What should a practitioner keep in mind when activating segments in the Marketo Engage connector destination?

When activating segments in the Marketo Engage connector destination, it is essential to understand that the connector primarily targets existing leads. This means that the information and criteria defined within the segments will be applicable to prospects and customers who already exist in the Marketo platform. The functionality is geared towards leveraging pre-existing data to enhance marketing efforts, ensuring that campaigns are aimed at leads who have a history or are already within the system.

This focus on existing leads allows marketers to tailor engagement based on the behaviors and attributes of users that are already known to the system, facilitating more personalized marketing strategies. Understanding the nature of the connector’s operation helps practitioners optimize their campaigns effectively, ensuring they are strategically targeting users who are already in the database rather than attempting to engage new leads that have not yet been established in Marketo.