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Anonymous
April 22, 2016
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Nurture Automation Best Practices

  • April 22, 2016
  • 2 replies
  • 4646 views

Hello,

Our Marketo will be integrated with our Salesforce database. What would be the best way to create an automation that triggered after, say, a sales rep changes someone's lead score? After their lead score changes, we'd want to send a piece of downloadable content or provide further information. Then, perhaps after a delay of a few days, they would receive a second email. Would I host my emails as local assets under an Engagement program? Is it preferable to push leads through a smart campaign? It looks like I may be able to use them together, i.e. set up an engagement program with my emails, and then set up a triggered smart campaign to add leads to the engagement program when their score is changed.

What would you recommend as the most effective way to get leads through this type of automation?

Thank you.

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Best answer by Grégoire_Miche2

Hi Cheri,

Once the connection is enabled, any change made on data in SFDC will be reflected within 5 minutes in Marketo. You will be able to detect this with "Data Value Changes" trigger and add a "source is sfdc" constraint. You can also use a "data value changed" constraint.

e.g.:

or

With either these filters or triggers, you will be able to run a flow that does exactly what you want to do. You can also use these to add the leads to an engagement program.

Engagement programs are easier to setup and to evolve (for instance if you want to add or remove contents), but have the drawback to have a very fixed interval between email casts. Smart campaigns will be more flexible, but not as well adapted to evolve on the longer term.

-Greg

2 replies

Josh_Hill13
Josh_Hill13
New Participant
April 23, 2016

+1 on Greg.

Two points:

  • see my presentation at the Summit on nurturing
  • your salesperson should not change Scores. Scores are predetermined and automatic based on data values and behaviors.
    Grégoire_Miche2
    Grégoire_Miche2
    New Participant
    April 23, 2016

    Hi @Josh Hill ,

    What is the date/time of your pres ?

    -Greg

    Josh_Hill13
    Josh_Hill13
    New Participant
    April 23, 2016

    lol. Of course I should've put that in there

    May 11 at 1pm in Room 319.

    Grégoire_Miche2
    Grégoire_Miche2Accepted solution
    New Participant
    April 22, 2016

    Hi Cheri,

    Once the connection is enabled, any change made on data in SFDC will be reflected within 5 minutes in Marketo. You will be able to detect this with "Data Value Changes" trigger and add a "source is sfdc" constraint. You can also use a "data value changed" constraint.

    e.g.:

    or

    With either these filters or triggers, you will be able to run a flow that does exactly what you want to do. You can also use these to add the leads to an engagement program.

    Engagement programs are easier to setup and to evolve (for instance if you want to add or remove contents), but have the drawback to have a very fixed interval between email casts. Smart campaigns will be more flexible, but not as well adapted to evolve on the longer term.

    -Greg

    A
    Anonymous
    April 25, 2016

    Hi Greg, thanks so much for the reply. I have a few more questions--thank you for your expertise on this.

    (1) If I was to use smart campaigns to send automated emails, would I need to host that smart campaign underneath an engagement program in order to have emails stored there as local assets?--even though I wouldn't be using the engagement program itself to move people through the cadence? It doesn't look like I can host emails as local assets under a smart campaign.

    (2) If we have designers that code emails from scratch each time, what is the best way to import those emails? I would think creating folders in the Design Studio per email and have unique file names for those images, then use a blank template to edit each email send. Or would I add each new email as a template?

    (3) If I wanted to set up a smart campaign to send someone a second email if they have not opened the first email after 2 days, would this set up work (I want this to run after the email is sent, not at a specific time during the week, thus I'm operating under the assumption I need a trigger, eg the first email being delivered, to set things in motion. Using a "not opened email filter", date of activity does not matter if I'm going to stipulate on the next page to wait 2 days, correct?)

    Smart list page:

    Flow page:

    Thank you again @Gregoire Michel​!

    Grégoire_Miche2
    Grégoire_Miche2
    New Participant
    April 25, 2016

    Hi Cheri,

    1. No, if you choose the smart campaign approach, you do not need to use an engagement program. A Standard program would be perfectly suitable. It's either one of the other, but I suggest to do not try to make a mix of the 2? you would soon get lost in the logic.
    2. No, do not create a new template for each new design if these designs are to be used only one. Create an email with a blank template, edit it, then hit the "email actions -> html tools -> replace html" menu, and paste your code. Pay attention to the unsubscribe and view as web page links, if you do not use Marketo default
    3. This would be worth a separate question No, the setup would not work. The "not opened email" filter would only be evaluated once, at the moment the email is sent. You just need the trigger, and in the flow step #2, click add choice as is:

    -Greg

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