What if you don’t have buyer personas?
Posted: Mon Dec 23, 2024 4:40 am
If you don’t have buyer personas with this level of information and you’re unlikely to have these any time soon, let’s not make this a bottleneck.
You can still make assumptions about the types of content to produce and where they fit in the sales funnel but you’ll just need to be prepared to have a firm monitoring, measuring and adjusting plan in place too so you can react to insights you discover.
When it comes to Pardot nurture campaigns in Engagement Studio - crawl, walk, run
When you’re first implementing Pardot nurture campaigns using Engagement Studio, it’s OK to start small.
Once you have your initial setup live and leads are being nurtured, you can then begin to evolve the strategy to include other elements of successful campaigns.
Using Pardot Engagement Studio, you can hungary phone numbers incorporate lead scoring, more complex rules to segment those who open or click and triggers to move leads from one nurture campaign to another i.e. cold leads into a re-engagement campaign.
Here’s a fairly complex Engagement Studio template as an example:
Pardot nurture campaign template example
How long to wait between each stage of the nurture campaign?
Again, there’s no definitive answer and while best practice is usually 7-10 days, the ideal situation is to place the ball in your lead’s court by allowing them to specify their preferences.
Once a lead enters your campaign, perhaps they receive a welcome email that allows them to choose:
The frequency of communication they receive
The types of topics they are most interested in
The channels they want to receive information on
Doing this shows your lead that you want to communicate to them on their terms. You aren’t going to overwhelm them with emails that are unwanted or text messages that go unread.
It also removes the guesswork on your side and informs your nurture strategy going forward, as you receive that all-important data which can be used to evolve (or create!) your buyer personas and overall digital marketing strategy.
How do you know what’s possible with Pardot Engagement Studio?
Engagement Studio is the tool used to run lead nurture campaigns in Pardot and it more than caters to the type of functionality we’ve discussed so far.
You can set up email recency and frequency rule types to stop marketing fatigue and ensure multiple campaigns don’t overlap too much.
You can A/B test and connect to social media so you’re not reliant only on email marketing for your nurture activity.
In fact, at MarCloud we’ve published multiple articles about what you can do with Pardot Engagement Studio, like:
How to approach Pardot lead nurturing with Engagement Studio
Ideas for your next Pardot Engagement Studio
Understanding the Pardot Engagement Studio
Plus, you can use the Salesforce Pardot training material here.
Of course, if you’d like personalised support and guidance in implementing nurture campaigns using Pardot, we’re happy to help. You can contact us to chat about training, support, or even our managed service.
You can still make assumptions about the types of content to produce and where they fit in the sales funnel but you’ll just need to be prepared to have a firm monitoring, measuring and adjusting plan in place too so you can react to insights you discover.
When it comes to Pardot nurture campaigns in Engagement Studio - crawl, walk, run
When you’re first implementing Pardot nurture campaigns using Engagement Studio, it’s OK to start small.
Once you have your initial setup live and leads are being nurtured, you can then begin to evolve the strategy to include other elements of successful campaigns.
Using Pardot Engagement Studio, you can hungary phone numbers incorporate lead scoring, more complex rules to segment those who open or click and triggers to move leads from one nurture campaign to another i.e. cold leads into a re-engagement campaign.
Here’s a fairly complex Engagement Studio template as an example:
Pardot nurture campaign template example
How long to wait between each stage of the nurture campaign?
Again, there’s no definitive answer and while best practice is usually 7-10 days, the ideal situation is to place the ball in your lead’s court by allowing them to specify their preferences.
Once a lead enters your campaign, perhaps they receive a welcome email that allows them to choose:
The frequency of communication they receive
The types of topics they are most interested in
The channels they want to receive information on
Doing this shows your lead that you want to communicate to them on their terms. You aren’t going to overwhelm them with emails that are unwanted or text messages that go unread.
It also removes the guesswork on your side and informs your nurture strategy going forward, as you receive that all-important data which can be used to evolve (or create!) your buyer personas and overall digital marketing strategy.
How do you know what’s possible with Pardot Engagement Studio?
Engagement Studio is the tool used to run lead nurture campaigns in Pardot and it more than caters to the type of functionality we’ve discussed so far.
You can set up email recency and frequency rule types to stop marketing fatigue and ensure multiple campaigns don’t overlap too much.
You can A/B test and connect to social media so you’re not reliant only on email marketing for your nurture activity.
In fact, at MarCloud we’ve published multiple articles about what you can do with Pardot Engagement Studio, like:
How to approach Pardot lead nurturing with Engagement Studio
Ideas for your next Pardot Engagement Studio
Understanding the Pardot Engagement Studio
Plus, you can use the Salesforce Pardot training material here.
Of course, if you’d like personalised support and guidance in implementing nurture campaigns using Pardot, we’re happy to help. You can contact us to chat about training, support, or even our managed service.