5 Creative Ways to Use Pardot Automation Rules

Marketers, what parts of your day-to-day would you like to automate if you could?  Would it be lead qualification, assignment, notifications, task creation, applying tags, adding to campaigns, or…?

Pardot automation allows you to perform seemingly unlimited tasks to help you achieve your overall marketing goals. Automation rules make your job easier when you need to send the same weekly newsletter to more than one list, adjust a prospect’s grade or score, or better segment your database.

We’ve put together this list (and more) of some of our most recommended uses of Pardot’s automation rules. 

Take a look and see how you can start “automating” your marketing. 

1. SEND MARKETING CONTENT BASED ON A PROSPECT’S LAST ACTIVITY

“Consider creating an automation rule to send targeted messages based off of a prospect’s last activity date or creation date. For example, if they have not been active in two months, send a “We Miss You!” email. Similarly, if they created a profile one year ago, send a ‘Happy Anniversary.’”

Lindsay Stanford | Principal Success Manager

2. TAKE ACTION ON PROSPECTS WHO HAVE PERFORMED A SPECIFIC COMBINATION OF ACTIVITIES

“For example, If you want to send an email whenever someone views a specific landing page but does not convert (this can be great for form abandonment on high-value or bottom-of-funnel content), you can use a completion action on the form to apply a certain tag, then use an automation rule that says when the landing page is viewed AND the tag ISN’T that specific tag, send the email.”

Kylie Yancey | Product Manager

3. TAG A PROSPECT’S SALES REP

“Use automation rules to tag prospects with the name of the sales rep they are assigned to so the marketing team can easily filter reports based on who their sales rep is.”

Cristina Moscoso | Senior Customer Adoption Analyst

4. ADD TO SALESFORCE CAMPAIGNS AND UPDATE STATUS

“Adding prospects to Salesforce campaigns allows you to generate Salesforce Campaign Influence reports on opportunities. Automation rules are a great way to add prospects to these campaigns based on who they are and what Pardot campaign or activity they’ve touched.”

Hannah Freeman | Product Marketing Manager

5. STAGGER AUTOMATION RULES WITH TAGS

“When you need automation rules to fire in a certain order, use tags to ensure one rule fires before the other. When rule one fires, include an action that applies a tag. Then have one of the criteria for rule two include ‘Prospect tag is [x].’”

Hannah Freeman | Product Marketing Manager


You can see how this is built in the screenshots below:

We recommend you review your automation rules 30 days after you set them up the first time, and then every 90 days thereafter.

You can access our Help and Training (H&T) portal for self-help documentation. And our Pardot Success Specialists are here to help our customers achieve their marketing goals with our Ask an Expert sessions and more: 

  • Ask a Pardot Expert Office Hours: We encourage you to register for and attend our Ask an Expert sessions using our Event Calendar. This is a great opportunity to engage with the Success team on-demand for any quick best-practice questions you may have. 
  • Trailhead: For a fun way to learn Pardot, take one our Pardot trails: Become a Marketing Automation Trailblazer with Pardot
  • Trailblazer Community: Join conversations with Pardot partners, clients, and thought leaders in the Pardot trailblazer community.
  • Customer Hub: This microsite houses all of the long-term success resources you’ll need! It links to the knowledge base, your support portal, our event calendar, and more.

If you’ve enjoyed these tips, check out 5 (More) Creative Ways to Use Pardot Automation Rules.

This blog post was originally written and posted by Adam Waid in 2015, and updated July 2020 by Crystal Garrett.