How To Use The Marketo Engagement Engine

Marketing is all about converting as many leads as possible into customers and generating higher profits for your business. While the top of the sales funnel includes prospects who know nothing about your business and you know nothing about, the bottom of the funnel consists of customers who have considered your brand and are more likely to make a purchase. So how will you ease the conversion process and shorten the sales cycle? The answer is lead nurturing. Lead nurturing is the tactic by which you build a stronger relationship with interested leads and persuade them to convert. The main goal of lead nurturing is to build awareness among prospects, share relevant information with them, and gradually get them to take action or buy from you.

Most of the marketers practice lead nurturing with the help of their CRM tool which helps to automate the whole process and send personalized email templates to the subscribers. It also streamlines activities and allows you to reach your target audience with the right message at the right time. One such CRM tool is Marketo, and this article will Colombia WhatsApp Number List you in-depth information on how you can use the Marketo Engagement Engine to enhance your lead development process. Let us begin… Marketo Customer Engagement Engine: The Beginning Modern customer psychology has evolved over time and no longer entertains batch and mass emails. As a marketer, there are various permutations and combinations in which the customer will interact with your brand.

The Same Applies To You

You can target them with different communications based on their engagement. There was a time when the whole process worked with If-then algorithms. It used to be incredibly overwhelming for marketers and also increased the likelihood of mistakes. All your time was wasted on creating workflows and testing them. Ultimately, the marketing strategy could not be as effective as they wanted. To help marketers overcome this challenge and create simple flowcharts, Marketo created the Customer Engagement Engine. The best part of this platform is that you do not need to be a technician to work on it. The only thing you will need is a marketing automation platform, with the help of which you will be able to create complex nutrition programs to win over your customers.

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How does it work? The customer engagement engine allows you to send relevant content. In the past, marketers had to assume and predict the future interaction of prospects and customers to build their marketing strategy. With the customer interaction engine, you only have to create rules for the transition. Consequently, your automation system will boost the buyer’s journey and bring them closer to the purchase. You can also push leads back based on engagement. For example, if a potential customer at the bottom of the funnel stops responding, the system would automatically place them in the initial purchase stage or the inactivity stage. Marketers will be free to define transition rules based on age, gender, designation, and actions taken by prospects.

For Example: You Can Decide

That a subscriber will move to an active nurturing stream once they download more than three content assets or visit the pricing page or when they reach a particular lead score. Should the lead’s status change, these transition rules will help target customers with relevant content. 2. Marketo CEE allows you to set a limit on the number of emails sent to a subscriber per day. Sometimes your automation workflows are set up in such a way that subscribers receive more than one email from you every day. One of the possibilities for this is that the subscriber is placed in multiple segments. Eventually, this would lead to more unsubscribes or people stopping engaging with your emails. Marketo CEE gives you the ability to set limits on the number of emails you can send each day. 3. Customer Engagement Engine gives you a burnout graph.

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