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1. Marketing Rockstar’s Guide to Marketo Page |1
Appendix I – Filters, Flows, and Triggers
Marketing Rockstar’s Guide to Marketo
By Josh Hill. © 2012-13Josh Hill. All Rights Reserved

2. Marketing Rockstar’s Guide to Marketo Page |2
Appendix I – Filters, Flows, and Triggers
Chapter 1. Appendix I – Filters, Flows, and Triggers
At a Glance
Operators and Logic 3
Triggers and Constraints 10
By Josh Hill. © 2012-13Josh Hill. All Rights Reserved

3. Marketing Rockstar’s Guide to Marketo Page |3
Appendix 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 List
By Josh Hill. © 2012-13Josh Hill. All Rights Reserved

4. Marketing Rockstar’s Guide to Marketo Page |4
Appendix 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

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Appendix 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. Marketing Rockstar’s Guide to Marketo Page |6
Appendix 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

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Appendix 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. Marketing Rockstar’s Guide to Marketo Page |8
Appendix 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 No
By Josh Hill. © 2012-13Josh Hill. All Rights Reserved

9. Marketing Rockstar’s Guide to Marketo Page |9
Appendix 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
campaign
By Josh Hill. © 2012-13Josh Hill. All Rights Reserved

10. Marketing Rockstar’s Guide to Marketo P a g e | 10
Appendix 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. Marketing Rockstar’s Guide to Marketo P a g e | 11
Appendix 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