Hi all, I'm totally new to Marketo and need some help with how we think about our campaigns.
We're looking to do a one-off drip campaign with multiple touchpoints/promotions to a specific target audience group via a list upload. Here's the proposed cadence:
Week 1: [Email 1] Invitation to webinar
Week 2: [Email 2] Invitation to webinar
Week 3: [Email 3 ]Invitation to webinar
Week 4: Webinar (will do a shoutout to meet us at the conference below) + [Email 4] Invitation to meet us at the conference
Week 5: [Email 5] Invitation to meet us at the conference
Week 6: Conference + [Email 6] Invitation to in-person workshop
Week 7: [Email 7] Invitation to meet us at an in-person workshop
Week 8: In-person workshop
Need advice on how I should set up the programs in Marketo? In our minds, this entire cadence should ideally belong in one big campaign, but in Marketo terms, what's the best way to structure our programs? Do we have to set up 3 separate programs (Webinar, Tradeshow, Event)? Appreciate any advice on how best to execute this. Thanks!
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Hi Zann,
You should have separate programs for reporting purposes. You will want to see the effectiveness of the different channels as well as how specific programs perform against each other. For example, you’ll want to see how this webinar performed compared to others that you do in the future.
The exception is if this entire group of activities will happen regularly – you wrap all of this into one program. However, it will be complicated and a lot of work, and I wouldn’t recommend it if you are just getting started. Another reason to keep separate programs is to keep orderly program statuses. Webinars, conferences and workshops will all of different program statuses.
After building all of these separate, then you can include a step in each that handles the cross-invitations (inviting webinar attendees to a later workshop etc).
Happy to speak offline about this if you need help, just message me.
Hi Zann,
You should have separate programs for reporting purposes. You will want to see the effectiveness of the different channels as well as how specific programs perform against each other. For example, you’ll want to see how this webinar performed compared to others that you do in the future.
The exception is if this entire group of activities will happen regularly – you wrap all of this into one program. However, it will be complicated and a lot of work, and I wouldn’t recommend it if you are just getting started. Another reason to keep separate programs is to keep orderly program statuses. Webinars, conferences and workshops will all of different program statuses.
After building all of these separate, then you can include a step in each that handles the cross-invitations (inviting webinar attendees to a later workshop etc).
Happy to speak offline about this if you need help, just message me.
Hey Darrell, thanks for your tips. Super helpful. We'll do that and will ping you if I need help - thanks again!
Hi Zann,
There are a couple of things that stick out here.
Hopefully these pieces of information can help you get up and running quickly.
Hi Jimmy, we're starting the instance fresh, so it's slightly easier to manage on our end. Thanks for the tips - gives me a good picture of how we should set things up!
You're welcome!