Pardot Specialist Study Guide 8: Lead Management

by Ken Stoufferin Course Work, Education, Pardoton Posted on

LEAD MANAGEMENT

– Explain the capabilities and limitations of an Automation Rule:

  • Automation rules are repeatable, criteria-based rules that find matching prospects and apply actions to them.
  • CANNOT delete, merge, register for a webinar, send autoresponder email, set profile.
  • will only affect a matched prospect once. If you want to change a rule and have it affect the same prospects again, you would need to delete the first rule and recreate it with the changes.
  • Automation Rules typically run every 10 minutes. If a newly synced prospect fits an automation rule but has not been affected by the rule, wait a few minutes until the automation rule runs.
  • Assigning actions will not reassign prospects who already have an owner but assigning actions will assign “Reviewed” prospects.
  • Automation Rules are retroactive and will affect prospects who met the triggers in the past.
  • Deleting an automation rule will stop it from running, but the previous actions will not be undone. It will resume if the rule is ever undeleted from the Recycle Bin.
  • Select the “– ANY –” criteria option for forms, form handlers, landing pages, files, and custom redirects rather than listing out every item in your rules.

– Identify the main components of creating an Automation Rule:

  • Criteria
  • Actions
  • To Create:
    1. Automation> Automation Rules.
    2. Add Automation Rules.
    3. Choose a Name for the rule for internal use- these must be unique!!!
    4. Select a Match type.
      1. Match all: all aspects of the Rule must be satisfied in order to take the action(s).
      2. Match any: only one aspect of the rule must be satisfied in order to take the action(s).
    5. Choose a Folder.
    6. In the Rules section click +Add new rule to add individual rules or click +Add new rule group to add a group of rules that can be set to Match any or Match all.
    7. In the Actions section, select at least one action to take place when your rule criteria are met.
    8. Execute in Real-Time – This option is only available in older accounts. (Recommended to leave option disabled unless the action in the rule must happen between when a form or landing page is filled out and the form’s completion actions execute).
    9. Click Create automation rules to save the rule.

* Your rule will be saved in paused mode, allowing you to complete all the components of your campaign before activating the rule. A preview of matching prospects will be generated and you will be notified by email once the process is complete. We recommend that you do not unpause your rule until after you have reviewed and confirmed the
preview.

**To activate the rule, locate your new rule in the Automation table and click Resume. Rules can be paused and resumed at any time. Note that if you pause and adjust criteria on an existing automation rule, the automation preview will identify only prospects who have not already had the rule’s actions applied to them.

– Explain the capabilities and limitations of a Dynamic List:

  • Considerations for Using Dynamic Lists.
    • If you use a dynamic list as a recipient list in a scheduled email send, the email is sent to all prospects on the list when the email is sent.
    • You can mark a dynamic list as public and display it on your email preference center, so prospects can opt-out of the list. Only the prospects who meet the list’s criteria can see the list on the email preference page.
    • If you split a dynamic list, the resulting lists are static, but the original dynamic list isn’t changed. You can’t convert a static list to a dynamic list. Prospects are no longer automatically added to the split lists.
    • When using the account or opportunity rule criteria, the dynamic list matches only those prospects that have an associated opportunity or account. Prospects without an opportunity or account don’t match the list.
  • Creating a Dynamic Suppression List.
    • Use the recency and frequency rule type to create a dynamic suppression list that includes prospects who you’ve emailed recently. You can use the suppression list to time your email sends appropriately to avoid marketing fatigue.
    • The rule doesn’t count one-to-one emails, Engage campaigns, emails sent with an email plug-in, and emails sent by automation rules or completion actions.
    • A day is the time between 12 AM and 11:59 PM in the user’s time zone.
    • If the dynamic suppression list is used in an engagement program, it pauses the email from going out to the suppressed prospects. The affected prospects are removed from the suppression list when their time period is up, and they resume the program and begin receiving the paused emails.
    • There is a small window between the time an email is sent and the time a prospect matches the email recency and frequency rule. If another email is sent before a prospect is added to the dynamic list, the prospect receives both emails. To give the rule time to match prospects, wait 10 minutes between email sends.
    • If your account has multiple prospects with the same email address, the rule counts all list emails sent to prospects with that email address. For example, Prospect A and Prospect B have the same email address. You sent each prospect two emails in the past three days. The rule type evaluates that as four emails sent in the past three days.

– Identify the main components of creating a Dynamic List:

  • Name
  • (Optional) If the list is for internal testing, select Email Test List.
  • Select Dynamic List.
  • (Optional) Choose an archive date to inactivate the list. You can’t use an archived list to send emails.
  • (Optional) To make the list available in the email preference center, select Public List. Enter a label and description that prospects see.
  • Click Set Rules.
  • Select a match type.
  • Match All Prospect must meet all criteria to match.
  • Match Any Prospect must meet at least one rule to match.
  • To add individual criteria, click + Add new rule. To add sets of criteria, click + Add new rule group.
  • To Create:
      1. Navigate to Prospects > Segmentation> Segmentation Lists.
      2. Click +Add List
      3. Mark Dynamic List
      4. Click Set Rules
      5. Select the Match Type:
        1. Match all
        2. Match any
      6. Set the logic
      7. Click Preview, then Preview Matches to see which prospects match the rules.
      8. Run Rules

– Explain the capabilities and limitations of a Completion Action:

  • Automate actions from a marketing element.
  • Completion actions are available on forms, form handlers, files, custom redirects, emails, and page actions.
  • Page actions are completion actions that are triggered by a prospect’s page views. You can apply page actions to any page that contains your Pardot tracking code.
  • Considerations:
    • Completion actions do not:
      • add a prospect to a list
      • Allow Deleted CRM Lead or Contact to Recreate from Pardot
      • Change prospect profile
      • Clear prospect field value
      • Delete
      • Mark as reviewed
      • Merge
      • Send prospect email
  • Completion actions are not retroactive. They apply only to activities that happen after the completion action is added.
  • Completion actions execute every time they are triggered. However, Adjust Score and Send Autoresponder Email are throttled.
  • Completion actions execute only for prospects and don’t affect visitors.
  • Completion actions don’t execute on image file downloads.
  • Completion actions don’t execute on filtered activities.
  • Completion actions based on link clicks don’t trigger on unsubscribe links or email preference.

– Explain the capabilities and limitations of a Segmentation Rule:

  • Allow you to pull a one-time list of prospects based on specific criteria.
  • Have a unique functionality and is best used in certain scenarios.
  • Complex rules can be created by adding a new rule group.
    • Allows you to construct a combination of criteria while reducing the restriction of “match all” and “match any” requirements.
  • The flexibility of rule groups allows users to combine multipart rules that would have previously been two separate rules.

– Identify the main components of creating a Segmentation Rule:

  • Criteria – rule or rule group.
  • Actions – related to lists, tags, campaign.
  • Steps:
    • Name the rule
    • Select a match type
    • Match AllΓÇöProspect must meet all criteria to match.
    • Match AnyΓÇöProspect must meet at least one rule to match.
    • In the Rules section, to add individual criteria, click + Add new rule.
    • To add sets of criteria, click + Add new rule group.