MCE Exam Prep Flashcards
A marketing manager has an engagement program with emails that have been activated and approved. The stream cadence has been set up, and the program turned on, but after the cast date, the manager can see that emails are not sent. Which step has been missed? A. The quality of the deliverability is not checked. B. Members have not been added to the engagement program. C. The CRM sync with the engagement program is not activated. D. The engagement score has not had sufficient time to calculate.
B Topic: Targeting and Personalization Reference: http://docs.marketo.com/display/public/DOCS/Add+Leads+to+an+Engagement+Program
A content marketing manager has 1000 leads in an engagement program, 110 of which have exhausted all the content. The content marketing manager recently completed a new white paper and has added the new content into the program at the top of the only stream in the program. How many leads will receive the new white paper at the next cast, assuming there are no deliverability issues and no additional people will be added to the program? A. 110 B. 890 C. 1000 D. 1110
C 1000 Topic: Program Fundamentals Reference: http://docs.marketo.com/display/public/DOCS/Leads+Who+Have+Exhausted+Content
To personalize an email, a marketer wants to use different types of tokens. What is an incorrect use of a token in an email asset? A. Date Token B. Trigger Token C. Company Token D. Email Script Token
B Trigger Token Topic: Targeting and Personalization Reference: http://docs.marketo.com/display/public/DOCS/Tokens+Overview
Which asset type can be used in an engagement program stream? A. Email B. Hosted URL C. Landing Page D. Email send program
A Email Topic: Program Fundamentals Reference: http://docs.marketo.com/display/public/DOCS/Add+Content+to+a+Stream
Where is the number of email addresses unsubscribed from an Email Send Program found? A. The Program Members tab B. The Program Summary View C. The Program Smart List tab D. The Program Dashboard View
D The Program Dashboard View Topic: Program Fundamentals Reference: http://docs.marketo.com/pages/releaseview.action?pageId=2359462
Which type of reporting is impacted by the acquisition program? A. Program Dashboard B. Email Performance Report C. Lead Performance Analyzer D. Program Performance Report E. Landing Page Performance Report
D Program Performance Report Topic: Analytics and Reporting Reference: http://docs.marketo.com/display/public/DOCS/Program+Performance+Report
Which two columns on the Program Performance Report are calculated using acquisition program? A. New Names B. Total Members C. Revenue per New Name D. Cost per Member (USD) E. Cost per New Name (USD) F. Revenue per Member (USD)
A, New Names and E, Cost per New Name (USD) Topic: Analytics and Reporting Reference: http://docs.marketo.com/display/public/DOCS/Program+Performance+Report
A marketer ran a program and did not assign a program status with success. The marketer now wants to run a program performance report to find the cost per success for the program. What will occur? A. The report will return an error for cost per success. B. The report will return a null value for cost per success. C. The report will identify the last program status as a success and calculate based on that. D. The report will identify the first program status as a success and calculate based on that.
B The report will return a null value for cost per success Topic: Analytics and Reporting Reference: http://docs.marketo.com/display/public/DOCS/Program+Performance+Report
A Contact Us form and landing page are located in a program. Which acquisition is automatically set if a new lead fills out the Contact Us form? A. The name of the form B. The name will be blank C. The name of the program D. The name of the landing page
C The name of the program Topic: Implementation and Operations Reference: http://docs.marketo.com/display/public/DOCS/Understanding+Local+Assets+in+a+Program
A marketing manager recently launched a landing page with the following URL: go.marketo.com/Pricing. The manager is keeping the page content the same, but wants to update the URL to go.marketo.com/Product-Costs. How should this update be done? A. Edit URL Settings B. Enable Personalized URLs C. Open URL Builder in Admin D. Generate a private preview URL
A Edit URL Settings Topic: Implementation and Operations Reference: http://docs.marketo.com/display/public/DOCS/Change+the+Landing+Page+URL
A marketer needs to comply with Canada’s Anti-Spam Legislation. On the landing page forms, an opt-in checkbox is provided for those who enter Canada in the Country field. Which form functionality should be used? A. Mask Input B. Visibility Rules C. Field Dependency D. Targeted Selections
B Visibility Rules Topic: Implementation and Operations Reference: http://docs.marketo.com/display/public/DOCS/Dynamically+Toggle+Visibility+of+a+Form+Field
A marketer has a field on a form where a lead can indicate products of interest. The corresponding field in the CRM contains product codes, but the marketer wants to display the full product names on the form. What should the marketer do? A. Use a custom Visibility Rule to change the picklist items B. Use Mask Input to change the display value of the picklist items C. Use a different Display Value and Stored Value in the picklist items D. Use Progressive Profiling to change the display value of the picklist items
C Use a different Display Value and Stored Value in the picklist items Topic: Implementation and Operations Reference: http://docs.marketo.com/display/public/DOCS/Forms
A marketing manager wants to run a batch Smart Campaign to process leads that were both created by form fillout today and who also visited the company’s pricing page. Which rule logic should be used when setting up the Smart List? A. Use ANY filters B. Use ALL filters C. Use Basic filters D. Use Advanced filters
B Use ALL Filters Topic: Program Fundamentals Reference: http://docs.marketo.com/display/public/DOCS/Using+Advanced+Smart+List+Rule+Logic
A marketing manager needs to gate a piece of content on the company website. Which three channel and program types correspond to this activity? A. An Email program with the channel “Email” B. A Default program with the channel “Email” C. An Event program with the channel “Web Form” D. A Default program with the channel “Content” E. A Default program with the channel “Web Form” F. A Default program with the channel “Web Content” G. An Engagement program with the channel “Web Content”
D, E, F Topic: Program Fundamentals Reference: http://docs.marketo.com/display/public/DOCS/Create+a+Program+Channel
Which three steps should a marketer use to make an unsubscribe page appear in the readers local language? A. Update the individual languages and set your default B. Create a smart list for language each preferred language C. Create a segmentation for language with a segment for each preferred language D. Create the content block on the landing page as dynamic, selecting the preferred language segmentation E. Create the content block on the landing page as dynamic, selecting the preferred language smart list for each language
A, C, D Topic: Targeting and Personalization Reference: http://docs.marketo.com/display/public/DOCS/Understanding+Dynamic+Content
Which features differentiate Marketo from an email service provider (ESP)? A. Send mass emails, score leads, nurture leads, and build web forms B. Multi-step campaigns, send mass emails, build web forms, and landing pages C. Track email opens and clicks, nurture leads, send mass emails, and score leads D. Monitor website actions, score leads, data normalization, and multi-step campaigns
D Monitor website actions, score leads, data normalization, and multi-step campaigns Topic: Implementation and Operations Reference: https://www.marketo.com/analyst-and-other-reports/idc-workbook-graduating-from-email-to-engagement-using-marketing-automation-to-achieve-success/
A marketer wants to launch a new gated asset on a company website using a Marketo embedded form. Which functionality is used for Marketo embedded forms? A. reCAPTCHA B. Form Pre-fill C. Progressive Profiling D. Suppress Competitor form fills
C Progressive Profiling Topic: Implementation and Operations Reference: : http://docs.marketo.com/display/public/DOCS/Use+a+Form+in+a+Lightbox
Which type of program should be used to present multiple pieces of content over time in a systematic way? A. Email program B. Webinar program C. Engagement program D. Operational program
C Engagement program Topic: Program Fundamentals Reference: http://docs.marketo.com/display/public/DOCS/Understanding+Engagement+Programs
The following token is added to a subject line in an email: {{company.Company Name:default=Your Company}}. What is the purpose of the token’s default value Your Company? A. To display the lead’s Company Name in the subject line B. To replace the lead’s Company Name in the Lead Database C. To populate Your Company if the Company Name field is empty D. To display Your Company in the subject line for every email recipient
C To populate Your Company if the Company Name field is empty Topic: Targeting and Personalization Reference: http://docs.marketo.com/display/public/DOCS/Tokens+Overview
At a minimum, which two company stakeholders should be included in the process when creating a scoring plan? A. Sales B. Finance C. Marketing D. Chief executive officer E. Research and development
A, C Topic: Lead Management Reference: www.marketo.com/definitive-guides/lead-scoring/
Who should provide the final approval of a scoring model’s targeted buyer persona? A. Sales B. Marketing C. Product manager D. Customer Success
A Sales Topic: Lead Management Reference: www.marketo.com/definitive-guides/lead-scoring/
A marketing manager has some leads in the database that have not opened emails in the past six months. The marketing manager wants to reset their scores to 0. Which solution would work to reset their score to 0? A. Smart Campaign with a flow step - CHANGE PROGRAM SUCCESS = 0 B. Smart Campaign with a flow step - CHANGE SCORE, New Value = 0 C. Smart List with a flow step - CHANGE DATA VALUE, New Value = 0 D. Smart Campaign with a flow step - Add to system list “Unscored leads”
B Smart Campaign with a flow step - CHANGE SCORE, New Value = 0 Topic: Lead Management Reference: www.marketo.com/definitive-guides/lead-scoring/
A lead is deemed sales ready. How can this be communicated to sales? A. Send an alert B. Send a marketing email C. Send a lead status report D. Add to Engagement Program
A Send an alert Topic: Lead Management Reference: https://www.ducttapemarketing.com/blog/lead-sales-ready/
A marketing and sales organization has a service level agreement (SLA) in place that requires sales to follow up on an assigned lead within 24 hours of receiving a notification. If a follow-up does not occur within 48 hours, a reminder notification is sent to them. Which set of flow setup steps should be used to accomplish the reminder notification? A. Wait, Send Alert B. Wait, Send Email C. Wait, Add interesting moment D. Wait, Change Program Status, send Alert
A Wait, Send Alert Topic: Lead Management Reference: http://docs.marketo.com/display/public/DOCS/Wait
A lead has reached a specific lead score and is then marked as sales ready. Where is this indicated? A. Lead Status B. A flag in Admin C.. Email Permission D. Lead Owner Comments
A Lead Status Topic: Lead Management Reference: http://docs.marketo.com/display/public/DOCS/Leads+by+Status+Report
A marketing manager wants to know how many new names were added to the database as a result of a promotion using a Marketo landing page. Which report will provide these results? A. Success Path Analyzer B. Web Page Activity Report C. Landing Page Performance Report D. Landing Page Conversion Analyzer
C Landing Page Performance Report Topic: Analytics and Reporting Reference: http://docs.marketo.com/display/public/DOCS/Landing+Page+Performance+Report
A marketing manager is running a landing page A/B test and wants to know which of the two pages had the best conversion rate. Which report should be used? A. Form Conversion Report B. Event Registration Report C. Landing Page Activity Report D. Landing Page Performance Report
D Landing Page Performance Topic: Analytics and Reporting Reference: http://docs.marketo.com/display/public/DOCS/Landing+Page+Performance+Report
The marketing team has completed a program, assigned program statuses and added the associated period costs. The team wants to find out the cost per success using a program performance report. What is required for the team to obtain the desired metric? A. Program Status for Invites B. Program Status for No-Shows C. Program Status for Unsubscribes D. Program Status designated a Success
D Program Status designated a success Topic: Analytics and Reporting Reference: http://docs.marketo.com/display/public/DOCS/Program+Performance+Report
What is required if a marketing manager wants to send an email personalized from account owners showing an image of each account owner’s personal signature. What functionality should be used? A. Smart List B. System Token C. Email Template D. Dynamic Content
D Dynamic Content Topic: Targeting and Personalization Reference: : http://docs.marketo.com/display/public/DOCS/Understanding+Dynamic+Content
A Contact Us form and landing page are located in a program. Which acquisition is automatically set if a new lead fills out the Contact Us form? “A. The name of the form B. The name will be blank C. The name of the program D. The name of the landing page”
c
A marketing manager recently launched a landing page with the following URL: go.marketo.com/Pricing. The manager is keeping the page content the same, but wants to update the URL to go.marketo.com/Product-Costs. How should this update be done? “A. Edit URL Settings B. Enable Personalized URLs C. Open URL Builder in Admin D. Generate a private preview URL “
a
A marketer needs to comply with Canada’s Anti-Spam Legislation. On the landing page forms, an opt-in checkbox is provided for those who enter Canada in the Country field. Which form functionality should be used? “A. Mask Input B. Visibility Rules C. Field Dependency D. Targeted Selections “
b
“A marketer has a field on a form where a lead can indicate products of interest. The corresponding field in the CRM contains product codes, but the marketer wants to display the full product names on the form. What should the marketer do?” “A. Use a custom Visibility Rule to change the picklist items B. Use Mask Input to change the display value of the picklist items C. Use a different Display Value and Stored Value in the picklist items D. Use Progressive Profiling to change the display value of the picklist items “
c
Which features differentiate Marketo from an email service provider (ESP)? “A. Send mass emails, score leads, nurture leads, and build web forms B. Multi-step campaigns, send mass emails, build web forms, and landing pages C. Track email opens and clicks, nurture leads, send mass emails, and score leads D. Monitor website actions, score leads, data normalization, and multi-step campaigns “
d
A marketer wants to launch a new gated asset on a company website using a Marketo embedded form. Which functionality is used for Marketo embedded forms? “A. reCAPTCHA B. Form Pre-fill C. Progressive Profiling D. Suppress Competitor form fills “
c
Which tokens can you use to display a date in an email? (select 3) “A. {{system.dateTime}} B. {{system.date}} C. {{my.Date}} D. {{system.time}} “
A, B, C
How can you determine which leads filled out the form on a specific landing page? “a. Create a Landing Page Performance Report b. Create a form submission list in the Design Studio c. Create a smart list using the filter ‘Filled out form’ with the constraint of ‘Web page’ d. Create a smart list using the filter ‘Visited Web Page’ with the constraint of ‘Form = true”””
c
When should custom columns be added to a lead report? “a. To display anonymous visitors in a Web Page Activity report b. To change the Lead Created At time frame to show results for the fiscal year c. To review email statistics on number delivered, number bounced, and open rates d. To show how leads that were created this year have progressed through the lifecycle”
d
You want to analyze marketing’s overall lead generation efforts to grow the database over the past three years. Which report type should you run? “a. Program Analyzer b. Leads by Status report c. Lead (People) Performance report d. Leads by Revenue Stage report e. Opportunity Influence Analyzer”
c
If you want to figure out how many people converted on a Marketo landing page, which report would you use? “a. Landing Page Performance b. Web Page Activity c. Program Performance d. Lead Performance”
a
If you want to limit an email performance report to a specific timeframe, which section should you go to? “a. Report b. Smart List c. Setup d. Subscriptions”
c
If you want to see how many people clicked through to your landing page from an email, which report would you use? “a. Email Performance Report b. Campaign Email Performance Report c. Email Link Performance Report d. Landing Page Performance Report”
c
If you want to understand the performance of your nurture program, which report would you run? “a. Engagement Stream Performance b. Program Performance c. Email Performance d. Campaign Performance”
a
Which of the following can you view in a Program Performance report? (Choose all that apply - choose 3) “a. Program rank per channel b. Cost per success c. Number of members d. Number of successes”
B,C,D
Which of the following are columns that you can add in an Email Performance report? (Choose all that apply - choose 4) “a. Hard Bounced b. Soft Bounced c. Unsubscribed d. Engagement Score e. Clicked”
a,b,c,e
If you want to understand the growth of your database, which report would you look at? “a. Leads by Status b. Leads by Revenue Stage c. Lead (People) Performance d. Leads by Campaign”
c
If you wanted to limit your web page activity report to only show leads in Germany, which of the following sections would you modify? “a. Report b. Smart List c. Setup d. Subscription”
b
True or false: In Lead Performance reports, you can group by company or lead attributes.
True
True or false: You can include program statuses in Program Performance reports for more than one channel.
False
A marketing manager is running a landing page A/B test and wants to know which of the two pages had the best conversion rate. Which report should be used? “a. Form Conversion Report b. Event Registration Report c. Landing Page Activity Report d. Landing Page Performance Report”
D
Marketing automation technology: Generates reports on manual transactions Automatically creates web pages based on copy and images in a database Automatically designs and sends emails Streamlines, automates, and measures marketing tasks and workflows
Streamlines, automates, and measures marketing tasks and workflows
Marketo’s nurture programs: Use social marketing to find new customers and engage existing customers Ensure that the all audience members see the same content every time communications are sent out. Track activities across marketing channels to show prospects personalized ads Adjust as people interact with them to guide leads through their buyer journey
Adjust as people interact with them to guide leads through their buyer journey
Which of the following are ways you can use marketing automation software? Select all that apply. Build alignment with Sales Create print collateral Nurture relationships with prospects Prove ROI on marketing initiatives
Build alignment with Sales Nurture relationships with prospects Prove ROI on marketing initiatives
The process of collecting, qualifying, and interacting with people throughout the buying process is known as: Social marketing Cross-channel marketing Marketing automation Lead nurturing
Lead nurturing
Marketo’s engagement hub allows you to capture what you learn about your customers from: Select all that apply. Email opens and clicks File downloads Web page visits Ad clicks
All Apply! Email opens and clicks File downloads Web page visits Ad clicks
Which of these are included in Marketo’s automation solution? Select all that apply. Automation engine Analytics engine Pricing engine Engagement hub
Everything but a pricing engine. Automation engine Analytics engine Engagement hub
Which of the following are reasons for developing goals and strategies for Marketo? Select all that apply So you can build a strong reputation for your products. To help you define your vision, mission, goals, and outline a plan of action to achieve them. To create powerful ideas to raise awareness and sell your products. It helps you target your products and services to the people who are most likely to buy.
All apply! So you can build a strong reputation for your products. To help you define your vision, mission, goals, and outline a plan of action to achieve them. To create powerful ideas to raise awareness and sell your products. It helps you target your products and services to the people who are most likely to buy.
When creating your marketing strategy, what are some important factors to consider? Select all that apply Where you promote your product. Who you’re promoting to. How you’re promoting your product. What you are promoting.
All apply!
Of the answers below, which is an example of a marketing goal? Select one Offer free content in exchange for email addresses to generate leads Use Twitter and Facebook to reach a wider audience. Increase awareness of your product by means of advertisements on TV, radio stations, newspapers, or blogs Increase revenue.
Increase revenue.
What are the three main types of KPIs? Select one Acquisition, influence, and revenue Email, landing page, and forms Tactical, strategic, and operational Pipeline, revenue, funnel velocity
Tactical, strategic, and operational
Of the answers below, which is an example of a marketing strategy? Select one Build brand awareness Launch new products or services Get potential and recurring consumers to sign up to your newsletter by offering discounts, promotional items, helpful tips, and news updates Enter new markets internationally or locally
Get potential and recurring consumers to sign up to your newsletter by offering discounts, promotional items, helpful tips, and news updates
Traditionally, marketing teams have been organized by: Select three Silos Channels Customer experience Specializations
Silos Channels Specializations
Which of the following are ways to organize marketing around the customer experience? Select all that apply Centralizing content marketing drives more consistent messaging Building cross-functional teams supports effective communication Centralizing marketing operations builds expertise for complex campaigns Aligning with Sales and Support enables optimal customer experience
All Apply!
Which statement best describes the characteristics of a Thinker? Select one I want time to consider a problem from all angles before I try to solve it. I want to act on a problem immediately and figure it out as I go. I want to find a unique solution to the problem. I want to ignore the problem until it goes away
I want time to consider a problem from all angles before I try to solve it.
