3 Ways to Use Pardot Automation Rules

As known, Pardot comes with automation rules which allow you to perform certain marketing and sales actions based on criteria that you specify. It allows you to perform specific tasks to help you achieve your marketing goals. Automation rules make your job easier in a variety of ways like Lead qualification, assignment, task creation, assign to your sales representatives, applying tags, adding to campaigns, etc. 

Today I am going to share with you 3 ways to use automation which might be helpful for you to understand the power of Pardot Automation.

1. IMPROVE YOUR LEAD QUALIFICATION MODEL

“Automation rules are a powerful way to customize your scoring and grading models. Consider customizing your global, baseline scoring rules, while using automation rules as an additional layer of measuring and responding to customer engagement and intent. You might look at prospects who meet a certain scoring threshold in addition to specific, tracked activities to do things like:

  • Increment score even higher. The combination of certain activities maybe even more valuable and indicative of buying intent, wherein the whole is greater than the sum of its parts.
  • Create a task in Salesforce for the assigned rep. Sales will find great value in real-time alerts through Salesforce Engage. Up the ante by automating task creation for sales users when their Leads or Contacts are especially engaged and ready to buy.
  • Alert a member of the marketing team. This is a way to proactively alert marketing to affirm the effectiveness of their lead qualification model, or to encourage them to revisit their model to regularly improve and iterate.”

2. CUSTOMIZE AUTORESPONDER EMAILS

Autoresponder Emails are emails that are triggered automatically whenever the prospect engages with your marketing assets.

“Increase personalization and content engagement by sending custom autoresponder emails to prospects who complete forms. Automation rules can be configured to assess field criteria in combination with form submission data to push specific autoresponder emails to prospects who complete forms.”

Autoresponder emails can be used:

  • After prospects submit a form on your website, prospects receive an autoresponder Welcome Email.
  • prospect submits a form to download a file on your website, receives an autoresponder email with a link for downloading the file.
  • A confirmation email for event registration.
  • and last but not the least, a simple follow up email.

3. WELCOME SERIES FOR NEWLY PROSPECTS 

“When new prospects are created, you could create an automation rule that adds them to a list that feeds a Welcome Series Engagement Program.”

For example, when a prospect signs up for a blog newsletter, the action of signing up triggers a welcome email and after that, you can start a journey program with them.

Follow these steps to create a Welcome Journey program for new prospects.

Step 1, add a competition action on form, choose action add to List, and select a list for the subscriber which you want to add after fill-up the form.

Here you can check the Screenshot of Completion Action

Note, this process will add prospects to the list when they fill-up the form.

Step 2, Now, create an Engagement Program and select that list as a Recipient list in the program.

Note:

  • Suppression List: This will allow you to add those prospects list which you do not want to include in your journey.
  • Send email during business hours allows you to send emails at specific times or you can skip that part.
  • Allow prospects to enter the program more, this option will allow prospects to re-enter into that program if they exist by clicking on the unsubscribe link.

Here you can check the screenshot of the Welcome Journey Program

Note: You can add as many actions, triggers, and rules in your program as per your needs.

If you need help setting up the Automation, you can get in touch with us here.

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Best Practices for 5 Types of Email Templates

As known, Pardot makes it easier for B2B marketers to send personalized emails to their customers. But that doesn’t mean marketers used one type of email to approach when they were planning to send emails to their customers.

First, make sure which type of email you are going to send to your customer like the emails should be related to the customer’s interest in your products/services.  

If you’re looking for some guidelines when it comes to email design, or worried about which style of email performs best for certain types of messages, check out a few of the email examples below. 

1. EVENT EMAIL

Are you going to launch an event for your product or service?  No worries, then the Event Email is the best solution for you.

But you should follow some trick to make your email attractive,your email should be informative and important information should be at the top, always include your company logo, add call to action, and key points that you’d like readers to take away from your email like event name, date, and time information).

By using Pardot you can add more features in your email like, countdown timers, promo videos. This gives you a chance to be more creating excitement around your event.

2. WEBINAR FOLLOW-UP EMAIL

Follow-up emails — when you want to increase your engagement with those audiences who have attended your webinar then follow-up emails are the best solutions for you. Based on their past actions, you have a picture of what type of content and resource they are interested in. so you can use this technique to follow-up with the audience to provide them with the related articles, informative blogs, e-books, or other important information.  

Tip: If you know your readers’ interests, send them content that’s specifically related to those interests. Don’t just send a thank you email — add value by including additional content that your recipients might find useful based on the recipient’s past actions

3. TRAINING EVENTS EMAIL

Do you have several upcoming events that you want to share with your audience? then use an email template that provides the exact information your clients, customers, and prospects are looking for — don’t make your content lengthy, intimidating, and difficult to read. Focus on creating a design that is simple, appealing, and easy to read.

also, don’t forget your mobile audience. Make sure your template is well-optimized for mobile devices, and use CTAs that are prominent, clear, and easy to work on a mobile device. In today’s day and age, your readers are often just going to be skimming your emails for important, relevant points. Calls to action need to stand out and should be emphasized by either color, placement, size, or a border.

4. FEEDBACK EMAIL

When you want to gather qualitative opinions from customers after attending an event, buying a product, using the service then Feedback emails are the solutions for you. It contributes to building customer loyalty and helps marketers gather valuable insights and use them to improve the product.

Use a template that breaks content into easy-to-read sections and drives attention to your calls-to-action. Make sure CTAs are clear and direct, such as “Take the survey” or “Leave a review.” 

Feedback emails should make it easy for your customers to engage with you in the way they most prefer. So don’t forget to include a “Contact us” option and social media links. The “Contact Us” section and social share buttons are often neglected during email template design. It’s important that your email recipients can contact you with any questions or comments. Missing either of these elements can hinder communication between your clients and company, your clients and potential clients, or your prospects and company (depending on the type of email).

5. NURTURE JOURNEY EMAIL

The best way to create a relationship between your product/services and your consumers is the Lead Nurturing Process. It will help you to give you a proper idea of whether the lead is interested in your product or not.

always focus on providing value to your reader. This is where the powerful personalization capabilities of marketing automation really take the stage. Tailor the content you send based on their individual interests and past behaviors. And keep individual emails limited to the most important content your audience wants to see and read. You can always link them out to more resources. If you are sending emails to prospects who are in the early stages of the buying cycle, keep your content light and educational. Focus on thought leadership articles and blog posts instead of promoting late-stage sales collateral like buyers guides, white papers, and recorded webinars. 

Finally, make sure to optimize your send times, so your emails are hitting your reader’s inbox at the right moment. 

If you need help setting up the Pardot, you can get in touch with us here.

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Use Einstein Bots to Support Your Customers

Salesforce gives you intelligence with the help of Einstein Bots to support your customers effectively and efficiently. Build and manage Einstein Bots to ease the load on your service agents. Bots can handle routine requests and free your agents to handle more complex issues. Bots can also gather pre-chat information to save your agents time.

What is Bots?

  • Bots are your allies in the race to resolve support cases fast. They can even prevent them from being opened in the first place!
  • Bots reduce chat duration by helping customers self-direct immediately, and resolving common issues without waiting to “get in the queue.”
  • Bots save your agents time (and thus, your company money), allowing agents to devote more time to complex problem-solving and consequential customer interactions.
  • Most importantly, bots can be trained to understand human language—and respond intelligently—through Natural-Language Processing (NLP).

You can use Einstein Bot Wizard to create an Einstein Bot

To get more details on Einstein Bots and its setup, Please visit Salesforce help article here

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Bring Intelligence To Sales With Einstein Lead Scoring

Use artificial intelligence to score your leads by how well they fit your company’s successful conversion patterns. Give your sales team access to scores that help them prioritize leads. Turn on Einstein Lead Scoring, and then decide which conversion milestone to use and if you want Einstein to omit any leads or ignore any fields.

Einstein analyzes your past leads, including any custom fields, to determine which current leads have the most in common with leads that have previously converted. By default, Einstein scores your leads using all lead fields. If your admin is certain a field doesn’t affect lead quality, they can tell Einstein to ignore the field.

Based on its data analysis, Einstein creates a predictive model for your organization. Einstein reanalyzes your lead data every 10 days and refreshes your scores. So if new trends emerge, Einstein won’t miss them.

The lead score appears in the Einstein Score component on lead detail pages. The component also shows sales reps which of the lead’s fields had the greatest influence on its score (1). Depending on the lead, fields with positive or negative influences can appear. Fields that aren’t listed in the Einstein Score component still influence the score, but less than the fields listed.

When you or your users add the Einstein Score field to list views, hovering over a score (1) displays the top factors (2) behind the score. When sales reps focus on leads with higher scores, they’re likely to convert more of them to opportunities. The lock (3) indicates that the score is read-only.

The Lead Insights hover on a lead list view.

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Support Your Customers With Web-To-Case

Gather customer support requests directly from your company’s website and automatically generate new cases with Web-to-Case. This can help your organization respond to customers faster, improving your support team’s productivity.

  • Web To Case is a means by which you can post a simple, unauthenticated web page that allows your customers to submit cases directly to your Salesforce.com instance. This means that you can post a public case submission page on your own website with your own branding and styling.
  • Web To Case works by generating a snippet of HTML for you. This HTML is an HTML form that you can put on any page. When your customer presses Submit, the information on this form is posted directly to a Salesforce.com server, which handles the information, converts it to a case, and redirects the customer’s browser back to a page of your choosing.

How to setup?

Setting up Web-to-Case involves enabling the feature, choosing settings, and adding the Web-to-Case form to your website.For more information on setup please check the Salesforce Help Article here

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3 Nurture Programs For Pardot User

With the power of Pardot, you can nurture client relationships like never before.

Through the lead nurturing process, you can take new leads from the awareness stage all the way through the sales cycle and engage them with relevant, personalized content over time.

You can use different types of nurture programs across a variety of industries. There’s no limit to how many types of nurture programs you can use, but there are three in particular that every Pardot user should know about. 

1. WELCOME NURTURE

A welcome email program for new prospects with helpful information which is always necessary for all organizations. In marketing, audience education is a huge opportunity to both communicate value to your prospective customers and establish your brand as a go-to resource.

If someone new enters your database, put them on a targeted nurturing path based on the content they registered to access. This way, you can help them understand your products/services and wealth management business, and then lead them to engage further through CTAs that may be relevant to their interests.

Here you can check the example of the Welcome Nurture program schreenshot.

2. JOURNEYS BASED ON FORM COMPLETION

Prospects enter company databases because they’re interested in a specific piece of content — so why not nurture a relationship with them based on that content? If a new prospect seems interested in your branded content or one of your financial products, create an automated nurture path tailored to that content, product, or any related services you offer. 

For example, let’s say you’re sending an email about an ebook on mutual funds. If your audience clicks on the CTA to read the e-book, consider sending automated emails with more resources on mutual funds. This gives them even more information and opens up more pathways for them to engage with you on the topic if they want to.

3. EVENT PROMOTION AND FOLLOW-UP

Every organization can unlock many nurturing opportunities by holding an event, meeting, or webinar. Imagine holding an informative webinar called “All About Bonds.” You can gauge your audience’s interest in the event based on clicks in an early promotional email, and then continue to promote the event with content relevant to topics that will be covered at the event. After the event, you can follow up with more relevant content and gauge interest in future events on related topics.

Here you can check the example of the Follow-Up program screenshot.


If you need help setting up the Pardot, you can get in touch with us here.

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