Practice Questions

Question 1

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.

Answer 1

B. Members have not been added to the engagement program.

If members haven’t been added to the program, it won’t send your content to anybody!

Topic: Understanding Engagement Programs
https://experienceleague.adobe.com/docs/marketo/using/product-docs/email-marketing/drip-nurturing/creating-an-engagement-program/understanding-engagement-programs.html?lang=en

Question 2

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

Answer 2

C. 1000

If a new piece of content (email) has been added at the top of the only stream in the program, all program members will receive it on the next cast - including exhausted members.

Topic: Understanding Engagement Programs
https://experienceleague.adobe.com/docs/marketo/using/product-docs/email-marketing/drip-nurturing/creating-an-engagement-program/understanding-engagement-programs.html?lang=en

Question 3

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

Answer 3

B. Trigger Token

Trigger tokens can’t be used in the body of an email, but can be used in Smart Campaign flow steps.

Topic Tokens Overview
https://experienceleague.adobe.com/docs/marketo/using/product-docs/demand-generation/landing-pages/personalizing-landing-pages/tokens-overview.html

Question 4

Which asset type can be used in an engagement program stream?

A. Email
B. Hosted URL
C. Landing Page
D. Email send program

Answer 4

A. Email

You can put a Default program in an engagement program, but not an Email send program

Question 5

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

Answer 5

D. The Program Dashboard

The Email Send (Program) dashboard will show you Opens, Clicks, Engagement Score, Unsubscribes and other details for your program.

https://experienceleague.adobe.com/docs/marketo/using/product-docs/email-marketing/email-programs/email-program-data/use-the-email-program-dashboard.html?lang=en

Question 6

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

Answer 6

D. Program Performance Report

Acquisition program will give you data on ‘New Names’ and ‘Cost per New Name’ - these two metrics can be seen within the Program Performance Report

https://experienceleague.adobe.com/docs/marketo/using/product-docs/core-marketo-concepts/programs/program-performance-report/create-a-program-performance-report.html?lang=en

Question 7

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)

Answer 7

A. New Names
E. Cost per New Name

As mentioned previously! Sometimes the answer to a future question can help you with earlier question.

https://experienceleague.adobe.com/docs/marketo/using/product-docs/core-marketo-concepts/programs/program-performance-report/create-a-program-performance-report.html?lang=en

Question 8

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.

Answer 8

B. The report will return a null value for cost per success.

Without a successs status (or period costs) - Marketo will always report with a null/zero value for ‘per success’ metrics.

Question 9

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

Answer 9

C.. The name of the program

It’s always the acquisition program, and not the name of the completed asset.

Question 10

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

Answer 10

A. Edit URL Settings

They are changing the landing page URL - which can be done within Edit URL Settings.

Question 11

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

Answer 11

B. Visibility Rules

Visibility rules can be put in place to make a field visible depending on the value of another field (field dependency isn’t a valid option, although it sounds like it!).

Question 12

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

Answer 12

C. Use a different Display Value and Stored Value in the picklist items

Always ensure the stored value is the one you want held against the person’s record - you can label the value anything you want (useful for forms in different languages, as another example).

Question 13

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

Answer 13

B. Use ALL filters

An easy one to get wrong if you haven’t read the question properly (remember AND = ALL, ANY = OR).

Question 14

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”

Answer 14

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”

Gated content would usually utilise a Default program - so by process of elimination, the others either have the incorrect program type (Email, Event, Engagement).
It’s not an email, it’s gated content - therefore a channel of Email is also incorrect.

Question 15

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

Answer 15

A. Update the individual languages and set your default
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

This is talking about Dynamic Content, which requires Segmentations (within Database) to be set up & approved first. So you’d do this in the order C, then D, then A.

https://experienceleague.adobe.com/docs/marketo/using/product-docs/personalization/segmentation-and-snippets/segmentation/understanding-dynamic-content.html

Question 16

A Marketo administrator has two workspaces - one for EMEA and one for APAC regions. They want to set up a new user on the EMEA workspace using the same role that somebody has in the APAC region. How would the admin best set them up correctly?

A. Create the Role, Create the User and apply the new Role to the User
B. Create the Role, visible only to the EMEA Workspace; Create the User and apply the new Role to the User
C. Create the User; Create the Role; apply the desired Role and select only the EMEA Workspace
D. Create the User; apply the desired Role and select only the EMEA Workspace

Answer 16

D. Create the User; apply the desired Role and select only the EMEA workspace

Roles define the permissions and work across all Workspaces. The Role that is in use in the APAC region is already available to other Workspaces, so you would just create a new User and apply the role (which can be restricted to just the EMEA Workspace).
There is no need to create a new Role.

Question 17

A marketer is setting up a Champion/Challenger test on a webinar invitation email. What considerations do they need to consider in order for it to send correctly? Select two answers.

A. Ensure the email has been added to a Send Email flow step within a Smart Campaign.
B. Ensure you’ve selected ‘Random Sample’ within the Smart Campaign
C. Ensure the Smart Campaign has a recurring schedule
D. Ensure the Smart Campaign has a Trigger.

Answer 17

A. Ensure the email has been added to a Send Email flow step within a Smart Campaign.
D. Ensure the Smart Campaign has a Trigger.

Champion/Challenger emails only work with trigger campaigns (and engagement program streams). For batch mailings, use the email program’s A/B testing functionality.

Question 18

The European marketing team has sent out an invitation to their highest-engaging leads to attend a webinar taking place next week. They used the {{member.webinar url}} token within their registration confirmation email for their unique webinar joining URL.
In the days leading up to the webinar, one of the leads gets in touch with the team to say they have misplaced their unique webinar joining URL. Which of these solutions would you recommend they suggest?

A. Manually resend the confirmation email to the lead.
B. View the Event campaign in Marketo, view the Members tab, create a Custom View to view the unique URL.
C. You are not able to see their unique webinar joining URL once the email has been sent.
D. Locate their unique URL within the lead’s activity record.

Answer 18

B. View the Event campaign in Marketo, view the Members tab, create a Custom View to view the unique URL.

If you wanted to try resending the confirmation email - they would first need to be removed from the programme first and re-register. So whilst it is (roughly) possible, answer B is what Marketo is looking for.

Question 19

What do you need to consider in order to sync a new custom field between Marketo and your CRM? Select two answers.

A. Ensure the Marketo API user in Marketo has visibility of the custom field
B. Create a custom field in CRM
C. Ensure the Marketo API user in CRM has visibility of the custom field
D. Create a custom field in Marketo.

Answer 19

B. Create a custom field in CRM
C. Ensure the Marketo API user in CRM has visibility of the custom field

The Marketo & CRM sync will, by default, create any fields that are made visible to the Marketo API user (in CRM). You don’t need to also create that field in Marketo.

https://experienceleague.adobe.com/docs/marketo/using/product-docs/crm-sync/salesforce-sync/sfdc-sync-details/add-an-existing-salesforce-field-to-the-marketo-sync.html?lang=en

Question 20

A Marketo user is creating a Smart Campaign using two triggers & two filters (ensuring both filter criteria must be met to proceed). What will happen in this example?

A. Leads will flow through when both of the trigger’s criteria & both filter criteria has been met
B. Leads will flow through once both filter criteria are met.
C. Leads will flow through once either of the trigger criteria & both filter criteria has been met
D. Leads will flow through once either of the trigger criteria & one of the filter criteria has been met

Answer 20

C. Leads will flow through once either of the trigger criteria & both filter criteria has been met

When you have two triggers within a Smart Campaign - they are treated as an ‘OR’ function - i.e. whichever trigger criteria is met first will push the lead through (if they’ve met both filter criteria, as per the question).

Question 21

An admin is building the below Smart Campaign criteria. What are two steps that must be considered when building this?:

• Filled out Form: Contact Us Form - within the last 24 hours
• Flow: Call Webhook

A. Activate Webhook
B. Schedule Smart Campaign
C. Activate Smart Campaign
D. Change the Filter to a Trigger

Answer 21

C. Activate Smart Campaign
D. Change the Filter to a Trigger

Webhooks don’t require activation prior to use. But they DO need to be factored into a trigger campaign (they can’t be used within a batch campaign). So the filter would need to be switched out for a trigger (Filled Out Form is a filter, you can tell by the tense in the name, filters are in the past tense - whereas the corresponding trigger would read: Fills Out Form).

Question 22

What type of token would you use in a ‘Customer MQL Date/Time’ stamp field?

A. Lead
B. System
C. Custom
D. Program

Answer 22

B. System

The {{system.dateTime}} token will render the current date and time at runtime like so: 2013-08-08 16:36:13. You’d do this within a Change Data Value flow step to stamp this value on a lead’s record.

Question 23

To stop people from needing to change the Webinar Title in multiple emails and landing pages, what type of token would you use:

A. {{program.
B. {{system.
C. {{my.
D. {{member.

Answer 23

C. {{my.

You would use a Custom token (denoted by the {{my. prefix) and declare the value in the program (or program folder). That way, it can be declared once, and used in multiple assets. If you need to change the Webinar Title at a later date, just update the token and the changes will be reflected in all assets!

Question 24

A marketer is looking at a lead’s record to see which emails were delivered to them over the course of the past 12 months. They are sure that the lead had received an email 4 months ago, but can’t see it in their activity log. Why might this be?

A. Marketo’s Data Retention Policy
B. The record had a different email address 4 months ago
C. The record has a duplicate record in the database
D. All filters in their Activity Log have been cleared

Answer 24

A. Marketo’s Data Retention Policy

Email delivered is one of the metrics that are only kept for a short period of time, as per Marketo’s Data Retention Policy (90 days).

https://nation.marketo.com/t5/knowledgebase/marketo-activities-data-retention-policy-under-the-hood/ta-p/251191

Question 25

A new CMO has joined the business, and wants to focus on using Marketo system-led, non user-driven fields to determine how leads are entering database - which two would they focus on?

A. Original Source Type
B. Registration Source Type
C. Person Source
D. Acquisition Program

Answer 25

A. Original Source Type
B. Registration Source Type

Both Original & Registration Source Type fields are (system) written at the point where a person enters the database - these fields will always be populated on all records.
Acquisition Program can be manipulated by a user (also this can be empty in many cases).
Person Source fields can be edited by an end-user.

Question 26

A Marketo admin has a running engagement program. They decide to add a new email to the beginning of their main stream. Once the next cast comes around, they are confused to find that nobody within the program received the new piece of content. Why might this be?

A. The Email was added after the program was switched on.
B. Emails added to the beginning of a stream won’t be sent to existing members within the program.
C. All leads in the stream are exhaused.
D. The email had not been activated within the stream.

Answer 26

D. The email had not been activated within the stream.

All content must be activated within a stream (as well as Approved) before it will be sent out.

Question 27

A marketer has built a three month email drip program, spanning April, May & June. Period costs have been declared against the program in May. Which month(s) will any new names that registered in April be attributed to when viewing a Program Performance report?

A. April
B. May
C. June
D. Split across April, May & June

Answer 27

B. May

As the Period Costs have only been declared in April, all new names will be attributed to the month where Period Costs exist (even if new leads register in May or June).

Understanding Period Costs can be complex - check out the documentation below to learn more about the caveats.

https://experienceleague.adobe.com/docs/marketo/using/product-docs/core-marketo-concepts/programs/working-with-programs/understanding-period-costs.html?lang=en