🗣️ [Mentor Catalina Paduraru] 🌟 Adobe Marketo Engage Community Mentorship Program 2024 🌟

[Kady-anne]

Hi Mee-gan @megangregory !

Your startup marketing agency sounds impressive/ inspiring, and it’s great to hear about your success with Marketo. Looking forward to connecting and learning more from your experiences!

[CatalinaP]

Hi team, let's continue to dive deep into Module 1 by learning more about Marketo Programs.

In Marketo, a program is a container for managing and organizing various marketing activities. 

Structure of a Program:

- Smart Campaigns: Within a program, smart campaigns automate the execution of marketing activities based on predefined criteria and actions.
- Smart Lists: These are dynamic lists that segment your audience based on specific filters and criteria.
- Email and Landing Page Assets: Programs include email templates and landing pages tailored to specific campaigns.
- Reports and Analytics: Programs feature reporting tools to analyze performance and measure success.

*Assets- customizable content such as Emails, Landing Pages, Forms, Polls and so on. 

Types of Programs in Marketo

1. Email Programs:

• Used for creating, sending, and tracking email campaigns.
• Includes features for A/B testing, scheduling, and performance analytics.

1. Engagement Programs:

• Designed for lead nurturing through a series of content delivered over time.
• Utilizes streams and cadences to manage the flow of content to different audience segments.

1. Event Programs:

• Manages marketing events such as webinars, conferences, and trade shows.
• Includes tools for registration, reminders, and follow-up communications.

1. Default Programs:

• Flexible programs that can be used for various marketing activities not covered by the other types.
• Often used for operational tasks, such as lead scoring and data management.

Example:

Imagine you are running a new product launch campaign. You can create a program specifically for this campaign, which would include:

• Email Campaigns: To announce the launch and send follow-up emails.
• Engagement Campaigns: To nurture leads with relevant content leading up to the launch.
• Event Campaigns: To manage launch events, webinars, or live demos.
• Tracking and Reporting: To measure the success of the campaign, track engagement, and analyze conversion rates.

Lesson 2: Building an Email Program

Marketo documentation: https://experienceleague.adobe.com/en/docs/marketo/using/product-docs/email-marketing/email-programs...

Steps to Create an Email Program in Marketo

1. Create a New Program:

• Navigate to the Marketing Activities section.
• Click on "New" and select "New Program."
• Choose "Email" as the program type, give it a name, and select a folder to store it in.

1. Set Up Email Templates and Assets:

• Email Templates: Create or import a template that follows your branding guidelines.
• Email Assets: Use the template to create the actual email content, ensuring it is engaging and relevant to your audience.

1. Configure Smart Campaigns:

• Smart List: Define the criteria for who will receive the email. This could include segmentation based on demographics, behavior, or other attributes.
• Flow: Set the actions for the campaign, such as sending the email, waiting a specified period, and then performing follow-up actions.
• Schedule: Determine when the email will be sent. You can set it to run immediately or schedule it for a future date and time.

1. Track Performance:

• Use Marketo’s analytics to monitor the performance of your email campaign.
• Track metrics such as open rates, click-through rates, conversions, and other key performance indicators (KPIs).

Hands-On Exercise

Exercise: Creating an Email Program

Step 1: Create the Program

• Go to Marketing Activities > New > New Program.
• Select "Email" as the program type.
• Name your program (e.g., "Welcome Campaign") and choose the appropriate folder.

Step 2: Set Up Email Templates and Assets

• Navigate to Design Studio > New > New Email Template.
• Create a template that includes your company’s branding elements.
• Use this template to create an email asset by going to Marketing Activities > New > New Email.

Step 3: Configure a Smart Campaign

• In your program, go to New > New Smart Campaign.
• Name the campaign (e.g., "Welcome Email Send").
• Smart List: Define the target audience (e.g., new subscribers).
• Flow: Add actions like "Send Email" and choose the email asset you created.
• Schedule: Set the schedule for when the email should be sent.

Step 4: Track Performance

• After the campaign runs, go to the Analytics section.
• Review metrics such as open rates, click-through rates, and conversions to evaluate performance.

Key Points

Email Program- use criteria: when you are sending out a single email once to a group of people at a specific date and time.

Special features:

• Can send emails in the recipients’ time zone
• Advanced email A/B testing functionality
• Can be nested within the Event Program and Default Program
• An automatic visual Email Dashboard report

Smart List

Definition:

• A smart list is a dynamic list that automatically updates based on predefined criteria or filters. Contacts are included or excluded from the list in real-time as they meet or no longer meet the criteria.

Features:

• Dynamic Updates: Automatically includes or excludes contacts based on changes in their attributes or behaviors. For example, if a contact's lead score increases, they might be added to a smart list designed to capture high-scoring leads.
• Criteria-Based: Created using a set of filters and rules that define which contacts should be included. These filters can be based on demographics, behaviors, engagement history, and more.
• Real-Time: Always up-to-date, reflecting the most current state of your database as contacts' information changes.
• Use Cases: Ideal for segmenting contacts for targeted marketing activities, such as sending emails to all contacts who have downloaded a specific whitepaper in the last 30 days.

Example:

A smart list that includes all contacts who have opened an email in the last 7 days and are located in North America.

Static List

Definition:

• A static list is a fixed list of contacts that does not automatically update. Contacts must be manually added or removed from the list.

Features:

• Manual Updates: Contacts remain on the list until manually added or removed. It does not change automatically based on contact attributes or behaviors.
• Snapshot-Based: Represents a specific group of contacts at a particular point in time.
• Fixed Membership: Useful for situations where you want to maintain a consistent group of contacts regardless of changes in their attributes or behaviors.
• Use Cases: Ideal for one-time campaigns or events, such as sending a reminder email to attendees of a past webinar.

Example:

• A static list of all attendees from a specific trade show, compiled manually after the event.

When to Use Each:

• Smart List:
• When you need a constantly updated list of contacts based on specific criteria.
• For ongoing campaigns that require real-time segmentation.
• When targeting groups of contacts whose membership can change frequently.
• Static List:
• When you need a fixed group of contacts for a specific purpose or point in time.
• For one-off email blasts, event invites, or specific project lists.
• When the group of contacts does not need to change automatically.

Program Channel

In Marketo, a program channel is a main element that helps categorize and track the different types of marketing activities you are executing within a program. It defines the nature of the program and outlines the stages or steps a lead or contact goes through within that program. Essentially, channels help you manage and measure the effectiveness of your marketing efforts by providing a framework for organizing and reporting on program performance.

Key Aspects of Program Channels

1. Channel Type:
• The type of activity the program is designed for, such as email campaigns, webinars, trade shows, or online ads. Each channel type will have specific attributes and stages associated with it.
2. Member Statuses:
• Channels include predefined member statuses that reflect the progress of leads or contacts through the program. These statuses help track engagement and success at different stages. For example, a webinar channel might include statuses like "Invited," "Registered," "Attended," and "No Show."
3. Reporting and Metrics:
• Channels enable consistent reporting across similar types of programs by standardizing the statuses and progression stages. This consistency allows for more accurate comparison and analysis of program performance.
4. Customization:
• Marketo allows customization of channels to fit the specific needs of your marketing strategy. You can define custom channels and member statuses that align with your unique processes and goals.

Example of Program Channels and Member Statuses

Email Program Channel

• Member Statuses:
• Sent: The email has been sent to the contact.
• Delivered: The email was successfully delivered to the contact’s inbox.
• Opened: The contact opened the email.
• Clicked: The contact clicked a link within the email.
• Bounced: The email bounced and was not delivered.

Webinar Program Channel

• Member Statuses:
• Invited: The contact has been invited to the webinar.
• Registered: The contact has registered for the webinar.
• Attended: The contact attended the webinar.
• No Show: The contact did not attend the webinar.
• Attended On-Demand: The contact watched the webinar recording at a later time.

[CatalinaP]

It's Quiz Time! 

Hi team,

I hope you all had the chance to go over the shared documentation on Module 1. Please let me know if you have any questions or if there are any topics that need additional clarification.

Meanwhile, let's practice what we have learned so far with a quick quiz.

1. What is the purpose of a smart list in a Marketo email program?

   • a) To create email templates
   • b) To define the criteria for who will receive the email
   • c) To schedule the email send time
   • d) To track email performance

2. What actions can be included in the flow step of a smart campaign?

   • a) Send Email
   • b) Wait
   • c) Add to List
   • d) All of the above

3. Which section in Marketo provides insights into the performance of an email campaign?

   • a) Design Studio
   • b) Marketing Activities
   • c) Analytics
   • d) Smart List

Instructions:

1. Please select the most appropriate answer for each question.
2. Share your answers with the team by Wednesday, June 5. 

Thank you for participating!

[Kady-anne]

Please see responses highlighted below - thanks all 🌟

1. What is the purpose of a smart list in a Marketo email program?

   • a) To create email templates
   • b) To define the criteria for who will receive the email
   • c) To schedule the email send time
   • d) To track email performance

2. What actions can be included in the flow step of a smart campaign?

   • a) Send Email
   • b) Wait
   • c) Add to List
   • d) All of the above

3. Which section in Marketo provides insights into the performance of an email campaign?

   • a) Design Studio
   • b) Marketing Activities
   • c) Analytics
   • d) Smart List

[megangregory]

Hi team - here are my answers:

1. What is the purpose of a smart list in a Marketo email program?

   • a) To create email templates
   • b) To define the criteria for who will receive the email
   • c) To schedule the email send time
   • d) To track email performance

2. What actions can be included in the flow step of a smart campaign?

   • a) Send Email
   • b) Wait
   • c) Add to List
   • d) All of the above

3. Which section in Marketo provides insights into the performance of an email campaign?

   • a) Design Studio
   • b) Marketing Activities
   • c) Analytics
   • d) Smart List

[CatalinaP]

Hi team,

Before we move on to a new lesson, let's test our knowledge on the email program with a quick quiz. Also, don't forget about the quiz posted last week!

1. Which of the following is the first step when creating an email program in Marketo?

a) Creating email templates

b) Setting up smart campaigns

c) Creating a new program

d) Defining the smart list criteria

2. In Marketo, what is the main function of an email template?

a) To segment contacts based on behavior

b) To automate email sending schedules

c) To provide a consistent design and layout for emails

d) To track email performance metrics

3. What is the purpose of a "Smart List" in Marketo's email program?

a) To manage email scheduling

b) To design the email content

c) To define the criteria for targeting specific contacts

d) To analyze campaign performance

4. Which action cannot be included in the flow steps of a smart campaign in Marketo?

a) Send Email

b) Add to List

c) Modify data value

d) Create a new program

5. How do you measure the success of an email program in Marketo?

a) By the number of emails sent

b) By the detailed metrics in the Analytics section

c) By the total number of contacts in the smart list

d) By the number of email templates created

6. What is the role of member statuses in a Marketo program channel?

a) To create dynamic email content

b) To track the progression of contacts through the program stages

c) To design the email layout

d) To set up email scheduling

Please select the most appropriate answer for each question and share your answers with the team by Tuesday, June 11. 

[kategriffin]

1. Which of the following is the first step when creating an email program in Marketo?

a) Creating email templates

b) Setting up smart campaigns

c) Creating a new program

d) Defining the smart list criteria

2. In Marketo, what is the main function of an email template?

a) To segment contacts based on behavior

b) To automate email sending schedules

c) To provide a consistent design and layout for emails

d) To track email performance metrics

3. What is the purpose of a "Smart List" in Marketo's email program?

a) To manage email scheduling

b) To design the email content

c) To define the criteria for targeting specific contacts

d) To analyze campaign performance

4. Which action cannot be included in the flow steps of a smart campaign in Marketo?

a) Send Email

b) Add to List

c) Modify data value

d) Create a new program

5. How do you measure the success of an email program in Marketo?

a) By the number of emails sent

b) By the detailed metrics in the Analytics section

c) By the total number of contacts in the smart list

d) By the number of email templates created

6. What is the role of member statuses in a Marketo program channel?

a) To create dynamic email content

b) To track the progression of contacts through the program stages

c) To design the email layout

d) To set up email scheduling

[Kady-anne]

Hey Team! Please see responses for this week's quiz 🌟

1. Which of the following is the first step when creating an email program in Marketo?

a) Creating email templates

b) Setting up smart campaigns

c) Creating a new program

d) Defining the smart list criteria

2. In Marketo, what is the main function of an email template?

a) To segment contacts based on behavior

b) To automate email sending schedules

c) To provide a consistent design and layout for emails

d) To track email performance metrics

3. What is the purpose of a "Smart List" in Marketo's email program?

a) To manage email scheduling

b) To design the email content

c) To define the criteria for targeting specific contacts

d) To analyze campaign performance

4. Which action cannot be included in the flow steps of a smart campaign in Marketo?

a) Send Email

b) Add to List

c) Modify data value

d) Create a new program

5. How do you measure the success of an email program in Marketo?

a) By the number of emails sent

b) By the detailed metrics in the Analytics section

c) By the total number of contacts in the smart list

d) By the number of email templates created

6. What is the role of member statuses in a Marketo program channel?

a) To create dynamic email content

b) To track the progression of contacts through the program stages

c) To design the email layout

d) To set up email scheduling

[megangregory]

Here are my answers:

1. Which of the following is the first step when creating an email program in Marketo?

a) Creating email templates

b) Setting up smart campaigns

c) Creating a new program

d) Defining the smart list criteria

2. In Marketo, what is the main function of an email template?

a) To segment contacts based on behavior

b) To automate email sending schedules

c) To provide a consistent design and layout for emails

d) To track email performance metrics

3. What is the purpose of a "Smart List" in Marketo's email program?

a) To manage email scheduling

b) To design the email content

c) To define the criteria for targeting specific contacts

d) To analyze campaign performance

4. Which action cannot be included in the flow steps of a smart campaign in Marketo?

a) Send Email

b) Add to List

c) Modify data value

d) Create a new program

5. How do you measure the success of an email program in Marketo?

a) By the number of emails sent

b) By the detailed metrics in the Analytics section

c) By the total number of contacts in the smart list

d) By the number of email templates created

6. What is the role of member statuses in a Marketo program channel?

a) To create dynamic email content

b) To track the progression of contacts through the program stages

c) To design the email layout

d) To set up email scheduling

[CatalinaP]

Hi team,

It looks like Monday brings good news!

You can now fill out the following form to apply for a 50% discount on the exam fee as a thank you for your participation in the Adobe Marketo Engage Community Mentorship Program.

https://forms.office.com/r/M0QZUCbAKG

Please let me know if you can access the form.