What is an "Event Program" in Marketo?

An "Event Program" in Marketo is specifically designed to manage and track events, which includes functionalities for handling registrations, tracking attendee engagement, and enabling follow-up communication. This type of program is vital for marketers organizing physical or virtual events, as it streamlines the entire process from pre-event promotion to post-event analysis.

The capabilities of an Event Program encompass various activities such as event creation, registration management, and integration with other tools to gauge attendee behavior during the event. This management system ensures that marketers can effectively communicate with participants and analyze the impact of the event on their overall marketing goals.

While there are features in Marketo that relate to ad campaigns, webinars, and email outreach, these functions are distinct from the core purpose of the Event Program, which focuses on comprehensive event management.