Traffic Cop to Customer Engagement engine

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Traffic Cop to Customer Engagement
engine
Cheryl Chavez
Director, Product Management
August 29, 2013

Traffic Cop
Positives
• Control Cadence
• Control Priority
• Add content
• Add/remove leads
from nurture
Negatives
• Advanced knowledge
required
• Daunting to change
or update

Why a Nurture Module?
• Enable people to “Do” nurturing
• Easy
• Purpose-built module
• No advanced Marketo knowledge required
• Measure results, ROI and justify marketing
spend
• Focus on content, not programming
• No more Traffic Cop

Prerequisites
• Some basic knowledge of Customer Engagement
engine
• Watched a Webinar (or two!)
• Reviewed Knowledge base articles

Engagement Program Packaging
• Spark/Standard
o 4 Programs/1 Stream each program (active
programs)
o Add-on option for Standard available
• Select/Enterprise/Add-On
o Unlimited programs with up to 15 streams
o Engagement score trending data
o Communication Limits

Traffic Cop Set Up – What’s your Scenario?
• Common Scenario’s
• Buying Stage (Early, Mid, Late, Customer)
• Product
• Industry or Segment
• These scenario’s can be further broken out by
• Persona
• Industry

Example Traffic Cops

Example Traffic Cops
Each piece of
content is in a
program with
success
measured

Traffic Cop vs. Engagement
Traffic Cop Customer Engagement
Controller - (a.k.a “Traffic Cop”) –
defines who should be nurtured,
excluded, etc.
Requires campaigns to add leads (batch
and trigger). New flow actions make
this easy.
Master – requested by the wait
campaign, decides which piece of
content to send and requests the email
send campaign
Engagement “Streams” handle the
priority of the content and allows you
to add content on the fly, schedule
content, activate, etc.
Wait – the wait time in between
sending content
This is controlled by the Cadence on
the Stream – no campaigns required!
Gatekeeper – housekeeping campaign
that ensures leads are in the proper
nurture track, updates Program
Statuses, etc.
- Transition rules ensure leads don’t get
into streams unless qualified
- Program Status campaigns required
- No need to “stamp” the lead with
current nurture program

Traffic Cop vs. Engagement
Traffic Cop Customer Engagement
Completed – ends the Nurture for the
leads who have received all the content
- Exhausted content
- Pause a lead in a stream
Email Send Campaign – an individual
campaign that sends the email content
to the lead. One campaign exists for
each piece of content
Engagement stream does this
automatically based on the cadence
and whether the lead received the
content already or not
Smart Lists – used in the master
campaign to ensure the lead does not
receive the content again
Engagement stream will ensure content
is never sent to a lead more than once

10 Steps to Freedom!
1. Determine the Engagement Program Setup
2. Create Engagement Program(s)/Streams
3. Turn Off the Engagement Program(s)
4. Add Content
5. Set Priority, Activate, and Schedule Content
6. Set up Transition Rules
7. Set Cadence
8. Test Streams
9. Add Leads to the Engagement Program
10. Turn on the Engagement Program

1. Engagement Program Setup
• Can a lead receive different nurturing content at the
same time?
• “Yes”
o Multi product company and lead is interested in
Product A AND Product B
• “No”
o I have content for different buying stages,
persona’s and therefore, a lead cannot qualify to
receive more than one of these “streams” of
content
• Examples

2. Create Engagement Program(s)/Stream(s)

3. Turn Engagement Program “OFF”
• Go to Program Setup -> Program Status
• Turn your engagement program OFF
• Leads will not receive content, period
• Leads WILL transition between stream(s) if they
qualify (this is a good thing)

4. Add Content to Streams - Emails
• Emails
• Emails used in a smart campaign in Traffic Cop can
be moved to the Engagement Program
• You will move the email, not the smart campaign
• The stream will manage sending the email out
• Create new emails as local assets in the Engagement
Program
• If the lead received the email as part of the Traffic
Cop, they will not receive it again
• Clone the email if you want to send it again

4. Add Content to Streams - Programs
• Programs
• If the campaign sending the content lives inside a
program today, and you want to use it in the
stream, you can REFERENCE it in the stream
• Note: You cannot move programs at this time

When to use Programs?
• Programs are containers for all the assets that can be
tokenized and cloned
• Programs allow you to run parallel workflows (e.g. run
a webinar)
• Program analysis in RCA
• Reference outside programs when you want greater
control of who should receive the content or not
• Use local asset programs when only used for nurturing

Engagement Program Requirements
• Campaign Smart List MUST contain:
• Filter: Member of Engagement Program
• Additional filters can apply however is lead is
filtered out, they will not receive content during the
cast
• No Triggers allowed
• Schedule Tab
• No need to schedule the campaign for the
engagement program to run
• Icon to show it is being used by the stream

Engagement Programs
• If you have an outside program, and you add it to an
engagement program
• Leads who are members of that program, will not run
through it again
• If you are not a member of the program but did receive the
email that is sent in the program, the lead will get it again
• Program is local to the engagement program
• If the lead has run through the program they will not run
through it again
• If you use the program in another engagement program, the
lead might run through it via that engagement program
• Best Practice – use program statuses to capture membership
which will prevent them from getting it in this case

5. Prioritize, Activate, Schedule Content
• Prioritize the content to be sent in the order you want
a lead to receive it
• Activate content that should be sent out
• Schedule content that should become available in the
future, or immediately, but for a specified timeframe

6. Set up Transition Rules
• When should a lead become a member of this Stream?
• Pull leads into the Stream (not push them to a Stream)
• Requires Triggers
• System managed filter and flow
• Member of Program
• Change Program Stream
• Additional flow actions can be added for “housekeeping”
• Send Alert, Interesting Moments, etc.
• Advanced Logic Filters – not available

7. Set Cadence
• When do I want the content to be sent out?
• What is your current cadence?
• Traffic Cop
• Trigger Based
• Leads receiving nurturing emails all over the place
• Not predictable
• Over communicate
• Customer Engagement
• Batch and predictable

8. Test Streams
• Allows for testing once you have a cadence set and
leads flowing through your streams
• Select the email of a test lead, click Run Cast
• Remember – if the test lead received content as part
of a test in Traffic Cop, they won’t receive the content
again

9. Add Leads to Engagement – Option 1
• New Leads
• Send new leads into the Engagement program
• Change the trigger campaign(s), that add new leads to
Traffic Cop, to add to the engagement program/stream
• Existing Leads
• Existing leads finish going through Traffic Cop
• When they reach the Exhausted or Completed
campaign, the flow sends them to the appropriate
engagement program/stream
• Turn off all Traffic Cop campaigns when all have reached
“Completed” status

9. Add Lead to Engagement – Option 2
• New Leads
• Change the trigger campaign(s), that add new leads to
Traffic Cop, to add to the engagement program/stream
• Existing Leads
• In the Wait Campaign, add a flow step to move the lead
into the engagement program/stream
• Determine order of events – Wait, Add to Engagement
OR Add to Engagement, Wait
• Do you want the lead to wait for a longer period of time
potentially or shorter period of time?
• Turn off campaigns after the period of time equal to the
wait step(s)

9. Add Leads to Engagement – Option 3
• New Leads
• Change the trigger campaign(s), that add new leads to Traffic
Cop, to add to the engagement program/stream
• Existing Leads
• Create a batch campaign and use the “Stamp” to send the
lead into the appropriate engagement program/stream
• Turn the “master campaign” off a few days before you want
to send out the next piece of content – leads will not longer
be able to qualify for this campaign
• Some leads may wait longer for content, others a shorter
period of time
• Turn off the rest of the campaigns

10. Turn On Engagement Program
• Turn on the program when you are ready to go
• Run into a problem? No problem, just turn it “off”
• No campaign deactivation required
• Where?
• Program Setup -> Program Status
o Set to ON
• Leads will receive content in the stream they are
assigned

10. Celebrate – No more Traffic Cop!

Thank you!

Traffic Cop to Customer Engagement engine

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