Top 6 Pardot Form Features You Should Use for Better Engagement

In today’s customer-centric world, engagement is the key to success. And when it comes to engaging your audience effectively, Salesforce offers Pardot (now Marketing Cloud Account Engagement), a powerful marketing automation platform. 

To take its power up a notch, you can use its powerful feature, Pardot Form. It can help you engage customers, capture lead information, and positively impact your ROI.

Since Pardot forms have many features, there is a good chance that you might miss out on some of the best ones. So, whether you are new to Pardot or a seasoned user, using these advanced features is necessary to spice up your forms and boost engagement. 

So, let’s dive right in!

6 Advanced Pardot Form Features That You Should Use

Pardot has emerged as a formidable tool for businesses looking to capture leads and nurture customer relationships. As Pardot continually evolves, its form features have become a cornerstone of success. Beyond the surface, these features harbor a wealth of advanced capabilities that can elevate your marketing game to new heights. Let’s uncover each in detail!

Feature 1: Progressive Profiling

Often, a customer returns to the same form, and with progressive profiling, they only need to fill in the form field they had not completed previously. This feature comes in handy when reaching out to your customers for recurring events like webinars, where they need to register at specific intervals.

By making forms more convenient for customers, you can collect more data from prospects and encourage them to engage more with your brand, leading to higher conversion rates and increased revenues. 

Feature 2: Dependent Fields

Dependent Fields in Pardot are beneficial for capturing data from relevant prospects when they select a particular field. For example, you might want to know if a prospect is using Pardot and for how long, then you can set up a dependent field to serve the purpose.

In short, Pardot Dependent Fields are a great way to ensure that a prospect is directed to the correct user based on a set of assignment rules from multiple fields. 

Feature 3: Kiosk Mode

This mode is a Pardot form setting that stops Pardot tracking cookies from entering your browser after submitting a form. So when Kiosk Mode is enabled, you get no cookies. But when is it a big deal? In scenarios where devices are set up to capture data from multiple prospects, such as a promotional event where teams interact with multiple users. In this case, your marketers wouldn’t want a single device to associate with the results from various forms. 

Feature 4: reCAPTCHA

The only way to stay clear of spam submission is to use the reCAPTCHA feature. It is already exhausting connecting leads with the right salespeople and having bot submissions just makes things more chaotic. 

But please note that reCAPTCHA features in only available for Pardot Forms. In case you want to use it for Pardot Form Handlers, you must work in sync with your Salesforce development team to enable bot protection.

Feature 5: The ‘Not You?’ Link

When people forward a form via email or other devices, it might display their information on their device. That is where the ‘Not You?’ link plays its role. If a user has pre-filled information on a form, they can click on the ‘Not You?’ link, which will clear the data from the form so that the prospect can fill in their details. 

Experts recommend using this feature at all times as it prevents wrong or duplicate data from entering your records and keeps things sorted. 

Feature 6: Thank You Content

How can you make form-filling more engaging? By showing appreciation to the user. When a prospect completes your form, it is a good idea to redirect them to a positive message. You can create a personalized thank you message; for example, if a user downloads an eBook from your website, you can redirect them to a landing page that says, “Thank you for downloading our eBook. You are awesome. Would you like to see a related infographic?” 

Customized messages are great opportunities to encourage users to interact with your brand further and help you build more trust in the mind of prospective customers. 

Conclusion

Whether you're easing the data collection process with Progressive Profiling or creating responsive, mobile-friendly forms, Pardot equips you to connect with your audience effectively. Remember, the key to success in the digital age is not just gathering data but understanding and utilizing it wisely. Pardot's features enable you to collect the right information, present dynamic forms, integrate seamlessly with your tech stack, optimize user experience, and continuously improve through testing.

Ready to Supercharge Your Lead Generation and Engagement Efforts? Let’s Talk!

If you're seeking guidance on harnessing these advanced Pardot features, our experts are here to assist. Reach out to us at info@growthnatives.com, and we'll take it from there.