Marketo Engage Glossary marketo-engage-glossary
Last update: May 13, 2026
- Topics:
- Getting Started
Below are definitions for many of the terms you may encounter when using Marketo Engage.
A a
Allows you to modify components of your email (e.g., subject line, from address, etc.) and set testing criteria to determine which set of content fares better.
Account
This term can have different meanings:
-Your Marketo instance itself can be referred to as your Marketo account.
-In TAM, a Named Account is an account that the user has determined is a target account they want to pursue.
-In TAM, a CRM Account is an account mapped from your linked CRM (account in Salesforce, MS Dynamics or API).
-In your CRM, accounts are the business/company that leads and contacts are associated to.
-Your Marketo instance itself can be referred to as your Marketo account.
-In TAM, a Named Account is an account that the user has determined is a target account they want to pursue.
-In TAM, a CRM Account is an account mapped from your linked CRM (account in Salesforce, MS Dynamics or API).
-In your CRM, accounts are the business/company that leads and contacts are associated to.
Account Insight Plug-in
A browser extension used with Marketo Sales Insight that surfaces Marketo engagement data (such as interesting moments, lead scores, and recent activity) directly within your CRM interface.
Account List
A list of key account/organization names. Also known as a Target Account Management (TAM) list.
Account Profiling
(formerly AccountAI) In TAM, using your Ideal Customer Profile (ICP), existing companies in your database will be ranked, and the rankings are added as scores on your accounts.
In TAM, it is a score assigned to an account to help you determine its level of engagement.
Account Smart List
In TAM, a dynamic list of accounts that automatically populates based on account-level filter criteria you define, similar to a smart list but for accounts rather than people.
Acquisition Date
The date when a 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 a 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.
Activities
A log of all trackable actions associated with a person record in the Marketo database, such as email opens, clicks, form fills, web page visits, and more. Activities are used by smart lists, triggers, and filters to identify and act on person behavior.
(formerly Ad Bridge) A way to connect Marketo's unique audience data to your paid media systems so you can run more targeted, personalized digital ad campaigns.
Adobe Marketo Engage
The official brand name for the aggregate of all Marketo's product offerings within the Adobe Experience Cloud.
Advanced BI Analytics
An add-on reporting feature that provides enterprise-level business intelligence dashboards and custom analytics, enabling deeper exploration of Marketo performance data.
Agents (AI)
AI-powered automation tools within Marketo Engage that perform specific tasks (such as reviewing program quality or assisting with campaign setup), reducing manual effort for marketers.
A notification used to inform someone whom you've designated receive an email regarding a transaction.
Allowlist
A list of approved IP addresses or domains permitted to send mail through or access Marketo. Also used to refer to the practice of requesting ISPs recognize a sender as legitimate (contrast with Blocklist).
Anonymous Visitor
A web visitor who never filled out a form or left their details on the website.
A set of predefined protocols used to perform single or mass functions in an operating system or application (in this case, Marketo).
Approved
Used to confirm when an asset is ready for consumption. Assets cannot be viewed publicly until they have been approved.
Asset
An item that serves as content in your Marketo instance (e.g., email, landing page, smart campaign, etc.).
Attribution
The process of assigning credit to marketing programs for influencing pipeline and revenue. Marketo supports First-Touch attribution (credit given to the program that first acquired a person) and Multi-Touch attribution (credit shared across all programs that influenced a person).
Audit Trail
A feature that logs all changes made to assets, campaigns, and administrative settings in Marketo, recording what was changed, who changed it, and when, for accountability and troubleshooting purposes.
B b
A campaign that targets qualified members using filters or list membership. Batch campaigns launch at a specific time and affects a specific set of people all at once. Batch campaigns can be set to recur, or run one time.
Behavior Score
A point value assigned to a person based on their actions/behavior (e.g., visiting a web page, clicking a link in an email, filling out a form, etc.). Typically used to measure a person's interest in your product or company.
Blocklist
A list of IP addresses or domains associated with sending spam.
A field for a Marketo person whom you don't want receiving your marketing material (e.g., a competitor). When you set the Blocklisted field to true, the person will not receive any emails from your Marketo instance, including operational emails.
Boolean Field
A custom field type that stores a true/false or yes/no value for a person record. Useful for tracking binary states such as whether someone has agreed to terms or opted into a specific program.
When an email sent to a recipient is returned. There are hard and soft bounces. A hard bounce can render a person's email address invalid when a mail server tells Marketo that the person's email can't be delivered. A soft bounce means something went wrong in delivering the email to the person; this gets resolved automatically. Both hard and soft bounces consist of multiple categories.
C c
Cadence
The frequency and timing schedule at which content is distributed to members in an engagement program stream (e.g., weekly on Tuesdays at 9am). You configure cadence settings per stream.
Campaign
Report type that shows email performance metrics grouped by smart campaign.
An organizing unit that can hold multiple programs and/or smart campaigns. Like a folder on your desktop, folders in Marketo are used for organization and reporting.
A cast is the event of sending emails from an engagement program.
Type of marketing activity associated with a program (e.g., email, webinar, tradeshow, roadshow, online advertising, etc.).
Check-In App
A Marketo mobile application used to manage event attendee registration and check-in at in-person events, allowing you to mark members as attended in real time.
Click to Open %
Percentage of emails that were opened and had a link clicked in the email. This measures the relevancy and context of an email by taking the number of unique clicks divided by the number of unique opens, and then multiplying by 100 to show it as a percentage.
Clicks
By default, links in emails have tracking embedded in them allowing you to see who clicked which link, how many total links were clicked, etc.
Clickstream
The visitor's activity and URL path on the site and how long they visited each page.
Clone
In Marketo you can make duplicates of several different types of entities within your instance. You can clone programs, an asset within a program, a stream, and more.
The front part of your URL. The one word (plus YourCompany.com) is called a CNAME (e.g., info.YourCompany.com/).
Report type that shows which companies are visiting your website.
An extra condition you can add to smart list filters/triggers to help narrow your search.
Content
A piece of information added to assets, such as emails or landing pages. In engagement programs, there are two types of content you can add to streams—emails and programs.
ContentAI
(see Predictive Content)
An area of Web Personalization that displays discovered existing content from your website, as well as content performance.
Content Engagement Level
A 0 to 100 point score that Marketo will give your content in an engagement program. The score is determined by a sophisticated formula using opens, clicks, unsubscribes, program success, and more.
Conversational Flow
In Dynamic Chat, a type of chatbot engagement that can be triggered by a visitor clicking a specific button or link on a web page, as opposed to a Dialogue which is triggered by audience rules.
Cookie
A cookie is a small piece of data that is sent to a user's web browser from a website to help personalize the experience (remembers log-in info, preferences, etc.).
Custom Domain Tracking
The use of a company-branded domain for email link tracking and landing page URLs instead of the default Marketo domain, improving brand consistency and email deliverability.
In Facebook, create a list made up of specific, existing people (from your Marketo database) for the purposes of direct targeting.
A non-standard field the user creates in order to meet specific needs. Custom Field Types have their own glossary.
Custom objects help you track metrics specific to your business.
Customer Relationship Management (CRM)
A system that allows organizations to manage information related to their customers/potential customers. Marketo only allows native integration with two CRMs: Salesforce and Microsoft Dynamics.
D d
Database
One of the core sections of Adobe Marketo Engage. The database is home to all of your person records.
De-Dupe
Also known as de-duplicating. The process of identifying and consolidating information (e.g. people) as to eliminate duplication. For example, Marketo automatically de-dupes when new people enter your instance.
Default Program
A program type in Marketo. A generic program you'll use when an email, event, or engagement program is not relevant.
Dedicated IP Address
An email-sending IP address reserved exclusively for one Marketo customer's use, providing full control over sender reputation (contrast with a shared IP pool). Must be properly warmed up before reaching full sending volume.
Deep Link URI
A URL format used in mobile push notifications that directs app users to a specific screen or location within the app, rather than just opening the app's home screen.
Deliverability
The ability of an email message to reach the intended recipient's inbox, which can be impacted by spam and client-side filters. Different than "Delivered," which only indicates the email was handed off to the recipient server.
Demand Generation
The act of using targeted marketing with the intention of increasing demand for your organization's products or services.
Demographic Score
A 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.
Design Studio
One of the core sections of Adobe Marketo Engage. Design Studio is home to your assets, such as: landing pages, forms, emails, snippets, and images/files.
Dialogue
In Dynamic Chat, a Dialogue is a container that defines a specific automated chatbot conversation, including its target audience, message flow, scheduling, and the triggers that activate it on your website.
Distributed Marketing
A feature that enables a central marketing team to create and share programs that can be customized and executed by local or field marketing teams, maintaining brand consistency while allowing regional flexibility.
Docs
Short for documents, docs are help articles for customers to better understand the product. Marketo has Product docs (the site you are currently on) and Developer docs.
Domain-based Message Authentication, Reporting & Conformance (DMARC)
A DNS-based email security policy that standardizes the operation and interpretation of SPF and DKIM, allowing mailbox providers to validate that mail claiming to be from a domain originates from valid sources for that domain. It further allows senders to specify how mail that fails validation should be treated.
Domain Keys Identified Mail (DKIM)
An Authentication mechanism that secures the sending domain, enabling senders to associate the domain name in the From Address with a specific email message. This allows the receiver to know the email was legitimately sent by the domain's owner. A sender will sign the email with a digital signature in the message header. The receiver is able to decrypt that signature using a public key published in DNS by the domain's owner to ensure the mail was legitimately sent by the domain's owner.
Draft
An email or landing page that hasn't been approved yet. Drafts cannot be viewed publicly until they have been approved. You can send a draft as a test email (sample), however it will not record any analytics.
Drip Campaign
A direct marketing method that involves sending customers/potential customers a series of correspondence over a long period of time.
A master unsubscribe status that ensures if an unsubscribed person is removed and recreated, or if a new record is created with an existing unsubscribed same email address, that record will remain unsubscribed.
Dynamic Account List
In TAM, an account list that automatically updates based on defined criteria, similar to a smart list for people but scoped to named accounts.
Dynamic Chat
A native Marketo Engage feature that provides AI-powered chatbot conversations on your website for lead capture, qualification, and meeting scheduling, fully integrated with your Marketo database.
Content (e.g., images, snippets, text, etc.) that populates in an email or landing page based on criteria you specify, allowing you to personalize the experience for the reader.
E e
Email
In Marketo, one of the assets available for use to communicate with your customers. Emails can be HTML (graphics, custom font, etc.), or Text Only (plain text messages with no special formatting). Only HTML emails can record "opens."
Email Bot Activity Filtering
A setting that identifies and excludes automated bot activity (such as security scanner opens and clicks) from email performance metrics, producing more accurate engagement data.
Email Designer
Advanced email and email template creation experience in Marketo Engage, featuring a modern drag-and-drop interface, out-of-the-box templates, content fragments, brand themes, and AI-assisted content generation. Replaces the legacy Email Editor 2.0 and includes integrations with Adobe Express for image editing and Litmus for inbox rendering previews.
Email Invalid
A default field in Marketo that denotes whether or not a person's email address in your database is deliverable.
A program type in Marketo. Email programs are used for one-time email sends. You can utilize A/B testing as well as track your email results.
A status that blocks a person from receiving emails for 24 hours after a hard bounce occurs. After 24 hours, the person becomes mailable again.
Engagement Map
A visual, flowchart-style diagram showing the complete logic of a smart campaign, including all triggers, filters, flow steps, and any nested campaigns, making it easier to understand and audit complex campaign logic.
A program type in Marketo. Engagement programs allow you to market to new people by delivering content systematically (also known as nurture program).
Score based on a proprietary algorithm that takes into account: engaged behavior (opens, clicks, program success) and disengaged behavior (unsubscribes).
Something that occurs in order for you to communicate with your customers and potential customers. Offline events usually consist of gatherings or tradeshows, and online events are usually webinars.
Event Check-In
The process of marking event attendees as having attended, typically performed using the Marketo Events mobile app. Checking someone in updates their program membership status in Marketo automatically.
A third-party integration that helps automate your online events.
A program type in Marketo. Event programs are used to automate your events, both on and offline (e.g., webinars, meetups, tradeshows, etc.).
When a person has received every piece of content in an engagement stream. People who are marked as exhausted will remain as such until additional content is added.
Experience Cloud Audience Sync
A feature that synchronizes audience segments between Marketo Engage and other Adobe Experience Cloud applications (such as Adobe Experience Platform), enabling consistent audience targeting across the Adobe ecosystem.
F f
Feedback Loop
When the ISP forwards complaints of recipients to the organization that sent the email.
A tool used in smart lists that allows you to narrow down your audience (e.g., everyone in your database who lives in California). Filters can be used in both Batch and Trigger campaigns.
Flow
The area of a smart campaign that determines what happens to the people you've chosen via the criteria set in the smart list. The flow consists of one or more flow steps.
Also referred to as flow action: an action that takes place for the person/people you've chosen (either as part of a smart campaign, a single flow action from a smart list, or a single flow action on one person).
Form
A Marketo asset used to capture information from prospects and customers. Forms can be embedded on Marketo landing pages or external websites. Submissions can trigger smart campaigns and update person records in the database.
Form Pre-Fill
A feature that automatically populates known form fields for returning visitors whose data already exists in the Marketo database, reducing the effort required to complete a form.
Fragment
A reusable content block in the Email Designer containing text, images, or other elements that can be inserted into multiple emails or landing pages. Updating the fragment automatically updates all assets where it is used.
Free-form Landing Page
(see Landing Page)
G g
European Union legislation that went into effect on May 25, 2018, aimed at giving EU citizens more control over their personal data.
Generative AI
AI-powered content creation capabilities within Marketo Engage (powered by Adobe Firefly and other models) for generating email copy, subject lines, landing page content, and images directly within the authoring experience.
Global Assets
Assets created in the Design Studio for use in programs across your Marketo instance.
Global Performance Dashboard
In Dynamic Chat, a dashboard showing aggregate chatbot performance metrics including total dialogues triggered, conversations engaged, meetings booked, and goals reached across all active dialogues.
Guided Landing Page
(see Landing Page)
H h
(see Bounce)
I i
In-App Message
A notification or message delivered within a mobile application to users who are actively using it. Used to promote content, announce features, or drive specific in-app actions without relying on push notifications.
Inbox Tracker
A Marketo Deliverability Tools feature that monitors how emails are rendered and placed (inbox vs. spam) across dozens of different email clients and providers, helping identify deliverability issues before a full send.
Interactive Webinars
A native Marketo Engage feature for hosting webinars directly within the platform, without requiring a third-party event partner integration. Registrant and attendee data sync automatically to the Marketo database.
In Marketo Sales Insight, an occurrence that you deem to be of particular relevance (e.g., when someone visits a specific page on your site, clicks a particular link in an email, etc.) that you want your Sales Team to be aware of.
IP Warming
The process of gradually increasing email sending volume from a new or dedicated IP address to build a positive sender reputation with ISPs. Sending too much volume too quickly from a new IP can result in emails being marked as spam.
K k
Any person data in the Marketo database is considered known person data. There are a variety of ways for someone to enter your database, including: CRM sync, filling out a form, list import/manual entry, programmatic (rest API/partner integrations), and more. Web visitors are initially cookied (and are anonymous) via Marketo's Munchkin web-tracking and are then subsequently mapped to the corresponding known person record when identifiable action occurs (e.g., clicked a tracked link in a Marketo email, filled out a form with their email address, or are mapped manually through the Marketo associate lead APIs in both Munchkin and Rest API
L l
Landing Page
A Marketo-hosted page that allows you to display content and track visitors. There are two different types: Free-form and Guided. Free-form landing pages allow you to drag and drop whatever content you want, wherever you want. Guided landing pages are more strict, with a predefined layout/structure determined by the template.
Home to best-in-class Marketo-integrated solutions, featuring hundreds of technology and digital services partners.
Lead
In Adobe Marketo Engage, lead is the previous term (replaced by person) used to describe an individual in your Marketo database that you are engaging with through your marketing campaigns. In your CRM, a lead may represent a different concept (i.e., an individual associated with an opportunity) independent of Marketo's functionality.
Lead Database
Previous name for Database (see Database).
Lead to Account Matching
In TAM, the process of automatically identifying and associating individual person records with their corresponding named accounts, so account-level engagement data reflects the activity of all associated contacts.
List
A collection of people. In Marketo there are smart lists and static lists. A smart list is dynamic list of people that can constantly change, as it is based on filters you define (e.g., everyone in your database who lives in California). When new people qualify for the criteria (or existing people no longer qualify) the list changes. A static list is, well, static. It doesn't change unless you manually add/delete someone.
Live Chat
A Dynamic Chat feature that routes website visitors to a live sales or support agent for real-time conversation, as opposed to an automated chatbot response.
Assets utilized within a specific program.
M m
Marketing Activities
One of the core sections of Adobe Marketo Engage. This is where your campaign orchestration occurs. All of your programs, campaigns, and campaign folders (as well as their local assets) live here.
A category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster.
Marketing Calendar
A visual calendar view in Marketo that displays all scheduled marketing activities, email sends, events, and programs across a given time period, providing a high-level overview of your marketing schedule.
Marketing Qualified Lead (MQL)
After nurturing a segment of your audience, some individuals may become marketing qualified leads, meaning they have exhibited the behavior and characteristics to meet your success criteria in order to be passed off to your sales organization for follow-up.
This field is manually set by the user to make someone in their Marketo database temporarily unmailable.
Marketo Lead Management (MLM)
Colloquial term used to describe Marketo's classic core application interface.
Marketo Performance Insights (MPI)
(see Performance Insights)
Marketo Sales Connect (MSC)
An add-on, multi-faceted sales tool that helps marketers engage with prospects and track performance.
Marketo Sales Insight (MSI)
An add-on feature that allows marketers to empower their sellers with marketing insights from their CRM.
Microsoft Dynamics
Also known as MSD. One of the two CRMs Marketo has a native integration with (see CRM).
Marketo's custom JavaScript tracking code. It tracks all individuals who visit your website. This includes anonymous visitors (along with their IP addresses and other information).
My Marketo
One of the standard sections of Adobe Marketo Engage. Acts as your Marketo "homepage," displaying tiles for all of the sections of Marketo you have access to.
N n
Named Account
In TAM, an account that the user has determined is a target account they want to pursue.
Nested Campaign
A smart campaign that is called from within another campaign's flow using the Execute Campaign flow step, allowing modular and reusable campaign logic.
Nurture Program
See (Engagement Program)
O o
Opens
An open registers when images are downloaded into an email. Even if you don't include an image, by default Marketo inserts a single tracking pixel into all HTML emails. Text only emails cannot register an open.
An email that ignores Unsubscribed and Marketing Suspended status. Meant to be used for critical or auto-response emails. Not meant for marketing. Operational emails will not to be sent to people with Blocklisted or Email Invalid status.
Opportunities
An opportunity can be associated with a person or account as a potential future sale. They usually enter Marketo through a CRM, or via API.
Opt-in
When a person gives their permission to begin receiving marketing emails.
Opt-out
(see unsubscribe)
Organization
In Web Personalization, the company or account identified by its IP address when it visits your website. Marketo uses IP-lookup data to associate anonymous web visits with a specific organization for targeting purposes.
P p
A report type in Marketo. It allows you to measure the growth of your database over time.
The money you spend in a specific month on a program.
Formerly known as Marketo Performance Insights (MPI). An add-on analytics feature that uses various tools to help you discover trends and identify consistent winning strategies.
Person
An individual in your Marketo database that you are engaging with through marketing campaigns.
Person partitions act like separate databases. Each partition has its own people that do not de-dupe or mix with other partitions.
In Marketo's Target Account Management, personas are a subset of an audience, allowing for more specific targeting.
Picklist
A custom field type that provides a dropdown menu of predefined values for data entry, ensuring consistent, standardized data in person records.
Predictive Audiences
An AI/ML-powered Marketo feature that predicts the likelihood of a person registering for or attending an event, enabling marketers to focus outreach on the most likely responders and reduce wasted sends.
Predictive Content
(formerly known as ContentAI) An add-on feature that helps Marketo users better engage web visitors and email recipients with the most relevant content, using recommendations powered by machine learning and predictive analytics.
Preheader
The short preview text that appears in an email inbox alongside the subject line, giving recipients a brief summary of the email's content before they open it. Also called preview text.
A container that holds everything you need to perform a marketing initiative. There are four different types: Event Programs, Engagement Programs, Email Programs, and Default Programs)
Program Analyzer
A reporting tool in Revenue Cycle Analytics that enables side-by-side comparison of multiple programs based on cost, pipeline generated, revenue, and ROI, helping identify which programs deliver the most value.
Program Month
The month associated with the period cost of a program.
A report type in Marketo. It allows you to see how your programs are doing. Filter by tags, period cost, etc.
Progressive Profiling
A form feature that presents new questions to returning visitors whose existing fields are already populated in Marketo, progressively enriching the person record over multiple interactions without asking for information the visitor has already provided.
Q q
When a person meets the predetermined criteria in a smart campaign, they qualify for it. You can set qualification rules to determine how many times they can run through the flow in said smart campaign.
R r
Reputation
A score of performance over time, made up of various signals and/or data points. Reputation could be tied to a sender's domain, content, or IP address, and affects deliverability.
Response Library
In Dynamic Chat, a curated set of question-and-answer pairs used by the AI agent to automatically respond to common visitor inquiries, reducing the need for manual agent intervention.
Return Path Address
The actual email address a message originates from, different than the email in the "from" field.
Role
A title assigned to a user that groups a bunch of permissions together (e.g., Admin, Marketing User).
Role Account
An email address that belongs to a department or position (e.g., security@, sysadmin@, etc.), not to an individual person. Marketo blocks mail from being sent to specific role accounts that cannot be associated with an individual subscriber.
RTP
Real-Time Personalization. The previous product name for what is now known as Web Personalization. RTP provided real-time targeting and personalization for known and anonymous website visitors.
S s
Sales Campaign
In Marketo Sales Connect, a multi-step outreach sequence combining emails, phone calls, and other tasks used by sales reps to engage prospects in a structured, repeatable way.
Salesforce
Also known as SFDC. One of the two CRMs Marketo has a native integration with (see CRM).
A test email you send to yourself (and/or others) to see how it looks before sending it to your customers. You can also use samples to test dynamic content.
Sandbox
An isolated Marketo instance used for testing, development, and training that operates independently from your production environment, ensuring that experiments do not affect live data or campaigns.
SAML
Security Assertion Markup Language. An XML-based protocol used by Marketo to enable Single Sign-On (SSO) authentication, allowing users to log in to Marketo using their organization's identity provider.
Scoring Model
A framework that assigns point values to person records based on demographic attributes and behavioral actions to determine lead quality and sales-readiness. Marketo supports separate behavior and demographic scores that can be combined into a composite score.
Seed List
A list of internal or test email addresses added to a campaign send to verify email deliverability and rendering across different email clients before or alongside a full audience send.
The categories within a segmentation (see Segmentation).
The grouping together of people in your database based on a smart list rule you designate. For example, you can have a segmentation called Industry, and the categories within it can be: Healthcare, Technology, Financial, etc. Segmentation allows you to market to entire groups of people based on a chosen demographic.
Sender Policy Framework (SPF)
An authentication mechanism that identifies the email servers allowed to send mail for a specific domain.
SMS
Short Message Service. A channel for sending text messages to mobile devices. Marketo integrates with SMS providers (such as Vibes) to enable text message marketing as part of multi-channel campaigns.
SOAP API
A legacy web services protocol for integrating external systems with Marketo. SOAP API functionality has largely been superseded by the more modern and flexible REST API, though it remains supported for existing integrations.
One of the most important tools in Marketo. They perform actions you designate based on criteria you determine. (see also Batch Campaign and Trigger Campaign)
Smart List
(see List)
A block of content (text, image) that can be pre-created and quickly inserted into landing pages/emails going forward.
Soft Bounce
(see Bounce)
Software as a Service (SaaS)
A method of software delivery that doesn't require a download, just a device with a web browser and an internet connection (e.g., Marketo).
Spam
The most common term for unsolicited email.
Spam Traps
Email addresses that ISPs and email security providers specifically monitor to trap spammers. These can include addresses never used, typo domains and expired domains. The different types of spam traps can indicate different problems with acquisition from issues with forms (typo spam traps), not properly maintaining a database or removing invalid addresses (expired domain spam traps) or acquiring addresses without permission often by purchasing lists (pristine spam traps). Any mail sent to these addresses is marked as spam.
Split Testing
A testing experiment with two or more variants to measure the difference in results. The goal is to identify changes to web pages that increase or maximize an outcome of interest.
Static List
(see List)
A collection of prioritized content that's used in an engagement program to nurture people. Content is distributed in the order you designate.
Stream Designer
In Dynamic Chat, a visual drag-and-drop interface for building automated conversation flows, allowing you to define branching dialogue paths, conditions, and actions without writing code.
Subscription Center
A Marketo-hosted landing page that allows email recipients to manage their subscription preferences, choosing which types of communications they want to receive or opting out of specific categories rather than fully unsubscribing.
Suppression List
A list of email addresses or domains that are excluded from receiving emails from a Marketo instance, regardless of how campaigns are targeted. Often used to prevent sends to competitors, known bad addresses, or individuals who have requested no contact.
T t
Identifiers used to describe programs.
(formerly Account-based Marketing/ABM) An add-on feature that allows you to target and engage key accounts in a highly coordinated fashion.
Template
An email or landing page that's used as a starting point for creating additional emails or landing pages.
Template Performance Report
In Marketo Sales Connect, a report showing which email templates are generating the most opens, clicks, and replies, helping sales teams identify their most effective outreach content.
A variable that can be used in a variety of assets/functions within Marketo that allow for the automatic insertion of personalized data.
Tree
The column on the left in Marketo that displays items in a hierarchical structure. It shows everything that's in your Marketo instance (e.g., workspaces, programs, local assets, etc.).
Trending Content
In Predictive Content, content that is currently gaining momentum or increased engagement compared to previous periods, as identified by Marketo's machine learning algorithms.
Trigger
An activity or event that activates the flow steps of a trigger campaign when said event occurs (e.g., someone visits a web page, clicks a link in an email, etc.).
A smart campaign that contains at least one trigger.
U u
Unsubscribe
When a person chooses to no longer receive marketing emails, another term for opt-out.
A status that indicates the recipient chose to no longer receive marketing emails. People who are marked as unsubscribed may still receive operational emails.
User
An individual who uses Marketo.
V v
Velocity Scripting
An advanced scripting language based on Apache Velocity used in Marketo emails and landing pages to create complex, dynamic personalization logic beyond what standard tokens can provide (e.g., conditional content, loops, string manipulation).
Visitors
In Web Personalization, the individuals and organizations tracked visiting your website via the RTP JavaScript tag. Visitors can be known (matched to Marketo person records) or anonymous (identified only by company via IP lookup).
W w
Web Campaign
A report type in Marketo. It allows you to see the known or anonymous people who are visiting your website.
An add-on feature that provides a targeting and personalization platform, helping Marketo users engage known and anonymous visitors in real-time, based on who they are and what they do.
Webinar
A web-based seminar. In Marketo, webinars can be conducted via a number of different event partners or through Interactive Webinars (Marketo's native solution).
Webhook
A real-time integration mechanism that sends data from Marketo to an external system when a specific event occurs, using an HTTP POST request. Webhooks allow Marketo to communicate with third-party services that don't have a native integration.
An add-on feature that helps Marketo users help target known and anonymous visitors (via Facebook and Google) with relevant ads based on industry, named accounts, and known data.
What You See Is What You Get (WYSIWYG)
A common term referring to an application or editor that allows you to see the end result of your content as you create it. Marketo has a WYSIWYG editor.
Widget
A small, graphical element in an application that allows for a specific interaction. Widgets are only available in Marketo Sky (different than a Widget web campaign)
Wildcard
A character (* is used in Web Personalization) that's used before or after a string to substitute for any other character(s) in a string.
A separate area in Marketo that holds marketing assets. For example, you can have a workspace called "North America" that you strictly use for marketing to that region. Europe, Asia, etc.
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