Working with Form and Form Handlers


Pardot Forms allow you to turn anonymous visitors into identified prospects
Pardot Forms & From Handlers

Forms in Pardot

To collect the information about an online visitor visiting your website or landing page, you can create a Pardot form. Pardot forms allow you to turn anonymous visitors into identified prospects. However, a form’s usefulness doesn’t end there, we can use Pardot forms to learn more and more about the prospect’s preferences and their needs and likes.

Pardot forms also offer great features like Progressive Profiling, Kiosk Mode, Bot Protection using captcha, Completion Actions and dependent fields.

  • Progressive Profiling in Pardot Form’s allows us to logically break down our long form into a single short form. Using this feature allows you to show certain fields only when other fields are already filled, thereby reducing the form’s length and keeping it short.
  • Kiosk Mode is great to use when you don’t want the browser to cookie the visitor. This comes handy when you are gathering visitor data in events like tradeshows where sales reps might be using an iPad to keying the information about the visitor.
  • Bot Protection using captcha feature of Pardot forms keeps the form safe from submitting by automated scripts so that your Pardot account doesn’t get spammed with irrelevant data.
  • Completion Actions allow you to keep the conversation going on. For example, sending an autoresponder email.

Dependent Fields in Pardot forms allow us to show certain fields relative to others, for example only show state fields when the country field value is United States.


Creating Forms in Pardot

Navigate to Marketing | Forms | New Form

Step 1—Name

  1. Enter the name.
  2. Select any folder.
  3. Select the campaign.
  4. Click Next.

Pardot Form and Form Handlers 1


Step 2—Fields

  1. Click on add new to add fields to the form.
  2. Click Next.

Pardot Form and Form Handlers 2


Step 3—Look and Feel

  1. Choose the layout template.
  2. Enter the Submit Button text.

Pardot Form and Form Handlers 3


Step 4—Completion Actions

  1. On the Thank You Content tab, enter ‘Thanks for contacting us!’ as the text that displays after the prospect submits the form.
  2. Click Next.

Pardot Form and Form Handlers 4


3. Click Confirm & Save to save your form.


Form Handlers in Pardot

Pardot Form Handler is of great use if you want to keep the existing forms on your website and keep the same design that you have already created over the years. With Pardot form handler, it’s easy to use your existing form and still be able to submit data to Pardot.

With Pardot Form Handler you just have to replace the small HTML code in your existing form with the Pardot Form Handler code and that’s it you are done.

Creating form handler is similar to creating forms, in form handler you have to map the Pardot fields with form fields on your existing form.

Deciding Between Forms and Form Handlers

Form handlers connect your external form to Pardot so you can send relevant prospect data to Pardot. We recommend using Pardot form as it has native features that you otherwise have to implement yourself in your form. That said we understand you may have different needs and requirements that make it necessary to use Pardot Form Handlers. Before deciding to use form handlers ask yourself this question – Are you already collecting the information from elsewhere which you’re trying to bring into Pardot now?

If the answer is ‘YES’, then create a form handler and use the form handler code on your existing form.