🗣️ [Mentor Michelle Chopin] 🌟 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, Michelle Chopin (@michellechopin) 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.  

A little bit about your Adobe Marketo Engage Community Mentor, Michelle:

A Marketing Automation Manager (TTEC Digital) with 4 years specific in the MarTech space and almost 20 years’ B2B marketing experience. My skill set blends marketing campaign management with operational and automation competencies for a wide understanding of how cross-channel marketing supports the entire customer lifecycle. I’m an Adobe-Marketo Certified Professional and Expert since 2021.

Aspirants mapped to @michellechopin 

1. @aschultz 
2. @Gayathri 
3. @TarunMittal_12 
4. @mfavaron 
5. @Nihal 
6. @traba5058 
7. @Akshay_Sharma1 
8. @juaneraso 
9. Sujeet Deshpande

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 Michelle, 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 Michelle 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 

[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

[michellechopin]

Happy Week 4, @TarunMittal_12 @Nihal @aschultz671 @traba5058 @Gayathri @mfavaron @Akshay_Sharma1 💃🕺

I hope you all had a great week 3 and thanks to those of you that answered last week's quiz - it was a bit of a heavier one but you all did great work for it. My apologies for the delay in getting back on track this week - despite only being away for a week, the catch up got away from me so this week's quiz is a little late.

Week 4 studies focus on Reporting, which is a necessary function for us as marketers using Marketo but also those that lean on us to provide insights and clarification for the activities performed within it, in relation to our Marketing & Sales processes/expectations. Even though this is a smaller section, the quiz is made up of one question per sub-section in the Business Practitioner Expert Exam Prep Guide.

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
2. False

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. A person has changed their name via a form fill
2. The program was responsible for generating a new person
3. Those people that achieved success as defined by the program

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. Smart List tab
2. Subscriptions tab
3. Setup tab

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

1. Full Name and Company Name
2. New Name and Success
3. Attributes and Segments
4. Emails Sent and Emails Delivered

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

1. One
2. Two
3. All of the above

As always, if there are questions related to anything in this section, don't hesitate to ask. And as we're at the end of the study sections, feel free to ask questions about any of the sections that might help you finish you preparations for your certification exam. Looking forward to seeing your answers and continuing to support your learning 😃

Happy Solstice ☀️

[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.

[TarunMittal_12]

@michellechopin Thank you for posting the quiz. Please find my responses to the questions below:
Q1. If you have an existing Revenue Cycle Model that you want to replace, it's better to edit it vs. unapproving it.
Option a. 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?

Option b. 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?
Option c. Setup tab

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

Option c. Attributes and Segments

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

Option c. All of the above

Kindly inform me if my answer to any question is incorrect. 

[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 😃

[michellechopin]

Welcome to Week 3, @aschultz671 @Gayathri @mfavaron @TarunMittal_12 @Nihal @traba5058 @akshay @juaneraso  😀

A couple of updates for you before we get into this week's quiz:

1. I will be on vacation from June 11 - 18 inclusive so will not be available on the Community during that time. I will respond to all questions/posts when I return to office on June 19 and will post the Week 4 quiz at the same time. For any technical or general program support, please reach out to @Jon_Chen. 
2. As a thank you for participating in the Community Mentorship Program, you can apply for a 50% voucher here. Vouchers are limited and will expire one month after the end of the program (Friday, July 26).

This week's topic/study guide section is about Lead & Data Management so get ready to test your knowledge with a proper quiz this week 📒

Q1. What are the statuses in your Lead Lifecycle Program based on?

1. Sales Process
2. Channel Tags
3. Marketing Funnel
4. Program Type 

Q2. What are the three ways that a Lead Lifecycle can affect your bottom line?

1. More form fills, greater number of leads, faster qualification process
2. Better ROI, nicer reporting, increased budget
3. Increased revenue, managed lead flow, improved forecasting

Q3. What are the two types of Lead Scoring that are combined to give an overall Person Score in Marketo?

1. Activity and Informational
2. Lead and Contact
3. Behavioral and Demographic/Firmographic

Q4. Lead Scoring is the most effective method for:

1. Helping to identify qualified leads who are approaching or are in the buying stage
2. Determining whether to send an email campaign
3. Adding leads to a CRM system

Q5. What are the three types of Interesting Moments?

1. Email, Webinar, Event
2. Web, Milestone, Email
3. Landing Page, List, Report

Q6. In the Activity Log, name three filters you can use to see/show specific information about a Person's activity.

Q7. According to Marketo's Data Retention Policy, how long are Visit Web Page activities kept for?

1. 14 days
2. 90 days
3. 180 days 

Q8. Marketo's Durable Unsubscribe means that, if an unsubscribed record is deleted from Marketo, and returns to the system at a later date, the unsubscribe will NOT be removed. True or False?

1. True
2. False

Q9. Segmentations allow you to group people into distinct profiles for reporting and what other use case?

1. Smart lists
2. Engagement programs
3. Dynamic content
4. Smart campaigns

Q10. A person will qualify for the all matching segments. True or False?

1. True
2. False

The entire section of the Study Guide is yours to explore this week, so don't hesitate to ask questions that are related to the quiz questions OR part of the section we've not specifically explored here. And be sure to include your own experiences/examples if you feel they're relevant as those are always interesting to read and others can learn from them too, especially if it's not something they have used/worked with much or at all. 

Have a great week and I will get back to you all on June 19 🚀

[TarunMittal_12]

Hi @michellechopin! Hope you had a wonderful vacation! 🙂 I was also out for holidays last week. Please find my responses to the questions below:

Q1. What are the statuses in your Lead Lifecycle Program based on?
Option c: Marketing Funnel

Q2. What are the three ways that a Lead Lifecycle can affect your bottom line?
Option c: Increased revenue, managed lead flow, improved forecasting

Q3. What are the two types of Lead Scoring that are combined to give an overall Person Score in Marketo?
Option c: Behavioral and Demographic/Firmographic

Q4. Lead Scoring is the most effective method for:
Option a. Helping to identify qualified leads who are approaching or are in the buying stage

Q5. What are the three types of Interesting Moments?
Option b. Web, Milestone, Email

Q6. In the Activity Log, name three filters you can use to see/show specific information about a Person's activity.

We can use Custom filter in the Activity log and select the filters as per the required information. E.g. we can select Clicked Link on Web Page, Fill out form, Visit Web Page from the Web Option in the custom filters list.

 Correct me if I misunderstood the question and it's not what you've asked.

Q7. According to Marketo's Data Retention Policy, how long are Visit Web Page activities kept for?
Option b. 90 days 

Q8. Marketo's Durable Unsubscribe means that, if an unsubscribed record is deleted from Marketo, and returns to the system at a later date, the unsubscribe will NOT be removed. True or False?
Option a. True

Q9. Segmentations allow you to group people into distinct profiles for reporting and what other use case?
Option c. Dynamic content

Q10. A person will qualify for the all matching segments. True or False?
Option b. False
It will only qualify for the first matching segment in the order defined.

[michellechopin]

@TarunMittal_12 - great work on your answers! 

For Q6. you are correct that Custom is one option for the filtering - the options you listed as specific to that filter type - this is a really useful option for when you need to look for very specific information (potentially in combination with others).

Other options would have been anything in the same drop down list - these are default/out-of-the-box filters that Marketo has pre-set to help us quickly identify different types of information as needed but cannot be combined with other information in the same way as the Custom filter option.

How are you feeling with your study progress? Are you feeling confident in your learning and the various sections? Is there anything that you need help or clarification on?

I hope you had a great vacation as well 🏖

[TarunMittal_12]

@michellechopin The study progress is going well. I am feeling more confident than earlier. While going through different sections and looking for the answers to the quiz questions that you posted, I got to know multiple pointers and Marketo functionalities that I didn't know earlier. Right now everything seems to be in order and I am hoping for the best.🤞
Thank you for all your support and guidance!

[Nihal]

I hope you had a great vacation @michellechopin !!

Here are my response:

Q1. What are the statuses in your Lead Lifecycle Program based on?

1. Sales Process
2. Channel Tags
3. Marketing Funnel
4. Program Type 

Q2. What are the three ways that a Lead Lifecycle  can affect your bottom line?

1. More form fills, greater number of leads, faster qualification process
2. Better ROI, nicer reporting, increased budget
3. Increased revenue, managed lead flow, improved forecasting

Q3. What are the two types of Lead Scoring  that are combined to give an overall Person Score in Marketo?

1. Activity and Informational
2. Lead and Contact
3. Behavioral and Demographic/Firmographic

Q4. Lead Scoring  is the most effective method for:

1. Helping to identify qualified leads who are approaching or are in the buying stage
2. Determining whether to send an email campaign
3. Adding leads to a CRM system

Q5. What are the three types of Interesting Moments ?

1. Email, Webinar, Event
2. Web, Milestone, Email
3. Landing Page, List, Report

Q6. In the Activity Log , name three filters you can use to see/show specific information about a Person's activity.

- Web, Email, Smart campaign

Q7. According to Marketo's Data Retention Policy , how long are Visit Web Page activities kept for?

1. 14 days
2. 90 days
3. 180 days 

Q8. Marketo's Durable Unsubscribe  means that, if an unsubscribed record is deleted from Marketo, and returns to the system at a later date, the unsubscribe will NOT be removed. True or False?

1. True
2. False

Q9. Segmentations  allow you to group people into distinct profiles for reporting and what other use case?

1. Smart lists
2. Engagement programs
3. Dynamic content
4. Smart campaigns

Q10. A person will qualify for the all matching segments . True or False?

1. True
2. False

[michellechopin]

@Nihal Superb work - a perfect score for you as well! 👏

How are you feeling with your studies for this certification? Are you feeling confident in all the sections? Is there anything that I can help you out with?

[Nihal]

Thanks, @michellechopin. 

The certification studies are going great. I am very confident with how the learning is going now. Thanks for your help and guidance. Looking forward to your weekly quiz and the certification exam. 

[aschultz671]

Hope you are having a good vacation, @michellechopin !

Here are my responses for this weeks quiz:

Q1. What are the statuses in your Lead Lifecycle Program  based on?

1. Sales Process
2. Channel Tags
3. Marketing Funnel
4. Program Type 

Q2. What are the three ways that a Lead Lifecycle  can affect your bottom line?

1. More form fills, greater number of leads, faster qualification process
2. Better ROI, nicer reporting, increased budget
3. Increased revenue, managed lead flow, improved forecasting

Q3. What are the two types of Lead Scoring  that are combined to give an overall Person Score in Marketo?

1. Activity and Informational
2. Lead and Contact
3. Behavioral and Demographic/Firmographic

Q4. Lead Scoring  is the most effective method for:

1. Helping to identify qualified leads who are approaching or are in the buying stage
2. Determining whether to send an email campaign
3. Adding leads to a CRM system

Q5. What are the three types of Interesting Moments ?

1. Email, Webinar, Event
2. Web, Milestone, Email
3. Landing Page, List, Report

Q6. In the Activity Log , name three filters you can use to see/show specific information about a Person's activity.

Email, web, scoring

Q7. According to Marketo's Data Retention Policy , how long are Visit Web Page activities kept for?

1. 14 days
2. 90 days
3. 180 days 

Q8. Marketo's Durable Unsubscribe  means that, if an unsubscribed record is deleted from Marketo, and returns to the system at a later date, the unsubscribe will NOT be removed. True or False?

1. True
2. False

Q9. Segmentations  allow you to group people into distinct profiles for reporting and what other use case?

1. Smart lists
2. Engagement programs
3. Dynamic content
4. Smart campaigns

Q10. A person will qualify for the all matching segments . True or False?

1. True
2. False

[michellechopin]

@aschultz671 Amazing work - a perfect score for you! 🎉

How has the past week been for you in regards to reviewing the applicable sections and prepping for your exam? Are you feeling confident in your learning and understanding? Is there anything I can support you with?