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To ensure our leads do not receive content they already downloaded or were previously emailed, we use programs in our engagement streams. In our Send Email smart campaign, we use filters to ensure no one who has downloaded the asset (such as member of SFDC campaign not in, member of program not in, not was sent email, not visited web page, etc).
For webinars, you can add the asset and edit the availability of it in the stream. More information here: https://community.marketo.com/MarketoArticle?id=kA050000000LAWOCA4
You can prioritize the webinar by adding it to the top of the stream as well: https://community.marketo.com/MarketoArticle?id=kA050000000LAWJCA4
If you click on the gear (it'll appear to the right of the email in the stream) you're able to edit the availability of the email. So that way you don't have to do it at a certain date, MKTO is smart enough to deactivate it.
As for the content downloads, I'd recommend looking for the Summit presentations this year and watching Edward Unthank's presentation.
As a bit of an unrelated sidenote, my only complaint about using programs in engagement programs is that you cannot do champion/challenger A/B tests because they're run as batch campaigns instead of triggered campaigns. Otherwise, I love Edward Unthank's presentation and using programs with the exclusion status!
You all rock - thanks for your responses!
Val - so would I have the content in a stream or setup smart campaigns instead?
Kim - perfect, thanks!
Dory - agreed. And batch campaigns send to dupes :/
You will add programs to the engagement stream. When you add the program, you will specify the email within the program to send and the smart campaign in the program that sends the email when the cast is scheduled.
Also - Marketo dedupes upon execution of a batch campaign where the flow step is to send email. See discussion here and here.
On the dupes thing, it does de-dupe but doesnt prevent the lead record from going through the campaign at different intervals as duplicates. So Marketo doesnt say 'did this email EVER go through this campaign and be sent this email?' I had this confirmed by their product team on a previous discussion - something about how the email is a dupe but the contact record isnt.
Ok - so I need to make programs now thhat contain the smart campaigns for the logic and just drag that into the stream? But I thought that stopped all the dashboard data? (thats what I was told anyways - we tried this for previous nurtures setup and couldnt see any dashboard activity on a content level)
It does stop the dashboard data unfortuantely. It is a drawback of using programs in the engagement engine but to us, it was more important to make sure that the leads were not receiving content they had already downloaded/viewed.
The dashboard information should still populate but only when your program has a success, so it's a different type of information that's creating the numbers. And I agree with Val... I'd rather know that someone won't receive content or emails more than once than some proprietary algorithm telling me how successful my email is.
The biggest drawback to me is that you can't do A/B tests. But I have done some workarounds for that as well. Haven't tested them in engagement programs yet... that's my next big project. I'll update you once I know how well it works ;)
I like the dashboard for showing success with actual content, not necessarily if the program as a whole 'moved the needle'. I need to know what emails are working and what are not so I can scrap them and replace. Looks like I need to do this the 'old fashioned' way though with a smart campaign and forget the dashboard view.
Thanks for your help everyone!