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Nurture Programs: Skipping a step if Asset has already been viewed

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Spencer_McKinne
Level 2

Nurture Programs: Skipping a step if Asset has already been viewed

Does anyone know the best way to avoid this situation?

We have a Nurture campaign set up for a new product launch. Set up in this order within the stream. We have not yet launched this nurture but had a question.

  1. Blog
  2. eBook
  3. Case Study
  4. Case Study
  5. Demo Request

What if a lead were to download "4. Case Study" prior to being in the stream and then being placed at "1. Blog" to start the nurture progress? Are there any suggestions on preventing this lead from getting an email telling them about "4. Case Study" again? They have already downloaded this asset and don't want them to receive an email from us for something they have already done.

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Dan_Stevens_
Level 10 - Champion Alumni

Re: Nurture Programs: Skipping a step if Asset has already been viewed

We're dealing with this issue today - see the related ideas/discussions:

If a lead doesn't qualify for an Engagement Program cast, does it proceed to the next email?

Today, when someone engages with a specific piece of content, we stamp their lead record with the name of that asset (using a standard naming convention).  When we build our EPs (using nested programs), we prevent people from engaging with that content again by filtering out those that have the asset name in the field in their lead record.  So they don't qualify for the smart campaign.  Unfortunately, they don't skip to the next cast until the next scheduled date - which could really create a significant delay for cadences that are bi-weekly, monthly or when someone skips multiple casts.

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Matt_Stone2
Level 9

Re: Nurture Programs: Skipping a step if Asset has already been viewed

Would the best answer here be to use programs instead of emails in the stream? That way you can use the logic to "skip" that particular cast? Or is there a better way?

Dan_Stevens_
Level 10 - Champion Alumni

Re: Nurture Programs: Skipping a step if Asset has already been viewed

We're dealing with this issue today - see the related ideas/discussions:

If a lead doesn't qualify for an Engagement Program cast, does it proceed to the next email?

Today, when someone engages with a specific piece of content, we stamp their lead record with the name of that asset (using a standard naming convention).  When we build our EPs (using nested programs), we prevent people from engaging with that content again by filtering out those that have the asset name in the field in their lead record.  So they don't qualify for the smart campaign.  Unfortunately, they don't skip to the next cast until the next scheduled date - which could really create a significant delay for cadences that are bi-weekly, monthly or when someone skips multiple casts.

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Dan_Stevens_
Level 10 - Champion Alumni

Re: Nurture Programs: Skipping a step if Asset has already been viewed

I got asked by someone outside of this community to provide more detail around this approach - so here it is:

For all of our content programs in Marketo, we create a program level token called {{my.Content Title}}.  We have a master spreadsheet that contains the list of all of these.

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We have a field called "Avanade Content Engagement History" (text type (not string), so that it can hold a large collection of these).  Whenever a person initially engages with specific pieces of content, we add/append the token value to this field:

pastedImage_0.png

Then in our Engagement Programs - where we have child programs to send out the emails promoting this content - we include the following filter in the "send email" smart campaign (this is where the central spreadsheet comes in handy):

pastedImage_6.png

If this value is contained in the lead record of anyone, they will not qualify for this smart campaign (and unfortunately, won't receive anything until the next cast - and that's if they qualify for the next piece of content).

Anonymous
Not applicable

Re: Nurture Programs: Skipping a step if Asset has already been viewed

This is great info Dan, thank you for sharing.