Automation Rules vs. Completion Actions

Match Any vs Match All

Use Rule Group Option to mix and match “Match All” and “Match Any”

Automation Rules are retroactive
- They look for past, present and future Prospects that meet the criteria
Automation Rules are constantly running
Automation Rules will match a prospect one time only
- Rules only match a prospect. Rules will never unmatch a prospect
Automation Rules are most flexible

Segmentation Rules only match existing Prospect at the time the rules are executed
Segmentation Rules focus primarly on list building
- Add or remove Prospect Tags
- Add or remove Prospects from Lists
- Add or remove Prospects from Salesforce Campaigns

Two Main Differences:

Ability to define criteria
- Define criteria to match on prospects
The number of times the defined actions will affect prospects
- Automation rules will only take action on a matched prospect once.
  - Great for initial processes like Prospect assignment, grading, custom scoring and campaign membership
- A Completion Action will fire each and every time a Prospect takes the chosen action
  - Example:
    - Send an internal notification when someone submits a Contact Us form
    - Send email autoresponder with link to whitepaper

Completion Actions are not rule based
Completion Actions can only add or remove prospects from static lists
- Best used where there would never be a reason to remove the Prospect from the list
Dynamic Lists are self maintaining base on rule criteria
Dynamic Lists can add or remote Prospects
Dynamic Lists are only for list membership and not for taking actions outside of the segmentation