Marketo Nurture Strategy

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Anonymous
Not applicable

Marketo Nurture Strategy

I have some questions about Marketo nurture strategy. In order to implement a nurture program in Marketo, it looks like the best strategy is to plan and develop the following:
 
  • Lead definitions
  • Personas/buying roles
  • Buying stages/sales funnel
  • Content, timing and scoring
  • Service Level Agreement (SLA)
  • Lead Lifecycle/lead flow
 Do I have this right? Is there anything I am missing? Also, can someone recommend any resources that explain the different planning phases in depth? Thanks!
1 REPLY 1
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Level 10 - Champion Alumni

Re: Marketo Nurture Strategy

You need a few more things:
  • Entry criteria - when and who get into the program?
  • Exit Criteria - when do you stop, exit, or mark someone as success?
  • Scoring - don't bother to think of this as part of engagement nurture. It should be a central scoring system. It might be good to think about the actions that would lead someone to reach a threshold MQL though as part of the exit.