This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
Given the flux of information people are served on a daily basis, it’s not unusual for audiences to quickly tune out to information that isn’t relevant to them. When trying to reach our audiences and deliver high quality leads, we want to make sure we’re reaching the right people in the right way - and this is where Pardot segmentation is crucial.
Pardot segmentation allows us to be more targeted in our approach, by dividing prospects into groups to ensure we are sending relevant and tailored content based on that group’s needs.
Providing content that is directly relevant to the audience helps to move them along in the sales funnel faster.
If it wasn’t already obvious from the many blogs MarCloud has published to-date, we love a best practice guideline! In this blog I’ll explain the different ways you can segment your prospects within Pardot and outline some best practice guidelines on how to do this.
A Complete Guide to Pardot Segmentation:
How to segment prospects using Pardot
Lists
Segmentation Rules
Tags
Scoring and Grading
Take Pardot segmentation to the next level
How to segment prospects using Pardot
There are four main ways you can segment your prospects using Pardot, which we’ll run through in this section. These are Lists, Automation Rules, Tags, and Profiles.
Before we get there, however, the first step to segmenting your prospects is to decide how you would like to segment your audience, so you can then select the segmentation method that will best help you do this. You can work this out by determining what attribute you want to identify your different audience groups by.
Just a few ideas for segmentation criteria include:
Geographic location
Job function
Job title
Company size
Industry
For example, perhaps you want to treat US-based prospects differently to UK-based prospects, simply so that you can tailor the message to reference an event that’s taking place in their country.
Or, if you sell to multiple job functions, like HR and finance, segmenting prospects by their job function, will allow you to better resonate with each by including their specific pain points and how your product/service solves these.
You might even combine these criteria to create segments for each job function in the various countries.
Whatever your segmentation choice, you can achieve it in Pardot in dutch mobile numbers the following ways. Be sure to document your requirements in a simple Google or Word doc first and foremost, then use the below methods to figure out which is most suitable for your account and needs.
1. Lists
Lists are a simple, yet great method of Pardot segmentation.
Segmenting prospects using Lists can be done one of two ways: a static or dynamic list. Static lists are updated manually and generally used only once or twice. Dynamic lists are rule-based lists that automatically update with new prospects when prospects meet a certain set of criteria (your segmentation criteria).
For the most part, we recommend using dynamic lists to ensure you always have the most up-to-date segments available for marketing communications.
Let’s say we segment our prospects based on their job title. The segments we