Event Classifications: Marketo

Marketo is Adobe’s marketing automation platform that tracks lead activities including email interactions, web visits, form completions, and behavioral scoring. It only captures specific high-value activities.

Event Classes

• Inbound Activity: Prospect engagement with content
• Outbound Marketing: Marketing communications sent
• Disengagement: Unsubscribes and bounces
• Outbound Sales: Sales-focused activities
• Operational: System activities and interesting moments

Event Types

(from activity_type field, filtered list)

• Click Link: Email and content link clicks
• Click Email: Email clicks
• Visit Webpage: Website activity tracking
• Fill Out Form: Form completion activities
• Interesting Moment: AI-driven behavioral insights
• Unsubscribe Email: Unsubscribe actions
• Email Bounced: Email delivery failures
• History Event: Field change tracking from custom configurations (custom config events only)

Technical Details

Source Field Mappings:

• event_type: activity_type field from activities table
• Activity Filtering: Only includes specific activity types:
  • “Click Link”
  • “Click Email”
  • “Visit Webpage”
  • “Fill Out Form”
  • “Interesting Moment”
  • “Unsubscribe Email”
  • “Email Bounced”

Event Class Logic:

IF activity_type IN ["Unsubscribe Email", "Email Bounced"] 

   OR primary_attribute_value contains "unsubscribe"

   OR (activity_type = "Fill Out Form" AND webpage_url contains "mkt_unsubscribe=1"):

    event_class = "Disengagement"

ELSE IF activity_type IN ["Click Link", "Click Email", "Visit Webpage", "Fill Out Form"]:

    event_class = "Inbound Activity"

ELSE IF activity_type contains "sales":

    event_class = "Outbound Sales"

ELSE:

    event_class = "Operational"