MCA Program Strategy 4

Question 1

In Marketo, what is the role of 'Program Channels' in program strategy?

Accepted Answer

They categorize programs and define the progression statuses for membership

Answer

Program Channels categorize programs by type (e.g., Webinar, Tradeshow) and define the progression statuses leads move through within that program.

Question 2

When should you use a Default Program instead of an Email Program in Marketo?

Accepted Answer

When running complex multi-asset campaigns that don't fit other program types

Answer

Default Programs are flexible containers for complex campaigns involving multiple assets and smart campaigns that don't fit the specialized Email, Event, or Engagement program types.

Question 3

A lead receives a 'success' status in a Marketo program. What does this indicate?

Accepted Answer

The lead has reached the channel status designated as a success step

Answer

Program success means the lead reached whichever channel status was configured as the success step, such as 'Attended' for a webinar or 'Clicked' for an email program.

Question 4

Which Marketo feature allows you to schedule an Engagement Program to send content on specific days and times?

Accepted Answer

Stream Cadence

Answer

Stream Cadence settings in an Engagement Program define when casts occur, including the day of week, time, and recurrence interval.

Question 5

How does Marketo determine which program gets credit for a lead's 'first touch' attribution?

Accepted Answer

The program set as the lead's Acquisition Program

Answer

First-touch attribution in Marketo is credited to the Acquisition Program—the program that first created the lead in the Marketo database.

(MCA) Marketo Certified Associate Practice Test

(MCA) Marketo Certified Associate Practice Test

MCA Program Strategy 4