**Featured Discussion: Tips for transferring your old nurture track into the new Marketo Customer Engagement

[Anonymous]

Re-imagining your nurture tracks using the new customer engagement model is a prime opportunity to up your game and really push the envelope but planning comes first. In our  case, we have multiple personas, and multiple potential customer types (products, new/existing, internal/external etc.).  It can lead to a large number of nurture track permutations.  [Remember your high school factorial and combinatorial math]

So the question becomes how to lay this out using the new customer engagement module? One thing I have learned about Marketo is keep the logic simple otherwise you are in for a maintenance headache in the future. We have gone for the Keep It Simple approach and actually dumped a lot of complexity from our nurture programs.

• One customer engagement model per product line/family – just because you might have bought one product does not necessarily mean you are ready to buy a different one and it aligns to the business financials.
• One stream per lifecycle type (early, middle, late, customer, lost). Already this is too many, but we are pairing it down to lead/customer/lost.

When you want to add timed events into streams, the least amount of engagement modules/streams the better. Think hard before you add another whole chunk because when you want to add events or webinars to all the streams, it becomes its own busy work.

We have a further problem with fixed selling periods means we have to consider using what I call a compressible message map.  I.e.  Someone enters a nurturing program on week 12 of 26, how do I make sure that someone entering on week 6 gets the most pertinent information.

All that being said, how are you thinking about implementing your customer engagement?

Cheers,
Eric

PS: Can’t wait for the communication limits feature, it is going to be awesome on top of an already excellent customer engagement module.

[Anonymous]

Just wanted to chime back in and share that our new Engagement campaigns DOUBLED our response rate from the previous nurture campaigns we had running. YEAH!!!!!

[Anonymous]

Wow, just when I think I'm hot on your heels, you guys start tossing out ideas like this. Love it, I've got some catching up to do.

[Anonymous]

I think that Peter should submit an Idea to add Fibonacci Sequence as an option to the Repeats setting in the Engagement Campaign's Set Stream Cadence dialog!

[Anonymous]

Can I like Adam's comment serveral times.

Like, Like, Like...

[Anonymous]

I'm in love with fibonacci. I think it's a brilliant cadence for email contact.

[Anonymous]

I have started moving one product line at a time into the new Engagement Program over the past week, I have moved three so far and already I have seen sensational benefit with warnings telling me some of my list have run out of content. This has been a big issue for me over the years finding out exactly who has run out of content, as time has gone by the system has become to complex to manage this well.

10 out of 10 Marketo this is the greatest single change yet, cant wait for all the customer feedback to create even greater value over the coming months.

Only gripe so far is Cadence, many of my programs previously worked on the theory of less contact over more time so I utilised the Fibonacci Sequence for managing the momentum of emails. I hope one day we can have far greater control over the frequency of the Cadence and in turn the communication to customers.

 

[Anonymous]

I just saw the replay of Chery's presentation of the Engagement program. She mentioned a document that she would be publishing to walk us through transitioning those in an existing nurture. Has that been published yet? 

[Anonymous]

Yes, the add-on includes Communication limits!

[Anonymous]

Hi Cheryl,

For Standard Customers that purchase the add-on to get additional streams, will we also get Communication Limits? Or is this a separate add-on for which we are not eligible? If so, how much is this additional add-on?

[Anonymous]

Hi Jack,

I do not understand your question about Cast Limits.  Communication Limits is available to all Select, Enterprise and customers who purchase the Add-On.  Communicaiton limits spans across all programs and campaigns in Marketo, not just in the Engagement program.

[Anonymous]

According to the pricing page Communication Limits require purchasing an add-on for Standard edition.  Will org's with standard edition have the ability with out this add-on to set cast limits?

[Anonymous]

Oh yes, and in July there will be cast limits, so you can avoid sending someone 3 different emails in 1 day, which we inadvertently do from time to time, because its almost impossible to predict when someone will receive the next nurture email when it is in a standard program.

[Anonymous]

Jack, the Engagement program allows you to easily add new emails and reprioritize emails in the stream including temporary things like invitations to webinars, tradeshows, etc.  It also has some awesome reporting that help give you a better insight into the effectiveness of the entire nurture program and its indiviual emails.

[Anonymous]

For new nurture programs we will build those via Customer Engagement. 

My question is for org's with Standard edition that are limited in how many Engagement programs they can create, what are the benefits of transfering existing nurture programs that are currently working to an Engagement program?  If existing nurture programs are already setup to balance email cadence and work as expected what are the additional benefits to gain from re-creating them as an Engagement program?

[Anonymous]

I would like to see "Days" as a repeat option - as opposed to just weeks or months. I nurture leads at weird intervals and times, so a standard candence is not ideal for us in all instances.

That being said, Cheryl mentioned that we could set the cadence, and still use smart campaigns within our programs to do advanced cadence settings. Just trying to sort through how programs tactically fit within the module. Will be playing in this more today - really looking forward to learning the functionality a bit more in depth.

Definitely will be spending some time in the documentation today and hope to share some of my findings/ideas with the group: http://community.marketo.com/Marketodeepdive?id=kA5500000008QlPCAU

[Anonymous]

Does anyone have an example of migrating an existing set of nurture programs (early stage, mid-stage, late stage, customer), their underlying smart campaigns (Master Campaign, Send Email,  Move to Exhausted Content, Update Program Status, etc), emails, exhausted content list and the Traffic Cop smart campaign? 

I have several questions.

• After I add my nurture programs to the Engagement program, how do I ensure that the existing nurture program members are added to the Engagement Program and the next email in the series will be sent to them at the correct time interval since their last email?  Also, how do I ensure that leads don't continue to run in the old programs?
• How do I add those nurture program members that are in the exhausted content list to that status in the Engagement Program?
• How do I ensure that my email stats from previous nurture program sends are combined with the email stats from the new Engagement Program?
• How do I ensure that previous nurture program status values are transitioned to the new Engagement Program?
• If a program is added to the Engagement Program, can it have new members added to it that are not in the Engagement Program and it will still operate as before?

[Anonymous]

http://community.marketo.com/MarketoIdeaDetail?id=08750000000Iu7fAAC

Vote for my idea to improve tracking. 

[Anonymous]

Seems very powerful based on what I've played around with it so far. Looking forward to tomorrow's webinar to learn more and really start leveraging them. This is definitely going to change the nurturing game.

[Anonymous]

Learning about this at yesterday's Jump Start Tour in Santa Monica couldn't have been more timely. I was just talking to our Account Executive about our company's need to address our natural tendencies to blast out mass emails. I have yet to try out MCE, but I'm definitely excited about it.

[Anonymous]

Hi all,

We do the same thing with our emails - dyanmic text per industry and location - so that it's more customized for our leads.

I also completely agree with Josh - after playing around with the streams, it seems that it would be relatively easy to deconstruct a traffic cop nurture and just pull (or clone) all of the assets into the Engagement Engine and set it back up. I know I was able to work through set up and development (still working...) much faster than I originally estimated.

Finally, Barry, we were in your shoes too with the 4 programs, 1 stream each and it was awful. I was considering using the programs like streams...so the first program/stream would be early, the second p/s would be mid and the third p/s late. The final one could be for customer communications, I suppose. Obviously, there's some more logic that needs to go into this to prevent leads from being in multiple programs at once, but maybe that'll spark some ideas for you?

I was lucky and my organization decided to buck up and pay the extra $300/month for additional streams. It's really a shame that Marketo makes such amazing additions to their program and then sets it up so that it's nearly impossible to use without paying extra...