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16 Posts authored by: cf6e74f923461f259f8545a45b947aa7b1c66503

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,c,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 segmentations 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

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

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

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.

I just recently renewed my Marketo Certified Expert status with the latest iteration of the certification exam. It's quite a bit different from the previous versions, so I thought it would be helpful to provide a list of topics you should know:

  • Understand how inherited tokens work
  • Review the A/B testing functionality in the email program, including the dashboard, and know the steps to setting up a subject line test
  • Understand what happens if you add a new piece of content into a stream of the engagement program when someone is exhausted content
  • Understand how to transition someone from one stream to another in an engagement program
  • Understand approaches to resetting the score of a lead
  • Understand operational emails versus promotional emails
  • Know the types of tokens and where each can be used
  • Know how custom columns work in a report
  • Know that you use a lead performance report to measure database growth over time
  • Know that you use a landing page performance report to measure form conversions
  • Know the difference between Marketo and an ESP
  • Know how Marketo handles soft bounces versus hard bounces
  • Know what the value of a text version of the email is
  • Know what marketing suspended is for
  • Know what a local asset is (in a program) versus a global asset (in Design Studio)
  • Know what data you need to have in order to track cost per success
  • Know what you can see on the engagement program dashboard
  • Know the basics of international spam laws
  • Know what the roles of the different stakeholders are during the scoring process (CEO, CRM, marketing, sales)
  • Know where in the form UI you go for progressive profiling
  • Understand what happens when you have multiple triggers in a smart campaign
  • Understand what happens when you have multiple choices in a flow step and a lead qualifies for more than one
  • Understand the connection between acquisition program and new names
  • Understand the ways someone gets automatically marked as acquired by a program
  • Understand that you cannot move backwards in a program status
  • Be able to select which program type to use for a live event hosted by the company
  • Know that you need to activate the content in an engagement program before you can launch it
  • Know the consequences of removing leads from an engagement program after they already participated
  • Know the functionality that the webinar integration gives you at each step of the process (invite, register, attend, no show, attend on demand)
  • Understand that triggers are how you respond in real-time to someone
  • Know how to set up a data management campaign to standardize country
  • Understand whether you set up visibility rules on state or on country when you want to display state only if country is US/Australia
  • Understand what are things that Marketo would categorize as behavior scoring and what would be demographic
  • Know the difference between Send Alert and Send Email (who receives the email)
  • Know about the connection between snippets and segmentations
  • Know about the connection between segmentations and dynamic content
  • Know the differences between segmentations and smart lists
  • Know the ways you would alert sales to a new lead
  • Know what Munchkin code does
  • Know what communication limits are
  • Know about stored values for a picklist
  • Know about hidden fields
  • Know when you can use advanced thank you pages
  • Know about lightbox options for embed forms
  • Know how to edit the URL of a landing page

Let's imagine that you have a nurture campaign for prospects with four emails, each relating to a product. If someone clicks the link in a product-specific email, you want them to get a series of three emails related to that product and then move them back to the previous set of emails if they did not engage in the product-specific stream. Do you put this in one engagement program or two or more?

 

Here are some factors you should keep in mind when you're trying to make this decision about program design:

  • Will this nurture program always remain as it is? Are there any possibilities that the client might decide to vary the initial set of emails in some way, such as making industry-specific variations, sending the emails in different time zones to different regions, or adding more emails that are based off a different set of rules? Would they do this to the product-specific nurtures as well - potentially make the current set an early stage stream but then add mid and late stage emails also? If you anticipate changes that would involve expanding your nurture program, you may want to split these out into two or more nurture programs to give yourself room to adjust the rules later without having to redo everything.
  • If you separate them into more than one nurture program, you're going to need extra smart campaigns to pause people in one nurture program and unpause them in the other. This is a relatively minor consideration but if you have relatively new Marketo users, it can be overlooked and it is possible people might be active in both at one time when you don't intend for that. If you have everything in one nurture program, the system automatically ensure someone is only in one stream at a time.
  • You also need to consider reporting. Do you have a different measurement of success for the first set of four emails than you do for the different product-specific streams? If you want to measure success of the entire program of 16 emails based on these leads being passed to sales, then you are fine to report on them in a single program. If you want to report on how many people engage with the first set of emails but you want to report on conversion for the product-specific nurtures, you would want to put these into separate programs.

 

Anyone have any other factors they think should be included?

I have on occasion seen people use date filters in their segmentation smart lists. This doesn't function the way people think. Relative operators like "In Past" or "In Future" don't get recalculated constantly so people may not switch segments when you want them to.

 

When a segmentation is created using a date filter, it evaluates the people at that moment and segments them based on the current value. The segment the person is in only gets reevaluated when there is a data value change, which does not get registered unless the actual data in the field changes. Relative operations don't register this in the activity log since the actual field value isn't changing.

 

For example, imagine you built a segment with the filter "Created At in Past 30 Days". Every new lead would be put into this segment when they were first created, but they would not be moved out of it on Day 31.

 

Since you should really only be using segmentations when you want to create dynamic content, your best option in this case would probably be to add people to and remove people from static lists with a smart campaign and use the static lists in the segment definition instead, just as suggested when doing this with custom objects.

Recently someone on my team asked me for a bit of help in writing some JavaScript to check and uncheck the boxes on a subscription center when someone selects the Unsubscribe from All checkbox. You would think this code would be easy to find just floating around because so many people need it, but I actually couldn't find it all that easily. Since I'm probably not the only one who needs this code, why not share it?

 

Code to Check All Subscription Boxes

Make sure you update the field names in the quotes to match the field names in your instance, beginning with 'selectAll', which is the checkbox that, when selected, should populate all of the other checkboxes. Obviously, you should also remove any rows you don't need because you have less options than this example.

 

<script>

MktoForms2.whenReady(function (form) {

document.getElementById('selectAll').onclick = function() {

  if ( this.checked ) {

document.getElementById('mktosupplychainmanagement').checked = true;

document.getElementById('mktosmallmolecules').checked = true;

document.getElementById('mktobiologics').checked = true;

document.getElementById('mktoevents').checked = true;

document.getElementById('mktocommercialproductsupply').checked = true;

document.getElementById('mktoproductdevelopment').checked = true;

document.getElementById('mktogeneralmarketingcommunications').checked = true;

document.getElementById('Unsubscribed').checked = false;

  } else {

  // Did not Globally Subscribe

  }

  }

});

</script>

 

Code to Uncheck All Subscription Boxes

 

<script>

MktoForms2.whenReady(function (form) {

document.getElementById('Unsubscribed').onclick = function() {

  if ( this.checked ) {

document.getElementById('mktosupplychainmanagement').checked = false;

document.getElementById('mktosmallmolecules').checked = false;

document.getElementById('mktobiologics').checked = false;

document.getElementById('mktoevents').checked = false;

document.getElementById('mktocommercialproductsupply').checked = false;

document.getElementById('mktoproductdevelopment').checked = false;

document.getElementById('mktogeneralmarketingcommunications').checked = false;

document.getElementById('selectAll').checked = false;

  } else {

  // Did not Globally Unsubscribe

  }

  }

});

</script>

There's no place in Marketo where you can easily see a list or report of all of your static lists. This is somewhat important when you're doing a migration from one instance to another, because you need to decide which static lists you want to reimport the members to when you move to the new instance. Here is the fastest way I've found to quickly generate a master list of all of your static lists:

 

  1. Create a smart campaign and drag Member of List filter into the smart list. Click on the + sign.
  2. Go to Add New values and select each list to move it over to the right side (You may at the bottom see "Add All" if you are lucky, but it doesn't always show up). Then copy and paste the list from the right side into your document. You’ll need to do this once per workspace.

When you have a flow step with many choices, the order in which you put those choices matters. I sometimes see flow steps like this one:

This campaign has 13 choices, and it's basically normalizing the country name for Australia and several of the nearby islands. Now why is this a bad order? Well, let's take a quick look at the population differences in these countries, courtesy of rampant Wikipedia thievery:

 

So, this tells me that I am far more likely to have someone from Australia go through this campaign than from any other country. And when they do go through it, I am going to perform 13 checks before I actually run a flow step on those people.

 

If I instead reorder the campaign like this:

Now the vast majority of people running through the campaign will be resolved within three choices and the other 10 will almost never be evaluated. This same concept applies to almost any other situation where you are using choices with flow steps.

This checklist can be used when testing an engagement program with emails in the streams (It is not comprehensive for the use case when you have programs within your streams also.)

 

  • Turn off the program in the Setup tab.
  • Remove the cadence from the streams.
  • Right click on each email used in the nurture and use Send Sample to test the HTML and text versions of each email. Choose an example lead to see what the email would look like with personalized and/or dynamic content for that specific individual but always send to your own email address. Make sure to test the links within each email, including those in headers and footers.
  • Make sure the emails are active in the streams.
  • Use the test stream functionality to mimic a cast to just one specific lead. Repeat this to test that the content in each streams comes in the correct order. Use your own email address
  • Deactivate all of the content.
  • Make sure your add to nurture campaign rules are active, if they are triggered campaigns.
  • Create one test record that meets the qualification criteria for each stream. Use a common email domain for each.
  • Add a filter onto the smart campaign for Email Address and include the email address(es) for all of your test records.
  • Test the positive scenario: Run the campaign(s) that add people to nurture streams. Confirm that each of your test records moves into the right stream.
  • Create one test record that does not meet each of the qualification criteria for each stream. To be thorough, you should only negate one criteria for each record, e.g. if your list criteria excludes people who are unsubscribed and who are located in Canada, create one test record who is unsubscribed but in the US and another who is not unsubscribes but lives in Canada. Use a common email domain for each.
  • Add a filter onto the smart campaign for Email Address and include the email address(es) for all of your test records.
  • Test the negative scenario: Run the campaign(s) that add people to nurture streams. Confirm that each of your test records does not move into the stream.
  • Make sure your stream transition rules are active, if they are triggered campaigns.
  • On one of your positive test records, take an action that will move you to the second stream. Confirm that the person moves into the next stream.
  • Repeat for all streams and all transition rules.
  • On your negative test records, take an action that would move you to the second stream. Confirm that the person does not move into the next stream.
  • Repeat for all streams, all transition rules, and all exclusion criteria.
  • On one of your positive test records, take an action that will pause you from communications. Confirm that the person’s cadence changes to paused.
  • Repeat for all actions that could pause you from communications.
  • On one of your negative test records, take an action that will pause you from communications. Confirm that the person’s cadence and engagement program membership does not change.
  • Repeat for all actions that could pause you from communications.
  • On one of your positive test records, take an action that will unpause you from communications. Confirm that the person’s cadence changes to normal.
  • Repeat for all actions that could unpause you from communications.
  • On one of your negative test records, take an action that will unpause you from communications. Confirm that the person’s cadence and engagement program membership does not change.
  • Repeat for all actions that could unpause you from communications.
  • On one of your positive test records, take an action that will mark you as successful. Confirm that the person’s program status changes.
  • Repeat for all actions that could mark you as successful.
  • On one of your negative test records, take an action that will mark you as successful. Confirm that the person’s program status does not change.
  • Repeat for all actions that could mark you successful.
  • Deactivate smart campaigns.
  • Remove all test records from the nurture streams.
  • Remove the email address filters from the smart campaigns.
  • Run batch smart campaigns to add historical records to the nurture streams. Spot check streams to make sure the right people are in each stream.
  • Once ready to go live: set cadence, activate smart campaigns, and turn the program on.

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