Adobe Marketo Engage Business Practitioner Professional 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 is a container for assets and users; a partition is a container for person records. Workspaces are bound to partitions, which govern which leads that workspace can see and act on.

User role permissions

A role is a named set of permissions for Marketing Activities and Database functions. Assigning a role to a user within a workspace determines what that user can view, create, edit, or approve.

Communication limits

Instance-level caps on how many marketing emails a person can receive per day and per week. Operational emails bypass these limits; marketing emails respect them across all campaigns.

Sandbox sync direction

Sandbox is a separate instance refreshed from production. Asset sync flows from production to sandbox, not the reverse, so sandbox changes never overwrite production assets.

Smart Campaign triggers vs. batch

Triggers fire a campaign when a qualifying event occurs, such as a form fill. Batch campaigns run on a schedule or manual request against the current membership of the Smart List.

Smart List filter logic

Separate filters in a Smart List are combined with AND. Multiple values inside one filter are combined with OR, so any listed value satisfies that filter.

Request Campaign flow step

A flow step that runs another Smart Campaign for the person. The requested campaign must be a batch campaign or have a trigger of is-requested to be selectable.

Qualification rules

Rules controlling whether a person can re-enter a trigger campaign. Default is once per person per campaign; options allow re-entry after a set time or on every qualifying event.

Program channel and statuses

A channel defines the statuses a program can assign, such as Member, Engaged, and Success. Success statuses drive program success and revenue reporting for the program.

Campaign Inspector

A diagnostic view showing one person's path through a Smart Campaign, including which flow steps ran, which were skipped, and the reason for each skip.

Person partition assignment

Every person record belongs to one partition, set at creation. Partition controls record visibility to workspaces; it is separate from lead owner and CRM ownership.

Deduplication on create

When a new record is created, Marketo compares configured unique fields such as email. A match merges into the existing person rather than creating a duplicate.

Lead score mechanics

Score is a numeric field changed by Change Score flow steps or score tokens. Scores persist until a campaign explicitly increments or decrements them; there is no automatic decay.

Merge leads behavior

Merging two person records keeps the earliest-created record as the surviving record and retains the most recently updated values for each field. Activities are combined.

Interesting Moments

Activity records written by campaigns to capture notable lead behaviors, such as visiting a pricing page. They appear in the person record and in Sales Insight.

Custom field deletion rule

Standard fields cannot be deleted. A custom field can be deleted only when it is not referenced by campaigns, forms, list imports, or CRM sync mappings.

Field update blocking

Per-field settings can block updates from form fills, API, or list imports. Blocking prevents those sources from overwriting the field while allowing other sources.

List import dedupe modes

Import options determine matching: deduplicate by email, by CRM ID, or none. The chosen key controls whether rows merge into existing people or create new records.

Custom object linkage

A custom object relates to person or company through a link field and supports one-to-many relationships. Records are not people and do not appear in person Smart Lists directly.

Email performance rate base

Open rate and click rate are computed against delivered emails, while bounce and unsubscribe rates are computed against sent emails. The report labels state the denominator used.

Revenue cycle attribution

Revenue Explorer uses a revenue cycle model built from stage models. Program credit is assigned to opportunities by the attribution model, such as first touch or last touch.

Program success definition

A program member is counted as a success when their status is one of the channel's success statuses. Success counts feed program performance and revenue reporting.

Report subscriptions

A scheduled email delivery of a saved report to specified recipients at a defined frequency. Subscriptions respect the recipient's permissions and the report's date range settings.

Operational vs. marketing email

Operational emails are transactional and bypass unsubscribe and communication limits. Marketing emails respect unsubscribe status and the instance's daily and weekly communication limits.

Hard vs. soft bounce

A hard bounce is a permanent delivery failure and marks the email address invalid, blocking future sends. A soft bounce is temporary, such as a full mailbox, and does not invalidate the address.

Email authentication records

SPF, DKIM, and DMARC DNS records authenticate the sending domain. They are configured on the branded or Marketo sending domain to improve deliverability and prevent spoofing.

Send limit and throttle

A send configuration that delivers an email in batches up to a set number per interval within a time window, spreading volume and reducing deliverability risk.

Segmentation membership rule

A segmentation is a set of segments defined by Smart List rules. Each person belongs to exactly one segment per segmentation, and dynamic content selects variants by segment.

My-token scope

A variable token defined at program or folder level and referenced as {{my.name}}. It inherits down the folder tree and is overridden by a token of the same name at a lower level.

Snippets for reuse

Reusable content blocks included in emails and landing pages. Snippets can contain dynamic content and are edited in one place, updating every asset that references them.

REST API rate limit

REST API calls are limited per instance, commonly 100 calls per 20 seconds. Exceeding the limit returns HTTP 429 and requires backoff and retry logic.

CRM field sync direction

Each synced field is set to bidirectional, Marketo only, or CRM only. The direction determines which system is authoritative and whether updates propagate both ways.