When checking that a REST API Webhook has been completed correctly, two URLs are used to perform an initial validation to confirm that leads will pass through properly.
Which two combinations of URL and associated parameters should be used to validate the REST API?
Choose two
AEndpoint URL with Client ID, Your Email Address, and Client Secret
BIdentity URL with Client Score and Client ID
CEndpoint URL with Access Token and Your Email Address
DEndpoint URL with Access Token and Client ID
EIdentity URL with Client ID and Client Secret
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A company sets up Workspaces and Partitions to support global regional marketing operations. They want to separate their Workspaces into North America, APAC, and EMEA regions so that each region cannot see another region's marketing activities. They also maintain a Default Workspace, which has access to all Person Partitions, while each regional Workspace only has access to its own regional Person Partition. The default dedupe key for the Unicorn Adobe Marketo Engage instance is email address.
A form that exists in the North America Workspace is filled out by a new person.
What default behavior should be expected?
AThe new person will be created in the default Partition and immediately routed to the North America Partition
BThe new person will be created in the North America Partition where the form exists
CThe new person will be created in the default Partition and should remain there as long as the North America workspace has access to the default Partition
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Section 1: Project Leadership and Change Management
A consultant performing an audit of a company's Adobe Marketo Engage instance uncovers the following:
The instance reaches its API limit twice per month, which prevents leads from multiple third-party integrations from being consistently created or updated automatically.
The "Country" field is configured as a text field, resulting in inconsistent variations and misspellings of country values, which prevents leads from being routed to the correct regional sales team.
A Segmentation named "Region" is built using the "Country" field values; because of the field's inconsistency, most person records fall into the "Default" segment.
Lead routing relies on the "Region" segment, but no logic exists in the routing rules to handle leads that fall into "Default."
After presenting these findings to stakeholders, the consultant learns:
The Data Science team uses the Marketo Engage API to extract data twice monthly for an executive dashboard tracking quarterly goals.
The Sales team is significantly under target for qualified leads because the volume being routed to them is too low.
The Web team has seen below-average form conversion rates because too many fields are open text.
The Marketing team wants to send nurture emails localized according to the "Region" Segmentation.
The quarter will end in one month.
What should the consultant do first?
ACreate a daily re-occurring batch that standardizes “Country” into clean values
BChange the “Country” field from a text field to a string field to standardize the values
CAdvise the Data Science team to minimize their API query to reduce the consumption of the API limit
DAdvise the company to increase its API limits to solve the API issue
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An Adobe Marketo Engage Architect observes that smart campaigns are executing slowly, and the Campaign Queue in Marketing Activities has a large backlog of campaigns. Alert notifications are firing with a delay. All of the alert smart campaigns are set up to trigger based on a first step of Change Data Value. All of the batch campaigns use an Advanced Wait Properties step as their first step so that the campaign runs every Monday at 8:00 PM PT.
Which steps should the Architect take to scale the execution of these campaigns?
AFor campaigns sending alerts, move the Send Alert step to first. For batch campaigns, make sure that the wait time is less than 10 minutes.
BFor campaigns sending alerts, move the Send Alert step to first. For batch campaigns, use batch campaign scheduler instead of Advanced Wait Properties.
CFor campaigns sending alerts, add Sync to SFDC step to first. For batch campaigns, use normal Wait instead of Advanced Wait Properties.
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A company wants to improve the efficiency of its sales follow-up and enhance its velocity reporting across the funnel. The company currently uses the out-of-the-box Adobe Marketo Engage success path modeler. The stages are defined as follows:
Anonymous: Leads whose web activity is tracked, but whose identity is not yet known.
Known: Leads for whom an email address or other information is available that allows marketing to them.
Engaged: Leads that have engaged by filling out a form, clicking a link in an email, or visiting the website at least 10 times within a week.
Lead: Leads with scores greater than 25.
Sales Person: Leads with scores greater than 30.
Opportunity: Leads who also have an opportunity attached to them; the Max Age is set to 7 days before moving to "Lost."
Won: Leads attached to opportunities that have been closed and Won.
Recycling: People with scores below 25 who need to be nurtured.
Disqualified: People who are not a fit for the company's products and services and should no longer be marketed to.
Lost: People attached to opportunities that have been lost.
Once leads reach the "Sales Person" stage, 50% of them are not followed up by Sales until 7 days later. The Sales leader wants a salesperson to follow up with leads within 4 days.
Once a lead is in "Opportunity," there is an additional step a salesperson must move the lead to before it can be considered "Won" in the CRM. If the salesperson does not update the stage within 3 days, the lead should be disqualified.
Which two modifications should the Adobe Marketo Engage Consultant make to the lifecycle model to achieve these goals?
Choose two
AModify the “Opportunity” stage and update the Max Age from 7 days to 4 days
BAdd an additional stage between “Opportunity” and “Won”. Set type to SLA and set Max Age to 3 days
CAdd an additional stage between “Sales Person” and “Opportunity”. Set type to SLA and set Max Age to 3 days
DModify the “Sales Person” stage from Type: Gate to Type: SLA and set Max Age to 4 days
EModify the “Sales Person” stage from Type: Inventory to Type: SLA and set Max Age to 4 days
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Unicorn Fintech uses Salesforce together with Adobe Marketo Engage and wants to redesign the lead sync and lead routing rules for new leads generated through Marketo Engage forms. The Marketing Operations Manager must build new automation with the following requirements:
Leads must reach a minimum lead score of 50 before being synced to Salesforce for Inside Sales follow-up.
Before syncing to Salesforce, every lead must have a minimum data set consisting of lead source and country.
The Inside Sales Managers in each region cannot agree on a single global process for assigning leads to Inside Sales reps once the leads are created in Salesforce; they want the flexibility to decide the assignment process at the country level.
What is the most appropriate, scalable process for the Marketing Operations Manager to build?
AInclude country as a form field, use a hidden field to populate lead source, trigger the sync immediately, and assign to a country lead queue
BInclude country as a form field, use a hidden field to populate lead source, trigger the sync when the person reaches 50 points, and assign to a country lead queue
CUse inferred data to populate the country field, use a hidden field to populate lead source, trigger the sync when the person reaches 50 points, and assign to an Inside Sales rep
DUse inferred data to populate the country and lead source fields, trigger the sync immediately, and assign directly to the Inside Sales Managers in each region
Refer to the scenario.
Several Unicorn teams are manually entering Source values in different places. A small group of IT team members proposes using an API that fires whenever the Source field does not match one of nine defined values, or is blank. In that case, the API is invoked via webhook to check for information in the Comments field, the Status field, or a custom "Sales update" field (checked in that order of priority), and then updates the Source field with whatever value is found.
These IT team members have already tested the solution successfully in a staging environment and are prepared to activate it, but they first want feedback from the Marketing team and the Adobe Marketo Engage solution architect.
Meanwhile, the broader IT team and Marketing stakeholders have been notified of a larger review to confirm the solution meets current needs across every team.
What should be done first?
AMake sure the larger IT team switches on the solution in a low-activity timeframe, whereas little automated and marketing work is happening. Once the updates are complete, monitor the change of data as it is switched on, to check for any unexpected effects in the Marketo Engage instance.
BPerform an audit of Marketo engage automation and analyze the impact, outline any issues with the proposed changes, and make recommendations and next steps. Send this report to the rest of the stakeholders and IT team to make sure it aligns with their needs before agreeing to anything.
CRecommend they build a new field to update this data into the CRM that can not be seen by Marketo Engage. This way, Marketing and IT can see the data in CRM without affecting any operations outside CRM.
An administrator wants to bring lifecycle data into a Revenue Explorer program membership analysis, but there is no active revenue cycle model in place. The company wants a single view showing which programs are driving the lifecycle.
Which two items must be in place to see that data in one view?
Choose two
AAn approved Revenue Cycle Modeler
BA trigger for “manual transitions” in the Revenue Cycle Modeler
CA custom field that is enabled in Revenue Explorer
DA custom field that contains the first touch program name
EA custom field that captures the lifecycle stage
A company has the native Adobe Marketo Engage sync with Microsoft Dynamics in place. The business consistently exceeds their database limits. It needs to limit database growth and remove certain records from Marketo Engage.
Which two actions should the Marketing Operations team recommend to solve this issue?
Choose two
ADelete any Leads or Contacts from Marketo Engage in the sync with no email address or invalid email address
BWork with the Dynamics CRM admin to hide certain records that should not be in the sync using the Dynamics “inactive” functionality
CDesign an inactive monitoring process using scoring and have them removed from the sync by Dynamics using the Custom Sync Filter functionality
DBlock unwanted Leads and Contacts from the sync based on a set criteria using the Custom Sync Filter functionality
EBlock inactive Leads and Contacts from the sync using the Custom Sync Filter functionality
An Adobe Marketo Engage Architect has just joined a company and is tasked with auditing the prospect engagement scoring model. The previous administrator did not properly build or maintain the model. The Marketing and Sales teams have identified all the engagement elements they want the newly revamped model to score on, and the administrator needs to implement improvements.
Based on best practices, which three elements are important for the Architect to keep in mind when updating the scoring model?
Choose three
AScoring tokens are in use for all scoring values in the model.
BThe scoring for all form activities happens within the individual form Programs.
CThe frequency of scoring is considered in the implementation of the model.
DAll scoring triggers are held in an operational Program in Marketing Activities.
EMake sure only Leads are scored on this model, not the entire database.
FA new Channel is set up for “Scoring” and all Programs related to scoring use this Channel.
Unicorn Fintech and their Adobe Marketo Engage Architect want to update their existing scoring approach for web-based behaviors. One of the areas identified for change is the forms. Instead of using a single score value for all forms, they want to apply three different score values depending on whether a form is:
Low value (+3)
Medium value (+7)
High value (+15)
What is the most scalable way to implement this change?
AUpdate the hidden Behavioral Score fields in each form to have the appropriate “My Token” score for the value of the form.Make sure this triggers a Score field update as well.
BBuild Smart Campaigns that trigger based on the appropriate form into the Scoring Program.Add the appropriate score values into the ‘Change Data Value’ flow step, then switch on.
CBuild Smart Campaigns that trigger based on the appropriate form into the Scoring Program.Add the appropriate score value ‘My Tokens’ into the ‘Change Score’ flow step, then switch on.
DUpdate the hidden Behavioral Score fields in each form to have the appropriate score values for the value of the form.Make sure this triggers a Score field update as well.
Referencing the success-modeler lifecycle diagram above (), a company wants to increase the number of leads passed to Sales, while Sales and Marketing must still meet their quarterly conversion-rate goals. Both teams use the out-of-box Adobe Marketo Engage success (only) modeler, whose stages are defined as follows:
Anonymous – Leads for which web activity is tracked, but whose identity is not yet known
Known – Leads for which an email address or other information is available that allows marketing to them
Engaged – Leads that have engaged by filling out a form, clicking a link in an email, or visiting the website at least 10 times within a week
Lead – Leads with scores greater than 25
Sales Lead – Leads with scores greater than 30
Opportunity – Leads that also have an opportunity attached to them
Won – Leads attached to opportunities that have been closed and Won
During a meeting on how to increase the number of sales leads, someone proposes assigning +35 points to leads who click a link in an email.
As the Adobe Marketo Engage Consultant, what are the effects on the lifecycle if this suggestion is implemented?
Choose two
AConversion from Lead -> Sales Lead would increase
BConversion from Opportunity -> Won would increase
CConversion from Known -> Engaged would decrease
DConversion from Sales Lead -> Opportunity would decrease
EConversion from Sales Lead -> Opportunity would increase
Some of Unicorn's customers use multiple financial products and services. Marketing wants to launch a "Weekly rollup" email to customers who are opted in for email, showing a quick snapshot of how each product/service that customer holds with Unicorn is performing.
The data needed to send these emails must be synced to the Adobe Marketo Engage instance for each customer. Each customer can own multiple instances of the same product, as well as a number of different products/services.
How should this data be pushed into Marketo Engage so it can be used most effectively?
ASync this data on the “Person” Level in a number of fields for “Product” or “Service” Build Segmentations for Product and Service.Add Segments into the Email as Dynamic content for personalization.
BCreate a maximum of 3 fields for each piece of data for both Products and Services onto the “Person” Level.Add each field into Email Scripting tokens then use to turn the module on or off if they have less than 3 products.
CBuild two Custom Objects, one called “Products” and one called “Services” to link onto Person with relevant fields.Use an Email Scripting token in the email so it can be personalized for each email recipient.
An Adobe Marketo Engage Architect works for a car manufacturing company in Japan and wants to resolve two issues:
The team is receiving errors when trying to integrate Marketo Engage with a Salesforce Custom Object. This Salesforce custom object stores the offers and gifts given to each car owner.
The company needs to store periodic car service details for owners inside Marketo Engage. This would let the team edit the records directly in Marketo Engage, and also use Filters and Triggers to send service reminders through Marketo Engage. Currently, this data is maintained offline in Excel.
Which two approaches can the Architect use to address these challenges?
Choose two
AProblem 2: The Admin can use Marketo Engage custom activities
BProblem 1: Set the user profile of the Marketo Engage sync user to Admin in Salesforce
CProblem 2: The Admin can use Marketo Engage Custom object
DProblem 2: The Admin can create a segmentation in Marketo Engage
EProblem 1: Set the language of Marketo Engage sync user to English in Salesforce
Unicorn has experienced ongoing data quality problems within their Adobe Marketo Engage instance. An audit determined that a major contributing factor was that Marketers and IT staff lacked knowledge of best-practice processes for the following tasks:
Importing data into Marketo Engage or the CRM in the wrong format or with outdated information
Configuring forms to follow Data Standardization guidelines (such as having a String Country field to complete)
Importing large purchased lists without performing any minimal validation
Unicorn has accepted the auditor's recommendation to implement enablement as part of the solution to these problems.
Which two steps should be included as part of this enablement?
Choose two
ASet up a Roles and Permissions workshop with the CMO and CIO to capture and enforce the right level of access for level of Marketo Engage usage
BRemove access to users who are the ’worst offender’ until they have successfully passed the Marketo Certified Associate Exam
CAlign IT and Marketing Ops teams on what level of responsibility each team should have on data management in Marketo Engage
DBuy lists from a third-party data provider that are GDPR compliant with no country values
ESet up training sessions that covers List Import and Form best practices for both day-to-day users and Marketo Engage ‘Power Users’
Unicorn is rebuilding its Revenue Cycle Model (RCM) to move away from the generic Marketable model, aiming for a model that more accurately reflects its customer journey.
While building out the RCM, Unicorn discovers that several of its "Skips" (customers who initially engage with Unicorn but then "skip" to receive services directly from a consortium bank) appear only at the Engaged phase due to scoring, before later reappearing as a 'Closed Won' opportunity in the CRM.
As the CRM syncs these Closed Won opportunities back, how should this customer journey be represented in the Revenue Cycle Model?
AThe “Skips” should have specific stages in the success path that are the equivalent of MQL, SAL, and Opportunity, but with “Skips” labelled.
BManage the “Skips” quickly by moving them through each stage of the Success Path from engaged to ‘Closed Won’ once identified
CThe “Skips” should have a detour arrow above the Success Path that moves them directly from ‘Engaged’ to ‘Closed Won’.
A key revenue source for Unicorn is "skips" — customers who initially engage with Unicorn but then "skip" to receive services directly from a consortium bank. Unicorn wants to attribute this revenue to their campaigns, and Unicorn IT has already done the due diligence needed to gain access to this data.
For Marketo's revenue attribution model and overall data architecture, where should this data be made available to Marketo?
AStored directly on the Person record
BStored on the Salesforce Opportunity Object and synced to Marketo via the native sync
CStored on a Salesforce Custom Object and synced to Marketo via the native sync
DStored in a Marketo Custom Object
A large global company has hired a media agency to manage their paid social campaigns. The company uses a standardized UTM structure to track paid activity so that paid efforts can be distinguished from organic efforts. For example: UTM-source=paid social, UTM-medium=facebook, UTM-campaign=B2B-social, UTM-content=Definitive-guide-to-paid-social.
Cost will be added to the Adobe Marketo Engage programs on a monthly basis, and the same content assets will be reused across campaigns and across social platforms (Twitter, Facebook, LinkedIn).
Which Marketo Engage program structure will allow the company to measure paid social effectiveness and ROI?
AA program in the Global Content channel will capture member success, and a program will be created for each asset regardless of the platform that drove the person to the assetUTMs will be used to place people in static lists to separate out the different platforms that drove the leadCost will be added to each Global Content program
BA program in the Global Content channel will capture member successA program in the paid social channel will capture member success and one will be created for each asset and social media campaignCost will be added to each paid social program and content program
CA program in the Global Content channel will capture membership but not successA program in the paid social channel will capture member successEach program in the social media channel will be created for each paid social campaignCost will be added to paid social programs
Refer to the case study.
Unicorn Fintech needs to revamp its scoring model.
Who should be involved in making decisions on what behaviors should be scored?
AMarketing Operations Manager, CRM Administrator, CMO, and a sales team representative
BCIO, CMO, a sales team representative, and Web Developer
CMarketing Operations Manager, CMO, a sales team representative, and Web Developer
DCIO, CMO, CRM Administrator, and a sales team representative
A company is meeting with a third party that wants to start submitting leads collected through various channels. These leads are aware that the third party will share their information with the company and have given consent through their engagement with the third party. The third party will transmit these leads via a REST API.
What steps should the Adobe Marketo Engage Architect take to ensure the REST API is configured correctly?
ACreate API User Role, Use an existing API User, Create new Launchpoint Service, Run a Call test with Identity and End point
BCreate API User Role, Create a new API User, Create new Launchpoint Service, Run a Call test with Identity and Endpoint
CCreate API User Role, Create a new API User, Create new Launchpoint Service, Run a Call test with Token and Endpoint
DCreate API User Role, Use an existing API User, Create new Launchpoint Service, Run a Call test with Token and Identity
), a company wants to increase the number of leads passed to Sales, while Sales and Marketing must still meet their quarterly conversion-rate goals. Both teams use the out-of-box Adobe Marketo Engage success (only) modeler, whose stages are defined as follows:
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