Salesforce Certified Pardot Consultant Practice Exam

How are visitors converted to prospects in Pardot?

1. By engaging them through email marketing

2. Through a form or form handler

3. By adding them to a static list

4. By targeting them in social media ads

The correct answer is: Through a form or form handler

Visitors are converted to prospects in Pardot primarily through a form or a form handler. When a visitor fills out a form on your website, they provide information such as their name, email address, and other details that allow Pardot to identify them as a potential lead. Once this information is submitted, Pardot converts that visitor's anonymous record into a prospect record, which can then be tracked and nurtured through marketing automation processes. Forms are essential because they are the direct means by which you engage visitors and collect valuable data about them. This conversion is critical in building a database of prospects who have shown interest in your services or products. Engaging visitors through email marketing, adding them to a static list, or targeting them in social media ads are important strategies for lead generation and engagement, but they do not directly convert a visitor into a prospect without the mechanism of a form or form handler capturing their information first. Hence, the functionality of forms is foundational to the conversion process in Pardot.