Before we start rattling off Pardot functionality, let’s review marketing automation quickly. You may be familiar with some or all of these principles and you may have systems in place to manage some!
Lists are…well, lists. Comprised of email addresses with, hopefully, additional information about each person like address, preferences, purchasing history, birthday, etc. If you’re using a CRM like Salesforce, you likely have custom fields that you’ve created to support your business process. You may just be getting started with list building and have only a couple fields of data for each person. No biggie! Pardot will help you gather more data quickly.
It’s data that allows you to segment your lists or “slice and dice” as database geeks like to say. Perhaps you are having an event in Los Angeles and you want to invite only the portion of your audience who resides in southern California or a series of zip codes. You may want to narrow that audience even more and only invite people who have donated to your organization in the last 18 months. Another example is segmenting by audience persona – donors vs. volunteers vs. staff – or members who are coming up on renewal. If you have the data to support these ideas, there’s really no limit to how creative you can be with segmenting.