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A
Anonymous
August 18, 2014
Question

Is it possible to have a lead run through the same stream content multiple times?

  • August 18, 2014
  • 4 replies
  • 1468 views
Is it possible to have leads run through the same stream multiple times and only transition to a different stream if they engage in some way, e.g. open an email. Essentially bypassing the exhausted part and having leads start again at the top of the stream until they engage.

What we are trying to gain: We want to continue sending out nurture emails to leads even if they do not engage but we don't have the resources to create fresh content for this group every two weeks. Instead we want to focus on creating fresh content for leads that do engage with us (and are moved into a different mature stream).

What are recommended best practices in a case like this?
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4 replies

L
LaurenMc16
Level 4
August 18, 2014
Hi Olof, 

Marketo won't send the same asset twice. However, you oculd clone the email and rename it. You could either add it to the bottom of the stream or create a new stream ("Round 2") with the cloned emails.
K
kpara3-2
Level 9
August 18, 2014
If you don't have the resources and mainly want to focus on those that engage, I'd make a separate stream for those that haven't engaged and place emails in here with a lesser cadence? Just a suggestion but it really depends on your own business buy cycle and what content you have.
A
Anonymous
August 18, 2014
Maybe the best set up would be to have 3-4 rounds of the first stream that recycles the same content and a lead moves from the first stream into rounds 2, 3 and 4 when exhausting the content. If however a lead engages in someway we could move them into a more mature stream that has fresh and perhaps more in-depth content (and skip any remaining rounds of the recycled content). 

Has anyone tried a setup similar to this?
    A
    Anonymous
    August 18, 2014
    Last year, we ran a program with duplicate content in streams that accelerated delivery upon engagement. It didn't perform as well as we hoped.

    As Kim mentioned, it all depends on your audience and your goals. If you are trying to stay in front of prospects until they engage then what you describe is a great starting point. This is especially true if you keep it all within one nurture program and have appropriate membership statuses (including success) for reporting.
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