15 Replies Latest reply on Jan 4, 2018 12:47 PM by Steve Schaefer

    Little things that Marketo documentation doesn't cover.

    Liz Davalos

      I've found a few of these so I thought maybe it would be good to have a discussion on holes in documentation. New users have a huge learning curve to tackle and it's easy for us to figure something out the hard way and just keep going. I haven't been writing any of this down, but as I've only been using Marketo for a few months lots of little things keep jumping out at me. For instance I cannot find anything in the documentation that actually says a "success" status for an engagement program means people won't receive any more emails from that program. I'd assume this is the case, but I like to be sure. If anyone can confirm this or knows of any other things like this please share. Tips are also appreciated.

        • Re: Little things that Marketo documentation doesn't cover.
          JD Nelson

          I don't believe that is the case - but there are some more details around it that could make it a bit more confusing. For instance, if you're using embedded programs in your engagement, and a person is already associated to that program (success or not) then they will not receive that email.

            • Re: Little things that Marketo documentation doesn't cover.
              Liz Davalos

              Wow, ok, so I have an engagement program that is pushing people to an affiliate site. That means I can't track conversions, but they do send me a list each week of form fill outs. I was planning to have a smart campaign check the list against the EP and set the member status to success if they are in the list. This way I know if someone completed the EP for any reporting I want to do later on. The catch is that they shouldn't get any more emails since they've converted. Any ideas on how I should do this is "success" doesn't stop the emails?

                • Re: Little things that Marketo documentation doesn't cover.
                  Liz Davalos

                  Also, what then is the point of statuses and the success checkbox? Anyone know?

                    • Re: Little things that Marketo documentation doesn't cover.
                      JD Nelson

                      Generally there's a flow step after success that does something else. I have a number of engagement programs that all react with each other. When a person gets flagged as success in my "low intent" campaign, I pause that and move them to another engagement for "high intent"

                       

                      The system is designed for a variety of different uses. The trick is you need to tell it what success means to you.

                      2 of 2 people found this helpful
                    • Re: Little things that Marketo documentation doesn't cover.
                      JD Nelson

                      if you WANT success to equal no more emails you can create a trigger that watches for success and then the flow step would be "change engagement program cadence" new value = paused

                      • Re: Little things that Marketo documentation doesn't cover.
                        Nick Hajdin

                        Hi Liz,

                         

                        I have a similar campaign setup where we are tracking downloads from a 3rd party affiliate site. We are promoting an app download via email. We have a number of progressions statuses to track engagement:

                        01 - Member (Email is Delivered)

                        02 - Engagement (Clicked Email)

                        03 - Multiple Engagements (Clicked Email Multiple Times)

                        04 - Influenced (Success)

                         

                        I track success by creating a suppression list of all students who have downloaded the app. This list is provided to me by the affiliate on a weekly basis and each week I import new downloaded users into the suppression list. A smart campaign Remove from Flow listens for anyone who is added to the list and removes them from the Sending campaign. This keeps those that are marked as "Success" from continuing to receive emails.

                         

                        The 04 - Influenced (Success) campaign listens for members being added to the suppression list, while also meeting filter criteria "Opened Email" and Member of Program with a status of "Engagement" or "Multiple Engagements", showing that the email campaign influenced the decision to download.

                         

                        Hope this workflow helps!

                        1 of 1 people found this helpful
                          • Re: Little things that Marketo documentation doesn't cover.
                            Liz Davalos

                            Thanks for sharing this. How do you remove them from the EP flow? That doesn't seem to be an option... Or are you using a smart campaign to send the emails?

                              • Re: Little things that Marketo documentation doesn't cover.
                                Nick Hajdin

                                I am using a default program with a smart campaign to send the emails. You should be able to run a smart campaign "Remove from Stream" that changes the EP cadence to paused if they are added to the suppression list you create.

                                  • Re: Little things that Marketo documentation doesn't cover.
                                    Liz Davalos

                                    Ok, yes. That's what I did. Here's the setup

                                    EP Stream 1-3 Depend on engagedment, stream 4 is for converted leads.

                                    Smart campaigns (running 2 depending on nurture program since there are two involved in this) look to see if they were added to the suppression list and in EP, if so moves them to stream 4, pauses, and changes status to success. Now I can report on that.

                                     

                                    Thank you! This helped a lot. When I build EPs in the future I might try using Smart Campaigns to send the emails. Do you have a structure you like to use?

                                      • Re: Little things that Marketo documentation doesn't cover.
                                        Nick Hajdin

                                        For engagement programs, I typically use a "01 - Add to Stream" smart campaign that is triggered by whatever activity constitutes inclusion, and a "02 - Pause Stream" smart campaign when I want the cadence paused. This is useful for nurture programs with a set cadence where you do not need to track success on a program-level basis.

                                         

                                        You can also choose to use smart campaigns in default programs that are embedded into engagement programs. This allows for a bit more sophisticated reporting - reviewing success at each program level. This is only needed if you want to differentiate each email at the program level and track success at different stages of the engagement program.

                                        • Re: Little things that Marketo documentation doesn't cover.
                                          Dan Stevens.

                                          Liz - using child programs within EPs is how all of our EPs are structured.  In addition to some of the benefits mentioned here already (more granular control, able to track program engagement/success at the program level, etc.), it also allows us to prevent content being sent to someone who has already engaged with it.  For example, we have individual "website content" programs for every piece of gated content available on our website.  If one of our EP emails is promoting content that someone already engaged with (using a filter "member of [website content program]; program status "filled out form" or "engaged/downloaded content"), we can have each cast skip those that meet that filter criteria.  The only downside is Marketo doesn't automatically move them to the next cast that they qualify for - instead, they receive nothing and are evaluated once again during the next cast (1 week, 2 weeks, etc.).

                                           

                                          1 of 1 people found this helpful
                              • Re: Little things that Marketo documentation doesn't cover.
                                Steve Schaefer

                                Hi, Liz.

                                 

                                Thank you for making the effort to find things that are missing in the Marketo Product Documentation. We realize that not everything is included there, because we are documenting the standard usage, and can't provide guidance on every possible situation. Often, unique customer situations have special requirements.

                                 

                                That being said, we are always eager to improve the docs, which is why we include a "How can we improve this article?" button in every one of our more than 1,300 help articles. Click that and you can send the Docs Team an email with your suggestion. We normally can reply quickly, and this often leads to clarified or additional content.

                                 

                                That handy button is meant for documentation feedback only, not for any kind of Support issue. The Support folks are much better equipped to handle any issues you are having with your instance. However, if we can add something useful to the docs themselves, it may prevent that Support call for you--and others.

                                 

                                Thanks again.

                                 

                                Steve Schaefer

                                Manager, Documentation

                                  • Re: Little things that Marketo documentation doesn't cover.
                                    JD Nelson

                                    That button is quite effective, too. A year or two ago might be a different story, but I've submitted requests to add content and it was live a day or two later -- quite impressive. And all the code style updates have been a big improvement as well. Great points, Steve Schaefer! Keep up the good work!

                                    • Re: Little things that Marketo documentation doesn't cover.
                                      Liz Davalos

                                      Thank you Steve, I know its impossible to anticipate every possible question. I wasn't trying to knock Marketo documentation, which is extensive, just noting that for someone new to the product I've run into a several instances where it tells me how to use the product in a step-by-step manner, but not the idea behind it or how it functions.

                                       

                                      For instance in this case the documentation clearly explains how to setup success tags/statuses and how to make the various campaigns, but it doesn't really tell you what impact each thing has (such as "success" not actually have a defined result). That is understandable, there is a variable library of documentation as it is, but maybe more click-through to more reading that explain the point and function of different items... Regardless it is on me that I haven't supplied feedback and I will certainly try to do so next time.