Pardot Engagement Studio: A Powerful Lead Management Tool
By Spencer Woollaston – Junior Marketing Automation Consultant at Ceterna
In our last blog post, ‘Get Smart With Automated Drip Campaigns‘, we went through how Saleforce Pardot’s Engagement Studio is perfect for building automated email campaigns. But, using Engagement Studio just for email campaigns is like using a sledgehammer to crack a nut.
Sure, you’ll see amazing returns in the form of increased engagement and conversions, but an industry-leading marketing automation tool like Engagement Studio can go on to crack bigger and brighter things. ‘Send Email‘ is but one of many highly useful actions available. So, let’s go through some of the other actions now.
All assets on Pardot, from forms and landing pages to emails, come with the option for lead scoring. Engagement Studio is no exception.
The ‘Adjust Score‘ action allows you to increase or decrease a prospect’s score, based on how they interact with emails in your Engagement Studio programme and more.
For those unfamiliar with the concept, lead scoring is the process of marking your leads with points based on their interactions with your brand. The more points a lead has, the more apparent interest in your product or service.
You wouldn’t sit on a hot plate, so don’t sit on hot leads either.
Suppose your Engagement Studio programmes includes a signup form that shows a prospect as a hot lead. With ‘Assign to Group‘, ‘Assign to User‘, and ‘Assign to Salesforce Active Assignment Rule‘, you can assign prospects to sales reps in your CRM, right from within your Engagement Studio programme.
That’s right! Lead nurturing, lead scoring and lead assigning, all from one amazing automated campaign.
They’ve been ghosting you for months — and they’re not even a decision maker at their company. Whatever your criteria for defining a dead lead, there comes a time when you need to ditch them.
When a lead is cold, Pardot’s Engagement Studio gives you one last chance to recapture them with an automated email campaign. If they respond, great! If not, oh well! Use the ‘Add to List‘ functionality to group together your dead prospects, ready for deletion, or ‘Change Prospect Field Value‘ to mark them as unmailable.
Now you have a mailing database Marie Kondo would be proud of.
You now know some creative ways to use the actions available in Engagement Studio. For a complete list of actions available, click here. To get in touch with a member of our team for Pardot support or a quick start implementation, click here.