Nurture Setup

[nishanth27]

Hello folks,

I have a quick doubt on a specific scenario while setting up nurtures in marketo.

I need to set up nurture in a way that if someone enters the nurture through a specific piece of content (maybe through an adhoc email from an email send campaign), don’t send that person the email related to that content again as they’ve already seen it.

How do I exclude this in my nurture set up. Since there can be so multiple campaigns with a similar piece of content, can be one off email send, could be from a recurrence campaign etc.

How do I make sure to exclude these without manually checking what those campaigns or pieces of contents are. 

Is there a way I can do this in one go with a logic?

Please advise.

Thanks in advance!

[uditmathur · Accepted solution]

Hi @nishanth27 ,

Engagement program in Marketo is designed in a away to drive leads towards the bottom of the sales funnel through continuous engagement & definitive interaction with the content.

Looking into your provided description it seems you have n number of campaign all driving leads to a single nurture program.

The easiest/simplest way to achieve your requirement would be to have separate streams for separate campaign for example for your campaign A create a stream 1 which will not have the content used in campaign A similarly for campaign B have stream 2.

Lead qualifying through campaign A should be added to stream 1 & so on.

The only issue with this approach will be that each engagement program could have only up to 25 streams.

Second approach could be to use nested programs within stream. But this approach will make the system very complicated & with time might become hard to handle & debug.

Hope this helps. 😊 

[nishanth27]

Thanks @uditmathur Appreciate your response!

[Kristof · Accepted solution]

Hello,

I think there are several ways to automate this. My two quick ideas below:

1:

Create a custom field in your database, such as "Content Engaged". Use a Smart Campaign to update or append a content-keyword value to that field when the user interacts with the content. Then exclude them based on this field value from the respective child program in your nurture.

2:

Use program tags or a program naming convention to identify specific content (child) programs dedicated to each specific email. Then skip/exclude members who engaged in these programs - skip them in a respective nested (child) program under your nurture: "if engaged in content program A, then change their status in the nurture nested program to Skip/Not in program.

Hope it helps 🙂

[nishanth27]

Thanks Kristof! Appreciate your help