By Michelle Miles June 13, 2016
Time and time again, I see companies spend hours creating beautiful, targeted nurture content, only to fail to leverage Marketo’s capabilities in running and reporting on this investment. Below are some mechanics of a solidly built nurture program.
Marketo engagement programs automatically skip content a lead has already received. If a lead has a program status in a default program already, the nurture content will be skipped. Therefore, you can create a central Smart Campaign in each child program to automatically suppress anyone who has received content through another channel outside of the nurture program. First, you’ll want to edit your channel in the Admin Tags section, creating a status value of ‘exclusion.’ Then you’ll create two Smart Campaigns to populate this status. One will be a batch update for all past activities, the other a corresponding trigger campaign. The Smart List pulls in leads that have consumed the content. Common ways of doing this are form fills, web visits, and changes in program statuses to the success status where this is already promoted. The flow step will change the program status to exclusion. Just remember to update your trigger campaign if you start promoting this via a new program, landing page, etc.
There are a handful of Smart Lists and reports I keep in my nurture program template to clone and use as local reports for every program. Helpful Smart Lists include:
Frequently used reports include:
My favorite nurture report: A lead performance report essentially detailing the lead funnel by company for the nurture program. To set this up, select a ‘lead performance report’ type. Then in the Smart List, filter to members of the engagement program, and, if desired, target accounts. In the setup, group leads by company name. Then, include the Engaged, MQL and Opportunity Smart Lists above as custom columns, and show the desired opportunity columns. Then, this report shows a mini funnel by company for all leads in the program. If you want to include additional stages in your lifecycle, simply create a Smart List and include it as another custom column.
By leveraging a Marketable Records segmentation, you can prevent junk data from entering the nurture program and programmatically remove leads that are no longer viable. Similarly, you can manage nurture content delivery through the use of segmentations. For example if you segment your leads by persona, you can trigger nurture membership and pause the cadence of delivery as leads move from segment to segment, ensuring leads are only getting the content best suited to them. Another option is to programmatically pause the cadence for leads who are in a particular lead lifecycle stage, such as contract negotiation, if the sales team wants to be in control of all communication at that point. If you have questions around nurturing programs, we invite you to contact us to see if we can be of assistance. Additional Resources The Definitive Guide to Lead Nurturing Creating an Engagement Program Add a Program to an Engagement Program Lead Performance Report