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A
Anonymous
May 15, 2014
Question

Nurture Programme Stream Transition Rules Set-up Question

  • May 15, 2014
  • 2 replies
  • 1032 views
We're setting up quite a complex Email Nurture programme flow and struggling to work out the stream set-up and transition rules for the following:
 

 
We’ve set-up the streams as:
Stream 1
Initial emails (Headsets, Conference Calling, Flexible Working, Health, UC)
Stream 2
Headsets ( Why headsets, Headsets for business.. etc
Stream 3
Conference Calling emails ( Steve Video – conf calling, Steve Collab ….etc)
Stream 4 -6
The other area emails as above
As per this screen shot:



Note The cadence is set for 2 weeks (Thursday 3pm every two weeks) 
 
Can anybody give us any guidance on the transition rules we should set-up to replicate the nurture programme flow detailed above?

Thanks in advance for your help.
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2 replies

A
Anonymous
May 15, 2014
Tim,

 Given the requirements of the nurture program that you have in your diagram, I wouldn't use the standard Marketo engagement programs because:
  1. All of the green "Open" arrows indicate that in order to receive the next piece of content, the first email must be "opened/clicked" and the engagement program is set up to move on to the next piece of content regardless of level of engagement. Forcing the "Open" rule on an engagement program will be very un-natural.
  2. You have a rule for "All" to be transitioned back into the main nurture track after all of the side track emails are exhausted - which is also not a natural move for an egagement program. it's possible, but probably more complicated than you'd want it to be: https://community.marketo.com/MarketoIdeaDetail?id=08750000000IwhRAAS
I would either create this campaign as a "traditional" non-egagement program with a traffic cop, or change the requirements to better match the methodology inherent in the engagement program.

Hope that makes sense...
    A
    Anonymous
    May 21, 2014
    Grant makes sense, except that we are advised against "traffic cop" campaigns.

    But maybe you could remove the initial email stream and put each of those emails at the top of the other streams.
    Then you just have to transition to the next one based upon any non-opens within each.
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