Chapter 4: Marketo Essentials
Chapter 4 of 14
Chapter 4: Marketo Essentials
4.1 Marketo Basics
Marketo is a powerful enterprise marketing automation platform designed for sophisticated marketing operations.
Core Components:
- Programs: Organize marketing activities
- Campaigns: Execute marketing initiatives
- Smart Lists: Dynamic lead segmentation
- Smart Campaigns: Automated workflows
- Lead Scoring: Prioritize leads
4.2 Smart Campaigns
Marketo Smart Campaigns automate marketing processes:
- Define triggers (form submission, page visit, etc.)
- Set filters to segment leads
- Add flow steps (send email, change data value, etc.)
- Schedule and activate
4.3 Lead Management
- Lead capture and import
- Lead scoring and qualification
- Lead routing to sales
- Lead nurturing workflows
Getting started with Marketo.