MCA Program Strategy 3 — Questions and Answers
Question 1: When cloning a Marketo program, which of the following is preserved in the clone?
- Lead membership records
- Smart campaign logic and flow steps (Correct answer)
- Historical email send results
- CRM campaign sync settings
Correct answer: Smart campaign logic and flow steps
Cloning a program copies the structure including smart campaigns, their triggers/filters, and flow steps, but not historical data or membership records.
Question 2: What is the recommended approach when multiple programs target the same leads to avoid communication fatigue?
- Use global unsubscribe lists only
- Implement Communication Limits in Admin settings (Correct answer)
- Delete duplicate leads from the database
- Pause all but one active program at a time
Correct answer: Implement Communication Limits in Admin settings
Communication Limits in Marketo Admin restrict how many emails a lead can receive per day or week, preventing over-communication across programs.
Question 3: In an Engagement Program, what determines the order in which content is delivered to a member?
- Lead score at time of enrollment
- The order of content within a stream (Correct answer)
- The date the lead was created in Marketo
- Random selection by Marketo's algorithm
Correct answer: The order of content within a stream
Content within an Engagement Program stream is delivered in the order it appears in the stream, from top to bottom, during each cast.
Question 4: Which report would a Marketo user run to measure the ROI of a specific program?
- Email Performance Report
- Program Revenue Stage Report
- Program Analyzer (Correct answer)
- Web Page Activity Report
Correct answer: Program Analyzer
The Program Analyzer lets you compare programs by cost, successes, opportunities, and pipeline to measure ROI across your marketing programs.
Question 5: A lead is a member of an Engagement Program and has exhausted all content in their stream. What happens during the next cast?
- The lead is automatically unenrolled
- The lead receives no email but remains a member (Correct answer)
- The lead loops back to the first content piece
- The lead is moved to another stream automatically
Correct answer: The lead receives no email but remains a member
When a lead has exhausted all content in a stream, they remain a member but receive nothing during subsequent casts until new content is added.
Question 6: What is the primary difference between a 'local' asset and a 'global' asset in Marketo?
- Local assets can only be used in one program; global assets are accessible across multiple programs (Correct answer)
- Local assets are stored in the Lead Database; global assets are in the Design Studio
- Local assets are free; global assets require additional licensing
- Local assets expire after 30 days; global assets do not
Correct answer: Local assets can only be used in one program; global assets are accessible across multiple programs
Local assets are created within a specific program and can only be used there, while global assets in the Design Studio can be reused across multiple programs.
Question 7: Which smart campaign trigger would you use to add a lead to a program when they fill out a form on a landing page?
- Lead is Created
- Fills Out Form (Correct answer)
- Clicks Link in Email
- Visits Web Page
Correct answer: Fills Out Form
The 'Fills Out Form' trigger fires when a lead submits a Marketo form, making it ideal for adding leads to programs based on form submissions.
MCA Program Strategy 3
When cloning a Marketo program, which of the following is preserved in the clone?