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When to retire/refresh engagement programs

Question asked by 1a040e065d5d35143b3384ba8cc314442e4de413 on Nov 24, 2015
Latest reply on Nov 24, 2015 by Grégoire Michel

Hey Nation,

 

We implemented Marketo about 3-4 months ago. We create a series of segmented engagement programs and 2 of them are A/B testing type variations of a similar program.

 

I'm wondering if people just keep adding new content when streams become exhausted; when do you draw the line to stop and create a new campaign? How often do people refresh these campaigns? I have been adding new content for a while but it gets to a point right?

 

Our main campaigns have been designed with early, middle and late stage streams. If a lead's score is going up to a certain point, they'll be taking from early to middle stage. Once they request a demo we freeze automated communications. If they get a demo and proposal and go quiet, we stick them in the late stage stream which is more hard-hitting content designed to elicit a specific response and to reignite their original interest.

 

So if people are sitting in the first stream a long time it tells me their score isn't going up and maybe the content isn't engaging enough. We are currently writing a hyper-segmented campaign for the job title of our audience which has resonated more than any other job title (e.g. by our sales, engagement levels etc). But we can only put new leads in there because the emails will be somewhat similar to the old campaigns.

 

What do you do with people who have not progressed in lead score or have exhausted all content etc? Is there ideas or a strategy? Am I making sense?

 

Thanks y'all.

 

-Kim

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