8 Creative Ways to Use Pardot Automation Rules
Digital marketing has overburdened Marketers with tasks that are hectic and time-consuming. From lead qualification, assignment, notifications, task creation, applying tags, to adding campaigns, modern marketers have a lot on their plate. In an attempt to reduce their repetitive tasks, marketers look for automation tools but often fail to find the right one due to a limited understanding of long term needs.
To ensure organizations always stay on the cutting edge of marketing technology, Pardot B2B marketing automation offers solutions supporting the needs of B2B organizations. Pardot supports customers ranging from small and mid-sized businesses to divisions of large enterprise organizations, helping them to automate their marketing campaigns. The platform aims to help organizations exceed revenue goals, achieve sales and marketing team alignment, and gain efficient use of existing resources.
But Pardot needs some adjustment in placing automation tools across your account to run according to your specifications. Therefore Pardot introduced automation rules to help you build and maintain your Pardot account.
Pardot’s automation tools comprise completion actions, segmentation rules, automation rules, and dynamic lists. The completion action allows you to automate directly from a marketing element, while the segmentation rules allow you to create a one-time list of prospects and apply a segmentation action based on specific criteria. The automation rules allow you to create repeatable, criteria-based rules that find matching prospects and apply actions to them. And the dynamic lists allow you to create lists that update automatically based on specific criteria.
By using the automation rules, marketers can perform seemingly unlimited tasks to achieve their overall marketing goals. It automates repetitive tasks by adjusting a prospect’s grade or score and also by segmenting the database. To help you improve your marketing aspect with Pardot, here is a list of the most recommended uses of Pardot’s automation rules:
1. Stay in touch using the prospects last activity
Create an automation rule to send targeted messages considering your prospect’s last activity with your brand. You can set your Pardot to send a ‘We Miss You!’ email every time the database shows that a customer has not been active in a while. You can also use a repeat automation rule to set up a scoring decay model and decrease the score of prospects who are inactive for too long. You can check back again by repeating the rule until the prospect becomes active again or their score reaches zero.
Send them a ‘Happy Anniversary’ email if they created a profile one year ago, wish them well on their birthday, and other personal emails to show them that they are more than just customers. At the same time, when new prospects are created, you could create an automation rule that adds them to a list that feeds a Welcome Series Engagement Program.
2. Improve your lead qualification model
Are you looking for prospects who meet a certain scoring threshold? If you are sure about your target market, then you can use Pardot automation rules to target those prospects. This allows you to customize your lead scoring and grading models with an additional layer of measuring and responding filters to understand customer engagement level and intent.
3. Customize autoresponder emails
Custom auto responder emails increase personalization and content engagement for prospects who complete forms. You can configure automation rules to assess field criteria in combination with form submission data to push specific autoresponder emails.
4. Encourage conversion for those who do not take action from your landing page.
Worried why your landing page cannot convert even after you have integrated all the latest technology? Maybe that’s because you are not pushing your prospects enough. If someone views a specific landing page but does not convert, it creates form abandonment due to high-value or bottom-of-funnel content. To avoid this issue, you can use a completion action on the form to apply a certain tag. Then you can create an automation rule that will ask the automation tool to send an email when the landing page is viewed and the specific tag is missing.
5. Let a single sales rep deal with a target prospect
Assigning a particular sales rep for every prospect is a great way to create the right bonding with your brand. Once a specific sales rep starts communicating with your customers or lead prospects, they get a better idea on how to deal with that customer and can develop future personalized marketing content accordingly. You can use automation rules to tag prospects with the name of the sales rep to which they are assigned so the marketing team can easily filter reports based on their sales rep.
6. Pardot by Salesforce allows you to add campaigns and update status.
Since Salesforce Campaign Influence generates reports on prospect opportunities, you can add automation rules to add prospects to these campaigns based on who they are and what Pardot campaign or activity they have been part of in the past.
7. Tags act as a catalyst to automation rules
If you want your automation rules to act in a certain order, you should use tags. You can use the tags to ensure which rule fires before the other. You will need to create criteria and action for each tag.
8. Use Google analytics UTM and Salesforce campaigns
Pardot’s Google Analytics Connector and UTM Parameters help capture how prospects are reaching your website. With this, you can assess the value of your online campaigns by running an automation rule looking for the different UTM. This will associate the prospect with the correct Salesforce Campaign.
Pardot automation rules help you achieve your overall marketing goals by making your marketing job easier. It allows you to automate unlimited tasks by giving you the complete power to control the automation tool. To assure that your Pardot automation rules are working the way they should be, it is recommended that you review your automation rules 30 days after you initially set them up and then once every 90 days.