QUESTION: 17

An Adobe Marketo Engage Architect joins a company and needs to audit a prospect engagement scoring model. The previous administrator did not properly set up or maintain the model. The Marketing and Sales teams identify all engagement elements they want the new revamped model to score on. The administrator needs to make improvements. According to best practices, what are the three important elements for the Architect to consider when updating the scoring model? (Choose three.)

Scoring tokens are in use for all scoring values in the model.
The scoring for all form activities happens within the individual form Programs.
The frequency of scoring is considered in the implementation of the model.
All scoring triggers are held in an operational Program in Marketing Activities.
Make sure only Leads are scored on this model, not the entire database.
A new Channel is set up for "Scoring" and all Programs related to scoring use this Channel.

Answer(s): A,C,D

Explanation:

The three important elements for the Architect to consider when updating the scoring model are to use scoring tokens for all scoring values in the model, to consider the frequency of scoring in the implementation of the model, and to hold all scoring triggers in an operational program in Marketing Activities. These elements will help the Architect to audit and improve the existing prospect engagement scoring model according to best practices. Using scoring tokens for all scoring values in the model will enable the Architect to easily adjust and maintain the scoring values across different campaigns and programs, instead of hard-coding them. Considering the frequency of scoring in the implementation of the model will enable the Architect to avoid over-scoring or under-scoring leads based on their actions and behaviors, and to set appropriate time frames and limits for scoring triggers. Holding all scoring triggers in an operational program in Marketing Activities will enable the Architect to centralize and organize all the scoring campaigns and assets in one place, instead of scattering them across different folders or workspaces.

Reference:

https://docs.marketo.com/display/public/DOCS/Scoring+Overview https://docs.marketo.com/display/public/DOCS/Best+Practices%3A+Lead+Scoring

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QUESTION: 18

An Adobe Marketo Engage Consultant is assigned to audit an existing Marketo Engage instance. This is a 10-year-old instance. Due to high turnover within the Marketing Operations team, the team does not have the MQL assignment process documented. Marketing Operations does not have access to Salesforce. The sales team reports that they receive only 10 MQLs in a week. The Marketing team shows on average 50 MQLs in a week. The Sales team members do not get any MQL alert from Marketo Engage. They see the lead assignment only when the leads are assigned to "Sales Queue" on Salesforce. The Marketo Engage sync on Salesforce is properly configured and has write access to all standard objects and fields.
While auditing Marketo Engage instance, the consultant finds the following issues:
- An average 40 leads are getting graduated to MQLs but not syncing with Salesforce. These records are already in Salesforce's lead object and belong to Hospitality Industry. - The web-message field on the Marketo Engage form is not getting updated to Salesforce's Lead and Contact objects. The Marketo Engage Sync user has read and write access to "Web-Message" field on Lead, Contact, and Account objects.
Which two steps should the consultant perform to find the root cause? (Choose two.)

Check if Marketo's Custom Object is in place
Check if the Web-Message form field is mapped to Account object
Check if the Custom Activities are configured properly
Check if the Behavior Scoring is configured properly
Check if the Custom Sync Rule is in place

Answer(s): B,E

Explanation:

The two steps that the consultant should perform to find the root cause are to check if the Web- Message form field is mapped to Account object and to check if the Custom Sync Rule is in place. These steps will help the consultant to identify and resolve the issues that are causing leads not syncing with Salesforce or fields not getting updated. Checking if the Web-Message form field is mapped to Account object will help the consultant to verify that the field mapping is correct and consistent between Marketo Engage and Salesforce, as well as between Lead, Contact, and Account objects. Checking if the Custom Sync Rule is in place will help the consultant to verify that there are no filters or conditions that are blocking leads from syncing with Salesforce based on their industry or other criteria.

Reference:

https://docs.marketo.com/display/public/DOCS/Salesforce+Sync%3A+Overview https://docs.marketo.com/display/public/DOCS/Field+Mapping https://docs.marketo.com/display/public/DOCS/Custom+Sync+Filter

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QUESTION: 19

A company buys a webinar solution that connects to its Adobe Marketo Engage instance via API. The Marketing VP wants to quickly scale the volume of webinars from once a month for North America to three times a month globally. All webinars will be in English. The company markets to three different regions, and the content of all assets such as the landing page and emails need the option to vary the content for different combinations of region and industry. The Marketing VP wants to see the results of each webinar reported at the global level. The Demand Generation Manager wants to see the results of each webinar reported at the regional level.
Which two actions should the Marketo Engage Architect recommend to meet these requirements? (Choose two.)

Create a webinar email asset in the program template that uses Velocity Scripting to populate region and industry
Create a webinar email template with program tokens to populate content by region and industry
Create a regional webinar program template with a consistent naming convention
Create a global webinar program template that contains each region's local assets when it is cloned
Create a webinar email template with snippets to populate content by region and industry

Answer(s): A,C

Explanation:

The two actions that the Marketo Engage Architect should recommend to meet these requirements are to create a webinar email asset in the program template that uses Velocity Scripting to populate region and industry and to create a regional webinar program template with a consistent naming convention. These actions will help the Architect to quickly scale the volume of webinars from once a month for North America to three times a month globally, as well as to vary the content of assets for different combinations of region and industry. Creating a webinar email asset in the program template that uses Velocity Scripting to populate region and industry will enable the Architect to dynamically insert content based on the lead's region and industry segmentation fields, instead of creating separate email assets for each segment. Creating a regional webinar program template with a consistent naming convention will enable the Architect to easily clone and customize the program for each region, as well as to report on the results of each webinar at the global and regional level.

Reference:

https://docs.marketo.com/display/public/DOCS/Webinar+Programs https://docs.marketo.com/display/public/DOCS/Velocity+Scripting https://docs.marketo.com/display/public/DOCS/Program+Templates

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QUESTION: 20

An organization wants to improve its Lead routing to its team across regions. Instead of using their default workspace and partition for region/country specific marketing on top of global operations, they currently have four 'regions' that cover six countries, each with their own Lead partition and Workspaces:
- EMEA: UK and Belgium
- ANZ: Australia and New Zealand
- NAM: USA
- ASIA: Japan
Singapore will be added as an additional country within 6 months. As the organization moves away from the highly manual process of assigning leads as 'ready', the goal is to use their new Lead scoring to state that leads that are above 60 in Score are marked as MQL, and are synced to the right country team queue in their CRM. The CRM will then use automated workflows to take leads from the queues and decide which leads are assigned to which representative for that country.
Which efficient measures should betaken to make sure Leads from the right countries are synced to the correct queues in the CRM?

Build program in each region workspace.
When the score reaches 60, trigger the Salesforce sync and assign to lead queues based on region. For example, "If Partition is ASIA, Assign to ASIA queue".
Build program in default workspace.
When the score reaches 60, trigger the Salesforce sync and assign to lead queues based on country. For example, "If Country is USA, Assign to USA lead queue".
Build program in each region workspace.
When the score reaches 60, trigger the Salesforce sync and assign to lead queues based on country. For example, "If Country is USA, Assign to USA lead queue".
Build program in default workspace.
When the score reaches 60, trigger the Salesforce sync and assign to lead queues based on region. For example, If Partition is ASIA, Assign to ASIA queue".

Answer(s): B

Explanation:

The efficient measure that should be taken to make sure leads from the right countries are synced to the correct queues in the CRM is to build program in each region workspace.
When the score reaches 60, trigger the Salesforce sync and assign to lead queues based on country. For example, "If Country is USA, Assign to USA lead queue". This measure will help the organization to improve its lead routing to its team across regions, as well as to use their new lead scoring to mark leads as MQLs. Building program in each region workspace will allow the organization to segment and target leads based on their region and country, as well as to leverage their existing workspaces and partitions. Triggering the Salesforce sync and assigning to lead queues based on country will allow the organization to sync leads that reach MQL status based on their score and assign them to the appropriate sales team queue in CRM.

Reference:

https://docs.marketo.com/display/public/DOCS/Workspaces+and+Partitions https://docs.marketo.com/display/public/DOCS/Salesforce+Sync%3A+Overview https://docs.marketo.com/display/public/DOCS/Scoring+Overview

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