Slides from a recent webinar, where we take to take two native Marketo features — engagement programs and segmentations — and use them to their max potential.

1. SYDNEY MULLIGAN
4x Marketo Champion
Fearless 50 Marketer
AMANDA THOMAS
3x Marketo Champion
Houston MUG Leader

2. Agenda
● Step 1: The different ways to organize your nurtures, and why evergreen
content should be used
● Step 2: How to configure acceleration streams and skip logic within an
engagement program for optimum personalization
● Step 3: How to scale your instance and lead processing by using
segmentations to fuel a Traffic Director program
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3. 3
Evergreen Content
Nurture Structure
Who to Nurture
STEP 1
Delivering the right content at the
right time

4. Nurture Structure & Evergreen Content
Who to Nurture
Definable & Actionable: what traits do your leads have in common and
can you provide content related to those traits.
Common (Initial) Segments:
● Buying stage
● Buying profile or persona
● Geography
● Language
● Company Size
PRO TIP: Start with
your customers!

5. Nurture Structure & Evergreen Content
Evergreen Content
Evergreen Content - posts,
whitepapers, webinars on
ideas that hardly change
with the passing of time.
They are always relevant,
especially to beginners.
Drive traffic. Drive website
traffic, social shares, leads,
and increase your search
rankings.
Keep it fresh!
Content might not
change, but the
layout or design
might need to.

6. Nurture Structure & Evergreen Content
Nurture Structure
Use a Drip if Use an Engagement Program if
● There is a linear stream of emails
to be sent to a static audience
● You will not have a need to stop
the cadence of emails
● A lead should qualify more than
once
● The content is Evergreen
● You want to prevent leads from
receiving this content more than
once
● You have complex requirements for
moving leads through the program

7. 7
Skip Campaigns
Transition Campaigns
Default Programs
STEP 2
Delivering the right content at the
right time

8. Acceleration & Skip Logic
Default Programs
Why use Default Programs instead of nested individual emails for
Engagement programs?
● Test multiple email variants with random samples
● Different criteria to determine individual program success
● Switch out emails without interrupting the flow of the stream
● Tokens that live at the program level
● Enable skip logic to stay relevant
Default
Programs FTW!

9. Default Programs v. Individual Emails

10. Acceleration & Skip Logic
Default Programs
Considerations
● One default program per email.
● Acceleration stream and Steady stream
use the same default programs.

11. Acceleration & Skip Logic
Skip Campaigns
Purpose - to exclude those that have already
interacted with your content from receiving the
email promoting the content
● Add a new status to your nurture channel
tag “Excluded”
● Each default program will have a skip
campaign
● Run a batch campaign before
implementing the trigger campaign

12. Smart List
Pro Tip: Don’t use
click link in email.

13. Flow Step

14. Acceleration & Skip Logic
Transition Campaigns
Purpose - To send content to users who
are actively interested in your brand,
products, or offerings
● Transition to Accelerated
● Transition to Steady
● First default program of the steady
stream will only have one transition
campaign to accelerated

15. Smart List
Transition from
Steady to
Accelerated

16. Flow Step

17. Smart List
Transition
from
Accelerated to
Steady

18. Flow Step

19. 19
Segmentations for Routing
Advanced Targeting & Testing
Traffic Director Example
STEP 3
Centralized Nurture Traffic Director
Program and statistical holdout
groups

20. Traffic Director
● Route leads into the best fit engagement
program as they are created
● When a lead exhausts all content,
automatically move them into the next best
fit engagement program

21. Segmentations for Routing
● A segmentation based on static list
membership allows leads to qualify for
only the best fit Engagement Program
based on the segmentation hierarchy
● When a lead has exhausted their
content, they are removed from the
segment, which triggers their pause in
the Engagement Program

22. Traffic Director

23. Advanced Targeting
● Scientifically prove
nurture effectiveness
by using a control
group
● Compare lifecycle
statuses after x
number of casts for
the control group vs.
nurtured audience

24. Testing and Fine-tuning
● A/B Test emails in
your nurture cast
programs by using
random sample
● Run test for x number
of casts, then
compare results and
send the winner for
remaining casts

25. Thank You!
Any questions?
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