Building Your First Campaign in Account Engagement(Pardot): A Marketer's Guide

Congratulations on your journey with Account Engagement(Pardot), Salesforce's powerful marketing automation platform. Now, it's time to dive into the exciting world of creating your first campaign. In this blog post, we'll walk you through the step-by-step process of building your inaugural campaign in Account Engagement(Pardot), ensuring you're set up for success and ready to engage your audience effectively.

Define Your Campaign Goal

Every successful campaign starts with a clear goal. What do you aim to achieve with this campaign? Whether lead generation, promoting a new product, or nurturing existing leads, a well-defined goal guides your efforts and ensures focused messaging. Not all marketing is intended to make sales, though it should have a purpose. Make note of it and how the Goal or “purpose” relates to your customer journey and marketing goals.

Plan Your Content

Before you begin building your campaign, outline the content you'll need. This includes emails, landing pages, forms, and any downloadable assets. Align your content with your campaign goal and target audience to deliver a cohesive message.

Create Emails

Crafting compelling emails is at the heart of your campaign. Account Engagement(Pardot) offers user-friendly email editors that allow you to create visually appealing emails without coding. Choose or customize an email template that suits your branding and message.

Design Landing Pages

Your landing pages should resonate with your audience and encourage conversions. Design landing pages that are visually engaging and optimized for conversions. Account Engagement(Pardot) landing page builder simplifies the process, even for those without coding expertise.

Set Up Forms

Forms are essential for capturing lead information. Create forms that align with the campaign's purpose. Keep forms concise and gather the necessary information to tailor your follow-up communications effectively. Use dynamic forms to gather personalized information about your prospects, such as their role or budget.

Configure Automation

Automation is where Account Engagement(Pardot) truly shines. Set up automation rules and workflows to engage leads based on their interactions. For instance, you can automatically send a follow-up email when a lead submits a form or clicks a link in an email. Start small and iterate so you can continuously improve on what works and scrap what doesn’t improve the customer journey.

Test and Share Your Campaign

Before you launch, thoroughly test your campaign elements. Send test emails to ensure they display correctly and test your forms and landing pages to ensure they function seamlessly. This step prevents any potential issues from affecting your live campaign. In addition, share your campaign with stakeholders so they know what messaging is going out to potential clients and contacts. This can help align sales and marketing on future campaigns.

Launch and Monitor

With thorough testing complete, it's time to launch your campaign. Monitor its performance through Pardot's analytics and reporting features. Track email open rates, click-through rates, form submissions, and landing page conversions to measure your campaign's success.

Analyze and Optimize

After your campaign has run its course, analyze the results. Compare your campaign's performance against your initial goals. Identify what worked well and areas that could be improved. Use these insights to optimize your future campaigns. (Need some dashboards? Contact us to preview our Dashboard packages)

Repurpose and Iterate

Building your first campaign is just the beginning. Don't let your efforts go to waste. Repurpose successful content for future campaigns and iterate based on your learning. With each campaign, you'll refine your strategies and drive even better results.

Building your first campaign in Account Engagement(Pardot) is an exciting endeavor that lays the groundwork for your marketing automation success. By defining your campaign goal, planning your content, creating engaging emails and landing pages, setting up automation, testing rigorously, and analyzing results, you're positioning yourself for effective audience engagement and lead nurturing. Embrace Account Engagement(Pardot) capabilities, your creativity, and the insights you gain to create campaigns that resonate, convert, and drive your marketing efforts forward.

At Market Lite, we work with you to develop a dynamic and scalable Marketing Automation roadmap. Our implementation plan creates a template for your team to accelerate your time to value when implementing Marketing Automation. Contact us today to take our Marketing Automation Readiness Assessment.