Updates to Marketo Terminology: Here's What You Need to Know

February 3, 2017 Laura Kirkland

If you have a new Marketo instance as of March 2016, or if your company renewed after July 2016, you may be seeing the new terminology now. While you may see some old terminology in Marketo documentation, rest assured Marketo states every article will be updated to reflect these changes in the near future. All instructions are the same.

So, what's changed? Here's the full scoop from Marketo:


Lead is Now Person
The biggest change is the renaming of Lead/Leads to Person/People.

 

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In some cases, the word "Lead" is simply removed.

 

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Lead and Person are the same thing.

Tokens
Tokens with the word lead in them are not changing. We (Marketo) apologize for any confusion, however changing all tokens to match the new terminology would break a whole lot of tokens currently in use. So you will still see tokens such as "{{lead.First Name}}." There are no person-specific tokens.

Note: There is a token called "Person Notes," however that token was always there. It is typically used for a description field in your CRM, if at all.

 

Field Management
Fields that contained the term Lead have either been substituted with Person, or the word Lead has been dropped. One notable exception however is the field "Lead Owner." It is now known as "Sales Owner.

 

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The following changes have been made to Marketo Field Names. Tokens will not be changed. 
 

Previously Named

Now Named

Field Name: Lead Owner Email Address

Token: {{lead.Lead Owner Email Address}}

Field NameSales Owner Email Address

Token: {{lead.Lead Owner Email Address}}

Field Name: Lead Owner First Name

Token: {{lead.Lead Owner First Name}}

Field Name: Sales Owner First Name

Token: {{lead.Lead Owner First Name}}

Field Name: Lead Owner Last Name

Token: {{lead.Lead Owner Last Name}}

Field NameSales Owner Last Name

Token: {{lead.Lead Owner Last Name}}

Field Name: Lead Owner Job Title

Token: {{lead.Lead Owner Job Title}}

Field Name: Sales Owner Job Title

Token: {{lead.Lead Owner Job Title}}

Field Name: Lead Owner Phone Number

Token: {{lead.Lead Owner Phone Number}}

Field Name: Sales Owner Phone Number

Token: {{lead.Lead Owner Phone Number}}

Field Name: Lead Notes

Token: {{lead.Person Notes}}

Field Name: Person Notes

Token: {{lead.Person Notes}}

Field Name: Lead Partition

Token: {{lead.Lead Partition}}

Field Name: Partition

Token: {{lead.Lead Partition}}

Field Name: Lead Rating

Token: {{lead.Lead Rating}}

Field Name: Rating

Token: {{lead.Lead Rating}}

Field Name: Lead Revenue Cycle Model

Token: N/A

Field Name: Revenue Cycle Model

Token: N/A

Field Name: Lead Revenue Stage

Token: N/A

Field Name: Revenue Stage

Token: N/A

Field Name: Lead Score

Token: {{lead.Lead Score}}

Field Name: Score

Token: {{lead.Lead Score}}

Field Name: Lead Status

Token: {{lead.Lead Status}}

Field Name: Status

Token: {{lead.Lead Status}}

   

 

 

 
 
Real-Time Personalization (RTP) is Now Web Personalization
 

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In addition to the name change, it now consists of four separate apps:

Web Personalization

Has own tile on home screen

Account-Based Web Marketing

Accessible via Web Personalization tile

Personalized Retargeting

Accessible via Web Personalization tile

Predictive Content

Has own tile on home screen

 
Note: The tiles visible on your home screen will reflect modules purchased.
 
 
Predictive Content
The Predictive Content product is now accessible in MyMarketo, via its own tile. Predictive Content is the new name for RTP’s Content Recommendation Engine, which allows content assets to be promoted to people visiting your website. It has been upgraded and now will not only engage your web visitors, but also your email recipients with the most relevant content, powered by machine learning and predictive analytics.
 

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Predictive Content tile - single.png

 
 
Wondering if you're getting the most out of your Marketo investment? Talk to us today about how our team of Marketo Certified Experts can supercharge your marketing automation ROI. 
 
 
 
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