Best Practices for Marketo Program Statuses – Part 2

In “Best Practices for Marketo Program Statuses – Part 1”, we talked about how important program statuses are for your tracking, reporting, and optimizing.

Now let’s dig into some deeper details.

Listed below are our superhero-recommended program statuses and successes for the most common Marketo channels. Consider each status to be a step towards success. For example, if someone registers for your seminar, they’ve taken one step towards success. After that, they need to actually attend in order for you to deem them successful.

To help you keep everything organized and easy to analyze later, we recommend numbering each of your program statuses and adding “Success” to the success status.

Channel Program Type Statuses Step
Email Send Email 1 Member

2 Engaged – Success

10

20

List Import Default 1 Member

2 Do Not Use (Hide step)

10

20

Online Advertising Default 1 Member

2 Engaged – Success

10

20

Operational Default 1 Member

2 Do Not Use (Hide step)

10

20

Nurture Engagement 1 Member

2 Engaged – Success

10

20

Seminar Event 1 Member

2 Registered

3 No Show

4 Attended – Success

10

20

30

30

Tradeshow Event 1 Member

2 Visited Booth

3 Engaged – Success

10

20

20

Web Default 1 Engaged – Success 10
Webinar Event 1 Member

2 Registered

3 No Show

4 Attended – Success

5 Attended On-Demand – Success

10

20

30

30

40

Here’s how these statuses, steps, and successes will appear in Marketo:

The step in a channel will prevent you from accidentally allowing a record to go backwards in status. If you make a mistake and need to set a record to a previous step, this can be a problem.

Since Marketo will automatically set a record to the first program status when a record fills out a Marketo form on a Marketo landing page or when a record is imported directly into a program, having multiple program statuses means that you have to manually set success for that particular program. If you’re concerned that your team will forget to set this, we recommend only having only one program status for your channel.

Here’s an example:

Channel Program Type Statuses Step
Web Default 1 Engaged – Success 10

Now that you have all of these best practices under your belt, start creating a strategy that will bring your leads closer to success!

Marvel Marketers

Posted by Marvel Marketers

Marvel Marketers LLC is an award-winning marketing agency that dedicates itself to setting the standards for industry excellence and forming long-term partnerships with both enterprise and SMB organizations. With an original focus on marketing automation, Marvel Marketers’ team has grown to include strategic experts in creative content, technology solutions, account-based marketing, events marketing, and data analysis. Professor M’s Academy, Marvel Marketers’ training arm, was the first of its kind in the industry and continues to lead the way with new offerings.

2 comments

Great article – in order to move people through the statuses, obviously we need smart campaigns in the program. Here are a couple questions:

1. Do you have any experience building these smart campaigns globally, in an operational folder set to trigger or should these always be built locally under the program?

2. How are you defining “Member”?

3. How are you defining “engaged”? one click in a nurture email or does it take several clicks over a period of time? In the tradeshow example, would engaged be set if they visited the booth?

Thanks
Dave

Nicole Pytel

Great questions, Dave!

1. We do have experience with this! Our superheroes’ recommendation would be to build these locally within a program, as having one in an operational folder for ALL of a program type would be harder to scale and remember to add programs to as you build them etc.

2. How you define “member” depends on program. For example, a member for a webinar would be someone who was invited to the webinar, whereas Member for an email program would be someone who was sent the email.

3. This depends on what your definition of engaged is. For some clients, simply opening an email warrants the engaged status, whereas for others actually clicking a specific link or filling out a form warrants the engaged status. For the tradeshow example, our superhero recommendation is that if they visited booth, they should receive the visited booth status – but once again it depends on how your channel is setup and exactly what you are wishing to track.

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