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Marketo Engagements and Lead Nurturing - Advanced

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In this follow up to Nurture Your Audience the Way They Want to be Nurtured, I show in more detail how Marketo Engagements help you do this. Presented at the San Mateo Marketo User Group on August 10, 2016.

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Marketo Engagements and Lead Nurturing - Advanced

  1. 1. Making Nurturing Work for You Marketo Engagements A short guide Josh Hill Author and Principal MarketingRockstarGuides.com San Mateo MUG, Aug 10, 2016.
  2. 2. Page 2 The one with the short bio • Marketo User since 2010. • Marketo Champ since 2012. • Marketing technologist. • Over 35 projects and implementations. • Author of marketingrockstarguides.com
  3. 3. Page 3 Attention Interest Decision Action Use storytelling, not one off content AIDA Model – 4 stage What You Want (Firm Centric) Heroic Model Audience Centric Credit: Chris Vogler/Wikipedia S1 S2 S3 S4
  4. 4. Page 4 Pre-gaming: audience view I have a problem, or Why am I doing this? Where do I want to be? How do I get there? Irritated or overwhelmed. SPAM Looks like they could help, where’s the demo?
  5. 5. Page 5 Pre-gaming: their view What to decide on What is this? Entry Why do I want to receive content from this vendor? Goal What’s my goal? (hint: it’s not MQL) – buy? Solve problem? Get information to manager? Cadence/Timing Today I want to binge to learn all about it…. They seem cool, I’ll subscribe until they become irritating. Exits - Bad They are irritating. I didn’t buy. Exit – Good Ok, I need a sales demo… Ok, I need to understand if this is what I was envisioning
  6. 6. Page 6 Pre-gaming: your view Who enters and when? What do we want them to do? How often will they hear from us? Why did they stop engaging? Engaged – let’s call them!
  7. 7. Page 7 Pre-gaming: your view What to decide on What is this? Entry Which current and future leads will enter, and when? Goal What is the point of this nurture? Cadence/Timing How often will you send? Will you accelerate or decelerate depending on behaviors? Exits - Bad Did the lead unsubscribe, become invalid, or otherwise stop communicating because of this? Exit – Good What happens when the Goal is reached? Metrics We will count # of leads by Goal and Exited. Pipeline attributed back to this Program
  8. 8. Page 8 How the framework translates to Marketo-speak What to decide What is this? Example Entry Trigger and batch campaigns to get this working Job Title = CMO or Chief Marketing Officer Goal Status as well as a campaign (MQL? Next Nurture?) When Industry IS NOT EMPTY and Score >=20 Cadence/Ti ming How often? Every Wed at 2pm EST accelerate to Every T/R at 8am if Lead Score >25 in Stream 2 Exits - Bad Did the lead unsubscribe, become invalid, or otherwise stop communicating because of this? Campaigns and Statuses to manage this. Never make a lead a Non Member or you lose the data. Exit – Good What happens when the Goal is reached? Goal count; campaign to move forward
  9. 9. Page 9 Goals and the nurturing waterfall Goal: obtain enough data to select more specific track. When X values exist, send to Y track Goal: get to Account Track or MQL Goal: get to Account Track or MQL Goal: get to SQL or Opp.
  10. 10. Page 10 Engagements vs. Wait Steps • Regular Cadence • Continuously adding Content • Add content regularly • Pour in leads regularly • Always on Engagements • Irregular Cadence • Content won’t change much • Onboarding/Offboard ing • One time use Wait Step Drips
  11. 11. Page 11 Use Engagements to solve the nurture problem • Drag and drop. • No double sends. (same asset id) • Will send asset at next cast if Communication Limits reached. • Asset attribution+story attribution. • Start and re-start fairly easily.
  12. 12. Page 12 Tracking: Program Statuses for Engagements Statuses Trigger Member joins Engaged Clicked at least once Goal Reached depends Bad Exit – Unsubscribed Unsubscribed elsewhere Bad Exit – Inactive Inactive or Invalid Bad Exit – Unsubscribed Here Unsubscribed from one of these emails This is recommended, but up to you. Helps count how well this nurture does and ensures Success attribution.
  13. 13. Page 13 How to structure the system Entry point campaigns – Batch for first Load Trigger for new leads. Exit points – Goal and other ways to leave. Assets Complex Transition Rules must be managed in Smart Campaigns.
  14. 14. Page 14 Entry
  15. 15. Page 15 Use streams like railroad tracks Use Empty Streams to Pause Leads at Goal or Exit. Empty Streams send no content and lose no data. Consider using Smart Campaigns to manage complex transitions better. What is the best cadence? It’s what your audience thinks it is. Don’t over send. Transition in Stream 2 pulls people into Stream 2 from Stream 1
  16. 16. Page 16 Exits – the good, the bad, and the ugly
  17. 17. Page 17 Exits – Bad
  18. 18. Page 18 Implementing Exit Strategy Goal Point What to do Trigger or Batch Exit Notes Get the lead to ask for a trial Good: Pause Better: Move to Empty Stream Bad: Remove from Program Examples: -Reaches Score -Lifecycle=MQL, SQL -Fills out Form x 2 -Fills out trial form This is a Goal and should be marked properly. • Non Customers Only • Member of Program • Change Engagement Stream to Empty • Add to Trial Engagement Stream A Bad Exit just means this lead did not meet our goals here; but it could be valuable info. Bad Exit – Unsubscribed Here • Change Engagement Stream to Bad Exit • Pause • Change Status=Bad Exit - UNsubscribed This tells us the Story did not resonate (most likely)
  19. 19. Page 19 Engagement Issues • Cohort Analysis – not within tool. • Story Analysis – difficult, but possible • Agile Storytelling and Cast Use – agile storytelling easy, but are you using up a Cast? • Routing between Engagements and Streams - needs planning • Drip Method vs. Engagements – when to use?
  20. 20. Page 20 A Limited Engagement Marketo Edition Active Engagements Streams Spark 4 1 Standard 4 1 Select 100 15 Enterprise 100 15 You can ask for more if you are an Enterprise Customer. The limit is any Engagement, not just Active=ON.
  21. 21. Page 21 Resource center • Email Sub Center • Communication Limits • Testing • Official Docs
  22. 22. Page 22 Content creation questions • What does your audience want to learn about? • What expertise do you offer? • Are you allowing them to choose? • Do your tracks make sense to THEM? • They don’t care about the data profile, they care about solving their problem and not getting calls yet.
  23. 23. Page 23 Treat people well by listening first What to decide How this works Example Do the research Talk to customers, non buyers, prospective – what do they say? How do they talk about this? What is the story they tell themselves? Understand them so you are write like THEY talk. They will think you are reading their minds. Opt In Always ask permission to place people into nurturing, invitations, your blog, etc. Opt In to Topic X or Webinar Invitations. Honor that. Strictly. Do we know enough about the lead to send them the right message? Use progressive profiling after the first form fill. Offers tailored to encourage sharing. Use data appending tools to reduce friction. What is the point of this nurture? Cadence It’s hard to know how often to send w/o data analytics. Make a guess based on frequency of Visits, Clicks, Score Ask how often they want to hear from you. Not just for unsubscribe forms – ask elsewhere too. Digesto RSS and workflows can help you manage cadence as well. Throttle Back Send less often if they stop responding. Did the lead unsubscribe, become invalid, or otherwise stop communicating because of this? Let them control the throttle Offer leads the ability to throttle back or up.
  24. 24. Page 24 Use a storytelling structure to make content compelling What to decide on How this works Example Narrative Structure Are you using the AIDA model? The three buying stage model? How does your audience want to hear your story? We will have content for Attention, Interest, Decision, Action We will use heroic storytelling.
  25. 25. Page 25 Enable multi-touch asset attribution Track each Asset success with the Child Program method. Both the Engagement and the sub-Program get credit to ensure multi-touch attribution.