4. Lead Nurturing Best Practices Design
& Marketo Customer Engagement
NY Marketo User Group: September 10, 2013
Sheila Baker
Opine Consulting
sheila@opine.com
5. Questions
• Are using Marketo for nurturing today?
• What audience(s) are you nurturing to?
– Prospects
– Customers
– Partners
– Role (decision maker, influencer)
– Buying stage (early, mid, late)
– Industry
– Solution
– Product
6. Questions
• Would you consider your nurturing programs simple or
complex?
• Have you setup some form of traffic cop in your
instance?
• Was it setup by internal resources or did you have a
consultant help you?
• Have you implemented the Customer Engagement
Module?
7. What is Nurturing?
Nurturing is the process of building
trusted relationships in a way that is both
consistent and relevant to the audience
with the goal of earning/continuing to
earn their business.
8. Five Steps of Nurturing
1. Set the goal(s) for the nurture campaign
2. Define the audience
3. Decide on type/timing
4. Target a variety of content
5. Implement
Measure & Adjust
9. 1. Set Goal(s) for a Specific Nurturing Campaign
• What are you trying to achieve? For example:
– To convert raw sales inquiries into qualified prospects
– To automatically identify “in profile” leads
– To convert free trial downloads to paying customers
– To further qualify, and collect more information from, inbound sales
leads
– To educate, or build goodwill amongst a list of existing prospects
– To build thought leadership awareness with prospects
– To “stay in touch with” existing prospects so they call us when the
need arise
– To acquire more business from existing customers
– To turn dormant accounts back into active accounts
– To drive customer renewals
• Set metrics, if you can.
10. 2. Define the Audience
• Are you targeting prospects, customers, partners
• What additional segmentation(s) will you use
– Role (decision maker, influencer)
– Buying stage (early, mid, late)
– Industry
– Solution
– Product
The more targeted the audience, the more
specific your message => better response
11. 3. Decide on Type and Timing
• Drip Campaigns
– Emails are sent out over a fixed time
in a fixed order.
• Accelerator Campaigns
– Triggered by specific behavior in an
attempt to move leads through the
buy cycle faster (aka “Behavioral
Campaigns”)
Sales
Process
12. 4. Target Variety of Content
• Content must be relevant & interesting
• Use different types of content (white paper, video, article)
• Content should be easy to digest
• Take existing content and make it bite-size – allows to
stretch the content you already have
• Make content valuable, not self-promotional
– Use links to 3rd party content as well as your own
• Aim is to develop a relationship — not pushy
• Start with the content you already have or can reference –
then add to it as you go
• 411 messages… 4 educational/1 soft sell/1 hard sell
13. 5. Implement
• Use email and landing page best practices
• Watch for cross campaign content issues (skip content if already
offered)
• Limit number of emails sent across Marketo in a given timeframe
• Prioritize your nurturing campaigns/streams
• Test before you turn it on
• Monitor closely
• Review content at least quarterly
Managing multiple nurturing campaigns
with the new Customer Engagement
Module is much easier!
15. Engagement Program Overview
• New type of program with “brains”
• Stream sends content (cast) based on:
– Cadence
– Priority
– Availability
– Whether or not the lead has already received the
content
• Dashboard – Is my content working?
– Operational metrics
– Engagement Score
16. Terminology
• Engagement Program
– is a program type that is able to accomplish complex nurturing with great
ease.
• Stream
– is a pool of prioritized content that the engagement program will use to
nurture leads.
• Cast
– is the event of sending emails from an Engagement Program.
• Stream Cadence
– Is the schedule of when the cast (content) will go out.
• Lead Cadence
– is a status that defines a lead’s ability to receive content from an engagement
program. Values are: Paused or Normal
• Transition Rules
– is the trigger and filters that pull a lead into a stream
17. Engagement Program Packaging
• Spark
– 4 Programs/1 Stream each program
• Standard
– 4 Programs/1 Stream each program
– Add-on option (get everything Select gets)
• Select/Enterprise
– 15 Streams per program
– 100 programs per subscription
– Communication Limits
– Trending data (Select or Enterprise w/RCA)
19. Engagement Stream Features –
Spark & Standard
• Set Stream Cadence
• Add Content –
emails or programs
• Edit Stream Name
• Archive Content
• Activate Content
• Schedule Content
Availability
20. Engagement Stream Features –
Select, Enterprise, Add-On
• Multiple Streams per program (up to 15)
• Additional Features:
– Add Stream – e.g. early, mid, late
– Clone Stream – great for testing Streams
• Cadence cleared
– Delete Stream – complete removal of Stream
from program
– Transition Rules
23. Dashboard with w/o Trending Data
Spark, Standard without Add-on
Custom Status 100
Member 1,800
Engaged 1,500
24. Reporting
• Spark, Standard without Add-on
– Dashboard is snapshot of current status
– Engagement Stream Analytics report
• Standard with Add-on, Select, or Enterprise with
RCA
– Dashboard show trending data for
• Engagement Score
• Emails Sent
• Changes in Content
– Engagement Stream Analytics report
25. Reporting Terminology
• Exhausted
– When a lead has received every piece of content in
the stream it is currently assigned to
• Engagement Score
– is a 0 to 100 point score that Marketo will give your
content
– It is benchmarked against drip and nurture style
emails to give an average of 50 across all Marketo
customers
– Engagement score is calculated 72 hours after each
cast (only once)
26. Steps for Implementation
1. Create Engagement Program
2. Create Streams
– Add emails OR
– Add programs
3. Create Transition Rules
4. Create Control Campaigns
– Add leads into Engagement program
– Pause leads in Engagement program
– Resume leads in Engagement program
– Mark leads engaged
5. Test
6. Reporting
Nurturing should be thought of not as “emails” but as a series of communications (workflow?) in which every step has a clear and concise objective.
The more specific the better focused your email content can be. Of course, you can use dynamic content or not…
Generically these are the two types of nurturing you can have.Regardless of the type of campaigns setup, it’s important to remember that what happens in your nurturing campaigns has to listen and respond to the sale process.‘Stay in Touch’ campaigns are useful for all prospects that are not immediately ready to engage with sales. They form the backbone of your lead nurturing program by “dripping” out relevant content to prospects over time, helping to educate them and build trust and credibility for your company. By touching prospects regularly, they help keep your brand top of mind so that the prospect will contact you when they are ready to move to the next step.
Heavy Case MonthsJanuaryFebruaryOctober
----- 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
Marketo will provide the beer, you provide the reviews! We plan to have our next meeting toward the end of the work day so we can socialize, network and write a few AppExchange reviews. Even if you don’t have Salesforce, everyone is welcome! Help Marketo win the Salesforce AppExchange for the sixth year in a row!!!!