9 PRO Tips for every internal Pardot Admin #parGod
Any marketing automation tool can be powerful when it is in knowledgable hands.
In this blogpost I would like to share my to 9 #pargod tips that we have seen leave an extremely positive impact on businesses orgs once implemented and adopted.
And success is always lasting when company internally promote a Pardot Advocate that continue to follow these best practices after our Pareto Pi team has left.
1. Hard Bounce management in Pardot
It is a good practice to keep your eyes on Hard Bounces and further assess if:
Prospect accidentally submitted misspelled email address,
Email address was imported including unacceptable characters,
Or email address is no longer valid
By monitoring if any off above has happen to your Prospects you will be able to avoid:
Big numbers of Hard Bounces,
Low response Rates,
Low Click-through rates.
And make sure:
You have highly engaged audiences,
All Prospects are GDPR compliant,
All contact details are up-to-date.
Unfortunately, there is no straightforward way to see all Prospects that specifically Hard Bounced in Pardot. The closest we can get is by going to Marketing > Prospect List and selecting “Unmailable” option in the dropdown or selecting the same in Dynamic List.
Prospect Opted Out is marked in a prospect’s record when the prospect:
Clicks the unsubscribe link in a Pardot email or email preference page.
Reports an email as spam.
Is imported as opted out.
Is manually opted out in Pardot.
Do Not Email is selected in a prospect’s record when the prospect:
Has a hard bounce or five soft bounces.
Is imported as opted out.
Is opted out in Salesforce.
Is manually opted out in Pardot.
If you want to see only Prospects that Hard Bounced, you will need to create a Dynamic list with the following criteria.
1) Prospect email status [ isn’t ] [ Opted Out ]
2) Prospect email status [ is ] [ Do Not Email ]
For additional Hard Bounce analysis, you can export the Dynamically generated list and import it in Excel to further filter by the reason.
2. Pardot Connector errors
One of the most important things internal Pardot admin should be tracking on the weekly/monthly basis to make sure their:
Pardot Prospects are up to date &
Their Salesforce new built functionality (validations rules, flows, process builders, triggers etc.) are not causing any sync errors
As the last thing we all want is to have a big surprise and realise we have suddenly too many errors to resolve and not enough time to do it all asap.
The best advice on this is to schedule a 5-10 minutes Task in your Calendar every Friday to review if your “Sync Errors” count is still 0.
3. Dynamic List Filters for Prospects Audit
Based on how long you have your Pardot org and based on your business needs, it is a good practice to keep your eyes on numbers off how many Prospects in your Pardot org are invalid. To track these Prospects I would like to recommend to create Dynamic lists to measure the following:
[Admin] Never Opened Emailed (past 12m) & Score = 0
[Admin] Never been Emailed & No Activity in the past 12 Month
[Admin] Never Opened an Email & Part of Suppression List
[Admin] Hard Bounced & Created More Than 1 Year Ago
[Admin] Never Active & Created More Than 1 Year Ago
[Admin] All Hard Bounced Prospects
Similarly, as for point number 2 it is recommend to schedule a 30/60 minute Task in your Calendar quarterly to review your Prospect validity.
4. Pardot Asset Maintenance
As you may know, by default Pardot org comes with four Roles - Administrator, Marketing, Sales Manager and Sales. If your business requires, you can purchase an add-on and create custom Roles for your org.
If you use only standard Roles, then only system administrator will have access to delete all varios assets and prospect, other Roles have certain limitations. But any user by mistake can create a wrong, for example, List, Tag, Prospects, Email Template etc.
To avoid a scenario, when Users need to email an administrator directly every time they make a mistake, it is recommend to have a “Delete” Tag and teach Users to add it to an Asset that is not longer required or created by mistake.
Create a tag called "Delete" and organise an internal user session to demonstrate how to apply the tag to assets. Set a reminder and review all tagged assets monthly.
This way, an internal admin can schedule a 5-10 minutes Task in the Calendar once a month and delete all Assets attached to “Delete” Tag.
By doing so, you will be able to make sure your org is always “clean”.
5. Duplicate Prospects Management
Pardot has a merge Prospects feature that allows you to merge up to three duplicate Prospects at a time.
If any of the merged prospects have been affected by an automation rule, the resulting prospect will be marked as having already been affected and cannot have that rule affect it again. This is a safety measure to prevent a rule from running on an individual too many times.
The resulting prospect will inherit the drip program history of any of its merged prospects and will start at the farthest possible step (e.g. is merged prospect A is on step 3 of a drip and prospect B is on step 2, the resulting prospect will start at step 3). Again, this is a safety measure to prevent the resulting prospect from receiving a drip action that it already has passed through.
The activities of the merged prospects will be aggregated and the resulting prospect will have its score calculated during the merge.
6. Pardot Field Management
By default, most of the fields will consider Salesforce as the master system which means if there is ever a difference between the values on the Prospect vs the Lead or Contact, the Salesforce value will overwrite Pardot.
This sync behaviour can be amended on the field so that Pardot becomes the master record or alternatively either system can overwrite the other depending on which one was most recently updated.
When you are creating Custom Fields in Pardot, make sure to think about your business use case and decide weather Pardot or most recently updated record option might be more suitable for your requirements.
7. Pardot Prospect Mass Re-Sync
Prospect Sync in Pardot and Salesforce is triggered when a record is created or updated. When you map a new Pardot field to an existing Salesforce field it will not automatically populate that new Pardot field with existing values from Salesforce.
However when you create a new field in Salesforce and then in Pardot, Pardot will ask you whether you want to trigger a full re-sync of the two databases which we would recommend you do if there is data in Salesforce that you want to sync over into the prospect record.
It is good to know this #proTip when your marketing team needs to bring over some exciting values from Salesforce into Pardot.
To save you time exporting Records from Salesforce and importing Prospects in Pardot with new data columns, instead try this trick.
8. Pre-made One-to-One Email Templates
We all on the daily basis send similar emails and spend precious minutes typing the same text all over again and again. Rather than wasting time on repeating what we already typed in the past or let us wonder in our mailbox to find old email replies, you can create reusable Email Templates built in Pardot and enabled them for One-to-One sending.
This way you can easily send formulated replies from Pardot or within Salesforce. If your Sales team is using Salesforce as their main platform, you can contact your AE to request Salesforce Engage - www.pardot.com/solutions/salesforce-engage
9. Pardot Asset Naming Convention
Too many times we have seen Users just drag and drop Files into Pardot without thinking on giving them a proper name. When your Pardot is already 3, 4 or more years old you can end up with 1000+ files all named in a way you will never:
Be able to find the right file if you ever want to re-use it,
You will end up creating many duplicate Files,
And it will be very hard to delete duplicate files even if you identify them, as they all will be linked to various different Email and Layout Templates. And who wants to spend hours/days to go back and manually update all Templates with the single link off the File you want to keep.
To prevent you from this headache and hitting storage limits we always advise our clients to establish internal naming convention best practices and every time Users create or upload File they follow the pattern to make sure it is easy to identify Files purpose and validity by the entered Name.
It is best, if your name contain the following elements:
Region/Territory/Country (static and unchangeable values)
File Type (PDF, eBook, LP, WP, PPT, Video, Article)
Form Type (Contact Us, Questionnaire, Sign Up…)
Image Width (px) + Image Height (px)
Day, Month, Year
By coming across this challenge with every client we have worked with, we have designed one single Naming Convention Tool that your organisation can use to make sure all Assets in your Pardot instance are named following same pattern and are very easy to find.
Please see this demo video below that demonstrates our tool.