🗣️ [Mentor Vaitheshwari Selvam] 🌟 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, Vaitheshwari Selvam (@vaitheshwari_s) 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 Architect Master (AD0-E560) exam, through to the end of the program.  

Aspirants mapped to @vaitheshwari / @vaitheshwari_s 

1. @Kristof 
2. @GautamKK 
3. @gergana 
4. @saurabhmce 
5. @Svetlana 
6. @Kumaresh1 
7. @Niharika 
8. @sam_berger 

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 Vaitheshwari, 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 Vaitheshwari 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 Architect Master (AD0-E560) 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 

[Niharika]

Hi everyone,

My name is Niharika, and I'm excited to be part of this mentorship program! I live in Punjab, India, and I have over 5 years of experience in marketing automation (Marketo, Pardot, Hubspot), both as a practitioner and admin. Currently, I work for Nagarro.

I'm aiming to take both the Business Practitioner Exam and the Architect Master Exam. It might be a bit ambitious, but I'm looking forward to the challenge and the opportunity to learn and grow with all of you.

Looking forward to collaborating and learning from @vaitheshwari and all of my fellow aspirants.

Best,

Niharika

[vaitheshwari_s]

Hi Niharika,

Please prepare for the Marketo Engage Business Practitioner Expert exam by focusing on the topic of Administration and Maintenance.

Refer to the link below to learn about Administration. If you have any questions while learning, please reach out to us. Try to complete your study by Monday. After that, I will share some questions on this topic to test your knowledge.

Find Out What Permissions You Have - Marketo Administration

If you share your notes from your learning, it will be helpful for everyone.

Thank you!

Vaitheshwari Selvam

[Kumaresh1]

Hello Everyone, It's nice to meet you here.

I'm Kumaresh, and I've had around 8 years of marketing automation experience and am based out of Nice, France. I have experienced two automation tools, Marketo and Eloqua, and played admin roles on both. I am also an admin consultant for Medallia, which is a customer feedback management tool. Currently, I'm part of the Amadeus IT groups.

I look forward to learning from @vaitheshwari and sharing my experience with you all here.

I wish you good luck, everyone!

Kumaresh

[vaitheshwari_s]

Hi @Kumaresh1 
Which exam are you preparing for now? Marketo Engage Business Practitioner Expert or Adobe Marketo Engage Architect Master? Please let me know.

Thank you!

Vaitheshwari selvam

[vaitheshwari_s]

Hi @Kristof @Kumaresh1 @gergana @Svetlana  @Niharika 
 Please reply to this thread with your answers today.

Question 1:
Which of the following CRM systems can Marketo sync with natively?
A. SAP CRM
B. Oracle CRM
C. Salesforce CRM
D. Microsoft Dynamics CRM

Question 2:
What is the primary benefit of integrating Marketo with a CRM system?
A. Streamlining email marketing campaigns
B. Automating lead scoring and nurturing
C. Enhancing reporting and analytics capabilities
D. Improving social media integration

Question 3:
How does Marketo handle bi-directional sync with CRM systems?
A. By syncing all lead and contact data automatically
B. By allowing manual data sync on a scheduled basis
C. By syncing only campaign-related data
D. By syncing data based on specific field mappings and rules

Question 4:
In a Marketo-CRM integration, what is typically used to match leads and contacts between systems?
A. Email address
B. First name and last name
C. Phone number
D. Lead ID

Question 5:
What does the term "opportunity sync" refer to in Marketo's CRM integration?
A. Syncing contacts with sales opportunities in CRM
B. Syncing email campaigns related to opportunities
C. Syncing opportunity data to update lead statuses
D. Syncing closed-won opportunities back to Marketo for reporting

[vaitheshwari_s]

Hi @Kristof @Svetlana @gergana ,
Thank you very much for your wonderful participation in the quiz. I appreciate it.

thanks,
Vaithesh

[Kristof]

Hi All,

as we are at the end of the mentorship program, I thought I could share some of the resources, as I gathered quite some of them for several topics while learning. Feel free to leverage them and I will be happy to see yours! 

Btw, you can also check other mentorship threads and check the example questions that were posted there.

Some of the resources by area:

EXAM PREP:

- practice test

- readiness questionnaire

- certification

- 50% voucher till June 21st

CRM SYNC:

- custom sync rule & sync tutorial

- fields sync

- sync limits & priority

- matching records

LEAD SCORING:

Person scoring mastery

Success series - scoring

Webinar - everything about scoring

LEAD LIFECYCLE | REVENUE MODEL | CUSTOMER JOURNEY:

Approve stages and assign leads to your model

Rev up your revenue

Lifecycle model

Operationalize your demand funnel and lead management

JTF revenue models

ATTRIBUTION:

Explanation from start to finish

Understanding Attribution

Issues with Marketo Attribution Due To Merging

Article guide

EXECUTABLE CAMPAIGNS:

Webinar

Use cases - webinar

UTM AND ADS TRACKING & REPORTING:

Lead Source & UTM Capture 

Automating Marketo UTM Tracking Program Creation (incl. Zapier and API)

Tracking the Buyer’s Journey in Marketo & Salesforce

Capturing UTMs

Hope it helps and fingers crossed for your exams! 

And let's keep this thread alive after the program with our questions, unclarities, answers, support, experiences sharing, etc.

Cheers 🙌

[gergana]

Hi @Kristof,

this is a really great resource collection. Thanks for sharing it!
Cheers,

Gergana

[vaitheshwari_s]

Hi @Kristof @Kumaresh1 @gergana @Svetlana  @Niharika
 Please reply to this thread with your answers today.

1. Which of the following reports in Marketo provides a summary of email performance including open rates, click rates, and bounce rates?

A. Program Performance Report
B. Email Performance Report
C. Engagement Stream Performance Report
D. Lead Performance Report

2. In Marketo, what is the purpose of the Revenue Cycle Modeler?

A. To track email deliverability rates
B. To visualize and analyze the stages of a lead's lifecycle
C. To generate reports on website traffic
D. To create A/B test reports for landing pages

3. What information is typically included in Marketo's Audit Trail?

A. Changes to lead data and user login attempts
B. Click-through rates for email campaigns
C. Engagement scores for leads
D. Heatmaps of website visitor activity

4. How can the Audit Trail feature in Marketo help in compliance and security management?

A. By providing real-time notifications of email bounces
B. By logging detailed records of changes made by users to the system
C. By tracking the success rates of marketing campaigns
D. By monitoring social media interactions of leads

5. Which feature in Marketo allows users to automatically assign leads to specific sales representatives based on predefined criteria?
A. Lead Scoring
B. Smart Campaigns
C. Lead Routing
D. Engagement Programs

[Svetlana]

Hi @vaitheshwari_s 

1 b & c

2 b

3 a

4 b

5 b

[Kristof]

Hello @vaitheshwari_s 

My answers are:

1 B, and also C
2 B
3 A
4 B
5 B

[gergana]

Hi @vaitheshwari_s ,

below my answers:

Question 1: Answer B & C

Question 2: Answer B

Question 3: Answer A

Question 4: Answer B

Question 5: Answer B (logically it would be the “lead routing”, but there is no such feature in Marketo. We can “build” the lead routing logics through a Smart Campaigns though. In my opinion it would be better if the lead routing and assignment is done directly in CRM as this permits us to setup more complex business logics. P.s. If we consider the Marketo’s Dynamic Chat there is a “lead routing” feature with round robin rules etc. )

[gergana]

Hi @vaitheshwari_s ,

below my answers:

Question 1: answer C & D (Salesforce CRM & Microsoft Dynamics CRM)

Question 2: answer C Enhancing reporting and analytics capabilities (Among the answers listed, in my opinion, this one is the main one. The primary benefit of integrating Marketo with a CRM system is enhancing reporting and analytics capabilities. This integration allows for a seamless flow of data between the two systems, providing end-to-end insights into the effectiveness of marketing programs. By syncing information such as lead data, opportunity data, and sales activities, both marketing and sales teams can track the entire customer journey, from initial engagement to final purchase.

Additionally, we can consider Answer A (Streamlining email marketing campaigns) as another significant benefit. The CRM sync enables the sharing of relevant information between CRM and Marketo, resulting in better and more personalized email campaigns. This synchronization ensures that marketing communications are informed by the latest data on lead behavior and sales interactions, leading to more targeted and effective campaigns. Furthermore, the coordination between marketing and sales teams is improved, as both have access to up-to-date information on lead status and activities.

The integration also facilitates automating lead scoring and nurturing processes (answer B), as thanks to the integration between marketo and crm we can help our sales teams concentrate on the hottest leads and close more business faster by taking full advantage of lead scoring and Marketo sales insight. This ensures that the sales team focuses on the most qualified leads, while marketing can continue nurturing those not yet ready to buy.)

Question 3: answer D (By syncing data based on specific field mappings and rules)

Question 4: answer D (Lead ID)

Question 5: answer A (Syncing contacts with sales opportunities in CRM ) (I agree with my colleagues that implicitly D (Syncing closed-won opportunities back to Marketo for reporting) is also the right answer. With the opportunity sync we have all the opportunities and their status synched with Marketo)

[Kristof]

Hello @vaitheshwari_s 

Here is my take on this:
1 - C D
2 - C
3 - D
4 - A
5 - A incl. D

Cheers,
K

[Svetlana]

Hello @vaitheshwari_s 

1 c d

2 c

3 d

4 d

5 a d

[Kumaresh1]

Hello @vaitheshwari_s, I'm preparing for an Architect exam.

Thanks,

Kumaresh 

[Kristof]

Hi All,

it is great to be a part of this program and I'm looking forward to collaborate and exchange ideas & knowledge with all of you! 

A few words of intro from my side. I'm Kristof, based in Warsaw, Poland. I have been using Marketo for almost 10 years now. In the last few years I have been focusing more on marketing operations and contact data management, and I love marketing automation in general. Currently working at QAD company that offers software solutions for manufacturing & supply chain industries. I was always working with B2B industries and audiences.

It is nice that this group is a small container of a few of us, so that it creates a closer space for interactions.

Looking forward to our discussions in these next few weeks and onwards 🙂

Best,
Kris

[gergana]

Hi everyone,

My name is Gergana, and I'm excited to be part of this mentorship program! I live in Milan, Italy, and I have over 8 years of experience in marketing automation (Marketo and Salesforce Marketing Cloud), both as a practitioner and admin. Currently, I work for The Adecco Group.

I'm aiming to take both the Business Practitioner Exam and the Architect Master Exam. It might be a bit ambitious, but I'm looking forward to the challenge and the opportunity to learn and grow with all of you.

Looking forward to collaborating and learning from @vaitheshwari and all of my fellow aspirants.

Warm regards,

Gergana

[vaitheshwari_s]

Hi @gergana ,

Please prepare for the Marketo Engage Business Practitioner Expert exam by focusing first on the topic of "Marketing Activities/Campaign Management."

Refer to the link below to learn about Marketo core concepts. If you have any questions while learning, please reach out to us. Try to complete your study by Monday. After that, I will share some questions on this topic to test your knowledge.

Understanding Smart Campaigns - Marketo Core Concepts

Thank you!

Vaitheshwari Selvam

[gergana]

Hi @vaitheshwari, 

I am glad to be in this CT 🙂 Could you provide some guidance on which areas are the most challenging and on which we should focus when preparing for the exam? Even though we may have varying levels of existing Marketo knowledge and skills, I imagine there are certain concepts, features or use cases that most people struggle with to some degree when studying for this certification. Could you highlight a few of those areas that you think it's critical for all of us to focus extra study time and attention on? Any specific tips on how to master those trickier topics?

Personally, I'm concerned about the Revenue Cycle Modeler section, as we haven't used it in my company yet. However, with an upcoming Marketo instance change and some internal process updates, this will be both a challenge and an opportunity for me to dive in and set it up from scratch.

@My fellow aspirants (@Kristof, @GautamKK, @saurabhmce, @Svetlana, @Kumaresh1, @Niharika, @sam_berger), what are the areas you think you struggle the most with when it comes to Marketo?

I think it would be incredibly valuable for all of us to get your perspective on the most common pain points and pitfalls to watch out for. That way we can proactively shore up our weaknesses and make the most efficient use of our limited study time over the next month.

Looking forward to learning from you and my peers in this program. 

[Svetlana]

Hi @gergana  

We are using Revenue Models right know in the company (3 currently for different audiences) and the best tip I have here is - transferring between stages needs to be set in smart campaigns not in the revenue model itself, but in Default program within Marketing activties. 

My personal painpoints are REST API and Email Scripts - by documentation both of them seem not hard, but i never did it myself from scratch. 

All the best,

Sveta