We are big fans of Pardot nurture campaigns – automating lead nurture actions based on triggers and rules. Pardot nurture campaigns – via Engagement Studio – are very powerful and customizable. Like almost everything else Salesforce, there are many means to an end, and finding the right Engagement Studio configuration for your use case is what requires the most knowledge.
We work with hundreds of Pardot customers and have noticed several common Pardot lead nurture use cases. To get you started and spark more ideas, we compiled 5 of the most commonly used Pardot nurture campaigns.
5 of our favorite and most commonly used Pardot nurture campaigns
1. Nurture prospects after downloading content
One of the most common Pardot Engagement Studio use cases is to nurture prospects after they have downloaded a gated piece of content. The strategy you use to go about an email nurture process takes into account your buyer’s unique journey.
If you haven’t already planned your lead nurture process, start by auditing your existing content (blog posts, ebook, webinars… everything you have) and align it with each stage of the buyer’s journey. The key is to truly evaluate what questions/pain points the content serves and determine what stage of the buying process it is most helpful for. From there, you will see the obvious nurture path that your emails can follow to help move someone along their journey towards a purchase. Then, just set up the emails in Engagement Studio to drip based on time, actions, etc.
2. Re-engage prospects to maintain list health
Keeping prospects engaged is important for your marketing and sales strategy, and it is crucial for list health and your email sending reputation. It is best practice to ensure your emails are being sent to prospects who have explicitly opted-in and who have received some form of communication from you in the last year. We further recommend that prospects be engaged in some form at least every 90 days.
Of course, it’s important to re-engage prospects and keep your business top of mind. But also, think about how many times you may have opted-in to a list and totally forgotten about it. If your subscribers hear from you often, they are less likely to forget when, how, and why they opted-in – meaning less spam reports for you! Additionally, in B2B email addresses are constantly changing as people leave jobs and move companies. To keep your lists clean, it’s important that you monitor any hard and soft bounces for inactive accounts. If you don’t know about spam traps – read up! Keeping your lists clean and free of inactive email addresses will keep you off blacklists and maintain a good sending reputation.
You can keep up with this 90-day engagement plan in Pardot Engagement Studio. Create a dynamic list of prospects with a rule of prospect last activity: more than 90 days. Add that list to an Engagement Studio program to maintain communication with inactive prospects. The dynamic list functionality removes the prospect once they have activity (like a link click, email open, etc.).
If you have prospects who you haven’t emailed in more than 6 months or you aren’t sure if/how they opted-in, you need to send a permission pass email first. This isn’t just a compliance thing – it will save you from email purgatory and blacklists!
3. Pre and post-event support
Whether you are hosting an online webinar or participating in a trade show, Pardot Engagement Studio can help nurture your prospects through the entire event lifecycle. Some of our favorite ways to create excitement for events is to send personalized emails inviting prospects to your event and nurture them to rsvp by sending out relevant content about what they can expect in the event.
Pro tip: creating a landing page with a form where prospects can RSVP allows you to easily remove converted attendees from a nurture list. Use another landing page on kiosk mode during the event to gather actual attendees’ information and segment them into a list. You can use this list to continue nurturing your prospects by sending them emails with a call to actions like request a demo. Even better, you can set these post-event emails to come from the sales rep that talked to them at the event.
4. Upsell current customers
Did you know that acquiring a new customer can cost five times more than retaining an existing customer? That’s why it’s so important to nurture your current customers, keep up relationships, and create opportunities to upsell. Pardot Engagement Studio is useful to easily communicate with customers based on past interests and purchases.
You can even use dynamic content emails to include only your most relevant content, products, and services based on information like webpages that your prospects viewed, past purchases, emails they opened before, and more. We also find it useful to notify the prospect’s assigned user whenever a prospect clicks on an email – indicating their interest in a product or offer.
Pro-tip: The Salesforce product, Engage, also helps with this kind of thing!
5. Send and gather an NPS survey
The importance of customer retention is clear. Keeping customers happy and responding to their needs is the best way to avoid churn. Net Promoter Score (NPS) is a customer loyalty metric that measures how likely a customer is to recommend a product or service to a friend, and it can help you understand your retention likelihood. In fact, Neil Patel found that implementing and responding to NPS surveys had a direct 30% decrease in their churn rate!
The NPS collection method is great because it’s one simple question that is easy to answer. If the respondent answers 9-10 they are a “promoter”; 7-8 they are “passives”; 0-6 they are “detractors” and in serious need of attention before they blow up some negative WOM.
There are a number of Salesforce tools out there built specifically for NPS collection. We also think it’s simple and effective to use Pardot Engagement Studio. Begin your Engagement Studio program by sending out a survey that asks the question: On a scale from 1-10 how likely are you to recommend us to a friend? If the subscriber clicks on numbers 9-10, send an email thanking them and reminding them about any referral programs. If they click on numbers 7-8, send an email asking “What could we have done for you to score us just one more point?” Lastly, if they click on number 6 or below, prompt their sales rep to give them a call and understand how you can improve their experience.
Configuration of NPS collection in Pardot gets a bit into the weeds. Here’s a great article explaining the steps in detail. You can also run reports on your Promoters, Passives, and Detractors to calculate your NPS.
As you can already tell, the possibilities are endless with Pardot nurture campaigns. If you are building an engagement program and would like us to review it, we would love to help. Email me with your questions!