In engagement program, decide to send a lead to a sub program on program or campaign explicit membership only, not on ID

[Grégoire_Miche2]

Today, when using a nested program, the decision to send an email to a person is based on the Program membership and Program ID.

I suggest that Marketo changes this behavior and enables to the user decide whether a lead would be sent to a nested program based on membership only.

Important: Of course, in order not to wreck down existing EP's, this is a setting that should be 1/enabled in the admin and 2/that could be set on engagement program basics (as an option in the setup tab) and that would be off by default.

The reason for this is that sending a lead to a sub program in a cast does not guarantee the lead will consume the content. It might not fill out the form and even not click the email. In this situation, it may make sense to be able to send that same content a while later, as part of a different stream.

If the ID was not used to decide to send the lead I could setup my nested program with 2 different emails, 2 different smart campaigns which would only make the lead a member of the program if the lead clicks or event if he fills out the form.

Then, I could use this nested program multiple times in the EP, on different streams (with the same smart campaign) or even on the same stream (with different smart campaigns), as long as the lead is not a program member.

-Greg

[Grégoire_Miche2]

Typical use case : we have a sub program that is a white paper (gated content) download. I set it up with a smart campaign and add it to an EP. The cast sends the content promotion email to the leads but only 5% of them click the email. I have no way to send this content again as part of the EP to the 95% that did not click, and this is really annoying. We very often want to propose a specific white paper to an audience in a TOFU stream. We do not have that many TOFU gated content available for this specific audience, so we need to be able to send the Gated content once every 3 content. If they download, they are moved to another stream, with different content.