20 Nov 6 Pardot tips from Pardot power users
In an article published on pardot.com in August 2018, a few Pardot “power users” who have years of experience with Pardot share their tips and insights.
Here are their essentials:
Pardot tip #1: Test test test!
Testing is important before sending out a campaign to hundreds or thousands of people. There are many different types of tests you can run, from multivariate to A/B testing. Each type has pros and cons.
– Carrie Smith, Salesforce Pardot
You should use your testing results to futher optimize and improve everything – from email subjects wording to landing pages’ design. Remeber it’s an ongoing process.
Pardot tip #2: Don’t be afraid to get creative!
Pardot has awesome features out-of-the-box, like Page Actions and Dynamic Content, but there are also plenty of apps out there like FeedOtter for blog post updates and FullContact for business card scanning that can be integrated to help you execute on unique campaigns that can differentiate your company in your market!
– Sara McNamara, Angel Oak Companies
When you are comfortable with the typical flow – let your team feed your Pardot expert with its evolving needs so he/she can get creative and propose solutions and integrations with other tools. An experienced Pardot expert will know to guide you through this process, asking the right questions.
Among other ideas, Sara proposes you use Pardot to run a referral/rewards program for existing customers, an internal employee nurture for new employees and more.
Pardot tip #3: Keep your Pardot Org clean and organized by implementing a Deep Cleaning Day!
You should start off with Pardot inactive automation rules, old forms, drip programs, and paused engagement programs you no longer need.
– Sydney Gordon, Stratix Corporation
From our experience, if your Pardot is not clean and the flow clear – you can lose insights and the tool becomes less productive. Implementing tags or naming conventions is a good idea.
Pardot tip #4: Pair Pardot’s Dynamic lists with Automation Rules
Dynamic Lists are some of the most powerful tools in Pardot. They let you pull together complicated lists with all kinds of criteria, and you don’t need to use a single line of code – it’s all friendly, easily readable logic.
– Lara Black, Invado Solutions
Lara proposes automatically adding competitors to a ‘hard-bounced’ list so after the first asset they downloaded – they are prevented from getting anything else in the future.
Pardot tip #5: Keep an organized document for all the specific ways your organization uses Pardot
Start by outlining your data hygiene and management practices. Consider: When and how do you import prospects? What fields are necessary when importing? When and how do you delete prospect?
– Jacqueline Fassett, Idealist Consulting
When it comes to marketing automation – there is no one-practice-fits-all. Every organization needs to define and document his Pardot processes and Pardot assets usage. A great tip is to also document ‘The why’ meaning, capturing the one or to main reasons which made you make the implementation decisions. This way, if the conditions change in the future – other decisions might make more sense.
Pardot tip #6: Label the heck out of everything with Tags
The way tags come in handy, other than just labelling the heck out of everything, is when you want to sort. Yes there are folders, but with tags, you can go into any table and filter by the tags you have applied to all of your different assets.
– Becka Miller, Marketing Consultant
The advantage of tags, is that an element can have multiple tags to it, while it can only reside in one folder. Becka proposes a common practice: tagging related to month/season and year – to enable easy reports/filtering of any asset.
You can read the full article and tips here.