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Engagement program best practices for complex organization

Question asked by 4ca99616cbf678d31de52bd3f8072cfc050b8ec5 on Feb 2, 2017
Latest reply on Feb 3, 2017 by josh.hill



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?