Don't Automate without It

Posted on October 29, 2024  (Last modified on December 10, 2024) • 4 min read • 769 words

The can't-skip step in MCAE (Pardot)

In Marketing Cloud Account Engagement (formerly Pardot), automating tasks like segmenting leads, sending emails, and updating prospect data is central to a productive marketing strategy. However, automation can be a double-edged sword: while it streamlines marketing processes, one small misconfiguration can have outsized impacts. This is why previewing automation rules, dynamic list criteria, segmentation rules, and other automation settings is critical.

Here’s a look at why previewing matters and how it can help keep your marketing efforts on target.

---

What is Previewing in Marketing Cloud Account Engagement?  

Previewing involves testing and reviewing automation rules, dynamic lists, segmentation criteria, and other marketing triggers before they’re activated. Think of previewing as a dress rehearsal—before committing to full-scale automation, it allows you to double-check conditions, filters, and expected outcomes without altering live data or creating unintended actions.

For many automations in MCAE, “preview” is a literal button. You’ll see it when you create an Automation Rule and it starts paused, and when setting the criteria for a Dynamic List!

---

Why Previewing Automation Rules is Essential  

Automation rules in Account Engagement can trigger actions like updating fields, assigning leads, and adding prospects to campaigns. But if an automation rule is misconfigured, you might accidentally:

• Over-segment leads, causing loss of valuable data.
• Send emails to the wrong segments.
• Assign prospects to incorrect sales reps or nurture programs.

Previewing your automation rules helps verify that they will perform as intended. For example, previewing allows you to see a sample of affected records, making it clear whether your rule targets the right audience.

Tip: Look for anomalies in your preview results. If too many or too few records are affected, review your criteria closely.

---

The Value of Previewing Dynamic Lists  

Dynamic lists automatically update to include or exclude prospects based on specific criteria. These lists are invaluable for keeping engagement high and ensuring that prospects only receive relevant content. However, dynamic lists can be tricky to configure, especially if you have a large, complex database.

Common Issues Solved by Previewing Dynamic Lists  

1. Unexpected Exclusions or Inclusions: Previewing helps confirm that your list accurately captures prospects who meet the specified criteria, avoiding missed contacts or unexpected additions.

2. Audience Accuracy: Dynamic lists often serve as the backbone for campaigns. Previewing ensures your list targets the correct subset of your audience before launching a new email campaign or nurture series.

3. Frequency Management: Since dynamic lists can trigger emails or assign scores, previewing ensures that prospects aren’t added or removed too frequently, which can otherwise lead to unwanted communication cycles.

Tip: Test the list’s responsiveness by changing a sample prospect’s data to match the criteria. If the prospect appears or disappears as expected in the preview, your list settings are likely accurate.

---

Double-Checking Segmentation Rules  

Segmentation rules allow you to create one-time lists based on specified criteria, and these lists can be essential for campaigns or reporting snapshots. However, segmentation rules operate as one-time actions, meaning there’s no room for error. Previewing allows you to validate that your criteria align with the intended audience.

Previewing segmentation rules is especially useful for:

• Ensuring Targeted Campaigns: By validating your segmentation, you can be confident that you’re reaching the right people with your messages.

• Avoiding Data Overlaps: Segmentation rules can help you isolate specific groups. Previewing ensures that there’s no accidental overlap with other lists or segments, maintaining data integrity.

---

Testing Engagement Studio Programs with Previews  

Engagement Studio programs enable highly targeted, multi-step campaigns, making them one of the most powerful features in Account Engagement. However, previewing the flow of these programs can prevent:

• Skipping Steps: Make sure prospects flow correctly through each engagement step.

• Premature Exits: Previewing reveals if prospects are exiting the program earlier than planned due to incorrect criteria.

• Improper Branching: If your engagement programs use branching logic, previewing shows whether each branch aligns with expected actions, ensuring prospects receive personalized content.

Tip: Review engagement previews to verify timing, criteria, and specific prospect flows, catching any issues before the campaign is live.

---

Summary: Why Previewing Keeps Your Marketing on Target  

Previewing your settings across Marketing Cloud Account Engagement is an invaluable quality assurance step. It reduces risks, increases accuracy, and prevents costly errors before they affect your audience. By taking the time to preview automation rules, dynamic lists, and segmentation criteria, you can ensure your campaigns deliver the right message to the right people.

The extra step of previewing may take a few minutes, but the potential savings in time, reputation, and resources make it worth the effort.

Until next time, keep working hard, smart, and happy. We’ll see you in the cloud!