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Zak Pines | March 20, 2017

Why Marketo Users Love & Need Programs

For Marketo users, the “Program” is the centerpiece of marketing operations and activities.

Here’s why.

With Marketo Programs, a Marketo user can set up a set of assets to be used as part of a repeatable activity such as a webinar or an event. These assets include:

  • Invitation emails
  • Confirmation emails
  • Reminder emails
  • Post-event follow up emails
  • Registration page
  • Thank you page

All of these assets may be tailored to different audiences, e.g.:

  • Customers
  • Partners
  • Opportunities engaged with sales reps
  • Top of funnel prospects

Along with the assets, Marketo Programs should also include the smart campaigns that trigger these communications, and any targeting criteria. Here are some examples:

  • Email invitation – with different invites by audience type
  • Trigger email for event confirmation
  • Scheduled emails for event reminders
  • Event follow up emails – with different invites by audience type

And lastly, within each of these assets, tokens behave as data-driven elements that are used throughout the assets. Examples of tokens include:

  • Event Name
  • Event Date
  • Event Time
  • Event Headline
  • “Why Attend” Point 1
  • “Why Attend” Point 2
  • “Why Attend” Point 3
  • Registration URL
  • Speaker 1 - Name
  • Speaker 1 – Company
  • Speaker 1 – Photo
  • Speaker 2 – Name
  • Speaker 2 – Company
  • Speaker 2 – Photo

Here’s a screenshot of what a token list for a Program looks like:



This setup gives a Marketo user a complete set of assets ready to go, when creating a new Program such as an event.

So with that as background, why do Marketo users love and need Marketo Programs?


#1 – Programs save Marketo users a ton of time

Saving time falls under the “love” category.

Instead of customizing individual assets and creating new workflows for an event, there is just one step: populate tokens. This reduces the process down from many hours to minutes.

It also removes the need for Quality Assurance and testing to make sure everything is set up correctly.

It’s still advised to test emails and landing pages, but with the confidence to know there won’t be the little errors that may be present for Programs set up from scratch.


#2 – Programs allow you to establish and repeat best practices

This approach lets Marketo users focus on best practices, and not have to discount doing things because they would be too time consuming.

Everything is pre-built, like this smart campaign below which triggers a confirmation email.



This means Marketo users can implement best practices into Program templates and then automatically have them as part of their assets for every event.

Some examples of best practices typically overlooked because of time constraints are:

  • Tailoring communications based on type of audience – customers, partners, opportunities, top of funnel prospects
  • Including “why attend” points in confirmation and reminder emails to maximize attendance rate
  • Including “forward to colleague’ calls to action in confirmation and reminder emails to encourage attendees to share with others

With Marketo Programs, these can now be built into Program templates once and leveraged for every event.


#3 – Programs are the ‘unit of measurement’ in Marketo

This is the “need” part of Programs.

Marketo users need Programs because they are the unit of measurement within Marketo. By being part of a Program, a lead/person becomes part of Marketo’s framework for reporting on a Program’s success.

Here’s how this works:

  • Marketo Programs have members, and a given lead/person can be a member of one or more Programs
  • For each Program type, the Marketo administrator defines Program statuses (e.g. registered, attended, cancelled) and tags which of these statuses are considered a ‘success’. See this screenshot here for where this is managed:


Marketo’s Revenue Cycle Analytics / Advanced Report Builder credits and reports on any Marketo Programs whereby success has been reached. This is then connected to the resulting opportunities, based on the primary contact on the opportunity, for revenue attribution

  • Other smartlists based on Program membership or Program status give visibility into who has done what with those events – e.g. an attendee list, a registrant list, a no-show list (registered, did not attend)


Bedrock Data’s new Marketo-Eventbrite connector

It’s for these reasons, that for any third party integrations, connecting to Marketo Programs and Marketo Program statuses are vital for an integration that will help Marketo users.

Bedrock Data is excited to announce an Eventbrite-Marketo connector that does exactly that.

Marketo & Eventbrite users can now connect Eventbrite events to Marketo Programs, and Eventbrite activities such as registration and cancellation to Marketo Program statuses. And managing the continuous sync is easily done through a web interface to manage the mappings.

For more on Bedrock Data’s Eventbrite-Marketo connector:

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