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Get Started with Einstein for Pardot Lightning App

Learning Objectives

After completing this unit, you’ll be able to:

  • Define Pardot Einstein.
  • Describe the four features of Einstein for Pardot Lightning app.
  • List items to consider before enabling Einstein features.
  • Enable the three components of Pardot Einstein.

What Is Pardot Einstein?

Pardot Einstein brings the power of artificial intelligence and machine learning to B2B Marketing. Its name is an umbrella term for the AI features available through Pardot and Salesforce. The Pardot Einstein suite includes four components: Einstein Behavior Scoring, Einstein Lead Scoring, Einstein Campaign Insights, and Einstein Attribution. Let’s check out details and considerations for each. 

Einstein Behavior Scoring

Einstein Behavior Scoring identifies prospects’ buying signals and scores them based on engagement patterns. Einstein uses prospect activities in Pardot, such as link clicks and form submissions, to determine which prospects are most engaged with your marketing efforts and which prospects require more nurturing. 

Einstein Lead Scoring

Einstein Lead Scoring analyzes all historical field data on the Lead object to reveal the top factors that determine whether a lead is likely to convert. This score is continually updated as data is added. 

Note

Note

This feature is generally available as part of Sales Cloud Einstein and is not unique to Pardot customers.

Einstein Campaign Insights

Einstein Campaign Insights gives marketers real-time AI-driven insights on factors that determine campaign performance, such as personas or geographic regions. Use these insights to optimize your campaigns over time, improve low-performing campaigns, and uncover new audiences for future campaigns.

Einstein Attribution

Einstein Attribution takes Campaign Influence models to the next level. It uses machine learning to train a data-driven model for attributing revenue share that’s based on your actual, historical campaign performance. Your customized model can more accurately identify the most effective campaigns in the customer journey.

Considerations and Prerequisites

Now that we know what the four main components of Pardot Einstein are, let's talk about things to consider before enabling them. Since Pardot Einstein helps you understand your audience, it’s key to integrate existing and future Salesforce data. Before you enable the Pardot Einstein features, ensure all of the following are enabled.

  • Pardot Advanced edition
  • Sales Cloud or Service Cloud Enterprise or Unlimited editions
  • Verified Salesforce Connector in Pardot
  • Lightning Experience
  • Prospects are syncing to Leads, Contacts, or both (key for Einstein Behavior Score)
  • Connected Campaigns (key for Einstein Campaign Insights and Einstein Attribution)
  • Customizable Campaign Influence (key for Einstein Attribution)

Pardot Einstein works best when there is ample historical data for it to process. If you are new to Salesforce or Pardot, please keep in mind that it may take some time before you produce enough historical data for Einstein to begin generating accurate scores, insights, or attribution percentages.  

If you plan to use Einstein Behavior Score, these minimum data requirements provide an optimal experience.

  • Six months of engagement data for connected prospects.
  • At least 20 prospects linked to opportunities (determined by lifecycle stage or opportunity contact role).

For Einstein Campaign Insights, make sure you have at least 50 campaigns connected.

For Einstein Attribution, you’ll need at least 100 opportunities with contact roles. For a more in-depth experience, create a B2B Marketing Analytics app and include the prebuilt Multi-Touch Attribution dashboard.

Now that you know the components and prerequisites of Pardot Einstein, let’s walk through how to enable these features. 

How to Enable Einstein for Pardot

Now that we know what Einstein for Pardot is, what features it includes, and what to consider before enabling it, let’s talk through how to set it up.

  1. Click Setupin Salesforce Lightning.
  2. In the Quick Find box, enter Einstein, and then select one of the four component features of Einstein Pardot: Behavior Scoring, Campaign Insights, Lead Scoring, or Einstein Attribution.
  3. On the setup page, turn on the feature.
  4. Repeat for each additional Pardot Einstein component you wish to use.
  5. Choose where to place Einstein features by updating page layouts in the Lightning App Builder.

Einstein Campaign Insights enabled in the Setup menu.

Allow 48 hours for data to populate after enabling Einstein features.

Now you’ve learned how to enable components of the Pardot Einstein suite to score prospects, prioritize leads, improve campaign performance, and attribute revenue share. In the next unit, we dive deeper into each feature. 

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