Are prospects not converting when you communicate with them regularly? Do you have prospects who want a call back in 6-12 months? Do you have a long sales cycle? If so, it’s definitely worth setting up a slow nurture Engagement Studio. This type of program looks after the prospects who need more time to convert and can be drip fed information so you are always front of mind when it comes to the final buying decision.
When a new customer signs up, you can get the ball rolling immediately with step by step emails for the new customer that guide them through the onboarding process, notification emails for sales when they need to call and have full visibility on those that become inactive after a certain period of time.
For all upcoming webinars and events, why not create an Engagement Studio to promote attendance and send different emails to those who attended vs those that did not attend.
Testing your Engagement Studio
Sending emails automatically based on logic can be scary. In fact, sending irrelevant or factually incorrect emails is one of the biggest fears a marketer has.
Fortunately, testing is a big part of the Pardot Engagement Studio. The testing canvas allows you to run through the program logic and make real-time decisions that shows where the prospect could be taken. You’ll be able to test every possible journey and find any gaps or improvements to your program by using this functionality.
Once a program has started, the reporting tab will become available to you which shows high level statistics. Feel free to click into each of the steps to show the report card which shows more information about the stage. When your program becomes more advanced and you start to swap out different emails, you’ll be able to see a split report which compares the performance of each email, kind of like a delayed A/B test.
If you’re in a rush, you can export the Engagement Studio program stats by clicking ‘Tools’ in the top right of the reporting screen.
Top Tip: When looking at the program reporting stats, notice that unsubscribed prospects will still flow through the program steps even if they don’t receive any emails.