This week’s #smarthack is brought to you by Account Strategist, Kate Rossiter.
Welcome to the fourth installment of SmartAcre’s Pardot Engagement Studio vlog series. I’m Kate Rossiter, an Account Strategist at SmartAcre, a lead and demand generation digital marketing agency.
Today, I’ll be taking a broad overview of the Engagement Studio feature within Pardot and give you some of my key Engagement Studio tips to maximize the success of every campaign you launch, and accelerate the customer journey. Engagement Studio allows marketers to track and manage an entire customer journey.
As we’ve covered in previous episodes, Engagement Studio allows you to map the entire customer journey for a campaign on a single page. You’re able to trigger actions based on contact data, see if prospects have completed certain actions, and track exactly where your prospects interacted with content along the journey.
Triggers monitor when a prospect takes a certain action, while rules check a prospect’s attributes at that step (i.e. Prospect score, or job title). Actions can be prompted by those rules or triggers, and include anything from sending a prospect an email to adjusting their score or adding them to a Salesforce Campaign.
One key Engagement studio tip: make sure to consider the days and times you want your program to run. Click on the drip icon at the top of your program to alter the basic information of your program. Below the options for recipient and suppression lists, you’ll find the checkbox option (Send emails during business hours only (10am-4pm M-F). This feature means you don’t have to worry about emails being triggered outside of business hours when prospects aren’t checking their inbox, especially during the weekend. On the other hand, if your program is an autoresponder, or something directly triggered by a prospect’s action, you’ll want to leave this box unchecked. You don’t want to make a prospect who tries to download a piece of content past business hours wait for their offer.
Your second Engagement Studio tip: When using wait times, know the difference between your delay options. A trigger that is set up with “wait period of up to x number of days,” means Pardot will “listen” for the required time and if the prospect takes the required action or meets the criteria, they can be taken on to the next step immediately. This allows you to move your most engaged prospects through the funnel at their own pace, or notify sales reps immediately when a prospect takes an action. Alternatively, you can set a “Wait period of x days” delay, which means all prospects will be evaluated for the criteria of the trigger after this set period of time and move onto the next step together—a better option for a long term nurture where you want messaging spread out over time.
That’s the basics of timing in Pardot engagement studio and how they can affect how customers experience campaigns and move through the marketing funnel. Make sure to go back over the previous Pardot vlogs and start taking full advantage of your marketing automation system.