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How to Identify and Nurture Cold Leads in Pardot

October 19, 2016

Cold Leads can still represent an opportunity for business, and it’s a good idea to have a plan to re-engage this audience. Fortunately, it’s easy to identify these type of Prospects in Pardot, and even easier to create a nurture campaign to communicate with them.

Depending on how your Sales and Marketing team determines the status of “Cold Lead”, you may identify these based on different criteria. At NuAge, we consider any Prospects (Leads in Salesforce) who have not engaged at either a Sales or Marketing level. We consider inactivity for either Marketing OR Sales to be a Cold Lead requiring a re-engagement effort.

If you’re primarily focused on identifying Sales Activities as the determination for Cold Lead status, you’ll want to make sure Pardot has access to that data. The Last Activity Date on the Lead Object is the last date a Salesforce User created an activity for that Prospect. This can be a task or an event, and if your team is good about using Salesforce activities, this can make it very easy to identify stale Leads.

Last Activity Date is not a Field Pardot maps automatically however. You’ll want to create a Custom Field in Pardot, mapped to the Salesforce Last Activity Date Field. Once you’ve created the mapping, give it a few minutes for records to cycle through and present this new data!

Next, you’ll want to build your query to identify all of those Cold Leads. In the example below, I am querying both the Last Activity Date (Salesforce) and the Last Activity Date (Pardot) for inactivity greater than 90 days. Notice I put in an OR statement in my Dynamic List. I also specify I only want to work with Leads (not Contacts). This should grab all Prospects (Leads) who have not engaged in either a Sales or Marketing activity in over 90 days.

Once my Dynamic List of Cold Leads has populated, I’ll build out my nurture campaign using Salesforce Engage. I’ll declare my Cold Lead List – because the list is Dynamic, anyone who meets this criteria in the future will automatically start their nurture campaign journey.

The nature of your nurture campaign depends on what you want to achieve. In this simple example, I put a Trigger that allows me to evaluate for a link click in my email (call to action).

If a Cold Lead clicks on the email, their Marketing Last Activity Date gets updated to today, and they get removed from the Dynamic List feeding this nurture campaign. Effectively they are re-engaged! I also like to notify the record owner (Salesperson) that this activity took place.

If they don’t engage, then we’ve confirmed they are a very cold Lead. I might even change the Lead Status (using an Engage Rule) to Inactive Lead.

Your nurture campaign may contain several email sends over a period of time. The use of a Dynamic List ensures engaged Prospects get removed from the campaign and back in front of sales.

Categories: Andyforce, Pardot

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