Guidance: Creating a new nurture/engagement program with 2 triggers

In addition to the Smart Campaigns listed above, if it were me, I would also create transition Smart Campaigns (i.e. transition criteria and flow steps from one stream to another) if your engagement program has multiple content streams. You are technically able to create transition rules within the streams themselves, however, I've found that having transition Smart Campaigns in a top folder level allows for better visibility, flexibility, and complexity. 

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@ivette_gomez wrote:

Hi!

 

I am creating a new Nurture program that will contain 1 nurture stream. When the members exhaust that content, we want them to transfer to a different nurture program ( program 2).  Our company has existing nurture programs, but it is my first time setting up a brand new one so I would appreciate some guidance. 

 

Q1:  What are the minimum basic smart campaigns that one should set up to make it flow properly? 

 

Well, you'd need an entry campaign to add people to the nurture program, and an exit campaign that'd move people out of the nurture program (i.e., Pause their Cadence), you could request the entry campaign of the nurture program 2 from this exit campaign. Furthermore, you'd need campaigns that'd change the Cadence of the engagement program to the Paused state when they're not eligible to receive the nurture content (e.g., you may not want to continue sending nurture content when people progress to MQL and further stages, when they become non-marketable, etc.). Similarly, you'd also need a campaign to change the Cadence back to Normal when Paused people become eligible for nurture again. I think your setup would be pretty simple given that you only have a single stream.

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Q2:  I've read that it is best when the entry qualification/criteria for the engagement program/stream are just one, but in my case, I have two entry criteria (triggers) for folks that I want to enter into this engagement program ( 1: "new person created" with a specific job title, OR 2)  Can be a new or existing person and they convert in a program that we already have running. ( aka program status changes). 

 

Can I have two smart campaigns for entry based on these two qualifications? Will this work?

Is there a better way when there are multiple qualification triggers?  

 

While there's no limit to the number of campaigns you can create to add people to an engagement program, I'd advise you to have a single campaign as far as possible (I'm sure other experts here would also advise the same). A single entry campaign helps keep things cleaner, easier to track, and troubleshoot. Why don't you add both triggers to the single entry campaign and set the Advanced filtering logic so you're able to build out the complete entry logic in a single campaign?

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Any other general considerations I should think about when setting something like this up? 

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I'd advise you to think through all the edge cases and possibilities and ensure your setup has proper logic built out to handle those. I'd highly advise you to test your nurture operation campaigns very thoroughly and also ensure that people are able to transition to other nurture programs when apt conditions are met as well. Additionally, with nurture, users could get as creative as they want, and I believe everyone has a particular style/framework of setting it (e.g., some users like to create an additional empty stream for transitioning non-marketable members, while others don't). At the end of the day, what you build, test, and launch should be all buttoned up, able to meet the business requirements, and not have any leaks/cracks.

I hope this helps, and please let us know if you have questions.