Customer Engagement engine nurture streams

© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Customer Engagement engine for Spark
and Standard Editions
Cheryl Chavez
Director, Product Management
August 27, 2013

Basic Drip Nurture
Positives
• Fire and forget
• Easy
Negatives
• Reorder / Changing
content is fraught
with peril
• Limited safeguards
against over/miss-
communicating

Traffic Cop
Positives
• Control Cadence
• Control Priority
• Add content
• Add/remove leads
from nurture
Negatives
• Advanced knowledge
required
• Daunting to change
or update

Why a Nurture Module?
• Enable people to “Do” nurturing
• Easy
• Purpose-built module
• No advanced Marketo knowledge required
• Measure results, ROI and justify marketing
spend
• Focus on content, not programming
• No more Traffic Cop

Engagement Program Packaging
• Spark/Standard
o 4 Programs/1 Stream each program
o Add-on option for Standard available
• Not included
o Multiple streams per program
o Engagement score trending data
o Communication Limits

Things to consider before getting started
• Who are you nurturing?
o Persona based (title, job function, etc.)
o Product based (product a, b, c, etc.)
o Industry/Segment (Job Title, etc.)
• What type of nurturing are you doing?
• Behavioral (ex: buying stage, trial/evaluation) –
changes based on response
• Drip – same emails going out regardless of response
• Keep in Touch – similar to Drip but intent is to have
continuous touches to remind audience you are
there

Engagement Program Overview
• New type of program with “brains”
• Stream sends content based on:
• Cadence
• Priority
• Availability
• Whether or not the lead has received the content
• Dashboard – Is nurture working?
• Operational metrics
• Engagement Score

Engagement Program & Streams
Overview

Engagement Program
• New Program Type - Engagement
• System generated channel “Nurture” or
“Engagement Nurture”
• Custom channels and program statuses
o Consider “active” versus “engaged”

Features – Spark & Standard

Engagement Program – Set Stream Cadence
• Daily
• Tuesday
• Tuesday, Thursday
• Weekly
• 1x week
• Every 2 weeks
• Monthly
• First Tuesday
• Day of the month
(15th)

Engagement Program Status
• Allows you to turn on/off the Engagement Program
• ON – leads will receive active content in a stream
based on cadence
• OFF – leads will not receive any content, period
o Leads will transition between streams
• Program Status - Under Program Setup
• Turn on the program when you are ready to go –it’s
one click
• Run into a problem? No problem, just turn it “off”
• No campaign deactivation required

Add leads to Engagement Program

Leads in Programs & Streams

Engagement Program Flow Actions

New Flow Actions
• Add to Engagement Program
• Program
• Stream
• Add Choice
• Change Engagement Program Cadence
• Pause
• Normal
• Change Engagement Program Stream
• Stream #

Flow: Add Leads to Engagement Program
• Leads don’t automatically get added to an
engagement program
• Requires separate campaigns for
• Initial add to nurture (Batch)
• Ongoing add to nurture (Trigger)
• Use the new flow “Add to Engagement
Program”

Flows: Add Leads to Engagement Program
• If you use the Change Program Status (aka
Change Progression Status) to add leads to a
Stream, they go to the default Stream (left-
most)
• If you add leads using the Change Engagement
Program Cadence, they will go the default
Stream (left-most)

New Flow Actions
• Add to Engagement Program
• Program
• Stream
• Add Choice
• Change Engagement Program Cadence
• Pause
• Normal

Change Engagement Program Cadence
• “Pause” leads in the engagement program
• Leads remain in the Stream but don’t go through the
cast (e.g. receive content)
• Pause nurturing when lead becomes an Opportunity
• Move lead to new program when become a
customer (rather than new Stream)
• Flow Action “Change Engagement Program Cadence”
• Normal (default) – in Stream and receiving content
• Paused – in Stream and not receiving content

Engagement Program Content

Engagement Content
• Content can be:
• Emails (local emails, global)
• Programs/Events (local programs possible in
Engagement program only)
• Add content to a Stream via
• Drag n’ drop
• (+) icon at the top of the Stream

Engagement Emails
• Emails
• Local asset engagement program emails
• Emails in the Design Studio
• Emails in other programs
• Email will never be sent to a lead more than once
inside the engagement program
• If the email was sent out before, and it’s the same
email (not a clone), then the system will honor this and
not send it out again once added to a Stream

When to use Programs?
• Programs are containers for all the assets that can be
tokenized and cloned
• Programs allow you to run parallel workflows (e.g. run
a webinar)
• Reference outside programs when you want greater
control of who should receive the content or not
• Use local asset programs when only used for nurturing

Adding Programs into a Stream
• Drag n’ drop the campaign (in the program) that the
stream will manage, OR
• Drag the event/program to the stream and select the
campaign, OR
• Use the + sign at the top of the stream to add
• Campaign Smart List MUST contain:
• Filter: Member of Engagement Program
• Additional filters can apply however is lead is filtered
out, they will not receive content during the cast
• No Triggers allowed
• Schedule Tab
• No need to schedule the campaign for the engagement
program to run

Engagement Programs
• If you have an outside program, and you add it to an
engagement program
• Leads who are members of that program, will not run
through it again
• If you are not a member of the program but did receive the
email that is sent in the program, the lead will get it again
• Program is local to the engagement program
• If the lead has run through the program they will not run
through it again
• If you use the program in another engagement program, the
lead might run through it via that engagement program
• Best Practice – use program statuses to capture membership
which will prevent them from getting it in this case

Content Priority
• Set priority of content via drag n’ drop to desired order
• When you change the order, the system will send next
highest priority piece of content that the lead has not
yet received
• Priority of content can be changed at any time and
new priority will be reflected in next cast
• New content can be added at any time, and will be
sent out if activated, in next cast
*Note: Changes to priority or new content added when
the cast has begun will be reflected in the next cast!

Engagement Content – Email Statuses
• Email icon in the
Stream will change if:
• Approved/Approved
with Draft
• Not Approved
• Scheduled in future
• Scheduled current
• Approved activated

Engagement Content – Activate/Deactivate
• Activate/Deactivate
Content
• Activate content
when it’s ready to
be sent out via a
“Cast”
• Deactivated content
will not be sent via a
“Cast”
• Email must be
approved

Engagement Content – Edit Availability
• Set the start/end date
for a piece of content
• Email must be
approved
• When remove date,
content becomes
deactivated
• If past date range,
content becomes
deactivated

Engagement Content – Archiving Content
• Archive –
preserve the
metrics but
remove from the
Stream
• Show/Hide
Archived Content

Engagement Content – Program Statuses
• Programs
• No “states” to the
icon
• Yellow warning icon
something is wrong
in the smart
campaign selected
o Trigger included
o No filter included
o Error in the
campaign

Viewing Engagement Program Members
• Leads who are added to a Stream automatically
become “members” of the Engagement Program
• Control statuses using Change Program Status
• New program fields only in the engagement program
• Engagement Program Stream – Stream name
• Engagement Program Cadence – paused or normal
(default)
• Exhausted Content – yes or no
• If columns not visible in grid, edit the default view of
the grid to add them

Exhausted Content Use Cases
• Exhausted Content – there are leads in a stream and
there is no more content for them to receive after the
last cast
• Use Cases
• You are continuously adding new content to your
stream, and you welcome the notifications after
every cast, that tell you how many leads are
exhausted
• Leads will receive all the content in a stream and I
don’t plan on adding any additional content, ever
• I want to move leads to a new engagement program
when they have exhausted content

Exhausted Content
• Exhausted Content calculated after each cast only
• If a lead is exhausted we set the Exhausted Content
flag to “true”
• When activated or schedule content is added to a
Stream, and leads are exhausted, we clear the red flag
at the bottom of the stream
• After the next cast, we recalculate
• Can I trigger off of Exhausted?
• Not yet - run a batch campaign using Member of
Engagement Program filter with constraint
“exhausted”

Exhausted Content
• Can I ignore Exhausted Content?
• YES, you can turn the notifications on/off!

Exhausted Content Notification
(Notifications tab in product)

Exhausted Content Email

Filters & Triggers
• Triggers
• Added to Engagement Program
• Engagement Program Cadence Changes
• Engagement Program Stream Changes
• Filters
• Was Added to Engagement Program
• Engagement Program Stream Changed
• Engagement Program Cadence Changed
• Member of Engagement Program
• Constraint: Exhausted Leads

Testing Streams
• Allows for testing once you have a cadence set and
leads flowing through your streams
• Select the email of a test lead, click Run Cast

Stream Metrics

Stream Metrics
• Multiple Views
• Content (Default)
• Leads
• Engagement

Stream Metrics - Leads
• All Cast – all time number
of leads who have received
the content
• Last Cast – number of
leads who received the
content in the last cast
• Leads in Stream – total
• Total across all content
• All Casts
• Last Cast

Stream Metrics - Engagement
• Content
• Engagement Score per
content
• Unsubscribe % - for this
email in this Stream
• Stream Engagement –
average
• Stream Unsubscribe -
average

Engagement Score
How well are leads in the Stream
engaging with your content?

Engagement Score
• Good versus Bad
• Email
o Open rates
o Click through rates
o Unsubscribe rates
• Program success
• Good content – score of 50
• Secret sauce: mathematics around the curve
• Score is subject to updates

Thank you!

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Editor's Notes