Marketo BP Expert key terms

A partitioning feature that divides a Marketo instance into separate sub-instances, each with its own assets, users, and permissions. Used to isolate business units or brands while sharing one subscription.

A lead database division that keeps person records separate between workspaces. A person can exist in only one partition, and cross-partition visibility is controlled by workspace settings.

A configuration that grants users specific access rights, such as editing emails, exporting lists, or administering the instance. Roles are assigned to users and scoped to workspaces or partitions.

A log recording administrative and user actions in the instance, such as asset changes, logins, and permission edits. Used for troubleshooting and compliance review.

A cap on how many emails a person can receive per day, configured at the instance level. Protects deliverability and prevents over-mailing during high-volume campaign sends.

A user-defined record type linked to person or company records, used to store one-to-many data such as transactions or event registrations. Supports its own fields, triggers, and segmentation.

A field added to the person, company, opportunity, or custom object schema beyond the standard fields. Each has a data type and can drive segmentation, scoring, and personalization.

The admin area where fields are created, renamed, and blocked from updates. Blocking a field prevents form, list import, or API changes to protect authoritative data.

The practice of standardizing field values, such as country names, job titles, or phone formats, so records group and segment correctly. Often enforced with picklists and import mapping rules.

Two or more person records representing the same individual, usually created by differing email addresses or missing identifiers. Deduplication relies on unique fields and merge rules.

The operation that combines duplicate person records into one surviving record, keeping the most recently updated values and consolidating activity history. Triggered manually or by CRM sync.

The core database entry for an individual, holding standard and custom fields plus activity history. Identified by a unique ID and typically by email address.

A rule set that groups people into segments based on field values or behaviors, evaluated dynamically. Segments update as data changes and can drive content, lists, and reporting.

A single category within a segmentation, such as industry or lifecycle stage. People are assigned to exactly one segment per segmentation based on ordered rules.

A manually maintained collection of person records that does not update automatically. Members are added by import, campaign flow steps, or manual selection.

A saved set of filter rules that dynamically identifies matching people. Membership recalculates as data changes and can feed campaigns, reports, and exclusions.

A nurture construct that delivers content streams to people over time, pausing when goals are met. Contains streams, cadences, and transition rules for automated follow-up.

A content queue inside an engagement program that sends one asset per cadence step. People move between streams based on transition rules and engagement.

The schedule controlling how often an engagement program sends the next item in a stream, such as every two weeks on a weekday. Determines nurture pacing.

A rule that moves a person between streams or out of an engagement program when criteria are met, such as responding to content or reaching a lifecycle stage.

The ability of sent email to reach the recipient inbox rather than spam or bounce. Influenced by authentication, sender reputation, list hygiene, and engagement.

Email authentication records that verify a sender's domain. SPF authorizes sending servers and DKIM cryptographically signs messages, both improving inbox placement and brand trust.

A score or perception of a sending domain or IP based on complaint rates, bounces, and engagement. Poor reputation causes filtering and blocking by mailbox providers.

A failed email delivery. Hard bounces indicate invalid addresses and should be suppressed; soft bounces are temporary failures such as a full mailbox.

A recipient's request to stop receiving marketing email, recorded on the person record and honored across sends. Required by law and central to list hygiene.

An email experiment that splits an audience between variants, such as subject lines or send times, to measure which performs better before or during a send.

A reusable page structure with editable regions and locked sections. Templates enforce branding and layout consistency across many landing pages.

A web capture asset that collects person data and writes it to fields, triggering campaigns and list membership. Can include progressive profiling and hidden fields.

A technique that shows different form fields on repeat visits so known data is not re-requested. Builds richer profiles over time without lengthening a single form.

A numeric value summarizing a person's fit and engagement, calculated from scoring rules. Used to prioritize follow-up and trigger lifecycle changes.

A configured condition that adds or subtracts points from a lead score, such as visiting a pricing page or opening an email. Rules can be behavior or demographic based.

A field value representing where a person sits in the buying journey, such as subscriber, lead, or customer. Drives reporting, routing, and campaign eligibility.

The execution unit that combines a smart list trigger or filter with flow steps and a schedule. Automates actions such as sends, scoring, and data changes.

An action inside a campaign that runs for each qualifying person, such as sending email, changing data, or adding to a list. Steps execute in order with optional choices.

A container for marketing activity that groups channels, assets, members, and success criteria. Programs support reporting, ROI attribution, and member status tracking.

A person associated with a program, carrying a member status and progression through statuses. Membership enables program-level reporting and success measurement.

A reporting module that models revenue performance across stages using opportunity data. Provides attribution, pipeline, and ROI analysis based on program success.

The bi-directional connection between Marketo and a CRM such as Salesforce, syncing people, fields, owners, and activities. Field-level sync settings control direction and authority.

A person or company field mapped between Marketo and the CRM, with a defined sync direction. Conflicts are resolved by the owning system or most recent update.

The mechanism that exposes Marketo campaigns to the CRM as callable actions, letting CRM users add leads to campaigns or trigger flows from CRM records.