Looking for a bit of feedback/best practice guidance on engaging with website visitors using Marketo emails.
Our team is interested in creating some type of automated, follow-up email to folks that have recently visited our website. Of course Sales Insight in Salesforce will track recent web traffic, but I'm curious if anyone here has experience with this type of lead nurturing. What type of content/messaging do you use? And more technically, what's the best way to set this up as a trigger campaign in Marketo? I'm particularly interested in what sending cadence(s) are successful, and if incorporating UTM/Google Analytics tracking is necessary.
Thanks in advance! Looking forward to your great ideas.
And more technically, what's the best way to set this up as a trigger campaign in Marketo?
The Visits Web Page trigger is designed for this.
and if incorporating UTM/Google Analytics tracking is necessary.
Using utm_* query params (which is just a convention, any query params can be used) is always advisable for source tracking.
Although those query parameter names come from the GA/Urchin world, you do not need to use Google Analytics itself. Marketo's pageview, click, and form fill tracking work on their own.