Engagement program for events: community building

Rikke Hovgaard 15. March 2017 Marketing, Spring 17 1

When you have an event in the calendar you need to draw attention to the event with the goal of driving attendance. One obvious approach is to look at your existing database of contacts and invite relevant people. Instead of sending a single email you can use the engagement studio. Here’s a sample of how you could approach the engagement program.


A Salesforce campaign A to manage the invited contacts and their interaction with the invitation. The campaign must have the following or similar campaign member status “to be invited”, “Invited” and “not responded”.

A Salesforce campaign B to manage the registrations of the event. The campaign must have the following or similar campaign member status “registered”, “attended” and “no show”.

A registration form that you can include in your invitation for contacts to register for the event. The Pardot form must minimum have the following completion action “add to Salesforce.com campaign (B) with status (registered)”

A dynamic list that looks at prospects that are assigned to the Salesforce campaign A with status “to be invited” to be used as your sending list and entry point for the engagement. You could add additional segmentation criteria in the dynamic list.

Email template A1 the invitation email

Email template A2 the invitation email with a new subject line

Email template A3 the invitation email with a new subject line and encouragement to invite a friend


By using the Salesforce campaign A with the “to be invited” status as criteria for your list, sales can drip feed their contacts to the invitation. This way contacts will be sent the invitation when they are added to the campaign regardless of when the main send was done.

Engagement Program

Following is the flow of the engagement program for the community build of an event.

Blue boxes are actions, green boxes are triggers.

[View full picture]

Be Aware

Please note that the engagement should be paused when it is no longer relevant to avoid emails to be sent after the event has occurred.

Remember the timing. You want to allow enough time before the event for people to go through the engagement.

The reason to have a form completion trigger is purely for analytical to see if the form is simply viewed or submitted. However, if we only check if it is completed we will never know if they actually viewed the form.

The reason I use tags is to be able to create a list or filter your prospects in the prospect view, to see who currently are passing through an engagement. By looking at the sender list used in the engagement program you cannot see if a prospect just entered the engagement, or if the engagement has been completed.

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1 thought on “Engagement program for events: community building”

  • 1
    Nici on March 28, 2019 Reply

    Very nice flow! I wonder why do you use 2 Salesforce campaigns? Wouldn’t one with the different member statuses be enough?

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