This is the most robust and scalable solution. Using a custom date field to track when a lead was last added allows for precise control over the 30-day window. A smart list filter checking this field (e.g., ‘Nurture_Added_Date is empty OR Nurture_Added_Date is before 30 days ago’) ensures the logic is enforced before the status change occurs, preventing unnecessary program re-entry and respecting the member lifecycle.

This is the fundamental definition of the two metrics. ‘Opens’ is a total count of all open events. ‘Unique Opens’ deduplicates this count to show how many individual people opened the email. A large gap typically indicates high engagement from a smaller audience, with individuals opening the email multiple times.

Effective lead scoring requires alignment between marketing and sales on the definition of a qualified lead. Starting with a simple model focused on key intent signals for the specific product launch ensures the scoring is actionable. Complex models are difficult to manage and tune initially. The model should evolve based on feedback and performance data.

Engagement program streams send emails based on a relative cadence from the moment a lead enters. Email 1 sends on Day 0 (upon entry). With a 3-day cadence, Email 2 sends on Day 3, Email 3 on Day 6, Email 4 on Day 9, and Email 5 on Day 12.

The Program Performance Report is designed to show the success of a specific program (like a webinar). It aggregates all members (leads) in that program, regardless of how they became a member (form fill, list import, API, etc.), and provides a ‘Members’ count. This gives the holistic, deduplicated view of engagement with that program asset.

The `:default=` modifier is a crucial feature for maintaining email integrity. If the token `{{my.token}}` is empty for a recipient (e.g., a First Name field is blank), the email may display a blank space or the token code itself. Using `{{my.token:default=there}}` ensures a polite fallback value is displayed, improving the recipient experience and email professionalism.

This is a common and effective pattern for applying business rules to real-time triggers. The first campaign acts as a holding area (‘Pending MQL’) immediately upon the score trigger. The second, batch-scheduled campaign applies the final stage change only during the specified window. This ensures sales are not notified of new MQLs outside of business hours, aligning process with operational reality.

In RCM, stages represent milestones in the revenue cycle. The ‘Success’ state is a critical reporting construct. It allows you to close the loop on a stage by defining what event constitutes successfully completing it (e.g., ‘Opportunity Created’ is the success state for the ‘MQL’ stage). This enables accurate funnel velocity and conversion rate reporting between stages.

Progressive profiling is a core Marketo best practice for balancing conversion rates with data acquisition. By asking for a small amount of new information each time a known lead interacts with a form, you reduce friction (increasing conversions) and gradually build a complete profile over time without frustrating the user by asking for the same information repeatedly.

This is the most robust and scalable solution. Using a custom date field to track when a lead was last added allows for precise control over the 30-day window. A smart list filter checking this field (e.g., ‘Nurture_Added_Date is empty OR Nurture_Added_Date is before 30 days ago’) ensures the logic is enforced before the status change occurs, preventing unnecessary program re-entry and respecting the member lifecycle.0