Rules of Engagement: Designing a “Smart” Nurture Program

Jenn DiMaria — Digital Pi

If Marketo Engage reporting was entirely driven by program membership, then every initiative should be tied to its own program for accuracy. Spoiler alert: that's exactly how it's built, and that's how you should be running your instance. High engagement and successful reporting rely on every piece of content, especially in nurture campaigns, to be connected back to its program. This way, you know which initiatives are leading people to your content so you can make sure that you’re not promoting the same content to the same person multiple times. Take a deep dive under the Marketo hood and discover how to design a “smart” nurture strategy for maximum engagement and accurate reporting.

After this session, you’ll know how to do the following:

  • Create nurture programs that are insightful and intuitive.
  • Determine which of your initiatives are driving what.
  • Masterfully set up Marketo Engage programs for attribution and reporting.

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