Moving/Pausing from Nurture Stream to go to Event Stream & Back

[Anonymous]

I’m trying to solve my scenario in the best way possible.

We’re going to have nurture streams created for multiple industries – each industry will get their own targeted content.

We also will be having webinars with associated report launches.

What I want to do is run a webinar / event for 8 weeks where leads will receive one email a week. 4 weeks of promotion for the webinar, and then an additional 4 weeks after where the report will be promoted.

Here is how I’ve planned it out.

• Leads are moving through nurture streams, they are removed from the nurture stream and added to the Webinar/Event stream.
• Week 1 Email – promoting the webinar. If a lead engages they will not receive an email until week 4 when the webinar is taking place (webinar reminder)
• Week 2 Email – same process as week 1
• Week 3 Email – same process as week 1
• Week 4 Email – Anyone who has engaged with the email & those who haven’t will receive a reminder that the webinar is taking place this week.
• Webinar Attendee Email – Email sent to only those attendees of the webinar (list pulled from Webex and sent through a marketo email program – don’t have Webex Event Centre subscription) – Any leads who engage with this email & download the report will skip the next 4 emails and return to their industry streams
• Week 5 – All leads from Week 1 email sent Report Launch promo #1 – if a lead engages / downloads report they return to their industry nurture stream
• Week 6 – same as week 5
• Week 7 – same as week 5
• Week 8 – same as week 5, all leads return to specialism streams when they exhaust.

My questions are:

How can I pause engaged leads for 1 week / 2 weeks’ worth of emails?

I think if I do Engaged with Content -> move to industry stream that’ll handle the leads that download the report moving back to their industry streams

How can I ensure the leads are paused from their industry streams when the event starts, and returned when the event ends?

Been trying to get this to be as automatic as possible, but I've hit a snag with how to fully flesh out the above process. Any insight or advice would be greatly appreciated!

[Josh_Hill13 · Accepted solution]

Chad,

Most of this is in the docs.marketo.com on how to handle pausing. But here are some additional thoughts.

1. If you are going to Pause everyone, why not just use a set of 4 Programs with the criteria that if the Lead Registered for the Webinar, they don't get the email (well documented under Child Programs for Engagements). Then you can drop these Programs into the Streams and they get the emails and then reactivate after the webinar. So you would run a flow that says if Member of Stream 1, move to Stream 2.
2. On Week 9, you can then select the right people and move back to Stream 1, where they will pick up where they left off.
3. Webinar Attendees can get the follow up anytime outside the Stream. If you want to Pause/Unpause, you can use the flow step Change Engagement Program Cadence in this flow.
4. You can use a transition campaign to say if Member of Engagement in X, then Pause, then Wait 8 weeks. (alternatively, you run the batch on Week 5 to unpause whoever you want).

The complexity of what you want means you may have to pause people, then come back later to manually fix them. I fear you may lose a few people along the way. Also, I think you are making this more complicated than it needs to be, but I'm not sure of the reasons behind this method.

[Anonymous]

Hi Josh,

Thanks for your reply. You've given me some things to think about regarding this process.

I think a stream process would work best for this like you've outlined. I'd do the if Member of Stream 1, move to Stream 2. I think this would be the least complex way of doing what I want to do.

The transition campaign idea works very well - I think I'm just over thinking the process. I'd probably just manually unpause the leads to make it less complex with the logic (2wk paused, 1wk paused, etc.)

Thanks again, I appreciate the insights.

[Anonymous]

This is the link to where you can find how to Pause People in an Engagement Program in Docs:

Pause People in an Engagement Program - Marketo Docs - Product Docs