Traffic Cop to Customer Engagement engine

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Traffic Cop to Customer Engagement engine

Cheryl ChavezDirector, Product ManagementAugust 29, 2013

Page 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Traffic CopPositives

• Control Cadence• Control Priority• Add content• Add/remove leads

from nurture

Negatives• Advanced knowledge

required• Daunting to change

or update


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


Prerequisites

• Some basic knowledge of Customer Engagement engine

• Watched a Webinar (or two!)• Reviewed Knowledge base articles


Engagement Program Packaging

• Spark/Standardo 4 Programs/1 Stream each program (active

programs)o Add-on option for Standard available

• Select/Enterprise/Add-Ono Unlimited programs with up to 15 streamso Engagement score trending datao Communication Limits


Traffic Cop Set Up – What’s your Scenario?• Common Scenario’s

• Buying Stage (Early, Mid, Late, Customer)• Product• Industry or Segment

• These scenario’s can be further broken out by • Persona• Industry


Example Traffic Cops


Example Traffic Cops

Each piece of content is in a program with success measured


Traffic Cop vs. EngagementTraffic Cop Customer Engagement

Controller - (a.k.a “Traffic Cop”) – defines who should be nurtured, excluded, etc.

Requires campaigns to add leads (batch and trigger). New flow actions make this easy.

Master – requested by the wait campaign, decides which piece of content to send and requests the email send campaign

Engagement “Streams” handle the priority of the content and allows you to add content on the fly, schedule content, activate, etc.

Wait – the wait time in between sending content

This is controlled by the Cadence on the Stream – no campaigns required!

Gatekeeper – housekeeping campaign that ensures leads are in the proper nurture track, updates Program Statuses, etc.

- Transition rules ensure leads don’t get into streams unless qualified- Program Status campaigns required- No need to “stamp” the lead with current nurture program


Traffic Cop vs. Engagement

Traffic Cop Customer Engagement

Completed – ends the Nurture for the leads who have received all the content

- Exhausted content- Pause a lead in a stream

Email Send Campaign – an individual campaign that sends the email content to the lead. One campaign exists for each piece of content

Engagement stream does this automatically based on the cadence and whether the lead received the content already or not

Smart Lists – used in the master campaign to ensure the lead does not receive the content again

Engagement stream will ensure content is never sent to a lead more than once


10 Steps to Freedom!

1. Determine the Engagement Program Setup2. Create Engagement Program(s)/Streams3. Turn Off the Engagement Program(s)4. Add Content5. Set Priority, Activate, and Schedule Content6. Set up Transition Rules7. Set Cadence8. Test Streams9. Add Leads to the Engagement Program10. Turn on the Engagement Program


1. Engagement Program Setup

• Can a lead receive different nurturing content at the same time?• “Yes”

o Multi product company and lead is interested in Product A AND Product B

• “No”o I have content for different buying stages,

persona’s and therefore, a lead cannot qualify to receive more than one of these “streams” of content

• Examples


2. Create Engagement Program(s)/Stream(s)


3. Turn Engagement Program “OFF”

• Go to Program Setup -> Program Status• Turn your engagement program OFF• Leads will not receive content, period• Leads WILL transition between stream(s) if they

qualify (this is a good thing)


4. Add Content to Streams - Emails

• Emails• Emails used in a smart campaign in Traffic Cop can

be moved to the Engagement Program• You will move the email, not the smart campaign• The stream will manage sending the email out• Create new emails as local assets in the Engagement

Program• If the lead received the email as part of the Traffic

Cop, they will not receive it again• Clone the email if you want to send it again


4. Add Content to Streams - Programs

• Programs• If the campaign sending the content lives inside a

program today, and you want to use it in the stream, you can REFERENCE it in the stream

• Note: You cannot move programs at this time


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)

• Program analysis in RCA• 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


Engagement Program Requirements

• 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• Icon to show it is being used by the stream


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


5. Prioritize, Activate, Schedule Content

• Prioritize the content to be sent in the order you want a lead to receive it

• Activate content that should be sent out• Schedule content that should become available in the

future, or immediately, but for a specified timeframe


6. Set up Transition Rules

• When should a lead become a member of this Stream?• Pull leads into the Stream (not push them to a Stream)

• Requires Triggers• System managed filter and flow

• Member of Program• Change Program Stream

• Additional flow actions can be added for “housekeeping” • Send Alert, Interesting Moments, etc.

• Advanced Logic Filters – not available


7. Set Cadence

• When do I want the content to be sent out?• What is your current cadence?

• Traffic Cop• Trigger Based• Leads receiving nurturing emails all over the place• Not predictable• Over communicate

• Customer Engagement• Batch and predictable


8. Test 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• Remember – if the test lead received content as part of

a test in Traffic Cop, they won’t receive the content again


9. Add Leads to Engagement – Option 1

• New Leads• Send new leads into the Engagement program• Change the trigger campaign(s), that add new leads to

Traffic Cop, to add to the engagement program/stream• Existing Leads

• Existing leads finish going through Traffic Cop• When they reach the Exhausted or Completed

campaign, the flow sends them to the appropriate engagement program/stream

• Turn off all Traffic Cop campaigns when all have reached “Completed” status


9. Add Lead to Engagement – Option 2• New Leads

• Send new leads into the Engagement program• Change the trigger campaign(s), that add new leads to Traffic

Cop, to add to the engagement program/stream• Existing Leads

• In the Wait Campaign, add a flow step to move the lead into the engagement program/stream

• Determine order of events – Wait, Add to Engagement OR Add to Engagement, Wait

• Do you want the lead to wait for a longer period of time potentially or shorter period of time?

• Turn off campaigns after the period of time equal to the wait step(s)


9. Add Leads to Engagement – Option 3• New Leads

• Send new leads into the Engagement program• Change the trigger campaign(s), that add new leads to Traffic

Cop, to add to the engagement program/stream• Existing Leads

• Create a batch campaign and use the “Stamp” to send the lead into the appropriate engagement program/stream

• Turn the “master campaign” off a few days before you want to send out the next piece of content – leads will not longer be able to qualify for this campaign

• Some leads may wait longer for content, others a shorter period of time

• Turn off the rest of the campaigns


10. Turn On Engagement Program

• Turn on the program when you are ready to go • Run into a problem? No problem, just turn it “off”

• No campaign deactivation required• Where?

• Program Setup -> Program Statuso Set to ON

• Leads will receive content in the stream they are assigned


10. Celebrate – No more Traffic Cop!

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Thank you!

Technology

Traffic Cop to Customer Engagement engine