Question 1

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

Accepted Answer

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 
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 2

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?

Accepted Answer

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. 
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 3

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?

Accepted Answer

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 
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 4

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

Accepted Answer

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. 
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 5

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

Accepted Answer

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

Question 6

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

Accepted Answer

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

Question 7

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?

Accepted Answer

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

Question 8

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

Accepted Answer

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 
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 9

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

Accepted Answer

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

Question 10

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?

Accepted Answer

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

Question 11

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?

Accepted Answer

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

Question 12

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

Accepted Answer

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

Question 13

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?

Accepted Answer

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

Question 14

On a People Performance report, how is timeframe restricted?

Accepted Answer

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

Question 15

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

Accepted Answer

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 
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 16

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

Accepted Answer

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 
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 17

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?

Accepted Answer

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 
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 18

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

Accepted Answer

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

Question 19

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?

Accepted Answer

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

Question 20

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

Accepted Answer

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

Exam 1: Certified Expert