3 Magic Cards of Pardot Engagement Studio

Want a single place to manage all touch points of your prospects and customers? You can mark this as checked now. Using Pardot Engagement Studio, the marketing teams have now access to a great platform with a slick interface, which helps them to build complex journeys on a single canvas with a combination of actions, triggers and rule.

Pardot has officially released its Engagement Studio in April 2016. The main benefits of the Engagement Studio is that it’s super easy to use, you don’t have to be a programmer to create complex drip campaigns and lead nurturing programs. Plus, you have the control and flexibility of your campaign and the ability to change it at any time.

To get started with creating a new program, all you have to do is to navigate to Marketing -> select Engagement Studio -> click Add Engagement Program. You are good to go once you’ve entered a name for your program and a folder, recipients lists and suspension lists can be added at a later stage.

 

Pardot Engagement Studio

 

Beside the fact that Pardot Engagement Studio it’s a sleek and all-encompassing way to build, visualize, test, and measure buyer journeys, it has great features that I’ll highlight in this post by looking at Action, Trigger and Rule.

 

Pardot Engagement Studio

Action

Actions are items that do something, weather it’s adjusting the lead score, sending an email, adding prospects to a list or assign them to a sales user.

The actions available are:

  • Actions in Engagement Studio include:
  • Send Email
  • Add/Remove to/from List
  • Add to Salesforce Campaign
  • Adjust Score
  • Apply/Remove Tags
  • Assign to Group/User
  • Assign via Salesforce Active Assignment Rule
  • Change Prospect Field Value
  • Create Salesforce Task
  • Notify User

 

Triggers

Triggers are listening for prospect activity over a specific period o time. A trigger can be anything from a form submission, a landing page view or a link clicked into an email.

The triggers available are:

  • Custom Redirect Click
  • Email Link Click
  • Email Open
  • File Download
  • Form
  • Form Handler Complete
  • Landing Page

 

Rules

Rules are super powerful as they help you to qualify the lead a little more, something like conditions checks. So you are nurturing everyone who clicked a specific link on your email, but at the same time you may want to use rules to only include everyone who is for example grade A or have the score at 100.

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
  • Score

 

Examples of campaign to build

  1. Re-engagement campaigns targeting inactive leads
  2. Sales acceleration of leads that have high score and good grade
  3. Lead nurturing campaign
  4. Assigning leads to sales
  5. Database segmentation program, assigning leads to specific lists and segments

 

There are lots of great things in Pardot Engagement Studio, however the most useful it’s the fact that marketers get more time to actually design the desired journey for their prospects instead of focusing mostly on the implementation. Pardot is taking care o this, mostly because each program once built, tested and optimised, can serve as a framework for future programs, giving marketers the opportunity to clone the program and adjust the segmentation criteria very quickly.

 

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