Scenario Design for Engagement Program

[Risako]

Hi, I'd like to ask about scenario design for engagement programs.

Question 1: Ideally, I would like to transition leads from Cold → Warm → Hot, but if there is not enough content for the Cold stage, is it appropriate to start sending emails to leads in the Warm stage instead? (It seems that creating Cold content will take quite a while.)

Question 2: If there are multiple solutions, should separate engagement programs be created? Additionally, when targeting different industries or job roles, is it better to divide the engagement programs by target group, or should I separate the streams within a single engagement program? What would be the most appropriate design?

Thanks.

[ilona_buteneers · Accepted solution]

Hi @Risako 

Question 1: Ideally, I would like to transition leads from Cold → Warm → Hot, but if there is not enough content for the Cold stage, is it appropriate to start sending emails to leads in the Warm stage instead? (It seems that creating Cold content will take quite a while.)

You can start sending emails to leads in the Warm stage from the beginning.. But of course it's important you have defined your parameters (what actions people are taking that you categorize as being qualified as a 'warm' lead) or treshold score (using your lead scoring model) to make sure only relevant leads will enter in this stage. The most important aspect is relevance. If Warm content feels too advanced for some leads, you may see low engagement rates, so monitor performance and adjust accordingly.

Question 2: If there are multiple solutions, should separate engagement programs be created? Additionally, when targeting different industries or job roles, is it better to divide the engagement programs by target group, or should I separate the streams within a single engagement program? What would be the most appropriate design?

This depends on your resources and the complexity of your audience. 

1. You can use separate engagement programs if the solutions have distinct buyer journeys, content / messaging. E.g. solution A vs. solution B might cater different personas and require separate programs to keep messaging consistent. 

2. You can use separate streams within one engagement program in case you're targeting multiple industries or job roles within the same solution. E.g. if solution A targets both retail and manufacturing (just making this up), then creating different streams for these industries, each with tailored content would be a good approach. If you'd go for the option of one engagement program - depending on your use case - you could choose to divide streams by industry (as mentioned earlier) or by Job Role, or by Funnel Stage etc. 

I know this recommendation may feel a little high level but if you'd like to share more details about your use case, I'm happy to help / think together. 

Kind regards, 

Ilona 

[Risako]

Hi @ilona_buteneers,

Thank you for your clear advice. I now have a better understanding of the approach.

[Miray · Accepted solution]

Hi @Risako 

In my opinion, designing an engagement program really depends on your company's needs, so there is no one-size-fits-all approach. However, you might consider the following items to ensure your program is effective and aligned with your goals:

Question 1: Transitioning Leads from Cold → Warm → Hot

If you don’t have enough content for the Cold stage, it’s generally not ideal to start sending emails to leads in the Warm stage right away. Here’s why:

1. Missed Opportunities: The Cold stage is crucial for building initial interest and trust. Skipping this stage can result in leads not being fully engaged or informed, which might reduce the effectiveness of your Warm and Hot stage content.
2. Segmentation: Leads in the Cold stage are typically less familiar with your brand and offerings. Tailored content can help you better understand their needs and preferences, allowing you to segment them more effectively for the Warm stage.
3. Nurturing: The Cold stage is where you nurture leads and move them from awareness to consideration. Without this step, you might miss out on valuable nurturing opportunities.

However, if creating Cold content is taking too long, you can consider the following alternatives:

• Leverage Existing Content: Use any general, high-quality content you already have that can serve as an introduction to your brand and products. This could include blog posts, whitepapers, or introductory videos.
• Personalized Outreach: Start with a personalized email to introduce yourself and your company. This can help build a connection and make the lead more receptive to future communications. Personalized emails can include:
  • A warm greeting and a brief introduction .
  • A concise overview of your company / brand or product line .
  • A specific mention of the lead’s interests or challenges, based on any available data.
  • A call-to-action (CTA) that invites the lead to engage further, such as signing up for a webinar, reading a relevant blog post, or scheduling a meeting.
• Webinars and Live Events: Host webinars or live events that are designed to introduce your brand and solutions. These can be more engaging and allow for real-time interaction and feedback.
• Social Media Engagement: Use social media platforms to engage with leads and share valuable content. This can help build initial interest and move them to the Warm stage more quickly.

Question 2: Multiple Solutions and Targeting Different Industries or Job Roles

When you have multiple solutions and are targeting different industries or job roles, the most appropriate design for engagement programs depends on several factors:

1. Separate Engagement Programs for Multiple Solutions:

   • Pros:
     • Focused Content: Each program can be tailored to the specific features and benefits of a particular solution.
     • Clear Messaging: The messaging can be more direct and relevant, which can improve engagement and conversion rates.
   • Cons:
     • Resource Intensive: Creating and managing multiple programs can be more time-consuming and resource-intensive.
     • Overlap: There might be some overlap in the content, especially if the solutions are related.

2. Dividing Engagement Programs by Target Group:

   • Pros:
     • Relevance: Content can be highly relevant to the specific needs and challenges of each target group.
     • Personalization: You can personalize the content and messaging to better resonate with each group.
   • Cons:
     • Complexity: Managing multiple programs for different target groups can be complex and require more coordination.
     • Scalability: It might be harder to scale the programs if you have a large number of target groups.

3. Separate Streams Within a Single Engagement Program:

   • Pros:
     • Efficiency: You can manage all streams within a single program, which can be more efficient.
     • Consistency: It’s easier to maintain consistent branding and messaging across all streams.
   • Cons:
     • Less Personalization: While you can still tailor content to different streams, it might not be as personalized as separate programs.
     • Content Overload: You might need to create a lot of content to cover all streams, which can be overwhelming.

Recommended Approach

1. Start with a Single Engagement Program with Separate Streams:

   • This allows you to manage all leads in one place while still providing tailored content.
   • You can create different streams for each solution and target group, ensuring that the content is relevant and engaging.
   • As you gather more data and insights, you can refine and expand the streams or even create separate programs if necessary.

2. Prioritize Content Creation:

   • Focus on creating the most essential Cold stage content first. This can be general, introductory content that can be used across multiple streams.
   • Once you have a solid foundation, you can create more specific content for each stream and solution.

By considering these factors and starting with a single engagement program with separate streams, you can create a flexible and effective program that meets your company's needs and helps you transition leads from Cold to Warm to Hot more efficiently.

[Risako]

Thanks, @Miray 

This was a very specific and extremely helpful approach! As you mentioned, the best approach depends on the requirements, so I’ll take some time to consider the most suitable method.

[Miray]

@Risako Of course! I'm glad this was helpful. Please let me know if you have any other questions

[Zoe_Forman]

@Risako please let @ilona_buteneers  and @Miray  know how you got on setting your Engagement programs.

Due to the flexibility of Marketo there are often more than one solution to a program - the correct one it the one that suits your company and instance the best. 

Good luck and feel free to ask more questions as necessary.

Zoe