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Discuss of Marketo Engagement Nurturing system vs. Drip Nurturing programs. When should you use Engagements over Drip? Can they be used together and under which circumstances?
DRIP NURTURE VS.
Marketing Rockstar Guides
Marketo User Group Boston
December 10, 2013
• Abstracted away the Traffic
Easier to swap in/out
Bring in programs.
Time bound content.
Worry less about
Clicked, Opened, Unsubsc
ribed, and Converted.
• Still need to consider
progression statuses in
• Limitations in Spark.
• Still need to jumpstart and
control entry and exit.
• Are engagements a bit too
So what do you do?
Streams, cadences, and stages
Wait, what about drip nurturing?
• Drip is still useful depending on your goals.
• Drip helps you adjust cadences when multiple Streams
• Nest drip nurture programs inside Engagements.
Welcome drip nurture
I want a continuous content stream!
But what if we wanted to integrate this Program with a continuous stream of
content? What are our options?
• Drip+Engagements with some sort of Request Campaign or basic traffic
cop…BUT that’s a bit annoying.
• Engagement that’s separate and triggered somehow.
• Nest Program.
Programs in Engagements need an
“Engagement Flow” campaign to work
When to Use Drip instead
• When you don’t care about swapping content
• One time flow.
• Specific welcome program.
• Nesting Programs in Engagements
• Cadence varies between emails for some reason.
• You only have 1 Stream and need to get creative.
• Pull Back and Accelerate
• Nesting Programs.
• Think carefully about your GOALS.
• Are you concerned with Engagement? Clicks? Specific actions?
• Content Offer
• Is this program to keep people engaged?
• Is this a welcome program?
• Do you really need to adjust the cadence?
• Are you going to keep adding and changing content?
• Is there another way you could do this with Drip Programs
Marketing Rockstar Guides
December 13 is the final day to buy the Marketing Rockstar’s Guide to
Marketo. Then it’s going away forever.
Or why drip is still alive!How many of you are using engagements to drive revenue?How many of you have Spark, Std, Select, or Enterprise?
If you’ve got any of these, you have some limitations. Even with 100 Engagements, you might still have special situations that Engagements can’t elegantly handle.
Special kind of Program. Some editions have limitations on Streams and # of Active Engagement Programs running.Transition Rules PULL from one Stream to another automatically, but you can Push using a campaign.Pause vs. SuspendExhaustedSwap content in and out.Archive, turn off content, and pause content.Move content around.AB Test Emails in system – TODAY.Each email is a CASTLeads flow through at the Cadence and can be all over the place.
Your Dashboard, showing which emails are workingWho becomes engagedWhat do you do when someone is engaged?Next CastSo this solves so many issues we all had before, let’s use Engagements!
But wait, there seem to be a couple of limitations.Edition BoundDripCadence issues.Programs and Drips.Push Program Drips into Engagements.
Last week, a client presented me with this kind of drip and wanted to translate to Engagements…BUT you can’t really do that without several cadences.What were their goals? – just clicks and opens as part of a welcome so the person would take specific actions on their account.Ok…so they don’t care as much about “engagement” as they do about getting the person to do the actions. Do we really need Engagements? Wouldn’t the Email Performance Tab show us what we need along with a smart list? Yes it would.
Could also be a nurture for a big launch or something else.
If desired, we COULD kick off an engagement with this Program.So we are limited in some sense that the Welcome program can’t easily change, but if that doesn’t matter to us, then we’re ok. We can always SWAP the Program out for a new one without losing data.Be careful because the Program will run CONCURRENTLY with the Stream’s Cadence. You could adjust the Cadence during the Program flow and then reset it to avoid too many emails.