Pardot Knowledge Base

Best Practices: Naming Conventions

Last Updated: Oct 05, 2016 | Print this Article
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Naming conventions can keep your Pardot account organized and allow you to quickly filter and identify your marketing assets. This article walks through best practices and tips for creating your own asset naming convention.

Tips to Get Started

Do a pulse check: All of your Pardot users will need to use this naming convention, so check with your team and find out how key stakeholders are intuitively naming their files before you create your convention.

Pick a naming convention and stick to it: Document it! In order for naming conventions to work, you must consistently use and enforce them. Creating these rules for your team from the start is critical. If you don’t have a document like this already, then now is a great time to establish one. Note: This is particularly important if you’re changing an existing naming convention. Please be sure to update any documentation you have.

Start with your highest level of organization and work your way down the hierarchy: For example, if you organize your assets by fiscal year, then region, then channel, your asset names should reflect that. Start with your largest bucket, move to the middle bucket, and end with the smallest bucket. Naming Conventions can be sorted alphabetically and numerically, so keep this in mind as you select the first term for asset names.

That’s it! Give yourself a fist pump for being ahead of the game.

Naming Convention Options

Once you've identified your organization hierarchy, you can start creating your naming convention. In this section, we've listed some of the most common naming options people use with Pardot.

Topic or Offering

Most marketing assets are related to a topic or a specific product offering. When used in the asset name, this can indicate what the asset covers. Including a one-word topic or offering allows Pardot users to understand what the content is about without having to open each asset individually.

  • Examples: Free Trial or PDF Download.
  • Works best with: Email Templates, Forms, Landing Pages and Forms.


Defining the type of marketing asset in Pardot will let you determine what the asset is used for at a glance.

  • Examples: the type of prospects on a list (leads or customers) or the type of image you're uploading (button, logo, or background image).
  • Works best with: Lists, Automations, Layout Templates and Files.


If your asset is season- or date-specific, try listing the date in the name. Bonus: Listing dates in asset names can help with reporting, too.

  • Examples: Q1FY2014 or 2014-Q1.
  • Works best with: Any Pardot asset.

Strategy or Channel

If you use different strategies or channels to target your audience, consider including them in your naming conventions.
  • Examples: Trade Show or Webinar.
  • Works best with: Lists, Email Templates, Forms, Landing Pages.


If multiple departments at your company use Pardot, include the department name in your naming convention. This will let you clearly separate one department’s assets from another.

  • Examples: Sales or Customer Service.
  • Works best with: Any Pardot asset.
Note: If you rely heavily on divisions or departments, you may want to explore Custom User Roles and Folder Permissions if you have Pardot Ultimate edition. These features are available as add-ons for Pro edition.


If your asset is intended for a specific region, be sure to include a region code or abbreviation in your naming convention.
  • Examples: EMEA, APAC, NA.
  • Works best with: Any Pardot asset.

Note: If you’re marketing globally and offer content in other languages, consider including the content’s language code in your asset names.

Naming Convention Examples

Below are examples of naming conventions in a Pardot account.

Email Templates


Email Template Naming Example


Type of Prospects_Purpose_Use_Date Content

Lists Naming Example



Files Naming Example

Landing Pages


Landing Page Naming Example

Once you’ve selected a naming convention to use, update all existing assets in your Pardot account. Be sure to communicate about this to Admin and Marketing users who will be creating assets in Pardot, because they’ll need to use the convention moving forward.

Note: If you have a lot of assets to rename, be sure to broadcast this new naming convention internally to Pardot users who aren’t involved in the renaming process. Renaming your existing assets will not affect their functionality or use, but you should make sure your users know about the new naming convention. 

Need more? Start a conversation with other Pardot users in the Trailblazer Community