I’d love to be able to tell you that your campaign should contain a series of five emails and all should be delivered one week apart. In reality, it’s completely dependent on factors that are unique to your business and your buyers.
Instead, what I can share with you is how to approach planning a Pardot nurture campaign in Engagement Studio, which will hopefully give you the guidance to fill in the gaps you need and start with your best foot forward.
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Then it all becomes a game of measure and optimise until you have the ultimate nurture campaign recipe for your business.
Planning your campaign: what you hungary phone number need and where to start
Any regular readers of this blog will know that I preach this starting point a lot but having buyer personas for your ideal customers is absolutely the best way to inform any marketing automation strategy, particularly nurture campaigns.
Ideally, your buyer persona docs should contain information like:
When and how often your buyers are online
How your buyers consume content online
What types of content your buyers like to access; do they prefer blogs, videos, infographics, research papers etc.
How those preferred content types play a role at each stage of their purchase journey
The length of a typical purchase process
Your buyers’ pain points and aspirations
With this kind of intel we can start to create a workflow of how your buyers might move from one piece of content to another.
For example, let’s say our buyer is a Marketing Director and the product we sell is marketing automation software.
Our research tells us that this buyer often uses infographics early on in the research process but once they reach the consideration stage, they want access to quality whitepapers and ebook guides, as well as how-to videos. Lastly, they want to see the software in action with a personalised demo before making a final purchase decision.
Knowing this information, we might plan a content journey that looks something like this:
Infographic > Gated whitepaper > Video > eBook > 1:1 Demo
While we can’t expect that every buyer will follow this linear journey from content piece to content piece, we can use it as a framework for providing the right type of content at the right time using Engagement Studio automation.
Our initial automation workflow then might simply be to send a series of emails with links to these content pieces in the order a buyer would usually engage with them.
Only by having information about the types of content, themes and formats our buyers are interested in as they consider buying from us, can we create a nurture journey in Pardot Engagement Studio that is likely to drive action from our leads from the very start.