Pardot follows and records your prospect’s ‘digital footprint’, right from their first interaction with your website. As long as your prospect’s browser settings allow it, Pardot’s tracking code loads a cookie into their browser which is used to identify the user and to link them, eventually, to an email address when that visitor converts to a prospect.
This data is saved in Pardot on the Prospect record in a list named Prospect Activities. This list contains the prospect’s digital footprint, going forward from when point when the prospect first received the pardot tracking code cookie.
Prospect Activities list on the Prospect’s record
Prospect Activity is related also to Prospect Scoring, which you can read more about here.
What activities are recorded?
You can view the full list on the Prospect page, but in short, Prospect Activities contains each prospect’s :
- Website visits as well as individual page loads during each visit
- Landing page history (both views and completions)
- Pardot form completions (both forms and form handlers)
- File downloads
- Webinar activities (eg Gotowebinar registrations and participations)
- Marketing email opens and clicks
- Link clicks
- Social media clicks (if posted via pardot)
How can we use this information?
With Pardot’s automation rules and page actions you can create automations based on your prospect’s activities. Here are three examples :
1. Re-engage with passive leads
Prospect activities update the Pardot field ‘Pardot last activity’. Automation rules can be created that collect leads that have not recently engaged with pardot (for example, those with a Pardot Last Activity 60 days or older) and sends them an automated email directly from the most qualified salesperson.
Match Type – Match All
Prospect CRM Status – Lead
Prospect time – last activity days ago – is greater than – 60 days
Action: Send Prospect Email
Pardot Automation Rule : Reactivating Inactive Leads
2. Balance lead scoring
The longer a lead goes without engagement, the colder they get – and the less likely to buy. With this rule, you can balance lead scoring by reducing inactive prospect’s score. If the prospect has not been active, the below rule lowers their score by 20 points for every 30 days of inactivity. This can be useful if you use automation rules to assign prospects to your sales team when they hit a certain points threshold.
Match Type – Match All
Prospect time – last activity days ago – is greater than – 30 days
Prospect score – is greater than – 0
Action: Adjust prospect score – by – –20
Page Action: Create Salesforce task – Assigned to – CRM Owner
3. Pageview alerts
Interested in having your salespeople receive alerts every time when their customers view, say, a ‘pricing’ page? Create a page action on that page that automatically creates a Salesforce task for the user.
4. Segment your lists based on Prospect Activities
You can also create list segmentations based on prospect activities – for example :
- Contacts (existing customers) who have visited a new campaign page
- All prospects who have completed a certain landing page or form
- Prospects who have not received an email in the last three months
- Contacts who have viewed a pricing page in the last 30 days
Pardot’s Prospect Activities gives the digital marketer limitless amounts of data to use, and when combined with existing marketing or CRM data it is a true B2B marketer’s treasure chest =)
Have any questions about prospect activities or marketing automation? Interested in hearing how Axenon can help you market better, smarter, and easier? Drop your contact details into the form below and I’ll be in touch!
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