A Beginner’s Guide to Match Type

This is a post in our Mastering Dynamic Lists series. To view more posts in this series, visit the main blog page.

Whether you’re just starting your journey with Account Engagement (Pardot) or you’re a long time user, navigating through its more advanced features might seem like a daunting task. One crucial aspect that often perplexes new and seasoned users alike is the concept of the match type. 

Understanding the difference between “Match Any” and “Match All” filtering can make a significant impact on the effectiveness of your marketing efforts. In this blog post, we’ll break down these terms in simple terms, making it easy for beginners to grasp.

What are List Criteria?

Before diving into the differences between “Match Any” and “Match All,” let’s quickly understand what list criteria are in the Account Engagement context. List criteria are conditions you set to filter prospects based on specific attributes or behaviors. These criteria help you define the target audience for your marketing campaigns, ensuring your messages reach the right people. 

With that understanding in mind, let’s dig into the differences between the match type options:

“Match Any” – Casting a Wide Net

Imagine you’re fishing, and your goal is to catch any fish that meets certain characteristics. This is similar to using the “Match Any” filter. When you apply “Match Any” criteria, the system looks for prospects that meet at least one of the specified conditions.

For example, let’s say you want to target prospects who either opened an email OR visited your website. If you set up these conditions with “Match Any,” Pardot will include prospects who have either opened an email, visited your website, or done both. It’s like catching any fish that bites your bait, regardless of the type.

“Match All” – Precision Fishing

Now, let’s switch gears and imagine you want to catch a specific type of fish that meets ALL your criteria. This is where “Match All” comes into play. When you apply “Match All” criteria, the system looks for prospects that meet every single specified condition.

Using the same example, if you want to target prospects who both opened an email AND visited your website, setting up these conditions with “Match All” ensures that Pardot only includes prospects who satisfy both criteria. It’s like catching a specific type of fish that matches all the attributes you’re looking for.

When to Use Each:

1. “Match Any”: Use this when you want to cast a wider net and target prospects who meet at least one of the specified conditions. It’s great for broader audience targeting.
2. “Match All”: Choose this when you need precision in your targeting, focusing on prospects who meet every single condition. It’s ideal for more specific and targeted campaigns.

Understanding the difference between “Match Any” and “Match All” is like choosing the right fishing strategy. Whether you’re casting a wide net to catch any fish that bites or precision fishing to catch a specific type, your match criteria play a crucial role in the success of your marketing campaigns. Keep these simple concepts in mind as you navigate the Account Engagement waters, and you’ll be well on your way to creating effective and targeted campaigns for your audience. Happy marketing!