Hi everyone — My name is Forrest Kobayashi, and I'm currently building an all-up lead nurture strategy for my business unit here at Amazon.
I'd appreciate if you can provide any key tips/tricks, as well as any links to resources I should consider, as I go about building out this strategy! Thanks.
I would recommend looking into Marketo's Engagement Programs. They make it easy to create a reusable nurture stream.
One thing to note, as I get questions about it fairly often, is that the program requires a separate smart campaign to add leads to the stream, and they can be added anytime before the stream is set to cast. In fact, they should be added at least 30 minutes before a cast you want them to get.
Generally the Engagement is great, but it really depends on what you are trying to do and how you want it to work. Think real hard before even getting into Marketo