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Automatically identifying email addresses which bounce repeatedly and setting these records as Marketing Suspended is TRUE in your database will help protect your sender reputation.

 

Smart Campaign

Set Marketing Suspended to True - Hard Bounces

In this example, I am setting the Min. Number of Bounces to 5 in the past 90 days. If you send emails more often you might consider reducing the timeframe to the past 30 or 60 days.

 

Smart List

Flow

Marketing Suspended Reason: On {{system.date}}, the record bounced for 5th time in the past 90 days.

 

Schedule

 

 

Smart Campaign

Set Marketing Suspended to True - Soft Bounces

Using a separate smart campaign wilol allow you to set different Min. Number of Times and activity timeframe. It also makes it easier to determine how many records flow through each campaign.

 

Smart List

 

Flow

Marketing Suspended Reason: On {{system.date}}, the record bounced for 7th time in the past 90 days.

 

Schedule

 

 

Resources for managing bounces.

Although mitigating the rate of cart abandonment is about more than just marketing, one of the easier starting points is an abandoned cart email journey. Some marketers don’t bother with this because they feel that their email capture rates are too low to make it worthwhile. However, many companies have managed to increase their email matching to about 40% and since you can achieve a 6-12% conversion rate on these emails, they can be a very cost-effective way of remarketing. Furthermore, over half of all frequent and occasional shoppers find abandoned cart reminder emails helpful and 46% of shoppers actually expect them. 32% say it makes them more likely to complete the order.

 

So, since an abandoned cart email is basically a must-do, how do you go about it? One of the main questions we get frequently is ‘When should I send my email?’. Although consumers typically say they expect an abandoned cart email reminder to come within 24 hours, numerous tests have shown that the sooner you send it, the better response rate you get. Emails sent within an hour have the highest conversion rate, which is more than 2x the rate of those sent after a few hours and 5x larger than the conversion rate for emails sent 24 hours later. In one test, the exact same email drove 105% more revenue and a 66% higher average order value when sent within an hour instead of after a day. So the research is pretty clear on this question.

 

What about sending additional emails? The purchase rate starts to level off after about 1-3 hours. Sending subsequent emails after this point can add another ⅓ to the conversion, but most people stick with less than three emails today. You may want to consider only sending additional emails to high-value targets, such as serial cart abandoners, those who have high average order values, or those with an interest in high margin products. 

 

As far as messaging, the most impactful messages actual vary based on how frequently the shopper buys online. People who shop with you frequently are more influenced by messages around practical things, like the order total, photos of the product, and shipping details. Those who shop less often will respond better to savings/coupons.

 

Of course, as with most email campaigns, the key is to figure out what works for you and institute a program of A/B testing to confirm that these standards apply to your specific use case and audience.

 

*Statistics sourced from Experian, Conversion, Bronto, Magento, LYONSCG, and SeeWhy

BI Intelligence estimates that over $4.5 trillion of merchandise will be left in online shopping carts this year. Many marketers create an email to target people who abandon their cart and then they essentially wash their hands of the problem. But this is short-sighted, as even small changes in the recapture rate can generate large impacts in revenue. A merchant with $15m in online sales who can convert 25% of their abandoned orders would generate an extra $169M a year. As a marketer, this is somewhat low-hanging fruit we should be paying more attention to.

 

If you look at the primary causes of cart abandonment globally, you will notice that a lot of the reasons boil down to cost or website functionality.

 

That means that we can’t actually resolve cart abandonment without a holistic look at the customer experience. Here are 10 key approaches to reduce your shopping cart abandonment rate (though they are by no means the only tactics):

  1. Address the functionality gaps that are causing people to drop off during the checkout process. Conduct customer surveys, focus groups, and internal testing to identify and resolve pain points. For example, enabling guest checkout can help recoup the 10% of cart abandoners who leave because they don’t want to register.
  2. Review your product pricing and shipping costs. The majority of online buyers find shipping costs of more than 10% of the transaction value to be unreasonable and abandonment rates go up dramatically once they surpass 20%. Though it isn’t always possible to offer free shipping to everyone, consider offering it based on order minimums; this can have a side benefit of driving average order value up by as much as 30%. And look at the overall price points - key thresholds like $100 and $250 are very prone to drop-offs in purchasing rates.
  3. Offer alternate payment methods. The majority of online purchasers use alternate payment methods like Alipay and PayPal and many find them easier to use than credit cards, since they remove the barriers of entering financial and shipping information on every transaction. Plus, having more payment methods available actually makes online shoppers find your website more trustworthy, even if they do not use them.
  4. Up to 40% of abandonment is due to consumers using shopping carts for early stage buying behavior, treating it as a wish list for future purchases, storing items to access on another device, or summarizing their purchases to make final decisions. By providing additional website functionality to support this behavior, you can divert it away from the shopping cart.
  5. Although email capture rates on e-commerce websites can be as low as 2%, almost half of repeat cart abandoners will buy when they are remarketed to. With conversion rates for up to 6% of those targeted and about half of shoppers expecting an email, this can be a cost-effective way to automate engagement with shopping cart abandoners without seeming intrusive.
  6. Repeat customers and serial cart abandoners are more likely to repurchase than new visitors, so it’s very important that you actually start earlier in the process, with a welcome program to convert first-time purchasers into repeat visitors.
  7. Conversion rates on retail apps are 3x higher than on mobile browsers and account for 54% of all retail mobile transactions. A program of push notifications and in-app messaging can help recapture shopping carts from these frequent shoppers.
  8. Since you likely won’t have email addresses for the majority of cart abandoners, pixel-based ad retargeting is an important remarketing strategy. On average, 30% of non-converting shoppers will return to the website after being retargeted.
  9. Real-time abandonment offers that pop up on your website as the person leaves their cart can help recapture over 25% of abandoners. Some companies have also seen revenue per visit rise by up to 10% as a result of these targeted incentives.
  10. Not everyone who adds an item to their cart will buy online. Some may want to view it in person or are hesitant to buy online because of privacy or security concerns. Offer ways for people to continue their purchase offline, such as by requesting a product demo session or offering a store locator.

As marketers start to take more ownership of the entire customer experience, the shopping cart is a perfect place to start, since it offers huge potential revenue impacts.

 

*Statistics cited sourced from BI Intelligence, IBM, Forrester, IDC, LYONSCG, WorldPay, SeeWhy (SAP), Experian, Kuno Creative, Conversions on Demand, and Deloitte.

This is the fifth and final part in my series of sample questions to help you practice for the MCE exam. Part 1 on Admin & Operational topics can be found here. Part 2 on Analytics & Reporting can be found here. Part 3 on Lead Lifecycle can be found here. Part 4 on Program Fundamentals can be found here.

 

 

QuestionsAnswersCorrect Answer
Look at the image below labeled Image 1. From where are the tokens inherited?a. Token examples folder
b. Campaigns folder
c. Testing for Testing Sake folder
d. BP-TS-YYYY-MM-DD-Tradeshow Program
A
What is a prerequisite for using dynamic content?a. Emails are active
b. An approved snippet
c. An approved segmentation
d. Activity log tracking is active
c
Which three steps should a marketer use to make an unsubscribe page appear in the reader's local language?a. Update the individual languages and set your default
b. Create a smart list for each preferred language
c. Create a segmentation for language with a segment for each preferred language
d. Create the content block on the landing page as dynamic, selecting the preferred language segmentation
e. Create the content block on the landing page as dynamic, selecting the preferred language smart list for each language
c,d,a
Which of the following are valid type of tokens? (Choose all that apply)a. Calendar file
b. Date
c. Text
d. Score
a,b,c.d
If you set up tokens at the folder level, what type of token will you see on any program within that folder?a. Local Token
b. Inherited Token
c. Overridden Token
d. Lead Token
b
What always precedes the name of a program token?a. my.
b. lead.
c. company.
d. system.
a
You can use tokens in which of the following? (Choose all that apply)a. Flow actions
b. Smart lists
c. Emails
d. Landing pages
a,c,d
Which type of token would you use if you wanted to populate the current date in an email?a. Program token
b. Personalization token
c. System token
c
In which of the following situations would you use dynamic content instead of a token? (Choose all that apply)a. Multiple languages in an email
b. Adding the person's first name in the email
c. Using a regional unsubscribe footer
d. Display different images for each person's industry
e. Including the person's account manager's contact information
a,c,d
True or false: You can make both landing pages and emails dynamic.TRUE
True or false: A lead can belong to more than one segment within a segmentation.FALSE
Which of the following is not a commonly used segmentation?a. Industry
b. Language
c. Product Interests
d. Region
c
Which of the following types of assets can use the dynamic content functionality? (Choose all that apply)a. Emails
b. Landing Pages
c. Snippets
d. Forms
e. Images
a,b,c
You have a segmentation for Industry with three segments (priority 1: Healthcare, priority 2: Government, priority 3: Education). One person you are emailing does not have an Industry populated. Which content version will they see?a. Healthcare
b. Government
c. Education
d. Default
d
Snippets can be used in which of the following assets? (Choose all that apply)a. Forms
b. Landing Pages
c. Emails
d. Images
b,c
Which of the following is a good use of a static snippet?a. Regional address footer
b. Business unit-specific unsubscribe information
c. Privacy policy language
d. Regional social media links
c
Which of the following are valid type of tokens? (Choose all that apply)a. Calendar file
b. Date
c. Text
d. Score
a,b,c.d
The following token is added to a subject line in an email: {{lead.Company Name:default=Your Company}}.
What is the purpose of the token's default value Your Company?
a. To display the lead's Company Name in the subject line
b. To replace the lead's Company Name in the Lead Database
c. To populate Your Company if the Company Name field is empty
d. To display Your Company in the subject line for every email recipient
c

 

Image 1

tokens.PNG

This is the fourth part in my series of sample questions to help you practice for the MCE exam. Part 1 on Admin & Operational topics can be found here. Part 2 on Analytics & Reporting can be found here. Part 3 on Lead Lifecycle can be found here.

 

 

QuestionsAnswersCorrect Answer
You need to mark individuals as attended as they show up to your customer appreciation dinner. Which channel and program type should you use?a. Webinar channel and Event program type
b. Email Send channel and Email program type
c. Live Event channel and Event program type
d. Operational program channel and Default program type
C
Which of the following are ways to become a member of a program? (Choose all that apply)a. Fill out a form inside of a program
b. Import into the program member tab
c. Attend a webinar synced with the program
d. Import into a static list in the program
e. Program status flow action
a,b,c,e
Which of the following is not a way to become a member of a program?a. Create a new lead via the iPad or Android event application
b. Fill out a form that's located in Design Studio
c. Add a lead to a Salesforce campaign synced to a Marketo program
d. Select the acquisition program when importing into the Lead Database
b
Which of the following would be appropriate success statuses in a program? (Choose all that apply)a. Engaged
b. Attended
c. Sent
d. Invited
a,b
You want to track a gated piece of content on your company website for number of form fills and new names. Which channel would you select?a. Website
b. Web form
c. Default
d. Engagement
b
You want to send multiple emails to the same audience at a consistent pace and time. Which program type would you select?a. Email
b. Engagement
c. Nurture
d. Default
b
You want to send an email to individuals thanking them for stopping by at an event and asking them if they would like to receive emails from you. Which program type would you select?a. Tradeshow
b. Default
c. Event
d. Webinar
c
True or false: You have three program statuses in your channel, in order: Member (Step 10), Filled Out Form (Step 20 - Success) and Engaged (Step 20 - Success). In this setup, a lead can move from Filled Out Form to Engaged but not vice versa.FALSE
Which of the following is the best approach for adding members to an engagement program?a. Create a triggered smart campaign with a 'Add to Engagement Program' flow step
b. Use transition rules in the stream
c. Import members into the program using a static list
d. Create a form in the program
a
You wish to stop sending out content to a group of individuals in an existing engagement program. Which of the following approaches should you take?a. Archive the content in the engagement program
b. Remove the leads from the program
c. Change the program's cadence
d. Pause the leads in the program
d
True or false: You can use a transition rule on the first stream in an engagement program.TRUE
You have 2000 leads in an engagement program, 125 of which have exhausted all the content. You recently added new content into the program at the top of the only stream in the program. How many leads will receive the new white paper at the next cast, assuming there are no deliverability issues and no additional people will be added to the program?a. 125
b. 875
c. 2000
d. 1125
c
Which types of assets can be used in an engagement program stream?a. Email
b. Report
c. Default program
d. Email Send program
e. Landing Page
f. Event program
a,b,c,e,f
A lead fills out a form and the marketing manager wants two actions to occur immediately:
- Send the lead a confirmation email
- Change the lead's program status to Registered
What should be done to ensure this?
a. Set up a smart campaign with a 'Program Status is Changed' trigger in the smart list and a 'Send Email' step in the flow
b. Set up a smart campaign with a 'Fills out Form' trigger in the smart list and 'Send Email' and 'Change Data Value' steps in the flow
c. Set up a smart campaign with a 'Fills out Form' trigger in the smart list and a 'Send Email' and 'Change Program Status' step in the flow
d. Set up a smart campaign with a 'Fills out Form' trigger in the smart list and a 'Send Alert' and 'Change Program Status' step in the flow
C
What is the difference between segmentations and smart lists?a. A lead can exist in multiple segments but not in multiple smart lists
b. Smart lists can be used in smart campaigns while segmentations cannot
c. Segmentations can be used to create dynamic content while smart lists cannot
d. Smart lists can be used as a filter option when creating an email program while segmentations cannot
e. Smart lists are not mutually exclusive but segments are
c
What types of content can be added to an engagement program? (Choose all that apply)a. Emails
b. Landing pages
c. Email programs
d. Events
a,b,d
Which of the following program types would you use if creating a new channel for lead nurture?a. Default
b. Event
c. Engagement
d. Email
c
You have an engagement program with four emails. A lead has already received the second email and the first email is scheduled to be activated tomorrow. If your cadence is set for today, which email will the lead receive?a. The first
b. The second
c. The third
d. The fourth
c
True or false: The only difference between an event program and a default program is the ability to set a start and end date.FALSE
Which type of A/B test would you not run if you want to improve your open rates?a. Subject line
b. Date/time
c. From address
d. Whole email
d
True or false: You may only use open rate, click rate, or engagement score as the criteria for selecting a winner in an A/B test.FALSE
Which of the following webinar partners does Marketo not integrate with?a. Cvent
b. GoToWebinar
c. Brightalk
d. Adobe Connect
e. ON24
f. ReadyTalk
g. Webex
a
Which of the following functionality is not part of the webinar integration with Marketo?a. Push registrants from Marketo to the webinar provider
b. Push attendees from the webinar provider to Marketo
c. Share survey results from the webinar provider with Marketo
d. Use a custom webinar login URL token in your follow-up emails and calendar invites
c.
Which of the following is not a feature of the iPad/Android event check-in application?a. Send out follow-up emails
b. Register new attendees onsite
c. Check in attendees onsite
d. View registered individuals
a
You would like to run a data management campaign whenever a lead's country value is populated in the database, so you can standardize the format. Which of the following triggers and filters is the best choice to accomplish this?a. Data Value Changes trigger with a constraint on Country
b. Lead is Created trigger with a filter for Country
c. Data Values Changes trigger with a constraint on Country and Lead is Created Trigger
d. Lead is Created trigger, Data Value Changes trigger with a constraint on Country and a filter for Country
d
You wish to run a campaign on all inactive leads. Which of the following types of campaigns is the most appropriate choice?a. Triggered smart campaign
b. Batch smart campaign
c. Requested campaign
d. Sales Insight campaign
b
View the graphic below labeled Image 1. True or false: an individual in California with a lead score of 49 and a status of SQL would qualify for this campaign.TRUE
View the graphic below labeled Image 2. True or false: an individual who visits the web page but does not fill out the form will not qualify for this campaign.FALSE
True or false: Advanced filters in a smart list apply to both triggers and filters.FALSE
Which smart campaign trigger would you use if you wanted to send out an email to individuals who registered for a white paper?a. Program Status is Changed
b. Filled Out Form
c. Send Email
d. Lead is Created
b
Which of the following is not an example of a flow step?a. Change Program Status
b. Send Email
c. Add to SFDC Campaign
d. Wait
e. Visits Web page
e
You have a triggered campaign that is supposed to send out an email to someone who fills out a form. You wish to ensure that this email goes out during the work week. Which features should you use?a. Duration wait step
b. Date wait step
c. Date token wait step
d. Campaign scheduling
a
Which of the following are use cases for using request campaign? (Choose all that apply)a. Creating a campaign for sales to use from within Sales Insight
b. Triggering a campaign using an external system via the API
c. Adding members to an engagement program
d. Alerting someone to follow up on a sales lead
a, b
True or false: When you add choices in a flow step, the order of the choices does not matter.FALSE
A content marketing manager has 1000 leads in an engagement program, 110 of which have exhausted all the content. The content marketing manager recently completed a new white paper and has added the new content into the program at the top of the only stream in the program.
How many leads will receive the new white paper at the next cast, assuming there are no deliverability issues and no additional people will be added to the program?
a. 110
b. 890
c. 1000
d. 1110
c
A marketing manager wants to run a batch Smart Campaign to process leads that were both created by form fillout today and who also visited the company's pricing page.
Which rule logic should be used when setting up the Smart List?
a. Use ANY filters
b. Use ALL filters
c. Use Basic filters
d. Use Advanced filters
b
A marketing manager needs to gate a piece of content on the company website. Which three channel and program types correspond to this activity?a. An Email program with the channel "Email"
b. A Default program with the channel "Email"
c. An Event program with the channel "Web Form"
d. A Default program with the channel "Content"
e. A Default program with the channel "Web Form"
f. A Default program with the channel "Web Content"
g. An Engagement program with the channel "Web Content"
d,e,f
A marketing manager has an engagement program with emails that have been activated and approved. The stream cadence has been set up, and the program turned on, but after the cast date, the manager can see that emails are not sent.
Which step has been missed?
a. The quality of the deliverability is not checked.
b. Members have not been added to the engagement program.
c. The CRM sync with the engagement program is not activated.
d. The engagement score has not had sufficient time to calculate.
b

 

Image 1

Image 2

Since there is a ton of information on the community about how to identify and manage records which bounce repeatedly I thought it would help if they were all in one location.

 

How to Manage Your Marketo Database for Deliverability by Kiersti Esparza

Great tips for identifying records which bounce repeatedly and how to understand the different bounce codes.

 

Email Bounce Codes

Learn more about the different bounce codes.

 

Monitoring Email Deliverability: Bounces - Part I by Kristen Carmean

Terrific information about bounces and the main categories: incorrect email address, anti-spam block, technical issues, soft bounces.

 

Monitoring Email Deliverability: Unengaged Users – Part II by Kristen Carmean

Additional tips for identifying and managing chronic non-responders.

 

Monitoring Email Deliverability: Troubleshooting High Bounce Rates – Part III by Kristen Carmean

This great article covers troubleshooting some common email deliverability problems, starting with high bounce rates.

 

Monitoring Email Deliverability: Troubleshooting Spam Blocks – Part IV by Kristen Carmean

Learn more about troubleshooting spam blocks

 

Example Error Responses by Jason Vincik

Instructions to create a Smart Campaign that sets Email Invalid to True when emails permanently fail.

 

Data Management Strategies - Managing Chronic Non-responders (never open or click) Part I by Brian Law

Identifying and managing chronic non-responders.

 

Data Management Strategies – Managing Chronic Non-responders (never open or click) Part II by Brian Law

Smart campaign build instructions.

As a marketer, many of your campaigns may be built around one primary objective:  getting people to fill out a form.  Often, designing a compelling advertisement isn't enough to encourage people into handing over their details.  Many factors can deter someone from submitting a form, including the unwillingness to provide contact information.

 

Here are some content design strategies you can employ today to nudge people toward conversion:

 

Just Say 'No' to Distractions

 

When driving people to a form, one of the biggest mistakes you can make is to distract them with detours.  Landing pages should be built as simple as possible. Here's how:

 

  • Drive people to a landing page - not your website.
    • You want people to do one thing, and one thing only:  fill out that form.  You must drive them with a simple and engaging email to a landing page that is specifically built for your campaign. Sending someone to your website offers a plethora of distractions, including images and text that don't apply to your campaign's appeal, multiple links to other information, and in some cases, flashing beacons of light that are begging folks to take some other action.  If you want people to drive directly to your destination, don't drop them off in the middle of Las Vegas where sparkling lights from competing assets beg for their attention.  Likewise, steer clear of cluttering your emails with the same distractions.
  • Strip out navigation from the landing page.
    • Don't offer an exit ramp when you are trying to capture a person's information on a form.  Doing so can make your lead stray away from your primary call-to-action.  Will they find their way back to your form?  Maybe.  Most of the time - no.  At that point, you may have lost their impulse to decide.  Instead, your landing page should be designed simply, and with only ONE action they can possibly take:  fill out that form.  It’s okay to include complementary information in the form of links, but those links should show/hide content on the same page, not take the lead away from the page.

 

Be Consistent

 

Emails, advertisements (online and offline), and social campaigns should all look the same. Using different images, layouts and copy between assets can create a disconnect for people, and can even make a person feel like the content is not reliable.  Instead, try to use the following techniques in design:

 

  • Use the same (or reasonably similar) header image in the outbound email and on the landing page.
  • Repeat copy from the email on the landing page - especially the headline.
  • Use the same color scheme in emails, landing pages, and on the form.
  • Always provide a clear call-to-action: don't make people search for it!  One of my colleagues calls this the “BOB” (Big Orange Button).  Top-converting emails and landing pages always contain some version of the BOB.

 

Do More with Less

 

All too often, I have seen emails and landing pages designed with too much text, and entirely too many images.  Asking people to read an entire encyclopedia before filing out your form will certainly contribute to losing their interest.  Here are some tips on how to do more with less:

 

  • Create an impulse decision.
    • A compelling headline with a short summary of details in an email can create an impulse to react.
  • Don't give up the farm!
    • Your email should be quick, to the point, and provide just enough information to drive them to the landing page - and don't forget the BOB!
    • The juicy details should be found in the downloaded content after submitting the form, not in the email, and not all on the landing page either.  Otherwise, what's the point of filling out the form?
  • Keep all the important stuff above the fold.
    • Remember old fashioned newspapers?  If you haven't heard "above the fold" in the past, it refers to everything you see on the newspaper page before the paper folds.  All of the interesting, enticing info, and your call-to-action should be above the point in your email and landing page before someone needs to scroll in their browser.
    • Just remember "If a person must scroll, it takes a toll."
  • Use a short form.
    • This may seem like a no-brainer, but I have seen a ton of long forms out there.  On average, forms with five fields or less have higher conversions.  Several factors can impact conversion on even short forms, however.  For example, making the telephone field required is a typical detour.  In some cases, simply moving the telephone field to the bottom of the form can help. Results can vary based on your content and your audience.  To optimize your forms, try an A/B test and see which one is performing the best.

 

In this exciting new digital age, social media has impacted consumer behavior in a way that creates multiple challenges for marketers.  Today's savvy Internet surfers are accustomed to getting all the information they need in a short social media status message or in a brief article online.  We can learn from this behavior.  These micro status messages entice people to follow links to landing pages.  Your content marketing strategy should do the same.

 

Creating short, simple, and actionable marketing messages using the techniques I described here can have a positive impact on conversion rates.  While this is not an exhaustive list of conversion strategies, these basics can significantly impact your results.

 

Do you have any conversion strategies that you use?  Please share them here!

This is the third part in my series of sample questions to help you practice for the MCE exam. Part 1 on Admin & Operational topics can be found here. Part 2 on Analytics & Reporting can be found here.

 

 

QuestionsAnswersCorrect Answer
Which situation is appropriate for resetting a customer's score to 0 according to Marketo's Lead Scoring Guide?a. A customer clicks an email and visits a site but has not purchased yet
b. A customer visits a site seven days in a row but has not purchased yet
c. A customer places items in the cart and visits the checkout page but does not purchase for two days
d. A customer purchased one year ago but has not visited a site in six months or opened an email in one year
d
Who should provide the final approval of a scoring model's targeted buyer persona?A. Sales
B. Marketing
c. Product manager
d. Chief executive officer
a
Which two Marketo features allow marketing to pass information on a lead's behavior to a CRM system? (Choose two)a. Synced data fields
b. System smart lists
c. Marketo Sales Insight
d. Segmentation membership
e. Lead performance report
a,c
Which two company stakeholders should be included in the process when creating a scoring plan? (Choose two)a. Sales
b. Marketing
c. Product Manager
d. Chief executive officer
e. Research and development
f. Finance
a,b
Which of the following is not a type of behavior scoring that can be done in Marketo?a. Attends webinar
b. Fills out form
c. Visits web page
d. Title changes
d
True or false: In general, you should only give leads points for a particular demographic score once.TRUE
If you want to track both an overall score and a behavior score, which of the following should you do?a. Create separate program tokens
b. Create separate smart campaigns
c. Create separate flow actions
d. Create separate smart lists
c
You wish to change someone's score when they are not actively engaging with content anymore. Which type of scoring should you use?a. Behavioral scoring
b. Negative scoring
c. Demographic scoring
d. Account scoring
b
True or false: To make it easier to make changes to scoring programs in the future, you can store your score values in tokens.TRUE
Which of the following field types allow for you to do basic math?a. Score
b. Number
c. Formula
d. Boolean
a
Which of the following are recommended ways of alerting sales when they have a new lead to follow up on? (choose all that apply)a. Send an email
b. Send an alert
c. Create a task
d. Update a field
b,c
A marketing manager has some leads in the database that have not opened emails in the past six months. The marketing manager wants to reset their scores to 0.
Which solution would work to reset their score to 0?
a. Smart Campaign with a flow step - CHANGE PROGRAM SUCCESS = 0
b. Smart Campaign with a flow step - CHANGE SCORE, New Value = 0
c. Smart List with a flow step - CHANGE DATA VALUE, New Value = 0
d. Smart Campaign with a flow step - Add to system list "Unscored leads"
b
A marketing and sales organization has a service level agreement (SLA) in place that requires sales to follow up on an assigned lead within 24 hours of receiving a notification. If a follow-up does not occur within 48 hours, a reminder notification is sent to them.
Which set of flow setup steps should be used to accomplish the reminder notification?
a. Wait, Send Alert
b. Wait, Send Email
c. Wait, Add interesting moment
d. Wait, Change Program Status, send Alert
a
A lead has reached a specific lead score and is then marked as sales ready. Where is this indicated?a. Lead Status
b. A flag in Admin
c. Email Permission
d. Lead Owner Comments
a

Running a batch campaign to set non-responsive records to Marketing Suspended is one option you can implement to prevent accidentally sending them a promotional email while you determine a re-engagement strategy. Here is the first Part I of this article.

 

Smart Campaign

Set Records Who Haven’t Engaged in an Email in the Past Year to Marketing Suspended

In this example I am setting the Min. Number of Emails sent to a record to 20.

 

Smart List

Flow

Marketing Suspended Reason: Set Marketing Suspended to True on {{system.date}} since the record has been inactive for the past year.

 

Schedule

Run once or set up a weekly or monthly recurring batch campaign.

 

Here is the smart campaign setup you can use to run tests against small groups (1,000 to 2,000) of the marketing suspended chronic non-responsive records.

 

Smart Campaign Email Test #1

Smart List

In this example, the test will be to sent to records based on the first letter in their email address. Subsequent tests can be easily sent to a different group of records.

Flow

In the flow, Marketing Suspended will be flipped to False temporarily so the email will be sent. After the record goes through the Send Email flow step, Marketing Supsended will be changed back to True.

 

Data Management Strategies – Managing Chronic Non-responders (never open or click) Part I

Whether you are a major enterprise or a small start-up, managing chronic non-responders, records who never open or click your emails, will help protect your sender reputation by reducing the chance for a spam compliant.

 

The first step is to identify the records who haven’t opened or clicked any emails during the past year or whatever timeframe you prefer.

 

Smart List - Not Opened or Clicked Any Email in Past Year

In this example I am setting the Min. Number of Emails sent to a record to 20.

 

FYI - It is possible to click an email without opening it.

Activity log example:

 

Here is an alternative way to get the same results.

 

Smart List #1 - Not Opened Any Email in Past Year

In this example I am setting the Min. Number of Emails sent to a record to 20.

Smart List #2 - Clicked Any Email in Past Year

Smart List #3 - Not Opened or Clicked Any Email in Past Year

In my next article I will demonstrate how to set the records to Marketing Suspended to prevent accidentally sending them a promotional email while you determine a strategy to get them to re-engage.

 

Here is Part II of this article.

 

By the way, here is a similar article about identifying your chronic non-responders and the importance of managing them written by Kristen Carmean.

 

 

This is the second part in my series of sample questions to help you practice for the MCE exam. Part 1 on Admin & Operational topics can be found here.

 

QuestionsAnswersCorrect Answer
How can you determine which leads filled out the form on a specific landing page?a. Create a Landing Page Performance Report
b. Create a form submission list in the Design Studio
c. Create a smart list using the filter 'Filled out form' with the constraint of 'Web page'
d. Create a smart list using the filter 'Visited Web Page' with the constraint of 'Form = true"
c
When should custom columns be added to a lead report?a. To display anonymous visitors in a Web Page Activity report
b. To change the Lead Created At time frame to show results for the fiscal year
c. To review email statistics on number delivered, number bounced, and open rates
d. To show how leads that were created this year have progressed through the lifecycle
d
What is the reporting impact of selecting an acquisition program when importing a list?a. Selecting an acquisition program is required for using the Success Path Analyzer
b. The acquisition program is required to show program success in the Email Performance report
c. The acquisition program is required to show the number and percent of new names in the Program Performance report
d. The Lead Performance report uses an acquisition program to show how successful each program is at generating new leads
c
You want to analyze marketing's overall lead generation efforts to grow the database over the past three years. Which report type should you run?a. Program Analyzer
b. Leads by Status report
c. Lead Performance report
d. Leads by Revenue Stage report
e. Opportunity Influence Analyzer
c
Which two columns on the Program Performance Report are calculated using acquisition program?a. New Names
b. Total Members
c. Revenue per New Name
d. Cost per Member (USD)
e. Cost per New Name (USD)
f. Revenue per Member (USD)
a, e
A marketer ran a program and did not assign a program status with success. The marketer now wants to run a program performance report to find the cost per success for the program.
What will occur?
a. The report will return an error for cost per success.
b. The report will return a null value for cost per success.
c. The report will identify the last program status as a success and calculate based on that.
d. The report will identify the first program status as a success and calculate based on that.
b
If you want to figure out how many people converted on a Marketo landing page, which report would you use?a. Landing Page Performance
b. Web Page Activity
c. Program Performance
d. Lead Performance
a
If you want to limit an email performance report to a specific timeframe, which section should you go to?a. Report
b. Smart List
c. Setup
d. Subscriptions
c
If you want to see how many people clicked through to your landing page from an email, which report would you use?a. Email Performance Report
b. Campaign Email Performance Report
c. Email Link Performance Report
d. Landing Page Performance Report
c
If you want to understand the performance of your nurture program, which report would you run?a. Engagement Stream Performance
b. Program Performance
c. Email Performance
d. Campaign Performance
a
Which of the following can you view in a Program Performance report? (Choose all that apply)a. Program rank per channel
b. Cost per success
c. Number of members
d. Number of successes
b,c,d
Which of the following are columns that you can add in an Email Performance report? (Choose all that apply)a. Hard Bounced
b. Soft Bounced
c. Unsubscribed
d. Engagement Score
e. Clicked
a,b,c,e
If you want to understand the growth of your database, which report would you look at?a. Leads by Status
b. Leads by Revenue Stage
c. Lead Performance
d. Leads by Campaign
c
In which of the following reports can you filter with smart lists? (Choose all that apply)a. Lead Performance
b. Landing Page Performance
c. Web Page Activity
d. Email Performance
a,c,d
If you wanted to limit your web page activity report to only show leads in Germany, which of the following sections would you modify?a. Report
b. Smart List
c. Setup
d. Subscription
b
True or false: In Lead Performance reports, you can group by company or lead attributes.TRUE
True or false: You can include program statuses in Program Performance reports for more than one channel.FALSE
A marketing manager is running a landing page A/B test and wants to know which of the two pages had the best conversion rate. Which report should be used?a. Form Conversion Report
b. Event Registration Report
c. Landing Page Activity Report
d. Landing Page Performance Report
d

When working with clients I often see records from imported lists where the email address field is empty. The email address is often mistakenly imported into the incorrect column/field. Using a list import template and having aQA process will help prevent the issue from happening. But if it does happen, often weeks can go by before anyone notices and corrects the error thus losing the ability to follow-up and nurture the records in a timely manner.

 

Here are smart lists you can setup and subscribe to be alerted of an issue.

 

Missing Email Address - List Import (Created in past 24 hours): Set the subscription to this list

Missing Email Address - List Import (Created in past week): Use this list to investigate the issue

• Based on Original Source Type is List import

 

In this example, I created the smart list my master data management program.

 

Missing Email Address - List Import (Created in past 24 hours)

Set Subscription

That's it

 

In a recent article by Jeff Coveney, he discusses steps to deleting bad data. Here are smart lists you can create to easily identify if a deleted record ever returns. Instead of creating smart lists you can also create weekly batch campaigns to add the records to a static list.

 

Smart List Examples

Deleted Records - Recreated via SFDC

• Based on Original Source Type is salesforce.com

Deleted Records - Recreated via Form Fillout

• Based on Original Source Type is Web form fillout

Optionally, you can base your smart lists on lead source, acquisition program, etc.

 

In this example, I created the smart lists in a new program in my data management folder but you can also add these smart lists to your master data management program.

Smart List Example

Remember to adjust the Advanced filters each time you add a new Email Address filter.

 

Here is a smart list you can create if you purchase records and periodically delete them and want to see if any ever reappear.

 

Smart List

Deleted Records – Purchased List: XYZ List

If a previously deleted record reappears in your system via a Form Fillout or List Purchase you can use the logic described above to create a batch campaign to automatically delete them from your system again.

There are not that many practice questions out there for the new MCE exam. I took the ones from the study guide and wrote about 100 or so additional of my own to help my team study. If the list of topics wasn't enough for you, this should be a good way to get extra practice. I will just add a caveat that these questions were written based off the study guide topics before I actually took the new version of the test, so the list of topics in the previous blog is slightly more accurate as far as reflecting the actual material.

 

Let's start with questions on the Admin & Operational topics.

 

QuestionAnswersCorrect Answer
You need to comply with US spam legislation. Which of the following subscription management approaches is the most commonly used?a. Opt-out
b. Opt-in
d. Double opt-in
a
You need to comply with Canadian spam legislation. Which of the following subscription management approaches is the most commonly used?a. Opt-out
b. Opt-in
d. Double opt-in
b
You need to comply with European spam legislation. Which of the following subscription management approaches is the most commonly used?a. Opt-out
b. Opt-in
c. Double opt-in
c
You wish to track the activity of people who visit your website. Which of the following technical setup steps helps you do this?a. DKIM
b. SPF
c. Landing page CNAME
d. Branded tracking links (Email CNAME)
e. Munchkin code
e
Which of the following differs when importing a list of leads directly into a program (as opposed to importing into a static list)?a. Program acquisition
b. List import mode
c. Import aliases
d. Field mappings
a
Which of the following is not a good use case for a data management campaign?a. Standardizing country values
b. Prevent duplicates from being created
c. Blacklisting competitors from getting emails
d. Stop emailing people who bounce multiple times
b
For which of the following types of email messages can the operational setting be used?a. Newsletter
b. New product announcement
c. Registration confirmation
d. Webinar invite
c
Which of the following bounces are categorized as hard bounces? (Choose all that apply)a. Full mailbox
b. Server unavailable
c. Spam block
d. Invalid email
c,d
Which of the following is not a benefit of using Marketo forms?a. Prevents duplicates in Marketo
b. Allows you to prepopulate data that you already have
c. Allows you to gather extra information over time instead of asking the same questions
d. Lets you have complete control over the look and feel of the form
d
If you wanted to only ask US leads for their state on a form, which functionality would you use?a. Hidden field
b. Conditional formatting
c. Field sets
d. Visibility rules
d
True or false: The easiest way to display your custom fields in another language is to change the form locale.FALSE
Which of the following cannot be edited in a form?a. Submit button text
b. Error and validation text
c. Social button text
d. Label text
c
Which of the following is not an option that you can choose for a follow up page after someone fills out a form?a. Stay on page
b. External URL
c. Landing page
d. Close window
d
You have three mandatory fields that you want to always show on your form and 5 additional fields you want to ask over time. If you want to have a total of five fields visible to the user, which option should you choose for progressive profiling?a. Number of blank fields = 2
b. Number of blank fields = 3
c. Number of blank fields = 5
d. Number of blank fields = 8
a
Which of the following is not a way you can populate a hidden field?a. Inferred data
b. URL parameter
c. Cookie
d. Referrer parameter
a
If you intended to ensure that leads always used the same format when entering phone numbers on your form, which functionality would you use?a. Input masking
b. Hint text
c. Form validation
d. Tooltip instructions
a
Which of the following is a benefit of a global asset (located in Design Studio)?a. Program membership is automatic
b. Acquisition is automatic
c. Can be easily cloned
d. Easier to locate
d
What information can you edit within your landing page to improve SEO? (Choose all that apply)a. Title
b. Keywords
c. Description
d. URL
a,b,c,d
An organization wants to prevent over-emailing leads. Which functionality should they use?a. Audit trail
b. Remove from flow
c. Email admin settings
d. Communication limits
d
How does a marketer ensure compliance with international spam laws?a. Use a dedicated IP address
b. Implement a double opt-in process
c. Leverage the email deliverability tool
d. Configure branded links for international leads
b
It is required that US states be entered as a two digit abbreviation, but you want to display full state names in the form picklist. Which form editor feature should you use?a. Enable Mask Input in the field settings
b. Enable Form Prefill in the form settings
c. Use Progressive Profiling in the form settings
d. Use a different value for Stored Value in the field settings
d
What should be included in an email to help ensure deliverability?a. Images
b. JavaScript
c. Text version
d. Landing page links
c
A marketing manager recently launched a landing page with the following URL: go.marketo.com/Pricing. The manager is keeping the page content the same, but wants to update the URL to go.marketo.com/Product-Costs. How should this update be done?a. Edit URL Settings
b. Enable Personalized URLs
c. Open URL Builder in Admin
d. Generate a private preview URL
a
A marketer has a field on a form where a lead can indicate products of interest. The corresponding field in the CRM contains product codes, but the marketer wants to display the full product names on the form.
What should the marketer do?
a. Use a custom Visibility Rule to change the picklist items
b. Use Mask Input to change the display value of the picklist items
c. Use a different Display Value and Stored Value in the picklist items
d. Use Progressive Profiling to change the display value of the picklist items
c
A marketer wants to launch a new gated asset on a company website using a Marketo embedded form. Which functionality is used for Marketo embedded forms?a. reCAPTCHA
b. Form Pre-fill
c. Progressive Profiling
d. Suppress Competitor form fills
c
Which three steps should a marketer use to make an unsubscribe page appear in the readers local language?a. Update the individual languages and set your default
b. Create a smart list for language each preferred language
c. Create a segmentation for language with a segment for each preferred language
d. Create the content block on the landing page as dynamic, selecting the preferred language segmentation
f. Create the content block on the landing page as dynamic, selecting the preferred language smart list for each language
a,c,d

Sometimes customers see a discrepancy in the unsubscribe numbers in their instance. This is particularly puzzling to some who are using a custom unsubscribe process that is not trackable in Marketo, since you would expect to see 0 unsubscribes in the Email Performance reports. However, this is not always the case. That’s because if Marketo receives spam reports directly from the email provider, it automatically unsubscribe that person in your instance. This also means that if you look at the number of people who clicked the unsubscribe link in Marketo when you are tracking the unsubscribe link, you may also find a discrepancy.

 

Leads are automatically unsubscribed due to default feedback loops setup with the ISPs listed on this page.

 

You can use the following filters to find leads that have clicked the SPAM button in your emails:

 

 

Filter 1: Data Value Changed

Attribute: Unsubscribe

New Value: True

Reason: Contains Customer complaint received from ISP

 

(Optional to Specify what Email Domain)

Filter 2: Email Address

Email Address: Contains, @domain.