AD0-E555 Adobe Marketo Engage Professional Questions and Answers

• System Smart Lists are predefined Smart Lists that are available in every Adobe Marketo Engage instance. They are located in the Database section under the System Smart Lists folder1.
• System Smart Lists allow users to quickly access common groups of people based on their attributes or activities, such as All Leads, Anonymous Leads, Blacklisted, Deleted Leads, etc1.
• Unsubscribed People is a System Smart List that shows all the people who have opted out of receiving emails from the user’s organization1. This list is useful for complying with email regulations and respecting the preferences of the recipients2.
• Marketing Suspended is a System Smart List that shows all the people who have been temporarily blocked from receiving any marketing communication from the user’s organization1. This list is useful for managing the frequency and timing of the messages and avoiding spam complaints. References: 1: Understanding Smart Lists | Adobe Marketo Engage - Experience League 2: [Unsubscribe from Email | Adobe Marketo Engage - Experience League] : [Marketing Suspended | Adobe Marketo Engage - Experience League]

• A Smart Campaign is a workflow that automates actions based on triggers and filters.
• There are two types of Smart Campaigns: trigger and batch.
• A trigger Smart Campaign listens for a specific activity or change in data and then executes actions for each person who meets the criteria. For example, a trigger Smart Campaign can send an email to a person who fills out a form on a landing page.
• A batch Smart Campaign processes all qualified people at once, regardless of when they performed the activity or changed the data. For example, a batch Smart Campaign can update the lead status of all people who attended a webinar.
• Therefore, the type of Smart Campaign that processes all qualified people at once is a batch Smart Campaign. References: : What is a Smart Campaign? : Trigger Smart Campaign Example : Batch Smart Campaign Example

• An Engagement Program is a type of program that allows users to create and manage long-term, multi-touch nurture campaigns for different audiences and stages of the customer journey1.
• A single stream Engagement Program is an Engagement Program that has only one stream, which is a collection of content pieces that are delivered to the members of the program in a specific order and frequency2.
• A cast is the act of sending out a piece of content from a stream to the members of the program who are eligible to receive it3.
• Content exhaustion occurs when a member of the program has received all the content pieces in the stream and has nothing left to receive4.
• The Engagement Dashboard is a tool that provides users with insights and analytics on the performance and health of their Engagement Programs5.
• The Exhausted Content Notifications are a feature of the Engagement Dashboard that shows users how many people in each stream will become exhausted after the next cast, and how many people are already exhausted6.
• To find the number of people in a single stream Engagement Program who will become exhausted after the next cast, the marketing analyst needs to do the following steps:

References:

1: Engagement Programs - Marketo Docs - Product Documentation 2: Create an Engagement Program Stream - Marketo Docs - Product Documentation 3: Schedule an Engagement Program Cast - Marketo Docs - Product Documentation 4: Exhausted Content in Engagement Programs - Marketo Docs - Product Documentation 5: Engagement Dashboard - Marketo Docs - Product Documentation 6: Exhausted Content Notifications - Marketo Docs - Product Documentation

• A landing page is a web page that you create and host in Marketo Engage that allows you to capture information from visitors, such as their name, email address, or company name1.
• A landing page URL is the web address that visitors use to access your landing page. By default, Marketo Engage generates a landing page URL based on the name of your landing page and the domain of your Marketo Engage instance2.
• However, you can modify the landing page URL to make it more SEO friendly, descriptive, or consistent with your branding2.
• To modify the landing page URL, you need to follow these steps23:

References: 1: Landing Pages | Adobe Marketo Engage 2: Edit Landing Page URL Settings | Adobe Marketo Engage 3: 7 Tips for Creating Landing Pages in Marketo - Sponge : Landing Pages | Adobe Marketo Engage : Edit Landing Page URL Settings | Adobe Marketo Engage : [7 Tips for Creating Landing

• According to the Adobe Marketo Engage documentation, images and files can be added to the Design Studio and used in various marketing assets1.
• While Adobe Marketo Engage accepts all file types for upload, only the major image types (JPG, PNG, GIF, etc.) will work in the email editor1.
• Therefore, the correct answer is C. .jpg and D. .gif, as they are both major image types that are compatible with the email editor. References: 1: Add Images and Files to Marketo | Adobe Marketo Engage - Experience League

In Marketo Smart Campaigns, triggers and filters work with an OR/AND relationship:

• Triggers (Orange): Triggers watch for specific actions or changes in lead data. If any of the triggers you define are met, the lead becomes eligible for the Smart Campaign's actions. Triggers operate on an OR basis.
• Filters (Green): Filters further refine the audience by applying additional criteria. The lead must meet the filter criteria AND have been activated by at least one trigger. Filters operate on an AND basis.

Example:

Smart Campaign:

• Triggers:
• Filters:

In this example, a lead will qualify for the Smart Campaign if they:

• Fill out Form A OR Visit the Pricing Page AND Their job title is Director AND they are located in the United States.

 Communication limits are a feature in Marketo that prevent you from over-emailing your leads by setting a maximum number of emails they can receive per day or per week. Communication limits automatically apply to all email and engagement programs, which are two types of programs that send emails to your leads. Email programs are used to send one-time or recurring emails, while engagement programs are used to send a series of emails over time based on a predefined schedule and logic. You can enable or disable communication limits for each email or engagement program by checking or unchecking the box that says “If a person has reached communication limits, block non-operational emails”. Operational emails are emails that are marked ascritical or transactional and should always be sent regardless of communication limits, unsubscribes, or marketing suspensions. Communication limits do not apply to other types of programs, such as default, event, or webinar programs, unless you use smart campaigns within those programs to send emails. Smart campaigns are a way to define the logic and actions for your marketing activities, such as sending emails, updating lead data, adding leads to lists, etc. You can enable or disable communication limits for each smart campaign by checking or unchecking the same box as above. You can also set the default behavior for smart campaigns in the Admin area, under Communication Limits. References:

• Enable Communication Limits
• More Than You Ever Want To Know About Communication Limits
• Email Programs
• Engagement Programs
• Operational Emails
• Smart Campaigns

 The Change Program Status flow step is used to update the status of a person in a program based on the criteria defined in the Smart List of the smart campaign. For example, if the Smart List filters people who opened an email, the Change Program Status flow step can assign them the status of “Opened Email” in the program. This helps to track the progress and engagement of people in different programs and channels. The Change Program Status flow step also adds the person to the program if they are not already a member, unless a choice is specified in the flow step that overrides this behavior. The available statuses depend on the channel of the program, which can be customized in the Admin section of Marketo Engage. References: 

https://nation.marketo.com/t5/knowledgebase/behavior-of-quot-change-program-status-quot-flow-step-with-a/ta-p/248382

https://nation.marketo.com/t5/knowledgebase/behavior-of-quot-change-program-status-quot-flow-step-with-a/ta-p/248382

• The person’s activity log is the ultimate source of truth for all the information that happens over time for a person in Marketo Engage1.
• To locate the activity log for a person, go to the Database, select All People, click the People tab, select a person Id number, and click Activity Log1.
• The activity log shows all the activities that have occurred for the person, such as web page visits, email clicks, form fills, program status changes, etc1.
• To find the source and reason for the Marketing Qualified date change, filter the activity log by the activity type “Change Data Value” and the attribute "Marketing Qualified Date"2.
• The filtered activity log will show the date and time of the change, the source of the change (such as a campaign, a sync, or a manual update), and the reason for the change (such as a trigger, a filter, or a flow step)2. References: 1: Locate the Activity Log for a Person | Adobe Marketo Engage 2: Marketo Lead Activity Logs: What They Are & How To Update - Iron Horse

In Adobe Marketo Engage, the People Performance report would be the best choice to view the number of new names generated by a program1. This report provides an overview of the peoplein your database, including new names, and can be filtered by various criteria, such as program name1. Therefore, the marketing coordinator could use this report to track the number of new names generated by their Default Program

• A Default Program is a type of program that you can create to generate new names from a form and a local landing page1.
• When a new person fills out the form, they would become a member of the program1. This means they would be added to the program’s database and receive personalized communication and offers based on the program’s criteria2.
• The person would also be considered not anonymous in the Database3. This means their name and other attributes would be visible to you and your team, and you could track their interactions with the program and the campaign4.

References:

• Create and measure a default program
• Leverage the flexibility of default programs
• Get started with Adobe Marketo Engage program templates
• Create a Form

• Create an Engagement Program:
• Define the Cadence:
• Add the Content Assets:
• Configure Wait Steps:
• Activate the Program:

References:

• What is Adobe Marketo Engage: https://experienceleague.adobe.com/docs/marketo/using/getting-started-with-marketo/what-is-adobe-marketo-engage.html?lang=en
• Marketo Engage User Guide (Engagement Programs): (Search the document for "Engagement Programs" or "Nurture Programs") - This will have more detailed instructions.

Why this is the best approach:

• Efficiency: A single stream simplifies management and tracking.
• Consistency: It ensures a regular, controlled flow of information over the four-week period.
• Flexibility: You can easily modify the content or cadence within the stream if needed.

Default programs in Marketo are best suited for gated content scenarios for the following reasons:

• One-Time Interactions: Default programs are designed for single interactions, like a form submission to download gated content. They don't involve ongoing sequences or nurture streams.
• Triggers and Flow Steps: You can set up triggers within Default programs that respond to form submissions. These triggers can initiate flow steps like:
• Web Form Integration: Marketo forms can be easily embedded into web pages and linked directly to a Default program for seamless processing of form submissions.