The other day, I decided to sit on one of Pardot’s Live Webinars. This one in particular? “Building a Successful Drip Program”, hosted by the lovely Anna Sims.

Just like I did with Basic 2, I’m going split this up into 2 posts so I don’t cheat you out of any valuable information :) There’s a lot to go over, a lot to learn and the last thing I want to do is skip over anything. In this post, I’m going to go over some key terms that are extremely relavent when building a drip program, and in following, I will take you through the steps involved in creating one.

Let’s get started, shall we?

Drip Programs, also known as “lead nurturing” are the best way to eventually turn prospects who aren’t necessarily to buy yet into qualified leads. This method is carefully planned out to feed the right types of prospects the right types of content, depending on where they are in the sales funnel. You obviously don’t want to bombard someone with content that doesn’t fit their interest/needs at the time. That’d probably be about as successful as trying to dive in a kayak.


Here’s an infogaphic about how drip campaigns work that might be helpful to all you visual learners out there :)

Moving on…

She starts off the webinar by going over the items you’ll need in order to build your drip program. Time for some Pardot Vocabulary!

  1. Suppression ListsA suppression list is used to omit a selected group of prospects from list emails or drip programs (lead nurturing). Suppression lists are valuable when prospects may be on more than one list and you want to make sure one of those lists does not receive the email.
  2. Email Templates Email templates allow you to create text and HTML email designs and store them for future use. These can be used to send ad-hoc emails to prospects and lists or used in drip campaigns or as form auto-responders.
  3. Verified CRM connector“Customer relationship management” is a model used to organize, automate and synchronize sales, marketing, customer support and technical support.
  4. Drip Strategy/End goalWhat do you wish to achieve from your drip program?

There are a few different ways to go about creating a list in Pardot.

  • Automation Rulesallow you to perform certain marketing and sales actions based on criteria that you specify

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  • Segmentation Rulesallow you to pull a one-time list of prospects based on specific criteria. Unlike automation rules, segmentation rules do not run image


  • Dynamic lists – Rule-based dynamic lists behave similarly to static lists, including those constructed with automation rules and completion actions. Dynamic lists can be used as recipient lists or suppression lists for an email newsletter, to seed a drip nurturing program or used in further automation or segmentation image


Ideally, you should already have these lists created so you can go about selecting your recipients in Pardot. It’s also important to select the correct timezones depending on who lives on which coast. Don’t worry, Pardot makes that easy :)

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There are a few different ways that prospects can be assigned to certain lists, which can either be automated or done manually by you.

Form Field Option Action

* When a prospect selects a certain option within a form field, they’ll be added to a corresponding list which you’ll set up to be automated.

Completion Action

* Automatically adds a prospect to a list. It’s a great way to automate different activities within an existing element rather than always having to create an automation rule to accomplish the same result.

Table Actions

* Adds specific prospects to either a new or existing lists. This means you can apply batch actions (multi-select actions) to prospects without having to create an automation or segmentation rule.


* Allows you to easily import a CSV file of new prospects or perform a mass update of existing prospects in Pardot. Email addresses are required for this.

So now that you’re well on your way towards becoming a Pardot vocab whiz, I can’t wait to share everything I learned about actually building a drip program in Pardot! It definitely surprised me how much detail goes into planning and executing a successful drip program, but I can honestly say that Pardot has a beautiful way of implementing kick-ass strategies without over-complicating things.

You know what they say: “Keep it simple, stupid!”

Now, everybody do the success dance.

Jake's success dance

No judgment if you actually did it. I promise. We’re all adults here.

Alright guys, until next time.

#AutomationHugs 😉

alexAlex is a digital marketer, blogger and social media strategist at Cheshire Impact.  She isn’t very good at writing these description thingys about herself, so she’s hoping you haven’t read this far. Oh, you have. Well this is awkward. Follow me on twitter?