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

1. Master Engagement Marketing with
Marketo Engagement Programs
Josh Hill
Director, Lead Lifecycle Management
RingCentral, Inc.
April 2018

2. Abit 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

3. If you learn nothing else from this
session, pay attention to the
Journey Session

4. Causes of Engagement Failure:
1. Poor planning
2. Lack of content production

5. Be a Guide on a Journey
The Journey Session

6. 5 steps to successful nurtures
1. Idea
2. Whiteboard session (Journey Session)
3. Process Chart
4. System Doc
5. Build in Marketo

7. The simplest…
…and hardest
framework

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. 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. 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. 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. 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. Ok, let’s try it!

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. 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. If your team cannot answer a Journey
Session question, you aren’t ready to
move forward in Marketo.
🛑

17. Regular or Irregular
Cadence choice determines design and maintenance

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. Converting to Marketo
The Design Doc

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. 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. Entries & Exits
How do we know whom to send to?

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. 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. Entry flow example (Paired)

26. Engagement Entry - Example

27. What do to when someone bows out

28. Setting the Pace: Cadences
Tips and tricks

29. Set the pace
This is the first time the
Cast will go out, regardless
of the other options.
Your time zone.

30. Using multiple days

31. Setting the Pace:
Launch Sequence
Use a grid.

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. Schedule Recurrence is your friend

34. Interesting Use Cases
What will they ask for next?

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. 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. Stranger Things
Harness weird Engagement behaviors effectively

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. 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. 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. 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. 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. 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. Handling large lead volume

45. 1
2
3
Position #Lead flow
4
5
6
7
8
Bulge! – too many for a
Cast

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. Random
Sample

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. 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.