Level 4

Question

How do I handle flow of leads that enter multiple programs?

Forum|Forum|7 years ago
March 18, 2019
4 replies
7813 views

What is the best way to set up a Smart Campaign in this scenario?

Each PRODUCT is its own individual Engagement Program. I’m showing four programs (A, B, C, D) here but this will become 10-15 individual programs.

If a customer subscribes to ONE product today – they will enter the program for that PRODUCT X and receive a product specific email for three consecutive days beginning the following day: Day 1 (Email #1), Day 2 (Email #2) and Day 3 (Email #3). Each PRODUCT has its own identical program.

Here’s where it gets messy: A customer can subscribe to multiple PRODUCTS simultaneously thus entering them into multiple programs. Email #1 is Operational and serves as a confirmation upon a Subscription per product so I’m fine with them receiving multiple emails on the same day confirming their subscription per product.

However, I do not want them to receive multiple Email’s #2 and #3 on the same day.

Also, at any point a customer can subscribe to a new product so it is possible that they can subscribe to a new product every day for 10 days entering them into 10 of these programs. If they exit PRODUCT A (receive all 3 emails) THEN subscribe to PRODUCT B then it is appropriate for them to then go through that Program receiving that product specific 3 email series.

Basically, the goal is for each Customer to only go through a SINGLE program to ensure they are not hit with multiple emails per day.

What’s the best way to do this? Are there hierarchy rules/logic to determine which 3 email series (program) they should receive if they sign up to multiple subscriptions?

Please and Thank you!

Customer signs up for these 4 products simultaneously:

Day 1 Day 2 Day 3

Ind. Programs Email #1 (Sign-Up) Email #2 Email #3

Product A Send

Product B Send (Receive Email #2 & #3 from only 1 Program)

Product C Send

Product D Send

Marketo

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F

falvares

Adobe Employee

Hi Ronn,

A very rough idea.

You could use a mixture of Subscriptions (Interest from the customer to hear about specific products) AND "Product Scoring" to measure which product has the highest behavioral activity. You may not be able to compare field within a smart campaign, but you could leverage "Marketo Products and Solutions » Marketo LaunchPoint® " or "FlowBoot - FlowBoost - Etumos " to run some calculations.

Hope this helps

Thanks

Floyd

R

RonnBuAuthor

Level 4

These programs are currently running so as of right now every new subscriber is, in fact, entering all the programs for the products they have subscribed to and therefore receiving the product specific 3 email series. So if they subscribe to 5 products today - which they can do themselves online as well as with Sales Reps on the phone - they will receive the 3-email series for each product (5 emails per day for 3 days = 15 emails in 3 days). Of course I do have global communication limits set at 2 per day that will prevent this from happening but still the idea is to move them through with some logic using a Smart Campaign(s) to scan and direct traffic. And I don't know how I should do that?

Veronica_Holme4

Level 9

Hi Ronn

This is not going to an easy fix, because Marketo doesn't do "priority" well, but the best way I've found to do this is to have a controlling program that acts like an old fashioned "traffic cop" to push people in and out of nurtures. The trick though is you need to understand your rules. Is it the most recent product they've signed for that you want them to receive nurture emails for? Is it the one they're most interested in? (Then you have to go down the product scoring route Floyd mentioned above") Does Sales overrule Marketing? Whatever the rule is, only you can decide it.

Then you set up a centralised default program sitting above your nurtures that controls the flow in and out (and by out you know I mean pause).

So, smart campaigns that check whether somebody is already a member of one of the other 5 nurtures, if so, pause them in that nurture and put them in this one.

If you don't want to go down that road and all you're worried about is people getting nurture emails on the same day, set your cadence for difference days for your nurture. Or use communication limits to handle the volume.

Jay_Jiang

Level 10

Reading your requirements, the problem you're facing is queuing, with logic, the next comm or set of comms. It _probably_ could be done in Marketo, but the downside would be too many smart campaigns and too many choices in smart campaigns. I've previously set up a nurture where I've outsourced the logic to a php webhook that calculates the next comm and what date the comm should be sent (simplified explanation here). You could apply that idea to what you're trying to do here.

If you want to use webhooks, you'll need access to a server and someone who can code the logic OR if you have a salesforce dev, they may be able to set it up with some apex coding.

Gunjan_Batra1

Level 4

First of all you need a list of priority for these products. In case someone is interested in all 4 products, in what sequence should they receive these email.

Use engagement programs for these products. Create operational campaigns to pause and unpause people based of the priority of product. These can run everyday. (Sequence will be super imp)

Operational email can sit outside nurture since you want everyone to receive it.

R

RonnBuAuthor

Level 4

Thanks for responding Gunjan! Conceptually I understand this. Just trying to work it out in my head regarding the number of operational smart campaigns and filter logic. Would you make a Smart Campaign per product such as this to determine priority?

Karyn_Hill

Level 4

Hi @Ronn Burner! How is this going for you? Have you gotten a solution?

R

RonnBuAuthor

Level 4

Hi Karyn! Thank you for following up. I meant to let you know I haven't forgotten about this and I promise to respond with my progress and a solution. I have some custom CRM issues to work out first which is really the bane of my existence. Once I'm able to get the data and fields pushed to Marketo to use the custom objects with all possible attributions as constraints I'll have more flexible logic to use in the dynamic segmentation and/or snippets.

I think simplifying the logic and utilizing snippets as you suggested is very likely. I also think it may just make more sense to welcome all new subscriptions with the product confirmation email they just subscribed to and driving them to a "Learn More" landing page with the product specific instructions and videos - with cross-promotion access from there. Then re-batch and put all clients in Upsell 3-email program series 60 days after most recent subscription (remember the first 30 days are a free trial - so 30 days after that).

Karyn_Hill

Level 4

The way we've forced our current CRM (MSD) to bend to the weird way we do business has caused many headaches for us wherever it has to integrate with anything else. We're just about to move from MSD to Fonteva (Salesforce with a skin) and, to a greater degree than we have before, are de-customizing our way of doing things to better match the way it natively handles things. Not everything, but hopefully enough that we'll have far fewer headaches.

Now if I can just convince people to segment people in a more useful way, we'll be doing a lot better!

Good luck with untangling the mess you've been handed. I've seen a little more of what you're going through and I don't envy you the headaches you're working through!

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