With the power of Pardot, you can nurture client relationships like never before.
Through the lead nurturing process, you can take new leads from the awareness stage all the way through the sales cycle and engage them with relevant, personalized content over time.
You can use different types of nurture programs across a variety of industries. There’s no limit to how many types of nurture programs you can use, but there are three in particular that every Pardot user should know about.
1. WELCOME NURTURE
A welcome email program for new prospects with helpful information which is always necessary for all organizations. In marketing, audience education is a huge opportunity to both communicate value to your prospective customers and establish your brand as a go-to resource.
If someone new enters your database, put them on a targeted nurturing path based on the content they registered to access. This way, you can help them understand your products/services and wealth management business, and then lead them to engage further through CTAs that may be relevant to their interests.
Here you can check the example of the Welcome Nurture program schreenshot.
2. JOURNEYS BASED ON FORM COMPLETION
Prospects enter company databases because they’re interested in a specific piece of content — so why not nurture a relationship with them based on that content? If a new prospect seems interested in your branded content or one of your financial products, create an automated nurture path tailored to that content, product, or any related services you offer.
For example, let’s say you’re sending an email about an ebook on mutual funds. If your audience clicks on the CTA to read the e-book, consider sending automated emails with more resources on mutual funds. This gives them even more information and opens up more pathways for them to engage with you on the topic if they want to.
3. EVENT PROMOTION AND FOLLOW-UP
Every organization can unlock many nurturing opportunities by holding an event, meeting, or webinar. Imagine holding an informative webinar called “All About Bonds.” You can gauge your audience’s interest in the event based on clicks in an early promotional email, and then continue to promote the event with content relevant to topics that will be covered at the event. After the event, you can follow up with more relevant content and gauge interest in future events on related topics.
Here you can check the example of the Follow-Up program screenshot.
If you need help setting up the Pardot, you can get in touch with us here.
Marketing Automation Specialist/Pardot Consultant at CloudVandana Solutions.
2X Salesforce Certified.