How to Use Account Engagement Automation Rules

How to Use Account Engagement Automation Rules

What is Automation Rule?

Automation rules allow you to perform certain marketing and sales actions based on criteria that the client or business unit specifies. Automation rules continuously look for prospects who match the rule criteria. They are retroactive.

The Automation Rules can be considered for multiple scenarios like:-

  • To assign prospects when they are sales-ready.
  • Send prospects to pertinent Salesforce campaigns.
  • Assign grading profiles and other tasks.

And there are countless inventive ways to use Account Engagement automation rules to boost marketing initiatives.

Some Creative Ways to Use Account Engagement Automation Rules:

1. Take action if a prospect carries out a certain sequence of actions.:-

Although completion actions are a good method to automate depending on an action a prospect really takes, what about automating when a prospect fills out a form but doesn’t ask for any information or follow-up? or, as is common for non-profits, views the contribution page but doesn’t actually give anything? This is an excellent chance to locate those prospects using an automated rule and direct them to an engagement studio program where you can guide them into the following stage of their journey.

2. Only the registered people who have been invited may sign up for an event:-

To make sure that only invited prospects may sign up for an event, we deploy automation rules. In this situation, if a person fills out the registration landing page but is not on our invitee list, they are added to an uninvited list, which prompts our events coordinator to get in touch with them. The automation rule also deletes these prospects from the registration list because the landing page completion action introduced them to it in the first place.

3. Use tags to customize prospect activity digests:-

We can tag a prospect using automation rules, and then we can utilize those tags to exclude prospects from different prospect activities, so the team can only see activity in their own region.

To build on this excellent suggestion, you may personalize prospect activity digests for each of your Account Engagement users even if you do not use them. Simply click Edit Preferences from the user menu for one of your Account Engagement users.

Select the Send daily prospect activity emails (for my prospects) checkbox and then exclude prospects based on the tag, as shown in the below image:

4. Review prospects that are active and “CRM Deleted”:-

Typically, a lead was deleted in Salesforce and transferred to the Account Engagement recycle bin in such a situation. The prospect can be recovered by filling out a form, however, the previous delete action prevents the prospect from being created again in Salesforce. When a tag, such as “allow CRM recreate,” is added to a record, this action is typically combined with a second automation rule that uses the “allow deleted lead or contact to re-create in salesforce” action.

The “allow deleted lead or contact to re-create in salesforce” action can be used within a single automation rule, but it will automatically generate a new lead. And occasionally the lead was eliminated since it was a chronic form spammer that you didn’t want returning to your organization time again. Therefore, the two-part action with a manual check is more watchful.

5. Prospect score can be degraded due to inactivity:-

Repetition of automation rules is a wonderful way to gradually degrade prospects’ scores who have been inactive for a while. As a result, your prospects won’t appear to be “sales-ready” when they’re actually not participating in your marketing and sales efforts.

You can also select the Repat Rule checkbox which allows prospects to be matched multiple times and in specific time period the automation will keep running.