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08 Mar
Pardot Engagement Studio

One of the toughest things in today’s competitive digital market is keeping people engaged. You need to capture the needed information of your audience in order to make their journey smooth and seamless. In simple words, you must know your audience, share personalized messages at the right time, and analyze their response to perfect your campaigns for the next round.

Seems overwhelming, right?

Fortunately, with Pardot Engagement Studio, you can make all this possible.

Engagement Studio is one of the powerful tools available in the market that helps you build intelligent and automated programs to meet your objective of delivering excellent customer experience. However, for newbies, Engagement Studio can be nerve-wracking to use, despite the functionality and building blocks it has.

Therefore, we have prepared an ultimate guide for you that will give you insights on how Engagement Studio works and how to build a successful engagement program with it. We will also look at the top 5 Pardot campaign examples to help you get you started quickly.

Let’s dive in!

What Is Pardot Engagement Studio?

Pardot Engagement Studio is one of the most popular and versatile lead nurturing engines. When it comes to building email sequences and strong workflows, Pardot Engagement Studio takes your automation plan to new heights.

Build automated programs and create completely customized programs in order to provide a unique experience and engage your target customers at every step of their journey. The Engagement Studio program lets you construct, test, and report to generate promising leads, while also letting you seamlessly target your end users based on their journey, behavior, and qualifying values.

How Does Pardot Engagement Studio Work?

Engagement programs consist of three different steps:

  • Triggers
  • Rules
  • Actions

Each step has a different purpose (and can be used in any order), which is shown below:

Pardot Engagement Studio

Source: https://res.cloudinary.com/hy4kyit2a/f_auto,fl_lossy,q_70/learn/modules/pardot-engagement-studio-lightning/learn-about-actions-triggers-and-rules-lightning/images/616e804f20a3e69e0e273614dac62c39_cjnw-2-uh-7-j-009-g-0-vdpz-2-kxn-90-s.jpg

Triggers

A trigger is set up with a defined waiting period. During this period, Pardot Engagement Studio checks the specific time zone as well as if the potential clients meet the desired criteria. Engagement studio allows you to move your most engaged customers to the next step in the funnel; also, it notifies the sales team when the account takes an action.

Moreover, you can customize your wait period and evaluate your prospects for the defined criteria. After the set time period, they can be moved to the next step immediately. For example, when your potential client opens an email shared by you (today or within a few days).

Rules

Pardot Engagement Studio lets you define a criteria-based path for your prospects by using the Rules step. Here, the specific criteria or the value of the potential client stored in the system is tested.

Rules evaluate the current data of your prospective client. Unlike triggers that require a wait time, rules work immediately to check the present data.

In a nutshell, rules are flexible and let your sales team preemptively define what prospects you can take for certain paths in your Engagement Studio program. For example, you can check your client’s score or field value.

Action

Action designates your prospects to the nurture path. In this step, the engagement program is designed to let you perform (or schedule) an action like sending an email or changing the field value of your prospect.

Wait Period in Pardot Engagement Studio

The waiting period entirely depends upon the steps (trigger, rule, or action) you are incorporating. You can add or edit the program in the rule and action step or can wait for a defined period, applicable in all three before taking it to the next step.

For example, if you are sending an email, you can use Action, where you have the leverage to specify the wait time. On the other hand, if Trigger occurs within a defined time period, then Engagement Studio still waits for the full time before taking the prospects to the next step. However, if time is not specified, the prospective client is moved to the next step in the funnel as soon as the trigger criterion is fulfilled.

The table below helps you specify the different wait time options available for each step:

Pardot Engagement Studio

Building an Engagement Studio Program

Creating an Engagement Program involves the following steps:

  • Select Marketing, followed by Engagement Studio in Pardot.
  • Click + Add Engagement Program
  • Enter the program name, as shown below
Pardot Engagement Studio

Source: https://resources.help.salesforce.com/images/175db04d3cd98895c3014dc88ec71ef4.png

  • Choose a folder
  • You can add a description for internal use
  • Click on recipient lists and select one list
  • Click Save

Adding Steps to the Program

  • Open the Engagement Studio in Pardot
  • Open the program that you want to work on
  • Select Build tab
  • Use + icon to add steps
  • Select the step that you want to perform first, like Action
  • Next, select the defined option, like sending an email
  • Add the required information
  • Click Save

Testing and Starting the Engagement Program

  • Select the Test tab from the program.
  • To move through the steps i.e. Trigger, Action, and Rules, follow the prompts. (You can also restart from a particular step by selecting the one in the log).
Pardot Engagement Studio
  • Once satisfied with the test, run the program by pressing “Start”.

Now that you have learnt how you can build a program in Engagement Studio, let’s take a look at some of the examples of successful Pardot Engagement Studio campaigns.

Top 5 Examples of Pardot Engagement Studio Campaigns

Email Campaigns

When someone visits your website and submits a form, they give companies their consent. Email campaigns are the best way to welcome and engage with your customers with an aim to find their interests. If you know how to use all of the tools of the Pardot Engagement Studio, email marketing automation becomes a snap. You can monitor your drip email campaigns with the Pardot Engagement Studio.

How? 

Add a CTA to directly activate new prospects right from the inception. It will help you to create an engaged customer base, where you can connect with them time and again, share your content and products.

Pre-Sales Programs

In order to attract your target audience, you need to prepare them for the pre-sales process. With the Pardot Engagement Studio program, you can easily use automation to conduct pre-sales tasks, which includes a customer testimonial, product demo videos, giveaways, etc. to influence them for their buying decision.

How? 

Pardot uses automation to save the time of the sales team as well as increase their chances of closing deals.

Nurture Potential Leads

With this program, your objective is to recognize your potential leads while also allowing them to get to know you. The Engagement Studio feature in Salesforce Pardot aids in the automation of business processes. The Engagement Studio has a consumer visual representation that is simple to construct and test.

How? 

Using Engagement Programs, Pardot sends tailored emails depending on the prospect’s activity. The goal of any program is to convert leads, so you do not want to come too strong. You need to go easy with sharing messages, such as your content or other resources. You can also convert leads into marketing qualified leads.

Retaining Existing Customers

Your existing customers are already flattered with your approach, completely convinced that you are doing a great job, which makes it your task to give them reasons to think the same for as long as possible. Moreover, the automatic customer retention Engagement Studio gives you a platform to make your customers adore you more.

How? 

Send notifications when major development or advancements or campaign milestones are reached. Make sure your messages are personalized! Make a point of highlighting personal interests in your contact by identifying them through their purchase journey.

Onboarding Customers

Customer onboarding has a big influence on whether a customer stays with your product for a long time or leaves after a few months. Therefore, it is important to make sure they have a satisfactory experience. It is a time-consuming learning and collaboration process.

How? 

Use step-by-step emails to walk your new customers through the onboarding process. Engagement Studio helps you automate reminder emails for sales when they need to contact you. All in all, you need to ensure that you offer complete visibility to your customers so they can completely understand your products and services. Fortunately, Engagement Studio allows you to automate several onboarding processes.

Conclusion

The Pardot Engagement Studio helps automate business and lead nurturing processes. Simply put, engagement studio is an automated approach used to nurture prospects and convert them to qualified leads. And though it is one of the most powerful and intuitive programs available, it can only be mastered through comprehensive learning.

For more information on the Engagement Studio and running successful campaigns with it, connect with our marketing experts at info@growthnatives.com.

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