Topic of Interest Based Nurturing

Lead Management


At Marketo, we are always testing to see how different lead nurture tracks work. This helps us optimize our processes and get creative with how we think about prospect engagement.

At a certain point in nurturing, you reach a level where you have an abundance of content pieces that span a wide range of topics. Marketo’s nurturing tracks have content pieces that range from email marketing all the way to inbound marketing.  But, we have found that lead interest differs per track. For instance,  in one nurture track some marketers may be interested in social marketing, while others are  more interested in event marketing.

We wanted to know how we could be more relevant to each lead, which is why we implemented an interest-based nurturing track based on a person’s last activity to see whether or not more targeted content would do better.

Choosing Tracks

So how does this work? We created nurture tracks based on four different topics that we thought our customers were interested in: email marketing, social marketing, marketing automation, and Microsoft Dynamics for example. When a person attends a social marketing webinar, we assign them to the social marketing nurture track. Once they are in that interest based track, they receive a set of social marketing focused emails.

The Test

Intuitively this makes sense. If someone is interested in social, send them social content pieces. Theory however doesn’t always produce results as we very well know, so we dug a little deeper to pull some data.

We started by only looking at content pieces that had deliveries of more than 500 in the past two months so that we would have enough data to look at. We then looked at how many content pieces we could compare between our interest based track and our regular nurturing track.

nurturing test

The Results

So what do the numbers tell us? Our interest based nurturing track has higher numbers on an absolute level across our 3 email marketing metrics which are:

  • %Opened: Out of deliveries, how many people opened the email
  • Clicked to Open Ratio: Out of those who opened their emails, how many people clicked
  • % Clicked: Out of deliveries, how many people clicked

That’s good, but not enough. What is the actual increase in open rates and click through rates? There is actually a 56.68% increase in open rates and a 147% increase in click through rates, which means that so far our interest based nurturing track is producing results!

Our topic of interest based nurturing is still in the testing phase since we don’t have other tracks with enough deliveries to make accurate comparisons, but so far the results look promising.

Would love to know if anyone else is nurturing by interest and how your tracks are performing. We will keep you posted on how interest-based nurturing does!