Marketing Cloud Next Fundamental

A Salesforce marketing application built on the Salesforce Platform that combines data, campaigns, flows, content, segmentation, measurement, and AI-assisted marketing.

Marketing Cloud Next

An edition of Marketing Cloud Next for teams that need campaign creation, segmentation, content, email, and automation with a simpler operating model.

Marketing Cloud Growth Edition

The more advanced edition of Marketing Cloud Next, intended for richer automation, Agentforce capabilities, conversational experiences, and more complex use cases.

Marketing Cloud Advanced Edition

Data 360

The Salesforce data layer used by Marketing Cloud Next to ingest, harmonize, unify, analyze, and activate customer and behavioral data.

Data Cloud

The Salesforce customer data platform also referred to as Data 360 in newer Marketing Cloud Next documentation and interfaces.

Salesforce Platform

The core Salesforce foundation where Marketing Cloud Next runs, allowing marketing objects, CRM data, flows, permissions, reporting, and automation to work together.

Marketing App

The Salesforce app experience where marketers manage campaigns, audiences, content, flows, reporting, and setup tasks.

Campaign

A Salesforce marketing record used to organize a marketing initiative, its audience, flow, content, performance, and business context.

Campaign Brief

A short description of a campaign goal, audience, offer, tone, and expected outcome used to guide campaign and content creation.

Campaign Member

A person or record associated with a campaign, used to track participation, status, and campaign influence.

Campaign Member Status

A status value that describes a person's progress within a campaign, such as Sent, Responded, Registered, or Attended.

Marketing Flow

A Salesforce Flow used by Marketing Cloud Next to orchestrate messages, waits, decisions, actions, and campaign experiences.

Flow Builder

The Salesforce tool used to design automation visually, including Marketing Cloud Next campaign flows and event-triggered flows.

Single Email Flow

A simple marketing flow pattern used to send one email to a selected audience with minimal orchestration.

Multi-Step Flow

A marketing flow that includes several actions, waits, decisions, or messages to create a longer customer journey.

Segment-Triggered Flow

A flow that starts from a Data 360 segment and sends or orchestrates communications for people in that audience.

Record Query Flow

A flow that builds its audience by querying CRM records that match conditions at execution time.

List-Triggered Flow

A flow that starts from a defined list of people or records rather than a dynamic segment.

Campaign Member Flow

A flow that uses campaign members as the audience source for campaign-related communications.

Event-Triggered Flow

A flow that starts when a specific event occurs, such as a form submission, CRM record change, or engagement event.

Form-Triggered Flow

A flow that starts when someone submits a Marketing Cloud Next form.

Activation-Triggered Flow

A flow that starts when an activation event occurs from Data 360 or a related marketing activation process.

On-Demand Flow

A flow executed manually or through an API when a specific action is needed.

Broadcast Flow

A flow designed to send a message to a broad audience, often with less individualized branching than a journey-style flow.

Journey Event-Triggered Flow

A flow that starts from events in Marketing Cloud Engagement Journey Builder, such as contact entered, exited, or met goal.

Journey Builder

The Marketing Cloud Engagement orchestration tool that can be connected with Marketing Cloud Next in hybrid architectures.

Send to Journey Action

A flow action that sends a person from Marketing Cloud Next into a Marketing Cloud Engagement journey.

Flow Template

A reusable starting point for a marketing flow, designed to accelerate common use cases such as signup forms or follow-up emails.

Exit Rules

Rules that remove people from a flow when they match defined conditions, preventing irrelevant or redundant messages.

Wait Element

A flow element that pauses a person in the flow for a defined amount of time or until a condition is met.

Wait Until Event

A flow element that pauses execution until a specific event occurs, often used in form-triggered or engagement-based flows.

Decision Element

A flow element that branches people into different paths based on conditions, attributes, or calculated values.

Einstein Decision Element

A flow decision capability that uses Einstein signals such as engagement scoring or frequency to route people more intelligently.

Path Experiment

A flow element used for A/B testing by splitting the audience across multiple variants to compare performance.

Flow Save History

A governance feature that records saved versions of a flow so changes can be reviewed or restored.

Restore Flow Version

The action of bringing a previous saved flow state back into the editor, requiring an additional save before it applies.

Flow Performance

Analytics focused on how flows execute, including element-level performance, errors, engagement, and version-level insights.

Debug Mode

A testing mode used to simulate or inspect flow behavior before or during troubleshooting.

Resource Manager

A flow configuration area used to create or manage resources such as variables, selected records, and data graph values.

Selected Record

A specific record chosen from a related collection in a Data Graph, often using sorting and filter conditions.

Recurring Flow

A flow that runs repeatedly based on a defined cadence, such as daily, weekly, or monthly.

Marketing Calendar

A calendar view used to manage campaign and flow timing across marketing initiatives.

Data Space

A logical data partition in Data 360 used to separate data by brand, region, business unit, or environment.

Business Unit

A Marketing Cloud Next operating unit linked to a Data Space, used to separate data, content, campaigns, channels, and users.

Default Business Unit

The initial business unit that inherits the existing Marketing Cloud Next configuration when Business Units are first enabled.

Data Kit

A packaged group of data model objects, relationships, mappings, and configuration that enables Marketing Cloud Next capabilities in Data 360.

Marketing Data Kit

The data kit that prepares Data 360 for Marketing Cloud Next objects, relationships, and activation use cases.

Data Stream

A Data 360 ingestion configuration that brings data from a source system into the data model.

Salesforce CRM Data Stream

A Data 360 data stream that ingests CRM data such as Leads, Contacts, Accounts, Campaigns, and related objects.

Starter Data Bundle

A prebuilt bundle used to ingest standard data from products such as Marketing Cloud Engagement into Data 360.

Data Model Object (DMO)

A standardized object in Data 360 that represents harmonized data such as Individual, Contact Point Email, or engagement events.

Data Lake Object (DLO)

A raw or source-level object in Data 360 before it is fully mapped into the canonical data model.

Data Mapping

The process of connecting source fields from a DLO to standardized fields in a DMO.

Relationship

A Data 360 configuration that connects objects so related data can be used in segmentation, personalization, or reporting.

Unified Individual

A unified customer profile created by identity resolution from one or more individual records.

Individual

A person-level record that may represent a lead, contact, prospect, or other source identity before or alongside unification.

Unified Link Individual

A linking object that connects unified profiles with the underlying individual records used to create them.

Identity Resolution

The Data 360 process that matches and reconciles records from multiple sources into unified customer profiles.

Identity Resolution Ruleset

A configured set of matching and reconciliation rules that determines how identities are unified.

Match Rule

A rule that decides whether two or more records should be considered the same person or account.

Reconciliation Rule

A rule that decides which source value should win when multiple records provide different values for the same field.

Processing History

A view that shows identity resolution or data processing activity, including processed records and timing.

Full Refresh

A complete reprocessing of data that can affect performance, timing, and Data 360 credit consumption.

Batch Profile Unification

A Data 360 process that performs profile unification in batch, consuming credits depending on volume.

Data 360 Credits

Usage-based credits consumed by Data 360 processing, analytics, activation, identity resolution, or AI operations.

Party Identification

A Data 360 model object used to store identifiers such as subscriber key, customer ID, loyalty ID, or external person ID.

SubscriberKey

The unique subscriber identifier from Marketing Cloud Engagement, usable as an identity resolution identifier.

Contact Point

A reachable address or channel value for a person, such as email address, phone number, or mobile device.

Contact Point Email

The Data 360 object representing an email address associated with a person.

Contact Point Phone

The Data 360 object representing a phone number associated with a person.

Contact Point Address

The Data 360 object representing a physical or postal address associated with a person.

Source Priority

A configuration used to determine which source or contact point should be preferred during activation.

Activation Template

A Data 360 configuration that controls how segments are activated and which contact point or source should be used.

Segment

A group of people or records that match defined criteria and can be used for targeting or activation.

Manual Segment

A segment built manually using a visual segmentation interface and explicit criteria.

AI Segment Creation

A segmentation capability that uses AI to help create segment criteria from natural language or business intent.

Segment Preview

A feature that shows an estimated or sample view of segment members before publishing or activating.

Segment Publish

The process of making a segment available for activation or downstream use.

Dynamic Segment

A segment that updates based on changing data and criteria rather than being manually fixed.

Waterfall Segment

A segmentation strategy that assigns people to priority groups in sequence to avoid overlap.

Engagement-Based Segment

A segment based on behavioral records such as purchases, opens, clicks, or form submissions.

Unified Individual Segment

A segment built on unified profiles created through identity resolution.

Calculated Insight

A reusable calculated metric or aggregation in Data 360, such as lifetime value, purchase count, or engagement score.

Calculated Insight Dimension

A dimension used to group or filter a calculated insight, often Unified Individual ID for person-level calculations.

Unified Individual ID

The identifier of the unified profile, commonly used to connect segmentation, personalization, calculated insights, and flows.

Query Editor

A Data 360 tool used to run SQL-style queries for validation, troubleshooting, analysis, and operational checks.

Data Graph

A relational view of Data 360 objects that exposes unified and related data for personalization, segmentation, or flow decisions.

Profile Data Graph

A Data Graph centered on a person or Unified Individual, used to retrieve profile and related customer data.

Lookup Data Graph

A Data Graph used to look up external or master data such as product catalog information, without embedding it in a profile graph.

Data Graph Schedule

The timing configuration that determines how often a Data Graph is refreshed or made available.

Merge Field

A placeholder in content that is replaced with a personalized value at send or render time.

Expression

Reusable logic that can be inserted into content for consistent personalization or calculations.

Content Variable

A variable defined in a content asset and mapped from a flow at runtime to personalize messages.

Fallback Value

A default value shown when a personalized field is empty or unavailable.

Dynamic Content

Content that changes based on audience attributes, segment membership, behavior, or business rules.

Handlebars

A low-code scripting language used in Marketing Cloud Next content for variables, conditions, loops, and lookups.

AMPscript

A scripting language from Marketing Cloud Engagement supported in Marketing Cloud Next for advanced personalization.

Visual Editor

A content editing interface that allows marketers to build content visually without writing full HTML.

Email Message

A Marketing Cloud Next content asset used to send email communications.

Email Template

A reusable email structure that accelerates creation and maintains consistent design across messages.