5 Pardot New Year’s Resolutions for 2020

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It’s a very exciting time to be a Pardot Marketer. Judging by the Spring ’20 preview, Dreamforce announcements, and product roadmaps, 2020 and beyond will be one wild ride.

On the cusp of a new decade, perhaps more people will be considering their resolutions to seize the opportunities open to us. Here is my list of Pardot New Year resolutions, enjoy!


#1: Use the Pardot Lightning App

Let’s start with a confession – I need to make myself use the Pardot Lightning App! Myself and other Pardot Consultants/heavy users have been using Pardot Classic for years, and as will any interface change, there’s a bad habit to switch back to Pardot Classic to be more speedy in familiar territory!

Ever since the Pardot Lightning App was launched in Salesforce, there’s been many great reasons to use the Lightning version, such as a cleaner interface and a faster, seamless switch between Sales Cloud and Pardot. However, this year and beyond, we will start to feel ‘push comes to shove’, as new Pardot features will be Lightning only. By remaining in our Classic comfort zones, we are cutting ourselves off from using the most up to date Pardot enhancements.

#2: Stick to Salesforce Campaign Hierarchies

There’s no straight answer to how you should arrange your Campaign Hierarchy in Salesforce. It’s common for organisations to organise their hierarchies by year, to ultimately get campaign performance reporting by the whole year. Of course, when organising the hierarchy levels by year, this means some maintenance is required. So, my resolution is to be prepared in advance, and set up my 2020 Campaign Hierarchy in an efficient way (using Salesforce Dataloader).

Setting up a fully-fledged Campaign Hierarchy is all well and good, but discipline is needed to ensure all team members are using campaigns consistently. There are reports you can create to track the extent to which users are sticking to the hierarchy – keep an eye on this, or risk getting out of hand rapidly!

#3: Play Around with B2BMA

B2B Marketing Analytics (B2BMA) is a big learning curve, but I suspect many users are proficient with B2BMA, having been included in Pardot Plus and Advanced editions for over a year.

Pardot included 5 out-of-the-box dashboards to help marketers get started with B2BMA, and mitigate the steep learning curve. There are new datasets available, such as the Prospect Activity dataset, that marketers should put to use to learn how to be self-sufficient with B2BMA.

Keep an eye out for Jen Contino’s great tutorials in 2020, as she demystifies B2BMA for readers of The DRIP.

#4: Create Engagement History Custom Report Types

Over the past few releases, Pardot have made big moves to transform the marketing assets we manage in Pardot (forms, emails, landing pages, campaigns) into Salesforce records. What this allows us to do, is access the assets and their prospect engagement data in Salesforce reports; for example, we can pull a Salesforce report based on form submissions and data relating to those leads (see: “How to Build a Pardot Landing Page Overview Report in Salesforce” for a flavour).

Here’s the tricky part: you need to create the custom report types first. I am making a note to do this in one go for all my client orgs in the first month, so we can supercharge campaign reporting in 2020!

#5: Spring Clean Email Templates

No doubt you have plenty of old email templates that are gathering dust inside Pardot, or worse, being used in campaigns by rogue users.

As you delete old email templates, take the opportunity to upgrade to HML, the new Pardot merge language. (Ps. Check out this free Pardot token converter tool, to update 100+ Pardot Email Templates from %% to {{ in < 1 hour).

If you are a keen Pardot pro, you would have heard about Snippets – a reusable block of text, image, date, or links that can be pulled into multiple emails, and updated in one centralised place. You may find that you can reduce down the number of templates by applying Snippets (it’s a time investment that your future self will thank you for)!

Bonus: Share More Content

I hope you don’t mind that I have included one personal goal of mine here: to write more often, and share the backlog of ideas I’ve accumulated over the years as a Pardot Consultant.

We are in a privileged position where there is so much unchartered territory for you to Trailblaze through – do you have a solution up your sleeve that solves a business challenge or gap in the Pardot product? These are the kinds of ideas that need to be spread, and what makes the Pardot community exceptional.

If you are interested in contributing to The DRIP, please get in touch – we would love to have you on-board!


Now you’ve read my list of Pardot New Year resolutions, now it’s over to you – what are you going to focus on into the new decade?

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