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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
Answer: 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
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}}
Answer: 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
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
Answer: C
Explanation:
An event program is a type of Marketo program that helps coordinate, facilitate, and track live and online
events1.
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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
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
Answer: 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
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
Answer: C
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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]
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
Answer: 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
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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
Answer: 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]
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
Answer: 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
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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.
Answer: 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-ma
rketo-engage.html?lang=en:
https://experienceleague.adobe.com/docs/marketo/using/product-docs/email-marketing/drip-nurturing/usi
ng-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/usi
ng-engagement-programs/set-the-cadence-for-an-engagement-program.html?lang=en
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.
Answer: B, D
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