Engagement Programs by Topic or Region

[smadrigal7809]

Hello,

I was wondering what everyone's thoughts were on Engagement Program groupings for a global nurture program.

Version A - By Topic

-Engagement Program Topic 1 - Streams = Americas / EMEA / APAC

-Engagement Program Topic 2 - Streams = Americas / EMEA / APAC

-Engagement Program Topic 3 - Streams = Americas / EMEA / APAC

Version B - By Region

-Engagement Program Americas - Streams = Topic 1 / Topic 2 / Topic 3

-Engagement Program EMEA - Streams = Topic 1 / Topic 2 / Topic 3

-Engagement Program APAC - Streams = Topic 1 / Topic 2 / Topic 3

I know there are pros/cons to both - so just wanted to gather some thoughts 🙂 

Thank you!

[Michael_Florin]

Neither, I guess. 🙂

Streams usually represent progressions. With the idea of moving from a lower status to a higher status. But you don't progress from region to region or from topic to topic. So it's rather:

Engagement Program Topic 1 (where topic can mean things like Products or Business Lines) --> Streams = Introduction, Further Education, Purchase Ready or so.

And now it depends on how dynamic your emails are. If you do dynamic languages, you don't need different Engagement Programs for different regions/languages. Or do you want to opt to making a multitude of Engagement Programs for the various regions. That also depends on how your organization is set up. Do you have regional teams that have varying content? If yes, you might want to have one Engagement Program per Topic AND Region.

[Kaitlyn_Simko · Accepted solution]

Hey there, 

Dynamic content for country could definitely help.  However be aware of your entry and exit criteria based on country.  It could make things complicated.

[Phillip_Wild]

The best way to think about this is perhaps what will make your process the most efficient, but with the minimum complication.

To take one extreme, you could have one engagement program, where all content is dynamic based on country and topic. That could be done with dynamic content or email scripting. You could then use "Time Zone Send" within the stream to ensure it went out at the relevant time. But those emails would be beasts to troubleshoot for a non-technical user. Reporting would also be difficult.

On the other end, one static email per country and topic might make for a lot of upkeep.

I would look at your reporting requirements, and how the business is set up. We previously set up one engagement stream per region since that's how the company reported. It made things much easier. So overall there isn't necessarily a best answer here, it has to be tailored to balance reporting ease, complexity of upkeep, and minimising work to create new content. Hope that helps!