Marketo Engage Digital Marketer flashcards
Marketo Engage Digital Marketer · Build recall with a focused review session.
32 cards. Read the term and the definition here. The deck at the top of this page is optional.
- Workspace vs. partition
- A partition is the top-level data boundary holding leads; a workspace sits inside a partition and controls asset visibility and user permissions. Leads cannot be shared across partitions.
- API Only user role
- A dedicated user account with the API Only role, used for integrations instead of a person's login, so password changes and MFA do not break token-based connections.
- Communication limits
- Per-workspace, per-channel caps on how many emails, web, push, or SMS messages a lead receives in a day or week. Leads over the cap are blocked from the send.
- Trigger vs. batch campaign
- A trigger campaign fires per qualifying activity for one lead at a time. A batch campaign processes the entire smart list on demand or on a schedule.
- Engagement program cadence
- The timing rule that advances leads through a stream. A stream cadence moves leads on a fixed day interval; paused holds them until manually resumed.
- Sandbox refresh direction
- A sandbox is refreshed from production; changes made in the sandbox do not flow back to production. Confirm the sync direction before testing data changes.
- Deduplication key
- The field or fields Marketo uses to decide two records are the same person. Email is the default; enabling a custom dedupe field requires both to match.
- Acquisition date behavior
- Written once when the lead is created and never updated by later activity. Use it for cohort reporting; use last activity for recency-based segments.
- Smart list AND vs. OR
- Filters inside one smart list are ANDed together. Adding separate smart lists to a campaign's Smart List ORs them, broadening the audience.
- Static vs. smart list
- A static list is a fixed snapshot for imports and one-off sends. A smart list is dynamic and re-evaluates its membership each time a campaign runs.
- Lead merge outcome
- Merging keeps the earliest acquisition date, takes the most recently updated field values, and combines activity history into the surviving record.
- Segmentation membership
- A segmentation groups leads by a segmentation field such as Industry. A lead belongs to exactly one segment per segmentation, and dynamic segments update automatically.
- Email A/B test
- Splits the audience by percentage or fixed sample, tests subject line, from-name, or content, then sends the winning variant to the remaining audience after the test window.
- Program channel statuses
- Each channel defines statuses such as Sent, Delivered, Engaged, and Converted. Statuses marked as success drive success attribution and revenue reporting.
- Token scopes
- Double-brace my tokens are program-scoped, lead tokens are person-scoped, and company tokens are account-scoped. Unresolved tokens render as the token name in delivered email.
- Hard vs. soft bounce
- A hard bounce is a permanent delivery failure and sets Email Invalid to true, suppressing future sends. A soft bounce is temporary and may deliver on retry.
- Global vs. local email
- A global email is shared across programs, so edits affect every use. A local email belongs to one program and is versioned within it.
- Lifecycle stage field
- A field holding values like Anonymous, Known, Engaged, MQL, SQL, Opportunity, and Customer. Progression should be driven by campaign flow steps, not manual edits.
- Score vs. lifecycle
- Lead score is a numeric engagement signal and is not a lifecycle stage. A common pattern sets MQL when score crosses a threshold while lifecycle is Engaged.
- Interesting moment
- A record of notable behavior or score change used for sales alerts. It is not an activity record and does not by itself change the lead's lifecycle stage.
- Lead disqualification practice
- Record the reason in a dedicated field and change status or remove from flow rather than deleting the lead, so history stays reportable and reversible.
- Flow step execution order
- Flow steps run top to bottom. Wait steps pause the lead in that campaign, and Wait Until can hold a lead until a condition or date with a timeout.
- Choice step evaluation
- Choices evaluate in order and the first matching branch runs. Use explicit conditions rather than relying on order when behavior must be predictable.
- Request Campaign step
- A flow step that invokes another trigger campaign for the same lead, enabling reusable sub-campaigns. The invoked campaign's smart list is not re-evaluated.
- Batch campaign run time
- Batch campaigns process the smart list as it stands when the run starts. Leads added during the run are not included in that run.
- Webhook response mapping
- A webhook invoked by a flow step sends a GET or POST with tokens; its response can be mapped back to write values into lead fields.
- Revenue model attribution
- Revenue Cycle Analytics uses the revenue model's stages, success definitions, and attribution rules to credit programs with pipeline and revenue. Changing the model re-runs history.
- First-touch attribution
- Credits the program that created the lead with the full touch. Multi-touch instead distributes credit across programs, often weighted by success position.
- Click-to-open rate
- Unique clicks divided by unique opens, expressed as a percentage. It measures email content relevance independent of deliverability and list size.
- Program Analyzer dependency
- Reports membership, success, and revenue, but only counts success when a program status is marked as success in the channel. Programs without one show zero success.
- CRM field-level sync
- Each mapped field can sync one way, both ways, or not at all. Changing sync settings does not backfill existing records, so plan a data load if needed.
- LaunchPoint service credentials
- Each integration registers as a LaunchPoint service with an API key and secret. Rotate credentials on a schedule and remove services that are no longer used.