🗣️ [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]

Hi all,

I'm going to be posting sample questions (of my own creation, so no promise of how similar they will be to the real exam questions....although I have helped write exam questions before). If you check back every day, I should have new questions for you.

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 

[EllenSchwier]

Hi all. Let's talk about data retention! Identify a few key pieces of Marketo’s data retention policy as it relates to smart lists. I've seen these questions pop up a lot on the exam, but usually as one of the answers, for example:

Ellen is reporting on form conversions across the past 5 years to identify trends and best performing content. She is using a smart list with the "Filled out form" filter to identify which people filled out specific forms over time. While she knows that there was a very successful content item three years ago, she is not seeing any results. What could be causing this?

1. Marketo only stores form fill data for 25 months

2. Marketo only stores Filled Out Form program statuses for 25 months

3. Marketo only reports on form conversions via Analytics, and not Smart Lists

I recommend checking out this post to refresh your knowledge on which activities are stored for 90 days and which are stored for 25 months: https://nation.marketo.com/t5/knowledgebase/marketo-activities-data-retention-policy/ta-p/251480#:~:.... 

Bonus question! Ellen wants to avoid this problem in the future. What would be the best way for her to set up Marketo to handle this kind of reporting in the future?

1. Set up a smart campaign in a program to track when a person fills out a specific form, add them to a static list. When reporting, export all static lists to compare performance of different forms/programs.

2. Set up a smart campaign in a program to track when a person fills out a specific form, update their program status to Filled Out Form, and have that status as a program success. Use a Program Performance Report to compare performance of different forms/programs.

3. Set up a smart campaign in a program to track when a person fills out a specific form, update their program status to Filled Out Form, and have that status as a program success. Use a People Performance Report to compare performance of different forms/programs.

(Also, beware questions like this one on the exam...there are a few with really long answers and only one word different so you need to read carefully. Take your time during the exam to not get "caught" by these questions).

[keonimira]

I believe the answer to the original question is #1 - Marketo only stores form fill data for 25 months.

For the Bonus question.. I'm going with #3 - People Performance Report

[EllenSchwier]

And an overview for this one: Give examples of usage for different types of tokens

What are the different types of tokens in Marketo?

• System tokens - things like {{system.date}} which can be used to stamp, for example, when someone opted-in. What other scenarios would you use system tokens?
• Program tokens - things like {{my.Webinar Name}} which can easily be used in example programs to make cloning and updating easier. Things that are consistent between programs with different values. Do you know how program tokens are affected by Executable campaigns?
• Person tokens - things like {{lead.First Name}} which can be used to personalize emails or transfer values between fields. Do you know why they start with "lead" and not "person"?
• Company tokens - things like {{Company.Company Name}}. Same as person tokens. 😉
• Trigger tokens - things like {{trigger.Name}} which can be used in Interesting Moments, data management flow steps, or to personalize emails. Do you know how Custom Objects behave with trigger tokens? When they will work and when they will not?

Fun Fact: Marketo documentation talks about trigger tokens "for Interesting Moments" but they also work in many other scenarios, and they will also work for a lot more triggers than listed in the documentation (for example with custom objects, data value changes, etc).

What questions do you have about tokens?

[keonimira]

*Program tokens - Do you know how program tokens are affected by Executable campaigns?
Executable campaigns allow for program level tokens to be accessible via a centralized executable campaign that can be called by smart campaigns across your instance.

*Person Tokens - Do you know why they start with "lead" and not "person"?
To avoid confusion with the lead entity in the CRM

[keonimira]

I'll take a shot on System Tokens:

System tokens can be used in several ways, but in my experience they’re more commonly used to render the specific date, time, or date and time an activity took place. They’ll work in Change Data Value, Interesting Moment, and Create Task flow steps, and can also be used in the body of an email or template. Other uses could be to Forward to Friend, Unsubscribe Link, and View as Webpage Link. Using the {{system.forwardtofriendlink}} token which would allow you track and add a new person when the link is used. Using {{system.unsubscribelink}} token or {{system.viewAsWebpageLink}} token allows you to control the placement of the links in an email.

[EllenSchwier]

That is a very good summary! 🙂

[keonimira]

Hi Kym,
This may be outdated, but this what I found. If anyone else has a revised source, please let me know and I'll remove this reply. Either way, hope this helps 🙂
https://go.marketo.com/rs/561-HYG-937/images/MarketoMCEPrepGuide2.pdf

[Kym_Harper]

Found other instructions that the group might find useful. See attached.

[keonimira]

You beat me to it! Was also going to share this one 🙂

[WiseBritt08]

My name is Brittney Wise and I reside in Broken Arrow, Oklahoma. I have been employed as a Senior Marketing Analyst at Lumen Technologies since September 2021. In September 2023, I obtained the Adobe Marketo Engage Certified Professional certification. My goal is to attain the Adobe Marketo Engage Business Practitioner Expert certification by the conclusion of the mentorship program. I look forward to learning from you all.

[EllenSchwier]

Hi Brittney,  it's great to meet you! The biggest difference between the Professional and Expert exams will be the Admin settings and troubleshooting problems. As an analyst, are you focused mostly on reporting in Marketo?

[joelfernandoLTI]

Hey Team,

Joel Fernando here from LTIMindtree Corporate Digital Marketing from India! steering LTIM's Global Marketing Automation ship.

We made the leap from Eloqua to Marketo about a year back, and boy, can I already feel the Marketo magic working its wonders!

I'm thrilled to get to know each of you and tap into your expertise to help us shine bright in our respective domains!

Big shoutout to our mentor @Max_Garrett —who’s steering the ship toward success. , I’m looking forward to connecting with you. (And hey, I think we’re already LinkedIn buddies! 🤝) Cheers, mate! 🥂Let's rock this together! 🚀

[EllenSchwier]

Hi Joel, it's great to meet you! I agree with the Marketo magic assessment! I like to say that there are always three ways to do the same thing in Marketo and it just depends on what best fits your company. I love the flexibility.  What's the biggest advantage you've seen so far?

[EllenSchwier]

A lot of the Expert exam questions want to check that you understand how to manage an instance and troubleshoot problems (what exactly is going wrong here?!?). So, first question for you all:

Executable campaigns

- What's the main advantage in using them?

- What are the scenarios in which they won't work?

- How does the Remove from Flow step impact executable campaigns?

- Any fun experience you have had using them?

[keonimira]

- What's the main advantage in using them?

Automate and streamline workflows completing each step before moving on to the next 

- What are the scenarios in which they won't work?

Triggers, webhooks, and wait steps

- How does the Remove from Flow step impact executable campaigns?

Removes leads and contacts

[EllenSchwier]

Correct on all points! Only two things I would add to this:

- Executable campaigns will not work across workspaces and cannot be cloned across workspaces

- When you use the Remove from Flow step in an Executable campaign you are also removing them from the smart campaign that called the executable campaign (which might create a scenario to use a Request Campaign flow step anyway).

The classic example for using executable campaigns is in your data management processes where you need country cleaned up before you route to sales. First execute the country clean up campaign, then send the sales alert based on country. For example.

[keonimira]

Hello All!

My name is Keoni and I currently reside just outside of Phoenix, Arizona. I started using Marketo almost 2 years ago when I was hired at my previous company. At the time, I had zero Marketo experience and was tossed in head first into an Admin role. Since then, I gained my Professional cert., and I'm now looking to get my Expert, with aspirations to attain Master. 

Super excited to (virtually) meet everyone and participate in this Mentorship 🙂

[EllenSchwier]

Hi Keoni, it's great to meet you. Being thrown straight into Admin is a great way to learn! What was one of your "ah ha!" moments after taking over a Marketo instance?

[EllenSchwier]

Hi everyone,

My name is Ellen and I'll be here to help you study for your certification exam. I have been using Marketo for almost 10 years now, first as a user focused on building event programs and sending blast emails (without any permissions to activate smart campaigns!). Eventually got upgraded within my company to building more complex programs....and then finally went to work for a Marketo agency where now I get to help a lot of clients with very different aspects of Marketo.

I failed my certification exam the first time (back when I wasn't even allowed to activate smart campaigns), but I have since gotten the Architect certification as well, and helped Adobe write exam questions as well. It's a journey!

Let me know what questions you have!

[Natali_teplit1]

Hi Ellen! 

I apologize that it has taken a second for me to reply to your messages. My name is Natali and I currently work at Fiix Software as a Marketing Operations Specialist in Toronto, ON.

I have been working with Marketo for just over a year now. I am definitely new to the software but have completed my Professional certification so far! I am looking forward to growing my expertise in Marketo and marketing automation in general. Thank you for your time to mentor us, and I'm looking forward to being more engaged in this thread in preparation for next certifications!

Nice to meet everyone! Look forward to working with you all.