Marketo Certified Expert Questions + Answers

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QUESTION 1
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?




A. Add A/B Test
B. Schedule
C. New Email
D. Edit Smart List
Correct Answer: C Section: (none) Explanation
Explanation/Reference:
Reference: https://gosolomon.com/mce-study-guide-p ... damentals/ QUESTION 2
On a People Performance report, how is timeframe restricted?
A. Date of Activity B. Bothaandc C. Sent Date
D. Created Date
Correct Answer: C Section: (none) Explanation
Explanation/Reference:
Reference: https://nation.marketo.com/t5/Product-D ... d-p/102036
QUESTION 3
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. SendAlert>Wait30Minutes>SendEmail B. SendEmail>Wait30Minutes>SendAlert C. Send Alert > Wait 30 Minutes > Send Alert D. Send Email > Wait 30 Minutes > Send Email



Correct Answer: B Section: (none) Explanation
Explanation/Reference:
Reference: https://docs.marketo.com/display/public ... o-Response QUESTION 4
Which feature of Marketo requires an approval segmentation prior to it being functional?
A. Custom Snippets B. DynamicContent C. System Tokens D. Program Cloning
Correct Answer: B Section: (none) Explanation
Explanation/Reference:
Reference: https://docs.marketo.com/display/public ... ic+Content QUESTION 5
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?
A. UseMarkInputtodisplaytheabbreviationwhilestoringthefullstate
B. Storethefullstatein“StoredValue”andtheabbreviationin“DisplayValue”ontheformfieldsettings 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
Correct Answer: B Section: (none) Explanation
Explanation/Reference:
Reference: https://nation.marketo.com/t5/Product-B ... ment=34298



QUESTION 6
Which two asset types can be used in an engagement program stream? (Choose two.)
A. Program
B. Report
C. Email
D. Landing page E. Socialbutton
Correct Answer: AC Section: (none) Explanation
Explanation/Reference:
Reference: https://docs.marketo.com/display/public ... t+Programs QUESTION 7
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?
A. System tokens
B. Smartlists
C. An approved snippet
D. An approved segmentation
Correct Answer: C Section: (none) Explanation
Explanation/Reference:
QUESTION 8
Which type of leads will receive a non-operational email?
A. Marketableleads
B. Marketingsuspendedleads C. Blacklisted leads



D. Unsubscribed leads
Correct Answer: D Section: (none) Explanation
Explanation/Reference:
Reference: https://nation.marketo.com/t5/Product-D ... a-p/250309 QUESTION 9
Which form option is needed to use advanced thank you pages?
A. ExternalURL
B. Form defined
C. None
D. Another available landing page
Correct Answer: A Section: (none) Explanation
Explanation/Reference:
Reference: https://nation.marketo.com/t5/Product-D ... td-p/36856 QUESTION 10
Which two statements differentiate smart lists from segmentations? (Choose two.)
A. Aleadcanexistinmultiplesegmentswithinthesamesegmentation.
B. Smartlistscanonlygenerateinformationontheleadforthepast90days. C. A lead can exist in multiple smart lists.
D. Snippets can be dynamically changed based on segmentation.
E. Snippetsarecreatedfromsmartlists.
Correct Answer: CD Section: (none) Explanation
Explanation/Reference:



QUESTION 11
What is the difference between hard bounces and soft bounces?
A. Ahardbouncehappenswhenanemailisrejectedbyaspamfilter;asoftbouncemeansanemailaddressisinvalid. B. Ahardbouncerendersaleademailaddressinvalid;asoftbouncegetsautomaticallyresolvedwithinafewdays.
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.
Correct Answer: B Section: (none) Explanation
Explanation/Reference:
Reference: https://docs.marketo.com/display/public ... s+in+Email QUESTION 12
What is one difference between segmentations and smart lists?
A. Aleadcanexistinmultiplesegmentationsbutnotinmultiplesmartlists.
B. Segmentationscanbeusedtocreatedynamiccontentwhilesmartlistscannot.
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.
Correct Answer: B Section: (none) Explanation
Explanation/Reference:
Reference: https://gosolomon.com/mce-study-guide-t ... alization/
QUESTION 13
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?
A. ImplementaglobalscoringmodelgivingequalweightingtobothVPsofSalesinputregardlessoftheleadregion B. ImplementaglobalscoringmodelincorporatingtheopinionofthemostexperiencedVPofSales



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
Correct Answer: D Section: (none) Explanation
Explanation/Reference:
QUESTION 14
Where can you manage program report subscriptions? (Choose two.)
A. IntheSubscriptionstabofthereportinMarketingActivities B. IntheSubscriptionstabinMarketingActivities
C. In the Subscriptions tab in Analytics
D. In the Subscriptions tab in Database
Correct Answer: BC Section: (none) Explanation
Explanation/Reference:
Reference: https://docs.marketo.com/display/public ... scriptions QUESTION 15
In which initiatives can a marketer use the Recipient Time Zone feature? (Choose two.)
A. Whensettingthestreamcadenceinanengagementprogramstreamthatcontainsemailassetsandnestedprograms B. Whensendinganewsletteremailwithanemailprogram
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. Whensendingaconfirmationemailwithatriggersmartcampaigninadefaultprogram
Correct Answer: AC Section: (none) Explanation
Explanation/Reference:
Reference: https://nation.marketo.com/t5/Certifica ... m-p/241728 QUESTION 16
Which step is necessary to add a custom column to a lead report?
A. SelecttheSmartList(s)
B. DragoverOpportunityColumns
C. Select Export Rows
D. Activate Custom Columns in Admin
Correct Answer: A Section: (none) Explanation
Explanation/Reference:
Reference: https://docs.marketo.com/display/public ... son+Report QUESTION 17
How is Marketo different from an email service provider (ESP)?
A. Marketocandedupedataandnurtureleads;anESPcanhostlandingpagesandprovideemailopenrates.
B. Marketocanscoreandnurtureleads;anESPcansendmulti-stepcampaignsandtrackopenandclickrates.
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.
Correct Answer: D Section: (none) Explanation
Explanation/Reference:
Reference: https://blog.marketo.com/2012/11/what-i ... ation.html



QUESTION 18
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. Theattribute‘TopicsofInterest’willbeupdated.‘Region’&‘ProfileType’won’tgetanupdate. B. Allattributeswillbeupdated.
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.
Correct Answer: D Section: (none) Explanation
Explanation/Reference:
QUESTION 19
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. TradeshowChannel B. EmailBlast
C. Roadshow Channel D. Webinar Channel
Correct Answer: D Section: (none) Explanation
Explanation/Reference:
QUESTION 20
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?
A. AleadneedstobesenttoaCRMtoreceiveanacquisitionprogram. B. Aleadfillsoutaformonalandingpageintheprogram.
C. A lead is added to the CRM and synced to Marketo.
D. Admin Acquisition Program is automatically assigned to new leads.
Correct Answer: A Section: (none) Explanation
Explanation/Reference:
QUESTION 21
What is a reason to include a text version with an HTML one when sending an email?
A. Includingatextversionmakesitmorelikelyforpeopletoclick. B. TextemailshavehigherdeliveryratesthanHTML.
C. Text emails offer a better user experience than HTML.
D. Some email clients can only receive text emails.



Correct Answer: A Section: (none) Explanation
Explanation/Reference:
Reference: https://blog.marketo.com/2017/07/html-t ... etter.html QUESTION 22
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?
A. MonicawillnotreceiveEmail02.ShewillbeclassifiedasbouncedintheEmailPerformanceReport.
B. MonicawillnotreceiveEmail02.ShewillbeincludedintheBlockedcountontheemailprogramcontrolpanel.
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.
Correct Answer: B Section: (none) Explanation



Explanation/Reference:
QUESTION 23
What form field type can be used to capture URL parameters?
A. InputMaskingFields
B. HiddenFormFields
C. Dynamic Form Fields
D. Anonymous Form Fields
Correct Answer: B Section: (none) Explanation
Explanation/Reference:
Reference: https://docs.marketo.com/display/public ... ield+Value QUESTION 24
What is the reporting impact of selecting an acquisition program when importing a list?
A. TheOpportunityInfluenceAnalyzerusesacquisitionprogramtoindicatewhichprogramleddirectlytoawonopportunity.
B. TheacquisitionprogramisrequiredtoshowprogramsuccessintheListPerformancereport.
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.
Correct Answer: C Section: (none) Explanation
Explanation/Reference:
QUESTION 25
A marketer wants to have a form in a pop-up window on the company website. How can the marketer accomplish this?
A. ChooseLightboxastheembedcodetype



B. Designalandingpagethatgivesthevisualeffectofapopupwindow C. Change the form type to Lightbox under form settings
D. Create a New RTP Dialog Web Campaign
Correct Answer: A Section: (none) Explanation
Explanation/Reference:
Reference: https://nation.marketo.com/t5/Product-D ... /m-p/59328
QUESTION 26
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?
A. Allleadsintheprogramwithanengagementscorehigherthan5. B. Allleadswhohavenotexhaustedcontentintheentireprogram. C. All leads who have exhausted content in the entire program.
D. All leads who are in the first stream of the program.
Correct Answer: C Section: (none) Explanation
Explanation/Reference:
Reference: https://nation.marketo.com/t5/Product-D ... td-p/57316 QUESTION 27
Given the webinar program statuses below, which of the statements is true?



A. Oncemembersaremarkedas“Attended”,theycannotmoveto“AttendedOn-demand”. B. Oncemembersaremarkedas“Attended”,theycannotmoveto“NoShow”.
C. Once members are marked as “Registered”, they cannot move to “Waitlisted”.
D. Once members are marked as “Registered”, they cannot move to “Invited”.
Correct Answer: A Section: (none) Explanation
Explanation/Reference:
QUESTION 28
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?
A. Setup
B. EmailScript C. Smart List D. MyTokens



Correct Answer: A Section: (none) Explanation
Explanation/Reference:
Reference: https://nation.marketo.com/t5/Product-D ... d-p/128792 QUESTION 29
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. LandingPageEditor>ChangeURL C. URL Builder > SEO URL
D. Rename URL > SEO link
Correct Answer: A Section: (none) Explanation
Explanation/Reference:
Reference: https://docs.marketo.com/display/public ... g+Page+URL QUESTION 30
A marketer wants to identify duplicate leads using the person’s full name instead of email address. How can the marketer accomplish this task?
A. AdjusttheduplicateSystemSmartListfiltervaluetoFullName
B. CreateaSmartListusingtheFullNamefilterandtheduplicateconstraint C. Edit duplicate identification settings in the Admin panel
D. Create a segment using Full Name
Correct Answer: A Section: (none) Explanation



Explanation/Reference:
Reference: https://nation.marketo.com/t5/Product-D ... td-p/47687 QUESTION 31
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”?
A. ToavoidanerrormessagefromshowingifthefieldCompanyisempty
B. Todisplay“there”intheemailifthefieldFirstNameisempty
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
Correct Answer: C Section: (none) Explanation
Explanation/Reference:
Reference: https://nation.marketo.com/t5/Product-D ... d-p/186296 QUESTION 32
In which two ways can a marketer avoid a spamtrap? (Choose two.)
A. EstablishadirectOpt-inprocessforallleads
B. Emailleadswhohavebeeninactiveformorethan6months C. Purge the database of inactive leads
D. Purchase lists from data vendors
Correct Answer: AC Section: (none) Explanation
Explanation/Reference:
Reference: https://nation.marketo.com/t5/Knowledge ... a-p/248282
QUESTION 33
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?



A. Mask Input
B. VisibilityRules
C. Validation Message D. Field Type
Correct Answer: B Section: (none) Explanation
Explanation/Reference:
QUESTION 34
A lead is deemed sales ready.
What is an appropriate method to communicate this to sales?
A. Updateleadacquisitionprogram B. Sendtheleadanalert
C. Update lead status
D. Marketing suspend the lead
Correct Answer: C Section: (none) Explanation
Explanation/Reference:
Reference: https://nation.marketo.com/t5/Certifica ... m-p/225351 QUESTION 35
A marketing manager wants to create a report that shows database growth over time and excludes blacklisted, unsubscribed, and invalid leads from the total. Which modification excludes these populations from the report?
A. CustomColumnsintheSmartListtab B. “LeadCreatedAt”intheSetuptab
C. “Group Leads by” in the Setup tab
D. Exclusionary filters in the Smart List tab



Correct Answer: A Section: (none) Explanation
Explanation/Reference:
QUESTION 36
What is the purpose of a default value in a token?
A. TodisplayvalueslikecurrentDate/Time
B. Toshowavalueifalead’sreferencedfieldisempty
C. To refer to the name or description of a program
D. To create custom variables at the Campaign Folder or Program level
Correct Answer: C Section: (none) Explanation
Explanation/Reference:
Reference: https://docs.marketo.com/display/public ... s+Overview QUESTION 37
Which three token types can be used to insert a date into an email? (Choose three.)
A. RichText
B. Date
C. Calendar File D. Number
E. Text
F. Score
Correct Answer: BCD Section: (none) Explanation
Explanation/Reference:
Reference: https://nation.marketo.com/t5/Product-D ... /m-p/53403


QUESTION 38
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.)
A. System token
B. Triggertoken
C. Companytoken D. Email script token E. Membertoken
F. Leadtoken
Correct Answer: BEF Section: (none) Explanation
Explanation/Reference:
QUESTION 39
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. Emailperformance
B. Changestotheengagementprogramcadence C. Lead score
D. Contribution to the engagement score
Correct Answer: B Section: (none) Explanation
Explanation/Reference:



QUESTION 40
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?
A. Use ALL filters
B. UseANYfilters
C. Use Advanced filters D. Use Basic filters
Correct Answer: A Section: (none) Explanation
Explanation/Reference:
Reference: https://nation.marketo.com/t5/Product-B ... a-p/243293