Mura Content Personalization Blog

Insights from the Tactical to the Strategic

Creating Complex Nurtures in Marketo

Recently we released a new animated infographic to help explain the idea behind Connected Content Marketing Experiences. While the concept is not necessarily complicated, it was a challenge to describe what it was, and more importantly how it works. It is one of those concepts that no matter how many words you use to describe it, it may not completely “click” until you see it.

The Connected Content Marketing Experiences premise is based off of 3 parts: 

  • Connected Experiences
  • Building Rich Profiles
  • Delivering Relevance

In the infographic, we illustrated these in a 3-part tabbed interface, each animating in the story as the user scrolled down the page. When the user reaches the bottom of a tab, they would click a link to take them to tab #2 and so on. It’s really only when you’ve absorbed all 3 components that the concept of Connected Content Marketing Experience is complete. 

Therein lines our problem – due to the nature of the subject, the infographic in its entirety contains a LOT of information; certainly more information that can be articulated in a single email. We needed to create a campaign that not only made our leads aware that the infographic exists, but also nurture them to make sure they have consumed all 3 parts of the concept. 

To do this, we needed to accomplish 3 things:
  1. Send an initial email in our nurture campaigns to promote the infographic
  2. Once the user had visited the infographic, know whether or not they visited beyond the first tab.
  3. Send follow up emails conditionally, based on their behavior. If they had not visited the second or 3rd tab, send them follow up emails accordingly. 

The first is pretty simple. We created the initial email and added it to our various nurture streams. I our example, we use Marketo, our Marketing Automation tool of choice.

The second, relies on a method we talked about in an earlier post about sending custom events to Marketo. Since the tabs on the infographic weren’t actual pages on our site, the tab activity wasn’t being recorded in the lead’s activity log. Thankfully, using the following code, we were able to hook into the tab clicks and record them into Marketo as page visits.

The last piece of the puzzle involved a rarely used feature in Marketo’s flow called “Request Campaign”. This allows us to create complex logic in our campaigns by conditionally requesting other campaigns if the user meets certain criteria. Here’s how we set it up:

Campaign 1:

Campaign 2:

Campaign 3 (similar to tab 2, but with tab 3 rules):

By using the web page visit hooks we already created, we could create a sub-nurture campaign that checks to see if the lead had visited the subsequent tab, and if not, send them a follow-up email with content specifically tailored to that 2nd or 3rd tab. If the lead has already visited the tab, go ahead and remove them from the campaign, wait one week then try for the 3rd tab. 

Sometimes our nurturing efforts are not always linear; nor does every message apply to the same person at the same time. By using a little bit of ingenuity and out-of-the-box thinking, we can really craft some highly targeted messaging that is relevant to our users based on their needs. Isn’t that what marketing automation is all about?

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