How to Perform Your Own Pardot Marketing Automation Audit (Part 2)

Understanding what you are currently using well and which areas you could improve upon in your Pardot account is key to improving your overall ROI of your marketing automation investment. One of the best ways to do that is performing a quarterly audit.

In part one of this series, we talked about carving out 60-90 minutes to audit key areas such as overall stats, web forms and conversion points, database segmentation, and content/email design.

In the final part of this series, we’ll cover drip campaigns, dynamic content, and reporting. Let’s dive in:

Drip Campaigns

Drip Programs (also known as lead nurturing programs) allow correspondence to be sent to prospects on a specific list at set intervals based on time or prospect activities. Use drip programs for ongoing marketing campaigns and to nurture leads that may not be sales-ready. Emails sent through drip programs will be recorded in the Prospect Profile as an activity.

There are a lot of different types of drip campaigns that you can use. I also think it’s important to note that building a list is hard work, especially if you have a limited budget. That’s the reality. However, the good news is that the biggest challenges in life also offer the greatest rewards — and the same is true here.

Audit Questions:

  • Are your drip campaign goals measurable? i.e. What is a latent lead? How much are you looking to increase CTR? How can you measure reengagement?
  • Are the names for your drips scalable and easy to remember?
  • Have you taken the time zone for your audience into consideration?
  • Review the tone, style, and wording of actual drip emails.
  • Are there too many emails sending to a single prospect? Consider staggering start times.
  • Are you tagging recipients who pass certain stages so you can identify what kind of content they engaged with?

Dynamic Content

Dynamic Content allows you to set multiple content variations and tailor call-outs, messages, and other areas of your website, emails, and landing pages based on existing data populated in prospect fields. Dynamic content is one of the most powerful yet underused functionalities of an automation system.

Audit Questions:

  • Are you showing related content based on the files your prospects and customers have downloaded?
  • Are you changing the language and product or service in an email based on region? For example, if you have a newsletter with a call-to-action for a trade show, you can change that content based on your prospect’s region or country.
  • Are you adapting calls-to-action in landing pages and emails using dynamic content to offer a more personalized customer experience?


Pardot’s native reports provide an in-depth look at how various aspects of your marketing assets are performing. From campaigns, emails, and content to social media and events, you can leverage Pardot reports to make informed decisions on how to plan successful marketing efforts.

Audit Questions:

Reporting is a very big topic, and one that is should be customized for each organization, but here are a few of my suggestions.

Lead Engagement

  • Which days and times have the highest open and click rate for your emails?
  • How are your key metrics comparing across campaigns?
  • How many touches does a lead need before converting?

Lead Qualification

  • What is your conversion rate? Has is changed from last quarter?
  • Where are your best leads are coming from?
  • Which email campaigns were the most successful that quarter?

I hope this two-part series has been helpful in your quest to get more out of your Pardot investment. As always, the Pardot Client Advocates are here to help. If you’d like to receive a free account audit, email our team. We’ll be happy to see which features you could be utilizing more.

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