So often, we just focus on using personal data we have about our prospects in Pardot for segmentation purposes. But did you know that Salesforce Opportunity data can be incredibly useful for segmentation..
Why segment with Opportunity data?
The key use case for using this data is nurturing. For example, you could use a custom picklist field called ‘Loss Reason’, and then use this field to make decisions on how you nurture prospects going forward. If the field has a value of ‘No funding this year’, you might want to target these prospects differently to prospects who have ‘No interest’ or ‘Working with competitor’.
You can also use default Opportunity data fields to segment:
In this case, you might want to use these fields to suppress certain prospects from receiving communications based on the stage they are at in the sales cycle.
Another use case is for scoring. You might, for instance, want to reduce a prospects score if their Opportunity is lost. This will prevent them from being pushed back to sales too soon.
Pardot’s default scoring model does this, however you can always adjust the scoring model to suit your business needs.
This should give you a good starting point for how to use Salesforce Opportunity Data for Segmentation in Pardot. If you do get stuck or want any help with your segmentation, please contact us and we’ll be happy to help.
