How to Create an NPS Survey in Pardot


nps surveys

I've heard the question more than once: "Can you do a simple survey in Pardot?" The answer is an unqualified "Yes!" And the most recommended type to use in Pardot is the Net Promoter Score (NPS) type survey. The reason is that it's very simple to deploy, and it's only 2 questions that never change.


Here are the basic elements you need to use to create an NPS Survey in Pardot and Salesforce:

  • 2 Pardot Custom Fields

  • 5 Custom Salesforce Fields on the Contact Object

  • 11 Pardot Custom Redirects

  • 1 Landing Page with a Pardot Form (or just use the Pardot Form as your landing page)

  • 1 Email Template

  • 1 Salesforce Report with a custom formula rollup field

  • 1 Salesforce campaign with custom campaign statuses (optional)

All of these elements are easy to deploy with a a minimal amount of fuss-- even if you are not an admin on your salesforce org, the custom fields are easy to deploy. I've included a text file with the formulas to cut and paste in this download file with the presentation slides from the video below.


Here's a step by step tutorial of how to set everything up so you can get started.

Survey emoji

These same principles would apply with any kind of simple survey you want to create-- the happy, sad and meh emoji one question survey concept would work equally well with this method- link the images to custom redirects correspoding with each one and create your own rating scale.


A couple of caveats here. This only works with people that are already cookied. If the act of clicking on the email is what sets the cookie, then you'll only get half the survey-- the answer. You should be able to see what they clicked on if you have to manually fix that situation. Also if you have a lot of clients that use email scanning software that clicks all the links in an email, then you are going to get false answers on this as well. So this is not a "set it and forget it" proposition, especially in the beginning of deployment, you'll have to keep an eye on things and potentially make adjustments.


As marketers, what can we do when we know who are our promoters? As Sangram Vajre is fond of saying, "Some customers get champagne and some get sparkling water". In other words, treat the customers differently that you know are your best advocates. Ask them to review your products, ask them to do case studies with you, send them swag-- in other words, turn them not just into fans, but raving fans.


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*As of April 2022, Pardot has been renamed Marketing Cloud Account Engagement, as part of Salesforce's effort to organize all the marketing products under the same platform umbrella. "MCAE" is simply the same Pardot we know and love under a new name. The product is temporarily being referred to as "Marketing Cloud Account Engagement powered by Pardot."   

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