In the next section of the guide, we are going to dive into the automation functionalities of Pardot and how to simplify complex tasks to make your workflow more efficient.
Utilizing these powerful automation tools can help save your team valuable time and instantly update your database based on prospect behavior.
Automation rules make changes to prospects in your database automatically once they fit the criteria you set. Much like dynamic lists, automation rules are constantly running in the background of your Pardot database to look for a prospect that meets your criteria.
This powerful tool has many use cases and options for customization. Ultimately, soon after a prospect meets the criteria set for an automation rule it triggers a completion action.
You can be pretty creative with automation rules and utilize them to accomplish a variety of tasks in Pardot. The automation rule will run continuously in the background of your Pardot instance until you choose to stop it.
Rules are used to define which criteria the action will be applied to. You are setting a criterion or multiple criteria that prospects must fit in order to trigger the automated action (Completion Action).
For our example, in order for the action to be applied the prospect must be from the 2018 Past Customers List and must have a Pardot score greater than 49.
Match Any vs. Match All: When you create your rules you must choose either match any or match all. Match any will filter prospects with any of those criteria; match all will only match prospects that have ALL criteria.
The action defines what automated action(s) will take place once the criteria if the criteria is met.
Example: Assign a sales rep to a prospect once their Pardot score is greater than 49.
Note that any time an automation rule is created or edited, it will stay paused until enabled. This is an issue we see frequently as many customers assume that once they save the automation rule, it will unpause immediately.
Page Actions are an automation tool that can trigger an automated response based on a visitor’s behavior on your webpage. A typical page action use case is raising the Pardot score of an individual who has reached a landing page of high value to your company.
Again, automation rules and page actions can be used to accomplish virtually any Pardot prospect action. Feel free to get creative and customize these automated processes to your business to help simplify your B2B sales and marketing programs.
In the next section, we will go over custom redirects and ways you can use them to improve your marketing efforts.
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