Terms Flashcards
Batch Campaign
A campaign that runs by pulling qualified members into the campaign using filters or list membership. Batch campaigns are typically run at a precise moment or scheduled
in advance. You can set recurring batch campaigns.
Lead/Person Cadence
The status that defines a person’s ability to receive content from an engagement program. Use the Change Engagement Program Cadence flow action to set cadence
to Pause, where the person will receive no content, or Normal, where the person will receive stream content.
Acquisition Date
The date when the lead or person becomes known in Marketo. This date corresponds to the Acquisition Program that acquired the Person.
Acquisition Program
The program that was responsible for acquiring the lead or person. The person may have been anonymous and this program was responsible for converting them to a
known person. This helps establish First-Touch Attribution.
Approved
Indicates that an asset like an email or landing page has been approved and can be used by others or in a program, like sending an email or viewing a landing page. Landing pages
cannot be viewed publicly until they are approved and published.
Behavior Score
The accumulative point value that is assigned based on a person’s actions or behavior such as visiting a web page, clicking a link in an email, or filling out a form. Typically
used to measure a person’s interest in your product or company.
Blacklisted
A field for a Marketo person who you decided shouldn’t receive your marketing material, like a competitor. When you set the Blacklisted field to true, the person will not receive
any emails from Marketo including operational emails.
Campaign
Within Marketo, campaign refers to a smart campaign. However, depending on the user, the term campaign can be synonymous with a Marketo program.
Campaign Activity Report
Report type that shows how smart campaigns are performing.
Campaign Email Performance Report
Report type that shows email performance metrics grouped by smart campaign.
Campaign Folders
An organizational tool to hold multiple programs or smart campaigns. Like a folder on your desktop, folders in Marketo are used for organization and reporting.
Canvas
The work area when looking at any object in Marketo. It’s also the portion of the screen where you drag in filters, triggers, and flow steps when building Smart Lists and Smart
Campaigns.
Cast
A cast is the event of sending emails from an engagement program.
Change Status In Progression
Use this flow action to change the program status of a person within a program. For example, use this step to add people who received an invite email to an event into your program with a status of Invited.
Channel
Type of marketing activity associated with a program – such as an email, webinar, trade show, roadshow, online advertising, etc. Learn how to create a program channel here.
Child Campaign
A smart campaign that only lives and functions within a program. Child campaigns are built to serve a specific purpose and specific goal within your program, such as
narrowing down a group of people and sending them a webinar invitation, or creating a trigger campaign that sends an email to a person when they complete a form in an online advertising campaign.
Canonical Name (CNAME) Record
CNAME records map one domain name to another. This can be helpful when creating aliases for your domain.
Clone Program
Cloning a program is an action that creates an a new program with similar set up and assets as the one it was cloned from. This allows for easy re-use of existing programs
with the same or similar structure.
Company Web Activity Report
Report type that shows which companies are visiting your website. Note that you can choose to display either known or anonymous visitors but not both in the same report.
Constraint
Additional criteria for a filter or trigger. For example, add a constraint to check for certain IP addresses on a Visited Web Page filter.
Content
Within Marketo, this refers to the asset placed in a stream of an engagement pro-gram. You can add single emails or entire programs to a stream. Content can also refer to in-
formational elements included in an email or landing page, such as images, videos, blog posts, data sheets, etc.
Content Engagement Level
A 0-100 point score that Marketo assigns content within the Engagement program. This number is determined by a sophisticated formula using opens, clicks, unsubscribes, program success, etc.
Cookie
A small piece of data sent from a website and stored in a user’s web browser while the user is browsing that website. Every time the user loads the website, the browser sends the
cookie back to the server to notify the website of the user’s previous activity.
Design Studio
This is the area of Marketo where creative templates and global assets live such as images and snippets.
Data Management
Marketo can actually be used for a host of data management functions.
With Marketo, you can:
• Clean up duplicates
• Clean up errant field values
• Re-assign leads based on complex criteria
This can all be done in the Database section of the platform. Many customers start with data
management activities before they send out their first mail.
Decorated URL
Web addresses generated by Marketo sent by email to your people. When a person clicks one of these URLs, Marketo can track their subsequent web activity and auto-complete their web forms.
Default program
A Marketo program type; default programs are used in cases where an event, email, or engagement program are not appropriate.
Demographic Score
A cumulative point value that is assigned based on specific attributes the person has such as job title, revenue size, or target industry. Typically used to measure a person’s fit with your product or company.
Domain Keys Identified Mail (DKIM)
DKIM is an authentication protocol designed to detect email spoofing. It allows the email receiver to check that an email that claims to have come from a specific domain has indeed been authorized by the owner of the domain. Setting up DKIM can help improve your deliverability.
Domain Name System (DNS)
A hierarchical decentralized naming system for computers, services, or other resources connected to the internet or a private network. It associates various
information with domain names assigned to each of the participating entities.
Draft
An email or landing page that hasn’t been approved yet. Draft assets aren’t available for use in flow steps. Draft emails cannot be sent to people, and draft landing pages are not available publicly online.
Dynamic Content
Content, such as text, images, or snippets that is pulled into an email or landing page differently based on criteria. Dynamic content allows you to create one email or
landing page and personalize sections of the asset based on a specific segmentation. An example is to use dynamic content in order to display a different banner image in an email depending on whether the person’s industry is healthcare, technology, retail, etc.
Engaged Lead/Person
Used to describe a person that is active with your content. An engaged lead/person has a behavior score point value that is greater than 0. The minimum number is often adjusted to be slightly higher based on the client’s requirements.
A Marketo design asset. Among other features, they have text and HTML versions, substitutable tokens (like First Names), and approval tracking
Email Invalid
A field indicating a person with an undeliverable email address. Typically this means Marketo tried to email the person, then the email hard bounced.
Email Program
A Marketo program type; sometimes referred to as Email Batch Program, this program type is used for one-time email sends. Users can specify the audience to send to, the
specific email to send, and the time at which to send the email out. Email programs have built-in A/B testing capabilities.
Engagement Programs
A Marketo program type; used to easily set up complex nurturing programs.
Engagement Score
A numeric value that makes it easy to see how effective the content in your engagement program is. The score ranges from 0 to 100 and is based on a proprietary
algorithm that takes into account engaged behavior (Open, Click, Program Success) and disengaged behavior (Unsubscribe).
Event Partner
Adapter integrations for a Marketo Event (i.e. WebEx, GoToWebinar)
Event Programs
A time-specific marketing initiative such as a webinar, seminar series, trade show, or road show. Events have a date or date range. Typically Marketo programs associated
with events are an Event program type. Marketo has several Launchpoint partners with integrations into our event programs.
Event Schedule
Lists the event’s Start Date, End Date, and Time Zone. It is accessed through the Event Actions drop-down menu in the Marketing Activities tab of your event programs.
Exhausted
When a person has received every piece of content in an engagement stream within an engagement program it is has exhausted all its content options and is listed as “exhausted” until new content is added to that stream. Learn more about identifying people who have exhausted content here.
Filter
A tool used in a smart list to target campaigns at a specific set of people based on their attributes and activity history such as Company Name, Geography, or Opened Email.
Flow
A sequence of actions within a campaign for people who qualify for a smart campaign.