Pardot’s Engagement Studio enables marketers to further customize their nurturing programs for their prospects, customers, and even partners. Engagement Studio has three main features that let you build your campaign around: Actions, Triggers, and Rules. Actions “do something”, Triggers “Listen for something”, and Rules “Check something.”
Let’s dive deeper into the new available actions Engagement Studio provides us.
Adjust Score by “X” / Adjust Score to “X”
Now you can either gradually increase or decrease a prospect’s score by the route they take on your Engagement Studio. If a prospect is opening all your emails, clicking links, viewing landing pages; you can increase their score in addition to your standard scoring rules. Maybe the prospect has gone down the no-response part of your Engagement Studio, you are able to decrease their score as less interaction goes on.
There are many instances where the prospect reaches a certain point in the nurture campaign that qualifies them as a marketing qualified lead (MQL). They’ve interacted with all your provided content and have been warmed up for your sales team to reach out. Engagement Studio gives you the option to set the prospect’s score to a specific number, which can be your MQL score. (Tip: Create an Automation Rule to assign the prospect to a User/User Group when a prospect’s score reaches MQL status).
Change Prospect Field Value to “X” / Clear Prospect Field Value
This is big, really big. Now you can learn even more about a prospect by what specific content they interact from within your nurture campaigns! If they click a product specific link, update a products interested field to include that product value. When the sales team picks up the phone to reach out they will know what products the prospect has interacted with in addition to what products they haven’t shown much interest in.
Additionally, there may be some instances where you would like to clear a field’s value. Let’s say you have an Engagement Studio with a dynamic recipients list; the only way to be removed from the dynamic list would be to un-match the rule criteria. A prospect receives a form, fills it out, and continues down the Engagement Studio. You can run a “Rule” to “check something”, such as check the value of a field from that recently submitted form. If that new field’s value isn’t what it should be in order to continue along the Engagement Studio, clear the field that is placing them on the dynamic recipients list, taking them off the Engagement Studio. If you need help setting Engagement Studio up, please visit our Salesforce Marketing Cloud page to learn more.
Look out for our next post which will be about Engagement Studio’s Triggers! If you’d like to receive a notification, please fill out our form below.