Understanding Core Marketo Engage Terminology
This glossary provides clear definitions of commonly used terms and concepts within Marketo Engage to help users better understand the platform and its capabilities. It is intended to support marketers, operations teams, and administrators at every stage of their Marketo Engage journey – from initial setup to advanced campaign execution and optimization.
This page is regularly reviewed and updated to reflect platform enhancements, evolving terminology, and industry standards.
Related Resources
Essential Marketo Engage Terms and Concepts
This glossary provides clear, easy-to-understand definitions of key terms and concepts used in Marketo Engage. It is designed to help marketers, marketing operations teams, and administrators navigate the platform with confidence, whether they are getting started or managing advanced campaigns. The glossary covers terminology related to lead management, automation, data, integrations, Target Account Management, and reporting, serving as a reliable reference to ensure consistency, clarity, and effective use of Marketo Engage.
A
Account
This term can have multiple meanings depending on the context in which it is used:
- Marketo Account: Refers to your Marketo Engage instance itself – the environment where your campaigns, data, and configurations are managed.
- Named Account (TAM): A strategically selected target account that your team has identified as a high-value organization to pursue within Target Account Management (TAM).
- CRM Account (TAM): An account record synchronized from your connected CRM system (such as Salesforce, Microsoft Dynamics, or via API) and used within TAM for account-based marketing activities.
- CRM Account (General): In your CRM, an account represents a business or organization that leads and contacts are associated with, providing a unified view of all related interactions and data.
In simple terms, an account can refer to your Marketo environment, a target organization in TAM, or a company record in your CRM – depending on where and how the term is used.
Account List
An Account List is a curated collection of key company or organization records that a marketing team has identified as priority targets. In Marketo Engage, Account Lists are primarily used within Target Account Management (TAM) to support account-based marketing (ABM) strategies.
These lists allow teams to group high-value accounts based on specific criteria such as industry, company size, intent signals, or sales priorities. Account Lists help align marketing and sales efforts by focusing campaigns, personalization, and reporting on the same set of target organizations.
From a Marketo perspective, Account Lists can include accounts synchronized from a connected CRM (such as Salesforce or Microsoft Dynamics) and are used to drive targeted engagement, measure account-level performance, and track progress across the buying group.
Account Profiling
In Target Account Management, this capability evaluates the companies already in your database against your Ideal Customer Profile. Each account is analyzed and prioritized, with the results reflected as scoring values to help identify and focus on the most relevant target accounts.
Account Score
Within a Target Account Marketing (TAM) approach, an Account Score is a measurable indicator that shows how actively an account is engaging with your marketing activities. It is calculated using signals such as website interactions, email responses, and campaign participation to help teams understand account interest and readiness.
Acquisition Date
In Marketo, the Acquisition Date indicates when a contact was first added to the system, based on the program or source that introduced them into the database.
Acquisition Program
The Acquisition Program refers to the marketing initiative that originally introduced a person into the system. It captures the program responsible for converting an anonymous visitor into a known contact and is used to establish first-touch attribution for reporting and analysis.
Ad Network Integrations
Ad Network Integrations enable Marketo audience data to sync with external advertising platforms, allowing marketers to activate precise segments for paid media campaigns. By sharing enriched audience insights, teams can deliver more relevant, personalized ads across digital channels and improve targeting accuracy.
Adobe Marketo Engage
Adobe Marketo Engage is the formal product name used to represent Marketo’s complete suite of marketing automation capabilities available inside the Adobe Experience Cloud.
Alert
An Alert is a system-generated email notification sent to designated recipients when a defined event or action takes place. Alerts are used to deliver timely updates, support workflow monitoring, and keep relevant stakeholders informed of important activity.
Anonymous Visitor
A visitor is considered anonymous when they interact with a website but do not share personal details through forms or registrations. Their activity can be recorded in Marketo, yet the system cannot link those behaviors to a specific known contact until identification takes place.
Application Programming Interface (API)
APIs are structured rules and commands that allow Marketo to interact directly with other software applications. They enable authorized users to execute tasks, exchange data, and trigger operations in bulk through external integrations instead of manual updates.
Approved
Assets are marked as Approved to indicate they are prepared and finalized for use. Only after approval can an asset become publicly accessible and available for viewing.
Asset
A resource created and used inside Marketo to support marketing execution. Assets include components such as emails, forms, landing pages, smart lists, and campaigns that function as the building blocks of a Marketo instance.
B
Batch Campaign
A batch campaign is a scheduled campaign that runs against a defined audience selected through filters or list criteria. When triggered, it processes all eligible members simultaneously rather than in real time. These campaigns can be configured to run once or repeat on a set schedule, depending on execution needs.
Behavior Score
Behavior Score represents a numerical value that increases or decreases based on how an individual interacts with marketing touchpoints, such as website activity, email engagement, or form submissions. It is commonly used to evaluate intent level and gauge how interested a person is in a product or organization.
Blocklist
A Blocklist is a maintained collection of IP addresses or domains that are identified as sources of unsolicited or harmful email activity. Messages sent from these sources are typically restricted or rejected by email systems to protect recipients.
Blocklisted
Blocklisted is a status applied to a person record to prevent them from receiving any emails from a Marketo instance. When this setting is enabled, all marketing and operational emails are automatically suppressed, ensuring messages are not delivered to restricted contacts such as competitors or internal exclusions.
Bounce
A bounce occurs when an email cannot be successfully delivered to the recipient and is returned by the mail server. A hard bounce indicates a permanent delivery failure, often making the email address unusable. A soft bounce signals a temporary issue, such as inbox limits or server delays, and is usually resolved without manual intervention. Both types are categorized to help diagnose delivery issues.
C
Campaign
Within Marketo, the term campaign can refer to different execution models depending on the feature being used. It commonly describes a smart campaign that automates marketing actions. In Marketo Sales Connect, campaigns represent structured sequences of outreach steps across multiple channels. For Web Personalization, campaigns define tailored website experiences that respond to specific audience segments.
Campaign Email Performance Report
A reporting view that presents email engagement and delivery metrics organized at the smart campaign level. This report helps teams evaluate how emails are performing across different campaigns by consolidating key indicators such as sends, opens, clicks, and bounces.
Campaign Folder
A structural container used to organize multiple programs and smart campaigns within Marketo. Campaign folders help teams manage assets efficiently and support reporting by grouping related initiatives together.
Cast
A cast refers to the action of delivering emails from an engagement program stream to its members at a scheduled time.
Channel
A channel defines the marketing activity type assigned to a program, such as email marketing, webinars, events, or digital advertising. Channels help standardize reporting and measure success consistently.
Click to Open %
Click to Open percentage measures how many recipients clicked a link after opening an email. It is calculated by dividing unique clicks by unique opens and reflects how relevant and compelling the email content is.
Clicks
Clicks represent tracked interactions with links inside an email. Marketo records which links were clicked, who clicked them, and the total number of interactions for reporting and analysis.
Clickstream
Clickstream captures a visitor’s journey across a website, including the pages viewed, navigation path, and time spent on each page.
Clone
Cloning allows users to create copies of existing Marketo items, such as programs, assets, streams, or campaigns, saving time while preserving configuration and structure.
CNAME
A CNAME is the customizable subdomain portion of a branded URL used by Marketo, such as info.company.com, which helps with tracking, branding, and deliverability.
Company Web Activity Report
A reporting view that highlights which organizations are visiting your website, helping teams identify anonymous or known company-level engagement.
Constraint
A constraint is an added rule applied to smart list filters or triggers to further refine and limit the audience that qualifies for a campaign.
Content
Content refers to the information placed within marketing assets like emails and landing pages. In engagement programs, content can include emails or nested programs added to streams.
ContentAI
ContentAI is another name for Predictive Content, which uses data-driven insights to recommend content most likely to resonate with specific audiences.
Content Analytics
Content Analytics provides visibility into discovered website content and tracks how that content performs, helping teams understand engagement and effectiveness within Web Personalization.
Content Engagement Level
A numerical score ranging from 0 to 100 that reflects how well content performs within an engagement program. The score is calculated using engagement signals such as opens, clicks, conversions, and unsubscribes.
Cookie
A cookie is a small data file stored in a visitor’s browser that enables websites to remember preferences, recognize returning users, and personalize experiences.
Custom Audience
A Custom Audience allows marketers to target a specific group of known contacts from Marketo within Facebook for personalized advertising campaigns.
Custom Field
A custom field is a user-defined data field created to capture information not included in Marketo’s standard field set.
Custom Object
Custom objects store business-specific data that does not fit standard Marketo records, allowing teams to track unique metrics, relationships, or processes.
Customer Relationship Management (CRM)
A CRM system is used to manage and organize customer and prospect data across sales and marketing teams. Marketo supports native integrations with Salesforce and Microsoft Dynamics for seamless data synchronization.
D
Database
The Database is a foundational area of Adobe Marketo Engage where all contact and lead records are stored. It serves as the central source for managing people data, activity history, and segmentation.
De-Dupe
De-duping is the process of detecting and merging duplicate records to maintain clean and accurate data. Marketo automatically performs this process when new records enter the system to prevent multiple entries for the same person.
Default Program
A Default Program is a flexible program type used when no specialized program structure applies. It is commonly selected for simple campaigns that do not require event, email, or engagement-specific configurations.
Deliverability
Deliverability refers to how successfully an email reaches a recipient’s inbox rather than being filtered or blocked. Unlike delivery status, which only confirms server acceptance, deliverability reflects inbox placement and sender reputation.
Demand generation
Demand generation is a strategic marketing approach focused on creating interest and awareness for products or services through targeted campaigns that nurture prospects over time.
Demographic Score
Demographic Score is a numerical value calculated using profile attributes such as role, company size, or industry. It helps assess how closely a person matches the ideal customer profile.
Design Studio
Design Studio is a core workspace in Adobe Marketo Engage where reusable marketing assets are created and managed, including emails, landing pages, forms, images, files, and snippets.
Docs
Docs are instructional resources designed to help users understand and use the platform effectively. Marketo provides product documentation, developer guides, and support articles tailored to different user needs.
Domain-based Message Authentication, Reporting & Conformance
DMARC is an email security framework that builds on SPF and DKIM to verify sender identity. It allows domain owners to define how unauthenticated emails should be handled and provides reporting to improve trust and protection against spoofing.
Domain Keys Identified Mail
DKIM is an email authentication method that verifies message integrity by attaching a digital signature to outbound emails. Receiving servers validate this signature using a public key published in DNS to confirm the sender’s domain authenticity.
Draft
A draft is an unfinished or unapproved asset, such as an email or landing page, that is not publicly accessible. While drafts can be used for test sends, they do not generate performance data until approved.
Drip Campaign
A drip campaign is a long-term communication strategy that delivers a planned sequence of messages to prospects or customers over time, often based on timing or engagement behavior.
Durable Unsubscribe
Durable Unsubscribe is a persistent opt-out status that remains intact even if a contact record is deleted and recreated or re-imported using the same email address.
Dynamic Content
Dynamic content adjusts what a viewer sees based on defined rules or audience criteria. This enables personalized messaging in emails and landing pages by displaying different text, images, or offers to different segments.
E
Email is a core marketing asset used to communicate with prospects and customers through Adobe Marketo Engage. Emails can be built as fully designed HTML messages or sent as plain text. Engagement tracking, such as email opens, is available only for HTML-based emails.
Email Invalid
Email Invalid is a system field that indicates whether an email address is considered undeliverable. When marked invalid, the address is excluded from sends to protect sender reputation and maintain email hygiene.
Email Program
An Email Program is a program type designed for single, scheduled email sends. It supports testing variations, performance tracking, and reporting for one-time campaign execution.
Email Suspended
Email Suspended is a temporary status applied when an email address experiences a hard bounce. During this 24-hour suspension period, emails are blocked from sending, after which the record becomes eligible again if no further issues occur.
Engagement Program
An Engagement Program is used to deliver ongoing, structured content over time. Often referred to as a nurture program, it helps guide new or existing leads through a sequence of messages based on engagement and progression rules.
Engagement Score
Engagement Score is a calculated value that reflects how actively a person interacts with marketing content. The score increases with positive actions such as opens, clicks, and conversions, and decreases when disengagement signals like unsubscribes occur.
Event
An event represents a planned interaction designed to engage prospects or customers. Events can take place offline, such as conferences or trade shows, or online, such as webinars and virtual sessions.
Event Partner
An Event Partner is an integrated third-party platform that connects with Marketo to manage and automate online events, including registration, attendance tracking, and follow-up activity.
Event Program
An Event Program is a program type built to manage both online and in-person events. It automates attendee lifecycle stages such as registration, participation, and post-event follow-up for webinars, meetups, and trade shows.
Exhausted
Exhausted is a status applied when a person has received all available content within an engagement stream. Contacts remain in this state until new content is added, ensuring messages are not repeated unnecessarily.
F
Feedback Loop
A feedback loop is an email deliverability mechanism where internet service providers (ISPs) share spam complaint data with the sending organization. This information helps marketers identify problematic sends, protect sender reputation, and improve email performance.
Filter
A filter is a selection rule used in smart lists to define and refine target audiences based on specific criteria, such as location, behavior, or data values. Filters can be applied in both batch and trigger-based campaigns to control who qualifies for execution.
Flow
Flow is the execution layer of a smart campaign that defines what actions occur after a person meets the smart list conditions. It contains the sequence of steps that determine how qualified records are processed.
Flow Step
A flow step is an individual action performed on a person within a campaign, such as sending an email, updating a field, or changing a status. Flow steps can be executed as part of a full campaign or applied directly from a smart list or person record.
Free-form Landing Page
A free-form landing page is a fully customizable page type that allows complete control over layout and design. It provides flexibility for advanced branding and unique page structures beyond template-based layouts.
G
General Data Protection Regulation (GDPR)
GDPR is a European privacy law that defines how personal data belonging to individuals in the EU must be collected, stored, and used. It places strong emphasis on user consent, data protection, and transparency, requiring marketing platforms to handle personal information responsibly and compliantly.
Global Assets
Global assets are centrally created marketing components that can be reused across multiple programs within a Marketo instance. They allow teams to maintain brand consistency and apply updates universally without modifying each program individually.
Guided Landing Page
A guided landing page is a modular page format that uses structured layouts and predefined elements to simplify page creation. It enables marketers to build responsive, on-brand pages quickly while reducing the need for custom design work.
H
Hard Bounce
A hard bounce occurs when an email fails to deliver due to a permanent issue, such as an invalid or non-existent email address. Repeated hard bounces can negatively impact email reputation and typically prevent future sends to that address.
I
Interesting Moment
An Interesting Moment is a notable activity flagged in Marketo Sales Insight to highlight meaningful prospect behavior. These moments surface actions such as key page visits or important email interactions that sales teams should be aware of during outreach.
K
Known Person
An Interesting Moment is a notable activity flagged in Marketo Sales Insight to highlight meaningful prospect behavior. These moments surface actions such as key page visits or important email interactions that sales teams should be aware of during outreach.
L
Landing Page
A landing page is a Marketo-hosted web page used to present content, capture visitor information, and track engagement. Marketo supports two formats: free-form pages, which allow full layout flexibility, and guided pages, which follow structured templates for consistency and responsiveness.
LaunchPoint
LaunchPoint is the Marketo integration marketplace where users can discover and connect third-party marketing, sales, and analytics tools that extend platform functionality.
Lead
Lead is an earlier term used in Adobe Marketo Engage to describe an individual record engaged through marketing efforts. While Marketo now uses the term person, the meaning may differ from how leads are defined within connected CRM systems.
Lead Database
Lead Database is the former name for what is now referred to as the Database in Marketo, which stores all person records and related activity data.
List
A list is a defined group of people used for targeting and segmentation. Smart lists update automatically based on rules and filters, while static lists remain unchanged unless members are added or removed manually.
Local Assets
Local assets are marketing components created for use within a specific program. Unlike global assets, they are not shared across programs and are managed independently.
M
Marketing Activitites
Marketing Activities is the primary workspace in Adobe Marketo Engage where campaign execution is managed. It houses all programs, smart campaigns, folders, and related local assets used to plan, run, and organize marketing operations.
Marketing Automation
Marketing automation refers to the use of software platforms to manage and optimize marketing workflows at scale. It enables organizations to automate repetitive tasks, personalize engagement, track performance, and accelerate revenue growth through data-driven processes.
Marketing Qualified Lead (MQL)
A Marketing Qualified Lead is a contact who has demonstrated sufficient engagement and alignment with defined criteria to be considered ready for sales outreach. MQL status is typically assigned after evaluating behavioral activity and profile fit.
Marketing Suspended
Marketing Suspended is a manually controlled status that temporarily prevents a contact from receiving marketing communications. It is often used for compliance, internal testing, or short-term suppression needs.
Marketo Lead Management (MLM)
Marketo Lead Management is an informal term used to describe the traditional core user interface of the Marketo platform, where foundational marketing automation features are accessed and managed.
Marketo Performance Insights (MPI)
Marketo Performance Insights is a reporting and analytics capability that provides visibility into marketing performance trends, helping teams measure impact and optimize campaign effectiveness.
Marketo Sales Connect (MSC)
Marketo Sales Connect is a sales engagement solution that supports personalized outreach, activity tracking, and performance measurement, enabling closer alignment between marketing and sales teams.
Marketo Sales Insight (MSI)
Marketo Sales Insight delivers marketing engagement data directly into the CRM, allowing sales teams to view lead activity, prioritize outreach, and tailor conversations based on prospect behavior.
Microsoft Dynamics
Microsoft Dynamics is a customer relationship management (CRM) platform that offers native integration with Adobe Marketo Engage, enabling synchronized data flow between marketing and sales systems.
Munchkin
Munchkin is Marketo’s proprietary website tracking script that records visitor activity, including page views and engagement events. It captures both anonymous and known interactions to support behavioral tracking and attribution.
My Marketo
My Marketo functions as the landing dashboard of Adobe Marketo Engage, providing quick access to available product sections and serving as the starting point for platform navigation.
My Tokens
My Tokens are user-defined variables created within programs or folders that allow marketers to dynamically reuse and update values across campaigns, improving efficiency and consistency.
N
Named Account
A named account is a company that has been intentionally selected as a priority target within a target account marketing strategy. These accounts are chosen based on strategic fit, revenue potential, or buying intent and are actively pursued through focused marketing and sales efforts.
Nurture Program
A nurture program is a structured marketing approach designed to engage contacts over time through a planned sequence of communications. It is commonly used to educate prospects, build interest, and guide them toward readiness for sales engagement.
O
Opens
An open is recorded when an HTML email is displayed in a way that allows Marketo’s tracking mechanism to load. This occurs through a built-in tracking pixel, which enables open measurement for HTML emails, while plain-text emails do not support open tracking.
Operational Email
An operational email is a system-critical message designed to deliver important information rather than promotional content. These emails bypass unsubscribe and marketing suspension settings but are still blocked for contacts marked as blocklisted or email invalid.
Opportunities
Opportunities represent potential revenue events tied to an individual or organization. They are typically introduced into Marketo from connected CRM systems or through API-based integrations to support revenue attribution and lifecycle tracking.
Opt-in
Opt-in refers to the explicit action taken by an individual to grant permission for receiving marketing communications, often through form submissions or preference management settings.
Opt-out
Opt-out describes the choice made by a recipient to stop receiving marketing emails, resulting in the suppression of future non-operational communications.
P
People Performance Report
The People Performance Report provides insight into how a Marketo database grows and changes over time. It helps teams analyze trends in record creation, volume changes, and overall audience expansion.
Period Cost
Period Cost represents the amount of budget assigned or spent on a program during a defined month. This value is used to evaluate campaign investment and calculate return on marketing spend.
Performance Insights
Performance Insights is an advanced analytics capability that surfaces patterns, trends, and performance indicators across marketing efforts. It helps teams identify high-performing strategies and make data-driven optimization decisions.
Person
A person is an individual record stored in the Marketo database that can be targeted, tracked, and engaged through marketing activities and automation workflows.
Person Partition
A person partition is an isolated data environment within Marketo that separates people records from one another. Records in different partitions do not merge or deduplicate, allowing organizations to manage distinct audiences independently.
Persona
A persona represents a defined audience profile used in Target Account Marketing to enable more focused and role-specific engagement strategies.
Predictive Content
Predictive Content is an intelligent personalization feature that recommends the most relevant content to visitors and email recipients. It uses behavioral data and predictive models to improve engagement and content effectiveness.
Program
A program is a structured framework used to execute a marketing initiative in Marketo. It contains assets, campaigns, and settings and is available in multiple formats, including event, engagement, email, and default programs.
Program Month
Program Month identifies the calendar month linked to a program’s assigned cost, supporting time-based budgeting and performance analysis.
Program Performance Report
The Program Performance Report evaluates how marketing programs are performing against defined goals. It allows filtering by attributes such as tags, costs, and time periods to support detailed performance review.
Q
Qualification Rules
Qualification rules define how often a person is allowed to enter and run through a smart campaign after meeting its entry conditions. These rules control whether an individual can be processed once, multiple times, or on a recurring basis, helping marketers manage campaign behavior, prevent over-communication, and maintain execution accuracy.
R
Reputation
Reputation reflects long-term sending performance based on multiple trust signals, such as engagement levels, complaint rates, and sending consistency. It can be associated with an IP address, sending domain, or message content and plays a critical role in inbox placement and email deliverability.
Return Path Address
The return path address is the technical sender address used by mail servers to route bounce messages and delivery notifications. It operates independently from the visible “From” address shown to recipients.
Revenue Cycle Analytics (RCA)
Revenue Cycle Analytics is an advanced reporting capability that provides deeper insight into lead movement, conversion efficiency, and revenue impact across marketing and sales activities.
Revenue Model
A revenue model is a structured framework within Revenue Cycle Analytics that maps the progression of leads through defined lifecycle stages. It helps teams understand where prospects are in the conversion process and identify pipeline bottlenecks.
Role
A role is a predefined user classification that bundles permissions and access rights. Assigning roles ensures users can perform appropriate actions while maintaining security and governance.
Role Account
A role account refers to a shared or function-based email address tied to a job role or department rather than a specific person. To comply with email standards and consent requirements, Marketo restricts sending to certain role-based addresses.
S
Salesforce
Salesforce (often referred to as SFDC) is one of the two CRM platforms that offers native integration with Adobe Marketo Engage. This integration enables seamless synchronization of lead, contact, account, and activity data between marketing and sales systems.
Sample Email
A sample email is a preview message sent internally to review layout, formatting, and content before a live send. It is also commonly used to validate personalization and dynamic content behavior.
Segment
A segment is an individual category within a segmentation that represents a defined subset of people who share common attributes.
Segmentation
Segmentation is a method of organizing people into mutually exclusive groups using defined rules. It allows marketers to tailor messaging at scale by targeting entire audiences based on shared characteristics such as industry, role, or region.
Sender Policy Framework (SPF)
SPF is an email authentication standard that specifies which mail servers are authorized to send messages on behalf of a domain. It helps receiving systems validate legitimate senders and reduce spoofing.
Smart Campaign
A smart campaign is an automation engine that executes predefined actions when people meet specific conditions. It powers both real-time and scheduled marketing workflows by connecting audience criteria with execution logic.
Smart List
A smart list is a rule-based audience definition that dynamically updates as people meet or no longer meet specified criteria.
Snippet
A snippet is a reusable content block such as text or imagery that can be centrally managed and inserted into multiple emails or landing pages to ensure consistency and efficiency.
Soft Bounce
A soft bounce indicates a temporary email delivery issue, such as a full inbox or short-term server problem, that may resolve without intervention.
Software as a Service (SaaS)
Software as a Service is a cloud-based delivery model where applications are accessed through a web browser rather than installed locally. Marketo operates using this model to provide scalable, always-available functionality.
Spam
Spam refers to unwanted or unsolicited email messages, typically sent in bulk without recipient consent.
Spam Traps
Spam traps are monitored email addresses used by mailbox providers to detect poor sending practices. Sending to these addresses signals issues such as improper list acquisition, weak data hygiene, or lack of permission, and can harm sender reputation.
Split Testing
Split testing is a controlled experiment that compares multiple variations of an asset to determine which version performs better against a defined objective.
Static List
A static list is a fixed group of people that does not update automatically and only changes when members are manually added or removed.
Stream
A stream is an ordered set of content used within an engagement program. Content is delivered sequentially based on priority to support structured nurturing over time.
T
Tags
Tags are descriptive labels applied to programs to help categorize, filter, and report on marketing initiatives across a Marketo instance.
Target Account Management (TAM)
Target Account Management is an advanced marketing approach that focuses on engaging high-value accounts through coordinated, account-level strategies. The TAM feature enables personalized orchestration across sales and marketing for selected target organizations.
Template
A template is a pre-structured layout used as the foundation for building emails or landing pages. It ensures consistent design while allowing content customization for different campaigns.
Token
A token is a dynamic placeholder that automatically inserts personalized or program-specific data into emails, landing pages, and campaign logic at the time of execution.
Tree
The tree is the navigation panel in Marketo that displays all assets and programs in a hierarchical view, allowing users to quickly browse and manage items within the platform.
Trigger
A trigger is a defined action or behavior that initiates campaign execution when it occurs, such as a page visit or email interaction.
Trigger Campaign
A trigger campaign is a smart campaign designed to run automatically in response to one or more trigger events, enabling real-time and behavior-driven marketing actions.
U
Unsubscribe
Unsubscribe refers to the action taken by a contact to stop receiving promotional or marketing communications. Once this preference is selected, future marketing emails are suppressed to respect consent requirements.
Unsubscribed
Unsubscribed is a contact-level status that confirms a person has opted out of marketing messages. While marketing emails are blocked, essential system or operational communications may still be delivered.
User
A user is an authorized individual with login access to the Marketo platform. Users are assigned roles and permissions that determine which features and data they can access or manage.
W
Web Campaign
A web campaign is a personalized on-site experience triggered for a defined audience segment. Within Web Personalization, these campaigns control how dialogs, in-page zones, or interactive elements are displayed to visitors.
Web Page Activity Report
The Web Page Activity Report provides visibility into website traffic by showing which known or unidentified visitors are interacting with specific pages, helping teams understand browsing behavior and engagement patterns.
Web Personalization
Web Personalization is a real-time targeting capability that tailors on-site experiences for both known and anonymous visitors. It uses behavioral data and audience attributes to deliver relevant content and interactions as users browse.
Webinar
A webinar is a live or on-demand online event used to educate or engage an audience. In Marketo, webinars are managed through integrated event platforms that handle registration, attendance, and follow-up tracking.
Website Retargeting
Website retargeting enables marketers to deliver relevant ads to previous site visitors across external ad platforms. This feature uses known and anonymous data to extend engagement beyond the website through targeted advertising.
What You See Is What You Get (WYSIWYG)
WYSIWYG describes an editing interface that displays content exactly as it will appear when published. Marketo’s WYSIWYG editor allows users to design emails and pages visually without writing code.
Wildcard
A wildcard is a special character used to represent unknown or variable text within a search or matching rule. In Web Personalization, it helps broaden pattern matching by substituting for multiple characters.
Workspace
A workspace is a dedicated environment within Marketo used to separate and manage marketing assets by region, brand, or business unit. Workspaces help support governance, access control, and organizational scale.
