Adobe Marketo Engage Business Practitioner Professional cheat sheet
Adobe Marketo Engage Business Practitioner Professional · Keep the key ideas within reach.
Administration and Maintenance
Workspaces partition assets, users, and CRM access; partitions partition lead records and control which records a workspace can see.
A user role bundles permissions; a role plus a workspace/partition assignment defines effective access.
Marketing Activities permissions and Database permissions are granted separately and are not inherited from each other.
Admin > Users & Roles: deactivating a user preserves their asset ownership but blocks login; API-only users exist for integrations.
Smart Campaign and email approval rules can be enabled to require approval before activation; approval permissions are role-based.
Communication Limits (Admin > Communication Limits) cap emails per person per day and per week and apply across all campaigns.
Subscription costs and instance limits (API calls, database size, activity retention) are set by contract and shown in Admin > Subscription.
Sandbox is a separate instance; asset sync from production to sandbox is one-directional.
Marketing Activities and Campaign Management
Smart Campaign flow steps execute in listed order; triggers fire on the trigger event, batch campaigns run on a schedule or manually.
Trigger filters in a Smart List are ANDed; within a single filter, multiple values are ORed.
Request Campaign flow step runs another Smart Campaign; only campaigns with a trigger of 'is requested' or a batch campaign qualify.
Program statuses map to channels; changing a lead's program status drives success, pipeline, and revenue reporting.
Qualification rules on a trigger determine whether a person can re-enter the same campaign; default is once per person per campaign.
Wait steps pause the person in flow; if a person qualifies again while waiting, a second run can occur unless qualification limits block it.
Nested programs and program status inheritance allow campaign membership to roll up to a parent program for reporting.
Campaign Inspector shows the results of a single person through a campaign flow, including skipped steps and reasons.
Lead Management
Person partitions are assigned at record creation and can be changed manually or by flow step; partition determines visibility, not ownership.
Deduplication keys are configured in Admin; a new record matching an existing unique field merges into the existing person.
Lead lifecycle: anonymous to known via form fill or list import; lifecycle stage is a field updated by campaigns, not automatic.
Scoring: a score field is incremented by Change Score flow steps or by score tokens; scores do not decay unless a campaign decrements them.
Lead owner assignment uses Change Owner flow step or CRM sync rules; ownership sync direction depends on CRM field sync settings.
Merge leads combines two person records into one, keeping the earliest created record and the most recently updated field values.
Interesting Moments record notable behaviors; they are written by campaigns and stored as activities tied to the person.
Sales Insight / Sales Connect surfaces lead score, interesting moments, and best bets to CRM users.
Data Management
Field types include string, integer, boolean, date, datetime, email, score, currency, percent, URL, phone, and reference.
Standard fields cannot be deleted; custom fields can be deleted only if unused by campaigns, forms, and sync filters.
Field management settings include blocking field updates from form fills, API, or list import, per field.
List imports map columns to fields; dedupe mode options include deduplicate by email, by CRM ID, or none.
Normalization: values are lowercased for email fields; country and state normalization can be enabled in Admin.
Data retention and activity fields: activity types are logged with primary attribute and can be filtered in Smart Lists.
Custom objects link to person or company via a link field and support one-to-many relationships; they are not person records.
Data hygiene: use Smart Lists with filters like 'Email Invalid is true' or 'Duplicate' to build suppression and cleanup campaigns.
Reporting and Analytics
Email Performance Report metrics: delivered, bounced, opened, clicked, unsubscribed, and their rates are computed against sent or delivered as labeled.
Program Performance Report aggregates members by program status and channel; success is defined by the channel's success statuses.
Revenue Explorer (RCA) uses revenue cycle models built from stage models; attribution is based on program membership and success.
Attribution models (first touch, last touch, multi-touch) assign program credit to opportunities; results appear in Revenue Explorer.
Smart List reports and lead reports can be exported; report subscriptions email a recurring report on a schedule.
Dashboard reports (Email, Engagement, Program) pull from activity data; date ranges and time zones affect results.
Campaign performance uses the Smart Campaign results tab: members, in flow, blocked, and error counts.
A/B testing reports compare email variants by opens or clicks; the winning variant must be declared manually unless auto-send is configured.
Email Marketing
Email types: operational (transactional, ignores unsubscribe and communication limits) and marketing (respects unsubscribe and limits).
Unsubscribe: a person who unsubscribes is blocked from marketing emails; operational emails still deliver.
Email editor v2.0 uses modules and templates; dynamic content enables variant selection by segmentation.
Deliverability: SPF, DKIM, and DMARC are configured at the sending domain; Marketo sends via its own or a branded domain.
Bounce types: hard bounce marks email invalid and blocks future sends; soft bounce is a temporary delivery failure.
Send limits and throttling: emails can be sent in batches with a defined send limit and time window.
Email assets live in Design Studio; program-local emails live in the program and are not shared across programs.
Preheader, subject, and from fields are configurable per email; token substitution personalizes them at send time.
Targeting and Personalization
Segmentations are defined in the database; each person belongs to exactly one segment per segmentation.
Dynamic content in emails and landing pages selects variants by segmentation membership at render time.
Smart Lists define audience; filters like 'Member of Program', 'Score', and 'Behavior' target specific people.
Tokens: {{lead.field}}, {{company.field}}, {{my.variable}}, and {{program.token}}; my-tokens are defined at the program or folder level.
Snippets are reusable content blocks that can be included in emails and landing pages and support dynamic content.
Web personalization uses segmentations and campaigns to show targeted content on the website.
Engagement programs use nested channels (streams) and cadences to drip content to members.
Predictive content and best-bet offers select content by lead behavior and profile; results are reported in the program.
Integration and Technical Operations
LaunchPoint services integrate CRM, webinar, and analytics tools; each service has its own API credentials and permissions.
REST API uses OAuth 2.0 with a client ID and secret; SOAP API uses an encrypted user credential.
API rate limits: REST is typically limited to 100 calls per 20 seconds per instance; exceeding returns HTTP 429.
CRM sync: field sync direction is set per field (bidirectional, Marketo only, CRM only); sync errors appear in Admin > CRM > Sync Errors.
Webhooks are triggered by flow steps and call an external URL with tokens; responses can update fields via response mapping.
Form 2.0 and Forms API: forms post to Marketo and can be embedded; progressive profiling reveals fields based on known data.
Landing pages use a branded domain configured in Admin > Landing Pages; SSL certificates are managed per domain.
Marketo Engage sync with Microsoft Dynamics or Salesforce uses a dedicated sync user; sync can be paused and resumed in Admin.