Use Completion Actions
After completing this unit, you’ll be able to:
- Define completion actions.
- Create a completion action.
- Define page actions.
- Create a page action.
Completion actions allow you to automate directly from a marketing asset, such as a form, file, or email send. You can add the completion action directly to the asset, and it executes every time the prospect takes action on that asset. Because completion actions are (you guessed it!) action-based, they have a singular, binary criterion: Did the prospect do something? That “something” can be anything from submitting a form to opening an email. If yes, the completion action is triggered immediately and executes every time the action is taken. It’s important to also remember that completion actions are not retroactive. They apply only to activities that happen after the completion action is added. To globally automate around an action retroactively in your account, use an automation rule, which we review later in this module. Here’s a short video that explains the differences between automation rules and completion actions.
If you have multiple completion actions on a marketing asset, the actions that affect other automations run first. Next, the automation runs, then the rest of the completion actions run. For example, a form has these completion actions: assign to user, notify user, and set custom field. Pardot assigns the prospect to the user first, then sets the custom field value, runs any real-time related automations, and then notifies the user. (For a full list of available completion actions, see the Resources section.)
You first met Leung Chan in the Pardot Basics module. Here’s a quick refresher.
Leung is the marketing manager at Get Cloudy Consulting. She’s been tapped to implement Pardot at Get Cloudy. Leung has lots of experience organizing in-person events and client nurture programs and is ready to bring those skills to Pardot. She’s the acting Pardot administrator and in charge of setting Get Cloudy Consulting’s B2B marketing automation strategy.
So far, Leung has been working to further automate parts of the Get Cloudy sales process. Currently, when prospects visit the Get Cloudy website, they’re presented with a Get Cloudy Consultation form to discuss which of Get Cloudy’s offerings can work best for them. Form submissions are then collected into a spreadsheet and sent to Alan, the sales manager, for assigned follow up.
Leung wants to automate this process. She’s created an email template to send via Pardot that looks like it comes from the sales team. The template lets the recipient pick a time to schedule a call with the sales team. Leung wants to automate the email to send immediately upon submission of the Get Cloudy Consultation form. Let’s look at how to set that up.
- Navigate to Marketing | Forms | Forms | Consultation.
- Click the Edit form link.
- Click Next.
- Click Next.
- Click Next.
- Click +Add New completion action.
- From the dropdown, select Send autoresponder email.
- Click Choose.
- Select the Consultation Schedule email template.
- Click Choose Selected.
- Click Confirm & Save.
All set. Now, whenever an interested prospect submits the form, they immediately receive an email with directions for how to schedule their first call. Leung and Alan won’t have to worry about manually distributing these clients again.
Page actions are completion actions with one difference: Their only criterion is, “Has a prospect viewed this page?” As you can imagine, they’re useful indicators. You can place them on your pricing or products page and alert your sales team. You can also place one on your jobs page and deduct points from the prospect’s score for viewing. It’s important to note that because completion actions are applied only to prospects, anonymous visitors browsing your site don’t trigger the actions.
For page actions to work, the page must have Pardot tracking code or tracking code implemented via a tag manager. You can also set page actions on multiple pages with the same domain by using a wildcard. For example, if you enter www.getcloudy.com/* as the URL for the page action, Pardot sets that page action on every page that’s part of the www.getcloudy.com domain.
Pardot matches the most specific page action first. If a page action for a specific URL doesn’t exist, Pardot matches wildcards. For example, you have a page action set up to execute for www.example.com/products/form and a wildcard page action for www.example.com/products/*. If a prospect visits www.example.com/products/form, the specific page action is triggered, not the wildcard action.
We just helped Leung set up a completion action for prospects who submit the form on the Get Cloudy Consultation page (getcloudy.com/consult). But now Leung would like to adjust the score for any prospect who views that page, even if they don’t submit the form. Prospects who view Get Cloudy’s consultation offerings are still signaling they’re interested, and welcome some follow-up information.
It’s easy to set up:
- Click Admin | Automation Settings | Page Action.
- Click +Add Page Action.
- Name the Page Action Get Cloudy Consultation.
- Enter the URL: getcloudy.com/consult.
- Enter a score of 25.
- Click Save Page Action.
Now that you’ve learned what completion action and page actions are and how to create them, let’s move on to the next unit and tackle using automation rules as part of your automation strategy.