Engagement Studio is my favourite Pardot feature. Flexible and powerful, it provides the ability to create automated engagement and nurturing programs in a user-friendly interface.

Typically, engagement programs are used to nurture prospects until they are qualified for handover to sales, but you should consider using them for onboarding new clients.

4 Steps to Create an Onboarding Program

The process of onboarding a new client should be simple. Don’t overthink it.

Step 1 – Create Your Onboarding Process

An example might be:

  1. Welcome email
  2. A second email with steps for setup / getting started
  3. A third email with tips and tricks for getting the most from your product / service
  4. A fourth email linking them to ongoing training resources
  5. A final survey email after a month linked to a Pardot landing page where they can give you feedback

Step 2 – Create your Client List

The best way to do this is to create a dynamic list that populates with new clients. The criteria might be Opportunity Status = Won, or a custom field value in your Salesforce org that identifies a person as a customer.

Step 3 – Create your Email Templates

Each email in the engagement program will need a separate email template. Use the same design and layout for your five email templates. 

To develop your content, review your FAQs page (if you have one) for some inspiration and get Sales and Marketing together to build content unique to your customers. They will bring different insights to the table, and you need both.

Step 4 – Create your Engagement Program

Create your Engagement Program, and use triggers to reward those who are most engaged with your emails. Keep it simple, and don’t add long wait times between emails. Two to three days is plenty. This way, you can onboard new clients in two weeks!

pardot engagement program

An onboarding program is a great way to engage your customers and show them that you are invested in your relationship with them.

Engagement doesn’t end once a prospect becomes a client. Try it out today!

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