Nurture Automation Best Practices

Anonymous · ‎04-22-2016

Hello,

Our Marketo will be integrated with our Salesforce database. What would be the best way to create an automation that triggered after, say, a sales rep changes someone's lead score? After their lead score changes, we'd want to send a piece of downloadable content or provide further information. Then, perhaps after a delay of a few days, they would receive a second email. Would I host my emails as local assets under an Engagement program? Is it preferable to push leads through a smart campaign? It looks like I may be able to use them together, i.e. set up an engagement program with my emails, and then set up a triggered smart campaign to add leads to the engagement program when their score is changed.

What would you recommend as the most effective way to get leads through this type of automation?

Thank you.

Grégoire_Miche2 · ‎04-22-2016

Hi Cheri,

Once the connection is enabled, any change made on data in SFDC will be reflected within 5 minutes in Marketo. You will be able to detect this with "Data Value Changes" trigger and add a "source is sfdc" constraint. You can also use a "data value changed" constraint.

e.g.:

or

With either these filters or triggers, you will be able to run a flow that does exactly what you want to do. You can also use these to add the leads to an engagement program.

Engagement programs are easier to setup and to evolve (for instance if you want to add or remove contents), but have the drawback to have a very fixed interval between email casts. Smart campaigns will be more flexible, but not as well adapted to evolve on the longer term.

-Greg

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