Stocking Stuffer Marketo Tip #2 – Pause the Nurture Conversation

Ever try to talk to someone and the person is just not listening? Why would you continue sending email when your audience isn’t hearing you?

A study from Hubspot found a 42% drop in opens on Christmas Eve and a steep 72% decline on Christmas. The same study showed that the following Monday and Tuesday also had lower open results (33% and 35% respectively).

It’s holiday time and we are releasing a bite-sized, stocking-stuffer Marketo tip each day this week to make you a little more productive.  Today, learn how to pause your nurture conversations during the holidays.

Pause the Conversation – Maybe

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While your B2B audience is enjoying time with the family, you might want to consider pausing some of your communications. Unless it’s a holiday list, you probably will want to hold off on announcing the latest ebook or case study. There is no rocket science here–we see most of our clients hold off on major announcements during the holidays.

What about your evergreen nurture communications–the content that keeps on giving automatically? The good news is that if your organization has set up your nurture communications using engagement streams, the turn-off process is very easy.

How to Pause an Engagement Stream

If you are leveraging Marketo’s engagement programs, one of their many benefits is the ability to quickly suspend communications. Like unplugging your Christmas tree, simply turn the program off to suspend communications. This will stop Marketo from sending out any content. When you return from the holidays, simply turn the setting on and your casts will resume where they left off.

Alternatively, you can adjust the cadence schedule of an individual stream if you prefer more granular controls.

Get more information on Marketo.com.

If you aren’t using engagement programs, your life will not be as simple. Consider a New Year’s resolution to convert to engagement programs the coming year.

Marketo engagement

Holiday Week Stocking Stuffer Tips Schedule

The post Stocking Stuffer Marketo Tip #2 – Pause the Nurture Conversation appeared first on RevEngine Marketing.

Jeff Coveney

Jeff Coveney

Jeff Coveney is an accomplished marketing expert with more than 20 years success in generating demand and creating buzz for leading technology organizations. Previously, Coveney redefined the demand generation process at Application Security with the implementation of a state-of-the-art marketing automation system leveraging Marketo. Coveney’s programs helped Application Security earn a 2013 Marketo Exceptional Product Usage nomination. Marketo also honored Coveney as one of the world’s top 50 Marketo professionals by naming him to the 2013 Marketo Champion Elite class. Prior to joining Digital Pi, Coveney founded RevEngine Marketing, a marketing automation consulting firm helping companies accelerate leads through the marketing funnel in a repeatable and measurable way. Most recently, Jeff joined Digital Pi as EVP of Marketing where he continues to strategize marketing engagement strategies for both clients and the agency.
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