I believe that understanding some basic facts about triggers is really useful.
Let's talk about some facts about triggers:
1. Triggers listen
Triggers are there listening for actions to occur. If we set up triggers as part of smart campaign, a trigger will be there listening. It is in the flow where we define what we want Marketo to do once that action takes place.
A common example and use of triggers is the auto-responder: Once a lead fills in the form (Fills Out Form) we want Marketo to send out an Email that includes the link to our PDF.
2. Triggers are ORs. They are not ANDS.
If we use multiple triggers, triggers act as ORs. Marketo is listening for action to occurs and if we go back to our previous example Marketo will execute the flow action as soon as one of the actions that we list in our smart list takes place.
What does this mean?
Let's say that our Flow Step in this case is Send Email
If I set up a campaign that includes 3 different triggers like:
- Opens Email
- Fills out form
- Program Status is changed
What will happen?
Marketo will send the selected email to whoever fills opens an email, fills out a form or has a change in program status.
Whatever happens first.
- Marie opens the selected email -> Marie will receive my test email
- John fills out a from -> John will receive my test email
- Sandra has a change in program status -> Sandra will receive my test email.
I have observed that there is a confusion on how multiple triggers work and in my opinion this is one key element that we need to understand so our campaigns are set up properly and they perform the actions that we need.
Fact 3. Multiple triggers do not mean that multiple things have to happen.
I have see this as common misunderstanding, multiple triggers do not mean that multiple things need to happen.
Using this example, it doesn't mean that we the 3 actions need to occur so Marketo could send that email out.
Fact 4. Triggers speak Present Tense
You can observe that triggers always speak present tense:
Fact 5. Campaigns using Triggers get activated
This means that we need to make sure that we are happy with the flow steps that we have defined because as soon as someone qualifies with the rule the action will take place. Let's say we said. Fills Out Form -> Send Email. As soon as someone fills out a form that email will be sent.