The main goal of every business is to generate and maximize revenue and steadily improve their marketing and sales efforts. And wouldn’t it be just perfect if the process is automated for maximum efficiency?
Salesforce Pardot caters to this need for marketing automation. It allows the sales and marketing departments of a business to create, deploy, and manage online marketing campaigns from one central platform. As a result, this B2B marketing tool has taken the industry by storm.
With the combined efforts of the world’s best CRM taking care of your customers, and the world’s best marketing automation tool taking care of your campaigns, the Salesforce Pardot presents a front to be reckoned with.
In this article, we will help you understand:
- Which automation tool to use in a given situation.
- The usage of Automation Rules, Segmentation Rules, Dynamic Lists and Completion Actions.
- How to use a combination of automation tools to accomplish complex tasks
What is Marketing Automation?
Before we delve deeper into the working of Pardot’s tools, let us define marketing automation. It is the process of automating the repetitive tasks in a marketing campaign and streamlining it to be as efficient as possible. Essentially, it is a single platform which helps the sales and marketing teams coordinate and manage marketing campaigns, both online and offline.
Types of Automation Tools in Pardot
Let us first discuss the different tools available in Pardot. These are:
- Automation Rules: Based on the criteria you have specified, this tool will allow you to perform certain marketing and sales actions.
- Segmentation Rules: Based on the criteria you have specified, this tool will allow you to perform a one-time marketing and sales action.
- Dynamic Lists: This tool allows you to make a certain set of “rules” and the prospects are added or removed on the basis of the rules that you have set.
- Completion Actions: This tool allows you to automate the various trigger activities, for instance, when a prospect successfully submits a form, form handler, downloads a file, clicks on a custom redirect, visits a landing page or opens an email.
Let us discuss each of these tools individually.
1. Automation Rules
This is the most flexible among all of Pardot’s tools. You can use automation rules for triggering an action after a certain criteria has been achieved. For example, you can set a criteria that the job title of “sales head” in the industry of “IT” be included in a list of your email campaign. Automation rules will locate all the prospects having this job title in the specified industry, and include them in your email list.
You can use this tool to manage your lists, to add prospects to your campaigns, to assign projects to users or users in a group and giving them notifications, changing the field value, sending email, changing profile, or changing the prospect score.
Note that Automation Rules is a constantly running tool, and once you have activated the rules, it will continue matching prospects in the future until the rules are changed. The best practice is to activate a single automation rule at a time. Hence, although you can build multiple automation rules, you should only activate them one at a time.
2. Segmentation Rules
Segmentation rules are used primarily for creating lists. You can add or remove:
- Prospect tags,
- Prospects from lists, and
- Prospects from a Salesforce campaign.
This tool allows you to pull a one-time list of prospects based on specific criteria selected.
3. Dynamic List
Sometimes, you need to create lists for which the prospect data is subject to change. For example, a list of people in your drip campaign with a certain score. As a result, the prospects who are nurtured will be removed from the list.
Like automation rules, it is best not to create multiple new lists at the same time.
Dynamic lists are self-refreshing, i.e., they are constantly updated, adding prospects who match the criteria and removing prospects who do not match the criteria any more. Keep in mind that dynamic lists are not meant for taking actions.
4. Completion Actions
Completion actions are not rule-based. They are used when a prospect fits certain criteria (fills a form, click on a link on your website, etc.) and an action is triggered (e.g., being added to a membership list).
The best practice with using completion actions is to use it in a case where you do not have to remove a prospect from the list, which means that you will be adding the prospects in static lists.
With this tool, you have the freedom to manage list membership in tags, change field value, change prospect score, change profile, assigning prospects to a user or users in a group and then notifying those users, and auto respond email to the prospect.
How to Use Multiple Automation Tools in Pardot
When you are handling a marketing campaign, you may find that you need multiple tools to achieve your target. Let us take an example.
Your task is to send an auto responder email for prospects that complete their standard form, then notify the assigned user, and also add them to drip program based on some criteria.
In this situation, you would need two tools to complete two parts of the actions, namely:
- Completion actions: For the task of receiving an auto responder email for prospects that complete their standard form, and notifying the assigned user.
- Dynamic lists: For the task of adding the prospects to a drip program based on some criteria.
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