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Assigning Prospects

Concept

There are a multiple ways to assign your prospects within Pardot. You can manually assign prospects or utilize automation rules or completion actions to assign prospects based on their activity or information.

Assignment Actions

Assignment actions can take place as a result of matching an automation rule, submitting a form, clicking a custom redirect, or downloading a file.

All Pardot users have the following assignment actions:

  • Assign to [user in] group: This action will assign a prospect to a user in the group of your choice (round-robin lead assignment) when the requirements of the rule are fulfilled. This will not reassign prospects who already have an owner, but will assign “reviewed” prospects.
  • Assign to user: This action will assign a prospect to the user of your choice when the requirements of the rule are fulfilled. This will not reassign prospects who already have an owner, but will assign “reviewed” prospects.

Additional Actions for salesforce.com Users

If you are a salesforce.com user and have your salesforce.com connector enabled, you have additional assignment actions available:

  • Assign to queue: This action will assign a prospect to the salesforce.com lead queue of your choice when the requirements of the rule are fulfilled. This will not reassign prospects who already have an owner, but will assign “reviewed” prospects.
  • Assign prospect via salesforce.com active assignment rule: This action will push a prospect to your salesforce.com active assignment rule when the requirements of the rule are fulfilled. The prospect will be pushed to salesforce.com without an owner and then the assigned user will be pushed back down to Pardot once the active assignment rule has determined who it should be routed to. This will not reassign prospects who already have an owner, but will assign “reviewed” prospects.

From the Prospect List

This method will re-assign prospects who are already assigned. If you’re syncing with a CRM, any prospects who have an owner in the CRM will revert to the CRM owner after their next sync.

  1. Go to Prospects > Prospect List in the left navigation.
  2. From the table view, select “Active prospects for Review”. These are prospects who are active but have not been assigned to a user or marked as reviewed.
  3. From the action menu in the right column, you can Assign the prospect to a user.
  4. ActiveProspects
  5. In the Assign To dropdown, choose to assign the prospect to a User or Group. If you have a valid salesforce.com connector, you can also assign to a Queue or salesforce.com Active Assignment Rule.
  6. Choose the User, Group, or Queue to whom you would like to assign the prospect.
  7. Add information to the optional Notes field if you’d like.
  8. Press Assign Prospect.

From within the Prospect Record

This method will re-assign prospects who are already assigned. If you’re syncing with a CRM, any prospects who have an owner in the CRM will revert to the CRM owner after their next sync.

  1. Within a prospect record, click Edit prospect or click Assign next to Assigned User in the Insight section of the record.
  2. In the Assign To dropdown, choose to assign the prospect to a User or Group. If you have a valid salesforce.com connector, you can also assign to a Queue or salesforce.com Active Assignment Rule.
  3. Choose the User, Group, or Queue to whom you would like to assign the prospect. If you select User, you will see a number in parentheses next to each user in the dropdown, which refers to prospects that were active within the last week that are assigned to that user.
  4. Press Save Prospect or Assign Prospect (depending on whether you edited the entire record or clicked the Assign link).

During an Import

Ensure that you have your sales reps’ email addresses in one of the prospect data fields in your CSV file. When doing field mapping during the import process, simply map your sales reps’ email address field to the Assign to User option in the drop down menu.

Note: Prospects that were already assigned to users can be reassigned through an import. However, if assigned prospects have a different owner in an attached CRM system, they will be reassigned in Pardot during the next sync to maintain consistency. An attached CRM system always takes priority in terms of the prospect owner.

Automation Rules

You can use automation rules to assign your prospects based complex criteria.

This method will not re-assign prospects who are already assigned. Automation rules will only assign prospects who are unassigned at the time they match the rule’s criteria.

Example scenario: A prospect has a score of at least 100, has VP or Vice in their job title, and is located in Georgia, Tennessee, or Alabama. Based on matching these criteria, the prospect would be assigned to the Southeast regional sales representative.

AutomationRules1

 

Example scenario: A prospect has both a score of at least 100 and a grade higher than a B, has downloaded one of three whitepapers. Based on matching these criteria, the prospect would be assigned to the Inside Sales group.

AutomationRules2

 

Triggering an Assignment

You will need to consider what would indicate a prospect as ideal. You may need to sit down with your sales team and hash out what your ideal prospect would be and create assignment strategy based on that picture. This could be many represented by many factors:

  • Scoring is a great indicator of the activity and level of engagement of a prospect. Higher scores means more activity but you should consider the quality of the activity that increases their score. Using automation rules to look for a particular score (e.g., they have a score of 100) in addition to a key activity (e.g., they downloaded a whitepaper) would help weed out prospects whose high score may consist of several minor activities (e.g., page views).
  • Setting up solid grading criteria and then use automation rules to grade prospects based on their information (e.g., industry and job title matching your ideal prospect). You can use these grades as conditions for your assignment strategy via automation rules (e.g., if they have a grade higher than a B).
  • Hosting your content in Pardot gives you the ability to run automation rules (such as assignment rules) off file downloads. We track the downloads of non-image files (e.g., PDFs and data sheets) as activity.

Drip Programs

When a prospect reaches a certain step and takes action in the drip program, they can be assigned to a user.

Example scenario: A prospect on the 30-day nurturing program clicks on a link to request a trial. Based on clicking on the link in the email, they can be assigned to sales representative.

DripLogic

 

Form, Page, Content, or Custom Redirect Completion Action

You can utilize completion actions to assign prospects based on a successful form submission, specific page view, file download, or a custom redirect click.

This method will re-assign prospects who are already assigned. If you’re syncing with a CRM, any prospects who have an owner in the CRM will revert to the CRM owner after their next sync.

Example scenario: A prospect submits a form to request a free trial. Based on this interest, they are immediately assigned to Inside Sales group.

*Note: If you would like to base assignment off a combination of items (e.g., multiple pieces of content, a mix of form submissions and clicking on custom redirects), you should use an automation rule.

Assignment Notifications

By clicking on their email in the top right and selecting “Settings” and then clicking “Edit my user preferences”, users can choose between two assignment notification emails from their prospect alerts:

  • Send an email when a prospect is assigned: If the user would prefer an individual email each time they are assigned a prospect.
  • Daily Prospect Assignment Report: If the user would prefer one daily assignment notification to individual emails each time they are assigned a prospect.

 Note: Prospect assignment notifications will not be sent if users are assigned via .csv import nor if prospects are reassigned via an import or connected CRM.  If the prospect is reassigned within Pardot (with the exception of an import), the assignment notification email will be sent to the new user.

Notes

  • If you have a verified CRM connector (salesforce.com, SugarCRM, NetSuite, or Microsoft Dynamics CRM), assigning a prospect will cause it to sync with the CRM. The CRM will create a new record if the prospect does not yet exist in the CRM.
  • If you do not have a verified CRM connector, you can “Reassign” a prospect at any time by clicking the applicable link in the Assigned Prospects table or on that prospect’s profile page.
  • If you do not have a verified CRM connector, you can “Unassign” a prospect by editing the prospect’s record and choosing the blank option in the Assign To dropdown.
  • If a prospect has a different owner in your connected CRM (salesforce.com, SugarCRM, NetSuite, or Microsoft Dynamics CRM), the CRM owner will be the “master” and override the assignment, no matter who you try to assign the record to in Pardot.
  • To reassign or unassign records that have already been synced with your CRM, you will need to make the reassignment in your CRM system. The CRM owner will need to be a Pardot user with the appropriate CRM Username designated to ensure both systems reflect the same owner.
  • If users are assigned via .csv import, this does not trigger notification emails to the assigned users.