We have four "audience types" and four "personas" within each each audience type. Our company is also global. Our priority is customer retention.
To start our first engagement program, I proposed that we start with the US only, and focus on one audience type (brands). We're also tasked with sending retention/nurture content to brands in different verticals and, on top of that, we need to consider the personas (at different job levels). Does any Marketo veteran have a recommendation?
My ideas below:
- Nest programs within the engagement program which will house all "evergreen" content
- Within each program, write the evergreen content for three personas - C-suite, VP/Directors, default (anyone else) - and use one email with dynamic content for each audience segmentation
- Create emails at the engagement program level for timely, "contextual" emails such as product announcements, seasonal campaigns, company awards, etc. (question - how do you track the opens, clicks if you're engagement program progressions are more big picture like MQC, Added to Opportunity, etc).
- Create streams for the top 3 verticals and one generic stream for everyone else - will help us send seasonal campaigns to specific audiences
Is this crazy? Is this scalable? Thoughts?