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Angus_McCann1
Angus_McCann1
Level 3
June 10, 2019
Question

Engagement Program Training

  • June 10, 2019
  • 2 replies
  • 7363 views

Our business switched from Eloqua to Marketo at the beginning of the year and we are getting around to setting back up our Engagement Series. I'm just going to be honest and say that we're having difficulty building out these programs back to the way they were in Eloqua. Mainly, the issue we seem to be having is setting program cadence - to re-construct in Marketo how and why certain emails are sent out is either a) too complicated, logically or b) forcing us to remove levels of automation that our programs had before.

Our team is trying to figure out if this is a user-error problem (do we just not understand the tool?) or if this is due to how Marketo built engagement programs, and we need to re-think how we as a business are putting together our marketing engagement series. A use case can be found in this community submission I made the other week.

I was wondering if anyone here can shed some light or share experiences they had with the engagement programs - did you take the Core Concepts 2 class or use consultations to help overcome any struggles you had? Is this a common experience users have had with engagement programs and you've personally had to make adjustments to how your org does engagement campaigns to make it fit to Marketo Engagement Programs? etc.

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2 replies

Frank_Breen2
Frank_Breen2
Level 8
June 13, 2019

I think you may be looking at the problem from your Eloqua eyes rather than form your Marketo eye's. Engagement campaigns are used to send a series of email over a given period, what you are describing in the above may be better suited to a Default program and then use a smart campaign for routing, etc.. 

Let's use a 30 day trial as an example, most organisations will want to Nurture a person over the 30 days so they get the most of of a trial, if you do all the training, this kind of campaign may fit into an Engagement Program, but actually it would be very hard to get it to work so that it only sent emails in the 30 days the user had the trial for, it would actually be better to set this up in a Default program with a smart campaign to fire the emails and include wait steps.

I'd be happy to explain the setup you need if you can tell me the use cases you have and how it worked in Eloqua.

    Angus_McCann1
    Angus_McCann1Author
    Level 3
    June 13, 2019

    Actually that is exactly my concern, that we are viewing it from a "Eloqua" perspective rather than a "Marketo" one. Your 30 day trial program seems apt for our use case, actually, as we are using it for new subscribers, new newsletter registrants, and similar scenarios - to nurture as a sort.

    I was wondering if a default campaign would be more appropriate for those kinds of campaigns, what example would be better use-case for the Engagement programs?

    Frank_Breen2
    Frank_Breen2
    Level 8
    June 14, 2019

    I had a reply here yesterday, but it say's it is being moderated, I'm going to re-paste and remove some of the points:

    A good use case maybe if a you get a new customer, you could setup an Engagement Program that nurtures them monthly on how to get the most of the purchased product, like a series of quick wins, then part of that could be up sells and cross sells, so that you can have a campaign success.

    Marketo themselves do great Engagement Campaigns.

    I work for many organizations and 90%+ of programs are non-Engagement Programs, most companies reserve these for the longer term communications that have a longer win cycle.

    If you want me to throw a real spanner in the works, a best practice Engagement Program setup would actually have Default programs added to it, which live outside the program, details here. Please also read this chain:https://nation.marketo.com/thread/36419-best-practice-to-add-email-program-to-nurtureengagement-program. 

    If you give me some more scenarios, I'd be happy on suggesting the best optimal Marketo setup, that may save you a load of testing on your side when doing the conversion from Eloqua to Marketo.

      Amit_Jain
      Community Advisor
      Amit_JainCommunity Advisor
      Community Advisor
      June 14, 2019

      I have worked on Eloqua and Marketo both and I can say from a top view that we can setup pretty much everything in Marketo that you setup in Eloqua it's just one way or another. I guess the major challenge you would be facing is with the cadence where in Marketo there will be only one cadence for the whole steam while in Eloqua, you would setup your own wait step before triggering the next email. The same could be done in Marketo but for that you have to use the old school method i.e. setup using smart campaigns with wait steps.

      Happy to talk through any specific challenge you are facing. PM me if you would like to discuss this further.

        Angus_McCann1
        Angus_McCann1Author
        Level 3
        June 17, 2019

        I think the biggest issue we're facing is just conceptualizing the benefit of using an engagement program over, say, a Default program. Which, I'm sorry isn't specific, but I guess what I'm asking is what can an engagement program do than another program cannot?

          Leah_Anderson
          Leah_Anderson
          Level 2
          October 24, 2019

          Have you been able to find an answer to this question? I'm also stumped on the clear benefits of Engagement programs over default programs when Engagement programs seem much harder to customize or control.

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