Question #1
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?
- A . Local Assets
- B . Event Actions
- C . Setup tab
Correct Answer: C
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
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
Question #2
Which token would a marketer use to include a unique access URL in a webinar confirmation email?
- A . {{my.member URL}}
- B . {{member webinar url}}
- C . {{lead.webinar url}}
Correct Answer: B
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
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
Question #3
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?
- A . Email
- B . Default
- C . Event
Correct Answer: C
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
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
Question #4
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?
- A . Single opt-in
- B . Automatic opt-in
- C . Double opt-in
Correct Answer: C
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:
1: How to Set Up Double Opt-In (COI) – Marketo
2: Opt-In Email Marketing Benefits and Best Practices for 2024
3: Double opt in process – Marketing Nation
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:
1: How to Set Up Double Opt-In (COI) – Marketo
2: Opt-In Email Marketing Benefits and Best Practices for 2024
3: Double opt in process – Marketing Nation
Question #5
Custom tags can be used for which purpose?
- A . Using constraints in a Member of Program filter
- B . Filtering the Email Performance report
- C . Filtering the Program Performance report
Correct Answer: C
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]
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]
Question #6
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?
- A . 52 people have been called by telemarketing agents and became members of this program.
- B . 52 people have been assigned a status marked as Success for this channel.
- C . The Engagement Score of this program is 52
Correct Answer: B
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
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
Question #7
Which type of A/B test would the marketer use to optimize their email’s design to increase the email click rate?
- A . Whole Email
- B . Subject Line
- C . Date/Time
Correct Answer: A
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]
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]
Question #8
Which program types are available in Adobe Marketo Engage?
- A . Drip, Event, Email Send, Default
- B . Event, Engagement, Email, Default
- C . Event, Nurture, Newsletter, Default
Correct Answer: B
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
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
Question #9
Which effect does a paused cadence have on a member of a live Engagement Program?
- A . The paused member will be removed from the Engagement Program.
- B . The paused member will not receive activated content in the next cast
- C . The paused member will receive activated content in the next cast.
Correct Answer: B
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
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
Question #10
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.)
- A . The person would be considered Anonymous in the Database,
- B . This program would be set as acquiring the new person.
- C . The person’s communication preferences would be automatically set.
- D . The person would become a member of the program.
Correct Answer: B, D
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
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
Question #11
Without using Smart Campaigns, communication limits automatically apply to which two program types? (Choose two.)
- A . Default
- B . Email
- C . Engagement
- D . Event
Correct Answer: B, C
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
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
Question #12
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?
- A . Segmentation
- B . Demographic
- C . Behavioral
Correct Answer: B
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:
1: 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]
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:
1: 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]
Question #13
In an Email Program, which two setup steps are required for an email to be sent? (Choose two.)
- A . The email asset must be approved.
- B . Head Start must be enabled.
- C . The Email Program must be approved.
- D . The A/B test must be set up.
Correct Answer: A, C
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
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
Question #14
In the Email Editor, how would a marketer send an email for preview prior to launch?
- A . Campaign Settings > Preview
- B . Email Actions > Send Sample
- C . Email Settings > Send Test
Correct Answer: B
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
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
Question #15
What are two possible purposes of the email preference center? (Choose two.)
- A . Provide recipients with the option to unsubscribe from all emails.
- B . Allow recipients to remove themselves from the Blocklist.
- C . Allow recipients the ability to change their Adobe Marketo Engage communication limits.
- D . Give recipients the option to choose how often they want to receive marketing emails
Correct Answer: A, D
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.
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.
Question #16
A marketing manager needs to send product information to customers once per week for four weeks. Using the Engagement Program, how would the marketing manager set this up?
- A . Create one stream with four assets
- B . Create four streams, each with one asset
- C . Create two streams, each with two assets
Correct Answer: A
A
Explanation:
Create an Engagement Program:
Start by creating a new Engagement Program in Marketo.
Give it a descriptive name (e.g., "Weekly Product Info Campaign").
Define the Cadence:
Choose the "Nurture" stream type.
Set the cadence to "Weekly." This ensures emails will be sent out on a regular weekly schedule.
Add the Content Assets:
Drag and drop four email assets into the stream, representing the product information you want to send each week.
Arrange the emails in the desired order (week 1, week 2, etc.).
Configure Wait Steps:
Between each email asset, add a "Wait" step.
Set the wait duration to "7 days" to create the weekly interval between emails.
Activate the Program:
Add members (your target audience) to the program.
Activate the Engagement Program to begin the automated email flow.
Reference: .
What is Adobe Marketo Engage: https://experienceleague.adobe.com/docs/marketo/using/getting-started-with-marketo/what-is-adobe-marketo-engage.html?lang=en
Marketo Engage User Guide (Engagement Programs): (Search the document for "Engagement
Programs" or "Nurture Programs") – This will have more detailed instructions.
Why this is the best approach:
Efficiency: A single stream simplifies management and tracking.
Consistency: It ensures a regular, controlled flow of information over the four-week period.
Flexibility: You can easily modify the content or cadence within the stream if needed.
A
Explanation:
Create an Engagement Program:
Start by creating a new Engagement Program in Marketo.
Give it a descriptive name (e.g., "Weekly Product Info Campaign").
Define the Cadence:
Choose the "Nurture" stream type.
Set the cadence to "Weekly." This ensures emails will be sent out on a regular weekly schedule.
Add the Content Assets:
Drag and drop four email assets into the stream, representing the product information you want to send each week.
Arrange the emails in the desired order (week 1, week 2, etc.).
Configure Wait Steps:
Between each email asset, add a "Wait" step.
Set the wait duration to "7 days" to create the weekly interval between emails.
Activate the Program:
Add members (your target audience) to the program.
Activate the Engagement Program to begin the automated email flow.
Reference: .
What is Adobe Marketo Engage: https://experienceleague.adobe.com/docs/marketo/using/getting-started-with-marketo/what-is-adobe-marketo-engage.html?lang=en
Marketo Engage User Guide (Engagement Programs): (Search the document for "Engagement
Programs" or "Nurture Programs") – This will have more detailed instructions.
Why this is the best approach:
Efficiency: A single stream simplifies management and tracking.
Consistency: It ensures a regular, controlled flow of information over the four-week period.
Flexibility: You can easily modify the content or cadence within the stream if needed.
Question #17
When cloning in Adobe Marketo Engage, which two best practices should be followed? (Choose two.)
- A . Clone from the original asset to avoid corruption in assets.
- B . Create all new assets for the cloned program.
- C . Update custom tags, period costs, and name of the cloned program.
- D . Update token names for the cloned program.
Correct Answer: A, C
A, C
Explanation:
Maintaining Integrity (A): Cloning directly from the original asset helps ensure that all settings and configurations are copied accurately. This minimizes the risk of introducing errors or corruption during manual recreation.
Customization is Key (C): While the core structure of the cloned program is replicated, certain elements need updating for clarity and accurate reporting:
Custom Tags: Tags help categorize and organize your programs. Adjust them to reflect the purpose of the cloned program.
Period Costs: Ensure period costs are entered for the correct time period of the cloned program to maintain accurate budgeting and ROI tracking.
Name: Use a descriptive and unique name to differentiate the cloned program from the original.
When cloning in Adobe Marketo Engage, it’s important to follow certain best practices to ensure the integrity of your assets and programs12.
Clone from the original asset to avoid corruption in assets1: Cloning from the original asset helps to maintain the integrity of the asset and avoid any potential corruption that might occur if you were to clone from a copy1. This ensures that your cloned asset is an exact replica of the original, which can be particularly useful if you want to use the same asset in multiple programs1.
Update custom tags, period costs, and name of the cloned program1: After cloning a program, it’s important to update the custom tags, period costs, and name of the cloned program1. This helps to keep your programs organized and allows you to track the performance of each program individually1. Note that period costs will not transfer over, so be sure to add that to your cloned program if you had one set in the original1.
While updating token names for the cloned program (option D) can be a good practice in some cases, it’s not generally considered a best practice when cloning in Adobe Marketo Engage1
A, C
Explanation:
Maintaining Integrity (A): Cloning directly from the original asset helps ensure that all settings and configurations are copied accurately. This minimizes the risk of introducing errors or corruption during manual recreation.
Customization is Key (C): While the core structure of the cloned program is replicated, certain elements need updating for clarity and accurate reporting:
Custom Tags: Tags help categorize and organize your programs. Adjust them to reflect the purpose of the cloned program.
Period Costs: Ensure period costs are entered for the correct time period of the cloned program to maintain accurate budgeting and ROI tracking.
Name: Use a descriptive and unique name to differentiate the cloned program from the original.
When cloning in Adobe Marketo Engage, it’s important to follow certain best practices to ensure the integrity of your assets and programs12.
Clone from the original asset to avoid corruption in assets1: Cloning from the original asset helps to maintain the integrity of the asset and avoid any potential corruption that might occur if you were to clone from a copy1. This ensures that your cloned asset is an exact replica of the original, which can be particularly useful if you want to use the same asset in multiple programs1.
Update custom tags, period costs, and name of the cloned program1: After cloning a program, it’s important to update the custom tags, period costs, and name of the cloned program1. This helps to keep your programs organized and allows you to track the performance of each program individually1. Note that period costs will not transfer over, so be sure to add that to your cloned program if you had one set in the original1.
While updating token names for the cloned program (option D) can be a good practice in some cases, it’s not generally considered a best practice when cloning in Adobe Marketo Engage1
Question #18
A marketing manager creates an Email Program in January and spends $100 on stock photography for the email that month. The email deploys in February.
As a best practice, in which month(s) would the period cost be inputted in the program Setup tab?
- A . The total cost should be split between the month the cost is incurred and the month the program is live (January and February)
- B . The month in which the cost is incurred (January)
- C . The month in which the program is live (February)
Correct Answer: B
B
Explanation:
In Adobe Marketo Engage, when a marketing manager incurs a cost for an Email Program, the best practice is to input the period cost in the program Setup tab in the month in which the cost is incurred1. In this case, the marketing manager spent $100 on stock photography for the email in January, so the period cost should be inputted in January1. This allows for accurate tracking and reporting of marketing expenses, which is crucial for budgeting and financial planning
B
Explanation:
In Adobe Marketo Engage, when a marketing manager incurs a cost for an Email Program, the best practice is to input the period cost in the program Setup tab in the month in which the cost is incurred1. In this case, the marketing manager spent $100 on stock photography for the email in January, so the period cost should be inputted in January1. This allows for accurate tracking and reporting of marketing expenses, which is crucial for budgeting and financial planning
Question #19
A marketer clones a program with a local list containing more than 1000 members.
What will happen to the list in the cloned program?
- A . The list will be cloned, but it will be empty.
- B . The list will be cloned with all its members.
- C . The list will only contain 999 members.
Correct Answer: A
A
Explanation:
Local Lists vs. Global Lists: In Marketo, local lists are specific to a particular program. They are not shared across programs, unlike global lists.
Cloning Limitations: When you clone a Marketo program, the structure and assets are replicated, but local lists are not. An empty list with the same name is created in the cloned program.
Rationale: This prevents accidental duplication of leads across programs and potential issues with email deliverability or compliance if the same leads were to receive multiple, unintended copies of communications.
Reference: Marketo Engage Documentation (Working with Lists): Search for "Local Lists" and "Cloning Programs" in the official Marketo documentation. This will provide detailed explanations and examples. Marketing Nation – Marketo Engage (Discussions about cloning and lists): https://nation.marketo.com/ Search for discussions using terms like "clone program", "local list", and you’ll find real-world examples and explanations from other users.
A
Explanation:
Local Lists vs. Global Lists: In Marketo, local lists are specific to a particular program. They are not shared across programs, unlike global lists.
Cloning Limitations: When you clone a Marketo program, the structure and assets are replicated, but local lists are not. An empty list with the same name is created in the cloned program.
Rationale: This prevents accidental duplication of leads across programs and potential issues with email deliverability or compliance if the same leads were to receive multiple, unintended copies of communications.
Reference: Marketo Engage Documentation (Working with Lists): Search for "Local Lists" and "Cloning Programs" in the official Marketo documentation. This will provide detailed explanations and examples. Marketing Nation – Marketo Engage (Discussions about cloning and lists): https://nation.marketo.com/ Search for discussions using terms like "clone program", "local list", and you’ll find real-world examples and explanations from other users.
Question #20
Which program type would a marketer use to capture gated content conversions on their corporate website?
- A . Drip Nurture
- B . Engagement
- C . Default
Correct Answer: C
C
Explanation:
Default programs in Marketo are best suited for gated content scenarios for the following reasons: One-Time Interactions: Default programs are designed for single interactions, like a form submission to download gated content. They don’t involve ongoing sequences or nurture streams.
Triggers and Flow Steps: You can set up triggers within Default programs that respond to form submissions. These triggers can initiate flow steps like: Sending the gated content via email
Adding the lead to a nurture program or list
Updating the lead’s score or data
Web Form Integration: Marketo forms can be easily embedded into web pages and linked directly to a Default program for seamless processing of form submissions.
C
Explanation:
Default programs in Marketo are best suited for gated content scenarios for the following reasons: One-Time Interactions: Default programs are designed for single interactions, like a form submission to download gated content. They don’t involve ongoing sequences or nurture streams.
Triggers and Flow Steps: You can set up triggers within Default programs that respond to form submissions. These triggers can initiate flow steps like: Sending the gated content via email
Adding the lead to a nurture program or list
Updating the lead’s score or data
Web Form Integration: Marketo forms can be easily embedded into web pages and linked directly to a Default program for seamless processing of form submissions.