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Traffic Cop to Customer Engagement engine
1.
© 2012 Marketo,
Inc. Marketo Proprietary and Confidential Traffic Cop to Customer Engagement engine Cheryl Chavez Director, Product Management August 29, 2013
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Marketo, Inc. Marketo Proprietary and Confidential Traffic Cop Positives • Control Cadence • Control Priority • Add content • Add/remove leads from nurture Negatives • Advanced knowledge required • Daunting to change or update
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Marketo, Inc. Marketo Proprietary and Confidential Why a Nurture Module? • Enable people to “Do” nurturing • Easy • Purpose-built module • No advanced Marketo knowledge required • Measure results, ROI and justify marketing spend • Focus on content, not programming • No more Traffic Cop
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Marketo, Inc. Marketo Proprietary and Confidential Prerequisites • Some basic knowledge of Customer Engagement engine • Watched a Webinar (or two!) • Reviewed Knowledge base articles
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Marketo, Inc. Marketo Proprietary and Confidential Engagement Program Packaging • Spark/Standard o 4 Programs/1 Stream each program (active programs) o Add-on option for Standard available • Select/Enterprise/Add-On o Unlimited programs with up to 15 streams o Engagement score trending data o Communication Limits
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Marketo, Inc. Marketo Proprietary and Confidential Traffic Cop Set Up – What’s your Scenario? • Common Scenario’s • Buying Stage (Early, Mid, Late, Customer) • Product • Industry or Segment • These scenario’s can be further broken out by • Persona • Industry
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Marketo, Inc. Marketo Proprietary and Confidential Example Traffic Cops
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Marketo, Inc. Marketo Proprietary and Confidential Example Traffic Cops Each piece of content is in a program with success measured
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Marketo, Inc. Marketo Proprietary and Confidential Traffic Cop vs. Engagement Traffic Cop Customer Engagement Controller - (a.k.a “Traffic Cop”) – defines who should be nurtured, excluded, etc. Requires campaigns to add leads (batch and trigger). New flow actions make this easy. Master – requested by the wait campaign, decides which piece of content to send and requests the email send campaign Engagement “Streams” handle the priority of the content and allows you to add content on the fly, schedule content, activate, etc. Wait – the wait time in between sending content This is controlled by the Cadence on the Stream – no campaigns required! Gatekeeper – housekeeping campaign that ensures leads are in the proper nurture track, updates Program Statuses, etc. - Transition rules ensure leads don’t get into streams unless qualified - Program Status campaigns required - No need to “stamp” the lead with current nurture program
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Marketo, Inc. Marketo Proprietary and Confidential Traffic Cop vs. Engagement Traffic Cop Customer Engagement Completed – ends the Nurture for the leads who have received all the content - Exhausted content - Pause a lead in a stream Email Send Campaign – an individual campaign that sends the email content to the lead. One campaign exists for each piece of content Engagement stream does this automatically based on the cadence and whether the lead received the content already or not Smart Lists – used in the master campaign to ensure the lead does not receive the content again Engagement stream will ensure content is never sent to a lead more than once
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Marketo, Inc. Marketo Proprietary and Confidential 10 Steps to Freedom! 1. Determine the Engagement Program Setup 2. Create Engagement Program(s)/Streams 3. Turn Off the Engagement Program(s) 4. Add Content 5. Set Priority, Activate, and Schedule Content 6. Set up Transition Rules 7. Set Cadence 8. Test Streams 9. Add Leads to the Engagement Program 10. Turn on the Engagement Program
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Marketo, Inc. Marketo Proprietary and Confidential 1. Engagement Program Setup • Can a lead receive different nurturing content at the same time? • “Yes” o Multi product company and lead is interested in Product A AND Product B • “No” o I have content for different buying stages, persona’s and therefore, a lead cannot qualify to receive more than one of these “streams” of content • Examples
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Marketo, Inc. Marketo Proprietary and Confidential 2. Create Engagement Program(s)/Stream(s)
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Marketo, Inc. Marketo Proprietary and Confidential 3. Turn Engagement Program “OFF” • Go to Program Setup -> Program Status • Turn your engagement program OFF • Leads will not receive content, period • Leads WILL transition between stream(s) if they qualify (this is a good thing)
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Marketo, Inc. Marketo Proprietary and Confidential 4. Add Content to Streams - Emails • Emails • Emails used in a smart campaign in Traffic Cop can be moved to the Engagement Program • You will move the email, not the smart campaign • The stream will manage sending the email out • Create new emails as local assets in the Engagement Program • If the lead received the email as part of the Traffic Cop, they will not receive it again • Clone the email if you want to send it again
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Marketo, Inc. Marketo Proprietary and Confidential 4. Add Content to Streams - Programs • Programs • If the campaign sending the content lives inside a program today, and you want to use it in the stream, you can REFERENCE it in the stream • Note: You cannot move programs at this time
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Marketo, Inc. Marketo Proprietary and Confidential When to use Programs? • Programs are containers for all the assets that can be tokenized and cloned • Programs allow you to run parallel workflows (e.g. run a webinar) • Program analysis in RCA • Reference outside programs when you want greater control of who should receive the content or not • Use local asset programs when only used for nurturing
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Marketo, Inc. Marketo Proprietary and Confidential Engagement Program Requirements • Campaign Smart List MUST contain: • Filter: Member of Engagement Program • Additional filters can apply however is lead is filtered out, they will not receive content during the cast • No Triggers allowed • Schedule Tab • No need to schedule the campaign for the engagement program to run • Icon to show it is being used by the stream
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Marketo, Inc. Marketo Proprietary and Confidential Engagement Programs • If you have an outside program, and you add it to an engagement program • Leads who are members of that program, will not run through it again • If you are not a member of the program but did receive the email that is sent in the program, the lead will get it again • Program is local to the engagement program • If the lead has run through the program they will not run through it again • If you use the program in another engagement program, the lead might run through it via that engagement program • Best Practice – use program statuses to capture membership which will prevent them from getting it in this case
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Marketo, Inc. Marketo Proprietary and Confidential 5. Prioritize, Activate, Schedule Content • Prioritize the content to be sent in the order you want a lead to receive it • Activate content that should be sent out • Schedule content that should become available in the future, or immediately, but for a specified timeframe
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Marketo, Inc. Marketo Proprietary and Confidential 6. Set up Transition Rules • When should a lead become a member of this Stream? • Pull leads into the Stream (not push them to a Stream) • Requires Triggers • System managed filter and flow • Member of Program • Change Program Stream • Additional flow actions can be added for “housekeeping” • Send Alert, Interesting Moments, etc. • Advanced Logic Filters – not available
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Marketo, Inc. Marketo Proprietary and Confidential 7. Set Cadence • When do I want the content to be sent out? • What is your current cadence? • Traffic Cop • Trigger Based • Leads receiving nurturing emails all over the place • Not predictable • Over communicate • Customer Engagement • Batch and predictable
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Marketo, Inc. Marketo Proprietary and Confidential 8. Test Streams • Allows for testing once you have a cadence set and leads flowing through your streams • Select the email of a test lead, click Run Cast • Remember – if the test lead received content as part of a test in Traffic Cop, they won’t receive the content again
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Marketo, Inc. Marketo Proprietary and Confidential 9. Add Leads to Engagement – Option 1 • New Leads • Send new leads into the Engagement program • Change the trigger campaign(s), that add new leads to Traffic Cop, to add to the engagement program/stream • Existing Leads • Existing leads finish going through Traffic Cop • When they reach the Exhausted or Completed campaign, the flow sends them to the appropriate engagement program/stream • Turn off all Traffic Cop campaigns when all have reached “Completed” status
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Marketo, Inc. Marketo Proprietary and Confidential 9. Add Lead to Engagement – Option 2 • New Leads • Send new leads into the Engagement program • Change the trigger campaign(s), that add new leads to Traffic Cop, to add to the engagement program/stream • Existing Leads • In the Wait Campaign, add a flow step to move the lead into the engagement program/stream • Determine order of events – Wait, Add to Engagement OR Add to Engagement, Wait • Do you want the lead to wait for a longer period of time potentially or shorter period of time? • Turn off campaigns after the period of time equal to the wait step(s)
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Marketo, Inc. Marketo Proprietary and Confidential 9. Add Leads to Engagement – Option 3 • New Leads • Send new leads into the Engagement program • Change the trigger campaign(s), that add new leads to Traffic Cop, to add to the engagement program/stream • Existing Leads • Create a batch campaign and use the “Stamp” to send the lead into the appropriate engagement program/stream • Turn the “master campaign” off a few days before you want to send out the next piece of content – leads will not longer be able to qualify for this campaign • Some leads may wait longer for content, others a shorter period of time • Turn off the rest of the campaigns
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Marketo, Inc. Marketo Proprietary and Confidential 10. Turn On Engagement Program • Turn on the program when you are ready to go • Run into a problem? No problem, just turn it “off” • No campaign deactivation required • Where? • Program Setup -> Program Status o Set to ON • Leads will receive content in the stream they are assigned
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Marketo, Inc. Marketo Proprietary and Confidential 10. Celebrate – No more Traffic Cop!
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Inc. Marketo Proprietary and Confidential Thank you!
Notas do Editor
Heavy Case MonthsJanuaryFebruaryOctober
----- Meeting Notes (9/10/12 18:20) -----Prospect- create high contrast differentiationLeadership
----- Meeting Notes (6/7/13 09:41) -----Don't use the word unlimited .. hurts support
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