AD0-E556: Adobe Certified Master - Adobe Marketo Engage Architect

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?

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?

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?

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?

Refer to the lifecycle model shown above.

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:

1. Anonymous: Leads whose web activity is tracked, but whose identity is not yet known.
2. Known: Leads for whom an email address or other information is available that allows marketing to them.
3. 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.
4. Lead: Leads with scores greater than 25.
5. Sales Person: Leads with scores greater than 30.
6. Opportunity: Leads who also have an opportunity attached to them; the Max Age is set to 7 days before moving to "Lost."
7. Won: Leads attached to opportunities that have been closed and Won.
8. Recycling: People with scores below 25 who need to be nurtured.
9. Disqualified: People who are not a fit for the company's products and services and should no longer be marketed to.
10. 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?