For seamless management, we recommend using Google Tag Manager to deploy the LinkedIn Insight Tag.
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