You've taken the time to build a solid nurture strategy. You've created attainable goals. You've built the program with prestige and it's been running for some time now. All boxes have been checked! Now it's time to talk success.
What does a successful engagement program look like to you? Is it all based on ROI or do you have other contributing factors that indicate success, tying back to your original goals? Share your thoughts with the Community!
Coming into an existing program and revamping streams our goal is to increase engagement (opens, clicks, MALs, MQLs, SALs) compared to previous streams. We did just set up an attribution model that will divide revenue of a won opportunity to lead source (40%), middle touches like programs/activities (20%), and opportunity source (40%). So we will be seeing how much of the 20% pie engagement streams earn in the future. That way we can measure ROI on engagement streams.
I love this idea. I'm curious as to what you would advise if the majority of programs are dealing with leads that are already MQLs?
I would advise the same thing, just started at measuring the number that become SAL/SQL and then the number that become customers (if you extend your streams after SAL/SQL).
In-depth analysis of opportunity and closed/won deals showed that less-qualified leads interact with certain assets, opportunities interact with a different set of assets, and they are not interchangeable. Success to us was simply getting visibility to the right assets at the right time. We've seen that simply monitoring and enticing our opportunities, with this content, leads to more closed/won deals. For me, as marketing operations, that means I really only need to measure opens/clicks/downloads by stage -- statistically, that generates a proven ROI. It's a nice spot to be in, for the time.
We now have similar goals for 'cold' 'warm' and 'opportunity' engagement programs and are developing 'customer' engagement metrics next.