Pardot is Salesforces’ B2B marketing automation platform, it can help your business:

• Find more leads and convert them faster with content that resonates
• Engage buyers on their terms with tailored, relevant campaigns
• Deliver connected experiences by aligning marketing, sales and service teams to win deals and build customer loyalty
• Act on insights by tracking marketing performance all in one place.

In this article, we will cover various methods used in assigning prospects in Pardot. These actions are used to; assign a prospect to a group, user, or activate the ‘Active Assignment’ rule. These widely used features can assist you with; automating lead generation, and defining leads and cases according to specific criteria.
As your business scales, your Pardot instance needs to be assessed to make sure you are getting the best performance. You can create lead assignments to more effectively manage and engage leads. To ensure that leads are going to effectively convert you should begin by assigning proper categories to your leads. Every lead you acquire is going to be considered “qualified” or “unqualified,” leads are also known by the acronyms MQL (marketing qualified lead) and SQL (sales qualified lead).

An MQL lead implies that the lead is interested in the product. These are considered probable clients, but not definitive. To convert an MQL up to a SQL, your organization should have a more concrete analysis of the lead and prioritize it as a well-defined candidate.

There’s no one-size-fits-all approach when it comes to assigning prospects. You can use manual assignments, completion actions, and automation rules to get the job done. We’re going to highlight the why and how each method is used so you can better determine the best fit for your needs.

Let’s start with:

Assign to User
When assigning prospects in Pardot, users are given ownership of the record and can sync the record with Salesforce. With ”Assign to User’, a specified user is assigned to the prospect when the rule requirements are satisfied. ‘Assign to User’ is a better option if you do not have many users as it can become rather difficult to manage as you acquire more users. However, ‘Assign to User’ can also be used without Salesforce integration, which can be a benefit to those seeking that option.

If this sounds like something you’d like to implement, ‘Assign to User’ can be used in the following ways:

• Engagement Studio Program
Using an action within Engagement Studio Program, ‘Assign to User’ can be initiated by selecting add element > action > ‘Assign to User’.

• Creating an Automation Rule
Automation Rule can be used to set up ‘Assign to User’. Under ‘Actions’ you simply select ‘Assign prospect to user.’ If your lead still hasn’t met requirements, this is a great option as you can assign leads to Sales within a specific scoring threshold.

• Completion Action
‘Assign to User’ can also be set up as a Completion Action on forms, files, emails, and page actions very easily. You simply select ‘Assign to User’ just like you set up the Automation Rule, and select the user’s name from the menu.

Assign to Group
‘Assign to Group’ is a method of assigning a prospect to a specific user in a specific group by using a round-robin lead assignment. This is used when the requirements of the rule are met. Like ‘Assign to User’, ‘Assign to Group’ can also be used without Salesforce integration and is a fantastic method for those who have yet to acquire too many users.
To use this method, you will want to complete the following steps:

A. Create a Group in Pardot by going to Admin > User Management > Groups > Add User Group.
B. Find the user who belongs to the group (under User Management/Users) and select Edit Groups, select your group and add the user.

‘Assign to Group’ can also be set up as a completion action on forms, files, emails, page actions, etc., (just like ‘Assign to User’) by selecting ‘Assign to Group’ in Completed Action, or as an action within the Automation Rule by selecting it from the dropdown there. Lastly, you can use ‘‘Assign to Group’’ by setting up an action within the Engagement Studio Program by selecting add element > action > ‘Assign to Group’.

Assign via Active Salesforce Assignment
‘Active Salesforce Assignment Rules’, unlike the previous options, requires a Salesforce integration and the ‘View Setup and Configuration’ permission, however; all of your lead assignments can be set up in one place and you can use more complex criteria. (Such as?)

This is a great option for clients who have more users and need something more nuanced. Assigning prospects with ‘‘Active Assignments’ in Pardot is used when all the requirements are met by syncing to Salesforce.
To use this option, you are going to need to set up an active lead assignment rule in Salesforce. This is where you will set up all criteria for the lead assignment and create a default user for leads to be assigned to if they do not meet the criteria.

After setting it up, ‘Active Assignment’ can be used in the following ways:

• Engagement Studio Program
‘Active Assignment’ Rules can also be set up as an action within an Engagement Studio Program by selecting: add element > action > assign prospect via Salesforce ‘Active Assignment’ rule.

• Automation Rule
Automation Rule can also be used to set up ‘Active Assignment’ Rules in Salesforce by setting it up as an action just like the previous methods.

• Completion Action
‘Active Assignment’ Rules can also be set up as a Completion Action on forms, files, emails, page actions, etc., by selecting “Assign prospects via Salesforce ‘Active Assignment’ rule.”

Assign to Queue
Your team can use ‘‘Assign to Queue’’ when a prospective client meets all the rules required. You’ll want to ensure that you have a lead queue set up before attempting to assign rules. You can easily ‘‘Assign to Queue’’ using an Automation Rule within Actions. Or you can utilize the Engagement Studio Program by doing the following:

• Engagement Studio Program
‘Assign to Queue’ can be set up as an action within Engagement Studio Program (just like ‘Assign to Group’) by selecting add element > action > assign prospect via Salesforce ‘Active Assignment’ rule.

Just like ‘Assign to User’, ‘Assign to Group’ can also be set up as a completion action on forms, files, emails, page actions, etc. By selecting ‘Assign to Group’ in Completed Action, or as an action within Automation Rule by selecting it from the dropdown there. Lastly, you can use ‘Assign to Group’ by setting up an action within the Engagement Studio Program by selecting add element > action > ‘Assign to Group’.

The above four methods of managing lead assignments are popular and easy to implement, but there are other options as well. If you need more assistance determining which of the above options best suits your needs, please reach out to us: