Nurture Program - Need a Monthly Cadence without Sending to Everyone on the Same Day Each Month

Anonymous
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Nurture Program - Need a Monthly Cadence without Sending to Everyone on the Same Day Each Month

Looking for Marketo rockstars to share opinions on how to accomplish the following in a nurture/engagement program:

  • Leads are added daily to the program via a Trigger
  • When a new Lead is added, we want them to receive Email #1 immediately.  Then, 4 weeks later they will receive Email #2, 4 weeks after that Email #3, and so on.  If a Lead is added on Monday, they will receive Email #1 on Monday.  If a Lead is added on Tuesday, they will receive Email #2 on Tuesday.  And so on.
  • We don't want to send all of the emails to everyone on the same day every month.  If we do that, our inside sales team will be overwhelmed with responses for 24 hours and then will have nothing until the next month.  Instead, we want emails to go out every day of the month so we can spread out the responses.

I'm not sure how to set the Stream Cadence to accomplish this.  I'm told by our consultant that using wait steps in the campaign is a bad idea.

Ideas?

3 REPLIES 3

Re: Nurture Program - Need a Monthly Cadence without Sending to Everyone on the Same Day Each Month

Hi Brian,

What you are describing looks a lot like a good old "drip" nurture to me.

Drip nurture programs are standard programs that you manually configure to distribute a series of email based on your conditions. It uses wait steps between your "send email" flows to control the delay/cadence between emails, but each lead will run through the flow on a separate timeline. It does not use all the engagement program framework, but will give you all the control that you need for each lead to go through the content at it's own pace.

This document outlines the pros and cons of each approach (engagement vs drip) Engagement Programs Demystified . (Slides 4-6)

This slide deck can help you out with building this type of program. Particularly starting at slide 11: Lead Nurturing with Marketo

Best,

David

Anonymous
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Re: Nurture Program - Need a Monthly Cadence without Sending to Everyone on the Same Day Each Month

David, thanks for the response.  I am unable to view the "Engagement Programs Demystified" document since it's stored in the private Montreal user group section.  Can you email me the file (bvass@paycor.com) or copy/paste into this thread?  Thanks!

Anonymous
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Re: Nurture Program - Need a Monthly Cadence without Sending to Everyone on the Same Day Each Month

We solved this issue by creating 4 versions of the same Stream and setting a different cadence for each Stream.  The cadence for each stream is monthly but sends the email during a different week of the month.  This allows us to have emails going out each week throughout the month.  We split our database into four static lists and added one static list to each Stream.  Sort of a workaround but it gets the job done.