Marketo Practice Questions Flashcards
Which stage aligns with pre marketing qualified phase?
1) MAL
2) SQL
3) MQL
Answer: 1) MAL - Marketing Accepted Lead.
Reason: Before marketing to a lead, it needs to quality first as per sales process. Leads must be accepted before following up. The stage after MAL, is MEL ( Marketing engaged lead)
Jamal wants to perform a subject line test in this email program. He notices that there are several options that he can choose from when setting the winning criteria.
What is the best option for testing the effectiveness of subject line?
1) Engagement score
2) Opens
3) Click to open %
Answer: 2) Opens
Reason: Opens are directly influenced by the subject line. Engagement score shows how well email recipients are engaging with the email content. Click to Open % shows how many clicked on links once the email is opened.
The Adobe Marketo engage expert has been tasked with setting up an interesting moment for form fills. Which combination of trigger tokens would be used?
1) Filled out form: {{trigger.Name}} on {{trigger.web page}}
2) Filled out form: {{trigger.Trigger Name}} on {{trigger.web page}}
3) Filled out form: {{trigger.Name}} on {{trigger.Link}}
Answer: 1 - Filled out form: {{trigger.Name}} on {{trigger.web page}}
Reason: There are 3 types of interesting moment, they are email, web page and milestone. Whenever a trigger criteria is used within a smart campaign, the relevant trigger can used to dynamically send a message to sales.
Trigger breakdown:
- {{trigger.Name}} = It will populate the name of the asset which holds the action. Example: Name of email for email triggers, name of landing page for web page triggers. Name of form for form triggers etc.
- {{trigger.Trigger Name}} = It will populate the name of the trigger action, like clicks in email, visits web page etc.
- {{trigger.web page}} = Populates the complete URL of link visited by user.
An adobe Marketo engage user has completed the construction of an engagement program. In order to ensure the program operates correctly, the “Test Stream” function will be used. How does the ‘Test Stream’ function operate?
1) A seed list is generated and added to the streams of choice, and the seed list will receive the emails at the same time the steam’s cast goes out.
2) A person is added to the program and no stream is specified. Before the first email is sent, the person is pulled into a stream based off matching transition rules.
3) A person is added to a specified stream and send the first email. Changes can then be made to the record relating to the transition rules, and the person can be sent additional emails from the stream for which it now qualifies.
Answer: 3 -
A person is added to a specified stream and send the first email. Changes can then be made to the record relating to the transition rules, and the person can be sent additional emails from the stream for which it now qualifies.
Reason: Purpose of testing is to verify the proper functioning of streams, transition rules and engagement program. Option answer 1 – we would only receive email at the time of the original cast which is incorrect. Option answer 2 – Same issue, and we will not be able to identify any gaps before pushing the engagement program live. Option answer 3 – This option we can test the stream flow, manually adding the test lead to the stream, then making the desired changes with respect to the transition rule. Click refresh. The test lead should become a member of next stream.
Glen’s SDR team has requested that he start distributing lead alerts via the company’s internal chat/collaboration platform instead of via email. Which flow step can Glen use in smart campaign to make the SDR team’s dream come true?
1) Send alert
2) Create task
3) Call webhook
Answer: 3 - Call webhook
Reason: This will require customised setup. Webhooks and API services are applicable for this.
A marketer created a new custom field in the admin section. The goal of the field is to stamp when a lead becomes an MQL. The marketer created the field as a date field type, but after creating it realized they should have made it a datetime field type so they could store the date and time the lead became an MQL.
Can the marketer change the custom field type once it’s already been created?
1) Yes, as long as the field is not currently used in any programs.
2) Yes, you can change the field type at any time.
3) No, once you create a field you cannot change the type.
Answer: 1 - Yes, as long as the field is not currently used in any programs.
Reason: Field type can be changed, but needs to be disassociated with all assets. Then field actions – select field type from drop down.
An organization is setting up a lead scoring model. In a joint marketing/sales workshop, scoring elements have been agreed and the MQL threshold has been set to 50.
What does the lead score of 50 represent?
1) The lead is ready for sales to follow-up with.
2) The lead fits the ideal customer profile.
3) The lead is interacting with content.
Answer: 1 - The lead is ready for sales to follow-up with.
Explanation: Once the lead become marketing qualified (MQL), then it is considered that lead has shown the desired interest of buying product or service, hence the lead should be passed to sales for further processes. Lead score is a cumulative scoring of lead’s fit and interest with respect to product.
A marketer wants to run a champion/challenger test in an engagement program to test the different subject lines in one of their nurture emails. They would like this test to run for four casts, then after those four casts they would like the engagement program to only send the new champion subject line.
The marketer has added a new test, selected “subject line” as their test type and entered the subject lines they would like to test, define their champion criteria, configured their report alerts and approved their test.
What is another step required in order to achieve their goals?
1) Define the winner criteria and test duration before approving the test.
2) Nothing, adobe Marketo engage will automatically send the campion after the four casts have run.
3) After the four casts, they must manually declare a champion by selecting the winner and declare date.
Answer: 3 - After the four casts, they must manually declare a champion by selecting the winner and declare date.
Reason: Champion/challenger is different from A/B testing. In case of A/B testing, we have the list of recipients before we do the testing because the email sends in a batch. But in case of champion/challenger, we have no predictions about who will be the recipient and the emails are processed one by one. Just like the submission of forms, it will process one by one and we don’t know who will submit the form.
Therefore, we have to manually declare the champion after a certain duration of testing period.
ACME Inc’s adobe Marketo engage admin is partnering with their data science team to map their data to their data warehouse. In order to successfully map in the right data, the data scientist is asking for the REST API names of the Marketo fields needing to be mapped over.
Where are two places the adobe Marketo engage admin can go to find the field API names? (choose two)
1) A list of all field API names lives under the web services section in Admin
2) They can click into each individual field in the field management section in admin
3) A list of all field API names can be exported out of the field management section in admin
4) A list of all field API names lives in the database section as a system smart list
Answer:
They can click into each individual field in the field management section in admin
A list of all field API names can be exported out of the field management section in admin
Reason: API names are associated with field names, hence you will find the API names in the field management itself.
The unsubscribe rate of marketing emails at ACME corporation is very high. The email recipients are complaining about receiving multiple emails in a short span of time. The marketing operations head of ACME corporation would like to define the process on adobe Marketo engage to ensure they are not over communication. However, the monthly newsletter with an A/B test should bypass any communication restrictions.
Which two options would be done in this scenario? (Choose two)
1) Enable global communication limits under email module of admin section
2) Enable global communication limits under admin section
3) Disable communication limit in smart campaign
4) Disable communication limit in the newsletter email program
Answer: 2, 3
Enable global communication limits under admin section.
Disable communication limit in smart campaign
Reason: You can apply communication limits at 2 level, system level and asset level.
To enable the communication at system level, go to admin section. To control the communication limit at asset level, we can do it in smart campaign and as well email program.
A/B testing is mentioned as such we can amend communication limits within the email program only. Therefore, the combination of options 2 and 3 are correct.
Elise has inherited a new adobe Marketo engage instance and is scanning through some lead activity logs to get acquainted. She stumbles upon this one and gets curious about the campaign referenced on the right side.
Based on this screenshot alone, what two conclusions would Elise draw about the campaign referenced on the right side? (Choose two)
1) The smart campaign referenced on the right side contains at least three flow steps.
2) The smart campaign referenced on the right side uses “owner changes” as a trigger.
3) The smart campaign referenced on the right side contains at least one change data value flow step.
4) The smart campaign referenced on the right side contains at least one change score flow step.
Answer: 1,4
The smart campaign referenced on the right side contains at least three flow steps.
The smart campaign referenced on the right side contains at least one change score flow step.
Reason: Change score creates 2 activity logs – change data value and change score.
3 “change score” flow steps are there for demographic, behavior and person score.
3 “change data value” flow steps for urgency, priority and relative urgency change.
An adobe Marketo engage user has workspaces and partitions in place and there is a need to clone the program from one workspace to another. What items can be cloned?
1) Programs, emails, landing pages, snippets
2) Programs, emails, landing pages, forms
3) Programs, emails, landing pages, lists, forms
Answer: 2 - Programs, emails, landing pages, forms
Reason: You can clone program with all the local assets and move it to another workspace. Easiest way to move program and assets to another program with the following steps –
1) Clone the program
2) Decouple all local assets from anywhere being used.
3) Create folder and move this program in the folder
4) Move this folder to another workspace
The marketing team is not creating live event programs anymore, though they did in the past.
How would the admin ensure that the live events channel is not accidentally used for new programs?
1) Delete the live events channel
2) Remove/Uncheck “success” from any program status in the live events channel.
3) Hide the live events channel
Answer: 3 - Hide the live events channel
Explanation: Deleting the channel will impact past events and their reports. Removing ‘success’ status from the channel will not help to accidentally use the channel. Hiding the channel will not impact past events and will be removed as an option from the drop-down menu when picking a channel for a new program.
An adobe Marketo engage user has workspace and partitions in place and wants to share assets between workspaces. What asset types can be shared?
1)
- Email templates
- Landing page templates
- Revenue models
- Forms
- Smart campaigns
- Segmentations
- Snippets
2)
- Email templates
- Landing page templates
- Revenue models
- Smart campaigns
- Segmentations
- Snippets
- Social buttons
3)
- Email templates
- Landing page templates
- Revenue models
- Smart campaigns
- Smart lists
- Segmentations
- Snippets
Answer: 3
- Email templates
- Landing page templates
- Revenue models
- Smart campaigns
- Smart lists
- Segmentations
- Snippets
A marketer receives a call from the sales manager. He complains about not receiving sufficient quality leads from the marketing team. What would be the best course of action for the marketer?
1) Do nothing. The lead scoring model was agreed together so it should not be changed.
2) Lower the MQL threshold. This will result in more leads going to sales.
3) Analyse conversion for recent leads. This can uncover possible scoring improvements to make.
Answer: 3 - Analyse conversion for recent leads. This can uncover possible scoring improvements to make.
Reason: Requires investigation to find cause for low MQLs. Analysing recent leads, troubleshooting and adjusting the campaign to improve results.
Johnny set up a web content program with the goal of sending out an automated email whenever a person fills out the form to download the content. After finishing the build, Johnny wants to test the program to ensure it is working. He fills out the form and receives the automated email afterwards. However, he notices a problem with a token in the email during his first. He updates the token and wants to test the program again after doing so. The second time he fills out the form, he does not receive the automated email.
Why did the program work the first time but not the second time Johnny tested?
1) The person was already a member of the program and you can only become a program member once.
2) The smart campaign qualification rules were set up for people to run through the campaign flow once.
3) A person can only fill out a form in a program one time for the program flow step at work.
Answer: 2 - The smart campaign qualification rules were set up for people to run through the campaign flow once.
Maria creates a smart list to see all the people who have visited the pricing page of the company website in the last 6 months. Why would a person who has visited the company website in the past 6 months NOT appear on the smart list results.
1) Visited web page is not a smart list filter.
2) The person has the status of marketing suspended.
3) Visits web page activity is retained for 90 days.
Answer: 3 - Visits web page activity is retained for 90 days.
Reason: Marketo data retention policy, see details below:
Activities Retained for 14 Days
- Delete Lead
Activities Retained for 90 Days
- Add to List
- Change Score
- Change Data Value
- Visit Webpage
- Click Link on Webpage
- Sync Lead to SFDC
- Sync Lead to Microsoft
- Sync Lead Updates to SFDC
- Update Opportunity
- Request Campaign
- Email Delivered
- Send Email
Higher data retention limits can be bought at a premium.
An adobe Marketo engage expert is building a preference center, in which she uses the person field “Consent History”. Every time a person changes their consent status, a smart campaign uses a change data value flow step to create a consent audit trail.
Why would she include the token {{lead.Consent History}} along with the new consent information in the new value of the flow step?
1) To append the old value to any new information she adds.
2) To indicate which field the change data value flow step should update.
3) To make sure the old value is correctly stored in the activity history.
Answer: 3 - To make sure the old value is correctly stored in the activity history.
Explanation: When a new value gets added to a field in the database, it replaces the old value. These changes can be found in the activity history. Up to 90 days.
A marketer created a webinar program that is integrated with a webinar provider. The marketer wants to send a confirmation email with each person’s unique URL to the webinar as soon as they fill out the form.
They have used the {{member.webinar url}} token in their confirmation email, and they set up their flow steps like in image.
When the marketer tests their webinar registration process, they do not receive their custom link in the confirmation email.
What would the marketer need to change in order to receive this custom link?
1) Move the change program status flow step before the send email flow step.
2) Add a wait step as step #1 in the flow.
3) Add¬ a change data value flow step to assign each person a unique URL.
Answer: 1
Move the change program status flow step before the send email flow step.
Reason: When someone registers for a webinar program, and the status is updated to ‘registered’, this record is then sent to the webinar platform, the playform would then send the value back to marketo for the {{member.webinar url}} token.
An adobe Marketo engage user set up a trigger smart campaign and decided to use the “Not filled out form” filter in smart list.
Which two activities allows a person to qualify for the campaign? (Choose two)
1) Email is sent and the person did not fill out form A or form B
2) Email is delivered and the person filled out both form A and form B
3) Email is delivered and the person did not fill out form A or form B
4) Email is delivered and the person filled out form A but not form B
Answer: 3,4
Reason: Whenever we use the trigger condition in smart campaign, then rest of the other conditions (triggers or filters) become mandatory. The first condition says email should be delivered, and second condition says form A and form B should not be filled out.
A preference centre program is being set up for every person in a database except company employees.
Following the workspace logic, what workspace would be the most appropriate to host the program?
1) International workspace
2) Global workspace
3) Company workspace
Answer: 1 - International workspace
Reason: International workspace is mapped with Partition A and Partition B. Per the question, company employees should not be included in the preference centre program.
One of Inwoo’s SDRs complained that they are receiving lead alerts about leads who have not actually engaged very much. Inwoo asks for an example of one of these leads so he can go investigate. He starts scrolling through the lead’s activity log. The line highlighted in orange below caught his attention.
What does Inwoo know about this lead based on the activity log shown above?
1) The lead was created at least once via the api
2) There used to be at least one other lead in the database with the same email address
3) This lead was merged with another lead
Answer: 3 - This lead was merged with another lead
Reason: New person activity represents the creation of a lead, as such to have activity logs before lead is created means it logged when the lead merged with target record.
Maile has created programs to manage lead source, Lifecyle and contact us form processing. When a new person fills out a contact us form, they will qualify for 3 trigger campaigns shown below.
Ignoring the possible flow steps in each smart campaign, what is the order in which this person is being processed by the smart campaign?
1) The new person will be processed by all 3 campaigns simultaneously.
2) The new person will be processed by the smart campaign containing the flow step with the highest priority.
3) The new person will be processed by alphabetical order of the smart campaign name.
Answer: 1 - The new person will be processed by all 3 campaigns simultaneously.
Reason: Ideally the person will be processed per the priority of flow steps but this is ignored in this question. List of marketo launch campaign priorities shown below:
Kyden has created an ebook on how to prep for the adobe certified expert – adobe Marketo engage business practitioner exam. He wants to gate this ebook with a form and dynamically track where people are coming from to download this content. It is being promoted on multiple social platforms.
How would the field be setup on the form?
Answer: 2
Reason: In order to pass the value dynamically, you need to pass it through the URL parameters ( query string). Value passing through URL parameters are supported by the hidden type field. Answer option 3 has a hidden field type, but the value is fetching from ‘default field value’.
