You may have heard a lot about Salesforce Pardot Engagement Studio. It’s been around since 2015 and has helped many businesses just like yours reach out to customers in an effective way. It’s described as “the nerve centre for the marketing automation platform“ of the Salesforce Cloud. If you are still unsure what it is and how it could benefit you, let us guide you through its core features. We provide some examples of use to help guide you through.
What is Salesforce Pardot Engagement Studio?
It’s a lead nurturing tool using a personalised approach to email marketing. It harnesses the information that you hold on customers with the aim of engaging a prospective lead to the point of turning a prospect into a converted sale. This it does by a series of engagements tailored to their personal profile. All of this would be difficult without the right platform and set of tools. To many, Pardot Engagement Studio is that platform.
How it works is relatively simple. It builds, as many such logic-based packages do, on a series of Yes and No questions. Pardot specifically allows users to build such programmes to aid them in streamlining their email marketing operations.
What Are Engagement Studio Programmes?
The short answer is that they are “drip campaigns” that you build in advance, automating your marketing stream.
As you build your programmes, it’s important to step into the shoes of a client or customer. Try to think about how they might engage with your business and its products and services. How would they like you to engage, when, and how often? Over-aggressive sales techniques that bombard customers with marketing materials are more likely to lead to a sale for your competitor than for your business, and a rapid unsubscribe from all email contacts from you.
Imagine, if as many do, you offer a free ebook or other downloadable document to customers on signing up with their email address. This ebook isn’t salesy and offers hints and advice on selecting the right product or using it. 2-3 days later, if the customer has not purchased the product or service, it’s typical to send a follow up email asking if there are any further questions. A week after the download, it’s typical to receive a much longer and personalised email containing more helpful information.
If, after two or more weeks a sale has not yet been made, it’s typical for a follow up phone call. This is fairly standard timeframe and a good balance. More often than this and the customer is likely to feel bombarded. Less often and the customer will forget about it or worse, feel your business is tardy in its lead follow up.
The Main Features of Salesforce Pardot Engagement Studio
To break it down into simple terms, there are four key benefits to using Engagement Studio for your email marketing outreach:
- Streamlined guidance of the sales process. By streamlining the customer journey, tailoring the method of sale, and applying personalised techniques of content in a marketing journey
- Reaction to and understanding of the triggers of a buying process, creating a more proactive approach to a customer journey than a reactive one. Decrease prediction and increase efficiency in understanding a profile
- A simplified journey through the range of customer engagements, arriving at new sales stages and adapting to it, ensuring that content marketing does not target the customer for services they don’t want or have already bought
- Better reporting on the success of otherwise of your marketing campaign and processes. Ongoing analysis allows you to adapt those elements that don’t presently work and harness those techniques bringing you the most success
How Do Salesforce Pardot Engagement Studio Programmes Work?
Each Engagement Studio programme is comprised of a series of simple and effective steps. There can be as many or as few steps as you like, depending on your account choices, but a typical Engagement should be no more than about 300, fewer if possible. Steps are divided into four types.
- Triggers: A trigger checks whether or not a prospective customer has completed an initial engagement such as a query form or started filling out personal details. The triggers in Pardot Engagement Studio include whether an email has opened, a link has been clicked, a form is viewed or has been submitted, or files downloaded
- Actions: This is where the user defines what happens next, setting out the process of engagement with the customer. You can create a Salesforce task, for example, add them to a list, assign to a customer group or to a user, or simply send an email for the next stage
- Rules: This is where the user is able to check something on the prospect’s customer record, such as a grade or score relating to their potential lead status. Here, you may assign to a Salesforce campaign or an email status
- Stops: This is the criteria used to define when the customer should stop receiving engagements. When they purchase a product or service or cancel a subscription, they are no longer part of your marketing campaign.