MCE Exam Prep Flashcards by Karen Lindenberg

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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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/

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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

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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

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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

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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/

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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/

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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/

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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/

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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

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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"

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 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 "

"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 "

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 "

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 "

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"""

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"

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"

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"

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"

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"

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"

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"

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"

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"

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.

Which statement best describes the characteristics of a Feeler? Select one 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. I want to act on a problem immediately and figure it out as I go. I want to ignore the problem until it goes away.

I want to find a unique solution to the problem.

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

I want to act on a problem immediately and figure it out as I go.

Smart Campaigns in Marketo use the you define to complete automated tasks. Select one What, When, and How Who, What, and When Who, How, and What What, When, and Why

Who, What, and When

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

Dashboard Costs/Period Costs Tags

Which of the following statements about batch and trigger campaigns are true? Select all that apply 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 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 searches for leads using filters based on specific attributes or past actions.

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

Assets are emails, landing pages, forms and other types of content people interact with in your marketing initiatives.

Which Marketo Program would you use for sending a one-time email to a defined group of people?

Email Program

Which Marketo Program would you use for nurturing leads on a periodic schedule:

Engagement Program

Which Marketo Program would you use for promoting live events, trade shows, and webinars?

Event Program

Which Marketo Program would you use for creating web promotions or social media campaigns?

Default Program

Which of the following components make up the Marketo Engagement Platform? Select three answers Analytics Engine Partner Applications (Launchpoint) Marketo Engagement Applications Engagement Hub

Partner Applications (Launchpoint) Marketo Engagement Applications Engagement Hub

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

All of the above

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

All apply

When you practice Content Marketing, you create content that provides and builds . Select one discounts / sales pipeline entertainment / brand awareness traffic / mailing lists value / trust

value / trust

Which of the following are benefits of using a Content Marketing strategy? Select all that apply Build deeper connections with customers Increase web traffic Increase chance of future purchase Deliver information to the customer at the right time

All apply!

Which of the following are metrics you can use to measure the value of your content marketing efforts? Select all that apply Sales Revenue Leads provided to sales Website traffic Social Media shares

Everything except Sales revenue! Leads provided to sales Website traffic Social Media shares

Which of these actions are keys to keeping your content current and valuable to prospects and customers? Select three Retire Redesign Republish Rewrite

Retire Redesign Rewrite

Success in the engagement economy is driven primarily through marketing strategies. Select one outbound inbound traditional targeted

inbound

Which of these tasks would having buyer personas help accomplish? Select one Create content that will engage your buyers more effectively Measure the ROI for your content marketing program Track visitors to your website Identify the profiles of people who have unsubscribed

Create content that will engage your buyers more effectively

Buyer personas set which of the following for your content? Select all that apply Style Delivery strategies ROI Tone

Everything but ROI: Style Delivery strategies Tone

A buyer persona should be a representation of which of the following? Select one Your favorite customer Your biggest customer Your ideal customer Your last customer

Your ideal customer

Which of the following statements are true about buyer personas? Select all that apply You only need one buyer persona All delivery strategies for your content are the same regardless of the buyer personas Understanding challenges and accompanying emotions can be valuable to creating a persona Buyer personas can help you determine the best tone and style for your content

Understanding challenges and accompanying emotions can be valuable to creating a persona Buyer personas can help you determine the best tone and style for your content

Head Start is only available in Email programs, true or false?

TRUE

Head Start can be used with A/B testing, True or False?

FALSE

Head Start processing begins how long prior to the scheduled time? Approximately 2 hours Approximately 12 hours Approximately 4 hours

Approximately 12 hours

How early should your email send be scheduled if you want to use Head Start with Recipient Time Zone? (0/1 Point) At least 2 hours before the earliest recipient time zone At least 4 hours before the earliest recipient time zone At least 8 hours before the earliest recipient time zone At least 12 hours before the earliest recipient time zone

At least 12 hours before the earliest recipient time zone

The 4 tabs on the Email Program Control Panel are: (1/1 Point) Audience, Email, Schedule, Approval Smart List, Email, Schedule, Qualification Settings Smart List, Flow, Schedule, Results

Audience, Email, Schedule, Approval

If a Smart Campaign has multiple triggers, the lead must do what to qualify: (1/1 Point) Complete both triggers at the same time Complete trigger one or trigger two, but not at the same time

Complete trigger one or trigger two, but not at the same time

If you need to change the date/time of an Email Program, what should be your first step? Unapprove Program Change Date/Time in Setup Update your Smart Campaign and re-activate go to the Scheduling tile, change date/time and re-approve program

Go to the Scheduling tile, change date/time and re-approve program

If you didn't have access to developer resources, your best type of Landing Page template to use would be... (0/1 Point) Free-Form Guided

Free-Form

Which type of template allows for a mobile vs desktop version? (0/1 Point) Free-Form Guided

Guided

Which type of template is best used when you need a heavily structured experience, where element types and locations can be restricted at the template level. (1/1 Point) Free-Form Guided

Guided

This type of landing page template provides a loosely structured editing experience for pages derived from them. (1/1 Point) Free-Form Guided

Free-Form

This type of template is like a SlideMaster in PowerPoint, just a background (1/1 Point) Free-Form Guided

Free-Form

Only regions or variables defined as editable in the template can be customized in the editor. (1/1 Point) Guided Free-Form Smart Campaign Default Program

Guided

How long is the minimum wait between the send test and send winner in a A/B test setup? (1/1 Point) 15 minutes 4 hours 8 hours 12 hours

4 hours

Where can you find all the images stored in Marketo? (1/1 Point) Marketing Activities Design Studio Database Email program

Design Studio

Where can you see the number of unsubscribed people in an Email Program? (1/1 Point) Summary Dashboard Control Panel This isn't possible.

Dashboard

What does "Exhausted" represent? (1/1 Point) People who have received too many emails and unsubscribe The recipient's server does not accept our mail The people who have received all emails in an engagement program stream People whose mail address is invalid

The people who have received all emails in an engagement program stream

A prerequisite for using dynamic content is having an approved _____ (1/1 Point) Landing page Email Segmentation Smart list

Segmentation

If you add two Triggers in a Smart Campaign they automatically act in an: (1/1 Point) And Relationship Or Relationship Secret relationship None of the above

Or Relationship

Which of the following assets need to be approved in order to be used? (Choose all that apply) (0/1 Point) Images Forms Landing Pages Emails

Forms, Landing Pages, and Emails need to be approved in order to be used. Images do not.

When the test sample size is set for 10% in an A/B test, which of the below is true? (0/1 Point) * 10% will be sent out the A/B test at 1st scheduled time , 90% of audience will be sent the A/B test at the next scheduled time. * Audience is divided in half, 10% receive at the first scheduled time, 90% at the second scheduled time * 10% of audience selected at random will receive the email at 1st scheduled time and the winner will be received by 90% of audience at the 2nd scheduled time * 10% will receive A variant and 90% will receive B variant at any of the schedules times

10% of audience selected at random will receive the email at 1st scheduled time and the winner will be received by 90% of audience at the 2nd scheduled time

Damian wants to run a batch Smart Campaign to process leads that were created via form fill today and also visited the resources page. Which rule logic should he use when setting up the Smart List? (1/1 Point) Use ANY filters Use ALL filters Use Basic filters Use Advanced filters

Use ALL filters

Once activated, a _______ is listening for and responding automatically to actions (1/1 Point) Trigger Campaign Program Batch Campaign Activity Log

Trigger Campaign

Which of the following assets can be cloned? (Choose all that apply) (0/1 Point) Images Forms Landing Pages Emails

Forms, Landing Pages, and Emails can be cloned. Images cannot.

How do you ensure there is a text version of an html email? (1/1 Point) Create a new email with a text email template In the email editor click text and automatically copy checkbox in the email settings choose operational email

In the email editor click text and automatically copy checkbox

Marketo Landing Pages are hosted on (1/1 Point) Company website Marketo servers Company server Company's hosting service

Marketo servers

Which of the following is a way a person becomes known to Marketo? (1/1 Point) Marketo learns the IP address of the person The person fills out a Marketo form Marketo knows the country where the person is located The person browses the website and the webpage has Marketo Munchkin installed

The person fills out a Marketo form

Why would a marketer use dynamic content in Marketo? (1/1 Point) Because it makes the images responsive on mobile to communicate in the recipient's language to communicate in the recipient's time zone

to communicate in the recipient's language

Which report displays conversions? (0/1 Point) Email link performance report Landing Page performance report Campaign performance report Email performance report

Landing Page performance report

How do you rename an email program? (0/1 Point) Email programs cannot be renamed Right click the icon and rename From the Summary view From the Control Panel view Ask administrator to rename it for you

From the Summary view

An email asset can be used in multiple email programs (1/1 Point) True False

True

In Smart Campaigns you would define with the smart list the “Who” and in the Flow Step the “What”. (1/1 Point) True False

True

If you want to send a campaign at a specific time and it affects a specific group of people you would choose a Batch campaign. (1/1 Point) Yes No

Yes

What program types are available in Marketo? (1/1 Point) Nurture, Emailing, Webinar and Standard. Default, Email, Event and Engagement. Default, Email, Webinar and Classic. Engagement, Standard, Email and Smart Program

Default, Email, Event and Engagement.

Choose the term for this definition: A web visitor who never filled out a form or left their details on the website. (-/1 Point) Munchkin Anonymous Visitor Lead ABM

Anonymous Visitor

Used to confirm when an asset is ready for consumption. Assets cannot be viewed publicly until they are in this state. (1/1 Point) Unapproved Draft Approved Scheduled

Approved

A campaign that targets qualified members using filters or list membership.These campaigns launch at a specific time and affects a specific set of people all at once ands can be set to recur, or run one time. (1/1 Point) Batch Trigger Email Program

Batch

The money you spend in a specific month on a program. (1/1 Point) Period Cost Lead Performance Report Smart List

Period Cost

An individual in your Marketo database that you're engaging with through marketing campaigns. (-/1 Point) Person Known Visitor

Person

The grouping together of people in your database based on a smart list rule you designate. This allows you to market to entire groups of people based on a chosen demographic. (0/1 Point) * Segmentation * Segment * Smart List

* Segmentation

Categories within a Segmentation (0/1 Point) Segmentation Segment Industry

Segment

A container for leads. (0/1 Point) Database Smart List Static List Email Program

Static List

A variable that can be used in a variety of assets/functions within Marketo that allow for the automatic insertion of personalized data. (1/1 Point) Smart Campaign Token Snippet

Token

A report type in Marketo. It allows you to see the known or anonymous people who are visiting your website. (1/1 Point) Web Page Activity Report Email performance report

Web Page Activity Report

A block of content (text, image) that can be pre-created and quickly inserted into landing pages/emails going forward. (1/1 Point) Template Dynamic Content Snippet Free-Form

Snippet

One of the core sections of Marketo Engage. This is where your campaign orchestration occurs. All of your programs, campaigns, and campaign folders (as well as their local assets) live here. (1/1 Point) Database Schedule tab Marketing Activities Flow

Marketing Activities

After nurturing a segment of your audience, some individuals may become \_\_\_\_\_\_\_\_, meaning they have exhibited the behavior and characteristics to meet your success criteria in order to be passed off to your sales organization for follow-up. (0/1 Point) Marketing Qualified Lead (MQL) Hot Lead Sales Qualified Lead (SQL)

Marketing Qualified Lead (MQL)

.Assets utilized within a specific program. (1/1 Point) Global Assets Local Assets My Tokens

Local Assets

Content (e.g., images, snippets, text, etc.) that populates in an email or landing page based on criteria you specify, allowing you to personalize the experience for the reader. (1/1 Point) Snippets Dynamic Content Plain Text Email Tokens

Dynamic Content

Which of the following functionality is not part of the webinar integration with Marketo? (0/1 Point) Push registrants from Marketo to the webinar provider Push attendees from the webinar provider to Marketo Share survey results from the webinar provider with Marketo Use a custom webinar login URL token in your follow-up emails and calendar invites

Share survey results from the webinar provider with Marketo

True or false: You can make both landing pages and emails dynamic. (0/1 Point) True False

True

What feature in Marketo allows you to recall incorrect emails that have been sent out? (0/1 Point) Marketo: Total Recall Recall Head Start Not possible

Not possible

Which adoption level involves automation, email personalization, event tracking, basic nurture campaigns, and account-based marketing efforts? a. Level 1: Point-in-time, single channel programs b. Level 2: Continuous programs c. Level 3: Personalized multi-channel conversations d. Level 4: Lifelong relationships

b. Level 2: Continuous programs

Marketo's Engagement Hub allows you to capture what you learn about your customers from which resources? Select the correct answer. a. Web page visits, email opens and clicks, and ad clicks b. File downloads, web page visits, and ad clicks c. File downloads, web page visits, and email opens and ad clicks d. File downloads, Email opens and clicks, ad clicks

c. File downloads, web page visits, and email opens and ad clicks

Marketo can automatically calculate the ROI for members, new leads, and program successes if you include which of the following items in your event program build? Select the correct answer. a. Period costs b. Email Performance Report c. Smart Lists d. Tokens

a. Period costs

Email A/B Testing allows you to set winner criteria to which of the following? Select the three correct answers. a. clicks b. opens c. company name d. engagement score e. industry segment

a, b, and d clicks, opens, and engagement score

Which of the these are you going to find on a landing page? Select three a. Assessment b. Form c. Call to Action d. Hero Image e. Program

b, c, d Form, Call to Action, and Hero Image

What is the Marketo feature that helps personalize your newsletter's subject line? a. tokens b. smart lists c. text anchors d. segmentation

a. Tokens

You can use smart campaigns for which of the following? Select three a. Manage the program status of your audience b. Automate the marketing activities for your webinar c. Record the webinar for people who did not attend d. Follow up with those who attended the webinar e. Remove people who did not attend the webinar

a. Manage the program status of your audience b. Automate the marketing activities for your webinar d. Follow up with those who attended the webinar

Which of the following elements can be tested in an email A/B test? Select three a. whole email b. date/time c. from address d. image e. list

a. whole email b. date/time c. from address

What is true about Email Deliverability? Select three. a. Improving your email deliverability has no impact on revenue b. It's the single most critical factor to the success of your email campaign c. Success depends on a combination of best practices, email authentication, and reputation d. Learning how to optimize your email deliverability will help better engage your customers e. Email deliverability is the same as email delivery

b. It's the single most critical factor to the success of your email campaign c. Success depends on a combination of best practices, email authentication, and reputation d. Learning how to optimize your email deliverability

Which program type should you use to send a scheduled monthly newsletter? a. Email b. Event c. Engagement d. Operational

a. Email

Which is not duplicated when you clone a program? A. Reports B. Assets C. Smart Campaign D. Period Costs

D. Period Costs

Which report allows you to view email metrics for your email send, including opens, clicks, and unsubscribes. Email Program Dashboard Program Performance report Email Link Performance report Email Performance Report Landing Page Performance Report

Email Program Dashboard

View basic program metrics, like members and success. Email Program Dashboard Program Performance report Email Link Performance report Email Performance Report Landing Page Performance Report

Program Performance report

View statistics on the individual links in your emails. Email Program Dashboard Program Performance report Email Link Performance report Email Performance Report Landing Page Performance Report

Email Link Performance report

Review interactions with your emails: delivered or bounced, opened, clicked, unsubscribed, etc. Email Program Dashboard Program Performance report Email Link Performance report Email Performance Report Landing Page Performance Report

Email Performance Report

Identify the number of people who completed forms in your landing pages, and how many of them were new people. Email Program Dashboard Program Performance report Email Link Performance report Email Performance Report Landing Page Performance Report

Landing Page Performance Report

Which is NOT a benefit of using My Tokens in a program? It reduces the chance of inconsistency or error in program assets. It personalizes emails and landing pages. It decreases the amount of time required to build a new program. It ensures consistent application of best practices among team members.

It ensures consistent application of best practices among team members.

To scale smart campaign filters, you can use tokens in the filters. T/F

FALSE: Tokens can only be used in FLOW STEPS in smart campaigns. These are the specific flow steps: Change Data Value Change Program Member Data Interesting Moment Salesforce Campaign Steps (add, remove, change status) Create Task Send Alert (in trigger campaigns only)

The smart campaign has 3 main areas

The Smart List, Flow and Schedule tabs

This status blocks a person from mailings for 24 hours after a hard bounce occurs. After 24 hours, the person will become mailable again.

Email Suspended

A _________ can render a person’s email address invalid when a mail server tells Marketo that the person’s email can’t be delivered.

HARD BOUNCE!

To setup a subscription to a report, the receiver must be a Marketo User (T/F)

FALSE! You can send a report to any email address

See how well your engagement program is working.

Engagement Stream Performance Report

This field is set by the user for placing people on a temporary unsubscribe. People can only attain this status if they are manually changed or a change data value flow step is utilized.

Marketing Suspended

MCE Exam Prep Flashcards

(162 cards)