*** Originally posted on "The Marketing Automation Blog" at Multi-Session webinars in Marketo.. you might be doing it wrong? – The Marketing Automation Blog
At times you have to setup webinars with multiple sessions, sometimes to cover multiple time zones, sometimes to give user flexibility to join the webinar on different dates and times.
How you do this setup in Marketo, when you have same topic, same speakers but multiple sessions of the same webinar? Take a pause and think…
I have seen people doing it in following ways:
If you are doing any of the above,you are doing more harm than adding any value…
If you are using approach #1, i.e. Creating a Parent event program and then creating multiple event programs for each webinar session, with this approach,
Now there will be following issues with this approach:
Let’s consider the second approach, Creating a parent Engagement program with nested event programs one for each session. Let’s revise the purpose of Engagement programs.
Engagement programs are used to setup drip and nurture campaigns where you wanted to send a continuous stream of emails based on the user behavior to keep them engaged. You should not be using engagement programs as a folder. The issues with this will be:
If you think about it, we need a parent program just to avoid the duplication of the assets and easy organization. So the purpose of the parent program is just to handle the operational side of it. It doesn’t need to be an event program. Right?
With that, you may already have “Operational” channel setup for “Default” program type. If not go ahead and create one. For those who doesn’t know much about “Operational” Channel, at times you need to create a program just to handle some operational stuff like setting up lead scoring, data cleaning and data management, lead assignment rule etc etc. Since these type of activities are not tied to any specific type of Marketing initiative, we create an “Operational” channel for Default program type and use that.
The benefits of using Operational channels are:
With the above definition, don’t you think it will be a great idea to use “Operational” program as the parent program and then create session specific Event programs?
Comment and share what you think and if there is any question/concern/suggestion to make this even better.