Understanding Program Membership

NOTE

Marketo is now standardizing language across all subscriptions, so you may see lead/leads in your subscription and person/people in docs.marketo.com. These terms mean the same thing; it does not affect article instructions. There are some other changes, too. Learn more.

NOTE

Definition: A member is a person that has a status in a program.

How People Become Members of a Program

  1. A person fills out a form on a landing page in the program.

    1. Person will automatically have the first status in the progression.
  2. You import members into the program from a CSV file.

    1. Person will automatically have the first status in the progression.
  3. You use the change program status flow step.

  4. A person registers or attends a webinar synced with an event program.

  5. A person is created using the Marketo iPad check-in application.

  6. A person is added to an SFDC Campaign, which is synced to the program.

NOTE

For an email program, a person is added to membership only when the email is sent.

Program Statuses

Program statuses are the steps people go through in a program (e.g., Invited, RSVP’d, Attended, No Show). These steps are defined by the channel.

NOTE

A person cannot move backwards to an earlier program status. Status progression is one way only.

Success Statuses

The purpose of a program is to create a meaningful interaction with the person or prospect. Success is marked when a person reaches the status that achieves that goal.

NOTE

For a webinar, registering isn’t a meaningful interaction if they don’t actually watch the webinar. Attending is success in this case.

Acquisition Program

When a new name enters the system as a program member, Marketo automatically sets that program as “acquisition.” This establishes credit for First-Touch attribution.

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