Whether you realize it or not, your Pardot account is begging for your attention! That’s because, like most technology these days, Pardot requires a certain amount of attention and routine maintenance to stay tidy and maintain user sanity.

While a comprehensive Pardot audit can provide insight into whether functionality is being used correctly and other improvement areas you may overlook, at minimum it’s important that you perform a routine check-up of your Pardot account 2-3 times a year to evaluate and make small adjustments to how your Pardot system is used.

To help you on your quest for a more organized and optimized Pardot account, we’ve come up with a list of three things to look for during your next routine Pardot check-up.

[Side note: Should you reach the end of this blog post and find yourself wanting to take things one step further (spoiler alert – you will), I encourage you to click the link below and join me for our upcoming September 8th webinar, Pointers for Conducting a DIY Pardot Audit]

Are users using standard naming conventions when creating and saving marketing assets?

If you answered ‘no’ to the question posed above and your organization has more than one person creating and executing marketing campaigns using Pardot, chances are your users have already each adopted their own unique methods for creating and naming new marketing assets (i.e. forms, email templates, landing pages, etc.). Not only can this make shared marketing assets hard to find, but this lack of structure can make routine upkeep and archiving of old or outdated assets difficult.

Recommendation: Implement a standard structure or naming convention for marketing assets

Implementing a standard structure for how marketing assets are named by users will not only minimize confusion and time wasted searching for specific assets, but will make it easier to scale and grow your Pardot account to meet the needs of your business.While we’ve included a few examples of some of the more common naming conventions, it’s important to point out that naming conventions are not one-size-fits-all. Choose a naming structure that works best for your organization and, once selected, hold users accountable for maintaining this structure when creating new assets.For more guidance on deciding on and adopting naming conventions, check out Pardot’s Naming Convention Worksheet here.

Email Templates/List Emails:
Naming Convention Format: Date_Segment_Offering
Example: 083016_Clients_AuditWebinarAnnouncement
Example: 083016_Clients_Aug16Newsletter

Naming Convention Format: Date_FormType_Purpose
Example: 083016_WebForm_RFDrequest
Example: 083016_LPform_ProductReleaseWebinarReg

Are your users saving marketing assets in the ‘uncategorized’ folder?

All Pardot accounts come standard with a default folder structure comprised of several asset specific sub-folders (one folder for each type of marketing asset) housed beneath an overarching ‘Uncategorized’ parent folder. Although Pardot’s folder functionality makes it easy to create and nest folders into a folder hierarchy to best suit your organization, oftentimes users will bypass selecting a desired folder location when creating new assets, thereby saving them into the ‘uncategorized’ folder by default.

Recommendation: Implement a hierarchical folder structure and regularly monitor and re-file assets found in the default ‘uncategorized’ folder

If your organization has yet to implement a folder structure, we strongly recommend you take the time to do so. Just as is the case with naming conventions, there isn’t one single folder structure that works for everyone but there are a few sample folder structures available in Pardot’s Knowledge Base article here.Once a folder structure has been adopted, encourage users to be mindful when creating new marketing assets though you can still expect a portion of routine Pardot check-ups to be spent cleaning up misfiled assets.

Are your table views cluttered with outdated assets?

The longer your Pardot account is in use, the more likely it is for your organization to retire and/or create different iterations of existing marketing assets. Not only can this lead to unintentional duplicates and cluttered asset tables, but also increases the risk of users accidentally cloning or using outdated assets to execute current marketing campaigns.

Recommendation: Create an archive folder and routinely re-file outdated marketing assets accordingly

Once your new folder has been created, simply click and drag the outdated resource from its originating folder and into the newly created archive folder. For Enterprise edition clients and Pardot Pro clients who purchased Custom User Roles as an add-on, folder permissions can be leveraged to further lock down who from your organization has permission to view and/or edit the contents of your archive folder.*Pro tip: To make it even easier to identify and re-file outdated marketing assets, consider incorporating a date or date code into your naming convention structure.

Want to take your routine Pardot check-ups even further? Click the link below to register for our webinar on Thursday, September 8th and learn how to conduct a DIY Pardot audit to get your Pardot account running like new again!

Take Back Control: Pointers for Conducting a DIY Pardot Audit