Which feature in Marketo allows segmentation based on user activity?

The feature in Marketo that enables segmentation based on user activity is Smart Lists. Smart Lists use dynamic criteria to automatically update the list of leads based on their actions and behaviors within the system. This includes tracking various activities such as email opens, clicks, web page visits, form submissions, and other engagement metrics.

By utilizing Smart Lists, marketers can segment their audience more effectively, honing in on those who have exhibited specific behaviors, thereby allowing for targeted marketing strategies. For instance, if a campaign is focused on leads who have engaged with a particular piece of content, a Smart List can be created to include only those leads who meet that specific criterion.

In contrast, Static Lists are defined manually and do not change unless individuals are specifically added or removed. Batch Campaigns involve sending campaigns to a defined list without the ability to target based on the current activities of leads. Lead Scoring focuses on assigning numerical values to leads based on their behaviors and characteristics rather than directly creating segments for targeting purposes. Therefore, Smart Lists stand out as the most effective feature for segmentation based on user activity in Marketo.