MCA

Tokens

A token is a variable that pulls in an actual data value from a person's record, such as their first name, when an email is sent. eg. from name, lead first name, company name

Dynamic content

Dynamic content is used to customize how different people see the same email based on the marketing segment to which they belong. eg. region

Better Marketing team structure 3 practices stay relevant and current Improve and refine Structure horizontally

Horizontally: all channels

Types of Tokens:

Lead - refers to values in the fields of person record; examples include first name, title, city Company - refers to values in the company/account fields; examples include Industry, budget, number of employees System - refers to system values; examples include date and time

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

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

There are three main types of KPIs: tactical, strategic, and operational.

Tactical KPIs are used by marketers to understand how well their initiatives are performing in a specific channel, such as email, mobile, social, or the web. Measurement usually centers around buyer behaviors, such as opens, clicks, page visits, content downloads, and form submissions. Strategic KPIs are typically focused on results, rather than buyer behaviors, and help determine overall marketing performance. Operational KPIs are typically indicators of alignment between your cross-functional teams, and can help pinpoint areas for improvement in the sales and marketing funnel.

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

a

After reviewing and approving the thank you page, what do you do next? Select one a.Clone the thank you page b.Import Assets c.Add a form d.Create a folder

a

Success in the engagement economy is driven primarily through ____ marketing strategies. Select one a.inbound b.traditional c.outbound d.targeted

a

What is a subscription center? Select one a.A tool that lets subscribers manage their communication preferences b.The place where people subscribe to receive your communications c.A tool that handles hard and soft bounces d.A payment processing center that customers use when making a purchase

a

When importing the list of trade show attendees to your Marketo event program, which of the following should you set your program member status to? Select one a.Visited booth b.Attended c.Engaged d.Registered

a

Which element is NOT typically found on a landing page? Select the best answer. a.Subject line b.Body text c.Hero image d.Headline

a

Which report can you use to monitor how well your landing page is converting clicks to leads? a.Landing Page Performance Report b.Views Report c.Click-Through Report d.Conversion Report

a

Which of the following statements about using and editing forms in Marketo is not true? Select all that apply a.A local form can be used in any marketing program b.Using a picklist to restrict values will make it easier to maintain your data c.A global form can be used in any marketing program d.You can make a field on the form required

a a local form can only be used in the marketing program it was created in.

What is the minimum duration of time needed between the time the test was sent and when the winning email will be sent? Select one a.4 hours b.1 week c.1 hour d.1 day

a.

Match each Marketo Program type to some of its typical uses. A. Sending a one-time email to a defined group of people: B. Nurturing leads on a periodic schedule: C. Promoting live events, trade shows, and webinars: D. Creating web promotions or social media campaigns:

a.Email Program b.Engagement Program c.Event Program d.Default Program

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

abc

The call to action in an email can be created as which of the following? Select all that apply a.Button b.Image c.Text link

abc

What are three ways you can help keep your database healthy? a.Manage your bounces b.Manage your inactive email addresses c.Manage your duplicate email addresses d.Manage your opens and clicks

abc

Which of the following are examples of email deliverability steps for success? Select all that apply a.Create engaging content b.Manage your complaint rate c.Use responsible methods to build your lists d.Use one large image in your email content

abc

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

abc

Why use an Email Performance report instead of just using the Email Dashboard? Select all that apply a.Collect multiple emails' statistics into a single report b.Collect number of pending emails c.Get information about hard and soft bounces d.View Engagement Score

abc

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

abc

Marketo's engagement hub allows you to capture what you learn about your customers from: Select all that apply. a. Web page visits b. Ad clicks c. File downloads d. Email opens and clicks

abcd

What are some common email metrics to watch when measuring your email deliverability data? Select all that apply a.Clicks b.Bounces c.Opens d.Email delivery rate

abcd

What are some of the processes that take place in a typical webinar program structure? Select all that apply a.A confirmation email is sent to people after they register for your webinar. b.An email invitation is sent to your existing customers. c.A reminder email is sent to anyone who received the original invitation, but has not yet registered. d.A follow-up email is sent to those people who did or didn't attend.

abcd

What are the steps in building an email program? Select four a.Approve the email send program b.Define your message and create a compelling email c.Identify your audience d.Determine when you want to send the email e.Create a content marketing asset to send in the email

abcd

What is the purpose of gating content? Select all that apply.​ a.Track a prospect's visits to our website b.Help generate sales leads c.Help filter out people who are just browsing with no intent to buy d.Add value to the content you're gating

abcd

What is true about Email Deliverability? Select all that apply a.Learning how to optimize your email deliverability will help better engage your customers b.Successful email deliverability depends on a combination of best practices, email authentication, and reputation c.It's the single most critical factor to the success of your email campaigns d.Improving your email deliverability can have a big impact on revenue

abcd

When creating your marketing strategy, what are some important factors to consider? Select all that apply a.How you're promoting your product. b.Who you're promoting to. c.Where you promote your product. d.What you are promoting.

abcd

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

abcd

Which of the following are considerations when using the Marketo Engagement Platform? ​Select all that apply​ a.Keep your engagement relevant b.Engage through the entire customer lifecycle c.Engage across channels d.Look at customer's behavior

abcd

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

abcd

Which of the following are reasons for developing goals and strategies for Marketo? Select all that apply a.To create powerful ideas to raise awareness and sell your products. b. To help you define your vision, mission, goals, and outline a plan of action to achieve them. c. So you can build a strong reputation for your products. d. It helps you target your products and services to the people who are most likely to buy.

abcd

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

abcd

Which of the following questions can help you determine what content should be gated? Select all that apply a.What information will you require to ungate the content? b.Is the content available elsewhere ungated? c.How will you use the information you collect? d.Is the content valuable enough for a visitor to provide their information to access it?

abcd

Which of these are included in Marketo's automation solution? Select all that apply. a. Engagement hub b. Automation engine c. Analytics engine d. Pricing engine

abcd

Which of the following can you test with Marketo's Email A/B testing functionality? Select all that apply. a.Times b.Sender information c.Subject lines d.Images e.Deliverability rates f.Dates

abcf

Traditionally, marketing teams have been organized by: Select three a.Silos b.Channels c.Customer experience d.Specializations

abd

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

abd

Which of the following are ways that you could use triggers to react to user behavior? Select all that apply a.Send a notification to sales when a customer requests information b.Send email to a subset of users based on job title c.Send email when user completes form d.Send an email to users who attended a webinar

ac

Which of the following can be changed to better fit your brand? Select all that apply a.Theme b.Footer c.Typeface d.Navigation

ac

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

ac

Identify what should be included as a best practice when naming your email program. Select all that apply a.Channel or campaign type b.Offer name c.Builder name d.Year and month

acd

What are some ways the webinar event program is different than the live event program? Select all that apply a.The webinar program has an additional landing page for the on-demand recording. b.The webinar program can be cloned. c.The webinar program has an additional smart campaign that tracks users who watch the webinar after the event. d.The webinar program has a dedicated webinar channel in Marketo.

acd

Which of the following are metrics you can use to measure the value of your content marketing efforts? Select all that apply 3 a.Website traffic b.Sales Revenue c.Social Media shares d.Leads provided to sales

acd

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

acd

Based on what you know about the goal of this gated content program, answer the following question: At what point in the customer flow would you count your program as successful? Select one a.Accessing the form landing page b.Clicking the link in the auto-response email to download the brochure c.Completing the form d.Opening the auto-response email

b

If your goal is to generate new prospects in your database, which strategy should you use? Select the best answer. a.Direct mail b.Pay-per-click advertising c.Telemarketing d.Email marketing

b

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

b

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

b

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

b

What are the three main types of KPIs? Select one a.Pipeline, revenue, funnel velocity b.Tactical, strategic, and operational c.Acquisition, influence, and revenue d.Email, landing page, and forms

b

Which of these is not an example of a CTA or Call to Action? Select one a.Register Now b.Clear All c.Submit d.Download Now

b

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

b

Based on what you learned from the expert in the video, what are the three main communication phases in the event program? Select all that apply a.Consultation b.Follow-up emails c.Reminders d.Invitations

bcd

Based on what you learned in the video, if you need to remove an asset from within a program, what do you need to do first? Select all that apply. a.Approve asset. b.Ensure asset is not referenced in any program's tokens. c.Unapprove asset d.Ensure asset is not used in any active programs.

bcd

What are some ways you can measure the impact of your event? Select all that apply. a.Number of people invited b.Pipeline generated c.Opportunities created d.Opportunities closed/won

bcd

Which of the following are ways you can use marketing automation software?(select all) a. Create Print Collateral b. Nurture relationships with prospects c. Prove ROI on marketing initiatives d. Build alignment with Sales

bcd

Email A/B testing allows you to set winner criteria to any of the following except: Select one a.Clicks b.Engagement Score c.Industry Segment d.Opens

c

What is a spam block? Select one a.A term to describe where an email lands after it's been accepted by the recipient's server. b.Commercial advertising and/or emails sent in the form of electronic communications. c.What happens when the receiving inbox considers the email as unsolicited or inappropriate. d.A temporary issue and multiple attempts will be made to deliver the email until either the deliverability issue is resolved.

c

When you practice Content Marketing, you create content that provides __________and builds ________________ Select one ​a.entertainment / brand awareness​ ​b.traffic / mailing lists​ ​c.value / trust​ ​d.discounts / sales pipeline​ .

c

Which of the following do you use when connecting Marketo to your webinar provider? Select all that apply a.Webinar Connector b.Partner Portal c.LaunchPoint Partner d.Webinar Portal

c

Which of the following elements cannot be tested in an email A/B test? Select all that apply a.From address b.Whole email c.List d.Date/Time

c

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

c

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

c

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

c

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

c

You're building a form for potential customers requesting a quote, which type of form would work best? Select one a.A progressive form b.A single-page form c.A multi-page form d.A static form

c

How do you track the success of your newsletter program? Select all that apply a.Review the Email Performance report b.Create an A/B test c.Use a Smart Campaign to update members' program status d.Review the Program Performance report

cd

Identify the Marketo feature to personalize your newsletter's subject line. Select one a.Segmentations b.Smart Lists c.Text anchors d.Tokens

d

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

d

Of the answers below, which is an example of a marketing goal? Select one a. Use Twitter and Facebook to reach a wider audience. b.Offer free content in exchange for email addresses to generate leads c.Increase awareness of your product by means of advertisements on TV, radio stations, newspapers, or blogs d.Increase revenue.

d

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

d

The process of collecting, qualifying, and interacting with people throughout the buying process is known as: a. Social marketing b. Cross-channel marketing c. Marketing automation d. Lead nurturing

d

What are the benefits to syncing Marketo to your CRM? Select one a.Data-Driven Marketing b.360° View of Leads c.Coordinated Communications d.All of these

d

What is true about explicit opt-in? Select one a.Subscribers opt in to every type of communication they receive from you b.Subscribers are automatically opted in to all your communications whenever you capture their information c.It requires the least amount of effort on the part of both the company and the customer d.You ask your potential contacts for permission to send them email, and they agree

d

Which is NOT a reason to gate content for middle-funnel stage buyers? Select the best answer. a.To collect data about your prospects b.To generate better quality leads for the sales team c.To learn which of your visitors are most likely to make a purchase d.To give away more information

d

Which of the following costs should not be recorded as a period cost? Select one a.Marketing collateral development costs b.Image/music licensing fees c.Copywriting costs d.Salaries of marketing team members

d

Which of the following is the best description of when to use a Default program in Marketo? Select one a.Sending a single scheduled email b.Building a relationship with a customer through nurture marketing c.Running a live event d.None of these

d

Which of these is not a step in creating content for your promo page? Select one a.Offer the solution b.Deliver the offer c.Explain the problem d.Add your logo

d

Which of these offline events could benefit from an event program? Select one a.Trade shows b.Conferences c.Seminars d.All are applicable

d

Which types of fields can be added to a form? Select the best answer. a.Only the text fields in the database b.A maximum of 10 fields from the database which are determined by the administrator c.Only the standard database fields d.All custom fields in the database

d

You can customize the content of your newsletter based on the individual recipient by using which feature? Select one a.Smart Campaign b.Static list c.Flow step choices d.Dynamic content

d

You're ready to start building your landing pages, and here are the main steps you'll follow. However, one of the steps is not quite right. See if you can spot it. a.Create a location for the landing pages in Design Studio b.Create a Thank You page and update the images and copy c.Create a main landing page and update the images and copy d.Add a form to the main landing page e.Approve the landing pages and upload them to the web server that hosts your content

e You don't need to upload your approved landing pages because they are hosted by Marketo, even though the a visitor they appear to be hosted at your website.