Pardot System Audit Checklist

For long-time and new Pardot users - we've created a checklist of essential setup steps and features that you should take advantage of to maximize your investment.
Download Guide

Salesforce Marketing Cloud Account Engagement (FKA Pardot) is a powerful enterprise tools with a lot of intricate features. If you’re a long-time customer or a new customer that’s looking to make sure you’re making the most out of your investment you’ve come to the right place.

We’ve seen over 50 Pardot implementations across many industries - fintech, healthcare, SaaS, retail and more. The list below is meant to provide you with a checklist of essential setup steps and features that you should take advantage of.

Pardot System Audit Checklist

Email Deliverability

  1. Implement Sender Policy Framework (SPF)
  2. Implement DomainKeys Identified Mail (DKIM)

User Tracking

  1. Implement website tracking code
  2. Enable first-party tracking
  3. Setup a tracker domain for vanity URLs
  4. Setup custom redirects
  5. Setup third-party site search
  6. Audit UTMs on emails, landing page CTAs and custom redirects.

Salesforce Integration

  1. Enable the Salesforce-Pardot Connector
  2. Enable the Pardot Lightning App and deprecate the Pardot Classic App
  3. Enable connected campaigns
  4. Configure marketing data sharing rules
  5. Create lead assignment automations(s) for pushing prospects to Salesforce
  6. Review field mappings for Lead, Contact, Account and Opportunity fields

Salesforce Field Mappings

  1. Create custom Pardot fields
  2. Map Salesforce fields to Pardot fields
  3. Enable object sync
  4. Surface Pardot fields, buttons and Visualforce components on your Salesforce page layouts

User Audit

  1. Setup or refine user roles
  2. Setup user groups for round robin user assignments
  3. Audit your administrator assignments
  4. Audit users synced with Salesforce

Reporting

  1. Enable Engagement History dashboards
  2. Enable B2B Marketing Analytics (if applicable)
  3. Enable Engage reports (if applicable)

Organization

  1. Determine naming conventions for files, templates, landing pages, forms, etc.
  2. Determine folder structure and asset organization
  3. Review tags and merge duplicates

Lead Qualification

  1. Review and adjust baseline Scoring Rules
  2. Create grading profile(s) and associated automation rules

Campaign Assets

  1. Audit files for storage limits, duplicates and file sizes
  2. Clean up your lists and ensure list types (static, dynamic, test, public) are appropriate
  3. Review forms and form handlers for activity
  4. Review landing pages
  5. Setup reusable content snippets (Copyright, disclaimers, CTAs, etc.)
  6. Setup dynamic content
  7. Enable Lightning Experience Email Builder
  8. Review email templates
  9. Review Engagement Studio programs

Automations

  1. Review automation rules and remove unused automations
  2. Review segmentation rules and remove unused rules
  3. Review form completion actions
  4. Review page actions

Integrations

  1. CRM (Salesforce)
  2. Analytics (Google Analytics, Google Ads)
  3. Webinar Platform (GoToWebinar, WebEx)
  4. Social (Facebook, Twitter, LinkedIn)
  5. Event (Eventbrite)
  6. Video (Wistia)
  7. Other Connectors (Twilio, bit.ly, Olark, UserVoice, Slack)
  8. The above integrations reference out-of-the-box connectors. There are a number of other integrations that can be achieved through webhooks, custom engineering or tools like Zapier.

If you're looking for help with your specific Pardot instance, contact us.

Download Now

By subscribing, you agree to receive marketing communications.
Thank you! Use the link below to access your file.
Access File
Oops! Something went wrong while submitting the form.