Clearing the Misconception: Understanding Membership in Marketo Programs
Today, we're debunking a common misconception surrounding Marketo programs: the assumption that smart campaigns automatically grant program membership to leads. Let's dive into the reality and explore the six true pathways to program membership.
The Myth: Smart Campaigns and Program Membership
A prevalent myth within the Marketo community is the belief that running a lead through a smart campaign within a program automatically grants them membership in that program. This misunderstanding can have significant implications for campaign strategy and reporting accuracy. However, the truth is more nuanced.
The Reality: Six Paths to Program Membership
Marketo programs offer six ways through which leads can become members:
Form Submission: When a person fills out a form on a landing page within the program, they are automatically enrolled as a member, starting at the first status in the progression.
CSV Import: Importing members into the program via a CSV file also confers membership, with people beginning at the first status.
Change Program Status Flow Step: Utilizing the change program status flow step allows manual control over program membership status.
Webinar Registration or Attendance: Registering for or attending a webinar synced with an event program automatically enrolls people as members.
Marketo iPad Check-In Application: People created using the Marketo iPad check-in application are added as members of the program.
SFDC Campaign Sync: Adding a person to an SFDC Campaign synced to the program grants them membership.
Understanding Program Acquisition
When a new name enters the system as a program member, Marketo designates that program as "acquisition." This classification is crucial for first-touch attribution, providing insights into which programs are good at bringing in new leads. This distinction underscores the importance of accurately understanding program membership pathways for effective campaign analysis and optimization.
Stay tuned for more insights and best practices in Marketo automation. Have questions or topics you'd like us to explore? Drop them in the comments below!
Happy Marketo’ing! 💜
So for method 2, does that count for any list that contacts get imported into within that program?