QUESTION: 5

The VP of Marketing is concerned about the workload of the marketing team and wants to hire an agency to assist the team by building campaigns and programs within their Adobe Marketo Engage instance. The biggest concern is adding users who may be able to access and accidentally break established templates, nurture campaigns, and scoring. Therefore, the users will only be able to work in the Marketing Activities area.
The agency will have access to building programs, campaigns, emails, and landing pages.
What is the best set of user role permissions for the agency users?

Web Campaign Editor, Access Email, Activate Trigger Campaign, Clone Marketing Asset
Edit Marketing Asset, Edit Campaign, Activate Trigger Campaign, Clone Marketing Asset
Access Email, Access Landing Page, Web Campaign Editor, Edit Marketing Asset
Edit Marketing Asset, Access Email, Access Landing Page, Export Analytics Data

Answer(s): C

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QUESTION: 6

FADE IN:
CUSTOMER CONTACT - SCORING DILEMMA
In a virtual meeting, a marketing executive in business attire, speaks directly to the camera. The screen displays the executive's name and title (CMO).
CMO
It's nice to meet you. Welcome to our growing B2B tech SaaS company. I heard you've spoken with the CIO. Good.
Listen, I have a specific concern I'd like you to evaluate.
Marketing, my team, we're really ramping up our demand generation activities. We have a lot of leads coming in and we are pushing over an increasing amount of marketing qualified leads to the inside sales team.
(shakes their head)
The volume we're pushing-inside sales is just getting inundated, and they don't know how to prioritize or who to follow up with first. My team has a lot of data and context to send over to the sales team, but it's just too much for them to take in all at once. I don't want us to waste these opportunities. Tell me, how can I use scoring to help with this challenge we're in?

FADE OUT:

THE END
At Treat Snack Inc, a company that specializes in unique local ethnic snacks, the new CMO is being bombarded by complaints from the sales team that a high volume of MQLs are being delivered to the sales team. There is no context around why they reached MQL, what it is about them, as well as what they did that caused them to MQL. The CMO decides to overhaul the entire scoring system and build a new method from scratch.
The Sales team is interviewed to understand what indicated a good person to speak with who has a high likelihood of wanting to take a meeting. The Sales team reports that their best leads have the following traits in order of priority starting with the most helpful trait:
1. People who attended a webinar on different types of treats enjoyed in different global regions
2. People who have a title of director and higher, followed by whether the account was larger than 1000 employees
3. People who work for companies that look similar to companies that they have sold to previously
4. People who have a high interest in their chocolate tasting line of products
5. People who search the web for wholesale suppliers of gourmet treats In which order should the different types of scoring be rolled out?

Predictive, Behavior Demographic, Intent, Product
Behavior, Demographic, Predictive, Product, Intent
Behavior, Intent, Demographic, Product, Predictive

Answer(s): B

Explanation:

The order of the different types of scoring should be based on the priority and feasibility of the traits that the Sales team identified. Behavior scoring should be rolled out first, because it captures the most helpful trait of attending a webinar, as well as other actions that indicate interest and engagement. Demographic scoring should be rolled out next, because it captures the second most helpful trait of title and company size, as well as other attributes that indicate fit and qualification. Predictive scoring should be rolled out third, because it captures the third most helpful trait of working for similar companies, as well as other factors that indicate propensity and likelihood to buy. Product scoring should be rolled out fourth, because it captures the fourth most helpful trait of having a high interest in their chocolate tasting line of products, as well as other preferences and needs that indicate product fit and value. Intent scoring should be rolled out last, because it captures the fifth most helpful trait of searching the web for wholesale suppliers of gourmet treats, as well as other signals that indicate buying intent and readiness.

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: 7

A company wants to generate new leads through content syndication. The goal is not to pay for existing leads. A third-party company will send leads through an API directly to the Adobe Marketo Engage instance.
The third-party company passes the following information through the API:
- First
- Last
- Email
- Person Source
- Company
- Asset Name
An Architect needs to create a program that captures leads and evaluates if the leads are new or existing. Engagement will also be captured on all leads. Only new leads must be scored and sent a welcome email. Existing leads will then be excluded from the program and sent back through the API to the third-party company.
Which order of steps is required to build this program?

Remove from Flow > Change Data Value > Add to Program > Change Score > Call Webhook
Change Data Value > Change Program Status > Call Webhook > Remove from Flow > Send Email
Remove from Flow > Call Webhook > Change Data Value > Change Program Status > Change Score
Change Program Status > Call Webhook > Change Data Value > Send Email > Remove from Flow

Answer(s): B

Explanation:

The order of steps required to build this program is to change data value, change program status, call webhook, remove from flow, and send email. This is because these steps will allow the program to capture leads and evaluate if they are new or existing, as well as capture engagement and perform the desired actions. The change data value step will update the person source and asset name fields based on the API information. The change program status step will update the program status based on whether the lead is new or existing. The call webhook step will send existing leads back to the third-party company through the API. The remove from flow step will exclude existing leads from the program. The send email step will send a welcome email to new leads only. The other options are not as correct as this one, because they either miss some of the required steps or include some of the unnecessary steps.

Reference:

https://docs.marketo.com/display/public/DOCS/Programs+Overview https://docs.marketo.com/display/public/DOCS/Smart+Campaigns+Overview https://docs.marketo.com/display/public/DOCS/Webhooks

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QUESTION: 8

A company has the native Adobe Marketo Engage sync with Microsoft Dynamics in place. The business consistently exceed their database limits. It needs to limit database growth and remove certain records from Marketo Engage.
Which two actions should the Marketing Operations team recommend to solve this issue? (Choose two.)

Delete any Leads or Contacts from Marketo Engage in the sync with no email address or invalid '-' email address
Work with the Dynamics CRM admin to hide certain records that should not be in the sync using '-' the Dynamics "inactive" functionality
Design an inactive monitoring process using scoring and have them removed from the sync by '-' Dynamics using the Custom Sync Filter functionality
Block unwanted Leads and Contacts from the sync based on a set criteria using the Custom *-* Sync Filter functionality
Block inactive Leads and Contacts from the sync using the Custom Sync Filter functionality

Answer(s): A,D

Explanation:

The two actions that the Marketing Operations team should recommend to solve this issue are to delete any Leads or Contacts from Marketo Engage in the sync with no email address or invalid `-' email address and to block unwanted Leads and Contacts from the sync based on a set criteria using the Custom - Sync Filter functionality. This is because these actions will help limit database growth and remove certain records from Marketo Engage by eliminating records that are not valid or useful for marketing purposes and preventing records that do not meet certain criteria from being synced. The other options are not as effective as these two, because they either rely on Dynamics functionality that may not be available or consistent, or they do not address the issue of database limits.

Reference:

https://docs.marketo.com/display/public/DOCS/Microsoft+Dynamics+Sync%3A+Overview https://docs.marketo.com/display/public/DOCS/Custom+Sync+Filter

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