Maximizing the Efficiency of Smart Campaigns with Opportunity Updates in Marketo Engage
When it comes to managing opportunity updates, particularly those based on Trigger Attributes like "Stage value," there are crucial nuances that every marketer should understand to maximize the efficiency of these tools.
Understanding Trigger Attributes and Their Importance
In Marketo, Trigger Attributes are the conditions that must be met for a person to qualify for a Smart Campaign or be included in a Smart List. For example, you might set a Trigger Attribute to monitor changes in an opportunity’s Stage value. This attribute serves as the cornerstone of your targeting strategy, determining who gets included in your campaigns based on specific updates to their opportunity records.
However, it’s important to note that a person will only qualify for the campaign or list if this specific attribute is updated and logged in Marketo. If the Stage value (or any other attribute you’re monitoring) remains unchanged, the individual won’t meet the criteria, even if other updates to the opportunity record have occurred.
The Impact of Partial Updates on Campaigns
One common pitfall in managing Smart Campaigns and Smart Lists is assuming that any update to an opportunity record will trigger a person to qualify. This assumption can lead to confusion and bugs. For instance, if the Stage value is your Trigger Attribute but isn’t updated, any other changes to the opportunity record—such as updates to revenue, close dates, or other fields—will not cause the person to trigger for your campaign.
This behavior underscores the importance of setting and understanding your Trigger Attributes correctly. If you’re relying on an attribute like Stage value to drive your campaign logic, you need to ensure that this attribute is indeed the one being updated during the opportunity change.
Troubleshooting Smart Campaign and Smart List Issues
If you notice that an opportunity has been updated but the associated person hasn’t qualified for your Campaign, it’s likely because the Trigger Attribute your campaign is listening for didn’t change. This can be frustrating, but it’s a common issue that can be easily resolved with the right approach.
To troubleshoot:
Check the Activity Log: Start by reviewing the person’s Activity Log in Marketo. Compare the values of the Trigger Attribute before and after the update. This will help you determine if the attribute change you were expecting actually occurred.
Verify the Trigger Attribute: Ensure that the attribute you’ve set as the Trigger is the one that’s essential for your campaign logic. If other attributes are more relevant to your goal, consider adjusting your campaign setup.
Communicate with Your Sales Team: If your sales team is responsible for updating opportunity records, make sure they understand the importance of updating the correct fields that align with your Trigger Attributes. Clear communication can prevent misalignment and ensure that your campaigns run smoothly.
TL;DR
Smart Campaigns in Marketo Engage is a powerful tool, but its effectiveness hinges on understanding and correctly managing Trigger Attributes (for trigger campaigns, of course). By ensuring that the right attributes are being updated and monitored, you can avoid common pitfalls and ensure that your campaigns are reaching the right audience at the right time. Keep these tips in mind, and you’ll be well on your way to maximizing the efficiency of your marketing efforts in Marketo.