Question 1

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

Accepted Answer

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

Question 2

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?

Accepted Answer

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. 
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. D

Question 3

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?

Accepted Answer

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

Question 4

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

Accepted Answer

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 
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 5

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

Accepted Answer

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 
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 6

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.)

Accepted Answer

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

Question 7

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?

Accepted Answer

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 
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 8

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

Accepted Answer

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. 
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 9

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

Accepted Answer

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". 
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 10

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

Accepted Answer

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

Question 11

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

Accepted Answer

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. 
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 12

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?

Accepted Answer

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. 
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 13

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"?

Accepted Answer

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 
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 14

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?

Accepted Answer

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

Question 15

What is one difference between segmentations and smart lists?

Accepted Answer

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. 
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.

Question 16

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?

Accepted Answer

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 
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 17

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?

Accepted Answer

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

Question 18

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?

Accepted Answer

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

Question 19

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?

Accepted Answer

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. 
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 20

What is the difference between hard bounces and soft bounces?

Accepted Answer

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. 
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.

Exam 1: Certified Expert

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

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?