AD0-E555 Adobe Marketo Engage Professional Questions and Answers

• 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

 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.

• Maintaining Integrity (A):Cloning directly from the original asset helps ensure that all settings and configurations are copied accurately. This minimizes the risk of introducing errors or corruption during manual recreation.
• Customization is Key (C):While the core structure of the cloned program is replicated, certain elements need updating for clarity and accurate reporting:

 When cloning in Adobe Marketo Engage, it’s important to follow certain best practices to ensure the integrity of your assets and programs12.

• Clone from the original asset to avoid corruption in assets1: Cloning from the original asset helps to maintain the integrity of the asset and avoid any potential corruption that might occur if you were to clone from a copy1. This ensures that your cloned asset is an exact replica of the original, which can be particularly useful if you want to use the same asset in multiple programs1.
• Update custom tags, period costs, and name of the cloned program1: After cloning a program, it’s important to update the custom tags, period costs, and name of the cloned program1. This helps to keep your programs organized and allows you to track the performance of each program individually1. Note that period costs will not transfer over, so be sure to add that to your cloned program if you had one set in the original1.

While updating token names for the cloned program (option D) can be a good practice in some cases, it’s not generally considered a best practice when cloning in Adobe Marketo Engage1

• An event program is a type of Marketo program that helps coordinate, facilitate, and track live and online events1.
• An event program has a specific time and date, and can be integrated with third-party event management platforms such as GoToWebinar, Zoom, and Cvent12.
• An event program allows the marketer to create and send invitation emails, landing pages, and forms to collect registrations, and use smart campaigns to automate tasks such as sending reminders, confirmations, and follow-ups13.
• An event program also enables the marketer to check people into the seminar upon arrival using the Marketo Check-In app, which syncs the attendance data with the Marketo database45.
• Therefore, an event program is the most suitable program type for building a seminar, as it provides the necessary features and functionalities to manage the entire event lifecycle. References: 1: Understanding Programs | Adobe Marketo Engage - Experience League 2: [Event Program - Marketo Docs - Product Documentation] 3: [Create an Event Program - Marketo Docs - Product Documentation] 4: [Marketo Check-In App - Marketo Docs - Product Documentation] 5: [Check People Into an Event - Marketo Docs - Product Documentation] : Event Program - Marketo Docs - Product Documentation : Create an Event Program - Marketo Docs - Product Documentation : Marketo Check-In App - Marketo Docs - Product Documentation : Check People Into an Event - Marketo Docs - Product Documentation

• To determine the winning version of an Email Program A/B Test, the marketing manager needs to compare the performance metrics of each variant based on the chosen winning criteria1.
• The winning criteria can be one of the following: Open Rate, Click to Open, Clicks, or Unsubscribes1.
• The Email Program A/B Test Dashboard shows the performance metrics of each variant in a graphical and numerical format2.
• Based on the image uploaded by the user, the test type is Whole Email, which means that the entire email content and design are different for each variant1.
• Assuming that the winning criteria is Click to Open, which measures the percentage of people who opened the email and clicked on a link3, the winning version is Variant C, as it has the highest Click to Open rate of 18.6%, compared to Variant A (14.8%) and Variant B (12.9%)2.
• Variant C also has the highest number of clicks (434) and the lowest number of unsubscribes (28) among the three variants2.
• Therefore, based on the Email Program A/B Test Dashboard, Variant C is the winning version. References: 1: Use “Whole Email” A/B Testing | Adobe Marketo Engage 2: Use the Email Program Dashboard - A/B Test View | Adobe Marketo Engage 3: Email Marketing Metrics: How to Measure and Report on Them

• The Email Invalid field in Marketo is used to identify records when the lead is created and the email format is not correct, or when the email is a hard bounce that receives a 5## bounce code signaling that the email is no longer valid i.e. the email address does not exist1.
• A hard bounce is an email that has been returned to the sender because the recipient’s address is invalid. A hard bounce might occur because the domain name doesn’t exist, the recipient is unknown, or there is some other permanent error2.
• Marketo automatically marks an email invalid when it receives a 5XX bounce code, or if the email format is not correct when the person is created3. The bounce reasons also populate the Email Invalid Cause field in Marketo, which can be used to further analyze the types of hard bounces unique to your email deliverability instance1.
• Therefore, the valid reason for a person’s Email Invalid field to be marked as True is when the person was sent an email that was undeliverable due to nonexistent email address, which is option B.

References: 1: What is the Email Invalid Field in Marketo and what should you do with it? - Sponge 4: Map the Email Invalid field in Marketo to a custom field in Salesforce? - Marketing Nation Product Discussions 3: Contact Marked Email Invalid - No Record in Activity Log - Marketing Nation Product Discussions 2: Hard and Soft Bounces in Email | Adobe Marketo Engage

• 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 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

To include a unique access URL in a webinar confirmation email, the marketer would use the {{member webinar url}} token. This token is a type of Member Token, which is used to insert unique values from integrated services partners. A common use of Member Tokens is for unique URLs for webinar attendees. Each person has a unique URL to access the webinar that can be inserted using the {{member webinar url}} token.The marketer would need to create a text token called Webinar Key in the My Tokens tab of the Marketo webinar program, and copy the webinar ID from the integrated service partner (such as GoToWebinar) into the Value box. Then, the marketer would use the {{member webinar url}} token in the confirmation email content.

References: Tokens Overview | Adobe Marketo Engage - Experience League, How to: Use Marketo My Tokens and Templates to Scale Webinars - Sponge, How to: Manage GoToWebinar Simulated Live Events in Marketo - Sponge

• Smart Lists and Static Lists are two types of lists in Adobe Marketo Engage that allow you to segment your database based on different criteria.
• Smart Lists are dynamic lists that select people based on filters that you define. For example, you can create a Smart List of people who have opened an email in the last 30 days, or who have a certain job title, or who belong to a certain segment. Smart Lists are updated in real time, so whenever a person meets or no longer meets the filter criteria, they are added or removed from the list automatically.
• Static Lists are static lists that are populated by list imports and flow steps. For example, you can create a Static List of people who attended a webinar, or who filled out a form, or who were manually added by you. Static Lists do not change unless you manually add or remove people from them, or use a flow step to do so. People on Static Lists remain in the list until they are removed.
• Smart Lists and Static Lists have different use cases and advantages. Smart Lists are useful for creating dynamic segments that reflect the current state of your database, and for targeting people based on their behavior and attributes. Static Lists are useful for creating fixed segments that reflect a specific point in time, and for tracking the performance of specific campaigns or activities.
• Smart Lists and Static Lists can also be used in different ways within Adobe Marketo Engage. Smart Lists can be used in Smart Campaign filters, triggers, and choices, as well as in email and landing page personalization. Static Lists can be used in Smart Campaign filters and choices, as well as in email and landing page personalization, but not in triggers. References:
• Understanding Static Lists
• Smart Lists 101: A Deep Dive into one of the most important Adobe Marketo Engage Features

• According to the Adobe Marketo Engage documentation, programs represent a single marketing initiative that contains all the assets and logic needed to execute and track it1.
• There are four types of programs in Adobe Marketo Engage: Event, Engagement, Email, and Default1.
• Event programs are used for live or online events that have a specific time and date1. They help coordinate, facilitate, and track the event activities and outcomes1.
• Engagement programs are used for drip nurturing campaigns that send content to people at a set periodic schedule1. They help deliver relevant and personalized messages to prospects and customers over time1.
• Email programs are used for one-time email blasts that have built-in features like A/B testing and Email Head Start1. They help send targeted and timely emails to large audiences1.
• Default programs are used for anything that is not an event, engagement, or email program1. They can be customized for various use cases and scenarios1.
• Therefore, the correct answer is B. Event, Engagement, Email, Default. References: 1: Understanding Programs | Adobe Marketo Engage - Experience League

• 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

Two possible purposes of the email preference center are:

• D. Give recipients the option to choose how often they want to receive marketing emails. This can help you retain as many of your subscribers as possible, by putting them in control of what they receive and avoiding unsubscribes or spam reports2.
• C. Allow recipients the ability to change their Adobe Marketo Engage communication limits. This can help you personalize your communication and offers based on the recipient’s preferences and behavior3.