Lead Management

What's the maximum number of individual segments that can be defined within a Marketo segmentation?

20

The Marketo database supports file imports from... A. CSV files B. TXT files C. TAB files

A. CSV files B. TXT files C. TAB files

You can block field updates from sources such as... (choose all that apply) A. Munchkin API B. List Imports C. Form fillouts D. Salesforce

A. Munchkin API B. List Imports C. Form fillouts D. Salesforce

Which of these statements are true about My Lists... A. My Lists can be made up of leads I upload from a carefully formatted CSV file B. My Lists are dynamically populated automatically C. My List can be created by carefully selecting filters

A. My Lists can be made up of leads I upload from a carefully formatted CSV file

01. Marketo Sales Insight is a Marketo feature that allows marketing to... (choose all that apply) A. Pass information on a lead's behavior to a CRM system B. Provide sales teams with a prioritized list of leads based on multiple factors C. Provide sales teams with further visibility on those leads have been engaging with your brand

A. Pass information on a lead's behavior to a CRM system B. Provide sales teams with a prioritized list of leads based on multiple factors C. Provide sales teams with further visibility on those leads have been engaging with your brand

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. Sales

Blocking field updates is important for... A. Preventing changes to standardized values B. Preventing people's information from being overwritten C. Importing a list from an untrusted source

A. Preventing changes to standardized values B. Preventing people's information from being overwritten C. Importing a list from an untrusted source

Identify the Marketo features that enable Sales to understand a lead's behavior

Behavioral scoring is one of the best ways to gauge if a lead is ready for hand-off to sales. Behavioral scoring is based on a lead's behavior and current level of interest Behavior score contains insight about prioritizing leads effectively for your sales team If you have Marketo Sales Insight, you get the benefit of two additional ways to share lead behavior with sales. You can add "Interesting Moment" flow steps to your smart campaigns. Interesting moments are custom messages you can share with sales about activity the lead has taken. There is also a separate lead scoring system (stars and flames) as part of Sales Insight. These are meant to be a visual gauge for Sales to see how ready or qualified a lead is based on criteria you specify in Marketo.

Incompatible field values can be corrected in Marketo with... A. CRM sync B. My lists C. A single flow action

C. A single flow action

The Behavioural Score field... A. Is automatically populated based on a person's engagement with your marketing programs and assets B. Is excluded from calculating a person's total score C. Can not be reset to 0 D. None of the above

D. None of the above

True or false: It is recommended for a company's scoring threshold to be at least 100 points.

FALSE

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: When deleting a lead in Marketo, you have the option to also delete the person in the CRM.

TRUE

Know the ways you would alert sales about a new lead

There are two ways to alert sales in Marketo. In this example a smart list filter called 'Lead is created' means a new lead entered the database. The Flow steps are to send an alert or task to sales notifying the correct sales owner this action occurred.

Know the basics of international spam laws

There's a ton of information out there regarding spam laws. The most you will need to understand about this topic for the MCE (Adobe Certified Expert - Marketo Engage Business Practitioner) exam is the different types of opt-ins: Opt-out Opt-in Double Opt-in We recommend getting familiar with these terms and the spam laws of the United States, Canada, and the European Union. For more information, check out Marketo's ebook on GDPR.

Understand approaches to resetting the score of a lead

This is done using a smart campaign. Within the list of available flow steps, there is a filter called "Change Score." Use =0 to set a lead's score to 0.

Know what the roles of the different stakeholders are during the scoring process (CEO, CRM, marketing, sales)

This is kind of a broad subject, but the key stakeholders are going to be Marketing and Sales. Inside Sales (ADR, SDR) can review and qualify MQLs and also help define what is sales ready. Sales and Marketing should work together to develop a scoring plan.

Understand what and how triggers are used to respond in real-time to someone

Triggers are a smart list filter that respond off real world actions. For example, if someone clicks a link on a page. A trigger filter can be used to categorize that lead. Triggers are only used in smart lists filtering (*Important). Below is an example of smart list triggers that are available in Marketo. There are many different types.

Identify the Marketo features that enable understanding of lead quality

You can determine lead quality directly by the actions a lead takes in email and on landing pages. There are also several scoring elements you can set up: Demographic scoring Behavioral Scoring Total Score The total lead score can consist of whatever Sales and Marketing consider important. It could be strictly demographic, strictly behavioral, some blend of the two, or something else altogether. It is the total of all scoring models used to determine a lead's qualification.

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

a. Lead Status

Which two company stakeholders should be included in the process when creating a scoring plan? (Choose two) a. Sales b. Marketing c. Product Manager d. Chief executive officer e. Research and development f. Finance

a. Sales b. Marketing

Which of the following field types allow for you to do basic math? a. Score b. Number c. Formula d. Boolean

a. Score

Which two Marketo features allow marketing to pass information on a lead's behavior to a CRM system? (Choose two) a. Synced data fields b. System smart lists c. Marketo Sales Insight d. Segmentation membership e. Lead performance report

a. Synced data fields c. Marketo Sales Insight

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, Send Email c. Wait, Add interesting moment d. Wait, Change Program Status, send Alert

a. Wait, Send Alert

You wish to change someone's score when they are not actively engaging with content anymore. Which type of scoring should you use? a. Behavioral scoring b. Negative scoring c. Demographic scoring d. Account scoring

b. Negative scoring

Which of the following are recommended ways of alerting sales when they have a new lead to follow up on? (choose all that apply) a. Send an email b. Send an alert c. Create a task d. Update a field

b. Send an alert c. Create a task

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 - CHANGE PROGRAM SUCCESS = 0 b. Smart Campaign with a flow step - CHANGE SCORE, New Value = 0 c. Smart List with a flow step - CHANGE DATA VALUE, New Value = 0 d. Smart Campaign with a flow step - Add to system list "Unscored leads"

b. Smart Campaign with a flow step - CHANGE SCORE, New Value = 0

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. Create separate flow actions

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

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

d. Title changes