AD0-E555 Adobe Marketo Engage Professional Questions and Answers

 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.

• 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

• To optimize the email’s design to increase the email click rate, the marketer would use the whole email A/B test type.
• A whole email A/B test allows the marketer to compare two completely different versions of an email, with different layouts, images, colors, fonts, and other design elements.
• The marketer can create two variants of the email and send them to a random sample of the audience. The performance of each variant is measured by the click rate, which is the percentage of recipients who clicked on any link in the email.
• The variant with the higher click rate is the winner and can be sent to the rest of the audience or used as a template for future emails.
• A whole email A/B test is useful for testing major changes in the email design that could have a significant impact on the click rate. It can also help the marketer discover the optimal combination of design elements that appeal to the audience and drive engagement. References:
• Use “Whole Email” A/B Testing
• Optimize clickable elements with A/B testing email
• Email Marketing A/B Testing: A Step-By-Step Guide [2024]

• A People Performance report is a report that measures database growth over time. It shows how many people were added, and when. It also allows grouping the results by any person or company attribute, or by segmentation1.
• To create a People Performance report, follow these steps1:
• To view the results, click the Report tab. You will see the number of people created in the Database in the last six months, grouped by industry. References: 1: People Performance Report | Adobe Marketo Engage

• A Default Program is a type of program in Marketo Engage that allows you to track and measure the success of any marketing activity that is not covered by the other program types1.
• A Channel is a category of marketing activities that share common characteristics, such as Email, Webinar, or Telemarketing2.
• A Status is a value that indicates the progress or outcome of a person’s interaction with a program or a channel3.
• A Success is a status that signifies that a person has achieved the desired result or goal of a program or a channel4.
• The Results section of the program Summary tab shows the number of people who have reached each status and the number of people who have reached success for the program.
• Therefore, the value of “Success: 52” in the Results section of the program Summary tab means that 52 people have been assigned a status marked as Success for the channel of Telemarketing. This implies that these people have met the criteria or objectives defined by the marketer for the Telemarketing channel, such as booking a meeting, requesting a demo, or making a purchase.

References: 1: Create and measure a default program | Adobe Marketo Engage 2: [Channels and Tags | Adobe Marketo Engage] 3: [Program Statuses | Adobe Marketo Engage] 4: Change Program Success | Adobe Marketo Engage : [Program Summary Tab | Adobe Marketo Engage] : Activating Default Programs in Engagement Stream - Marketo : Channels and Tags | Adobe Marketo Engage : Program Statuses | Adobe Marketo Engage : Program Summary Tab | Adobe Marketo Engage

• A webinar program is a type of event program that integrates with a webinar provider such as ON24 or GoToWebinar1.
• A webinar program has a predefined channel called Webinar, which has different program statuses to track the progress of people who register and attend the webinar2.
• To mark people who filled out a registration form with the Registered status, the marketing manager needs to use the flow step Change Program Status to “Webinar > Registered” in the Smart Campaign3.
• This flow step will update the program status of the people who qualify for the Smart Campaign, and also push them to the webinar provider if the integration is enabled3.
• The other flow steps are not correct because:

To send an email using an Email Program in Marketo, you need to follow these steps:

• Create an Email Program by selecting the Email Program type and the Email Send channel. You can use a Master Program Template (MPT) to save time and maintain consistency12
• Create or select an email asset that you want to send. You can use an existing email template or create a new one. You can also personalize your email using tokens, dynamic content, and snippets3
• Approve the email asset by clicking the green checkmark icon next to the email name. This will make the email available for use in the Email Program3
• Go to the Audience tab of the Email Program and select the recipients of your email. You can use smart lists, static lists, or segments to define your audience. You can also exclude people from receiving your email by using suppression lists.
• Go to the Schedule tab of the Email Program and choose the date and time when you want to send your email. You can also enable Head Start, which will pre-process your email up to 12 hours before the scheduled send time, to improve the deliverability and performance of your email. However, Head Start is not a mandatory step for sending an email.
• If you want to test different versions of your email to see which one performs better, you can set up an A/B test in the Email Program. You can test different aspects of your email, such as subject line, sender name, content, or delivery time. You can also choose the winner criteria, the test duration, and the test sample size. However, A/B testing is not a mandatory step for sending an email.
• Approve the Email Program by clicking the green checkmark icon next to the program name. This will activate the Email Program and send your email according to your schedule and settings.

References: 1: Create an Email Program | Adobe Marketo Engage 2: Marketo Success Series: Email Programs - Marketing Nation 3: Send an Email | Adobe Marketo Engage : Choose Recipients for an Email Program | Adobe Marketo Engage : Schedule an Email Program | Adobe Marketo Engage : Create an A/B Test in an Email Program | Adobe Marketo Engage : Approve an Email Program | Adobe Marketo Engage

To send an email for preview prior to launch, a marketer can use the Email Actions menu in the Email Editor and select the Send Sample option. This will open a dialog box where the marketer can enter one or more email addresses to receive the sample email, as well as choose the lead to use for personalization tokens. The marketer can also select the email client to use for rendering the email, such as Outlook, Gmail, or mobile devices. After clicking Send, the marketer will receive a confirmation message and can check the inbox of the recipients to see how the email looks before launching the campaign. References: 

https://www.nutshell.com/blog/complete-guide-to-writing-marketing-emails

• A Default Program is a type of program that you can create to generate new names from a form and a local landing page1.
• When a new person fills out the form, they would become a member of the program1. This means they would be added to the program’s database and receive personalized communication and offers based on the program’s criteria2.
• The person would also be considered not anonymous in the Database3. This means their name and other attributes would be visible to you and your team, and you could track their interactions with the program and the campaign4.

References:

• Create and measure a default program
• Leverage the flexibility of default programs
• Get started with Adobe Marketo Engage program templates
• Create a Form

• The file size limit for images and files uploaded to the Design Studio of Adobe Marketo Engage is 100MB.
• The Design Studio is a feature of Adobe Marketo Engage that allows marketers to create and manage landing pages, forms, emails, and other assets.
• To upload an image or file to the Design Studio, the marketer can go to the Design Studio area, select Images and Files, click the Image and file actions drop-down and select Upload image or file, and then drag and drop the desired image/file or browse the computer for it.
• The maximum size per file is 100MB, as stated in the note that appears when uploading an image or file. This limit applies to all file types, including images, PDFs, videos, etc.
• The file size limit is set to ensure optimal performance and security of the Adobe Marketo Engage platform. If the marketer needs to upload a larger file, they can use a third-party service and link to it from the Design Studio asset. References:
• Add Images and Files to Marketo
• Adobe Marketo Engage | Product description

 An auto-responder email is an email that is automatically sent to a lead when they perform a certain action, such as filling out a form, clicking a link, or downloading a resource. An auto-responder email can be created using an email program or a smart campaign in Marketo. To ensure that all subscribers receive an auto-responder email, regardless of their Unsubscribed or Marketing Suspended status, the email should be marked as operational. Operational emails are emails that are considered critical or transactional and should always be delivered to the lead, unless they are Email Invalid or Blacklisted. To mark an email as operational, follow these steps:

• In the Marketing Activities area, select the email program or smart campaign that contains the auto-responder email.
• In the email program, go to the Email tab and click Edit Draft. In the smart campaign, go to the Flow tab and find the Send Email step.
• In the email editor, go to the Settings tab and check the box that says “This is an operational email”.
• Save and approve the email.

By marking the email as operational, the email will bypass the communication limits and the Unsubscribed or Marketing Suspended filters that normally prevent non-operational emails from being sent. However, operational emails should be used sparingly and only for essential communications, such as confirmations, receipts, reminders, or notifications. They should not be used for promotional or marketing purposes, as this may violate the privacy and consent preferences of the leads and the email regulations of different countries. References:

• Email Auto-Response
• Operational Emails
• What Is an Email Autoresponder and How It’s Used in Marketing

• 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

• 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]