Time equals money – especially when it relates to your sales team – which is why more sales leaders are seeing the potential of marketing automation, and putting resources behind it. We all know the story: instead of the sales team spending countless hours sending emails and texts to new leads that come in, marketing automation does it for them, so they can spend more time on engaging with the qualified leads, and closing business.
Sounds great, but what about the SMS part?
While Pardot has released many enhanced features recently, it’s still lacking in some functionality (vs. Salesforce Marketing Cloud or Marketo, for example); automating SMS messages is one major gap. There’s the Twilio connector, sure, but that doesn’t always fit with what we want. We want the ability to fully automate and schedule SMS messages with Engagement Studio. Yes, it’s possible, with a little help from your martech stack.
There are a couple of methods to go about this, based on your current Phone/SMS provider:
- Option A: if you are a RingCentral customer, there is a Salesforce add-on called Trumpia that will achieve this, although this method relies heavily on Process Builder.
- Option B: you can trigger SMS messages from Engagement Studio. To demonstrate this, we’ll be using SMS Magic, which once installed in Salesforce, allows the marketing and sales team to craft and deploy messages without ongoing technical Salesforce help.
Note: both options rely on the Engagement Studio Action ‘Create a Salesforce Task’.
Step 1: Setup the SMS Magic add-on in Salesforce.
Step 2: Create SMS text messages from the SMS Magic dashboard in Salesforce.
Step 3: Create your Engagement Studio program.
Step 4: Add SMS message steps to Engagement Studio using the Action ‘Create a Salesforce Task’.
Create SMS Text Messages for Pardot
Once you’ve set up the SMS Magic add-on in Salesforce, head to the SMS Magic dashboard in Salesforce. Here are the steps:
1. Create New Message Flow,
2. Select Flow Type: ‘Automation’,
3. Name your flow,
4. Define the message flow trigger, select ‘Pardot’,
5. Create your SMS message or grab a template, hit create:
6. Find the Action Key
Once you save your new SMS message flow, you will see an Action Key, which you need to copy.
Add SMS Text Messages to Engagement Studio
7. Once you’ve created your Engagement Studio program, add a ‘Create a Salesforce Task’ action step.
8. Paste the Action Key you copied into the comments of the task.
Here is a simple example of an Engagement Studio program that sends an SMS message if an initial outreach email isn’t opened in three days:
There you go! Now you can fully automate SMS messages from Pardot Engagement Studio.
Tip: remove the Prospect from the journey once the salesperson starts texting with them, otherwise the canned SMS messages won’t make sense.
Things to consider: it will obviously take some time to set up SMS magic, whether with your current SMS provider or using their own numbers. It’s also possible to send and receive messages from the Lead owner using their personal number, a vitally important component if you want the user experience to feel personal.
SMS automation is one way more sales leaders are seeing the potential of marketing automation and putting resources behind it. Or, as I phrase it: ‘marketers spending countless hours crafting drip campaigns in order to give precious time back to the sales team’. My life in a nutshell! Marketing automation continues to prove its worth so salespeople can spend more time engaging with qualified leads, and closing business.