What does the flow step of a smart campaign include?

The flow step of a smart campaign in Marketo is integral to defining what actions the campaign will execute once a lead meets the specified triggering criteria. This includes various steps such as sending an email, changing a lead's score, or adding leads to a list. These actions are crucial for automating marketing processes and handling leads effectively within the platform.

Each flow step is set up to guide the campaign's behavior based on the marketing goals, which can include nurturing leads, scoring, and engaging users at different stages of the customer journey. This structure allows marketers to create customized pathways for leads, ensuring that they receive relevant messaging and actions aligned with their engagement level.

Target audience details may inform the design and strategy of the campaign but are not part of the flow steps. Cost analysis is not relevant to the functionality within the flow step, as it focuses on actions rather than budgeting. The schedule of the campaign relates to when the campaign will run but does not dictate the actions taken during it, which is the focus of the flow steps. Therefore, the correct answer emphasizes the campaign’s operational components, which are crucial for executing effective marketing strategies.