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
- Implement Sender Policy Framework (SPF)
- Implement DomainKeys Identified Mail (DKIM)
User Tracking
- Implement website tracking code
- Enable first-party tracking
- Setup a tracker domain for vanity URLs
- Setup custom redirects
- Setup third-party site search
- Audit UTMs on emails, landing page CTAs and custom redirects.
Salesforce Integration
- Enable the Salesforce-Pardot Connector
- Enable the Pardot Lightning App and deprecate the Pardot Classic App
- Enable connected campaigns
- Configure marketing data sharing rules
- Create lead assignment automations(s) for pushing prospects to Salesforce
- Review field mappings for Lead, Contact, Account and Opportunity fields
Salesforce Field Mappings
- Create custom Pardot fields
- Map Salesforce fields to Pardot fields
- Enable object sync
- Surface Pardot fields, buttons and Visualforce components on your Salesforce page layouts
User Audit
- Setup or refine user roles
- Setup user groups for round robin user assignments
- Audit your administrator assignments
- Audit users synced with Salesforce
Reporting
- Enable Engagement History dashboards
- Enable B2B Marketing Analytics (if applicable)
- Enable Engage reports (if applicable)
Organization
- Determine naming conventions for files, templates, landing pages, forms, etc.
- Determine folder structure and asset organization
- Review tags and merge duplicates
Lead Qualification
- Review and adjust baseline Scoring Rules
- Create grading profile(s) and associated automation rules
Campaign Assets
- Audit files for storage limits, duplicates and file sizes
- Clean up your lists and ensure list types (static, dynamic, test, public) are appropriate
- Review forms and form handlers for activity
- Review landing pages
- Setup reusable content snippets (Copyright, disclaimers, CTAs, etc.)
- Setup dynamic content
- Enable Lightning Experience Email Builder
- Review email templates
- Review Engagement Studio programs
Automations
- Review automation rules and remove unused automations
- Review segmentation rules and remove unused rules
- Review form completion actions
- Review page actions
Integrations
- CRM (Salesforce)
- Analytics (Google Analytics, Google Ads)
- Webinar Platform (GoToWebinar, WebEx)
- Social (Facebook, Twitter, LinkedIn)
- Event (Eventbrite)
- Video (Wistia)
- Other Connectors (Twilio, bit.ly, Olark, UserVoice, Slack)
- 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.