Speaker 0: Yeah. I can’t see you at all, though.

Speaker 1: Yeah. I know. It’s kinda weird.

Speaker 0: Any questions either.

Speaker 1: Well, I’m taking care of that. So Oh,

Speaker 0: wow. Okay.

Speaker 1: Alright. Alright. Welcome, everybody. Uh, really excited to have you all here. So, uh, yeah. Hello, MarDreamin. Um, welcome. We’re really excited everybody have everybody joining us. My name is Brian Roth from Sercante, and I’ll be moderating today’s session. Before we get started, I have a couple of housekeeping items to cover. Uh, just remember, all the sessions are being recorded. They’ll be available on demand after the event, and we’ll also be following up with them by email. So don’t worry. Uh, if you have a question, just drop them into the q and a tab above in the, uh, the chat section, and, um, I’ll be answering them live, um, type typing out answers live during the question where I, uh, during the session where I can. And if not, um, I’ll be, uh, uh, we’ll have time at the end, uh, hopefully, for some q and a. Now let’s get started. Um, really happy to introduce, uh, our speaker today. I handpicked this session because I wanted to, uh, work with Jen Kazen from Green Key. Um, Jen has been in this ecosystem for quite a while for the past eight years or so, I think. Um, and she’s the she’s also the leader of the Twin Cities Pardot user group, um, or account engagement user group. Um, she has a great session for us today. It’s, uh, it’s a deep dive into account engagement automations. Um, so super excited about this, and take it away, Jen.

Speaker 0: Awesome. Thank you, Brian, for such a nice introduction. I’m also, uh, very happy to be working with you again once more. So thank you for that. Alright. So, uh, I wanna get started with my session, a deep dive into account engagement automations. Um, so here’s the the items that I’m planning to talk about. We’re gonna talk about dynamic lists, automation rules, completion actions. Uh, I wanna explain a resource that I have for you, and then we’re gonna have, uh, we have, like, a try it out session, a little challenge five questions. Um, I have a little shout out at the top. Um, I have some I know a lot of people know me online, and sometimes people are like, oh, Jen’s speaking, so I’m gonna join it. But I also just wanna explain this is in a beginner intermediate session. Um, uh, the reason I did this is because I’m a huge fan of MarDreaming, and I’m actually planning to attend many of the sessions. And sometimes I go, wow. There’s so many really good sessions. It’s usually, like, the new, the latest, the greatest, and, you know, consultants have solved for a really complex problem. And I’m like, wow. Sometimes people just need to learn how to use account engagement more. Um, and so that was kind of the inspiration of this topic. So it’s, like I said, dynamic list automation rules, completion actions. Um, those are common, uh, automation tools that have been available for some time now in account engagement. Um, so it’s kinda reviewing of the basics. Um, one thing that I do wanna shout out is the resource. What I did to make it a little bit more than just describing the automations, the resource actually has, uh, it’s I call it an automation cookbook cookbook. So I have basically 33 examples of dynamic list automation’s completion actions. Or dynamic list automation rules and completion actions. So what you can get started with that. So I actually think that resource is really valuable and helpful. Um, so I would at least stick around for that as well. So let’s get started. So I have dynamic lists. So I’m starting out with this picture. Um, so I’m gonna actually tell a quick story. So I have three kids. They’re they’re older now, but when they were in elementary school, I would pair I would chaperone, and we’d go to the science museum. And the teachers at our elementary school would always put the kids in bright orange shirts. Like, the there was our school color. So either the kids wore orange or they gave them an orange shirt. But it was super helpful for the parent chaperones because we could literally look across the room and be like, okay. Which kid is mine that I’m watching? Oh, yeah. There’s the five or eight kids that I’m supposed to keep an eye on. So it became really easy. And the reason I’m telling the story is it’s kinda like the essence of what a dynamic list is. Like, I know we’re, like now in the world of account engagement, we’re not going to a science museum, but in the kind of the same concept, if I basically said I want everybody who is wearing an orange shirt, I could create a dynamic list, and I could say orange shirt equals orange, and then it would show. Here’s the name of all the people with orange shirts. Um, and so, like, that’s the principle concept of a dynamic list. Um, it allows you to basically go into your database and pull out certain people that you might be trying to target. Maybe you’re targeting a region, like, any everyone from the West Coast or a certain industry, um, or a certain product interest. Right? Because I’m going to send a very targeted email for them. Um, and so, like, that dynamic list gets used quite a bit. Um, so here’s where you go ahead and do that. So, like, I have the dynamic list. This is where you can add prospects to the list automatically. That’s how a dynamic list works. Um, this list a dynamic list continuously updates on its own, pulling prospects when they match the criteria, and a dynamic list will automatically remove them when they don’t match. Um, so for instance, if I created, again, a dynamic list on orange shirts, I could say everyone with an orange shirt. It might pull in a 100 names. Now I said, oh, wait. I just made a mistake. Um, it I this one here should have been a blue shirt, so I go in the database and I correct it. So one prospect now has a blue shirt that initially was orange. I don’t have to do anything with my dynamic list. Um, I can just wait five or ten minutes, and all of a sudden, where it was a 100 names, one got changed, and now it will show 99. And then, of course, there’s lots of things you can do with that dynamic list. But those that dynamic list runs continuously. So once you create it, it’s constantly running, looking for prospects to match the criteria that you specify. Um, common uses of dynamic lists, uh, it’s to complete automations. Um, like I said, you know, you you well, of course, you’re gonna use a dynamic list to send an email, but you can always also use it to complete automations, like use it in your engagement studio, use it to delete prospects or tag prospects. Um, maybe you’re gonna create a dynamic list to delete free emails or to suppress, um, competitors or vendors. Right? So there’s many reasons why you use dynamic lists. I remember talking to another really experienced, uh, account engagement consultant, and I was on the newer side, so this was a long time ago. But I was I mean, I’m like, what is what do you use the most? And she goes, I use dynamic lists all the time. Um, she’s like, of course, it’s just just for emails, but for it’s always a step in a process of automation that she’s doing. Um, so she and she said, sometimes I’ll just use one create one to just look into the system. Like, how many people how many vice presidents do we have in the system? She’s like, I’m not sure. She’ll just create a dynamic list and then could see could get that number, and then she would just delete it. So, again, once you start to use dynamic lists, you use them all the time. So once you create a dynamic list, what you’re gonna find is, uh, your title. So here you have match all or match any. Um, so this is where you start with a dynamic list, and you actually, um, will choose. I’m gonna choose either match all or match any. And here we have match all. Match all actually means state is Hawaii and industry apparel. When you use match all, that means and. That that means they must be in both, and that’s where you have the overlap there. Match any is or. That is state is Hawaii or industry is apparel. So that means you can be in both. So these are the operators that you can choose to create your criteria. Um, so now I’m going to just like create a quick dynamic list, uh, for anyone with like at Gmail or if like so anyone with a Gmail account or anyone with a Hotmail account. Um, so you can see here, here’s an example of a dynamic list, the prospect default field email contains at Gmail or at Hotmail, um, and then you can actually, like you said, this is actually going to run. You can either preview it. So I if I wanted to, I could just not officially run it. Just hit preview to see how many people would qualify, um, or I could hit run rules, and therefore, that would kick off that dynamic list. And as long as that dynamic list is out there, it would continuously look through the database, um, for that. Um, and, also, you can notice the separators here. Um, in account engagement, I’m using a semicolon. So when I use at Gmail or at Hotmail, in Salesforce, that’s a comma. In account engagement, that is a semicolon. Alright. Next, we’re gonna chat about automation rules. Here’s my life concept. Here my the concept of what an automation rule is. I have a guy here. He just woke up in the morning. Um, he put on his fuzzy flannel, and he’s having a cup of coffee. And he can have a cup of coffee right away because he, uh, has it he has it made with his automatic coffee maker. So an automation rule is some type way a way that you set something up in the system to happen automatically. In his instance, he actually, um, set up the coffee maker the day before so that when he woke up, basically, his coffee would be ready to go sitting there for him. And similar concept as an automation rule, it’s a way you automate things in the system. Um, many times people are using account engagement, and they’re simply sending emails. Right? They get as far as a dynamic list and they’re creating lists and sending emails, but you might wanna take that a step further and be like, how can we start to automate this? How do we make this so, uh, like, prospects are automatically getting assigned? So prospects are automatically getting into engagement studio programs. There’s whole lots of different things that you can automate. Um, and automation rules is how you make that happen. So automation rules, they’re like the heavy lifters in the automation toolbox and account engagement. They’re more powerful and flexible, which makes them a popular choice, um, when you’re trying to do different types of, um, automations. Um, so here with automation rules, uh, we have you go to the automation tab, and then you go to automation rules, and then you could choose add automation rules. So automation rules are built from criteria and actions. So just like a a dynamic list, which is based off criteria remember how I said, like, everyone with an orange shirt? Like, that was my criteria for my dynamic list. Same principle in an automation role. They’re built it’s built with criteria. Um, so you would specify, um, everybody in the manufacturing industry or everybody from the state of Michigan. So you would establish who is who out of your database would qualify with an automation rule with criteria, and then you have an action is applied to those prospects to to actually match. So the automation rules, um, they continuously look for prospects who match the rule criteria. So those dynamic lists, remember how I mentioned those are gonna run continuously? Um, automation rules do the same thing. So every 10 minutes, it’s going to review the criteria that you specify in the automation rule and look for matches in your database. Um, so whether it’s midnight, um, it could be, you know, on a holiday, um, where you’re, like, have you know, your mind is the farthest place away from from work. You know, those automation rules and dynamic lists will be constantly be running. And I used to always kinda laugh sometimes. I’ll be like I remember working once and it was, like, New Year’s Eve, and it was, um, I don’t know. It was, like, 11:30PM. And I remember, like, someone was filling out a form. I’m like, wow. What what are they doing? Why are they why are they at work? Or why are they filling out a form for, like, our, um, or, you know, our content that’s very work oriented? But like I said, you know, those systems are working all the time even when we’re not. Um, one item about an automation rule is, uh, they are retroactive. Um, so one of those things an example of that is, like, uh, is for instance, like, scoring. Um, if, you know, for instance, the scoring is changed, you have to make sure that you’re careful to turn off your automation rules because even if you created, um, you know, when you create that automation rule, it’s going to look back to see anybody in the database that qualifies for that. Um, and so sometimes that can catch you a little off guard, so you might want to, um, um, to think about the criteria very carefully, and you’ll wanna test your automation rules or preview them before you actually move forward with them. So once you create an automation rule, here’s just an example that I have for here. So I have an automation rule which is like match any. So, um, I’m using match any which is using the operator or. So job title is vice president or employees is greater than 10,000. Um, so this is my criteria. So these are my rules at the top. Um, and then you can see actions, um, is adjust the prospect score by plus 15. So in my layman’s term, I would say, if job title is vice president or employees is greater than 10,000, so maybe that’s what I’m targeting. Right? I’m looking for big titles, like a vice president title or people from big companies, like and big companies as employees greater than 10,000. So that’s my criteria. And what do I wanna do? Well, they’re my targeted audience, so then I wanna increase that score by 15. And automation rules is the only toolbox that you and the only tool that you can use to adjust well, score. I should say actually, I gotta take that back because you can do it with a, uh, completion action too. But I think I see automation used most commonly for, um, for scoring. If you’re doing scoring, you’re usually using an automation rule for adjusting your score. So what are some of the things that you can do with an automation rule? Um, so here in this example, you can see I just took a screenshot, um, and it’s like the you know, there’s a list, but you can see it’s just a screenshot, so I can’t pull down the scroll bar. So on the right, I actually just wrote down. Like, here’s all the different actions that you can do with an automation role. Um, so, you you know, add prospect to a list, um, adjusting score. So I mentioned that, like, we’re, you know, adjusting scoring and doing scoring, you’re often using automation rules for that scoring or grading. You can see there’s, like, four different ways to assign. You can assign to a queue or a user or Salesforce. And heads up, like, the reason you would might wanna assign is because if you have a prospect that is simply in account engagement and now they need to get into Salesforce, the action you do to move them from account engagement into Salesforce to create a lead is to assign it. So you can see that’s a really common choice. Uh, change prospect custom field value or default field value. Again, that’s a very common thing to do as well, um, especially if you’re, like, tracking lead sources. Like, you’re gonna need to be able to change that lead source if it’s empty. Notifications are common. Tagging, you know, adding tags or removing tags. So I’m I didn’t go through all of them, but just kinda generally spoke to some of the ones that I see commonly used. Uh, so here’s my example. So if a prospect filled out a form, I’m going to assign them to sales via a lead assignment rule. So here we have here is a, um, prospect form. So anyone who filled out the form, we’re going to assign via Salesforce active assignment rule. So, again, three different choices for assignment. You could assign to a user, you could assign to a group, you can assign to a queue, and I’m actually going to assign via Salesforce active assignment rule. And what that means is that, um, um, you probably have filled out or this company would probably have filled out the lead assignment rules in Salesforce. So instead of managing it, uh, lead, like, the lead routing in both account engagement and Salesforce, you can say, hey. I don’t wanna have to rebuild the whole lead routing, like, process and procedure. I’m simply going to use what we have in, um, uh, in Salesforce. And so, again, a common choice there is to assign via Salesforce active assignment rule. Next, let’s talk about completion actions. Alright. So so far, we’ve been talking about dynamic list and automation roles. And kind of the the symbolic life way of describing a completion action is I have, like, a vending machine here. So there’s one thing that’s very unique about a completion action is it’s I I say they’re coin operated. Um, so, basically, they trigger whenever somebody does something. Like, they have filled out a form. They have clicked on an email. Right? They’ve clicked on a custom redirect. Those are all very common ways to, um, to trigger a completion action. So that’s why I have a vending machine in here to kind of explain, like, it’s very different. Previously, like I said, with dynamic lists and automation rules, they were criteria based. Right? Based on some criteria that I might be, um, keeping in my system. Like, they’re interested in sports. Like, if you sell t shirts, they’re you know, it’s part of a sport group or it’s part of a church youth group. You know, there’s different product interests, um, that might stem or might be your criteria, but that’s not not how a completion action works at all. Completion actions are based on a trigger that someone’s actually doing an actual action. So completion actions are a great way to automate actions from a marketing element. So for an example, you can use a completion action to add prospects to a list when they complete a form, um, or a completion actions are available. Um, they’re also available on forms, form handlers, files, custom redirects, emails, and page actions. Um, honestly, like, the on the day to day usage, I would say completion actions are really used primarily on emails and forms. Um, you can see there’s other ways to use them as well, but I I feel like it’s almost like 80%, 90%, um, the day to day stuff is completion actions getting used on an email or put on a form as well. Um, and I was kinda talking a little bit earlier, um, triggering. So dynamic lists and automation rules, the trigger for those are criteria, um, whereas completion actions, those are basically triggered by actions like email click, form submissions, etcetera. Here’s an example of filling out a completion action by clicking on an email. So for instance, here, a prospect clicks in this email. And so what happens here is, like, you’re about to send an email. So, like, you’ve prepared your email. Your template is ready. You’ve already said here who I’m gonna send the email to, and you’ve said who’s the sender. So you filled all those elements out. And the next thing you’re gonna need to do is, like, okay. If you scroll all the way to the bottom of that email, you’ll see a section called completion actions. And then here’s where you can decide, do I need to put any completion actions on this? Um, so your first choice is a prospect opens this email. Um, we tend not to choose that anymore since September 2021, um, with the Apple mail privacy protection. Um, there’s a lot of like, Apple products are opening emails for to provide a protection to see. So if people cannot so you’re not able to determine whether someone really opened it, so they just open everybody’s email. Um, so therefore, opens are no longer reliable. Um, so wait. I have checked here prospect clicks in this email, and then you can see there’s some different completion actions to choose from. Um, I can add tags, um, you know, tagging someone, um, add to a CRM campaign. I think that’s really common. Um, if you’re a business that says, hey. We’re not gonna count opens anymore, but we will count clicks. You know, that’s a very common decision. So anyone who clicks in the email, we are going to add to the CRM campaign because maybe you’re going to track campaign influence. Maybe it’s a really important email and so you’re like, if somebody clicks on this email, we wanna add to the score. So you can see you can see adjust score as a choice there, the fourth one down, um, as well as notifying user, tagging, add to list. Right? Maybe this is a this is a new email. It’s about, um, dogs, and you have a pet store. And so anyone who clicks in this email probably has some kind of interest in dogs. So then you could add them to a dog list, which then might kick off into an uh, an engagement studio program or an email drip. So here’s a couple completion action considerations. Um, completion actions are not retroactive. Um, they only apply to activities that happen after the completion action is added. So if you recall, this is like the opposite of an automation rule. Um, you could start, uh, you could say, I wanna know everybody who, um, registered for a webinar, and you’re like, oh, shoot. I forgot to set something. So I’ll just create the automation rule now. That would go back and it would collect, okay, the 38 names that already registered. Um, completion action would not do that. If you went back into the form and now added a completion action on a form for registration, Um, if you missed 38 names, you’d have to find some other way to add them because it the completion actions are really once they’re set, it’s going to move forward. It’s only actions that happen after the completion action is added. Most completion execute, uh, actions execute every time they’re triggered. Um, however, there can be, um, however, completion actions based on email link clicks only execute once per prospect. Um, and then if you have multiple completion actions, um, the system is smart enough to know generally which ones need to run, um, in the correct order. So for an example, if your action is to assign to a user, notify user, and let and set a custom field, account engagement, it will know which ones to do in order. So you don’t have to worry about, oh, I gotta make sure I do this one first and then make sure this this completion action is second. Otherwise, it wouldn’t happen. Um, the system does have some intelligence to kind of understand what you’re trying to do and and make sure it gets executed correctly. So here’s a quick example is that if a prospect fills out a form, we’re gonna add that prospect to, uh, the webinar campaign. Um, so, again, imagine this is a form, and I’m going down to the bottom of the form. And I’m gonna choose how, like, anytime somebody fills out this form, this is my webinar, I want to add them to the webinar campaign with a status of responded. So that means, just like I said, coin operated, anytime somebody fills out that form, um, as long as that prospect is in Salesforce, they will get added to the campaign webinar. And I did also add conditional completion actions on here. So this is not new. I think it’s been out now for it was, like, last summer it was new, so it’s been over a year now. Um, but you can see at the bottom, there’s a choice. There’s add action or add conditional group. So add action is simply adding a new completion action. So you can see at the top, add to campaign. That’s gonna happen to everybody. So everybody who fills out that form are gonna get added to the webinar campaign. But you can see the the second it’s kind of a grayed out box down below. That’s actually a conditional group. And so it’s actually kind of a powerful way of using completion actions. So now it’s a blend of using, um, criteria inside of a completion action that is originally usually only, um, like I said, the trigger acted or based on the action alone. So if I had to explain what this is doing, is that from the top, if somebody fills out this form, everyone’s gonna get added to the campaign. That’s the top line. But down below, what’s in gray, only the people where the country is United States is going to get assigned to a username, Brian Nelson. K? And so everyone will get executed. Everyone will get added to the campaign, but only prospects that also are of country of United States will then get assigned to Brian. So it allows you to have some element of criteria inside of your completion actions. Yep. And here’s an example. If a prospect clicks in an email, we’re gonna adjust the score by plus eight. Um, so I I had a previous example was an example of a form. Here’s an example of an email. Um, so if they click in the link, any link, we’re gonna adjust the score by eight. And so, again, these completions are actions. This one is at the bottom of any type of email that you send. So which ones do I use? So here’s I I’ve modified this. Um, I actually the original source is from Salesforce. Um, there’s all kinds of versions of this floating around. Um, but like I said, I’m just, you know, explaining the three main ones. Um, so what is the rule based on? So here’s kind of like a a decision tree. So if you think about what am I trying to do? So the first question is, what is the rule based on? Is it based on criteria or action? K? If it’s based on an action, like, I clicked on something, I filled out a form, then you could you would probably wanna use a completion action. But if the rule is based on criteria, then let’s go down to the next line there. Okay? So now, well, what is the desired outcome? If I simply want a list, I could use a dynamic list. Um, okay? So if it’s criteria and I just need a list, your tool that you should use is a dynamic list. But if it’s based on criteria and I need to do some action, like, I need to do something, I need to assign it, I need to tag it, I need to adjust the score, update a field, then you would wanna use an automation rule. So, again, something that’s helpful, I think, when you’re just getting started, take a screenshot, you know, put it prop it up on your desk. So, like, all of a sudden when you find you’re having to create an automation rule, um, it it help might help you make, like, the right decision quicker. I also like to give a quick shout out that it’s actually okay. It’s very common to think, hey. I think I’m going to do this with a dynamic list. And then you’ll get started and you’re like, okay. Wait a minute. That’s obviously not right. And then you just reverse out of that and you’re like, okay. It’s gotta be an automation rule. That’s right. Because I I can’t do a score with a dynamic list because a dynamic list is just a list. So, again, very normal and common, so, um, don’t feel bad if you’re find yourself in those that situation. I also added this section, like, what does run continuously mean for automation rules and dynamic lists? So, again, when people are just getting started with using account engagement, I think this sometimes trips peep it trips people up. Run continuously. Uh, so for a dynamic list, you can see I have said also dynamic list and automation rules run continuously. So they both do. They’re constantly looking to find prospects that fit the criteria. But one difference is a dynamic list, prospects are added or removed from the list an unlimited number of times. K? But now if you look at the bottom of an automation rule, once a prospect is matched, it’s a permanent member of the automation rule. Like so, basically, I used to say you get lifetime membership. So once you match to an automation role, it’s matched. Um, so here’s my example. So at the top, I have a very basic example. So let’s just say you have a custom field. Let’s just say you sell fruit, and you have a custom field for type of fruit. Okay? And so you’re going to run the criteria. This could either be a dynamic list or an automation at the top. Fruit is apple. Okay. Fine. And now I’m gonna read through each line down below. So if I have a prospect where fruit equals apple, you can see the dynamic list. Their prospect will get added to the dynamic list, and it will get added to the automation rule because it’s matching. Right? I have a rule that says fruit is apple, and I have a prospect that has apple designated in that custom field. Okay. So it got it could get added to the dynamic list and it might get added to the automation rule. Well, not might. It will get added to the automation rule. But now watch how the prospect when the prospect value changes, how the dynamic list and automation will differ now. So now if I go into that prospect and I change the fruit value to orange, the prospect then is gonna get removed from the dynamic list, um, because, again, that’s the dynamic nature of it. People can get added or taken off. Whereas that automation rule, you can see is that prospect will stay on that because it qualified initially. Once you get on an automation rule, you have that lifetime membership. You’re gonna stay on there. Um, you can actually go back and now let’s test it. Right? Let’s go change the fruit value back to apple. Wait ten minutes. The dynamic list will pick that prospect name back up again, but you can see nothing has changed on the automation rule. And you can see you can see the the prod you can see it repeating as I’m changing to different fruits even like banana. Um, so I I’m trying to keep this like a beginner level. So once you start to get more familiar with automation rules, there is, like, a repeat feature so that you can actually choose repeats. So that will allow that automation rule to work a little bit more like a dynamic list, and it gives you some control over it. Um, again, but I didn’t cover that here. Uh, another way to do it is that, for instance, like, if you’re like, wait a minute. This is not what I intended. Like, you can just go copy the automation rule and and do another one, um, if you need, like, all of a sudden somebody to requalify it. So lots of different ways to work around that. Alright. So here’s the resource that I was talking about. So I think in my opinion, like, some of these examples that I’ve been talking in the last half hour have been or have been pre could be very elementary to you. Um, and so I actually think this automation guide is actually really helpful even if you’re like an intermediate level user of account engagement. Because what I’ve done is, like, over the last x number of months, when I’ve you know, as I’ve been helping someone or I’ve seen something, I’m like, oh, that’s really interesting. I like how they did that automation rule. Um, so the automation guide starts really simply, like, examples that I have, like, in this presentation. But if you look towards the end, I they they actually get a lot more sophisticated, like scoring decay, couple different examples of that, um, couple different examples of, um, you know, a honeypot so that if bots are x are clicking in your emails and and that’s been a problem for you, how you might wanna handle that. Um, so, again, I actually think that’s a really helpful guide. There’s a QR code there for you or you can actually click on that um, well, you can’t click on the link, but you can type that link in, um, whichever is most convenient for you. But I actually think that’s really helpful. I wish I had that because I think it’s not just about learning what the definition is of these tools. It’s actually, like, seen somebody use them. And you then you start to be like, oh, I get it now because I see what they’re doing. Now that I’ve seen three or four of these, I I kinda it helps with the understanding. Alright. I’m watching time, Brian, so don’t worry. Hey. Yeah. Hopefully, we’ll have some time.

Speaker 1: We do have a we do have a we do a bunch of questions. So, um, yeah. Just wanted to let you know that.

Speaker 0: What did you say, Brian? I think you broke up on me.

Speaker 1: So yeah. We do have a bunch of questions, so, um, definitely.

Speaker 0: Alright. We’ll buzz through this really quick then. Alright. Schedule a so how would you challenge? Um, so just write down, like, um, like, one to five, and all we’re gonna do is go through I have, like, five questions, and I and like I said, they’re very pretty pretty basic. Number one, how would you add a prospect to an email nurture? Uh, so like this is like, again, let’s apply what we just learned, right, so you’re gonna either write number one is the answer for number one or option two is the answer for number one. So would you create a dynamic list, add that dynamic list to an engagement studio, or create an automation rule to create a list and add that automation rule to the engagement studio? So I’m gonna go through five, and then I’ll come back and give the answers. Next, add a prospect to a campaign when, um, he, she, or they click on an email. Option one, do you add a completion action to the email to add the prospect to a campaign when he, she, they click on the email? Or what is the right is the answer option two, create a dynamic list to add the prospect to a campaign? Number three, whenever a prospect has a title CMO, you want to add 15 points to that score. How would you do that? Option one, create a completion action with criteria, or option two, create an automation rule with criteria. And number four, mark any students or investors with the lead status unqualified. So maybe you have running a business and people with that job title, you don’t want them in your system anymore. You want them to be a lead status unqualified. How would you do that? Option one, create a dynamic list with prospect default field job title, uh, investor or student? Would you create an automation rule with criteria and the action to change the lead status value to unqualified? Last one. Every time a prospect fills out a contact us form, notify Scott and create a lead. Two choices. Option one, add a completion action to the contact us form to notify Scott and assign, or would you do it by with all the actions that you see in option number two, add an automation rule for the prospect form contact us to notify Scott? Alright. So I’m gonna just go through the answers quick. So you can just, like I said, compare, um, kinda see how you did. So number one, how do you add a prospect to an email? It’s option one. You would create a dynamic list and add that dynamic list to the engagement studio. Right? And so that gives you a nice feature of, like, anytime somebody is, like, filling out a form or anytime somebody clicks on a website, um, that’s gonna be grabbing people and putting them through that engagement studio. Add a prospect to a campaign when they click on the email, uh, and it’s also not option number one. Add a completion action to the email, uh, to add them. Right? Um, because you can see a dynamic list simply creates a list, so you would need a completion action in this. So option one is correct. Number three, whenever a prospect has a title CMO, you wanna add 15 points to the score. So that is number two. Create an automation with the criteria of CMO and add the action of add 15 points because it’s criteria based. Right? So I’m looking for criteria. So if you go to that decision tree, I need it’s a criteria, and it’s got action, so that’s action option number two. Number four is also option number two, um, because I’m trying to identify investors, uh, with a certain identify students who are investors and change the lead status. So dynamic list will identify them, but I’m not doing anything with it. So I actually need to do the action as well. So that’s why, uh, for number four, I’m I need to change the prospect custom field to unqualified. So two is correct. And number five, every time a prospect fills out a form, notify Scott and create a lead. The big difference here between option one and two is that I still need to assign it. So you can see option two only notifies Scott, which basically just means an email is gonna be sent. In option one, we need an email sent, and we actually need to create a lead. And the only way to do that is to assign it. So option one is is correct. So, again, hopefully, that gives you a little bit of a stronger base. Like Brian said, this is recorded as well. So I actually find when I found good sessions, I’d go back and listen to them again. And I can’t stress enough if I were you and a beginner or you’re attending the session, go find that cookbook because, um, there’s some really good examples in there. So, hopefully, that gave you enough time there, Brian. Is there a couple questions? Yes.

Speaker 1: Yes. Um, you can stop sharing if you’d like.

Speaker 0: Thank you.

Speaker 1: Uh, okay. So, yeah, we have a number of questions here. There, uh, Laura Black is actually in in this session. So she’s been, uh, answering some questions, uh, as well, which is,

Speaker 0: you know, awesome to have

Speaker 1: hard op pro support here. And so

Speaker 0: That’s funny. I would’ve called you out, Laura. When I was actually referencing an experienced consultant, like, on when I was talking about dynamic list, that was you.

Speaker 1: That’s awesome. So cool. Yeah. So she actually gave sent a a blog post, uh, in answer to one of these questions about, um, removing explicit words, uh, and names from, uh, from prospect records. So not gonna go through that. That was in the post. But then, um, one that, uh, came up and was, um, supported by some others in the chat was, um, what criteria would you use in a dynamic list to help clean up the database when you’ve reached the database limit in Pardot? So, like, cleaning your cleaning your org.

Speaker 0: Yeah. Like, the quickest answer that I have that is I actually do have a blog on that. If you Google um, dynamic lists, um, cleaning an org or cleaning your database with dynamic lists, you can find it. Um, so I would actually say, like, that’s gonna be the quickest way because it’s hard to give, like, a quick explanation over, um, like, over the, you know, over the

Speaker 1: We’ll find the blog post and, uh, and post

Speaker 0: It happens to be mine, but I I I’m open to other ones, like, Salesforce has a really good documentation on explaining how to clean your database, but they don’t give you dynamic list examples. So I feel like the blog complements it pretty well, and it gives you a much more comprehensive approach on how to clean your database up because it’ll give you I think I have, like, six or eight different examples of dynamic lists.

Speaker 1: Yep. Yeah. And those, uh

Speaker 0: Thanks, Aaron.

Speaker 1: The spot also has that as well.

Speaker 0: Yeah. Perfect. Thank you for that. Yep. It doesn’t need to be my blog. I just I’m most familiar with my blog.

Speaker 1: Of course. Of course. Um, okay. So, uh, let’s see. That back to so the automation rules for lead scoring. Question from Britney is, is the plus slash minus necessary before the number in the adjust score by x? Can you can you explain that a little bit more?

Speaker 0: Yeah. So, I mean, if you’re just trying to adjust the score by five, um, I think if you just put five, it’ll add five. But if you truly intend to decrease the score, you need to put the minus. So I guess the plus is probably optional, um, if you’re intending to increase it, but for sure, if to decrease it, you need the the negative sign.

Speaker 1: Now I know we didn’t get, uh, uh, purposefully did not get into the repeat rule, but, um, do you wanna give a little, like, a little deeper explanation of what

Speaker 0: Yeah. That’s fair. I know. I just was it’s hard to go through it. Like like, honestly, when I train on this, it’s broken up. I just I just chunk it differently, and I go in a little bit deeper. But it’s really when you’re starting, like, I don’t know many people that start with an odd like, a repeating automation rule. So to me, what happens is that in my example, like, an automation rule, it’s a lifetime membership. So once it runs, it’s done. So I find the repeat is especially helpful for, like, scoring and score decay. So, like, if a prospect has been unengaged, you might say every month, I wanna reduce the score. And I need to use an automation rule for that because, um, it’s one of the tools that you can actually adjust score in. So you need a repeat functionality. So, like, I’m gonna adjust it today because it’s they’ve been inactive for thirty days, So I’m gonna decrease the score by 10, but now I wanna wait thirty more days again, and now I wanna run that automation rule to check to see if there’s any more unengaged prospects. So I would say, like, that’s and then you have criteria. So you simply there’s a a checkbox. You can say repeat, and then it gives you some parameters. Like, do you wanna repeat it every thirty days, sixty days? It gives you, like, a variable on a number of days, and then you can also say whether you want it unlimited or if you wanna limit the like, how many times you will allow it to repeat.

Speaker 1: Yep. Yep. Awesome. Um, okay. And then, uh, last question here is from Ashley. For automation rules, once they’ve run, um, if a prospect’s data in the field changes, making it not align with the rule anymore, will they be removed? Or, um, or once they’re in, will they always be there?

Speaker 0: Lifetime membership. They’re always in there. Like I said, unless you’re engaging on the repeat functionality. But so like I said, that was that’s exactly why I added that slide. It’s a common question I tend to get is, like, that concept. Because a dynamic list, you can add people and remove people automatically with an automation rule. Once they qualify for that that one automation rule, they’ll stay on that automation rule, um, even if that criteria changes.

Speaker 1: Got it. Got it. Um, there was also another question that I had answered, um, with a with a blog post. Um, it’s, uh, from Kate, and she wondered if there was a way to make dynamic lists run faster. Um, and the blog post I sent was really all about speeding up your general process times and that making, um, making your system run faster will make your dynamic lists run faster. Do you have any other

Speaker 0: advice? I have a I’m just, like, I’m a huge advocate of the optimizer. So, like, if you haven’t checked it out, I recommend you do. Um, even if you have green status, it’s there’s there’s some really cool tools to help you manage your, um, your dynamic list to keep that to keep them cleaned up. Um, and the other good trick is to when you create a dynamic list, archive it. So if you know it’s for something that’s gonna be done, like a spring event and that’s gonna be done, you know, um, put an archive date on your dynamic list so that it gets archived. Because you start to accumulate thousand dynamic lists, you could see some system slowdown.

Speaker 1: Yep. Yep. Alright. Well, thank you so much, uh, Jen. This was amazing. Um, everybody, um, the the chat was was incredible. Thanks everybody for engaging there as well. So, uh, that’s it for today’s session. Thanks again for joining us. Special shout out to our sponsors, um, for their support. Um, without them really, MarDreamin, it wouldn’t be possible at all.