Can a program be created with different channels, progression statuses & success steps that are linked together?

[Anonymous]

Hello community,

Is there any way for a program to contain multiple campaigns comprised of different channels that each have their own progression statuses and success steps?

We're planning an integrated multi-touch marketing campaign that involves sending direct mail and email to 3rd party lists. The deployment of these DM & EM assets are also controlled by the 3rd party, but point recipients back to our Marketo landing pages. We are pushing multiple offers in this campaign, first a whitepaper - then later an invitation to take a survey built out in Marketo with a deliverable of a research report to survey participants. Ideally the analytics for this would all be under one master program.

Full disclosure, I've only been using MKTO for about 6 months so my methods may be wrong - I started off by creating 2 campaigns under the program using the default “Content” channel (steps = visited / engaged) – one campaign for the whitepaper and one for the survey, but quickly realized anyone who downloads our whitepaper will be changed to “engaged” and there are no other options for survey responders. I've created a separate channel that we named "Survey" with its own progression status and success step, but the main program uses Content channel and I’m not sure how to tie it to our survey.

Has anyone had a similar experience they can share?

[Josh_Hill13]

Mike,

This is rather complicated, or rather simple, depending on what your reporting goals are.

You could have several Channels and Statuses and then have a Program for each unique part of the program:

1. Email
2. Download
3. Survey

and each step has its own progressions and definitions of success.

You could have a fourth Program that tracks success of all three - that is, did someone go through all three? That would be its own channel.

You could also create a totally new Progression Channe with statuses like

1. Invited
2. CLicked
3. Downloaded Content
4. Took Survey
5. Converted to Opp
6. Won Opp

or something like that.

The next question is are you using RCA? If so, this is important to get right because your Programs and Channel Types drive a lot of the high level reporting of success.

[Anonymous]

Hi Josh,

Thanks for the feedback!  We are not yet doing any revenue cycle stuff but that's definately on the horizon.

I think your suggestion of a totally new channel with it's own progression and success steps is the direction we'll end up going - a number of them actually for varied types of integrated campaigns we're thinking about.

I appreciate your feedback, thank you sir!

Mike

[Anonymous]

Hi Mike & Josh,

Mike - We are investigating how to do something very similar to what you outline above and i can see you favoured the 'new channel' route - have you carried this out yet? if so I would be interested to know how you have got on?

Josh & Mike - my concern with the new channel route is that one person can only ever be at one stage - so if you have a multi touch activity you will only be able to see who’s at what stage and easily see if someone responded to 2 of the call to actions. I really like your idea of creating an overall program that can update if people respond to all call to actions - do you have any concerns of this double counting responses / successes? 

I would also be interested to know if wither of you integrate to Salesforce, have you had any challenges representing information in Salesforce by using either of these options?

Thank you in advance for your thoughts, comments & recommendations 🙂

Katy