Terms

Question 1

Batch Campaign

Answer 1

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.

Question 2

Lead/Person Cadence

Answer 2

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.

Question 3

Acquisition Date

Answer 3

The date when the lead or person becomes known in Marketo. This date corresponds to the Acquisition Program that acquired the Person.

Question 4

Acquisition Program

Answer 4

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.

Question 5

Approved

Answer 5

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.

Question 6

Behavior Score

Answer 6

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.

Question 7

Blacklisted

Answer 7

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.

Question 8

Campaign

Answer 8

Within Marketo, campaign refers to a smart campaign. However, depending on the user, the term campaign can be synonymous with a Marketo program.

Question 9

Campaign Activity Report

Answer 9

Report type that shows how smart campaigns are performing.

Question 10

Campaign Email Performance Report

Answer 10

Report type that shows email performance metrics grouped by smart campaign.

Question 11

Campaign Folders

Answer 11

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.

Question 12

Canvas

Answer 12

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.

Question 13

Cast

Answer 13

A cast is the event of sending emails from an engagement program.

Question 14

Change Status In Progression

Answer 14

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.

Question 15

Channel

Answer 15

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.

Question 16

Child Campaign

Answer 16

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.

Question 17

Canonical Name (CNAME) Record

Answer 17

CNAME records map one domain name to another. This can be helpful when creating aliases for your domain.

Question 18

Clone Program

Answer 18

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.

Question 19

Company Web Activity Report

Answer 19

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.

Question 20

Constraint

Answer 20

Additional criteria for a filter or trigger. For example, add a constraint to check for certain IP addresses on a Visited Web Page filter.

Question 21

Content

Answer 21

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.

Question 22

Content Engagement Level

Answer 22

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.

Question 23

Cookie

Answer 23

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.

Question 24

Design Studio

Answer 24

This is the area of Marketo where creative templates and global assets live such as images and snippets.

Question 25

Data Management

Answer 25

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.

Question 26

Decorated URL

Answer 26

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.

Question 27

Default program

Answer 27

A Marketo program type; default programs are used in cases where an event, email, or engagement program are not appropriate.

Question 28

Demographic Score

Answer 28

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.

Question 29

Domain Keys Identified Mail (DKIM)

Answer 29

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.

Question 30

Domain Name System (DNS)

Answer 30

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.

Question 31

Draft

Answer 31

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.

Question 32

Dynamic Content

Answer 32

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.

Question 33

Engaged Lead/Person

Answer 33

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.

Question 34

Email

Answer 34

A Marketo design asset. Among other features, they have text and HTML versions, substitutable tokens (like First Names), and approval tracking

Question 35

Email Invalid

Answer 35

A field indicating a person with an undeliverable email address. Typically this means Marketo tried to email the person, then the email hard bounced.

Question 36

Email Program

Answer 36

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.

Question 37

Engagement Programs

Answer 37

A Marketo program type; used to easily set up complex nurturing programs.

Question 38

Engagement Score

Answer 38

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).

Question 39

Event Partner

Answer 39

Adapter integrations for a Marketo Event (i.e. WebEx, GoToWebinar)

Question 40

Event Programs

Answer 40

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.

Question 41

Event Schedule

Answer 41

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.

Question 42

Exhausted

Answer 42

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.

Question 43

Filter

Answer 43

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.

Question 44

Flow

Answer 44

A sequence of actions within a campaign for people who qualify for a smart campaign.

Question 45

Flow Step

Answer 45

A single action taken against a person or set of people, such as Sending an Email or Changing a Data Value.

Question 46

General Data Protection Regulation (GDPR)

Answer 46

A regulation in EU law on data protection and privacy for all individuals within the European Union and the European Economic Area. It also addresses the export of personal data outside the EU and EEA areas. GDPR regulation went into effect May 25, 2018.

Question 47

Global Assets

Answer 47

Assets created in the Design Studio for global use across Marketo. These can be implemented into any program.

Question 48

Grid

Answer 48

A table similar to a spreadsheet containing person, campaign, or reporting data with built-in pagination, sorting, and filtering.

Question 49

Hard Bounce

Answer 49

An undeliverable email, usually because the recipient’s email address has an error or doesn’t exist.

Question 50

Image

Answer 50

A picture that is uploaded in the design studio such as a logo.

Question 51

Known Person

Answer 51

A known person (aka lead/record) is one you can market to because you have information on that person in Marketo. A record becomes known by: • Filling out a form • Being synced from Salesforce • Being imported from a list • Getting added via the SOAP or Munchkin API

Question 52

Landing Page

Answer 52

A web page with information and a call to action (CTA), usually the target of a pay-per-click ad or email link. Landing pages can include forms and images. Learn more about landing pages here. • Guided Landing Page – Has predetermined layout from a template. Learn more about guided landing pages here. • Free-form Landing Page – Allows users to drag and drop elements into the page. Learn more about free-form landing pages here.

Question 53

Lead

Answer 53

A person who can be tracked and viewed in the Marketo Lead Management application. Marketo has now standardized this terminology and “lead/leads” are now referred to as “person/people.” Some CRMs distinguish between leads and people further down the sales pipeline; Marketo calls all of those “people”. In older instances of Marketo you might still see the term “lead.”

Question 54

Lead/Person Cadence

Answer 54

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.

Question 55

Lead Database

Answer 55

The area within Marketo where records are stored.

Question 56

Lead Generation

Answer 56

The process by which leads/people are brought in and converted to marketing qualified leads (MQLs) through the use of automated tasks within the Marketo platform.

Question 57

Lead Nuturing

Answer 57

The process of building relationships with and educating prospects until they’re ready to speak with sales. In Marketo, this is done via drip marketing programs and engagement programs.

Question 58

Lead Scoring

Answer 58

A system of measuring a lead’s/person’s fit and interest level. The lead score consists of scores of behavioral activities (like clicking a marketing email) and scores from demographic information (like a job title). Users can create any number of unique scoring fields.

Question 59

Local Assets

Answer 59

Assets created for use within a specific program, not at the global level.

Question 60

Marketing Automation

Answer 60

Software that uses workflow rules to track and control your marketing processes.

Question 61

Marketing Qualified Lead (MQL)

Answer 61

A lead/person whose score value has reached a threshold that indicates it is ready for a personal contact.

Question 62

Marketing Suspended

Answer 62

A person that you selected not to receive your marketing emails (versus unsubscribed people who decided for themselves not to receive an email). When set to true, these people will still receive operational emails but no other emails.

Question 63

Members

Answer 63

Records that have become part of a program with a status.

Question 64

Membership

Answer 64

A person is considered a member of a program if they are actively added as a member. There are multiple ways a person can become a member of a program, such as being added through a form fill or fulfilling the attributes of a “Change Status in Program” flow step.

Question 65

My Tokens

Answer 65

These are custom tokens created either at the campaign folder or program level. My Tokens allow you to enter data about your program in one place, replace that information with the value you specify, and retrieve this information in other parts of the program.

Question 66

Local My Tokens

Answer 66

My Tokens that are created locally within a specific campaign folder or Program. When you create my tokens at the campaign folder level, they are inherited down to all programs contained within the campaign folder. When you create My Tokens at the program level, they are specific to that program.

Question 67

Overriden My Tokens

Answer 67

My Tokens that have been inherited from the campaign folder level and are modified with custom settings specific to that program. The modifications you make at the program level do not change the value of the token higher up at the campaign folder level.

Question 68

Inherited My Tokens

Answer 68

My Tokens that are created at the campaign folder level for use across all programs contained within the campaign folder.

Question 69

Munchkin

Answer 69

Marketo’s JavaScript-based web tracking system. It also includes an API for tracking AJAX, Flash, and other rich internet application activity. Munchkin codes allow you to track unknown person activity on your sites until they become known.

Question 70

Nurture Campaign

Answer 70

See engagement program

Question 71

Offline Event

Answer 71

An event, such as a conference, meeting, or business party, that is not transmitted over the web, but that can still benefit from online promotion.

Question 72

Online Event

Answer 72

An interactive event that is transmitted over the web, such as a webinar.

Question 73

Operational Email

Answer 73

A non-marketing email such as an auto-response email following a completed form request. These emails ignore the Unsubscribe and Marketing Suspended flags but do observe Blacklisted and Email Invalid flags. Also, operational emails do not have unsubscribe links. Learn how to make an email operational here.

Question 74

Operational Program

Answer 74

Program used for cleaning up data. Operational programs will be omitted from any reporting in Marketo.

Question 75

People by Status Report

Answer 75

Report type that shows how people are moving through your processes by checking how many of them appear in each Person Status value each month.

Question 76

People Performance Report

Answer 76

Report type that measures database growth over time.

Question 77

Period Cost

Answer 77

The cost per month associated with the program.

Question 78

Person

Answer 78

New instances of Marketo will refer to “leads” or “records” as “people.”

Question 79

Person partitions

Answer 79

Person partitions act like separate databases. Each partition has its own people that do not de-dupe or mix with other partitions.

Question 80

Program

Answer 80

A collection of child (smart) campaigns for a specific purpose and with a specific goal, measured by existing person success or the acquisition of new people.

Question 81

Program Month

Answer 81

The month associated with the period cost of a program.

Question 82

Program Statuses

Answer 82

The statuses a person moves through as a member of a program. Usually, these change based on an action the person has taken.

Question 83

Qualification Rules

Answer 83

When a person qualifies for a smart campaign multiple times, these determine whether or not the person will run through the flow steps. A person can go through a flow only once, every time, or a limited number of times over a certain time period (ex. once per day).

Question 84

SaaS (Software as a Service)

Answer 84

Marketo is a SaaS application. You don’t have to install software with Marketo. Just login at http://app.marketo.com.

Question 85

Sales Insight

Answer 85

A Marketo product that helps sales teams identify their best leads leveraging information collected by Marketo Lead Management.

Question 86

Sales Engage

Answer 86

A Marketo product that allows sales teams to identify their most active leads as well as automate and personalize their engagements with their leads.

Question 87

Scoring

Answer 87

See Lead Scoring

Question 88

Segementation

Answer 88

Segmentation allow you to group people in your database based on certain criteria. Each segmentation is split into segments, which are the different types within a seg- mentation. For example, a segmentation could be Geographic Region and the segments within it could be North & South America, Europe, Asia Pacific, and Australia & New Zealand. Note that segmentations specifically refer to categories within the Database section of your Marketo instance.

Question 89

Segments

Answer 89

Segments are the different sub-categories within a Segmentation. Segments are mutually exclusive, so within a particular segmentation, a person can only be a member of one segment. Segments can be used for reporting and dynamic content.

Question 90

Sender Policy Framework (SPF)

Answer 90

SPF is a security mechanism that provides a list of approved IP addresses from which your emails can be sent. Setting up your SPF can help improve your deliverability.

Question 91

Smart Campaigns

Answer 91

Smart campaigns serve to complete actions within Marketo programs. They can be used for activities as varied as landing page auto- responders, drip marketing campaigns, and lead scoring.

Question 92

Smart List

Answer 92

A dynamic list that contains members determined by their demographic and behavioral information. Smart lists continuously run and will move people on/off the list based on the qualification rules and whether the person meets those criteria.

Question 93

Snippet

Answer 93

A block of content that can be used in an email or landing page. Snippets can contain text or images. Snippets can also contain dynamic content.

Question 94

Soft Bounce

Answer 94

An email that has a valid address but is temporarily undeliverable. Typical causes include when the receiving email server is down or when the recipient’s inbox is full. Marketo retries sending these emails.

Question 95

Static List

Answer 95

A list of people that you control manually by adding and removing people.

Question 96

Stream

Answer 96

A set of content that has been prioritized within an engagement program. When a person is added to a particular stream, they begin to receive the content in the order it has been approved within the stream. You can have multiple streams of content within an engagement program.

Question 97

Stream Cadence

Answer 97

The regular interval time of when casts are sent within a stream in an engagement program.

Question 98

Successes (Success Actions)

Answer 98

Defined to determine when a person reaches the desired outcome of a stage within a program. For example, a success for a webinar program could be to attend the webinar.

Question 99

Tags

Answer 99

A way of segmenting your data for reporting purposes. These identifiers provide the ability to categorize data and define how you want to report on your program in order to monitor program effectiveness and ROI.

Question 100

Tagging Campaign

Answer 100

A campaign with the goal of getting people to click an email so their web activity can be tracked.

Question 101

Template

Answer 101

An email or landing page shell that you use as the basis for a specific mailing or landing page

Question 102

Token

Answer 102

A token is used as a placeholder for the value within a specific data field in the Marketo system. A token is indicated with brackets {{token name}}. When a token is used, it dynamically pulls the value of that field into the area that the token is being used. For example, if you want to include the first name of a person into an email you would use {{lead.First Name}} within the email copy. When the campaign runs, Marketo will insert the first name of the person when sending the email. Marketo has system, lead/person, company, campaign, trigger, and program tokens.

Question 103

Tree

Answer 103

The left-most column of the Marketo Lead Management web interface that lists objects based on the section you’re in. For example, if you’re in the Design Studio, the tree lists emails, landing pages, forms, and images.

Question 104

Trigger

Answer 104

An activity or event that activates a smart campaign when the event occurs such as a web page visit or form fill-out. Triggers are used to qualify a campaign to run in response to person behavior.

Question 105

Trigger Campaign

Answer 105

A smart campaign that contains at least one trigger in its smart list. The trigger campaign launches when the person completes the triggering activity or event and passes any other filters in the smart list

Question 106

Unsubscribed

Answer 106

A field indicating that a person has opted out of your marketing emails. When true, these people still receive operational emails.

Question 107

Unused Local Asset

Answer 107

An asset living at the program level that is not currently being used by a program, smart campaign, or smart list.

Question 108

Webinar

Answer 108

An online event that is delivered through an interactive web application such as WebEx, BrightTALK, ON24, Readytalk, Level 3 Web Meeting, GoToWebinar Citrix, or Adobe Connect.

Question 109

Web Page Activity Report

Answer 109

Report type that shows who’s visiting your website. Note that you can choose to display known people or anonymous people, but not both in the same report

Question 110

Web Personalization

Answer 110

A Marketo product that helps you engage thousands of prospects on your web site in real-time based on who they are and what they do.

Question 111

Workspaces

Answer 111

Workspaces are separate areas in Marketo that hold marketing assets like programs, landing pages, emails and more. They can be used by multiple people. Each user has access to one or more workspaces.

Question 112

What You See Is What You Get (WYSIWYG)

Answer 112

Commonly used to describe an editor or program that allows a developer to see what the end result will look like while the interface or document is being created.