Marketo Recommending Only 2 Program Steps | Community
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Anonymous
February 26, 2014
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Marketo Recommending Only 2 Program Steps

  • February 26, 2014
  • 13 replies
  • 3008 views
I was just watching the training video on programs and channels and the speaker stated that moving forward, Marketo is now recommending users only create two program (aka progression) steps per channel.

Instead of:

Send 10
Opened 20
Clicked 30
Unsubscribed 40

They recommend simplifying it to:

Member 10
Engaged 20

How does the community feel about this new approach? It certainly would make things easier, but I'm concerned about how little information it provides on the actual progresssion through a campaign. 

I'm beating my head against the wall with channels currently and how to customize them for our needs, so input on this concept would be greatly appreciated. Thanks!
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Agree with this new consolidated approach Marketo recommends.  

Setting up a program status for every email activity was redudant and does not provide additional data beyond what an email performance report or email program dashboard already does.  Only having one status to update also makes cloning/activating programs much faster.  It also makes reading a lead's activity log easier.

As far as syncing information over to Salesforce.com Sales Insight provides details about which emails have been sent/opened/clicked for the sales team.  Interesting Moments can call out specific actions they need to know.  We only add members with an engaged or success status to the SFDC campaign now.  This way SFDC Campaign related lists only show the campaigns leads actually responded to.  Having leads be part of a campaign they did not engage with was not helping make any decisions so we dropped it.

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A
Anonymous
February 26, 2014
A tie within a channel means that a lead can be in either of the statuses, example, in a webinar, you can be either attended or no show, so those are a tie.  You would never be attended then no show.  Hope this helps explain.  

What do you want to track on landing pages?  When someone fills out a form, you could change their status to "engaged".  It's meant to be flexible to do what you want.
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Anonymous
February 26, 2014
We will be syncing up with Salesforce in the near future.

We're just starting to get our feet wet with RCA. 

I would love to track every progression to see where people are dropping off in our campaigns so that we can improve. However, I only really need to report the major metrics (aka engagement and new names) to the team.

I completely understand email programs now providing the date through the dashboard, but what about landing pages we want to track? How granular should we really be with our channels? 

Also, I asked this question in another post, but never got a response. Can you explain to me the concept of a tie within a channel (e.g. two channel values equaling 10) and how that it affects, well, anything? lol

Thanks!
A
Anonymous
February 26, 2014
The reason we have recommended that you not track Send, Opened, Clicked, etc. is that as program statuses, it does not provide any benefit (except if you want to push any of these statuses to SFDC) and all the email metrics are included in the dashboard of the email program or in the email performance report. 

Can you tell me a bit more about what you want to track with program statuses?  Are you using RCA?

Thanks,
Cheryl
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