If you use Pardot, you probably have a few segmentation lists set up – perhaps, based on location or company, for example. However, Pardot has a lot more functionality; if you know where to look.

Here are some Dynamic Lists to help you improve your Pardot prospect segmentation:

Active but Do Not Email, not Opted Out –

If your company is in an industry where employees tend to change companies frequently, this is a great list to set up to keep an eye on folks who are still interested in your company/product but may have hard bounced due to a change in email address. This is a running list that you might have your sales reps call to learn of company changes and new email addresses!


Found us from a search engine –

This list will consist of prospects who found your company from a search engine search. You can read more on referrer fields here.


Bonus tip: You can also segment based on site search (instructions on how to set this up can be found here) and paid search (more info here).


Inactive Mailable Contacts –

These are contacts who have not opened an email, clicked any links, gone to the website, or gone to any landing pages within the last 90 days. They also aren’t unsubscribed — you might try putting these folks through a personalized re-engagement Engagement Studio program, to see if you can catch their attention again.


Biggest Fans –

Prospects on this list are your company’s biggest fans – you can increase or decrease the scoring threshold based on a typical prospect score in your database. If you want to exclude prospects from certain companies (including your own), you can exclude them based on email domain.


Google Analytics UTM Parameters –

If you wish to target prospects who came from a certain source or Google Analytics campaign (make sure you have the Google Analytics connector set up first), you can create a segmentation list using the “Prospect Google Analytics parameter” rule!


Have been to our website and/or landing pages –

When a prospect has been cookied, Pardot will track their page views (on any website or landing page that has the Pardot tracking code), even before they become a known prospect in your system (this usually happens when they submit a Pardot form or form handler). The great news is that this activity will populate in their Pardot prospect activity records, and you can run segmentation lists based on their hostname! This segmentation list is even more simple, gathering prospects who have been cookied at all.


Prospect Opportunity Status –

If you want to target prospects who have a Won, Lost, or any Opportunity associated with them, you can create a segmentation list based on these qualifications by using the “Prospect opportunity status” rule. This is a great way to identify if prospects are associated with a company that has been a customer, potentially for an upsell campaign.


Bonus tip: You can also use the “Prospect opportunity default field” rule to segment even more deeply.



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Sara McNamara is a Marketing Operations Manager and former top-tier Salesforce Pardot Partner senior consultant. She has a special place in her heart for marketing operations, Kanye West, huskies, and people who don’t call her about something that could have been a text/don’t request a meeting about something that could have been an email. She is honored to be the very first B2B marketing Trailblazer to be recognized and featured by Salesforce Trailhead, as well as featured in the first Trailblazers in B2B Marketing | Powered by Pardot magazine. She is also a Marketo Certified Expert and cosigned by Jill Rowley, the greatest sales professional of all time. 🐐

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