The Insiders Guide to Pardot Folder Structure & Naming Conventions


The Insiders Guide to Pardot Folder Structure & Naming Conventions

Pardot folder structure tips

If you’re working in Digital Marketing, you’ve likely encountered Pardot (aka Marketing Cloud Account Engagement or MCAE). As a leading marketing automation solution by Salesforce, Pardot empowers businesses to create meaningful connections, generate more pipeline, and empower sales with aligned marketing activities to close more deals.

However, with such a wealth of features and functionalities, it’s essential to maintain a clean, well-organized Pardot marketing environment. This is where a logical folder structure and consistent naming conventions come into play.

In this blog post, we’ll delve into the significance of an organized Pardot folder structure and proper naming conventions. We’ll explore why they’re vital, how to implement them, and how they can significantly improve your Pardot instance.

The Importance of Proper Folder Structure and Naming Conventions

Just as a well-organized filing cabinet or a meticulously maintained digital folder system makes finding documents a breeze, so does a properly structured and labeled Pardot account make navigating and utilizing this robust marketing tool much easier.

But it’s not just about convenience; it’s also about efficiency, clarity, collaboration, and effective reporting.


A well-organized Pardot account has its own folder structure and naming conventions in place to significantly boost efficiency. How do you organize yours?

When assets like email templates, forms, landing pages, and campaigns are logically organized and correctly labeled, you spend less time searching for what you need. This frees up valuable time to focus on creating impactful marketing campaigns.


Consistent naming conventions ensure that every member of your team can easily identify and understand the purpose of each asset or campaign, no matter when they were created or who created them.

This clarity is crucial, especially in larger organizations where multiple teams or departments may be using Pardot.

Easier Team Collaboration

When everyone understands the way a system is organized, it’s easier to collaborate. A new team member can quickly get up to speed (especially if your structure is documented), and team members can effortlessly pick up where others left off. This streamlined collaboration is especially critical when teams are working remotely or spread across different time zones.

Faster Reporting

Finally, a clean, well-organized Pardot account facilitates better reporting. When your assets and campaigns are appropriately structured and labeled, it’s easier to track their performance and generate reports quickly. It’s as simple as filtering with your campaign keywords.

In essence, good folder organization and consistent naming conventions are not just best practices–they are foundational for utilizing Pardot to its full potential.

Next we’ll take a closer look at Pardot‘s folder structure and share best practices for establishing effective naming conventions.

Understanding Pardot‘s Folder Structure

Pardot‘s default folder structure is designed to categorize different types of marketing assets and functionalities, allowing for easier navigation and management. By understanding Pardot‘s default folder structure, you can manage and navigate your account more effectively.

Here’s a breakdown of the default folder categories in Pardot:

  1. Marketing Assets:

These folders are where you store all the tools you use in your campaigns. These can include emails, landing pages, forms, files, and custom redirects. By default, Pardot provides a series of predefined folders for each of these assets, and you can create additional custom folders to better organize your materials based on your needs.

  1. Prospects:

This folder category is all about your audience. You can use prospect folders to categorize and segment your prospects based on various criteria like industry, lead score, geography, or engagement level. These folders are crucial for targeted and personalized marketing efforts.

  1. Segmentation and Automation:

Pardot provides folders for segmentation criteria (such as lists and tags) and automation tools (like automation rules, dynamic lists, and engagement programs). Organizing these folders well can streamline your segmentation and automation processes and help you achieve higher ROI for these efforts.

Customizing Folder Structure

While the default folder structure works, if you optimize your use of Pardot, it’s often necessary to customize this structure based on your team’s needs and marketing strategies. In the following section, we’ll provide some best practices for organizing your Pardot folders.

Best Practices for Pardot Folder Structure

Creating a folder structure that makes sense for your organization is key to enhancing user experience, improving efficiency, and ensuring smoother collaboration among team members. Here are a few tips and best practices to get you started:

Group Related Assets

Keep all related assets together in one folder. For instance, if you have an email campaign targeting a specific audience segment, all emails, landing pages, forms, and other materials related to that campaign should reside in a single folder. This makes it easier to locate all assets related to a particular campaign and provides a clear overview of what’s included in that campaign.

Create Folders for Specific Campaigns or Lines of Business

If different lines of business in your organization use Pardot or if you run numerous campaigns simultaneously, consider creating separate folders for each. This way, each team or campaign has a dedicated space for their assets, reducing clutter and potential confusion.

Use Descriptive Folder Names

The name of your folder should clearly indicate what’s inside. Use descriptive names that reflect the marketing contents or purpose of the folder. This will make it much easier to locate specific assets when you need them.

Maintain Consistency

Consistency is key in any organizational system. Establish a standard for how you create and name your folders, and stick to it. This could include a particular naming pattern, the use of capitalization, or how you group related assets. This consistency makes your folder structure predictable and easy to navigate.

Regularly Review and Clean-Up Your Folders

Over time, some folders may become obsolete, or you may find that your initial structure needs adjusting. Regularly review your folder structure to ensure it still serves your needs. Delete or archive any outdated or unused assets to keep your Pardot environment clutter-free.

Train Your Team

Ensure all team members understand your folder structure and naming conventions. Provide training if necessary and encourage everyone to maintain the established order. This makes collaboration easier and ensures everyone can effectively use Pardot. We have also found it helpful to maintain a running guide of details related to how we use our Pardot instance, which includes our folder structure and naming conventions.

A consistent, logical folder structure not only improves your user experience but also affects the efficiency of your marketing efforts. An organized Pardot account will save you time and reduce frustration, leaving you more time to focus on what truly matters – creating and executing effective marketing campaigns.

Importance of Naming Conventions in Pardot

Naming conventions play a crucial role in keeping your Pardot account organized, but their significance goes beyond just keeping things tidy. They help maintain clarity and consistency, two factors that directly impact how smoothly your marketing operations run.

Imagine having hundreds or even thousands of marketing assets and not being able to immediately identify their purpose, their target audience, or the campaign they belong to. With a consistent naming convention, each asset name becomes informative, offering a clear snapshot of its role in your marketing efforts.

Here are some of the potential consequences of neglecting to establish and follow consistent naming conventions:

  • Confusion and mistakes, such as using the wrong asset for a particular campaign or audience.
  • Difficulty in finding assets
  • Inaccurate reporting
  • Hindered collaboration

In essence, implementing consistent naming conventions is a simple step that can significantly enhance your team’s ability to navigate, understand, and effectively utilize your Pardot account. In the next section, we’ll provide some best practices for establishing effective naming conventions.

Best Practices for Pardot Naming Conventions

Creating and following a set of best practices for naming your assets in Pardot is essential for maintaining a well-organized and easy-to-navigate system. Here are some guidelines to help you establish effective naming conventions:

Use Descriptive Keywords

Descriptive keywords give a clear snapshot of the asset’s purpose or content. For instance, if you have an email campaign targeted at recent sign-ups, a name like “Welcome_Email_For_New_Signups” is much more informative than simply “Email1”.

  • Bad Example: Email1
  • Good Example: Welcome_Email_For_New_Signups

Include Relevant Dates

Including the date (usually the year or month and year) can help differentiate between similar campaigns run at different times and makes it easier to locate assets for reporting purposes.

  • Bad Example: Winter_Sale_Email
  • Good Example: Winter_Sale_Email_2023-Dec

Use Consistent Case and Separator

Decide whether you want to use lowercase, camel case, or uppercase, and stick to it. Similarly, choose a separator (like underscores or hyphens) to use between words and consistently apply it.

  • Bad Example: WinterSaleEmail_2023
  • Good Example: Winter_Sale_Email_2023

Consider Adding a Unique Identifier

In large marketing operations, multiple campaigns may have similar purposes or content. Adding a unique identifier, like a campaign or project code, can differentiate between these campaigns.

  • Bad Example: Welcome_Email_Dec_2023
  • Good Example: PRJ123_Welcome_Email_Dec_2023

Limit the Use of Abbreviations

Abbreviations can be useful for keeping names short and manageable, but they can also cause confusion if not everyone understands them. If you do use abbreviations, make sure they are widely understood by your team, or consider creating a reference document for them.

  • Bad Example: WSE_Dec_2023
  • Good Example: Winter_Sale_Email_Dec_2023

Avoid Special Characters

Most systems, Pardot included, can struggle with special characters. Stick to letters, numbers, and simple separators (like underscores or hyphens) to avoid potential technical issues.

  • Bad Example: Winter%Sale&Email_2023
  • Good Example: Winter_Sale_Email_2023

Remember, the goal of these conventions is to create a clear, intuitive system that makes navigating your Pardot assets as simple and efficient as possible. Once you’ve developed your naming conventions, share them with your team, and ensure everyone understands and follows them.

Implementing Your New Folder Structure and Naming Conventions

Implementing a consistent folder structure and naming conventions in Pardot is a process that requires careful planning and coordination. Here is a step-by-step guide to help you establish these best practices in your Pardot account:

  • Step 1: Develop Your Plan
  • Step 2: Involve Your Team
  • Step 3: Implement Your Plan
  • Step 4: Review and Adjust
  • Step 5: Regular Maintenance

These steps should be easy enough given all the guidance we’ve given thus far, but what about when things go wrong? We’ll cover that next.

Overcoming Challenges in Implementation

Here are some potential challenges you may face during this process and tips on how to overcome them:

1. Resistance to Change

Like any new system, you may face some resistance from team members who are comfortable with the old ways. Overcome this by communicating the benefits of the new system clearly and providing sufficient training to ease the transition.

2. Time and Effort

Reorganizing an extensive Pardot account can be time-consuming. It can mean defining uncategorized folders and sub-folders, and of course, renaming assets. However, remember that this is an investment that will pay off in increased efficiency and less confusion in the future.

3. Inconsistent Usage

Some team members may revert to old habits or develop their own ways of doing things. Address this by regularly reviewing the account, addressing any inconsistencies immediately, and reinforcing the importance of following the established folder structure and naming conventions.

By following these steps and being prepared to address potential challenges, you can create a more efficient and user-friendly Pardot account that enhances your marketing efforts.

Need a Pardot Partner? Interrupt Media Has Your Back!

Hopefully, you’re now equipped with practical strategies and best practices for organizing your Pardot folder structure and establishing effective naming conventions. Now it’s time to evaluate your current Pardot organization strategy and put these insights to work.

But what if you’re pressed for time or resources? Maybe you’re overwhelmed by the process or you’re still unsure how to get started?

As a B2B growth marketing agency and the Pardot user group leaders of the greater San Francisco Bay Area, we’ve got the experience and expertise to help you navigate your Pardot journey with confidence.

Whether you’re looking to plan, implement, migrate, or optimize your Marketing and Sales operations tech stack, our team is ready to assist. From structuring your Pardot account for maximum efficiency to helping you leverage the platform’s capabilities for exceptional marketing results, we’ve got your back.

If you’re ready to make the most out of Pardot, don’t hesitate to reach out. We’d love to hear about your unique challenges, goals, and how we can help transform your marketing operations.

Ready to take the next step? Speak to a strategist today, and let’s bring your Pardot strategy to life.


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