B

Batch CampaignA 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 ScoreA 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.
BlocklistA list of IP addresses or domains associated with sending spam.
BlocklistedA 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.
BounceWhen 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

Campaign"Campaign" could mean a few things in Marketo. A campaign is a shorter term for smart campaign. In Marketo Sales Connect, campaigns are a series of multi-channel correspondence steps. In Web Personalization, web campaigns are customized reactions associated with a specific segment.
Campaign Email Performance ReportReport type that shows email performance metrics grouped by smart campaign.
Campaign FolderAn 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.
CastA cast is the event of sending emails from an engagement program.
ChannelType of marketing activity associated with a program (e.g., email, webinar, tradeshow, roadshow, online advertising, etc.).
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.
ClicksBy default, links in emails have tracking embedded in them allowing you to see who clicked which link, how many total links were clicked, etc.
ClickstreamThe visitor's activity and URL path on the site and how long they visited each page.
CloneIn 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.
CNAMEThe front part of your URL. The one word (plus YourCompany.com) is called a CNAME (e.g., info.YourCompany.com/).
Company Web Activity ReportReport type that shows which companies are visiting your website.
ConstraintAn extra condition you can add to smart list filters/triggers to help narrow your search.
ContentA 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)
Content AnalyticsAn area of Web Personalization that displays discovered existing content from your website, as well as content performance.
Content Engagement LevelA 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.
CookieA 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 AudienceIn Facebook, create a list made up of specific, existing people (from your Marketo database) for the purposes of direct targeting.
Custom FieldA non-standard field the user creates in order to meet specific needs. Custom Field Types have their own glossary.
Custom ObjectCustom 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

DatabaseOne of the core sections of Adobe Marketo Engage. The database is home to all of your person records.
De-DupeAlso 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 ProgramA program type in Marketo. A generic program you'll use when an email, event, or engagement program isn't relevant.
DeliverabilityThe 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 GenerationThe act of using targeted marketing with the intention of increasing demand for your organization's products or services.
Demographic ScoreA 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 StudioOne 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.
DocsShort for documents, docs are help articles for customers to better understand the product. Marketo has several different types of docs: Product docs (the site you're currently on), Developer docs, and Support 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.
DraftAn 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 CampaignA direct marketing method that involves sending customers/potential customers a series of correspondence over a long period of time.
Durable UnsubscribeA 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 ContentContent (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

EmailIn 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 InvalidA default field in Marketo that denotes whether or not a person's email address in your database is deliverable.
Email ProgramA 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.
Email SuspendedA 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 ProgramA program type in Marketo. Engagement programs allow you to market to new people by delivering content systematically (also known as nurture program).
Engagement ScoreScore based on a proprietary algorithm that takes into account: engaged behavior (opens, clicks, program success) and disengaged behavior (unsubscribes).
EventSomething 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 PartnerA third-party integration that helps automate your online events.
Event ProgramA program type in Marketo. Event programs are used to automate your events, both on and offline (e.g., webinars, meetups, tradeshows, etc.).
ExhaustedWhen 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.