Salesforce announced that Pardot Engagement Studio, which is designed to give B2B marketers a better way to build, visualize, test and measure buyer journeys, is now generally available. Previously the tool, which also got a few new updates with this release, was only available to a select few in a limited beta program.
Built with an eye toward making the buyer experience more seamless across sales and marketing, Pardot said the solution is “powerful enough to deliver unified experiences,” yet simple enough for both marketing and sales to deploy. Shannon Duffy, VP of marketing at Pardot, said the tool made creating a B2B buyer journey “as easy as building a Spotify playlist.”
“Engagement Studio is a B2B marketing team’s command center — a place to manage all touchpoints with prospects and customers,” she said in a blog post.
That command center gives B2B marketers and sales teams a single place to track lead generation, nurturing and reporting. The tool also provides automated rules, actions and triggers based on customer data in Salesforce, which enables B2B marketers to deliver personalized buyer experiences.
“Marketers can automate programs that will guide buyers towards desired outcomes, while still allowing them to drive their own path to purchase,” Duffy said. “In addition, they can build out complex, multi-path journeys by setting up simple decisions at each step. Once a program is built, it can serve as a template for future programs, enabling marketers to spin them up in minutes.”
Pardot’s solution also gives marketers the ability to test their buyers’ path to purchase so they are able to find and fix gaps in advance.
