Marketo Certified Associate

Question 1

Marketing automation technology:

Answer 1

Streamlines, automates, and measures marketing tasks and workflows

Question 2

Marketo’s nurture programs:

Answer 2

Adjust as people interact with them to guide leads through their buyer journey

Question 3

Which of the following are ways you can use marketing automation software?

Answer 3

Nurture relationships with prospects,

Build alignment with Sales, Prove ROI on marketing initiatives

Question 4

The process of collecting, qualifying, and interacting with people throughout the buying process is known as:

Answer 4

Lead nurturing

Question 5

Marketo’s engagement hub allows you to capture what you learn about your customers from:

Answer 5

Email opens and clicks, web page visits, File downloads, ad clicks

Question 6

Which of these are included in Marketo’s automation solution?

Answer 6

Analytics engine, automation engine, engagement hub

Question 7

What is a goal?

Answer 7

Goals can be tasks, quotas, improvements in KPIs, or other performance-based benchmarks used to measure marketing success.

Question 8

What is a strategy?

Answer 8

A marketing strategy is a process or model to allow a company or organization to focus limited resources on the best opportunities to increase sales and thereby achieve a sustainable competitive advantage.

Question 9

What are the Four Core Elements of a Marketing Strategy?

Answer 9

What, who, where, how

Question 10

Tactical KPIs

Answer 10

are used by marketers to understand how well their initiatives are performing in a specific channel, such as email, mobile, social, or the web. Measurement usually centers around buyer behaviors, such as opens, clicks, page visits, content downloads, and form submissions.

Question 11

Strategic KPIs

Answer 11

are typically focused on results, rather than buyer behaviors, and help determine overall marketing performance.

Question 12

Operational KPIs

Answer 12

are typically indicators of alignment between your cross-functional teams, and can help pinpoint areas for improvement in the sales and marketing funnel.

Question 13

Name four reasons for developing goals and strategies for Marketo

Answer 13

1. To create powerful ideas to raise awareness and sell your products
2. to help you define your vision, mission, goals, and outline a plan of action to achieve them
3. It helps you target your products and services to the people who are most likely to buy
4. So you can build a strong reputation for your products.

Question 14

When creating your marketing strategy, what are four important factors to consider?

Answer 14

1. Who you’re promoting to.
2. What you are promoting.
3. How you’re promoting your product.
4. Where you promote your product

Question 15

Of the answers below, which is an example of a marketing goal?

Answer 15

Increase revenue

Question 16

What are the three main types of KPIs?

Answer 16

1. Tactical
2. Strategic
3. Operational

Question 17

Of the answers below, which is an example of a marketing strategy?

Answer 17

1. Get potential and recurring consumers to sign up to your newsletter by offering discounts, promotional items, helpful tips, and news updates. (this one)
2. Build brand awareness
3. Enter new markets internationally or locally
4. Launch new products or services