Pardot Folders • Training
The way we use Pardot folders can mean the difference between an organised, well-oiled marketing machine and an unruly mess of assets.
This one simple feature in your account is massively useful, but is often overlooked by many Pardot users. It’s so valuable, that the folder structure is one of the first things we look at when working with a new client!
A coherent folder structure will save you time when browsing through marketing campaigns but has plenty of additional benefits, including the ability to store your marketing content in a way that contributes towards the scoring of prospects via scoring categories.
Let’s explore Pardot folders in more detail and what you need to consider when using folders.
Why use Pardot folders?
For an organised, efficient account
First, consider all of the elements you create for a Pardot campaign; emails, forms, reusable templates, custom redirects, documents, images and many more. With all of these assets in play, your account can get very busy, quickly.
With this comes the risk of lost or duplicated assets. It also means you and your team lose valuable minutes, or even hours, searching for the correct form, or email, or template for your latest marketing activity.
By organising your marketing assets into logical, relevant folders you ensure that your Pardot account will remain transparent, tidy and easy for teams to find/duplicate the right assets – assuming there is a good naming convention in place too!.
It’s easy to use the Pardot default folder structure but if you are a large or global organisation, you may benefit from your own custom folder structure, based on regional marketing team assets. The choice is completely yours!
Ultimately though, it’s vital to make sure that your folder structure will make sense and be utilised by your team. The folder structure shouldn’t be overly complex and also shouldn’t feature too many levels.
Some considerations are standardising file names for folders. Ensure the data is relevant, data such as campaign type, title, region etc. If you are unsure where to begin, simply start with a top-level folder, like your product, and work your way down into the individual campaign.
We often suggest that the folder structure is somewhat in line with how you sell your product/service because this unlocks an effective scoring category strategy, which I’ll delve into in the next section!
Keep in mind, each folder can support a maximum of 10,000 assets and up to 16 sub-folders.
Folders become available for use as soon as they are created – making it a super quick process to organise your account.
Folders can impact scoring categories
Scoring categories rely on folders and should be set up so that you can track activity across specific marketing assets. For example, all of the assets that are used to generate leads for a particular service.
The right folder structure can easily break down your prospects’ overall scores into relevant categories, to show you which product or service they are specifically interested in.
By not associating your assets to the correct folder, there is potential to miss out on these useful insights and there’s a possibility of interference with your automation rules. For example, if you’re automatically assigning prospects who meet a threshold of 100 points for ‘Audit’ and you haven’t saved your files in the correct folder that’s linked to the audit scoring category, you’ll miss out on leads!