Marketo Architect Master flashcards

32 cards. Read the term and the definition here. The deck at the top of this page is optional.

Lead Lifecycle Stages

Predefined stages in Admin > Tags that track a lead's progression from anonymous to customer, each with a type and name, customizable but must follow a linear order.

Engagement Program

A nurture program type with streams and cadence that delivers content to leads over time; leads can be in only one engagement program at a time.

Smart Campaign Triggers

Events that cause a smart campaign to run immediately when the activity occurs, such as form fill or email click, as opposed to filters which run on a batch schedule.

REST API Rate Limit

Marketo REST API allows 100 calls per 20 seconds per instance; exceeding this returns a 429 error and requires backoff and retry.

Webhook Timeout

Webhooks must respond within 30 seconds; timeouts count as failures and may be retried depending on configuration, potentially causing duplicate actions.

Revenue Cycle Analytics

Marketo's attribution and reporting module that uses revenue stages, success paths, and attribution models to analyze program ROI and pipeline impact.

Multi-Touch Attribution

An attribution model that distributes credit to multiple programs along the buyer journey, using even or weighted distribution, configured in RCA settings.

GDPR Right to Erasure

Data privacy regulation requiring organizations to delete personal data upon request; in Marketo, use Delete Lead flow action or API to purge data and maintain consent records.

Workspace and Partition

Workspaces separate marketing assets and activities, while partitions separate lead records; both are configured in Admin and used for governance and segmentation.

Lead Scoring Threshold

A predefined score (e.g., 50 for MQL, 80 for SQL) that triggers routing or alerts when a lead's score reaches or exceeds it.

Program Channel

Defines the statuses and progression for a program type (e.g., Email, Webinar); status changes can trigger smart campaigns.

Custom Object Link

Custom objects link to leads or companies via a 1:1 or 1:many relationship; each record has a unique ID and up to 3 linked fields.

Field Data Types

Marketo fields have types including string, integer, boolean, date, datetime, email, phone, URL, currency; string fields max 255 characters, text area max 32000.

Segmentation

A feature that groups leads into segments based on rules (e.g., industry, region); leads are assigned to one segment per segmentation.

Dynamic List

A smart list that updates automatically as leads meet or no longer meet the filter criteria, used for targeting in campaigns.

Lead Deduplication

Marketo does not auto-merge duplicates; use smart campaigns with filters like Email Address is not empty and duplicates exist to identify and merge.

Salesforce Sync Direction

Field mapping in Admin > Salesforce can be set to bi-directional, Marketo only, or Salesforce only, controlling data flow between systems.

Bulk API Limits

Marketo Bulk API allows 10 concurrent export jobs and 10 concurrent import jobs; used for large data loads and exports.

LaunchPoint Integration

Admin > LaunchPoint manages integrations with external services like GoToWebinar and Zoom, each with specific configuration settings.

OAuth 2.0 Authentication

Marketo API uses OAuth 2.0 with client credentials; access tokens expire after 1 hour and refresh tokens can be used to obtain new ones.

CAN-SPAM Requirements

US law requiring commercial emails to include an unsubscribe link, physical address, and accurate subject line; opt-outs must be honored within 10 days.

Consent Management

Tracking and storing lead consent for communications using fields like Email Opt Out and subscription center, with activity logs for compliance.

Audit Trail

Admin > Audit Trail logs changes to assets and settings, useful for compliance and troubleshooting; logs are retained for a defined period.

Privacy API

Marketo API endpoints that allow export or deletion of lead data to comply with data privacy requests like GDPR; requests should be logged.

Role-Based Access

Admin > Users & Roles defines roles and permissions to restrict access to sensitive data and functions based on user responsibilities.

API Usage Monitoring

Admin > API Usage tracks API call volume and errors; set up alerts to avoid hitting rate limits and ensure integration health.

Campaign Execution Order

Smart campaign flow steps execute sequentially; wait steps pause execution; triggers run immediately, filters run on a batch schedule.

Program Status Progression

Each channel defines statuses (e.g., Member, Engaged, Attended) that leads progress through; status changes can trigger smart campaigns.

Lead Assignment Rules

Rules that assign leads to sales owners based on criteria like territory or industry, implemented via smart campaigns or Salesforce assignment rules.

Nurture Cadence

The schedule (e.g., weekly) for delivering content in an engagement program; cadence can be adjusted based on lead engagement.

First Touch Attribution

An attribution model that gives 100% credit to the first program that touched the lead, configured in RCA settings.

Program Cost

Period costs entered for a program, used by RCA to calculate ROI and pipeline attribution; must be entered for accurate reporting.