MCA Program Strategy 2 — Questions and Answers
Question 1: Which Marketo program type is BEST suited for a multi-step lead nurture sequence that automatically advances members over time?
- Default Program
- Email Program
- Engagement Program (Correct answer)
- Event Program
Correct answer: Engagement Program
Engagement Programs use streams and casts to automatically deliver content to leads over time, making them ideal for nurture sequences.
Question 2: In Marketo, what is a 'program token' primarily used for?
- Triggering smart campaigns automatically
- Storing reusable values that can be referenced across assets in a program (Correct answer)
- Granting API access to a program
- Tracking email deliverability scores
Correct answer: Storing reusable values that can be referenced across assets in a program
Program tokens (My Tokens) store reusable values like dates, text, or numbers that can be referenced in emails, landing pages, and smart campaigns within that program.
Question 3: What happens to a lead's program membership status when the lead is cloned into a new program?
- The status is copied to the new program automatically
- The lead starts with no program status in the new program (Correct answer)
- The lead inherits the highest status from any previous program
- The lead is placed in 'Pending' status by default
Correct answer: The lead starts with no program status in the new program
Cloning a program copies the program structure, not the lead memberships; leads must be added and progress through statuses in the new program independently.
Question 4: Which program success metric is automatically tracked by Marketo when a lead reaches a 'success' step in a program channel?
- Lead Score
- Program Member Count
- Program Success (Correct answer)
- Opportunity Amount
Correct answer: Program Success
Marketo tracks 'Program Success' when a lead reaches a channel status marked as a success step, enabling program performance reporting.
Question 5: A marketer wants to send a single batch email to a list and track responses. Which program type should they use?
- Engagement Program
- Default Program
- Email Program (Correct answer)
- Event Program
Correct answer: Email Program
Email Programs are designed for one-time batch email sends with built-in A/B testing, scheduling, and reporting capabilities.
Question 6: In Marketo's program strategy, what is the purpose of setting an 'Acquisition Program' on a lead?
- To mark the lead as a paying customer
- To identify which program first captured the lead in Marketo (Correct answer)
- To assign the lead to a specific sales rep
- To trigger a welcome email automatically
Correct answer: To identify which program first captured the lead in Marketo
The Acquisition Program field records which Marketo program first created or acquired the lead, enabling first-touch attribution reporting.
Question 7: Which of the following is NOT a standard Marketo program type?
- Email Program
- Webinar Program (Correct answer)
- Event Program
- Engagement Program
Correct answer: Webinar Program
Marketo's four standard program types are Default, Email, Event, and Engagement; 'Webinar Program' is not a separate type—webinars are managed using Event Programs.
MCA Program Strategy 2
Which Marketo program type is BEST suited for a multi-step lead nurture sequence that automatically advances members over time?