Pardot lists or campaigns operate differently in Pardot. Pardot lists are used to send out marketing messages, while Pardot Campaigns track the first marketing message a prospect receives.

Pardot Marketing

Pardot campaigns track thematic touch points, similar to “source”. Pardot Campaigns are used for tracking a prospect’s first touch. Pardot campaigns are set for prospects when they first click on a Pardot Tracked link or Pardot Tracking Code. Once a prospect is associated with a campaign, they will remain so. Each prospect can only associate with one Pardot program. You can alter prospects’ Pardot Campaign. Notice: The Pardot campaigns of prospects can be modified to alter reporting. Pardot campaigns often have a similarity to their lead source. Pardot marketing will help you and your organization to achieve your goals.

Pardot – Lists

Pardot lists have a more traditional definition of a campaign (or CRM). These groups are people you wish to contact with information about marketing or sales.

Pardots lists are used for sending bulk emails or drip programs emails to prospects.

Prospects can be added to an unlimited amount of lists.

– You can add prospects after a has been created.

To automatically manage the prospects on your list, you can create a static list.

– Any static, dynamic, or combined list can be used as a suppression email list while building an Engagement Program or drip.

Lists can be used for segmenting prospects to provide more detailed views. To view and analyze prospect data in a.CSV, you can export these lists.

Examples of When to Use Campaigns and when not to Lists

Using campaign: To track where prospects originate when they visit your website, you are creating a series of pay per view ads. In this situation, you are tracking visitors and need to track which marketing campaigns they interact with. This is why you create a Pardot program.

You can create a custom redirect for every pay-per-view ad. A Pardot campaign will be used for each custom redirect. It can be one campaign per redirect or multiple campaigns over many redirects. Once a visitor clicks on the custom link to redirect, they will be assigned to the campaign. The visitor will then complete a form to identify themselves, and we will create a Pardot profile for them.

You can also automate-set campaigns using track code. This is done when prospects complete registration forms or landing pages.

A list is used To invite to a monthly webinar to your prospects. It doesn’t matter from whom the prospects were drawn, all that matters is that they want to invite everyone interested in this webinar topic. In this situation, you will create an updated Pardot List of the relevant prospects. It is not necessary to account for the prospect’s campaign when creating this list. Once you create the list, it is possible to add prospects using automation rules, segmentation, and manual methods through any prospect list.

Please take note, that you must tag your email with a Pardot message when sending an email to prospects. This does not affect your recipients’ campaigns. It is only for reporting purposes that you select a campaign for an email. This allows you to group emails by campaigns and filters your reports to view all emails sent from that campaign. It is not necessary to create a specific campaign for each list email recipient, but you can create a campaign that will be used for either your email or group of emails. If you associate all your webinar invitation emails to a “Webinar”, campaign, then all emails can be easily found in reports. You can compare opens, click-throughs, etc.

A list and campaign: Your trade show trip just ended. 100 new leads were met at the event. You want them to be entered into Pardot, and you email them. You’ll need to create a Pardot account and a Pardot database for these prospects. Pardot campaigns can be used to promote prospects. To send an email, you must create a Pardot account.