Account Engagement Automating Prospect Grading with Automation Rules

Automating Prospect Grading with Automation Rules

Instead of manually qualifying prospects by evaluating each profile criterion, you can build Automating Prospect Grading with Automation Rules on prospect field data.

Thank you for reading this post, don't forget to subscribe!

How Grading with Automation Rules Works

Grading Condition	Impact on Grade
Matches	Positive: Increases Grade
Does Not Match	Negative: Decreases Grade
Not Known	Neutral: No Impact

Important: You need to create a rule for each profile criterion.

Steps to Set Up Automation Rules

Navigate to Automation Rules:
- In pi.pardot.com: Go to Marketing > Automation > Rules.
- In the Account Engagement Lightning App: Go to Account Engagement Settings > Automation Settings > Automation Rules.
Add a New Automation Rule:
- Click + Add Automation Rule.
Create a Rule Based on Field Values:
- Define the rule to include the field values that should match the criterion. For example, if the criterion is Job Title:
  - Rule: “If Prospect default field [Job Title] contains: President; VP; CEO; etc.”
Set the Rule Action:
- Define the action to change the profile criterion to “matches”:
  - Action: “Change profile criteria: default profile – Job Title to: matches.”
Grade Adjustment:
- Once the rule matches a prospect with a specified job title (e.g., President, CEO, VP), their grade will increase according to the value you specified for the job title criterion (e.g., 1/3, 2/3, or 3/3).

Note: You can list multiple field values separated by semicolons to match any value in the list.

Best Practices for Automation Rules

Avoid using a single automation rule to apply a new profile and match criteria simultaneously, as the new profile might not be applied in time for the criteria change. Instead, use two separate automation rules:

Example:

Rule 1: Apply Profile

Criteria: Prospect default field [Job Title] contains: VP
Action: Change prospect profile to VP

Rule 2: Change Criteria Based on Profile

Criteria (Match All):
- Prospect default field [Department] is Marketing
- Prospect Profile is VP
Action: Change profile criteria [Marketing Decision Maker] to Matches

This approach ensures that the new profile is applied before the criteria change action takes place, providing accurate and timely grading adjustments.