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Marketo Test > Section 1 > Flashcards

Section 1 Flashcards

1
Q
  1. Marketing automation technology:
    • Generates reports on manual transactions
    • Automatically designs and sends emails
    • Streamlines, automates, and measures marketing tasks and workflows
    • Automatically creates web pages based on copy and images in a database
A

3

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2
Q
  1. Marketo’s nurture programs:
    • Ensure that the all audience members see the same content every time communications are sent out
    • Adjust as people interact with them to guide leads through their buyer journey
    • Track activities across marketing channels to show prospects personalized ads
    • Use social marketing to find new customers and engage existing customers
A

2

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3
Q 
Which of the following are ways you can use marketing automation software? Select all that apply.
•	Build alignment with Sales
•	Nurture relationships with prospects
•	Create print collateral
•	Prove ROI on marketing initiatives
A

1,2, 4

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4
Q 
4.	The process of collecting, qualifying, and interacting with people throughout the buying process is known as:
•	Marketing automation
•	Cross-channel marketing
•	Lead nurturing
•	Social marketing
A

3

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5
Q 
5.	Marketo's engagement hub allows you to capture what you learn about your customers from: Select all that apply.
•	Web page visits
•	Email opens and clicks
•	Ad clicks
•	File downloads
A

all 4

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6
Q 
6.	Which of these are included in Marketo's automation solution? Select all that apply.
•	Engagement hub
•	Analytics engine
•	Automation engine
•	Pricing engine
A

1,2,3

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7
Q

With Marketo’s engagement hub, you can capture everything you learn about your customers across all channels and touchpoints
T/F

A

T

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8
Q

Which of these is not included in Marketo’s automation solutions?

  1. Engagement hub
  2. Automation engine
  3. Analytics engine
  4. CRM database
A

4

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9
Q

Marketo’s analytics can provide CMOs with metrics they need to speak confidently about marketing’s …

  1. initiatives
  2. automated campaigns
  3. database health
  4. revenue impact
A

4

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10
Q

As people interact with your Marketo nurture program, Marketo can adjust the conversation for each person to help guide them through their individual buyer jourey
T/F

A

T

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11
Q

S.M.A.R.T stands for?

A

Specific, Measurable, Achievable, Relevant, Time-bound

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12
Q

What are the 7 Ps for creating cross channel strategy?

A

Product, price, physical evidence, process, people, promotion, place

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13
Q

What is Tactical KPIs and its measurement?

A

Tactical KPIs is to understand how well their initiatives are performing in a specific channel . email, mobile, social, web. The measurement is buying behaviour such as opens, clicks, page visits, downloads.

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14
Q

What is a Strategic KPIs and its measurement?

A

Strategic KPIs is typically focused on results rather than buying behaviour and help determine overall marketing performance. The measurement can be opportunities created, pipeline generated

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15
Q

What is an Operational KPIs and its measurement?

A

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

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16
Q
  1. Which of the following are reasons for developing goals and strategies for Marketo? Select all that apply
    • It helps you target your products and services to the people who are most likely to buy
    • 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
A

all 4

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17
Q 
2.	When creating your marketing strategy, what are some important factors to consider? Select all that apply
•	What you are promoting
•	How you're promoting your product
•	Where you promote your product
•	Who you're promoting to
A

all 4

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18
Q
  1. Of the answers below, which is an example of a marketing goal? Select one
    • 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
    • Offer free content in exchange for email addresses to generate leads
    • Increase revenue
A

4

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19
Q 
4.	What are the three main types of KPIs? Select one
•	Tactical, strategic, and operational
•	Acquisition, influence, and revenue
•	Email, landing page, and forms
•	Pipeline, revenue, funnel velocity
A

1

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20
Q
  1. Of the answers below, which is an example of a marketing strategy? Select one
    • Get potential and recurring consumers to sign up to your newsletter by offering discounts, promotional items, helpful tips, and news updates
    • Launch new products or services
    • Enter new markets internationally or locally
    • Build brand awareness
A

1

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21
Q

Which of the following are reasons for developing goals and strategies for Marketo? (Select all that apply)

  1. It helps you build a strong reputation for your products
  2. To max out your marketing budget spend each year
  3. It helps you target your products and services to the people most likely to buy them
  4. To keep marketing users complaint with standard operating procedures
A

1,3

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22
Q

What is the SMART method?

  1. The SMART method is a way to find build programs in Marketo
  2. It is used to help define simple criteria for goal-setting
  3. A rule on how to build a strategic business model
  4. A method to help determine reporting in Marketo
A

2

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23
Q

What types of marketing initiatives would be included in a cross-channel marketing strategy?

  1. Events
  2. Email blast
  3. Social
  4. All of above
A

4

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24
Q

Which of the following would be considered tactical KPIs? (Select all)

  1. Email clicks
  2. Form fills
  3. MQL Conversions
  4. Program cost per success
A

1, 2

25
Q 
1.	Traditionally, marketing teams have been organized by: Select three
•	Specializations
•	Channels
•	Customer experience
•	Silos
A

1,2,4

26
Q
  1. Which of the following are ways to organize marketing around the customer experience? Select all that apply
    • Aligning with Sales and Support enables optimal customer experience
    • Centralizing marketing operations builds expertise for complex campaigns
    • Centralizing content marketing drives more consistent messaging
    • Building cross-functional teams supports effective communication
A

all

27
Q
  1. Which statement best describes the characteristics of a Thinker? Select one
    • I want to act on a problem immediately and figure it out as I go
    • I want time to consider a problem from all angles before I try to solve it
    • I want to ignore the problem until it goes away
    • I want to find a unique solution to the problem
A

2

28
Q
  1. Which statement best describes the characteristics of a Feeler? Select one
    • I want to ignore the problem until it goes away
    • 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 time to consider a problem from all angles before I try to solve it
A

3

29
Q
  1. Which statement best describes the characteristics of a Doer? Select one
    • I want to find a unique solution to the problem
    • I want to act on a problem immediately and figure it out as I go
    • I want time to consider a problem from all angles before I try to solve it
    • I want to ignore the problem until it goes away
A

2

30
Q

Traditionally, how have marketing departments been organised?

  1. By delivery channel (digital, TV, print, etc)
  2. By Technical skill
  3. By job role
  4. None of above
A

1

31
Q

Which of the following effects show the impact of silo structuring?

  1. Prospects are only targeted through one channel
  2. It can confuse and frustrate prospects due to inconsistencies in messaging and delivery
  3. Prospects are engaged with hyper-focused content
  4. It enables use of dynamic content in nurture programs
A

2

32
Q

Create centers of excellence for which teams to ensure consistency of content and messaging across all groups and channles? (Select all)

  1. IT
  2. Marketing Ops
  3. Product Development
  4. Content marketing
A

2,4

33
Q

What is the purpose of hiring generalists when assembling a team?

  1. Specialists are more expensive
  2. They can supply expertise across multiple channels
  3. You should avoid hiring generalists
  4. They take on tedious tasks to free up other resources
A

2

34
Q

Which of the following would NOT be considered a delivery channel?

  1. Print
  2. TV
  3. Product Marketing
  4. Email
A

3

35
Q 
1.	Smart Campaigns in Marketo use the ------ you define to complete automated tasks.  Select one
•	What, When, and How
•	Who, How, and What
•	Who, What, and When
•	What, When, and Why
A

3

36
Q 
2.	Which of the following are methods you can use to track the success of your Marketo programs? Select three
•	Costs/Period Costs
•	Dashboard
•	Delivery
•	Tags
A

1,2,4

37
Q
  1. Which of the following statements about batch and trigger campaigns are true? Select all that apply
    • A trigger campaign searches for leads using filters based on specific attributes or past actions
    • A batch campaign searches for leads using filters based on specific attributes or past actions
    • A trigger campaign listens for lead behavior and runs when actions occur
    • A batch campaign listens for lead behavior and runs when actions occur
A

2,3

38
Q
  1. Which of the following is the best definition of assets in Marketo? Select one
    • Assets are emails, landing pages, forms and other types of content people interact with in your marketing initiatives
    • Assets are automated logic that tells a program what to do when someone interacts with content
    • Assets are things like email programs and smart campaigns
    • Assets are items that have value that can be converted into cash
A

1

39
Q

Select the correct program from the drop-down list beneath each question type.
A. Sending a one-time email to a defined group of people
B. nurturing leads on a periodic schedule
c. promoting live events, trade shows, and webinars
d. creating web promotions or social media campaigns

A

email, engagement, event, default

40
Q

Which of the following best describes a program in marketo?

  1. customisable content
  2. single marketing initiative
  3. automatic logic
  4. marketing channel
A

2

41
Q

The marketo program acts like a container that can hold which of the following?

  1. assets
  2. segments
  3. snippets
  4. Smart campaigns
A

1,4

42
Q

…. campaigns allow you to create an automated flow based on existing data that we know about a person as well as their past activity

  1. triggered
  2. batched
  3. program
  4. local
A

2

43
Q

what are the four types of programs in markeo?

  1. email or email send
  2. engagement
  3. operational
  4. event
  5. default
  6. webinar
A

1,2,4,5

44
Q

…. campaigns allow you to create an automated flow that based off an action and maybe combined with filters

  1. triggered
  2. batched
  3. program
  4. local
A

1

45
Q 
1.	Which of the following components make up the Marketo Engagement Platform? Select three answers
	Analytics Engine
	Partner Applications (Launchpoint)
	Engagement Hub
	Marketo Engagement Applications
A

2,3,4

46
Q
  1. Which of the following are reasons companies use the Marketo Engagement Platform? Select all that apply
     Gain insights into the value of marketing efforts
     Build customer profiles and target content more effectively
     Listen to and act on customer behaviors where and when they happen
     Connect with customers and build relationships
A

all 4

47
Q
  1. Which of the following are considerations when using the Marketo Engagement Platform? Select all that apply
     Keep your engagement relevant
     Engage across channels
     Engage through the entire customer lifecycle
     Look at customer’s behavior
A

all 4

48
Q
  • Level 1: Point-In-Time, Single-Channel Programs - Emails, landing pages, forms, simple segmentation, and integrating data
  • Level 2: Continuous Campaigns - Automation, email personalization, event tracking, basic nurture campaigns, and account-based marketing efforts
  • Level 3: Personalized Multi-Channel Conversations - Predictive web content, advanced nurturing campaigns, and behavioral segmentation
  • Level 4: Lifelong Relationships - Nurture every client through every stage of the customer lifecycle
A
49
Q

What are the 3 functional areas of the Markeo Engagement platform?
1, analytics hub, partner applications, engagement nurture hub
2. enagement marketing hub, marketing applications, partner allications
3. operations hub, marketing applications, analytics hub
4. launchpoint hub, campaigns hub, assets hub

A

2

50
Q

which resources allows you to browse through and connect 3rd party systems and solutions to Marketo?

  1. marketo community
  2. marketo program library
  3. launchpoint partner ecosystem
  4. marketo templates
A

3

51
Q

Which of the following is a benefit of the Marketo engagement hub?

  1. personalise communication using real-time insights
  2. validate what works using machine learning and predictive intelligence
  3. Orchestrate experience based on prospect behaviour
  4. none of the above
A

1,2, 3

52
Q

what makes the difference between engaging content and spam?

  1. images
  2. relevance
  3. branding
  4. timing
A

2

53
Q

What tool lets you know when you will run out of content so that you can be proactive about keeping the conversation going?

  1. asset tracker
  2. RCE
  3. Sales inghts
  4. exhaustion graph
A

4

54
Q

identify he benefits of using lead scoring.

  1. identify qualified leads
  2. increase volume of leads in your database
  3. determine the sales readiness of your leads
  4. improve efficiency and productivity of your sales team
A

1,3,4

55
Q

leading scoring assigns point value to what aspects of a lead?

  1. demographic traits
  2. physical traits
  3. behavioral activities
A

1, 3

56
Q

leading scoring assigns point value to what aspects of a lead?

  1. demographic traits
  2. physical traits
  3. behavioral activities
A

1, 3

57
Q

what is an example of a behaviour (or action) demonstrated by a lead that can be assigned a point value.

  1. attends a webinar
  2. clicks a link in an email
  3. fils out a form
  4. downloads a whitepaper
A

all 4

58
Q

what is a best practice when designing and implementing lead scoring in marketo ?

  1. align sales and marketing objectives when designing a lead scoring model
  2. capture before and after metrics to compare results as a way to demonstrate ROI of a lead scoring program
  3. Import pre-built programs that can be modifited for your own specific marketing purposes
A

all 3

59
Q

When implementing a lead scoring model in marketo, you create a seperate smart campaign for each demographic or behavior attribute identified in the model T/F

A

T

Marketo Test (5 decks)

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