Let’s get real. Anyone who thinks that implementing marketing automation means you’ll just need to flip a switch and secret marketing elves take over is in for a rude awakening. Marketing automation can only be effective when under the careful direction of the marketing maestro — and that’s you!
If This, Then That
One of the most powerful tools Pardot offers is the automation rules builder. If you want a specific action or behavior to trigger a designated response, this is one of the places where you can make that happen.
For example, let’s say that your sales team is assigned leads based on geographic territories. You can automate how they are assigned leads with an automation rule.
First, you build the “if” statement that defines the behavior:
If “prospect account field” “billing state” “is” “Colorado,”
Next, you choose which action should automatically occur if these criteria are met:
Then, “assign prospect to user” “Thaddeus Pickster.”
The result is that every time prospects convert by completing a form that indicates their billing address is in Colorado, they will be assigned to Thaddeus.
If This AND This, then That AND That
The number of layers that you can include in an automation rule is almost unlimited. Take our example with Thaddeus. We can add even more criteria.
IF the prospect’s billing state is “Colorado”
AND the prospect’s score is greater than 50
AND the prospect’s campaign is “PPC Advertising,”
THEN assign prospect to “Thaddeus Pickster”
AND notify sales manager
AND add to “New Prospect Drip” campaign
Of course, building multi-step automation rules has its pros and cons. It can allow you to be much more intentional and automate more processes, which could be a huge time savings. However, it could also have unintended consequences if not tested, so be sure to take advantage of Pardot’s preview feature.
Even More Applications
Once you get the hang of building and executing automation rules, you’ll be able to use them to target prospect behaviors in a variety of ways. Here are just a few:
Find prospects that have been inactive for more than a year, and add them to a cold lead nurturing campaign.
Find customers (designated either by a relevant tag, and opportunity close date, or on a specific Pardot list) who were created a year ago and send them a happy anniversary email or a “How are we doing?” survey.
When a prospect’s email status is “opted out,” notify the administrative assistant who can send a postcard to remind them how to opt back in, and encouraging them to just update their preferences rather than opting out completely.
If a prospect accesses a specific white paper, send an auto-response email offering a link to a relevant case study.
What creative uses have you found for Pardot’s automation rules? Share your ideas in the comments!