11 Replies Latest reply on Oct 10, 2016 9:49 AM by Nate Oosterhouse

    What are the Program Type Uses & Definitions

    Nate Oosterhouse

      Hello All!


      I am interested to here how everyone else out there is using Marketo Programs (Engagement, Default, Email), what you define them as, and what you believe the best practices are.  The reason I am asking the community this is because it seems like there is no standard and people use them in all different ways.



      1. What are the definitions of each one of these program types?



      2. What are each one of these programs meant for and what is there use?



      3. What are the definitions differences of an Email Blast, Drip Campaign, and Nurture Campaign and what corresponding Marketo program types do you use for each one of these. 



      4. Marketo talks about a Drip Nurture Campaign/Program.  Am I going crazy or does this not make sense because aren't Drip Campaigns different than Nurture Campaigns or are they saying you have both Drip Campaigns and Nurture Campaigns working together in one program, an Engagement Program?  I did my research and find that everyone defines Drips and Nurtures differently. 



      Thank you in advance!


        • Re: What are the Program Type Uses & Definitions
          Dory Viscogliosi

          Hey Nate! Joe Reitz covered some of this in one of his recent Marketo-fu episodes, but maybe Joe can identify which one it was?


          But here's a quick overview:

          1/2/3. Program types, definitions & uses:

          Email: This program will just send out an email. Kinda like a hand-holding exercise in my opinion. You have options for A/B tests and some slightly better dashboard reporting, but some of us who have been Marketo users for a long time are not as keen on these newer email send programs.

          Event: These denote an event. You can easily add these to your calendar, as well as use the GoToWebinar (and other) connectors for webinars so that you have bidirectional syncs between these other systems.

          Engagement: These are nurture programs. The emails go out on a specific cast schedule which can be somewhat limiting, but there are advantages to EPs such as different streams and exclusivity between streams in a single program, and the fact that an EP will never send the same piece of content to a person more than once. You need a smart campaign to direct someone into an EP.

          Default: This is all other programs. They can contain assets, smart campaigns, reports, etc.


          There's a lot more to be said about each of these, but a really important thing to highlight is the ability to use different channels and tags within these. Channels will allow you to have different program statuses, which will improve your reporting, as well as give you a quick overview of how many people are in your program and where they are within that program.


          Drip nurture vs Engagement program. Engagement program is basically like drip nurture on steroids. It requires far less setup as you don't need multiple smart campaigns to control streams, shifts amongst streams, and sends. The main limitation is send cadence, but you can get around that using a smart campaign to pause/unpause people if you want a non-standard cadence.


          One final thing I want to mention (although there are tons of other things you could say about EPs), is that you can either use a single email, or a program within an engagement program. Basically, if you have a single email that's just a single send that occurs at the time of the cast. If you are using a program within an EP, then you can have a smart campaign running side-by-side with the cast of the EP.


          There are tons of resources on all of this in the community, depending on what you want to dive into. Let me know if you'd like me to expand further on any of what I wrote above!

          2 of 2 people found this helpful