This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
Ready to run a Pardot audit on your account but not sure where to start or how to proceed? We’ve got a handy Pardot Audit Checklist right here that will guide you through each step.
Why do a Pardot Audit?
There’s no denying a Pardot audit is essential to keeping a healthy account running smoothly.
In fact, there are plenty of reasons we need to perform quarterly audits our Pardot accounts. For example:
- To make sure any third-party marketing systems, your CRM, and Pardot are talking to each other correctly and avoid technical mistakes.
- So you can set up the right folder structure for easy access to Campaign reporting and easy implementation of scoring categories.
- To create a visual of your customers’ automated journey including entry and exit points, campaign crossover, and opportunities to improve.
- For reviewing and improving how leads are managed i.e. when they become sales-qualified and the processes for handing over to the sales team.
- To sense check that your scoring and grading models are still robust as your business grows and strategies evolve.
- So you can maintain a clean database that is accurate and healthy i.e. without duplicate prospects or including cold or inaccurate data points.
- To ensure you are GDPR compliant, again this comes back to database management but also how you capture and market to leads.
- To maintain a tidy and organised Pardot account
- To uncover new opportunities to use your Pardot automation tool for improved lead generation and nurture.
How long will a Pardot audit take?
If this is the first time you are are running an audit on your account, or you have a particularly large and complex setup, a thorough audit should take place.
How long this takes really depends on what you uncover as you work your way through the checklist.
To give you a rough indication though, at MarCloud we deliver full Pardot audits within 1-2 weeks.
How often should a Pardot audit take place?
Once you have done a full and comprehensive Pardot audit (which has without a doubt led to a number of tasks and actions as a result) it’s best practice to run a smaller, more brief audit on a quarterly basis.
If you leave too much time between audits, you may not spot crucial problems in your system, structure, content, automation, or data setup.
This could mean time-consuming and costly problems that take longer to resolve than if you had noticed them earlier.
So, a quarterly Pardot audit helps ensure any potential issues or opportunities to improve are flagged nice and early.