AD0-E555 Adobe Marketo Engage Professional Questions and Answers

To change the channel of an Event Program from Webinar to Seminar, the marketing manager needs to follow these steps:

• From Marketing Activities, select the event program from the tree.
• Navigate to the Setup tab.
• Double-click the current Channel.
• Select a new Channel from the drop-down list.
• Click Save.

References: Edit an Event Channel | 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.

• Adobe Marketo Engage allows users to create and manage email campaigns using Email Programs, which are a type of program that contains an email asset and a smart campaign to send it1.
• To add people to an Email Program, users can import a list of leads from a .csv file or use a smart list to define the target audience2.
• However, once an Email Program is approved, it cannot be edited or changed, including adding or removing people from the list3. This is to ensure that the email content and recipients are consistent and compliant with the email regulations4.
• Therefore, if a marketing manager tries to import another list into an approved Email Program, the second list import will fail because the program has already been approved and cannot be modified3.
• To avoid this issue, the marketing manager should either import all the lists before approving the Email Program, or create a new Email Program for the second list and send it separately5.

References:

1: Email Programs - Marketo Docs - Product Documentation 2: Add People to an Email Program - Marketo Docs - Product Documentation 3: Edit an Approved Email Program - Marketo Docs - Product Documentation 4: What is Adobe Marketo Engage? 5: Marketo Engage - Marketing Automation Benefits | Adobe

• A Static List is a group of people already in the user’s Database that remains unchanged unless the user manually adds or removes people1.
• To create a Static List in Adobe Marketo Engage, the user needs to follow these steps1:
• The user can also create a Static List within a Program by selecting the Program, clicking the New drop-down, and choosing New Local Asset > List3. References: 1: Create a Static List | Adobe Marketo Engage - Experience League 2: Add People to a Static List | Adobe Marketo Engage - Experience League 3: Create a Program | Adobe Marketo Engage - Experience League

• 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

• The Acquisition Performance report shows the number of new names acquired by each program in a specified time period, as well as the cost per new name and the success rate of each program.
• To find the number of people created in the Database this year, grouped by acquisition program, the marketing analyst would need to follow these steps:
• 1: Marketo, Reporting Best Practice, attribution, program attribution
• 2: Importance of Marketo Program Membership, Acquisition Program, and Success
• 3: Acquisition Program vs. Acquired By and what they mean - Marketo
• 4: Setting Acquisition Best Practices - Marketing Nation
• 5: Acquisition Performance Report - Marketo Docs - Product Documentation

 Landing pages are in draft mode until you approve them. Approval makes pages available in the rest of the system. When you edit an approved landing page, Marketo saves the draft, but continues to use the approved version until you approve the draft1. You can approve a landing page by selecting it, going to Landing Page Actions and clicking Approve1. You can also approve multiple pages at once to make your life easier1.

• 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]

• An Engagement Program is a type of campaign in Adobe Marketo Engage that allows you to send a series of content to a target audience over time1.
• A cast is the process of sending out content to the members of an Engagement Program2.
• A cadence is the frequency and schedule of the casts3.
• You can use the Change Engagement Program Cadence flow step to pause or resume a member of an Engagement Program4.
• When a member is paused, they will not receive any activated content in the next cast, even if they have not exhausted all the content in their stream4.
• When a member is resumed, they will start receiving content again from where they left off4.
• Pausing a member will not remove them from the Engagement Program or affect their stream transition4.

References: 1: [What is Adobe Marketo Engage?] 2: [Cast Content to People in an Engagement Program] 3: [Set the Cadence for an Engagement Program] 4: Pause People in an Engagement Program : https://experienceleague.adobe.com/docs/marketo/using/getting-started-with-marketo/what-is-adobe-marketo-engage.html?lang=en : https://experienceleague.adobe.com/docs/marketo/using/product-docs/email-marketing/drip-nurturing/using-engagement-programs/cast-content-to-people-in-an-engagement-program.html?lang=en : https://experienceleague.adobe.com/docs/marketo/using/product-docs/email-marketing/drip-nurturing/using-engagement-programs/set-the-cadence-for-an-engagement-program.html?lang=en

• Demographic scoring is a type of person scoring that assigns points based on the attributes of a person, such as their job title, industry, company size, location, etc.1
• Demographic scoring helps to identify the most qualified leads based on their fit for the product or service, and prioritize them for sales follow-up2
• To score Vice Presidents as +10 and Executives as +20, the Adobe Marketo Engage professional would need to create a smart campaign with the following steps:

References:

1: How to build a lead / person scoring program | Adobe Marketo Engage 2: Lead Scoring: Everything to Know About the Process Before, During, and After | Adobe for Business 3:[Smart List - Data Value Changes | Adobe Marketo Engage] 4: [Flow - Change Score | Adobe Marketo Engage]

Comprehensive Step by Step Explanation:

• Segmentation is the process of dividing your audience into different subgroups based on their attributes, behaviors, or preferences1
• Segmentation is the prerequisite for creating dynamic content, which is the ability to customize how different people see a landing page or email based on their segment2
• To create dynamic content, you need to first create a segmentation in Marketo Engage, and then define the segments and the smart list rules for each segment3
• After creating a segmentation, you can add dynamic content blocks into your landing page or email, and select which segment will see which version of the content4
• Dynamic content helps to deliver more relevant and personalized experiences to your leads and customers, and increase engagement and conversion5

References:

1: Segmentation | Adobe Marketo Engage 2: Understanding Dynamic Content | Adobe Marketo Engage 3: Creating a Segmentation | Adobe Marketo Engage 4: Adding Dynamic Content to a Landing Page | Adobe Marketo Engage 5: Marketo Engage: Content Personalization | Adobe for Business

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 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