How to create a nurturing sequence
Creating a nurturing sequence in Salesforce requires Marketing Cloud Account Engagement (formerly Pardot) and its Engagement Studio tool. The process involves defining entry criteria, adding wait steps, creating emails, and configuring send intervals. The full setup takes around 60 minutes. In Teeo, you describe the sequence in one message and it is configured automatically.
How to do it in Teeo
“Create a nurturing sequence for leads that haven't responded in 7 days: value message at 7 days, success story at 14, offer at 21”
The sequence is set up and will activate automatically for leads that meet the condition.
How to create a nurturing sequence in Salesforce: step by step
Requirements
- ·Engagement Studio is an exclusive Marketing Cloud Account Engagement (formerly Pardot) feature. It requires an additional license not included in Sales Cloud or Service Cloud.
- ·Alternative for Sales Cloud-only users: use Flow Builder with scheduled paths, but this requires advanced configuration knowledge and does not have the same visual interface.
- ·Email templates used in the sequence must be pre-created as approved templates in Pardot before they can be added to the Engagement Studio program.
Log in to Salesforce
Go to login.salesforce.com and enter your credentials. Verify that your organization has an active Marketing Cloud Account Engagement (Pardot) license.
Open the App Launcher and navigate to Pardot
Click the grid icon (App Launcher) in the upper left corner. Type 'Pardot' in the search box and select 'Pardot' or 'Marketing Cloud Account Engagement' from the results.
Navigate to Engagement Studio
Inside Pardot, in the top navigation menu, click 'Automations' and then select 'Engagement Studio'. You will see the list of existing nurturing programs.
Create a new program
Click the '+ Add Engagement Program' or 'New Program' button. Assign a descriptive name to the program, for example: 'Unresponsive Leads Nurturing 7 days'. Click 'Create' to continue.
Define the entry criteria
In the program settings, set the Pardot list or lead segment that will enter the sequence. Select the list of prospects who have not responded in the last 7 days. Configure whether new leads that meet the criteria enter automatically.
Add the first wait step
In the Engagement Studio canvas, click the '+' button to add the first element. Select 'Wait' and configure it for 7 days. This step makes the sequence wait 7 days before sending the first email.
Add the first email send action
After the wait step, click '+' and select 'Action > Send Email'. Choose the value email template you previously prepared in Pardot. Configure the open and click tracking options.
Repeat the pattern for subsequent messages
Add a new 'Wait' step configured for 7 additional days (to reach 14 days total), followed by a 'Send Email' action with the success story template. Repeat the process with 7 more days of waiting and the offer email for day 21.
Configure exit options
At the end of the flow, define what happens when a lead completes the sequence or responds. You can add exit conditions (for example, if the lead converts, they exit the program automatically). Configure the maximum email frequency if needed.
Activate the program
Review the complete flow by clicking 'Test' to verify there are no errors. Once satisfied, click the 'Start' or 'Activate' button to activate the program. The sequence will begin running automatically for leads in the defined list.
Frequently asked questions
Does Salesforce have a native nurturing tool without Pardot?
Not visually. Without Pardot (Marketing Cloud Account Engagement), the alternative in Sales Cloud is to use Flow Builder with scheduled paths, but this requires advanced technical knowledge and does not offer the same drag-and-drop visual interface as Engagement Studio.
How many steps does it take to create a nurturing sequence in Salesforce?
There are 10 steps using Engagement Studio in Pardot: log in, navigate to Pardot, open Engagement Studio, create the program, define entry criteria, add wait steps, configure email sends for each stage, repeat the pattern, configure exits, and activate the program. The process takes around 60 minutes.
What is the fastest way to create a nurturing sequence?
With Teeo, you describe in a single message the sequence you need—including timing and content for each message—and the assistant configures it automatically without additional licenses or technical knowledge.