Deck 1: Certified Expert

Question 1

Which step is necessary to add a custom column to a lead report?

A) Select the Smart List(s)
B) Drag over Opportunity Columns
C) Select Export Rows
D) Activate Custom Columns in Admin

Answer 1

Select the Smart List(s)

Question 2

What is one difference between segmentations and smart lists?

A) A lead can exist in multiple segmentations but not in multiple smart lists.
B) Segmentations can be used to create dynamic content while smart lists cannot.
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.

Answer 2

Segmentations can be used to create dynamic content while smart lists cannot.

Question 3

Which two asset types can be used in an engagement program stream? (Choose two.)

A) Program
B) Report
C) Email
D) Landing page
E) Social button

Answer 3

Program
Email

Question 4

Given the Active Lead Model program: From where are the tokens inherited?

A) Behavioral Scoring folder
B) Lead Scoring folder
C) z_Archive folder
D) Active Lead Scoring Model program

Question 5

In which initiatives can a marketer use the Recipient Time Zone feature? (Choose two.)

A) When setting the stream cadence in an engagement program stream that contains email assets and nested programs
B) When sending a newsletter email with an email program
C) When sending an invitation email with a batch smart campaign in an event program
D) When setting the stream cadence in an engagement program stream that contains only email assets
E) When sending a confirmation email with a trigger smart campaign in a default program

Question 6

The marketing department of a technology company believes the use of "Servers" in the subject line will increase open rates of an email. To prove this, an A/B test will be utilized. Given the screenshot: In which component of the Control Panel will the schedule for the email be set?

A) Add A/B Test
B) Schedule
C) New Email
D) Edit Smart List

Question 7

Where is the setting to enable Progressive Profiling when designing a form found?

A) Form Settings > Settings
B) Admin functions
C) Field Details
D) Form Settings > Themes

Question 8

A marketing and sales organization agrees on a service level agreement for prospects who request demos through Marketo landing pages. The marketing department is tasked with building a Smart Campaign that sends an immediate auto-reply email to the prospect, and 30 minutes afterwards, sends an email notification to the lead owner. What is the correct order in the Smart Campaign flow setup?

A) Send Alert > Wait 30 Minutes > Send Email
B) Send Email > Wait 30 Minutes > Send Alert
C) Send Alert > Wait 30 Minutes > Send Alert
D) Send Email > Wait 30 Minutes > Send Email

Question 9

A company operates in multiple regions and has identified the vice president (VP) of Sales in each region as a stakeholder in the lead scoring development process. The VPs of Sales of two major regions disagree about the significance of a specific factor. Which course of action will allow both definitions to be incorporated?

A) Implement a global scoring model giving equal weighting to both VPs of Sales input regardless of the lead region
B) Implement a global scoring model incorporating the opinion of the most experienced VP of Sales
C) Implement a global scoring model giving varied weightings to both VPs of Sales input according to the lead region
D) Implement a global scoring model that uses the weighted average of both of the provided scores

Question 10

How is Marketo different from an email service provider (ESP)?

A) Marketo can dedupe data and nurture leads; an ESP can host landing pages and provide email open rates.
B) Marketo can score and nurture leads; an ESP can send multi-step campaigns and track open and click rates.
C) Marketo can measure the impact of marketing initiatives on revenue; an ESP can track open and click rates.
D) Marketo has the ability to send personalized emails and monitor website actions; an ESP can send email blasts and score leads.

Question 11

Which two statements differentiate smart lists from segmentations? (Choose two.)

A) A lead can exist in multiple segments within the same segmentation.
B) Smart lists can only generate information on the lead for the past 90 days.
C) A lead can exist in multiple smart lists.
D) Snippets can be dynamically changed based on segmentation.
E) Snippets are created from smart lists.

Question 12

Which type of leads will receive a non-operational email?

A) Marketable leads
B) Marketing suspended leads
C) Blacklisted leads
D) Unsubscribed leads

Question 13

Where can you manage program report subscriptions? (Choose two.)

A) In the Subscriptions tab of the report in Marketing Activities
B) In the Subscriptions tab in Marketing Activities
C) In the Subscriptions tab in Analytics
D) In the Subscriptions tab in Database

Question 14

What is the difference between hard bounces and soft bounces?

A) A hard bounce happens when an email is rejected by a spam filter; a soft bounce means an email address is invalid.
B) A hard bounce renders a lead email address invalid; a soft bounce gets automatically resolved within a few days.
C) A soft bounce renders a lead email address invalid; a hard bounce gets automatically resolved within a few days.
D) A soft bounce happens when an email is rejected by a spam filter; a hard bounce means an email address is invalid.

Question 15

What is required if a marketing manager wants to send one email to two segments, but the header image will be different for each segment?

A) System tokens
B) Smart lists
C) An approved snippet
D) An approved segmentation

Question 16

The email marketing manager wants to reset the score for all leads who have been unengaged. Which value in the CHANGE SCORE Flow Step will reset the leads' score?

A) -100
B) {{System.Reset}}
C) Reset
D) = 0

Question 17

A marketer's CRM requires that States be entered as a 2-digit abbreviation. The marketer wants to display full state names in the form picklists. How should this be done?

A) Use Mark Input to display the abbreviation while storing the full state
B) Store the full state in "Stored Value" and the abbreviation in "Display Value" on the form field settings
C) Store the full state in "Display Value" and the abbreviation in "Stored Value" on the form field settings
D) Use Mark Input to display the full state value while storing the abbreviation

Question 18

Which form option is needed to use advanced thank you pages?

A) External URL
B) Form defined
C) None
D) Another available landing page

Question 19

On a People Performance report, how is timeframe restricted?

A) Date of Activity
B) Both a and c
C) Sent Date
D) Created Date

Question 20

Which feature of Marketo requires an approval segmentation prior to it being functional?

A) Custom Snippets
B) Dynamic Content
C) System Tokens
D) Program Cloning

Question 21

The marketing department has a multi-stream engagement program. Each stream within the engagement program has multiple leads who have exhausted content. The content marketing manager adds a new piece of content into the top of the first stream only. Who receives the new content at the next cast?

A) All leads in the program with an engagement score higher than 5.
B) All leads who have not exhausted content in the entire program.
C) All leads who have exhausted content in the entire program.
D) All leads who are in the first stream of the program.

Question 22

An organization has a lead scoring program that uses tokens. During an analysis of the scoring model, it is discovered that website activities are being scored far too high. Where can the scores be adjusted?

A) Setup
B) Email Script
C) Smart List
D) My Tokens

Question 23

Given the webinar program statuses below, which of the statements is true?

A) Once members are marked as "Attended", they cannot move to "Attended On-demand".
B) Once members are marked as "Attended", they cannot move to "No Show".
C) Once members are marked as "Registered", they cannot move to "Waitlisted".
D) Once members are marked as "Registered", they cannot move to "Invited".

Question 24

The communication limits for your Marketo instance are as follows: Monica, a person in your database, received Email 01 from your instance at 8:00 this morning. She also qualifies for the audience of an email program scheduled to send Email 02 at 2:00 this afternoon. Email 01 and Email 02 are both non-operational. Which statement is true?

A) Monica will not receive Email 02. She will be classified as bounced in the Email Performance Report.
B) Monica will not receive Email 02. She will be included in the Blocked count on the email program control panel.
C) Monica will receive Email 02 at 2:00 pm but will not be eligible for any other emails sent today.
D) Monica will receive Email 02 at 8:00 am tomorrow (24 hours after the last email she received.) She will be classified as pending in the Email Performance Report until the email is sent.

Question 25

In which two ways can a marketer avoid a spamtrap? (Choose two.)

A) Establish a direct Opt-in process for all leads
B) Email leads who have been inactive for more than 6 months
C) Purge the database of inactive leads
D) Purchase lists from data vendors

Question 26

A marketer has created a Smart Campaign with the Flow displayed in the screenshot: Which attribute(s) will be updated if a Lead is running through the Flow and all Choices except the Default Choice would match?

A) The attribute 'Topics of Interest' will be updated. 'Region' & 'Profile Type' won't get an update.
B) All attributes will be updated.
C) The attribute 'Region' will be updated. 'Profile Type' & 'Topics of Interest' won't get an update.
D) The attribute 'Profile Type' will be updated. 'Region' & 'Topics of Interest' won't get an update.

Question 27

A marketer is building a Preference Center on a Marketo landing page and wants to provide a Department drop-down for those who select University as a company type. Which form property should be edited?

A) Mask Input
B) Visibility Rules
C) Validation Message
D) Field Type

Question 28

Which three token types can be used to insert a date into an email? (Choose three.)

A) Rich Text
B) Date
C) Calendar File
D) Number
E) Text
F) Score

Question 29

What is a reason to include a text version with an HTML one when sending an email?

A) Including a text version makes it more likely for people to click.
B) Text emails have higher delivery rates than HTML.
C) Text emails offer a better user experience than HTML.
D) Some email clients can only receive text emails.

Question 30

The following token is added to the text of an email: {{lead.First Name:default=there}}. What is the purpose of the text ":default=there"?

A) To avoid an error message from showing if the field Company is empty
B) To display "there" in the email if the field First Name is empty
C) To avoid an error message from showing if the field First Name is empty
D) To populate the first name field with "there" if the field First Name is empty

Question 31

What form field type can be used to capture URL parameters?

A) Input Masking Fields
B) Hidden Form Fields
C) Dynamic Form Fields
D) Anonymous Form Fields

Question 32

A marketing director is asked to email leads to invite them to a company event. Which Program Channel Type should be used to register leads and host the event onsite?

A) Tradeshow Channel
B) Email Blast
C) Roadshow Channel
D) Webinar Channel

Question 33

A marketer wants to identify duplicate leads using the person's full name instead of email address. How can the marketer accomplish this task?

A) Adjust the duplicate System Smart List filter value to Full Name
B) Create a Smart List using the Full Name filter and the duplicate constraint
C) Edit duplicate identification settings in the Admin panel
D) Create a segment using Full Name

Question 34

What is the reporting impact of selecting an acquisition program when importing a list?

A) The Opportunity Influence Analyzer uses acquisition program to indicate which program led directly to a won opportunity.
B) The acquisition program is required to show program success in the List Performance report.
C) The acquisition program is required to show the number and percent of new names in the Program Performance report.
D) Revenue Cycle Modeler uses acquisition program to trigger moving net new leads from the Anonymous to the Known stage.

Question 35

A marketer wants to measure the success of various lead generation programs by leveraging acquisition programs. How is the acquisition program assigned to a lead?

A) A lead needs to be sent to a CRM to receive an acquisition program.
B) A lead fills out a form on a landing page in the program.
C) A lead is added to the CRM and synced to Marketo.
D) Admin Acquisition Program is automatically assigned to new leads.

Question 36

A marketer wants to have a form in a pop-up window on the company website. How can the marketer accomplish this?

A) Choose Lightbox as the embed code type
B) Design a landing page that gives the visual effect of a pop up window
C) Change the form type to Lightbox under form settings
D) Create a New RTP Dialog Web Campaign

Question 37

A colleague reviewed a Marketo program setup and noticed that one of the landing page URLs is not SEO-friendly and needs to be changed. How can the URL of the landing page be changed?

A) URL Tools > Edit URL Settings
B) Landing Page Editor > Change URL
C) URL Builder > SEO URL
D) Rename URL > SEO link

Question 38

A lead is deemed sales ready. What is an appropriate method to communicate this to sales?

A) Update lead acquisition program
B) Send the lead an alert
C) Update lead status
D) Marketing suspend the lead

Question 39

A marketing manager wants to create a report that shows database growth over time and excludes blacklisted, unsubscribed, and invalid leads from the total. Which modification excludes these populations from the report?

A) Custom Columns in the Smart List tab
B) "Lead Created At" in the Setup tab
C) "Group Leads by" in the Setup tab
D) Exclusionary filters in the Smart List tab

Question 40

What is the purpose of a default value in a token?

A) To display values like current Date/Time
B) To show a value if a lead's referenced field is empty
C) To refer to the name or description of a program
D) To create custom variables at the Campaign Folder or Program level

Question 41

A demand generation manager wants to run a batch Smart Campaign to update leads that were either created by form fillout today or who visited the company's pricing page. Which rule logic should be used when setting up the Smart List?

A) Use ALL filters
B) Use ANY filters
C) Use Advanced filters
D) Use Basic filters

Question 42

Given the following message to the sales team: "John Smith filled out form "Chicago Tradeshow" on October 11, 2013" Which three types of tokens are most efficient to create this message on an alert? (Choose three.)

A) System token
B) Trigger token
C) Company token
D) Email script token
E) Member token
F) Lead token

Question 43

By using tokens in an email, a marketer wants to make an email more relevant to a list of 253 recipients from different organizations. What is an incorrect use of tokens in this situation?

A) Lead token for a Custom Field value
B) System token for the Unsubscribe Link
C) My token for a lead's Company Name
D) System token for the Web View Link

Question 44

An engagement program has a group of leads that a marketer no longer wants to send emails. Removing leads from the program also causes which data to be removed?

A) Email performance
B) Changes to the engagement program cadence
C) Lead score
D) Contribution to the engagement score