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Best Practices for Pardot Naming Conventions in Pardot


A consistent naming convention in Pardot is essential for efficiency and organization. Here are some best practices when it comes to consistent naming conventions within your Pardot instance.


Best Practices for Naming Pardot Assets

Your Pardot assets include email templates, landing pages, lists, and any other Pardot asset used in your campaign. A best practice would be to mirror the asset name with the campaign folder. Use the same naming structure. You’ll want to include campaign type, date, region (if possible) and description.


This is an example for a webinar: Webinar - 190101 - USA - Marketing Automation Tips

When you need to create lists for a campaign like a webinar, be sure to differentiate your lists while maintaining that baseline naming structure. See below, the invite list versus the registered list.


  • Webinar - 190101 - USA - Marketing Automation Tips - Registered

  • Webinar - 190101 - USA - Marketing Automation Tips - Invited


The same logic is used for the landing page, see below, how to differentiate the registration page versus a recording page.


  • Webinar - 190101 - USA - Marketing Automation Tips - Registration

  • Webinar - 190101 - USA - Marketing Automation Tips - Recording


Best Practices for Naming Campaigns

Similarly, you’ll want to use the same or similar naming structure with your campaigns. If you’ve enabled connected campaigns in your Pardot instance you will only need to do this once, inside of Salesforce. If you have not enabled connected campaigns you will need to create two separate campaigns, one in Pardot and one in Salesforce. For Pardot, you can use the same name as the asset, in Salesforce, you’ll want to consider simplifying the name, as this is seen and used by teams other than marketing.


We recommend using this structure for Salesforce campaigns: Campaign Type - Date - Description. You’ll want to put more information in the fields provided on the campaign, or create custom fields so you can leverage this data for more robust reporting.


Here are some examples of popular campaign types and their abbreviations.

  • Tradeshow: Trshw

  • Events: Events

  • Website: Web

  • Email: Email

  • Webinar: Webinar


Best Practices for Naming Pardot Image Files

Locating Pardot image files can be somewhat challenging, especially when you are placing an image or a link to an email or landing page. So, a consistent naming structure used by all Pardot users is important to help you quickly locate files. Whenever you import a file to Pardot, we recommend using the naming structure below.


  • Image Type - Dimensions (if needed) - Description


It can be helpful to include the dimensions, especially when you are adding images to emails or landing pages.


Here is a list of commonly used names and examples:

  • Brochure: Brochure - Include title

  • Thumbnail: Thumb - 100 x 100 - description

  • Social Media Images: Social - description

  • Icon (DIMS): Icon - 100x100 - name

  • Email Header: EHead - 600x150 - Name

  • Landing Page Header: LPHead - 800x400 - Name

  • Logo: Logo - 300x150 - Name

  • CTA (DIMS): CTA - 600x150 - CTA Name

**Bonus Tip: Create a folder called “Files” and create sub-folders underneath to house the files by category. This helps other users locate files by folder or search.


Best Practices for Pardot Folder Naming Conventions

Pardot folders help you organize your campaigns and Pardot assets. Start high-level and be sure to include folders for Pardot assets that fall outside of the normal campaign activity. These are some of the folders I’d recommend creating outside of normal campaign activity for easy access and organization.


Files: Use this folder and its sub-folders to organize your content. So you’d have Files as the parent folder and sub-folders such as email headers, landing page headers, headshots, logos, and etc.


Create a folder for grading. You’ll want to include your automation for grading in one place.

  • Lead Scoring

  • Master Segmented Lists

  • System Automation Rules

We recommend creating folders outside of campaigns that include automation or functions that are system-wide.


Authors Final Note

Using consistent abbreviations across Pardot and Salesforce helps users to toggle between systems and find what they need faster. Naming conventions do not have a one size fits all approach, and the above are just recommendations based on popularly used campaigns. If you’d like more information feel free to reach out or request an additional post.


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