What is a Conditional Completion Action & why is it important?
Okay, so the Pardot community has wanted this feature for years. Currently, we can apply Completion Actions when a prospect takes an action. Think about page views, file downloads, form completions, link clicks, email opens, and so on.
But what happens when you want to treat prospects differently? That’s what marketing automation is about, right?
Not all prospects are created equally, so a Conditional Completion Action will allow us to have basic criteria like ‘if prospect is opted-in, send them an email’ but ‘if they aren’t opted-in, notify sales to give them a call instead’.
That’s a super basic example, I’m going to explain more below but the crux of why this is important is because it’s going to allow different automated paths off the back of the same activity.
Or for those who didn’t know Pardot changed its name:
Marketing Cloud Account Engagement Growth
Marketing Cloud Account Engagement Plus
Marketing Cloud Account Engagement Advanced
Marketing Cloud Account Engagement Premium
Net new vs returning customers
My favourite use case for this feature is by far the net new prospect vs returning customer scenario.
This has been a bit of a bugbear for clients because we all know that Pardot cannot reassign prospects!
Current day, if an existing customer (Contact) completes a Pardot form with automation to ‘assign to user’, essentially nothing will happen. So some clients add a task to say ‘get in touch with this Lead’ – which is a good thing but the terminology ‘Lead’ doesn’t make sense.
Now the team is confused… What is a Lead? Is a Lead anyone who fills in the contact form? Surely not.
And they’re right.
With Pardot Conditional Completion Actions (I should really be calling it Marketing Cloud Account Engagement Conditional Completion Actions or MCAECCA but let’s not go there) we can split out this entire scenario so it looks like this:
If prospect completes a contact form and is not assigned (aka net new):
assign via active assignment rule
send autoresponder – with content specific to being a new Lead!
increase score by e.g 10
If prospect completes a contact form and is assigned (aka returning Lead or Contact):
create a task for the assigned user
notify assigned user
send autoresponder – dynamically change it to match the assigned user’s contact details
increase score by e.g 25
Now, if you have data in Pardot that tells you if a person is part of a Key account, then it could be really cool:
If prospect completes a contact form and is not a key account:
assign to user
If prospect completes a contact form and is a key account:
create a task
TELL EVERYONE AND DROP EVERYTHING!!!!!!
You get the gist.
This is an interesting one for global companies. You could ask what language preference someone has on a form and then on the Completion Action, you could build:
send autoresponder in English
add to English newsletter list
send autoresponder in Spanish
add to Spanish newsletter list
I’ve always really liked Page Actions because of the way the feature works with Scoring Categories.
As you can use Pardot Completion Actions on page actions, it only makes sense that Conditional Completion Actions will apply here too.
So, similar to the above, you might want to be notified any time a Key account starts to look at your contact us page or maybe a specific service page so you can upsell.
The idea is very similar:
If a prospect views the contact us page:
If a prospect views the contact us page and is a Key account:
notify assigned user
create a task to follow up
It’s pretty common knowledge at this point that I change all of our emails for any subscribers who work at a consultancy selling Pardot services. I will dynamically change the content of our emails so you cannot receive the original content.
Why do I do this? Literally, because I think it’s quite funny. And it’s a cool example to show clients in meetings.
However, for some companies in very competitive industries, there are instances where a piece of content shouldn’t be shared with industry peers.
In these scenarios, we could simply look at adding logic like:
If email contains ‘@competitordomainname.com’:
Otherwise, send the download as normal.
Maybe there’s an exclusive event where you only want potential clients to attend, rather than filling the space up with people you already know.
In-person events often have a limited number of seats so you could be cheeky and have logic along the lines of the below:
If company size is 500+ employees:
send autoresponder with calendar invite details and thank you for signing up, we will be in touch!
If company size is less than 500+ employees:
send autoresponder saying sorry, the event is full.
A final thought from me, it would be really cool to see the Conditional Completion Actions looking at data from Einstein, like Key account tiers or even behaviour score.
This would really start leaning into artificial intelligence and create a really new way of approaching Lead management.
Just a thought!
At MarCloud, we specialise in Marketing Cloud Account Engagement powered by Pardot, and Marketing Cloud Engagement, yet our knowledge extends to other Salesforce products and how these work from a marketing and sales perspective. Want to chat about your automation setup? Send us a message for a no-obligation chat!
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Tom is a Salesforce Certified Pardot Consultant & Marketing Cloud Consultant and has a passion for how systems work. He's written blogs and other content for Pardot.com, regularly hosts webinars with Pardot and loves being involved with the wider Pardot community. He also uses (brackets) and ,commas, where (brackets) and ,commas, should not be used. A lot.
Since we’ve already talked about part one of lead qualification in our ‘How to Qualify Leads’ eBook, we want to give you access to a pretty handy tool to help you out with part two – our Lead Grading Calculator.