Nurture 101 - Utilizing Engagement Programs To Engage Your Customers

Thanks, I am super excited to be back for chapter three focusing on engagement programs 101. Molly Stanovic and I are going to be talking to you about this topic today. Here are the things we’re going to cover. I’m going to start with an overview of engagement programs and then move on to how you can develop your strategy. Molly is then going to take it away and cover use cases of engagement programs and then how you can measure the results once you launch a program. All right, so to begin with our overview of engagement programs, I want to take it very high level first. So I’m going to talk about what a program is inside of Marketo Engage if you’re a little bit new to the platform or if you haven’t used it very frequently in the past and may be wondering what this is. There’s a lot of marketing automation platforms out there and some of the terms can be used in different ways. So I just want to make sure we’re all on the same page. A program inside of Marketo Engage is just a way to categorize and track all of the assets and things that you need in order to launch an initiative, some sort of marketing initiative that you may have, whether it’s a piece of gated content or an email that you’re launching. A program helps you achieve that by having perhaps a targeted list of individuals that you are going to send to or determining workflows of what should happen after someone takes an action on an email. And then all the assets that you need to have. So a form, those landing pages, email assets. There’s a lot of things that you need in order to make sure that you can launch a marketing initiative successfully. And a Marketo program is going to help you do that. There are four different types of program types inside of Marketo Engage and we’re going to be focusing on the engagement program type today. But I did just want to remind everyone of the functionality that we have. So there’s the default program, the email blast program and the webinar program. But again, our focus today is going to be on the engagement program itself and how it can help you function inside of Marketo. I do want to remind everyone if you haven’t been a part of the other sessions that we have a live Q&A after this. So if you have questions during the presentation today, please put those questions in the chat so Molly and I can talk to those live afterwards. All right. So what are engagement programs? We have an understanding of what programs are. They just hold our assets and the things that we need to make sure that we can actually execute an initiative. But engagement programs are a really special type of program inside of Marketo Engage. They’re really powerful because they have some different pieces of functionality that allow us to send out content on a really systematic basis without having to build a smart campaign to execute that or determine a cadence in some sort of batch campaign or trigger campaign. So they have a lot of built in ways to get content out. Engagement programs are really, really good if you want to send out content on a very automated basis. So once a week or once a month or every single day, they’re really good for that very strict cadence. They’re not a really good use case for things that need to go out once every 27 days or once every third Thursday of August. So there’s some use cases where they might not be as applicable, but we’re going to focus on a lot of the things that make engagement programs really powerful because engagement programs are pretty special and they have a lot of different pieces of functionality as opposed to some of the other Marketo programs. I want to go over a few of the key terms that we’re going to talk about today and you might hear these as we go through this session and I want to make sure we’re all on the same page. This is a pretty long list and I’m not going to specifically talk to every single one, but I do want to call out a handful of these. So cadence and cast are important because they determine when our content is going out. So whenever you hear the word cadence of Molly and I say that we’re just talking about when should the email asset that you like to deliver be sent. And then the cast is the actual date and time that the content was sent. So as opposed to saying like, oh, the email was sent at this time, we would say the content was cast at this time. And then there’s a couple of other terms on here. Stream you will see at the bottom is a way for you to give people content. So you’ll organize and categorize your content inside this stream. And as you can see, the person who created engagement programs and design them overall for Marketo engage was very into phishing as we’ve got a lot of these metaphors in here. So you just kind of think about that as you’re building the program. We’ve got the stream of people will cast them out content over a period of time. So there’s a lot of stuff on the screen. I want to give you guys an example of what an engagement program actually looks like and what the streams actually looks like. So streams are just a way to organize and categorize your content. Let’s say you want to put a lot of content all in one program, you’re able to do that with an engagement program stream. So it’s a pretty cool piece of functionality to allow you to deliver a lot of things inside of one engagement program. But it may be a little daunting when you go into the program itself and are looking at the creation of the program. So here’s an example with three streams. You can see that I’ve got some content in here already. Some of it’s grayed out. I’ll be going over all of these things and a little bit later. There are some items to note about engagement programs that you want to watch out for when you’re creating them and thinking about the strategy overall so that it makes sense when you’re building them. The first really important thing to note is that a person can only exist inside of one stream and one engagement program at a time. So if I’m a part of offer one stream, I can’t also exist as part of offer two stream inside of the same program. However, if you have multiple engagement programs, then you can be a part of that. Just like I could be a member of a gated content program or another type of nurture program, I could be a member of multiple engagement programs inside of MarketoEngage. One really cool piece of functionality in the last two points on here focused on content delivery. So the content is always going to go top down. So if we go back to this view here, I can see that the order of my content is going to be determined from how I have it in my stream. So the first asset that’s in here is what will be delivered first to the individual. And this really helps with prioritizing content. If you have to add something in later on that you want everyone in the program to get, it gives you a little bit of flexibility to change the order without a significant amount of effort. But it’s also really good to know that Marketo will then look at the email IDs that people have been sent as part of engagement programs and not send them those emails again. So for example, let’s say you’ve got some repetitive emails inside multiple streams in a program. So if you’ve got email one, stream one in a stream and email one, stream one in another stream, Marketo will say, hey, this person has already received this email asset. Don’t send that to them again. And this can be really nice if you do have repetitive content throughout that individual program, so Marketo doesn’t resend the asset and they don’t get duplicative content. There’s definitely some ways around this if that’s not what you would like. And if it’s something you’d like to discuss, go ahead and put those questions in the chat so Molly and I can give you some better ideas of how to achieve that. So these are just some gotchas that you might want to watch out for and think about as you’re creating your programs. But let’s move on to talk about the types of content that you can add. So probably the most obvious kind is that you’re going to be sending emails. These programs are built to deliver content on an automated cadence. And so emails are really the most obvious. You can, however, add programs into the stream of your engagement program. This is a complex and more advanced functionality that we’re not going to be getting fully into today, but it is an option and you’ll definitely see that in our product docs. It’s just a way for you to add a little bit more complexity in there if you need to take additional actions or perhaps provide different content to some people, but it does require some additional setup steps that you have to take. So for all of our use cases today, we’re going to be focusing on emails as because this is the way most customers start by utilizing engagement programs. As you get more advanced and as you start using these further on in the future, I definitely recommend that you can look into nesting programs within your engagement program. And I look to the community product docs or your Mercado implementation specialists for that. So I want to give some tips and tricks about program creation and setup. There’s a lot of nuances and a lot of pieces of functionality inside the engagement program itself that are a little bit different from some of the other programs. So unlike the webinar program or the default program, the engagement program itself has a on and off status and the on and off status just tells the program like, yes, you can send emails or no, you can’t start sending out emails. So I always recommend if you create a program brand new or if you clone one, go to the setup tab and turn the program status to off until you’re ready to send. You don’t want to accidentally get people in your program, activate all your content and set a stream cadence. Then it starts going out without you thinking about it. So engagement programs are different in that way and that we don’t have a smart campaign that sends out the emails, the streams are sending out the emails. So just think about the things that you’re doing when you’re setting up your program. This is just a really good tip to make sure you don’t accidentally send an email before you’re ready. You’ll be able to see inside the application in the UI if the program is on or off. If it’s got a little green dot next to that plant icon, you’ll be able to note that the program is on. If it doesn’t have that green dot, the program is off. So within our streams, we’re able to edit the content availability, which is a really cool feature if you’re doing things where you need to promote something inside of an ongoing trip, nurture, engagement program that you have. You don’t want it to exist forever. So we do have a way to set a date frame on content. So if you have an email promotion that’s only going to last for a month or it’s really holiday specific, you can say, I only want this content to be available from date A to date X, and then Marketo will not send that content after that date. This just helps you not have to remember to go back into the program, deactivate that email and take it out because that can just be extra work that we don’t want to have to do. So this is a really good way to make sure that you are getting relevant content to the people in your database without having to do so much effort to go and change it later on. So this is applicable to any email that you have in your stream. And archiving content is another tip that I want to give you guys because when we’re thinking about programs and building programs in Marketo, you might have a program archiving strategy which is really common. We never want to delete anything inside of Marketo Engage because we don’t want to lose the history. Well, archiving content inside of an engagement program is the exact same thing. We don’t want to delete assets inside of the stream because then it’s like they never existed there and we’ll lose the reporting history for that asset as part of the program. So we always recommend if you’re done with an asset and you don’t want to utilize it anymore and you don’t want people to have to receive it anymore, you archive that asset so it doesn’t appear in the stream anymore but you don’t lose all the reporting information with it. Okay, there’s so many nuances to the engagement program and getting people into the engagement program is really important because we want to be able to send content to these people but how do we do that? Unlike the other programs like the email send program where you’ve got the tiles and you choose an audience and an email to send and then you schedule it, this one’s a little bit different. We have to explicitly add people into the program with a smart campaign and we have a special flow step inside of our smart campaigns to manage that which is add to engagement program. And this allows us to say, hey, I want to take this person, put them in my engagement program in a specific stream. Like I’ve said before, you can’t add people to the same stream and the multiple streams in the same program. So you’ll just want to watch out for that when you’re thinking about your logic and your rules. You will need some sort of listening trigger or batch campaign to add people into your program once they qualify. If you’re running a welcome series, for example, whenever someone becomes a customer and we have that data, that would be a good example of when to add someone to an engagement program. So let’s say we’ve got people in the program itself and we don’t want them to receive any more content for a period of time. We have a functionality that allows you to pause people inside of the stream so it doesn’t remove them from the program. It doesn’t delete them. It just stops them from receiving emails as part of that specific engagement program. And this can be for a variety of reasons. Perhaps the person is now being worked really closely by sales and you don’t want to barrage them with low lower level marketing content that’s not super targeted. We don’t want to remove them completely from the program because that destroys any reporting metrics that we have for the program itself. So we want to make sure to maintain that program membership for that individual. Now I’m going to move on to talk about exhausted leads. So this is again one of those terms that we have an exhausted lead is someone who has gone through every piece of content in this specific stream of the engagement program. And that means they won’t receive any more on the next cast, so the next send. And there’s a couple of ways to view this. You can see it in the stream itself. Marketo will show you with that little red bar at the bottom how many people are exhausted. And then you’ll also be able to see in the members tab. If you go to the members tab of the program and scroll over, you’ll be able to see in a column that the individuals are exhausted. And then finally, if you need to create a smart list, perhaps you want to target those people or move them into a new stream because they’ve exhausted all content. You can create a smart list to view those individuals. Okay. I’ve talked a lot about just kind of general program setup, what an engagement program is, and how you might use some of the features there. But I do want to discuss some strategy with everyone here because you may be wondering where do I actually start when I’m building an engagement program? The first thing that I always recommend to my customers is to start evaluating the content that you have. In general, engagement programs or nurturers, as you might have heard them called, can generally be very content heavy. So if you’re wanting to create one or you’re looking to create one, they generally require a lot of upfront content. And I know that can be challenging with resources constraints or just availability of someone to create that. But it’s possible that you already have a lot of information already created. Maybe you’ve got a lot of white papers on your site or just other email assets inside of Marketo Engage that you have. I would recommend look at that content and see how could you start changing that, perhaps targeting that a little bit to a specific nurture journey to make it more relevant to your audience. So if you’re feeling confused about where to start, take stock of what you currently have, because that can give you a really good launching off point for what to do next, which is defining some audience journeys. Now, you can use an engagement program for any initiative that you have, as long as it makes sense. But there are some probably standard things that you would see inside of an engagement program in Marketo. And an audience journey is a really common one. So think about the audience. Think about who you want to target and what your content is for. Is it all really top of funnel related? Maybe it’s thought leadership, or is it really targeted to the benefits of the product or service that you want to provide to your customers? Think about those things. And then I also encourage you if you’re like, okay, we’ve got some content, but it doesn’t necessarily match up with some of the other things we’re doing. It doesn’t have to be email based. Think about what you’re doing on your website. Are you running digital ad campaigns where you could have content that supports that so that you’re not building things in a silo and maybe your teams are already really good at that. But these are really good ways to start thinking about how to build your strategy, utilize the existing things you have, and then build upon that. I’ve got a couple ideas for just nurture journeys that you might be able to create. And again, this is going to be highly dependent on your own business and the kinds of things that you’re selling to your customers. But these are just common ones that Molly and I have seen over our time with different customers. So vertical is really popular. If you want to have an engagement program where you target people by vertical, you could have a stream per vertical so you can have it all in one place. Product is also really popular. If you want to have a product focused one and have people receive content about different products, you could do that. Even ABM, I know ABM or account based marketing is a big buzzword these days, but having a really good ABM strategy and then building that into a nurture program can be really powerful if you have a good idea of who you want to target and how you can utilize that. And then finally, one of my favorites and what I always evangelize to my customers is just your stage in the buying cycle. So this is a view of our Mercado lifecycle model. We’re not going to be getting into all the details here, but I want to show you the art of the possibility with this. So whenever you have a lifecycle or just a buying journey, people are interacting with you and your company and your brand in different ways. So nurture is a really good way and engagement programs are a really good way to target those people to where they are in the buying cycle. We want to say different things to people who are in the early stage versus the late stage, and this can give you a good opportunity to begin speaking to those people in different ways. All right. With that, I’m going to wrap up this section and pass it off to Molly to go over some of our most popular use cases. Thanks, Hillary. Now we’re going to take all that great information that Hillary told us about engagement programs, and we’re going to apply it to some real world use cases. So the first use case we’re going to go over, you have been tasked with sending a series of welcome emails to all of your new customers in your database. Some requirements, there are a total of six emails that must be sent and this email should be sent biweekly originally or initially, so every other week, but for those customers who are showing some engagement, we want to send those emails more frequently. So we want to start sending those on a weekly basis. So as Hillary told us in a particular stream, you have to have a consistent cadence. So we can’t say that we want some emails to be sent weekly and some biweekly. So to solve for that, what we’re going to do is have two streams. We’re going to have our initial stream. That’s going to be the stream that all new customers enter into. And we’re going to have the cadence for that stream be set to biweekly. So every two weeks, we’re going to have a second stream for our engagers. And that’s going to be for the customers who are showing interest in our emails. And the cadence for that one is going to be set to weekly. So you’ll see we have the initial and the engagers. So we need to bring our people into our program. So the first step is going to be to create a smart campaign to listen for all people who are new customers. So we’re going to have a trigger that listens for the is customer field, which represents if a person is a customer or not, to become true. And then in the flow of that campaign, we’re going to add everybody who meets that criteria to our initial stream. Now we need to be able to transition the people who are showing engagement to our emails to the engager stream. So what we’re going to do is we’re going to set up something called transition rules for anyone who clicks a link within that first email. And we’re going to pull them into our engager stream. And now they’re going to be in that engagement stream throughout the rest of their journey. So it’s really important that you define what the success of your program is. In this case, this program really is designed for awareness to have new customers learn more about your company. And so the goal of the program will be just simply to have people engage with their emails. So what we have here is a smart campaign that listens for people to click links within your emails. Any links for this particular program, excluding the unsubscribe, because we don’t want to give programs success to those who are unsubscribing. And we’re then going to change their program status to engaged success. So now we know that these are the people who have achieved the goal of the program. All right, so let’s move on to our second use case. So the second use case is all about sending emails based on a lead’s buying stage. So you’ve been tasked with sending a series of emails based on the lead’s buying stage, like I mentioned. Some of the requirements. We want all new leads who enter into your database to be added to the program. We want the content separated out by early stage, mid stage, and late stage content. So similar to what we saw Hillary present us earlier. Once a lead becomes a customer, however, we don’t want them to receive any more emails. They’ve already really achieved the goal of the program to become a customer. What we’ll do, we’re going to have three streams. We’re going to separate the streams out by content type. So early stage, mid stage, and late stage. So every new lead that comes into your database will enter into that early stage stream. The mid stage stream is meant for anyone that has a lifecycle status of AQL to SAL, which is automation qualified lead to sales accepted lead. And then the late stage stream is really meant for the people at the end of their journey before they become a customer. And those will be the people that have a lifecycle status of SQL or sales qualified lead. All right. So similarly to the first use case, we need a smart campaign for this program to add people to our program. So what we’re going to do is we’re going to have a smart campaign that listens for a person to be created. And then in the flow of that campaign, we’re going to add those people to our program to the early stage stream. And now we need transition rules to bring people from one stream to the next as they progress in that buying journey. So our transition rules to bring people from our early stage into our mid stage stream is going to be when a person’s lifecycle status changes to AQL. And then they’ll receive the content from that mid stage stream until it’s time for their lifecycle status to change to SQL. And at that point, they’ll transition from the mid stage stream to the late stage stream. And they’ll receive the content throughout that late stage stream until they become a customer or until they’ve exhausted that content. So as we said in the requirements, we do not want people to receive emails once they have become a customer, because that was really the goal of the program. So what we’re going to do is set up a smart campaign that listens for a person to become a customer. And we’re going to change their engagement program cadence to become paused. And that means they won’t receive any more emails from this program. It doesn’t mean that they won’t receive emails from your other programs, but they won’t receive emails from this specific program. And then the program success, the criteria for the success for this particular engagement program are people who become customers, because that is the goal of the program to have people become customers, as well as engage with our emails. And so we’ll set up a campaign that listens for people becoming customers who are engaging, aka clicking links within the emails and updating their status, their program status to be engaged success. So hopefully you found those use cases helpful and can apply those for your particular company’s engagement programs in the future. So now let’s talk about how to report and measure success with your engagement programs. So it’s really critical that every program within Marketo has a success criteria, because that ultimately helps with reporting down the road. So you’ll always want to determine what that success metric is for your specific engagement programs before you launch those programs. And so, you know, as you saw with our use cases, the success metric can really vary from program to program. And our first use case, it was simply just engaging with our emails. Whereas in the second use case, it was becoming a customer and engaging with your emails. And so that can really vary from from program to program, you could have perhaps, if you’re driving somebody to a specific form, maybe filling out that specific form as a success metric. You want to be flexible, and make sure that you’re picking a success criteria that really makes sense for that specific program. So once you’ve determined what that success criteria is, you’ll want to create a smart campaign to track this information and change the person’s program status. You want to make sure that that campaign is activated before your program is launched. That way, as people start receiving your emails from the program, if they meet that success criteria, they’re marked as having achieved that success. So this is the engagement dashboard. After your program has started to send out emails, the default view that you will see once you go back to your engagement program is this engagement dashboard. And this gives you a really great high level snapshot of how your program is doing. So you’ll see in the top left, you have an engagement score. And I’m going to get into what that represents in just a moment. But overall, that gives you a good high level snapshot of how engaging your content is. You also have your average unsubscribe rate. And it also lets you know when your next cast is. You also see some data around exhaustion. So where how many people have been exhausted from your program, meaning they’ve received all the content in the stream that they reside. You’ll see some metrics around engagement over time to see how your engagement has grown since the program launched. And then you’ll see all of your content ranked by their engagement score. So you can see at a very quick level, what is your most engaging content throughout the program. All right, so let’s dive a little bit more into this engagement score. It is a number, a score from zero to 100 that Marketo assigns your content. And it’s really a combination of a number of different factors. It’s a combination of opens, clicks, unsubscribes and program success. And it really is an easy way to see how engaging and successful is this piece of content. It’s important to note that it’s calculated 72 hours after each cast, because that gives a lead enough time to actually interact with that piece of content. So you can use the score to rank how well your content is doing, and then make future decisions around, you know, perhaps one of your emails really had a high engagement score, you can look at that piece of content and say, you know, what does that have that perhaps a lower scoring piece of content doesn’t have, and use those findings to help make future decisions. We also have an engagement stream performance report. And so this report is quite similar to an email performance report, it has some of the similar metrics such as the number sent, delivered, hard bounce, soft bounced, open, clicked, unsubscribed. But what this report has that’s unique to the engagement stream performance report is the engagement score. And so it will have the engagement score of each of your pieces of content. And then it’s also going to group your performance by stream. And so it gives you a really easy way to see which streams are performing best from an email performance standpoint. Let’s go through a quick checklist of all the things that you’ll need when you’re ready to launch your first engagement program. The first step is to actually create the program. And within that program, you’ll want to create all of your various folders. After that program is created, you’ll want to create your emails. So as Hilary mentioned, you can repurpose emails that are already in your instance. And so you can create new emails or pull in existing emails into your program. You’ll want to create your streams. And once those streams are created, you’ll want to add the content to your streams in the order in which you want it received. And then you’ll want to activate all the content in those streams. And so oftentimes when customers are new to Marketo and Gage, they may think just adding in that content, it’s good to go. However, you have to actually activate for that content to be sent out in your streams. And then you’ll want to set your cadence. So how frequently do you want those streams to send out emails? After you’ve done that, you’ll want to create all of your various smart campaigns. So you want a smart campaign that will add people to your program. You’ll want a smart campaign that will track the program success. And then you’ll want a smart campaign to pause members if you have that requirement. So not every engagement program has to have a pause criteria. As you saw in our first use case, we didn’t have that. But if you do have a particular need to pause records, you’ll want to make sure that you set up a smart campaign to accomplish that. All right, before we wrap up our session and turn it over to the Q&A, there’s just a few things I want you to remember as you leave this session. Number one, engagement programs are unique that they deliver content via streams at a set cadence. Number two, you can utilize existing content that you have to develop your engagement program strategy to really get up and running quickly. And number three, leverage that awesome engagement reporting that you have available to understand what’s working, what’s not, and help make future decisions. All right, now let’s go ahead and start the Q&A. Well, thank you, Hillary and Molly. That really brought together chapter one and two. And thanks for being here with us for our final Q&A session. Thanks so much, Stephanie. I am super excited to be back with Molly. Yeah, thanks, Stephanie. Excited to be here. Well, we’ve had some excellent questions come in throughout the chat, so let’s get talking about them. Our first question comes from Jen, and Jen says, can I write a criteria to the program that says a person is not more than in X number of programs or is that not already in a specific program? OK, that is a really good question. I’m just going to kind of clarify that for the audience. So basically, I think what Jen is asking is if a person is in, let’s say, seven engagement programs or eight engagement programs, can we say if they’re already in X amount of programs, can we limit that? So there’s not a particular field inside of MarketoEngage that would allow us to do that, but you do have some options in terms of prioritizing who gets in to your engagement program. So this is where I would take a look at the people you want in your program and your overall engagement program strategy and say, OK, we’ve got X amount of engagement programs running. What are the criteria for people to be into those programs? Document that and then start building a program to perhaps manage the inputs into all of those programs. So you might see this in the community or hear someone talk about it like a traffic cop or an overall nurture management, and that would give you the ability to kind of prioritize what people are going into which programs. So really the first step to doing something like that is to understand the full breadth of the engagement programs that you have and then all of the specific entry criteria into those programs.

OK, well, thanks, Hilary, for that. So Martin has a question. How do I leverage segments into different stream eligibility? And so here’s what he’s thinking. He has stream one running and will soon create stream two for a new segment. How can he make stream two only contain his new segment of leads? And keep in mind, he doesn’t want to have stream one segment of leads leak over into that newly created stream. Number two, once they finish the cast of emails in stream one, that’s a tricky one. Martin, I can take that one. So what I recommend doing is creating a smart campaign that would have your new audience, the people that you want to be added to stream two. And in that smart campaign, I would make sure to exclude anybody who’s already a member of your program in stream one. That way they don’t get included in that smart campaign. And then in the flow step of the smart campaign, you would add them to your stream two. And that way they’re contained in stream two and your original audience is contained in stream one and there’s no transition rules between the two. So once they’re in that stream, they’re in that stream for good. Well, that actually sounds kind of easy. I think we can do that. So Dana has our next question and she wonders and is asking, so in any one given program, the interval must be uniform from start to finish, say every three weeks for an instant. No variation in intervals. Is that right? So I’ll jump in here. So that’s a great question and a really common question that we get from customers about engagement programs. And you’re correct. The interval has to be set. So weekly, biweekly, the first of the month. With the structure of engagement programs, if you’re using a typical cadence, it just doesn’t allow you to add something outside of that norm. We didn’t really talk too much about nested programs inside of the session today, but if you are wanting to kind of get around that cadence, there are some options for that with nested programs. However, it can be really complex to set up and I’d recommend that you just start with a standard default program or perhaps an email send program utilizing smart campaigns if you really want to deviate from that typical cadence of the engagement program. Okay. Thank you so much. So okay. What if someone’s exhausted all content? Can I pause them and avoid the exhausted content messages? Yeah, I can take that one. So yes, you actually could. So there is a filter available that you can put into a smart campaign that says member of engagement program. And within that filter, there is a constraint that says exhausted content equals, you can say is true. That would identify anyone who’s in your program who has exhausted the content in that stream. And then in the flow step of that smart campaign, you can use a change engagement program cadence flow step and pause all of those people. Now just keep in mind as you add new content to your stream, those people will be paused and not be able to receive the new content that you may add to your stream. So just be sure that if you do want to go that route that you’re aware of the implications. Okay. Okay, so keeping on exhausted content, what would be the best exhausted content report? Yeah, so I’ll jump in with that. So with exhausted content, you do have the ability to find everyone inside of a smart list that you create inside of your program or somewhere else, you just have to identify that that person is a member of the engagement program. And then there’s some constraints on that filter. So if you’re familiar with creating smart lists and utilizing those types of filters inside of Marketo, you’ll be familiar with the constraints, but you’ll just be able to choose that person is a member of the engagement program, and then select if they have exhausted content as true or false. And that will just give you a list of all the individuals who’ve received all the content in that email. Okay, so Delaney is wondering, is there a way to edit the cadence on which emails are sent? Like email one, wait two days, resend email one if it’s unopened, wait seven days since email one was sent to send email two, some of those rules. Is there an easy way? I’ll take that one as well since I already talked about the cadence a little bit. So that is a pretty complex use case for an engagement program. But what it’s not impossible to do, you would have to utilize nested programs and a combination of smart campaigns to manage that and then have your engagement program cadence set up to do something like that. And I totally understand the benefits of the engagement program, and there’s a ton of great pieces of functionality to it. But without a lot of effort, that might be challenging to achieve within the program itself because you are wanting to take really specific actions based off of those. If it is something that you are definitely wanting to do, because it’s certainly possible, then a professional services engagement with Adobe would be a great route to do that. So we could analyze and evaluate your current nurture strategy and then help you set up something complex like that. Well, thanks for that recommendation. So Melanie was wondering, how can we add assets in existing engagement programs, which were created the year before majority of people have already passed the limit of exhausted content? I’d take that one. So Delaney, one of the beautiful things about engagement programs is the ability to seamlessly add content and have anyone in that stream pick right back up and start to receive that content. And so all you have to do is take your existing program and drag in or add the new email assets that you would like to have in that stream. And anybody who is not currently paused will actually receive that email at the next cast. So very little you actually have to do to achieve what you’re looking for. Excellent. OK, so let’s go back to your presentation. In use case one, what if a customer engaged with email two? Would they receive email three? So yes, they would receive the next email at the next cast for that particular stream. And so they won’t receive it instantaneously, but they’ll receive it at the time the next cast sends out that email. Thank you. OK, Matt and I were thinking the same thing, bringing back chapter one. Can we use tokens with an engagement programs? Well, I will totally answer that for you, Matt. The answer is yes, you can completely use tokens inside of engagement programs the same way that you would create an email asset and personalize it with tokens or perhaps create other tokens for the program. You definitely can utilize tokens there. And that’s really common. A lot of customers would do that. OK. All right. So then how can you prioritize different nurture programs? I can take that one. So it sounds like you have multiple engagement programs that you have running and you want to have people only be members perhaps of a specific program. What you can do, as Hillary alluded to earlier, there isn’t really an out of the box way to do that, but you can create your smart list to identify who’s a member of one program over the other and then use that smart list to either add people or exclude from that other engagement program. Or maybe you can think about consolidating your engagement programs. And so rather than have, let’s say, three different engagement programs, you could have those all be streams within a single engagement program. And the nice thing about that is then you don’t have to worry about somebody receiving emails from two different programs at the same time because a person can only reside in one stream at a time in an engagement program. So that would be my recommendation. Excellent recommendation. So I think this might be our last question and it might be a little off topic, but Lacy’s wondering is there a way to pull email campaign results right into Excel? That’s a great question. So I totally find that it is off topic. We are totally happy to answer those questions. So if you run an email performance report out of a program or just from analytics in general, you can export that as data and it’ll export into a CSV file. So you can then utilize that if you want to manipulate the data or create a pivot table for my pivot table fans out there, you’re able to do that. And most reports inside of Marketo engaged can be exported so you can get that raw data and then manipulate it. Thanks, Hillary. Well, ladies, this has been great. Thank you so much for being here today and sharing all your Marketo wisdom with us. Thanks so much, Stephanie. It was wonderful to talk to you guys and we hope you join us again. Yeah, thanks so much, Stephanie. And thanks everyone for attending. It was really great to hear your questions and we hope that you found this information really helpful.