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Master Nurturing and Marketo Engagement Programs


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Master lead nurturing with Marketo using Marketo's Engagement Programs and smart campaigns. Includes exclusive tips from marketing tech expert Josh Hill.

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Master Nurturing and Marketo Engagement Programs

  1. 1. Master Engagement Marketing with Marketo Engagement Programs Josh Hill Director, Lead Lifecycle Management RingCentral, Inc. April 2018
  2. 2. Abit about me • Author of • Five time Marketo Champion and Alum • Marketo user from 2010 • Goal is to help you learn how to tell your story automatically at scale
  3. 3. If you learn nothing else from this session, pay attention to the Journey Session
  4. 4. Causes of Engagement Failure: 1. Poor planning 2. Lack of content production
  5. 5. Be a Guide on a Journey The Journey Session
  6. 6. 5 steps to successful nurtures 1. Idea 2. Whiteboard session (Journey Session) 3. Process Chart 4. System Doc 5. Build in Marketo
  7. 7. The simplest… …and hardest framework
  8. 8. The Journey Session: Entry What to decide on Defined as… Entry – Who • Which people now, and in the future, will enter this program? Entry – When • When should they enter? • Specific time and day? • Behavior? Free trial sign up? Data value changed?
  9. 9. The Journey Session: Goal What to decide on Defined as… Exit – Goal – good stop or Transition • What positive action (for us) do we want the Person to take as a result of this program? • Click? • Register? • Do enough behaviors to reach X points and MQL?
  10. 10. The Journey Session: Bad Exit What to decide on Defined as… Exits – Bad – when should we stop? • Unsubscribed • Invalid • No longer in target group (Excluded)
  11. 11. The Journey Session: Cadence What to decide on Defined as… Cadence – How Often? • Every X days/weeks/months at 12pm. • Day 1, Day 3, Day 8… • Will you transition to Faster or Slower or Different depending on what they do?
  12. 12. The Journey Session: Content What to decide on Defined as… Content • Streams? • Case Studies? • # of emails now • # of emails later Stream Stream 1: Initial Stream 2: Mid Stage Stage 3: Late Stage Cadence Twice a month Once a week Twice a week Content General info about the space Solution oriented content Product content and case studies
  13. 13. Ok, let’s try it!
  14. 14. Example output Question Stream 1: Free Trial Welcome Stream 2: Engaged Trial Entry SFDC Leads who filled out the free trial form on US Site. SFDC Type=Lead Form Source=Free Trial Trial Lead engages with Product Product Login=5x per day Move from Stream 1 to S2 Goal Paid Account Account Type=Paid or Opp Stage=Closed Won Paid Account Account Type=Paid or Opp Stage=Closed Won Cadence/Timing One Email in first 10 minutes 1 email every week on Tues at 10:30am PST 3 emails, 1 per day at 8am PS Exits - Bad • Unsubscribed • Email Invalid • Hard Bounced • Excluded: Account=Cancelled OR Exhausted+No Opp • Unsubscribed • Email Invalid • Hard Bounced • Excluded: Account=Cancelled ORr Opp=Downgraded Content 1 intro email 5 emails, 1 per week 6 emails, 3 per week for 2 weeks
  15. 15. Example output Question Answers What this is Entry SFDC Leads who filled out the free trial form on US Site. SFDC Type=Lead Form Source=Free Trial Who should enter this drip? When should they enter? Goal Paid Account Account Type=Paid or Opp Stage=Closed Won What’s the goal of this nurture for the Person and for the Marketer? What positive action needs to occur for this chapter to end? Cadence/Timing One Email in first 10 minutes 1 email every week on Tues at 10:30am PST When should the emails or other touches occur? Matters for how you build. Exits - Bad • Unsubscribed • Email Invalid • Hard Bounced • Excluded: Account=Cancelled OR Exhausted+No Opp Which negative behaviors mean an end to this Chapter? Are there people we should exclude? Content 1 intro email 5 emails, 1 per week Need a strong commitment from marketers to add more content or deliver it on time. Content type may influence Cadence, etc.
  16. 16. If your team cannot answer a Journey Session question, you aren’t ready to move forward in Marketo. 🛑
  17. 17. Regular or Irregular Cadence choice determines design and maintenance
  18. 18. Cadence concepts  Every Tuesday at 4pm  Every M-F at 6am  Every sixth week at 4pm on a Wednesday  Every Month, first Tuesday of Month.  Start Day 0 with email.  In 3 hours, send another email  On day 2 at 5am, send email  Wait 6 Days  Day 8 send email  Day 12 send email Regular Irregular 🗓 Nurtures, Newsletters, etc. Stay in touch Onboarding/Welcome SDR/BDR follow up Post Loss
  19. 19. Converting to Marketo The Design Doc
  20. 20. Example system doc Smart Campaign Smart List Flow Schedule or Notes 00 – Entry [URL] Account Status=Paid Signup Date IN PAST 1 Day Member of Smart List IN “Emailable” Add to List “ENTERED” Add to Engagement: If Member of Smart List IN “Product 1” then S1- Product 1 If Member of Smart List IN “Product 2” then S2- Product 2 Run Daily Once per Lead 01 – Exit – Goal [URL] Member of Engagement IN Stream 1 OR 2 and Normal Launch Date IN PAST 7 Days Change Cadence: Paused Change Stream: Exit Goal Add to List “Goal Launch” Run Weekly on Night before Sends Once per Lead
  21. 21. Think once, clone a dozen times Pre built transitions: S1 to S2 Pre built Exits - rarely change these. Entries will change the most between programs.
  22. 22. Entries & Exits How do we know whom to send to?
  23. 23. Engagement entry caveat Always use Batches Direct Import into ANY Program makes the Leads members of the Program AND Member of First Stream
  24. 24. Saving time and gaining control with Paired Load Programs 2. Run this Entry to draw on the uploaded list 1. Upload List in OP program to control entry. 3. Use Counting Lists if you need to kick out people.
  25. 25. Entry flow example (Paired)
  26. 26. Engagement Entry - Example
  27. 27. What do to when someone bows out
  28. 28. Setting the Pace: Cadences Tips and tricks
  29. 29. Set the pace This is the first time the Cast will go out, regardless of the other options. Your time zone.
  30. 30. Using multiple days
  31. 31. Setting the Pace: Launch Sequence Use a grid.
  32. 32. Launch sequence grid Batch Flow Run Times - Sunday Monday Tuesday Wednesday Thursday Friday Saturday Cadence Cast 8am 8am Entry 7pm 7pm Exit - Goal 9pm 9pm Exit - Bad 1am 1am Transition - MQL 5pm 5pm Once you confirm leads are in the Streams, you can 1. set First Cast Date 2. turn on Program
  33. 33. Schedule Recurrence is your friend
  34. 34. Interesting Use Cases What will they ask for next?
  35. 35. Irregular and semi-regular drips Batch or Trigger depending on need Smart Lists to manage Entry and Exit Use Counting Lists before/after sends to check for Errors or reports  Trigger or Batch Smart Campaign:  Send one Email Right Now  Wait X Time  Add to Engagement  Potential Issues  when sending Right Now when next Cast is within a Day or Two  Time Zone Sending Issue  Person may get two emails very quickly.
  36. 36. Send Email at top to prioritize, but not always required. Add to List and Status are for Counting. Want to know why someone was kicked out? Kick out Repeat steps 4-7 until you are done.
  37. 37. Stranger Things Harness weird Engagement behaviors effectively
  38. 38. Semi-regular entry considerations If Batch Runs at 8pm Tuesdays, the Lead will receive the email in a few hours But if you use a TRIGGER – an immediate entry, the lead may get the Stream email in 1 minute or wait up to 7 days because it would take 1 week from original conditions before Batch Runs.
  39. 39. Semi-regular entry control dilemma 7:55 pm Qualifies 8am Send 8:05 pm Qualifies 8am Send 7 days Scenario 1: second is sent in 12 hours Scenario 2: Waits 7 days for second email
  40. 40. Positions 1 2 3 Position # Lead flow • Name Content by intended Position if you can. • Placement of NEW content will reactivate Leads below that Position. • Pay attention to volume.
  41. 41. 1 2 3 Position #Lead flow 4 5 6 7 8 Reactivating this Asset at Position 3 causes all below who DID NOT receive it to be queued for next Cast 20,449 ALL exhausted leads will be re-activated. Be careful
  42. 42. Keep that data! The empty stream trick  If you remove a lead from an Engagement, you will lose data related to that lead’s activity within the engagement. You still keep the specific Email data, but you lose Program related data.  When a lead reaches the Goal, you should transition the lead to an Empty Stream, even if the Lead goes to a new Engagement. You can stack Empty Streams depending on the situation. This will help you monitor data.
  43. 43. Bad Exit Recycling One of the flaws in the Entry-Exit system is that Bad Exits could become re-qualified in the future. So you need to determine, if you want, how to process those leads and push them back into the correct Streams. Once is easy enough, but if someone could Enter and Exit multiple times, it becomes complex in some situations.
  44. 44. Handling large lead volume
  45. 45. 1 2 3 Position #Lead flow 4 5 6 7 8 Bulge! – too many for a Cast
  46. 46. Engagement Math: manage Cast counts Scenario Total Leads Action Number of Lists Max per List Cadence Entry Large Entry for First Run 100,000 Run Random Sample 20% 5 20,000 Tuesdays Run Monday nights one list per week
  47. 47. Random Sample
  48. 48. Staggered Cadences Set streams to different times to avoid Campaign Queue Backlog and Blacklisting: • Alternating Days or Weeks • 15 to 60 minutes apart
  49. 49. Comms Limit Catch  Takes at least 3 hours for Comms Limits to be seen by Other Sends!  So you could end up double sending -- think of Event sends or people in multiple Engagements.