Why Pardot folder structure matters

It wouldn’t surprise me if you said you hadn’t given much thought to your Pardot folder structure. It’s not really seen as the “fun part” of Pardot, is it? You want to get straight in and start building email templates, landing page templates, forms and lists, don’t you?

BUT, the catch is everything in Pardot requires you to choose a folder location to store the items in. And if you don’t have a good folder structure in place, everything will end up in the “Uncategorized” folder, which is not good. In this blog post we’ll discuss why Pardot folder structure is crucial to Pardot success and share best practice tips on how to get started.

Folder structure is your friend

For those who are naturally organised, you will already understand the value of having a folder structure for storing items. In Pardot particularly, folders play an important role in not only keeping your Pardot users organised, but also makes the system easier to use. And who doesn’t love it when things are easy?

Mapping out your folder structure

The approach we like to take with our clients is to start by looking at how your business is structured. Let’s take an example of a company who operates globally and has teams that specifically sell into different sized companies (think SME, Mid-market and Enterprise).

We start by giving folders to each of the global regions:

  • APAC
  • EMEA
  • NA
  • SA

*remember that Pardot alphabetises everything.

Then for each of those regions, we would create sub-folders based
on team structure:

  • APAC
      – APAC Enterprise

      – APAC Mid-market
      – APAC SME

  • EMEA
  • NA
  • SA

And for each of these regional team folders, we would create
folders for storing all your standard Pardot items:

  • APAC
      – APAC Enterprise
      – APAC Ent Automations
      – APAC Ent Campaigns
      – APAC Ent Emails
      – APAC Ent Forms
      – APAC Ent Lists

      • APAC Mid-market
      • APAC SME
    • EMEA
    • NA
    • SA

    Now, your regional teams know exactly where to look for their Pardot-saved items!

    Let’s not forget that certain “generic” folders are still
    essential to Pardot success, such as:

  • Marketing (feel free to come up with your own folder name)
    This is where all of your templates can live, be it for emails, landing pages, or forms. You can also store generic marketing items that are used globally.

  • Uncategorized
    This is for all the Pardot items that don’t have a home, or Pardot
    will sometimes force things into this folder without giving you the option to choose. Either way, you should do your best to keep this folder free from items, especially if they can “live” somewhere that makes more sense.
  • Z.Training
    Always a good folder to have for when users are learning the system and playing around with creating and building items in Pardot. Here they can save those items without them getting mixed in with those that are in use.
  • Top tip: when you search for items in Pardot, such as a list or an email
    template, Pardot shows everything – so keep your test items under
    control and delete them when no longer needed.

    Additional folder capabilities

    If you have Custom Roles with your edition of Pardot, it means you
    have access to Folder Permissions.

    This enables you to grant access to folders based on User Groups that you can create it Pardot (mind-blown). So instead of all your Pardot Users seeing other regional folders, with Folder Permissions you can restrict user access to only their region, such as APAC, EMEA, etc., and even further down so the regional teams can only access their folders, such at Enterprise, Mid-Market and SME.

    Another advanced feature of folders in Pardot is using them to influence scoring (mind-blown again).

    These two warrant posts of their own which we’ll share soon. For now, make sure you’ve got a solid Pardot folder structure in place, that it is documented and part of your Governance and Training materials, and that everyone is adhering to it!

    Go forth and conquer.

    Need help getting Pardot organised? Get in touch and we’d be happy to have an initial discussion.

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