Salesforce Certified Marketing Associate
What is the Sender Profile?
"From Info" for sends, can customize with data extension %%customer_rep%%
________ _______ is a page that enables subscribers to choose the type and frequency of email messages they want to receive from a brand.
A preference center
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 Engagement C.A database SQL query D.Her LinkedIn profile
A. A unified customer profile in Salesforce
A governance framework team should focus on specific areas: ______, ______, and _______in relation to their defined objective or goal
people, process, and technology
A Marketing Cloud Engagement ______ key is a unique field on a data extension that identifies a specific and, well unique, data point
primary
With _________ unsubscribe, customers choose to unsubscribe from emails sent by a given company. So, you don't receive any emails from Cloud Kicks, but you can still receive emails from Northern Trail Outfitters.
primary (account-level)
With _______ unsubscribe, customers choose to unsubscribe from emails sent by a given company.
primary (account-level) - So, you don't receive any emails from Cloud Kicks, but you can still receive emails from Northern Trail Outfitters.
To maintain consistency, use the _______ key value in Email Studio as your unique contact key in Contact Builder.
subscriber
Which product allows marketers to orchestrate interactions across different channels and touch points? A.Advertising Studio B.Marketing Cloud Intelligence C.Journey Builder D.Service Cloud
C. Journey Builder
Two ways to segment Lists
Group & Data filter
A _____ is a collection of subscribers that receive your communications. You can create as many as you need to segment your subscribers and target your email communications.
List By creating more targeted lists, you can send more personal and effective messages.
Customers choose _____unsubscribe when they want to unsubscribe from a specific list.
List - going from weekly to just monthly
Use what when: Your lists contain 500,000 subscribers or fewer. You prefer simplicity over performance. You don't require fast import speed. You plan to use a limited number of subscriber attributes.
Lists
You can individualize content with:
Personalization strings Dynamic content AMPscripts
______attributes describe who the contact is. Some of this data is provided by the subscriber, such as gender, state, or interest (do they like hiking or running?).
Profile
______ is a page that identifies which messages a subscriber receives from your business.
Subscription Center
What does email ROI measure? A.Conversion rate B.Email engagement C.Cost-effectiveness of campaigns D.Job security
C. Cost-effectiveness of campaigns
________ messages often include necessary information sent in response to a specific user action, and don't require a subscriber to opt in to receive your content. For example, identity validation, password reset, or shipping notifications.
Transactional
Order confirmations, shipping notifications, account alerts, identity verification, time-triggered reminders, and password resets are all examples of what kind of messaging?
Transactional messaging - sent in response to a users interaction
Marketing Cloud Engagement recommends maintaining a dedicated IP address for marketing sends and a separate dedicated IP address for transactional sends. True or False
True
True or false: A governance framework defines company-wide policies. A.True B.False
True
True or false: A strategic roadmap should include business impact. A.True B.False
True
You can test subject lines in A/B Testing? True or False
True
When possible, do not delete contacts. True or False
True - When you delete a contact, you are losing all of the contact's tracking data and everything about the contact. Unsubscribe the contacts from individual channels rather than deleting them
How can Cumulus marketers measure the total business impact of Sandra's customer journey?
With Marketing Cloud Intelligence - marketers are able to connect and unify all marketing data sources, visualize AI-powered insights to optimize performance in real time, and create actionable reports to drive ROI
_________ is a webpage where subscribers can provide and update their personal information and basic preferences (email, gender, name, etc)
The profile center
A bounce rate over ____% for any single mailing can have serious consequences.
10%
Even though most email marketing systems stop sending to addresses that bounced a set number of times, a bounce rate over ___% for any single mailing can have serious consequences.
10%
How many characters should the pre header be limited to?
100 characters
______________ is a standard protocol for securely moving files between environments.
A File Transfer Protocol (FTP)
Where can you learn about your support plan, update your personal settings, and log cases? A.Contact Support B.Salesforce Trust C.Known Issues D.Trailhead
A. Contact Support
Which process improvement could help prevent typos and broken links in an email? A.Develop a QA checklist. B.Create an intake process. C.Create an email naming pattern. D.Stop sending emails.
A. Develop a QA checklist.
Another great way to gauge your email program's success is to track the rate at which your _____is growing.
List
Why should you use key performance indicators (KPIs)? A. They provide benchmarks for analysis and improvement. B.They can be measured once and then forgotten about. C.They are based on industry standards. D.They ensure a promotion.
A. They provide benchmarks for analysis and improvement.
True or false: A blueprint is a document that defines project requirements along with solution steps. A.True B.False
A. True
True or false: Marketing Cloud Engagement documentation is searchable. A.True B.False
A. True
What is a database of record (DBOR)? A.A data source that stores the most up-to-date information about your customers B.A product data extension C.A data source that is updated irregularly D.A website form that collects customer data
A.A data source that stores the most up-to-date information about your customers
Where can you change the default Marketing Cloud Engagement login homepage? A.Cloud Preferences B.Setup C.Salesforce Help D.Journey Builder
A.Cloud Preferences
Outside of CloudPages, where can you code your AMPscript within Marketing Cloud Engagement? A.Content Builder B.Campaigns C.Advertising D.Journey Builder
A.Content Builder
Which release type is used for escalated bugs and escalated known issues? A.Emergency B.Patch C.Major D.Lifecycle
A.Emergency
What can marketers do to begin implementing omni-channel marketing? A.Reassess the way they onboard new customers. B.Review Google 360 data. C.Organize first-party data. D.Prioritize their response to customer reviews.
A.Reassess the way they onboard new customers.
Where should you run the SQL Query activities outlined in this module? A.Top-level account of your Marketing Cloud Engagement tenant B.Largest business unit in your account C.The business unit that sends the most email messages D.Wherever you feel most comfortable
A.Top-level account of your Marketing Cloud Engagement tenant
True or false: A LogUnsub Event updates the status of a subscriber to unsubscribed. A.True B.False
A.True
True or false: Marketing Cloud Engagement weekly releases have no downtime. A.True B.False
A.True
True or false: You can share product feedback and vote on ideas from your fellow community members on IdeaExchange. A.True B.False
A.True
True or false: You can use the Contacts Count Standard Report to get a count of your overall contacts. A.True B.False
A.True
True or false: You should have a communication plan to enable your team on release changes. A.True B.False
A.True
True or false: You should update email unsubscribes directly on the All Subscribers list. A.True B.False
A.True
Which of the following should be labeled as high risk in an audit? A.Sensitive customer data in a data extension B.No data retention policies C.No personalization D.High subscriber volume
A.True
When are release notes published in Salesforce Help? A.Two weeks prior to R1 B.Two weeks after the release C.The day of the release D.Whenever they are ready
A.Two weeks prior to R1
Besides updating the list manually or creating a multistep automation in Automation Studio, the recommended way to update this list is via ______.
API
Customers choose ______ unsubscribe when they want to unsubscribe from a specific list.
List
What can you do with Google Analytics 360 and Marketing Cloud Engagement ? A.Store and manage all of your digital content and assets. B.Measure performance of your email, web, and mobile app engagement. C.Send transactional emails to customers. D.Build websites.
B. Measure performance of your email, web, and mobile app engagement.
What is a Trailblazer community group? A.A book club B.A group of Trailblazers who meet and collaborate based on location, role, or interests C.A group of Trailblazers interested in pro bono projects D.A group of Salesforce employees who help their community
B.A group of Trailblazers who meet and collaborate based on location, role, or interests
What is a feature? A.A full-length film B.A product change made to add or improve functionality C.An identified error in the product D.A weekly release
B.A product change made to add or improve functionality
Which app does Marketing Cloud Engagement use to manage contact records? A.Subscriber Builder B.Contact Builder C.Person Builder D.Record Builder
B.Contact Builder
True or false: AMPscript is the only coding language you can use to build a preference center. A.True B.False
B.False
True or false: An audience strategist focuses on algorithms and AI models. A.True B.False
B.False
True or false: Personalized URLs are the same thing as a CloudPages private domain. A.True B.False
B.False
True or false: You must run SQL Query activities for bounces, unsubscribes, and unengaged subscribers in the same automation. A.True B.False
B.False
True or false: You should delete any contact record that has unsubscribed from your messages. A.True B.False
B.False
_______ attributes describe what the contact has done. For example, a contact indicates some related interests or clicks links when reading a newsletter.
Behavioral
Why would you create a data flow diagram? A.To describe every task needed to create a preference center B.To include in your preference center C.To confirm all required data sources are updated in your solution D.To add pizzazz to your solution document
C. To confirm all required data sources are updated in your solution
Which of the following metrics would follow SMART guidelines? A.Gain management buy-in on digital transformation plan. B.Improve open rates by 2%. C.Improve email open rates by 2% by the end of the fiscal year using subject line testing. D.Improve email engagement.
C.Improve email open rates by 2% by the end of the fiscal year using subject line testing.
Which release phase finalizes features that have been tested, validated, and approved? A.Agile development B.Adolescence C.Release readiness D.Staggered release
C.Release readiness
Where can you ask a question about a Salesforce product? A.Salesforce Docs B.Events C.Trailblazer Community D.Trailhead
C.Trailblazer Community
_________ messages are sent to subscribers who have opted in to receive marketing content from your brand. For example, a newsletter or sales promotion.
Commercial
_____ ________ is a Marketing Cloud Engagement app which lets you access, manage, organize, link, and view contact data from all Marketing Cloud Engagement applications and channels.
Contact Builder - Think of Contact Builder as an application for setting up a relational database with your contact data.
Link attribute groups and populations using the________
Contact Key value
How can you learn about your customer experience? A.Sign up for your own communications. B.Ask them directly in a customer survey. C.Ask colleagues. D.A and B E.A and C
D.A and B
What can marketers do with Marketing Cloud Intelligence? 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 is a key component of a successful governance framework? A.Executive buy-in. B.The right people. C.A catchy name and logo. D.A and B E.B and C
D.A and B
What should you include in your preference center? A.An option to unsubscribe from all communications B.Large, easy-to-use buttons C.Optional fields marked as required D.A and B E.B and C
D.A and B
Why is omni-channel marketing important? A.It relies on only one digital channel. B.It focuses on the beginning of the customer journey. C.It prioritizes mobile devices. D.It strives to build customer relationships across channels and devices.
D.It strives to build customer relationships across channels and devices.
How is Marketing Cloud Engagement documentation grouped in Salesforce Help? A.Relevance B.Preference C.Product age D.Product areas
D.Product areas
A _________, on the other hand, is a table within the application database that contains your data. You can use this to store not only sendable subscriber data—just like with a list—but also relational data like purchases, inventory, and rewards program data.
Data Extension You could use a data extension to store subscriber data (including lists) or to store relational data.
Use what when: Your lists contain more than 500,000 subscribers, or you plan to grow your lists beyond 500,000 subscribers in the future. You support multiple subscriber datasets, with separate definitions. You send global messages. You require fast import speeds. You use triggered sends. You use the SOAP or REST APIs. You prefer a flexible subscription model.
Data Extensions
Ramping up your new IP address is a marathon, not a sprint. Which means slow and consistent sending will pay off. How do you send responsibly?
Doubling each week: Keep your sends at 50,000 or below per day for the first week. For the second week, you can move up to 100,000 messages per day. For the third week, raise your limit to 200,000 per day. For the fourth week, set your cap at 400,000 per day. For the fifth week, limit your sends to 800,000 per day. Beginning with the sixth week, we recommend limiting your sends to 1.6 million per day.
_____ content ensures subscribers receive messages targeted to their interests.
Dynamic
hat should you check for when testing your solution? A.Status changes in the All Subscribers list. B.Proper email length C.Working links D.A and B E.A and C
E.A and C
Email _______ are recorded when images render in an email.
Email Opens - All opens include any open from any recipient and unique opens tracks only the first open from each unique recipient.
When customers choose global unsubscribe, they unsubscribe from _____email sent from Marketing Cloud Engagement
Every
_____ ______ is the data that your customer told you via a preference center and is clearly stated and spelled out.
Explicit data
True or false: To achieve a personalized, connected customer experience, companies should send messages in a single channel. A.True B.False
False
What is the Delivery Profile?
Header with link Footer physical address Unsubscribe link
__________ ______ is data that you have about a subscriber that you have inferred, but it is not plainly or directly provided by your subscriber
Implicit data
There are three ways to get data into Marketing Cloud Engagement:
Manual Importing (Email Studio) Import Definition (Contact Builder) Import Activity (Automation Studio)
There are three ways to import data into a data extension.
Manually with import wizard Import Activity API
You can select and synchronize objects from Salesforce CRM and pull the information into Marketing Cloud Engagement using what?
Marketing Cloud Connect.
3 Steps to Omni Channel Experience ____ your customers Activate ____ _____ data Measure your ______
Onboard First Party Marketing
_______ _______ are created to manage which types of messages subscribers receive—like newsletters, alerts, and so on
Publication lists
Two ways to segment Data extensions
Queries and data filter
What helps you control any replies to email messages you send using Marketing Cloud Engagement?
Reply mail management (RMM)
There are three types of data extensions in Marketing Cloud Engagement:
Standard Filtered Random
Email _____ are recorded when a recipient clicks any URL in an email.
clicks - Similar to opens, you can measure all clicks or just unique clicks.
The ______ key is a unique value you assign to identify a contact within your Marketing Cloud Engagement account. (You may know it as a subscriber key in Email Studio.)
contact
Information about contacts is stored where?
data extension - simply a table with fields of data about your contacts.
What hold the vast majority of contact data?
data extensions
Marketing Cloud Engagement organizes data using a relational database, and in this type of structure, _______ keys are used to connect data between two unique tables or sources.
foreign keys - For example, you might find CustomerID on a customer data extension, and PurchaserID on a POS data source. They may have different names, but these fields are the same customer. Therefore these fields become the foreign keys that connect these two pieces of data.
When customers choose _______ unsubscribe, they unsubscribe from every email sent from Marketing Cloud Engagement
global
