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Marketo Engagements and Drip Nurturing - Boston User Group Dec 10 2013


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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?

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Marketo Engagements and Drip Nurturing - Boston User Group Dec 10 2013

  1. 1. DRIP NURTURE VS. ENGAGEMENTS Josh Hill Marketing Rockstar Guides Marketo User Group Boston December 10, 2013
  2. 2. Engagements Overview The Awesome • Abstracted away the Traffic • • • • • • Cop System Easier to swap in/out content. Cool dashboard. Bring in programs. Time bound content. Testing tool. Worry less about Progressions like Clicked, Opened, Unsubsc ribed, and Converted. Caveats • Still need to consider progression statuses in some situations. • Limitations in Spark. • Still need to jumpstart and control entry and exit. • Are engagements a bit too complex?
  3. 3. Pesky limitations Marketo Edition Active Engagements Streams Spark 4 1 Standard 4 1 Select 100 15 Enterprise 100 15 So what do you do?
  4. 4. Streams, cadences, and stages
  5. 5. Wait, what about drip nurturing? • Drip is still useful depending on your goals. • Drip helps you adjust cadences when multiple Streams aren’t available. • Nest drip nurture programs inside Engagements.
  6. 6. Welcome drip nurture
  7. 7. 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.
  8. 8. Programs in Engagements need an “Engagement Flow” campaign to work properly.
  9. 9. 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. • Entry • Exit • Pause/Suspend • Pull Back and Accelerate • Nesting Programs.
  10. 10. Lessons • 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 + Streams?
  11. 11. Contact me Josh Hill Marketing Rockstar Guides @jdavidhill 617.564.3079 December 13 is the final day to buy the Marketing Rockstar’s Guide to Marketo. Then it’s going away forever.