Transform Your Workflow with Powerful Email Nurture Programs by airSlate SignNow

How to create outlook signature

thank you all right so we will go ahead and get started now that we're a minute in so thank you so much everybody for joining us today for our marquettio champion deep dive series and this is all about email nurtures we have some amazing Champions to walk through this topic with us today and let's take a quick look at the agenda so we're going to start off with um introductions and from there we're going to discuss we're going to move into a discussion on tenants so this is basically our top 10 tips to keep in mind when you're designing and building out email nurtures um and then we're going to jump into our subject matter expert examples where our Champions are going to walk you through email engagement programs from start to finish and even give you some ideas on how to get the most out of these features from reporting all the way down to a b testing and we have a lot of content to go over today so we'll try to save time for Q a at the end you can type in any questions throughout the presentation into the Q a box and we will record them this session will be recorded and the deck will be provided through the Deep dive mug Bevy so please make sure you're signed up to that mug group so you can get the notifications um if we do not get to your question we will follow up after this for any questions that go unanswered but additionally if you have a burning question um there is a champion office hours coming up in May that one of our speakers learn is actually on so you could always stop there um to answer additional questions if we don't have one of these running um and they are open every single month and the link will be at the very end of this deck so if you download it you'll have the link right there ready to go and with that my name is Carissa Russell I am from McGraw-Hill and I'm a senior marketing operations analyst and I'm here today hosting these amazing Champs so Lauren you want to kick it off sure thank you so much Carissa welcome everybody so great to see so many people here today to talk about nurture with us I'm Lauren McCormick I am the VP of Consulting on Andy's team over at Revenue pulse and we're delighted to be with you today feel free to uh connect with all of us on LinkedIn and uh let's start a conversation I think Beyond today's presentation is uh is the the spirit of the conversation today will be around nurture but we're here for anything that you might need some help with but yeah great to be here thanks for having us Carissa awesome well I'm Melissa day I am the revenue enablement and digital automation leader at the Commerce company I've been there for almost six years now and I've served a lot of different roles from marketing automation consultant to digital marketing manager and now really focused on how do we take the marketing operation work that we do and connect it to bottom line revenue and growth and it'll be no surprise to most of you on the line that we use engagement programs in Marketo to do a lot of that every day and I am Andy coron I'm the SVP of Consulting at Revenue pulse and I remember when engagement programs were first released in Marketo and that becoming a channel and program type that could be used it's one of my favorite topics I'm really excited to be here today to talk through different ways that you can think about the architecture of your nurture programs and how they can be leveraged to keep the conversation going when you don't necessarily have the time to lift each little conversation uniquely foreign thanks for moving ahead to the top tips and tenants you're muted but I know what you're saying that these are the topics yeah so moving on um these are our top tips and tenets for developing an email nurture so these are um the top 10 principles that we thought were very important to keep in mind when strategizing and building out email engagement programs so um are there any of these that really stick out to you guys maybe that tie into those examples that you are going to walk us through Lauren do you want to start sure I'd be happy to so um setting goals for nurture I think one of the most often misused terms when it comes to marketing automation email marketing in general is nurture how many of you in the audience have had a manager or a team member that's super well intended approach you and say hey we need nurtures okay what does that mean oh we need to send emails okay that's different right so um I think articulating what your goals are for Success around the nurtures um and who you intend these nurtures for those first two tenants are super critical right so um everybody knows they need to and should nurture but uh identifying what the intended outcome like the the journey you want to take the buyer on the prospect on the customer even on is super critical like uh they're going to be at a starting point and throughout the course of your Communications they should know something feel something want something um be concerned about something be considering something that maybe they weren't at the beginning of the journey so the goals could be around education the goals could be around retention the goals could be around simple conversion in the platform from one lead stage to another but be clear about what the purpose is like is this intended to push people deeper into the funnel to increase their lead velocity across your funnel stages and who are talking to you know I see a lot of people that when they first start out in nurture they're like okay cool well it's not just a email wait step email I have an idea of what I want to talk about and here's here's the conversation I want to start um but then they send it to the whole database and the real power I think of marketing automation is when we use it as a vehicle for a one-to-many conversation right you're sending to a large audience but it feels one-to-one and in today's world more so now than ever personalization is going to become table Stakes um if it hasn't already been in your organization uh an initiative to hyper Focus your content on your audience then when you're thinking about how you design your nurture this is the perfect time to get Chris on who you're talking to Simon said what it looks like from their desk and make sure what you're saying is segmented to be appealing and to deliver the right kind of experience aligned with the goals that you've out uh outlined for your nurture um so yeah those are the first couple I'll pass it over uh to you Melissa maybe to talk about the next couple yeah because that is uh that was so perfect you were talking about personalization and how critical that's becoming but I think another really interesting point and I I don't think you'll go to a single Deep dive session or a mug meeting or anything and not hear the term set it and forget it um and in this case it's definitely don't set it and forget it you can go out of your way to personalize and and you can really challenge yourself to create content and to speak to your audience in the way that you do think is going to push them towards those goals that you set but there are so many capabilities available from reporting capabilities available in Marketo an A B testing capabilities so many uh so many features that you can take advantage of to not just assume what's working or what good personalization look looks like or are you personalizing enough content or the right content are you driving is your messaging strategy driving the people that you're emailing towards their goals um I think those the tenants that stick out to me are to use all of the reporting available so don't limit yourself to just the engagement program dashboard or just the email report itself email performance report but take a look at the whole school of reports that are available to really see what's working what's not working um monitor the engagement to find Opportunities to optimize don't think that because you set something up once even something that takes a little bit more time and complexity as an engagement program it is still up for grabs once you launch it you can always go back and make changes if you feel like there's an opportunity to really improve that customer experience or to improve the the automation that you're building in I think for me the two that I'll sort of focus on are the put the right content in the right order and then keep it short and sweet so for me the right order and the right content is the difference between success and if not failure then certainly not success that is as significant when I first built my very very first nurture out I actually took the time to go through because I was thinking about this and time the amount of time it would take a lead or someone anybody to read the content that I was going to be putting into my nurture was it an investment of their time that took 30 seconds two minutes five minutes 50 minutes and what did that mean for the ask that we were giving them because I wasn't going to put content that was a recording of a webinar and took you know 45 or 50 minutes of their time in my first stream where I was just trying to get them to actually trust us and start to buy in and wanting to listen and engage with our content because that ask is too big for where they are with their demonstrated level of Interest or commitment and so I think thinking about your buying stages or another methodology of where their score is or other things to gauge the type of content you're sending is really important because if the ask is too big they're going to opt out before you even had a chance to give them value with being part of that nurture um they gave you the con their contact information they said yeah email me um sure I want to get more content but then if you're throwing heavy stuff over the fence they're not ready to catch they're going to walk away uh and then on that the keep it short and sweet piece I think it's really important especially in nurture emails you're there to get them to to pick up this one piece of content and to to look at that one piece three sentences a CTA and I'm out right like I just want to say here's the thing here's why it potentially matters to you and here's what you're going to get out of it bye-bye right because if that doesn't get them continuing to explain it and and try to like tease it out probably isn't going to if the email takes longer to read than the content itself definitely no and so the more upfront I can be about why you're getting this email and why we think it matters to you and that you'll want to receive it and then just give them the content I think the better off it the outcome is I think that's a great Point Andy and to kind of uh double click there but uh early on in my career I was a journalist and then editor and one of the best pieces of advice I ever got uh was the words that you cut matter more than the words that you keep right keep the machete Sharp you have a limited amount of bandwidth that you're going to even get from attention uh from your audience right so instead of adding flourishes that distract from the overall call to action or your Salient point cut out the extra words every chance you get it's an interesting exercise even if you take like an internal email that you sent to your colleagues recently look at what you could have left out you know um and and think about the impact of what remains uh when you edit down uh for for brevity right so great point there and then um you know I'll grab the uh over saturation point so uh how many of you right now are thinking about database fatigue is list fatigue something that you're even considering or are you operating under internal Norms um or just habit perhaps just good old-fashioned habit where you're like oh we send emails on Tuesdays and Thursdays at 9 00 a.m Pacific and that's what we do that's our thing that's our jam and you know if they don't like it they can unsubscribe and hey Presto that's that's the plan right um if you're not looking at your metrics to see if you're over saturating well-intended people maybe they're going to your preference Center and saying for the love please don't ever send me your newsletters I think you're great I want product updates but these weekly newsletters that don't deliver value are are you know polluting my inbox I mean you can look at at the feedback that you're getting from your your casts even within the engagement platform and it'll give you some insight around frequency and I think think that's that's something not to be left out of optimization right so think about whether or not you might be more effective if if you said less right so definitely want to want to call those two out Melissa that's a great point I think there's there's always something to be said uh about saying less sending less often right I mean I think there's there's an attitude that you want to start to develop in your audience where they are hoping to hear from you and wanting to hear from you whether they realize it or not and they're more eager to want to open that message from you because they have a history of of finding value and because they're not oversaturated with content they're not sick and tired of seeing your your email in their inbox and there are a couple of strong ways to do that things that we've already talked about like keeping the message sort and short and sweet making sure that you're optimizing with personalization making sure you're keeping it really simple with one CTA and you're getting direct to the point um I think they'll you know and we're getting some questions already about you know how do you manage nurtures at scale how do you manage enrollment into certain streams and then out of those streams when do you know when the right time is to switch someone's content that they're receiving and it that is such a specific question that you can completely make those those Solutions up and create the right answer on a case-by-case basis but I think part of the the functionality that Marketo gives you in enrollment and and pulling someone out of a nurture um really finding a way to manage keeping people where they are the most engaged recognizing when you're losing that engagement if you have the opportunity to opt them into alternate messaging to test and see is this going to work better are we seeing that you know if maybe they're fatigued from product product focused messaging and Industry focused message is still going to keep them engaged and interested maybe at a a Cadence that's a little bit longer apart um where we can still see that engagement but you know we're not people aren't bored of what it is that we're trying to share that's great feedback and I think um inferred interest is so valuable right so you can look at web Behavior to determine what carrot you're putting on the stick right and if they um change their interest over time uh re-categorize their inferred interest based on their web Behavior right and you can bake that into your nurture strategy uh to to help them because as they get more familiar with your brand their appetite for your contents can change right at first they need to know what's an RP right um but maybe later they're like well what's the other brands that that RP works with you know um who who are my peers in the industry that that trust RP um with their their marketing uh strategy and their rev-op strategy cool like um and then maybe like a cost calculator like an evaluation step comes later in the funnel but the only way to know if if you're actually synchronized with the appetite is to look at not just the positive metrics like say hey we upped our open rate by five percent by swapping out our subject line it's by looking the negative feedback too like if you're getting crickets and you know people aren't picking up what you're putting down you gotta you gotta change it up and you gotta think about you know are we talking about ourselves too much like are we delivering value to this inbox are we not a welcome yes like there are a couple Communications like the marketing dive email for marketing Millennials and the clear bit newsletter that when it shows up in my inbox I'm like oh heck yeah because I know I'm gonna enjoy it or I know I'm gonna find something um interesting or valuable or a new and newsworthy like something I can talk to my husband over at dinner or something that I can talk to a colleague about that's that's game changing but if you're showing up and you're just checking the box of I have an email it was approved by my co-workers my content team my legal team and my sales uh Team all said this is a good email that's cool what is what does your audience tell you about the content that you're delivering is it changing uh their hearts and Minds is it improving the way they do business and if not the data is going to be the first thing to tell you that you know I think that is such a great point and that relevance is so important I think to just understanding where you know we have people joining it with all different types of challenges and problems and complexities and different size scale too right I'm sure there are those of you on the line that are just looking to launch your very first single engagement program and it could be a very basic implementation that still offers such a strong qualification model to your lead management platform if that's your goal or it's just getting your customers engaged or bringing your prospects along to learn more about your brand but I know that there are others on the line who are dealing with much larger scale programs where myself included at commercials we have four different business units that all have you know Brands embedded underneath we're supporting different Market application spaces our value chain is huge so we talk to the people who buy our product but we also talk to the people who buy our product from the people who buy our product from the people who buy our product from us and it's like Kevin Bacon six degrees removed right so there are all sorts of different ways that we like to talk to people and I think one of the the critical pieces is having a centralized nurture strategy and not letting yourself get too far away from having individual nurture programs that have localized enrollment rules or pause rules if you know at the core of all of your programs who is receiving what messaging and why you can build some smart lists as ways to kind of check in and say someone enrolled in too many places you can set up recurring alerts just to see um if you're having that overlap and if that's an automation case that you really need to dig into deeper into Lauren's Point look at the data to be able to see if anyone's oversaturated or under saturated um it's really interesting because it wasn't always this way in Marketo these are a lot of new capabilities that we can take advantage of and I think Lauren you have some of the history of what it used to be like in Marketo and how grateful I personally am to have some of the new functionality with engagement programs today to let us scale it out the way that we can great segue thanks for the the layup there appreciate it Melissa so um to uh acknowledge and extend an understanding uh to the audience we know some of you uh joining us today are brand new to Marketo and Adobe Marketo engage so welcome and you know one of our primary objectives today is to help demystify unpack and make accessible um what nurture is and why does it matter and how do you get started right um some of my illustrious colleagues here today are going to be taking the more advanced um segments of the crew uh down some intense and awesome uh pivots and turns but to get us started let's just take a look at what we mean by nurture and this kind of touches a little bit on my earlier points a nurture is not batch and blast right um at least not in the way that we're defining it today uh it's not a drip we're not um grabbing three emails hobbling them together and um putting a weight step in between and saying hey Presto nurture and sending it to uh everybody that hasn't unsubscribed from our Communications that's not what we're thinking about doing what we're thinking about doing is um aligning our automated efforts right and the whole purpose of marketing automation I think people forget is for it to do the heavy lifting for us in the background right so we shouldn't be um constantly under the hood and especially if you're new I think this is an easy Pitfall to fall into we shouldn't be under the hood um delivering uh campaigns uh under duress uh because people have requested them trying to scurry and meet everybody's demands internally for product messaging and newsletters and events I mean all of those things are important and need to be promoted but at the end of the day what we're doing here is setting up the most important Salient conversations that are going to drive revenue for our business by educating our audiences whether they're customers or prospects around what matters most about our value prop as a business right how we're going to change their lives how we're going to make their work easier how we're going gonna help them stay gainfully employed in an unpredictable job market how we're going to help their company grow and Thrive right those are the Salient messages not necessarily the the the product release notes right sent to All random prospects in every you know corner of the globe like we need to think more about the most important conversations and then we build those conversations to work in the background while we level up and out of platform accomplishing requests but also thinking about Innovation right so you're building your key core conversations and you can divide up your audiences um and that's the most important pivot I think right is that the nurture is going to have um streams so uh the engagement module engagement programs have a lexicon all their own just like many things in Marketo you'll find that half the battle is learning the terminology and you know the first thing that I want to share with you is if you think about it all under the analogy of phishing you're going to be set up pretty well to understand what's happening here and and the nurture engagement module allows for you to have different streams and if you think about the streams from like a fly fishing sort of standpoint or even just you know a standard Zebco Rod whatever you're working with is what you got today right um sometimes when you go to a stream um it's not stocked there's no there's no there's no fish right it's it's empty um and and and other streams you might find tons of trout in other streams you might find tons of salmon but the question is what kind of bait do you use in those streams right so when you start thinking about your nurture start narrowing down audiences refine them by Persona refine them by uh demand funnel stage we find them by product right but start refining them into separate streams where they can swim on a journey through the content the bait that you're putting in front of them okay so when you pivoting you start thinking about content streams and distinct audiences um I know it's intimidating and daunting because you're like my boss just told me to put together a nurture Lauren right like please stop making me over architect here but what you're building if it's truly effective and once you refine it to be effective which it will um is it's going to do heavy lifting for you from an Roi um standpoint in the background as you're executing on other daily meetings and initiatives and you know Innovation teams so what you're building is super um important infrastructure and if you're confused on where to start carving up your audience think around demographics think around firmographics like company size can even be a simple way to slice like SMB mid-market Enterprise right if you're B2B and then Behavior like I was saying earlier so I built back in the Stone Age um since I've been with Marketo since 2011 I'm allowed to say that um I I built a nurture once for a business um that had 12 business units that were all acquired for mergers and Acquisitions and all were completely disparate and their main uh task at hand was to try and figure out how in the heck do I set up nurtures for people that have nothing in common and we built it on inferred interest if they spent time on any particular uh Brands divisions uh landing pages or websites we knew that they were probably more interested in um you know security than Mainframe right so that's that's like a simple division you can make just based on behavior and aligned to your buyer's Journey think about the Mind shift and and the the journey you want to take them on if you're real fancy measure the lead velocity and and think about increasing speed through through the funnel okay so back in the Stone Age what did it look like we had traffic cop campaigns um they were brutal like this is just a little sneak peek under the hood right um and I think Marketo realized that um building structure this robust was cumbersome unrealistic it made a system debt that was super complex and just processing um how to add people into the the the streams so to speak uh that were appropriate for them in managing uh the assignment of stages in the wait steps uh was super prohibitive and so I Adobe wanted to democratize the engagement module so if indeed you do feel like the engagement program module is too complex um I would like to speak with a little historical perspective around the fact that what we have now is much more usable you just kind of have to get into the Lexicon and speaking of the Lexicon let's take a peek at that foreign there's terminology here that you need to know right uh the stream as I mentioned before it's prioritized content um so it's it's an email uh stream essentially right um or you can you can think about it in a couple different complex ways when you get more advanced but to start it's it's your content stream right um You can add emails and programs programs can be nested within your engagement programs uh we'll get to that a little bit later um back on the fishing theme a cast don't be uh intimidated by the terminology a cast is just simply like throwing your hook into the water right it's when you send out a an email or or have a program deploy that's your cast right so you're casting into the stream uh each of the casts uh is determined by a stream Cadence at least from the the the built-in out of the box functionality you can set to the stream Cadence where uh you pick how frequently you're going to send out your casts so for instance in this example they're looking to set up weekly uh every two weeks on a Tuesday at 11 30 CET um and once um you're done fishing at the end of the day if it's been a long day out in the hot sun maybe with a couple beverages you're exhausted right this is not exhaustion around the marketer right this is exhaustion around your audience so when we hear in the engagement program the the terminology of being exhausted that's a person in your program that's gone through all the content that you've made available to them and then here's a couple more terms to know the next slide I think we can figure out what the audience is engagement right would be an Open click look it opens kind of dubiously and clicks a little bit more dubiously with security software these days but know that you're still comparing Apples to Apples within your database so it still is a relevant measure your streams as we talked about earlier are your content your cast is the send your Cadence is your frequency there are transition rules so where you can move people in and through and from one stream to the other so kind of like we talked about earlier if you're nurturing to the funnel and someone proceeds from one funnel stage to another you can use transition rules to push them into another stream uh program status uh lets you know about behaviors and responses you can pause people in the nurture that's one of the greatest things about the engagement program that was so difficult to do when we had our traffic cops early uh back in the day is that if someone comes to you in your department and says hey I need to slide in uh an invite for a webinar to this particular audience or I have a newsletter coming out you're able to easily shift around your content and slide in New pieces of content or even pause content completely and like we talked about exhausted means they've gotten all the content you have available the engagement programs make it super easy to see how many people fall into that category and then just a quick glance and then I'll turn it over to my peers at the reporting it's proprietary for the engagement module um it offers up a proprietary kind of hybrid Matrix that offers up based on interactions and and a little bit of Marketo Secret Sauce around engagement for each of your assets this is super handy right so you can you can look at your assets and how they're performing within your your program to see uh at the asset level which are getting the best engagement across the board um don't feel like this is a zero to 100 grade scale like you had in school I never see a hundred I don't even see 90s or 80s right so Benchmark against yourself as you always should but anything you know 40s 50s 60s that's a passing grade here so as you can see too you'll also see the the amount of time it's going to pass between um since so you can see when your next cast is going out you can also see how many people in your list are exhausted great cool so a couple few tips for Success um there is a cap 100 active engagement programs at a time you can customize the sense to be in your local time zones for your audiences as I mentioned before you can Nest programs uh default programs even uh to provide additional flexibility and latitude when you're building your architecture you can change up your Cadence nurture uh to to pause uh or you can you can leave it normal and when you're exhausted leads uh start to aggregate put them in a list right keep those people all in one handy place so that you know that you've taken them on the journey they've gone with you for the ride um but that you're planning an off ramp for them so they have a place to go after they they ride down the highway with you right so on-ramps and off ramps and and managing how you build that infrastructure will be addressed by my my awesome peers and with that I shall turn it over to them all right so let's dig into the mechanics here so before you get started I think it's really important to actually make sure you have the pieces that you'll need going into it otherwise your timeline for architecting and deploying the nurture is going to be extended is you realize you're missing pieces you have to go back and get those so the first thing I recommend doing is creating a Content inventory now if you have a lot of content you don't necessarily need to inventory all of it but I think it's important to understand what content you have that's going to be engineered going into your nurture and where potentially you're looking at slotting it early late it's across the board it can go everywhere Etc um to Think Through what your audience will be and how they're going to progress through that content right and then finally what are your kpis or maybe even okrs um that ladder up around what success looks like for this nurture or nurtures at large if you're kind of thinking about this holistically so to create an engagement program there are a couple different places you can click to do this and pardon the old uh interface here some of these are a little bit older Graphics but you'll get the gist in the system so um first you create the program you decide if you're going to sync this to your sfdc uh campaign so if you are syncing the program over you can sync it obviously at the program level you may choose not to sync it since this is actually in most cases an outbound interaction so you may only pass over just the actual successes the engagement or you may not pass anything right over to sfdc you want to make sure you go in and turn the program off I always say if you're doing repairs on your car you're not going to leave the key in the ignition or the car running because bad things could happen so the first thing you want to do is set your program to off as the program status shows here so that that way as you're building if you accidentally have everything turned on and it hits go and you're not ready you're not sending out emails to people that you didn't intend to actually have go out yet and then you also want to determine if you're going to use the notifications here so notifications essentially ping you in the top bar to tell you hey you have this many people exhausted or you're at this level of exhaustion for this it often does a person by person so and so is exhausted so and so is exhausted which if you're running at a smaller scale can be useful but larger scale maybe you don't want to clutter your notifications with that I like to leave them off you're going to create streams you're going to create smart campaigns for your statuses and I'm also going to say for your stream transitions so the transition rules exist in the architecture of the streams but you can also use a Smart campaign to do it I personally find that they're a little bit less black box and more controllable as smart campaigns so that's what I advocate for you're going to add your content and you're going to set your cadences so those four things sound really simple and straightforward and they kind of are but they're also not so let's dig into what some of the nuances of those look like that you need to think about so the first thing is let's talk about content so the nurture programs are super Nifty in that you can add content across multiple streams and that email or content if you're using a single asset will only be sent once so this gives you confidence to use that content in multiple places if it's relevant across the various parts of their journey and know that the nurture program is not going to continue to bombard them with that safety same piece of content it's going to go once and then they're not going to get it again um so emails can be added by using the little plus and then add to stream functionality so this is that the basic you built out 10 emails they're inside your nurture program add happy end of story done now we're going to talk about other ways to add content so as Lauren mentioned you can put nested programs inside your nurture so you can either build nested programs inside the engagement program itself or you can have them built elsewhere but what this allows you to do is have a sub program that tracks just that one email and uses automation to send the email this allows you to potentially differentiate different emails based on certain things or to have an additional weight step in there if you want to pause all kinds of different things in here but the beauty of this is that you can put the email in there and have it deliver and it will deliver just as the other emails deliver but it provides some insurance policies first if you change out your emails because you rebranded and you had to redo everything on a new template this will future proof you because it's sending based on members of the program and not the specific asset itself so it saves you from future engineering it also provides you with potentially some additional insights add a click on who your opens clicks Etc might be from a program membership level and it also allows you to exclude um additional people maybe from the send if there's something about like I only want a subset of people in this nurture to get this one email those types of things you can layer that in here so this again is done by hitting that plus and adding it but instead of adding uh the email asset you're going to add a program okay so we can go to the the layer Beyond this is the idea of a nurture Library so this would be a standalone program potentially an engagement program or a default that houses all of your nested content programs but from this it allows you to pull them into to nurture to nurture 100 nurture programs and know that you can track how that content is doing at large across the entirety of your inventory of nurture programs and also if you have a scenario where you're using something which I like to call a Sorting Hat because I'm a nerd where you're putting people in one program and then pulling them out and putting them in a different nurture program and pulling them out and kind of sorting them into different places at different times in their Journey or based on what they're currently potentially in a buyer stage for what have you that that content used across 100 programs will only be delivered once so that that way you're not tone deaf and continuing to send across multiple places this also means that if you want to have that content tailored in three different ways for very different Industries or very different roles and you're not using Dynamic content to do that that you can have three emails or 30 emails and different send campaigns in there right the smart campaign that's associated with sending going to different programs but it's all contained in one place so again you're still have they been sent this yes no where they sent the content not the email it allows you to track in that way so there are different ways to think about how you add content is really at the end of the day what we're getting at here and you can go as complex or as simple as you want but think about future proofing and scaling and build ingly um any way you add this content it's still going to be treated in the same way did you put it in the top you pour the leads in for the next cast they hit the first thing that they haven't received they get that they receive the first three things they get the fourth thing whatever that is that architecture works with emails or with nested content and go to the next all right um You can also use Champion Challengers on existing emails to force a template change if you didn't build like this so if you're in a scenario where you're freaking out because you're going to Rebrand and it's going to kill your nurtures no you can use an A B test essentially to force it to 100 deliver the B all the time and run your nurtures that way so there's always a way to figure out how to make your content continue to be Evergreen as you're going forward okay so let's talk about once we've added the content you can actually schedule availability so this allows you to say this content is available for this amount of time or that amount of time or whatever the case may be uh maybe it's forever maybe it's for a year maybe it's for two weeks um this future proofs to you having to remind yourself and put something on your calendar to go in and make it no longer available for casts when you retire content you don't want to remove it out of the stream if it's add audience if it's been sent out on a cast you want to Archive it instead because that's going to retain the data from those casts and you want to keep it in there removing the email removes the data for your cadences in addition to considering how frequently you want to be sending out to your audience you also want to think about holistically what the cadences mean with each other so if there's a chance of having multiple streams where someone's moving Downstream and qualifying to receive content in the next stream after certain actions what does your Cadence look like have you set it up so that someone could potentially receive an email on Tuesday morning at 9am open that engage with it download content get a score boost move into stream two and then receive another email at 9am on that same day because of the way that your cadences are scheduled so thinking about what the impact of your stream cadences are the frequency of those against each other and when they're scheduled are they all going out at the same time are you varying it is one happening later earlier making sure that you're not potentially putting yourself in a position to accidentally over saturate audience because they engaged and scare them away is important when you're thinking about the times that you're going to be sending in addition just you know optimizing for opens and clicks and so on and so forth based on date and time of day and those types of things day day a week okay so with your smart campaigns you can use these to add your membership you can use these to change your program statuses I like to follow a member sent delivered opened clicked engaged with CTA bounce unsubscribe status structure here personally but there are different statuses and structures that may work best for your organization or for the purpose of that specific nurture so you may have several channels for nurture that have different statuses based on the outcomes that you're looking for for success but I always think of this as its core of ultimately actually being an email program where I'm outbound sending and so the goal of that program is do they engage and then the goal of the content programs is to track whether or not they digested that content specifically um all right so to roll your content live you want to make sure that you have your audience in uh the streams that you've approved your content uh that your cadences are live and that the program status is turned on I can't tell you how many times I've seen people put their audience in approve the content send the Cadence and then they come back two hours after their first cast and nothing got sent because they hadn't turned it on and they freak out so those four things will get you to actually go and the reverse of those will mean that you're not sending so if you expected something to send and something didn't check those four things because maybe you didn't actually process in your audience or or what have you but that's a very quick Deep dive into the pieces I think that ultimately Drive the nurturer engagement engine forward well that's awesome thank you I might have to print out all of your slides and hang them all over my office they're such good reminders um although I have never launched a nurture and it not been on and freaked out it's never happened to me ever just kidding I am I was thinking about how to talk about um you know nurture optimization and and what really is capable beyond the basics that Lauren shared in some of the history and then you know the Deep dive tricks and and tips that Andy was sharing how to manage nurtures at scale and all these different things to keep in mind and uh something that I just think is so great about Marketo is the flexibility and the customization of what's possible there are so many features in Marketo and really it's like building blocks if you can find the right pieces to pair with other pieces you can build something really really unique and that to me is something that is so um atypical from other marketing automation platforms so I really wanted to dig into how you know we can use a functionality in Marketo that you may not always think of so a b testing I'm sure a lot of us have have heard of and have tried and experimented with basically if you don't know a b testing is the process of comparing two different variations of an element so when we talk about this in marketing automation it's it's typically an A B test of a landing page or an email trying to see uh you know what version of one of those assets can drive further engagement so on a landing page it could be putting your form at the top or the bottom in an email it's you know if I change the subject line do I see a stronger open rate uh more if I use an image or just text do I see stronger click rates uh in Marketo we have an A B functionality that's provided to us in email programs and landing page programs um but there are other ways to experiment with a B testing within nurture programs more on like an A B test across streams this could be as simple as you know an email subject line test it could be testing the order of emails that they're the order in which they're sent excuse me in a stream it could be the length of content I know we opened this up talking about keeping things short and sweet but sometimes we need more words we need more calls to action to get our point across does that actually resonate it could be a lot of different things so in the example I want to share um we are running a subject line test in in one of the first emails that we have in one of our streams not just to tell if the personalization in the subject line in in a um hopefully a more engaging subject line drives higher opens but what we really want to see is if it drives engagement stronger engagement through the full stream so it's not as simple as just one A B test so how could we carry this out well we decided to a B test the subject line of an email and there's a lot of different ways to do that um and I'll show you the way that we ended up going with we wanted to make sure that we randomized the participation here so as opposed to trying to pick and choose who would be enrolled in which version of the test we wanted to leverage marketo's random sample uh capability and then follow metrics through the stream to be able to tell as people are getting through and exhausting these nurture streams are we seeing higher engagement based on their initial engagement with email one we also knew that we wanted to take a look at lead qualification rates to see if there was any impact in how many mqls we were generating so one way of doing this would be leveraging what Andy was sharing in Champion Challenger testing using the A B test functionality functionality on the email itself um you do have to go in manually to determine the winner once you use this and this would be basically used on the email alone uh that you were leveraging in your Stream So if we were only testing the subject line uh a B test this would be a really great way for us to measure that result and then keep people moving through the Stream but in our case we automated this a different way so the automation we built Carissa if you go to the next slide thanks we kept our smart list really simple so we based this on the the appropriate business that would be most relevant into the nurture um this is obviously an oversimplified version we have a lot more criteria um but what I really wanted to show you on the next slide is the flow step that we created so we use this random sample functionality in Marketo uh where it's a it's a choice in your constraint step there in your flow if you haven't tried this out before it's not a field that you would pick from this is out of the box Marketo functionality that's allowing you to randomly select a certain percentage we wanted to do a 50 50 split so we built the flow to save random sample is 50 put them on a list representing stream a versus the default stream B for the other 50 there's a lot of other ways you could do this you could do three lists of 33 33 33 you could play it safe and have 75 go into a standard stream with only 25 test if you're doing something really wild but we kept this 50 50. then we use the list membership to control our enrollment then it was really important to measure what happened after we saw that automation we created a lot of different reports like I said in the beginning around our tips and tenets there's a lot of different reports that are available to you not just the dashboard report that is so great and different from what we had in the beginning with those traffic cop nightmares that Lauren was sharing but you also have the ability to measure email performance categorized by engagement stream or email link performance to see which links in your emails are driving strongest engagement we have our own dashboarding reporting as well that allows us to be able to connect our email metrics with our lead stage funnel so we can see things in that way and you can always export these reports into Excel and kind of slice and dice them there's all different ways to manage your reporting and different reports can be used for different purposes so as we're sharing our tips today please don't feel like one size fits all there is always benefit in looking at all of these different versions of your reports because a lot of the times you'll find a piece of data that looks a little confusing even if it's enough to make you ask a question and go dig to find an answer and that's the value for me in looking across these different reports and we saw just that in our result so after looking at the stream engagement it didn't surprise us that we saw a stronger engagement rate with the subject line that was personalized with a company named as opposed to a more standardized subject line and you see that in the open rate at 52 versus 44 percent but what we did see in the following email an email too there wasn't a much stronger engagement rate whether email one had that strong or open rate or not and that was our hypothesis that we were going to see continued strength in engagement over time if email one had a stronger engagement so we were surprised to see that the open rate wasn't very impacted but even more surprised to see that by the time we got to the end of our stream where we had a really high value CTA so it was to reach out to our technical team that's where we saw the biggest change so in this random split 50 50 where we had higher engagement in email one we saw higher click-through rate engagement in that final CPA to get in touch with our team uh and it was a really weird way to dig through the data to find this answer and it took all of the different reports available in Marketo to really get there foreign I think you guys shared really the highlight of Engagement programs because yes there is a lot of options when you're building them out but we have that rich data we have that ability to use all of that to Pivot and really be intelligent in the way that we Implement these strategies um so thank you so much for giving us such a comprehensive overview of what email nurtures are um and I I wanted to round up here with the tenants I know that we talked about them a lot at the beginning but I think you know over the course of these examples we've really driven some of these things home so we only have a couple minutes left we did have a lot of questions and I think most of them got answered um so is there anything else that you ladies would like to share to kind of uh wrap this up sure feel free to connect with us um on LinkedIn reach out any any kind of questions you have aren't silly no matter how far along you are on your journey with marketing automation The Champ Program and this particular bunch of humans in particular uh we're here to help with anything you need so be sure to reach out yeah I will tell you right now that some of the slides that I covered earlier uh add a few more slides and they spent a full hour talking about just those a couple years ago I think that my very first champ webinar was on this um so there's a lot more to dig in and we did um you know go through a lot today um so if there are areas where you you know could use a double click in on there's a lot of great content online we're always open to answering more questions or even hopping on a call and looking at you like something in you know your instance where you're like this is weird what do I do here or why is this like I get those all the time so always happy to puzzle through something with someone I love a good mystery so and that's awesome and I would just share don't be afraid I think you know the concept of a deep dive and signing up to join us here today whether this is your first time learning about engagement programs or you've been doing them forever and you're looking for that next level set of of advice or or uh just a showcase and other things that you can do don't stop trying things out um always turn them off before you're trialing things like Andy shared but take the opportunity to get your hands dirty to dig into the data to go revisit emails that maybe you haven't looked at in a while um and take that time to just refresh what you have built yeah it's excellent I think we all become Champions because we love to talk about it so much so you know definitely don't be a stranger and we also have a lot of um sweet monthly defense coming up so make sure you guys are signed up to the Deep dive mug so you get notifications of when we're gonna have another um really comprehensive webinar like this um and again you know you see up on the screen here Champion office hours uh you know we have the lovely Lauren repeat repeating her performance for this one um so if you have any of those questions after you scoot around with all this great information on a nurture you know join there um there's a lot of great information you can get from office hours every month as well so thank you so much today everyone for joining to share your knowledge um thank you for just being excited about nurtures and I am really excited to see what you all create thank you and we'll see you guys on the next deep dive bye thanks