Pass the Adobe Marketo Engage AD0-E555 Questions and answers with ExamsMirror

The Email Invalid field in Marketo is used to identify records when the lead is created and the email format is not correct, or when the email is a hard bounce that receives a 5## bounce code signaling that the email is no longer valid i.e. the email address does not exist1.

A hard bounce is an email that has been returned to the sender because the recipient’s address is invalid. A hard bounce might occur because the domain name doesn’t exist, the recipient is unknown, or there is some other permanent error2.

Marketo automatically marks an email invalid when it receives a 5XX bounce code, or if the email format is not correct when the person is created3. The bounce reasons also populate the Email Invalid Cause field in Marketo, which can be used to further analyze the types of hard bounces unique to your email deliverability instance1.

Therefore, the valid reason for a person’s Email Invalid field to be marked as True is when the person was sent an email that was undeliverable due to nonexistent email address, which is option B.

References: 1: What is the Email Invalid Field in Marketo and what should you do with it? - Sponge 4: Map the Email Invalid field in Marketo to a custom field in Salesforce? - Marketing Nation Product Discussions 3: Contact Marked Email Invalid - No Record in Activity Log - Marketing Nation Product Discussions 2: Hard and Soft Bounces in Email | Adobe Marketo Engage

Create an Engagement Program:

Start by creating a new Engagement Program in Marketo.

Give it a descriptive name (e.g., "Weekly Product Info Campaign").

Define the Cadence:

Choose the "Nurture" stream type.

Set the cadence to "Weekly." This ensures emails will be sent out on a regular weekly schedule.

Add the Content Assets:

Drag and drop four email assets into the stream, representing the product information you want to send each week.

Arrange the emails in the desired order (week 1, week 2, etc.).

Configure Wait Steps:

Between each email asset, add a "Wait" step.

Set the wait duration to "7 days" to create the weekly interval between emails.

Activate the Program:

Add members (your target audience) to the program.

Activate the Engagement Program to begin the automated email flow.

References:

What is Adobe Marketo Engage: https://experienceleague.adobe.com/docs/marketo/using/getting-started-with-marketo/what-is-adobe-marketo-engage.html?lang=en

Marketo Engage User Guide (Engagement Programs): (Search the document for "Engagement Programs" or "Nurture Programs") - This will have more detailed instructions.

Why this is the best approach:

Efficiency: A single stream simplifies management and tracking.

Consistency: It ensures a regular, controlled flow of information over the four-week period.

Flexibility: You can easily modify the content or cadence within the stream if needed.

A Smart List is a dynamic list of people who meet certain criteria, such as having a specific attribute, behavior, or activity1.

A Data Value Changed filter is a filter that allows you to find people who have changed the value of a specific field2.

A constraint is a condition that further narrows down the filter criteria3.

To create a Smart List with Data Value Changed filter, follow these steps4:

Go to the Database section and click New Smart List.

Name your Smart List and click Create.

In the Smart List tab, drag and drop the Data Value Changed filter from the right panel to the canvas.

In the filter settings, select Person Status as the Attribute.

Click Add Constraint and select Previous Value. Enter Marketing Qualified as the value.

Click Add Constraint and select New Value. Enter Sales Qualified as the value.

Click Add Constraint and select Date of Activity. Enter in past 30 days as the value.

Click Save.

To view the results, click the Leads tab. You will see the number and details of the people who changed their Person Status from Marketing Qualified to Sales Qualified in the past 30 days. References: 1: Smart Lists | Adobe Marketo Engage 2: Data Value Changed Filter | Adobe Marketo Engage 3: Filter Constraints | Adobe Marketo Engage 4: Create a Smart List | Adobe Marketo Engage

Custom tags are used to describe programs and can have multiple values for each tag type1.

Custom tags can be applied to different program types and can be made required or optional1.

Custom tags can help organize programs and channels for reporting purposes2.

The Program Performance report shows the performance of programs based on various metrics such as success, cost, and revenue3.

The Program Performance report can be filtered by custom tags to show only the programs that match the selected tag values3.

To filter the Program Performance report by custom tags, follow these steps3:

Go to the Analytics section and select Program Performance.

Click Setup and then click Filter.

Select the tag type and the tag values that you want to filter by.

Click Apply and then click Run Report.

The report will show only the programs that have the selected tag values for the selected tag type. References: 1: Create Custom Tags | Adobe Marketo Engage 2: Understanding Tags | Adobe Marketo Engage 3: [Program Performance Report | Adobe Marketo Engage]

To include a unique access URL in a webinar confirmation email, the marketer would use the {{member webinar url}} token. This token is a type of Member Token, which is used to insert unique values from integrated services partners. A common use of Member Tokens is for unique URLs for webinar attendees. Each person has a unique URL to access the webinar that can be inserted using the {{member webinar url}} token.The marketer would need to create a text token called Webinar Key in the My Tokens tab of the Marketo webinar program, and copy the webinar ID from the integrated service partner (such as GoToWebinar) into the Value box. Then, the marketer would use the {{member webinar url}} token in the confirmation email content.

References: Tokens Overview | Adobe Marketo Engage - Experience League, How to: Use Marketo My Tokens and Templates to Scale Webinars - Sponge, How to: Manage GoToWebinar Simulated Live Events in Marketo - Sponge

To optimize the email’s design to increase the email click rate, the marketer would use the whole email A/B test type.

A whole email A/B test allows the marketer to compare two completely different versions of an email, with different layouts, images, colors, fonts, and other design elements.

The marketer can create two variants of the email and send them to a random sample of the audience. The performance of each variant is measured by the click rate, which is the percentage of recipients who clicked on any link in the email.

The variant with the higher click rate is the winner and can be sent to the rest of the audience or used as a template for future emails.

A whole email A/B test is useful for testing major changes in the email design that could have a significant impact on the click rate. It can also help the marketer discover the optimal combination of design elements that appeal to the audience and drive engagement. References:

Use “Whole Email” A/B Testing

Optimize clickable elements with A/B testing email

Email Marketing A/B Testing: A Step-By-Step Guide [2024]

In Adobe Marketo Engage, when a marketing manager incurs a cost for an Email Program, the best practice is to input the period cost in the program Setup tab in the month in which the cost is incurred1. In this case, the marketing manager spent $100 on stock photography for the email in January, so the period cost should be inputted in January1. This allows for accurate tracking and reporting of marketing expenses, which is crucial for budgeting and financial planning

One of the key features of Smart Campaigns is the flow, which is a sequence of flow steps that tell Marketo Engage what you want to have happen to a group of people that qualify1. You can add multiple flow steps to a Smart Campaign and reorder them to ensure they are in the right sequence2.

Therefore, the correct answer to your question is B. Reorder the flow steps to ensure they are in the right sequence. Flow steps are executed in the order in which they are listed1. You can use the Flow tab in your Smart Campaign to drag and drop the flow steps to where you want them2.

Adobe Marketo Engage allows users to create and manage email campaigns using Email Programs, which are a type of program that contains an email asset and a smart campaign to send it1.

To add people to an Email Program, users can import a list of leads from a .csv file or use a smart list to define the target audience2.

However, once an Email Program is approved, it cannot be edited or changed, including adding or removing people from the list3. This is to ensure that the email content and recipients are consistent and compliant with the email regulations4.

Therefore, if a marketing manager tries to import another list into an approved Email Program, the second list import will fail because the program has already been approved and cannot be modified3.

To avoid this issue, the marketing manager should either import all the lists before approving the Email Program, or create a new Email Program for the second list and send it separately5.

References:

1: Email Programs - Marketo Docs - Product Documentation 2: Add People to an Email Program - Marketo Docs - Product Documentation 3: Edit an Approved Email Program - Marketo Docs - Product Documentation 4: What is Adobe Marketo Engage? 5: Marketo Engage - Marketing Automation Benefits | Adobe

The Smart Campaign you provided has two filters applied:

Clicks Link in Email: This filter ensures the lead clicked a link in a specific email (based on the "Email" field value).

Fills Out Form: This filter ensures the lead filled out a specific form (based on the "Form Name" field value).

Since both filters are connected withAND, a lead needs to meetbothcriteria to qualify for the Smart Campaign. They need to click the link in the emailandfill out the form.