🗣️ [Mentor Michelle Chopin] 🌟 Adobe Marketo Engage Community Mentorship Program 2024 🌟

[michellechopin]

Great work and answers @TarunMittal_12 😃

As we're in our last week of studying together, are there any areas of study that I can help you check your learning on? I'm happy to add an extra quiz question or three if it helps - I may set up an overall quiz this week that covers items from each section for extra practice. Alternatively, if there's anything I can help clarify for you now that you've made your way through the Exam Prep Guide, let me know!

Have you taken the practice test? If so, how did it go? Do you have your final exam booked too? 😊

I'm here to help however you need me to 

[TarunMittal_12]

@michellechopin Thank you for asking ‌🙂. An overall quiz that includes all the sections would be more helpful.

I have not taken the practice test due to my enclosed bandwidth. I'll take the practice tests once everything is in my schedule, probably on the next weekend. Also, I haven't scheduled the exam yet since I am waiting for the promo vouchers to be distributed 😃. I am planning to take the exam mostly in the 3rd or 4th week of July.

Thank you for all your support throughout the journey! 

[michellechopin]

That all makes perfect sense, @TarunMittal_12!

I'll give other aspirants another day to answer the last quiz, and then will add an extra one to cover the each section so that people can use it to test their knowledge if they wish (it won't be a replacement for the Practice Exam though - the Adobe team does a much better job of that than I can!). 

Keep me posted if any questions come up and I'll tag everyone in the next/final quiz when it's ready!

Hope you're having a great week so far 😃

[Nihal]

@michellechopin , thanks for this week's quiz. Here are my response:

Q1. If you have an existing Revenue Cycle Model  that you want to replace, it's better to edit it vs. unapproving it.

1. True

Q2. When you set up a Program Performance Report , you can see which programs are bringing in New Names. What is the definition of a New Name?

1. The program was responsible for generating a new person

Q3. An Campaign Email Performance Report  shows all the Deliveries, Sends, Opens, Clicks, and Unsubscribes for specific emails. Where do you change the time frame for your report?

1. Setup tab

Q4. What are the two ways you can group person reports  by?

1. Attributes and Segments

Q5. How many segmentations can you group email reports  by?

1. All of the above

[michellechopin]

Awesome work @Nihal 👏

Is there anything I can support you with in any of the study areas? I'm happy to customize a couple of questions for you or clarify anything that might need a little extra if it helps. 

Have you taken the practice exam? If so, how did that go? Have you booked your final exam too? 😊

[Nihal]

Hi @michellechopin , could you please help with this topic and sections?

1. Velocity scripting

2. Improve and best practices for Engagement programs

3. Look up fields

@michellechopin  could you please share a few quiz questions about the reporting and lead management sections?

[michellechopin]

I'm always happy to help where I can, @Nihal! To each of your requests:

• Velocity Scripting: I have only used the simplest of velocity scripting to pull in the copyright date on our emails (it saves us having to manually update the template each year) - is there something in particular that you are looking to learn? Note: This isn't a topic on this exam so you don't have to study it unless it's of personal interest! Here are some resources that might be of interest (one is a video from @TarunMittal_12's company, Grazitti Interactive:
  • Upping your Token Game: Getting Started with Velocity Script (Marketo Community Blog) / Upping Your Token Game: Getting Started with Velocity Scripting | Houston Marketo User Group (YouTube Video)
  • Create an Email Script Token (Marketo Product Documentation)
  • Decode Dynamic Content & Velocity Scripting in Marketo (YouTube Video)
• Best Practices for Engagement Programs: I love the complexity and effort that goes into Marketo Engagement Programs, so a few of my recommended best practices would be:
  • Use Default Programs vs Emails within the Streams (emails are good if the nurture is simple and/or the content isn't likely to be used anywhere else) - not only can you prevent leads from getting content they might have seen before somewhere else, but it keeps your engagement program looking super tight and clean across the board
  • Don't remove leads from an engagement program - use Pause campaigns to stop leads from receiving content for a period of time; complement this with an Un-Pause or Reactivate campaign to restart those leads in the spot they left off should they return to Marketing (this saves you having to re-add a lead to a nurture program which would start them from the beginning, causing a strange user experience).
  • Set a Success for an Engagement program that makes sense - we don't assume that our engagement programs are going to generate MQLs because they're heavily tilted towards brand awareness but there's a chance that, while someone is in an engagement program, they could score up to MQL (depending on how your scoring is structured), so we consider a lead to be "Influenced" and a success in the engagement programs we run.
  • Set your cadence to be a long-term focus - unless you have a reason to speed things up, we generally tend to have ours set to a bi-weekly cadence to keep a steady drip of content to our leads but so as not to interfere with any other communications they might be receiving from us
  • Potentially exclude leads from other nurture programs if you think they might compete with one another or cause the lead to receive too many nurture emails - while your communication limits will stop a lead getting too many emails in general in a set period of time, you want to keep your messaging clear so it might be helpful to exclude leads from being pulled into multiple nurtures (you can exclude this in the "add to nurture" campaigns that you'd setup). This is different from Engagement Streams which naturally prevent a person from being in more than one at a time.
• Lookup Fields: I've had a challenge with these in the past (I was trying to solve for a lookup field we use in Dynamics a couple of years ago) but I'm not sure if it still applies - we had to create a secondary text field that would write to the lookup field in Dynamics (at least I think that's how it worked). Now we use the Add to Dynamics Campaign option within Marketo alongside our lookup fields so not sure if the issue was resolved or this is just a workaround for it. Was there something specific you were looking for help with here? 
• Reporting &  Lead Management Sections: I am going to put together an extra quiz for this final week (will likely do so tomorrow - Wednesday) that folks can take if they want to do any final knowledge testing - I'll include different questions from each section so hopefully I can help you with these specific areas (feel free to only answer those questions if that's where you're focusing your studies).

Appreciate you diving into the learning and your awesome questions 😀

[Nihal]

@michellechopin , thanks for the explanation and reference materials. Looking forward to this week's quiz.

[michellechopin]

Greetings @Nihal @TarunMittal_12 @aschultz671 @traba5058 and congratulations on completing the 2024 Adobe Marketo Engage Mentor Program 🎉

A couple of updates/notes for you all:

• If you applied for the exam voucher, you should have received that at the end of last week and are now good to schedule your exam. If you haven't gotten the voucher yet (and have applied), please let @Jon_Chen know.
• Your voucher has an expiry date! All vouchers will expire on July 28 so don't miss out on using it for your exam
• While the activity on this thread is being "closed out", it's still going to be available for you to reference ongoing (and for other Community members ongoing). If you ever have any additional questions, don't hesitate to reach out on this thread (I will get to it ASAP) or post questions in the wider Community - there is a breadth of information and knowledge here and it's here for us all to benefit from

While this isn't an official part of the Program, I know I promised an extra/final quiz covering all sections of the exam for you all in case it helps with your studies, so here you go (I've not asked questions for individual topics we've already covered)!

OPTIONAL QUIZ (there's no obligation to post answers unless you'd like me to check them for you)

Section 1: Administration & Maintenance (12%)

Q1. Marketo can only be synced to one CRM one time

1. True
2. False

Q2. How many months of history can you review in the Audit Trail for your Marketo instance?

1. 365 days
2. 6 months
3. 4 weeks
4. 120 days

Q3. Define the difference between Users and Roles in the User Management section?

Q4. Which CRMs have native Marketo integration/synchronization?

Q5. What are two benefits of a folder structure and naming convention in your instance?

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

Q1. Define the difference between Tags and Channels

1. Tags contain the Period Cost for a program; Channels are the marketing activities implemented
2. Tags show Program engagement/activity; Channels show Program success
3. Tags identify/describe programs; Channels identify/describe the delivery mechanism in a program

Q2. Where do you use a Webhook in a Smart Campaign?

1. Smart List
2. Flow
3. Neither
4. Both

Q3. Global Assets are housed in the Design Studio of Marketo - a single asset is used across/in different types of programs and isn't cloned (either in the Design Studio or Marketing Activities). Why?

1. There is no cloning option for Global Assets
2. There are no folders in the Design Studio
3. The content needs to be the same across all programs

Q4. We use Hidden Fields on Forms to capture extra information that a lead might not be able to answer themselves and to avoid adding more fields. Name two places that we can get a value from in a hidden field (hint: there are four total).

Q5. How do you find/see where a Program or Asset has been used?

1. The Search function in Marketing Activities, Database, Design Studio, or Analytics
2. Running a Program Report
3. The "Used By" tab/section
4. Using a Smart List

Q6. Where do you connect an installed Webinar Provider to a Marketo Webinar Program?

1. Under LaunchPoint in the Admin section
2. Under Settings on the Program Summary tab
3. In the Add Leads to Program Smart campaign

Q7. If you are asked a question or to troubleshoot an issue related to a Person record in Marketo, where is the best place to do that?

Section 3: Lead (12%) & Data Management (10%)

See our Week 3 quiz for more questions.

Q1. How do you identify where a Person was created (the creation source)?

1. Look at the Lead/Contact record in your CRM
2. Check the Person Activity Log
3. Search for the Person in the Marketo Database

Q2. Name three Smart Campaigns that can be used in a Data Management Operational Program to keep data consistent?

Q3. What is the relevance of lead scoring in Marketing and Sales collaboration?

1. Improves alignment between the two teams
2. Ensures Marketing gets credit for opportunities/deals closed
3. Tells the Sales Team what the Marketing team is working on
4. For Marketing to create as many MQLs as possible

Section 4: Reporting (4%)

See our Week 4 quiz for more questions.

Q1. What is the difference between an Email Performance Report and an Email Link Performance Report?

Q2. Attribution is how Marketo gives credit to the Marketo user that created the program. 

1. True
2. False

Q3. What are the two most common types of Attribution?

1. First-Touch, Multi-Touch
2. First-Touch, Middle-Touch
3. Multi-Touch, Last-Touch
4. First-Touch, Last-Touch

Otherwise, please keep me posted on how your exams go and I look forward to sharing the Community life with you all moving forward 😀

It's been a pleasure being your Mentor!

Michelle