MCE Exam Prep

A marketer has a field on a form where a lead can indicate products of interest. The corresponding field in the CRM contains product codes, but the marketer wants to display the full product names on the form. What should the marketer do? A. Use a different Display Value and Stored Value in the picklist items B. Use Mask Input to change the display value of the picklist items C. Use a custom Visibility Rule to change the picklist items D. Use Progressive Profiling to change the display value of the picklist items

A

A marketing and sales organization has a service level agreement (SLA) in place that requires sales to follow up on an assigned lead within 24 hours of receiving a notification. If a follow-up does not occur within 48 hours, a reminder notification is sent to them. Which set of flow setup steps should be used to accomplish the reminder notification? a. Wait, Send Alert b. Wait, Add interesting moment c. Wait, Change Program Status, send Alert d. Wait, Send Email

A

A marketing manager is running a landing page A/B test and wants to know which of the two pages had the best conversion rate. Which report should be used? A. Landing Page Performance Report B. Landing Page Activity Report C. Form Conversion Report D. Event Registration Report

A

An organization wants to prevent over-emailing leads. Which functionality should they use? A. Communication limits B. Remove from flow C, Email admin settings D. Audit trail

A

Communication Limits in your instance are set to 2 per day, and 4 per week. Today is Friday. The next cast of the Engagement Program is set for Friday. Kevin has received 4 emails this week. He has already received 01 Email and 02 Email from this Stream. None of the emails in Stream 1 are Operational. What will Kevin receive next week? a. Next week, Kevin will receive 03 Email, if he has not reached the communication limits. b. Next week, Kevin will not receive an email from this stream, even if he has not reached the communication limits. c. Next week, Kevin will receive 04 Email, if he has not reached the communication limits.

A

If you want to see how many people clicked through to your landing page from an email, which report would you use? A. Email Link Performance Report B. Landing Page Performance Report C. Campaign Email Performance Report D. Email Performance Report

A

What is the difference between segmentations and smart lists? A. Segmentations can be used to create dynamic content while smart lists cannot B. A lead can exist in multiple segments but not in multiple smart lists C. Smart lists can be used as a filter option when creating an email program while segmentations cannot D. Smart lists can be used in smart campaigns while segmentations cannot E. Smart lists are not mutually exclusive but segmentations are

A

Which of the following cannot be edited in a form? A. Social button text B. Label text C. Error and validation text D. Submit button text

A

Which of the following differs when importing a list of leads directly into a program (as opposed to importing into a static list)? Select one: A. Program acquisition B. Import aliases C. List import mode D. Field mappings

A

Which of the following functionality is not part of the webinar integration with Marketo? A. Share survey results from the webinar provider with Marketo B. Push attendees from the webinar provider to Marketo C. Use a custom webinar login URL token in your follow-up emails and calendar invites D. Push registrants from Marketo to the webinar provider

A

Which of the following is not a commonly used segmentation? A. Product Interests B. Industry C. Region D. Language

A

Which of the following is not a type of behavior scoring that can be done in Marketo? A. Title changes B. Fills out form C. Visits web page D. Attends webinar

A

Which reports have Custom Columns? Check ALL that apply. a. Person Performance Report b. Email Performance Report c. Program Analyzer Report d. Program Performance Report

A

Which smart campaign trigger would you use if you wanted to send out an email to individuals who registered for a white paper? A. Filled Out Form B. Send Email C. Lead is Created D. Program Status is Changed

A

Who should provide the final approval of a scoring model's targeted buyer persona? A. Sales B. Marketing C. Product manager D. Chief executive officer

A

You have three mandatory fields that you want to always show on your form and 5 additional fields you want to ask over time. If you want to have a total of five fields visible to the user, which option should you choose for progressive profiling? A. Number of blank fields = 2 B. Number of blank fields = 3 C. Number of blank fields = 5 D. Number of blank fields = 8

A

You want to send an email to individuals thanking them for stopping by at an event and asking them if they would like to receive emails from you. Which program type would you select? A. Event B. Tradeshow C. Default D. Webinar

A

You wish to change someone's score when they are not actively engaging with content anymore. Which type of scoring should you use? A. Negative scoring B. Account scoring C. Behavioral scoring D. Demographic scoring

A

You wish to run a campaign on all inactive leads. Which of the following types of campaigns is the most appropriate choice? A. Batch smart campaign B. Sales Insight campaign C. Requested campaign D. Triggered smart campaign

A

You wish to track the activity of people who visit your website. Which of the following technical setup steps helps you do this? Select one: A. Munchkin code B. SPF C. Landing page CNAME D. DKIM E. Branded tracking links (Email CNAME)

A

You would like to run a data management campaign whenever a lead's country value is populated in the database, so you can standardize the format. Which of the following triggers and filters is the best choice to accomplish this? A. Lead is Created trigger, Data Value Changes trigger with a constraint on Country and a filter for Country B. Data Value Changes trigger with a constraint on Country C. Data Values Changes trigger with a constraint on Country and Lead is Created Trigger D. Lead is Created trigger with a filter for Country

A

In which of the following reports can you filter with smart lists? Select one or more: A. Lead Performance B. Email Performance C. Web Page Activity D. Landing Page Performance

A, B, C

In which of the following situations would you use dynamic content instead of a token? A. Including the person's account manager's contact information B. Multiple languages in an email Adding the person's first name in the email C. Using a regional unsubscribe footer D. Display different images for each person's industry

A, B, C

Which of the following are valid type of tokens? (Select all that apply) A. Text B. Date C. Calendar file D. Score

A, B, C, D

What types of content can be added to an engagement program? A. Landing pages B. Emails C. Email programs D. Events

A, B, D

Which of the following are ways to become a member of a program? A. Program status flow action B. Fill out a form inside of a program C. Import into the program member tab D. Attend a webinar synced with the program E. Import into a static list in the program

A, B, D

Which programs have dashboards? Select one or more: a. Email Program with A/B testing b. Engagement Program c. Event Program d. Email Program e. Default Program

A, B, D

Which three steps should a marketer use to make an unsubscribe page appear in the readers local language? A. Create the content block on the landing page as dynamic, selecting the preferred language segmentation B. Update the individual languages and set your default C. Create a smart list for language each preferred language D. Create a segmentation for language with a segment for each preferred language E. Create the content block on the landing page as dynamic, selecting the preferred language smart list for each language

A, B, D

Which info is displayed on the Engagement program dashboard? Select one or more: a. Engagement Over Time b. Exhaustion c. Clicks d. Unsubscribed e. Highest Engagement f. Engagement Score

A, B, E, F

Snippets can be used in which of the following assets? A. Landing Pages B. Images C. Emails D. Forms

A, C

You can use tokens in which of the following? A. Emails B. Smart lists C. Landing pages D. Flow actions

A, C, D

Which of the following are columns that you can add in an Email Performance report? Select one or more: A. Unsubscribed B. Engagement Score C. Soft Bounced D. Hard Bounced E. Clicked

A, C, D, E

Which of the following types of assets can use the dynamic content functionality? A. Landing Pages B. Images C. Snippets D. Forms E. Emails

A, C, E

Which of the following are recommended ways of alerting sales when they have a new lead to follow up on? A. Create a task B. Send an email C. Update a field D. Send an alert

A, D

Which two Marketo features allow marketing to pass information on a lead's behavior to a CRM system? A. Marketo Sales Insight B. System smart lists C. Segmentation membership D. Lead performance report E. Synced data fields

A, E

A marketer ran a program and did not assign a program status with success. The marketer now wants to run a program performance report to find the cost per success for the program. What will occur? A. The report will return an error for cost per success. B. The report will return a null value for cost per success. C. The report will identify the last program status as a success and calculate based on that. D. The report will identify the first program status as a success and calculate based on that.

B

A marketer wants to launch a new gated asset on a company website using a Marketo embedded form. Which functionality is used for Marketo embedded forms? A. reCAPTCHA B. Progressive Profiling C. Suppress Competitor form fills D. Form Pre-fill

B

A marketing manager has some leads in the database that have not opened emails in the past six months. The marketing manager wants to reset their scores to 0. Which solution would work to reset their score to 0? A. Smart Campaign with a flow step - Add to system list "Unscored leads" B. Smart Campaign with a flow step - CHANGE SCORE, New Value=0 C. Smart Campaign with a flow step - CHANGE PROGRAM SUCCESS = 0 D. Smart List with a flow step - CHANGE DATA VALUE, New Value = 0

B

How can you determine which leads filled out the form on a specific landing page? A. Create a form submission list in the Design Studio B. Create a smart list using the filter 'Filled out form' with the constraint of 'Web page' C. Create a Landing Page Performance Report D. Create a smart list using the filter 'Visited Web Page' with the constraint of 'Form = true"

B

How does a marketer ensure compliance with international spam laws? A. Use a dedicated IP address B. Implement a double opt-in process C. Configure branded links for international leads D. Leverage the email deliverability tool

B

If you set up tokens at the folder level, what type of token will you see on any program within that folder? A. Local token B. Inherited token C. Lead token D. Overridden token

B

If you want to understand the growth of your database, which report would you look at? Select one: A. Leads by Campaign B. Lead Performance C. Leads by Status D. Leads by Revenue Stage

B

If you want to understand the performance of your nurture program, which report would you run? A. Program Performance B. Engagement Stream Performance C. Campaign Performance D. Email Performance

B

If you wanted to only ask US leads for their state on a form, which functionality would you use? Select one: A. Hidden field B. Visibility rules C. Conditional formatting D. Field sets

B

It is required that US states be entered as a two digit abbreviation, but you want to display full state names in the form picklist. Which form editor feature should you use? A. Enable Form Prefill in the form settings B. Use a different value for Stored Value in the field settings C. Enable Mask Input in the field settings D. Use Progressive Profiling in the form settings

B

To personalize an email, a marketer wants to use different types of tokens. What is an incorrect use of a token in an email asset? A. Company Token B. Trigger Token C. Email Script Token D. Date Token

B

What is the reporting impact of selecting an acquisition program when importing a list? A. Selecting an acquisition program is required for using the Success Path Analyzer B. The acquisition program is required to show the number and percent of new names in the Program Performance report C. The Lead Performance report uses an acquisition program to show how successful each program is at generating new leads D.The acquisition program is required to show program success in the Email Performance report

B

What should be included in an email to help ensure deliverability? A. Landing page links B. Text version C. JavaScript D. Images

B

When should custom columns be added to a lead report? a. To display anonymous visitors in a Web Page Activity report b. To show how leads that were created this year have progressed through the lifecycle c. To review email statistics on number delivered, number bounced, and open rates d. To change the Lead Created At time frame to show results for the fiscal year

B

Which asset type can be used in an engagement program stream? A. Landing page B. Email C. Email send program D. Hosted URL

B

Which of the following is a good use of a static snippet? A. Business unit-specific unsubscribe information B. Privacy policy language C. Regional address footer D. Regional social media links

B

Which of the following is not a good use case for a data management campaign? Select one: A. Stop emailing people who bounce multiple times B. Prevent duplicates from being created C. Blacklisting competitors from getting emails D. Standardizing country values

B

Which of the following is not a way to become a member of a program? A. Add a lead to a Salesforce campaign synced to a Marketo program B. Fill out a form that's located in Design Studio C. Create a new lead via the iPad or Android event application D. Select the acquisition program when importing into the Lead Database

B

Which of the following is not a way you can populate a hidden field? A. Cookie B. Inferred data C. URL parameter D. Referrrer parameter

B

Which of the following is not an example of a flow step? A. Add to SFDC Campaign B. Visits Web Page C. Change Program Status D. Send Email E. Wait

B

Which of the following is not an option that you can choose for a follow up page after someone fills out a form? A. Stay on page B. Close window C. External URL D. Landing page

B

Which of the following is the best approach for adding members to an engagement program? A. Create a form in the program B. Create a triggered smart campaign with a 'Add to Engagement Program' flow step C. Use transition rules in the stream D. Import members into the program using a static list

B

You have 2000 leads in an engagement program, 125 of which have exhausted all the content. You recently added new content into the program at the top of the only stream in the program. How many leads will receive the new white paper at the next cast, assuming there are no deliverability issues and no additional people will be added to the program? A. 875 B. 2000 C. 1125 D. 125

B

You have scheduled an email send using both Recipient Time Zone and Head Start. When will the program begin processing to send? a. The program starts processing 12 hours before midnight in your time zone. b. The program starts processing 12 hours before the first email is scheduled to send in the earliest time zone (UTC +14:00). c. The program starts processing 12 hours before midnight in the earliest time zone (UTC +14:00). d. The program starts processing within 12 hours.

B

You want to send multiple emails to the same audience at a consistent pace and time. Which program type would you select? A. Default B. Engagement C. Email D. Nurture

B

You want to track a gated piece of content on your company website for number of form fills and new names. Which channel would you select? A. Engagement B. Web form C. Default D. Website

B

Which of the following are use cases for using request campaign? Select one or more: A. Adding members to an engagement program B. Triggering a campaign using an external system via the API C. Creating a campaign for sales to use from within Sales Insight D. Alerting someone to follow up on a sales lead

B, C

Which of the following bounces are categorized as hard bounces? Select one or more: A. Server unavailable B. Invalid email C. Spam block D. Full mailbox

B, C

Which of the following can you view in a Program Performance report? Select one or more: A. Number of successes B. Cost per success C. Number of members D. Program rank per channel

B, C, D

A marketing manager needs to gate a piece of content on the company website. Which three channel and program types correspond to this activity? A. An Event program with the channel "Web Form" B. A Default program with the channel "Web Form" C. A Default program with the channel "Content" D. An Engagement program with the channel "Web Content" E. A Default program with the channel "Web Content" F. An Email program with the channel "Email" G. A Default program with the channel "Email"

B, C, E

Which of the following would be appropriate success statuses in a program? A. Invited B. Attended C. Sent D. Engaged

B, D

Which two company stakeholders should be included in the process when creating a scoring plan? A. CEO B. Marketing C. Research and development D. Product Manager E. Sales F. Finance

B, E

A Contact Us form and landing page are located in a program. Which acquisition is automatically set if a new lead fills out the Contact Us form? A. The name of the form B. The name will be blank C. The name of the program D. The name of the landing page

C

A content marketing manager has 1000 leads in an engagement program, 110 of which have exhausted all the content. The content marketing manager recently completed a new white paper and has added the new content into the program at the top of the only stream in the program. How many leads will receive the new white paper at the next cast, assuming there are no deliverability issues and no additional people will be added to the program? A. 1110 B. 890 C. 1000 D. 110

C

A marketing manager has an engagement program with emails that have been activated and approved. The stream cadence has been set up, and the program turned on, but after the cast date, the manager can see that emails are not sent. Which step has been missed? A. The quality of the deliverability is not checked. B. The engagement score has not had sufficient time to calculate. C. Members have not been added to the engagement program. D. The CRM sync with the engagement program is not activated.

C

A marketing manager recently launched a landing page with the following URL: go.marketo.com/Pricing. The manager is keeping the page content the same, but wants to update the URL to go.marketo.com/Product-Costs. How should this update be done? A. Enable Personalized URLs B. Open URL Builder in Admin C. Edit URL Settings D. Generate a private preview URL

C

A marketing manager wants to run a batch Smart Campaign to process leads that were both created by form fillout today and who also visited the company's pricing page. Which rule logic should be used when setting up the Smart List? A. Use ANY filters B. Use Basic filters C. Use ALL filters D. Use Advanced filters

C

If you intended to ensure that leads always used the same format when entering phone numbers on your form, which functionality would you use? A. Hint text B. Tooltip instructions C. Input masking D. Form validation

C

If you want to figure out how many people converted on a Marketo landing page, which report would you use? A. Lead Performance B. Program Performance C. Landing Page Performance D. Web Page Activity

C

If you want to limit an email performance report to a specific timeframe, which section should you go to? A. Report B. Smart List C. Setup D. Subscriptions

C

If you want to track both an overall score and a behavior score, which of the following should you do? A. Create separate program tokens B. Create separate smart campaigns C. Create separate flow actions D. Create separate smart lists

C

The following token is added to a subject line in an email: {{lead.Company Name:default=Your Company}}. What is the purpose of the token's default value Your Company? A. To display Your Company in the subject line for every email recipient B. To display the lead's Company Name in the subject line C. To populate Your Company if the Company Name field is empty D. To replace the lead's Company Name in the Lead Database

C

What is the best way to describe hard bounces and soft bounces? a. Hard Bounce is from invalid email; soft bounces are from spam filters. b. Soft Bounce is from invalid email; hard bounces are from spam filters. c. Hard Bounce is from invalid email; soft bounces are automatically resolved in a few days.

C

Where is the number of email addresses unsubscribed from an Email Send Program found? A. The Program Smart List tab B. The Program Summary View C. The Program Dashboard View D. The Program Members tab

C

Which features differentiate Marketo from an email service provider (ESP)? A. Multi-step campaigns, send mass emails, build web forms, and landing pages B. Send mass emails, score leads, nurture leads, and build web forms C. Monitor website actions, score leads, data normalization, and multi-step campaigns D. Track email opens and clicks, nurture leads, send mass emails, and score leads

C

Which of the following is a benefit of a global asset (located in Design Studio)? A. Program membership is automatic B. Acquisition is automatic C. Easier to locate D. Can be easily cloned

C

Which of the following is not a benefit of using Marketo forms? Select one: A. Allows you to gather extra information over time instead of asking the same questions B. Prevents duplicates in Marketo C. Lets you have complete control over the look and feel of the form D. Allows you to prepopulate data that you already have

C

Which of the following is not a feature of the iPad/Android event check-in application? A. View registered individuals B. Register new attendees onsite C. Send out follow-up emails D. Check in attendees onsite

C

Which of the following program types would you use if creating a new channel for lead nurture? A. Event B. Default C. Engagement D. Email

C

Which of the following webinar partners does Marketo not integrate with? A. GoToWebinar B. Brightalk C. Cvent D. Webex E. ReadyTalk F. Adobe Connect G. ON24

C

Which situation is appropriate for resetting a customer's score to 0 according to Marketo's Lead Scoring Guide? A. A customer visits a site seven days in a row but has not purchased yet B. A customer places items in the cart and visits the checkout page but does not purchase for two days C. A customer purchased one year ago but has not visited a site in six months or opened an email in one year D. A customer clicks an email and visits a site but has not purchased yet

C

Which type of A/B test would you not run if you want to improve your open rates? A. From address B. Subject line C. Whole email D. Date/time

C

Which type of token would you use if you wanted to populate the current date in an email? A. Personalization token B. Program token C. System token

C

You have an engagement program with four emails. A lead has already received the second email and the first email is scheduled to be activated tomorrow. If your cadence is set for today, which email will the lead receive? A. The first B. The second C. The third D. The fourth

C

You need to mark individuals as attended as they show up to your customer appreciation dinner. Which channel and program type should you use? A. Operational program channel and Default program type B. Webinar channel and Event program type C. Live Event channel and Event program type D. Email Send channel and Email program type

C

Which two columns on the Program Performance Report are calculated using acquisition program? Select one or more: A. Revenue per New Name B. Total Members C. Cost per New Name (USD) D. New Names E. Cost per Member (USD) F. Revenue per Member (USD)

C, D

Which three steps should a marketer use to make an unsubscribe page appear in the readers local language? Select one or more: A. Create the content block on the landing page as dynamic, selecting the preferred language smart list for each language B. Create a smart list for language each preferred language C. Update the individual languages and set your default D. Create a segmentation for language with a segment for each preferred language E. Create the content block on the landing page as dynamic, selecting the preferred language segmentation

C, D, E

Which types of assets can be used in an engagement program stream? Select one or more: A. Landing Page B. Email send program C. Email D. Default program E. Report F. Event program

C, D, F

A lead fills out a form and the marketing manager wants two actions to occur immediately:- Send the lead a confirmation email- Change the lead's program status to RegisteredWhat should be done to ensure this? A. Set up a smart campaign with a 'Fills out Form' trigger in the smart list and a 'Send Alert' and 'Change Program Status' step in the flow B. Set up a smart campaign with a 'Fills out Form' trigger in the smart list and 'Send Email' and 'Change Data Value' steps in the flow C. Set up a smart campaign with a 'Program Status is Changed' trigger in the smart list and a 'Send Email' step in the flow D. Set up a smart campaign with a 'Fills out Form' trigger in the smart list and a 'Send Email' and 'Change Program Status' step in the flow

D

A lead has reached a specific lead score and is then marked as sales ready. Where is this indicated? A. A flag in Admin B. Lead Owner Comments C. Email Permission D. Lead Status

D

A marketer has created a lead scoring program that is nested within a campaign folder. When looking to update some of the token values, the marketer noticed that some were listed as "Inherited". Where were the inherited tokens created? A. In the Token Generator B. In the Landing Page editor C. In another Workspace D. In a Parent Folder

D

A marketer needs to comply with Canada's Anti-Spam Legislation. On the landing page forms, an opt-in checkbox is provided for those who enter Canada in the Country field. Which form functionality should be used? A. Targeted Selections B. Field Dependency C. Mask Input D. Visibility Rules

D

For which of the following types of email messages can the operational setting be used? Select one: A. Webinar invite B. New product announcement C. Newsletter D. Registration confirmation

D

If you wanted to limit your web page activity report to only show leads in Germany, which of the following sections would you modify? A. Setup B. Subscription C. Report D. Smart List

D

What always precedes the name of a program token? A. system. B. lead. C. company. D. my.

D

What is a prerequisite for using dynamic content? A. Emails are active B. An approved snippet C. Activity log tracking is active D. An approved segmentation

D

What is required if a marketing manager wants to send an email personalized from account owners showing an image of each account owner's personal signature. A. System Token B. Email Template C. Smart List D. Dynamic Content

D

What is the name of the token to deliver a unique URL for webinar registrants? a. {{lead.webinar url}} b. {{webinar.unique url}} c. {{system.webinar url}} d. {{member.webinar url}}

D

Where can you easily view the total Marketable People? Select one: a. Leads by Status report b. System Smart Lists c. Segmentations d. People graph on the Database Dashboard

D

Which of the following field types allow for you to do basic math? A. Boolean B. Formula C. Number D. Score

D

You have a segmentation for Industry with three segments (priority 1: Healthcare, priority 2: Government, priority 3: Education). One person you are emailing does not have an Industry populated. Which content version will they see? A. Healthcare B. Government C. Education D. Default

D

You have a triggered campaign that is supposed to send out an email to someone who fills out a form. You wish to ensure that this email goes out during the work week. Which features should you use? A. Date wait step B. Date token wait step C. Campaign scheduling D. Duration wait step

D

You wish to stop sending out content to a group of individuals in an existing engagement program. Which of the following approaches should you take? A. Change the program's cadence B. Remove the leads from the program C. Archive the content in the engagement program D. Pause the leads in the program

D

What is the default number of rows you can export in a report? a. 30,000 b. 1,000 c. 2,000 d. 5,000

D - 5000

You need to comply with European spam legislation. Which of the following subscription management approaches is the most commonly used? Select one: Opt-out Opt-in Double opt-in

Double opt-in

What information can you edit within your landing page to improve SEO? A. Title B. Keywords C. Description D. URL E. All of the above

E

You want to analyze marketing's overall lead generation efforts to grow the database over the past three years. Which report type should you run? A. Opportunity Influence Analyzer B. Leads by Status report C. Program Analyzer D. Leads by Revenue Stage report E. Lead Performance report

E

True or false: A lead can belong to more than one segment within a segmentation

FALSE

True or false: Advanced filters in a smart list apply to both triggers and filters.

FALSE

True or false: The easiest way to display your custom fields in another language is to change the form locale.

FALSE

True or false: The only difference between an event program and a default program is the ability to set a start and end date.

FALSE

True or false: When you add choices in a flow step, the order of the choices does not matter.

FALSE

True or false: You can include program statuses in Program Performance reports for more than one channel.

FALSE

True or false: You have three program statuses in your channel, in order: Member (Step 10), Filled Out Form (Step 20 - Success) and Engaged (Step 20 - Success). In this setup, a lead can move from Filled Out Form to Engaged but not vice versa.

FALSE

True or false: You may only use open rate, click rate, or engagement score as the criteria for selecting a winner in an A/B test.

FALSE

You need to comply with Canadian spam legislation. Which of the following subscription management approaches is the most commonly used? Select one: Opt-out Opt-in Double opt-in

Opt-in

You need to comply with US spam legislation. Which of the following subscription management approaches is the most commonly used? Select one: Opt-out Opt-in Double opt-in

Opt-out

True or false: In Lead Performance reports, you can group by company or lead attributes.

TRUE

True or false: In general, you should only give leads points for a particular demographic score once.

TRUE

True or false: To make it easier to make changes to scoring programs in the future, you can store your score values in tokens.

TRUE

True or false: You can make both landing pages and emails dynamic.

TRUE

True or false: You can use a transition rule on the first stream in an engagement program.

TRUE