Pardot

Pardot Asset Naming Convention Best Practises

Before I will go into details on “HOW?” I would like to address the “WHY?” aspect on doing so.

  1. Find relevant assets by searching Key Words
    By including descriptive files names that contain Key Words like:
    - audience name,
    - year or quarter release/created,
    - related to specific product or team name,
    - bring to attention that it can not be deleted “DoNotDelete“

  2. You may want to include important time(….)-stamps
    For example, for internally reusable newsletter or landing page template you can add timestamp like “UPDATED_NOV2018“ to make sure they use up-to-date template

  3. To structure where files appear on the page
    Naming convention can play a big role on where file appears in the whole list of files. For example, below you can see a poor use naming convention.

 
Screen Shot 2018-12-03 at 12.33.13.png
 

This is the type of naming convention when you click on the page and trying to find something you won't be able to and you will end up clicking on each file that you think is the right one to open the actual file and to see if this is what you were looking for. And then you will be considered “lucky“ if you picked the right version of this file.

Now, I hope, 3 “WHY’S?“ above encouraged you to be smarter about how you name stuff when you create or upload it to Pardot (or any other tool, like Marketo, MailChimp, Salesforce, Microsoft Dynamics…)?

“Kristina, tell me how!”

Automation Rule

Repeatable, criteria-based rules that find matching prospects and apply actions to them.

Region/Territory/Country (static and unchangeable values) + Type of Action + Action
UK - RoundRobin Assignment - Assign Prospects to UK Team

Custom Redirect

Used to direct URL or file to a different location once clicked.

Region/Territory/Country + Type + Description + Source + Month + Year
EU_Ad_Facebook_Christmas_Blog_Banner_Nov18

Custom Redirect - Image

Used to direct an image to a different location once clicked.

Region/Territory/Country + Type + Description + Image Width (px) x Image Height (px)
EMEA_Logo_Christmas_Advert_256x256

Dynamic Content

Content blocks used to change content based on Pardot field values.

Year + Month + Region/Territory/Country + Description + Audience
2018May_EMEA_Newsletter_ContentBlock_GDPR_Subscribed

Email

List email or email template.

Year + Month + Region/Territory/Country + Description + Audience
2018Nov_EMEA_1stEmail_NewCustomer_Onboarding_Program_NewLeads

Email Autoresponder

Email that submitter receives after form submission.

Year + Month + Region/Territory/Country + Description
2018Nov_EMEA_1stEmail_NewCustomer_Onboarding_Program

Engage Email

Email that is used for Engage, Sales tool in Salesforce.

Year + Month + Region/Territory/Country + Purpose Description
EMEA - 1stEmail Response - Product Question

Email Autoresponder

Email that submitter receives after form submission.

Year + Month + Region/Territory/Country + Trigger Description
2018Nov - EMEA - AutoResponse - Form Handler

Engagement Program

Nurture program.

Year + Month + Region/Territory/Country + Description
2019Jan - EMEA - New Customer Onboarding

File – Image

An uploaded file that is an image.

Image Description + File Type (Image, Button, Logo, Icon, Banner, Header, Footer, Social, Infgr) + Image Width (px) + Image Height (px)
Logo_Sale_Banner_180x160

File – PDF/Other

An uploaded file that is an image.

File Type (PDF, eBook, LP, WP, PPT, Video, Article) + Description + Year + Month
PPT_Guide_20MAY

Form Handler

Form that is connected to external source (not on landing page).

Region/Territory/Country + Source (where it is placed - Website, LinkedIn, Facebook, Twitter, Newsletter, Partner…) + Form Type (Contact Us, Questionnaire, Sign Up…) + Description + FH (Form Handler)
EMEA - Facebook - Contact Us - Guide_FH

Form

Form that will be put on a landing page.

Year + Month + Region/Territory/Country + Source (where it is placed - Website, LinkedIn, Facebook, Twitter, Newsletter, Partner…) + Form Type (EM, LP, Google, Bing, Social…) + Description + F (Form)
2019MAY - EMEA - Sign- Up - LP - F

List

Static list, group of prospects that does not update.

Region/Territory/Country + Audience + Description
EMEA_GDPR Subscribed_Sign_Up

Landing Page

Specific web page that a visitor typically reaches after clicking a link, generally contains a form.

Year + Month + Region/Territory/Country + Description + Source
2019MAY - EMEA - Retention - EmailClick

Pardot Campaign

Marketing campaign in Pardot (first touch, high level).

Year + Month + Region/Territory/Country + Description
2019MAY - EMEA - Retention

Salesforce Campaign

Marketing campaign in Salesforce.com

Year + Month + Region/Territory/Country + Description + Audience
20MAY - EMEA - Retention - GDPR Subscribed

Segmentation Rule

Create a list of prospects and apply a segmentation action based on specific criteria. Segmentation rules run once and match only the prospects that meet the rule’s criteria when the rule runs.

Year + Month + Region/Territory/Country + Audience + Description
2019MAY - EMEA - EuropeanSegment - Retention

Kristina AlexandraComment