customer engagement training

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Customer Engagement Engine

Cheryl ChavezDirector, Product ManagementRelease Date: June 28, 2013


Basic Drip Nurture

Positives• Fire and forget• Easy

Negatives• Reorder / Changing

content is fraught with peril

• Limited safeguards against over/miss-communicating


Traffic CopPositives

• Control Cadence• Control Priority• Add content• Add/remove leads

from nurture

Negatives• Advanced knowledge

required• Daunting to change

or update


Why a Nurture Module?

• Enable people to “Do” nurturing• Easy• Purpose-built module• No advanced Marketo knowledge required

• Measure results, ROI and justify marketing spend

• Focus on content, not programming• No more Traffic Cop


What is the Customer Engagement Engine

The Marketo Customer Engagement engine reinvents prospect and customer nurturing by allowing marketers to

focus on content, while the system’s Smart Engagement technology intelligently delivers it to the right person at

the right time.


Customer Engagement engine Overview

• New type of program with a “brain”• Stream sends content based on:

• Cadence • Priority• Availability• Whether or not the lead has received the content

• Dashboard – Is nurture working?• Operational metrics• Engagement Score


Customer Engagement Packaging

• Spark/Standard• 4 engagement programs with 1 Stream each• Add-on option for Standard*

• Select/Enterprise• 100 programs/15 Streams per program• Communication Limits (July)• Trending data - (Enterprise customers need RCA package)


Features – Spark & Standard


Features – Select, Enterprise, Add-On


Engagement Program & Streams Overview


Engagement Program

• New Program Type - Engagement• System generated channel “Nurture” OR• System generated channel “Engagement

Nurture”oOnly if Nurture had been previously

created• Custom channels and program statuses


Engagement Program Status

• Allows you to turn on/off the Engagement Program• ON – leads will receive active content in a stream

based on cadence• OFF – leads will not receive content, but leads will

transition between streams*• Program Status - Under Program Setup• Turn on the program when you are ready to go • Run into a problem? Turn the program “off”

• No campaign deactivation required• No remove from flow


Engagement Program Content


Engagement Content

• Content can be:• Emails • Programs

• Add content to a Stream via• Drag n’ drop • (+) icon at the top of the Stream


Engagement Emails

• Emails• Local asset engagement program emails • Emails in the Design Studio (global)• Local asset emails in other programs

• Emails will never be sent to a lead more than once inside the engagement program

• If an email was sent prior outside a stream, and it’s the same email (not a clone), Marketo will not send it out from a stream


Engagement Programs

• Local asset engagement programs – use when the content is new and specific to nurturing

• Reference existing Programs• Adding to a stream

• Drag the campaign to the stream • Use the + to select the program & campaign


Engagement Programs

• Smart List in campaign MUST contain:• Filter: Member of Engagement Program• Additional filters can apply• No Triggers allowed!

• Ignore Schedule Tab• Do not schedule the campaign used in the

stream


Why use Programs?

• Folder to contain all the assets associated with a nurture initiative

• Run parallel workflows along side of nurture• Example: Webinar

• Track program attribution of the individual piece of content in RCA


Engagement Programs

• External program added to a stream -• Leads who are MEMBERS of that program, will not

run through it again• If you are not a member of the program but did

receive the email, you will get it again• Program is local to the engagement program

• If the lead has run through the program they will not run through it again

• Best Practice – use program statuses (fka Progression Statuses) to capture membership which will control the desire to resend an email or not


Content Priority

• Drag n’ drop content to desired priority order• At each cast, Marketo will send the next highest

priority piece of content that the lead has not yet received

• Priority of content can be changed at any time and will be reflected in next cast

• New content can be added at any time and will be sent out, if activated/scheduled, in next cast

*Note: Changes to priority or new content that is added during a cast will be reflected in the next cast


Engagement Content – Email Statuses

• Email icon in the Stream will change if:• Approved/Approved

with Draft• Not Approved• Scheduled in future• Scheduled current• Approved activated


Engagement Content – Activate/Deactivate

• Activate/Deactivate Content• Activate content

when it’s ready to be sent out via a “Cast”

• Deactivated content will not be sent via a “Cast”

• Email must be approved


Engagement Content – Edit Availability

• Set the start/end date for a piece of content

• Email must be approved

• When remove date, content becomes deactivated

• If past date range, content becomes deactivated


Engagement Content – Archiving Content

• Archive – preserve the metrics but remove from the Stream

• Show/Hide Archived Content


Engagement Content – Program Statuses

• Programs• No “states” to the

icon• Yellow warning icon

error in the smart campaign selectedo Trigger includedo No filter includedo Error in campaign


Engagement Program – Set Stream Cadence

• Daily• Tuesday• Tuesday, Thursday

• Weekly• 1x week• Every 2 weeks

• Monthly• First Tuesday• Day of the month

(15th)


Engagement Program – Adding Leads


Add Leads to an Engagement Program


Leads in Programs & Streams


Engagement Program Flow Actions


New Flow Actions

• Add to Engagement Program• Program• Stream• Add Choice

• Change Engagement Program Cadence• Pause• Normal

• Change Engagement Program Stream• Stream #


Flow: Add to Engagement Program

• Leads don’t automatically get added to an engagement program

• Requires separate campaigns• Initial add to nurture (Batch)• Ongoing add to nurture (Trigger)

• Use the flow “Add to Engagement Program”


New Flow Actions



• Change Engagement Program Stream• Stream #


Flow: Change Engagement Program Cadence

• “Pause” leads in the engagement program• Leads remain in the Stream but don’t go through the

cast (e.g. receive content)• Pause nurturing when lead becomes an Opportunity• Move lead to new program when become a

customer (rather than new Stream)• Flow Action “Change Engagement Program Cadence”

• Normal (default) – in Stream and receiving content• Paused – in Stream and not receiving content


Implied Action

• If you add leads using the Change Engagement Program Cadence, they will go the default Stream (left-most)


New Flow Actions



• Change Engagement Program Stream• Stream Name (s)


Flow: Change Engagement Program Stream

• Force a move of leads from one Stream to another (e.g. not use Transition rules)

• If they are not in the program it will add them to the program in this Stream

• Flow Action - “Change Engagement Program Stream”• Select Stream name


Implied Action

• If you use the Change Program Status (fka Change Progression Status) to add leads to a Stream, they go to the default Stream (left-most)


Viewing Engagement Program Members

• Leads who are added to a Stream automatically become “members” of the Engagement Program

• Control statuses using Change Program Status• New program fields only in the engagement program

• Stream – Stream number• Cadence – paused or normal (default)• Exhausted Content – yes or no

• New subscriptions will have all 3 columns pre-populated in the grid

• Existing subscriptions – user must add the columns


Exhausted Content

• When a lead is in a Stream and there is no more content for them to receive• Set Exhausted Flag

• Exhausted Content calculated after each cast• When activate or schedule content is added to a Stream,

and leads are exhausted, we clear the red message• After the next cast, we recalculate

• Can I trigger off of Exhausted?• Not yet - run a batch campaign using Member of

Engagement Program filter with constraint “exhausted”


Exhausted Content In App Notification


Exhausted Content Email Notification


Summary: Filters & Triggers

• Triggers • Added to Engagement Program• Engagement Program Cadence Changes• Engagement Program Stream Changes

• Filters• Was Added to Engagement Program• Engagement Program Stream Changed• Engagement Program Cadence Changed

• Member of Engagement Program• Constraint: Exhausted Leads


Multi-Track Example


Engagement Stream Features – Select, Enterprise, Add-On

• Multiple Streams per program (up to 15)• Additional Features:

• Add Stream – e.g. early, mid, late• Clone Stream – great for testing Streams

o Cadence cleared• Delete Stream – complete removal of

Stream from program• Transition Rules


Transition Rules

• When should a lead become a member of this Stream?• Pull leads into the Stream (not push them to a Stream)

• Requires Triggers• System managed filter and flow

• Member of Program• Change Program Stream

• Additional flow actions can be added for “housekeeping”• Send Alert, Interesting Moments, etc.

• Advanced Logic Filters – not available


Engagement Program Stream Metrics


Stream Metrics

• Multiple Views of a Stream• Content• Leads• Engagement


Stream Metrics - Leads

• All Cast – all time number of leads who have received the content

• Last Cast – number of leads who received the content in the last cast

• Leads in Stream – total• Total across all content

• All Casts• Last Cast


Stream Metrics - Engagement

• Content• Engagement Score per

content• Unsubscribe % - for this

email in this Stream• Stream Engagement –

average• Stream Unsubscribe -

average


What is the Engagement Score?

How well are leads in the Stream engaging with your content?


Engagement Score Calculation

• Calculated using patent-pending algorithms

• Developed as part of our data research initiatives

• Takes into account your data as well as data across all other customers at an aggregate level

• Proprietary metric - our customers benefit from the unique insights we’ve gathered on customer engagement


Engagement Score

• Calculated 72 hours after each “Cast”• You will notice the score is blank until this

time• Email Metrics or Program Success• Good content – score of 50• Secret sauce: mathematics around the curve• Score is subject to updates


Italian Workspace Joe Smith: Acme Inc. Community Help

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Search… +

+

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Added Mar 30, 2013 Sent

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Edited Mar 25, 2013 Sent

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12,105 9

Engagement Over Time

Summary

1.5%

Unsubscribe

65Engagement

55dNext Cast

Members

In Stream Exhausted Paused

3,450

50 35

2013

Marketo’s Secret Sauce

Definitive Guide to Events

Lead Nurturing


Lead Management Best Practic


Thought Leadership

Email Performance Report

Program Performance

Lead Nurturing Streams Setup My Tokens Members

View: Dashboard ▼ Stream: All Streams ▼

LiteSpark + Standard

Lite gets Progression Status chart instead of Engagement Over Time

Member 1,800

Engaged 1,500

Custom Status 100

Custom Status 2 1,800

Custom Status 3 1,200


Italian Workspace Joe Smith: Acme Inc. Community Help

Search… +

Search… +

+

Recently Updated



12,10582

Thought Leadership


12,10570



12,10555

Lead Management Best Practice

D…


12,105

35



12,105 9

Engagement Over Time

Dec Jan Feb Mar Apr May

100

80

60

40

20

0

Summary

1.5%

Unsubscribe

65Engagement

55dNext Cast

Members

In Stream Exhausted Paused

3,450

50 35

Mar 18, 2013Engagement: 60

2013

Marketo’s Secret Sauce

Definitive Guide to Events

Lead Nurturing


Lead Management Best Practic


Thought Leadership

Email Performance Report

Program Performance

Lead Nurturing Streams Setup My Tokens Members

ProSelect + Add-OnView: Dashboard ▼ Stream: All Streams ▼


Q&A


Thank you!

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