Marketo Engage Digital Marketer key terms

A reusable automation container in Marketo Engage that combines a trigger or audience filter with flow steps, executing once per person and honoring qualification rules before running actions.

A saved set of filter and trigger rules that defines which people a campaign targets or which activities cause it to fire; it can be referenced by multiple campaigns.

A Smart List rule that causes a campaign to run in real time when a matching activity occurs, such as form fill-out or email click, rather than on a batch schedule.

A Smart Campaign that runs on a schedule or on manual request and processes everyone who qualifies at that moment, instead of reacting to individual activities as they happen.

A single action inside a Smart Campaign, such as send email, change data value, or add to list; steps run in order and can include choices and waits.

A conditional branch inside a Smart Campaign flow that evaluates a person against listed options and runs the matching sub-steps, with an optional default path.

Settings that control how often and under what conditions a person can pass through a Smart Campaign, such as once per person, every time, or only after a set interval.

A container that groups channels, statuses, assets, and members around a marketing initiative, providing the structure Marketo uses for success tracking and reporting.

A program-level classification such as email, webinar, or content that defines the set of member statuses available and how program success is measured.

A stage label a person reaches inside a program, such as Registered or Attended, used to track progress and to define which statuses count as success.

The ordered set of program statuses that represents progress toward a goal, used by reporting and attribution to decide when a person has succeeded in a program.

A nested program type that delivers a stream of content to an audience through repeated casts, tracking each person's progression and pausing delivery when a goal is met.

A queue of content inside an engagement program that sends the next available asset to each member on the program's cadence, skipping assets already received.

The recurring schedule that determines how often an engagement program casts its next piece of content to members, for example every two weeks on a set weekday.

The defined progression of a person from anonymous visitor through known lead, marketing qualified lead, sales accepted, opportunity, and customer, tracked through lifecycle stage fields.

A field value marking where a person currently sits in the buying journey, typically updated by campaigns and used to filter audiences and drive lifecycle reporting.

Assigning numeric points to people based on demographic fit and behavioral activity so that sales-ready leads can be identified and routed at agreed thresholds.

Points awarded for actions such as email clicks, page visits, or event attendance, usually decaying over time so that older interest counts less than recent engagement.

A rule that subtracts points from a person's behavioral score after a set period of inactivity, keeping scores reflective of current rather than historical interest.

Automated assignment of a person to an owner or sales team based on rules such as region, score, or lifecycle stage, often executed through campaigns or CRM sync.

The admin area where custom fields are created and configured, including field type, API name, picklist values, and whether the field syncs to the CRM.

The unique, immutable identifier assigned to a field or object, used in integrations, forms, and tokens; renaming the display label does not change it.

A field added beyond the standard set to store additional person, company, or opportunity data, with a defined type that determines how values can be entered and used.

A partition that separates people, programs, and assets between brands or business units, controlling which users can see and act on each set of records.

A person-level segmentation used with workspaces so that each record belongs to exactly one partition, preventing cross-brand marketing from reaching the wrong audience.

A named bundle of permissions, such as access to specific workspaces or admin functions, assigned to users to control what they can view, edit, or administer.

In a segmentation, a named group of people defined by field-based rules, such as industry or region, used to personalize content and to target dynamic lists and emails.

A reusable audience split built on a person field, containing ordered segments; a person can belong to only one segment within a given segmentation.

Email or landing page blocks that display different versions to different people based on a segmentation, allowing one asset to serve multiple audiences.

A form setting that hides fields a known person has already filled in and shows new ones on later visits, gathering data gradually without lengthening every form.

A form behavior that populates known fields with stored values for recognized visitors, reducing friction while still allowing the person to edit the data.

The process of identifying and merging duplicate person records, often triggered by unique fields such as email address, to keep one accurate record per individual.

Combining two person records into one surviving record, choosing which field values to keep and consolidating activity history from the losing record.

A placeholder variable, such as a person field or program-level value, that is resolved at send or render time so content can be personalized without editing each asset.

Program- or folder-level variables that hold values like event dates or sender names, letting marketers update content once and have it flow to every asset that references them.

A reusable block of email or landing page content, such as a footer or legal notice, that is maintained in one place and inserted into multiple assets.

A numeric measure of how actively a person interacts with marketing, used in reporting and sometimes as a filter to identify highly engaged or disengaged audiences.

The practice of crediting touchpoints along the buyer journey for a conversion or revenue, using models such as first touch, last touch, or multi-touch.

A visual model of stages, transitions, and success criteria that maps how people move from lead to revenue, enabling funnel reporting and lifecycle forecasting.

A reporting tool that shows how program members progress through statuses and which programs contribute to pipeline and revenue, supporting investment decisions.

A report summarizing delivered, opened, clicked, bounced, and unsubscribed metrics for one or more emails, filterable by date range and audience.

The likelihood that sent email reaches the inbox rather than spam or the bounce pile, influenced by authentication, list hygiene, engagement, and sender reputation.

A permanent delivery failure, such as an invalid address, that causes the record to be marked undeliverable and excluded from future sends.

A temporary delivery failure, such as a full mailbox or server timeout, that may succeed on a later send and does not immediately invalidate the address.

The bidirectional exchange of person, account, and opportunity data between Marketo Engage and a connected CRM, governed by field mappings and sync filters.

A rule that limits which CRM records are brought into Marketo, such as only records owned by certain users, reducing noise and license consumption.

A configured outbound HTTP request that a campaign can trigger to send data to an external system or to retrieve a response for use in later flow steps.

The admin area where integrations and services are registered and authorized, generating the credentials used by webhooks, APIs, and third-party connectors.

A programmatic interface that lets external systems read and write Marketo data, such as creating leads or triggering campaigns, using authenticated REST or SOAP calls.

The area for building and managing reusable audiences, including predicted audiences and segment-based targeting, that can be shared across campaigns and channels.

An AI-generated audience that ranks people by likelihood to take a desired action, letting marketers target the highest-propensity portion of a list.

A sequence of content and touches delivered over time to people not yet sales-ready, often implemented as an engagement program stream or a series of scheduled campaigns.

A flow action that pauses a person in the campaign for a duration or until a set date and time, commonly used to space out follow-up touches.

A diagnostic view showing which campaigns a person qualified for and how they moved through flow steps, used to troubleshoot unexpected behavior.