Get Started with Automation Tools

Learning Objectives

After completing this unit, you’ll be able to:

  • Describe the automation tools available in Pardot.
  • Identify actions to be automated in Pardot.

Automation: Not Just for Robots

Just like any piece of automated equipment, Pardot needs some adjustment and tuning to run to your specifications. Once you get these automation tools in place across your account, Pardot hums along with ease. This module introduces you to the available automation tools so you’re ready to tinker with, build, and maintain your Pardot account. 

Pardot’s automation tools are automation rules, completion actions, segmentation rules, and dynamic lists. The following units teach you how to set up these tools, which tools work best for common goals, and how to use them together to accomplish more complex goals.

Automation Tools

Pardot offers the following four automation tools, each uniquely suited to help you take action in your account:

  • Completion actions: Allow you to automate directly from a marketing element, such as a form, file, or email send.
  • Segmentation rules: Allow you to create a one-time list of prospects and apply a segmentation action based on specific criteria.
  • Automation rules: Allow you to create repeatable, criteria-based rules that find matching prospects and apply actions to them.
  • Dynamic lists: Allow you to create lists that update automatically based on specific criteria.

Common Actions to Automate

As both your marketing programs and your Pardot database grow, you scale your efforts in Pardot. Perhaps you’re used to importing .xls files in order to update prospect field data, or manually assigning prospects to sales based on their activities, but Pardot can do all of those things for you automatically. As you automate work you used to have to tackle manually, you can free up time to do other things—a jigsaw puzzle, perhaps? 

Some common actions to automate in Pardot include creating and maintaining lists for email sends, adjusting prospect score and grade, changing field values, and sending follow-up emails and autoresponders. For a complete list of available actions, see this unit’s Resources section. 

When you build your automation tools, consider following an order of operations. First, set up the tools you can use for any scenario, such as completion actions and automation rules. And then move to configuring tools that you can use specifically for audience segmentation purposes, such as dynamic lists and segmentation rules. 

Now that you’ve learned more about what types of automation tools Pardot offers, let’s move on to the next unit and begin reviewing each automation tool as you build your strategy. 


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