Understanding Program Membership

Program Membership Program membership refers to the relationship between a person and the specific programs they belong to. In this video, you will review the definition of a program, learn the definition of program membership, understand key features and functionalities of program membership, discover key program and membership reports. In MarkHeduEngage, a program is a container that houses all the assets and logic required for a specific marketing initiative. The purpose of a program is to create a meaningful interaction between these assets and your chosen audience. Program membership allows you to track which people are associated with a program and their level of engagement or status, helping you determine whether your program is successful or not. Let’s learn more about key features of program membership. Each program’s defined statuses represent the engagement a person might have with the marketing initiative, and they can progress through these statuses, ultimately reaching a member status you’ve deemed a success. These statuses are unique to the type of program and can be customized using channels in the Admin section. People can be added or become members of programs manually or automatically. Common examples are via form fills, list imports, smart campaign flows, or integrations with event platforms. Let’s look at some examples. A person filling out a MarkHeduEngage content download form on a MarkHeduEngage landing page that are assets within the program will automatically be added as a member into the program. Importing a file of people who attended a trade show directly into the associated program from a CSV file will automatically add people into the program. If a person fills out a MarkHeduEngage form on a company website to register for a webinar, you can change their person status using a smart campaign flow step, updating their member status to registered. If a person registers or attends a webinar synced with a MarkHeduEngage event program, they will have their member status adjusted. Another feature of program membership is identifying the acquisition program. When a new name enters the system as a program member, MarkHeduEngage automatically sets that program as the acquisition program, along with the acquisition date. This establishes credit for first touch attribution in your report. Or in other words, how new people are introduced into your MarkHeduEngage instance, allowing you to see which programs are the best at bringing new people into your database. Paired program membership and success metrics, you can see which initial programs and mix of programs do the best at generating and converting people as they move through the customer journey. In Performance Insights, we can see which program or mix of programs are the best at acquiring new people, or which contribute the most towards revenue, along with more in-depth pipeline and revenue analysis of our cross-channel marketing initiatives. In this video, we defined the relationship between a person and a program using the concept of program membership, described how to add people to programs and track their engagement, and outlined key program and membership performance reports that show marketing results and contribution to ROI.