Understanding Programs and Smart Campaigns
Transitioning to Marketo can be confusing, especially understanding the difference between Programs and Smart Campaigns. Think of Programs as containers that hold assets, period costs, and reports, while Smart Campaigns direct actions within those Programs.
The eBook Example
Let’s look at an example to clarify how Smart Campaigns work within Programs. In this scenario, we’re launching a new eBook campaign:
What’s in the Program?
Emails
- Confirmation
- 3-day follow-up
- 7-day follow-up
Landing Pages
- eBook offer
- eBook confirmation
Static Lists
- Form submissions
Reports
- Landing page performance
- Email performance
While the Program holds everything needed for this eBook campaign, Marketo needs instructions on what actions to perform. That’s where Smart Campaigns come in.
Smart Campaigns
01 – Confirmation
This Smart Campaign sends a confirmation email to everyone who downloads the eBook and adds them to the ‘Form submissions’ list.
02 – Follow-Up Emails
This campaign queues follow-up emails for everyone on the ‘Form submissions’ list. It includes a 3-day wait, then sends the first follow-up email, followed by a 4-day wait before the second follow-up email.
03 – Program Success
This campaign tracks when a user makes a purchase and records it as a program success.
In essence, a program is the skeleton, while a smart campaign is the brain.