Marketo Marketo Certified Expert MCE Questions & Answers

• Question 41:

  How is Marketo different from an email service provider (ESP)?

  A. Marketo can dedupe data and nurture leads; an ESP can host landing pages and provide email open rates.

  B. Marketo can score and nurture leads; an ESP can send multi-step campaigns and track open and click rates.

  C. Marketo can measure the impact of marketing initiatives on revenue; an ESP can track open and click rates.

  D. Marketo has the ability to send personalized emails and monitor website actions; an ESP can send email blasts and score leads.

  Correct Answer: D

  Reference: https://blog.marketo.com/2012/11/what-is-the-difference-between-email-marketing-and-marketing-automation.html

• Question 42:

  Which step is necessary to add a custom column to a lead report?

  A. Select the Smart List(s)

  B. Drag over Opportunity Columns

  C. Select Export Rows

  D. Activate Custom Columns in Admin

  Correct Answer: A

  Reference: https://docs.marketo.com/display/public/DOCS/Add+Custom+Columns+to+a+Person+Report

• Question 43:

  The marketing manager wants to compare year-over-year lead generation. Which report type delivers this information?

  A. Program Performance Report

  B. Revenue Explorer Report

  C. Lead Performance Report

  D. Leads by Revenue Stage

  Correct Answer: C

  Reference: https://nation.marketo.com/t5/Product-Blogs/Sample-Questions-for-MCE-Exam-Analytics-Reporting/ba-p/242879?ru=36499andsr=stream

• Question 44:

  In which initiatives can a marketer use the Recipient Time Zone feature? (Choose two.)

  A. When setting the stream cadence in an engagement program stream that contains email assets and nested programs

  B. When sending a newsletter email with an email program

  C. When sending an invitation email with a batch smart campaign in an event program

  D. When setting the stream cadence in an engagement program stream that contains only email assets

  E. When sending a confirmation email with a trigger smart campaign in a default program

  Correct Answer: AC

  Reference: https://nation.marketo.com/t5/Certification-Study-Group/Choosing-Program-Types-for-Email-and-Nurturing-Initiatives/gpm-p/241728

• Question 45:

  A lead's score changes to 100, and the marketing manager wants two actions to occur immediately:

  Send an email to the lead owner Create an Interesting Moment What should be done to ensure this?

  A. Set up a Smart Campaign with a `Score is Changed' trigger in the Smart List, and `Send Alert' and `Interesting Moment' Steps in the Flow

  B. Set up a Smart Campaign with a `Score was Changed' filter in the Smart List, and `Send Alert' and `Interesting Moment' Steps in the Flow

  C. Set up a Smart Campaign with a `Score is Changed' trigger in the Smart List, and `Send Email' and `Interesting Moment' Steps in the Flow

  D. Set up a Smart Campaign with a `Score was Changed' filter in the Smart List, and `Send Email' and `Interesting Moment' Steps in the Flow

  Correct Answer: C

  Reference: https://docs.marketo.com/display/public/DOCS/Send+Alert

• Question 46:

  A service level agreement (SLA) between sales and marketing requires that if sales marks a lead as Unqualified, an Unqualified Reason must be provided. The marketing team wants to nurture those leads. What should be added as a flow step in a Smart Campaign to accomplish this?

  A. Add to SFDC Campaign

  B. Add to Engagement Program

  C. Add to Nurture Stream

  D. Add to Trash

  Correct Answer: A

• Question 47:

  A marketer has created several tokens to use in an initiative to send out a survey to customers: In which two places should tokens have been created to be inherited in the 2017 Customer Survey Reminder 2 program? (Choose two.)

  

  A. In the 2017 Customer Survey Reminder 2 Program

  B. In the 2017 Customer Survey Reminder Program

  C. In the 2017 Customer Survey Program

  D. In the 2017-Customer Survey Campaign Folder

  E. In the Admin Area

  F. In the Reports Folder

  Correct Answer: CF

• Question 48:

  An engagement program to promote a new online training series has two objectives:

  A "Haven't Attended" objective to get people who have never attended to sign up A "Continue" objective to get people who have previously attended to complete the training series Which two mechanisms of an engagement program are needed to ensure that the right people receive the right call to action? (Choose two.)

  A. A transition rule to pull members from the "Haven't Attended" group to the "Continue" communications emails

  B. A transition rule to push members from the "Haven't Attended" group to the "Continue" communication emails.

  C. Two streams: one to add people to the program and the other to promote more new attendees

  D. Two streams: one to promote attendance and the other to encourage completion

  Correct Answer: BD

• Question 49:

  Where can you manage program report subscriptions? (Choose two.)

  A. In the Subscriptions tab of the report in Marketing Activities

  B. In the Subscriptions tab in Marketing Activities

  C. In the Subscriptions tab in Analytics

  D. In the Subscriptions tab in Database

  Correct Answer: BC

  Reference: https://docs.marketo.com/display/public/DOCS/Manage+Report+Subscriptions

• Question 50:

  A company operates in multiple regions and has identified the vice president (VP) of Sales in each region as a stakeholder in the lead scoring development process. The VPs of Sales of two major regions disagree about the significance of a specific factor.

  Which course of action will allow both definitions to be incorporated?

  A. Implement a global scoring model giving equal weighting to both VPs of Sales input regardless of the lead region

  B. Implement a global scoring model incorporating the opinion of the most experienced VP of Sales

  C. Implement a global scoring model giving varied weightings to both VPs of Sales input according to the lead region

  D. Implement a global scoring model that uses the weighted average of both of the provided scores

  Correct Answer: D