Smart Lists

Smart lists are dynamic, rule-based lists that allow you to create and segment lists of people within the Marketo Engage database based on specific criteria. They are a core feature of Marketo Engage and are widely used for targeting, segmentation, reporting, and automation in marketing campaigns and data management processes. At the end of this video, you will be able to understand key features and functionalities of smart lists, identify use cases for smart lists, create and manage smart lists, and use smart lists effectively in campaigns and reporting. Smart lists are ways to sort people in your Marketo Engage database for your marketing initiatives, operational activities, and other automations. They are dynamic, meaning they automatically update in real time as people meet or fail to meet the defined criteria. Smart lists use rule-based filtering to define who qualifies for inclusion, giving marketers flexibility in defining precise conditions. Smart lists are often used in conjunction with smart campaigns to define audiences for automated workflows, such as changing program statuses, sending emails, or updating people scores. Let’s review some common uses for smart lists. They’re used for audience creation. Smart lists help identify specific groups of people based on criteria like geographic location, job title, industry or engagement levels for targeted campaigns. Smart lists enable scoring or lifecycle sorting and analysis. They facilitate the grouping of people based on their score or status in the funnel to prioritize follow-up or determine sales readiness. Smart lists organize event tracking and management. They can sort registrants, attendees, and no-shows for webinars or live events so marketing can optimize their outreach. Smart lists filter audiences for lead nurturing. They define the entry and exit criteria for engagement programs or lead nurturing tracks, enabling automation for ongoing nurturing campaigns. Smart lists manage data. You can identify and manage duplicates, incomplete records, or outdated data in your database. Lastly, you can apply advanced logic. This allows you to layer filters for your desired audience. In this case, if you’d like to target customers as well as people who are not customers but have a similar product interest, you can combine filters with advanced logic. Now that you’ve seen how to work with an audience smart list in an email send program, let’s create another type of smart list within the program to highlight another way to use them. Within programs, smart lists are considered local assets. To create one, click and choose new smart list. Smart lists can be used for reporting on individual engagement or data analysis as well as added to reports for more customized results. Added to an email performance report, for example, smart lists can hone the results that you see. Smart lists can be added to other types of reports to adjust your results. In this video, you have been introduced to smart lists. You have explored their features and benefits, learned how to create and manage smart lists, apply them in campaigns and reporting, and use them to streamline workflows and improve targeting accuracy.