Campaign Automation Flashcards

What is the role of 'Program Tokens' in Marketo campaign automation?

Answer: They are placeholders that dynamically populate program-specific values in emails and landing pages

Program Tokens (My Tokens) are program-level variables that insert dynamic values like event dates, locations, or URLs into local assets automatically.

Which Marketo feature allows you to suppress leads who have already purchased from receiving a promotional campaign?

Answer: Adding a Smart List filter such as 'Customer is True' to the campaign's Smart List

Adding a filter like 'Customer is True' with a 'not' or exclusion logic to the Smart List prevents those leads from qualifying for the campaign.

In Marketo, what does enabling 'Communication Limits' prevent?

Answer: A single lead from receiving more than a set number of marketing emails per day or week

Communication Limits cap the number of marketing emails a lead can receive within a day or week, protecting against over-communication.

What is the purpose of the 'Pause' status for a lead in a Marketo Engagement Program?

Answer: The lead is temporarily prevented from receiving stream content but remains a member

Paused engagement program members remain enrolled but do not receive emails during casts until their status is changed back to Normal.

When cloning a Smart Campaign in Marketo, which elements are NOT automatically copied to the clone?

Answer: The campaign's historical activity log and lead processing history

Cloning copies the campaign structure (Smart List, flow, schedule) but does not transfer the historical processing records or past activity data.

What is the significance of 'Program Status' in Marketo program management and reporting?

Answer: It records a lead's progression through defined stages of a program (e.g., Invited → Attended) for reporting

Program Statuses represent named progression stages within a program (like Invited, Registered, Attended) that track where each lead is in the program lifecycle.

Which Marketo capability allows automated campaign actions to be triggered based on changes detected in Salesforce, such as a change in Opportunity Stage?

Answer: Salesforce Sync Trigger (e.g., 'Opportunity is Updated')

Marketo's native CRM sync exposes SFDC-specific triggers like 'Opportunity is Updated' that fire when Salesforce object changes are detected during sync.