Adobe Skill Exchange 8/8/24
Attending the 3-hour express growth tracks was instrumental in refreshing Marketo Engage fundamentals and advanced use cases to handle complex engagement journeys, govern instance hygiene, and drive efficiency in marketing workflows.
Here are my thoughts from each session shared individually on different blogs.
[Growth Track-1]
Unleash the Power of Multi-Stream Journeys: Advanced Applications of Engagement Programs
This session provided a great opportunity to enhance my understanding of engagement program fundamentals. @AjayS shared use cases' on how to best leverage multi-stream journeys. One such use case is Crafting Multi-Stream Journeys: B2B lifecycle. Here is an example of how this use case can strategize and use assets in different streams:
Prospect Stream
- Welcome email series and value proposition
- Educational content (blog posts, webinars)
- Lead magnets like eBooks, white papers
Marketing Qualified lead (MQL) Stream
- Product demos or free trials
- Case studies – customer success stories
- Personalized emails addressing specific needs Webinars
Sales Qualified lead (SQL) Stream
- Success stories relevant to the SQL’s industry
- Case studies demonstrating ROI (return on investment)
- Personalized communication from CRO (chief revenue officer)
Customer Stream
- Onboarding content and resources to ensure successful product adoption
- Customer satisfaction surveys
- Event – Customer appreciation day
- Exclusive offers
Cross-Sell Stream
- Personalized recommendations of products
- Case studies featuring customers who benefitted from cross-selling
- Webinars’ new features
- Special promotions or discounts to incentivize cross-selling
He additionally provided a helpful checklist for developing Multi-Stream Journeys:
- Engagement Program: Create your nurturing program framework
- Streams: Design segmented journeys for targeted audiences
- Transition Rules: Define logic for moving leads between streams
- Stream Content: Add programs or Email Assets to relevant streams
- Exclusion Rules: Exclude, Pause, Resume leads through Smart Campaigns
- Activate & Launch: Activate programs and assets within each stream. Set the Cadence (delivery schedule) and first email send date
- Ongoing Measurement & Optimization: Regularly monitor and optimize the performance of content & program using the Engagement Stream Performance Report
Furthermore, he shared how to analyze the performance through Marketo’s native Engagement Stream Performance Report, the Engagement Dashboard, and Engagement Score.
Again, this session will help new Marketo users to learn about Engagement Programs – Multi-Stream Journeys and for current users to revisit the use cases and leverage any new ideas.
You can also reference the below Marketo product documentation links for more information:
Understanding Engagement Programs
Engagement Programs (Step-by-Step Tutorial)
Engagement Stream Performance Report
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