Understanding Smart Campaigns

Transcript

Smart campaigns are the automation backbone of MarkHedo Engage. They consist of three parts, smart lists, flow steps, and scheduling. Smart campaigns allow you to respond to user behavior, segment your audience dynamically, and execute marketing activities automatically. Smart campaigns help you scale personalized experiences and streamline operations. In this video, you will define a smart campaign, learn how smart lists, flow steps, and scheduling work in a smart campaign, review smart campaign results, explore use cases for smart campaigns, understand how to build smart campaigns. Let’s break down the structure of a smart campaign.

The smart list defines who qualifies for the campaign.

The flow defines what happens once qualified.

The schedule determines when the campaign runs. Each smart campaign is built using these tabs inside the campaign editor. Smart lists within a smart campaign use filters, triggers, or a combination to define a target audience for your smart campaign. Filters are used to identify people who meet certain criteria at the time the campaign is run.

They are static conditions. They do not react to real-time activity, but instead check if someone currently meets a defined set of characteristics or behaviors.

You can use a combination of filters and define filter logic using AND, ANY, or advanced choices to create complex audiences. When filters are used in a smart campaign, they are scheduled to run once or at recurring times in the Schedule tab.

Triggers in smart campaigns are used to identify when someone takes an action, causing the smart campaign to fire in real-time.

They are event-based, meaning the campaign listens for specific user behaviors and executes when they occur. When triggers are used, they are activated in the Schedule tab. Flow steps of a smart campaign define what actions should be taken for the defined audience. Common actions include sending an email, changing a person’s status, updating a person’s score, or notifying sales. A smart campaign schedule determines when your smart campaign runs. The term batch refers to smart campaigns that use only filters. They use a defined runtime or recurrence. Trigger campaigns run in real-time, so they are activated or deactivated. You will also set qualification rules that determine how many times a person can qualify for the same smart campaign, such as once per person or once per day. After your smart campaign has run, you can see results, including a chronological list of every action executed by the campaign’s flow steps, with information about each individual person that went through the campaign.

This allows you to see whether the smart campaign executed as intended. You can filter by person name or activity type to narrow down results. Check your resulting campaign members. See results on the dashboard, including membership trends, and view the results of any emails sent from the smart campaign. Smart campaigns are an essential feature of MarkHeddoEngage and are used widely for activities across your marketing and operational initiatives, such as lead nurturing, webinar programs, scoring programs, and lifecycle progressions. In this video, you learned to define a smart campaign, how smart lists, flow steps, and scheduling work in a smart campaign, review smart campaign results, explore use cases for smart campaigns, understand how to build smart campaigns.