Target Visitors using Pardot Lists

This article will discuss how you can target and engage your Pardot leads through Insent. Insent allows you to guide your website visitors through highly personalized chat experiences based on their Pardot List membership.

Benefits of the Insent-Pardot Integration

• Insent Pardot Integration allows you to guide your Pardot leads through personalized flows when they arrive at your website.
• Improve your sales cycle time by enabling your visitors to directly connect with your Sales team or to schedule an appointment for later by picking a slot off your sales team’s calendar. 
• Target visitors and walk them through personalized conversation flows based on Pardot List membership
• Accelerate and align your mid-funnel handoffs from your Marketing to your Sales teams with high agility.

This is the final article in a three-part series to get started with the Insent Pardot Integration. Please ensure you have integrated with Pardot and setup field mapping before proceeding with the steps listed in this article.

1. Integrate Insent with Pardot
2. Create Leads in Pardot
3. Target Visitors based on Pardot Lists

Getting Started

Whenever a known visitor or account is on your website, Insent resolves the visitor using the Pardot cookie and email address (if available) and searches Pardot to understand their identity and pull their data into their Insent visitor profile.

Note: To learn more about how Insent resolves prospects please refer to this article on identity resolution.

When your visitors arrive on your website, they will encounter the Insent chat experience. You can set up targeting rules and personalize interactions for your qualified accounts and active opportunities from the ‘Audience’ tab for every conversation. You can further qualify your visitors using Demographic, Firmographic information, or their Past Website Behaviour. You can also use Insent fields and Dynamic Fields to target your visitors.

To create a custom experience for your visitors, you should first navigate the ‘Conversations’ tab in Insent. 

Create a new conversation or choose an existing conversation that you would like to show to specific audiences. If you haven’t set up your first conversation in Insent, learn how to create a new conversation in Insent from this article.

Trigger a conversation based on Pardot Fields

The ‘Audience’ tab in a conversation allows you to trigger a conversation on specific web pages based on visitor interaction such as form submission or an Element click (Button or Link click). You can also set up a variety of rules to trigger the conversation based on Pardot fields, demographic, firmographic info, or past website behavior. 

In case you are new to Insent, learn more about the ‘Audience’ tab in Insent in this article.

Note: You can trigger the bot only on web pages where you have an active Insent Javascript. 

Bot Trigger conditions

You can trigger a conversation for your known Pardot leads based on Pardot list membership as well as based on Insent and dynamic field attributes.

From the list of Audience rules available, you can target visitors by choosing Pardot Lists from the Rule options. You can cascade multiple rules using logical operators (OR, AND) to set up granular audience targeting.

You can configure rules based on Pardot list membership.

After setting up rules based on Pardot Lists, Insent fields, and dynamic fields, you are ready to go ahead and personalize the conversation flow for your target visitors. 

Add rules to conversation steps based on Pardot data

Whenever you add new steps to a conversation flow, Insent allows you to set up ‘Conditions’ that will dictate when users should be shown a certain step. ‘Conditions’ can leverage attributes from Pardot such as Email, First Name, Country, etc through Insent field mapping. You can also use custom fields created in Pardot after mapping them with an Insent field.

Note: If multiple MAP and CRM fields are mapped to an Insent field attribute, priority rules dictate which MAP or CRM field is used for targeting.

Use the right Insent fields to control when a step is shown to a specific audience. 

Note: You can map custom fields that you create in Pardot to an Insent field and begin using them to set up rules for conversation steps. 

To set up a rule for a conversation step, select ‘Add Condition’ from the options dropdown. 

All the mapped Pardot fields can be used to personalize steps in a conversation flow and be used for visitor targeting. You can also use Dynamic fields to personalize conversational experiences for your visitors through Conditions and in Audience rules.

You can add as many conditions as you like to a conversation step.

The conditions can be evaluated using a wide range of operators such as: is, is unknown, is known, contains, starts with, ends with, is not, does not start with, does not end with, does not contain, and matching a regular expression.

You can leverage these operators to control the conversation flow based on visitor data in Pardot as well as other platforms.

Quick Recap:

1. You can set up audience rules based on Pardot lists in the Audience tab. 
2. Leverage data in Pardot through mapped Insent fields in Audience for visitor targeting and segmentation. 
3. Show a specific conversation to a set of visitors based on the qualification rules you setup.
4. You can personalize the conversation flow through Condition rules in the Conversation builder. 
5. Roll out a red carpet welcome for high-value visitors by connecting them with agents when they arrive on your website.