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Pardot > Engagement Studio > Flashcards

Engagement Studio Flashcards

1
Q

What is the engagement studio tool designed for?

A

lead nurturing

It’s a tool design for lead nurturing and focuses on the importance of marketing the right message at the right time to the right prospect.

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2
Q

What does engagement studio allow you to do?

A

Engagement Studio let’s you build, test and report on engagement programmes that send targeted emails based on prospects behaviour and critical qualifying values.

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3
Q

What are the basic sequence steps to build an engagement programme?

A

Build
Test
Report
Activity

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4
Q

What does the Build tab allow you to do?

A

Create and edit your logic

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5
Q

What does the Test tab allow you to do?

A

Test out your logic by simulating the programme as a prospect

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6
Q

What does the Report tab allow you to do?

A

See how your program has performed

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7
Q

What does the Activity tab allow you to do?

A

Tracks when changes are made in your programme.

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8
Q

What logic is used within an engagement programme ?

A

Branching logic - yes and no branches.

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9
Q

What are the four types of steps you can add to an engagement programme?

A

Action - do something
Trigger - listen for something
Rule - check something

End - stop branch

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10
Q

Define what an action is?

A

The action step lets do something, like send an email or change a field value at a given point in time.

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11
Q

What actions can you take in an engagement studio?

A
  • add to list
  • Add to salesforce campaign
  • adjust score
  • apply tag
  • assign to group
  • assign to Salesforce queue
  • assign to user
  • assign via Salesforce active assignment rule
  • change prospect field value
  • create Salesforce task
  • Notify user
  • remove from list
  • remove from tags
  • send email
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12
Q

Define what a trigger is?

A

Trigger steps defines paths in your engagement programme based on prospect actions.

Triggers listen for an event to occur within a specific period of time.

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13
Q

What triggers can you use in engagement programme?

A
  • custom redirect click
  • email link open
  • file download
  • form
  • form handler complete
  • landing page
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14
Q

What defines a rule?

A

Rule steps define criteria-based paths for prospects.

Rules check for specific criteria or values in the system over the life of the prospect.

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15
Q

Whats the difference between rules and triggers?

A

Triggers listen for an event to occur within a specific timeframe.

Rule only evaluate a prospect actions after they joined the engagement programme. Rules check current data - doesn’t wait for an action

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16
Q

How many conditions can a single rule have?

A

Up to 5 conditions

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17
Q

can you schedule your engagement program to start on a specific date?

A

Yes. or you can start your programme immediately

18
Q

can you schedule your engagement program to stop on a specific date?

A

Yes. or you can continue your programme indefinitely

19
Q

What happens when you schedule a start date for individual emails inside your program?

A

When prospects reach this step, Pardot holds them here until your chosen email date.

20
Q

what are business hours?

A

Business hours are programme wide and restrict when your engagement program sends emails.

21
Q

If business hours are not set, what time does any email get sent?

A

If you do not use that feature, then Pardot will send your email just after midnight on the morning of your scheduled send.

22
Q

what are wait periods in engagement programmes?

A

Wait periods let you hold prospects on a step until a specified time has elapsed or a specific action occurs within a period - depends on whether the step is a trigger, action, or rule type.

23
Q

what is the wait period for an action step?

A

Immediately: Engagement Studio applies the specified action once the prospect hits that step.

Wait: Engagement Studio applies the action once the specified pause time has elapsed.

24
Q

what is the wait period for a rule step?

A

Immediately: Engagement Studio evaluates the specified rule criteria once the prospect hits that step.

Wait: Engagement Studio evaluates the rule criteria once the specified pause time has elapsed.

25
Q

what is the wait period for a trigger step?

A

Wait: Engagement Studio executes the trigger once the specified pause time has elapsed.

Up to a maximum of: Engagement Studio moves prospects down the “yes” path as soon as they take the action within the specified time frame. If prospects do not take the action, Engagement Studio takes them down the “no” path once the specified time frame ends.

26
Q

select the answer that explains how the “wait up to a maximum of” time setting works

A

engagement studio will listen for the specified activity/ event to occur during the specified time frame

27
Q

what’s the expected behaviour for prospects when an engagement programme is paused?

A

prospects will remain exactly where they were when the programme was paused

28
Q

if you pause a program while a prospect is on step A, where will the prospect be when you resume the programme?

A

will remain on step A

29
Q

If you pause a program when a prospect is on day 3 of a step with a wait of 5 days defined, where will the prospect be?

A

If you pause a program when a prospect is on day 3 of a step with a wait of 5 days defined, the prospect will still be on day 3 of 5 when you restart it, as if no time has elapsed.

30
Q

What will variable tags replace in an email?

A

field value name

31
Q

what are the three stages in stage-based prospect marketing?

A

hot, warm, cold

32
Q

What happens if I remove a prospect from a list of programs?

A

If a lead is removed from a list that a program is using, that lead stops moving through the program.

33
Q

What happens If you remove a lead from a program’s recipient list and then add them back?

A

they will pick up where they left off in the program.

34
Q

What happens if a potential customer unsubscribes from a list that the program is using?

A

Unsubscribe status only applies to marketing emails. If a prospect unsubscribes from a program listing, they move through the program but do not receive emails from that program. However, if the prospect is on multiple lists used for the same program, they can still receive emails from the program.

35
Q

Can I merge two leads in the same program?

A

Yes, but there are things to keep in mind. When you combine leads, you choose a primary lead record. When leads are members of the same engagement program, the new primary lead starts from the step that any of their combined leads most recently touched. Depending on the most recent point of contact, the primary prospect may skip steps or go through the same step twice.

36
Q

What happens if a waiting lead is deleted or removed from a list?

A

Leads in a step with a wait that are deleted or removed from a list are removed from the program. If a lead is added back to the list or is no longer deleted, it goes to the next step at the originally scheduled date and time.

37
Q

What happens to leads waiting on a step when a program is paused and the step is removed?

A

When the program resumes, the lead immediately moves on to the next step in the program.

38
Q

Is it possible for a lead to land on a step with an email scheduled for a date that has passed?

A

Yes. For example, if a prospect is added to a list that is fed by an old engagement program. If a lead lands on an email step scheduled for a past date, the email step skips it and doesn’t send. Go immediately to the next step in the program.

39
Q

what can you review on engagement studio action email sent report tab?

A 
for more metrics click report cards to view 
open rate
waiting 
sent 
opens
CTR
OPT-OUTS
bounce
40
Q

A prospect has ran through all five steps in your engagement program. You decide you want to add an extra email before step number two. Will the prospect receive the new email?

A

No, the email won’t send to prospects who have already completed the engagement program.

41
Q

Which of the following can you use as a rule in engagement studio?

A

Asssigned to a salesforce queue

Pardot campaign is

Pardot (14 decks)

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