FAQ - Marketo

Programs represent a single marketing initiative. You can think of it as a container with all the stuff that you need to make the program work, that includes assets (Emails, reports, lists ...) and smart campaigns (the logic with which the program or campaign operates).

An email blast in an individual batch email sent to a selected group of people. It could be a product launch email for example.

A content download program is a program in Marketo triggered when someone downloads a whitepaper or a case study, the first email they get is a thank you email, then we have follow up emails based on marketing consent aiming at nurturing leads and converting them fast.

A masterclass on demand program in a program in Marketo triggered when someone requests a masterclass/recorded webinar. They get sent a thank you email with a link to the masterclass.

This is a nurture program specific to certain product categories that includes whitepapers, webinars, case studies and CTA such as consultation request aiming at converting the leads faster.