EMT Practice Test

1. Question Content...

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Question1: What strategies can improve the scalability of campaigns in a global Marketo instance? (Choose two)

Question2: A global organization requires automated lead routing based on geography and industry.
What configuration should be applied?

Question3: What should be the first step when defining project boundaries?

Question4: What elements should be included in project boundaries? (Choose two)

Question5: A business wants to send personalized emails to leads based on their recent activities.
What should be implemented?

Question6: A company has decided to implement Adobe Marketo Engage and plans on integrating both Microsoft Dynamics and an E-Commerce store with Marketo Engage. There is currently a lack of clarity regarding which data should be included from each system and the quality of that data. It has been confirmed that data gathered via the E-Commerce store will be used to enrich the data in the CRM.
What would the consultant validate before determining whether the project scope needs to include a custom integration for CRM?

Question7: An E-Commerce retail company would like to send abandon cart campaigns to customers who have logged in to their account, placed at least an item in their shopping cart, and did not check out in the next 8 hours. The transactional data has been integrated with Marketo via custom objects.
How would a Marketo Engage consultant recommend the campaign setup and personalization?

Question8: Refer to the case study. Unicorn Fintech's Marketing team wants to revamp its email marketing strategy to increase email engagement rates. They want to prioritize increasing their click-through rates and optimizing their subscription center experience to reduce unsubscribe rates. The subscription center is currently built using scripts and is connected to a data warehouse where the data is transferred and stored for legal purposes.
Who should the Adobe Marketo Engage Architect consult with to discuss these priorities?

Question9: Who is typically responsible for approving the overall scope of a Marketo Engage project?

Question10: A client's Marketo instance has poorly organized campaigns, leading to reporting inaccuracies.
What is the first step to resolve this?

Question11: When establishing project scope, which element should be defined first?

Question12: What factors must be considered when allocating resources for a Marketo project? (Choose two)

Question13: Which steps should be prioritized to improve workflow performance in Marketo? (Choose two)

Question14: Which type of logic is used for complex segmentations in Marketo?

Question15: A company is re-evaluating their lead management process after realizing their current reporting is insufficient. While reviewing the current setup, a Marketo Engage consultant has discovered two things:
Everyone in the database is included in the Revenue Cycle Model (RCM), including employees and partners, which is skewing the data.
Leads can be recycled for more than a dozen reasons, but these are not currently captured in Marketo. This makes it difficult for the marketing team to decide how to further nurture the lead.
Based on this input, what should the consultant recommend first regarding the RCM?

Question16: Which campaign logic is most suitable for nurturing early-stage leads?

Question17: An Adobe Marketo Engage Consultant is reviewing all programs in an instance.
Each campaign in each program contains at least three flow steps:
If Acquisition Program is Empty, change Acquisition Program to the current program's name Change the status in the program (based on the action) Write an Interesting Moment These flow steps happen in almost every campaign.
How can the Consultant edit the programs for scalability and efficiency?

Question18: What should be the first step when integrating a new CRM with Marketo?

Question19: What is the primary purpose of a lifecycle model in Marketo?

Question20: Which metrics are essential for evaluating email performance? (Choose two)

Question21: A company has recently set up their Lead Lifecycle in the diagram below.

However, the sales team realizes that they need to qualify the leads within 3 working days. In addition, leads that are not sales ready are recycled back to MQL for further engagement.
What are the two items that the Marketo Engage Consultant would recommend based upon the sales requirement? (Choose two.)

Question22: A customer has an existing Marketo instance with the workspaces and lead partitions configuration in the image below.

Each country has their own workspace and partition, and the Default workspace is used by the Marketo administrators for admin and operational programs. They have a lead routing program set up in the Default workspace that routes new leads and reroutes existing leads to the correct lead partition based on the country field. The Australian marketing team is responsible for creating marketing programs within their workspace, and the team recently ran a live event. They had a number of leads register for their event via a form and event program in the Australia workspace, but they were not on the registration list when the event ran, resulting in frustrations at the door when checking in attendees.
Which troubleshooting step can be taken to avoid this issue in the future?

Question23: A demand generation manager wants to understand how emails are performing by company size in each geographic region. The Marketing Ops team captures size and region in forms, has built smartlists for filtering, and has segmentations to serve dynamic content. The Marketo instance is a standard configuration and does not include additional workspaces or partitions. The Marketo practitioner would like to display regional performance in an Email Performance in the report setup.
How would this goal be accomplished?

Question24: A consultant conducts an audit on a company's Adobe Marketo Engage instance and discovers:
The instance hits its API limit twice a month, affecting leads from multiple third-party integrations from being consistently created or updated automatically.
The field "Country" is set as a text field, which results in inconsistent variations and mis-spellings of the country value, leading to the inability to route leads to the proper regional sales team.
There is a Segmentation called "Region", which is defined by the "Country" field values; due to the inconsistency of the field, a majority of the person records sit in the "Default" segment.
Lead routing is based on the "Region" segment, and there is no logic set in the routing to account for the "Default" leads.
After sharing these findings with a group of stakeholders, the stakeholders share:
The Data Science team uses the Marketo Engage API to pull data out of the instance twice a month for an executive dashboard that tracks quarterly goals.
The Sales team is extremely below target for qualified leads because the volume routed to them is so low.
The Web team has reported on below-average form conversions because too many fields are open text.
The Marketing team wants to send nurture emails that are localized based on the "Region" Segmentation.
A consultant conducts an audit on a company's Adobe Marketo Engage instance and discovers:

Question25: A business has a Marketo Engage database size of 1,000,000 person records and finds that 10% of the database has potential duplicate records based on email addresses. The consultant wants to understand how the duplicate records are being created.
Which fields should the consultant first review to understand the problem?

Question26: Which elements should be reviewed to improve campaign execution in a Marketo instance? (Choose two)

Question27: What should be considered for efficient data schemas in Marketo? (Choose two)

Question28: When implementing a modified process in Adobe Marketo Engage, what are the key considerations for assessing its impact on marketing operations, implementing effective change management strategies, and ensuring proper enablement for users to adapt to the updated workflows?

Question29: Which element is critical to evaluate when reviewing a Marketo instance?

Question30: What best practices improve campaign reporting in Marketo? (Choose two)

Question31: A client needs a lifecycle model to manage leads from multiple regions with distinct sales processes.
What would be the best approach?

Question32: A company operates in multiple countries across Europe, APAC, and North America. Each region has its own marketing team that configures the programs in Marketo for each country, and the country field is mandatory on all Marketo forms. The company has Salesforce CRM integrated with Marketo via the native connector, and new leads are routed so they can be assigned to the correct sales team. A consultant is advising the company on their Marketo architecture as part of an initial implementation.
Which two recommendations should the consultant provide for this scenario? (Choose two.)

Question33: What actions can improve email deliverability? (Choose two)

Question34: Which audit findings should be prioritized for resolution? (Choose two)

Question35: Which stakeholder is responsible for configuring integrations in Marketo?

Question36: A Marketing Operations team running Adobe Marketo Engage has a series of data processing actions that must occur on records when they enter certain Programs. The data processing must be completed before a series of flow actions can complete to achieve the desired objectives of each Program (e.g., when the customer is sent an email). Any new records must be synced to Salesforce as Leads. A number of separate Programs need these data processing events to occur before the campaign flow steps can happen (e.g., an email is sent).
From each of these Programs that runs the main flow of activities, what is the most efficient and scalable way to structure a smart campaign flow to make sure everything happens in the right order?

Question37: An Adobe Marketo Engage Administrator for a software company that sells cloud-based solutions to enterprise customers has to prepare a presentation for the Board of Directors meeting next month, where the following questions will be answered:
* How many marketing-qualified leads (MQLs) do I have?
* How long does it take for a new lead to become an MQL?
* What is my conversion rate for MQLs to opportunities?
How should the administrator use Marketo Engage to create the process and Marketo Engage reports that will answer these questions?

Question38: A business is noticing that their MQL trigger campaign for Lifecycle Processing runs twice after a hand raise form conversion. An MQL Type field is stamped during this trigger process, and the value is being overwritten from 'Hand Raise' to 'Scoring' the second time through. The MQL trigger campaign has two filters listening for a hand raise form conversion and for the person score threshold being met. The Marketo Engage consultant notices that the scoring model is fast tracking hand raise conversions, leading to race conditions and a person qualifying for the MQL trigger campaign again when the score is increased.
Which option should the consultant recommend first to prevent records from processing twice?

Question39: A marketing stakeholder has worked with the web development team to create a unique multi-step form experience on the business website to request a product trial. The marketing stakeholder wants to take advantage of Marketo Engage's form fill trigger filter to kick off conversion processing for program membership and to nurture emails but is unable to because the product trial conversions are only creating new records via Web Service API, and, in some cases, are creating duplicates.
The web development team seeks out a recommendation from the Marketo Engage consultant in order to enable this unique trial form experience, but the team would also like to provide the marketing stakeholder with the system abilities to trigger from form conversions.
Which two options can the Marketo Engage consultant present to the marketing and web development stakeholders to support this unique form experience? (Choose two.)

Question40: An Adobe Marketo Engage Architect is integrating a Marketo Engage instance for a non-profit client with two different third-party platforms.
The requirements are outlined below:
Scenario 1: Automatically clone existing default programs on Marketo, build the email using the RSS feed of blog section, and schedule the email on every Thursday.
Scenario 2: Before deleting any record on Marketo, push the data to "Donor System".
How should the Marketo Engage Architect approach the platform integration?

Question41: A client complains about inaccuracies in lead lifecycle reports.
What steps should be taken?

Question42: What type of attribution model gives credit to the first and last touchpoints?

Question43: The team that handles the CRM pipeline of MQLs from Demo Requests reports a sudden drop in new leads in their queue. The issue is found to be caused by many new Person records in Marketo Engage that are not being tagged with Source. However, no other information has been found. These records might have a different Source.
Which steps should an Adobe Marketo Architect take to find the core issues?

Question44: Your Marketo project involves integrating a CRM.
Which stakeholders should be included in the integration process?

Question45: Which feature in Marketo is most suitable for running global marketing campaigns?

Question46: A company has a Revenue Cycle Model set up to measure progression from Anonymous > Known > MQL > SQL > Opportunity > Customer, with a detour for unqualified leads and another for recycled leads. They have run a reactivation campaign to encourage recycled leads to engage with the brand and have sales follow up. The campaign is successful with a high percentage of the target audience filling out a contact form; however, these leads do not appear in the MQL stage.

Question47: A company helps organizations connect and integrate their data. Their marketing team is focused on driving lead generation and marketing influence on pipeline and revenue growth, and their sales cycle is typically 6 months. The table shows a Program Opportunity Analysis report for programs that were run in Q1 and Q2. It is now the middle of Q3, and they are looking at how they would modify their marketing spend in Q4 given the sales team are behind their target.

How can the marketing team help the sales team meet their Q4 targets?

Question48: Marketers in charge of managing events ask the Marketing Ops team to set up an Events program for their upcoming Live Events. Each event has a max capacity of 50 per session. After a person signs up to 'request a seat' on the Marketo Engage Landing page, they must be able to check whether there is enough capacity.
The Marketo Ops team implements this by using a specialized 'Event Score' field as a Webhook to calculate and provide a number to each Person record based on where they sit in 'the queue'. Once they receive this number, their Program Status is updated to 'Registered' if they are under the capacity threshold, and they are emailed follow-up details. If they do not reach this capacity, they are added to a static list. The events team can follow up with them individually. This occurs in one Smart Campaign.
Which Smart Campaign flowsteps should be used?

Question49: What are best practices for securing a Marketo instance? (Choose two)

Question50: Which of the following is most critical to prioritize during a system audit?

Question51: Which types of data integrations are supported in Marketo? (Choose two)

Question52: A new data enrichment program provides robust profiling data but uses an extraordinary amount of API calls, over 50,000 per day. The demand generation team wants to trigger this enrichment immediately to ensure that Sales has the most up-to-date information as new leads are created. Management wants the enrichment program installed before the company's Global World Tour that will attract 100,000 attendees worldwide.
Which two recommendations would be made to the marketing team prior to integration? (Choose two.)

Question53: What is the primary metric for evaluating the performance of a landing page?

Question54: An enterprise marketing organization has set up an out-of-the-box Revenue Cycle Modeler.

However, after some time, the sales team has provided feedback that the following modifications need to be made:
SQL leads need to be reviewed with an SLA of 5 days by the Sales Support team SQL leads that are disqualified should be removed from the SLA stage SQL leads that are sales ready need to progress to the Sales Accepted Leads stage (SAL) What are the three changes that needs to be implemented? (Choose three.)

Question55: What criteria are essential when evaluating campaign logic for lead engagement? (Choose two)

Question56: A business is running campaigns on multiple channels and needs to allocate credit accurately.
What model should be used?

Question57: Which elements are crucial when designing campaign logic? (Choose two)