4 Replies Latest reply on Mar 2, 2018 6:11 AM by Macarena Mazzeo

    Engagement program precedence

    Tim Ball

      Hi everyone.

       

      I have a question regarding how Marketo handles leads across multiple engagement programs.

       

      Our business has multiple services that are quite different.
      We run a series of ebooks that are dedicated to these unique departments.
      if a lead downloads an ebook (via a landing page form) they get placed on a nurture stream which is aligned to content aligned to the particular business unit.

       

      This all works very well.

       

      But there is nothing to stop a lead having interests across different business units and downloading and aligning to a different engagement program.

      The lead is now receiving content from both programs (or potentially more)

      We have a communication limit on our marketing content deliverability of 2 per week.

       

      What happens if the lead is getting regular content and hitting their maximum weekly content limit but they are a member of the second or third engagement program. They may never get the nurture email or get them sporadically on certain weeks if they don't hit the comms limit.

       

      How Does marketo handle the sends, what is the email send precedence?

       

      I don't want a lead signing up to an engagement program if they have to wait 3 months before receiving relevant content.

       

      One option is to increase the comms limit but not something we want to do?
      Another option is to "remove from engagement flow" if not delivered email in 60 days for example.

       

      i would love to know your thoughts on how you would handle this scenario.

       

      Kind Regards

      Tim

        • Re: Engagement program precedence
          Balkar Singh

          Tim Ball - If you could prioritize nurture, you can setup transition rules across nurtures to ensure the content of most prior program is delivered. E.g. if program A is prioritized, ensure that even if a lead signs up for B, C - the lead isn't qualified to be a member of B, C.

           

          Hope this helps,

          Balkar

          2 of 2 people found this helpful
          • Re: Engagement program precedence
            Josh Hill

            There are a number of issues to consider:

             

            • What is your precedence - which Email stream is more important? Balkar pointed out a couple of ways to think about it.
            • If the Engagement skips a Cast due to Comms Limits, it will still send it at the next Cast if it can.
            • If the Engagements all run within 3 hours of each other, it's unlikely the Comms Limits will be enforced.
            • You should use a Traffic Cop to route Leads based on the precedence and preferences. That way they can be in one Engagement at a Time. There are many threads on this topic.
            1 of 1 people found this helpful
            • Re: Engagement program precedence
              Macarena Mazzeo

              Hi Tim,

               

              Something I've done with a number of clients is add people that are interested in multiple products in a "combined content" Stream. That is, if they engage with more than one product, remove them from product specific Streams and add them into a Stream that includes information on different products.

               

              Hope this helps you.

              Thanks!