GreenSEO April 2024: Join the Green Web Revolution
Master Engagement Marketing With Marketo Engagement Programs
2. Master Engagement Marketing with
Marketo Engagement Programs
Josh Hill
Director, Lead Lifecycle Management
RingCentral, Inc.
3. A bit about me
• Author of MarketingRockstarGuides.com
• Five time Marketo Champion and Alum
• Marketo user from 2010
• Goal is to help you learn how to tell your story automatically
at scale
4. If you learn nothing else from this
session, pay attention to the
Journey Session
9. 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?
10. 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?
11. 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)
12. 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?
13. 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
15. Your turn – call out details
What to decide on Answer
Entry – Who
Entry – When/How
Often?
Exit – Goal – good
stop or Transition
Exits – Bad – when
should we stop?
Cadence – How
Often?
Content
16. 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
17. If your team cannot answer a Journey
Session question, you aren’t ready to
move forward in Marketo.
🛑
19. 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
21. 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
22. 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.
24. Engagement entry caveat
Always use Batches
Direct Import into ANY Program
makes the Leads members of the
Program AND Member of First
Stream
25. 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.
33. 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
36. 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.
37. 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.
39. Entry control
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.
41. 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.
42. 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
43. 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.
44. 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.
47. 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
49. Staggered Cadences
Set streams to different times to avoid Campaign Queue Backlog and Blacklisting:
• Alternating Days or Weeks
• 15 to 60 minutes apart
50. 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.