Marketo-Certified-Expert : Marketo Certified Expert Exam

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Marketo
Marketo-Certified-Expert
Marketo Certified Expert
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Question: 1
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: A
Explanation:
Reference: https://docs.marketo.com/display/public/DOCS/Understanding+Engagement+Programs
Question: 2
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
Answer: A
Explanation:
Reference: https://nation.marketo.com/t5/Knowledgebase/What-is-a-spamtrap-and-why-do-they-matter/ta-p/248282
Question: 3
A marketer wants to create a Program Performance Report that shows the performance for all programs targeting a
certain geographic region.
What would be the best way to accomplish this?
A. Add a custom column to the Program Performance Report.
B. Use a custom tag as a filter on the setup tab of the Program Performance Report.
C. Use a filter on the smart list of the Program Performance Report.
D. Use the drill down feature of the Program Performance Report.
Answer: B
Question: 4
Which type of leads will receive a non-operational email?
A. Marketable leads
B. Marketing suspended leads
C. Blacklisted leads
D. Unsubscribed leads
Answer: A,D
Explanation:
Reference: https://nation.marketo.com/t5/Product-Documents/How-Does-Marketo-Decide-Whether-a-Person-
Receives-Email-or-Not/ta-p/250309
Question: 5
A marketer is creating an autoresponder email to send a link to a piece of content.
What is an incorrect use of a token?
A. A text token for the link to a displayed image
B. A text token for the link to the content
C. A lead token for the leadâs first name
D. A styled rich text token for the subject line.
Answer: B
Question: 6
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
Answer: A,B,C
Explanation:
Reference: https://nation.marketo.com/t5/Product-Blogs/Sample-Questions-for-MCE-Exam-Targeting-
Personalization/bc-p/243024
Question: 7
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
Answer: A,C,D
Explanation:
Reference: https://docs.marketo.com/display/public/DOCS/Change+the+Landing+Page+URL
Question: 8
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.
Answer: C,D
Question: 9
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
Answer: A,B,C,D
Explanation:
Reference: https://docs.marketo.com/display/public/DOCS/Email+Auto-Response
Question: 10
A marketer has a global form that is used on five white-paper landing pages.
How can the marketer determine which leads filled out the form on a specific landing page?
A. Create a Landing Page Performance Report
B. Create a smart list using the filter âVisited Web Pageâ with the constraint of âForm = Trueâ
C. Create a smart list using the filter âFilled out formâ with the constraint of âWeb Pageâ
D. Create a form submission list in the Design Studio
Answer: A,B,C
Explanation:
Reference: https://nation.marketo.com/t5/Product-Blogs/Sample-Questions-for-MCE-Exam-Analytics-Reporting/bc-
p/242885
Question: 11
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 leadâs Company Name
D. System token for the Web View Link
Answer: B
Question: 12
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
Answer: A,C
Explanation:
Reference: https://nation.marketo.com/t5/Certification-Study-Group/Certification-Question/gpm-p/225351
Question: 13
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.
Answer: A,B,C,D
Explanation:
Reference: https://docs.marketo.com/display/public/DOCS/Hard+and+Soft+Bounces+in+Email
Question: 14
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 âTopics of Interestâ will be updated. âRegionâ & âProfile Typeâ wonât get an update.
B. All attributes will be updated.
C. The attribute âRegionâ will be updated. âProfile Typeâ & âTopics of Interestâ wonât get an update.
D. The attribute âProfile Typeâ will be updated. âRegionâ & âTopics of Interestâ wonât get an update.
Answer: D
Question: 15
HOTSPOT
A company has never done lead scoring before and wants to build a scoring model.
Match each stakeholder to the most appropriate type of insight the stakeholder can provide during model development.
Answer options may be used more than once or not at all.





Answer: D
Question: 16
The marketing department of a technology company believes the use of âServersâ 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
Answer: A,C
Explanation:
Reference: https://gosolomon.com/mce-study-guide-program-fundamentals/
Question: 17
Which two behaviors can be tracked with Munchkin code? (Choose two.)
A. Web page visits
B. Web page clicks
C. Social media activity
D. Web page bookmarks
E. Average time spent on site
Answer: A
Explanation:
Reference: https://docs.marketo.com/display/public/DOCS/Add+Munchkin+Tracking+Code+to+Your+ Website
Question: 18
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 leadsâ score?
A. -100
B. {{System.Reset}}
C. Reset
D. = 0
Answer: A,C,D
Explanation:
Reference: https://nation.marketo.com/t5/Product-Discussions/Change-Score-Flow-vs-Change-Data-Value-Lead-
Score/m-p/190403
Question: 19
By completing a form on the website, a lead is indicating interest in exploring the company products and solutions and
is deemed sales ready.
How can this be communicated to sales?
A. Use a Trigger Campaign to Send Alert
B. Use a Trigger Campaign to Send Email
C. Create a Lead Performance report for sales
D. Change the Lead Score for the lead
Answer: D
Question: 20
A marketer wants to identify duplicate leads using the personâs 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
Answer: A,D
Explanation:
Reference: https://nation.marketo.com/t5/Product-Discussions/How-to-Handle-Full-Name-Duplicates/td-p/47687
Question: 21
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: A,C,D
Explanation:
Reference: https://docs.marketo.com/display/public/DOCS/Add+Custom+Columns+to+a+Person+Rep
ort
Question: 22
Michael has created two smart campaigns in two different programs.
The flow for each smart campaign is shown below.



Once a person achieves success (Influenced) in the 2020 Industry Predictions Ebook, Michael wants to send the person
the invite email for the weekly demo.
Which modifications must Michael make to the smart campaigns to achieve this?
A. Add the âCampaign is Requestedâ trigger to the 01 Send Invite smart campaign and the âRequest Campaignâ flow
step to the 03 Success smart campaign.
B. Add the âCampaign is Requestedâ trigger to the 03 Success smart campaign. No changes are needed to the 01 Send
Invite smart campaign.
C. Add the âAdded to Programâ trigger to the 01 Send Invite smart campaign and the âAdd to Programâ flow step to
the 03 Success smart campaign.
D. Add the âCampaign is Requestedâ trigger to the 01 Send Invite smart campaign. No changes are needed to the 03
Success smart campaign.
Answer: D
Question: 23
A service level agreement (SLA) between sales and marketing requires that if sales marks a lead as Unqualified, an
Unqualified Reason must be provided. The marketing team wants to nurture those leads.
What should be added as a flow step in a Smart Campaign to accomplish this?
A. Add to SFDC Campaign
B. Add to Engagement Program
C. Add to Nurture Stream
D. Add to Trash
Answer: A
Question: 24
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
Answer: B
Question: 25
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
Answer: D

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