When you configure the Marketo Engage source connector in Adobe Experience Platform, you have the ability to ingest up to 10 distinct datasets. These datasets represent critical B2B business entities such as people (leads/contacts), companies (accounts), opportunities (deals), programs (campaigns), and ABM constructs (Named Accounts).
Each dataset is tied to a corresponding XDM schema using Adobe’s B2B data model. Together, these allow for unified customer profiles, account-based segmentation, and cross-journey activation in tools like Adobe Journey Optimizer B2B Edition.
🔟 The 10 Marketo Engage Datasets in AEP
| Dataset Name | Description | Key XDM Class |
|---|---|---|
| 1. Persons | Leads/contacts in your Marketo database | XDM Business Person |
| 2. Companies | Account or company records from Marketo | XDM Business Account |
| 3. Opportunities | Deals or pipeline opportunities | XDM Business Opportunity |
| 4. Opportunity Contact Roles | People linked to opportunities | XDM Business Opportunity Person Role |
| 5. Named Accounts | ABM-focused target accounts | XDM Named Account |
| 6. Programs | Marketo programs (campaigns) | XDM Business Campaign |
| 7. Program Memberships | Person’s membership in a program | XDM Campaign Person Relation |
| 8. Static Lists | Static lists defined in Marketo | XDM Static List |
| 9. Static List Memberships | Person’s inclusion in a static list | XDM List Membership |
| 10. Activities | Engagement logs (email clicks, form fills, etc.) | XDM B2B Activity Event |
📘 1. Persons Dataset
💡 Description:
This dataset contains lead and contact records from your Marketo instance. It forms the basis for most identity stitching in B2B use cases.
✅ XDM Class:
XDM Business Person
🔑 Primary Identity:
personKey.sourceKey(under B2B Person Key)- Identity Namespace:
B2B Person ID
🔗 Key Fields:
- First Name, Last Name
- Title, Job Role
- Linked Company (via
accountKey) - Lead Source
🧠 Use Cases:
- Lead segmentation
- Matching to known accounts or Named Accounts
- Profile-based personalization
- Identifying influencers in buying groups
📘 2. Companies Dataset
💡 Description:
Ingests company-level records from Marketo, often linked to Persons and Opportunities.
✅ XDM Class:
XDM Business Account
🔑 Primary Identity:
accountKey.sourceKey- Identity Namespace:
B2B Account ID
🔗 Key Fields:
- Company Name
- Industry, Annual Revenue
- Employee Size
- Country
- Website
⚠️ Tip:
Enable “Exclude Unclaimed Accounts” to prevent ingestion of dummy accounts created when leads submit forms without matching existing accounts.
🧠 Use Cases:
- ABM segmentation
- Hierarchical account views
- Lead-to-account matching
- Enriching account-level profiles
📘 3. Opportunities Dataset
💡 Description:
Represents pipeline deals tracked in Marketo or synced from CRM.
✅ XDM Class:
XDM Business Opportunity
🔑 Primary Identity:
opportunityKey.sourceKey- Identity Namespace:
B2B Opportunity ID
🔗 Key Fields:
- Opportunity Name
- Deal Stage, Amount
- Close Date
- Related Account (
accountKey) - Related Campaign (
campaignKey)
🧠 Use Cases:
- Opportunity-level segmentation (e.g., open deals over $100K)
- Attribution to campaigns and journeys
- Sales pipeline reporting per account
📘 4. Opportunity Contact Roles Dataset
💡 Description:
Captures which people are associated with which opportunities and their role in the deal (e.g., Decision Maker, Influencer).
✅ XDM Class:
XDM Business Opportunity Person Role
🔑 Primary Identity:
opportunityContactRoleKey.sourceKey- Identity Namespace:
B2B Opportunity Person Role ID
🔗 Key Fields:
- Opportunity ID
- Person ID
- Role (e.g., Decision Maker, Influencer)
- Role Type (Primary, Secondary)
🧠 Use Cases:
- Building buying groups
- Role-based orchestration in AJO B2B
- Buying group-based segmentation and scoring
📘 5. Named Accounts Dataset (ABM Feature)
💡 Description:
Contains target accounts defined in Marketo Account-Based Marketing (ABM). This dataset is optional, used only if ABM is enabled.
✅ XDM Class:
XDM Named Account
🔑 Primary Identity:
namedAccountKey.sourceKey- Identity Namespace:
B2B Named Account ID
🔗 Key Fields:
- Named Account Name
- Account Owner
- Intent Data
🧠 Use Cases:
- ABM audience segmentation
- Intent-based journey orchestration
- Prioritizing high-fit accounts
📘 6. Programs Dataset
💡 Description:
Captures Marketo Programs, which represent marketing campaigns or activities like webinars, events, nurture tracks, etc.
✅ XDM Class:
XDM Business Campaign
🔑 Primary Identity:
campaignKey.sourceKey- Identity Namespace:
B2B Campaign ID
🔗 Key Fields:
- Program Name
- Channel (Email, Webinar, etc.)
- Status
- Program Type (Event, Default, Engagement)
🧠 Use Cases:
- Attribution modeling
- Journey triggering based on campaign membership
- Cross-channel performance analysis
📘 7. Program Memberships Dataset
💡 Description:
Describes the relationship between a Person and a Program, including their status.
✅ XDM Class:
XDM Campaign Person Relation
🔑 Primary Identity:
- Composite key (Person + Program)
🔗 Key Fields:
- Membership Status (Invited, Registered, Attended)
- Acquisition Program
- Acquisition Date
🧠 Use Cases:
- Trigger journeys when a person registers or attends an event
- Measure campaign participation
- Lead scoring
📘 8. Static Lists Dataset
💡 Description:
Contains static lists defined in Marketo for use in targeting and segmentation.
✅ XDM Class:
XDM Static List
🔑 Primary Identity:
staticListKey.sourceKey- Identity Namespace:
B2B Static List ID
🔗 Key Fields:
- List Name
- Description
- List Type (Normal, Smart, Test)
🧠 Use Cases:
- Replicate Marketo segmentation logic in AEP
- Audience management
- Suppression/allow lists
📘 9. Static List Memberships Dataset
💡 Description:
Captures person-to-static list relationships.
✅ XDM Class:
XDM List Membership
🔑 Primary Identity:
- Composite key (Person + List)
🔗 Key Fields:
- Person ID
- Static List ID
🧠 Use Cases:
- Segmentation by list inclusion
- Exclude/include audiences in campaigns
- List-based activation in AJO B2B
📘 10. Activities Dataset
💡 Description:
Tracks Marketo engagement data such as form fills, email clicks, page views, etc. These are event-based records and are typically streamed into the platform.
✅ XDM Class:
XDM B2B Activity Event
🔑 Primary Identity:
activityEventKey.sourceKey- Identity Namespace:
B2B Activity Event ID
🔗 Key Fields:
- Activity Type (Email Open, Click, Form Fill)
- Campaign ID
- Person ID
- Timestamp
🧠 Use Cases:
- Trigger journeys in AJO B2B
- Scoring models
- Behavioral segmentation
🔗 Relationships Between Datasets
Adobe auto-generates schema relationships that let you stitch these datasets together. For example:
| From Schema | To Schema | Relationship |
|---|---|---|
| Person → Company | accountKey.sourceKey | |
| Person → Program | programMemberships.campaignKey | |
| Person → Opportunity Contact Role | personKey.sourceKey | |
| Opportunity → Company | accountKey.sourceKey | |
| Opportunity → Campaign | campaignKey.sourceKey | |
| Program Membership → Program | campaignKey.sourceKey |
These relationships are defined as many-to-one or one-to-one, allowing Adobe to build cross-schema unified profiles.
📌 Tips for Successful Ingestion
- ✅ Always map
sourceKeyas primary identity with an appropriate namespace - 🔁 Use partial ingestion to avoid pipeline failures
- 🧪 Use sample dataflow during development
- 🧠 Know that Named Accounts dataset is only available if ABM is enabled
- ⚠️ Avoid modifying identity fields on live datasets—create new ones instead
📈 After Ingestion: What Can You Do?
Once all datasets are ingested and enabled for Real-Time Customer Profile, you can:
- Run advanced multi-class segmentation (e.g., “All people from companies with more than 3 opportunities”)
- Build account-based audiences
- Power buying group journeys in AJO B2B
- Conduct opportunity-stage targeting
- Drive program-based triggers
