A marketing manager needs to change the channel of an Event Program from Webinar to Seminar.
Within the program, where would the marketing manager make this change?
C
Explanation:
To change the channel of an Event Program from Webinar to Seminar, the marketing manager needs
to follow these steps:
From Marketing Activities, select the event program from the tree.
Navigate to the Setup tab.
Double-click the current Channel.
Select a new Channel from the drop-down list.
Click Save.
Reference:
Edit an Event Channel | Adobe Marketo Engage - Experience League
Which token would a marketer use to include a unique access URL in a webinar confirmation email?
B
Explanation:
To include a unique access URL in a webinar confirmation email, the marketer would use the
{{member webinar url}} token. This token is a type of Member Token, which is used to insert unique
values from integrated services partners. A common use of Member Tokens is for unique URLs for
webinar attendees. Each person has a unique URL to access the webinar that can be inserted using
the {{member webinar url}} token. The marketer would need to create a text token called Webinar
Key in the My Tokens tab of the Marketo webinar program, and copy the webinar ID from the
integrated service partner (such as GoToWebinar) into the Value box. Then, the marketer would use
the {{member webinar url}} token in the confirmation email content.
Reference:
Tokens Overview | Adobe Marketo Engage - Experience League
,
How to: Use Marketo My
Tokens and Templates to Scale Webinars - Sponge
,
How to: Manage GoToWebinar Simulated Live
Events in Marketo - Sponge
A marketer is conducting an in-person seminar and needs to send invitation emails, collect
registrations, and check people into the seminar upon arrival.
Which program type would the marketer use to build this seminar?
C
Explanation:
An event program is a type of Marketo program that helps coordinate, facilitate, and track live and
online events1
.
An event program has a specific time and date, and can be integrated with third-party event
management platforms such as GoToWebinar, Zoom, and Cvent12
.
An event program allows the marketer to create and send invitation emails, landing pages, and
forms to collect registrations, and use smart campaigns to automate tasks such as sending
reminders, confirmations, and follow-ups13
.
An event program also enables the marketer to check people into the seminar upon arrival using the
Marketo Check-In app, which syncs the attendance data with the Marketo database45
.
Therefore, an event program is the most suitable program type for building a seminar, as it provides
the
necessary
features
and
functionalities
to
manage
the
entire
event
lifecycle. Reference: 1
:
Understanding Programs | Adobe Marketo Engage - Experience League 2:
[Event Program - Marketo Docs - Product Documentation] 3: [Create an Event Program - Marketo
Docs - Product Documentation] 4: [Marketo Check-In App - Marketo Docs - Product
Documentation] 5
: [Check People Into an Event - Marketo Docs - Product Documentation] :
Event
Program - Marketo Docs - Product Documentation
:
Create an Event Program - Marketo Docs -
Product Documentation
:
Marketo Check-In App - Marketo Docs - Product Documentation
:
Check
People Into an Event - Marketo Docs - Product Documentation
To receive marketing emails from a company, a person must sign up via a form submission. Then, an
email will be sent that requires a click to confirm the opt-in.
Which type of opt-in process is being used?
C
Explanation:
A single opt-in process is when a person fills out a form and is automatically added to the mailing list
without any further confirmation1
.
An automatic opt-in process is when a person is added to the mailing list without their explicit
consent, such as by pre-checking a box or by purchasing a product2
.
A double opt-in process is when a person fills out a form and is then sent an email that requires a
click to confirm the opt-in.
This ensures that the person has given their permission and has a valid
email address13
.
Therefore, the correct answer is C. Double opt-in, as it matches the description of the scenario given
in the question. Reference:
:
How to Set Up Double Opt-In (COI) - Marketo
:
Opt-In Email Marketing Benefits and Best Practices for 2024
:
Double opt in process - Marketing Nation
Custom tags can be used for which purpose?
C
Explanation:
Custom tags are used to describe programs and can have multiple values for each tag type1
.
Custom tags can be applied to different program types and can be made required or optional1
.
Custom tags can help organize programs and channels for reporting purposes2
.
The Program Performance report shows the performance of programs based on various metrics such
as success, cost, and revenue3
.
The Program Performance report can be filtered by custom tags to show only the programs that
match the selected tag values3
.
To filter the Program Performance report by custom tags, follow these steps3
:
Go to the Analytics section and select Program Performance.
Click Setup and then click Filter.
Select the tag type and the tag values that you want to filter by.
Click Apply and then click Run Report.
The report will show only the programs that have the selected tag values for the selected tag
type. Reference: 1
:
Create Custom Tags | Adobe Marketo Engage 2
:
Understanding Tags | Adobe
Marketo Engage 3
: [Program Performance Report | Adobe Marketo Engage]
A marketer is reviewing a Default Program with a channel of Telemarketing. In the Results section of
the program Summary tab, there is a line which reads "Success: 52."
What does this value represent?
B
Explanation:
A Default Program is a type of program in Marketo Engage that allows you to track and measure the
success of any marketing activity that is not covered by the other program types1
.
A Channel is a category of marketing activities that share common characteristics, such as Email,
Webinar, or Telemarketing2
.
A Status is a value that indicates the progress or outcome of a person’s interaction with a program or
a channel3
.
A Success is a status that signifies that a person has achieved the desired result or goal of a program
or a channel4
.
The Results section of the program Summary tab shows the number of people who have reached
each status and the number of people who have reached success for the program.
Therefore, the value of “Success: 52” in the Results section of the program Summary tab means that
52 people have been assigned a status marked as Success for the channel of Telemarketing. This
implies that these people have met the criteria or objectives defined by the marketer for the
Telemarketing channel, such as booking a meeting, requesting a demo, or making a purchase.
Reference: 1
:
Create and measure a default program | Adobe Marketo Engage 2: [Channels and Tags
| Adobe Marketo Engage] 3: [Program Statuses | Adobe Marketo Engage] 4
:
Change Program
Success | Adobe Marketo Engage
: [Program Summary Tab | Adobe Marketo Engage] :
Activating
Default Programs in Engagement Stream - Marketo
: Channels and Tags | Adobe Marketo Engage :
Program Statuses | Adobe Marketo Engage : Program Summary Tab | Adobe Marketo Engage
Which type of A/B test would the marketer use to optimize their email's design to increase the email
click rate?
A
Explanation:
To optimize the email’s design to increase the email click rate, the marketer would use the whole
email A/B test type.
A whole email A/B test allows the marketer to compare two completely different versions of an
email, with different layouts, images, colors, fonts, and other design elements.
The marketer can create two variants of the email and send them to a random sample of the
audience. The performance of each variant is measured by the click rate, which is the percentage of
recipients who clicked on any link in the email.
The variant with the higher click rate is the winner and can be sent to the rest of the audience or
used as a template for future emails.
A whole email A/B test is useful for testing major changes in the email design that could have a
significant impact on the click rate. It can also help the marketer discover the optimal combination of
design elements that appeal to the audience and drive engagement. Reference:
Use “Whole Email” A/B Testing
Optimize clickable elements with A/B testing email
Email Marketing A/B Testing: A Step-By-Step Guide [2024]
Which program types are available in Adobe Marketo Engage?
B
Explanation:
According to the Adobe Marketo Engage documentation, programs represent a single marketing
initiative that contains all the assets and logic needed to execute and track it1
.
There are four types of programs in Adobe Marketo Engage: Event, Engagement, Email, and
Default1
.
Event programs are used for live or online events that have a specific time and date1
.
They help
coordinate, facilitate, and track the event activities and outcomes1
.
Engagement programs are used for drip nurturing campaigns that send content to people at a set
periodic schedule1
.
They help deliver relevant and personalized messages to prospects and
customers over time1
.
Email programs are used for one-time email blasts that have built-in features like A/B testing and
Email Head Start1
.
They help send targeted and timely emails to large audiences1
.
Default programs are used for anything that is not an event, engagement, or email program1
.
They
can be customized for various use cases and scenarios1
.
Therefore, the correct answer is B.
Event, Engagement, Email, Default. Reference: 1
:
Understanding
Programs | Adobe Marketo Engage - Experience League
Which effect does a paused cadence have on a member of a live Engagement Program?
B
Explanation:
An Engagement Program is a type of campaign in Adobe Marketo Engage that allows you to send a
series of content to a target audience over time1
.
A cast is the process of sending out content to the members of an Engagement Program2
.
A cadence is the frequency and schedule of the casts3
.
You can use the Change Engagement Program Cadence flow step to pause or resume a member of an
Engagement Program4
.
When a member is paused, they will not receive any activated content in the next cast, even if they
have not exhausted all the content in their stream4
.
When a member is resumed, they will start receiving content again from where they left off4
.
Pausing a member will not remove them from the Engagement Program or affect their stream
transition4
.
Reference: 1: [What is Adobe Marketo Engage?] 2: [Cast Content to People in an Engagement
Program] 3: [Set the Cadence for an Engagement Program] 4
:
Pause People in an Engagement
Program
:
https://experienceleague.adobe.com/docs/marketo/using/getting-started-with-marketo/what-is-adobe-marketo-engage.html?lang=en
:
https://experienceleague.adobe.com/docs/marketo/using/product-docs/email-marketing/drip-
nurturing/using-engagement-programs/cast-content-to-people-in-an-engagement-program.html?lang=en
:
https://experienceleague.adobe.com/docs/marketo/using/product-
docs/email-marketing/drip-nurturing/using-engagement-programs/set-the-cadence-for-an-
engagement-program.html?lang=en
A marketer builds a Default Program containing a form and a local Adobe Marketo Engage landing
page. A new person fills out this form.
What are two ways this action would affect the person in Adobe Marketo Engage? (Choose two.)
B, D
Explanation:
A Default Program is a type of program that you can create to generate new names from a form and
a local landing page1
.
When a new person fills out the form, they would become a member of the program1
.
This means
they would be added to the program’s database and receive personalized communication and offers
based on the program’s criteria2
.
The person would also be considered not anonymous in the Database3
.
This means their name and
other attributes would be visible to you and your team, and you could track their interactions with
the program and the campaign4
.
Reference:
Create and measure a default program
Leverage the flexibility of default programs
Get started with Adobe Marketo Engage program templates
Create a Form
Without using Smart Campaigns, communication limits automatically apply to which two program
types? (Choose two.)
B, C
Explanation:
Communication limits are a feature in Marketo that prevent you from over-emailing your leads by
setting a maximum number of emails they can receive per day or per week. Communication limits
automatically apply to all email and engagement programs, which are two types of programs that
send emails to your leads. Email programs are used to send one-time or recurring emails, while
engagement programs are used to send a series of emails over time based on a predefined schedule
and logic. You can enable or disable communication limits for each email or engagement program by
checking or unchecking the box that says “If a person has reached communication limits, block non-
operational emails”. Operational emails are emails that are marked as critical or transactional and
should always be sent regardless of communication limits, unsubscribes, or marketing suspensions.
Communication limits do not apply to other types of programs, such as default, event, or webinar
programs, unless you use smart campaigns within those programs to send emails. Smart campaigns
are a way to define the logic and actions for your marketing activities, such as sending emails,
updating lead data, adding leads to lists, etc. You can enable or disable communication limits for
each smart campaign by checking or unchecking the same box as above. You can also set the default
behavior for smart campaigns in the Admin area, under Communication Limits. Reference:
Enable Communication Limits
More Than You Ever Want To Know About Communication Limits
Email Programs
Engagement Programs
Operational Emails
Smart Campaigns
An Adobe Marketo Engage professional wants to score Vice Presidents as +10 and Executives as +20.
In their company's person scoring model, which type of scoring would they use?
B
Explanation:
Demographic scoring is a type of person scoring that assigns points based on the attributes of a
person, such as their job title, industry, company size, location, etc.1
Demographic scoring helps to identify the most qualified leads based on their fit for the product or
service, and prioritize them for sales follow-up2
To score Vice Presidents as +10 and Executives as +20, the Adobe Marketo Engage professional
would need to create a smart campaign with the following steps:
Define the smart list with the trigger Data Value Changes, and select Attribute as Job Title, and New
Value as is any of Vice President, Executive3
Define the flow with the action Change Score, and select Score Type as Demographic,
and Score as Add and Choice 1 as If Job Title is Vice President, then 10, and Default Choice as 204
Activate the smart campaign and monitor the results
Reference:
:
How to build a lead / person scoring program | Adobe Marketo Engage 2
:
Lead Scoring: Everything
to Know About the Process Before, During, and After | Adobe for Business 3: [Smart List - Data Value
Changes | Adobe Marketo Engage] 4
: [Flow - Change Score | Adobe Marketo Engage]
In an Email Program, which two setup steps are required for an email to be sent? (Choose two.)
A, C
Explanation:
To send an email using an Email Program in Marketo, you need to follow these steps:
Create an Email Program by selecting the Email Program type and the Email Send channel.
You can
use a Master Program Template (MPT) to save time and maintain consistency12
Create or select an email asset that you want to send. You can use an existing email template or
create a new one.
You can also personalize your email using tokens, dynamic content, and snippets3
Approve the email asset by clicking the green checkmark icon next to the email name.
This will make
the email available for use in the Email Program3
Go to the Audience tab of the Email Program and select the recipients of your email. You can use
smart lists, static lists, or segments to define your audience. You can also exclude people from
receiving your email by using suppression lists.
Go to the Schedule tab of the Email Program and choose the date and time when you want to send
your email. You can also enable Head Start, which will pre-process your email up to 12 hours before
the scheduled send time, to improve the deliverability and performance of your email. However,
Head Start is not a mandatory step for sending an email.
If you want to test different versions of your email to see which one performs better, you can set up
an A/B test in the Email Program. You can test different aspects of your email, such as subject line,
sender name, content, or delivery time. You can also choose the winner criteria, the test duration,
and the test sample size. However, A/B testing is not a mandatory step for sending an email.
Approve the Email Program by clicking the green checkmark icon next to the program name. This will
activate the Email Program and send your email according to your schedule and settings.
Reference: 1
:
Create an Email Program | Adobe Marketo Engage 2
:
Marketo Success Series: Email
Programs - Marketing Nation 3
:
Send an Email | Adobe Marketo Engage
: Choose Recipients for an
Email Program | Adobe Marketo Engage : Schedule an Email Program | Adobe Marketo Engage
:
Create an A/B Test in an Email Program | Adobe Marketo Engage
: Approve an Email Program |
Adobe Marketo Engage
In the Email Editor, how would a marketer send an email for preview prior to launch?
B
Explanation:
To send an email for preview prior to launch, a marketer can use the Email Actions menu in the Email
Editor and select the Send Sample option. This will open a dialog box where the marketer can enter
one or more email addresses to receive the sample email, as well as choose the lead to use for
personalization tokens. The marketer can also select the email client to use for rendering the email,
such as Outlook, Gmail, or mobile devices. After clicking Send, the marketer will receive a
confirmation message and can check the inbox of the recipients to see how the email looks before
launching the campaign. Reference:
https://www.nutshell.com/blog/complete-guide-to-writing-marketing-emails
What are two possible purposes of the email preference center? (Choose two.)
A, D
Explanation:
Two possible purposes of the email preference center are:
D) Give recipients the option to choose how often they want to receive marketing emails.
This can
help you retain as many of your subscribers as possible, by putting them in control of what they
receive and avoiding unsubscribes or spam reports2
.
C). Allow recipients the ability to change their Adobe Marketo Engage communication limits.
This
can help you personalize your communication and offers based on the recipient’s preferences and
behavior3
.