Blackbird Salesforce Consulting

Introduction to Pardot

Written by Laia Fortuny

If you are working for a Marketing department in a company seeking to push the online marketing strategy you will probably have heard about Pardot: “B2B Marketing Automation on the World’s #1 CRM”.

Let’s see Pardot in action and how the tool features can be translated into marketing team daily activities and needs.

This is the introductory chapter of a Pardot series blog posts where we will cover the main and coolest functionalities that will help you on the Marketing strategy.


Salesforce tells us that “Pardot provides a full solution that helps marketers create meaningful connections, generate more pipeline, and empower sales to close more deals”. But how can this be achieved by using Pardot?

Let’s define first which are some of the main objectives of the Marketing team:

Pardot tools will definitely help us achieve them:


Let’s see these tools in action:

Marketing Activity #1: Capture new Leads by using a Layout Template, Landing Page, Progressive Profiling, Sales alerts and a Form

There are hundreds of possibilities to get new Leads using a custom Landing Page:

First stop: build the Pardot Form

Name section

Which name will identify this Form, where will the asset be stored and which campaign will be associated to (if the first interaction of a new Prospect is this Form, the specified campaign will be assigned to the newly created Prospect).

Fields section

We must select which fields we want to include in the Pardot Form. A wide variety of considerations must be taken into account:


Basic Tab

Privacy Policy



Advanced Tab


Progressive Tab

Look and Feel section

We must choose:

Submit Button Text

Below Form

Second stop: build the Landing Page

Landing Page Content

Last stop: publish the Content


Now that the marketing content is ready to share, we can now push traffic towards it! We can: