Skip to main content
A
Anonymous
June 12, 2015
Question

Lead Nurture / Engagement Engine Best Practices

  • June 12, 2015
  • 5 replies
  • 4778 views

We are trying to set up our Lead Nurture program and I'm looking for some best practices. Anyone have any best practices or examples of what you have set up for this?

Thanks

Staci

This post is no longer active and is closed to new replies. Need help? Start a new post to ask your question.

5 replies

Josh_Hill13
Josh_Hill13
Level 10
June 12, 2015

Please see

But before you do that, think about:

  • Whom to nurture
  • Why to nurture
  • Entry points - when and why do they enter?
  • Exit/Goal - when do they stop this nurture or move to another one? How do I record that?
    Edward_Unthank_
    Edward_Unthank_
    Level 7
    June 12, 2015

    I did a talk on this at Marketo Summit 2014, called "How to Take Intelligent Lead Nurturing to the Next Level​."

    This goes through the individual engagement program setup. I use Email Cast programs within the engagement program so that you can skip casts more appropriately in order to maximize your email communications without putting your foot in your mouth.

    Here's a screenshot of what our actual engagement program looks like:

    And here's the rest of the folder with an Email Cast program opened up:

    Take this, add to it a Traffic Director, which sorts people into best-fit engagement programs, and you've got yourself a whole machine that nurtures!

    Miscellaneous note: Don't put programs within the engagement program itself. They're impossible to move afterward, and it's better to make the Email Cast programs reusable between multiple engagement programs. Put them in their own folder, organized well. When you're using Email Cast programs templates, you can tokenize all of the email content. The ones screenshotted here are all fully tokenized.

    Cheers,

    Edward Unthank | Founder, Etumos

      A
      Anonymous
      June 12, 2015

      I started organizing my engagement programs like this (email assets living within their own programs, instead of within the engagement engine program) after watching Edward's Summit presentation last year.  Even if you don't use tokens for your email assets (and you should), being able to re-use the assets within different nurture campaigns is critical - especially when it comes time to update the individual emails and CTAs due to a new product launch / company change, etc. so you are only making the change in one location to propagate the change across all of your nurture tracks that use that piece of content.

      A
      Anonymous
      June 15, 2015

      Thank you everyone for your helpful comments. The hardest part is making the commitment as I keep going back and forth with various ideas.

      A
      Anonymous
      June 24, 2015

      This is great! Just one quick question to make sure I'm setting this up correctly, what is the smart list and trigger for the "send email" campaign within the individual programs that are in the nurture?

      As a follow up, it would be great to see how you are setting up the reporting for this type of setup (in RCA).

      Edward_Unthank_
      Edward_Unthank_
      Level 7
      June 25, 2015

      Here you go, Jackie Gragnola!

      Cheers,

      Edward

      A
      Anonymous
      June 25, 2015

      @Edward Unthank​, thanks! I was headed down the wrong trail there so I appreciate your quick follow up. Mine still doesn't show an arrow on the smart campaign lightbulb. Does that matter?

      A
      Anonymous
      June 25, 2015

      Also, and sorry for all the questions, do you typically sync all of these programs to campaigns in Salesforce? Is that a best practice? Not sure what is overkill for campaign syncing and what is best just to live in Marketo.

      Terms & ConditionsAccessibility statement

      Loading footer...