Marketers today have to be personal, timely and relevant to connect with an ever changing, competitive space. It can be challenging to identify C-suite decision makers who fit the target account criteria, and also have a score that indicates high engagement.
In Engagement Studio, identifying these leads would require building at least three rule steps to narrow down each criteria. With the Pardot August release, Complex Rules make disjointed rule criteria a thing of the past!
Marketers can group multiple rules into a single step within an Engagement Studio program, which will not only save time when building a new program, it will also save steps and make reporting more concise.
Easily build complex rule criteria in Engagement Studio programs.
Let’s review a complex set of rule criteria and how you can fold the criteria into a single rule step in an Engagement program. A common use case for Engagement Studio is nurturing prospects that came by your booth at a trade show to help identify who was swinging by for your swag versus who was really a good lead for your sales team.
In this example, the program begins with a series of emails that include specific calls to action. If a prospect successfully completes the call to action, you will then qualify the prospect and determine whether or not they should be sent over to your sales team.
The qualification criteria includes:
- Prospect score is greater than 50
- Grade is greater than a C-
- Job title contains “Marketing“
- Industry is Technology
- Territory is Southeast
Previously, checking five different criteria to qualify a prospect would require five unique rule steps. Now, all of these qualifying criteria can be included in a single step!
With Complex Rules:
Select any type of rule step on the Engagement Studio canvas. Each rule in Engagement Studio now contains a new button “+ Add Condition” that allows you to create up to 5 total rule conditions on each Complex Rule step. You will also be able to use the selector at the top of the Complex Rule to decide if this rule should take the action to assess the rule criteria when “All Conditions Are Met” or when “Any Conditions Are Met.”
Once the Score criteria is set, click the “+ Add Condition” button and start building out the second condition, Grade that is greater than C-. When the “+ Add Condition” button is selected and the rule contains multiple conditions, the rule type changes to be a “Complex Rule”.
Continue to build in additional criteria until all 5 are built as unique conditions on the rule step. Note that once you have built 5 conditions the “+ Add Condition” button will become inactive and you will no longer be able to add new conditions to the rule step.
What really makes complex Rules so great?
With Complex Rules, marketers can increase productivity by turning this….
Engagement Studio Complex Rules are going to save time and effort when building programs, require fewer steps in the program to implement Rule conditions and will make reporting more concise and easier to read.
To learn more about the newest features included in our August Release, register for our upcoming webinar: Pardot Product Release Webinar: Grow Customer Relationships with Pardot.