Skills and Knowledge Assessed Flashcards

Which Marketo asset type is used to define the rules for how leads automatically move between stages in a lifecycle?

Answer: Revenue Cycle Model

Revenue Cycle Models define the stages and transition rules for leads moving through the sales funnel in Marketo.

What is the primary purpose of a Marketo 'Segmentation'?

Answer: To divide your database into mutually exclusive groups for personalization

Segmentations divide the database into mutually exclusive segments used for dynamic content and personalization.

In Marketo, which program type is best suited for nurturing leads through a series of emails sent at defined intervals?

Answer: Engagement Program

Engagement Programs use streams and casts to deliver content to leads at cadenced intervals for nurture.

A Marketo form is embedded on a non-Marketo landing page. Which asset enables this?

Answer: Form Embed Code

The Form Embed Code generated by Marketo allows forms to be placed on external, non-Marketo web pages.

What does the 'Exhausted Content' status mean for a lead in an Engagement Program stream?

Answer: The lead has received all available content in the stream

Exhausted Content means the lead has been sent every piece of content in that stream and will not receive more until new content is added.

Which Marketo feature allows you to test two versions of an email to determine which performs better?

Answer: A/B Test

A/B Testing in Email Programs lets you test subject lines, from names, or whole emails to find the winning version.

In Marketo's lead scoring, what is a 'Decay' smart campaign used for?

Answer: Reducing behavioral score over time for inactive leads

Decay campaigns periodically subtract behavioral score points from leads that have not engaged recently to keep scores accurate.