This new feature is a game changer in quite a few ways.
Scoring
There may be instances where a prospect completes a specific set of actions which indicates strong buying signals. When this happens, you’ll want to align the scoring with the actions that they’ve taken. Perhaps you might want to give them an extra point boost so they move closer to becoming assigned and contacted by sales.
Scoring Decay
Alternatively, you might decide to decrease a greece phone number prospect score over time due to inactivity and this will play a big part in your overall scoring strategy. If a prospect accrues a high score in the year prior, it doesn't make sense for them to keep that high score a year or two later, right? So, set up an automation rule to check in on inactive prospects every 30 days and decrease their score so your database is a living, breathing picture of how your prospects are engaging.
Grading
With progressive profiling, a prospects grade can change quite often. You might want to set up two repeat automation rules that work together in portraying the true grade.
For example, the profile criteria might be Job function’. One automation rule would look for the function that you want, which increases the grade. The opposing rule would look after decreasing the grade, If this function isn’t present, then decrease the grade’. Now, the value in making this a repeat rule will become apparent further down the line. When the prospect updates this field in 3, 6 or even 9 months later their job function may have changed slightly. The automation rule will then take this into account and change the grade accordingly. Taking this approach ensures your prospects grades are kept up to date.
Reminder or renewal emails
Reminder emails and tasks are incredibly powerful for sales and they’ll thank you for them. Let’s say you have a custom field which indicates the date of a meeting. Why not send the prospect an email a week before reminding them of their meeting with Salesperson X? Use dynamic content within a template email and you can use this automation rule ongoing, which is especially useful for longer buying cycles where a prospect may have multiple meetings.
Here’s how it might look.
Pardot repeat automation rules
Similarly, every time a customer contract is up for renewal you will want to get in touch with them to ensure they stay with you. Set up a Repeat Rule to create tasks for your sales team every time a prospects contract comes up for renewal within 60 days for example.