Marketo BP Expert flashcards

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

Workspace vs partition

A workspace organizes marketing assets, while a partition organizes person records. A person exists once per partition, so the same email can appear in multiple partitions as separate records.

Program channel statuses

Each channel defines the statuses a program can use (e.g., Registered, Attended, No Show). Channel type determines available statuses and scoring or success behavior.

Communication limits

Subscription-level caps on how many emails a person can receive per day and per week. Sends exceeding the cap are queued or blocked based on configuration.

Merge Leads flow step

Combines two person records into one, keeping the winner's field values unless the loser's values are explicitly chosen. The merge is irreversible.

Email address deduplication

Within a partition, Marketo treats email address as the unique person identifier. The same email in two partitions creates two independent person records.

Data Value Changed trigger

Fires only when a field's value actually changes to a new value. Use it instead of generic form-fill triggers to avoid redundant campaign processing.

Segmentation membership rule

A person belongs to exactly one segment per segmentation, evaluated at send time. People matching no segment fall into the default segment.

Static vs Smart List

Static lists are fixed snapshots of members. Smart Lists are dynamic queries that re-evaluate continuously as person data changes.

Suppression lists at send

Marketing Suspended, Unsubscribed, Email Invalid, and Black Listed are applied automatically. A person on any of these will not receive the email.

Engagement stream cadence

Cadence options are daily, weekly, biweekly, and monthly. At each interval the program sends the next available content piece in the stream.

Engagement Score

A per-engagement-program score that accumulates from nurture interactions. It is separate from the lead score and can drive stream transitions.

Stream transition step

The 'Change Engagement Program Stream' flow step moves a person to another stream. Transitions can be triggered by status changes or score thresholds.

SPF, DKIM, DMARC

SPF authorizes sending IPs, DKIM signs messages cryptographically, and DMARC states how receivers handle authentication failures. All three should be configured.

Hard vs soft bounce

A hard bounce is a permanent failure such as an invalid address and marks the person Email Invalid. A soft bounce is temporary, like a full mailbox.

Spam complaint threshold

Complaint rate above roughly 0.1% signals deliverability risk. Monitor complaints alongside bounce and unsubscribe rates for inbox placement health.

Form follow-up page

Determines the post-submit destination. 'Stay on page' shows an inline thank-you without navigation; a URL setting redirects the visitor.

Progressive profiling

Shows different form fields on repeat visits using multiple field sets and a rule for how many fields display. It collects data gradually without lengthening forms.

Munchkin cookie purpose

Cookies anonymous web visitors so their activity can be attributed. After a form fill, the cookie links prior anonymous activity to the known person.

Lead score mechanics

A numeric field changed by scoring campaigns using Change Score flow steps. Behavioral and demographic scoring are usually kept in separate campaigns for auditability.

Trigger vs batch campaign

Trigger campaigns run when a qualifying event occurs and process each person once per event. Batch campaigns run on a schedule against a Smart List.

Lifecycle status model

A single-value status on a lifecycle channel (New, Engaged, MQL, SQL, Opportunity, Customer). Transitions should follow defined qualification rules.

Score decay

Scheduled batch campaigns subtract points for inactivity so scores reflect recency. Without decay, old high scores overstate current intent.

Open rate formula

Open rate equals unique opens divided by delivered. Delivered excludes hard bounces and is the denominator for most email performance metrics.

Click-to-open rate

Unique clicks divided by unique opens. It measures how compelling the email content is to people who actually opened it.

Campaign Inspector

A diagnostic view showing why a person did or did not qualify for a Smart Campaign. It is the primary tool for debugging trigger and filter logic.

Revenue attribution models

Revenue Explorer attributes pipeline and revenue to programs using models such as first touch, last touch, and multi-touch within a revenue cycle model.

CRM sync user permissions

The sync user's permissions in both systems determine which fields can be read or written. Field-level restrictions on that user limit what syncs.

Field mapping direction

Marketo fields map one-to-one to CRM fields. Unmapped fields stay in Marketo only; mapped fields sync bidirectionally subject to sync filter rules.

Sync conflict resolution

By default, the most recently updated record wins on a field-by-field basis. Conflicts are resolved using the update timestamp of each field.

Sync filters

Sync filters limit which records sync to the CRM, for example only leads with a certain status. Records outside the filter are not synced.

REST API rate limits

The REST API enforces per-day and per-second limits. Batch endpoints process many records per call and are more efficient than individual calls.

Program success attribution

A program records success when a person reaches a success status. Success is reported per program and rolls up into revenue reporting.