Nurture in the New Year with Engagement Studio

By now, you probably know about Engagement Studio – Pardot’s latest tool to engage clients with your brand. Customers journey down a path customized just for them, with personalized messages along the way. Once the program is created, you don’t need to lift a finger! Your prospects will receive scheduled emails without the effort of individual sends.

The beautiful thing about engagement programs is that they’re actually a breeze to create! At Cloud on Tap, we like to tell our clients the hardest part about the process is creating the content. Remember in Pardot you’ll need to make Email Templates for anything automated.

 

Here are five tips to help you nurture your prospects in the New Year:

1. Copy your templates
Save time and keep your design consistent by copying your email templates. First, create a beautiful email template, then copy and edit it for the rest of the emails in the program. This way, you’ll save a lot of time and effort. Plus, you’ll get consistent branding and style your customers recognize.

 

2. Consider your logic
Tackling this step early on will make the rest of the process easy as pie. Ask yourself what you want to accomplish: Are you creating a re-engagement program? Want to welcome new customers? Maybe you want to introduce them to a new product or service.

There are all sorts of paths you can take with triggers, actions and rules. Or you could keep things simple. One of our Cloud on Tap engagement programs sends an email every week, regardless of the prospect. We love this uncomplicated program because our prospects are nurtured automatically. All we had to do was create the content!

 

3. Make multiple programs
Jumping off the last point, you might decide that it’s easier or more impactful to make several programs. For instance, let’s say you’re creating an upsell program. You could use a trigger to check if the prospect clicks a link in your email. The follow-up action might be to add that prospect to a list.

In Pardot, lists are directly tied to email sends and engagement programs. So adding someone to a list could get them started on another engagement program! This is a handy way to hop a prospect from one program to another, or have them in multiple programs at once.

 

4. Target your lists
Lists of course depend on the type of engagement program you’re creating. You can use static lists or dynamic lists, and don’t forget to designate suppression lists if there are prospects you don’t want to include.

It’s also a good idea to make sure all these prospects are opted in and up-to-date, so cleaning your database is a good idea before you start your program.

 

5. Test!
Last but certainly not least, test your program! This is an important step to ensure your logic is entered correctly. Head to the Test tab in the Engagement Studio builder and follow the prompts.

 

Get Started

Hopefully these tips will help you get started on your next marketing push. Engagement Studio is a wonderful way to stay top of mind with your clients.

Your program won’t begin until you click the “Start” button in the upper right corner. So get into Pardot and create your next lead nurturing solution!

5 Exciting Tools in Pardot’s New Engagement Studio That You Don’t Want To Miss

It’s finally here! Pardot has officially released the highly anticipated Engagement Studio.

They should have named it “B2B Marketer’s Dream Studio” … Engagement Studio is a sleek and all-encompassing way to build, visualize, test, and measure 1-to-1 buyer journeys.

Packed with new tools and features, it can be a lot to take in — however, we were a part of both the pilot and beta programs for Engagement Studio and have already helped multiple clients in the pilot stage, so we are ready to go and know our way around! Keep reading for a list of a few of our favorite new tools:

Specific Email Link Click

Pardot’s Drip Program builder allows you to specify whether a prospect clicked on a link in an email, but that’s where the functionality stopped — Engagement Studio is changing the game, allowing you to specify exactly which link the prospect has to have clicked in the email!

Engagement Studio

 

Rules

Pardot has brought together the powers of drip programs and automation rules! You can now set rules within Engagement Studio — the rules available are Assigned Salesforce Queue, Assigned User, Assignment Status, Grade, List, Pardot Campaign, Pardot Custom Field, Prospect Default Field, Prospect Email Status, Prospect Tag, Salesforce Campaign, Salesforce Campaign Status, Salesforce Status, and Score.

Engagement Studio

 

Email Preview

Ever been setting up a drip program and felt frustrated due to having many emails with similar names? Now you don’t have to remember exactly which email is which — you can simply click the photo icon next to the email template drop-down to get a full-screen preview of the email!

Engagement Studio

 

Salesforce Status

What if you only want prospects that are a specific type of record in Salesforce to continue through your lead nurturing track? No fear — you can now specify whether you want a prospect to be a lead, contact, or deleted in Salesforce!

salesforcestatusfinalES

 

Salesforce Campaign Status

Were prospects part of a Salesforce campaign? Did they respond to it? You can now target prospects based on Salesforce campaign activity!

Engagement Studio

 

That’s a wrap for now — however, subscribe to our blog for ongoing tips and tricks!

Engagement Studio training will be included in our Lite, Standard, and Ultimate Pardot Onboardings for new users. Current Pardot users can get help via our Pardot Tune-Ups (hourly rate) — sign up below if you want to get up and running with Engagement Studio (and/or Pardot) as soon as possible!

(Trying to figure out which Pardot Partner to go with? Check out: 9 Reasons Why You Should Choose Cloud on Tap for your Pardot Onboarding/Support)

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