Pardot Life Hacks

The Hand-Off Tactical Series | Episode 2 of 3 | Contacts - Pardot Life Hacks - #21

April 14, 2020

Without a defined hand-off process from marketing to sales, leads and contacts can experience a disjointed buyer’s and customer journey. The *first episode of The Hand-Off Tactical Series featured Net New & Existing Leads, now Jennifer Lynn Schneider brings you the second episode featuring, Contacts.

What is happening to the 50 - 65% of your database that is not receiving any attention? How do you stay top of mind with contacts that have disengaged? What do you do with contacts that have re-engaged? 

Jennifer addresses ideas to the above questions and gives step-by-step instructions for enabling and creating Path settings in Salesforce for the Contact object. Check it out!

*The Hand-Off Tactical Series l Episode 1 of 3 l Featuring Net New & Existing Leads:



  • Jennifer’s favorite contact statuses are New, Re-engaged, Marketing Qualified Contact (MQC) l Sales Working, Closed l Unqualified, Sales Qualified Contact (SQC) l Tied to Opportunity, Marketing Nurture, and No longer with the company. 
  • Consider using a dashboard that shows how long leads and contacts have been at a particular status to see in which statuses, contacts are being stagnant.
  • The Marketing Nurture status is great to use when sales has exhausted their cadence efforts, but still want to keep your brand top of mind. Contacts in this status can be entered into different nurture campaigns segmented on what products or services they are interested in, based on the custom fields you have gathered.
  • The No longer with the company status can be used in a report for your team to see which contacts need to be merged, as they join new accounts.
  • Contact Path allows your team to create instructions and call out key fields for each status prior to the contact being moved to the next status. 
  • Understand which fields are required for each contact status, so that you can work these fields in your forms, using progressive profiling, and can automate processes with rules and completion actions.
  • “ the end, everyone is after the same common goal, gather enough intel to determine if there is an opportunity.” - Jennifer Lynn Schneider



  • Use the Contact Path feature within Salesforce to align contact statuses and create a clear and concise business process.
  • Create a list view in Salesforce for each SDR, BDR, and inside sales rep, so that they can view all their new contacts and work them daily.
  • Use Process Builder to allow an action to create an opportunity contact role record, based on the contact or contacts selected in a custom lookup field, using the contact status as a trigger.
  • For every marketing effort, digital ad, tradeshow, and sales cadence, you must always consider what happens to prospects that are net new versus existing leads and then what happens to leads versus contacts.
  • Your job is never done. - As your business processes change, take an audit of all the things that will be affected that may need to be updated. 
  • Always add guidance for each status on your path, this is a great space to define what the statuses mean and who is responsible for gathering the information.
  • Determine who will own the path process. - Quarterly reviews of adoption and reporting should help define the updates. Those using the process should be the ones giving the feedback.
  • Align your page layouts to support path and processes with segments that are labeled accordingly.
  • Make sure you add your connector user if you are Legacy Pardot, or B2BMA Integration User if you are upgraded or using the V2 connector, to the Queue, so that Pardot can assign tasks to the Salesforce Queue. - You will also need to map your Salesforce Queue to Pardot so you can use it in completion actions. 



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