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Anonymous
January 12, 2015
Question

Marketo Nurture Strategy

  • January 12, 2015
  • 1 reply
  • 1127 views
I have some questions about Marketo nurture strategy. In order to implement a nurture program in Marketo, it looks like the best strategy is to plan and develop the following:
 
  • Lead definitions
  • Personas/buying roles
  • Buying stages/sales funnel
  • Content, timing and scoring
  • Service Level Agreement (SLA)
  • Lead Lifecycle/lead flow
 Do I have this right? Is there anything I am missing? Also, can someone recommend any resources that explain the different planning phases in depth? Thanks!
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1 reply

Josh_Hill13
Josh_Hill13
Level 10
January 12, 2015
You need a few more things:
  • Entry criteria - when and who get into the program?
  • Exit Criteria - when do you stop, exit, or mark someone as success?
  • Scoring - don't bother to think of this as part of engagement nurture. It should be a central scoring system. It might be good to think about the actions that would lead someone to reach a threshold MQL though as part of the exit.
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