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Using Profiles to Grade Prospects
Profiles are used to grade your prospects based on your ideal customer. Set criteria, such as location, company size, job title, and other factors, and use the information to tier your prospects. Using profiles to grade prospects has two stages: assigning the profile and then matching the criteria.
To meet your business needs, edit the default profile’s criteria or create more profiles. Use multiple profiles to target different audiences. For example, you can have different grading criteria for your technical prospects and your executive prospects.
Assigning Profiles
You can assign a prospect a profile in several ways.
- Manually by editing a prospect and selecting a profile from the profile dropdown.
- Using the Set Profile completion action on your forms and form handlers.
- Using an automation rule triggered by an event. For example, assign a profile when the prospect enters a specific job title or department on a form.
- Adding the profile’s JavaScript code to the page. On the Profiles page, click the name
of a profile, and then click the button to view JavaScript. Add the code to your page
above the
piTracker()function. The code sets the profile for a visitor that isn’t already associated with another profile. When visitors convert to a prospect, they are associated with the profile.
Matching Criteria
After a prospect is assigned a profile, the prospect must match or unmatch the criteria. You can match criteria manually or with an automation rule.
- Manually match criteria from the Profile tab of a prospect’s record. To set the criteria to match, click the thumbs-up icon. To not match, click the thumbs-down icon.
- Use automation rules to set criteria to match or not match. Create an automation rule for each profile criterion. Base the rule on the prospect field you want the criterion to match, and set the action to Change profile criteria. Matches increases the grade. Does Not Match decreases the grade, and Not Known has no impact.
- Don’t use a single automation rule to assign a profile and also match criteria. The profile rule takes time to apply changes, which can cause a delayed or missed change. Use separate automation rules.
