🗣️ [Mentor Ellen Schwier] 🌟 Adobe Marketo Engage Community Mentorship Program 2024 🌟

[Jon_Chen]

Hello Community, 

Welcome to the Adobe Marketo Engage Community Mentorship Program 2024! This is the featured Community Discussion thread for your Adobe Marketo Engage Community Mentor, Ellen Schwier (@EllenSchwier) who will be here to guide and support you and your peers with your Adobe Marketo Engage questions as you prepare for your Adobe Marketo Engage Business Practitioner Expert (AD0-E559) exam, through to the end of the program.  

Aspirants mapped to @EllenSchwier 

1. @Isabella_Saturn 
2. @Kym_Harper 
3. @Nitesh 
4. @Jen_Dearinger
5. @ToddRoll8
6. @Luana_Iftimie 
7. @jonathanmoreira 
8. @WiseBritt08 
9. @Natali_teplit1 
10. @joelfernandoLTI 

How to Participate  

1. Aspirants’ goal is to clear their Adobe Marketo Engage Certification during the duration of the program: May 17th , 2024 – June 21st, 2024.
2. Aspirants: Post your Questions in this thread to connect with your Mentor Ellen, and your fellow Aspirant peers.  
3. You are all preparing for the same Certification, so feel free to use this space to share what you’re learning and collaborate!  

Suggested Next Steps for Aspirants: 

• Update your Community Profile photo with your latest headshot so that you can stand out to your Mentor and Peer Aspirants. 
• Like this thread to confirm your participation in the program 
• Introduce yourself to Natalie and your Aspirant peers by replying to this Thread! Break the ice by introducing yourself (location, org/ company, etc.) and your experience with/ interest in Adobe Marketo Engage 
• Post your Questions to this thread as you begin learning more about the Adobe Marketo Engage Business Practitioner Expert (AD0-E559) certification
• Test your Marketo Engage knowledge by browsing through the Adobe Marketo Engage Community Questions and taking your best shot at answering some Qs! 
• Remember that every post / like / comment you make in your contextual thread and in the Marketo Engage Community throughout the duration of the program helps increase your chance to be recognized by your Mentor and win exclusive Adobe swag, so bring your best efforts! 

Quick links  

• Mentorship Program Link 
• Adobe Marketo Engage Certifications Overview Link 
  • Adobe Marketo Engage Professional (AD0-E555) 
    • AME Professional Exam Prep Guide (requires login)
  • Adobe Marketo Engage Business Practitioner Expert (AD0-E559) 
    • AME Business Practitioner Expert Exam Prep Guide (requires login) 
  • Adobe Marketo Engage Architect Master (AD0-E560) 
    • AME Architect Master Exam Prep Guide (requires login)

We're wishing you all the best as you embark on this learning journey!  

Cheers,  

Jon 

[EllenSchwier]

Adobe is opening considerations to reward engaged aspirants with a 50% certification exam voucher if you fill out the following survey. Be sure to check it out!

https://forms.office.com/r/M0QZUCbAKG

1. @Isabella_Saturn 
2. @Kym_Harper 
3. @Nitesh 
4. @Jen_Dearinger
5. @ToddRoll8
6. @Luana_Iftimie 
7. @jonathanmoreira 
8. @WiseBritt08 
9. @Natali_teplit1 
10. @joelfernandoLTI 

[Kym_Harper]

The link to the exam prep guide in Adobe experience league is 404'ing out when I try to access it on this page:
https://experienceleague.adobe.com/en/docs/certification/program/technical-certifications/ame/ame-ex...

Where can we find this?

[EllenSchwier]

Hi,

You do need to create an account (with the online exam platform) to access some of the materials. Are you able to access this link?

https://scorpion.caveon.com/launchpad/ad-q-e558-readiness-questionnaire-for-adobe-marketo-engage-bus...

But this is also the best overview of what you can expect on the exam:

Section 1: Administration and Maintenance (12%)

• Determine mapping process between Marketo and CRM
• Identify what happened to an asset using the Audit Trail
• Recognize differences between users and roles
• Given a scenario, identify the best fit for using workspace and partitions
• Identify CRM platforms with native Marketo synchronization
• Given a scenario, locate where information is referenced

Section 2: Marketing Activities/Campaign Management (46%)

• Demonstrate an understanding of Smart Campaigns, logic, constraints and flow steps
• Given a scenario, define the next step
• Identify the root cause of a problem
• Interpret the relationship between programs, channels, tags and period cost
• Demonstrate/apply the correct configuration to Engagement Programs
• Give examples of usage for different types of tokens
• Summarize the utility of Webhooks in Marketo and how they are used
• Identify and apply the appropriate use of the PMCF
• Explain the benefits of Global Assets and how to use them
• Demonstrate the capabilities of forms
• Perform and analyze an A/B test strategy
• Identify where a program or asset has been referenced with ‘Used By’
• Troubleshoot communication limits
• Use Webinar provider information in an event program

Section 3: Lead Management (12%)

• Outline the key decision points in defining the lifecycle model
• Apply best practices around lead scoring
• Implement the appropriate interesting moments
• Interpret the lead activity log
• Given a scenario, identify the creation source

Section 4: Data Management (10%)

• Demonstrate how to set up a data management program
• Analyze an instance’s data quality
• Identify a few key pieces of Marketo’s data retention policy as it relates to smart lists
• Summarize how segmentation works

Section 5: Reporting (4%)

• Given an outcome of a campaign, determine how to set up a program to provide the best reporting
• Given a scenario, be able to investigate and assign the appropriate acquisition program

Section 6: Best Practices (16%)

• Demonstrate the relevance of lead scoring in marketing and sales collaboration
• Illustrate the benefits of the folder structure and naming conventions
• Apply best practices around A/B testing
• Explain the process to perform a quality check on any Marketo program
• Explain the process to perform a quality check on an email

[EllenSchwier]

Let's talk about some nitty gritty details. There will often be questions on the exam that want you to know which other tools Marketo can have a native integration with. For example, it's good to know:

- Which CRMs have a native integration?

- Which webinar platforms have a native integration?

The new exam is much better at asking questions about troubleshooting and system maintenance, but there are still occasionally questions that just ask about limits. For example:

- What is the max number of active segmentations allowed? 

- What is the max number of rows you can export in a smart list?

And sometimes there are questions that test your knowledge of Marketo naming conventions, so I suggest refreshing your knowledge of Marketo report names. And knowing how period costs work (there is always one question on this and it's always the one I get wrong). 

[joelfernandoLTI]

SFDC, Microsoft dynamics & Veeva CRM - have a native integration

Adobe connect, Zoom, Webex, GotoWebinar, on24, level 3 web meeting, Cvent -  Webinar platforms have a native integration

you can create up to 20 segmentations and up to 100 segments within them

Export - 20K rows at a time

[keonimira]

Without accessing Marketo, is there a resource that lists Webinar platforms with native integration? I was having the hardest time trying to locate anything.

[EllenSchwier]

Let's take a look at this topic: Demonstrate the capabilities of forms

You can think of things like stored values versus display values, visibility rules, hidden fields capturing UTM parameter values, progressive profiling, etc. 

Ellen has set up a form with pre-fill enabled on all fields, but she is hearing from her team that the form is almost never pre-filling for website visitors. In what scenario will form pre-fill work?

1. When visiting the main website via a Marketo email

2. When a cookied visitor visits a Marketo landing page

3. When someone clicks from a Marketo email to a Marketo landing page

Fun fact: Marketo upgraded their logic for required fields in combination with visibility rules. It used to be that you could not have fields with visibility rules be required (because the form would not submit if the "required field" was empty and not shown). But now the "required" feature only applies if the field is visible as well. 

[joelfernandoLTI]

3. When someone clicks from a Marketo email to a Marketo landing page (The email link must have mkt_tok enabled)

[Natali_teplit1]

Hi Ellen, 

I believe the answer is 2, when a cookied visitor visits a Marketo landing page. The cookie stores the persons information that is then used for the pre-fill. 

[EllenSchwier]

@Natali_teplit1 @keonimira @Kym_Harper That is a very good guess, however, it is no longer the case. Marketo used to use pre-fill also on a main website when a person was cookied but due to privacy concerns, this changed to only when someone clicks from a Marketo email to a Marketo landing page. The idea is that this is the only scenario when Marketo is 100% sure it is you (and can therefore display personal information like email address and phone number).

Interestingly, progressive profiling does work as long as the person is cookied (main website OR Marketo landing page), but this is because Marketo only needs to evaluate if the field is populated and not display any of the information.

[Kym_Harper]

Oh good to know!

[keonimira]

+1 on #2

[Kym_Harper]

+1 on #2!

[EllenSchwier]

And a bonus one for you today: Identify and apply the appropriate use of the PMCF

Which of the following is a correct use of a Program Member Custom Field?

1. This is the only program where you ask for Preferred Contact Method, so you create a PMCF to store the data at the program level

2.  You want to consistently overwrite the Last Meaningful Interaction field with the most recent value, so you create a PMCF to store the data at the Person level

2. In every program, you want to capture the UTM Source for form fills, so you create a PMCF to store the values at a program level

[joelfernandoLTI]

I haven't yet used PMCF, but my basic thinking says it should option 3 - to retain UTM source at program level than to overwrite it

[EllenSchwier]

Yup!

Another scenario I have encountered a lot is that you want to insert custom/personalized information into an email in one specific program only, so you upload that data to PMCF fields in the program to insert the data into the email. 

Note: If you want to upload PMCF data to a program, you HAVE to select an Acquisition Program in the list upload process. 

Any other scenarios you have already used PMCF fields?

[keonimira]

+1 on #3

[Kym_Harper]

I will let someone else take this one! But I do have a hunch 🙂

[EllenSchwier]

Let's take a look at this one: Given a scenario, identify the creation source.

You have a new lead in your database and you want to know where they came from. You notice that the "Original Search Engine" field is filled with Linkedin.com and the "Registration Source Type" field is filled with Web Form Fillout. Without looking at the Activity Log, what can you assume about this person?

1. They entered the database by filling out a LinkedIn Lead Gen Form

2. They entered the database by filling out a Marketo form after visiting from LinkedIn

3. They entered the database via the LinkedIn integration to push advertising audiences

[Kym_Harper]

The answer is #2. Easy one 🙂