© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Customer Engagement Engine
Cheryl ChavezDirector, Product ManagementRelease Date: June 28, 2013
Page 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Basic Drip Nurture
Positives• Fire and forget• Easy
Negatives• Reorder / Changing
content is fraught with peril
• Limited safeguards against over/miss-communicating
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Traffic CopPositives
• Control Cadence• Control Priority• Add content• Add/remove leads
from nurture
Negatives• Advanced knowledge
required• Daunting to change
or update
Page 4© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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
Page 5© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What is the Customer Engagement Engine
The Marketo Customer Engagement engine reinvents prospect and customer nurturing by allowing marketers to
focus on content, while the system’s Smart Engagement technology intelligently delivers it to the right person at
the right time.
Page 6© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Customer Engagement engine Overview
• New type of program with a “brain”• Stream sends content based on:
• Cadence • Priority• Availability• Whether or not the lead has received the content
• Dashboard – Is nurture working?• Operational metrics• Engagement Score
Page 7© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Customer Engagement Packaging
• Spark/Standard• 4 engagement programs with 1 Stream each• Add-on option for Standard*
• Select/Enterprise• 100 programs/15 Streams per program• Communication Limits (July)• Trending data - (Enterprise customers need RCA package)
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Features – Spark & Standard
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Features – Select, Enterprise, Add-On
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program & Streams Overview
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Engagement Program
• New Program Type - Engagement• System generated channel “Nurture” OR• System generated channel “Engagement
Nurture”oOnly if Nurture had been previously
created• Custom channels and program statuses
Page 12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program Status
• Allows you to turn on/off the Engagement Program• ON – leads will receive active content in a stream
based on cadence• OFF – leads will not receive content, but leads will
transition between streams*• Program Status - Under Program Setup• Turn on the program when you are ready to go • Run into a problem? Turn the program “off”
• No campaign deactivation required• No remove from flow
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program Content
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Engagement Content
• Content can be:• Emails • Programs
• Add content to a Stream via• Drag n’ drop • (+) icon at the top of the Stream
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Engagement Emails
• Emails• Local asset engagement program emails • Emails in the Design Studio (global)• Local asset emails in other programs
• Emails will never be sent to a lead more than once inside the engagement program
• If an email was sent prior outside a stream, and it’s the same email (not a clone), Marketo will not send it out from a stream
Page 16© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Programs
• Local asset engagement programs – use when the content is new and specific to nurturing
• Reference existing Programs• Adding to a stream
• Drag the campaign to the stream • Use the + to select the program & campaign
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Engagement Programs
• Smart List in campaign MUST contain:• Filter: Member of Engagement Program• Additional filters can apply• No Triggers allowed!
• Ignore Schedule Tab• Do not schedule the campaign used in the
stream
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Why use Programs?
• Folder to contain all the assets associated with a nurture initiative
• Run parallel workflows along side of nurture• Example: Webinar
• Track program attribution of the individual piece of content in RCA
Page 19© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Programs
• External program added to a stream -• 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, you 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
• Best Practice – use program statuses (fka Progression Statuses) to capture membership which will control the desire to resend an email or not
Page 20© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Content Priority
• Drag n’ drop content to desired priority order• At each cast, Marketo will send the next highest
priority piece of content that the lead has not yet received
• Priority of content can be changed at any time and will be reflected in next cast
• New content can be added at any time and will be sent out, if activated/scheduled, in next cast
*Note: Changes to priority or new content that is added during a cast will be reflected in the next cast
Page 21© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Content – Email Statuses
• Email icon in the Stream will change if:• Approved/Approved
with Draft• Not Approved• Scheduled in future• Scheduled current• Approved activated
Page 22© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Content – Activate/Deactivate
• Activate/Deactivate Content• Activate content
when it’s ready to be sent out via a “Cast”
• Deactivated content will not be sent via a “Cast”
• Email must be approved
Page 23© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Content – Edit Availability
• Set the start/end date for a piece of content
• Email must be approved
• When remove date, content becomes deactivated
• If past date range, content becomes deactivated
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Engagement Content – Archiving Content
• Archive – preserve the metrics but remove from the Stream
• Show/Hide Archived Content
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Engagement Content – Program Statuses
• Programs• No “states” to the
icon• Yellow warning icon
error in the smart campaign selectedo Trigger includedo No filter includedo Error in campaign
Page 26© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program – Set Stream Cadence
• Daily• Tuesday• Tuesday, Thursday
• Weekly• 1x week• Every 2 weeks
• Monthly• First Tuesday• Day of the month
(15th)
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program – Adding Leads
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Add Leads to an Engagement Program
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Leads in Programs & Streams
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program Flow Actions
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New Flow Actions
• Add to Engagement Program• Program• Stream• Add Choice
• Change Engagement Program Cadence• Pause• Normal
• Change Engagement Program Stream• Stream #
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Flow: Add to Engagement Program
• Leads don’t automatically get added to an engagement program
• Requires separate campaigns• Initial add to nurture (Batch)• Ongoing add to nurture (Trigger)
• Use the flow “Add to Engagement Program”
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New Flow Actions
• Add to Engagement Program• Program• Stream• Add Choice
• Change Engagement Program Cadence• Pause• Normal
• Change Engagement Program Stream• Stream #
Page 34© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Flow: Change Engagement Program Cadence
• “Pause” leads in the engagement program• Leads remain in the Stream but don’t go through the
cast (e.g. receive content)• Pause nurturing when lead becomes an Opportunity• Move lead to new program when become a
customer (rather than new Stream)• Flow Action “Change Engagement Program Cadence”
• Normal (default) – in Stream and receiving content• Paused – in Stream and not receiving content
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Implied Action
• If you add leads using the Change Engagement Program Cadence, they will go the default Stream (left-most)
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New Flow Actions
• Add to Engagement Program• Program• Stream• Add Choice
• Change Engagement Program Cadence• Pause• Normal
• Change Engagement Program Stream• Stream Name (s)
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Flow: Change Engagement Program Stream
• Force a move of leads from one Stream to another (e.g. not use Transition rules)
• If they are not in the program it will add them to the program in this Stream
• Flow Action - “Change Engagement Program Stream”• Select Stream name
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Implied Action
• If you use the Change Program Status (fka Change Progression Status) to add leads to a Stream, they go to the default Stream (left-most)
Page 39© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Viewing Engagement Program Members
• Leads who are added to a Stream automatically become “members” of the Engagement Program
• Control statuses using Change Program Status• New program fields only in the engagement program
• Stream – Stream number• Cadence – paused or normal (default)• Exhausted Content – yes or no
• New subscriptions will have all 3 columns pre-populated in the grid
• Existing subscriptions – user must add the columns
Page 40© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Exhausted Content
• When a lead is in a Stream and there is no more content for them to receive• Set Exhausted Flag
• Exhausted Content calculated after each cast• When activate or schedule content is added to a Stream,
and leads are exhausted, we clear the red message• After the next cast, we recalculate
• Can I trigger off of Exhausted?• Not yet - run a batch campaign using Member of
Engagement Program filter with constraint “exhausted”
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Exhausted Content In App Notification
Page 42© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Exhausted Content Email Notification
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Summary: Filters & Triggers
• Triggers • Added to Engagement Program• Engagement Program Cadence Changes• Engagement Program Stream Changes
• Filters• Was Added to Engagement Program• Engagement Program Stream Changed• Engagement Program Cadence Changed
• Member of Engagement Program• Constraint: Exhausted Leads
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Multi-Track Example
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Engagement Stream Features – Select, Enterprise, Add-On
• Multiple Streams per program (up to 15)• Additional Features:
• Add Stream – e.g. early, mid, late• Clone Stream – great for testing Streams
o Cadence cleared• Delete Stream – complete removal of
Stream from program• Transition Rules
Page 46© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Page 47© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Program Stream Metrics
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Stream Metrics
• Multiple Views of a Stream• Content• Leads• Engagement
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Stream Metrics - Leads
• All Cast – all time number of leads who have received the content
• Last Cast – number of leads who received the content in the last cast
• Leads in Stream – total• Total across all content
• All Casts• Last Cast
Page 51© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Stream Metrics - Engagement
• Content• Engagement Score per
content• Unsubscribe % - for this
email in this Stream• Stream Engagement –
average• Stream Unsubscribe -
average
Page 52© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What is the Engagement Score?
How well are leads in the Stream engaging with your content?
Page 53© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Score Calculation
• Calculated using patent-pending algorithms
• Developed as part of our data research initiatives
• Takes into account your data as well as data across all other customers at an aggregate level
• Proprietary metric - our customers benefit from the unique insights we’ve gathered on customer engagement
Page 54© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement Score
• Calculated 72 hours after each “Cast”• You will notice the score is blank until this
time• Email Metrics or Program Success• Good content – score of 50• Secret sauce: mathematics around the curve• Score is subject to updates
Page 55© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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