ENGAGEMENT STUDIO
– Identify the main components of an Engagement Program:
- Triggers: listens for an event like an email open or form submission to occur within a specified period of days.
- Rules: check for specified criteria or values in the system.
- Actions: take an action on a prospect at a given point in time.
- End: designates the end of the program path.
- The basic sequence of steps:
- Build: Create and edit your logic.
- Test: Test out your logic by simulating the program as a prospect.
- Report: See how your program has performed.
- Activity: Track when changes were made in your program.
– Engagement Studio Elements
Triggers and their definitions:
Triggers: Email Open
Definition: Checks for a HTML email open
Triggers: Email Link Click
Definition: Checks for link clicks in an email. You can trigger on any link click, or select a specific link
Triggers: Form
Definition: Checks for a form view or completion. You can trigger on any form, or select a specific form. NOTE: if the form is contained on a landing page, a view or completion WILL NOT send the prospect down the yes path. Use the Landing Page trigger instead.
Triggers: Landing Page
Definition: Checks for a landing page view or completion. You can trigger on any landing page, or select a specific landing page.
Triggers: Form Handler Complete
Definition: Checks for a form handler completion. You can trigger on any form handler, or select a specific form handler.
Triggers: Custom Redirect Click
Definition: Checks for a custom redirect click. You can trigger on any custom redirect, or select a specific custom redirect.
Triggers: File Download
Definition: Checks for Pardot-hosted file downloads. You can trigger on any non-image file, or select a specific file. Note: only non-image files are available for this trigger.
Actions and their Definitions:
Action: Add to List
Definition: Adds the prospect to a list you select. Can be used to add prospects to another Engagement Program’s recipient list.
Action: Add to SF Campaign
Definition: Adds the prospect to a SF Campaign. You can select which SF campaign and status to give the prospect. For accounts with verified SF connectors only.
Action: Adjust Score
Definition: Increments or decrements prospects score, or adjusts the prospects score to a designated number.
Action: Apply tags
Definition: Adds tags to a prospect
Action: Assign to Group
Definition: Assigns the prospect to a user group
Action: Assign to User
Definition: Assigns the prospect to a user
Action: Assign to SF Active Assignment Rule
Definition: Assigns the prospect to an active SF assignment rule. This pushes the prospect to SF to both be created as a Lead and to be assigned by your active SF assignment rule. For accounts with verified SF connectors only.
Action: Create SF Task
Definition: Creates and assigns SF tasks. You will be required to enter a task Subject, Assigned to, Priority, and Status. Optionally, you can enter when the task is due, set a reminder, and/or add comments. For accounts with verified SF connectors only.
Action: Notify User
Definition: Notifies a user of a prospect’s action. You can select either the assigned user or a specific user.
Action: Remove from List
Definition: Removes the prospect from a list you select. The list can be the recipient list for the current Engagement Program, which removes the prospect from the current program, or any other list in your account.
Action: Removes Tags
Definition: Removes tags from a prospect
Action: Send Email
Definition: Sends an email. This action will prompt you to select a published email template.
Action: Change Prospect Field Value
Definition: Clear or change a prospect field value. This option also allows you to incrementally number fields.
Rules and their Definitions:
Rule: Assigned Salesforce Queue
Definition: Define paths based on a prospect’s assigned Salesforce queue
Rule: Assigned User
Definition: Define paths based on the user that the prospect is currently assigned to
Rule: Assignment Status
Definition: Define Paths based on whether a prospect is assigned or not.
Rule: Grade
Definition: Define paths based on a prospect’s grade
Rule: List
Definition: Define paths based on a prospect’s list membership.
Rule: Prospect Custom Field
Definition: Define paths based on prospect custom field values
Rule: Prospect Default Field
Definition: Define paths based on prospect default field values
Rule: Score
Definition: Define paths based on prospect score
Rule: Prospect Tag
Definition: Define paths based on a prospect tags
Rule: Salesforce Campaign
Definition: Define path based on a prospect’s Salesforce campaign membership
Rule: Salesforce Campaign status
Definition: Define paths based on a prospect’s Salesforce campaign status
Rule: Prospect Email Status
Definition: Define paths based on a prospect’s Opted out or Do Not email status
Rule: Pardot Campaign
Definition: Define paths based on a prospect’s Pardot campaign membership
Rule: Salesforce Status
Definition: Define paths based on whether a prospect’s Salesforce status is Lead, Contact, or deleted
– Describe the process when updating Engagement Program assets:
- Pause and edit engagement programs to adjust step settings, delete or add steps, update recipient lists, and more.
- Available in: All Pardot Editions.
- Steps:
- Pause engagement program
- Update program using Build tab
- Test, then click Start to restart the program
- Considerations:
- List and Prospect Changes.
- If a prospect is removed from a list that a program uses, that prospect stops moving through the program.
- If you remove a prospect from a program’s recipient list and then add the prospect back later, they start where they left off in the program.
- If a prospect opts out of a list used for a program, they still move through the program but don’t receive program emails. If a prospect is on multiple lists feeding a program, the prospect may receive emails. They must opt-out of all lists feeding the program to stop receiving emails.
- You can add prospects to a running engagement program regardless of where other prospects are in the program. Every time you add a new prospect to the engagement program’s recipient list, the new prospect starts at the beginning.
- Email Changes:
- To send a series of emails without checking for clicks or performing other actions, add Send Email actions without other triggers, actions, or rules.
- To add emails or steps to an engagement program at any time, pause and edit the program. Changes don’t affect prospects retroactively. Prospects only experience edits to steps they haven’t reached yet.
- Limitations:
- For best performance, limit your program to fewer than 300 steps.
- Program steps don’t inherit settings from previous steps. For example, if your program includes a Send Email action followed by an Email Open trigger, you must select the email template in both steps.
- Your edition determines how many engagement programs can run at one time.
- Pardot Growth Edition: 20
- Pardot Plus Edition: 100
- Pardot Advanced Edition: 200
- If your form is on a Pardot landing page, a form view or submission doesn’t satisfy a form trigger. Use a landing page trigger instead.
- Pardot’s drip and engagement programs allow one prospect per email address per program. This limitation ensures that an email address associated with multiple prospects doesn’t receive more than one copy of the same email.
- Explain the capabilities and limitations of the types of lists used with Engagement Programs
- Recipient Lists
- Suppression lists can prevent prospects from getting emails if it’s not relevant
- Same type of capabilities used in a drip as in regular emails
- Need manual suppression to ensure they are suppressed from drips
- Considerations:
- If a prospect is on a step with a wait, and is removed from the recipient list or added to a suppression list, the prospect will be removed from the program.
- If the prospect is later added back to the recipient list or removed from the suppression list, the prospect will move through the step at the date and time that was originally scheduled.