7 Essential Pardot Dynamic Lists for Swifter Segmentation

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Pardot Lists are the driving force behind segmentation in Pardot. Any marketer will tell you that segmentation is the key to resonating with an audience, delivering the timeless marketing automation motto of “right message, right time”.

 

Pardot Dynamic Lists are arsenal for your automation. According to criteria you define, such as: Industry = Manufacturing, prospects are added/removed automatically whenever they match/unmatch your set criteria. They are incredibly slick, and I encourage any Pardot user to leverage them.

The Dynamic Lists I will cover in this article offer powerful segmentation capabilities and admin efficiency. Even though every organisation has their own target audience, there are some lists that you should create in Pardot, irrespective of any market niche.

#1: All Prospects

This pulls in all of the prospects in your Pardot account. Yes, I know you can view this by heading to the prospect table. Yes, it’s bad practice to email the whole of your prospect database. How I’ve seen this be used, is applied as a send list, with multiple suppression lists added in the ‘do not send’ section.

The way to pull this as a dynamic list is nifty. Use the match criteria:
Prospect default field — Email — is not empty

As email is the minimum required information for a prospect to exist Pardot, this is the one data point common to all prospects.

#2:  All Mailable Prospects

Once you have set up the All Prospects dynamic list (#1), you can use it as a foundation for building many other lists, by simply copying, and adding more criteria to narrow down the results.

You may want to predict how many people would receive your email once sent; without a crystal ball, this list criteria is a reasonable way to estimate. To find mailable prospects, we will eliminate prospects marked as ‘do not email’. The ‘Do not email’ flag combines both opted out (unsubscribed) prospects, and any email addresses that have caused a hard bounce. For an in-depth explanation, you should take a look at this infographic: Getting to the bottom of the ‘Do Not Email’ field in Pardot.

The match criteria to use is:

Prospect email status — isn’t — Do Not Email

Ps. You don’t need to exclude unmailable prospects as part of Pardot list management; when sending an email, Pardot automatically removes any unmailable prospects on your behalf.

#3: Competitors

You don’t want Competitors receiving your emails to stick their nose in! But, maybe you want to check if they’re snooping around on your website?

With your set list of competitors, write a list of their domains (what follows the @ in their email addresses), separated by a semi-colon:

@mazalon.com;@salesforceben.com;@apple.com

The match criteria to use is:

Prospect default field — Email — Contains —
@mazalon.com;@salesforceben.com;@apple.com…

#4: The Executive List

It’s worth mentioning that a field, such as ‘Seniority’ or ‘Management Level’, will neatly pull in executive level prospects. However, you may find that this option isn’t available in your org, or the field data is patchy. Support this segmentation by using Job Title, and ‘contains’ for common exec-level phrases, eg. VP, Executive.

The match criteria to use is:
(match any)
Prospect default field — Email — Contains — VP;executive;president
Prospect custom field — [name of your field] — Is — VP;executive;president

#5: Has Been Emailed Too Much, Too Often

There’s a sensible limit to how many emails a prospect should receive from you in a certain period. This is referred to as Recency and Frequency. You can use dynamic lists to pull which prospects have been emailed too many times (frequency), in that period (recency).

For example:
Prospect has been emailed — at least 3 times — in the past 5 days

#6: Ready to Act

‘Ready to Act’ means a prospect is ready to make a purchase, which we can guess through ‘buying signals’. Tracked activities such as visiting your website’s pricing page or starting a live chat, will increase a prospect’s score.

‘Ready to Act’ isn’t one-way. Not only do your prospects have to signal serious consideration, but your sales team need to engage at this stage, too. As always, we don’t want the sales team wasting their time on prospects that are not a good fit for our product/service. We need to grade prospects to how closely they fit our ideal customer profile.

There’s two concepts working together here: scoring and grading. When combined, it’s a powerful engine for higher conversion rates – known as a ‘Blended Scoring & Grading Model’.

The match criteria to use is:
Prospect grade —is greater than — A- *
Prospect score —is greater than — 100

*Tip: this counts A and A+ grades.

#7: All Customers

The simplest definition of a customer is anyone who has made a purchase. Typically, there are fields on the account level that indicate the type/status of the relationship your organisation has with that organisation/individual. Yet, inconsistencies may arise if fields on the account level are not getting updated by opportunity outcomes. Instead, you may find it easier to pull prospects associated with any won opportunities.

The match criteria to use is:
Prospect opportunity status —Opportunity won

Tip: Read up on Contact Roles on Opportunities and how they impact segmentation in Pardot.

Summary

Lists are the driving force behind segmentation in Pardot – and Dynamic Lists, especially, are incredibly slick. I encourage any Pardot user to setup the core lists featured in this article, to reap the targeting and time-saving benefits, automatically updated with any change to your prospect database.

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