Suppressing Marketing to Houston (and other disaster struck areas)

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Anonymous
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Suppressing Marketing to Houston (and other disaster struck areas)

Hello everyone!

I know many organizations are suppressing marketing to Houston, and have probably done this to other areas hit by disaster in the past.

I'm searching for tips on setting this up in Marketo, tips regarding appropriate timeline for suppression, etc.

Thank you,

Sarah

7 REPLIES 7
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Re: Suppressing Marketing to Houston (and other disaster struck areas)

Sarah,

I would mark those that are not already marketing suspended to True along with a reason so you can keep track of why they were marketing suspended. I would then use your own discretion to determine a time to make them marketing suspended false and to nullify the reason.

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Anonymous
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Re: Suppressing Marketing to Houston (and other disaster struck areas)

I don't know what the appropriate timeline would be, but it seems like it'd be a straightforward campaign to set up.

Smart List - City is Houston (and others you'd like to include)

Flow Step - Change Data Value: Marketing Suspended is True

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Anonymous
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Re: Suppressing Marketing to Houston (and other disaster struck areas)

Thanks Thomas,

There are a few straightforward ways to do it, for sure, and what you recommended is what I initially set up. As a team we decided to adjust the smartlist we have for that part of the country by adding: City | is not | Houston, etc..

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Re: Suppressing Marketing to Houston (and other disaster struck areas)

The reason I emphasize the marketing suspended reason is that when you make these suspended people False (ex. in 2 weeks) you don't want to make everyone marketing suspended false in case they qualified to be marketing suspended for another reason. So having the reason is a good resource point in determining who should be marketing suspended false in 2 weeks.

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Level 10 - Community Moderator

Re: Suppressing Marketing to Houston (and other disaster struck areas)

I would go so far as to have a datetime field and a "Last Embargoed Reason" picklist. You don't want to forget why you did this!

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Anonymous
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Re: Suppressing Marketing to Houston (and other disaster struck areas)

Set up your database my Metro Area - create custom fields on your leads and contacts within SFDC.

Create a smart campaign and triggers in Marketo to assign the Metro Area, where inferred dominates default mailing city/state.

There are lots of benefits here, like the one listed above, but it makes life MUCH EASIER when you are doing regional marketing programs and events. Plus in situations like this - you can remove people from campaigns.

Also, if you are sponsoring a trade show in a city, you can invite folks who may not be attending the show, but you can target them for parties and/or dinners/events.

Hope this helps!

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Anonymous
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Re: Suppressing Marketing to Houston (and other disaster struck areas)

Extremely helpful, we did go about it a different way, but in this is definitely a deeper dive into that process that I will use in the future. Thank you Sierra!