Account-Based Marketing Ideas For Pardot's Engagement Studio
Posted: Mon Dec 23, 2024 4:16 am
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 Pardot Engagement Studio is a fantastic tool for nurturing prospects into marketing qualified leads. Typically, businesses would use it on a larger scale and market to large lists of prospects. However, you’re able to build programs that really hone in on specific objectives using clever automation.
Whether it’s a highly targeted program that focuses on freecontentlist telegram the account level or automation that looks solely at the status of opportunities or how long they’ve been open for, this is where the real value lies.
Account-Based Marketing
Account-Based Marketing (or ‘ABM') is very topical at the moment and rightly so. ABM is a highly personalised and strategic approach that works brilliantly for B2B firms looking to acquire high-value customers.
With Pardot’s Engagement Studio, Account-Based Marketing has become much easier to implement as users are able to build out a flexible framework that you can tailor to each account. The screenshot below illustrates how to incorporate Account-Based Marketing into your next Engagement Studio in a simple way. The diagram shows how you can take an individual account and right from the outset, split the list of prospects into departments so that you can be particular about the messages they receive. For example, you may want to send one plain text email per quarter to the finance team but one monthly HTML to the purchasing team. The Engagement Studio gives you control over who you send to, what you send to them and the time period between each email send.
Engagement Studio Example
More often than not, high-value sales will involve several stakeholders and they might be part of the same department. In which case, you would tailor the program to meet the needs of the account. The gist here is that no matter what the situation, the Engagement Studio will be able to accommodate because of how granular it allows you be with the segmentation.
Opportunity stages
Most businesses are really good at nurturing prospects at the top of the sales funnel. However, where the majority seem to underperform is following up on open opportunities. It is often perceived to be the responsibility of the ever busy salesperson, however, there is a lot that marketing teams can do to support them in closing these deals.
The Pardot Engagement Studio is a fantastic tool for nurturing prospects into marketing qualified leads. Typically, businesses would use it on a larger scale and market to large lists of prospects. However, you’re able to build programs that really hone in on specific objectives using clever automation.
Whether it’s a highly targeted program that focuses on freecontentlist telegram the account level or automation that looks solely at the status of opportunities or how long they’ve been open for, this is where the real value lies.
Account-Based Marketing
Account-Based Marketing (or ‘ABM') is very topical at the moment and rightly so. ABM is a highly personalised and strategic approach that works brilliantly for B2B firms looking to acquire high-value customers.
With Pardot’s Engagement Studio, Account-Based Marketing has become much easier to implement as users are able to build out a flexible framework that you can tailor to each account. The screenshot below illustrates how to incorporate Account-Based Marketing into your next Engagement Studio in a simple way. The diagram shows how you can take an individual account and right from the outset, split the list of prospects into departments so that you can be particular about the messages they receive. For example, you may want to send one plain text email per quarter to the finance team but one monthly HTML to the purchasing team. The Engagement Studio gives you control over who you send to, what you send to them and the time period between each email send.
Engagement Studio Example
More often than not, high-value sales will involve several stakeholders and they might be part of the same department. In which case, you would tailor the program to meet the needs of the account. The gist here is that no matter what the situation, the Engagement Studio will be able to accommodate because of how granular it allows you be with the segmentation.
Opportunity stages
Most businesses are really good at nurturing prospects at the top of the sales funnel. However, where the majority seem to underperform is following up on open opportunities. It is often perceived to be the responsibility of the ever busy salesperson, however, there is a lot that marketing teams can do to support them in closing these deals.