Understanding Programs

Transcript

Marketo Engage enables you to create content, target audiences, and automations—things like emails, landing pages, forms, and audience segments—for your marketing initiatives. You deploy and manage these marketing initiatives using programs. In this video, you will learn the role of programs in Marketo Engage as containers for assets and campaign logic, the different types of programs and their specific uses, program set up features to show audience interaction and ROI, program functionalities that streamline future campaign setups. Using Marketo Engage, you can automate your marketing initiatives in programs that attract, segment, and nurture leads—or people. One program is a single marketing initiative. Programs are created and live in the marketing activities area. There are four types of programs in Marketo Engage, and each are tailored to different marketing activities. Email programs are designed for easily sending individual targeted email campaigns. These programs facilitate easy audience selection, email content setup, A-B testing, and scheduling. While every program type in Marketo Engage can be used to send emails, this type of program uses a control panel especially for one-off email sends and has a helpful dashboard to show results. Email programs are easily configured and cloned or duplicated for updates and future sends. Think monthly newsletters, quarterly product updates, or one-off announcements. Event programs are used to manage both online and offline events, such as webinars and trade shows. These programs handle attendee management, integrations with webinar providers, and automated follow-ups. You can easily link with event platforms via the program summary screen and through smart leads in your program. Send cadenced invites, send personalized audience registration confirmations, sync registration data between platforms, and track attendance automatically after your event. Engagement programs are ideal for automated content delivery aimed at nurturing leads over time or drip nurturing. Leads are individual people who have interacted with your marketing programs in some way. In Marketo Engage, leads are called people. These programs utilize content streams and scheduled casts to manage ongoing communication. Engagement programs are great for evergreen or ongoing marketing initiatives, like lead nurturing or customer onboarding. Lastly, default programs are highly flexible and can be customized for various marketing initiatives, including webforms, paid media campaigns, general marketing initiatives, or those with more complex automations. They are also used for operational initiatives like person scoring or lifecycle tracking. An example of using a default program would be to send multiple emails over a period of two weeks with if-then statements, such as, if a person opened the first email about a product offer, send them an email with an additional incentive to buy. If they didn’t open the first email, add them to a call list so sales can reach out. After you have built your best practice programs for various initiatives, you are able to duplicate or clone each program and the assets within so that setup becomes easier each time, allowing for efficiency and scale as you build and deploy your marketing campaigns. In this video, you learned the role of programs in Marketo Engage as containers for assets and campaign logic, the different types of programs and their specific uses, program setup features to show audience interaction and ROI, program functionalities that streamline future campaign setups.