How do you branch to different streams in the Engagement Program Transition Rules?

[Anonymous]

I'm transitioning our Traffic Cop-based nurture program to an engagement program and am defining the transition rules for the first stream (Early Stage).  In the Traffic Cop, there are numerous triggers (e.g. Added to List, Revenue Stage is Changed, Added to Opportunity, and Data Value Changes for: Account Status, Title Level).  Then in the Traffic Cop's flow section there is a Request Campaign with numerous Choices based on the changes that occured, which directed the lead to an appropirate nurture program (aka stream). However, in the flow section of the engagement program, there is a Change Program Stream flow action, but it has no Choices.  So if a lead in an early stage nurture downloads content that indicates he's actually in a medium or late stage, how do I branch to the appropriate stage?  Do I need to use a Request Campaign and do the branching there?  If so, what do I do with the Change Engagment Program Stream flow action in the transtiion rules?

[Anonymous]

Hi Elliott,

I hope I understand the question correctly - if a lead in an early stage nurture downloads content that indicates he's actually in a medium or late stage, how do I branch to the appropriate stage?  

Transition rules pull leads into a stream rather than push them out of a stream.

So let's say you judge content downloads on visiting a thank you page then your mid-stage transition rule smart list would be visits webpage (webpage is list of mid stage content page) and similarly in the late stage stream transition rule smart list would be  visits webpage (webpage is list of late stage content page) 

[Anonymous]

Cathal, you understood perfectly and I completely forgot this important point :0(  And a lead must be a member of the engagement program in order for a stream's transition rules to pull it into the stream.

So I need a feeder smart campaign similar to the Traffic Cop to push leads into an appropriate engagement program stream when a lead that is not already in the engagement program takes an action that indicates they should be in a particular stream?

And I need similar triggers / filters as the feeder smart campaign in a stream's transition rules to pull leads into that stream if they are already members of the engagement program?

[Anonymous]

Yep, that's it.

A normal campaign(s) is required to add leads for the 1st time to a particular stream, then transition rules can pull leads into other streams based on your criteria.

[Anonymous]

Thank you Elliott and Cathal. This is exactly what I was trying to get to the bottom of in this thread: http://community.marketo.com/MarketoDiscussionDetail?id=90650000000Pg3XAAS.

It seems to me, then, that the engagement programs do not fully replace the traffic cop, because you still need something to direct them to the right track in the first place.

[Anonymous]

@ Delinda - when I say Traffic Cop, I mean all the campaigns - Gatekeeper, Master, Wait, Completed PLUS a campaign, that you may or may not name Traffic Cop, that pushes the leads into the appropriate programs.

You will still need the campaign to push the leads into the correct program, as you stated. 

[Anonymous]

@Cheryl thanks so much for your help. Our first cast is on Thursday. So exciting!

[Anonymous]

Let me know how it goes!