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01. Which three steps should a marketer use to make an unsubscribe page appear in the reader's local language? (Choose all that apply)
A. Update the individual languages and set your default

B. Create a smart list for each preferred language
C. Create a segmentation 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

02. 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 display 'Your Company' only if the Company Name field is empty
D. To display 'Your Company' in the subject line for every email recipient

03. What is required if a marketing manager wants to send an email personalized from account owners showing an image of each account owner's personal signature?
A. Smart List
B. System Token
C. Email Template
D. Dynamic Content

04. A marketer creates a new segmentation called Country-EMEA, aiming to segment a total of 1,000 leads by different target regions in this geography. After setting up and approving the segmentation, the results show 250 records in the UK region, 50 in France, 200 in Germany, 400 in Italy and 100 who didn't fall into any of the defined country segments. What will be the final size of the new segmentation?
A. 900
B. 1,000
C. 1,250

05. Which areas of an email can use tokens? (Choose all that apply)
A. Subject line
B. 'From' name
C. 'From' email address
D. 'Reply to' email address
E. Body copy

06. True or false: Segmentations are essential to create dynamic content on emails and landing pages.

07. Which steps should a marketer use to show dynamic content on a page to different audiences? (Choose all that apply)
A. Activate the Dynamic Content feature from the Admin area
B. Create a segmentation with individual segments for each audience
C. Set the content block on the page as dynamic
D. Associate the dynamic content block with the segmentation
E. Update the block content for each segment

08. Inherited Tokens are...
A. Just available on Engagement programs
B. Overridden by folder-level tokens
C. Can overwrite folder-level tokens
D. Can only use text as the token type

09. True or false: Score is a valid type of token

10. True or false: Smart List is a valid type of token


11. You can use tokens in which of the following? (Choose all that apply)
A. Flow actions
B. Smart lists
C. Emails
D. Landing pages

12. True or false: Image is an invalid type of token

13. An essential prerequisite for using dynamic content is having an approved _____
A. Landing page
B. Email
C. Segmentation
D. Smart list

14. Which type of program token would you use if you wanted to display the lead's company name in red bold letters in your email?
A. Text
B. Email scrip
C. Rich text

15. Which system tokens would you need to use if you want to display the following date format on your email?: 2019-11-10 19:29:00
A. {{system.time}}
B. {{system.dateTime}}
C. {{}}

16. Marketo Snippets are... (choose all that apply)
A. Reusable blocks of rich text and graphics that you can use in your emails and landing pages
B. Useful for making mass updates to your assets, such as updating your email privacy policy language or regional address footer
C. Reliant on segmentations to work, just as Dynamic Content

17. What would happen if the system token {{system.unsubscribeLink}} is not added to your Marketo email?
A. Marketo won't be able to send the email due to international anti-SPAM laws
B. Marketo will send the email, but might flag your account for sending unsolicited commercial email
C. Marketo will send the email and add a default message at the bottom of the asset giving leads to option to unsubscribe

18. Adding the ‘Forward to Friend’ link to your emails allows you to... (choose all that apply)
A. Track people who have received a forwarded email through this link
B. Automatically add people receiving the forwarded email as a new person if they are not already in the database
C. Add people receiving the forwarded email as mailable opt-ins in your database

19. True or false: SFDC campaign is a valid type of token

20. Which of the following statements are true about Calendar File tokens? (choose all that apply)
A. They allow you to add a calendar event link (in .ics format) to your assets
B. They can be added to emails, but not landing pages
C. They are created from the My Tokens tab in your program or folder


21. True or false: It is possible to disable tracking for a specific email link.

22. When adding URLs to text tokens, it's important to ensure these don't include the http:// prefix. Why?
A. To make sure opens are tracked in your email
B. To make sure clicks are tracked in your link
C. To make sure the link length doesn't go over the token's character count

23. Is there a limit to how many recipients you can add to the CC field of a Marketo email?
A. No
B. Yes, 50,000 recipients
C. Yes, 10,000 recipients

24. To personalize a landing page, a marketer wants to use different types of tokens. What is an incorrect use of a token in a page?
A. Date Token
B. First Name Token
C. Smart Token
D. Number Token

25. Which of the following are correct examples of Marketo segmentations? (choose all that apply)
A. Segmentation: Industry / Segments: Healthcare, Retail, Automotive
B. Segmentation: Country / Segments: UK, France, Italy
C. Segmentation: Bad data segment / Segments: Unsubscribed, Disqualified, Blacklisted
D. Segmentation: Lead Owner / Segments: John, Jessica, Martin, Christine

26. Deleting an active segmentation... (choose all that apply)
A. Affects all associated Dynamic Content in Emails, Landing Pages, and Snippets
B. Only takes effect after 24 hours from deletion, to ensure no live campaigns are inmediately affected
C. Can be undone by admins only
D. All of the above

27. You have segmentation for Country with three segments in the following order/priority: 1. UK, 2. France, 3. Italy). If the country field is not populated for a given lead, what content version will they see?
A. The version correspondent to the segment at the higher priority level (1. the UK)
B. None. The email won't be sent to that lead, as the record doesn't fit the purpose of the dynamic email.
C. The lead will see the Default version of the email.

28. Which of the following is not a commonly used segmentation?
A. Region
B. Language
C. Product Interests
D. Job level

29. In which of the following situations would you use dynamic content instead of a token? (Choose all that apply)
A. Display different landing page banners for each person's country
B. Referencing the leads's company name in the email subject line
C. Using personalised URLs based on Department
D. Including the leads's sales owner's name and details

30. True of false: It's best practice to create segmentations instead of smart lists when possible, in order to optimise processing time in the Marketo platform.

Like every other year, 2019 has also came to an end and taught us so many new things. Marketer is a person who wake-ups every morning with a new strategy in mind. When they go to the office, they try to implement that strategy. When they implement this strategy either they will succeed or they might fail but in both cases, they learn something new.


We should not keep this something to ourselves preferably we should share it with our colleagues in the same domain/industry irrespective of thought what people will think.


As Thomas Edison said


I have not failed. I've just found 10,000 ways that won't work.


I have written around 20 blogs in 2019. Some of them have been useful to many and some doesn't but I believe we should keep sharing. I am adding here all those URLs at one place with a promise that 2020 is going to more adventurous and we will learn so many new things in marketing automation.

So here we go:


Date - 22-12-2019: 

Title - Do you monitor your landing page performance during lead-generation campaigns?


Date - 19-12-2019

Title - What are blocked leads in the email program


Date - 16-10-2019

Title: Do you know that you can use segmentation for anonymous leads as well?



Date - 15-10-2019

Title - Do you know what all type of tokens you can create in Marketo?



Date - 07-10-2019

Title - Would you like to personalize your non-Marketo hosted thank you page?



Date - 04-10-2019

Title - Do you understand the difference between different Marketo form parameters?



Date - 19-09-2019

Title - How to make your Marketo form expandable 



Date - 18-09-2019

Title - Display thank you message in the same landing page 



Date - 17-06-2019

Title - Yes you can make the Marketo text area expandable



Date - 11-06-2019

Title - Need to share/transfer assets between the workspaces 



Date - 07-06-2019

Title - Do you know how to use segmentation for anonymous leads 



Date - 22-04-2019

Title - Have you started using saved rules for smart list and flow? 



Date - 21-01-2019

Title - 5 Sample questions from targetting and personalization



Date - 18-01-2019

Title - 5 sample questions from program fundamental



Date - 18-01-2019

Title - 5 sample questions from admin and operational 



Date - 18-01-2019

Title - 5 sample questions from analytics and reporting 



Date - 17-01-2019

Title - Looking for MCE questions? I can help you with some!



Date - 16-01-2019

Title - Are you re-targeting your audience through emails?



Date - 08-01-2019

Title - Marketo SKY: What's new in the form?



Date - 12-01-2019

Title - Easiest & efficient way to create query string URLs



Wishing you and your loved ones all the wonder and joy of the Christmas season and a successful prosperous new year ahead. Stay happy & blessed..



Sant Singh Rathaur


Connect me on LinkedIn

For any firm, during lead generation campaigns, a landing page is a powerful asset. Several companies invest a lot of time, money and effort to create the best landing pages but they forgot to measure the performance. How do you know the quality of the landing page? What are the parameters of landing page performance measurement?


  1. Landing page visits
  2. Traffic Source
  3. Session duration
  4. Bounce rate
  5. Conversion rate

1. Landing page visits: It is the primary measure that you need to look at before you examine any other metrics in your landing page analysis. This tells you how many users your landing page has attracted. It also helps you understand different patterns including visitors visiting the site on weekdays or weekends? and also If at any particular time they visit the site, etc.

2. Traffic Source: Once you have the landing page visits, second metrics will be where this traffic came from? The reason for this is because it is an excellent way to tell what is working for your campaign and what is not. The visitors to your landing page comes from various sources including:

  • Direct traffic
  • Referral traffic
  • Social media traffic
  • Search traffic
  • Email traffic
  • Pay per click traffic


3. Session Duration: Session duration is the time a single user spends interacting with your landing page or website. A session starts when the user lands on any website/landing page and typically ends either when the user leaves/exits your page or takes no action for 30 minutes.

4. Bounce rate:  Bounce rate refers to the number of single-page sessions compared to all sessions on your website. If five out of 10 people who visit your landing page leave within 5 seconds of session time, your landing page bounce rate is 50%. Although, an average bounce rate may vary according to business type but on an average, your page bounce rate should not exceed 60%.


5. Conversion rate: The conversion rate is the number of filled out form divided by the total number of page views. For example, if an education landing page receives 200 visitors in a month and 50 of them have filled out the form then the conversion rate would be 50 divided by 200 that is 25%. The best conversion rate varied significantly across all the industries, while median conversion rate hovered between 3-5.5%.


If you are not measuring these parameters as of now then start it today itself and also let me know if there are any other parameters helpful for our business.

Wishing you and your loved ones all the wonder and joy of the Christmas season and a successful prosperous new year ahead. Stay happy & blessed.. 

Best wishes,

Sant Singh Rathaur

Connect with me on LinkedIn 


1) Once created, custom fields can be... (Choose all that apply)

A) Deleted
B) Hidden
C) Duplicated
D) Blocked
E) Renamed


2) Out-of-the-box fields in Marketo can be... (Choose all that apply)
A) Deleted
B) Hidden
C) Duplicated
D) Blocked
E) Renamed


3) The follow-up action after submitting a form can be defined...
A) From the form asset itself
B) From the landing page where the form is placed
C) From both of the above
D) From none of the above


4) When importing a list into Marketo, selecting the 'Skip new people' mode will...
A) De-duplicate any existing leads and only update new info for existing records
B) Create a static list of existing records without logging any activity, updating any data or creating new leads
C) Skip any updates to existing records and only create new leads that didn't exist in the database
D) Skip any updates to existing records and only create new leads that didn't exist in the database
E) Have no effect on the import process


5) Archiving images...
A) Removes them completely from your Marketo instance
B) Allows you to simplify your image library by hiding images you no longer use
C) Means they no longer appear in landing pages you created
D) None of the above


6) A marketer has created a new alias for field Billing Address, called Postal Address. What will happen when importing a new static list into the database with a header column set to Postal Address but no field with this name in the system?
A) Marketo will create a new field called Postal Address in order to populate the new information
B) Marketo will update field Billing Address with any data under Postal Address from the file
C) Marketo will reject any data under Postal Address, as no field with that name is set in the system.


7) Which of the following are examples of Channels? (Choose all that apply)
A) Engagement
B) Tradeshow
C) Newsletter
D) Country
E) Webinar


8) Which program type will be a logic companion for the following channels? (Choose all that apply)
A) Program: Event. Channel: Customer dinner
B) Program: Email. Channel: Newsletter
C) Program: Engagement. Channel: Blog
D) Program: Event (Webinar). Channel: Industry (Retail)


9) Which of the following assets can be cloned? (Choose all that apply)
A) Images
B) Forms
C) Landing pages
D) Emails


10) Which of the following assets need to be approved? (Choose all that apply)
A) Images
B) Forms
C) Landing pages
D) Emails

For many it's very basic and at the same time it might be new to you. When we send any email from Marketo using Marketo email program, in the audience section you will see two tabs "People and Blocked."

they are the audience that is going to receive this email and Blocked is the audience which meet the smart list criteria but they are blocked from receiving email communication due to several reasons.




Do you know what are these several reason and how Marketo blocks this audience automatically?


Apart from what we see in the Marketo dashboard/control panel, when we are sending any email through email program, Marketo creates a smart list in the background and this smart list is automatically added to blocked criteria.


Smart list criteria for blocked leads are:


1. Email address is empty

2. Black listed is true

3. Email invalid is true

4. Marketing Suspended is true

5. Unsubscribe is true


[Screenshot below]





Hope this helps.



1) What's the right channel for a program tracking submissions on your contact-us company page?
A) Webform
B) Website
C) Nurture
D) Operational


2) What program type would you need to apply to a Marketo program containing your company's lead scoring rules?
A) Webform
B) Event
C) Smart program
D) Operational


3) A person can become a member of a program by... (choose all that apply)
A) Attending a webinar synced with the program
B) Filling out a form that's contained in the program
C) Updating the acquisition program in the lead record
D) All of the above


4) Which channel and program types correspond to a webinar program? (Choose all that apply)
A) A Default program with the channel "Webinar"
B) A Default program with the channel "Event"
C) An Event program with the channel "Webinar"
D) An Event program with the channel "Online event"
E) An Event program with the channel "Default”


5) What's the right program type to use if you want to send a one-off newsletter email to a pre-defined list of records?
A) Email
B) Engagement
C) Default
D) Smart


6) What's the right program type to use if you want to regularly send multiple emails at a consistent pace?
A) Email
B) Engagement
C) Default
D) Smart


7) The green checkmark at the top of each tile in the Email Program means...
A) The program is complete
B) The tile needs review
C) The tile is complete
D) A manager approved the tile


8) A marketing manager wants to create a Smart List to identify leads that received the company's newsletter yesterday and either bounced or unsubscribed. 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


9) 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


10) 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"


1) If a marketer wants to understand the growth of their database, which report should he/she review?
A) Leads by status
B) Leads by Campaign
C)Leads by performance
D) Leads by revenue stage


2) You should use the Leads by Source Report to do which of the following?
A) View Acquisition programs
B)View form fillouts
C) Compare lead generating and opportunity creation performance of your leads sources.
D) Monitor web traffic.


3) If you want to figure out how many people converted on a Marketo landing page, which report would you use?
A) Webpage activity
B) Lead performance
C) program performance
D) Landing page performance


4) This report shows how your leads are sharing content from your landing pages.
A) Webpage activity report
B) Social Influence report
C) Company web activity report
D) Email link performance report


5) Which report allows you to create Drill-Down reports?
A) Opportunity influence report
B) Lead performance report
C) Email link performance report
D) Email Performance report


6) If you want to see anonymous visitors to your websites, which of the following report would you run?
A) Webpage activity report
B) Lead by source report
C) Company web activity report
D) Leads by webpage report


7) Which social networks can be used to automatically fill out a form?
A) Google +, Tinder, and Microsoft
B) LinkedIn, Facebook and twitter
C) Social networks are not currently supported for this purpose
D)All social networks can be used.


8) Which of the following reports will show you conversion percentages based on a form fill out?
A) Webpage activity report
B) Landing page performance report
C) Leads by month Report
D) Email Link performance report


9) Which report indicates the ROI On your Marketing Programs?
A) Program performance report
B) Landing page performance report
C) Email performance report
D) Campaign Activity Report


10) To filter an Email Performance Report to show only activity from people in the UK, where would you apply this change?
A) Smart list
B) Setup tab
C) Filter tab
D) Setup bar


Please let me know if you would like me to post more questions and I'll be happy to share them. 

The truth is, you can not really restore the form but if you do not know the fields used on the form, there is a way to find that out and re-create the form.


If you know the web-page, this form was embedded on, do following to find out the form fields:

  • Create a smart list to find all the leads who filled out a form on that specific web-page. Use From Name is any since you will not be able to  select the form name now. Add Web Page constraint and put the page URL form was embedded on:
  • Go to People Tab to see all the leads who filled out the form:
  • Double click on any of the lead to go to Lead Details page:
  • Go to "Activity Log" of the lead detail page and filter the activities by web and find out the form which was deleted:

  • Double click on the "Filled Out Form" activity within Activity log and you will find all the form fields.


Re-create the form with these fields and get it replaced on the web-page/marketo LP. Hope this will help.

Vinay Kumar

MCE Practice Test - II

Posted by Vinay Kumar Dec 9, 2019

I have listed few more questions that can help in your MCE.


1. Identify the benefits of using Lead Scoring. (Select all that apply)

    a. Identify qualified leads

    b. Determine the sales readiness of your leads

    c. Increase volume of leads in your database

   d. Improve efficiency and productivity of your sales team


2. Leading scoring assigns point value to what aspects of a lead? (Select all that apply)

    a. Demographic traits

    b. Physical traits

    c. Behavioral activities


3. What is an example of a behavior (or action) demonstrated by a Lead that can be assigned a point value. (Select all that apply)

   a. Attends a webinar

   b. Clicks a link in an email

   c. Fills out a Form

   d. Downloads a whitepaper


4. When implementing a lead scoring model in Marketo, you create a separate smart campaign for each demographic or behavior attribute identified in the model.

   a. True

   b. False


5. What is a best practice when designing and implementing lead scoring in Marketo? (Select all that apply)

    a. Align Sales and Marketing objectives when designing a Lead Scoring model

    b. Capture before and after metrics to compare results as a way to demonstrate ROI of a lead scoring program

    c. Import pre-built programs that can be modified for your own specific marketing purposes


6. 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


7. 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


8. 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


9. 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


10. Complete this sentence: The Flow of a Smart Campaign may...
   a. Change a lead score
   b. Create a new program
   c. Create a new campaign
   d. Change a Marketo password


Note: Please find the attachment for the answers.

If you are a Marketo geek, you know how tricky it can become managing fields in Marketo. This post is a consolidation of my experience in Marketo field management in the past and includes tips and tricks to get over these issues.


Before we deep dive into the merging/remapping of the fields, check out this blog to know your Marketo fields:

Knowing your Marketo Fields 


Hiding a Field:

I have seen several Marketo systems over the years and found that people have lots of unused or one-time used fields. These additional unused fields can become a huge problem for you as these will appear every where, for example in smart list filers, when you add fields in the form, data value change action, view etc etc. And this causes a lot of confusion.


Luckily, Marketo has a functionality to hide the fields. Once you hide the field, it will not longer be visible except the Admin->field Management. To hide a field, go to Admin->Field management->Search for the field->select Hide field from the field action.



Pre-requisite: To hide a field, you have to first remove all the dependencies of the field from all the assets. There is no automated way to do it even there is no API, you have to do it manually one by one.


Field Merging:

At times, you will find that you have multiple fields for the same data point and the data is scattered over these fields. There could be several reasons why this could happen including:

  1. You created a field in Marketo first and then added that later in SFDC. Due to the SFDC auto sync, Marketo will create a new field in the database.
  2. You have field on the Lead and Contact object with different APIs names in SFDC. This will also create duplicate fields in Marketo
  3. Sometimes fields were created without using best practices and keeping in mind that we have other field that can be used instead of creating a new one.


Well, with all these reasons, you have two or more fields in DB and since the data is scattered at multiple places, it is not only impacting your data integrity but also preventing you to create accurate segments, reports and personalized content.


If you have similar case, you can ask Marketo support to merge the fields for you. You have to provide following information to the Marketo support team:

  • Names of the fields to be merged.
  • Confirm the two merged fields are of the same field type
  • Confirm all the fields to be merged are not being used in any asset
  • Determine which value will win for each merge


Note: Before you start the merging process, I would suggest to take the backup of the fields you are willing to merge. Just in case anything goes wrong, you can update the data back in Marketo later.

Field Re-mapping:

Sometimes, field merging can be tricky. Suppose, you have a field in Marketo only and this field has been used in hundreds of assets over time. Now you want this field to be available in SFDC as well.


To make this field available in SFDC, you have to create anew field on Lead and/or contact object. As a result of auto sync, this new field will be created in Marketo. Before you ask Marketo support to merge these fields, you have to remove the field from all the assets it is being used.


Removing the fields from the assets and adding them back is looks impossible in such cases. But no worries, there is a solution. You can ask Marketo support to re-map the field with CRM instead of merging. So with this re-mapping your old fields will be in sync with SFDC and the new once will become orphan. You can hide these orphan fields to avoid any confusion in future.


Pro tip: Before you initial the re-mapping, take the backup of the fields and upload the data in SFDC after re-mapping.

Why is it important to update the data in SFDC after re-mapping?

Well, if you do not update the data in SFDC, in the next sync cycle, Marketo will update the data value in the field with a blank value. The reason is that the field is newly created in SFDC and during the conflict resolution, SFDC data wins, whcih is a null value. So to make sure you are not losing any data, you have to update the Marketo data for these fields manually in SFDC (you can do that with the help of data loader to upload a csv file).

Vinay Kumar

MCE Practice Test - I

Posted by Vinay Kumar Dec 3, 2019
  1. Which of the following are valid type of tokens? (Choose all that apply)
    a. Calendar file
    b. Date
    c. Text
    d. Score
  2. 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
  3. 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
  4. 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
  5. Snippets can be used in which of the following assets? (Choose all that apply)
    a. Forms
    b. Landing Pages
    c. Emails
    d. Images
  6. 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
  7. 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
  8. A company operates in Multiple regions. They have hired 2 different VP of sales for 2 different regions. They both differ on a particular scoring criteria that needs to implemented. What would be the appropriate action to take.
    a. Disregard the opinions of both the VP’s and follow the global method of lead scoring that is currently in place
    b. Give equal weightage to both the VP’s irrespective of their regions
    c. Give weightages to both the VP’s according to their respective region
    d. None of the above
  9. 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
  10. 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
  11. 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
  12. 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
  13. 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
  14. What information can you edit within your landing page to improve SEO? (Choose all that apply)
    a. Title
    b. Keywords
    c. Description
    d. URL
  15. 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

Hello Nation 


my team is preparing to take the MCA soon and I have prepared a set of questions to help them get used to the examination.


I wanted to share the test with everyone in case you want to practice. You can find 50+ multiple questions about the tool, email marketing, and automation


Link to my 54 Marketo Questions 


Feel free to share it and comment with any feedback you might have.

In my previous blog post Program Template, I provided information about how to structure the folders and how a basic program template can be created in Marketo. Taking the same template to advance, in this post I am sharing:

  • How we can include email and landing page template in program template
  • How to use tokens to create the emails and landing pages without going into edit draft


One of the best practices, is to include email and landing page templates in the program template, but to achieve that one has to do proper planning. Step one in the planning will be defining the email templates, how many email templates are there to use, if there are many templates then it is advisable to have limited number of templates so that all the emails are consistent in look and feel, same goes for the landing pages.


Next step is to define the tokens required for these assets, once defined, one has to create these tokens in the instance.

Step three is to decide which token will be created at folder level and which token will be created at program level. If too many tokens are created at folder level then all the programs in the folder will have those tokens as inherited tokens, so a careful planning is required to understand which token will be at folder level and which token will be at program level.


Once the email and landing page templates are defined as per the requirement then the activity of embedding tokens in respective templates will start, to embed tokens in email or landing page template, my blog post Embed Tokens in Landing Page Template can be referred. 


After the process of embedding tokens in the respective templates is completed, these assets can be included in program templates. As shown in the below example, a program template includes the emails, landing pages, seed list, campaigns and progression status folders. As soon as this template is cloned, all the folders along with tokens will be cloned and ready to use.


In the below screen shot, there are 13 inherited tokens, it means all these tokens are created at folder level, which can be multiple folders as per the structure.


The below screen shot shows the tokens created at folder level





For program template folder there are 7 local tokens and 6 inherited tokens, it means 6 tokens are created at the folder where program templates folder resides.


Also, in the above screen shot we can see that the inherited tokens are the generic one, that is email footer, landing page footer, social links etc which will be required in all the emails and landing pages, so as a best practice it is advisable to include only generic tokens at the highest folder in structure and other tokens can be created as per the requirement in respective folders.


Once, the assets are defined and tokens are embedded and the same is included in program template, building and executing a program can be done in minutes, all one has to do is to clone the template and update the token values. for example in the below screen shot, by updating just 13 tokens, two emails and landing page can be created and ready to go



The only aspect remained is to launch and activate respective campaigns.


So by including assets' templates in program templates and embedding tokens in templates, save a lot of time in executing the programs, easy to manage the programs, look and feel remains consistent and it also helps in modifying any asset

CCPA vs GDPR. It’s different but similar.


There are certain principles on which GDPR is based, and those overlap with the intentions of CCPA as well. Still, both are different. You may be in compliance with GDPR, and still require steps to take for being CCPA compliant. Personal information has different definitions in CCPA, versus GDPR. The tactics (and the reasons) of verification, are different for CCPA versus GDPR. For example, Double Opt-In is a strong way to demonstrate GDPR compliance, but we're not sure if the same shall cover CCPA for all scenarios.


To explore and find areas which can speed up CCPA compliance, I had a discussion with my colleague, Saurabh Tyagi to share his perspective and summarize the key items below (though CCPA in itself, is much larger)


Areas CCPA revolves around


There's still time before we see a CCPA requirements checklist, however CCPA primarily revolves around rights to know, delete, opt-out (from selling information) and non-discrimination. We try to list a few steps below which can help to prepare for being CCPA compliant. 


Access to Consumers to know their data 


If you have defined how you collect information, how you use it, share or sell it, you should be good. There are certain time-frames required to be respected for requests regarding right to know and delete.


Besides, the information needs to be granular - e.g. if you say that you collected “Geographical Information” via a Form Fill - the fields you collect must be recorded as well. Although this is obvious, this is explicitly mentioned as of now. This is similar to "Right to Access" in GDPR and can be demonstrated by having procedures to follow up on such requests. For example, having a Form on Website or a Toll Free Number and having follow-up process.


Processing a request to delete data


Consumers need to be able to request you to delete their data from your records. GDPR has a similar requirement, with a process to respond to such requests within a Month.


GDPR Delete Data Right to Erase Forgotten


Though the the CCPA process is similar, the verification of Consumer is a mandatory requirement. In addition, the request to know or delete, needs to be acknowledged within 10 days, and information regarding how it shall process the request needs to be communicated. In this case, we need to make sure to follow up within 45 days.


CCPA Delete Data Verification Tactics

3rd party can provide a security process to verify the identity of the consumer who makes a request to business. However it's subject to more CCPA rules!


Deny, but comply as much as you can - In case the Consumer is not verified, but had made a request to Delete their Data, at least mark them as Marketing Suspended, or Opt-Out from other procedures to demonstrate compliance.


A consumer should be able to opt-out from you selling their information


Place a link on your website saying “Don’t sell my data”.  Develop procedures to follow up on such requests. (This is not applicable if you do not sell* data)


“One method which can help digital-verify the Consumer can be highlighted by the following - if the "Don't Sell My Data" link takes the consumer to a form, a simple email address should be fine, and the consumer can be verified by double opt-in via a single click in the confirmation email. However, it would be even better if we can take the consumer to a new form from the confirmation email, with a stress on the message, that their data shall be deleted - this could be a bit more affirmative online verification of the Consumer” - Saurabh Tyagi


CCPA doesn't yet clearly mentions if this is a suitable case to verify - per the current draft, the verification just needs to be reasonable. This is similar to Marketo asking a second time if we're okay to delete some # of records.


Provide notice to consumers


Before, or at the time you collect their data, similar to the check-box method below the form where you collect data, provide notices. Ensure that language used at such notices is plain, straightforward and avoids technical, or legal jargons! In addition to being straightforward, the notice must draw attention of a consumer.


CCPA Demonstrate Compliance Requirements Right to Know


Maintain record for “how you responded” 


This needs to be maintained for 24 Months - starting with whenever a request is made. One way to achieve this is by alerting a staff member, and then having an internal ticket log system to manage maintenance. This rule requires the business to make someone accountable.


Maintain record for 24 months CCPA


We need to log the way we responded, whenever such requests are made*. These could mean different ways, but a ticket log by an accountable member seems most simple. Or just having a spreadsheet updated based on the type of activities -  E.g. Received Request, Received Request Data, Acknowledged Request, Categorized Request, Processed Request and so on, with details attached.


CCPA Maintain Records for How You Responded for 24 Months


*A business’s maintenance of the information required by this section, where that information is not used for any other purpose, does not taken alone violate the CCPA or these regulations


Twitter took the approach to dedicate a Privacy Center as mentioned in one of the Tweets, hence exemplifying the evolving arena of privacy and more.


It’s so common to hear tech companies say: “Privacy is not a privilege; it is a fundamental right” that those words have become a cliche. People have become desensitized to hearing companies say, “we value your privacy,” and are worn out from being asked to accept privacy policies that they rarely, if ever, even read. Many companies make these declarations without even showing people what actions they are taking to protect their privacy. And let's be honest, we have room for improvement too - Twitter


Have you attempted some of the above work? What are your Anticipations for the regulation being applied for Privacy of world's 5th largest economy? CCPA is much more comprehensive than we can cover in one post, however looking for thoughts and ideas!