Having a potential client's email address is not enough to be able to carry out an effective acquisition action; to do this we need to know their interests and their willingness to be contacted. How do we achieve this? By creating workflows (with the Engagement Studio functionality ) in which we will offer different alternatives and automate our actions based on the prospect's.
As the user progresses through the workflows, the prospect will acquire different scores and gradings. This way, we can focus our attention and efforts on those who have a behavior that our marketing department defines as our “ ideal lead .”
pardot engagement studio
Pardot Engagement Studio: In the graphic above we can oman phone number data see the functionality of Engagement Studio where we can see how the options branch out depending on the decisions or actions that a potential client (lead) takes.
For example, if the email is opened, we can set the system to wait four days until the next contact; while if the email is not opened, we can send a second email with a different subject two days later.
We plan and configure these “paths” just once and define what initial event or action triggers them: it could be the download of an ebook, the subscription to the newsletter or a request for more information. Depending on the initial event and the information we have about the lead, we will include them in one workflow or another. In this way, each lead will receive the information relevant to their interests at the right time.
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Continuing with our example:
After downloading the ebook, we can offer you a showcase on the law firm's National and International Arbitration service. If you take the action, your score will automatically increase in the Scoring. If you do not show interest, we can offer you information on other areas/services of the firm to try to find out what your areas of interest are.