Fulfillment Actions are one or more actions that can be applied to a Prospect once they exhibit a specific behavior, such as download a document, visit a web page, submit a form, watch a video, etc. Fulfillment Actions are added directly inline with marketing assets (Web Form, Trackable Content, Videos, etc.) and eliminate the need to create a full automation - making it much faster and easier to integrate automation with your marketing efforts. Fulfillment Actions are triggered in true real-time, with emails sending within one (1) minute, and give you the ability to have very granular level control over actions related to specific marketing items. Fulfillment Actions also are not affected by running automations as they operate independently from automations. 

Where Can Fulfillment Actions be Added?

Fulfillment Actions can be added to most tracked activities. The following are the most common marketing assets and behaviors paired with Fulfillment Actions:

Depending on your specific license, you may have additional assets that can trigger Fulfillment Actions. 

Adding Fulfillment Actions

To add a Fulfillment Action to a marketing asset first identify which asset you'd like to build the action(s) on. In this example, we'll add a Fulfillment Action on a Web Form. 

General Settings

Fulfillment Actions can be activated or deactivated and scheduled to run during specific dates and times. Deactivated Fullfillment Actions will not trigger on Prospects regardless if criteria is met. The Fulfillment Action will only trigger when Active; however, if there is a Schedule in place then the action will not trigger if the date in which the criteria is met occurs outside of the Scheduled Start and End Date.  

Send Email Fulfillment Action

The Send Email Fulfillment Action has unique features that give user's more control over email responses. 

  1. Pause/resume: This feature pauses all emails from going out. When the action is paused, all emails triggered by the Fulfillment Action will be held in the Send Queue. You can see queued emails by going to Content > Emails and clicking the Send Queue button . Clicking the play button resumes the action and sends all queued emails. While an email is queued the email content can be changed. Queued emails will receive the updated email content once the action resumes. 
  2. Send time:
    1. From Specific Date: Email will be sent on this date using the time the action is triggered.  If a delay is added then the send time will include the specified time plus the delay. 
    2. From Capture/Trigger Date: Email will be sent once the lead is collected (at an Event) or the action is triggered.  If a delay is added then the send time will include the delay. 
    3. From End of Event: Email will be sent on the last day of the Event. The start/end date is specified when creating a new Event.  If a delay is added then the send time will be the last day of the Event plus the delay.

Example: Page-level Lead Scoring

Each web page is tracked in Lead Liaison when a visitor visits the page. To see your web pages and add a Fulfillment Action do the following:

A good use case for Fulfillment Actions on web pages is page level lead scoring. For example, your Pricing page might be a very meaningful page on your website. If someone visitors your pricing page that's a good indication that they're interested, and more qualified than someone kicking tires. You could add 500 points to each person that visits the pricing page by using the Change Lead Score action within the Fulfillment Action. 

Managing Fulfillment Actions

To view your Fulfillment Actions do the following:

Fulfillment Actions on Prospect Profiles

When triggered, the Fulfillment Action is logged on a person's Prospect Profile as an Automation with each specific action recorded under the Audit tab. See the screenshots below to see how this looks:

Fulfillment Actions vs. Automation