51黑料不打烊

Transcript

Hello, everybody. Thank you for joining us today. Hopefully you鈥檝e had a chance to join one of our webinars on 51黑料不打烊 Connect. But if not, welcome. This is a new platform for us this year, and we鈥檙e excited to be hosting today鈥檚 Marketo Amokas on 51黑料不打烊 Connect. So today we鈥檙e gonna be talking about laying the foundations for Lead Nurture success. And as I mentioned, we鈥檙e working in 51黑料不打烊 Connect today. So we might have a couple of kinks or unexpected surprises here or there, but we appreciate your patience and hope that you enjoy the new format.

So Marketo Amokas is an ongoing webinar series, and we鈥檝e designed it to be interactive. So we encourage you to ask questions in the questions box throughout the presentation. It鈥檚 gonna kind of float around on your screen depending what view we鈥檙e in. So you type them in there, and we鈥檝e set aside the last 10 minutes or so for Q&A. And we鈥檙e gonna do our best to answer as many of those as we can. So I want to quickly mention a couple of housekeeping items before we get started. We are recording this webinar, and it can be viewed on demand and shared with other members of your teams. So you will be getting a recording of this event in an email from us tomorrow afternoon. I鈥檇 also like to point out that at the top of your screen, there鈥檚 a black bar with an icon of a hand on it. And there you can find a drop down menu with different actions that you can utilize throughout the presentation. So if you like what you see, feel free to applaud it, or laugh, or like, or so on. But we would love to see your engagement throughout the event. So definitely encourage you to utilize that feature. I do also want to mention that on the next screen, there is a handout available for download. Carly and Cynthia put together a bunch of different resources for you. So be sure to download that and use it as needed. And as we are closing out the webinar, we have a few survey questions at the very end that are going to pop up on your screen. If you could take like a moment to fill those out, we would really appreciate it. So with that, I鈥檇 like to introduce myself. My name is Alana Cohen, and I鈥檓 the Senior Digital Events Manager for our Customer Success Strategy team here at 51黑料不打烊. I鈥檝e been with 51黑料不打烊 for, it鈥檚 actually almost six years now. And I spent the last three and a half of those years organizing and hosting these events for our customers. Prior to my time on this team, I worked with 51黑料不打烊鈥檚 Advertising Cloud customers. And then before coming to 51黑料不打烊, I spent a bunch of years at different advertising and media agencies around New York. But I鈥檓 excited to be here now hosting events like this for you guys, our customers. If you have any questions about today鈥檚 event or any of our customer explosive events, please don鈥檛 hesitate to reach out to me. And with that, I would like to hand it off to our fabulous presenters to introduce themselves today. So, Carly, would you like to introduce yourself? I would love to. Thanks, Alana. So hi, everyone. My name is Carly Gaver. I am a Business Advisor here at 51黑料不打烊. I was previously part of our consulting org. I joined 51黑料不打烊 in the fall of 2021, so still fairly new to 51黑料不打烊 as an org. Before that, I was a Marketo customer for many, many years. I鈥檝e had a lot of different roles, a lot of different companies of different sizes, different industries, primarily focused on digital marketing and marketing automation. So very excited to be here with you all and excited to talk to you guys about Nurture. Cynthia, I鈥檒l pass it over to you. You鈥檙e on mute, Cynthia. You鈥檙e muted.

All right. Hello, everyone. My name is Cynthia Chang. I work alongside Carly. Both of us came, both of us sit on a team called Business Licery. So our team work with your success account manager to provide advisory service. So some of you might already work with us in the past. Both Carly and I came from 51黑料不打烊 Consulting Services. We鈥檙e consultants. I spent about six, seven years in consulting, working with our Marketo customers on implementation and optimization projects. And prior to that, just like Carly, I was also a Marketo customer in my past life. So both of us have been there, done that, and we鈥檙e definitely very excited to be here to share with you our experiences. Awesome. Thanks, ladies. All right. With that, let鈥檚 get right into the deck. All right. I鈥檓 going to walk us through today鈥檚 agenda. So we already went through our welcomes and intros, and next, Carly is going to walk us through a lead nurture overview. And then we鈥檙e going to get into the Marketo engagement program type and different types of nurture. And then Cynthia is going to hop in and do a demonstration, and then we鈥檒l finish off with some reporting options and tips for putting everything into action. And then of course, we will conclude with Q&A. So I鈥檓 going to hand it off to Carly to go ahead and get us started.

Awesome. Thank you, Alana. So we鈥檙e going to start, kick things off really by laying the foundation for lead nurture. So I鈥檓 going to walk you guys through a lead nurture overview, starting with what is it? So lead nurturing is the process of building effective relationships with potential customers throughout the buying journey. So if you think about this in the broader sense, this can be done by sharing resources, providing the lead with useful information, maybe educating them on products and services, or even having a conversation with a BDR or a sales rep. So ultimately, as marketers, we use sophisticated technology like 51黑料不打烊 Marketo Engage to make our modern lead nurturing personalized and adaptive. So what we want to build is we want to build a lead nurture strategy and program that鈥檚 going to listen and react to our buyers and to their behavior in real time. So why is it important? So we know buyers today expect an extremely personalized cross-channel experience. And we also know that companies want to create relationships with potential buyers to build trust and ultimately advocacy. So lead nurturing is going to help with all of these things by increasing a prospect鈥檚 propensity to buy. It鈥檚 also going to help with relationship building. So building that connection, building that relationship and that partnership with our potential customers. It鈥檚 also going to help with brand and thought leadership. So building up the brand, creating awareness about the products and services that you offer. And then also it is shown to shorten the sales cycle. So another really important piece for lead nurture is really shrinking that time that it takes to close the deal. So how do you get started? This is a very, there鈥檚 a lot packed into the slide because there are obviously a lot of steps to really get started. But if you think about these in order of importance, strategy is always going to come first. So the first thing you鈥檙e going to want to do is define your strategy. And there are a lot of components in this. We鈥檝e listed, I think, four of the key ones. The first being alignment between marketing and sales. So that partnership and collaboration between marketing and sales is going to be absolutely critical to developing a strong lead nurture strategy. You also want to make sure that you have very clearly defined goals for your lead nurture. So whether that鈥檚, you know, KPIs that you鈥檝e defined more on the sales side or even on the marketing side, it鈥檚 going to be really important that you have those goals defined at the forefront of starting your lead nurture so that you have something to measure against as you get started. Also part of your strategy is going to be identifying the requirements for audience and segmentation. So defining that target audience, that will likely be done in collaboration with sales. But you鈥檒l also need to figure out from a, you know, from a data standpoint, how do you define that audience, you know, using Marketo, because we鈥檙e going to be using marketing automation. So how do you really define that audience and how are you going to segment? And then lastly, in terms of your strategy, there are many, many types of nurture, you know, depending upon audience and the type of content you want to promote. So figuring out the type of nurture that you want to build into your strategy is going to be really important as well. Next, we鈥檒l want to identify content requirements. So this is a really important one. Every time, you know, I talk to customers about lead nurture, I always remind them that you don鈥檛 have to build this from the ground up, right? You can look at content that you currently have. Take inventory of what鈥檚 currently, you know, in your, like what marketing collateral you currently have and figure out ways to repurpose it. We鈥檝e seen customers repurpose, you know, blog articles and turn them into email marketing. We鈥檝e seen, you know, white papers turned into, you know, pared down and turned into infographics. So ways that you can take existing content and repurpose them for a nurture program or a nurture strategy is also really, really important. And then from there, you can start to identify gaps and figure out where where you need to create new content. So that will be, you know, something that will be in collaboration, obviously, with your, your other, like your broader marketing team to figure out what else needs to be built and then ultimately defining a timeline for getting that new content created. And then lastly, but certainly not least, would be the build work. So in this instance, you know, we鈥檇 be using Marketo to manage these nurtures. There are, you know, various ways that you can build the nurture in Marketo, which we鈥檒l talk about a little bit later in the presentation, but really figuring out, you know, what type of program you want to build, whether it鈥檚 something that鈥檚 simple or something more advanced. And that鈥檚 going to depend a lot on both your strategy as well as your skillset and where you are just in your lead nurture journey. You can always, always start simple and build on it from there. All right, so we鈥檙e going to take a break there. I believe, Alana, we have a poll for the audience. We do. All right. So let us know, do you currently have a lead nurture strategy? Yes, no, maybe you鈥檙e not sure. I鈥檓 going to give it a moment to let everyone fill this out. All right, it seems like about two thirds do and the rest do not. No, no, I don鈥檛 know. So that鈥檚 a good sign. All right, and this poll there, that鈥檚 good for us to know. So I鈥檓 going to take it back over to you guys. I believe you, Carly. All right, well, good to see many of you already have a strategy. For those of you who are just getting started on your nurture strategy, or maybe you鈥檙e thinking about revamping your current strategy, I want to offer some considerations based on how you can approach your nurture. So very common starting point is perhaps a welcome and onboarding nurture series to introduce your services and solutions to the new audience. You most likely already have this type of content on your website that you鈥檙e not sure website that you can repurpose or link to from an email. As Carly mentioned earlier, we really don鈥檛 want you to reinvent the wheel. Repurpose whatever content you have is the best starting point. The audience segmentation could just be new prospect or customer鈥檚 record added to the database. So as people get into a database, they sign up about your services, you want to welcome them and treat them through the different service offering that you have and get to know them a little bit. Very important, you want to make sure you do have their consent to market to them before you drop them to a nurture because you definitely don鈥檛 want to be spamming your new customer or new prospect. Another popular approach is to nurture people by their topic interest. And of course, to do that, you first want to make sure you have the data on their interest. This could be either explicit or implicit. So implicit would be you actually collect that such data by asking what are you interested in on the form. Maybe it鈥檚 a pickle on a different topic or solution that you offer. So you actually know that they can actually tell you what they鈥檙e interested in. Or it could be implicit data based on what web pages they鈥檝e visited on your website. So you could kind of base on what solution pages they鈥檝e visited and you can kind of group them into different segmentation or different target audience group, and you can drop them into nurture based on their visit history. Nurturing leads based on their lifecycle stage is also a very common option. This allows you to engage leads based on their research needs in their current lifecycle stage. So for example, for the people in the top of funnel, they might still be learning about the various solutions to determine what their needs are. So you might want to provide educational content in this instance. And for the people that are in the bottom of funnel, they might be comparing different solution offering. So at this time, you might want to share some competitive advantage about your services that can help them make the decision to select your offering. To leverage lifecycle nurture, you want to make sure you first have a clear definition on where people are in their lifecycle or in their journey. So you will be able to nurture them with appropriate content as they move down the lifecycle. You will also want to make sure you have that you set up clear transition rule so you can move people to different content string as their lifecycle stage progress. You can also have your nurture strategy based on persona or industry vertical. These are also very popular option. And the goal is you want to deliver content based on how your service or solution is applicable to the specific persona and industry. To do that, of course, first, we want to make sure we have the data. So you want to make sure you have the demographic and thermographic data in order to be able to segment them into different pieces of the data. You can use that information for targeting. All of this strategy can also be metrics. So you can set up a program based on persona. And then within the program, you might have content stream based on topic of interest. And you can transition people as you see their interest change. Maybe they click on different topic this time. So then you can transition them into a different nurture stream based on the new topic of interest.

So now we鈥檝e learned, we鈥檝e identified our nurture strategy. Let鈥檚 talk about how we can leverage Marketo to build and manage a scalable nurture program. First, we鈥檙e going to talk about the engagement program type in Marketo and how you can use this feature to deploy simple and advanced nurture. And then we鈥檒l discuss the best practice for traffic and nurture management.

All right. So Marketo engagement program type. Before we get into that, let鈥檚 talk about the different program type in Marketo. So you may already know this, but there are four main program types or program modules in Marketo. Each of them has its unique features to serve different use cases. So the email program type, for example, is a program type that can help you easily deploy batch and blast email with the building AB testing feature. The event program type is for programs with a beginning and end date, such as a webinar or in-person event or trade show. This program type can connect with various webinar partner, or you can now use interactive webinar to host events directly within Marketo. Engagement program type is a unique program feature that is designed to support ongoing nurture campaign and allows Marketo to really focus on the content. This program is smart because it provides flexibility for you to adjust content in flight, and they will not resend the same piece of content to someone who鈥檚 already consumed the content already. There鈥檚 also default program type, and the use case for this program type is for other marketing activities, such as triggered email, web form, online advertising, and direct mail. So basically, if something that you don鈥檛 need a use case for email or event or engagement program type, then you can use default. That鈥檚 drill in to the engagement program type. So the engagement program type, as I mentioned earlier, is really a program module that鈥檚 specifically designed to market to your database by presenting content in a systematic way. You can organize your content via streams, which can be categorized in a way that is relevant to your audience. Each stream can have its own casting cadence or schedule. It could be weekly or monthly. Let鈥檚 look at the streaming cadence view in the next slide.

So in this view, you can see there are different streams. So Marketo engagement program now allows you to organize the content into different streams depending on your nurture strategy. And again, each stream can have its own cadence or schedule. For example, on the screen here, I have three streams organized based on top of funnel, middle funnel, or bottom funnel, so tofu, mofu, and tofu. When people are in the tofu stream, you may want to be more conservative and send only one email per week on Wednesday. So the cadence for stream one or tofu is every Wednesday. When they are in the middle of the funnel, we might want to engage them a little bit more by sending them content every Tuesday and Thursday. So you could see under stream two or mofu, the cadence there is every Tuesday and Thursday. And when they are in bottom of funnel, we can engage them among them instead. So I can have different cadence based on which stream people are. I would remind you to not go too crazy with the streams. You can have up to 25 streams per program and 125 pieces of content per stream. That鈥檚 more than 3,000 pieces of content.

Should be plenty. And at an instance level, keep in mind, there鈥檚 a limit of 100 engagement program per instance, or up to 250 if you have a pay upgrade. Okay, type of nurture. So you can deploy your nurture in two different ways. We call it either the simple nurture or events nurture.

So simple nurture, as the name suggests, is a simple email trip nurture. When do we use it? The use case is when you just need to send email content on a regular basis to a defined group of audience. This is the perfect use case for simple nurture. And again, the stream allows you to organize your content into different categories, depending on your strategy or different streams. And the engagement program will cast content based on top down priority. So it starts sending content based on the first email content in the stream until it exhausts the last piece of content in the stream. You have the flexibility to reorder a part of a content. You can add or deactivate content in flight or set content availability if a certain piece of content is a limited time offer. You can also perform AB testing for your nurture content without interruption to nurture.

All right, so to add AB testing to select emails in your nurture stream, you could simply just select, just click on individual email to start a new test. So you could maybe test just one email, you could test two email, you could test other email, you just need to add the test to whatever email you want to test. The existing email will be the champion email, and your test email will be the challenger. You can decide the distribution for the test population, and the test will run until a winner is declared. So you can define a winner criteria, and you can also determine when you want to declare a winner. Once the winner is declared, then the nurture will cast the winner version or the champion email to ensure optimal engagement in your nurture.

You can also nest, instead of just putting an email in the stream, you can actually nest the entire program directly into your nurture stream. And this will give you greater control over content. For example, this is when you can send the email to subgroup of people in the stream, or you can send different emails to subgroup of people in the stream. This is also where you can include landing pages or form or other assets in the nurture because it will just be part of the program or the nested program. And by having individual program for each content, it also enable multi-touch attribution for individual piece of content.

You can also add extra flow steps such as the alert email or change the value. In other words, if at any time you need to do more than sending email, then you want to leverage events nurture or nested program that will be your go-to if you need to do more than just sending email in your nurture. So, let鈥檚 take a deeper dive in Levene鈥檚 nurture. So when you鈥檙e nesting an entire program into a nurture, you want to make sure you dedicate a smart campaign inside that nested program to send email during the streamcast. So the smart list criteria for that email sent smart campaign needs to start with member engagement program. So this is kind of the clue for the nurture program to know this is the campaign that will send email and it鈥檚 going to request the smart campaign during the cast. You have the option to add choice in the send email flow step if you want to send different versions of email, for example, or if you want to add additional flow step. So again, if you need to do more than sending email, you could do the send email flow step and you can add additional flow steps in that smart campaign flow. You鈥檒l notice a little blue arrow sign on the smart campaign to indicate that this is the smart campaign that will automatically be requested during the streamcast and therefore you don鈥檛 need to schedule anything for this campaign because it鈥檚 basically on request.

So we talked about how the nurture program is smart enough to skip content. I鈥檒l show you how that works. So by default, Marketo will skip content for existing nested program members. So you can leverage smart campaign to update the records program membership via the change program status flow if the content has already been consumed from other sources. So maybe this person already stole the white paper when they were browsing your website or maybe they downloaded the pdf on a previous phone submission. So by marking them a member of the nested program we can avoid sending the person the content they鈥檝e already consumed.

So nurture management. During the webinar registration process we actually received a lot of questions from you guys asking what鈥檚 the best way to manage traffic into the nurture or transition rules in the nurture. While the engagement program type the product itself does offer a native transition rule in each of the nurture streams. You can see that on the orange circle on the top screenshot here. We actually recommend using dedicated smart campaign to manage your nurture. So whether it鈥檚 adding people to nurture or transitioning people to different streams, using smart campaigns just gives you better visibility into what鈥檚 happening and who were the member of the smart campaign. So you can audit who actually added to the stream. You could use the transition rules to edit your rules but then it doesn鈥檛 give you a result. But a smart campaign you can always review the results tab for smart campaign. You can query member of the smart campaign so that in turn just gives you a lot more visibility into what鈥檚 going on in your nurture, who were added to the stream etc. So we highly recommend using smart campaign dedicated smart campaign to manage all the traffic to manage moving people. So on the screenshot here you can also see under my campaign folder I have an add to nurture stream one and then if I have a stream two I have a separate smart campaign that鈥檚 moving people to stream two. We also highly recommend having smart campaign to pause people in nurture or resume people in nurture if you don鈥檛 want them to receive further content in nurture.

Using pause you can actually there鈥檚 a flow step called change engagement program cadence. You can put them to pause or normal. When it鈥檚 pause that means Marketer will stop sending the person further content in the nurture and then when it鈥檚 normal that means they will resume their progress in a nurture. Using pause and resume instead of remove give you the benefit Marketer will remember their position in the nurture so when you resume them Marketer can let them pick up where they were left off. Whereas if you remove someone from the nurture and when you re-add them you already lost all the nurture history or the tracking so Marketer will have to start them over from the top and there鈥檚 no history of what content the person has already received. Now we covered the different ways to use engagement program before we get into the demo to show you how to get started. I believe we have another poll question coming up for you.

We do thanks Cynthia. All right that should pop up on your screen. Are you currently using Marketo to nurture leads? Yes we are using simple nurture. Yes we鈥檙e using advanced nurture. No or I don鈥檛 know. I suppose we could have made this a multi select but let us know. Looks like a mixed bag here. Kind of split. Yeah it鈥檚 great to see many of you are already leveraging either the simple nurture or advanced nurture program to conduct your nurture. If you鈥檙e just getting started or you want to make sure your nurture program incorporates all the best practice that we that we talked about today I want to show you how you can import the nurture program template from Marketo鈥檚 program import library. So let me switch to switch over to the demo. Thank you very much.

I believe I am sharing please let me know. You are we see your screen. It keeps getting bigger and smaller. Oh sorry how is it now. Okay perfect. So for those of you that may not know this your Marketo instance is actually connected to what we call a market or programming port library which is has all the best practice start program that could act as a starting point for any program you want to build. To get to that I want to make sure you鈥檙e under the marketing activity portion of your Marketo instance. There鈥檚 a little new button I鈥檓 going to click new input program and the subscription you want to make sure you select Marketo program library. So this is the program library that is connected to everybody鈥檚 instance. In the drop down input program you will see a list of start programs so these are the starter program template that you could leverage in your instance. Today I鈥檓 going to import the simple nurture program to program template to start. I want to make sure I鈥檓 importing the simple nurture program that has the the little plant icon because the plant icon tells me this is the engagement program type. This is the icon for the engagement program type. I鈥檓 going to select simple nurture click next. I need to select a folder to import my program. I鈥檓 going to put in my imported example programs. Going to next the conflict rules. I鈥檓 just going to use the default conflict rules for today. We have documentation in the handout that kind of walk you through the different considerations before you decide which one to select. In this instance I鈥檓 just going to use the default conflict rules. I鈥檓 going to go to next and then I can go ahead and click input. That鈥檚 going to bring in that program template into my instance. I鈥檓 going to make a copy of it. And the program handout I think right now we鈥檙e in the demo view so you won鈥檛 see that but once we go to the next screen you should be able to see the handout with all the resources that it has linked to to walk you through what is Marketo鈥檚 programming pool library, how to step by step instruction on how to do the program input that I just did, and it also has explanation and documentation for every single stock program that we have in the library.

So we鈥檙e going to let it run a little bit.

Yep. Should get us through in a moment. All the fun waiting. Importing the program.

While we鈥檙e waiting for that I will also say that it鈥檚 the same process if we were to import the advanced program. Actually this is already done but let me show you that. So if we were to import the advanced program, the advanced nurture program template, you鈥檒l notice there are several events nurture. Again as I mentioned earlier you want to make sure you are selecting the one with the plant icon so this is the engagement program type and you might be asking so what is this events nurture topic X, Y, and Z. So that鈥檚 actually the nested program. That鈥檚 the different topic that is inside this events nurture engagement program. So if you input this one it鈥檚 automatically going to include all three of them but if you select just the topic X or topic Y you鈥檒l actually just import the default nested program and it doesn鈥檛 give you that overarching engagement program for the events nurture. So I鈥檓 gonna get out of it. So I鈥檓 gonna go to my program. So I have the simple nurture right here that we just imported. Every time you bring in a new engagement program type the first thing you want to do is go to setup tab and by default the program status is going to be on. That means this is like ready to go. So I want to turn it off because I don鈥檛 want anything to go out until I鈥檓 ready to launch. I鈥檓 gonna hit save. I鈥檓 going to go to my string view. I鈥檓 going to expand the the simple nurture program so you could see what鈥檚 inside. Under asset folder we have emails and I actually have the three email that鈥檚 already in my initial string one here. We also have the smart campaign. So we talk about how we want to make sure you have dedicated smart campaign to add people to nurture. So this first 01 smart campaign add to nurture is adding people to the initial stream, the string one. We also have dedicated smart campaign to pause people in the nurture. So maybe for whatever reason you decide hey I don鈥檛 want them to get more content in this nurture then I want to change their status to pause. And this is to reverse that pause. So maybe okay now they should continue down the nurture then I can use this smart campaign to resume the people in the nurture. And finally do not forget to track program success. Every single program in your market or instance should have a smart campaign in that program to track your program success. And as Carly mentioned earlier the hope like before you even go through the effort to set up a nurture program, first define your objective for nurture. What is the goal of your nurture? Maybe your nurture is to want you want to make sure people reach MQL status. So that is your goal. So you鈥檙e tracking how many people reach, how many people because of nurture get up get into the MQL status. Or maybe your program success definition is you want to improve their lead score by 50 points. Whatever that is you want to make sure you鈥檙e tracking that. It鈥檚 very very important not just for engagement program for all your program but especially engagement program of seeing a lot of people running their engagement program or running their nurture program without a goal in mind. So they don鈥檛 know how to measure the success because there was not a success metric to begin with. All right so in the stream here I have my initial stream one that this was already built into my program template. I can change the name so the stream one this one I want it to be my Tofu or Tofu funnel stream. Hit save and I can set my string cadence. So this is the schedule for the stream. So I鈥檓 going to have it run on a weekly basis every Wednesday and the first cast is going to start at the end of the month because I鈥檓 still working on nurture but I think I鈥檒l be ready after Memorial Day. All right so I can save this and the content you鈥檒l notice that the content looks a little bit gray out because by default they are deactivated. You want to make sure you activate the content so now this first content you can see the color change so this is no longer gray out so this content is now active. I can also set availability so earlier we mentioned if something is a limited limited time offer I can set content availability so maybe I鈥檒l say this content is the offer is applicable from today till let鈥檚 say it鈥檚 like a two month offer a little bit time offered so I can set the date so this second piece of content now we see it鈥檚 activated and it has a little clock icon so it tells me this is a limited time offer content and the third content this is still deactivated and anytime so I can actually go ahead and activate it and if I say hey this first content actually we鈥檙e still working on it I can always deactivate so this will no longer be used in the nurture. I can also reorder my content so now I say hey the email one is we鈥檙e still working on it so we want to start on email three because this is like a more higher priority topic that I want to share with my members. I can also add a stream pretty easy just click on add stream and then voila the stream tool is already there for me. I can add content so the type is email I mean you could also select program if you want to put a program in there but for now I want to just put email and then I鈥檓 going to put my my content again by default it鈥檚 always gray out deactivated if you are sure this content is ready to go you can activate the content.

Again I can set the stream cadence or maybe for this one I want it to be Tuesday and Thursday on a weekly basis and again the first one will go at the end of the month save so because I added stream two I want to make sure I have a transition rule to add people to stream two. As I mentioned earlier there鈥檚 a transition rule we don鈥檛 recommend I mean it鈥檚 there you you could use it but we highly recommend just setting up dedicated smart campaign to manage the traffic right so I鈥檓 going to actually make edits to this one so now this now I鈥檓 going to have this one add to nurture this is I want to know that this is adding to stream one and then I鈥檓 actually going to clone this campaign and I will actually have move to stream two move to stream two and then I鈥檓 going to make sure I number them according so this is zero one b move to stream two I want to organize everything so I鈥檓 going to put this campaign in my campaign folder and so this actually I want to make sure it鈥檚 zero one a add to nurture and then I have the zero one b so I have a separate smart campaign that鈥檚 moving people to stream two. What else so that鈥檚 kind of how the simple nurture program works and again I really want you to pay attention so if you have multiple streams then right now I have two streams so I have two smart campaigns to add people to each of the stream if I have three then I want to make sure I have three separate smart campaigns to manage the traffic into those streams and we have the pause nurture let me show you the pause nurture so whatever criteria that you determine this person should no longer maybe they become a customer so we don鈥檛 want them to get the nurture content anymore then in the flow you change the status to pause so Marketo kind of just stop them but Marketo will remember where they are again we recommend using pause then removing people from nurture and when they are ready to resume let鈥檚 look at what the logic for our recent nurture so the smart list whatever criteria you decided hey they they need to be nurtured again for example if they they are no longer a customer anymore then we say okay continue down the nurture so in the flow step I鈥檒l set their engagement program cadence instead of pause this time we鈥檙e setting them to normal so normal just means they they will normally continue the down the stream and again don鈥檛 forget to track your program such that so you want to make sure you always have this smart campaign the number add to nurture or add to stream depending on the number of streams that you have highly recommend using dedicated smart campaigns so it gives you more visibility and and to audit and to understand what happened let鈥檚 also take a look at events nurture program so I already have it imported pre-imported to save us time so for the events nurture the stream view is similar but except um having email in my stream I actually have nested program now you can also see this nested program is kind of gray out because the same rule applied you have to this you have to activate individual content for them to be used in the in the cast let鈥檚 pay attention to the individual content program so under the asset we have the nested program and let鈥檚 look at the first piece of content so we have mentioned about the smart campaign you have um you need to dedicate one smart campaign to be used in the cast and you can see it this is the one here that鈥檚 the same email and it has the blue little blue arrow and how does marketo know which one to use because I have three right marketo look at the smart list the smallest that has the member of engagement program so this is like the cue or a clue for marketo engagement program to pick up and request this campaign in the same email to send email when the when the stream is casting the flow you could send email or you could add choice to say hey maybe if the industry is financed I want to send the financial sector version of this email so you can add choice to send different version of email I can set I can also add different flow staff I want to change your program status maybe I want to send the alert afterwards so anything other than send email you could use the flow to program additional things that you might want to do in your nurture in addition to sending email and schedule as I mentioned because this is program is automatically going to be requested so you actually don鈥檛 need to do anything in the schedule tab let鈥檚 also look at how skip email program skip email works so in the skip email um smart campaign that we have set up in the smart list we鈥檙e looking for people who already saw this who already consumed this piece of content so maybe they already click the link on the website they already went to that web page right or maybe they already downloaded or clicked the link in the email for that pdf and that is not the email from our nurture program so meaning if they already see this content from somewhere else we want to make sure in the flow we make them a member of the program so by changing or by updating their program status to a status in the program so over here we should deliberately name the program status as skip so we know this is the skip membership of the program you can name this to be anything for our purposes within naming it a skips help us understand this is a skip member of the program but by having a status in the program that makes them a member of the program so so doing the same email process they will automatically be skipped marketer won鈥檛 send them the same content they鈥檙e already seen this is a trigger campaign because we have the trigger here so the schedule will actually be just active just activate the trigger so marketer start looking for people who鈥檚 already seen that content and again even for your nested program do not forget to track success all your programming marketers should have a success tracking mechanism all right i think that鈥檚 everything i want to show in the net in the in the nurture program and how you can get started um i鈥檓 going to give it back to carly who鈥檚 going to walk us through now that you have the engagement program you have natural program running like what sort of reporting and elixir you could run to measure your success carly awesome yeah awesome thank you cinthia um yeah so what would a great engagement program be without reporting right so there are a lot of different reporting options we鈥檙e going to walk you through three reports that we found a lot of our customers get the most value out of so the first is the engagement program dashboard i would say that this is probably the report that most of you would be familiar with it鈥檚 also the report we think of the most when we think of engagement programs so if you click on your engagement program in marchetto and you鈥檙e on the dashboard tab this is what you鈥檒l see so it鈥檚 really a visual representation of your engagement programs performance there are multiple widgets that summarize you know overall engagement you see a summary of the membership you also see program statuses and also asset engagement so on that far bottom right you鈥檒l see engagement scores for each of your pieces of content as well so really beneficial to have this dashboard it also is visual right it鈥檚 a visual representation so it鈥檚 great to screenshot you know you can send it to your management team your executives so on so forth so it does you know present that kind of visual overview of how your engagement program is doing there鈥檚 also the stream view so i think a lot of people are familiar with the stream view but some may not realize that there are various options that you can view within this particular stream view so by default i know it鈥檚 kind of hard to see on this screen it鈥檚 especially hard for me because these slides are very tiny but in that drop down so by default it鈥檚 going to be viewing by content so that鈥檚 the kind of stream view that you should be most familiar with but you can also select that drop down and choose to change it to view by people or engagement so what you see on your screen right now is the stream view by people and in this view you can see two different kind of drill downs or options you can see the all casts which is actually a hyperlink so you鈥檒l see that number there that鈥檚 a hyperlink and then a link for current cast as well so you can actually click on those hyperlinks and it will generate a list of records that fit that criteria so if you really wanted to drill down deeper into the audiences or you know do some some data analysis this is definitely a really helpful view to see if you go further and select view by engagement this will show you engagement scores for each of the pieces of content within your stream so another really beneficial view and then third engagement stream performance report so this is going to show you the performance of each email within a given stream you can also pick and choose you know if you want to focus on specific emails you can change the report settings to you know you can modify them if you need to but this is really just going to give you your basic email marketing metrics right your opens your clicks your sent delivered all that good stuff so this is also really beneficial just to gauge the overall performance if you remember from the dashboard you know you get that sort of overall engagement score this is like a drill down these are all of the email marketing metrics that you would need to look at all right so let鈥檚 walk through some tips to help you as you work to create or enhance your lead nurture strategy so first let鈥檚 talk about content tips so from a content perspective you know content is key it鈥檚 going to help you know increase the success of your nurture program we want to make sure everybody鈥檚 heard this time and time again we want to make sure that we鈥檙e delivering the right content to the right person at the right time so like we mentioned before you know we do encourage you to first use what you already have so see what鈥檚 in your content inventory figure out what can be used as is maybe you have previous email programs that you can recycle content from and then also look at what can be used you know maybe with some minor tweaking maybe you have blog articles or white papers you can pull content from to create you know those new email assets or programs in marketo another tip is to use personalization so even just simple personalization like first name company can be beneficial you can obviously use marketo tokens very easily to do this it鈥檚 also important to mention that the engagement program native functionality makes it very very easy to add new content as it becomes available remember that content is delivered from the top down so you can prioritize new content if you want to by adding it to the top of the stream so cynthia just showed us you know you can just simply just drag and drop those assets and move them around if you need to and then lastly the engagement program has added features that make it easy to activate and deactivate content which cynthia also showed us so you can you know choose to limit the availability of content but you can also just easily view what鈥檚 active and what鈥檚 not based on you know whether it is it鈥檚 got that green arrow or you know the the clock with the green arrow or it鈥檚 grayed out meaning that it would be inactive so really easy to differentiate you know the availability of your content so audience tips so again reiterating this collaboration between sales and marketing is crucial you need to work together to determine you know which leads should be nurtured and which should not so we want to consider buyer stage where they are in the funnel and also by our profile so their persona or maybe their role we also recommend leveraging scoring and behaviors so we want to make sure we鈥檙e looking at both to increase the effectiveness of our nurturers and then lastly we can get creative so dynamic chat and interactive webinars are two new offerings that are now about now now available with marcato engage and you can use the relative filters and triggers to help build an audience for nurture so you鈥檒l see on the on the right of your screen those are some of the filters there鈥檚 also triggers available but those are some of the options that you have with both dynamic chat and interactive webinars i believe alana has put a i believe alana has put a form on the screen so if anyone is interested in learning more about dynamic chat or into interactive webinars or both please feel free to fill out that form we will leave that up on the screen for the time being all right and then lastly build tips so we want to make sure you know when you鈥檙e building this that you are building your program to be flexible and adaptive so cinthia talked in great detail about using smart campaigns for more control so using those smart campaigns for things like entry and exit into the program using it as you know the quote-unquote traffic cop using smart campaigns to transition from streams to stream and then also using those smart campaigns to pause and or resume the record as opposed to removing them because we don鈥檛 want to break the tracking i鈥檝e also seen a lot of our customers use exclusion statuses or as cinthia illustrated the skip status and that helps you control who receives content within the nurture and then lastly and probably you know one of the most important things across the board with marchetto is naming conventions so naming conventions should be used in your instance you know in its entirety but with engagement programs in particular because you鈥檙e going to be using smart campaigns to do so many different things making sure that you have that strong naming convention is going to help make sure that your nurture program is clean and also that it鈥檚 easy for you to manage whoops all right so putting this into action so what are your next steps so first and foremost we want to make sure that everyone on the team everyone involved understands lead nurture best practices and also has a basic understanding of how marchetto is used to support that lead nurture strategy it鈥檚 kind of what we鈥檙e doing now obviously you鈥檒l want to take this back to your larger teams maybe your sales ops and your sales reps as well to make sure that there鈥檚 a common understanding of best practices and also how to leverage marchetto the next piece is the strategy this is probably the biggest lift but figuring out the type of nurture the audience you know what your content requirements are all of that is going to be really important your lead nurture strategy is the brains of the operation so please focus on that take time to build it you don鈥檛 have to you know have it be this big huge drawn out strategy you can start simple but just make sure that all of the critical components are there we want to especially make sure that the goals are there right what are we measuring against what are our kpis and then you鈥檒l start to build so building your program in marchetto we鈥檝e given you you know i think a a really great demo of how to leverage the program templates that are available from the marchetto program import library so you鈥檝e got both that simple and advanced template that you can leverage you can feel free to import them into your instance you can customize them or just use them as a guide but they are available for you as a wonderful resource and then lastly we want to optimize right so based on those goals this is why goals are so important so if we don鈥檛 have goals to measure against how are we going to measure so once we have those goals outlined we can start to optimize and test to figure out where we need to make adjustments any kind of strategy whether it鈥檚 lead nurture strategy or any kind of marketing strategy it鈥檚 never set in stone right it鈥檚 a living breathing strategy so we want to make sure that we鈥檙e set up for success and we have the flexibility and agility to adjust where needed all right that takes us to q a so elana i鈥檓 going to pass it back to you sure thing i鈥檓 going to switch us over to the q a screen we鈥檒l turn our video back on we only have a couple of minutes so we鈥檒l probably get to a couple of questions um and first before we get into q a i sincerely want to apologize to anybody who had issues getting on to today鈥檚 event we were experiencing some big technical problems on our end so apologies and there this is being recorded so you鈥檒l get the full recording tomorrow afternoon um in an email from us so appreciate everybody bearing with us again the adobe connect fun little you know kinks that we鈥檙e working out so um thanks everyone again for your patience all right i think like i said we鈥檝e got time for maybe one or two questions so first one using an engagement program versus default program with emails versus separate email programs versus simple campaigns to send out emails yeah um i can answer this one so as i mentioned if depending on your use case right so your if your use case is pretty straightforward you just need to send email to define group of audience use the use the simple nurture um use the email as your content but if you do need to do more than just sending email maybe you have other flows that maybe you need to like um segregate the different audiences uh in the email send maybe you need to send different versions of the email in the nurture that鈥檚 when you want to use nested program or what we call an advanced um nurture program template so you鈥檒l be able to kind of add that additional flow steps and do additional things other than just sending email great thank you all right we鈥檝e got time for one more when can you stop nurturing after a certain lead score or is it after a certain lead score or after a certain time yeah so i can take this one um so i don鈥檛 mean to sound like a broken record but it depends right so stopping after a certain lead score you know it鈥檚 it鈥檚 really going to depend on what the goal of the nurture is um a great example is you know we鈥檙e trying to we鈥檙e trying to qualify leads right so we鈥檙e trying to get we鈥檙e trying to to turn these leads into mql鈥檚 so sure if they you know reach that score threshold maybe we remove them from the nurture but that can be cut a lot of different ways so it鈥檚 it鈥檚 going to really depend on your strategy and you鈥檙e going to use those smart campaigns to drive that right so just understanding what that means and how you鈥檙e going to use your data to build that is going to be really important awesome thanks carly and i know we are at time so i鈥檓 going to actually wrap us up um so on the screen you have a few resources over on the top left in the web links section those are our past recordings on experience league and another link to all of our upcoming events um you do have another opportunity now to let us know if you鈥檇 like more information on dynamic chat for interactive webinars and then you鈥檒l also see the white paper uh for download so don鈥檛 forget to grab that on your way out and like i said earlier if you have a moment moment to fill out the survey we would really appreciate it so if you do have a question specific to your account that we weren鈥檛 able to get to today please reach out to your success account manager or myself and i can put you in touch with the correct person um and as a reminder you will receive a recording of today鈥檚 event in an email from us in 24 hours so again apologies for um the technical issues today but we appreciate you bearing with us and thank you so much to everyone who joined um thanks everyone for attending we hope you have a really great day and look forward to seeing you at one of our upcoming events so thanks everyone and thanks Cynthia and Carly too