A Deep Dive into Marketo's Standalone and Segmentation Smart Lists
Marketo allows users to create Smart Lists (SLs), enabling users to filter and target specific audiences based on certain criteria - from basic to advanced multi-level-nested smart list criteria. However, not all SLs are created equal. In this blog post, we'll delve into the differences between the Segment Smart Lists and Standalone Smart Lists in Marketo, exploring the unique capabilities of the latter and how they can be leveraged to overcome limitations.
Filters in Segment Smart Lists
Segment Smart Lists in Marketo are convenient for segmenting contacts based on predefined criteria such as flat data fields or program/list memberships in Segmentation. While they provide a solid foundation for segmentation, they come with certain limitations. Segment SLs cannot utilize custom or standard object lookup relationships or activity log lookbacks or incorporate time axes for dynamic adjustments.
Additionally, while Marketo allows users to create up to 100 segments using standard fields, using other filters can increase the complexity, and your segmentation might fail to approve. Some examples are custom fields, member of lists/smart lists, lead owner fields, and revenue stages. Aim to create the segmentation smart lists as simple, crisp, and to-the-point as possible, as unlike a normal smart list asset, the segmentation smart lists are refreshed every time a person updates to ensure the person is always in the correct segment.
Exploring Standalone Smart Lists
Standalone Smart Lists, on the other hand, unlock a plethora of advanced filtering options that are not available in Segment SLs. Unlike their segmented counterparts, Standalone SLs can harness the power of custom and standard object lookup relationships, and activity log lookbacks and incorporate time axes for precise targeting.
Overcoming Limitations with Workarounds: Segment Smart Lists
Despite the advantages of Standalone Smart Lists, there are several instances where creating a segmentation is a way to go over the standalone smart lists.
In such cases, creative workarounds can be employed to achieve desired results, for example, by running a daily batch Smart Campaign that updates a flat field (custom field) (e.g., "Has Opportunity As Of") with the relevant data. This flat field can be used as a filter in the segment smart list. This allows users to approximate the functionality of more advanced filters available in Standalone SLs.
TL;DR
While Segment Smart Lists provide a solid foundation for basic segmentation in Marketo, Standalone Smart Lists offer advanced filtering options for precise targeting. When necessary, understanding their differences and leveraging creative workarounds such as creating proxy flat-fields for the filters that are not available for direct use can maximize the effectiveness of your segmentation strategies.
Happy Marketo’ing! 💜