Skipping Content in Engagement Programs

Anonymous · ‎01-07-2016

Hi all,

I've read quite a bit about engagement programs over the past few days and am struggling with just one sticking point. If a lead doesn't qualify for a given piece of content (due to program exclusions) it waits until the next cast to receive the next piece of content. Has anyone put together a successful workaround to move a lead to the next piece of content in a singular cast?

Thanks!

Edward_Unthank_ · ‎01-07-2016

Hey Racquel!

I gave a presentation at Marketo Summit 2014 on how to do this!

We use email cast programs for this, add people to the email cast program with an "Exclusion" progression status, and have the individual casts in the engagement program call the "Send Email" smart campaign within each email cast program:

This is specifically if you're looking to have programs within engagement programs, for the use case (for example) of having multiple emails promoting the same content and skipping that cast based on the business rules you set up.

Exclusion (Batch): The people who you want to exclude form this email cast. If the CTA points to a blog post, for example, you'd have a filter which says "anyone who has visited page [INSERT BLOG POST URL HERE]" and then adds them to the program as an "Exclusion" status.

Exclusion (Triggered): The on-going people who you want to exclude from the email cast. In the case of a blog post, it'd be a trigger which is "visit web page [insert blog post url here]." In the case of a content download, it'd be watching that leads are "added to list [insert name of list that holds people who download that asset."

Send Email: This is the smart campaign that will actually send the email in the engagement program. It just has a filter of "is member of any engagement program" and then as a flow step, sends the actual email.

The reason for this is that engagement programs skip a cast for two reasons:

1) Someone has received an that specific email before

2) Someone is already a member of that program

If a person has received a specific email before isn't always the best (or most robust) option, so the way to add robustness is through an "Exclusion" program status on that type of program. That way you can add them to the program so the Engagement cast will skip them, and they won't interfere with your major success metrics.

Cheers,

Edward Unthank | Founder, Etumos

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