How can you use your Marketo Engagement Programs effectively?

In Marketo, an engagement program allows a user to deliver nurturing content to a specific audience in a systematic way. It helps a marketer effectively track their leads and uses logic to keep the correct people in and out at the right time. Here, we will look at some key concepts in Marketo and some important points one must know to use an engagement program effectively.

Essential Concepts in Engagement Programs

Streams

The stream can be defined as a collection of specific content that an engagement program will use for nurturing leads. Contrary to the earlier versions, streams can now have a cadence, and you can easily add, remove, or replace email programs in any order without affecting the stream mobility. Moreover, you can clone them and use multiple streams simultaneously.

Cadence

Cadence describes how often you want to send marketing content in the order you placed it in. However, you won’t be able to change the timing between your content flow directly. In order to do so, you could leverage two streams and use triggers to pull your leads back and forth.

Transition Rules

Transition rules are required to define how people will move from one stream to another. These work with a smart list and a flow tool. Triggers are then set to activate these rules.

Engagement Level

Engagement level will help you decide the effectiveness of your engagement program through various metrics such as open rates, click rates, unsubscribe rates, etc.

Exhausted Leads

Whenever a lead receives every bit of content in a stream, Marketo sets that lead to “Exhausted.” These leads can be reactivated as soon as new content is added to the stream.

Casts

This term refers to an email sent in an engagement program.

Local Reports

You can create stream performance reports local to an engagement program and the standard reports. It will showcase deliverability data by stream and email.

Summary Dashboard

This dashboard view will allow you to view your overall engagement score.

Archive

You can archive an email to remove it from your cast list.

Content Availability

You can set your emails to deliver only during a specific time, such as during registration for your webinars.

Key Points you must know about your Engagement Program

• You can drag and drop your internal assets into your engagement program.

• Marketo allows you to build local emails, reports, and programs.

• You can use flow action to test the system quickly.

• You can add a complete program to your engagement stream.

• Just like any other programs, engagement programs also have a setup. Include your Salesforce Sync and period costs here.

• MyTokens work the same as everywhere.

• You can use different views to read helpful data points.

• You can set A/B testing emails by creating a program test campaign and adding it to your stream.

• You can set communication to limit the frequency of your email sends. 

In conclusion, Marketo Engagement Programs offer a powerful framework for nurturing leads with precision. By grasping key concepts like streams, cadence, and transition rules, you can orchestrate a seamless flow of targeted content. Engagement metrics provide valuable insights, and reactivating “Exhausted” leads keeps the journey dynamic. Utilize tools like MyTokens and A/B testing for personalization, and ensure consistent communication frequency. With strategic planning and adaptability, you can harness the full potential of Marketo’s capabilities to foster strong lead relationships, optimize engagement, and drive impressive results.

Our Marketo-certified experts at Marrina Decisions can help you get started with your next Marketo campaign. You can simply write to us via our Contact Us page, email us at info@marrinadecisions.com, or get in touch with us on Facebook, Twitter, or LinkedIn.
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