We’ve definitely talked about how Salesforce Account Engagement aka Pardot is good at creating personalized campaigns before. It’s the main reason Account Engagement is such a sought-after tool. One of the standout features that makes it all possible is its robust behavioral tracking capabilities, which provide helpful insights into customer actions and preferences.
The Engagement Studio Tells All
Account Engagement's Engagement Studio is an incredibly versatile tool that allows marketers like us to track and analyze customer interactions across various touchpoints. From email opens and clicks to website visits and form submissions, Engagement Studio captures all these actions–providing valuable insights into customer behaviors–and then nurtures those leads at a customized pace based on the assets they interacted with. This means landing pages being viewed or certain emails being opened can trigger different emails a few days later that are relevant to the content they’ve viewed. Trust us: Engagement studios are your best friend.
There’s No Lists Like Dynamic Lists
Dynamic Lists play a key role in behavioral tracking by enabling marketers to segment their contacts based on specific actions or criteria. By creating dynamic lists based on customer behaviors like email engagement or content downloads, we can tailor our campaigns to individual preferences, driving higher engagement and conversion rates. Have we mentioned that personalization is incredibly important?
Real-Time Visibility with Activity Tracking? Yes, please!
Activity Tracking empowers marketers with real-time visibility into customer engagement. From tracking website visits to monitoring email opens and link clicks, you can instantly understand how prospects are interacting with their campaigns, allowing for timely follow-ups and personalized interactions. You can see what resonates with them, and expand on the points they’re drawn to!
Nurturing Prospects with Drip Programs
By designing a series of automated emails triggered by specific actions like form submissions or webinar registrations, organizations like yours can guide your prospects through the buyer's journey, delivering relevant content and personalized experiences along the way. Ease them along. They may not want to partner with you after one email, but a few gentle, personalized nurturing emails? Who could say no?
Tailor-Made Dynamic Content
As we’ve said before Account Engagement / Pardot's Dynamic Content functionality allows marketers to create personalized experiences by tailoring content based on customer behaviors. By dynamically displaying relevant offers, recommendations, or messaging on websites or in emails, we can provide a highly customized experience that resonates with individual prospects. They’ll feel special because you made them feel special!
