Your Achievements
Hi Tiffany,
Thanks for getting back on this and providing a detailed explanation. Here's what I think is best, based on my current knowledge of the system:
Engagement streams will broadcast once every x time, be it weekly, bi-weekly or monthly. Upon a 'cast' it will start at the top for each lead in the stream and cycle through the received content until 'new' content is found for the lead. This can be the first piece, the second, the third, etc.
There are 2 ways the system determines the new content.
- Based on loose emails, living IN the engagement program.
- Based on programs and membership status.
The first one is straight forward.
You create your emails in the engagement program and send them out. This is useful for an onboarding where the text is predetermined, but not so much for content items requires a much larger scale and flexibility.
The second one is the harder one and relies on managing the program membership.
The great thing about this is that each program has it's own assets (email, landingpage with form, thank you page, thank you email, etc.) and can utilize it's own tokens. This is great for scalability as you can create a Content Item Program where all you need to do is fill in the tokens and activate the triggers.
Another great advantage is that you can make anyone a member of this program. If someone downloads a content piece from your website for example, you can make them member of the program. The engagement stream will then skip this particular content item since the lead is already a member of the program.
It also makes it easier to have separate emails sent out based on (let's say) lead status. In the program you have an email for leads and one for customers. You can use the same content program in an engagement stream for leads as for contacts. You'd just select a different Smart Campaign when you add the content piece.
Lastly, it makes for easier mixing and matching because you can just drag and drop the content programs into the stream.
My first choice has always been the latter for the flexibility and scalability. These are my top 2 concerns when building out a Marketing Automation platform.
The most important thing to think of is that when you create a Smart Campaign you add these 2 filters (no triggers required).
Member of Engagement Program is True, Program is ANY
Member of Program is [Your Program], Member is FALSE
I hope that's a well enough explanation. If anyone in the community has anything to chime in, or if my knowledge is out of date, please post a reply.
Thanks,
Stijn
Agree with Stijn here in that using programs instead of simple emails within an EP offers so much more flexibility. Since our reporting is so focused on program membership, it allows us to determine which specific program is contributing to responses, MQLs, etc. - vs. the entire engagement program.
We use this single, common filter in each of the "send email" smart campaigns within the nested programs in EPs - for the following reason:
- It's advised to limit EP membership to the local EP - not ANY engagement program (that could be cause for unwanted issues down the road). Stijn, just out of curiosity, why do you use ALL?
- Checking for program membership isn't necessary since Marketo won't send the email if the lead is a member of the program and the EP
It's also worth noting that if you include any additional filters in the "send email" smart campaign that disqualify a lead from being sent the email, not only will Marketo skip the send, but it won't send anything. Ideally, the lead will move to the next program for which he/she qualifies and be sent that email. Unfortunately, that's not the case with the current functionality of EPs. See more here: If a lead doesn't qualify for an Engagement Program cast, does it proceed to the next email?
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