►
From YouTube: Lifecycle Email Marketing Strategy & Plan
Description
Nout Boctor-Smith, Senior Marketing Program Manager, shares initial research, findings, and planning for lifecycle email marketing. More to come!
A
Oh
hi,
everyone
I,
am
newt
dr.
Smith
and
I'm
on
the
NPM
team,
at
gate,
lab
and
I'm
gonna
talk
about
life,
cycle,
marketing
and
email
marketing
at
get
love
so
dunk.
You
know
this
Jackie,
you
know
this
life
cycle.
Marketing
is
important.
I'm
not
gonna,
get
into
why
it's
important,
but
we
do
spend
a
lot
of
money
on
net
new
leads
right
now
and
we
don't
do
a
lot
to
keep
them
engaged
with
the
right
content.
So
we
really
have
an
opportunity
to
get
better
at
that.
A
Obviously,
benefits
of
lifecycle,
marketing.
You
want
to
save
money.
You
want
to
increase
revenue,
you
want
to
be
more
efficient.
You
want
to
increase
conversions
and
funnel
velocity,
and
that
is
the
section
that
I've
highlighted
here,
because
it's
really
important
more
relevant
touches
along
the
lifecycle,
lead
user
lifecycle
even
mean
more
potential
conversion
points
and
faster
conversion.
So
we
want
to
be
right
there
when
someone
needs
something.
A
We
want
to
be
like
hey
I'm
here,
to
help
you
as
well
as
identifying
funnel
leaks
a
little
bit
faster
than
if
you
don't
have
anything
set
up
so
currently,
I'm
gonna
go
into
a
little
State
of
the
Union.
It's
a
little
bit
of
a
mess
we've
just
grown
so
quickly
and
for
a
long
time
the
team
is
very
small
and
bootstrapped
and
we
were
just
moving
in
a
million
miles
a
minute.
So
there
are
some
communication
gaps
for
sure.
Our
segmentation
is
not
very
clear.
There's
a
lot
of
opportunity
here.
A
You
know
dunk
that
there's
disparate
data
sources
that
we're
working
on
combining
we
don't
really
rely
on
automated
campaigns
and
I
know
that
automated
campaigns
tend
to
you
know,
have
the
the
understanding
that
it's
more
of
a
b2c
thing.
That's
not
true.
Automating
campaigns
can
be
used
across
any
business.
A
We
have
a
lot
of
ad
hoc
processes
and
they're
getting
harder
and
harder
to
scale
we're
not
doing
any
database
lifecycle
campaigns
at
all
like
no
welcome
or
reactivation
campaigns,
and
because
of
that
leader
becoming
inactive
and
right
now
we
don't
really
have
a
reactivation
strategy.
Yet
so
just
a
few
numbers,
the
current
state
of
our
database.
As
of
yesterday
may
nineteen
twenty
twenty
just
wanted
to
pull
like
what
does
our
database
at
Marquette?
All
look
like
this
is
just
Marquette.
A
Oh,
how
many
and
I'm
excuse
me
how
many
people
do
we
have
in
there
and
how
old
are
the
records?
So,
as
you
can
see
here,
we
have
about
2.3
million
records
in
Marquette,
oh
and
by
records.
I
just
mean
leaves
in
contacts,
so
people
and
about
1.2
million
of
them
were
created
in
the
last
12
months,
726
thousand
last
six
months
and
almost
half
a
million
less
three
months.
So.
A
And
where,
as
you
as
the
numbers
show
you
like
we're
continuing
to
grow
the
database,
but
what
I
kind
of
wanted
to
show
you
is
that
out
of
all
the
records
create
in
the
last
three
months,
three
hundred
and
seventy
seven
thousand
of
the
four
hundred
twenty
seven
thousand
have
not
been
sent
any
email
in
the
last
30
days.
Nothing
and
of
all
the
records
in
Marquette
Oh.
Only
a
hundred
eighty-eight
thousand
give
or
take
or
have
been
active
in
the
last
six
months
and
I
define
activity
as
clicked
any
email.
A
B
A
B
A
A
Then
yeah
about
half
of
them
haven't
gotten
an
email
in
six
months
and
about
I'm,
okay,
I'm,
okay,
with
not
emailing
the
entire
database.
You
know
in
the
last
six
months,
I
would
like
to
focus
on
potentially
taking
the
people
that
are
not
active
in
the
last
12
months
and
sequestering
them
right
and.
A
A
A
B
B
A
A
B
A
A
A
That
you
is,
you
know
there
are
some.
There
could
be
some
errors
in
that
number.
So
it's
not
necessarily
a
KPI
number
like
I,
wouldn't
really
stake
my
reputation
on
it,
but
it's
if
there
is
some
movement
in
there
in
a
right
direction.
That
could
be
due
to
a
lot
of
different
factors,
but
I'm
just
really
excited
to
see
that
it
could
be
better
targeting
in
our
database.
It
could
be
our
our
emails,
we're
writing
better
copy.
We
have
better
offers
that
are
CTAs
and
our
emails
are
just
more
attractive.
Well,.
A
Bad
I'm,
it
is
for
me
a
little
I'd
want
to
see
it
on
the
higher
end
of
90
and
see
the
bounces
a
little
bit
lower
that'll
happen
when
we
clean
up
our
database
a
little
bit
and
we
put
in
lifecycle
database
campaigns
that
you
know
take
records
and
mark
them
as
inactive
if
they're,
just
not
engaging
with
us.
So
I'm
not
too
worried
about
that
right
now.
A
So
we've
been
doing
like
we've
just
been
doing
a
little
bit
of
testing
and
improvements,
and
we
just
wanted
to
give
you
a
quick
rundown
of
what
we're
seeing
I.
We
have
a
long
way
to
go
to
basically
like
create
a
culture
of
testing
and
sharing
results
and
because
I
think
for
a
long
time
the
lab
was
very
like
go,
go,
go,
go
you
know,
and
then
I
mean
this.
Is
it
every
company?
A
It's
it's
hard
to
just
take
a
breather
and
create
a
strategy
for
testing
and
reporting
and
and
stuff
like
that,
but
I've
been
slowly
making
some
changes,
one
of
the
one
of
the
a/b
tests
we
ran.
Agnus
actually
ran
this
one,
but
I
I
made
some
really
minor
changes
to
the
yet
lab
newsletter
template
the
old
one
is
on
the
left
and
the
new
one
is
on
the
right,
see
it's
not
a
huge
difference,
but
there's
just
a
simple
redesign
and
over
and
over
again
the
new
design
has
been
the
winner.
A
We
I
did
some
more
changes,
I
actually
completely
redesigned
the
the
webcast
invitation,
email
and
I
was
really
excited
because
I
was
like
this
is
cool.
Look
how
great
the
feedback
I
got
from
people
was
like.
Oh
yeah.
This
is
really
nice.
It's
the
one
on
the
left,
the
purple
one
and
so
I
ran
with
it
and
then
I
had
a
stakeholder
Alicia.
Actually
she
said
hey.
Can
we
test
your
beautiful
design
that
we
all
love
so
much
against
an
alt
text?
A
A
Just
get
to
the
point:
don't
tell
me
colors
and
icons
and
stuff
I,
don't
care,
so
that's
kind
of
what
we
did.
We
kept
the
copy
as
consistent
as
possible.
That's
harder
to
do
obviously
with
alt
text
email,
but
it's
still
an
HTML
email.
It's
not
a
text
only
email,
it's
just
really
stripped
down,
so
the
text
version
won
both
times
as
much
as
I
would
like
to
say
that
beautiful
design
always
wins.
It
does
not
always
win
won.
A
A
And
then
the
second
time
that
wasn't
quite
as
much
but
definitely
something
consider
because
creating
a
text
email
is
a
lot
faster.
You
don't
have
to
you,
don't
have
to
ask
for
images,
you
don't
have
to
figure
out,
you
know
colors
and
this
and
that
it's
just
when
you're
coding
something
like
this.
It's
just
a
lot
faster
did.
B
B
A
The
logo-
that's
a
good
idea,
should
try
a
little
see
if
that
makes
a
difference,
because
buttons
always
win.
That's
just
everywhere.
I've
ever
worked,
buttons
always
win.
So
I
was
like
you
know
what
I
know
text
one
well.
What
if
I
do
Tex
versus
text
with
button
text
was
button
one
we
had
103
clicks
here
versus
83,
so
quite
a
bit
of
a
jump
right.
A
A
B
A
Gonna
rebuild
these:
it's
all
text
overlay,
all
the
buttons
are
HTML
buttons
and
they
performed
pretty
well.
This
first
one
didn't
perform
very
well,
but
I
that
could
be
due
to
the
targeting
it
was
very
poor
to
be
perfectly
honest,
and
so,
as
this
was
the
first
one
I
sent
and
then
as
I
sent,
more
I
got
a
little
bit
better
at
targeting,
and
then
this
one
right
here
it
was
like
we
were
just
playing
around.
We
made.
A
B
Yeah
the
characteristics
that
I
like
and
what
I
see
is
I
love
the
fact
that
you've
made
the
image
be
part
of
the
background
right.
So
it's
not
having
to
load
the
image
separately
because
you're
right,
we
have
that
problem
with
that
and
and
I
do
really
like,
like
the
last
one
which
simple,
effective
developer,
propose
you
know
persona
since
I
would
assume
that
a
lot
of
our
databases
as
God
developer
personas
in
there.
Some
of
that
but
I
also
like
that.
B
A
Commit,
oh
sorry,
yeah
this
was
this
was
not
based
on
persona
for
commit.
It
was
just
all
the
people
we
were
targeting
for
that
event
and
for
this
year's
commit
it's.
The
designs
are
changing
again
because
da
da
we're
getting
a
brand
new
modular
email
template
interesting,
so
I.
This
was
my
project.
A
You
could
ever
need
in
an
email
across
the
marketing
organization
or
even
other
needs
like
internal
comms
or
something
and
you'd
build
it
out
in
a
way
that
all
a
person
would
need
to
do
that
needs
to
send
out
an
email
is
just
say:
yep
I
want
this
module
I
want
module,
B
I
want
module,
F
and
D,
and
I'm
done
so.
I
created
the
first
version
of
this.
It's
actually
in
use
now
I
use
it
and
there
are
bits
and
pieces
of
it
that
we're
using
in
Marketo
and
then
the
design
team.
A
They
wanted
to
kind
of
give
it
a
more
gitlab
refresh,
so
we
have.
We
have
a
design
contractor
right
now,
working
on
give
it
giving
it
a
facelift.
He's
gonna
provide
me
with
the
updated
PSD
and
then
I'm
gonna
redevelop
this
our
you
have
the
HTML
and
everything
I
just
need
to
probably
make
some
updates,
and
then
it's
gonna
go
into
Marketo
so
that
we
can
all
use
it
and
to.
C
A
C
C
There
was
no
persona
basis,
I
mean
there
was
some
persona
bases,
but
mostly
it
was
about
the
region
that
was
being
targeted
and
we
expanded
far
beyond
the
region
of
where,
where
the
I
don't
was
taken
place
in
some
cases,
so
yeah
it
it's
hard
to,
and
we
have
the
ability
to
do.
A/B,
testing
and
multivariate
testing
in
Marketo
and
I
think
that
that's
something
that
we
want
to
employ
more
instead
of
just
refreshing
and
the
audience
is
really
something
we
need
to
improve.
Yeah.
A
B
C
B
C
C
B
Know
we
could
just
as
an
idea
we
could
start
to
provide
kind
of
a
call
to
action
for
different
personas
in
the
email
and
see
how
that
performs
right
to
begin
to
build
that
knowledge,
provided
we
have
a
way
to
capture
that
persona
and
add
that
to
the
lead
record
right,
but
we
could
have
a
hey
I'm,
a
developer,
I'm
interested
in
this
click.
Here
you
know
and
yeah.
A
B
A
Is
actually
my
dream,
my
plan
for
the
unresponsive,
desde
or
nurture
the
first
email
in
that
campaign
is
basically
a
pseudo
preference
center
that
actually
Google
Cloud
does
a
really
beautiful
one.
They
just
ask
you
what
do
you
want
to
hear
about
and
then
you
wrote
in
case
you
know
Thank
You
page
and
they
take
that
data
and
just
put
it
on
your
contact
record.
So
right.
A
You
can
explicit
yeah
exactly
you
can
make
a
lot
of
inferences
from
that.
Just
ask
people
and
see
what
they
say
so
I
think
we
there's
just
so
much
opportunity
like
sky's
the
limit
speaking
of
opportunity.
I
have
some
ideas
about
implementing
life
cycle
marketing
at
gala.
So,
as
you
know,
email
is
an
integral
part
of
life
cycle.
Marketing
I
was
looking
at
some
data
because
I
just
wanted
to
make
sure
that
I
wasn't
coming
from
like
I
love
email.
Therefore,
email
is
the
best.
A
No
because
like
I
will
be
the
first
to
admit
that
I'm
wrong.
If
there's
good
data
and
there's
a
really
interesting,
Twilio
study
that
just
came
out
and
it
found
that
83%
of
consumers
prefer
to
receive
communications
from
businesses
over
email
still
arm
and
I.
Just
thought
that
was
like
ok,
I
feel
I
feel
good
about
this
I'm,
not
just
like
thinking.
Email
is
great
when
it's
not
and
then
there's
some
other
surveys
like
executives,
92%.
A
Eighty
to
ninety,
two
percent
respondents
cited
the
emails
preferred
channel
communication,
okay,
cool,
so
okay,
I
feel,
okay
about
you
know
being
an
integral
part
of
life
cycle.
So
but
obviously
we
have
to
do
it
right.
The
right
message
is
a
very
personal
every
time
in
the
right
channel
with
relevant,
timely,
permission-based,
marketing
and
Ted.
This
is
this.
Is
a
lot
can.
Can
you
see
this
because
it
looks
quite
blurry
on
my
screen?
No,
no.
C
A
Second,
row
is
the
statuses
or
the
stage,
so
we
have
raw
inquiry
and
this
is
mostly
going
to
focus
on
lead,
but
I
also
wanted
to
show
you
that
there
are
there's
the
user
lifecycle,
there's
community
context,
a
BM
and
partner
that
all
potentially
need
to
be
treated
differently
and
have
different
life
cycles.
Yeah.
B
B
A
A
B
A
Over
here
we
have
the
trial
nurture.
We
have
SDR
outreach
sequences
that
take
that
happen
when
the
lead
is
an
accepted
stage.
Our
use
case
nurtures
go
from
inquiry
all
the
way
to
qualifying.
We
don't
we
don't
really
want
to
communicate
too
much
when
they're,
qualified
and
potentially
after
an
opportunity
is
closed.
If
there's
an
opportunity
for
like
closed
lost
nurtured
depending
on
the
reason
it
closed
lost.
That
I
put
that
here
as
a
potential
idea
and
then
security
releases,
we
send
those
out,
they
have.
A
Yeah
yeah
updates
those
those
don't.
It
doesn't
really
matter
where
you
are
in
the
lifecycle
that
works
for
everybody
prospect
newsletter
usually
goes
across.
We
could
do
a
better
job
with
that
honestly.
Sometimes
we'll
do
surveys
or
the
research.
That's
not
super
often,
but
we
do.
We
have
like
a
DevOps
or
developer
survey.
B
A
Surveys,
research
research
sometimes
happens
to
folks
that
are
customers
and
then
a
reactivation
should
happen
across
the
entire
lifecycle
and
so
do
triggered
emails,
and
then
over
here
I
have
the
this.
This
is
an
engaged
engagement
status,
so
penny
active,
lasting
and
inactive.
Obviously
we
can
change
the
name,
but
what
pending
means
is
it's
a
record
we
have,
but
we
have
not
gotten
permission
to
email
them
yet.
Well,
generally
speaking,
we
get
pending
from
GDP
are
countries
where.
B
A
A
Have
pending
and
then
they
get
a
double
opt-in
or
a
welcome
to
opt
in,
but
if
they
don't,
then
they
stay
pending.
Active
is
just
like
you've
done
a
thing
we
we
can,
you
know
it's.
A
forum
fill
or
member
of
program
can
collect
on
an
email,
etc,
etc.
Lapsing
is
when
you
get
close
to
how
we
want
to
define
that
it
really
it's
up
to
us,
but
how
I've
defined
it
in
the
past
is
lasting,
is
up
to
12
months
and
anything
after
12
months,
and
you
haven't
done
anything.
You
become
inactive.
B
A
A
A
You're,
basically
walking
up
the
point
scale
in
a
way
or
you're,
just
reactivating
yourself.
There
are
a
lot
of
details
about
like
do
what
you
want.
You
know
lead
scoring,
and
you
know
there's
just
a
lot
of
details
that
I'm
not
getting
too
far
in
the
weeds
here,
but
over
here
we
have
partner,
obviously,
and
then
we
have
customer
and
we're
just
we're,
not
there's
so
much
opportunity
over
customer
marketing
and
jackie
has
so
much
experience
in
in
that
arena.
I
don't
have
quite
as
much
experience,
but
you
know
a
customer
newsletter.
A
B
Three
four
observations:
I
have
no
go
back,
go
back
first
off.
This
is
great.
The
visualization
summary
is
exactly
the
way
we
need
to
be
showing
how
things
go.
I.
Would
you
know,
as
I
said,
one
observation
is,
is
always
clearly
define
your
audiences
right,
so
everybody
understands
who
you're
talking
about.
So
that's
your
up.
There
also
always
provide
the
time
dimension.
B
So
maybe
it's
on
the
bottom,
where
you
show
like
each
of
these
hash
marks
is
30
days
or
60
days
or
week
1
week,
2
week,
3
week,
4,
but
I
think
it's
important
to
show
the
time,
because
people
will
always
look
at
this
and
try
to
understand
it.
Reading
left
to
right
and
they'll
be
inferring
a
time
dimension
that.
C
B
B
Expansion
because
it
translates
to
and
to
improved
renewal
rates,
improved
adoption,
higher,
ie,
Seavey's
right
and
so
yeah
I
would
just
ask
you
to,
as
we
think
about
the
ideal
state
of
what
we
want
to
do.
They've
landed
build-out
that
slide
also
build
out
a
plan
for
that
now.
The
third
thing
or
the
fourth
observation
I
would
have
is
I
think
it's
important
to
understand
in
email
marketing.
How
much
of
this
is
programmatic
versus
how
much
of
this
is
freeform.
B
So
as
an
example,
when
the
MQL
gets
turned
over
the
SDR
for
qualification
purposes,
are
they
leveraging
and
using
a
structured
template
that
we
provide
to
them
with
personalization
or
are
they
making
up
their
own
email
outreach
campaign
same
thing
when
we
turn
it
over
to
sales?
So
I'd
like
to
first?
Have
you
answer
that
question
from.
A
C
From
the
integrated
campaign
standpoint
we
always
have,
and
we
team
with
the
SDR
is
in
in
bringing
together
the
right
outreach
sequence,
so
we'll
have
usually
two
sdrs
per
campaign
and
they'll
through
how
it,
given
all
the
information
that
we
provide
like
the
persona,
the
messaging
like
how
this
will
be
used.
What
the
campaign
looks
like
how
would
be
what
would
be
the
ideal
follow-up
path,
using
their
experience
and
kind
of
letting.
B
C
A
voice
to
the
rest
of
STR
team
and
then
test
out
all
of
the
links
if
they're
using,
for
example,
path,
factory
links,
you'd,
want
to
make
sure
that
the
tracking
is
appropriate
so
that
the
person
is
not
going
to
hit
a
forum
when
they
when
they
go
through
it
right,
and
there
was
a
recent
SDR
training
on
outreach
and
path
factories.
So
that's
something
to
follow
up
on
to
him.
Okay,.
B
So
I
did
note.
I
did
note
a
couple
of
things
that
I
encountered
when
I
took
the
trial
and
got
into
the
nurture
stream,
and
first
I
will
say
this
is
an
observation
with
a
data
point
of
1,
which
would
be
me
so
it
doesn't
necessarily
mean
this
is
the
common
experience
of
other
people.
But
what
I
did
note
was
when
I
took
the
trial?
I
got
my
welcome
email.
What
was
fascinating
to
me
was
is
that
it
very
much
presumed
that
I
was
a
developer,
even
though
I
did
not
say.
B
I
was
a
developer
when
I
filled
out
the
form
take
the
trial,
and
so,
but
it
directly
put
me
into
let's
get
started
with.
You
know,
with
your
get
lab
project
right
and
so
I
thought
and
and
and
the
commentary
in
the
context
of
that
trial,
or
that
email
was
really
very
much.
It
struck
me
as
being
very
much
towards
the
developer
persona.
What
was
interesting
to
me
was
five
days
later.
I
got
a
second
nurture
email,
which
then
asked
me
Oh.
B
Would
you
be
interested
in
like
agile
management,
agile
development
and
I
thought
that
was
very
misplaced?
In
terms
of
you
know,
like
our
initial
email
should
much
like
a
preferences,
email
asked:
what
are
they
mainly
interested
in
the
product?
What
would
you
like
to
do?
Are
you
you
know
you
just
want
to
try
out
our
source
code
management
system,
you're
interested
in
improving
DevOps.
Here
you
want
to
try
out
the
deck
ops
platform.
B
The
second
thing
that
I
observed
was
was
real.
Interesting
is
when
the
SDR
reached
out
to
me.
The
SDR
actually
took
me
back
to
the
initial
overview
page
of
the
product
that
shows
all
the
stages
and
the
competitors
with
a
call
to
action
of
take
a
trial
and
I'd
already
taken
the
trial,
so
I
thought
that
was
really
kind
of
weird
right.
It
would
have
been
better
to
have
something
that
you
know.
B
I
understand,
she's,
trying
to
explain
all
the
feature
functionality
to
me,
but
but
but
it
was
just
kind
of
a
weird
off-putting:
hey
wait,
a
minute
I'm
already
in
the
trial.
Why
don't
you
provide
something
to
be
more
useful
again
data
point
of
one
so
I
can't
say
that
I
have
a
common
behavior
that
you
would
see
across
multiple
people,
but
I
do
know
that
this
is
one
of
the
things
that
Danielle
is
also
focusing
on,
which
is
the
entire
trial
experience
and
so
I
think
we
oughta.
B
You
know
harmonize
this
with
what
she's
looking
at.
Also
this
is
going
to
be
very
useful
as
we
reconstruct
this,
because,
obviously
you
know
a
quick
path
to
IAC
B
and
an
marketing
efficiency
is
to
convert
better,
but
also
to
understand
who
isn't
going
to
convert
and
get
them
out
of
the
activity
set
as
fast
as
possible.
B
You
know
you'll
hear
me
say
that
a
lot
convert
as
quick
as
you
can
and
basically
disqualify
as
quick
as
you
can,
because
then
you're
not
wasting
any
cycles
or
any
team
efforts
on
all
these
other
things,
and
you
don't
pollute
your
data
with
a
bunch
of
gomers
that
aren't
really
interested
in
doing
anything
like
I
was
a
Gomer
right
and
so
so
and,
and
you
know,
you're
not
wasting
us
the
our
cycles
and
inefficiencies
and
marketing
that
causes
problem.
So
those
would
be
my
observations.
I.
C
Think
that's
a.
We
definitely
need
to
review
the
child.
Nurture
I,
don't
think
that's
had
any
attention
since
December
of
2018,
so
I
think
we've
already
synced
with
Danielle
and
Becky
just
shortly
about
there's
like
email,
marketing,
planning,
there's
so
much
opportunity
here
that
having
help
in
that
area
and
especially
with
them
being
really
specifically
focused
on
trial,
I
think
there's
a
huge
opportunity
to
work
together
and
make
sure
that
that's
the
optimal
experience,
yeah.
B
A
Yeah
and
I
also
think
we
could,
on
the
on
the
trial
form.
We
can
be
better
about
asking
the
right
questions.
I.
Think
like
if
I
remember
correctly,
it
asks
you
how
many
people
work
at
your
company.
It
doesn't
actually
what
your
job
title
is,
which
is
to
me
I'd
I,
would
get
rid
of
one
and
keep
the
other
one,
but
yeah
definitely
a
good
point.
Okay,.
A
Any
more
questions
before
I
move
on
cool,
no
okay.
So
next
ups,
we
want
to
create
a
life
cycle
marketing
engine,
but
first
we're
gonna
have
to
spend
some
time
implementing
data
management
campaigns
or,
if
you
want
to
call
them
programs
that
are
basically
there
to
help
us
like
clean
up,
maintain,
keep
things
organized.
We
don't
do
a
lot
of
that
now,
if
at
all
so
I
already
talked
through
these
with
Jackie
and
I'm,
just
such
a
nerd
with
this
stuff.
A
So
pardon
me
if
I
get
really
excited,
but
the
very
first
thing
I
would
do
is
create
a
management
new
contacts
program
which
I
have
lovingly
nicknamed
mom,
because
she
is
the
boss
and
the
creator
of
all
of
the
subsequent
programs,
basically
or
the
feeder.
But
this
is
an
automated
program.
It
does
not
send
out
any
emails.
It
just
manages
net
new
contacts,
it
tags
them
with
with
the
proper
tagging.
A
For
example,
if
someone
did
a
thing
like
if
they
took
an
action,
they
fill
out
a
wipe
here,
it's
Peg's
and
as
active,
or
it
sends
them
to
engagement
program
to
tag
them
as
active
stuff
like
that.
This
is
the
feeder
for
all
life
cycle
and
automated
campaigns
and
programs.
This
will
help
us
understand
what
people
are
interested
in
or
it
will
feed
to
a
program
that
helps
us
understand
what
people
are
interested
in.
A
A
C
B
I
wondered
if
that's
why
I
was
seeing
in
some
of
the
data
and
some
of
the
reporting
invisible.
You
know
where
we
had
a
total
number
of
mq
else
versus
newman
pls,
which
I
assumed
was.
You
know
a
secondary
contact
at
an
account
that
we
already
had
an
mq
l
for
us,
what
we're
really
talking
about
there
or
it.
C
Could
be
for
the
total
on
queue
else,
it
could
be
somebody
who's
already
in
our
database.
That
is
actively
looking
at
our
website.
It
might
not
have
been
that
we
brought
them
back
through
email,
they
might
have
just
landed
back
on
the
site
or
saw
social
on.
Fader
saw
an
ad
and
those
would
be
existing
mq,
LS
or
existing
records.
That
became
Nembutal
got.
B
A
And
this
by
no
means
is
a
an
exhaustive
list
of
what
we
need,
but
this
is
the
stuff
that
I've
worked
on
in
the
past.
That
I
think
would
be
very
helpful
to
have
here,
as
we
scale
our
marketing
program,
but
underneath
mom
we
have
an
engagement
status
program
and
it
just
it.
It
basically
cycles
through
all
all
activity,
that's
going
on
in
the
database
and
it
tags
contacts
and
leads,
as
you
know,
active
inactive
lapsing
pending,
etc.
So
we
talked
about
the
engagement
status
in
that
crazy
mural
chart.
A
This
program
is
what
does
those
things?
Okay
and
then
also
we
have
a
welcome
program
and
a
double
opt-in.
These
actually
do
some
emails
out.
I'm,
ready
I
was
really
shocked,
but
we
don't
have
a
welcome
program
like
hey,
thanks
for
signing
out
signing
up
for
get
lab
emails.
This
is
what
we
do.
This
is
who
we
are
we're
cool.
This
is
a
really
good
opportunity
to
do
a
lot
of
different
things.
It
really
just
depends
on
what
we
want
to
do.
A
I've
talked
to
Jackie
about
this
a
little
bit
that
we
want
to
kind
of
make
it
more
personalized,
depending
on
the
person,
source
and
potentially
location.
You
know.
Obviously,
someone
who
is
signing
up
for
a
trial
is
gonna
get
a
different
experience.
Maybe
the
welcome
email
is
the
first
email
in
their
trial,
or
maybe
they
get
one
welcome,
email
and
then
and
then
get
fed
into
the
trial.
Nurturer
there's
a
lot
of
different
ways
to
do
this.
The
most
recent
experience
I
had
with
a
welcome
and
double
opt-in
program.
A
B
A
B
I
think
the
other
thing
we
can
consider
is,
as
we
talked
about,
is
doing
a
path
factory
a/b
test
relative-
that
initial
welcome
email
and
see
how
that
performs
from
aggression
perspective,
where
we
kind
of
do
a
progressive
profile
inside
of
path
factory
and
align.
The
content
to
that
versus
kind
of
the
traditional
set
email
with
the
Preferences
series
it'll
be
interesting
to
see
how
those
two
perform
in
a
side-by-side
test.
If
you
get
my
gist,
yeah.
B
B
A
B
A
So
about
was
that
thirty,
five
hundred
out
of
the
twenty
two
thousand
of
those
people
are
trial
people
so
that
so
we
can.
We
will
absolutely
treat
them
differently,
but
this
is
a
project
that
I've
been
slowly
trying
to
like
build
a
strategy
for
and
figure
out
what
that's
gonna.
Look
like
and
I
have
some
ideas
there.
So.
B
C
B
B
A
B
A
It's
like
we've
been
like
I,
said:
we've
been
in
this
mode
of
like
just
get
it
done.
You
know
that
we
don't
really
just
take
a
step
back
and
say:
okay
right
now,
I'm
gonna
do
my
retro
and
I'm
gonna
go
through
the
data
and
I'm
gonna
see
what's
working.
What's
not
so
that
would
be
really
good
to
do
to
have
and
and
maybe
for
this,
your
outreach
for
a
child
just
needs
to
be
like
hey
I
noticed
you
sign
up
for
a
trial
I'm
here
to
help
you
any
questions
like
that's
it
well,.
B
I
think
that
if
we
sidesaddle
with
them,
if
we
got
a
session
where
we
cite
saddled
with
them
or
if
we
asked
Evan
to
kind
of
record
a
session,
any
of
that's
incredibly
helpful
because
now
I
don't
know
to
what
extent
that
the
outreach
they
do
is
phone
verses,
just
strictly
email
outreach,
but
that
would
be
other
things
to
find
out.
But
but
I've
found
that
I
always
learned
a
hell
of
a
lot.
B
A
B
Right,
well,
let's
do
it,
let's
ask
her
first
time.
Well,
tell
her
tell
her
what
we're
trying
to
accomplish
and
she
may
have
a
better
way
of
doing
it
right,
yeah
tell
her.
What
we're
trying
to
accomplish
is
to
really
understand.
You
know
how
the
SDR
is
working,
the
Q,
how
we
can
improve
the
email,
nurturers
and
some
of
the
other
things
right,
so
we're
not
they're
not
wasting
time
on
ineffective
right
marries
that
they're
trying
to
convert
to
MQL.
Are
you
also
trying
to
convert
to
a
SQL.
A
And
then
so
we
talked
about
improving
the
trial
process
and
creating
a
post
trial
plan,
including
looking
at
the
do.
We
have
an
outreach
sequence,
that's
specifically
tailored
to
trial
people.
I
actually
don't
know
Jackie,
but
we
can
really
make
a
lot
of
improvements.
There
there's
so
much
opportunity
and
then
preference
enter
updates
like
we
talked
about
make
sure
we
can
deliver.
Also
on
that
yeah.
B
B
A
We
had
been
collecting
data
for
years
and
not
actually
doing
anything
with
it,
and
so
my
last
job
upon
leaving
was
getting
an
actual
preference
under
where
the
data
architecture
it
worked,
so
that
people
could
get
what
they
wanted
and
so
that
we
do
have
quite
a
bit
of
work
to
do
on
this,
because
we
don't
have
an
easy
way
to
do
that.
Right
now
and
all
of
all
of
my
ideas
on
how
to
actually
capture
that
data
have
not
worked.
So
we
will
have
to
partner
with
marketing
apps
and
really
come
together,
figure
out.
A
Next
up
reengagement
program,
so
as
people
start
to
get
laps,
how
can
we
start
engaging
them
they're
becoming
inactive?
We
don't
want
that,
but
at
the
same
time,
if
we
try
and
get
them
engaged
and
they're,
just
not
gonna
engage
we
let
them
go
right.
The
last
thing
here
and
by
no
means
is
this
an
exhaustive
list,
because
I
did
not
put
email
compliance
gdpr
can't
spam
castle.
A
All
that
stuff,
it's
not
on
here,
but
segmentation
I
started
working
on
this
a
little
bit
Jackie's
seen
my
crazy
eight
slides
and
ideas
about
what
segmentation
needs
to
look
like,
but
it
needs
a
complete
overhaul
and
by
segmentation.
In
this
context,
I
mean
targeting
I,
don't
mean
the
Marketo
term
segmentation.
B
B
Yeah,
you
know
true
marketing
efficiency
when
we
really
look
at
this
is
when,
when
you
could
do
things
like
remarket
to
leads
that
have
gone
in
ql
and
get
them
to
come
back
to
you
and-
and
I've
shown
this
in
Prior
experiments
and
in
Prior
gigs,
where
we
could
go
back
to
the
people
that
are
in
recycle
or
that
finished
the
nurture
never
took
a
pat
pat
another
action,
and
then
we
actually
did
a
strategy
to
them
kind
of
a
long
path.
Rewarming
strategy
and.
C
B
Got
as
many
as
five
percent
of
those
people
back
and
it
didn't
cost
us
anything
to
get
them
back
all
right.
So
when
you're
literally
saying
hey
wait
a
minute,
you
know
you're
living
on
the
MQL
train
right
and
you
need
to
get
people
that
you
need
to
understand
the
trigger
right,
because,
typically,
what
happens
there
is
people
are
interested
in
the
product
of
technology?
B
They
may
be
checking
it
out
in
advance
of
project
or
initiative
that
may
be
coming
up
in
six
months
to
a
year
right,
so
they're
doing
some
outreach
and
the
two
classical
problems.
I
see
is
a
lot
of
companies
zero
eyes
the
points
when
they
go
to
that
final
stage,
go
into
the
recycle
category
and
then
the
second
thing
is
they
never
come
back
to
them
now.
What
happens
then?
B
Is
they
have
to
reclaim
the
point
ladder
right
to
get
back
to
a
stage
where
you
get
somebody
to
outreach
with
them
versus
to
say
okay,
this
may
be
indicative
of
lost
budget
right,
and
so
sometimes
you
can
ask
people
in
the
email
also-
and
they
will
respond,
is
to
say
you
know,
I'm
just
researching
at
this
time.
I
don't
have
a
project
yet
but
expect
to
have
something
in
six
to
twelve
months
right.
B
So
then
you
can
create
structure
around
that
outreach
and
that
rewarming
strategy
and
again
you
can
align
that
into
your
preferences
center
too,
but
but
it's
amazing
how
effective
that
is
just
if
you
can
get
like
5%
of
the
people
that
are
in
recycled
back.
It
just
starts
to
improve
your
CAC
ratios
and
everything
like
you
wouldn't
believe,
given
the
amount
of
time
and
energy
you've
spent
to
get
them
to
those
stages,
absolutely.
B
Right-
and
this
is
what
we
call
our
sand
right,
so
we
talked
about
our
marketing
campaign
playing
Jackie
and
we
talked
about
the
big
rocks
and
the
pebbles
in
the
sand.
This
is
the
sand,
but
the
sand
is
very
important
because
you
can't
walk
out
on
the
beach
without
it
right
so
yeah
these
these
campaigns
are
critical
to
have
them
effective
and
really
structure
them,
and
it's
a
great
fantastic
new,
completely
agree.
A
All
right,
so
we
have
some
dependencies
on
see.
We've
talked
about
a
few
of
them.
There
is
a
project
right
now
to
do
a
market
Oh
field
cleanup,
because
we
have
a
lot
of
duplicate
fields.
We
have
fields,
we
don't
use.
We
have
fields
that
don't
make
any
sense.
We
don't
even
know
where
the
data
is
piping
in
from
there's,
there's
been
all
many
years
of
just
I,
guess
just
growing
so
rapidly
that
we
just
need
to
pause
for
a
second.
Do
some
cleanup.
B
A
That
database
fields
are
cleaned
up,
though
I
would
like
to
talk
about
how
to
implement
fields
that
we
need
that
we
don't
have
and
how
to
set
up
like
a
data,
washing
machine
and
so
I'm
like
really
important
database.
Things
that
we
currently
are
don't
have
dependency
is
an
email
compliance
plan.
Like
you
said,
Dunc
GDP
are
the
right
to
be
forgotten
all
of
those
things
we
need
to
do
those
things
well,.
B
A
Is
a
project
that
I
was
I
was
actually
part
of
the
large
software
company
while
gdpr
was
rolling
up
and
I
was
part
of
the
project
for
GDP
our
implementation,
so
I
reached
out
to
Amy,
I'm
marketing,
ops,
team
and
I
said
hey
I'm.
Let
me
help
you
with
this,
because
I've
done
this
before
so
we
can
work
together
and
get
it
done
and
I
think
I
always
think
two
heads
are
better
than
one
another.
A
A
Email,
compliance,
part
of
it
as
part
of
their
project
and
then
last
but
not
least,
I
kind
of
mentioned
it
already,
but
a
segmentation
strategy,
and
then
we
can
move
on
to
future
ideas.
So
once
we
have
the
founder,
the
house
built,
we
can
built
that
house
as
high
as
we
want
it
to
be
in
it
can
be
as
beautiful
as
we
want,
such
as
an
abandoned
browse,
trial,
email
program,
I,
don't
know
if
I
want
to
call
it
a
nurture,
but
a
multi
email
program,
abandoned
trial.
I.
A
Think
I've
seen
people
talk
about
this
before,
like
yeah
and
like
we
need.
We
need
to
figure
out
a
way
of
piping
that
data
into
Marketo
etc,
but
we
can
do
that.
We
can
work
with
multiple
channels
on
reengagement.
It
doesn't
always
have
to
be
email.
Sometimes
email
is
not
the
right
channel.
So
if
we
are
looking
at
an
active
unengaged
context,
can
we
read
argot
them
using
display?
Can
we
try
and
find
them
on
using
different
channels?
A
B
A
Marketing
I'm,
seeing
I'm
starting
to
like
see
like
the
beginning
of
partner
marketing
and
cut
and
I,
didn't
put
it
here
about
customer
marketing
and
then
like
testing
other
channels.
The
end
mail
idea
I
had
actually
had
a
coffee
chat
with
somebody
today
that
works
in
the
sales
organization
and
I
I,
told
him
about
in
mail.
I
said
Don
said
you
should
try
it
in
mail
and
he
was
like
okay,
so
he's
taking
notes.
So,
let's
try,
let's
be
creative,
try
their
channels
and
see
what
we
can
come
up
with.
So.
B
Just
Hey
Dude,
real,
quick,
Jackie
Jackie
can
share
this
with
you.
If
you
look
at
the
PMG
results
relative
to
in
mail
versus
some
of
the
other
forms
of
channels
that
they're
using
in
mail
perform
very
well
with
certain
target
personas,
and
so
they
even
saw
that
too.
The
problem
with
email,
as
you
know,
is
it's
not
a
sophisticated
platform
right
now.
B
It's
kind
of
like
when
Google
first
launched
and
you're
trying
to
do
SEO
and
you
had
to
submit
your
pages
by
hand
right
for
SEO
analysis,
so
we're
still
in
the
hand,
submission
phase
of
in
mail.
It's
it's
not
a
sophisticated
email
platform.
Yet
so,
just
just
be
aware,
there's
a
lot
more
work
to
do
in
mail,
but
the
payoffs
can
be
very
good.
Maybe.
A
B
Little
less
and
they're
used
to
seeing
maybe
a
personal
one
to
one
out
reach
from
somebody
in
their
email.
It's
a
little
less
to
be
able
to
get
in
it.
You
don't
see
as
many
people
sending
you
a
programmatic
invite
to
a
webinar
web
cast
into
in
mail
and
those
those
the
kind
of
things
that
have
worked
well.
For
me,
you
know
and
as
well
as
hey
your
new
customer.
Let's,
let's
get
you
into
the
adoption
program.
A
And
alongside
potentially
not
demand
gen
but
like
obviously
our
community,
our
evangelism
team,
etc.
I
think
there's
gonna
be
a
need
to
be
able
to
communicate.
I,
don't
want
to
say
market
to
that
group,
but
maybe
somewhat
market
slash,
communicate
to
those
people
as
a
community
and
that's
what
I
put
on
the
mural
slide
as
community.
There's
just
a
really
big
opportunity
to
talk
to
those
people
and
have
that
data
in
Marketo,
so
that
we're
not
having
to
look
in
Gmail
or
MailChimp
to
get
that
yep.
B
So
a
couple
things
to
think
about
is
next
steps.
I
think
it'd
be
really
helpful
to
lay
out
an
MVC
oriented
plan,
the
steps,
the
actions.
What
are
the
major
areas
you
want
to
focus
on
first,
second,
third,
so
we
can
communicate
this
I
think
the
second
thing
would
be
to
make
sure
you
effectively
socialize
and
get
feedback
from
this
plan
from
some
of
the
other
affected
constituencies,
like
Evans
team,
specifically
on
the
SDR
side,
as
well
as
with
marketing
ops
and
then
also
with
Danielle,
because.
C
C
B
Just
do
a
little
bit
more
framing
right
so
because
you
know
like
you,
use
the
diagram
and
you
can
frame
the
dialogue
with
each
successive
group
right,
so
you
can
you
use
that
picture
to
then
say:
okay,
you
know
here's!
Here's,
the
activity,
steps
and
actions
we're
going
to
take
on
trials
right
and
Danielle's
team
will
care
about
that,
and
you
can
do
the
same
thing
to
frame
the
discussion
with
the
SDR
team.
Now,
let's
talk
about
your
nurtures
and
let's
talk
about,
recycle
and
what
we're
going
to
do
there.
B
B
A
B
B
A
I
think
next,
ups
I'm,
sorry,
if
you
have
to
run,
is
gonna
help
me
prioritize
what
needs
to
be
done.
What
can
be
done?
First
cuz?
Obviously,
none
of
this
can
be
done
by
one
group.
We
need
everyone
working
together
to
get
it
done,
but
I
need
to
understand
like
what
is
your
number
one
number
two
number
three
priorities
and
like
what
can
I
just
start
working
on
well.
B
My
number
one
number
two
number
three
priorities
may
be
different
than
you
would
think.
My
number
one
priority
is:
is
compliance
in
gdpr
because
it'll
burn
us
and
we
can't
have
a
major
issue.
You
know
run
up
to
an
IPO
and
so
that
business
risk
kind
of
priority.
I
think
the
second
area,
I
would
say,
is
improving
the
trial
experience
and
the
trial
trial,
welcome
series
and
converting
people
literally
working,
not
just
to
convert
them
to
open
rates,
an
email
but
convert
them
to
the
right
step,
action
and
activity.
B
So
that
would
be
you
know,
because
again,
if
we
can
get
a
higher
conversion
rate
there,
we
could
potentially
can
drive
more
iecp,
faster
and
then
I
think.
The
third
thing
to
look
at
would
be
the
in-flight
emails
that
are
being
used
by
the
STRs
and
the
sales
team
to
see,
if
we're
doing
anything
that
just
looks
dumb
or
not
appropriate
there,
and
then
I
would
say,
let's
then
focus
on
the
adoption
marketing
email
strategy.
B
B
We
have
a
hypothesis
that
that
integrating
path
Factory
in
an
a/b
test
will
give
us
some
additional
data
that
we
may
not
be
capturing
today,
which
is
you
know,
giving
people
to
progress
faster
through
that
lifecycle
get
them
more
comfortable,
a
lot
of
them
to
consume
the
content,
the
way
they
want
to
and
we'll
get
some
engagement
metrics
out
of
there,
that
we
may
be
able
to
pilot
test
with
the
STRs
to
say:
hey.
You
know
this
user.
Had
you
know
a
Content
immersive
experience
that
lasted
15
minutes.
They
went
through
three
assets.
B
You
know,
let's
try
a
test
of
saying
if
you're
calling
them,
you
know
converts
better
than
somebody
who's.
You
know
only
done
one
asset
at
this
stage
of
the
trial
nurture,
so
lots
more
experimentation,
but
but
I
will
defer
to
Jackie,
because
while
I've
set
my
priorities
and
first
one
is
still
the
GDP
our
consent,
privacy
management
piece
after
that,
you
know
I
kind
of
defer
more
towards
Jackie,
because
she's
looking
at
the
big
picture,
also
so
Jackie
over
to
you,
yeah.
C
I
mean
I
think
everyone
across
anything
related
to
marketing
or
email
marketing,
especially,
would
agree
that
gdpr
is
the
top
priority
and
it's
part
of
the
marketing
agility
projects.
It
has
you
know
marketing,
ops
and
legal
eyes
on
it,
so
that
is
buta
already
has
the
top
priority.
I
would
agree
that
trial
experience
needs
to
prove.
We
have
a
lot
of
trials.
They
are
a
very
strong
lead
source.
C
So
let's
make
sure
that
those
convert
correctly
I
would
be
curious
to
get
you
know
as
we
socialize
this
see
what
others
think
about
the
top
priorities
and
take
that
feedback
to
guide
us
there's
a
lot
of
opportunity
across
the
lifecycle,
but
there
there
are
just
so
many
things
that
we
could
be
doing
and
I
think
sharing
the
wealth
and
making
sure
that
we're
tackling
the
right
things
it's
going
to
be
important.
You
know.
B
C
That'll
be
the
next
step.
Definitely
the
socialization
talking
through
and
I
wait.
We,
this
is
the
first
we've
really
talked
through
newts
plan
and
like
looking
at
the
life
cycle.
So
this
is
something
that
we
were
gonna
come
back
to
Danielle
with
so
she's
already
on
our
target
list,
I'm
talking
with
Becky,
who
is
going.