Is your Pardot environment set up for success? Here are 7 simple steps for annual Pardot maintenance…
Hello, 2020! Is anyone else feeling the pressure of kicking off this brand new decade? A new year is a great time to ensure your Pardot environment is optimized. Start 2020 on the right foot with our 7-step Pardot maintenance checklist.
1. Enable the Pardot Lightning App
The Pardot Lightning app is here to make your life easier. Now your sales and marketing teams can work in the same view and you won’t need to toggle between two tabs anymore. If you still have not made the switch to Pardot Lightning App here is an easy training guide to get your view of Pardot and Salesforce all in one place.
Note: you must have a Pardot account with a configured Salesforce connector. If your Pardot account was purchased before February 12, 2019, see this guide for help in setting up your connector. If your Pardot account was purchased after February 12, 2019, see this guide for help in setting up your connector. Both cases can enable the Pardot Lightning App, you just need to make sure your connector is configured properly since the big February update.
2. Check Your Data Limits
You may be very familiar with your Salesforce data limits, but do you know your Pardot data limits? To avoid the dreaded overage messages/charges from Salesforce, it’s important to keep an eye on your prospect data limits as well as other elements like automation rules.
You can check to see where you are with your data limits by navigating in the Lightning App to “Pardot Settings” → “Account Settings” → “Usage and Limits”. Or if you log in to pi.pardot.com, click the gear icon in the top right corner and click “Settings” → “Usage and Limits”. You’ll then see a chart that lays out your Pardot data usage. If you’re over your limits, you may need to purchase more or do a cleanup and/or put some rules in place to maintain clean, efficient data.
3. Clean Your Database
If you happen to be over in any area of Pardot data, it may be time to clean it up and get it back down. We see this a lot with prospect data, so we’ll cover some tips on that. If you are at max limits on automation rules or engagement studio programs, we recommend revisiting those to see which (if any) are inactive and could be archived. You can also evaluate if some automation rules can be replaced by another type of automation like completion actions or dynamic lists.
If you need to clean up your prospect data, we reference this great guide to understand your data limits and how to delete prospects. It’s important to have an understanding of what prospects are included in your data limit – for example, hard bounces and unsubscribed prospects are never included in that count. For data hygiene and deliverability best practices, take some simple steps to weed out old and inactive prospects such as sending a permission pass to re-engage and weed through old inactive prospects. You can also enlist third-party services to assist with database cleanup, depending on the size of the job. After the initial cleanup, make sure to create a routine and revisit your data hygiene throughout the year.
4. Revisit Domain Management
Check your domain settings to ensure your email sending domain and tracker domains are still verified. From time to time certain actions can cause things that were once active to break. Typically, it’s an easy fix, but you have to locate the issue first! Navigate to your Pardot settings in the Lightning App or Admin settings at pi.pardot.com. If any setting shows as unverified, re-verify it by following these instructions for email sending domains and tracker domains.
Your data limits in your account settings also indicate how many tracker domains you have included in your Pardot environment. How you use multiple tracker domains is completely up to your company, but it’s often great to have the ability to manage content and/or multiple “sub-brands”.. For example, Disney has multiple subdomains for sub-brands like cars.disney.com, frozen.disney.com, toystory.disney.com, etc. Setting up multiple Pardot tracker domains can help with branding, SEO, segmenting content, organizational efficiency and much more!
5. Clean Up Inactive Users
Teams change, people move around within companies and while you have an unlimited amount of users in Pardot, it’s always best practice to remove inactive users. You can manage this in your Pardot Settings in the Lightning App or Admin settings at pi.pardot.com.
6. Understand the Purpose of Pardot’s Recycle Bin
Removed from your data, but not gone forever! While you’re cleaning up and managing your environment, you can reference the recycle bin to recover anything you might have accidentally deleted or want to restore.
7. Audit Your Assets
Have a ton of drafts of emails that never made the cut? Any forms or landing pages that never went live? Take inventory of the assets you have in your environment and archive any you don’t want to bring into the new year. Remember if you accidentally delete an asset, you’ll be able to recover it from the recycle bin. The only items that get permanently deleted are tags and content files (like images and PDFs) that you upload to Pardot.
BONUS! Take It to The Next Level
If you feel like your Pardot environment is where you want it to be and that you have a basic understanding of everything Pardot, it could be time to level-up your skills in the new year. You can always utilize Pardot resources and take your knowledge (and certs) to the next level. We also love blogs, like Jenna Molby’s and The Drip, that provide easy to follow Pardot guides and resources. Here are some of our favorites:
- Creative Ways to Spice Up Your Pardot Forms: Part 2
- How to Customize your Pardot Email Preference Page
- Beautiful Pardot Forms: Styling Checkboxes and Radio Buttons
- How to Add Pause Steps in Engagement Studio
- Managing Orphaned Contacts: Pardot Creates Salesforce Contacts Without Accounts
Here’s to a great 2020! Our team has experienced Pardot consultants who can assist with maintaining your environment. Reach out to us with any questions and check out our blog for more Pardot resources.