Adobe Marketo Engage Business Practitioner Professional key terms

A reusable set of trigger and filter rules plus flow steps that Marketo runs automatically to respond to lead behavior or data changes. It is the primary automation unit inside a program.

The rule builder attached to a smart campaign or report that defines which people qualify, using triggers for real-time events and filters for conditions that must already be true.

A Smart List rule that fires a campaign the moment a qualifying activity occurs, such as filling out a form or clicking a link, rather than on a schedule.

A Smart List constraint that limits results to people who currently meet a condition, such as membership in a list or a data value constraint. Filters do not fire campaigns on their own.

A single action inside a smart campaign, such as sending an email, changing a data value, or adding someone to a list. Steps run in order for each qualifying person.

A branching flow step that evaluates a condition and routes each person down one of several defined paths, each containing its own nested actions.

A smart campaign that runs on a schedule or on manual request against everyone who currently matches its filters, instead of reacting to individual trigger events.

A program type that drips a sequence of content to people over time, pausing or advancing them based on engagement, and supports nested streams and cadence settings.

A container in Marketing Activities that groups assets, channels, costs, and statuses for an initiative such as an event, email send, or nurture track, and supports reporting and membership.

A configuration that defines which program statuses a program can use and which statuses count as successes, driving how that program's performance is reported.

A stage label assigned to a person within a program, such as Registered or Attended, used to track progression and to determine success attribution.

A placeholder variable such as {{lead.First Name}} or {{my.Content}} that Marketo replaces with a real value when an asset is sent or a page renders.

A reusable block of content or code stored centrally and inserted into emails or landing pages through a token, so edits propagate to every asset that references it.

The admin area where you create and edit person fields, set field types, and control visibility and API access. It governs the structure of the lead database.

A person field created by an administrator beyond the standard Marketo fields, used to store organization-specific data and available for segmentation, forms, and dynamic content.

The data format assigned to a field, such as string, integer, date, boolean, or score. The type determines validation, filtering options, and how values can be compared.

Two or more person records that represent the same individual, typically identified by matching email address or another unique field, which must be merged to keep data clean.

The operation that combines duplicate person records into one surviving record, keeping the most recently updated values and consolidating activity history.

A manually managed collection of people. Membership changes only when someone adds or removes records, making it useful for fixed audiences and suppression.

A list of people who must be excluded from sends, such as competitors or unsubscribed contacts, applied in email programs to prevent unwanted delivery.

Admin settings that cap how many emails a person can receive per day or per week, preventing over-contact across multiple campaigns.

A defined grouping of people based on field values, such as industry or region, that can drive dynamic content and reporting breakdowns across assets.

Email or landing page content that changes per recipient based on their segment membership, allowing one asset to show different messaging to different audiences.

A numeric value on a person record that increases or decreases as they perform behaviors or match attributes, used to gauge interest and prioritize follow-up.

The staged model that tracks where a person sits in the buying journey, from anonymous visitor through known lead to opportunity and customer.

A form technique that asks returning visitors for new information over multiple visits rather than all fields at once, reducing friction while enriching the record.

A Marketo asset that collects person data and, on submission, can trigger campaigns, update fields, and register people for programs.

A hosted Marketo web page built from a template that can embed forms and capture visitors, with tracking that links page activity back to the person record.

The interface used to build and edit emails, either with a drag-and-drop visual layout or with HTML source, including module and token insertion.

A send that splits an audience between two or more variants of an email or landing page to compare performance on a chosen metric before or after delivery.

The analytics area that reports on pipeline, revenue, and program effectiveness by tying opportunities and successes to the campaigns that generated them.

A reporting tool that compares programs or channels side by side using membership, success, and cost data to show which initiatives perform best.

The method of crediting a program or touchpoint with influencing a success or opportunity, using rules such as first touch, last touch, or multi-touch models.

A program status marked as a success in the channel configuration, signaling that a person achieved the program's goal and feeding performance reports.

The admin area for installing and managing integrations with third-party applications, showing installed services, their providers, and associated API credentials.

A configured outbound HTTP request that a smart campaign sends to an external system, passing lead data and optionally receiving a response to update fields.

The programmatic interface that lets external systems read and write Marketo data, authenticated with a client ID and secret tied to an API-only user.

A partition that separates marketing assets and people for different brands, regions, or business units within one instance, with its own users and permissions.

A named set of permissions assigned to users that controls which areas and actions they can access, such as editing programs or administering the instance.

A person's request to stop receiving marketing email, tracked as a field value and honored by Marketo to block future non-operational sends.