We are in the process of developing and launching multiple engagement program nurture streams, and our Demand Generation team is looking for guidance on how to limit the cross pollination of leads and contacts that could possibly end up in more than one program.
From what we gathered, they want to limit a lead to being in one engagement program at a time so they are only receiving one channel of content even though there are means for them to enter other engagement programs through event attendance, content downloads, or direct "Contact Us" submissions.
Does anyone have any insight or ideas they've used in this type of situation? Could we create a hierarchy of our engagement programs that we could say some are higher priority than others, and have filters that say "if lead is in A-level program, suppress from B-level nurture" or something of that nature? Just looking for any potential ideas.
You could build a smart list with member of engagement program = false, and program is any and use that as a filter criteria on your engagement programs. Therefore when a lead enters your system and they enter one engagement program, they will not be pulled subsequently into any other program.
However - the question is with transitioning the person from one engagement program to another. Would this still be a requirement? Also as you pointed out, assuming some pieces of content are more relevant to a person at a point in time - how would you look to provide this information. Example: Person A is receiving content from Engagement Program A, now they have filled out a contact us form - Are you looking to transition them to the most recent engagement program?
Could we create a hierarchy of our engagement programs that we could say some are higher priority than others, and have filters that say "if lead is in A-level program, suppress from B-level nurture" or something of that nature? Just looking for any potential ideas.
Floyd already hinted at good processes. Another one could be using the "Pause" mechanism in Engagement Programs. So you could build a few Master Controller Smart Campaigns that oversee all Engagement Programs with flows like
If member of program A AND member of program B, pause in program B.
If not (or exhausted) member of program A AND member of program B, unpause in program B.
Stuff like that. And run these controller campaigns nightly.
Seems like it might be better if you combined the engagement programs into one, if possible? So each engagement program is a stream. Alternatively, the "traffic cop" program might work too, so all triggers flow into one smart campaign, and then you control which engagement program they enter from there.