Salesforce Exam

Spam filters can vary in logic, but most spam filters use: A. Content- or keyword-based logic B. Employing people to look at all the emails before sending them on to the recipient. C. Highly processed meat products D. A random number generator.

A. Content- or keyword-based logic

Using a tracking code to collect social attribution data helps you to A. Follow which social networks are driving the most traffic. B. Learn proper voice and tone. C. Create a transparent communication model. D. Tracking codes aren't helpful.

A. Follow which social networks are driving the most traffic.

Which of the following is an unsubscribe type available through salesforce marketing cloud? A. Global B. Segmented C. Siloed D. Departmental

A. Global

What creates the customer experience gap? A. Siloed Data, Channels, and Departments B. Siloed Content, Teams, and Devices C. Disjointed customer journeys D. A river

A. Siloed Data, Channels, and Departments

Why is it important to follow CAN-SPAM guidelines? A. To stay legally compliant in the US. B. To increase your open rates C. To properly segment your mailings D. To understand your target audience

A. To stay legally compliant in the US.

What latest capability has raised the bar on what's considered "innovative"? A. Email B. AI C. Mobile D. Social

B. AI

An essential element of social listening is to better understand context and relevance around brand mentions. Which of the following is the best way to analyze and prioritize your brand mentions? A. Get a download every day of all mentions, sort them by time, and then read every single post. B. Create categories to organize mentions, then manually, or automatically filter each one into its category. C. Just answer every single post as they come in without categorizing. D. Simply have someone in marketing categorize the posts your company publishes, as opposed to those where people mention your brand.

B. Create categories to organize mentions, then manually, or automatically filter each one into its category.

Which of these is a benefit of lookalike advertising? A. Reengage existing customers B. Get new customers and leads C. Reach your friends and family with advertising D. Suppress advertising from people who have already looked at your content

B. Get new customers and leads

Which of the following is a list of triggered automations? A. Onboarding, abandoned cart, Black Friday, shipping notifications B. Onboarding, abandoned cart, subscription renewal, shipping notifications C. Onboarding, Cyber Monday, Black Friday, shipping notifications D. Cyber Monday, abandoned cart, subscription renewal, shipping notifications

B. Onboarding, abandoned cart, subscription renewal, shipping notifications

What real-time interactions does Interaction Studio manage? A. Digital touchpoints only B. Online, offline, and assisted channels C. Physical locations only D. Email, Mobile, and Social channels

B. Online, offline, and assisted channels

What is the first step in mapping the customer journey? A. Look at all of your data to see patterns B. Pretend you are a brand-new customer C. Browse your business's website D. Purchase your most expensive product or service

B. Pretend you are a brand-new customer

Why are marketers looking to get a single view of their customer relationships? A. To get better data than the IT department has B. To drive more personalized customer experiences C. To optimize for more email opens D. To spend less on advertising

B. To drive more personalized customer experiences

Which of these is an example of first-party anonymous online data? A. People who have had a customer support issue in the last 30 days B. Visitors to a product page on your website C. A list of people you've purchased from a data broker D. Your prospects from an email marketing campaign

B. Visitors to a product page on your website

What is programmatic advertising? A. Advertising based on which website someone visits B. Another term for banner and video advertising C. Buying ads in an automated fashion, using software D. Interactive ads that consumers can manipulate on the page

C. Buying ads in an automated fashion, using software

What can marketers do with Datorama? A. Connect and unify all marketing data in one place. B. Utilize AI-powered insights to maximize campaign ROI and drive growth. C. View competitor sales shipments. D. A and B

D. A and B

What challenge does marketing intelligence help solve? A. Providing transparency and accountability B. Establishing a measurement system across teams C. Creating ad campaigns D. A and B

D. A and B

Who is often the brand Trailblazer responsible for the consumer experience vision? A. Chief Marketing Officer B. Chief Experience Officer C. Salesforce Admin D. A and B

D. A and B

Marketing intelligence

Marketer-friendly, AI-powered technology that allows you to analyze, visualize, and activate your data from one place.

Recognition (Core Capabilities of Real Time Interaction Management)

No longer just demographic or geographic data. RTIM can collect behavioral data. Plus, RTIM tracks both known and unknown consumers

Optimization (Core Capabilities of Real Time Interaction Management)

Provides insights that help you get the best results not only from consumer interactions but also from your strategic planning.

Always-on optimization

The ability to make your data accessible, interactive, and impactful through real-time data visualization, insight, and activation. The end goal is to improve your brand's performance, business impact, and customer experience—while building a store of knowledge and insight for the long term.

Single source of truth

This is the place where you can find all (yes, all) of your up-to-date data. It's usually an unbiased third-party platform (like a marketing intelligence tool) that brings together the many disparate data sources used across your business. This unified view drives smarter insights and interactions throughout the customer lifecycle.

Single source of truth

This is the place where you can find all of your up-to-date data. It's usually an unbiased third-party platform that brings together many data sources This unified view drives smarter insights and interactions throughout the customer lifecycle.

Marketing Cloud measurement and analytics

solutions include Datorama and Google Analytics 360. These products help you understand what's working—or what's not—across all your marketing efforts, using cross-platform reporting and insights

Marketing Cloud measurement and analytics:

solutions include Datorama and Google Analytics 360. These products help you understand what's working—or what's not—across all your marketing efforts, using cross-platform reporting and insights

Marketing data harmonization

An automated approach standardize how data is organized and stored.

Marketing data harmonization

An automated approach to connecting data from different sources. Data harmonization combines application program interfaces (APIs), AI-enabled data collection, and trusted data models to standardize how data is stored. This ensures that your data is organized and consistent across multiple sources and channels.

What percentage of customers will leave a brand due to poor consumer experiences? A. 48% B. 52% C. 70% D. 90%

B. 52%

If you want to find people who look like your best customers for 3 different products, and advertise on 2 different ad channels, how many audiences do you need? A. 3 B. 6 C. 12 D. 18

B. 6

What is a customer journey? A. Guided learning paths that chart a customer's course B. A series of steps a customer goes through during a touchpoint with a company C. A series of sprints in a marathon D. A process of gathering data/information on your customers

B. A series of steps a customer goes through during a touchpoint with a company

You want to keep your per-mailing email bounce rate under: A. 30% B. 25% C. 20% D. 10%

C. 20%

audience studio

Capture data from any source and device, then unify, segment, and activate audiences to create valuable customer experiences.

Which of the following methods can you use to acquire subscribers? A. Website sign-ups B. Hub and spoke C. Adults learning theory D. In-store promotions E. A and D

E. A and D

What are instances of in-journey content?

Email, SMS, Social, Push

Context (Core Capabilities of Real Time Interaction Management)

RTIM can capture every activity across multiple channels, providing real-time, relevant insights on consumer behavior

Mobile Studio

Send consistent SMS, push and chat app messages in real time.

Always-on optimization

The ability to make your data accessible, interactive, and impactful through real-time data visualization, insight, and activation.

Speed: Asynchronous to Contextual

The shorter the delay between when the data is created and when it is actionable, the better. Marketers are now aiming to move closer to real-time data processing and activation to deliver those real-time journeys.

Integration: Channels to Platforms

Treat customers as individuals as they engage across touchpoints, not just engaging a customer in each channel in a vacuum. For example, the Email Marketing team and the Digital Marketing team work in unison to drive a connected experience across touchpoints.

Advertising Studio

Use CRM to securely power 1 to 1 advertising across Google, Facebook, LinkedIn, Twitter, Pinterest, and Display at Scale.

Email Studio

Use data from every department to build smarter email from basic marketing campaigns to sophisticated 1 to 1 messages.

AI: Diagnostic to Predictive

Using all the data you have about a given customer, and millions of journeys other customers have taken, to help predict the next-best journey. To do this, you need a clean data set that unites all the data you have about all of your customers. Descriptive: What happened? Diagnostic: Why? Dependencies & patterns Predictive: What is likely to happen next Prescriptive: What action to take?

What are instances of out-journey content?

Web Content, Downloadable, Interactive

Journey builder

deliver cross channel personalized experiences at every step of the customer lifecycle with campaign management.

Google Analytics 360

is the enterprise version of Google Analytics and includes more advanced analyses, more integrations with Google's ads products, and seamless integration with Marketing Cloud. •Link the systems to share reporting and audiences •Understand how effective your journeys and emails are in driving conversions •Discover what content drives the most engagement beyond the click •Better attribution across Google Ads and Marketing Cloud channels •Optimize web experiences based on engagement across channels

Marketing intelligence

A type of marketer-friendly, AI-powered technology that allows you to analyze, visualize, and activate your data from one place. Translation: This technology changes the way you see (and use) your data—making your marketing smarter.

What made it possible for the sales rep and service agent to provide a personalized experience to Sandra when they talked with her? A. A unified customer profile in Salesforce B. Marketing Cloud C. A database SQL query D. Her LinkedIn profile

A. A unified customer profile in Salesforce

What are the four pillars to create a customer journey? A. Audience, data, content, and channel B. Attract, confirm, nurture, and close C. Email, mobile, social, and ads D. Marketing, service, sales, and commerce

A. Audience, data, content, and channel

What are the customer lifecycle stages? A. Awareness, Acquisition, Onboarding, Engagement, Retention, and Advocacy B. Awareness, Acquisition, Onboarding, Communication, Retention, and Growth C. Introduction, Growth, Maturity, and Decline D. Development, Introduction, Growth, Maturity, Saturation, and Decline

A. Awareness, Acquisition, Onboarding, Engagement, Retention, and Advocacy

What type of data does Interaction Studio capture? A. Behavioral B. Transactional C. Purchases D. Service cases

A. Behavioral

What role is taking the place of chief marketing officer at many major businesses? A. Chief growth officer B. Chief data officer C. Chief integration officer D. Chief analytics officer

A. Chief growth officer

What is dynamic content? A. Content that displays in a content area according to rules as defined based on subscriber attributes B. A personalization string C. Any image that's used in an email D. Helpful content that will have a high click-through rate.

A. Content that displays in a content area according to rules as defined based on subscriber attributes

Which of the following is a great way to use social engagement to decrease the number of customer questions? A. Do a case study, or share tips and tricks blog posts to help your customers help themselves. B. Automate a template response with your social media tool to reply with the 800-HELP line so customers will call the contact center. C. Post answers to your FAQs repeatedly on all social media channels. D. Ask your social media followers if they have any questions, and respond to each one individually.

A. Do a case study, or share tips and tricks blog posts to help your customers help themselves.

How can you ensure your subject lines are effective? A. Keep them short and test B. Use the same subject line every time C. Include the world SALE or free D. Use reply format with RE

A. Keep them short and test

What are legacy marketing systems (for example, email) unable to do for today's marketer? A. Manage a connected customer experience. B. Send emails to many customers at once. C. Offer targeted ads. D. Engage customers on social media.

A. Manage a connected customer experience.

Which of the following statements is accurate as it relates to brands that publish on social media? A. Publishing on social media is an effective way to create strong brand awareness if your content is consistent, worthwhile, and relevant. B. Publishing content without paying to boost it is pointless. C. Brands should only publish content that has a "add to cart" or "buy now" call to action. D. You need a PR team and a massive budget to make social publishing effective.

A. Publishing on social media is an effective way to create strong brand awareness if your content is consistent, worthwhile, and relevant.

What's a best practice when sharing your expertise with the community? A. You don't have to sound like an expert. Just be helpful. B. Don't acknowledge the question until you have all of the details formulated for an expert response. C. Just ignore the question. Someone from another department will answer if they can help. D. Delete your posts.

A. You don't have to sound like an expert. Just be helpful.

True or false: Marketing intelligence allows you to analyze, visualize, and activate your data from one place. A.True B.False

A.True

How can you use mobile messaging to gain new email subscribers? A. Send push notifications for a holiday sale B. Allow customers to text you their email address with a keyword C. Send a push notification about 10% off when a user walks into your store D. Send a text message with a shipping notification

B. Allow customers to text you their email address with a keyword

Using templates for your email helps scale your marketing efforts by: A. Helping you to segment your list to create and send a bunch of different emails B. Allowing you to send one email that includes targeted and personalized content C. Inspiring you to go into the underlying code to make changes to your content D. Allowing you to manually send emails, even in the middle of the night

B. Allowing you to send one email that includes targeted and personalized content

Which studio lets you organize data for marketers and provides instructions based on insights generated by the platform? A. Email Studio B. Audience Studio C. Advertising Studio D. Data Studio

B. Audience Studio

What are the key features of Marketing Cloud advertising and data products? A. Link B. Audience Studio, Link, Active Audiences C. Advertising Studio, Audience Studio, Salesforce Data Studio D. Active Audiences

C. Advertising Studio, Audience Studio, Salesforce Data Studio

What is one way you can optimize your media spend? A. Always bid the same amount for everyone B. Let Einstein do the bidding for you C. Bid more for a qualified lead compared to an unknown prospect D. Set a low maximum bid amount

C. Bid more for a qualified lead compared to an unknown prospect

How can you identify the campaigns and email sends most likely to get results for your business? A. By targeting which products you most want to sell B. By evaluating when your competitors have had their most successful campaigns C. By identifying your business's peak selling seasons and planning ahead for those D. By trying lots of different campaigns and seeing which ones bring in the most business

C. By identifying your business's peak selling seasons and planning ahead for those

How do you build an "always-on lead-generation machine"? A. By having your engineering team build a lead funnel so you can track each stage of the lead lifecycle B. By using Salesforce Einstein to tell you which prospects to advertise to C. By using your customer data at each stage of the buying cycle, from acquisition to close, to continuously refine your target audience D. By hiring a large sales team and letting them do their own thing

C. By using your customer data at each stage of the buying cycle, from acquisition to close, to continuously refine your target audience

Which product allows marketers to orchestrate interactions across different channels and touch points? A. Social Studio B. Datorama C. Journey Builder D. Audience Studio

C. Journey Builder

Which studio lets you map out the customer journey and adjust the customer's path based on behavior? A. Email Studio B. Social Studio C. Journey Builder D. Advertising Studio

C. Journey Builder

What RTIM core capability helps you determine which offer, content, or message will inspire consumer engagement? A. Recognition B. Context C. Next-best action D. Orchestration E. Optimization

C. Next-best action

Which of the following is a solid foundation for a social media listening report? A. Net promoter score, week over week B. Survey data from the "how are we doing on Facebook" campaign C. Sentiment analysis, total number of mentions, active networks where your brand is mentioned, and verbatim feedback on products/services D. Number of likes on Facebook and number of followers on Twitter E. Number of likes on cat memes

C. Sentiment analysis, total number of mentions, active networks where your brand is mentioned, and verbatim feedback on products/services

The benefit of dynamic content is: A. It allows for individual market segments to see targeted content based on segment data. B. It lets you change images after your email is sent. C. The email content or product changes based on subscribers' behavior. D. It takes a lot of time to build, so you always look busy

C. The email content or product changes based on subscribers' behavior.

With Datorama, you can:

Connect and unify marketing data sources: Use AI to integrate, streamline, and classify all customer data into a single view. Visualize AI-powered insights: Quickly surface insights to optimize channel and campaign performance almost in real time. Report across channels and campaigns: Create powerful one-click dashboards, custom visualizations, and shareable reports. Collaborate and act to drive ROI: Make every insight actionable with cross-platform alerts and activations to optimize campaigns and increase ROI.

Optimization

Consumer behavior changes. Trends change. Your marketing strategy is ever-evolving. RTIM can provide insights that help you get the best results not only from consumer interactions but also from your strategic planning.

Context

Consumer data profiles shouldn't be just about search or purchase history. That's only a one-sided view of an individual. RTIM can capture every activity across multiple channels, providing real-time, relevant insights on consumer behavior.

Recognition

Consumer profiles are no longer just made up of demographic or geographic data. RTIM can help identify consumers across offline and online touchpoints, collecting data that expresses real behaviors and desires—what's called behavioral data. Plus, RTIM tracks both known and unknown consumers in every interaction.

Orchestration (Core Capabilities of Real Time Interaction Management)

Coordinates delivery of the next best action to the right touchpoint at the right time

Which of the following is a benefit of using a welcome program? A. Welcome programs generally have high open rates. B. Welcome programs generally have high click rates. C. Welcome programs are more likely to be forwarded than other types of emails. D. A and B

D. A and B

When auditing today's customer experience, which of these should you do? A. Document everything. B. Google your brand and market. C. Start a mass email list. D. A and B.

D. A and B.

Which of the following is a result of combining email and advertising? A. Increase in reach of message by 77% B. Decrease in email open rate by 10% C. Increase in likelihood to purchase by 22% D. A and C

D. A and C

Which of the following is a valid CRM-powered audience? A. Everyone who opened your email B. People who have never visited your website C. People who used to attend your events but stopped D. A and C

D. A and C

What is a lookalike audience? A. A group of people who have purchased your products via e-commerce B. People who are Facebook friends of your customers C. People who are actively looking at your website D. A group of people who behave like another group of people, such as your best customers

D. A group of people who behave like another group of people, such as your best customers

Which of the following does a customer journey strategy positively impact? A. Customer engagement B. Revenue growth C. Customer satisfaction scores D. A, B, and C E. A and C

D. A, B, and C

Which of these is the best way to reach the right people with digital advertising? A. Advertise to everyone who visits a publisher website B. Use search keywords to figure out who to reach C. Advertise based on demographics D. Advertise based on customer identity

D. Advertise based on customer identity

In Social Studio, you can control content publishing using: A. Social presence B. Engagement reports C. Visualforce D. Approval rules

D. Approval rules

What can you do with Google Analytics 360 and Marketing Cloud? A. Store and manage all of your digital content and assets. B. Measure performance of your emails, and web and mobile app engagement. C. Send reengagement emails to customers who dropped off during a purchase transaction. D. B and C

D. B and C

What can you learn when customers open your email? A. Which products they've bought from you so far B. What time of day they opened your email C. Which call to action grabbed their attention D. B and C

D. B and C

What two types of systems do CDPs promise to offer today's marketer? A. Data and mobile B. Email and marketing automation C. B2C and B2B marketing tasks D. Engagement and insights

D. Engagement and insights

What is a best practice when subscribers opt in to receive email from your company? A. Ask them a series of questions to learn about their life story. B. Assume they are opting in to receive messages, without expressly confirming that. C. Give them a lot of free stuff. D. Get their name, email address, and permission to send promotional emails.

D. Get their name, email address, and permission to send promotional emails.

What are two reasons that marketers have a hard time delivering personalized experiences? A. Connected channels and inconsistent experiences B. Internal silos and consistent experiences C. Disconnected channels and unhappy customers D. Internal silos and inconsistent experiences

D. Internal silos and inconsistent experiences

What product is part of the Marketing Cloud social media management product? A. Email Studio B. Advertising Studio C. Salesforce Data Studio D. Social Studio

D. Social Studio

Why are subscriber email addresses so valuable for marketing campaigns? A. They indicate where each subscriber lives. B. They help you create a single view of each customer. C. They tell you how customers sign in to Salesforce. D. They tell you which apps and social networks are important to each customer.

D. They tell you which apps and social networks are important to each customer.

What is the purpose of setting a goal for your journey? A. Gotta start somewhere B. To decide what data you need C. To work backward D. To focus your efforts

D. To focus your efforts

Which of the following best describes corporate social listening? A. Eavesdropping at a big industry conference to learn more about your competitors B. Searching Google for mentions of your brand on websites C. Subscribing to a traditional media clipping service D. Using social media monitoring tools to identify and quantify mentions of your brand, competitors, and industry, happenings across the entire social web E. Using Twitter's search api for mentions of your brand on Twitter

D. Using social media monitoring tools to identify and quantify mentions of your brand, competitors, and industry, happenings across the entire social web

hat type of advertising campaign can help you save money ? A. Abandoned cart B. Unengaged subscribers C. Upsell campaigns D. Welcome series

D. Welcome series

Which of the following helps you meet the expectations of the empowered consumer? A. Keep your customer data siloed B. Personalize everywhere with artificial intelligence C. Engage across the entire consumer journey D. A and B E. B and C

E. B and C

You run a bank and want to decide which triggered automations are right for your customers. Which of these do you want to implement? A. Shipping notifications B. Onboarding series C. Abandoned browse D. A and B E. B and C

E. B and C

Orchestration

Every consumer is unique. You need to deliver your message on the channel that's right for each individual. RTIM can coordinate delivery of the next best action to the right touchpoint at the right time—for every consumer.

Next-Best Action

Now you can recommend the next-best action, call to action (CTA), or content using the consumer's comprehensive data profile. RTIM helps you determine which offer, content, or message inspires engagement from the consumer.

Marketing Cloud data and advertising

solutions include Advertising Studio, Audience Studio, and Data Studio. These products help you create custom audiences and combine data from any source to deliver more targeted marketing.

Marketing Cloud messaging and automation

solutions include Email Studio, Mobile Studio, Journey Builder, and Interaction Studio. These products help you create, build, deploy, and manage communication across different marketing channels at scale, which help map the ways you communicate with your customers.

Marketing Cloud social media

solutions include Social Studio. This product lets you listen to digital conversations; engage across marketing, sales, and service; and publish information for key discussions your customers are having about your brand.

Marketing Cloud social media:

solutions include Social Studio. This product lets you listen to digital conversations; engage across marketing, sales, and service; and publish information for key discussions your customers are having about your brand.

Six Ways to Use Augmented Reality in Marketing

1. Art Galleries 2. Venue Wayfinding 3. Dressing Rooms 4. Controlling with Gaze (virtual makeup try on) 5. Story Windows (Ralph Lauren uses AR to bring window displays to a new level. 6. Overlay Captions (enable deaf people to enjoy live theatre) 7. Holograms on Stage 8. Mirror on Stage (lets you put yourself in the story) 9. Broadcast 3D to Event

What do customers expect from a company's communications that helps to drive their brand loyalty? A. Personalization B. Online communities C. Service agents' awareness of sales interactions D. Self-service tools

A. Personalization

What questions should you ask to check your data's quality, accessibility, and completeness? A. How many people have access to the data? B. How easy is the data to access and use? C. How many categories of data are available? D. No questions are needed.

B. How easy is the data to access and use?

By the end of what phase, should you have buy-in from all the business stakeholders? A. Discovery B. Scope Setting C. Deploy and Optimize D. Customer Value

B. Scope Setting

What term is used to describe the place where all of your most up-to-date data is stored? A. Data visualization B. Single source of truth C. AI-powered technology D. Focus groups

B. Single source of truth

How do you increase your customer satisfaction score with advertising? A. Make sure everyone sees the exact same ad at least 10 times B. Suppress ads to people who likely do not want to see that particular ad C. Only advertise to lookalike audiences D. Never run an email and advertising campaigns together

B. Suppress ads to people who likely do not want to see that particular ad

What are the three rules of thumb for responding to positive feedback? A. Be an expert, be helpful, delete posts. B. Thank them, return the favor, add guest contributors. C. Thank them, respond quickly, share your content calendar. D. Return the favor, be an expert, share often.

B. Thank them, return the favor, add guest contributors.

What percentage of customers have stopped buying from a company when they feel that a competitor provides a better experience? A. 10% B. 37% C. 57% D. 85%

C. 57%

Why is identity shifting from audiences to people? A. Because audiences are getting harder to identify B. Because people are using smart devices more than ever. C. Because managing personalized experiences is crucial D. Because AI is critical to reaching key audiences

C. Because managing personalized experiences is crucial

Next-Best Action

Helps determine which offer, content, or message inspires engagement from the consumer

Identity: Audiences to People

Link identity across databases and systems of engagement. Identity allows brands to move away from audience-based marketing that lumps people into target groups or segments (for example, Millennial Outdoor Explorers) toward marketing that moves closer to 1:1

Evolution: Prospecting to Experience Management

Marketing is shifting from one focused on just driving customer awareness and preference to focusing on driving personalized customer engagement.

Datorama

Offers a single source of truth for all of your marketing and customer data—a centralized system of record where you can store and pull near real-time insights about your customers' needs to help shape campaigns and optimize customer engagement •All data in one place •Cross-channel reporting •Alerts, Schedules, Permissions, Shared Dashboards

data studio

expand your reach with a data sharing platform where publishers can 2nd party data with marketers in a trusted and transparent way.

Marketing Cloud data and advertising:

solutions include Advertising Studio, Audience Studio, and Data Studio. These products help you create custom audiences and combine data from any source to deliver more targeted marketing.

Interaction Studio

visualize, track and manage customer experiences with real time interaction management-driving valuable engagement at the right moment.

Marketers limit their personalization efforts to

•A/B testing (50%) •Customer journey mapping (49%) •Marketing automation (48%) •Data-driven Marketing (47%) Hyper-personalized technologies such as AI (8%) and predictive analysis (12%) remain almost untouched

Evolution of Marketing Data

•Channels to Platforms •Audiences to People •Diagnostic to Predictive •Asynchronous to Contextual •Prospecting to Experience Management