One of the key benefits of marketing automation is empowering Sales by providing actionable data on their leads and contacts. We’re talking insight into page visits and form submissions, interaction with Engage Email Templates, visibility into list membership, and automated task creation. These activities are key to qualifying leads, but what if you offer more than one product or solution? Are your reps enabled to easily identify cross-sell and multi-solution opportunities or does this data get lost in the shuffle?
This scenario is solved by leveraging Scoring Categories. Scoring Categories work by assigning a category to a folder, and when prospects interact with assets in that folder, Pardot will create a separate prospect score for that particular category. This new feature is subtle but impactful.
As a member of the Client Advocate Team, I speak to clients daily. As new features are rolled out, I’ve seen our clients get excited, but as priorities change, implementing something incredibly useful like Scoring Categories, falls off the list. The good news is: there are simple solutions to most of these common scenarios.
Scenario #1: I never set up a folder structure or my folder structure isn’t accurate
That’s okay! Whether you’ve been with Pardot for years or just wrapped up implementation, it’s easy to overlook folders because the go-to “Uncategorized” Folder always has your back. If you’re like me, you may think to yourself, “I’ll come back and move this to a new folder after I create all of the related assets,” but then you keep living your life and next thing you know all of your assets are ending up in that uncategorized folder. Sound familiar?
Solution: Table actions can be used to easily reorganize your marketing assets. Using table actions to relocate your assets is even more straightforward if you have been using a naming convention to organize your materials. For example, let’s say all of your files related to Product A have “Product A” in the title. Search your file table by “Product A” and select the desired files using the checkbox to the left of the title to reorganize and use the table action at the bottom to “Move to Folder.” Haven’t created your folder? No problem! You can actually create the desired folder in this step as well.
Scenario #2: My folders are too complicated
I definitely understand that! As a previous end user myself, when folders rolled out I was so excited (almost too excited) and I made my folder structure overly complicated. Learn from my mistakes – within your folders, you can sort by content type (form, landing page, email, so on) so you do not need to create subfolder for every marketing asset. If navigating into your folder tab in Pardot makes you shudder, here’s what you can do.
Solution: Folders are actually really easy to reorganize from within the folder interface itself. You can select one item individually and use the “Move to Folder” action in the right bar to immediately re-organize that file. Additionally, you can use “Command/Control + Click” to select several assets that may not be listed back to back to back in the folder and use the same action to move all of the items selected to the same folder. If your assets are listed back to back to back, you could simply select the top, hit the shift key“Shift,” and click the bottom of the table to move all items selected to a new folder.
Scenario #3: My team is large or complex and folder placement is inconsistent
Companies that have several different products or services will often times also have unique teams for each product or service. This could mean two or more marketing departments, a creative team that’s developing assets for all of the different products, various contractors or other members responsible for uploading lists and managing campaign launches. With so many different team members involved in all stages of campaign development, it can lead to inconsistencies in where assets are stored, how they’re labeled,or even excessive or duplicative folders and subfolders. It can be difficult to know how to restrict team members’ access to only the folders that are relevant to maintain a productive structure.
Solution: Custom User Roles are available to clients on the Ultimate edition of Pardot, or who have purchased Custom User Roles as an add-on to the Pro edition. Custom User Roles provides the ability to set up Folder Permissions, which let you protect your content in folders and assign access to user groups. Setting up Folder Permissions is a great way to ensure only users only have access to the assets and folders that are relevant to their role. While users with Custom Roles will only have access to relevant folders, administrators in Pardot will have access to all folders. For more information on creating folder permissions, check out the Knowledge Base.
As you can see, reworking your folder structure doesn’t have to be a massive undertaking. There are areas within the tool that were designed to make folders a flexible and user-friendly experience. If you’re not currently taking advantage of folders and scoring categories, taking a step back and assessing how your assets are stored can be a great way to take the first step in using these two pieces of functionality together.