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Learn how to best set up nurturing with the Customer Engagement engine if you are on the Spark or Standard Edition of Marketo
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Customer Engagement engine for Spark
and Standard Editions
Cheryl Chavez
Director, Product Management
August 27, 2013
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Basic Drip Nurture
Positives
• Fire and forget
• Easy
Negatives
• Reorder / Changing content is fraught with peril
• Limited safeguards against over/miss-communicating
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Traffic Cop
Positives
• Control Cadence
• Control Priority
• Add content
• Add/remove leads from nurture
Negatives
• Advanced knowledge required
• Daunting to change or update
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Why a Nurture Module?
• Enable people to “Do” nurturing
• Easy
• Purpose-built module
• No advanced Marketo knowledge required
• Measure results, ROI and justify marketing spend
• Focus on content, not programming
• No more Traffic Cop
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program Packaging
• Spark/Standard
o 4 Programs/1 Stream each program
o Add-on option for Standard available
• Not included
o Multiple streams per program
o Engagement score trending data
o Communication Limits
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Things to consider before getting started
• Who are you nurturing?
o Persona based (title, job function, etc.)
o Product based (product a, b, c, etc.)
o Industry/Segment (Job Title, etc.)
• What type of nurturing are you doing?
• Behavioral (ex: buying stage, trial/evaluation) –changes based on response
• Drip – same emails going out regardless of response
• Keep in Touch – similar to Drip but intent is to have continuous touches to remind audience you are there
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program Overview
• New type of program with “brains”
• Stream sends content based on:
• Cadence
• Priority
• Availability
• Whether or not the lead has received the content
• Dashboard – Is nurture working?
• Operational metrics
• Engagement Score
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program & Streams
Overview
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program
• New Program Type - Engagement
• System generated channel “Nurture” or “Engagement Nurture”
• Custom channels and program statuses
oConsider “active” versus “engaged”
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Features – Spark & Standard
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program – Set Stream Cadence
• Daily
• Tuesday
• Tuesday, Thursday
• Weekly
• 1x week
• Every 2 weeks
• Monthly
• First Tuesday
• Day of the month (15th)
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program Status
• Allows you to turn on/off the Engagement Program
• ON – leads will receive active content in a stream based on cadence
• OFF – leads will not receive any content, period
o Leads will transition between streams
• Program Status - Under Program Setup
• Turn on the program when you are ready to go –it’s one click
• Run into a problem? No problem, just turn it “off”
• No campaign deactivation required
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Add leads to Engagement Program
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Leads in Programs & Streams
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program Flow Actions
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
New Flow Actions
• Add to Engagement Program
• Program
• Stream
• Add Choice
• Change Engagement Program Cadence
• Pause
• Normal
• Change Engagement Program Stream
• Stream #
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Flow: Add Leads to Engagement Program
• Leads don’t automatically get added to an engagement program
• Requires separate campaigns for
• Initial add to nurture (Batch)
• Ongoing add to nurture (Trigger)
• Use the new flow “Add to Engagement Program”
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Flows: Add Leads to Engagement Program
• If you use the Change Program Status (aka Change Progression Status) to add leads to a Stream, they go to the default Stream (left-most)
• If you add leads using the Change Engagement Program Cadence, they will go the default Stream (left-most)
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
New Flow Actions
• Add to Engagement Program
• Program
• Stream
• Add Choice
• Change Engagement Program Cadence
• Pause
• Normal
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
New Flow Actions
• Add to Engagement Program
• Program
• Stream
• Add Choice
• Change Engagement Program Cadence
• Pause
• Normal
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Change Engagement Program Cadence
• “Pause” leads in the engagement program
• Leads remain in the Stream but don’t go through the cast (e.g. receive content)
• Pause nurturing when lead becomes an Opportunity
• Move lead to new program when become a customer (rather than new Stream)
• Flow Action “Change Engagement Program Cadence”
• Normal (default) – in Stream and receiving content
• Paused – in Stream and not receiving content
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program Content
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Content
• Content can be:
• Emails (local emails, global)
• Programs/Events (local programs possible in Engagement program only)
• Add content to a Stream via
• Drag n’ drop
• (+) icon at the top of the Stream
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Emails
• Emails
• Local asset engagement program emails
• Emails in the Design Studio
• Emails in other programs
• Email will never be sent to a lead more than once inside the engagement program
• If the email was sent out before, and it’s the same email (not a clone), then the system will honor this and not send it out again once added to a Stream
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
When to use Programs?
• Programs are containers for all the assets that can be tokenized and cloned
• Programs allow you to run parallel workflows (e.g. run a webinar)
• Reference outside programs when you want greater control of who should receive the content or not
• Use local asset programs when only used for nurturing
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Adding Programs into a Stream
• Drag n’ drop the campaign (in the program) that the stream will manage, OR
• Drag the event/program to the stream and select the campaign, OR
• Use the + sign at the top of the stream to add• Campaign Smart List MUST contain:
• Filter: Member of Engagement Program• Additional filters can apply however is lead is filtered
out, they will not receive content during the cast• No Triggers allowed
• Schedule Tab• No need to schedule the campaign for the engagement
program to run
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Programs
• If you have an outside program, and you add it to an engagement program• Leads who are members of that program, will not run
through it again• If you are not a member of the program but did receive the
email that is sent in the program, the lead will get it again• Program is local to the engagement program
• If the lead has run through the program they will not run through it again
• If you use the program in another engagement program, the lead might run through it via that engagement program
• Best Practice – use program statuses to capture membership which will prevent them from getting it in this case
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Priority
• Set priority of content via drag n’ drop to desired order
• When you change the order, the system will send next highest priority piece of content that the lead has not yet received
• Priority of content can be changed at any time and new priority will be reflected in next cast
• New content can be added at any time, and will be sent out if activated, in next cast
*Note: Changes to priority or new content added when the cast has begun will be reflected in the next cast!
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Content – Email Statuses
• Email icon in the Stream will change if:
• Approved/Approved with Draft
• Not Approved
• Scheduled in future
• Scheduled current
• Approved activated
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Content – Activate/Deactivate
• Activate/Deactivate Content
• Activate content when it’s ready to be sent out via a “Cast”
• Deactivated content will not be sent via a “Cast”
• Email must be approved
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Content – Edit Availability
• Set the start/end date for a piece of content
• Email must be approved
• When remove date, content becomes deactivated
• If past date range, content becomes deactivated
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Content – Archiving Content
• Archive –preserve the metrics but remove from the Stream
• Show/Hide Archived Content
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Content – Program Statuses
• Programs
• No “states” to the icon
• Yellow warning icon something is wrong in the smart campaign selected
o Trigger included
o No filter included
o Error in the campaign
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Viewing Engagement Program Members
• Leads who are added to a Stream automatically become “members” of the Engagement Program
• Control statuses using Change Program Status
• New program fields only in the engagement program
• Engagement Program Stream – Stream name
• Engagement Program Cadence – paused or normal (default)
• Exhausted Content – yes or no
• If columns not visible in grid, edit the default view of the grid to add them
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Exhausted Content Use Cases
• Exhausted Content – there are leads in a stream and there is no more content for them to receive after the last cast
• Use Cases• You are continuously adding new content to your
stream, and you welcome the notifications after every cast, that tell you how many leads are exhausted
• Leads will receive all the content in a stream and I don’t plan on adding any additional content, ever
• I want to move leads to a new engagement program when they have exhausted content
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Exhausted Content
• Exhausted Content calculated after each cast only
• If a lead is exhausted we set the Exhausted Content flag to “true”
• When activated or schedule content is added to a Stream, and leads are exhausted, we clear the red flag at the bottom of the stream
• After the next cast, we recalculate
• Can I trigger off of Exhausted?
• Not yet - run a batch campaign using Member of Engagement Program filter with constraint “exhausted”
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Exhausted Content
• Can I ignore Exhausted Content?
• YES, you can turn the notifications on/off!
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Exhausted Content Notification
(Notifications tab in product)
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Exhausted Content Email
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Filters & Triggers
• Triggers • Added to Engagement Program• Engagement Program Cadence Changes• Engagement Program Stream Changes
• Filters• Was Added to Engagement Program• Engagement Program Stream Changed• Engagement Program Cadence Changed
• Member of Engagement Program• Constraint: Exhausted Leads
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Testing Streams
• Allows for testing once you have a cadence set and leads flowing through your streams
• Select the email of a test lead, click Run Cast
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Stream Metrics
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Stream Metrics
• Multiple Views
• Content (Default)
• Leads
• Engagement
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Stream Metrics - Leads
• All Cast – all time number of leads who have received the content
• Last Cast – number of leads who received the content in the last cast
• Leads in Stream – total
• Total across all content
• All Casts
• Last Cast
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Stream Metrics - Engagement
• Content
• Engagement Score per content
• Unsubscribe % - for this email in this Stream
• Stream Engagement –average
• Stream Unsubscribe -average
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Score
How well are leads in the Stream engaging with your content?
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Score
• Good versus Bad
o Open rates
o Click through rates
o Unsubscribe rates
• Program success
• Good content – score of 50
• Secret sauce: mathematics around the curve
• Score is subject to updates
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!