View our exclusive Form and Email Preference Centre package here.

7 Useful Marketing Automation Tips

Seven tips to help you get the most out of your marketing automation platform - from content creation, to organisation!

7 Useful Marketing Automation Tips

This blog was originally published as a guest post on and prior to the name change of Pardot to Marketing Cloud Account Engagement.

I’m a huge fan of useful, snappy and actionable content. When it comes to marketing automation, that’s exactly what you need to help you engage your prospects and keep them coming back. But did you know just how much you can do with your marketing automation platform? 

From content creation to organisation, marketing automation is all about streamlining your marketing processes. So whether you’re just starting out or you’re a seasoned pro, here are seven of my favourite marketing automation tips to help you get the best out of your platform.

1. Dynamic content isn’t just for emails, it’s for your website too.

With dynamic content, your website can level up. Instead of having a generic brochure on your homepage, why not have a highly personalised piece of content that changes based on the prospect’s location and industry?

Bonus tip: If you have a piece of information across several pages on your website that you have to change manually every month, make it dynamic. Change it only once a month within Pardot and save yourself some time.

2. Segmentation rules are your best friend

Need to run a quick report on how many customers bought something in the last 28 days? Segmentation rules give you the flexibility and speed you need to quickly get to the heart of your data. Incredibly detailed information is available right at your fingertips, providing you with a current snapshot of prospects within your criteria.

3. Save your files into the right folders

Saving files in the right folder is not only important for your admin, but it’s a fundamental part of Scoring Categories. If you don’t associate your assets to the right folder, you’ll miss out on a tonne of useful insights and it could even interfere with some of your automation rules. Remember to change the folder when you save and make sure everything is at home!

4. Retarget your prospects

A huge benefit of using landing pages created in a marketing automation platform is the ability to include certain logic into your campaigns. Let’s say a prospect views one of your landing pages and doesn’t fill out the form. Why not add some logic into your program so they receive an email a few days later with an exclusive offer? Watch your conversion rates and sales increase with this method of retargeting.

5. Scoring Categories tell a story

A clear strategy for your Scoring Categories can do you the world of good. For a company that sells multiple products or services, categories give a clear indication as to what a prospect is interested in. As an example, imagine a company that offers broadband, mobile contracts and even TV. Let’s say I accumulate a score of 100 looking at pages related to their mobile offerings and only 10 points looking at their broadband pages. No prizes for guessing what I want! Now let’s say you’ve created Scoring Categories for each product. When I reach your designated score, you can send me an offer for a mobile product and know that I’m now a lead that’s ready to be passed to sales.

6. Pay attention to the email client reports

Ever wondered how many people are viewing your beautifully responsive emails on mobile? Wonder no more. Reports within Pardot will give you a breakdown of who is using what device to view your emails. With more and more people using tablets and mobile devices each year, it’s crucial that you take this into consideration. What’s more, if you can see a large chunk of your audience are using mobile, you can start to add some more engaging mobile-specific content into your emails and your website.

7. Are you using dependent fields? (If not, why not?)

Dependent fields make it easier to capture more information from the right people and we already know that users prefer shorter forms. If you’re targeting a really specific group of people then it’s a no-brainer that when they identify themselves on a form, you should be thinking about the next steps. Asking where they heard about you, if they’re interested in receiving your newsletter, or if they’d like to schedule a call are all good ways of using dependent fields.

It’s amazing how much of a difference small tweaks can make to your marketing automation strategy. Get in touch to chat about how to harness these tips for your business specifically.

Tom Ryan headshot

Tom Ryan

Founder & CEO of MarCloud, Tom has been on both sides of the fence, client-side and agency, working with Salesforce platforms for the best part of a decade. He's a Salesforce Marketing Champion and certified consultant who loves to co-host webinars and pen original guides and articles. A regular contributor to online business and marketing publications, he's passionate about marketing automation and, along with the team, is rapidly making MarCloud the go-to place for Marketing Cloud and Salesforce expertise. He unapologetically uses the terms Pardot, Account Engagement and MCAE interchangeably.

Featured resource

eBook cover with the text How to Measure ROI Using Pardot

How to Measure ROI Using Pardot

Proving ROI is the holy grail for marketers. In our ‘How to Measure ROI Using Pardot’ eBook, you’ll find a detailed list of all the steps you need to take to fully track and report on marketing attribution and return on investment. If you can make it through the guide with every single checkbox ticked, you can consider yourself a true expert!

Download How to Measure Pardot ROI

More recent posts

B2BMA Nirvana by MarCloud logo and illustrated characters

Ready to reach marketing nirvana?

Our market-leading framework, 'B2BMA Nirvana by MarCloud', addresses every part of Account Engagement (Pardot) and your Salesforce ecosystem. Using this framework, MarCloud experts have the wisdom and experience to guide you on the path to complete marketing and reporting clarity.

Reach the highest state of Salesforce marketing so you can save time, deliver quality leads, and generate more revenue using Marketing Cloud Account Engagement (Pardot) and other Salesforce platforms. Whatever your current circumstance, we'll get you to a place where everything works.

B2BMA Nirvana by MarCloud
Desk Character Image

Need a hand getting the most out of your Pardot or Marketing Cloud account?

MarCloud is a team of certified Pardot, Marketing Cloud, and Salesforce specialists. We help businesses to unlock the potential of marketing automation. Ready to save time, deliver more quality leads, and generate more revenue? Here's how we help.

View support services