How to get 160%x engagement using content you already have

Rachel_Noble
Level 9 - Champion Alumni
Level 9 - Champion Alumni

Our first engagement program took four months to set up. It was our first big accomplishment after implementing Marketo, and believe me, we celebrated! It had one stream made up of seven emails that went out Wednesday mornings at 9am. We immediately saw a huge lift in engagement which, at the time, meant the same lift in the number of MQL alerts passed to sales.

Fast forward two years: we now have 9 active engagement programs through which leads and contacts are funneled based on a combination of persona and lifecycle status. These engagement programs each have multiple streams that further personalize content based on behavioral triggers and predictive data. We’ve seen continuous growth and are super excited about the results!

Here’s the problem: we haven’t had the resources to develop new content as rapidly as we are learning to personalize what we deliver. As you probably know, this is a growing problem in the world of automation. Until our most recent addition to our content team, we had to make huge efforts to stretch our content as far as it would go without sacrificing personalized, relevant messaging.

So what did we do?

Our Senior Content Developer sums it up perfectly: “we found the lowest-hanging fruit that people actually want to eat.” For us, it was nurture. We created a new stream within each engagement program and called it the “Exhausted Content” stream. Every time we add an email to one of the other streams within the program, we clone it into the same program and add the clone to the Exhausted Content stream. Give it a new subject line and exclude everyone who opened it before, and boom! 60% lift in nurture engagement.

How to set it up

They say a picture is worth a thousand words (always wished that would fly in college).

Schedule this campaign to run based on the cadence of your nurture cast.

How easy is that!

Looking for other ways to make your nurture programs more robust? Check out these fan faves:

2455
11
11 Comments
Amanda_Thomas6
Level 9 - Champion

This is awesome! Thanks for sharing!

Darrell_Alfons2
Level 10 - Champion Alumni

Nice!

Erik_Heldebro2
Level 8

Great ideas Rachel, thank you for sharing!

Anonymous
Not applicable

Cool idea Rachel Noble​! Care to share how you structured your 9 engagement programs and the streams within?  😉

Rachel_Noble
Level 9 - Champion Alumni

Tony Yang​ wanna buy some TMA?

Rachel_Noble
Level 9 - Champion Alumni

You have inspired a ton of inquiries on this! There might be another blog post coming soon. Keep your eyes open...

Anonymous
Not applicable

Love this idea! I was just thinking "hmmm. what a waste that sometimes people's email inbox get cluttered up and they never end up even seeing our awesome content, especially when it could really bring them value" this is a good way to make sure no content goes to waste when they never got their chance to be seen. Thank you so much Rachel!

Anonymous
Not applicable

Thanks for sharing!

Kristy_Murphy
Level 4 - Champion Alumni

Pretty legit. Thank you for sharing!

Anonymous
Not applicable

Hey Rachel Noble - awesome post! Love this idea.

You mention filtering out people who have already opened that email. How/where did you incorporate that logic? I've been wanting to do that with some of my engagement programs but haven't figured out how to set it up. The post you linked to looks like it was before the current iteration of the engagement program type.