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Marketo Activity stored in RTCDP B2B

Forum|Forum|3 months ago
September 29, 2025
1 reply
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How long can you store activity event data from Marketo in B2B RTCDP/AEP? I know Marketo does not maintain this data after 90 days but I was under the impression, that like other CDPs, this data can be stored for as long as necessary without much concern in AEP. I have heard talk about there not being an 'upcert' in B2B, unlike in B2C, which would prevent B2B from maintaining this data long term - basically until I want to remove it. 🙂 Looking for confirmation that this is not accurate and B2B maintains Marketo Activity data well beyond the 90 days.

Best answer by Devyendar

you can store Marketo activity data well beyond the 90 days period. We are storing it for more then a year or 2 now. You can also way delete the data using Data Lifecycle Management in AEP.

DevyendarAccepted solution

Level 6

you can store Marketo activity data well beyond the 90 days period. We are storing it for more then a year or 2 now. You can also way delete the data using Data Lifecycle Management in AEP.

S

ScottTh2Author

Thank you! Does this also include Marketo's Send day. I'm pretty sure it does but looking for confirmation that all activity regardless of Marketo data retention limits becomes part of the persistent profile.

Devyendar

Level 6

@scottth2 It is not clear what do you mean by Marketo's Send day. I'm guessing it is the send day of the campaign communication, if yes then all Marketo data send and any other event (unless you are filtering out certain events) will be available in AEP in real-time, you can decide how long that data need to reside in AEP and define any profile level TTLs. AEP will still continue to store the data in data lake unless you manually delete the dataset.

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