For a limited time, I’m is offering a free responsive Pardot landing page template. 

I’ve found a solid naming convention within Marketing Automation is often times overlooked during the on boarding process. A proper naming convention will not only give you a solid structure but will save you hours worth of headaches later when trying to sort content within Pardot.

Naming conventions can not only help you organize your folders but also all your assets within Pardot. When set up properly you can see all your critical attributes and what type of marketing activity it is related to. There is no one size fits all when it comes to naming conventions. Each client I’ve worked with have set up naming conventions unique to their industry and specific verticals.

A sample naming convention for files could be:
Vertical / Quarter / Type / Name
Corporate Q1 2015 WB How to nurture leads

A sample naming convention for Pardot Folders:

Pro Tip: Don’t use underscores between words in Pardot(Corporate_Q1_2015_TS_Dreamforce). This would make it impossible for search unless you had the full string to search by.

Do you have a solid naming convention you like to use in your Pardot instance?

Do you remember the “Choose Your Own Adventure” children books back in the 80’s? I can remember excitedly flipping forward to the page I chose for the outcome of the main characters and plot.

People like choices. 

With the advancement of Marketing Automation tools, why aren’t we letting our prospects “choose their own adventure” in the buying journey? Prospects are already leaving foot prints all over the place. With each page visit, video view, email click and PDF download we are already following the journey of our prospects.

Tiered CTA’s in your email can help your sales team know when it’s appropriate to reach out to the prospect. The sample below clearly gives the prospect two CTA’s.

Inserting two CTA’s, each a different level of interest or commitment: “Read this Article” vs. “Free Consult” gives us straight forward insight into their level of interest.

This doesn’t just apply to emails. Try tiered CTA’s with dynamic content in your website and nurturing campaigns. If you are video heavy get creative and let your viewers choose the next steps with a splash screen after they viewed your video.