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Adobe Marketo Engage Architect Master Sample Questions (Q14-Q19):
NEW QUESTION # 14
Which metrics are essential for evaluating email performance? (Choose two)
- A. Page Load Time
- B. Unsubscribe Rate
- C. Open Rate
- D. Conversion Rate
Answer: B,C
NEW QUESTION # 15
A company providing security software subscription services has recently set up their lead lifecycle stages. The marketing operations team would like to refine the lifecycle stages based on the following feedback from the sales team:
Some of the sales leads are in the early stages of research and not ready for sales Leads downloading a white paper does not indicate their interest to speak to sales Leads participating in an event are more ready to speak to sales What would the Marketo Engage consultant recommend based upon the above requirements?
- A. Add a lead stage for every action, such as white paper download or event registration.
- B. Evaluate the scoring criteria for SQL and that the level of detail captured in the form submission is relevant to sales Add additional criteria for MQL to exclude an event registration
- C. Review the scoring criteria SAL, as downloading a white paper does not necessarily indicate their interest Add additional criteria for SQL to include an event registration
- D. Evaluate the scoring criteria for MQL and that the level of detail captured in the form submission is relevant to sales Add additional criteria for SQL to include an event attendance
Answer: D
NEW QUESTION # 16
A company has invested a significant amount of money on a new marketing initiative to incentivize B2B buyers. The CMO wants to measure if the new initiative is effectively motivating people stuck in mid-funnel. The Marketo instance was built with a Center of Excellence, a Revenue Cycle Model, and has a Workspace containing Operational Campaigns.
How would a Marketo practitioner compare the volume and velocity of people moving in the funnel to last year's volume and velocity?
- A. Create a Program Performance Report to calculate success and new people acquired by the program
- B. Create a People Performance Report and add Opportunity Metrics to measure success
- C. Create an operational Smart List for each stage of the funnel and export to a dashboard
- D. Create a Success Path Analyzer report and compare data from different timeframes
Answer: D
NEW QUESTION # 17
A business unit wants to measure and report on how various marketing sources contribute to the ROI of marketing campaigns. The business unit is using Adobe Marketo Engage and currently has a comprehensive set of program channels with high adoption of channel usage and status tracking within programs; their instance is synchronized with CRM via native connector. They have requested assistance with setting up reports and using Adobe Marketo Engage to track and measure various marketing sources in comparison to the success within their programs.
Given the consultant has not worked with this business before, what would be the optimal approach for achieving this goal?
- A. Check that Adobe Marketo Measure (Bizible) has been enabled; if not, request this from the CSM Once enabled, audit the platform to ensure all of the program channels and statuses are being used correctly and determine if using program member custom fields would enrich the data being tracked at the individual program level Check that all of the important tracking programs have period costs assigned Work with CRM administrators and stakeholders on any gaps arising from their goals and the data sources that are required to achieve these goals Consult with the local marketing team/marketing operations team on their current program templates and suggest changes that would improve tracking multiple marketing sources through in-built functions and/or external data platforms Make adjustments to a set of new program templates that align with the business channels in light of stamping multiple marketing sources and test accordingly
- B. Check that the Adobe Marketo Engage instance has Marketo Performance Insights (MPI) enabled; if not, request this from the CSM Once enabled, check that opportunity data is flowing as expected from CRM Check that all of the important tracking programs have period costs assigned Utilize MPI to visualize the percentage of success and compare these against investment windows Set up the appropriate reports and subscribe the stakeholders to these reports
- C. Identify and document the intended report goals this business unit wishes to achieve Discuss and document the various channel attribution groups and confirm if these are relevant to business goals Confirm if there are data visualization tools already in use and research their practicality in aiding the business goals Work with CRM administrators and stakeholders on any gaps arising from their goals and the data sources that are required to achieve these goals Consult with the local marketing team/marketing operations team on their current program templates and suggest changes that would improve tracking multiple marketing sources through in-built functions and/or external data platforms Make adjustments to a set of new program templates that align with the business channels in light of stamping multiple marketing sources and test accordingly
- D. Consult with the local marketing team/marketing operations team on their current program templates and suggest changes that would improve tracking multiple marketing sources through in-built functions and/or external data platforms Make adjustments to a set of new program templates that align with the business channels in light of stamping multiple marketing sources and test accordingly Confirm that the Adobe Marketo Engage instance has Marketo Performance Insights (MPI) enabled Once enabled, check that opportunity data is flowing as expected from CRM Check that all of the important tracking programs have period costs assigned Utilize MPI to visualize the percentage of success and compare these against investment windows
Answer: C
NEW QUESTION # 18
What strategies can improve the scalability of campaigns in a global Marketo instance? (Choose two)
- A. Consolidating all campaigns into a single folder
- B. Creating localized Smart Campaigns for each region
- C. Using Workspaces and Partitions for regional teams
- D. Reducing the number of email templates
Answer: B,C
NEW QUESTION # 19
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