Marketo & Mochas: Laying the Foundation for Lead Nurture Success

Transcript

Hello, everybody. Thank you for joining us today. Hopefully you’ve had a chance to join one of our webinars on Adobe Connect. But if not, welcome. This is a new platform for us this year and we’re excited to be hosting today’s market on Mopeds and Adobe Connect. So today we’re gonna be talking about laying the foundation for lead. And that’s and as I mentioned, we’re working in Adobe 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 Market Outlook Guest is an ongoing webinar series and we’ve designed it to be interactive. So we encourage you to ask questions in the questions box throughout the presentation. It’s going to kind of float around on your screen depending what you were in. So you type them in there and we’ve set aside the last 10 minutes or so up for Q&A and we’re going to 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 and an email from us tomorrow afternoon. I’d also like to point out that at the top of your screen there is a black bar with an icon of a hand on it, and there you can find a dropdown menu with different actions that you can utilize throughout the presentation. So if you like, see, feel free to applaud it or laugh for it like it’s 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 or 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 a moment to fill those out, we would really appreciate it. So with that, I’d like to introduce myself. My name is Ilana Cohen and I’m the senior digital event manager for our Customer Success Strategy team here at Adobe. I’ve been with Adobe for 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 Adobe’s Advertising Cloud customers and then before coming to Adobe, I spent a bunch of years of different advertising and media agencies around New York, but I’m excited to be here now hosting events like this for you guys, our customers. If you have any questions about today’s event or any of our customer exclusive events, please don’t hesitate to reach out to me. And with that, we’d like to hand it off to our fabulous presenters to introduce themselves today. So Karly, would you like to introduce yourself? I would love to. Thanks, Lana. So, hi, everyone. My name is Carly Garver. I am a business advisor here at Adobe. I was previously part of our consulting org. I joined Adobe in the fall of 2021, so still fairly new to Adobe as an org. Before that I was a Marketo customer for many, many years. I’ve had a lot of different roles, a lot of different companies of different sizes, different industries primarily focused on, you know, 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’ll pass it over to you. Look, you’re a mute in the immediate. All right. Hello, everyone. When the Cynthia Chang and I work alongside colleagues, both of us can also sit on a team. Kulp is like three. So our team work with your sister’s account manager to provide advisory service. So you some of you may already work with us. In the past, both Colin and I came from Adobe Consulting Services. We are consultants. I spend about six, seven years in consulting, working with all my Marketo customers. Our implementation and optimization projects. And prior to that, just like Carley, I was also a market customer in my past life. So both of us have been there, done that, and we’re definitely very excited to be here to share with you our experiences. Awesome. Thanks, ladies. All right. With that, let’s get right into the. And. All right, I’m going to walk us through today’s 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’re going to get into the Marketo engagement program type and the different types of nurture. And then Cynthia is going to happen and do a demonstration and then we’ll finish off with some reporting options and tips for putting everything into action. And then, of course, that we will conclude with Q&A. So I’m going to hand it off to Carly to go ahead and get us started. Awesome. Thank you, Alana. So we’re going to start to kick things off really by laying the foundation for lead nurture. So I’m going to kind of walk you guys through a lead nurture overview, starting with what is it? Right? So lead nurturing is the process of building effective relationships with potential customers throughout the buying journey. So if you think about this in sort of a broad, you know, 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, you know, with a BTR or a sales rep. So ultimately, as marketers, we use sophisticated, sophisticated technology like Adobe, Marketo, engage to make our modern lead nurturing, personalized, ized and adaptive. So what we want to build as we want to build a lead nurture strategy and program that’s 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’s propensity to buy. It’s also going to help with relationship building. So building that connection, building that relationship and that partnership with our potential customers, it’s 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 is really shrinking that time that it takes to close the deal. So how do you get started? This is a very there’s 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’re going to want to do is define your strategy. And there are a lot of components in this. We’ve 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 nurture. So whether that’s, you know, KPIs that you’ve defined more on the sell side or even on the marketing side, it’s 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 that target audience, that will likely be done in collaboration with sales. But you’ll also need to figure out from a you know, from a data standpoint, how do you define that audience using Marketo? Because we’re 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, will want to identify content requirements. So this is a really important one. Every time I talk to customers about lead nurture, I always remind them that you don’t have to build this from the ground up, right? You can look at content that you currently have. Take inventory of what’s currently in your like, what marketing collateral you currently have and figure out ways to repurpose it. We’ve seen customers repurpose, you know, blog articles and turn them into email marketing. We’ve 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 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’d be using Marketo to manage these nurtures. There are, you know, various ways that you can build the nurture in Marketo, which we’ll talk about a little bit later in the presentation. But really figuring out what type of program you want to build, whether it’s something that’s simple or something more advanced. And that’s going to depend a lot on both. Your strategy as well as your skill set and where you are just in your lead nurture journey. You can always, always start simple and build on that from there. All right. So we’re going to take a break there, I believe. Alana, we have a poll for the. Audience to fill out, right? So let us know. Do you currently have a lead nurture strategy? Yes. No. Maybe you’re not sure. I’m 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 know. No, I don’t know. So that’s a good a good design. All right. And that’s all there. That’s good for us to know. So I’m going to take it back over to you guys. I believe you are. All right. Well, good to see many of you already have a strategy. For those of you who are just getting started on you and that trust strategy or maybe you are thinking about revamping your current strategy, I want to offer some considerations based on how you can approach or nurture. So very common starting point as perhaps a welcoming onboarding that you’re serious to introduce your service, your services and solutions to the new audience. You’re most likely already have this type of content on your website that you can repurpose or link to an email as called you mentioned earlier, we really don’t need to we really don’t want you to reinvent the wheel with purpose. What other content you have is the best starting point. The audience segmentation could just be a new prospect or customers added to the database. So as people get into that base, they sign up where they set up a value search tool services. You want to kind of welcome them and kind of trip them through the different service offering that you have and kind of get to know them a little bit. You want to very important, you want to make sure you do have their content to market to them before you drop them to a nurture because they don’t want to be spending to be spending your new customer or new prospect. Another popular approach to 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 explicit. So implicit would be you actually collect that such data by asking What are you interested in? In another form? Maybe I’ll pick a list of the different topic or solution that you offer so you actually know that they can actually tell you what they’re interested in or it could be implicit data based on what web pages that visited on your website, on your website. So you can kind of based on what what solution pages have visited and you can kind of glue them into group them into different segmentation or different target audience group, and you can drop them into nurture based on their with a history nurturing leads based on their lifecycle stage is also a very common option. This allows you to engage leads based on the 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 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 that decision to select your offering to leverage the lifecycle nurture. You want to make sure you first have a clear definition on where people are in the 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 contents during your lifecycle stage. Progress. You can also have your nurture strategy based on persona or industry vertical. These are also very popular option And and the 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 you want or want to make sure it will have the data, so you want to make sure you have the demographic and thermal graphic data in order to be able to segment them, basing to segment them into different persona. So you can use that information for targeting. All of this strategy can also be metrics. So you can set up natural progression based on persona. And then within a program you might have content stream based on topic interest and you can transition people as they as you see their interest change. Maybe they click on a different topic this time so that you can transition them into a different interest ring based on a new topic of interest. So now learn about our natural strategy. Let’s talk about how we can lower to Marketo to build and manage a scalable nurture program. First, we’re going to talk about engagement, broken tapping, Marketo, and how you can use this feature to deploy simple and events, nurture it, and then we’ll discuss the best practice. What traffic and nurture management. All right. So Marketo engagement program time before we get into that, let’s talk about the different program tapping 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, for example, is a program type that can help you easily deploy batch and block email with a building a B testing feature. The event program type is for programs with a beginning and end date, such as a webinar or in-person event or trial. This program type can connect with various webinar partner, or you can now use interactive webinar to host events directly withing Marketo Engagement Program. TAB is a unique program feature that can that is designed to support ongoing nurture campaign and allows marketers to really focus on the content. This program is smart because it provides visibility for you to adjust content in white and they will not. We send the same piece of content with someone who’s already consumed the content already. There’s also people program type and the use case for this program type is for other marketing activities such as trigger email form, online advertising, email. So basically it’s something that you don’t need that use case email or event or an getting program type and you can use default that’s drill being to the engagement program type. So engagement program type, as I mentioned earlier, it’s really a program and module that’s designed to market to a 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 the audience. Each stream can have its own casting cadence or schedule. It could be weekly or monthly. Let’s look at the streaming cadence view in the next slide. So in this view you can see there are different streams. So Marketo Engagement Stream Engagement Program now allow you to organize the content into different streams of depending on your network strategy. And again, you stream can have its own cadence or schedule. For example, on the screen here I have three. I have three streams organized based on top of funnel, middle funnel or bottom funnel. So Tulsa them offline both through when people are in the total stream, you may want to be more conservative and send only one email per week on Wednesday. So the cadence for stream one autofill 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 can see on the upstream tool for the cadence there is every Tuesday and Thursday. And when they are in bottom of funnel, we can engage them and then fight it 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 do have. You can have up to 25 streams for a program and 125 piece of content per string. That’s more than 3000 piece of content should be plenty. And at this level, keeping in mind there’s a limit of 100 engagement programs, for instance, or up to 250 if you have a pay upgrade type of nurture. So you can deploy your nurture in two different ways. We call it either to simple nurture all events that are so simple and nurture as then suggest is simple emergent nurture. When do you set the use case? Is when you just need to send email content on a regular basis to what they find global audience. This is a perfect use case was simple nurture. And again, the stream allows you to organize your content into different categories depending on a strategy or different streams. And that engagement program will cast content based on top down party. So it starts sending content based on the first email content in the stream until the last content piece of content in the stream, you have the flexibility to reorder a part of a content you can add with the activate content in flight or set content availability. If a if I start a piece of content, it’s a limited time offer. You can also perform a B testing for your nurture content without interruption to nurture, right? So to add a, B, testing to select emails in your natural 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 set, you could test to email, you could test or an email. You just need to add the test to whatever you want to test. The existing email will be the champion email and your test email will be the challenger. You can decide that the solution for the test population and the test will run until a winner is declared. So you can define a winner criteria and you can you can also determine when you want to declared a winner. Once the winner is declared, then the next show 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 network stream, and this will give you greater control over content. For example, this is when you can send the email to a subgroup of people in the stream, or you can send different emails to 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 programs for each content, it also enable multitouch attribution for individual piece of content. You can also add extra flow steps such as email or chintz about value. In other words, if you if at any time you need to do more than sending email, then you want to leverage all events, nurture or nested program that would be your go to. If you need to do more than just sending email in your nurture. So I should be right here. So let’s take a deeper dive, influence, nurture. So when you’re nesting an entire program into a nurture, you want to make sure you dedicate a small campaign inside that amnesty program to send email through in a screencast. So the smart list criteria for that email sent. My campaign needs to start with Member Engagement program. So this is kind of the clue for the nurture program to know this. This, this is the campaign that will send email and it’s going to request a smart campaign doing the cast. You have the option to add choice in the sent email flow step if you want to send a different version of the email, for example, or if you want to add additional flow step. So again, if you need to do more than sending email, you can do the sent email flow step and you can get additional flow steps in that in that small campaign flow, you’ll notice a little blue arrow side on the Smart campaign to indicate that this is the Smart campaign that will automatically be requested through in the stream cast. And therefore you don’t need to schedule anything for this campaign because it’s basically on request. So it loops. So we talk about how you can use the natural program is smart enough to skip content. I’ll show you how it 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 canceled from other sources. So maybe this person already stole the white paper when they were for all single website. Or maybe they downloaded the PDF file a previous one submission. So by making them a member of all the nested program, we can avoid sending the person the content They’ve already canceled. So Netra management through in the webinar restoration process, we should receive a lot of questions from you guys asking what’s the best way to manage traffic into the future or transition rules in the nature? While the engagement program type, the format itself does offer a native transition rule in each with the natural stream. You can see that on the on the orange circle on the top screenshot here, we actually recommend using a dedicated small campaign to manage your nurture. So whether it’s adding people to a nurture or transition and people to different streams using smart content, just give you better visibility into what’s happening and who what a member to warn a member or a smart campaign so you can audit who are actually added to the stream. You could use the transition rules to kind of edit your rules, but then it doesn’t give you it doesn’t give you a result. Right. But a smart campaign, you can always review the resource tab and then you can query member of the Smart campaign. So that interests just give you a lot more visibility into what’s 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 a screenshot here, you can also see under my campaign folder I have an app to nurture a stream one and then if I have a stream to I have a step or smart campaign that’s moving people to stream two. We also highly recommend having small campaign to pause people in nurture or we send people in nurture. If you don’t want them to receive further contact your nurture. Using POS, you can actually there’s a flow step called change engagement program cadence. You can put them to pass or normal when it’s passed. That means Marketo will stop sending the person photo content in the nurture, and then when it’s normal, that means they would listen. They’re progressing on that. You’re using path and reason instead of remove give you the benefit of Marketo would remember their position in the nurture. So when you send them Marketo they it can 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 or the natural history or the tracking. So Marketo will have to start them over if on the top and there’s no history of what content the person has already received now will cover that they found 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’re using advanced nurture. No or I don’t know what we could have made this a multi select, but let us know. Looks like a mixed bag here. I’m split. Yeah. It’s great to see many of you are already leveraging either the simple nurture or advanced nurture program to contact your nurture if you’re just getting started or you want to make sure your natural progression incorporate all the best practice that was that we talk about today. I want to show you how you can import the Nurture program template for Marketo Program Input Library. So let me switch you. Switch over to demo. Yep. Thank you very much. Yep. I believe I am sharing. Please let me now you are. We see your screen look 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 Marketo programing port library, which is has all the all the best is stop spot program. That is, that could act as a starting point for any program you want to built to get to that I want to you want to make sure are under the marketing activity portion of your Marketo instance there’s a little new button I’m going to I’m going to click new import 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’s instance. In the dropdown import program, you will see a little spot program. So this artist daughter program template that you can leverage in your instance today I’m going to import the simple nurture program to program templates is thought. I want to make sure I’m importing the simple initial program that has the the little icon because the principal tells me this is the engagement program type. This is the icon for engagement, broken type. I’m going to select simple nurture click. Next, I need to select a folder to import my program. I’m going to put in my imported example Program’s going to next the conflict rules. Oops, sorry. Enemy backing. So the conflict rules. I’m just going to use the default conflict rules for today. We have documentation in the hand now that can I walk you through the different conservation before you decide which one to select? But in this in this instance, I’m just going to use the default conflict rules one to go to next, and then I can go ahead and click import that’s going to bring in that program template into my instance, going to make a copy of it and the program. And now I think right now we’re in the demo view. So you won’t see that. But once we go to the next screen, you should be able to see that the handout was auto resources that it has linked to to walk you through. What is Microsoft planning for library, how to step by step instructions on how to do the program import that I just did. And it also has the explanation and documentation for every single stop program that we have in the library. So we’re going to let it run a little bit. Yep. Should get us through in a moment. If. All the one leading importing program. While we’re waiting for that, I will also said that it’s the same process. If we were to import the events program, I, I should have this already done, but let me show you that. So if we were to import the elements program, the elements nature program templates, you’ll notice they are several events. Nurture. Again, as I mentioned earlier, you want to make sure you are selecting the one with the plan icon. So this is the engagement broken type and you might be asking, so what is this? All events nurture topic X, Y and Z. So that’s the that’s actually the nested program. That’s like the different topic that is inside this. All events nurture engagement program. So if you import this one, it’ll automatically going to include all three of them. But if you select just the topic, actual topic, why you’re actually just importing the default nested program and it doesn’t give you that overarching engagement program for nurture. So I’m going to get out of it. So I’m going to go to my program. So I have the simple nurture right here that we just import it. Every time you’re bringing a you imported a new engage Man program type, the first thing you want to do is go to set up tap and by default the program status is going to be all that things. This is like ready to go. So I want to turn it off because I don’t want anything to go out until I’m ready to launch. But I hit save going to go to my string view. Okay, go to my string view. I’m going to expand the the simple nurture program so you can see what things cycle under, etc. web emails. And I actually have the three email that’s 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 mental capital to nurture. So this this first zero one small component as a nurture is adding people to the initial stream. Stream one. We also have dedicated smart mental pulse people in the nurture. So maybe for whatever reason you decide, hey, I don’t want them to get more content in this nurture and then I want to change their status to POS and this is to reverse that policy. Or maybe, okay, now they should continue down the nurture. Then I can use this mark. And the reason the people in the nurture and finally, do not do not forget to track progress, assess every single program. In your Marketo instance, you have a smart campaign in that program to track your performance assets and that’s called I mentioned earlier the hope like before you even go through with the the effort to set up a natural program. First, if your objective for nurture, what is what is golf and nurture, maybe you are not sure you still want. You want to make sure people reach and cool status so that is your goal. So you are tracking how many people reach, how many people because of nurture, get up, get into the status, or maybe your your your program and a success definition is you want to improve their score by 50 points, whatever that is. You want to make sure you’re tracking. That’s very, very important, not just for engagement program for all your program, but a special engagement program of seeing a lot of people wrong in their engagement or one in their initial program without without a goal in mind. So they don’t know how to measure the success because there was not a success metric to begin with. So in the stream here, I have my initial stream one that this 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 Tulsa or double funnel stream hit safe and I can set my string cadence. So this is the schedule for the stream. So I’m going to have it wrong on a weekly basis every Wednesday and the first calf is going to start and then romance, because I’m still working on nurture, but I think I’ll be ready after Memorial Day. Oh, so I can save this and the content. You’ll notice that the content looks opaque gray out, because by default they are the activated. You want to make sure you activate the content. So now this first content, you can see the 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 of a birdie. So maybe I’ll say this content is the the offer is applicable today till oops. So they tell that say it’s like a two month offer, limited time offer so I can set that date. So this second piece of content now we see it’s 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 at the activated and any time. So I can actually go ahead and activate it and if I say, hey, this first content actually was still working on it, I can always the activate so this will no longer be be used in the nature. I can also reorder my content. So now I say hey the email one is we’re still working on it. So we want to start on email three because this is like a more a higher priority topic that I want to share with my membership. I can also add a stream pretty easy. Just click on stream and voila, the stream two is already there for me. I can add content, so the type is email. I mean you could also select per one if you want to put a program in there, but for now I want to just put email and then I’m going to put my my content again by default. It’s always great out the activate it. If you are sure this content is ready to go, you can activate content again. I can set a stream cadence or maybe for this one, I want it to be Tuesday and Thursday on a weekly basis. Again, the first one worked out at the end of the month. Save. So because I add a stream too, I want to make sure I have a transition rule to Apple to stream too. As I mentioned earlier, there’s a transition rule we don’t recommend. I mean, it’s there, you could use it, but we highly recommend just setting up a dedicated, smart campaign to manage the traffic. Right. So I’m going to actually make edits to this one. So now this now I’m going to have this on Apple nurture. This is I want to know that this is adding to string one and then I’m actually going to clone this campaign and I will actually have a move to string, to move to string, to and then I’m going to make sure a number of them are calling. So this is 01b, move the stream. I want to organize everything. So I’m going to put this campaigning my campaign folder. And so this actually I want to make sure it’s 01a at one nurture and then I have they’ll do one B, So I have a separate smart campaign that’s moving people to stream to and what else. So that’s kind of how the simple natural program works. And again, I really want you to pay attention. So if you have if you have multiple streams, then right now I have two streams. So I have tools, small campaign to add people to each of the stream. If I have three, then I want to make sure I have three separate small events to manage the traffic into those streams. And we have the pulse nurture. Let me show you the path. Nurture as well. What about criteria that you determine this person should longer Maybe they become a customer. So we don’t want we don’t want them to get the neutral content anymore. Then in the flow you’ll change the status with POS so kind of can stop them. But I kind of remember where they are. Again, I would recommend using POS, then removing people down there and when they are ready to resume, let’s look at what the multiplier was. Some nurture. So the smart list, whatever quartile you decided, hey, they they need to be nurture again for and what if they that they are no longer a customer anymore. Then we say, okay down the nurture so in the flow step I’ll set their engagement problem cadence instead of path. This time we’re setting them to normal. So normal just means they they will normally continue the down the stream. And again, don’t forget the track up against us there. So we want to make sure you always have this walk in the number or at the nurture or at the stream, depending on the number of streams that you have highly recommend using dedicated smart campaign. So it gives you more visibility and to audit and to understand what happened. That’s also take a local events nurture program. So we have it important for important to save us time. So for the events nurture the stream view is similar except having email in my stream as you have nested program. Now you can also see this nested program is kind of grayed out because the same rules apply. You have to you have to activate individual content for them to be used in the in the past. Let’s pay attention to the individual content programs. So under ESA, we have the nested program and let’s look at the first is the content. So we have mentioned about the Smart campaign. You have you need to dedicate one small campaign to be use in the task and you can see this is the one here that’s the send email and you has the blue little blue arrow. And how does Marketo know which one to use? Because I have three Marketo. Look at the smart list, the small list that has the member engagement program. So this is like the cue or clue for Marketo Engagement program to pick up and request this campaign in an email to send email when when a stream is casting the flow, you can send email or you could at choice to say, Hey, maybe if the industry is finance, I want to send the financial sector version of this email. So we can at choice to send. If I’m watching an email I can set, I can also add different flows that I want to change your program status. Maybe I want to send the alerts afterward. So anything other than an email, you could use the flow to program additional things that you might want to do 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’t need to do anything in the schedule tap. That’s also look at how skip email program. Skip email works. So in the Skip email smart campaign that we have set up in the Smart list, we’re looking for people who already saw this, already calls them this piece of content, so maybe they would click the link on a website. They went to that web page VI or they already download it or click the link in the email for that PDF, and that is not the email for our natural program. So meaning if they’re what do you 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, a status in the program. So over here with it, they deliberately name the program status as Skip. So we know this is the skip membership. The program that you can name this to be anything for our purposes. We think naming it a skip. So help us understand this. A skip member of the program. But by having a status in the program that makes them a member of the program. So so through in the send email process, they will automatically be skipped. Marketo wants them then the same content. They already see this as trigger campaign because we have the trigger here. So the schedule will actually be just active, just activate the trigger so it’ll start looking for people who’s already seen that content. And again E even for your nested program, do not forget to track success. All your programing programing market also have a subset tracking mechanism. All right. I think that’s everything I want to show in in and that in the in the nurture program how you can get started. Now I’m going to give it back to Carly who is going to walk us through now that you have the engagement program, you have natural progression running. Like what sort of reporting and Alex, you cut wrong to measure a success. Carly Yeah. Awesome. Thank you. Cynthia Yeah. So what would a great engagement program be without reporting, right? So there are a lot of different reporting options We’re 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’s also the report we think of the most when we think of engagement programs. So if you click on your engagement program in Marketo and you’re on the dashboard tab, this is what you’ll see. So it’s really a visual representation of your engagement program’s 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 assets engagement. So on that far bottom right, you’ll 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’s a visual representation. So it’s 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’s 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’s kind of hard to see on the screen, especially hard for me because these slides are very tiny, but in that dropdown. So by default it’s going to be viewing by content. So that’s the kind of stream view that you should be most familiar with, but you can also select that dropdown 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’ll see that number there, that’s 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 do some some data analysis, this is definitely a really helpful view to see if you go further and select view 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 of 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’s walk through some tips to help you as you work to create or enhance your lead nurture strategy. So first, let’s talk about content tips. So from a content perspective, you know, content is key. It’s going to help increase the success of your nurture program. We want to make sure everybody’s heard this time and time again. We want to make sure that we’re 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’s in your content inventory. Figure out what can be used as is maybe you have previous email programs that you can receive 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’s 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’s active and what’s not based on, you know, whether it is it’s got that green arrow or, you know, the the clock with the Green Arrow or it’s grayed out, meaning it 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 buyer profile so their persona or maybe their role. We also recommend leveraging, scoring and behaviors. So we want to make sure we’re looking at both to increase the 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 Marketo Engage, and you can use the relative filters and triggers to help build an audience for nurture. As you’ll see on the on the right of your screen. Those are some of the filters. There’s 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 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 below tips. So we want to make sure, you know, when you’re building this, that you are building your program to be flexible and adaptive. So Cynthia 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, that 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’t want to break the tracking. I’ve also seen a lot of our customers use exclusions, statuses, or as Cynthia 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 Marketo 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’re 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’s easy for you to manage. Oops. 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 Marketo is used to support that lead nurture strategy. That’s kind of what we’re doing now. Obviously, I want to take this back to your larger teams, maybe your sales reps and your sales reps as well, to make sure that there’s a common understanding of best practices and also how to leverage Marketo. 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’t 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’ll start to build. So building your program in Marketo, we’ve given you, you know, I think, a really great demo of how to leverage the program templates that are available from the Marketo Program import Library. So you’ve 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 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’t 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’s lead nurture strategy or any kind of marketing strategy, it’s never set in stone, right? It’s a living, breathing strategy. So we want to make sure that we’re set up for success and we have the flexibility and agility to adjust where needed. All right. That takes us to Q&A. So, Alana, I’m going to pass it back to you. Sure thing. I’m going to switch over to Q&A screen. We’ll turn our video back on only a couple of minutes. So so we’ll probably get to a couple of questions. And first, before we get into Q&A, I sincerely want to apologize to anybody who had issues getting on to today’s event. We were experiencing some big technical problems on our end. So apologies. And this is being recorded. So you’ll get the full recording tomorrow afternoon in an email from us. So appreciate everybody sharing with us again the Adobe Connect fun, little kinks that we’re working out. So thanks everyone again for your patience. All right. I think, like I said, we’ve 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. Absolutely. Yeah, I can answer this one. So as I mentioned, if depending on your use case, right. So if you says it’s pretty stressful, you just need to send email to define Google audience Use the use of simple nature. 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 segregate the different audiences in the email send. Maybe you need to send a different version of the email in the future. That’s when you want to use nested program or what we call events nurture program template. So you’ll be able to cut out that additional flow steps and additional things other than just sending email. Great. Thank you. All right. We got time for one more. One thing, stop nurturing after a certain leads for or is it after a certain leads or after a certain time? Yes. I can take this one. So I don’t mean to sound like a broken record, but it depends. Right? So stopping after a certain lead score, you know, it’s really going to depend on what the goal of the nurture is. A great example is, you know, we’re trying to we’re trying to qualify leads, right? So we’re trying to get we’re trying to turn these leads into empty wells. So, sure, if that reached that score threshold, maybe we remove them from the nurture, but that can be caught a lot of different ways. So it’s it’s going to really depend on your strategy and you’re going to use those smart campaigns to drive that right. So just understanding what that means and how you’re going to use your data to build out is going to be really important. Awesome. Thanks, Carly. And I know we are at time, so I’m going to actually wrap us up. So I’m asking 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. You do have another opportunity now to let us know if you’d like more information on dynamic chat or interactive webinars, and then you’ll also see the White paper for download. So don’t forget to grab that on your way out. And like I said earlier, if you have a moment to fill out the survey questions, we would really appreciate it. So if you do have a question specific to your account that we weren’t able to get to today, please reach out to your success account manager or myself and I can put you in touch with correct person. And as a reminder, you will receive a recording of today’s event in an email from us in 24 hours. So again, apology is up for the technical issues today, but we appreciate you bearing with us and thank you so much to everyone who joined. 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 to the iCarly team.