As a Pardot marketer, it’s important to keep your platform organised and follow Pardot best practices to ensure it operates in the way you need it to. Like every other platform, Pardot works best when it’s organised. A worthy way to implement this is through the use of Pardot Tags.

That’s right, I said Tags!

I’m going to take you through why Pardot Tags are such a valuable component and the many ways to use them. By the end of this post I’m sure you will also agree that Pardot Tags are much more than just a “label” for your assets.

What are Tags?

Tags are lightweight flexible taxonomy. They are used in organising, sorting, filtering data, and reporting. Every asset in Pardot can be tagged with one or multiple keywords or phrases.

 Main benefits

• Easier to locate the asset that you’re working with on a regular basis
• Filter your view to see only specific Pardot assets and their performance
• Segment your prospect database based on the applied Tags
• Keeps your Pardot instance organised

A Tag has 1:M relationship with a marketing asset. This means that you can apply multiple Tags to your marketing asset and search for assets specific to a word or group of words.

Tags can be applied to prospect records and most assets – Campaign, Folder, Email Template, List Email, Form, Landing Pages, List, Segmentation Rule, etc. 

Recommended use cases

Sort Prospects

Create a custom criteria for your prospects and tag the ones that fit. This will allow you to easily pull the tagged prospects for review or reporting. 

Track Campaign Touch Points

You can apply a Tag when a prospect has taken part of some of your key campaigns like event registration, guide download, or meeting request. With Tags you will have the ability to view an overview of your campaigns and see the ones where your prospects are the most engaged.

Group Pardot Assets 

Use Tags on your assets to gather better insight on how the segments, region, content type or year influences your marketing performance. 

By applying more than one Tag to the asset, more detailed reporting will be available for the global team.

For example, with both region and content type Tags applied on sent emails, you will have visibility on the performance of sent gated content emails across the regions. 

With that information, you will know what regions would need further advice / recommendations to help them improve their campaigns.

For more Pardot Tag use cases, have a read of this Salesforce Blog.

Processes

The default place to create tags is through the Marketing > Segmentation > Tags page in Pardot. However, you can also create them while assigning them to the prospects / assets. That is possible through multiple ways, see them below. 

Prospects

• You can edit a prospect record and add a Tag manually

• Use the multi-checkbox to select multiple prospects and applying a Tag to all relevant prospects. Prospects | Tools | Tag Entire Table

• Add or remove Tags through a Completion Action on a Form, Automation Rule or Engagement Studio program.

• You can also add Tags to prospects while importing prospect lists.

 Assets

• Manually add Tags by editing the asset in Pardot.

• Add Tags to multiple assets through Table Actions 

Recommendations

• Discuss the Tag groups with your users and agree on the best use cases
• Keep the number of used Tags to a minimum. Although there is a lot of headroom, Tags can be used up very quickly especially when you have many users. If you have too many Tags, it can confuse the users and lose its point easily. Read how you can delete or combine Tags here.
• Make sure that the teams know that Tags are not a substitute for folders or proper naming conventions. Do not rely on only them as they are limited in search and reporting capabilities
• Write a guideline document that users can use as a reference point

Hopefully you will now use Pardot Tags in many more ways to keep your instance organised and with sorting and filtering your Pardot assets. Get in touch if you want to know more about how you can benefit from Tags in your Pardot today.