Marketo Filters, Flows, and Triggers Reference Guide

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The highly anticipated Marketo Filters, Flows, and Triggers reference guide complete with screenshots, details, and Marketo secrets.

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Marketo Filters, Flows, and Triggers Reference Guide

  1. 1. Marketing Rockstar’s Guide to Marketo Page |1Appendix I – Filters, Flows, and Triggers Marketing Rockstar’s Guide to MarketoBy Josh Hill. © 2012-13Josh Hill. All Rights Reserved
  2. 2. Marketing Rockstar’s Guide to Marketo Page |2Appendix I – Filters, Flows, and TriggersChapter 1. Appendix I – Filters, Flows, and Triggers At a Glance Operators and Logic 3 Triggers and Constraints 10By Josh Hill. © 2012-13Josh Hill. All Rights Reserved
  3. 3. Marketing Rockstar’s Guide to Marketo Page |3Appendix I – Filters, Flows, and Triggers Here it is, the most complete reference to Marketo Filters, Flows, and Triggers, and more in one place. Enjoy. Operators and Logic Marketo uses Boolean and other operators to match your criteria to matching Lead records. Understanding how these operators work is crucial to leveraging the power of Marketo. Standard Operators You can view more onStandard Operators in the Community. Match Type Returns leads who… Example Appears On Is Exact match State=AZ only returns Most fields State=AZ Is Not Does not exactly match State IS NOT AZ returns Most fields any other value like NY, CA, Florida Starts With Starts with the value you Starts with “Aus” returns Most fields provide Australia, Austria, etc. Not Starts with Does not begin with that “Aus” would return Most fields value anything other than Australia, Austria. Contains Contains the value US returns US, Australia, Most fields anywhere Austria, etc. Not Contains Does not contain that Not Contains “US” returns Most fields value anywhere Europe, United Kingdom, UK, etc. Is Empty Equivalent to NULL or Only empty values. Most fields Blank Is Not Empty Has any value which is not Only has a value. Most fields NULL True Have this set to True or 1 Unsubscribed=True T/F or Checkbox fields False Have this set to False or 0 Unsubscribed=False T/F or Checkbox fields In Is Member of a List, Member of Smart List = Member of filters Campaign, Program House List Not In Is Member of a List, Not a Member of Smart Member of filters Campaign, Program List = House ListBy Josh Hill. © 2012-13Josh Hill. All Rights Reserved
  4. 4. Marketing Rockstar’s Guide to Marketo Page |4Appendix I – Filters, Flows, and Triggers Numerical Operators Numerical Operators function differently than text operators. Match Type Returns leads who… Example Appears On Between Have a value between X Num of Subscribers Numerical, date fields. and Y Between 7 and 5000 Greater Than Value must be greater than 7 ≤ 5000 (includes) Numerical, date fields. X Less Than Value must be less than X Greater than (but not Numerical, date fields. including) 100 At Least Value must at least X and > 100 Numerical, date fields. higher is ok too At Most Value must be no greater Less than (but not Numerical, date fields. than 100 and can include including) 100 100 Date Operators Date Operators are also special. These can appear on a date field filter or as a Constraint on an activity filter like Visited Web Page. Match Type Returns leads who… Example Appears On IS Match date exactly Lead Created At January 1, 2012 Date filters and constraints IS NOT Matches all other dates Lead Created At NOT January 1, Date filters and constraints 2012 returns all others except this date. Between Between two dates, but not Leads Created Between December Date filters and constraints including them. 31, 2012 and March 1, 2012 In Past Past X time, including Leads Created In Past 3 weeks Date filters and constraints today. In Time Relative to Calendar Pre sets include Yesterday, Last Date filters and constraints Frame selections Full Week, Last Week (M-F) or Last Month. After After a date (not After March 15, 2012 Date filters and constraints including) Before Before a date (not Before March 15, 2012 Date filters and constraints including)By Josh Hill. © 2012-13Josh Hill. All Rights Reserved
  5. 5. Marketing Rockstar’s Guide to Marketo Page |5Appendix I – Filters, Flows, and Triggers On or After Including date and all On or After August 12, 2012 Date filters and constraints dates after. On or Including date and all On or Before August 1, 2012 Date filters and constraints Before before Is Empty Equivalent to NULL or Only empty values. Date filters and constraints Blank Is Not Has any value which is not Only has a value. Date filters and constraints Empty NULL Smart List Rules (Between Filters) Smart List Rules are in the upper left corner under the Smart List name. These determine the logic between filters and be used in a variety of ways. Regular (Green) Filters – What Happened Already If you are using just green filters, you can use ALL, ANY, or Advanced. Logic Option What Happens ALL This is a Boolean AND between each filter. ANY If your filter has a multi-choice green + then the filter will match OR, but between filters is AND. Advanced Boolean AND/OR between filters. Parentheses and nested (()) are allowed. **NOT is not allowed because you have positive and negative filters (not was…)By Josh Hill. © 2012-13Josh Hill. All Rights Reserved
  6. 6. Marketing Rockstar’s Guide to Marketo Page |6Appendix I – Filters, Flows, and Triggers Triggered (Orange) Filters – Happening Now If you have any Triggered criteria, you can only use ALL or ANY as options. It is important to note that multiple Triggers use the OR operator between them, such that any trigger will fire the campaign if the Lead matches the remaining Green filter criteria. Figure 1.A single trigger. Figure 2. Two or more Triggers - will react when either condition is true.By Josh Hill. © 2012-13Josh Hill. All Rights Reserved
  7. 7. Marketing Rockstar’s Guide to Marketo Page |7Appendix I – Filters, Flows, and Triggers Figure 3. Two or more triggers with a Filter - will run when either trigger is true and if the lead also meets the Filter condition.By Josh Hill. © 2012-13Josh Hill. All Rights Reserved
  8. 8. Marketing Rockstar’s Guide to Marketo Page |8Appendix I – Filters, Flows, and Triggers Figure 4. Multiple triggers and filters - will react when either trigger is true and the lead meets both filter conditions. Number of Trigger Evaluated Filters Evaluated Logic Option Campaign Triggers Triggered? One Trigger Trigger is True Filter is True ALL or ANY Yes One Trigger Trigger is True Filter is False ALL or ANY No Two or More Any trigger can be Filter is True ALL or ANY Yes Triggers true. Marketo always use “OR” between Triggers (Fills Out Form is Any) OR (Data Value Changes is Name) will trigger the campaign Two or More Any trigger can be Filter is False ALL or ANY NoBy Josh Hill. © 2012-13Josh Hill. All Rights Reserved
  9. 9. Marketing Rockstar’s Guide to Marketo Page |9Appendix I – Filters, Flows, and Triggers Triggers true. Marketo always use “OR” between Triggers (Fills Out Form is Any) OR (Data Value Changes is Name) will trigger the campaign Two or More Any trigger can be Filters are True ALL Yes Triggers true. Marketo always uses “OR” between Triggers (Fills Out Form is Any) OR (Data Value Changes is Name) will trigger the campaign Two or More Any trigger can be (these are evaluated ANY Yes Triggers true. Marketo always as AND, so they uses “OR” between must ALL be true) Triggers (Fills Out Form is Any) OR (Data Value Changes is Name) will trigger the campaign Two or More Any trigger can be Multiple Filters ANY No Triggers true. Marketo always uses “OR” between Triggers (Fills Out Form is Any) OR (Data Value Changes is Name) will trigger the campaignBy Josh Hill. © 2012-13Josh Hill. All Rights Reserved
  10. 10. Marketing Rockstar’s Guide to Marketo P a g e | 10Appendix I – Filters, Flows, and Triggers Triggers and Constraints Trigger Filters are analogous to Marketo’s green Activity Filters, except they are orange and will initiate a campaign automatically when the campaign is in listen, or “Activated” mode denoted by a lighted light bulb icon. Opportunity Triggers Opportunity data has a different set of Triggers and Filters which incorporate your Opportunity fields into the Constraints. Here are the standard Opportunity Triggers.By Josh Hill. © 2012-13Josh Hill. All Rights Reserved
  11. 11. Marketing Rockstar’s Guide to Marketo P a g e | 11Appendix I – Filters, Flows, and Triggers Added to Opportunity This trigger activates when any Lead is Added to an Opportunity. In reality this means in SFDC, your Contact was attached to an Opportunity in some way. You can Add Constraints based on the custom fields on your Opportunity records. Opportunity is Updated Triggers when a custom field is changed. You can use the standard Old Value and New Value Constraints or additional fields from your Opportunities. Removed from Opportunity Triggers whenever the Lead is removed from an Opportunity. Be specific or it can trigger on removal from any Opportunity that Lead is attached to. Standard Triggers These Triggers come standard with Marketo when it is synced with Salesforce. If you use Microsoft Dynamics or Sugar CRM, you may have slightly different triggers.By Josh Hill. © 2012-13Josh Hill. All Rights Reserved

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