Best Practice for Personalizing an Engagement Program | Community
Skip to main content
Dylan_Yip-Chuck
Dylan_Yip-Chuck
New Participant
June 25, 2020
Solved

Best Practice for Personalizing an Engagement Program

  • June 25, 2020
  • 2 replies
  • 3026 views

We're building an ARC nurture program via Engagement Program in Marketo, primarily taking into account the prospect's funnel stage (Awareness Stream = TOFU, Research = MOFY, Consideration = BOFU). Ideally, we'd like to add more personalization - differentiating content depending on the prospect's industry, job title, and/or company size. 

 

I am trying to determine the best path forward to achieve this. Is the best option to simply add more streams? Each stream tailored towards a very specific persona? Or, is it a better practice to keep the number of streams low, but then use segmentation/dynamic emails to tailor content by these additional factors? Or is there a different option that I am missing altogether?

I am trying to determine the path of least resistance and the path that will yield the best reporting. 
 
Thanks in advance! 

This post is no longer active and is closed to new replies. Need help? Start a new post to ask your question.
Best answer by JDNelson1

I would recommend dynamic content, specifically Snippets. That way you can swap out content without editing all the different places that reference it. I've found that reporting on this becomes a bit of a downer, so you may want to setup some tagging when the email is sent in order to set a way to track who saw what email at that time. The new Program Member Custom Fields could be a solution to tag (although reporting is not quite released), or just add them to a static list for each variation they would have received.

2 replies

Cory_Gabor1
Cory_Gabor1
New Participant
June 26, 2020

Hi @dylan_yip-chuck,

 

I would take the approach of having three different streams; TOFU, MOFU, BOFU. You can then create your segmentation for your personas and utilize dynamic content in each of the emails. You can also create specific reports for the different segments if that's something you're looking to do. Here's the Marketo doc on how to do that. That should be a pretty straightforward approach and get you what you need. 

 

Let me know if you have any other questions. 

 

Thanks,

Cory Gabor

Marketing Consultant

LeadMD

    J
    JDNelson1Accepted solution
    Community Manager
    June 26, 2020

    I would recommend dynamic content, specifically Snippets. That way you can swap out content without editing all the different places that reference it. I've found that reporting on this becomes a bit of a downer, so you may want to setup some tagging when the email is sent in order to set a way to track who saw what email at that time. The new Program Member Custom Fields could be a solution to tag (although reporting is not quite released), or just add them to a static list for each variation they would have received.

    Terms & ConditionsAccessibility statement

    Loading footer...