Pardot Engagement Studio is designed for running automated email campaigns for a number of use cases. Many marketers wonder how they can maximise Pardot with advanced engagement programs that stick to building best practice.
When I showed an example Engagement Studio program that supports the sales team working long sales cycles, I added some tips for using Engagement Studio that came up while working with some of my clients in the past few months. The more complex your programs, the more important this best practice advice becomes.
This talk was originally broadcast at the London Marketers (Pardot) Group. You will find the recording below. The first part covers my use case and switches over to the tips at 13:45.
Tip 1: a suppression list can also be a target list
When you have a program and you’re thinking about which prospects you don’t want in it, that group of people could actually be the recipient list of another program you have running.
You don’t necessarily have to create a list specifically to be a suppression list – after all a list is a list!
It helps to remember this, otherwise you could be making the same lists over and over again (maybe just called slightly different names).
Tip 2: be wary of using dynamic lists as recipient lists for Engagement Studio programs
I’ve had a couple of clients where they’ve set up the programs themselves and wonder why the start of the program has 50 people, but by the end of it, there are only 20.
With a dynamic list, prospects are moving in and out based on criteria defined on that list, which means if the prospect no longer matches the list criteria, they will leave the list, and the program also.
In one instance, the client’s dynamic list criteria was actually changing due to the action steps in the program, and so, it was pulling prospects out before they could finish some of the other steps.
Tip 3: think before adding score increases
You don’t always need to add actions to increase a prospect’s score.
Any examples where you may have seen activities adding to their score in my demo, it was because that content was not a Pardot marketing asset/trackable on the website.
If prospects are submitting forms or if they’re clicking on your website pages (which have page actions associated with that page), all of these activities will already apply points to the total score.
You don’t have to reapply points in Engagement Studio, otherwise you’re going to begin inflating numbers, which you don’t want to do!
Tip 4: capturing engagement with lists vs. tags
Think about using lists or tags to capture engagement. Setting actions in Engagement Studio to ‘add to list’ or ‘add tags’ is a useful way to see engagement, and when the prospects reach the end of the program, whether you want to take further action by identifying who your most and least engaged prospects were (based on their list membership or tags) and segment them into cold, warm or hot leads.
Tip 5: add comments while editing
If you need to pause and edit your program, go for it – but remember to add comments.
From what I’ve seen, a lot of people don’t realize that you can comment about what you’ve changed before you restart the program.
As a consultant, I find this really helpful because if one of my clients comes to me saying ‘it’s broken!’, I can go look at the program comments to see, ‘okay, well I can see that you’ve done this and this, and that’s why this problem has occurred’. Whereas if they don’t keep track of changes they’ve made, it becomes a guessing game, and sometimes you really have to dig deep to find out why something was working and then it wasn’t working.
If you want to hear how you can continue advancing your Engagement Studio skills, check out my other post, where I share one nurture program we built to keep front of mind with prospects who say ‘call me in 6 months’.