Lists are the backbone of Pardot segmentation, coming in two flavors: static and dynamic.

Static Lists:

– Manually created and updated lists for specific, unchanging groups of prospects.

– Manually created and updated.

– Perfect for finite groups like “2023 Conference Attendees” or “Q4 Promotion Recipients.”

Dynamic Lists:

– The smart, self-updating cousin of static lists.

– Automatically add or remove prospects based on set criteria.

– Ideal for ongoing categories like “High-Value Leads” or “Newsletter Subscribers.”

Pro Tip:

Use static lists for one-time events and dynamic lists for evolving segments.

Tags are like the sticky notes of the digital marketing world—simple, flexible, and incredibly useful when used right.

– How they work: Think of them as labels you can attach to any prospect.

– Use cases: Industry verticals, product interests, or engagement levels.

Best practices:

  – Keep it consistent: Establish a tagging convention and stick to it.

  – Less is more: Don’t go overboard. Aim for quality over quantity.

  – Regular audits: Periodically review and clean up your tags.

Completion actions are the automation ninjas of Pardot, silently working in the background to keep your segmentation sharp.

Definition: Automated actions triggered by specific prospect activities.

Examples:

  – Add the tag “Whitepaper Downloaded” when a prospect downloads your latest industry report.

  – Move prospects to the “Sales-Ready” list when they visit your pricing page three times in a week.

  – Assign to sales rep when a prospect fills out a “Contact Us” form.