This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.
The concept of a marketing nurture campaign is pretty straightforward. Using software such as Pardot Engagement Studio allows us to automate the sending of relevant and timely content to our marketing leads, based on their interactions with our brand. Pardot states the definition of lead nurturing as:
‘the process of sending a series of automated emails that will trigger based on a person’s behaviors or a preset time interval. This means you can provide the right information, to the right prospects, at the right time, and all without lifting a finger.'
In a nutshell, by engaging with our hungary phone code leads after they take specific actions on our website or other marketing activities (or don’t) we can nurture them to the point of being sales-ready automatically.
Ah, if only it was so simple!
Of course, the actual task of setting up a Pardot nurture campaign that is effective is much more complex.
Why?
Well, mainly because before we can head into Pardot and start setting up such campaigns in Engagement Studio, we first need to actually know the digital journey we want for our leads.
The key to successful lead nurture isn’t in simply running automated campaigns - it’s running campaigns that successfully align with our leads purchase process, their wants, needs, and pain points.
The best campaigns move potential buyers closer to making a purchase from our business.
If you’ve ever sat down to map out a journey for your leads and found yourself asking the questions;
What types of content do I send and in what order?
How often should I be sending content to my leads? What is not enough and what’s too much contact?
What can I do to stop leads who fall into multiple campaigns receiving the comms from all of them?
Should I stick to email only or use other channels for my nurture campaigns?
How do I know what’s possible for a Pardot nurture campaign in Engagement Studio?
then you are not alone.
These are some of the most common stumbling blocks for marketers when considering lead nurture strategy.