Would love to hear your feedback on a program we're coming up with. We have a product similar to Netflix as we provide online media and streaming to our customers internationally.
We are trying to figure out the best way to build a program around credit cards that are about to expire (7 days before expiration, 3 days before expiration, day of, etc.). We'd have to initially pull a smart list since expirations can happen at anytime (we have millions of subscribers across the globe). Then after we so do, if the subscriber does not further to take action update their expired credit card, what are some general tips in building out the nurture track/s?
Do you already have the CC expiration date setup as a date field in Marketo? If yes, create a scheduled daily batch smart campaign with "CC Expiration Date" in future 7 days to add leads to communication flow.
You can setup a triggered smart campaign to remove leads from the aforementioned flow. Smart list would look like this: "Data Value Changed" = "CC Expiration Date" + "Member of smart campaign" = XYZ campaign (if you also have CC # in Marketo I would add CC # changed as criteria too). The flow would be "remove from flow" of XYZ campaign.
Hope this helps.
Hi Joe - super helpful! When you say "You can setup a triggered smart campaign to remove leads from the aforementioned flow" does this mean the people who have CCs expiring but who have already updated this? Since we would be removing them from the flow.
Please advise. See you at Summit!
Exactly! When people update their CC info you will want to remove them from the flow so that they stop receiving the nurture emails. You will need to setup a smart campaign to listen for when the CC # is updated for your campaign members.
Gotcha. This is great. Will finish building this out today but I'm happy to be running with this idea. I owe you a coffee at Summit!
Do you happen to use Stripe? If so, Baremetrics has an amazing Dunning tool to help with this kind of thing.
It's a pretty incredible product to automatically manage recovery of expired or delinquent credit cards. It truly is a set it and forget it type of thing and it just does the rest for you. I think you need to be on Stripe for your payment gateway, but I know they just added some new connectors. Check it out if you haven't already: https://baremetrics.com/recover
We built an API to bring all of this data into Marketo to potentially do this, but they made it super easy so we just leveraged what they had. Not to say you couldn't build this in Marketo, because I do think it is possible, but there are some features that would be hard to replicate with Marketo.