MCE
What is a demographic score?
(typically doesn't change) Work with Sales to determine values, weight, and rank
How can a person become a member of a program?
- Fills out a form on a landing page in a program - Is on a list that is imported via the program Members tab - Is on a list that is imported, and Acquisition Program is selected upon import - Is added to the program via the Change Program Status flow step in a smart campaign - Registers or attends a webinar that is synced with an event program - Is created using the Marketo Events Check-in application - Is added to a Salesforce campaign that is synced to the program
What are the transition rules of an engagement stream?
- Transition rules pull members into a stream - The person receives the first priority piece of content in the new stream - If someone is pulled in from another stream, he/she is no longer in the original stream • People can be pulled in and out of streams multiple times - Each time they enter a stream that they have already been in, they pick up where they left off
What is a hard bounce?
A hard bounce is a permanent failure to deliver an email, usually a result of an email address being non-existent, invalid, or blocked
What is a leads by status report?
Automatic reporting based on the Lead Status field.
What are the 4 types of programs?
Default, email, event, engagement
What is munchkin code?
Munchkin is the JavaScript snippet you put on your website. It tracks visits, clicks and form fill outs. It also has a rich API to do all sorts of neat tricks.
How do you reset a lead score?
Score fields are unique in that they are the only type of fields that allow for math to be done on them. Because of this, you can increment a score, subtract from a score, or set it equal to a value. Scores are updated in a flow step of a campaign, using the Change Score flow step.
What is an engagement stream performance report?
See how well your engagement program is working.
What does a program performance report show?
The success of your marketing programs, The number of successes, The cost per success
What is program success?
When a member reaches your goal for them within the program
What do you use an email program?
When you are sending out a single email once to a group of leads at a specific date and time
What are the types of lead scoring?
behavior score, negative score, demographic score
What is a global landing page?
• Lives in Design Studio • Program membership is NOT automatic • Acquisition is NOT automatic
What is a local landing page?
• Lives in program in Marketing Activities • Program membership is automatic • Acquisition program is automatic
What is a trigger campaign?
• Look for lead behavior, fire off when actions occur • Cannot be scheduled, triggered automatically when the behavior occurs
What is the operational setting?
• No unsubscribe link automatically added • Sent to leads set unsubscribed • Sent to leads set marketing suspended
What are the winner criteria options for an A/B test?
• Opens • Clicks • Click to Open % • Engagement Score: this type of test will need to run at least for 24 hours • Custom conversion: allows you to pick any event as a conversion by using triggers and filters
What are tokens?
• Placeholders for values, like in mail merge • Permit personalization on a mass scale
What is a negative score?
• Reset, or decrease score for inactivity • Leads returned from Sales, disqualified, or recycled • Unsubscribes or takes other negative action
What is a behavior score?
• Rules can run once, every time, or a set number of days • To avoid over-scoring, limit rules to 1x/day or frequent actions (visit webpage, click links)
What s a filter campaign?
• Search for leads based on specific attributes • Can be scheduled to run on specific dates and times • Can be "batched" (batch filter campaigns)
When do you use the operational setting?
• Transactional messages ‒ Receipts for purchases ‒ Registration confirmations ‒ Download links in response to form fill-outs ‒ Requested assets (whitepapers, spec sheets, and so forth) • Should not contain any marketing content at all
What is a guided landing page template?
• Use system templates • Add elements • Change variables
What is a free-form landing page template?
• Use system templates • Change HTML properties • Embed custom HTML • Add meta tags
How do you become a member of a program?
1. A lead fills out a form on a landing page in the program. 2. You import members into the program from a CSV file. 3. You use the change program status flow action. 4. A lead registers or attends a webinar synced with an event program. 5. A lead is created using the Marketo iPad check-in application. 6. A lead is added to a SFDC campaign that is synched to the program. 7. A list is imported to a group list in the database and under advanced Acquisition Program is selected.
What represents a single marketing initiative?
A program
What is soft bounce?
A soft bounce is a temporary problem with email deliverability, usually due to an unavailable server or a full inbox
What is a program performance report?
Basic program metrics like members and success.
What is a leads by revenue stage report?
Basic reporting for your Revenue Model.
How are program statuses defined?
By the channel
What is Canada CASL Anti-Span Legislation?
Commercial electronic messages may be sent only to recipients who have given their prior consent (optin). All recipients' express, or in certain cases implied, prior permission is required.
What are form visibility rules?
Control whether or not a field appears based on selection from another field. Example: Only have selection of U.S States appear if the country USA has been previously selected
What are the default communication limits?
Default system limits are 2 per day and 5 per 7 days. The settings on this page control communication limits for your entire Marketo instance, including all programs and campaigns. Nurture programs and email program sends automatically adhere to this rule
What is the program status?
Defines the stage of the program each person is in
What is a program success status?
Defines the stage of the program that meets your objectives
What is EU Opt-In Directive?
Direct marketing email messages may be sent only to recipients who have given their prior consent (optin). Prior permission is required for business-to-consumer (B2C) communication covering all "natural persons". For business-to-business communication (B2B), i.e. "legal persons", EU member states are free to make opt-out the minimum legislation. However, national legislation of member states can require opt-in for B2B email communication too.
What is the US CAN-SPAM act?
Direct marketing email messages may be sent to anyone, without permission, until the recipient explicitly requests that they cease (opt-out).
What is dynamic content?
Dynamic content customizes how different people see the same asset (email or landing page), Dynamic content uses rules called Segmentations to define what attributes determine when dynamic content should be seen
Which program matches these questions: Is the email being sent out at a specific date and time? • Is the email being sent out only once? • Is the email being sent out to a group based on static or smart list criteria? • Do you have no need to take any other Marketo action when the email is sent?
What program/channel would you use if you want to send a product update or new release message to your customers.
Email program, email send channel
What are system tokens?
Enable you to insert a date in a field or asset, or control the placement of the Unsubscribe link or View as a Web Page link (ex: {{system.unsubscribeLink}})
What are personalization tokens?
Enable you to personalize your emails and landing pages with lead and company information (ex:{{lead.Last Name}})
Which program matches these questions: • Are the emails being sent out on a regular cadence? • Can the audience be split up into clearly defined groups who receive marketing messages based on a standardized set of rules? • If individuals can change cadence or emails partway through the journey, does this happen based on an action?
Engagement
What is a lead performance report?
Group leads by any attribute and include opportunity info. Drill down and explore.
What are hidden form fields?
Hidden fields are usually populated dynamically. They are not shown to the person filling out the form. • Cookie Value • Referrer Parameter • Default Value • URL Parameter
How do you assign program acquisition?
If a person is created as a member of a program, and that person is new to the Marketo database, the program automatically receives credit for acquisition. This is most easily achieved by creating local assets in each program. • Enter the acquisition program during list import • Set the acquisition program manually via "change data value" flow step • Import members into the program from the Members tab
When do you use advanced logic/filters in a smart list?
If you have three or more filters you can use advanced logic, where you can combine AND statements, OR statements, and parentheses
What is mask input for form fills?
It appears only when the Field Type is Text. It is used for standardizing the input format. (Ex: (999)-999-9999 for telephone numbers)
What is a company web activity report?
Report on web activity to your landing pages and public website, grouped by company.
What is a web page activity report?
Report on web activity to your landing pages and public website.
What are snippets?
Reusable blocks of content that can be used in any email or landing page • Created in Design Studio, can be a token, text, or image (preloaded), can be static or dynamic
What is a sales insight email performance report?
Review interactions with your emails sent through Marketo Sales Insight in Salesforce, Microsoft Dynamics, and the Outlook and Gmail plug-in.
What is an email performance report?
Review interactions with your emails: delivered or bounced, opened, clicked, unsubscribed, etc.
What is a social influence report?
Review the social activity you're generating, and see how often your leads tell their friends about you.
What is an email link performance report?
Stats on the individual links in your emails.
What is a channel?
The medium, or delivery mechanism, for your program Defines how you are communicating with your audience Identifies the program goals you want your audience to reach
What is an acquisition program?
The program that is credited for bringing a new person into the database - Measures lead generation - Critical for first-touch attribution reporting
How do you set acquisition for a program?
Use the Change Data Value flow step in a smart campaign to set acquisition for a program
How do you add members to an engagement stream?
Using one of the following flow actions in a smart campaign: ‒ Add to Engagement Program ‒ Change Engagement Program Cadence ‒ Change Engagement Program Stream ‒ Change Program Status • Importing a list • Adding a local landing page with a form on it to the program • If you have a Salesforce campaign tied to your engagement program, adding a person to the campaign on the CRM side will result in the lead becoming a member of the Marketo program
What is field behavior on a form?
When clicked on a field, field behavior can be seen on the bottom right corner of the screen. Is Required: Check the box to make the field required. A red asterisk appears by the field when this is checked. It also bolds the field label. Users will not be able to submit the form unless these fields are complete.
When should you use an engagement program?
When you want to nurture your audience at a regular interval
Does the order of the flow steps matter?
Yes, The order of the choices in a flow step is important because the first choice takes precedent even if the lead would have qualified for later choices. If the lead doesn't qualify for the first choice, it will then progress to the second choice and so on.
How would you add, pause, remove or move leads throughout a stream?
a trigger campaign then a flow step
What is a smart campaign?
automated marketing logic that tells your program what to do
What program/channel would you use if you want to track a gated piece of content on your company website for number of form fills and new names.
default program, web content or web form channel
What are progression steps?
define the order in which people will progress through program statuses People stay in the current step or move forward People can not move backwards to a previous step For steps where people may move to one step or another, you can use equal value steps
What can not be added to an engagement program stream as nested assets?
email programs
What can be added to an engagement program stream as nested assets?
emails, event programs, default programs
When do you need to set an acquisition program?
embedded form, post to marketo form, CRM inserted person, API inserted person, manually created person
What program/channel would you use if you want to send multiple emails to the same audience at a consistent pace and time
engagement program, nurture channel
What program/channel would you use if you want to send an email to individuals thanking them for stopping by and asking them if they would like to receive emails from you.
event program, tradeshow or live event channel
What are the two types of smart campaigns?
filter and trigger campaigns
What differentiates Marketo from email service providers?
landing pages, web forms, multi step campaigns, integrates with all direct mail/social media, data deduplication and normalization, scores leads, recycles and nurtures leads, ensures only qualified leads go to sales, measures the impact of marketing initiatives on revenue, monitors website actions, provides info for anonymous website traffic, integrates with data directories
When do you not need to set an acquisition program?
marketo form on a marketo landing page inside a program, iFramed form with a marketo landing page inside of a program, list import to static list, import as member of program
What is a landing page performance report?
not a replacement for google analytics, but still provides views, conversions, etc.
What is the head start feature of an email program?
processes your audience and email in advance for faster delivery times, - Must be set a minimum of 12 hours prior to scheduled send time - Should be used when sending to large audiences (100K+) or with emails that have a lot of dynamic content or personalization
What all can be A/B tested?
subject line, whole email, from address, date/time
What is an engagement program stream?
the order in which your content will be sent to your audience
What is the cadence of an engagement stream?
the regular interval that your stream will cast content
What is the cast of an engagement stream?
the regular send of content from a stream
How does a stream send out content?
top-to-bottom
What does a landing page performance report show?
total views, total conversions, new names
True or false: an email program can be nested within an event of default program type
true
What are custom tags?
used to categorize programs in reporting and Marketing Calendar • Common custom tags include: - Program owner - Region - Product line - Company size
What must happen prior to launching an engagement program?
‒ Content must be activated ‒ Stream cadence must be set ‒ Program status must be On
What can be used in a wait action?
‒ Duration ‒ Date ‒ Date Token - or written naturally
What are static snippets?
‒ Freely available everywhere ‒ Examples: legalese, required or "boilerplate" copy; senior executive bios
Where can tokens be used?
‒ Landing pages ‒ Templates ‒ Forms ‒ Emails
What lead attributes are used in a batch campaign?
‒ Lead history ‒ Segmentation ‒ Inactivity ‒ CRM data
What lead behaviors are used in a trigger campaign?
‒ Web ‒ Email ‒ Social ‒ CRM data change
What kinds of tokens are there?
‒Personalization tokens ‒ System ‒ My Tokens, related to a program
How to let sells know a lead has scored high enough?
• Alerts - sends an email to the lead owner or other emails • Task - can be configured if an integration with a CRM has been configured
What is the difference between campaign is requested or request campaign?
• Campaign is Requested is a trigger • Request campaign in a campaign flow step
How are tokens used in a program vs. folder level?
• Create MyTokens in a folder to be available for all programs inside that folder • Create MyTokens in a program to be available to that program and any clone
How do you add a custom column to a performance report?
• Create a Lead Performance report • Select the Setup tab • Pull over Customer Columns from Settings • Select the smart lists you want to add as custom columns
What are dynamic snippets?
• Dynamic snippets ‒ Attached to a segmentation ‒ Examples: footer with local address segmented by region; paragraph of newsletter segmented by industry
What are program tokens?
• Enable you to enter information pertaining to your program in one place • Can be used for emails and landing pages inside your program (ex: {{my.Event Name}})
What are campaign flow steps?
• External-facing and internal actions • Flow steps affecting lead data and outgoing activities • Flow steps affecting membership and status •Workspaces/partitions, revenue model, social • Take direct action in your CRM • Webhook, API, and custom integration step
What are some examples of segmentation?
• Industry • Geographic location • Size of company • Role or department • Any other data you've collected in your list ‒ Customer vs. prospect ‒ Types of product
