Engagement Studio is Pardot’s declarative drip campaign builder. Comprised of actions, triggers rules and stops, the Engagement Studio canvas is used to create conditional marketing based on prospect behavior or to deliver timely, relevant marketing journeys to prospective customers over time.
Forcery’s Founder Tigh Loughhead helped Pardot bring Engagement Studio to market, calling the tool the “if this, then that for marketing” in Salesforce’s “2016 Connected Small Business Report.” Forcery has since built hundreds of re-engagement campaigns, training marketers to better understand their customers’ buying journey, and advising on how to craft campaigns to assist at every stage of the funnel.
Engagement Studio is an incredibly powerful tool to deliver timely, relevant information based on something a prospective customer does, or over a period of time. Engagement Studio is the nurture campaign builder and the hub for automated drip campaigns. Email messages, Salesforce tasks, lead assignment, segmentation and adjust Pardot Score and Grade can all be completed declaratively in this automation’s Pardot Lightning canvas interface.
Or, see a case study of using Pardot Engagement Studio for NYC Real Estate.
Is Pardot's Engagement Studio only for cold leads?
Nurture campaigns can be for cold or lukewarm lead re-engagement, but they can also be applied to multiple other segments. Nurture journeys are great for customer onboarding, cross or upselling existing customers, or even engaging with internal employees. One of the most creative ways that we’ve seen the platform used is a campaign that functioned as a learning journey, teaching employees about drip campaigns over time.
How do I start to build a drip campaign in Pardot?
Every Pardot Engagement Studio campaign has only two required assets: a recipient list and an email template designated available for Engagement Programs. Then, campaigns are comprised of three additional elements: Actions, Triggers and Rules. Actions tell the program to do something, triggers ask the system to listen for something “having been done” (typically as a result of the previous action, and rules evaluate criteria stored in a businesses Pardot or Salesforce instance.
What is the difference then between Journey Builder or Interaction Studio?
Journey Builder and Interaction Studio are both Marketing Cloud products, which work on top of MC’s Email Studio. Journey Builder is a simplified cadence for a set series of messages typical of a B2C customer journey (like a welcome series of emails). Interaction Studio is much more complex, and a lot more similar to Flow, or Process Builder in Salesforce, where segmentations or audiences can be updated as part of a journey, spreadsheets or reporting generated, or many other cross-marketing channel functionality actions. Pardot is much more easy to use, whereas Marketing Cloud has more broad-reaching B2C functionality.