Whether you offer SaaS, IT support, or financial advice, the Pardot Engagement Studio is a powerful marketing automation solution for all subscription based businesses. But are you taking full advantage of its functionalities? Here are seven ideas to you can implement today to boost your subscription-based business.
- Customer On-boarding
First impressions are everything. On-boarding is the most critical step which could make or break your Prospect’s commitment to your business. Leverage Engagement Studio to provide the right resources and support that they need. Some ideas include notifying dedicated staff members to schedule a kick off call, and drive Prospects to complete key milestones within a desired timeframe. Most importantly, with Engagement Studio, you can gain visibility into a Prospect’s status and track their progress throughgers and Prospect scores.
- Integrating Engagement Studio with Social Messages
Subscription businesses often neglect social media channels. Seamlessly track Prospect activity on social media through custom redirect triggers and Social Messages. This integration with Engagement Studio will give you a comprehensive picture of Prospects, and will enable you to track their movements and social behaviours.
- Drip programs
By far the most straightforward way to use Engagement Studio is for drip campaigns. These are tailored EDM programs with the aim of moving a Prospect through a sales pipeline, and are constructed in Engagement Studio to nurture Prospects automatically once they are tipped into a list. It would be worthwhile if you conduct an A/B Test with EDMs first, and then select the winner EDM for the program. For examples and ideas for drip campaigns, view an infographic here.
- Dealing With Unsubscribes
The ending of any relationship is hard, but it’s always good practice to end with an amicable goodbye. Send your customers who have unsubscribed to your service a ‘thank you’ or ‘goodbye’ email. You can even use this opportunity to entice them back with a discount. Alternatively, set up triggers to notify sales staff or customer care so they can take appropriate follow-up measures. Remember to reduce their Prospect score as they have become less valuable to your business from Pardot’s point of view.
- Up-sell and renewals reminder
Part of any successful business model is to up-sell products and services to active prospects. The maximum wait time for actions and triggers is 365 days. Thus, Engagement Studio is perfect for implementing up-selling EDMs and renewals reminders as part of any long-term or short-term customer journey.=
- Build on your existing relationship with your Prospects
Keep Prospects up-to-date with relevant and value-adding content as part of a customer’s journey. In fact, EDMs result in more conversions and traffic than social media channels – that’s a fact replicated in a lot of marketing research. Whether it be blog posts, ebooks, webinar invitations, or competitions, Engagement Studio can facilitate relationship building with your Prospects
- Integrating Engagement Studio with SalesforcePardot is only half the story as a powerful tool to manage the top and middle parts of your sales funnel. The bottom of your sales funnel can be managed with Salesforce to complete your CRM suite. Specifically with Engagement Studio, you can automatically set up rules based on Assigned Salesforce Queue, Salesforce status, Salesforce campaign, or Salesforce Status. Based on certain triggers, it’s also possible to create a Salesforce Task for an assigned user, among others.
Pardot is only half the story as a powerful tool to manage the top and middle parts of your sales funnel. The bottom of your sales funnel can be managed with Salesforce to complete your CRM suite. Specifically with Engagement Studio, you can automatically set up rules based on Assigned Salesforce Queue, Salesforce status, Salesforce campaign, or Salesforce Status. Based on certain triggers, it’s also possible to create a Salesforce Task for an assigned user, among others.