Nurtures are a perfect way to engage with buyers who might not be ready to buy, to promote cross-sell and up-sell activities for your current customers, or to re-engage people who have previously purchased from you. Marketo’s engagement programs can provide great flexibility and complexity in your buyer engagement that a default or email program does not.
The more activities you take on in Marketo, the more important it becomes to consider how to scale your nurtures. Building a shell nurture or a nurture program template that users can easily clone and adjust for their nurtures is one way to cut out some of the repeatable tasks that comes with building your program.
In this blog we will be looking at several ways you can templatize within your engagement nurture to make it easier for you and your team to scale your nurture program execution.
After you finish reading, you will be equipped to take your shell engagement program from this:
To a highly adaptable, scalable program like this:
Every nurture should come with several smart campaigns. Your usage of them might vary from instance to instance but common ones include:
Let’s dive into each one of these individually.
Entry Smart Campaigns
You can have several places outside of the engagement program that add leads to the nurture. However, I have found that a centralized approach works easier and is less complicated to manage for the following reasons:
To build an entry smart campaign as part of your shell nurture:
Consider what actions somebody has to take to qualify for your nurtures and create multiple smart campaigns with different smart lists that reflect that. When users clone the program shell, they’ll delete the Entry Smart Campaigns that don’t fit their particular nurture.
Here are a few examples:
Consider these other ways you can trigger people to come into your engagement program.
Exit Smart Campaigns
Exit smart campaigns pull people out of the nurture when the time is right by pausing them in the engagement program. Some use cases to use exit smart campaigns include:
To set up a template for your exit smart campaign:
Doing this will also help you report on how many people have exited the nurture without fully completing it and help tell the story of what they did afterwards.
Next Steps (for Exhausted Members)
A next steps smart campaign is good for determining what to do with your leads once they have exhausted the content in one nurture. The use case will differ from company to company, depending on your strategy and available nurtures/programs.
If you have Marketo Sales Insights included in your subscription and want your sales team to be able to add leads to a nurture through SFDC, I would recommend to also include a smart campaign for Sales Insights in your nurture template.
Once this step is complete, you will have three (or four) smart campaigns that manage the entrance, exit, and next steps of leads within your nurture. Once the template is cloned, marketing users can modify the engagement program quickly to accommodate for that nurture’s particular use case.
Smart campaigns that manage status changes change a lead’s engagement program status in response to their behavior and should always be templatized to maintain consistency within your instance.
Typically, you will want smart campaigns to track email delivered, email opened, filled out form, and unsubscribed. However, this can also vary depending on your use case and instance.
Repeat the process for all the status changes that you want to track. In this example, I am tracking 4 different statuses so my tree would look like this when I am complete:
Now anytime you create a nurture, you can simply fill in the emails that the smart list should be triggered off of and activate the smart campaign. No need to fully build out and setup multiple smart campaigns.
When it comes to transition rules, you have two options. The standard way to build transition rules are within the Stream setup tab in your engagement program. However, a lot of people prefer to have the transition rules live within a smart campaign. There are several benefits to your rules being within smart campaigns:
To set up transition rules using smart campaigns within your template program:
For this example below, I will go over the simple rule: when somebody finishes all the content in their current stream, they will transition to the next stream in line.
Now, whenever somebody clones your shell program, they can easily change these transition rules to trigger off a different type of activity, add more streams and transition rules, or keep the current set up and just add the final email of each stream to the smart campaign’s smart list tab.
Tokens and Emails
We have already simplified a lot of the things that go into creating a nurture. One thing we haven’t talked about yet is creating a shell email using tokens. Using tokens within an email can help to build emails faster as well as stay consistent when multiple users are building out emails.
First, think about what parts of the email you can make a token. Below are things I commonly see tokenized for emails:
For my example, I will tokenize the whole email but your use case might be different.
Email1_BodyCopy and Persistent_CallOut tokens are Rich Text. All of the other tokens are Plain Text tokens.
Not very attractive, I know. However, the magic happens when I preview/send the email. Once the tokens populate, the recipient will see this:
The same can be done with the Subject Line, From Name, and From Email:
Right around here, I recommend dropping the email(s) into the first stream and adding it into any applicable smart campaigns (such as those set up for status changes).
We are almost done! The last step is to setup some reports for your shell program.
The 3 reports I recommend to include in every engagement program are:
Depending on what kind of nurtures you will be creating and your KPIs, you might want to add more or less. It is completely up to you.
You might also want to create several versions of the same report. For example, I typically have 3 versions of the Email Performance report:
This way you will have multiple reports that are cloned from your shell program and you can easily switch between the reports to look at performance across different periods.
Once you create the reports you want, complete the setup tab. Add any filtering logic you might want in the Smart List tab of the report, if applicable.
At the end your tree will look similar to this:
Now that’s an engagement program I want to clone! Everything I talked about can be adapted to a multitude of use cases.
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