Adobe AD0-E555 - Adobe Marketo Engage Professional

Default programs in Marketo are best suited for gated content scenarios for the following reasons:

One-Time Interactions: Default programs are designed for single interactions, like a form submission to download gated content. They don't involve ongoing sequences or nurture streams.

Triggers and Flow Steps: You can set up triggers within Default programs that respond to form submissions. These triggers can initiate flow steps like:

Sending the gated content via email

Adding the lead to a nurture program or list

Updating the lead's score or data

Web Form Integration: Marketo forms can be easily embedded into web pages and linked directly to a Default program for seamless processing of form submissions.

Demographic scoring is a type of person scoring that assigns points based on the attributes of a person, such as their job title, industry, company size, location, etc.1

Demographic scoring helps to identify the most qualified leads based on their fit for the product or service, and prioritize them for sales follow-up2

To score Vice Presidents as +10 and Executives as +20, the Adobe Marketo Engage professional would need to create a smart campaign with the following steps:

Define the smart list with the trigger Data Value Changes, and select Attribute as Job Title, and New Value as is any of Vice President, Executive3

Define the flow with the action Change Score, and select Score Type as Demographic, and Score as Add and Choice 1 as If Job Title is Vice President, then 10, and Default Choice as 204

Activate the smart campaign and monitor the results

References:

1: How to build a lead / person scoring program | Adobe Marketo Engage 2: Lead Scoring: Everything to Know About the Process Before, During, and After | Adobe for Business 3:[Smart List - Data Value Changes | Adobe Marketo Engage] 4: [Flow - Change Score | Adobe Marketo Engage]

Create an Engagement Program:

Start by creating a new Engagement Program in Marketo.

Give it a descriptive name (e.g., "Weekly Product Info Campaign").

Define the Cadence:

Choose the "Nurture" stream type.

Set the cadence to "Weekly." This ensures emails will be sent out on a regular weekly schedule.

Add the Content Assets:

Drag and drop four email assets into the stream, representing the product information you want to send each week.

Arrange the emails in the desired order (week 1, week 2, etc.).

Configure Wait Steps:

Between each email asset, add a "Wait" step.

Set the wait duration to "7 days" to create the weekly interval between emails.

Activate the Program:

Add members (your target audience) to the program.

Activate the Engagement Program to begin the automated email flow.

References:

What is Adobe Marketo Engage: https://experienceleague.adobe.com/docs/marketo/using/getting-started-with-marketo/what-is-adobe-marketo-engage.html?lang=en

Marketo Engage User Guide (Engagement Programs): (Search the document for "Engagement Programs" or "Nurture Programs") - This will have more detailed instructions.

Why this is the best approach:

Efficiency: A single stream simplifies management and tracking.

Consistency: It ensures a regular, controlled flow of information over the four-week period.

Flexibility: You can easily modify the content or cadence within the stream if needed.

Smart Lists and Static Lists are two types of lists in Adobe Marketo Engage that allow you to segment your database based on different criteria.

Smart Lists are dynamic lists that select people based on filters that you define. For example, you can create a Smart List of people who have opened an email in the last 30 days, or who have a certain job title, or who belong to a certain segment. Smart Lists are updated in real time, so whenever a person meets or no longer meets the filter criteria, they are added or removed from the list automatically.

Static Lists are static lists that are populated by list imports and flow steps. For example, you can create a Static List of people who attended a webinar, or who filled out a form, or who were manually added by you. Static Lists do not change unless you manually add or remove people from them, or use a flow step to do so. People on Static Lists remain in the list until they are removed.

Smart Lists and Static Lists have different use cases and advantages. Smart Lists are useful for creating dynamic segments that reflect the current state of your database, and for targeting people based on their behavior and attributes. Static Lists are useful for creating fixed segments that reflect a specific point in time, and for tracking the performance of specific campaigns or activities.

Smart Lists and Static Lists can also be used in different ways within Adobe Marketo Engage. Smart Lists can be used in Smart Campaign filters, triggers, and choices, as well as in email and landing page personalization. Static Lists can be used in Smart Campaign filters and choices, as well as in email and landing page personalization, but not in triggers. References:

Understanding Static Lists

Smart Lists 101: A Deep Dive into one of the most important Adobe Marketo Engage Features

In Marketo Smart Campaigns, triggers and filters work with an OR/AND relationship:

Triggers (Orange): Triggers watch for specific actions or changes in lead data. If any of the triggers you define are met, the lead becomes eligible for the Smart Campaign's actions. Triggers operate on an OR basis.

Filters (Green): Filters further refine the audience by applying additional criteria. The lead must meet the filter criteria AND have been activated by at least one trigger. Filters operate on an AND basis.

Example:

Smart Campaign:

Triggers:

Fills out Form A

Visits Pricing Page

Filters:

Job Title = "Director"

Country = "United States"

In this example, a lead will qualify for the Smart Campaign if they:

Fill out Form A OR Visit the Pricing Page AND Their job title is Director AND they are located in the United States.

 Communication limits are a feature in Marketo that prevent you from over-emailing your leads by setting a maximum number of emails they can receive per day or per week. Communication limits automatically apply to all email and engagement programs, which are two types of programs that send emails to your leads. Email programs are used to send one-time or recurring emails, while engagement programs are used to send a series of emails over time based on a predefined schedule and logic. You can enable or disable communication limits for each email or engagement program by checking or unchecking the box that says “If a person has reached communication limits, block non-operational emails”. Operational emails are emails that are marked ascritical or transactional and should always be sent regardless of communication limits, unsubscribes, or marketing suspensions. Communication limits do not apply to other types of programs, such as default, event, or webinar programs, unless you use smart campaigns within those programs to send emails. Smart campaigns are a way to define the logic and actions for your marketing activities, such as sending emails, updating lead data, adding leads to lists, etc. You can enable or disable communication limits for each smart campaign by checking or unchecking the same box as above. You can also set the default behavior for smart campaigns in the Admin area, under Communication Limits. References:

Enable Communication Limits

More Than You Ever Want To Know About Communication Limits

Email Programs

Engagement Programs

Operational Emails

Smart Campaigns