Issue
Learn how to design smart campaigns using triggers and filters within the same campaign. Create a campaign that reacts to several different initiating actions or conditions, such as a change in lead status, form fills, or change in data values. Find out whether triggers and filters can be used together, how to combine them effectively, and how to apply advanced filter logic to achieve the desired workflow.
Solution
Marketo allows the combination of triggers and filters within a smart campaign. Triggers are considered as initiating events that start the campaign, while filters are used to further refine the selection of leads based on specific criteria. Triggers are always evaluated with an OR logic, meaning if any trigger event occurs, the campaign will consider it for further action. Filters, on the other hand, can be evaluated using AND logic, OR logic, or advanced logic, depending on the requirements.
Steps for smart campaign configuration:
Combining triggers and filters:
- In a smart list within a smart campaign, you can have multiple triggers.
- Each trigger is treated with OR logic, meaning if any of the triggers occur, the campaign will proceed to evaluate filters.
- Filters are then applied to further refine which leads or records should move through the campaign flow.
- By default, without advanced logic, filters are evaluated with AND logic, meaning all filters must be true for a lead to qualify.
Using advanced filter logic:
- Advanced filter logic can be used once you have three or more filters.
- You cannot use advanced logic to change the inherent OR logic of triggers.
- Filters can be combined using AND, OR, and other complex logical conditions, but this logic applies only to filters, not to the combination of triggers and filters.
Understanding the distinction between triggers and filters:
- Triggers are based on activities or actions, such as Data Value Changes or Person is Created.
- Filters are based on properties or criteria of the lead records, such as Product Interest = C or Field A = B.
- A trigger can only occur once per lead action, whereas filters can continuously apply to lead records based on their properties.
Creating complex logic:
- To create a logic such as (Trigger1 AND Filter1) OR (Trigger2 AND Filter2), you would set up two separate smart campaigns or smart lists, as within a single, smart list, triggers cannot have AND logic between them or between triggers and filters.
Troubleshooting smart campaigns:
- If a smart campaign is not running as expected, review the combination of triggers and filters to ensure the logic is set up correctly.
- Remember that a trigger must occur for any filters to be evaluated.
- Verify that the filters are correctly defined to match the leads you intend to target after the trigger event.
By understanding and applying these principles, you can effectively manage smart campaigns in Marketo, ensuring that the right leads are targeted with appropriate actions based on both their activities and their attributes.
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