It’s a new year and everyone is busy making resolutions. If you’ve been putting off addressing the growing pains in your Pardot system, now’s the time to take action.
If you’ve been a long-time Pardot user, you may find yourself with hundreds of email templates, landing pages, forms, lists, drip programs, custom re-directs and automation rules. It can be overwhelming slogging through pages of content to find the list or automation rule you’re looking for.
If some of this content is no longer current and you don’t need it for reporting purposes, it’s time for a little house cleaning. There is nothing more satisfying than deleting unused content. It’s much easier to find your active content, and if you’re a Professional Edition user, you know that you are limited to only 50 landing pages, forms and automation rules. So, you have added incentive to keep your content neat and tidy.
Another area to check out is your Salesforce.com Campaigns. I see time and again where companies run campaigns using Pardot landing pages and forms or importing prospects into Pardot and fail to add those prospects to a SFDC campaign. If you’re using SFDC for campaign reporting, you won’t get accurate reporting data without those campaign responses being added properly.
One of the best practices that I preach is to establish a naming convention for your campaigns that you use to tie together all of your campaign content: SFDC campaign and Pardot landing page, form, list and email. As you run more and more campaigns or add new people to your organization, having a consistent naming convention helps everyone identify which components go together. I can’t tell you how much time I’ve spent for clients playing detective and piecing together the elements for them. The naming convention should include the fiscal year/quarter that the campaign started, the campaign type, brief description and a promotional channel. Examples would be:
- FY14Q1 – Trade Show – SANS (the SANS trade show that took place in Q1 of FY14)
- FY14Q2 – WB – Naming Convention – TechTarget (The Naming Convention webinar that was run with TechTarget in Q2 of FY14)
Take the time to go back and rename your content, you’ll be glad you did.
Don’t have time to do this house cleaning yourself? Let us help. Check out our Pardot optimization services, or contact us for more details.
Speak Your Mind