Start Tagging Assets in Pardot

Tags seem to be one of the more underutilized features in Pardot. And even more underutilized than using tags on prospects is using them on assets.

I'm sure a few of you are saying now-- "Wait, what are you even talking about?". Just like you can tag a Pardot prospect, you can tag lists, forms, automation rules, form handlers, campaigns, files, landing pages, custom redirects to name a few.


If a tag option is available on the asset, then it shows up when you are creating the item. The tags are stored in the same library as all the prospect tags, and the entry field behaves in the same way as any other tag field in Pardot. Just start typing your tag and similar suggested tags will show. If you want to create a new one, just type it any press enter and it will be added to the library on save. You may tag an asset with as many tags as wish. You can use the same tags you use for prospects, or use tags that are only intended for assets.

Ok, so that's how you create asset tags, the question is why?


The sole purpose of tagging assets in Pardot is to make them easier to find.


Over time your Pardot instance may become quite full, especially with asset types that have no limits (depending on your package). You might have hundreds of lists, custom redirects, form handlers and the like. A well thought out naming convention certainly helps, but your list views are always limited to 50 items, and different list views only offer limited sorting options, and many have no filtering.


Think of tagging assets as your main method for filtering Pardot list views. On any list view that has the tag option, you can select one or more tags to restrict the items shown to only those assets that contain that tag. Just use the tag input to find to find the relevant tag(s) and add them to your selection.

Remember-- a tag filter on a list view that is anything other than a prospect list is showing you those specific assets (not people) that contain that tag, even though the list will show you all the tags in your Pardot instance, whether they apply to prospects or assets. In the image above, it would show you any forms that were tagged with those terms you select. The tags on assets are all mutually exclusive: as long as the one tag you are looking for is on that asset, it will show in the selection, it doesn't matter what other ones are also on the asset.


This tagging idea is deployed to good effect in the the "20 Minute Workday" concept, where dynamic lists with a specific maintenance purpose are all tagged with a tag that allows you to show them all in a single view to easily check them.


Some ideas for ways to tag your assets (remember, you can use multiple tags)

  • Who created it

  • When it was created (year, month, quarter)

  • Type of campaign (acquisition, upsell)

  • Applicable product

  • Type of event (webinars, trade shows)

  • Internal operational designations

  • File types (whitepapers, pdfs, image, newsletter)

  • Identifying list categories (suppression, imports, delete)

So don't overlook this seldom used function that makes using and managing Pardot easier!


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*As of April 2022, Pardot has been renamed Marketing Cloud Account Engagement, as part of Salesforce's effort to organize all the marketing products under the same platform umbrella. "MCAE" is simply the same Pardot we know and love under a new name. The product is temporarily being referred to as "Marketing Cloud Account Engagement powered by Pardot."   

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