Customer Engagement engine for Spark and Standard Editions
 

Customer Engagement engine for Spark and Standard Editions

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Learn how to best set up nurturing with the Customer Engagement engine if you are on the Spark or Standard Edition of Marketo

Learn how to best set up nurturing with the Customer Engagement engine if you are on the Spark or Standard Edition of Marketo

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  • Heavy Case MonthsJanuaryFebruaryOctober
  • ----- Meeting Notes (9/10/12 18:20) -----Prospect- create high contrast differentiationLeadership
  • ----- Meeting Notes (6/7/13 09:41) -----Don't use the word unlimited .. hurts support
  • Requirements:Lead can live in more than one nurture module (e.g. different product lines)Lead can only live in one nurture Stream within a module----- Meeting Notes (9/10/12 18:20) ------ how do we handle the priority ofdifferent content across different workspaces- GE Example of MRIs and Ultasounds

Customer Engagement engine for Spark and Standard Editions Customer Engagement engine for Spark and Standard Editions Presentation Transcript

  • © 2012 Marketo, Inc. Marketo Proprietary and Confidential Customer Engagement engine for Spark and Standard Editions Cheryl Chavez Director, Product Management August 27, 2013
  • Page 2 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Basic Drip Nurture Positives • Fire and forget • Easy Negatives • Reorder / Changing content is fraught with peril • Limited safeguards against over/miss- communicating
  • Page 3 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Traffic Cop Positives • Control Cadence • Control Priority • Add content • Add/remove leads from nurture Negatives • Advanced knowledge required • Daunting to change or update
  • Page 4 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 5 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 6 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 7 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • © 2012 Marketo, Inc. Marketo Proprietary and Confidential Engagement Program & Streams Overview
  • Page 9 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Engagement Program • New Program Type - Engagement • System generated channel “Nurture” or “Engagement Nurture” • Custom channels and program statuses o Consider “active” versus “engaged”
  • Page 10 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Features – Spark & Standard
  • Page 11 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Engagement Program – Set Stream Cadence • Daily • Tuesday • Tuesday, Thursday • Weekly • 1x week • Every 2 weeks • Monthly • First Tuesday • Day of the month (15th)
  • Page 12 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 13 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Add leads to Engagement Program
  • Page 14 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Leads in Programs & Streams
  • © 2012 Marketo, Inc. Marketo Proprietary and Confidential Engagement Program Flow Actions
  • Page 16 © 2012 Marketo, Inc. Marketo Proprietary and Confidential New Flow Actions • Add to Engagement Program • Program • Stream • Add Choice • Change Engagement Program Cadence • Pause • Normal • Change Engagement Program Stream • Stream #
  • Page 17 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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”
  • Page 18 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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)
  • Page 19 © 2012 Marketo, Inc. Marketo Proprietary and Confidential New Flow Actions • Add to Engagement Program • Program • Stream • Add Choice • Change Engagement Program Cadence • Pause • Normal
  • Page 20 © 2012 Marketo, Inc. Marketo Proprietary and Confidential New Flow Actions • Add to Engagement Program • Program • Stream • Add Choice • Change Engagement Program Cadence • Pause • Normal
  • Page 21 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • © 2012 Marketo, Inc. Marketo Proprietary and Confidential Engagement Program Content
  • Page 23 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 24 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 25 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 26 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 27 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 28 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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!
  • Page 29 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 30 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 31 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 32 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Engagement Content – Archiving Content • Archive – preserve the metrics but remove from the Stream • Show/Hide Archived Content
  • Page 33 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 34 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 35 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 36 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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”
  • Page 37 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Exhausted Content • Can I ignore Exhausted Content? • YES, you can turn the notifications on/off!
  • Page 38 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Exhausted Content Notification (Notifications tab in product)
  • Page 39 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Exhausted Content Email
  • Page 40 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 41 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • © 2012 Marketo, Inc. Marketo Proprietary and Confidential Stream Metrics
  • Page 43 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Stream Metrics • Multiple Views • Content (Default) • Leads • Engagement
  • Page 44 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 45 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Stream Metrics - Engagement • Content • Engagement Score per content • Unsubscribe % - for this email in this Stream • Stream Engagement – average • Stream Unsubscribe - average
  • Page 46 © 2012 Marketo, Inc. Marketo Proprietary and Confidential Engagement Score How well are leads in the Stream engaging with your content?
  • Page 47 © 2012 Marketo, Inc. Marketo Proprietary and Confidential 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
  • Page 48 © 2012 Marketo, Inc. Marketo Proprietary and Confidential
  • © 2012 Marketo, Inc. Marketo Proprietary and Confidential Thank you!