MCA Skills and Knowledge Assessed 2 — Questions and Answers
Question 1: Which Marketo asset type is used to define the rules for how leads automatically move between stages in a lifecycle?
- Smart Campaign
- Revenue Cycle Model (Correct answer)
- Engagement Program
- Segmentation
Correct answer: Revenue Cycle Model
Revenue Cycle Models define the stages and transition rules for leads moving through the sales funnel in Marketo.
Question 2: What is the primary purpose of a Marketo 'Segmentation'?
- To send emails to a static list of contacts
- To divide your database into mutually exclusive groups for personalization (Correct answer)
- To score leads based on behavior
- To sync records to Salesforce
Correct 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.
Question 3: In Marketo, which program type is best suited for nurturing leads through a series of emails sent at defined intervals?
- Event Program
- Email Program
- Engagement Program (Correct answer)
- Default Program
Correct answer: Engagement Program
Engagement Programs use streams and casts to deliver content to leads at cadenced intervals for nurture.
Question 4: A Marketo form is embedded on a non-Marketo landing page. Which asset enables this?
- Landing Page Template
- Form Embed Code (Correct answer)
- Snippet
- Guided Template
Correct answer: Form Embed Code
The Form Embed Code generated by Marketo allows forms to be placed on external, non-Marketo web pages.
Question 5: What does the 'Exhausted Content' status mean for a lead in an Engagement Program stream?
- The lead unsubscribed from all emails
- The lead has received all available content in the stream (Correct answer)
- The lead's email address bounced
- The lead scored above the threshold
Correct 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.
Question 6: Which Marketo feature allows you to test two versions of an email to determine which performs better?
- Dynamic Content
- Champion/Challenger Test
- A/B Test (Correct answer)
- Engagement Stream Split
Correct 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.
Question 7: In Marketo's lead scoring, what is a 'Decay' smart campaign used for?
- Removing leads from the database
- Reducing behavioral score over time for inactive leads (Correct answer)
- Transferring leads to a different program
- Blocking leads from receiving emails
Correct 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.
MCA Skills and Knowledge Assessed 2
Which Marketo asset type is used to define the rules for how leads automatically move between stages in a lifecycle?