Multiple parts to a campaign - A program or individual campaigns

[Anonymous]

HI,

My question may not be clear...let me explain....

1. My company wants to do a campaign which will have some emails / webinar / live event.....

It will run for few weeks for some leads in our database and new leads will be added too.

What should I use? Engagement program or just a program and have different types of campaign types - including emails / webinars / live event / trade show in the same program.

I want to also measure the success across these campaigns and costs associated with them?

Is my question clear?

Right now we have a program and in program we have lots of email sends...see screen shot....is this not the best way of sending out emails?

Nimisha

[Josh_Hill13]

Would really need more info. It depends.

see Master Nurturing and Marketo Engagement Programs

[Grace_Brebner3]

Like Josh says - we would need more information to give you a recommendation.

It sounds to me like an engagement program may be a good option, but it could also be that a single event program is a good option.

What's the objective? What are behaviour are you trying to encourage? Does it all fold into supporting a single event?

[Anonymous]

Grace and Josh,

Yes the campaign will be focused on one type of product.

It is the promotion of this product using various types of things like live event / webinar / email blasts etc...

Assets will obviously created for these events etc..

Wondering if all these types of things - events / email blasts should be in one engagement program or just a simple "default" program - with Live Event + Webinar + Email Blats...

Objective is to only - send these pieces contents to targeted people of around 10,000 people for example and move them through various content to the sales stage.....

We don't want same person getting emails for a ebook and then ebook again.....

They should move to the next stage...where they open our email for example...open a landing page and we send them into the webinar event....and then they get emails for webinar...and they register......if they don't register they get emails / or invite to live event....

I hope this explains better?

Overall one campaign for promotion of one product to a limited audience and for 2 - 3 weeks time frame...

Nimisha

[Grace_Brebner3]

If the campaign focuses on one specific product, targeting content based on the stage of the lead in the sales cycle, and you want to ensure that they don't receive the same content twice, then a nurture program with nested event programs for the Live Event/Webinars associated with the product sounds like it could definitely be a good approach.

The main things I'd be thinking about are what benefits would I get in choosing one or the other - the ability to set content availability, report on a granular level, and get easier visualisation on how people are progressing through would definitely make a nurture appealing as a choice.

[Anonymous]

Hi Nimisha,

Another thing to consider is, is this a one time thing for the specific product in mind or do you forsee this happening again (annually, bi-annually, weekly, etc.)?

If the answer is a one time thing, then what Grace recommended should be the way to go. However if you forsee, doing this again, perhaps you would need to consider creating multiple engagement (nurture) streams based on the Sales Cycle Stage identified within your company, what determines the qualification and if the transition between assets is (from within a single stream vs. across multiple streams) and then of course as Grace also mentioned the visualization of the metrics.

Hope this helps and good luck!